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US Vegetables market report

"The vegetables category has experienced stable growth, driven primarily by fresh vegetables and fresh-cut salad. Consumers indicate interest in vegetables that are fresh, nutritious, and natural. Interest also exists for convenient packaging and formats that allow consumers to easily consume vegetables as a snack, meal, or in a recipe. Looking ahead, Mintel predicts the vegetables category will experience steady growth into 2021, heavily driven by fresh produce."
- Michael Averbook, Food & Drink Analyst

This Report discusses the following key topics:

  • Fresh vegetable segments find success while others struggle
  • Vegetable purchase universal, still room for growth 
  • Shelf-stable vegetables lack perception of nutrition, versatility

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Fruit sales surpass $50 billion
          • Figure 1: Total US sales and fan chart forecast of fruit, at current prices, 2012-22
        • The issues
          • Sales of canned/jarred fruit fall year-over-year
            • Figure 2: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2012-22
          • Consumers view canned fruit/fruit cups as too sugary and processed
            • Figure 3: Reasons for not buying canned/fruit cups, March 2017
          • The opportunities
            • Consumers want to fit more fruit in their diets
              • Figure 4: Fruit statement agreement, March 2017
            • Opportunity exists for new fruit products
              • Figure 5: Fruit product interest, March 2017
            • Different fruits satisfy unique occasions
              • Figure 6: Fruit usage by fruit type, by fruit type buyers, March 2017
            • What it means
            • The Market – What You Need to Know

              • Fresh fruit drives total market sales
                • Chefs are using fruits in new and interesting ways
                  • Consumers want healthful snacks
                  • Market Size and Forecast

                    • Fruit continues to experience consistent growth
                      • Figure 7: Total US sales and fan chart forecast of fruit, at current prices, 2012-22
                      • Figure 8: Total US sales and fan chart forecast of fruit, at current prices, 2012-22
                  • Market Breakdown

                    • Fresh fruit commands more than 90% of the total fruit market
                      • Figure 9: Total US retail sales of fruit by segment, at current prices, 2015 and 2017
                    • Sales of frozen and dried fruit grow while canned/jarred continues to decline
                      • Figure 10: Total US retail sales and forecast of fruit, by segment, at current prices, 2012-22
                    • Other channel fruit sales growth is outpacing supermarkets
                      • Figure 11: Total US retail sales of fruit, by channel, at current prices, 2015 and 2017
                  • Market Perspective

                    • Fruits are trending at restaurants
                      • Figure 12: Incidence of the top 10 fruits used as an ingredient on menus, Q1 2015- Q1 2017
                      • Figure 13: Ingredient Matrix, top 10 fruits (excluding avocados) used as an ingredient, Q1 2015- Q1 2017
                      • Figure 14: Ingredient Matrix, top 11-20 fruits used as an ingredient, Q1 2015- Q1 2017
                    • Fruits are most often used in salads/desserts
                      • Figure 15: Change in the incidence of the top 10 dishes on menus that use fruit as an ingredient, Q1 2015-Q12017
                      • Figure 16: Change in the incidence of the top 10 dishes on menus that use fruit as an ingredient (excluding avocados), Q1 2015-Q12017
                    • Claims offer insight on how fruit is marketed at restaurants
                      • Figure 17: Change in the incidence of the top 10 fruit claims used on menus, Q1 2015-Q12017
                    • Preparation methods indicate innovation opportunities
                      • Figure 18: Menu examples of grilled fruits
                      • Figure 19: Menu examples of pickled fruits
                  • Market Factors

                    • Fresh fruit prices down slightly
                      • Figure 20: Consumer Price Index, percent change in fruit prices
                    • More than half of Americans are dieting
                      • Figure 21: Share of respondents who diet, June 2016
                      • Figure 22: Daily snacking frequency, 2015-17
                      • Figure 23: Snacking behaviors, March 2017
                    • Organics become more common
                      • Figure 24: HH organic fruit consumption
                    • The Arctic Apple and Pink Pineapple are litmus tests for GMOs
                    • Key Players – What You Need to Know

                      • Small brands thrive
                        • Fruit chips and dates are trendy dried fruits
                          • Dole and Del Monte innovate the fruit cup
                            • Ugly fruit is an attractive opportunity
                            • Company and Brand Sales of Fruit

                              • Smaller brands grow as main players see declines
                                  • Figure 25: MULO sales of fruit*, by leading companies, rolling 52 weeks 2016 and 2017
                              • What’s Working?

