Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Fruit sales surpass $50 billion
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- Figure 1: Total US sales and fan chart forecast of fruit, at current prices, 2012-22
- The issues
- Sales of canned/jarred fruit fall year-over-year
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- Figure 2: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2012-22
- Consumers view canned fruit/fruit cups as too sugary and processed
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- Figure 3: Reasons for not buying canned/fruit cups, March 2017
- The opportunities
- Consumers want to fit more fruit in their diets
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- Figure 4: Fruit statement agreement, March 2017
- Opportunity exists for new fruit products
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- Figure 5: Fruit product interest, March 2017
- Different fruits satisfy unique occasions
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- Figure 6: Fruit usage by fruit type, by fruit type buyers, March 2017
- What it means
The Market – What You Need to Know
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- Fresh fruit drives total market sales
- Chefs are using fruits in new and interesting ways
- Consumers want healthful snacks
Market Size and Forecast
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- Fruit continues to experience consistent growth
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- Figure 7: Total US sales and fan chart forecast of fruit, at current prices, 2012-22
- Figure 8: Total US sales and fan chart forecast of fruit, at current prices, 2012-22
Market Breakdown
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- Fresh fruit commands more than 90% of the total fruit market
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- Figure 9: Total US retail sales of fruit by segment, at current prices, 2015 and 2017
- Sales of frozen and dried fruit grow while canned/jarred continues to decline
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- Figure 10: Total US retail sales and forecast of fruit, by segment, at current prices, 2012-22
- Other channel fruit sales growth is outpacing supermarkets
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- Figure 11: Total US retail sales of fruit, by channel, at current prices, 2015 and 2017
Market Perspective
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- Fruits are trending at restaurants
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- Figure 12: Incidence of the top 10 fruits used as an ingredient on menus, Q1 2015- Q1 2017
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- Figure 13: Ingredient Matrix, top 10 fruits (excluding avocados) used as an ingredient, Q1 2015- Q1 2017
- Figure 14: Ingredient Matrix, top 11-20 fruits used as an ingredient, Q1 2015- Q1 2017
- Fruits are most often used in salads/desserts
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- Figure 15: Change in the incidence of the top 10 dishes on menus that use fruit as an ingredient, Q1 2015-Q12017
- Figure 16: Change in the incidence of the top 10 dishes on menus that use fruit as an ingredient (excluding avocados), Q1 2015-Q12017
- Claims offer insight on how fruit is marketed at restaurants
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- Figure 17: Change in the incidence of the top 10 fruit claims used on menus, Q1 2015-Q12017
- Preparation methods indicate innovation opportunities
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- Figure 18: Menu examples of grilled fruits
- Figure 19: Menu examples of pickled fruits
Market Factors
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- Fresh fruit prices down slightly
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- Figure 20: Consumer Price Index, percent change in fruit prices
- More than half of Americans are dieting
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- Figure 21: Share of respondents who diet, June 2016
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- Figure 22: Daily snacking frequency, 2015-17
- Figure 23: Snacking behaviors, March 2017
- Organics become more common
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- Figure 24: HH organic fruit consumption
- The Arctic Apple and Pink Pineapple are litmus tests for GMOs
Key Players – What You Need to Know
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- Small brands thrive
- Fruit chips and dates are trendy dried fruits
- Dole and Del Monte innovate the fruit cup
- Ugly fruit is an attractive opportunity
Company and Brand Sales of Fruit
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- Smaller brands grow as main players see declines
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- Figure 25: MULO sales of fruit*, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- The crunch consumers want
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- Figure 26: MULO sales of dried fruit chips, 2012-16
- It’s a date
- Brands give their packaging a facelift
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- Figure 27: Fruit product launch type, new packaging, 2012-17
- Figure 28: Food packaging statement agreement, March 2017
- Fruit cups grow up
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- Figure 29: Fruit comparison: Dole Mixations and Del Monte Refreshers, Purchase intent score, April 2016-April 2017
What’s Struggling?
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- Decline of canned/jarred fruit continues
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- Figure 30: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2012-22
- Figure 31: New fruit product introductions by packaging type, 2012-16
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- Figure 32: Grocery department associations, October 2016
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- Figure 33: Grocery department associations, October 2016
- Raisins and cranberries lose share of dried fruit sales
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- Figure 34: MULO sales distribution of dried fruit by fruit type, 2012-16
What’s Next?
