866-997-4948(US-Canada Toll Free)

Vegetables - US - June 2015

Published By :

Mintel

Published Date : Jun 2015

Category :

Fruit & Vegetables

No. of Pages : N/A

The roughly $50 billion vegetable market has grown 2-5% annually since 2010. The market has been bolstered by fresh segments (fresh-cut salad and fresh vegetables), and hampered by the smaller frozen and shelf-stable vegetables segments. Mintel expects much of the same through 2020 as consumers further latch on to the fresh food trend while dismissing all things processed. The organic food movement is also significantly benefitting this market, and innovation in this area, especially when coupled with convenient and portable prepared salads and cut vegetables, will move the market forward.
Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Frozen and canned “non-fresh” segments are losing relevance
Figure 1: Total US sales and forecast of vegetables, by segment, 2010-15
Stigmas with vegetable types aren’t being addressed by companies
Figure 2: Select negative characteristics by vegetable type, March 2015
Marketing and product positioning isn’t addressing health needs/interests
Figure 3: Attitudes toward vegetables (safety and nutrition), March 2015
The opportunities
Convenience an inroad for ailing non-fresh segments
Figure 4: Select favorable characteristics by vegetable type, March 2015
Labels and marketing must tell whole story
Figure 5: Purchase and consumption behavior, March 2015
Capitalize on Boomer spending power and affinity for health
Figure 6: Vegetable purchases, Boomers versus total, March 2015
What it means

The Market – What You Need to Know

Recent years moving vegetables market forward
Fresh segments nab nearly all sales while driving growth
Organics fuel natural channel sales

Market Size and Forecast

Vegetables surpasses the $50 billion mark
Figure 7: Total US sales and fan chart forecast of vegetables, at current prices, 2010-20
Figure 8: Total US sales and forecast of vegetables, at current prices, 2010-20

Market Breakdown

Fresh segments approaching 90% of market while driving growth
Figure 9: Total US sales and forecast of vegetables, by segment, 2015
Figure 10: Total US retail sales and forecast of vegetables, by segment, at current prices, 2010-20

Market Perspective

Natural markets seeing surge in vegetable sales
Figure 11: Natural supermarket sales of packaged vegetables, by segment, rolling 52 weeks March 2013-March 2015

Market Factors

Aging US population benefitting the vegetables market
Figure 12: Population share percentage, by generation, 2010, 2015, and 2020
Fresh vegetable prices swing wildly since 2011
Figure 13: Changes in food price indexes, fruits and vegetables, 2011-15*

Key Players – What You Need to Know

Packaged salad brands dominate in MULO
Beans getting quite a bit of attention
Carrot producers feeling squeezed
Frozen brands may be missing mark on innovation front

Manufacturer Sales of Vegetables

Fresh-cut salad brands lead the pack
Manufacturer sales of vegetables
Figure 14: MULO Sales of vegetables, by leading companies, rolling 52 weeks 2014 and 2015

What’s Working?

Salad “meals” bolstering market
Bolthouse maximizing sales with complementary offerings
Store brands maintain significant presence
Figure 15: Private label versus name brand launches, vegetables, 2013-15*
Canned beans’ diverse use brings a bright spot to the shelf-stable sector

What’s Struggling?

Fresh leaders feeling competitive strain
Figure 16: “A True Organic story,” 2015
Major frozen vegetable brands missing mark with consumers

What’s Next?

Organics to niche further
Convenience at the heart of growth opportunity
Kid-friendly innovation expanding in and out of this market

The Consumer – What You Need to Know

Age and income impact vegetable purchases
Buyers seek out variety with retailers and vegetable products
Convenience trend is central to capitalize on for market growth

Vegetable Purchases by Type

Affluence and maturity drive fresh vegetable purchases
Figure 17: Vegetable purchases, March 2015

Frozen and Canned Usage

Convenient options in opposing usage trajectory
Figure 18: Household purchases – Frozen and canned/jarred vegetables, October 2010-December 2014

Purchase and Consumption Behavior

Variety is the name of the game
Figure 19: Purchase and consumption behavior, March 2015

Favorable Characteristics

Convenience matters
Figure 20: Correspondence analysis – favorable characteristics by vegetable type, March 2015

Negative Characteristics

Spoiling and processing damaging vegetables’ image most
Figure 21: Correspondence analysis – Negative characteristics by vegetable type, March 2015

Nutritional Info Gathering

Label is key but Millennials seek out other sources
Figure 22: Nutritional info gathering, March 2015

Attitudes toward Vegetables

Food safety and nutritional/health info are top of mind
Figure 23: Attitudes toward vegetables (safety and nutrition), March 2015

What Matters to Millennials

Convenience, information, and health are key drivers
Figure 24: Attitudes toward vegetables (safety and nutrition), by generation, March 2015

Appendix – Data Sources and Abbreviations

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

Appendix – Market

Market sales and forecast
Figure 25: Total US sales and forecast of vegetables, at inflation-adjusted prices, 2010-20
Retail channel sales of packaged vegetables
Figure 26: Total US retail sales of packaged vegetables, by channel, at current prices, 2010-15
Figure 27: Total US retail sales of packaged vegetables, by channel, at current prices, 2013 and 2015
Macroeconomic factors
Figure 28: Unemployment and underemployment rates, January 2011-March 2015*
Figure 29: Disposable personal income, January 2011-February 2015*
Figure 30: Consumer confidence, January 2011-March 2015*

Appendix – Key Players

Figure 31: MULO sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 32: MULO sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 33: MULO sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 34: MULO sales of fresh-cut salad, by leading companies and brands, rolling 52 weeks 2014 and 2015

Appendix – Consumer

Experian Simmons
Figure 35: Household purchases – canned/jarred vegetables (excl. tomatoes), October 2010-December 2014
Figure 36: Household purchases – frozen vegetables (excl. potatoes), October 2010-December 2014

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *