Fruit and Vegetables - US - October 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market size and forecast
Figure 1: Total market sales and fan chart forecast of fruit, at current prices, 2008-18
Figure 2: Total market sales and fan chart forecast of vegetables, at current prices, 2008-18
Supermarkets, Walmart dominate but local channels making strides
Figure 3: Where consumers purchase their fruit and vegetables, August 2013
Fruit and vegetable consumption
Figure 4: Daily fruit and vegetable consumption, by occasion, August 2013
Consumers interested in convenience at many levels
Figure 5: Fruit and vegetable purchasing behavior, August 2013
What we think
ISSUES AND INSIGHTS
How can this stagnant category jump on the health bandwagon?
Insight: Improve consumer perceptions of the segments through innovation
How can produce companies adapt to the growing local food movement?
Insight: Create products that are reminiscent of local and regional favorites
How can fruit and vegetables better compete in the snack category?
Insight: Make snack-size products more convenient
How can companies help parents motivate kids to eat more produce?
Insight: Make fruit and vegetables more fun
TREND APPLICATIONS
Trend: Help Me Help Myself
Trend: Factory Fear
Mintel Futures: Old Gold
MARKET SIZE AND FORECAST
Key points
Fruit market grows on sales of fresh fruit, rising prices
Sales and forecast of fruit
Figure 6: Total US retail sales and forecast of fruit, at current prices, 2008-18
Figure 7: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 8: Total market sales and fan chart forecast of fruit, at current prices, 2008-18
Vegetable category sales growth driven by growth in all segments
Sales and forecast of vegetables
Figure 9: Total US retail sales and forecast of vegetables, at current prices, 2008-18
Figure 10: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 11: Total market sales and fan chart forecast of vegetables, at current prices, 2008-18
MARKET DRIVERS
Key points
Desire to stay healthy drives fruit and vegetable consumption
Local food movement drives interest in local produce
Figure 12: National count of farmers markets, 1994-2013
More people dining at home drives vegetable consumption
COMPETITIVE CONTEXT
Snack food alternatives overshadow fruit and vegetables
Fruit and vegetable juices allow consumers to drink their nutrition
Nutritional foods, vitamins, supplements more appealing to some
SEGMENT PERFORMANCE
Key points
Vegetable sales dwarf fruit sales but growth rates similar
Frozen fruit, dried beans/vegetables exceed all in sales growth
Sales of fruit and vegetables, by segment
Figure 13: Total US retail sales of fruit and vegetables, by segment, at current prices, 2011 and 2013
SEGMENT PERFORMANCE—FRESH FRUIT
Key points
Volume sales growth lagging behind dollar sales growth
Sales and forecast of fresh fruit
Figure 14: Sales and forecast of fresh fruit, at current prices, 2008-18
SEGMENT PERFORMANCE—PROCESSED FRUIT
Key points
Processed fruit relies on frozen fruit to keep it afloat
Sales and forecast of processed fruit
Figure 15: Sales and forecast of processed fruit, at current prices, 2008-18
SEGMENT PERFORMANCE—FRESH VEGETABLES
Key points
The fresh vegetables segment faces slowing sales growth
Sales and forecast of fresh vegetables
Figure 16: Sales and forecast of fresh vegetables, at current prices, 2006-16
SEGMENT PERFORMANCE—PROCESSED VEGETABLES
Key points
Processed vegetables show potential with convenient health
Sales and forecast of processed vegetables
Figure 17: Sales and forecast of processed vegetables, at current prices, 2008-18
SEGMENT PERFORMANCE—FRESH CUT SALADS
Key points
Fresh cut salads still gaining momentum
Sales and forecast of fresh cut salads
Figure 18: Sales and forecast of fresh cut salads, at current prices, 2008-18
SEGMENT PERFORMANCE—DRIED BEANS AND VEGETABLES
Key points
Dried beans and vegetables enjoy strong sales growth
Sales and forecast of dried beans and vegetables
Figure 19: Sales and forecast of dried beans and vegetables, at current prices, 2008-18
Fan chart forecast of dried beans and vegetables
Figure 20: Total Market sales and fan chart forecast of dried beans and vegetables, at current prices, 2008-18
SEGMENT PERFORMANCE—OTHER BEANS
Key points
Other bean sales growth slowing
Sales and forecast of other beans
Figure 21: Sales and forecast of other beans, at current prices, 2008-18
RETAIL CHANNELS
Key points
Supermarkets top seller of fruits and vegetables
Sales of fruit and vegetables, by channel
Figure 22: Total US retail sales of fruit and vegetables, by channel, at current prices, 2011-13
Supermarkets, Walmart dominate but local channels making strides
Figure 23: Where consumers purchase their fruit and vegetables, August 2013
Age, income influence where people shop for produce
