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Fruit and Vegetables - US - October 2013

“Increasing consumer interest in healthy and natural foods should help drive fruit and vegetable sales but a growing local foods movement and the existence of a variety of tastier healthy alternatives present challenges for the stagnant market.”

– Sarah Day Levesque, Food and Drink Analyst

 This report looks at the following areas:

  • How can this stagnant category jump on the health bandwagon?
  • How can produce companies adapt to the growing local food movement?
  • How can fruit and vegetables better compete in the snack category?
  • How can companies help parents motivate kids to eat more produce?
Despite an increasing focus on health in America today, the ultra-healthy fruit and vegetable categories are experiencing very slow growth. Both categories grew 13-14% from 2008-13 due to poor consumer perceptions of taste and convenience and a lack of product innovation.
The categories have an opportunity to capitalize on consumers’ increasing demand for healthy, local, and convenient foods, as well as appeal to consumers with new occasions for fruit and vegetable use.
 
This report will address the current situation in the fruit and vegetable market and the opportunities for innovation and sales growth.
 
Among the topics covered in this report are:
  • What is driving, or hindering, the fruit and vegetables market? 
  • What is the current market size and future projections? 
  • Which companies have been the most aggressive in marketing, product mix, and product innovations, and are they in sync with what consumers are most interested in? 
  • What role does private label/store brand play in this category? 
  • What types of fruit and vegetables do consumers buy most often? What factors influence consumer behavior and what matters most to consumers? 
  • What potential do innovative new products hold? 
 
For the purposes of this report, Mintel has used the following definitions:
The retail fruit and vegetable market includes all fruits and vegetables—fresh and packaged—representing five main categories:
 
  • Fresh fruits and vegetables—includes whole fruits and vegetables (loose and packaged) 
  • Canned/jarred fruits and vegetables—shelf-stable, including dried fruits and vegetables 
  • Frozen fruits and vegetables—bagged/boxed in the freezer section 
  • Salad mixes—precut as well as packaged salad mixes 
  • Dried beans and legumes and dried vegetables—included in this segment are ancient grains, which are grains that were cultivated prior to modern times and not considered a fruit or vegetable. 
They are included here because they are categorized this way by Information Resources, Inc., InfoScan Reviews.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Market size and forecast
                        • Figure 1: Total market sales and fan chart forecast of fruit, at current prices, 2008-18
                        • Figure 2: Total market sales and fan chart forecast of vegetables, at current prices, 2008-18
                      • Supermarkets, Walmart dominate but local channels making strides
                        • Figure 3: Where consumers purchase their fruit and vegetables, August 2013
                      • Fruit and vegetable consumption
                        • Figure 4: Daily fruit and vegetable consumption, by occasion, August 2013
                      • Consumers interested in convenience at many levels
                        • Figure 5: Fruit and vegetable purchasing behavior, August 2013
                      • What we think
                      • Issues and Insights

                          • How can this stagnant category jump on the health bandwagon?
                            • Insight: Improve consumer perceptions of the segments through innovation
                              • How can produce companies adapt to the growing local food movement?
                                • Insight: Create products that are reminiscent of local and regional favorites
                                  • How can fruit and vegetables better compete in the snack category?
                                    • Insight: Make snack-size products more convenient
                                      • How can companies help parents motivate kids to eat more produce?
                                        • Insight: Make fruit and vegetables more fun
                                        • Trend Applications

                                            • Trend: Help Me Help Myself
                                              • Trend: Factory Fear
                                                • Mintel Futures: Old Gold
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Fruit market grows on sales of fresh fruit, rising prices
                                                      • Sales and forecast of fruit
                                                        • Figure 6: Total US retail sales and forecast of fruit, at current prices, 2008-18
                                                        • Figure 7: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2008-18
                                                      • Fan chart forecast
                                                          • Figure 8: Total market sales and fan chart forecast of fruit, at current prices, 2008-18
                                                        • Vegetable category sales growth driven by growth in all segments
                                                          • Sales and forecast of vegetables
                                                            • Figure 9: Total US retail sales and forecast of vegetables, at current prices, 2008-18
                                                            • Figure 10: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2008-18
                                                          • Fan chart forecast
                                                              • Figure 11: Total market sales and fan chart forecast of vegetables, at current prices, 2008-18
                                                          • Market Drivers

