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Fruit - US - February 2009

This report focuses on the U.S. fruit market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:

  • The size of the market and its growth potential
  • How the economic downturn and rising prices are impacting the fruit market
  • The changing retail environment, including the increasing role of mass merchandisers and the effects of the “locavore” movement
  • Which consumer segments present the greatest opportunity for fruit marketers
  • Ways in which fruit marketers can drive up usage frequency
  • How product innovation is expanding the fruit market

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Table of contents

  1. Scope and Themes

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

                    • Fruit market reached $28.8 billion in 2008
                      • All segments are growing
                        • Dole and Del Monte lead FDMx market, but private label is stealing share
                          • Shifting retail environment
                            • New organic, enhanced and on-the-go products
                              • Fruit consumption
                                • Attitudes and motivations
                                  • Demographic influence
                                  • Insights and Opportunities

                                    • Need to reinforce fruit’s health benefits
                                      • Encourage consumers to incorporate fruit into meals
                                        • Snacking enhancement and vending
                                          • Women are a ripe target
                                            • Increase usage among lower-income consumers
                                            • Inspire Insights

                                              • An Inconvenient Fruit
                                                • What's it about?
                                                  • What we've seen
                                                    • Specifics
                                                      • Implications
                                                        • The next superfruit—baobab?
                                                          • God's thumb
                                                            • Supercharged Vitamin C
                                                              • A star is born
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Performance strong across all segments
                                                                    • Opportunity to increase usage frequency
                                                                      • Sales and forecast of fruit
                                                                        • Figure 1: Total U.S. retail sales of fruit, at current prices, 2003-13
                                                                        • Figure 2: Total U.S. retail sales of fruit, at inflation-adjusted prices, 2003-13
                                                                      • Wal-Mart sales
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Fruit competes primarily against other healthy snacks
                                                                              • Figure 3: Foods eaten as healthy snacks, December 2007
                                                                            • Public health programs raise awareness of fruit’s role in a healthy diet
                                                                              • Economic downturn, rising fruit prices threaten to stall growth…
                                                                                • Figure 4: Average retail price/lb. for select fruit segments in FDMx, 2005-08
                                                                                • Figure 5: U.S. city average annual consumer price index for select fruits, 2005-08
                                                                              • …but give boost to sales of private-label fruit products
                                                                                • Figure 6: Prices for brand and private-label fruit products, Chicago market January 2009
                                                                              • Market dependent on weather, labor availability and fuel prices
                                                                                • “Locavore” movement will impact retail distribution and imported fruit sales
                                                                                  • Figure 7: Number of operating farmers’ markets, 1994-2008
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • All segments benefit from healthy eating trend and product innovation
                                                                                    • Figure 8: U.S. sales of fruit, by segment, 2006 and 2008
                                                                                  • Supermarket sales of fresh fruit, by type
                                                                                    • Figure 9: U.S. supermarket sales of fresh fruit, by segment, 2007 and 2008
                                                                                • Segment Performance—Fresh Fruit

                                                                                  • Key points
                                                                                    • Healthy eating trend good for fruit market
                                                                                      • New varieties and on-the-go packaging are driving growth
                                                                                        • Fresh fruit sales and forecast
                                                                                          • Figure 10: U.S. sales and forecast of fresh fruit, at current prices, 2003-13
                                                                                          • Figure 11: U.S. sales and forecast of fresh fruit, at inflation-adjusted prices, 2003-13
                                                                                      • Segment Performance—Canned/Bottled Fruit

                                                                                        • Key points
                                                                                          • More than just canned peaches
                                                                                            • Private-label sales booming
                                                                                              • Canned/bottled fruit sales and forecast
                                                                                                • Figure 12: U.S. sales and forecast of canned/bottled fruit, at current prices, 2003-13
                                                                                                • Figure 13: U.S. sales and forecast of canned/bottled fruit, at inflation-adjusted prices, 2003-13
                                                                                            • Segment Performance—Dried Fruit

                                                                                              • Key points
                                                                                                • Cranberries, blueberries and goji berries, oh my!
                                                                                                  • Private label definitely not dried up
                                                                                                    • Dried fruit sales and forecast
                                                                                                      • Figure 14: U.S. sales and forecast of dried fruit, at current prices, 2003-13
                                                                                                      • Figure 15: U.S. sales and forecast of dried fruit, at inflation-adjusted prices, 2003-13
                                                                                                  • Segment Performance—Frozen Fruit

                                                                                                    • Key points
                                                                                                      • Potential to be more than a commodity
                                                                                                        • Frozen fruit sales and forecast
                                                                                                          • Figure 16: U.S. sales and forecast of frozen fruit, at current prices, 2003-13
                                                                                                          • Figure 17: U.S. sales and forecast of frozen fruit, at inflation-adjusted prices, 2003-13
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Consumers shop for fruit in a variety of channels
                                                                                                            • Figure 18: Fruit purchase locations, main source and secondary sources, November 2008
                                                                                                          • Supermarkets up the ante to compete with mass merchandisers
                                                                                                            • Figure 19: U.S. sales of fruit, by retail channel, 2006 and 2008
                                                                                                        • Retail Channels—Food Stores

                                                                                                          • Key points
                                                                                                            • Improved fresh departments drive fruit sales
                                                                                                                • Figure 20: U.S. sales of fruit at food stores, 2003-08
                                                                                                            • Retail Channels—Warehouse Clubs, Supercenters and Discount Department Stores

                                                                                                              • Key points
                                                                                                                • Mass merchandisers benefit from ailing economy
                                                                                                                  • Figure 21: U.S. sales of fruit at warehouse clubs, supercenters, discount dept. stores, 2003-08
                                                                                                              • Natural Channel/SPINS

                                                                                                                  • Sales of fruit in the natural channel
                                                                                                                    • Figure 22: Natural product supermarket retail sales of fruit, at current prices, 2006-08
                                                                                                                    • Figure 23: Natural product supermarket retail sales of fruit, at inflation-adjusted prices, 2006-08
                                                                                                                  • Implications
                                                                                                                    • Natural channel sales by segment
                                                                                                                        • Figure 24: Natural product supermarket retail sales of fruit, by segment, 2006 and 2008
                                                                                                                      • Natural channel sales of fruit, organic vs. conventional
                                                                                                                        • Figure 25: Natural product supermarket retail sales of fruit, by organic/conventional, 2006 and 2008
                                                                                                                        • Figure 26: Natural product supermarket retail sales of organic fruit, by segment, 2008
                                                                                                                    • Market Drivers

                                                                                                                      • Americans are eating healthier…
                                                                                                                        • Figure 27: Factors that influence grocery shoppers’ purchase decisions “a lot,” 2006
                                                                                                                      • …and eating more meals at home
                                                                                                                        • Figure 28: Spending at restaurants compared to last year, by age, January 2008
                                                                                                                      • Baby Boomers to drive growth through growth in numbers
                                                                                                                        • Figure 29: Population aged 21 or older, by age, 2003-13
                                                                                                                      • Increase in Asian and Hispanic populations will also drive growth
                                                                                                                        • Figure 30: Population, by race and Hispanic origin, 2003-13
                                                                                                                        • Figure 31: Use of fruits in last month, by race and Hispanic origin, November 2008
                                                                                                                        • Figure 32: Percentage of adults aged 18+ who consumed fruit/vegetables two or more times per day, by selected demographics, 2005
                                                                                                                    • Leading Companies

                                                                                                                        • Key points
                                                                                                                          • Dole Foods
                                                                                                                            • Del Monte Foods
                                                                                                                              • General Mills
                                                                                                                                • Cadbury PLC
                                                                                                                                  • Sun-Maid Growers
                                                                                                                                    • Private label outperforms all leading brand names
                                                                                                                                      • Manufacturer sales
                                                                                                                                        • Figure 33: FDMx packaged fruit sales of leading fruit companies, 2007 and 2008
                                                                                                                                    • Selected Brand Analysis—Canned/Bottled Fruit

