The roughly $50 billion vegetable market has grown 2-5% annually since 2010. The market has been bolstered by fresh segments (fresh-cut salad and fresh vegetables), and hampered by the smaller frozen and shelf-stable vegetables segments. Mintel expects much of the same through 2020 as consumers further latch on to the fresh food trend while dismissing all things processed. The organic food movement is also significantly benefitting this market, and innovation in this area, especially when coupled with convenient and portable prepared salads and cut vegetables, will move the market forward.

This report covers the US market for vegetables, which are defined as follows:

• Fresh vegetables – including whole vegetables such as carrots, potatoes or spinach (loose and packaged)
• Shelf-stable vegetables – including canned/jarred vegetables and dried vegetables such as mushrooms
• Frozen vegetables – including bagged/boxed vegetables such as spinach or broccoli in the freezer section
• Fresh-cut salad – including precut lettuce, spinach, and kale, as well as packaged salad mixes

Unless otherwise noted, the following foods are excluded from the scope of this report:

• Vegetable juices, drinks, or smoothies
• Refrigerated prepared side dishes that include vegetables
• Canned/jarred tomatoes,tomato sauce, paste, puree, and tomato or vegetable-based pasta/cooking sauces
• Instant, frozen or canned/jarred potatoes
• Dried beans
• Fruit (which will be covered in Fruit—US, August 2015)