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- Fruit and Vegetables - US - February 2012
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Fruits and vegetables, whether fresh, canned, or frozen, are in the national spotlight as an important component of improving and maintaining health and curbing obesity. This may be the reason that the fruit and vegetable industry has been a growing category in retail channels, in spite of tough economic times.
Yet while sales are positive, consumer produce consumption leaves room for much improvement. Most consumers do not eat the U.S. Department of Agriculture (USDA) recommended daily servings. This report looks at the entire fruit and vegetable category from every angle, offering insights and suggestions to help strengthen sales and encourage more purchases. Specifically, the range of topics in this report includes:
- Current size of the fruit and vegetable market, as well as future sales projections and factors that will influence growth
- Analysis of the fresh and processed fruit and vegetable segments and the most successful categories within each
- Insights and statistics on sales and consumer thinking regarding branded, unbranded, and private label produce, as well as locally grown and organic produce
- Comparison of sales within the grocery store channel compared with supercenter/warehouse club stores and other channels
- Review of the most successful brands and analysis of some of their marketing strategies
- Separate evaluations of consumers’ fruit and vegetable usage and purchase habits
- Analysis and discussion of consumers’ attitudes toward produce related to health, diet, time, cooking, and more by demographic group
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Fresh vegetables lead in sales
Grocery stores sell the lion’s share of fruits and vegetables
Brands are outperformed by private label in some segments
Consumers fall short in vegetable usage
Fruit usage is even lower than vegetable usage
Attitudes and habits favor local produce
Insights and Opportunities
Tie in to kid-centric marketing propositions
Figure 1: Teens’ usage of nutritional snacks, by gender, June 2011
Use a chef as a spokesperson
On a Diet
Inspire Insights
Inspire Trend: “Guiding Choice”
Inspire Trend: “Hungry Planet”
Market Size and Forecast
Key points
Market remains positive throughout the questionable economy
Sales can only increase from here
Figure 2: Total U.S. retail sales of fruits and vegetables, at current prices, 2006-16
Figure 3: Total U.S. retail sales of fruits and vegetables, at *inflation-adjusted prices, 2006-16
Walmart sales
Fan chart forecast
Figure 4: Total U.S. retail sales and fan chart forecast of fruits and vegetables, at current prices, 2006-16
Market Drivers
Key points
Obesity
Foodservice headway
Government intervention
Figure 5: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
Food safety scares
Figure 6: Four-week melon retail sales and volume ending Oct. 29, 2011, compared to a year ago, December 2011
Consumer spending
Figure 7: U.S. Average annual expenditures, 2008-10
Population
Figure 8: Population aged 18 or older, 2005-15
Segment Performance
Key points
Vegetables stand out in produce performance
Figure 9: Total U.S. retail sales of fruits and vegetables, by segment, 2006-16
Packaged salads shine in the produce department
Figure 10: Dollar share of sales of fresh vegetables, 52 weeks ending Oct. 31, 2011
Figure 11: Dollar share of sales of fresh fruit, 52 weeks ending Oct. 31, 2011
Segment Performance—Fresh Fruits and Vegetables
Key points
Fresh is the operative word with vegetables
Figure 12: Total U.S. retail sales and forecast of fresh vegetables, 2006-16
Fresh fruit growth is expected
Figure 13: Total U.S. retail sales and forecast of fresh fruit, 2006-16
Most fresh produce is unbranded
Figure 14: dollar share of brand presence in fresh vegetables, 52 weeks ending Oct. 31, 2011
Figure 15: dollar share of brand presence in fresh fruit, 52 weeks ending Oct. 31, 2011
Segment Performance—Processed Fruits and Vegetables
Key points
Vegetables show strong sales results in the processed produce segment
Figure 16: Total U.S. retail sales and forecast of processed vegetables, 2006-16
New product launches are down for frozen vegetables, up for canned
Figure 17: Frozen vegetables product launches, by branded and private label, 2006-11
Figure 18: Canned vegetables product launches, by branded and private label, 2006-11
Processed fruit shows the weakest performance
Figure 19: Total U.S. retail sales and forecast of processed fruit, 2006-16
Frozen fruit new product launches down, canned holding steady
Figure 20: Frozen fruits product launches, by branded and private label, 2006-11
Figure 21: Canned fruits product launches, by branded and private label, 2006-11
Retail Channels
Key points
Consumers shop for produce in several main channels
Figure 22: Total U.S. retail sales of fruits and vegetables, by segment, 2010-11
Grocery stores
Figure 23: Grocery store, supermarket, and specialty food store sales of fruits and vegetables, 2006-11
Organic produce also enjoys increased grocery store sales
Figure 24: Percent share of organic vegetables sold by vegetable type, 52 weeks ending Oct. 31, 2011
Figure 25: Percent share of organic fruit sold by fruit type, 52 weeks ending Oct. 31, 2011
Supercenters and warehouse clubs
Figure 26: Supercenter and warehouse club sales of fruits and vegetables, 2006-11
Other
Figure 27: “Other” retailers sales of fruits and vegetables, 2006-11
Natural foods supermarkets
Sales of fruits and vegetables in the natural channel
Figure 28: Natural supermarket sales of fruits and vegetables at current prices, 2009-11*
Figure 29: Natural supermarket sales of fruits and vegetables, at inflation-adjusted prices, 2009-11*
Natural channel sales by segment
Figure 30: Natural supermarket sales of fruits and vegetables, by segment, 2009 and 2011*
Natural channel sales by organic
Figure 31: Natural supermarket sales of fruits and vegetables, by organic and not organic, 2009 and 2011*
Leading Companies
Key points
FDMx sales of packaged fruits and vegetables by manufacturer and private label
Figure 32: Manufacturer FDMx sales of packaged fruits and vegetables in the U.S., 2010 and 2011
Brand Share—Frozen Fruits and Vegetables
Key points
Frozen vegetable market is up with private label gaining share
Manufacturer and brand sales of frozen vegetables
Figure 33: Selected FDMx brand sales of frozen vegetables (including potatoes) in the U.S., 2010 and 2011
Consumers most often choose store brand frozen vegetables
Figure 34: brands of frozen vegetables (excluding potatoes) eaten, by gender and age, April 2010-June 2011
Figure 35: brands of frozen vegetables (excluding potatoes) eaten, by presence of children in the household, April 2010-June 2011
Frozen fruit is dominated by private label
Frozen fruit manufacturer and brand sales
Figure 36: Selected FDMx brand sales of frozen fruit in the U.S., 2010 and 2011
Brand Share—Fresh Packaged Salads
Key points
Figure 37: Selected FDMx brand sales of fresh packaged salads in the U.S., 2010 and 2011
Brand Share—Canned/Jarred Fruits and Vegetables
Key points
Canned/jarred vegetables show a sales decline
Canned/jarred vegetables manufacturer and brand sales
Figure 38: Selected FDMx brand sales of canned/jarred vegetables in the U.S., 2010 and 2011
Consumer brand usage of canned/jarred vegetables
Figure 39: Brands of canned/jarred vegetables (excluding tomatoes) eaten, by gender and age, April 2010-June 2011
Canned/jarred fruit sales also decline
Manufacturer and brand sales of canned/jarred fruit
Figure 40: Selected FDMx brand sales of canned/jarred fruit in the U.S., 2010 and 2011
Innovations and Innovators
Key points
Snacking craze
Freeze-dried
Private label
Fresh ideas
Marketing Strategies
Key points
Television
Dole
Figure 41: Dole, All natural fruit television ad, 2011
Chiquita
Figure 42: Chiquita, Rio dance television ad, 2011
Figure 43: Chiquita, Top banana television ad, 2011
Birds Eye
Figure 44: Birds Eye, Literally any time television ad, 2011
Betty Crocker
Figure 45: Betty Crocker, fresh potatoes television ad, 2011
Smartphone apps
Chiquita integrates several elements
Vegetable Usage
Key points
Most consumers do not eat enough vegetables
Figure 46: Vegetable usage, November 2011
Young adults dig vegetables
Figure 47: Vegetable usage, by gender and age, November 2011
Low-income households fall short with vegetables
Figure 48: Vegetable usage, by annual household income, November 2011
Westerners eat more vegetables
Figure 49: Vegetable usage, by region, November 2011
Asians/Pacific Islanders more into vegetables
Figure 50: Vegetable usage, by race/Hispanic origin, November 2011
Vegetable Purchases
Key points
Figure 51: Vegetable purchases, by gender and age, November 2011
Fresh far outsells canned and frozen vegetables
Figure 52: Forms of vegetables purchased, November 2011
Organic vegetables do not demonstrate widespread appeal
Figure 53: Top 15 vegetables purchased as organic, by age, November 2011
More than half of young adults support local produce
Figure 54: Frequency of vegetable types purchased, by gender and age, November 2011
Organic produce is most supported by high-income earners
Figure 55: Frequency of vegetable types purchased, by annual household income, November 2011
Fruit Usage
Key points
Fruit usage is lower than vegetable usage
Figure 56: Fruit and vegetable usage, November 2011
Young adults eat more fruit; consider a snacking message
Figure 57: Fruit usage, by gender and age, November 2011
High-income earners eat more fruit
Figure 58: Fruit usage, by annual household income, November 2011
Northeasterners are slack on fruit consumption
Figure 59: Fruit usage, by region, November 2011
Figure 60: Fruit usage, by race/Hispanic origin, November 2011
Fruit Purchases
Key points
Bananas are the top banana
Figure 61: Fruit purchases, by presence of children in the household, November 2011
Canned and frozen fruit holds nothing over fresh versions
Figure 62: Forms of fruits purchased, November 2011
Younger adults support organic fruit
Figure 63: Top 12 fruits purchased as organic, by age, November 2011
Fruits and Vegetables Attitudes and Habits
Key points
Consumers are into locally grown and fresh versus frozen produce
Figure 64: Produce attitudes and habits, by age, November 2011
Young adults are revealing in their vegetable views
Figure 65: Attitudes toward vegetables, by gender and age, November 2011
Consumers are open to adding more fruit to their diet
Figure 66: Attitudes toward fruit, by gender and age, November 2011
Custom Consumer Groups
Key points
High, medium, and low produce user purchasing habits
Figure 67: Produce types purchased, by vegetable and fruit frequency groups, November 2011
High, medium, and low produce user attitudes
Figure 68: Produce attitudes, by vegetable and fruit frequency groups, November 2011
Canned fruit purchasers
Figure 69: Top 10 canned fruits purchased, by annual household income, November 2011
Figure 70: Top 10 canned fruits purchased, by region, November 2011
Canned vegetable purchasers
Figure 71: Top 10 canned vegetables purchased, by annual household income, November 2011
Figure 72: Top 10 canned vegetables purchased, by region, November 2011
Frozen fruit purchasers
Figure 73: Top 10 frozen fruits purchased, by annual household income, November 2011
Figure 74: Top 10 frozen fruits purchased, by region, November 2011
Frozen vegetable purchasers
Figure 75: Top 10 frozen vegetables purchased, by annual household income, November 2011
Figure 76: Top 10 frozen vegetables purchased, by region, November 2011
Appendix—Other Useful Tables
Refrigerated and frozen potato usage and purchase behavior
Figure 77: brands of fresh refrigerated potato products eaten, by gender and age, April 2010-June 2011
Figure 78: types of frozen potato products eaten, by number of people in the household, April 2010-June 2011
Figure 79: types of frozen potato products eaten, by region, April 2010-June 2011
Figure 80: types of frozen potato products eaten, by gender and age, April 2010-June 2011
Figure 81: brands of frozen potato products eaten, by gender and age, April 2010-June 2011
Appendix—Trade Associations
- 7-Eleven (North America)
- Arby's Restaurant Group
- Birds Eye Foods
- BJ's Wholesale Club, Inc
- Bob Evans Farms Inc.
- Bureau of Economic Analysis
- Burger King Corporation
- Centers for Disease Control and Prevention
- ConAgra Foods, Inc
- Costco Wholesale Corporation
- Darden Restaurants Inc.
- Del Monte Foods
- Disney Cruise Vacations
- Dole Food Company Inc.
- Earthbound Farm
- Facebook, Inc.
- Federal Trade Commission
- Food and Drug Administration
- Fresh & Easy
- Fresh Express Incorporated
- General Mills Inc
- Goya Foods, Inc.
- Grupo Herdez SA de CV
- HJ Heinz Company
- Hy-Vee, Inc
- International Fresh-Cut Produce Association (IFPA)
- McDonald's U.S.A.
- National Restaurant Association (NRA)
- Nature's Path Foods Inc
- Nickelodeon Networks
- Organic Trade Association
- Pinnacle Foods Group Inc.
- Produce Marketing Association
- Reser's Fine Foods Inc.
- Safeway Inc
- Small Planet Foods Inc. (Cascadian Farms)
- Smoothie King Franchises Inc.
- Subway
- Sun-Maid Growers
- Sunkist Growers, Inc.
- Supervalu Inc
- Target Corporation
- The Kroger Co.
- The New York Times Company
- The Vegetarian Resource Group
- The Wendy's Company
- Trader Joe's Company Inc
- Twentieth Century Fox Film Corporation
- U.S. Bureau of Labor Statistics
- U.S. Bureau of the Census
- U.S. Department of Agriculture
- United Fresh Produce Association
- US Department of Commerce
- Walgreen Co
- Walmart Stores (USA)
- Walt Disney Company, The
- Whataburger Restaurants LP
- Whole Foods Market Inc
- YouTube, Inc.
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