                                                                                                                                      • Key points
                                                                                                                                        • Del Monte and Dole lead the market, but struggle to maintain share
                                                                                                                                          • Private label outperforms the segment
                                                                                                                                            • Manufacturer and brand sales
                                                                                                                                              • Figure 34: FDMx brand sales of canned/bottled fruit in the U.S., 2007 and 2008
                                                                                                                                          • Selected Brand Analysis—Dried Fruit

                                                                                                                                            • Key points
                                                                                                                                              • Sun-Maid leads dried fruit segment
                                                                                                                                                • Private label outperforms the segment
                                                                                                                                                  • Figure 35: Selected FDMx brand sales of dried fruit in the U.S., 2007 and 2008
                                                                                                                                              • Selected Brand Analysis—Dried Fruit Snacks

                                                                                                                                                • Key points
                                                                                                                                                  • Betty Crocker and Kellogg’s dominate the market with kid-focused products…
                                                                                                                                                    • …but private label is proving kids like it too
                                                                                                                                                      • Figure 36: Selected FDMx brand sales of dried fruit snacks in the U.S., 2007 and 2008
                                                                                                                                                  • Selected Brand Analysis—Frozen Fruit

                                                                                                                                                    • Key points
                                                                                                                                                      • Private label dominates frozen segment, but Dole makes inroads
                                                                                                                                                        • Figure 37: Selected FDMx brand sales of frozen fruit in the U.S., 2007 and 2008
                                                                                                                                                    • Brand Qualities

                                                                                                                                                        • Sun-Maid
                                                                                                                                                          • Dole
                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                            • Key points
                                                                                                                                                              • Organic and natural
                                                                                                                                                                • Value added
                                                                                                                                                                  • On-the-go packaging
                                                                                                                                                                    • Private label
                                                                                                                                                                      • Kid-friendly
                                                                                                                                                                        • Figure 38: New product claims for fruit products, 2007 and 2008
                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                      • Overview
                                                                                                                                                                        • National health programs boost awareness
                                                                                                                                                                          • Figure 39: “In the family dinner” tip sheet, 2008
                                                                                                                                                                          • Figure 40: The Cancer project magazine ad, 2009
                                                                                                                                                                        • Industry associations play lead role in advertising
                                                                                                                                                                          • Figure 41: Chilean fruit farmers television ad, 2008
                                                                                                                                                                          • Figure 42: California Avocado Commission television ad, 2008
                                                                                                                                                                          • Figure 43: Florida Strawberry Growers Association television ad, 2007
                                                                                                                                                                          • Figure 44: California Raisin Marketing Board and Florida Dept. of Citrus magazine ads, 2008-09
                                                                                                                                                                        • Brand advertising focused on print vehicles
                                                                                                                                                                          • Figure 45: Sunkist Premium Sweet fruit cups television ad, 2007
                                                                                                                                                                          • Figure 46: Sun-Maid magazine ad, 2008
                                                                                                                                                                          • Figure 47: Select fruit freestanding inserts, 2008
                                                                                                                                                                      • Fruit Usage

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Fruit consumption
                                                                                                                                                                            • Figure 48: Incidence of fruit consumption, ever eat and eaten in past month, November 2008
                                                                                                                                                                          • Preparation methods
                                                                                                                                                                            • Figure 49: Way in which fruit is eaten, by type of fruit, by meal part, November 2008
                                                                                                                                                                          • Eating occasions
                                                                                                                                                                            • Figure 50: Meals at which fruit is eaten, by type of fruit, November 2008
                                                                                                                                                                          • Forms of fruit eaten
                                                                                                                                                                            • Figure 51: Forms of fruit eaten, by type of fruit, November 2008
                                                                                                                                                                        • Purchase Habits