Figure 24: Where consumers purchase their fruit and vegetables, by household income, August 2013
Figure 25: Where consumers purchase their fruit and vegetables, by age, August 2013
LEADING COMPANIES
Key points
Sales for category leader Dole drop nearly 5%
Manufacturer sales of fruit and vegetables
Figure 26: MULO sales of fruit and vegetables, by leading companies, rolling 52 weeks 2012 and 2013
Green Giant leads growth in frozen vegetables segment
Figure 27: MULO sales of frozen vegetables, by leading companies, rolling 52 weeks 2012 and 2013
Multiple brands find success with dry beans, vegetables, ancient grains
Figure 28: MULO sales of dry beans/vegetables, by leading companies, rolling 52 weeks 2012 and 2013
INNOVATIONS AND INNOVATORS
Fruit product launches gained on vegetable through 2012
Figure 29: New produce product introduction, by segment, 2008-13
Private label maintains healthy portion of new product launches
Figure 30: New produce product introductions, by brand versus private label, 2008-13
New products launches answer consumer demand for convenience
MARKETING STRATEGIES
Overview of the brand landscape
Brand analysis: Del Monte
Figure 31: Brand analysis of Del Monte, 2011
Online initiatives
TV presence
Figure 32: Del Monte, Del Monte Beans: Bursting with Life, 2013
Figure 33: Del Monte, Del Monte Peaches: Bursting with Life, 2013
Brand analysis: Walmart
Figure 34: Brand analysis of brand, 2011
Online initiatives
TV presence
Figure 35: Walmart, “Fresh-over: Produce from Walmart”, 2013
Brand analysis: Green Giant
Online initiatives
Figure 36: Green Giant, Caught in the Act – Extra Vegetable Affair, 2013
TV presence
Figure 37: Green Giant, Up Your Game, 20132
VEGETABLE CONSUMPTION
Key points
Almost all consumers eat vegetables; most low or medium users
Figure 38: Total servings of vegetables eaten each day, by occasion (nets), August 2013
Figure 39: Daily vegetable consumption, by usage group, by age, August 2013
Figure 40: Daily vegetable consumption, by servings, by presence of children in household, August 2013
Lunch, dinner most common occasions for vegetable consumption
Figure 41: Total servings of vegetables eaten each day, by occasion, by gender, August 2013
Figure 42: Total servings of vegetables eaten each day, by occasion, by age, August 2013
FRUIT CONSUMPTION
Key points
Fruit not quite as popular as vegetables
Figure 43: Total servings of fruits eaten each day, August 2013
Figure 44: Daily fruit consumption, by servings, by age, August 2013
Figure 45: Daily fruit consumption, by servings, by household size, August 2013
Fruit most commonly used as a snack
Figure 46: Total servings of fruits eaten each day, by occasion, by gender, August 2013
TYPES AND FORM OF FRUITS AND VEGETABLES EATEN
Key points
Frozen, canned lag far behind fresh in consumers’ purchasing
Figure 47: Fruit and vegetable purchases by type and format, August 2013
Figure 48: Attitudes on fruit and vegetables, August 2013
Figure 49: Types of frozen vegetables eaten, by household
Frozen, canned appeal to households with kids, in particular
Figure 50: Fruit and vegetables purchasing behavior, by presence of children in household, August 2013
FRUIT AND VEGETABLE PURCHASING BEHAVIOR
Key points
Older consumers want fresh, local; younger want organic
Figure 51: Fruit and vegetable purchasing behavior, by age, August 2013
Consumers want convenience in a variety of definitions
Figure 52: Fruit and vegetable purchasing behavior, by age, August 2013
FRUIT AND VEGETABLE CONSUMPTION BEHAVIOR
Key points
Men less likely to feel guilty about not eating enough produce
Figure 53: Fruit and vegetable consumption behavior, by gender, August 2013
More than a third of parents have trouble getting kids to eat vegetables
Figure 54: Fruit and vegetable consumption behavior, August 2013
Figure 55: Attitudes on fruit and vegetables, August 2013
Figure 56: Fruit and vegetable consumption behavior, August 2013
Parents lead by example in fruit and vegetable consumption
Figure 57: Fruit and vegetable consumption behavior, by serving of vegetables in a day, August 2013
Figure 58: Fruit and vegetable consumption behavior, by serving of fruits in a day, August 2013
ATTITUDES TOWARD FRUIT AND VEGETABLES
Key points
Consumers skeptical of imported fruit and vegetable safety
Figure 59: Attitudes on fruit and vegetables, by age, August 2013
Parents more likely to want information, convenience
Figure 60: Attitudes on fruit and vegetables, by presence of children in household, August 2013
RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to be high users, White consumers less likely
Figure 61: Daily vegetable consumption, by servings, by race/Hispanic origin, August 2013
Figure 62: Daily fruit consumption, by servings, by race/Hispanic origin, August 2013
Hispanic consumers buy more canned vegetables, canned, frozen fruit
