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Fruit and Vegetables - US - October 2014

“Respondents report that only 16% of their daily food intake consists of vegetables and 16% consists of fruit, which is far less than the share of plate for these foods recommended by the USDA’s MyPlate nutritional guide. Brands and grocers have an opportunity to increase the appeal of their fresh produce items by adding convenience – such as precut, prepackaged versions and resealable bags – that could help overcome objections to rising prices.”
– Amy Kraushaar, US Category Manager, Food & Drink and Foodservice

This report answers the following key questions:

  • How can brands and grocers encourage more consumption?
  • How can frozen and canned brands compete with fresh?
  • How can brands compete with the growing number of alternative products?

The US fruit and vegetable category is forecast to grow moderately between 2014 and 2019. Sales will primarily be driven by consumer awareness of the link between diet and health. Respondents are very likely to perceive fruit and vegetables as good sources of vitamins and nutrients that help consumers ward off chronic disease, and to say they are eating more fruit and vegetables than they were in the past. Brands (particularly fresh brands) must continue to focus on the health benefits of fruit and vegetables and provide more time- and step-saving products that align with consumer need for convenience.

This report builds on the analysis in Mintel’s Fruit and Vegetables – US, October 2013.

For the purposes of this report, fruit and vegetables are covered as per the following definitions:

  • 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.

Excluded from this report are:

  • Fruit and vegetable juices, drinks, or smoothies
  • Refrigerated prepared side dishes that include fruits and/or vegetables
  • Tomato sauce, paste, and puree, and tomato- or vegetable-based pasta/cooking sauces
  • Dried beans and legumes
  • Instant potatoes

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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
                • Executive Summary

                    • Moderate category growth forecast
                      • Figure 1: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
                    • Fresh vegetables and fruit dominate among segments
                      • Figure 2: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014
                    • Highly fragmented MULO category; private label comprises 38% share
                      • Figure 3: MULO sales of fruit and vegetables, rolling 52 weeks 2014
                    • The consumer
                      • Lettuce, tomatoes most purchased; respondents buy fresh far more than other formats
                        • Figure 4: Vegetable purchases (any purchase), July 2014
                      • Bananas, strawberries most purchased; fresh bought far more than other formats
                        • Figure 5: Fruit purchases (any purchase), July 2014
                      • Some 45% report eating a wider variety of fruit and vegetables than ever before
                        • Figure 6: Consumption, purchase behavior, and preferences toward fruit and vegetables, July 2014
                      • More than four in 10 say produce prices have increased where they normally shop
                        • Figure 7: Attitudes toward fruit and vegetable consumption, July 2014
                      • What we think
                      • Issues and Insights

                          • How can brands and grocers encourage more consumption?
                            • The issues
                              • Insight: Make fresh more convenient; target kids
                                • How can frozen and canned brands compete with fresh?
                                  • The issues
                                    • Insight: Better messaging about flavor and nutrients
                                      • How can brands compete with the growing number of alternative products?
                                        • The issues
                                          • Insight: Precut fruit and vegetables for juicing; showing how whole foods provide more nutrients than supplements; casting bars as too sugary and processed
                                          • Trend Applications

                                              • Trend: Prepare for the Worst
                                                • Trend: Hungry Planet
                                                  • Trend: Experience Is All
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales and forecast of fruit and vegetables
                                                        • Figure 8: Total US retail sales and forecast of fruit and vegetables, at current prices, 2009-19
                                                        • Figure 9: Total US retail sales and forecast of fruit and vegetables, at inflation-adjusted prices, 2009-19
                                                      • Fan chart forecast
                                                        • Figure 10: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
                                                      • Fan chart methodology
                                                      • Market Drivers