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Where consumers shop for fruit
                                                                                                                                                                              • Figure 52: Fruit purchase locations, main source and secondary source, November 2008
                                                                                                                                                                            • Shopping trends
                                                                                                                                                                              • Figure 53: Buying more or less fruit than last year from each type of store, by store type, November 2008
                                                                                                                                                                          • Attitudes and Motivations

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Attitudes toward fruit by gender
                                                                                                                                                                                • Figure 54: General attitudes towards fruit and fruit buying, by gender, November 2008
                                                                                                                                                                              • Attitudes toward fruit by income
                                                                                                                                                                                • Figure 55: General attitudes towards fruit and fruit buying, by household income, November 2008
                                                                                                                                                                              • Attitudes toward fruit by presence of children
                                                                                                                                                                                • Figure 56: General attitudes towards fruit and fruit buying, by presence of children in household, November 2008
                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                                • Past-month fruit consumption, by race and Hispanic origin
                                                                                                                                                                                  • Figure 57: Incidence of fruit consumption in past month, by race and Hispanic origin, November 2008
                                                                                                                                                                                • Attitudes toward fruit by race and Hispanic origin
                                                                                                                                                                                  • Figure 58: General attitudes towards fruit and fruit buying, by race/Hispanic origin, November 2008
                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                  • Fruit Bats
                                                                                                                                                                                    • Who they are
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Fruit Fans
                                                                                                                                                                                          • Who they are
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Fruit Friends
                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                      • Figure 59: Fruit clusters, November 2008
                                                                                                                                                                                                      • Figure 60: Incidence of fruit consumption in past month, by fruit clusters, November 2008
                                                                                                                                                                                                      • Figure 61: Way in which fruit is eaten, by meal part, by fruit clusters, November 2008
                                                                                                                                                                                                      • Figure 62: Meals at which fruit is eaten, by meal, by fruit clusters, November 2008
                                                                                                                                                                                                      • Figure 63: Forms of fruit eaten, by form/packaging, by fruit clusters, November 2008
                                                                                                                                                                                                      • Figure 64: Fruit purchase locations, main source, by fruit clusters, November 2008
                                                                                                                                                                                                      • Figure 65: General attitudes towards fruit and fruit buying, by fruit clusters, November 2008
                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                      • Figure 66: Fruit clusters, by gender, November 2008
                                                                                                                                                                                                      • Figure 67: Fruit clusters, by age, November 2008
                                                                                                                                                                                                      • Figure 68: Fruit clusters, by household income, November 2008
                                                                                                                                                                                                      • Figure 69: Fruit clusters, by race, November 2008
                                                                                                                                                                                                      • Figure 70: Fruit clusters, by Hispanic origin, November 2008
                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                          • Figure 71: Incidence of fruit consumption in past month, by presence of children and marital status, November 2008
                                                                                                                                                                                                          • Figure 72: Incidence of fruit consumption in past month, age and gender, November 2008
                                                                                                                                                                                                          • Figure 73: Main source of fruit, by gender, presence of children and marital status, November 2008
                                                                                                                                                                                                          • Figure 74: Main source of fruit, by age and gender, November 2008
                                                                                                                                                                                                          • Figure 75: General attitudes towards fruit and fruit buying, by gender and presence of children, November 2008
                                                                                                                                                                                                          • Figure 76: General attitudes towards fruit and fruit buying, by marital status and presence of children, November 2008
                                                                                                                                                                                                          • Figure 77: General attitudes towards fruit and fruit buying, by age and gender, November 2008
                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures—Canned/bottled fruit

