Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Fresh dictates category performance
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- Figure 1: Total US sales and fan chart forecast of fruit, at current prices, 2013-23
- Declines continue for canned/jarred fruit
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- Figure 2: Total US retail sales and forecast of canned and jarred fruit, at current prices, 2013-23
- Notable declines in the category’s biggest demographic
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- Figure 3: Households with own children under age 18, 1960-2017
- Health pertains mainly to fresh segment, less so to others
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- Figure 4: Opinions of fruit types, April 2018
- The opportunities
- Convenient packaged options can keep the ubiquitous category moving
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- Figure 5: Fruit attitudes, April 2018
- Positioning fruit – Fresh and otherwise – As a snack
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- Figure 6: Fruit type usage, April 2018
- GMO-free private label potential
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- Figure 7: Claims on fruit introductions, branded versus private label, 2017-18
- What it means
The Market – What You Need to Know
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- Fresh options dominate fruit category
- Interest in healthier options boosting fruit's overall potential
- Shrinking primary demo
Market Size and Forecast
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- Fresh sales fuel fruit category growth
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- Figure 8: Total US sales and fan chart forecast of fruit, at current prices, 2013-23
- Figure 9: Total US sales and forecast of fruit, at current prices, 2013-23
Market Breakdown
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- Fresh fruit maintains market dominance, increases sales
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- Figure 10: Sales of fruit, by segment, at current prices, 2013-23
- Fresh sales growth to continue
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- Figure 11: Total US retail sales and forecast of fresh fruit, at current prices, 2013-23
- Canned/jarred fruit sales drop
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- Figure 12: Total US retail sales and forecast of canned and jarred fruit, at current prices, 2013-23
- Frozen sales recover from slight thaw
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- Figure 13: Total US retail sales and forecast of frozen fruit, at current prices, 2013-23
- Slow, steady sales growth for dried fruit
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- Figure 14: Total US retail sales and forecast of dried fruit, at current prices, 2013-23
- Supermarket fruit sales grow but outpaced by other channels
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- Figure 15: Total US retail sales of fruit, by channel, at current prices, with percent change from previous year in parentheses, 2013-18
Market Factors
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- GMO labeling guidelines = Bioengineered disclosure
- Fruit prices remain relatively steady
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- Figure 16: Consumer price index, % change in fruit prices
- Potential for mounting pesticide concerns
- Household size and number of children in decline
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- Figure 17: Households with own children under age 18, 1960-2017
Key Players – What You Need to Know
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- Fruit brand sales grow slightly
- Fruit cups grow up
- Canned goods suffering amid consumer perception as being processed and less fresh
- GMO/Bioengineered labeling to come
Company and Brand Sales of Fruit
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- Del Monte gains on Dole, but private label dominates
- Sales of fruit by company
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- Figure 18: Sales of fruit, by company, 2017 and 2018
What’s Working?
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- Dried fruit snack options
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- Figure 19: Notable date and plantain chip launches, 2017
- Fruit cups mature
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- Figure 20: Fruit cup launches, 2017
What’s Struggling?
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- Canned and jarred can break processed mold
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- Figure 21: Fresh Thyme Pineapple Chunks in Pineapple Juice, 2017
- Figure 22: Key attributes, Fresh Thyme Market’s Pineapple Chunks, compared to segment benchmark, 2017
What’s Next?
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- Private-label GMO initiatives?
