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Fruit - US - July 2016

Published By :

Mintel

Published Date : Jul 2016

Category :

Fruit & Vegetables

No. of Pages : N/A

Fruit sales in the US have surpassed the $48 billion mark, growing consistently for the past decade, aside from a slight slowdown in 2014-15 due to an increase in fresh fruit prices. Fruit’s overall healthy reputation and the consumer desire for fresher foods should propel fruit sales even higher through 2021. Jarred/canned options have underperformed during the period under review, but frozen fruit has benefitted strongly from assuring consumers that the freezing process preserves fruit’s taste, texture, and nutrients.

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Sales forecast to increase further through 2021
Figure 1: Total US sales and fan chart forecast of fruit, at current prices, 2010-20
Cans/jars suffer from processed perception
Figure 2: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2011-21
Fruit consumption widespread, particularly fresh options
Figure 3: Correspondence analysis – Fruit purchase, May 2016
The opportunities
Fruit capitalizing on healthy reputation
Figure 4: Opinions of health, April 2016
Frozen options serving as smoothie bases
Figure 5: Juice, juice drink, smoothie consumption, by households with children, September 2015
What it means

The Market – What You Need to Know

Fruit continues strong sales growth
Fresh dominates while frozen heats up
Consumption levels suggest the category is approaching maturity

Market Size and Forecast

Fruit market nears $50 billion mark
Figure 6: Total US sales and fan chart forecast of fruit, at current prices, 2010-20
Figure 7: Total US sales and forecast of fruit, at current prices, 2011-21

Market Breakdown

Fresh dominates fruit sales; other segments combine for single-digit market share
Figure 8: Sales of fruit, in millions, by segment, 2016 (est.)
Figure 9: Total US retail sales and forecast of fruit, by segment, at current prices, 2011-21
Fresh fruit demonstrating consistent growth
Figure 10: Total US retail sales and forecast of fresh fruit, at current prices, 2011-21
Supermarkets maintain lion’s share of fruit sales; other channels emerging
Figure 11: Total US retail sales of fruit, by channel, at current prices, 2011-16

Market Factors

Fruit consumption could offset obesity
Figure 12: Trends in obesity prevalence among adults aged 20 and over (age-adjusted) and youth aged 2-19 years: US, 1999-2000 through 2013-14
Children falling short in fruit consumption
Figure 13: Population of kids aged 6-11 and 12-17, by race or Hispanic origin, in thousands, 2010-20

Key Players – What You Need to Know

Opportunity to capitalize on fruit as a snack
Private label comprises sizable share of fruit market
Key potential for variety of fruit as smoothie bases

Company Sales of Fruit

Dole, Del Monte maintain brand positions, while consumers increasingly turn to private label
Brand sales of fruit
Figure 14: MULO sales of fruit, by leading companies, rolling 52-weeks 2015 and 2016

What’s Working?

Frozen options capitalize on quick-frozen’s attributes
Figure 15: Total US retail sales and forecast of frozen fruit, at current prices, 2011-21
Smaller, private label brands leverage local perception
Figure 16: Branded versus private label fruit introductions in North America, 2011-15
Figure 17: Frozen fruit launches
Frozen options serving as smoothie bases
Figure 18: Smoothie-base fruit launches
Figure 19: Juice, juice drink, smoothie consumption, by households with children, September 2015
Fruit launches leveraging vitamin advantages
Figure 20: Bard Valley natural delights
Figure 21: Jasper Wyman & Son Frozen Triple Berry Blend

What’s Struggling?

Cans/jars suffer from processed perception
Figure 22: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2011-21
Figure 23: Storage format of North American fruit introductions, 2011-16

What’s Next?

