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Fruit and Vegetables - US - February 2012

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

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Table of contents

  1. 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: Top Frozen Vegetables (With 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: Top Frozen Fruit in the U.S., 2010 and 2011
                                                                                        • Brand Share—Fresh Packaged Salads

                                                                                          • Key points
                                                                                              • Figure 37: Top 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: Top Canned Vegetables & Potato (With Tomatoes) 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: Top Canned 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
                                                                                                                • Facebook
                                                                                                                  • 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

                                                                                                                                                          Companies Covered

                                                                                                                                                          • 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.

                                                                                                                                                          Fruit and Vegetables - US - February 2012

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