                                                            • Key points
                                                              • Desire to stay healthy drives fruit and vegetable consumption
                                                                • Local food movement drives interest in local produce
                                                                  • Figure 12: National count of farmers markets, 1994-2013
                                                                • More people dining at home drives vegetable consumption
                                                                • Competitive Context

                                                                  • Snack food alternatives overshadow fruit and vegetables
                                                                    • Fruit and vegetable juices allow consumers to drink their nutrition
                                                                      • Nutritional foods, vitamins, supplements more appealing to some
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Vegetable sales dwarf fruit sales but growth rates similar
                                                                            • Frozen fruit, dried beans/vegetables exceed all in sales growth
                                                                              • Sales of fruit and vegetables, by segment
                                                                                • Figure 13: Total US retail sales of fruit and vegetables, by segment, at current prices, 2011 and 2013
                                                                            • Segment Performance—Fresh Fruit

                                                                              • Key points
                                                                                • Volume sales growth lagging behind dollar sales growth
                                                                                  • Sales and forecast of fresh fruit
                                                                                    • Figure 14: Sales and forecast of fresh fruit, at current prices, 2008-18
                                                                                • Segment Performance—Processed Fruit

                                                                                  • Key points
                                                                                    • Processed fruit relies on frozen fruit to keep it afloat
                                                                                      • Sales and forecast of processed fruit
                                                                                        • Figure 15: Sales and forecast of processed fruit, at current prices, 2008-18
                                                                                    • Segment Performance—Fresh Vegetables

                                                                                      • Key points
                                                                                        • The fresh vegetables segment faces slowing sales growth
                                                                                          • Sales and forecast of fresh vegetables
                                                                                            • Figure 16: Sales and forecast of fresh vegetables, at current prices, 2006-16
                                                                                        • Segment Performance—Processed Vegetables

                                                                                          • Key points
                                                                                            • Processed vegetables show potential with convenient health
                                                                                              • Sales and forecast of processed vegetables
                                                                                                • Figure 17: Sales and forecast of processed vegetables, at current prices, 2008-18
                                                                                            • Segment Performance—Fresh Cut Salads

                                                                                              • Key points
                                                                                                • Fresh cut salads still gaining momentum
                                                                                                  • Sales and forecast of fresh cut salads
                                                                                                    • Figure 18: Sales and forecast of fresh cut salads, at current prices, 2008-18
                                                                                                • Segment Performance—Dried Beans and Vegetables

                                                                                                  • Key points
                                                                                                    • Dried beans and vegetables enjoy strong sales growth
                                                                                                      • Sales and forecast of dried beans and vegetables
                                                                                                        • Figure 19: Sales and forecast of dried beans and vegetables, at current prices, 2008-18
                                                                                                      • Fan chart forecast of dried beans and vegetables
                                                                                                          • Figure 20: Total Market sales and fan chart forecast of dried beans and vegetables, at current prices, 2008-18
                                                                                                      • Segment Performance—Other Beans

                                                                                                        • Key points
                                                                                                          • Other bean sales growth slowing
                                                                                                            • Sales and forecast of other beans
                                                                                                              • Figure 21: Sales and forecast of other beans, at current prices, 2008-18
                                                                                                          • Retail Channels

                                                                                                            • Key points
                                                                                                              • Supermarkets top seller of fruits and vegetables
                                                                                                                • Sales of fruit and vegetables, by channel
                                                                                                                  • Figure 22: Total US retail sales of fruit and vegetables, by channel, at current prices, 2011-13
                                                                                                                • Supermarkets, Walmart dominate but local channels making strides
                                                                                                                  • Figure 23: Where consumers purchase their fruit and vegetables, August 2013
                                                                                                                • Age, income influence where people shop for produce
                                                                                                                  • Figure 24: Where consumers purchase their fruit and vegetables, by household income, August 2013
                                                                                                                  • Figure 25: Where consumers purchase their fruit and vegetables, by age, August 2013
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • Sales for category leader Dole drop nearly 5%
                                                                                                                    • Manufacturer sales of fruit and vegetables
                                                                                                                      • Figure 26: MULO sales of fruit and vegetables, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                    • Green Giant leads growth in frozen vegetables segment
                                                                                                                      • Figure 27: MULO sales of frozen vegetables, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                    • Multiple brands find success with dry beans, vegetables, ancient grains
                                                                                                                      • Figure 28: MULO sales of dry beans/vegetables, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Fruit product launches gained on vegetable through 2012
                                                                                                                      • Figure 29: New produce product introduction, by segment, 2008-13
                                                                                                                    • Private label maintains healthy portion of new product launches
                                                                                                                      • Figure 30: New produce product introductions, by brand versus private label, 2008-13
                                                                                                                    • New products launches answer consumer demand for convenience
                                                                                                                    • Marketing Strategies