                                                        • Key points
                                                          • Fruit and vegetable nutritional value drives consumption
                                                            • Figure 11: Attitudes toward fruit and vegetable consumption, by age, July 2014
                                                          • Diets high in fruit and vegetables can help combat obesity epidemic
                                                            • Figure 12: Percentage of men aged 20 or older who are obese, by age, 2001-04, 2005-08, 2009-12
                                                            • Figure 13: Percentage of women aged 20 or older who are obese, by age, 2001-04, 2005-08, 2009-12
                                                          • Demographics positively impact the fruit and vegetable category
                                                            • Hispanics, Asians report most likelihood to buy vegetables and fruit
                                                              • Figure 14: Vegetable purchases – any purchase, by race/Hispanic origin, July 2014
                                                              • Figure 15: Fruit purchases – any purchase, by race/Hispanic origin, July 2014
                                                            • Millennials likely to be a key demographic for the category
                                                              • Figure 16: Vegetable purchases – any purchase, by generations, July 2014
                                                              • Figure 17: Fruit purchases – any purchase, by generations, July 2014
                                                              • Figure 18: Other fruit and vegetable purchases, by generations, July 2014
                                                            • Aging population seeks healthier foods to ward off age-related disease
                                                              • Millennials tend to look for healthier foods and explore flavor variations
                                                                • Slow economic recovery, price hikes have conflicting impact on sales
                                                                  • Figure 19: University of Michigan’s index of consumer sentiment (ICS), 2004-14
                                                                  • Figure 20: US Unemployment rate, 2004-14
                                                                • Price increases could dampen sales
                                                                  • Household income a significant factor in purchases
                                                                    • Figure 21: Vegetable and fruit purchases – any purchase, by household income, July 2014
                                                                    • Figure 22: Other fruit and vegetable purchases, by household income, July 2014
                                                                • Competitive Context

                                                                  • Some may opt for juice products over fruit and vegetables
                                                                    • Increasing vitamin, mineral, and supplement sales pose a threat
                                                                      • Nutritional bars promise healthy and functional snacking
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Fresh vegetables comprise 48% of the category
                                                                            • Sales of fruit and vegetables, by segment
                                                                              • Figure 23: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014
                                                                            • Sales and forecast of fresh vegetables
                                                                                • Figure 24: Total US retail sales and forecast of fresh vegetables, at current prices, 2009-19
                                                                              • Sales and forecast of fresh fruit
                                                                                • Figure 25: Total US retail sales and forecast of fresh fruit, at current prices, 2009-19
                                                                              • Sales and forecast of processed vegetables
                                                                                • Figure 26: Total US retail sales and forecast of processed vegetables, at current prices, 2009-19
                                                                              • Sales and forecast of processed fruit
                                                                                • Figure 27: Total US retail sales and forecast of processed fruit, at current prices, 2009-19
                                                                              • Sales and forecast of fresh cut salad
                                                                                • Figure 28: Total US retail sales and forecast of fresh cut salad, at current prices, 2009-19
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Supermarkets make up 71% of total sales
                                                                                  • Sales of fruit and vegetables, by channel
                                                                                    • Figure 29: Total US retail sales of fruit and vegetables, by channel, 2012 and 2014
                                                                                  • Supermarkets dominate but grow more slowly than other channels
                                                                                    • Figure 30: US supermarket sales of fruit and vegetables, 2009-14
                                                                                  • Other channel sales outpace supermarket sales
                                                                                    • Figure 31: US other channel sales of fruit and vegetables, 2009-14
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • MULO sales divided between many companies
                                                                                      • MULO sales of fruit and vegetables
                                                                                        • Figure 32: MULO sales of fruit and vegetables, rolling 52 weeks 2013 and 2014
                                                                                    • Brand Share – Vegetables

                                                                                      • Key points
                                                                                        • Ore-Ida leads but sales decline; ConAgra experiences most growth
                                                                                          • MULO sales of vegetables
                                                                                            • Figure 33: MULO sales of vegetables, rolling 52 weeks 2013 and 2014
                                                                                        • Brand Share – Fruit

                                                                                          • Key points
                                                                                            • Dole leads; new formats exhibit strong growth potential
                                                                                              • MULO sales of fruit
                                                                                                • Figure 34: MULO sales of fruit, rolling 52 weeks 2013 and 2014
                                                                                            • Brand Share – Fresh Cut Salad

                                                                                              • Key points
                                                                                                • Most brands benefit from demand for fresh, convenient products
                                                                                                  • MULO sales of fresh cut salad
                                                                                                    • Figure 35: MULO sales of fresh cut salad, rolling 52 weeks 2013 and 2014
                                                                                                • Innovations and Innovators

                                                                                                  • Microwavable claims lead; ease of use, organic claims increase
                                                                                                    • Figure 36: Top 10 packaged fruit and vegetable product claims, by percentage of total claims, 2009-13
                                                                                                  • Resealable packaging makes freshness more convenient
                                                                                                    • Many consumers equate organic with higher nutrition
                                                                                                      • Non-GMO increases its profile among brands
                                                                                                      • Marketing Strategies

