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Nuts and Dried Fruit - US - January 2011

At more than $6 billion in 2009, the nuts and dried fruit market grew well despite the economic downturn. Increasingly health-conscious consumers are sincerely concerned with seeking out healthful snacks. Nuts and dried fruits have gained enduring respect for their nutritional value, and Americans are turning toward the market with new enthusiasm.

This report addresses issues of key concern to manufacturers, marketers and distributors of nuts and dried fruits. These include:

  • The relative importance of brand names and private labels in a fragmented market
  • The health benefits that consumers appreciate, the misconceptions that they retain, and the nutritional trends and news that can provide opportunity
  • The product innovations and line extensions that will attract new consumers
  • The importance of messaging and marketing in strengthening the product’s connection to its consumer base and in reaching new audiences

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Table of contents

  1. Scope and Themes

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

                      • Overview: Portable and healthful snacks appeal to consumers
                        • Growth forecast to continue thanks to health-conscious shoppers
                          • Defining and redefining the segments, the market, and the competition
                            • Supercenters and warehouse stores are the strongest retail channels
                              • Brand name offerings versus private label
                                • Consumption often connected to health, sometimes to demographics
                                  • Gender, age, and snacking consumption habits
                                    • Shifting the focus of healthy snacking
                                    • Insights and Opportunities

                                      • Fitting healthy snacks to a mobile lifestyle
                                        • Sending healthy snacks to school
                                          • The possibilities of flavors
                                            • Celebrate nutrient density
                                            • Inspire Insights

                                                • Trend: A Simple Balance for Health
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Consumers willing to invest in more nutritious (and expensive) snacks
                                                      • Sales and forecast of nuts and dried fruit
                                                        • Figure 1: Total U.S. retail sales and forecast of nuts, seeds, dried fruit, and trail mixes, at current prices, 2005-15
                                                        • Figure 2: Total U.S. retail sales and forecast of nuts, seeds, dried fruit, and trail mixes, at inflation-adjusted prices, 2005-15
                                                      • Fan chart forecast
                                                          • Figure 3: Total U.S. retail sales and fan chart forecast of nuts, seeds, dried fruit, and trail mixes, at current prices, 2005-15
                                                        • Walmart sales
                                                        • Market Drivers

                                                          • Healthier alternatives for aging Baby Boomers
                                                            • Figure 4: Population aged 18 or older, 2005-15
                                                          • With age comes heart disease, with nuts a positive solution
                                                            • Figure 5: Cardiovascular diseases, by gender and race/Hispanic origin, 2010
                                                          • Obesity across America
                                                            • The changing childhood snacking landscape
                                                              • Economic uptick making healthy snacks more affordable?
                                                                • Growth in complementary categories
                                                                • Competitive Context

                                                                  • Key points
                                                                    • The gateway to good health
                                                                      • The blurring of boundaries: trail mix
                                                                        • Figure 6: Healthfulness rating of snack foods, September 2010
                                                                      • Blurring the boundaries: health benefits
                                                                        • Transform the product, keep the brand name
                                                                          • Fusing fruit into many foods
                                                                            • Positioning candy as a “healthy” snack means more competition for nuts and dried fruit
                                                                              • A setback for junk food, progress for children
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Especially upbeat prospects for nuts and trail mix
                                                                                    • Sales of nuts and dried fruit, by segment
                                                                                      • Figure 7: Sales of nuts and dried fruit, segmented by type, 2009-10
                                                                                  • Segment Performance—Nuts

                                                                                    • Key points
                                                                                      • Nuts are less indulgent than serious
                                                                                        • Sales and forecast of nuts
                                                                                          • Figure 8: Total U.S. sales and forecast of nuts, at current prices, 2005-15
                                                                                      • Segment Performance—Dried Fruit

                                                                                        • Key points
                                                                                          • Natural sweetness and boost for fruit
                                                                                            • Sales and forecast of dried fruit
                                                                                              • Figure 9: Total U.S. sales and forecast of dried fruit, at current prices, 2005-15
                                                                                            • Variety defines dried fruit’s future
                                                                                              • FDMx sales of dried fruit by type
                                                                                                • Figure 10: FDMx sales of dried fruit, by type, 2009-10
                                                                                            • Segment Performance—Trail Mix

                                                                                              • Key points
                                                                                                • Infinite variations on the mixing theme
                                                                                                  • Sales and forecast of trail mix
                                                                                                    • Figure 11: Total U.S. sales and forecast of trail mix, at current prices, 2005-15
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Big numbers for big box stores
                                                                                                      • Sales of nuts and dried fruit, by channel
                                                                                                        • Figure 12: Total U.S. retail sales and forecast of nuts, seeds, dried fruit, and trail mixes, by channel, 2009-10
                                                                                                    • Retail Channels—Supermarkets

                                                                                                      • Key points
                                                                                                        • An abundance of choices, even for value shoppers
                                                                                                          • Supermarket sales of nuts and dried fruit
                                                                                                            • Figure 13: FDMx supermarket sales of nuts and dried fruit, at current prices, 2005-10
                                                                                                        • Retail Channels—Supercenters and Warehouse Clubs

                                                                                                          • Key points
                                                                                                            • Pushing value shoppers’ buttons
                                                                                                              • Supercenters and warehouse club sales of nuts and dried fruit
                                                                                                                • Figure 14: Supercenters & warehouse club sales of nuts and dried fruit, at current prices, 2005-10
                                                                                                            • Retail Channels—Other

                                                                                                              • Key points
                                                                                                                • Real food purchased outside of the traditional supermarket
                                                                                                                  • Other retail sales of nuts and dried fruit
                                                                                                                    • Figure 15: Other retail sales of nuts and dried fruit, at current prices, 2005-10
                                                                                                                • Natural Channel Sales and Trends

                                                                                                                    • Key points
                                                                                                                      • Insights
                                                                                                                        • Sales of nuts and dried fruit in the natural channel
                                                                                                                          • Figure 16: Natural supermarket sales of nuts and dried fruit, at current prices, 2008-10
                                                                                                                          • Figure 17: Natural supermarket sales of nuts and dried fruit, at inflation-adjusted prices, 2008-10
                                                                                                                        • Natural channel sales by segment
                                                                                                                          • Figure 18: Natural supermarket sales of nuts and dried fruit, by segment, 2008 and 2010
                                                                                                                        • Leading brands
                                                                                                                          • Natural channel sales by organic content
                                                                                                                            • Figure 19: Natural supermarket sales of nuts and dried fruit, by organic content, 2008 and 2010
                                                                                                                        • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • Large companies work hard to maintain share
                                                                                                                                • FDMx sales of nuts and dried fruit by manufacturer
                                                                                                                                  • Figure 20: Manufacturer FDMx sales of nuts and dried fruit in the U.S., 2009-10
                                                                                                                                  • Figure 21: Private label FDMx sales of nuts and dried fruit in the U.S., 2005-09
                                                                                                                              • Brand Share—Nuts

                                                                                                                                • Key points
                                                                                                                                  • Even in a down economy, upscale and unique work
                                                                                                                                    • Planters
                                                                                                                                      • Paramount Farms/Roll International
                                                                                                                                        • Diamond Foods
                                                                                                                                          • Blue Diamond Growers
                                                                                                                                            • Back to Nature
                                                                                                                                              • Manufacturer and brand sales of nuts and seeds
                                                                                                                                                • Figure 22: Selected FDMx manufacturer and brand sales of nuts and seeds, 2009-10
                                                                                                                                            • Brand Share—Dried Fruit

                                                                                                                                              • Key points
                                                                                                                                                • The future is bright for cranberries; renewing interest in traditional dried fruit poses challenge
                                                                                                                                                  • Manufacturer and brand sales of dried fruit
                                                                                                                                                    • Figure 23: Selected FDMx manufacturer and brand sales of dried fruit, 2009-10
                                                                                                                                                • Brand Share—Trail Mix

                                                                                                                                                  • Key points
                                                                                                                                                    • Growth for a few brand names, overall for robust private labels
                                                                                                                                                      • Manufacturer and brand sales of trail mix
                                                                                                                                                        • Figure 24: Selected FDMx manufacturer and brand sales of trail mix, 2009-10
                                                                                                                                                    • Innovation and Innovators