                                                                                                                                                                                                          • Overview of canned/bottled fruit
                                                                                                                                                                                                            • Canned/bottled pineapple
                                                                                                                                                                                                              • Consumer insights on key purchase measures—canned/bottled pineapple
                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                  • Figure 78: Brand map, selected brands of canned/bottled pineapple, buying rate by household penetration, 2008*
                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                    • Figure 79: Key purchase measures for the top brands of canned/bottled pineapple, by household penetration, 2008*
                                                                                                                                                                                                                  • Applesauce/fruit sauce
                                                                                                                                                                                                                    • Consumer insights on key purchase measures—applesauce/fruit sauce
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 80: Brand map, selected brands of applesauce/fruit sauce, buying rate by household penetration, 2008*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 81: Key purchase measures for the top brands of applesauce/fruit sauce, by household penetration, 2008*
                                                                                                                                                                                                                        • Canned/bottled peaches
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—canned/bottled peaches
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                • Figure 82: Brand map, selected brands of canned/bottled peaches, buying rate by household penetration, 2008*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 83: Key purchase measures for the canned/bottled peaches, by household penetration, 2008*
                                                                                                                                                                                                                                • Canned/bottled mixed fruit
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—canned/bottled mixed fruit
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                        • Figure 84: Brand map, selected brands of canned/bottled mixed fruit, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 85: Key purchase measures for the top brands of canned/bottled mixed fruit, by household penetration, 2008*
                                                                                                                                                                                                                                        • Canned/bottled citrus fruit
                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—canned/bottled citrus fruit
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                • Figure 86: Brand map, selected brands of canned/bottled citrus fruit, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                  • Figure 87: Key purchase measures for the top brands of canned/bottled citrus fruit, by household penetration, 2008*
                                                                                                                                                                                                                                                • Cranberry sauce
                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—cranberry sauce
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 88: Brand map, selected brands of cranberry sauce, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 89: Key purchase measures for the top brands of cranberry sauce, by household penetration, 2008*
                                                                                                                                                                                                                                                      • Canned/bottled pears
                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—canned/bottled pears
                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                            • Figure 90: Brand map, selected brands of canned/bottled pears, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                              • Figure 91: Key purchase measures for the top brands of canned/bottled pears, by household penetration, 2008*
                                                                                                                                                                                                                                                          • IRI/Builders—Key Household Purchase Measures—Dried Fruit

                                                                                                                                                                                                                                                              • Overview of dried fruit
                                                                                                                                                                                                                                                                • Raisins
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—raisins
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 92: Brand map, selected brands of raisins, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 93: Key purchase measures for the top brands of raisins, by household penetration, 2008*
                                                                                                                                                                                                                                                                      • Dried cranberries
                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—dried cranberries
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 94: Brand map, selected brands of dried cranberries, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 95: Key purchase measures for the top brands of applesauce/fruit sauce, by household penetration, 2008*
                                                                                                                                                                                                                                                                            • Dried plums
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—dried plums
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 96: Brand map, selected brands of dried plums, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 97: Key purchase measures for dried plums, by household penetration, 2008*
                                                                                                                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures—Frozen Fruit

                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—frozen fruit
                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                        • Figure 98: Brand map, selected brands of frozen fruit, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                          • Figure 99: Key purchase measures for the top brands of frozen fruit, by household penetration, 2008*
                                                                                                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures—Fruit Rolls/Bars/Snacks