                                                                                                        • Overview of the brand landscape
                                                                                                          • Theme: Convenience
                                                                                                            • Brand example: Birds Eye
                                                                                                              • Birds Eye Facebook video ad
                                                                                                                • Figure 37: Birds Eye Facebook ad, 2014
                                                                                                              • Brand example: Green Giant
                                                                                                                • Green Giant TV ad
                                                                                                                  • Figure 38: Green Giant TV ad, 2014
                                                                                                                • Theme: Nutrition
                                                                                                                  • Brand example: Dole
                                                                                                                    • Dole TV ad
                                                                                                                      • Figure 39: Dole TV ad, 2014
                                                                                                                    • Brand example: Earthbound Farm Organic
                                                                                                                      • Theme: Making vegetables cool for kids
                                                                                                                      • Consumer Data – Daily Food Group Consumption

                                                                                                                        • Key points
                                                                                                                          • Respondents report that a third of their diet consists of fruit/vegetables
                                                                                                                            • Figure 40: USDA MyPlate nutrition guide
                                                                                                                            • Figure 41: Daily (mean average) food group consumption, October 2014
                                                                                                                          • Quartile analysis
                                                                                                                            • Methodology Description
                                                                                                                                • Figure 42: Daily food consumption quartile analysis, July 2014
                                                                                                                              • Upper quartile of oldest respondents report highest daily fruit consumption
                                                                                                                                • Figure 43: Daily fruit consumption, by generations, quartile analysis, July 2014
                                                                                                                              • Highest daily vegetable intake among upper quartile of Boomers, Swing Generation
                                                                                                                                • Figure 44: Daily vegetable consumption, by generations, quartile analysis, July 2014
                                                                                                                            • Consumer Data – Vegetable Purchases

                                                                                                                              • Key points
                                                                                                                                • A majority buy fresh vegetables rather than other formats
                                                                                                                                  • Figure 45: Vegetable purchases, July 2014
                                                                                                                                • 25-34 most apt to buy a wide range of vegetable types
                                                                                                                                  • Figure 46: Vegetable purchases – any purchase, by age, July 2014
                                                                                                                                • Presence of children means more likelihood to buy vegetables
                                                                                                                                  • Figure 47: Vegetable purchases – any purchase, by presence of children in household, July 2014
                                                                                                                                • Correspondence analysis: vegetable purchases
                                                                                                                                  • Methodology Description
                                                                                                                                    • Fresh most closely linked to carrots, peppers, greens, tomatoes
                                                                                                                                        • Figure 48: Vegetable correspondence Analysis, October 2014
                                                                                                                                        • Figure 49: Vegetable purchases, October 2014
                                                                                                                                    • Consumer Data – Fruit Purchases

                                                                                                                                      • Key points
                                                                                                                                        • A majority buy fresh fruit more than any other format
                                                                                                                                            • Figure 50: Fruit purchases, July 2014
                                                                                                                                          • 25-34 most apt to buy fruit
                                                                                                                                            • Figure 51: Fruit purchases – any purchase, by age, July 2014
                                                                                                                                          • Hispanics, Asians most apt to buy a wide variety of fruit
                                                                                                                                            • Figure 52: Fruit purchases – any purchase, by race/Hispanic origin, July 2014
                                                                                                                                          • Households with kids much more likely to buy fruit
                                                                                                                                            • Figure 53: Fruit purchases – any purchase, by presence of children in household, July 2014
                                                                                                                                          • Correspondence analysis: fruit purchases
                                                                                                                                            • Methodology Description
                                                                                                                                              • Fresh most closely associated with grapes, melon, apples, and bananas
                                                                                                                                                  • Figure 54: Fruit correspondence Analysis, October 2014
                                                                                                                                                  • Figure 55: Fruit Purchases, October 2014
                                                                                                                                              • Consumer Data – Other Fruit and Vegetable Purchases

                                                                                                                                                • Key points
                                                                                                                                                  • Cherries, avocado most purchased other fruit; asparagus, cauliflower most purchased other vegetables
                                                                                                                                                      • Figure 56: Other fruit and vegetable purchases, by age, July 2014
                                                                                                                                                    • Other purchases highest among those with household income of $50K+
                                                                                                                                                      • Figure 57: Other fruit and vegetable purchases, by household income, July 2014
                                                                                                                                                  • Consumer Data – Fresh Bagged Salad Consumption

                                                                                                                                                    • Key points
                                                                                                                                                      • Nearly three quarters of households eat bagged/packaged salads
                                                                                                                                                          • Figure 58: Household consumption of bagged or packaged salads, by age, January 2013-March 2014
                                                                                                                                                        • Household consumption increases with household income
                                                                                                                                                          • Figure 59: Household consumption of bagged or packaged salads, by household income, January 2013-March 2014
                                                                                                                                                      • Consumption, Purchase Behavior, and Preferences toward Fruit and Vegetables

