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Fruit and Vegetables - US - October 2014

Published By :

Mintel

Published Date : Oct 2014

Category :

Fruit & Vegetables

No. of Pages : 132 Pages

Respondents report that only 16% of their daily food intake consists of vegetables and 16% consists of fruit, which is far less than the share of plate for these foods recommended by the USDA’s MyPlate nutritional guide. Brands and grocers have an opportunity to increase the appeal of their fresh produce items by adding convenience – such as precut, prepackaged versions and resealable bags – that could help overcome objections to rising prices.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

Moderate category growth forecast
Figure 1: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
Fresh vegetables and fruit dominate among segments
Figure 2: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014
Highly fragmented MULO category; private label comprises 38% share
Figure 3: MULO sales of fruit and vegetables, rolling 52 weeks 2014
The consumer
Lettuce, tomatoes most purchased; respondents buy fresh far more than other formats
Figure 4: Vegetable purchases (any purchase), July 2014
Bananas, strawberries most purchased; fresh bought far more than other formats
Figure 5: Fruit purchases (any purchase), July 2014
Some 45% report eating a wider variety of fruit and vegetables than ever before
Figure 6: Consumption, purchase behavior, and preferences toward fruit and vegetables, July 2014
More than four in 10 say produce prices have increased where they normally shop
Figure 7: Attitudes toward fruit and vegetable consumption, July 2014
What we think

Issues and Insights

How can brands and grocers encourage more consumption?
The issues
Insight: Make fresh more convenient; target kids
How can frozen and canned brands compete with fresh?
The issues
Insight: Better messaging about flavor and nutrients
How can brands compete with the growing number of alternative products?
The issues
Insight: Precut fruit and vegetables for juicing; showing how whole foods provide more nutrients than supplements; casting bars as too sugary and processed

Trend Applications

Trend: Prepare for the Worst
Trend: Hungry Planet
Trend: Experience Is All

Market Size and Forecast

Key points
Sales and forecast of fruit and vegetables
Figure 8: Total US retail sales and forecast of fruit and vegetables, at current prices, 2009-19
Figure 9: Total US retail sales and forecast of fruit and vegetables, at inflation-adjusted prices, 2009-19
Fan chart forecast
Figure 10: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
Fan chart methodology

Market Drivers

Key points
Fruit and vegetable nutritional value drives consumption
Figure 11: Attitudes toward fruit and vegetable consumption, by age, July 2014
Diets high in fruit and vegetables can help combat obesity epidemic
Figure 12: Percentage of men aged 20 or older who are obese, by age, 2001-04, 2005-08, 2009-12
Figure 13: Percentage of women aged 20 or older who are obese, by age, 2001-04, 2005-08, 2009-12
Demographics positively impact the fruit and vegetable category
Hispanics, Asians report most likelihood to buy vegetables and fruit
Figure 14: Vegetable purchases – any purchase, by race/Hispanic origin, July 2014
Figure 15: Fruit purchases – any purchase, by race/Hispanic origin, July 2014
Millennials likely to be a key demographic for the category
Figure 16: Vegetable purchases – any purchase, by generations, July 2014
Figure 17: Fruit purchases – any purchase, by generations, July 2014
Figure 18: Other fruit and vegetable purchases, by generations, July 2014
Aging population seeks healthier foods to ward off age-related disease
Millennials tend to look for healthier foods and explore flavor variations
Slow economic recovery, price hikes have conflicting impact on sales
Figure 19: University of Michigan’s index of consumer sentiment (ICS), 2004-14
Figure 20: US Unemployment rate, 2004-14
Price increases could dampen sales
Household income a significant factor in purchases
Figure 21: Vegetable and fruit purchases – any purchase, by household income, July 2014
Figure 22: Other fruit and vegetable purchases, by household income, July 2014

Competitive Context

Some may opt for juice products over fruit and vegetables
Increasing vitamin, mineral, and supplement sales pose a threat
Nutritional bars promise healthy and functional snacking