                                                                                                                      • Overview of the brand landscape
                                                                                                                        • Brand analysis: Del Monte
                                                                                                                          • Figure 31: Brand analysis of Del Monte, 2011
                                                                                                                        • Online initiatives
                                                                                                                          • TV presence
                                                                                                                            • Figure 32: Del Monte, Del Monte Beans: Bursting with Life, 2013
                                                                                                                            • Figure 33: Del Monte, Del Monte Peaches: Bursting with Life, 2013
                                                                                                                          • Brand analysis: Walmart
                                                                                                                            • Figure 34: Brand analysis of brand, 2011
                                                                                                                          • Online initiatives
                                                                                                                            • TV presence
                                                                                                                              • Figure 35: Walmart, “Fresh-over: Produce from Walmart”, 2013
                                                                                                                            • Brand analysis: Green Giant
                                                                                                                              • Online initiatives
                                                                                                                                • Figure 36: Green Giant, Caught in the Act – Extra Vegetable Affair, 2013
                                                                                                                              • TV presence
                                                                                                                                • Figure 37: Green Giant, Up Your Game, 20132
                                                                                                                            • Vegetable Consumption

                                                                                                                              • Key points
                                                                                                                                • Almost all consumers eat vegetables; most low or medium users
                                                                                                                                  • Figure 38: Total servings of vegetables eaten each day, by occasion (nets), August 2013
                                                                                                                                  • Figure 39: Daily vegetable consumption, by usage group, by age, August 2013
                                                                                                                                  • Figure 40: Daily vegetable consumption, by servings, by presence of children in household, August 2013
                                                                                                                                • Lunch, dinner most common occasions for vegetable consumption
                                                                                                                                  • Figure 41: Total servings of vegetables eaten each day, by occasion, by gender, August 2013
                                                                                                                                  • Figure 42: Total servings of vegetables eaten each day, by occasion, by age, August 2013
                                                                                                                              • Fruit Consumption

                                                                                                                                • Key points
                                                                                                                                  • Fruit not quite as popular as vegetables
                                                                                                                                    • Figure 43: Total servings of fruits eaten each day, August 2013
                                                                                                                                    • Figure 44: Daily fruit consumption, by servings, by age, August 2013
                                                                                                                                    • Figure 45: Daily fruit consumption, by servings, by household size, August 2013
                                                                                                                                  • Fruit most commonly used as a snack
                                                                                                                                    • Figure 46: Total servings of fruits eaten each day, by occasion, by gender, August 2013
                                                                                                                                • Types and Form of Fruits and Vegetables Eaten

                                                                                                                                  • Key points
                                                                                                                                    • Frozen, canned lag far behind fresh in consumers’ purchasing
                                                                                                                                      • Figure 47: Fruit and vegetable purchases by type and format, August 2013
                                                                                                                                      • Figure 48: Attitudes on fruit and vegetables, August 2013
                                                                                                                                      • Figure 49: Types of frozen vegetables eaten, by household
                                                                                                                                    • Frozen, canned appeal to households with kids, in particular
                                                                                                                                      • Figure 50: Fruit and vegetables purchasing behavior, by presence of children in household, August 2013
                                                                                                                                  • Fruit and Vegetable Purchasing Behavior

                                                                                                                                    • Key points
                                                                                                                                      • Older consumers want fresh, local; younger want organic
                                                                                                                                        • Figure 51: Fruit and vegetable purchasing behavior, by age, August 2013
                                                                                                                                      • Consumers want convenience in a variety of definitions
                                                                                                                                        • Figure 52: Fruit and vegetable purchasing behavior, by age, August 2013
                                                                                                                                    • Fruit and Vegetable Consumption Behavior