                                                                                                                                                        • Key points
                                                                                                                                                          • More than four in 10 eating more fruit and vegetables than ever before
                                                                                                                                                              • Figure 60: Consumption, purchase behavior, and preferences toward fruit and vegetables, by age, July 2014
                                                                                                                                                          • Consumer Data – Attitudes toward Fruit and Vegetable Consumption

                                                                                                                                                            • Key points
                                                                                                                                                              • More than four in 10 say prices have increased where they shop
                                                                                                                                                                  • Figure 61: Attitudes toward fruit and vegetable consumption, by age, July 2014
                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                • Daily food group consumption
                                                                                                                                                                  • Figure 62: Daily food group consumption, by age (Mean), July 2014
                                                                                                                                                                  • Figure 63: Daily food group consumption, by household income (Mean), July 2014
                                                                                                                                                                  • Figure 64: Daily food group consumption, by race/Hispanic origin (Mean), July 2014
                                                                                                                                                                  • Figure 65: Daily food group consumption, by race/Hispanic origin (Quartiles 3 (75%)), July 2014
                                                                                                                                                                  • Figure 66: Daily food group consumption, by presence of children in household (Mean), July 2014
                                                                                                                                                                  • Figure 67: Daily food group consumption, by generations (Mean), July 2014
                                                                                                                                                                  • Figure 68: Daily food group consumption, by generations (Quartiles 3 (75%)), July 2014
                                                                                                                                                                • Fruit purchases
                                                                                                                                                                  • Figure 69: Fruit purchases – any purchase, by generations, July 2014
                                                                                                                                                                • Other fruit and vegetable purchases
                                                                                                                                                                  • Figure 70: Other fruit and vegetable purchases, by race/Hispanic origin, July 2014
                                                                                                                                                                  • Figure 71: Other fruit and vegetable purchases, by presence of children in household, July 2014
                                                                                                                                                                • Consumption, purchase behavior, and preferences toward fruit and vegetables
                                                                                                                                                                  • Figure 72: Consumption, purchase behavior, and preferences toward fruit and vegetables, by gender, July 2014
                                                                                                                                                                  • Figure 73: Consumption, purchase behavior, and preferences toward fruit and vegetables, by household income, July 2014
                                                                                                                                                                  • Figure 74: Consumption, purchase behavior, and preferences toward fruit and vegetables, by race/Hispanic origin, July 2014
                                                                                                                                                                  • Figure 75: Consumption, purchase behavior, and preferences toward fruit and vegetables, by generations, July 2014
                                                                                                                                                                  • Figure 76: Consumption, purchase behavior, and preferences toward fruit and vegetables, by generations, July 2014
                                                                                                                                                                  • Figure 77: Consumption, purchase behavior, and preferences toward fruit and vegetables, by fruit purchases – any purchase, July 2014
                                                                                                                                                                  • Figure 78: Consumption, purchase behavior, and preferences toward fruit and vegetables, by fruit purchases – any purchase, July 2014
                                                                                                                                                                  • Figure 79: Consumption, purchase behavior, and preferences toward fruit and vegetables, by other fruit and vegetable purchases – fruit, July 2014
                                                                                                                                                                  • Figure 80: Consumption, purchase behavior, and preferences toward fruit and vegetables, by other fruit and vegetable purchases – vegetables, July 2014
                                                                                                                                                                  • Figure 81: Consumption, purchase behavior, and preferences toward fruit and vegetables, by vegetable purchases – any purchase, July 2014
                                                                                                                                                                  • Figure 82: Consumption, purchase behavior, and preferences toward fruit and vegetables, by vegetable purchases – any purchase, July 2014
                                                                                                                                                                • Attitudes toward fruit and vegetable consumption
                                                                                                                                                                  • Figure 83: Attitudes toward fruit and vegetable consumption, by race/Hispanic origin, July 2014
                                                                                                                                                                  • Figure 84: Attitudes toward fruit and vegetable consumption, by presence of children in household, July 2014
                                                                                                                                                                  • Figure 85: Attitudes toward fruit and vegetable consumption, by generations, July 2014
                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Chiquita Brands International, Inc
                                                                                                                                                                • ConAgra Foods, Inc
                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                • Del Monte Foods
                                                                                                                                                                • Dole Food Company Inc.
                                                                                                                                                                • Earthbound Farm
                                                                                                                                                                • General Mills Inc
                                                                                                                                                                • Pinnacle Foods Group Inc.
                                                                                                                                                                • Sun-Maid Growers
                                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                                Fruit and Vegetables - US - October 2014

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