Vegetables - US - May 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Modest growth, bordering on stagnation for the category
Figure 1: Total US sales and fan chart forecast of vegetables, at current prices, 2012-22
Processed perception among frozen, shelf-stable vegetables
Figure 2: Correspondence analysis – Descriptions, March 2018
Consumption falling short of goals
The opportunities
Convenient takes on vegetables
Figure 3: Sales of vegetables, by segment, in millions, 2017
New applications for vegetables
Clean/real, a driver for vegetables
Figure 4: TURF analysis – Attributes, March 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
After five years of strong growth, stagnation sets in
Vegetable sales largely fresh
Consumers fail to eat enough vegetables
MARKET SIZE AND FORECAST
Largely modest growth in vegetable sales, led by fresher options
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
Fresh options dominate category
Figure 7: Total US retail sales and forecast of vegetables, by segment, at current prices, 2012-22
MARKET FACTORS 
Potential for mounting pesticide concerns
A second organic certification to test
Vegetable consumption lags
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
Private label options see notably stronger sales growth
Sales of vegetables by company
Figure 8: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S WORKING?
The power of private label
Figure 9: Private label versus branded vegetable introductions, 2013-17
Figure 10: Claims on vegetable introductions, 2013-17
WHAT’S STRUGGLING?
Challenges for non-fresh vegetable options
Figure 11: Notable frozen vegetable introductions, 2017
WHAT’S NEXT?
Novel interpretations of vegetables could flourish, given time
Figure 12: Novel vegetable introductions, 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
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 
Widespread consumption of vegetables
Figure 13: Vegetable consumption, March 2018
Consumers adding more vegetables to their diet
Figure 14: Vegetable consumption trends, March 2018
Younger consumers less likely to eat vegetables
Figure 15: Vegetable consumption, by age, March 2018
Consumption notably less among lower-income consumers
Figure 16: Vegetable consumption, by household income, March 2018
Fresher options resonate notably among Hispanics
Figure 17: Vegetable consumption, by Hispanic origin, March 2018
PURCHASE LOCATION
Consumers more likely to buy vegetables at supermarkets
Figure 18: Purchase location, March 2018
Younger consumers purchase from greater variety of retailers
Figure 19: Purchase location, by age, March 2018
Walmart, a notable vegetable resource for lower-income consumers
Figure 20: Purchase location, by household income, March 2018
Cost influencing Hispanic vegetable purchase
Figure 21: Purchase location, by Hispanic origin, March 2018
PURCHASE ATTRIBUTES
Consumers strongly considering price
Figure 22: Attributes, March 2018
Organic of stronger interest to younger consumers
Figure 23: Attributes, by age, March 2018
Income factors strongly in price interest
Figure 24: Attributes, by household income, March 2018
Organic claims resonate strongly among Hispanic Millennials
Figure 25: Attributes, by Hispanic origin, March 2018
Notable interest in free-from claims among women
Figure 26: Free-from attributes, by gender and age, March 2018
Figure 27: Free-from attributes, by parental status and gender, March 2018
Flavorful, natural vegetable options hold significant potential
Figure 28: TURF analysis – Attributes, March 2018
VEGETABLE DESCRIPTIONS
Fresh options leveraging healthier reputation
Figure 29: Correspondence analysis – Descriptions, March 2018
BEHAVIORS
“Local” options resonate with consumers
Figure 30: Behaviors, March 2018
Local hits close to home
Figure 31: Behaviors, by age, March 2018
Vegetable mixes appealing to parents
Figure 32: Behaviors, by parental status, March 2018
Convenience, health motivating Hispanic Millennials
Figure 33: Behaviors, by Hispanic origin, March 2018
OPINIONS OF VEGETABLES
Source information of interest to consumers
Figure 34: Opinions of vegetables, March 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations
Abbreviations
APPENDIX – THE MARKET 
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
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
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
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
APPENDIX – KEY PLAYERS 
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
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
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
CORRESPONDENCE ANALYSIS – METHODOLOGY
Figure 56: Descriptions, March 2018
TURF ANALYSIS – METHODOLOGY
Figure 57: Table – TURF analysis – Attributes, March 2018