Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Modest growth, bordering on stagnation for the category
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- Figure 1: Total US sales and fan chart forecast of vegetables, at current prices, 2012-22
- Processed perception among frozen, shelf-stable vegetables
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- Figure 2: Correspondence analysis – Descriptions, March 2018
- Consumption falling short of goals
- The opportunities
- Convenient takes on vegetables
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- Figure 3: Sales of vegetables, by segment, in millions, 2017
- New applications for vegetables
- Clean/real, a driver for vegetables
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- Figure 4: TURF analysis – Attributes, March 2018
- What it means
The Market – What You Need to Know
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- After five years of strong growth, stagnation sets in
- Vegetable sales largely fresh
- Consumers fail to eat enough vegetables
Market Size and Forecast
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- Largely modest growth in vegetable sales, led by fresher options
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- Figure 5: Total US sales and fan chart forecast of vegetables, at current prices, 2012-22
- Figure 6: Total US sales and forecast of vegetables, at current prices, 2012-22
Market Breakdown
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- Fresh options dominate category
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- Figure 7: Total US retail sales and forecast of vegetables, by segment, at current prices, 2012-22
Market Factors
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- Potential for mounting pesticide concerns
- A second organic certification to test
- Vegetable consumption lags
Key Players – What You Need to Know
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- Fresh keeps category steady, as frozen and shelf-stable flounder
- Private label posing as local?
- Processed reputation impacting frozen, shelf-stable vegetables
- Extending vegetable usage occasions
Company and Brand Sales of Vegetables
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- Private label options see notably stronger sales growth
- Sales of vegetables by company
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- Figure 8: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- The power of private label
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- Figure 9: Private label versus branded vegetable introductions, 2013-17
- Figure 10: Claims on vegetable introductions, 2013-17
What’s Struggling?
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- Challenges for non-fresh vegetable options
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- Figure 11: Notable frozen vegetable introductions, 2017
What’s Next?
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- Novel interpretations of vegetables could flourish, given time
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- Figure 12: Novel vegetable introductions, 2017
The Consumer – What You Need to Know
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- Consumers generally adding more vegetables to their diet
- Diversity of purchase locations for younger consumers
- Price, a strong purchase driver
- Notable opportunities for frozen vegetables
- Parents notably more likely to turn to vegetables with grains
- Price at the expense of provenance?
Vegetable Consumption
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- Widespread consumption of vegetables
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- Figure 13: Vegetable consumption, March 2018
- Consumers adding more vegetables to their diet
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- Figure 14: Vegetable consumption trends, March 2018
- Younger consumers less likely to eat vegetables
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- Figure 15: Vegetable consumption, by age, March 2018
- Consumption notably less among lower-income consumers
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- Figure 16: Vegetable consumption, by household income, March 2018
- Fresher options resonate notably among Hispanics
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- Figure 17: Vegetable consumption, by Hispanic origin, March 2018
Purchase Location
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- Consumers more likely to buy vegetables at supermarkets
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- Figure 18: Purchase location, March 2018
- Younger consumers purchase from greater variety of retailers
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- Figure 19: Purchase location, by age, March 2018
- Walmart, a notable vegetable resource for lower-income consumers
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- Figure 20: Purchase location, by household income, March 2018
- Cost influencing Hispanic vegetable purchase
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- Figure 21: Purchase location, by Hispanic origin, March 2018
Purchase Attributes
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- Consumers strongly considering price
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- Figure 22: Attributes, March 2018
- Organic of stronger interest to younger consumers
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- Figure 23: Attributes, by age, March 2018
- Income factors strongly in price interest
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- Figure 24: Attributes, by household income, March 2018
- Organic claims resonate strongly among Hispanic Millennials
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- Figure 25: Attributes, by Hispanic origin, March 2018
- Notable interest in free-from claims among women
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- Figure 26: Free-from attributes, by gender and age, March 2018
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- Figure 27: Free-from attributes, by parental status and gender, March 2018
- Flavorful, natural vegetable options hold significant potential
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- Figure 28: TURF analysis – Attributes, March 2018
Vegetable Descriptions
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- Fresh options leveraging healthier reputation
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- Figure 29: Correspondence analysis – Descriptions, March 2018
Behaviors
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- “Local” options resonate with consumers
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- Figure 30: Behaviors, March 2018
- Local hits close to home
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- Figure 31: Behaviors, by age, March 2018
- Vegetable mixes appealing to parents
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- Figure 32: Behaviors, by parental status, March 2018
- Convenience, health motivating Hispanic Millennials
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- Figure 33: Behaviors, by Hispanic origin, March 2018
Opinions of Vegetables
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- Source information of interest to consumers
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- Figure 34: Opinions of vegetables, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations
- Abbreviations
Appendix – The Market
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- Figure 35: Total US sales and forecast of vegetables, at inflation-adjusted prices, 2012-22
- Figure 36: Total US retail sales and forecast of vegetables, by segment, at current prices, 2012-22
- Figure 37: Total US retail sales of vegetables, by segment, at current prices, 2015 and 2017
- Figure 38: Total US retail sales and forecast of fresh vegetables, at current prices, 2012-22
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- Figure 39: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2012-22
- Figure 40: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2012-22
- Figure 41: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2012-22
- Figure 42: Total US retail sales and forecast of frozen vegetables, at current prices, 2012-22
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- Figure 43: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2012-22
- Figure 44: Total US retail sales and forecast of fresh-cut salad, at current prices, 2012-22
- Figure 45: Total US retail sales and forecast of fresh-cut salad, at inflation-adjusted prices, 2012-22
- Figure 46: Total US retail sales of vegetables, by channel, at current prices, 2012-17
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- Figure 47: Total US retail sales of vegetables, by channel, at current prices, 2015 and 2017
- Figure 48: US supermarket sales of vegetables, at current prices, 2012-17
- Figure 49: US sales of vegetables through other retail channels, at current prices, 2012-17
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Appendix – Key Players
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- Figure 50: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2017 and 2018
- Figure 51: Multi-outlet sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 52: Multi-outlet sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 53: Multi-outlet sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 54: Multi-outlet sales of fresh-cut salad, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 55: Regional frozen potato consumption by brand
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Correspondence Analysis – Methodology
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- Figure 56: Descriptions, March 2018
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TURF Analysis – Methodology
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- Figure 57: Table – TURF analysis – Attributes, March 2018
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