                                                                                                                                                      • Key points
                                                                                                                                                        • A whole new menu of products for a recovering economy
                                                                                                                                                          • Nuts and seeds
                                                                                                                                                            • Figure 25: Nuts new product launches, 2004-10
                                                                                                                                                          • Dried fruit
                                                                                                                                                            • Figure 26: Dried fruit new product launches, 2004-10
                                                                                                                                                        • Brands and Marketing Strategies

                                                                                                                                                          • Overview of the brand landscape
                                                                                                                                                            • Brand analysis
                                                                                                                                                              • Planters
                                                                                                                                                                • Figure 27: Brand analysis of Planters, 2010
                                                                                                                                                                • Figure 28: Planters, television ad, 2010
                                                                                                                                                              • Blue Diamond
                                                                                                                                                                • Figure 29: Brand analysis of Blue Diamond, 2010
                                                                                                                                                                • Figure 30: Blue Diamond Almonds, television ad, 2010
                                                                                                                                                              • Wonderful Pistachios
                                                                                                                                                                • Figure 31: Brand analysis of brand, 2010
                                                                                                                                                                • Figure 32: Wonderful Pistachios, television ad, 2010
                                                                                                                                                              • Ocean Spray Cranberries
                                                                                                                                                                • Figure 33: Brand analysis of Ocean Spray Cranberries, 2010
                                                                                                                                                            • Snack Food Consumption

                                                                                                                                                              • Key points
                                                                                                                                                                • The price of health
                                                                                                                                                                  • Modest snacking habit variations between the sexes
                                                                                                                                                                    • Figure 34: Past month snack consumption, by gender, September 2010
                                                                                                                                                                  • Nuts are a taste acquired over time
                                                                                                                                                                    • Figure 35: Past month snack consumption, by age, September 2010
                                                                                                                                                                    • Figure 36: Past month snack consumption, by presence of children in the HH, September 2010
                                                                                                                                                                  • Income takes households beyond the basics
                                                                                                                                                                    • Figure 37: Past month snack consumption, by HH income, September 2010
                                                                                                                                                                  • Asian and Pacific Islander cultures are snack-friendly
                                                                                                                                                                    • Figure 38: Past month snack consumption, by race, September 2010
                                                                                                                                                                • Health Perception of Nuts and Dried Fruit

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Both sexes perceive these as healthy snacks
                                                                                                                                                                      • Figure 39: Healthfulness ranking of nuts, dried fruit and trail mix, by gender, September 2010
                                                                                                                                                                    • A mixed bag of perceptions according to age
                                                                                                                                                                      • Figure 40: Healthfulness ranking of nuts, dried fruit and trail mix, by age, September 2010
                                                                                                                                                                    • Looking for energy, limiting intake of some food content
                                                                                                                                                                      • Figure 41: Health concerns about nuts and dried fruit, by gender, September 2010
                                                                                                                                                                    • Age-appropriate ideas of healthy eating
                                                                                                                                                                      • Figure 42: Health concerns about nuts and dried fruit, by age, September 2010
                                                                                                                                                                  • Snacking on Nuts and Other Consumption Trends

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Regular snacking is up while additions of nuts are down
                                                                                                                                                                        • Figure 43: Nut consumption, by gender, September 2010
                                                                                                                                                                        • Figure 44: Nut consumption, by age, September 2010
                                                                                                                                                                    • Nut Consumption—by Type of Nut

                                                                                                                                                                      • Key points
                                                                                                                                                                        • The nut consumer is particular, depending on age and gender
                                                                                                                                                                          • Figure 45: Summary of nut consumption by type of nut, by gender, September 2010
                                                                                                                                                                          • Figure 46: Summary of nut consumption by type of nut, by age, September 2010
                                                                                                                                                                        • How nuts are consumed
                                                                                                                                                                          • Figure 47: How nuts are consumed, by nut type, September 2010
                                                                                                                                                                          • Figure 48: How top five nut types are consumed, by gender, September 2010
                                                                                                                                                                          • Figure 49: How top five nut types are consumed, by age, September 2010
                                                                                                                                                                      • Snacking on Dried Fruit and Other Consumption Trends