                                                                                                                                      • Key points
                                                                                                                                        • Men less likely to feel guilty about not eating enough produce
                                                                                                                                          • Figure 53: Fruit and vegetable consumption behavior, by gender, August 2013
                                                                                                                                        • More than a third of parents have trouble getting kids to eat vegetables
                                                                                                                                          • Figure 54: Fruit and vegetable consumption behavior, August 2013
                                                                                                                                          • Figure 55: Attitudes on fruit and vegetables, August 2013
                                                                                                                                          • Figure 56: Fruit and vegetable consumption behavior, August 2013
                                                                                                                                        • Parents lead by example in fruit and vegetable consumption
                                                                                                                                          • Figure 57: Fruit and vegetable consumption behavior, by serving of vegetables in a day, August 2013
                                                                                                                                          • Figure 58: Fruit and vegetable consumption behavior, by serving of fruits in a day, August 2013
                                                                                                                                      • Attitudes Toward Fruit and Vegetables

                                                                                                                                        • Key points
                                                                                                                                          • Consumers skeptical of imported fruit and vegetable safety
                                                                                                                                            • Figure 59: Attitudes on fruit and vegetables, by age, August 2013
                                                                                                                                          • Parents more likely to want information, convenience
                                                                                                                                            • Figure 60: Attitudes on fruit and vegetables, by presence of children in household, August 2013
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Hispanics more likely to be high users, White consumers less likely
                                                                                                                                              • Figure 61: Daily vegetable consumption, by servings, by race/Hispanic origin, August 2013
                                                                                                                                              • Figure 62: Daily fruit consumption, by servings, by race/Hispanic origin, August 2013
                                                                                                                                            • Hispanic consumers buy more canned vegetables, canned, frozen fruit
                                                                                                                                              • Figure 63: Fruit and vegetable purchasing behavior by format, by race/Hispanic origin, August 2013
                                                                                                                                          • Key Household Purchase Measures—Fruit

                                                                                                                                              • Overview of canned/bottled fruit
                                                                                                                                                • Canned/bottled mixed fruit
                                                                                                                                                  • Consumer insights on key purchase measures—canned/bottled mixed fruit
                                                                                                                                                    • Brand map
                                                                                                                                                      • Figure 64: Brand map, selected brands of canned/bottled mixed fruit buying rate, by household penetration, 2012*
                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                      • Key purchase measures
                                                                                                                                                        • Figure 65: Key purchase measures for the top brands of canned/bottled mixed fruit, by household penetration, 2012*
                                                                                                                                                      • Canned/bottled pineapple
                                                                                                                                                        • Consumer insights on key purchase measures—canned/bottled pineapple
                                                                                                                                                          • Brand map
                                                                                                                                                            • Figure 66: Brand map, selected brands of canned/bottled pineapple buying rate, by household penetration, 2012*
                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                            • Key purchase measures
                                                                                                                                                              • Figure 67: Key purchase measures for the top brands of canned/bottled pineapple, by household penetration, 2012*
                                                                                                                                                            • Canned/bottled peaches
                                                                                                                                                              • Consumer insights on key purchase measures—canned/bottled peaches
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 68: Brand map, selected brands of canned/bottled peaches buying rate, by household penetration, 2012*
                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                    • Figure 69: Key purchase measures for the top brands of canned/bottled peaches, by household penetration, 2012*
                                                                                                                                                                • Key Household Purchase Measures—Vegetables