Figure 63: Fruit and vegetable purchasing behavior by format, by race/Hispanic origin, August 2013
KEY HOUSEHOLD PURCHASE MEASURES—FRUIT
 OVERVIEW OF CANNED/BOTTLED FRUIT
Canned/bottled mixed fruit
Consumer insights on key purchase measures—canned/bottled mixed fruit
Brand map
Figure 64: Brand map, selected brands of canned/bottled mixed fruit buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 65: Key purchase measures for the top brands of canned/bottled mixed fruit, by household penetration, 2012*
Canned/bottled pineapple
Consumer insights on key purchase measures—canned/bottled pineapple
Brand map
Figure 66: Brand map, selected brands of canned/bottled pineapple buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 67: Key purchase measures for the top brands of canned/bottled pineapple, by household penetration, 2012*
Canned/bottled peaches
Consumer insights on key purchase measures—canned/bottled peaches
Brand map
Figure 68: Brand map, selected brands of canned/bottled peaches buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 69: Key purchase measures for the top brands of canned/bottled peaches, by household penetration, 2012*
KEY HOUSEHOLD PURCHASE MEASURES—VEGETABLES
 OVERVIEW OF VEGETABLES
Canned/bottled corn
Consumer insights on key purchase measures—canned/bottled corn
Brand map
Figure 70: Brand map, selected brands of canned/bottled corn buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 71: Key purchase measures for the top brands of canned/bottled corn, by household penetration, 2012*
Canned/bottled green beans
Consumer insights on key purchase measures—canned/bottled green beans
Brand map
Figure 72: Brand map, selected brands of canned/bottled green beans buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 73: Key purchase measures for the top brands of canned/bottled green beans, by household penetration, 2012*
Canned/bottled green peas
Consumer insights on key purchase measures—canned/bottled green peas
Brand map
Figure 74: Brand map, selected brands of canned/bottled green peas buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 75: Key purchase measures for the top brands of canned/bottled green peas, by household penetration, 2012*
APPENDIX – MARKET DRIVERS
Consumer confidence
Figure 76: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 77: US unemployment rate, by month, 2002-13
Figure 78: US unemployment and underemployment rates, 2007-13
Figure 79: Number of employed civilians in US, in thousands, 2007-13
Food cost pressures
Figure 80: Changes in USDA Food Price Indexes, 2011-14
Obesity
Figure 81: American adults, by weight category as determined by body mass index (BMI), 2008-June 20, 2013
Childhood and teen obesity—highest in decades
Figure 82: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 83: US population by race and Hispanic origin, 2008, 2013, and 2018
Figure 84: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 85: US population, by age, 2008-18
Figure 86: US households, by presence of own children, 2002-12
APPENDIX – OTHER USEFUL MARKET SIZE TABLES
Figure 87: Total US sales and forecast of fruit and vegetables, by segment, at current prices, 2008-18
Figure 88: Total US sales and forecast of fruit, by category, at current prices, 2008-18
Figure 89: Total US sales and forecast of vegetables, by category, at current prices, 2008-18
Figure 90: Total US sales and forecast of vegetables, by category, at current prices, 2008-18 (continued)
Figure 91: MULO sales of frozen fruit, by leading companies, rolling 52 weeks 2012 and 2013
Figure 92: MULO sales of canned fruit, by leading companies, rolling 52 weeks 2012 and 2013
Figure 93: MULO sales of canned vegetables, by leading companies, rolling 52 weeks 2012 and 2013
Figure 94: MULO sales of beans, by leading companies, rolling 52 weeks 2012 and 2013
Figure 95: MULO sales of fresh cut salads, by leading companies, rolling 52 weeks 2012 and 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 96: Total servings of vegetables eaten each day, by occasion, August 2013
Figure 97: Total servings of fruits eaten each day, by occasion, August 2013
Figure 98: Total servings of vegetables eaten each day, by occasion (nets), August 2013
Figure 99: Total servings of fruits eaten each day, by occasion (nets), August 2013
Figure 100: Total servings of vegetables eaten each day, by occasion, by gender, August 2013
Figure 101: Total servings of vegetables eaten each day, by occasion, by age, August 2013
Figure 102: Total servings of vegetables eaten each day, by occasion, by household income, August 2013
Figure 103: Total servings of vegetables eaten each day, by occasion, by race/Hispanic origin, August 2013
Figure 104: Fruit and vegetable purchases by type and format, August 2013
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS