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VEGETABLES - US - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

Food

No. of Pages : N/A

Sales of vegetables continue to grow conservatively but steadily, with growth in the frozen and fresh segments mitigated by declines among shelf-stable varieties. Consumers appear interested in adding more vegetables to their diet, but with novel concepts in other categories incorporating vegetables or even using them as a base, vegetables may well see a strong degree of competition coming to the market.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Key Takeaways
Overview
Slow vegetable growth
Figure 1: Total US sales and fan chart forecast of vegetables, at current prices, 2014-24
The issues
Private label sales outperform name brands
Figure 2: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2018 and 2019
Vegetable production could impact category
Figure 3: US vegetable and pulse production and prices, 2000-18
The opportunities
Focus on clean messaging
Figure 4: Preferred attributes in vegetables, May 2019
Sustainability issues for emerging generations
Figure 5: Purchase factors, any rank 1-3, by age, May 2019
THE MARKET – WHAT YOU NEED TO KNOW
Fresh, frozen driving market growth
Fresh reigns, while frozen innovates
Plant-based fever is good and bad news for category
Supply concerns loom
MARKET SIZE AND FORECAST
Steady growth for vegetables
Figure 6: Total US sales and fan chart forecast of vegetables, at current prices, 2014-24
Figure 7: Total US retail sales and forecast of vegetables, at current prices, 2014-24
MARKET BREAKDOWN
Freshness resonates, as shelf-stable struggles
Figure 8: Total US sales and forecast of vegetables, by segment, 2014-24
Category growth spans retail channels
Figure 9: Total US retail sales of vegetables, in millions, by channel, at current prices, 2014-19 (% change from previous year in parentheses)
MARKET PERSPECTIVE
Fresh vegetable production drops
Figure 10: US vegetable and pulse production and prices, 2000-18
MARKET FACTORS
Vegetable use expands and evolves
The ugly truth
KEY PLAYERS – WHAT YOU NEED TO KNOW
Private label outpaces total category growth
Hot potatoes
Shelf-stable struggles
Plant-based saturation
COMPANY AND BRAND SALES OF VEGETABLES
Private label builds upon market share lead
Figure 11: Multi-outlet sales of vegetables, by leading companies, in millions, rolling 52 weeks ending May 19, 2019 (sales change versus 2018 in parentheses)
WHAT’S WORKING?
Vegetables positioned for new roles
Premium, clean and simple
Figure 12: Consumer attribute ratings for Grown in Idaho Super Crispy Steak Cut Fries versus potato launches, 2017-19
WHAT’S STRUGGLING?
Shelf-stable vegetables gathering dust
Figure 13: Vegetable launches in the US, by storage type, 2015-19*
WHAT’S NEXT?
A new breed of plant-based products land outside of category
THE CONSUMER – WHAT YOU NEED TO KNOW
Vegetable consumption widespread, though packaged popularity lags
Freshness factor beats organic claims with Hispanics
Freshness + convenience, value and sustainability can bolster processed vegetables
Snackable opportunity
Organic resonates much more with vegetarians/vegans
Positioning vegetables among plant-based solutions
VEGETABLE CONSUMPTION
Fresh vegetable use more widespread than packaged
Figure 14: Vegetable consumption, May 2019
Younger consumers engage with vegetables less
Figure 15: Vegetable consumption, by age, May 2019
Urban consumption of vegetable trails other areas significantly
Figure 16: Vegetable consumption, by area, May 2019
Potential for brands among urban consumers
Figure 17: Purchase factors, any rank 1-3, by urban consumers, May 2019
PREFERRED VEGETABLE FEATURES
Natural features resonate
Figure 18: Preferred attributes in vegetables, May 2019
Potential for packaged among younger consumers
Figure 19: Key attributes in vegetables, by age, May 2019
Figure 20: Natural attributes in vegetables, by age, May 2019
Fresh, clean, nutritious will expand reach
Figure 21: TURF analysis – Attributes, May 2019
VEGETABLE PURCHASE FACTORS
Freshness’ widespread appeal, with opportunities for resealable packaging
Figure 22: Purchase factors, May 2019
Priorities shift with age
Figure 23: Purchase factors, any rank 1-3, by age, May 2019
Freshness alone insufficient for Hispanic Millennials
Figure 24: Purchase factors, any rank 1-3, by Hispanic origin, by generation, May 2019
VEGETABLE ATTITUDES AND BEHAVIORS
Snacking potential, but also potential competition
Figure 25: Consumer behaviors, May 2019
Vegetable snacks resonate strongly with younger consumers
Figure 26: Consumer behaviors, by age, May 2019
Figure 27: Consumer behaviors, by parental status, May 2019
VEGETARIAN/VEGAN/FLEXITARIAN CONSUMERS
Vegetarianism/veganism concentrated among younger consumers
Figure 28: Portion of vegetarians/vegans, by age, May 2019
Figure 29: Portion of vegetarians/vegans, by age, by household income, May 2019
Vegetarians/vegans largely in urban areas
Figure 30: Portion of vegetarians/vegans, by area, May 2019
Vegetarians/vegans consume wider array of vegetable types
Figure 31: Vegetable consumption, by vegetarians/vegans, May 2019
Organic resonates strongly with vegetarians/vegans
Figure 32: Preferred attributes, by vegetarians/vegans, May 2019
OPINIONS OF PACKAGED VEGETABLES
Sourcing, transparency resonating with younger consumers
Figure 33: Opinions of packaged vegetables, by age, May 2019
Freshness and nutrition to reach Hispanic vegetable consumers
Figure 34: Opinions of packaged vegetables, by Hispanic origin, by generation, May 2019
VEGETABLES BY CONSUMER SEGMENTATION
Food and Drink Consumer Segmentation
Figure 35: Food/drink consumer segmentation of vegetables, May 2019
Quality Seekers
Figure 36: Opinions of packaged vegetables, by food/drink consumer segmentation, May 2019
Adventure Eaters
Figure 37: Preferred attributes in vegetables, by food/drink consumer segmentation, May 2019
Time Savers struggle with new applications for vegetables
Figure 38: Opinions of vegetables, by food/drink consumer segmentation, May 2019
Value Chasers
Figure 39: Vegetable consumption, by food/drink consumer segmentation, May 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations
Abbreviations
APPENDIX – THE MARKET
Figure 40: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2014-24
Figure 41: Total US retail sales and forecast of vegetables, by segment, at current prices, 2014-24
Figure 42: Total US retail sales of vegetables, by segment, at current prices, 2017 and 2019
Figure 43: Total US retail sales and forecast of fresh vegetables, at current prices, 2014-24
Figure 44: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2014-24
Figure 45: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2014-24
Figure 46: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2014-24
Figure 47: Total US retail sales and forecast of frozen vegetables, at current prices, 2014-24
Figure 48: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2014-24
APPENDIX – KEY PLAYERS
Figure 49: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2018 and 2019
Figure 50: Multi-outlet sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 51: Multi-outlet sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2018 and 2019
APPENDIX – RETAIL CHANNEL SALES
Figure 52: Total US retail sales of vegetables, by channel, at current prices, 2014-19
Figure 53: Total US retail sales of vegetables, by channel, at current prices, 2017 and 2019
Figure 54: US supermarket sales of vegetables, at current prices, 2014-19
Figure 55: US sales of vegetables through other retail channels, at current prices, 2014-19
TURF ANALYSIS – VEGETABLES – METHODOLOGY
Figure 56: TURF Analysis – Attributes, May 2019

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