Segment Performance

Key points
Fresh vegetables comprise 48% of the category
Sales of fruit and vegetables, by segment
Figure 23: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014
Sales and forecast of fresh vegetables
Figure 24: Total US retail sales and forecast of fresh vegetables, at current prices, 2009-19
Sales and forecast of fresh fruit
Figure 25: Total US retail sales and forecast of fresh fruit, at current prices, 2009-19
Sales and forecast of processed vegetables
Figure 26: Total US retail sales and forecast of processed vegetables, at current prices, 2009-19
Sales and forecast of processed fruit
Figure 27: Total US retail sales and forecast of processed fruit, at current prices, 2009-19
Sales and forecast of fresh cut salad
Figure 28: Total US retail sales and forecast of fresh cut salad, at current prices, 2009-19

Retail Channels

Key points
Supermarkets make up 71% of total sales
Sales of fruit and vegetables, by channel
Figure 29: Total US retail sales of fruit and vegetables, by channel, 2012 and 2014
Supermarkets dominate but grow more slowly than other channels
Figure 30: US supermarket sales of fruit and vegetables, 2009-14
Other channel sales outpace supermarket sales
Figure 31: US other channel sales of fruit and vegetables, 2009-14

Leading Companies

Key points
MULO sales divided between many companies
MULO sales of fruit and vegetables
Figure 32: MULO sales of fruit and vegetables, rolling 52 weeks 2013 and 2014

Brand Share – Vegetables

Key points
Ore-Ida leads but sales decline; ConAgra experiences most growth
MULO sales of vegetables
Figure 33: MULO sales of vegetables, rolling 52 weeks 2013 and 2014

Brand Share – Fruit

Key points
Dole leads; new formats exhibit strong growth potential
MULO sales of fruit
Figure 34: MULO sales of fruit, rolling 52 weeks 2013 and 2014

Brand Share – Fresh Cut Salad

Key points
Most brands benefit from demand for fresh, convenient products
MULO sales of fresh cut salad
Figure 35: MULO sales of fresh cut salad, rolling 52 weeks 2013 and 2014

Innovations and Innovators

Microwavable claims lead; ease of use, organic claims increase
Figure 36: Top 10 packaged fruit and vegetable product claims, by percentage of total claims, 2009-13
Resealable packaging makes freshness more convenient
Many consumers equate organic with higher nutrition
Non-GMO increases its profile among brands

Marketing Strategies

Overview of the brand landscape
Theme: Convenience
Brand example: Birds Eye
Birds Eye Facebook video ad
Figure 37: Birds Eye Facebook ad, 2014
Brand example: Green Giant
Green Giant TV ad
Figure 38: Green Giant TV ad, 2014
Theme: Nutrition
Brand example: Dole
Dole TV ad
Figure 39: Dole TV ad, 2014
Brand example: Earthbound Farm Organic
Theme: Making vegetables cool for kids

Consumer Data – Daily Food Group Consumption

Key points
Respondents report that a third of their diet consists of fruit/vegetables
Figure 40: USDA MyPlate nutrition guide
Figure 41: Daily (mean average) food group consumption, October 2014
Quartile analysis
Methodology Description
Figure 42: Daily food consumption quartile analysis, July 2014
Upper quartile of oldest respondents report highest daily fruit consumption
Figure 43: Daily fruit consumption, by generations, quartile analysis, July 2014
Highest daily vegetable intake among upper quartile of Boomers, Swing Generation
Figure 44: Daily vegetable consumption, by generations, quartile analysis, July 2014

Consumer Data – Vegetable Purchases

Key points
A majority buy fresh vegetables rather than other formats
Figure 45: Vegetable purchases, July 2014
25-34 most apt to buy a wide range of vegetable types
Figure 46: Vegetable purchases – any purchase, by age, July 2014
Presence of children means more likelihood to buy vegetables
Figure 47: Vegetable purchases – any purchase, by presence of children in household, July 2014
Correspondence analysis: vegetable purchases
Methodology Description
Fresh most closely linked to carrots, peppers, greens, tomatoes
Figure 48: Vegetable correspondence Analysis, October 2014
Figure 49: Vegetable purchases, October 2014

Consumer Data – Fruit Purchases

Key points
A majority buy fresh fruit more than any other format
Figure 50: Fruit purchases, July 2014
25-34 most apt to buy fruit
Figure 51: Fruit purchases – any purchase, by age, July 2014
Hispanics, Asians most apt to buy a wide variety of fruit
Figure 52: Fruit purchases – any purchase, by race/Hispanic origin, July 2014
Households with kids much more likely to buy fruit
Figure 53: Fruit purchases – any purchase, by presence of children in household, July 2014
Correspondence analysis: fruit purchases
Methodology Description
Fresh most closely associated with grapes, melon, apples, and bananas
Figure 54: Fruit correspondence Analysis, October 2014
Figure 55: Fruit Purchases, October 2014

