Table of Contents
Executive Summary
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- The issues
- Fresh vegetables propelling market forward
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- Figure 1: Total US retail sales and fan chart forecast of vegetables, at current prices, 2010-20
- Most consumers buy fresh vegetables
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- Figure 2: Vegetable purchase, February 2016
- Price, and local, organic positioning resonates with consumers
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- Figure 3: Factors influencing purchase, February 2016
- The opportunities
- Consumers need more information about recommended daily intake
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- Figure 4: Vegetables behaviors, February 2016
- Emphasize local, organic claims
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- Figure 5: Attitudes toward vegetables – Any agree, February 2016
- Smaller packaging can help minimize food waste, aid in snacking
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- Figure 6: Attitudes toward vegetables – Any agree, February 2016
- What it means
The Market – What You Need to Know
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- Fresh vegetables drive growth
- Competition from other nutritious categories
- Rising food prices, interest in organics to boost future growth
Market Size and Forecast
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- Vegetables category reaches $54.6 billion in 2015
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- Figure 7: Total US retail sales and fan chart forecast of vegetables, at current prices, 2010-20
- Figure 8: Total US retail sales and forecast of vegetables, at current prices, 2010-20
- Figure 9: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2010-20
Market Breakdown
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- Fresh segments driving growth
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- Figure 10: Sales of vegetables by segment share, 2015
- Figure 11: Total US retail sales and forecast of vegetables, by segment, at current prices, 2010-20
- Most sales stem from supermarkets, but other channels growing faster
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- Figure 12: Total US retail sales of vegetables, by channel, at current prices, 2010-15
- Natural supermarket sales grow 29%
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- Figure 13: Natural supermarket sales of vegetables, at current prices, rolling 52 weeks Feb. 23, 2014-Feb. 21, 2016
- Figure 14: Natural supermarket sales of vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Market Perspective
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- Other food and drinks help consumers achieve vegetable intake
- Vegetables taking over restaurant menus
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- Figure 15: Acclaimed Chef Ford Fry talks menu partnership and bringing kale to Chick-Fil-A, January 2016
Market Factors
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- Rising food prices
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- Figure 16: Changes in food price indexes, 2013-16*
- Organic food sales surging
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- Figure 17: Attitudes/opinions about food – Any agree, 2010-15
- USDA Dietary Guidelines encourage more vegetable consumption
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- Figure 18: Average daily vegetable intakes by age-sex groups, compared to ranges of recommended intake
Key Players – What You Need to Know
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- The category is highly fragmented
- Fresh cut salad grew most
- Frozen vegetables in need of an innovation boost
- Convenience still driving innovation, room for more organics
Manufacturer Sales of Vegetables
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- Fresh cut salad driving category growth
- Manufacturer sales of vegetables
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- Figure 19: MULO sales of vegetables, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Prepared salad options offer convenience
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- Figure 20: MULO sales of Chiquita Brands LLC’s Fresh Express fresh cut salads
- Figure 21: MULO sales of Dole Food Co. Inc. Dole fresh cut salads
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- Figure 22: MULO sales of Taylor Fresh Foods, Inc. Taylor fresh cut salads
- Figure 23: Taylor Farms – Meet our growers – El Centro, March 2016
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- Figure 24: MULO sales of Ready Pac Foods, Inc. Ready Pac fresh cut salads
- Private label options abound
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- Figure 25: MULO sales of private label vegetables
- Figure 26: Vegetable product launches, by branded or private label, 2011-15
What’s Struggling?
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- Other frozen brands struggle to overcome freshness perceptions
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- Figure 27: MULO sales of other frozen vegetables
- Carrot brands face declining sales
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- Figure 28: MULO sales of Grimmway Farms fresh vegetables
What’s Next?