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- Figure 23: Fruit launches, branded versus private label, by storage type, 2013-18
- Figure 24: Fruit launches, branded versus private label, by claim, 2013-18
The Consumer – What You Need to Know
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- Shelf-stable options serve a small but useful role
- Older consumers buy fruit more at supermarkets, younger consumers from diverse channels
- New ways, times to enjoy fruit will help consumers meet goals
- Frozen, shelf-stable options could reduce fears of wasting fruit
- Health factors strongly in parental fruit choice
- Fresh fruit widely perceived as healthy; other segments could leverage convenience and price
Fruit Purchase
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- Consumers seeking fresh fruit significantly more than other category options
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- Figure 25: Fruit purchases, April 2018
- Younger consumers more likely to embrace prepackaged fresh options
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- Figure 26: Fresh fruit purchases, by age, April 2018
- Hispanic Millennials more likely to opt for fresh in-pack
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- Figure 27: Fresh fruit purchases, by Hispanic origin, April 2018
- Frozen fruit skews younger
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- Figure 28: Frozen fruit purchases, by age, April 2018
- Frozen fruit appealing to parents
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- Figure 29: Frozen fruit purchases, by parental status, April 2018
- Shelf-stable appeal largely among households with children
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- Figure 30: Frozen fruit purchases, by presence and number of children in household, April 2018
Fruit Purchase Location
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- Supermarkets account for lion’s share of fruit purchase
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- Figure 31: Fruit purchase locations, April 2018
- Younger consumers fruit shop in diverse channels
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- Figure 32: Fruit purchase locations, by age, April 2018
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- Figure 33: Fruit purchase locations, by age, April 2018
- Hispanic Millennials buying fruit from wide array of retailers
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- Figure 34: Fruit purchase locations, by Hispanic origin, April 2018
- Fresh options
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- Figure 35: Fruit purchase locations, by fruit purchases, April 2018
Fruit Type Usage
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- Expanding fruit’s usage
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- Figure 36: Fruit type usage, April 2018
- Making indulgences more permissible with fruit
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- Figure 37: Fruit type usage, by Hispanic origin, April 2018
Fruit Attitudes
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- Relatively dim brand power
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- Figure 38: Fruit attitudes, April 2018
- Struggle to get enough fruit
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- Figure 39: Fruit attitudes, by age, April 2018
- Avoiding the waste
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- Figure 40: Fruit attitudes, by presence and number of children, April 2018
Fruit Product Interest
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- Enhancing natural appeal
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- Figure 41: Fruit product interest, April 2018
- Interest in avoiding GMOs
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- Figure 42: Fruit launches, by claim, 2013-18
- Figure 43: Fruit product interest, by age, April 2018
- Reaching parents through options for children
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- Figure 44: Fruit product interest, by parental status, April 2018
- Health factors weighing on Hispanic fruit consumers
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- Figure 45: Fruit product interest, by Hispanic origin, April 2018
- Healthy, natural options’ wide appeal
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- Figure 46: TURF analysis – Fruit product interest, April 2018
Opinions of Fruit Types
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- Fresh fruit could leverage snack potential
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- Figure 47: Opinions of fruit types, April 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 48: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2013-23
- Figure 49: Total US retail sales and forecast of fruit, by segment, at current prices, 2013-23
- Figure 50: Total US retail sales of fruit, by segment, at current prices, 2016 and 2018
- Figure 51: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2013-23
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- Figure 52: Total US retail sales and forecast of canned and jarred fruit, at inflation-adjusted prices, 2013-23
- Figure 53: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2013-23
- Figure 54: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2013-23
- Figure 55: Total US retail sales of fruit, by channel, at current prices, 2016 and 2018
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- Figure 56: US supermarket sales of fruit, at current prices, 2013-18
- Figure 57: US sales of fruit through other retail channels, at current prices, 2013-18
- Figure 58: Total US retail sales of fruit, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 59: Multi-outlet sales of canned and jarred fruit, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 60: Multi-outlet sales of frozen food, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 61: Multi-outlet sales of dried fruit, by leading companies and brands, rolling 52 weeks 2017 and 2018
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Correspondence Analysis – Methodology
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- Figure 62: Fruit type usage, April 2018
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Correspondence Analysis – Methodology
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- Figure 63: Opinions of fruit types, April 2018
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TURF Analysis – Methodology
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- Figure 64: Table – TURF analysis – Fruit product interest, April 2018
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