Consumer Data – Other Fruit and Vegetable Purchases

Key points
Cherries, avocado most purchased other fruit; asparagus, cauliflower most purchased other vegetables
Figure 56: Other fruit and vegetable purchases, by age, July 2014
Other purchases highest among those with household income of $50K+
Figure 57: Other fruit and vegetable purchases, by household income, July 2014

Consumer Data – Fresh Bagged Salad Consumption

Key points
Nearly three quarters of households eat bagged/packaged salads
Figure 58: Household consumption of bagged or packaged salads, by age, January 2013-March 2014
Household consumption increases with household income
Figure 59: Household consumption of bagged or packaged salads, by household income, January 2013-March 2014

Consumption, Purchase Behavior, and Preferences toward Fruit and Vegetables

Key points
More than four in 10 eating more fruit and vegetables than ever before
Figure 60: Consumption, purchase behavior, and preferences toward fruit and vegetables, by age, July 2014

Consumer Data – Attitudes toward Fruit and Vegetable Consumption

Key points
More than four in 10 say prices have increased where they shop
Figure 61: Attitudes toward fruit and vegetable consumption, by age, July 2014

Appendix – Other Useful Consumer Tables

Daily food group consumption
Figure 62: Daily food group consumption, by age (Mean), July 2014
Figure 63: Daily food group consumption, by household income (Mean), July 2014
Figure 64: Daily food group consumption, by race/Hispanic origin (Mean), July 2014
Figure 65: Daily food group consumption, by race/Hispanic origin (Quartiles 3 (75%)), July 2014
Figure 66: Daily food group consumption, by presence of children in household (Mean), July 2014
Figure 67: Daily food group consumption, by generations (Mean), July 2014
Figure 68: Daily food group consumption, by generations (Quartiles 3 (75%)), July 2014
Fruit purchases
Figure 69: Fruit purchases – any purchase, by generations, July 2014
Other fruit and vegetable purchases
Figure 70: Other fruit and vegetable purchases, by race/Hispanic origin, July 2014
Figure 71: Other fruit and vegetable purchases, by presence of children in household, July 2014
Consumption, purchase behavior, and preferences toward fruit and vegetables
Figure 72: Consumption, purchase behavior, and preferences toward fruit and vegetables, by gender, July 2014
Figure 73: Consumption, purchase behavior, and preferences toward fruit and vegetables, by household income, July 2014
Figure 74: Consumption, purchase behavior, and preferences toward fruit and vegetables, by race/Hispanic origin, July 2014
Figure 75: Consumption, purchase behavior, and preferences toward fruit and vegetables, by generations, July 2014
Figure 76: Consumption, purchase behavior, and preferences toward fruit and vegetables, by generations, July 2014
Figure 77: Consumption, purchase behavior, and preferences toward fruit and vegetables, by fruit purchases – any purchase, July 2014
Figure 78: Consumption, purchase behavior, and preferences toward fruit and vegetables, by fruit purchases – any purchase, July 2014
Figure 79: Consumption, purchase behavior, and preferences toward fruit and vegetables, by other fruit and vegetable purchases – fruit, July 2014
Figure 80: Consumption, purchase behavior, and preferences toward fruit and vegetables, by other fruit and vegetable purchases – vegetables, July 2014
Figure 81: Consumption, purchase behavior, and preferences toward fruit and vegetables, by vegetable purchases – any purchase, July 2014
Figure 82: Consumption, purchase behavior, and preferences toward fruit and vegetables, by vegetable purchases – any purchase, July 2014
Attitudes toward fruit and vegetable consumption
Figure 83: Attitudes toward fruit and vegetable consumption, by race/Hispanic origin, July 2014
Figure 84: Attitudes toward fruit and vegetable consumption, by presence of children in household, July 2014
Figure 85: Attitudes toward fruit and vegetable consumption, by generations, July 2014

Appendix – Trade Associations

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