Packaging innovation could leverage snacking, sustainable attributes
Figure 24: Top claims for North American fruit introductions 2012-15

The Consumer – What You Need to Know

Widespread fruit consumption
Millennials consume diversity of fruit
Fresh capitalizing on positive health perception
Fresh fruit benefits from a perception of being local
Longer shelf-life appeals even to fresh fruit consumers
Communicating fruit’s nutritional information

Fruit Purchase

Fruit consumption widespread, particularly fresh options
Figure 25: Fruit purchase, April 2016
Figure 26: Fruit (berries) purchase, April 2016
Figure 27: Fruit (melon, tropical fruit) purchase, April 2016
Figure 28: Correspondence analysis – Fruit purchase, May 2016
Potential to grow fruit could stem from reaching parents
Figure 29: Fresh fruit purchase, by generations, April 2016
Parents more likely to turn to dried fruit
Figure 30: Dried fruit purchase, by parental status with children in household, April 2016
Jarred fruit resonates more strongly with Hispanic consumers
Figure 31: Jarred fruit purchase, by Hispanic origin, April 2016

Purchase of Other Fruit

Just under half of consumers eat avocado
Figure 32: Purchase of other fruit, April 2016
Millennials consume diversity of fruit types
Figure 33: Purchase of other fruit, by generation, April 2016
Hispanics much more likely to consume a diversity of fruit
Figure 34: Purchase of other fruit, by Hispanic origin, April 2016

Attributes Describing Fruit Formats

Potential for frozen, dried options
Figure 35: Fruit’s positive attributes, April 2016
Figure 36: Fruit’s negative attributes, April 2016
Figure 37: Correspondence analysis – Fruit attributes, May 2016
Prepackaged forms face generally negative regard
Figure 38: Prepackaged fruit attributes, by generations, April 2016
Parents appreciate prepackaged’s positives
Figure 39: Prepackaged fruit attributes, by parental status by gender with children in household, April 2016
Prepackaged fruit’s potential for Hispanic consumers
Figure 40: Prepackaged fruit attributes, by Hispanic origin, April 2016

Opinions of Health and Fruit

Fruit capitalizing on healthy reputation
Figure 41: Opinions of health, April 2016
Local freshness resonates particularly with Boomers and older consumers
Figure 42: Opinions of health, by generation, April 2016
Parents embracing organic
Figure 43: Opinions of health, by parental status by gender with children in household, April 2016
Organic claims and fruit purchasers
Figure 44: Opinions of health/natural, by fruit purchase format, April 2016
Hispanic consumers turning to fruit out of healthy expectations
Figure 45: Opinions of health, by Hispanic origin, April 2016

Shopping for Fruit

Potential for fruit’s snack positioning
Figure 46: Fruit shopping/purchase opinions, April 2016
Sweet potential to grow fruit among younger consumers
Figure 47: Fruit shopping/purchase opinions, by generation, April 2016
Figure 48: Fruit shopping/purchase opinions, by generation, April 2016
Opportunity for fruit as a snack among parents of young children
Figure 49: Fruit shopping/purchase opinions, by presence of children in household, April 2016
Hispanics could embrace new fruit juice possibilities
Figure 50: Fruit shopping/purchase opinions, by Hispanic origin, April 2016

Information Source for Fruit

Consumers largely turn to new media for fruit information
Figure 51: Information source, April 2016
New media to reach younger consumers, older consumers appear uninterested in fruit’s nutritional details
Figure 52: Information source, by generation, April 2016
Hispanics more likely to seek fruit’s nutritional information
Figure 53: Information source, by Hispanic origin, April 2016
New media could expand jar/can appreciation
Figure 54: Information source, by fruit purchase format, April 2016

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations

Appendix – Market

Figure 55: Total US sales and forecast of fruit, at inflation-adjusted prices, 2011-21
Figure 56: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2011-21
Figure 57: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2011-21
Figure 58: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2011-21
Figure 59: Total US retail sales and forecast of dried fruit, at current prices, 2011-21
Figure 60: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2011-21
Figure 61: Total US retail sales of fruit, by channel, at current prices, 2014 and 2016
Figure 62: US supermarket sales of fruit, at current prices, 2011-16
Figure 63: US sales of fruit through other retail channels, at current prices, 2011-16

Appendix – Key Players

Figure 64: MULO sales of dried fruit, by leading companies and brands, rolling 52-weeks 2015 and 2016
Figure 65: MULO sales of frozen fruit, by leading companies and brands, rolling 52-weeks 2015 and 2016
Figure 66: MULO sales of canned and jarred fruit by leading companies and brands, rolling 52-weeks 2015 and 2016

Correspondence Analysis – Methodology

Figure 67: Fruit purchase, May 2016
Figure 68: Fruit attributes, May 2016

List of Table

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