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- Convenience remains a priority
- Organic and heirloom vegetables make gains
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- Figure 29: Vegetable product launches with an organic claim, 2011-15
- “Ugly” vegetables more acceptable
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- Figure 30: Intermarche – “Inglorious Fruits and Vegetables”, June 2014
The Consumer – What You Need to Know
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- Fresh vegetables preferred, but positive perceptions of frozen
- Opportunity to boost use as a snack
- Price, and local or organic claims most influential on purchase
- About one third are buying, eating more vegetables, but need information about recommended daily intake
- Food waste is a concern
Vegetable Purchase
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- Fresh is preferred
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- Figure 31: Vegetable purchase, February 2016
- Purchase increases with household income
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- Figure 32: Vegetable purchase, by household income, February 2016
- Parents buy more vegetables, across types
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- Figure 33: Vegetable purchase, by parental status, February 2016
- Higher shelf-stable purchase among Hispanics
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- Figure 34: Vegetable purchase, by Hispanic origin, February 2016
Purchase Drivers
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- Opportunity to embrace freshness, convenience
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- Figure 35: Correspondence analysis – Purchase drivers, February 2016
- Figure 36: Purchase drivers, February 2016
Vegetables Use
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- Vegetables most often on the side
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- Figure 37: Vegetables use – Occasion, February 2016
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- Figure 38: Vegetables use – Preparation, February 2016
- Parents more likely to use vegetables for snacking
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- Figure 39: Vegetables use – Occasion, by parental status, February 2016
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- Figure 40: Vegetables use – Preparation, by parental status, February 2016
- Hispanics more likely to grill, juice vegetables
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- Figure 41: Vegetables use – Occasion, by race and Hispanic origin, February 2016
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- Figure 42: Vegetables use – Preparation, by race and Hispanic origin, February 2016
Factors Influencing Purchase
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- Affordable, local, and organic are top purchase factors
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- Figure 43: Factors influencing purchase, February 2016
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- Figure 44: Natural supermarket sales of vegetables, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Figure 45: Natural supermarket sales of vegetables, by GMO ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Organic, non-GMO more influential for iGeneration, Millennials
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- Figure 46: Factors influencing purchase, by generation, February 2016
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- Figure 47: Factors influencing purchase, by generation, February 2016
- Parents more brand sensitive
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- Figure 48: Factors influencing purchase, by parental status, February 2016
- Hispanic prioritize natural, organic vegetables
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- Figure 49: Factors influencing purchase, by Hispanic origin, February 2016
Vegetables Behaviors
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- Nearly half of consumers are trying to eat more vegetables
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- Figure 50: Vegetables behaviors, February 2016
- Older consumers eating more vegetables
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- Figure 51: Vegetables behaviors, by age, February 2016
- Parents in need of recipe ideas for themselves, their children
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- Figure 52: Vegetables behaviors, by parental status, February 2016
Attitudes toward Vegetables
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- Local, organic remain important
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- Figure 53: Attitudes toward vegetables – Any agree, February 2016
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- Figure 54: Attitudes toward vegetables – Any agree, February 2016
- iGeneration, Millennials more interested in organic
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- Figure 55: Attitudes toward vegetables – Any agree, by generation, February 2016
- Snack-size packaging, organics, key growth areas for parents, Hispanics
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- Figure 56: Attitudes toward vegetables – Any agree, by parental status, February 2016
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- Figure 57: Attitudes toward vegetables – Any agree, by race and Hispanic origin, February 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Market breakdown
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- Figure 58: Total US sales and forecast of vegetables, by segment, at current prices, 2010-20
- Figure 59: Total US retail sales of vegetables, by segment, at current prices, 2013 and 2015
- Figure 60: Total US retail sales and forecast of fresh vegetables, at current prices, 2010-20
- Figure 61: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2010-20
- Figure 62: Total US retail sales and forecast of frozen vegetables, at current prices, 2010-20
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- Figure 63: Total US retail sales and forecast of fresh-cut salad, at current prices, 2010-20
- Retail channels
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- Figure 64: Total US retail sales of vegetables, by channel, at current prices, 2013 and 2015
- Figure 65: US supermarket sales of vegetables, at current prices, 2010-15
- Figure 66: US sales of vegetables through other retail channels, at current prices, 2010-15
- Natural channels
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- Figure 67: Natural supermarket sales of frozen vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Figure 68: Natural supermarket sales of fresh packaged vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Figure 69: Natural supermarket sales of fresh packaged salad greens, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
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- Figure 70: Natural supermarket sales of shelf-stable and dried vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Figure 71: Natural supermarket sales of organic vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
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- Figure 72: Natural supermarket sales of non-GMO project verified vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
- Figure 73: Natural supermarket sales of vegetables, by "natural" labeling or perception, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
Appendix – Key Players
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- Figure 74: MULO sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 75: MULO sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 76: MULO sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 77: MULO sales of fresh cut salad, by leading companies and brands, rolling 52 weeks 2015 and 2016
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Appendix – Correspondence Analysis
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- Methodology
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