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Men snack, women eat salad
                                                                                                                                                                            • Figure 50: Dried fruit consumption, by gender, September 2010
                                                                                                                                                                            • Figure 51: Dried fruit consumption, by Hispanic origin, September 2010
                                                                                                                                                                        • Dried Fruit Consumption—by Type of Fruit

                                                                                                                                                                          • Key points
                                                                                                                                                                            • The cranberry is queen, the raisin is king
                                                                                                                                                                              • Figure 52: Dried Fruit consumption, by type, by gender/ate alone, September 2010
                                                                                                                                                                              • Figure 53: Dried fruit consumption, by type, by gender/part of meal/snack, September 2010
                                                                                                                                                                          • Trail Mixes

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Gender equality, though different mixes appeal to each sex
                                                                                                                                                                                • Figure 54: Trail mix consumption, among those who eat dried fruit, by gender, September 2010
                                                                                                                                                                                • Figure 55: Types of trail mix, by gender, September 2010
                                                                                                                                                                            • Product Interest

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Learning to love nuts for what they truly are
                                                                                                                                                                                  • Figure 56: New product interest in nuts and dried fruit, by gender, September 2010
                                                                                                                                                                                  • Figure 57: New product interest in nuts and dried fruit, by age, September 2010
                                                                                                                                                                              • Cluster Analysis: Nut Consumers

                                                                                                                                                                                  • Health-focused Mixers
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Regular Snackers
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Occasional Snackers
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                      • Figure 58: Nut consumer clusters, October 2010
                                                                                                                                                                                                      • Figure 59: Snack food consumption, by nut consumer clusters, October 2010
                                                                                                                                                                                                      • Figure 60: Nut consumption, by nut consumer clusters, October 2010
                                                                                                                                                                                                      • Figure 61: Product interests and health concerns, by nut consumer clusters, October 2010
                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                      • Figure 62: Nut consumer clusters, by gender, October 2010
                                                                                                                                                                                                      • Figure 63: Nut consumer clusters, by age, October 2010
                                                                                                                                                                                                      • Figure 64: Nut consumer clusters, by household income, October 2010
                                                                                                                                                                                                      • Figure 65: Nut consumer clusters by race/Hispanic origin, October 2010
                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • The factors that put male and female consumers on common ground
                                                                                                                                                                                                          • Figure 66: Past month snack consumption, by gender and income, September 2010
                                                                                                                                                                                                          • Figure 67: Past month snack consumption, by gender and age, September 2010
                                                                                                                                                                                                          • Figure 68: Past month snack consumption, by gender and presence of children in HH, September 2010
                                                                                                                                                                                                          • Figure 69: Nut consumption, by gender and age, September 2010
                                                                                                                                                                                                      • SymphonyIRI Group Builders Panel Analysis: Key Household Purchase Measures

                                                                                                                                                                                                          • Snack nuts/seeds/corn nuts
                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 70: Brand map, selected brands of snack nuts buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 71: Key purchase measures for the top brands of snack nuts, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                • Baking nuts
                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 72: Brand map, selected brands of baking nuts buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 73: Key purchase measures for the top brands of baking nuts, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                      • Dried fruit
                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 74: Brand map, selected brands of raisins buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 75: Key purchase measures for the top brands of raisins, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                              • Figure 76: Past month snack consumption, by education, September 2010
                                                                                                                                                                                                                              • Figure 77: Past month snack consumption, by marital status, September 2010
                                                                                                                                                                                                                          • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                              • IRI Consumer Network Metrics
                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • American Dietetic Association (ADA)
                                                                                                                                                                                                                                • American Heart Association, Inc.
                                                                                                                                                                                                                                • American Institute of Food Distribution
                                                                                                                                                                                                                                • Diamond Foods, Inc.
                                                                                                                                                                                                                                • Eden Foods Inc.
                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                • Kraft Foods Inc.
                                                                                                                                                                                                                                • Natural Products Association
                                                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                                                • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                                • Organic Trade Association
                                                                                                                                                                                                                                • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                • Snack Food Association (SFA)
                                                                                                                                                                                                                                • The Vegetarian Resource Group
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                • Whole Foods Market Inc

                                                                                                                                                                                                                                Nuts and Dried Fruit - US - January 2011

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