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- Freeze-dried fruits could be the next fruit chips
- Smoothie bowls offer new opportunities for frozen fruit
- Making “ugly” fruit beautiful
- Value-added produce appeals to time-crunched consumers
The Consumer – What You Need to Know
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- Fruit is a staple product
- Consumers have negative perceptions of canned fruit/fruit cups
- Most fruit is eaten as a snack
- Consumers want to eat more fruit
- Consumers have varying perceptions of organic fruit
Fruit Purchases
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- Fruit purchases are nearly universal
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- Figure 35: fruit purchases, March 2017
- Types of fruit purchased varies by generation
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- Figure 36: Fruit purchases, by generation, March 2017
- Women are fresh and dried fruit buyers; men are canned buyers
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- Figure 37: Fruit purchases, by gender, March 2017
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- Figure 38: Fruit purchases, by gender and age, March 2017
- Frozen fruit is primarily purchased by young, affluent consumers
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- Figure 39: Fruit purchases, by HH income, March 2017
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- Figure 40: Fruit purchases, by HH income and age, March 2017
- Parents are key fruit buyers
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- Figure 41: Fruit purchases, by age and parental status, March 2017
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- Figure 42: Fruit purchases, by age and parental status, March 2017
- 75% of consumers purchase up to four types of fruit
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- Figure 43: Repertoire analysis – fruit purchases, March 2017
Canned/Fruit Cup Non-purchasers
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- Canned fruit and fruit cups face an uphill battle
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- Figure 44: Reasons for not buying canned/fruit cups, March 2017
- Young consumers may prove hard to attract
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- Figure 45: Reasons for not buying canned/fruit cups, by age, March 2017
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- Figure 46: Reasons for not buying canned/fruit cups, by age and gender, March 2017
- Dried fruit buyers have negative views of the canned/jarred segment
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- Figure 47: Reasons for not buying canned/fruit cups, by fruit type buyers, March 2017
- Organic-buying consumers think canned/fruit cups are too processed
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- Figure 48: Reasons for not buying canned/fruit cups, by organic segmentation, March 2017
Fruit Usage by All Fruits
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- Fruit is most often consumed as a snack
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- Figure 49: Fruit usage, any fruit type, March 2017
- Fruit usage varies by generation
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- Figure 50: Fruit usage, any fruit type, by generation, March 2017
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- Figure 51: Fruit usage, any fruit type, by age and HH income, March 2017
Fruit Usage by Fruit Type
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- Different fruits fulfil different occasions
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- Figure 52: Fruit usage by fruit type, by fruit type buyers, March 2017
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- Figure 53: Fruit usage by fruit type, by fruit type buyers, March 2017
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- Figure 54: Top five uses of each fruit type, among fruit type users, March 2017
Fruit Attitudes
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- Over a quarter of consumers struggle to eat enough fruit
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- Figure 55: Fruit statement agreement, March 2017
- Millennials are looking to eat more fruit
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- Figure 56: Fruit statement agreement, by generation, March 2017
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- Figure 57: Fruit statement agreement, by age and gender, March 2017
- Parents look for fruit value
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- Figure 58: Fruit statement agreement, by parental status and age, March 2017
- Misshapen fruit is ripe for canned and frozen products
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- Figure 59: Fruit statement agreement, by fruit type buyers, March 2017
- Organic Enthusiasts are least likely to waste fruit
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- Figure 60: Fruit statement agreement, by organic segmentation, March 2017
Fruit Product Interest
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- Interest in new fruit products is high
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- Figure 61: Fruit product interest, March 2017
- Women are relatively disinterested in canned fruit innovations
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- Figure 62: Fruit product interest, any interest, by gender, March 2017
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- Figure 63: Interest in organic canned fruit, any interest, by age and gender, March 2017
- Younger consumers are open to trying new fruits
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- Figure 64: Fruit product interest, any interest, by generation, March 2017
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- Figure 65: Fruit product interest, any interest, by Hispanic origin and generation, March 2017
- Suburbanites and rural consumers are less open to trying new fruit products
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- Figure 66: Fruit product interest, any interest, by area, March 2017
- Parents are more interested in new fruit products than non-parents
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- Figure 67: Fruit product interest, any interest, by parental status and age, March 2017
- Interest in fruit segment products is high among segment buyers
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- Figure 68: Fruit product interest, any interest, by fruit type buyers, March 2017
Organic Attitudes
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- Consumers believe in the environmental benefits of organic fruits
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- Figure 69: Organic fruit attitudes, March 2017
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- Figure 70: Organic segmentation index against all fruit buyers, March 2017
- Dried/frozen fruit buyers are organic champions
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- Figure 71: Organic fruit attitudes, by fruit type buyers, March 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Mintel Menu Insights
Appendix – Market
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- Figure 72: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2012-22
- Figure 73: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2012-22
- Figure 74: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2012-22
- Figure 75: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2012-22
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- Figure 76: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2012-22
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Appendix – Key Players
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- Figure 77: MULO sales of canned/jarred fruit, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 78: MULO sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 79: MULO sales of dried fruit, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – Correspondence Analysis
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- Methodology
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- Figure 80: Correspondence analysis – Fruit type usage
Appendix – Consumer
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- Figure 81: Organic fruit attitudes, by generation, March 2017
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- Figure 82: Organic fruit attitudes, by area, March 2017
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