                                                                                                                                                                    • Overview of vegetables
                                                                                                                                                                      • Canned/bottled corn
                                                                                                                                                                        • Consumer insights on key purchase measures—canned/bottled corn
                                                                                                                                                                          • Brand map
                                                                                                                                                                            • Figure 70: Brand map, selected brands of canned/bottled corn buying rate, by household penetration, 2012*
                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                              • Figure 71: Key purchase measures for the top brands of canned/bottled corn, by household penetration, 2012*
                                                                                                                                                                            • Canned/bottled green beans
                                                                                                                                                                              • Consumer insights on key purchase measures—canned/bottled green beans
                                                                                                                                                                                • Brand map
                                                                                                                                                                                  • Figure 72: Brand map, selected brands of canned/bottled green beans buying rate, by household penetration, 2012*
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 73: Key purchase measures for the top brands of canned/bottled green beans, by household penetration, 2012*
                                                                                                                                                                                  • Canned/bottled green peas
                                                                                                                                                                                    • Consumer insights on key purchase measures—canned/bottled green peas
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 74: Brand map, selected brands of canned/bottled green peas buying rate, by household penetration, 2012*
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 75: Key purchase measures for the top brands of canned/bottled green peas, by household penetration, 2012*
                                                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                                                        • Consumer confidence
                                                                                                                                                                                          • Figure 76: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                        • Unemployment
                                                                                                                                                                                          • Figure 77: US unemployment rate, by month, 2002-13
                                                                                                                                                                                          • Figure 78: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                          • Figure 79: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                                        • Food cost pressures
                                                                                                                                                                                          • Figure 80: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                        • Obesity
                                                                                                                                                                                          • Figure 81: American adults, by weight category as determined by body mass index (BMI), 2008-June 20, 2013
                                                                                                                                                                                        • Childhood and teen obesity—highest in decades
                                                                                                                                                                                            • Figure 82: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                          • Racial, ethnic population growth
                                                                                                                                                                                              • Figure 83: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                              • Figure 84: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                            • Shifting US demographics
                                                                                                                                                                                              • Figure 85: US population, by age, 2008-18
                                                                                                                                                                                              • Figure 86: US households, by presence of own children, 2002-12
                                                                                                                                                                                          • Appendix – Other Useful Market Size Tables

                                                                                                                                                                                              • Figure 87: Total US sales and forecast of fruit and vegetables, by segment, at current prices, 2008-18
                                                                                                                                                                                              • Figure 88: Total US sales and forecast of fruit, by category, at current prices, 2008-18
                                                                                                                                                                                              • Figure 89: Total US sales and forecast of vegetables, by category, at current prices, 2008-18
                                                                                                                                                                                              • Figure 90: Total US sales and forecast of vegetables, by category, at current prices, 2008-18 (continued)
                                                                                                                                                                                              • Figure 91: MULO sales of frozen fruit, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                                                              • Figure 92: MULO sales of canned fruit, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                                                              • Figure 93: MULO sales of canned vegetables, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                                                              • Figure 94: MULO sales of beans, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                                                              • Figure 95: MULO sales of fresh cut salads, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                              • Figure 96: Total servings of vegetables eaten each day, by occasion, August 2013
                                                                                                                                                                                              • Figure 97: Total servings of fruits eaten each day, by occasion, August 2013
                                                                                                                                                                                              • Figure 98: Total servings of vegetables eaten each day, by occasion (nets), August 2013
                                                                                                                                                                                              • Figure 99: Total servings of fruits eaten each day, by occasion (nets), August 2013
                                                                                                                                                                                              • Figure 100: Total servings of vegetables eaten each day, by occasion, by gender, August 2013
                                                                                                                                                                                              • Figure 101: Total servings of vegetables eaten each day, by occasion, by age, August 2013
                                                                                                                                                                                              • Figure 102: Total servings of vegetables eaten each day, by occasion, by household income, August 2013
                                                                                                                                                                                              • Figure 103: Total servings of vegetables eaten each day, by occasion, by race/Hispanic origin, August 2013
                                                                                                                                                                                              • Figure 104: Fruit and vegetable purchases by type and format, August 2013
                                                                                                                                                                                          • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                              • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Birds Eye Foods
                                                                                                                                                                                                • Bush Brothers & Company
                                                                                                                                                                                                • Chiquita Brands International, Inc
                                                                                                                                                                                                • ConAgra Foods, Inc
                                                                                                                                                                                                • Del Monte Foods
                                                                                                                                                                                                • Dole Food Company Inc.
                                                                                                                                                                                                • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                • Goya Foods, Inc.
                                                                                                                                                                                                • HJ Heinz Company
                                                                                                                                                                                                • Pinnacle Foods Group Inc.
                                                                                                                                                                                                • QUINOA CORPORATION
                                                                                                                                                                                                • United Foods International PLC
                                                                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                                                                Fruit and Vegetables - US - October 2013

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