                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—fruit rolls/bars/snacks
                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                                • Figure 100: Brand map, selected brands of fruit rolls/bars/snacks/bars, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                  • Figure 101: Key purchase measures for the top brands of fruit rolls/bars/snacks/bars, by household penetration, 2008*
                                                                                                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                • Past-month fruit consumption, by income
                                                                                                                                                                                                                                                                                                  • Figure 102: Incidence of fruit consumption in past month, by household income, November 2008
                                                                                                                                                                                                                                                                                                • Eating occasions by age
                                                                                                                                                                                                                                                                                                  • Figure 103: Way in which fruit is eaten, by meal part, by age, November 2008
                                                                                                                                                                                                                                                                                                • Fruit for breakfast—cooked vs. uncooked
                                                                                                                                                                                                                                                                                                  • Figure 104: Top fruits eaten at breakfast, cooked vs. uncooked, November 2008
                                                                                                                                                                                                                                                                                                  • Figure 105: Top fruits eaten for maincourse/appetizer at lunch/dinner, cooked vs. uncooked, November 2008
                                                                                                                                                                                                                                                                                                  • Figure 106: Top fruits eaten for dessert at lunch/dinner, cooked vs. uncooked, November 2008
                                                                                                                                                                                                                                                                                                • Top fruits by meal occasion
                                                                                                                                                                                                                                                                                                  • Figure 107: Top fruits, by meal occasion, November 2008
                                                                                                                                                                                                                                                                                                • Meals at which fruit is eaten by age
                                                                                                                                                                                                                                                                                                  • Figure 108: Way in which fruit is eaten, by meal, by age, November 2008
                                                                                                                                                                                                                                                                                                • Forms of fruit eaten
                                                                                                                                                                                                                                                                                                  • Figure 109: Top fruits eaten, by each form: canned, fresh, frozen, dried, November 2008
                                                                                                                                                                                                                                                                                                  • Figure 110: Way in which fruit is eaten, by canned, fresh, frozen, by age, November 2008
                                                                                                                                                                                                                                                                                                • Where consumers shop for fruit, by household income
                                                                                                                                                                                                                                                                                                  • Figure 111: Main source of fruit, by household income, November 2008
                                                                                                                                                                                                                                                                                                • Canned/jarred fruit: Household usage
                                                                                                                                                                                                                                                                                                  • Figure 112: Use of canned/jarred fruit, by household type, April 2007-June 2008
                                                                                                                                                                                                                                                                                                • Canned/jarred fruit: Types used
                                                                                                                                                                                                                                                                                                  • Figure 113: Use of canned/jarred fruit, by type of fruit, by adults, teens and kids, April 2007-June 2008
                                                                                                                                                                                                                                                                                                • Canned/jarred fruit: usage frequency
                                                                                                                                                                                                                                                                                                  • Figure 114: Frequency of using canned/jarred fruit by adults, teens and kids, April 2007-June 2008
                                                                                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                                • Albertsons Inc.
                                                                                                                                                                                                                                                                                                • American Cancer Society (ACS)
                                                                                                                                                                                                                                                                                                • American Dietetic Association (ADA)
                                                                                                                                                                                                                                                                                                • American Frozen Food Institute
                                                                                                                                                                                                                                                                                                • American Heart Association, Inc.
                                                                                                                                                                                                                                                                                                • American Nutraceutical Association (ANA)
                                                                                                                                                                                                                                                                                                • California Raisin Marketing Board
                                                                                                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                                                                                                • Del Monte Foods
                                                                                                                                                                                                                                                                                                • Dole Food Company Inc.
                                                                                                                                                                                                                                                                                                • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                                                                • Frito-Lay, Inc
                                                                                                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                                                                                                                • Grocery Manufacturers of America
                                                                                                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                                • Kellogg Company
                                                                                                                                                                                                                                                                                                • Kmart Corporation
                                                                                                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                                • Mariani Packing Company
                                                                                                                                                                                                                                                                                                • National Cancer Institute (NCI)
                                                                                                                                                                                                                                                                                                • National Gardening Association (NGA)
                                                                                                                                                                                                                                                                                                • Nature Valley
                                                                                                                                                                                                                                                                                                • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                                                                                                • Produce Marketing Association
                                                                                                                                                                                                                                                                                                • Safeway Inc
                                                                                                                                                                                                                                                                                                • Signature Brands LLC
                                                                                                                                                                                                                                                                                                • Sun-Maid Growers
                                                                                                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                • United Fresh Produce Association
                                                                                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                • Yoplait USA

                                                                                                                                                                                                                                                                                                Fruit - US - February 2009

                                                                                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)