Table of Contents
Executive Summary
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- The issues
- Frozen and canned “non-fresh” segments are losing relevance
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- Figure 1: Total US sales and forecast of vegetables, by segment, 2010-15
- Stigmas with vegetable types aren’t being addressed by companies
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- Figure 2: Select negative characteristics by vegetable type, March 2015
- Marketing and product positioning isn’t addressing health needs/interests
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- Figure 3: Attitudes toward vegetables (safety and nutrition), March 2015
- The opportunities
- Convenience an inroad for ailing non-fresh segments
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- Figure 4: Select favorable characteristics by vegetable type, March 2015
- Labels and marketing must tell whole story
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- Figure 5: Purchase and consumption behavior, March 2015
- Capitalize on Boomer spending power and affinity for health
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- Figure 6: Vegetable purchases, Boomers versus total, March 2015
- What it means
The Market – What You Need to Know
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- Recent years moving vegetables market forward
- Fresh segments nab nearly all sales while driving growth
- Organics fuel natural channel sales
Market Size and Forecast
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- Vegetables surpasses the $50 billion mark
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- Figure 7: Total US sales and fan chart forecast of vegetables, at current prices, 2010-20
- Figure 8: Total US sales and forecast of vegetables, at current prices, 2010-20
Market Breakdown
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- Fresh segments approaching 90% of market while driving growth
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- Figure 9: Total US sales and forecast of vegetables, by segment, 2015
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- Figure 10: Total US retail sales and forecast of vegetables, by segment, at current prices, 2010-20
Market Perspective
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- Natural markets seeing surge in vegetable sales
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- Figure 11: Natural supermarket sales of packaged vegetables, by segment, rolling 52 weeks March 2013-March 2015
Market Factors
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- Aging US population benefitting the vegetables market
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- Figure 12: Population share percentage, by generation, 2010, 2015, and 2020
- Fresh vegetable prices swing wildly since 2011
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- Figure 13: Changes in food price indexes, fruits and vegetables, 2011-15*
Key Players – What You Need to Know
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- Packaged salad brands dominate in MULO
- Beans getting quite a bit of attention
- Carrot producers feeling squeezed
- Frozen brands may be missing mark on innovation front
Manufacturer Sales of Vegetables
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- Fresh-cut salad brands lead the pack
- Manufacturer sales of vegetables
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- Figure 14: MULO Sales of vegetables, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Salad “meals” bolstering market
- Bolthouse maximizing sales with complementary offerings
- Store brands maintain significant presence
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- Figure 15: Private label versus name brand launches, vegetables, 2013-15*
- Canned beans’ diverse use brings a bright spot to the shelf-stable sector
What’s Struggling?
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- Fresh leaders feeling competitive strain
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- Figure 16: “A True Organic story,” 2015
- Major frozen vegetable brands missing mark with consumers
What’s Next?
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- Organics to niche further
- Convenience at the heart of growth opportunity
- Kid-friendly innovation expanding in and out of this market
The Consumer – What You Need to Know
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- Age and income impact vegetable purchases
- Buyers seek out variety with retailers and vegetable products
- Convenience trend is central to capitalize on for market growth
Vegetable Purchases by Type
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- Affluence and maturity drive fresh vegetable purchases
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- Figure 17: Vegetable purchases, March 2015
Frozen and Canned Usage
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- Convenient options in opposing usage trajectory
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- Figure 18: Household purchases – Frozen and canned/jarred vegetables, October 2010-December 2014
Purchase and Consumption Behavior
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- Variety is the name of the game
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- Figure 19: Purchase and consumption behavior, March 2015
Favorable Characteristics
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- Convenience matters
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- Figure 20: Correspondence analysis – favorable characteristics by vegetable type, March 2015
Negative Characteristics
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- Spoiling and processing damaging vegetables’ image most
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- Figure 21: Correspondence analysis – Negative characteristics by vegetable type, March 2015
Nutritional Info Gathering
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- Label is key but Millennials seek out other sources
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- Figure 22: Nutritional info gathering, March 2015
Attitudes toward Vegetables
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- Food safety and nutritional/health info are top of mind
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- Figure 23: Attitudes toward vegetables (safety and nutrition), March 2015
What Matters to Millennials
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- Convenience, information, and health are key drivers
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- Figure 24: Attitudes toward vegetables (safety and nutrition), by generation, March 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast methodology
- Consumer survey data
- Correspondence map methodology
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Market sales and forecast
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- Figure 25: Total US sales and forecast of vegetables, at inflation-adjusted prices, 2010-20
- Retail channel sales of packaged vegetables
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- Figure 26: Total US retail sales of packaged vegetables, by channel, at current prices, 2010-15
- Figure 27: Total US retail sales of packaged vegetables, by channel, at current prices, 2013 and 2015
- Macroeconomic factors
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- Figure 28: Unemployment and underemployment rates, January 2011-March 2015*
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- Figure 29: Disposable personal income, January 2011-February 2015*
- Figure 30: Consumer confidence, January 2011-March 2015*
Appendix – Key Players
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- Figure 31: MULO sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 32: MULO sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 33: MULO sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 34: MULO sales of fresh-cut salad, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Consumer
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- Experian Simmons
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- Figure 35: Household purchases – canned/jarred vegetables (excl. tomatoes), October 2010-December 2014
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- Figure 36: Household purchases – frozen vegetables (excl. potatoes), October 2010-December 2014
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