                                • The crunch consumers want
                                  • Figure 26: MULO sales of dried fruit chips, 2012-16
                                • It’s a date
                                  • Brands give their packaging a facelift
                                    • Figure 27: Fruit product launch type, new packaging, 2012-17
                                    • Figure 28: Food packaging statement agreement, March 2017
                                  • Fruit cups grow up
                                      • Figure 29: Fruit comparison: Dole Mixations and Del Monte Refreshers, Purchase intent score, April 2016-April 2017
                                  • What’s Struggling?

                                    • Decline of canned/jarred fruit continues
                                      • Figure 30: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2012-22
                                      • Figure 31: New fruit product introductions by packaging type, 2012-16
                                      • Figure 32: Grocery department associations, October 2016
                                      • Figure 33: Grocery department associations, October 2016
                                    • Raisins and cranberries lose share of dried fruit sales
                                      • Figure 34: MULO sales distribution of dried fruit by fruit type, 2012-16
                                  • What’s Next?

                                    • Freeze-dried fruits could be the next fruit chips
                                      • Smoothie bowls offer new opportunities for frozen fruit
                                        • Making “ugly” fruit beautiful
                                          • Value-added produce appeals to time-crunched consumers
                                          • The Consumer – What You Need to Know

                                            • Fruit is a staple product
                                              • Consumers have negative perceptions of canned fruit/fruit cups
                                                • Most fruit is eaten as a snack
                                                  • Consumers want to eat more fruit
                                                    • Consumers have varying perceptions of organic fruit
                                                    • Fruit Purchases

                                                      • Fruit purchases are nearly universal
                                                        • Figure 35: fruit purchases, March 2017
                                                      • Types of fruit purchased varies by generation
                                                        • Figure 36: Fruit purchases, by generation, March 2017
                                                      • Women are fresh and dried fruit buyers; men are canned buyers
                                                        • Figure 37: Fruit purchases, by gender, March 2017
                                                        • Figure 38: Fruit purchases, by gender and age, March 2017
                                                      • Frozen fruit is primarily purchased by young, affluent consumers
                                                        • Figure 39: Fruit purchases, by HH income, March 2017
                                                        • Figure 40: Fruit purchases, by HH income and age, March 2017
                                                      • Parents are key fruit buyers
                                                        • Figure 41: Fruit purchases, by age and parental status, March 2017
                                                        • Figure 42: Fruit purchases, by age and parental status, March 2017
                                                      • 75% of consumers purchase up to four types of fruit
                                                        • Figure 43: Repertoire analysis – fruit purchases, March 2017
                                                    • Canned/Fruit Cup Non-purchasers

                                                      • Canned fruit and fruit cups face an uphill battle
                                                        • Figure 44: Reasons for not buying canned/fruit cups, March 2017
                                                      • Young consumers may prove hard to attract
                                                        • Figure 45: Reasons for not buying canned/fruit cups, by age, March 2017
                                                        • Figure 46: Reasons for not buying canned/fruit cups, by age and gender, March 2017
                                                      • Dried fruit buyers have negative views of the canned/jarred segment
                                                        • Figure 47: Reasons for not buying canned/fruit cups, by fruit type buyers, March 2017
                                                      • Organic-buying consumers think canned/fruit cups are too processed
                                                        • Figure 48: Reasons for not buying canned/fruit cups, by organic segmentation, March 2017
                                                    • Fruit Usage by All Fruits

                                                      • Fruit is most often consumed as a snack
                                                        • Figure 49: Fruit usage, any fruit type, March 2017
                                                      • Fruit usage varies by generation
                                                        • Figure 50: Fruit usage, any fruit type, by generation, March 2017
                                                        • Figure 51: Fruit usage, any fruit type, by age and HH income, March 2017
                                                    • Fruit Usage by Fruit Type

                                                      • Different fruits fulfil different occasions
                                                        • Figure 52: Fruit usage by fruit type, by fruit type buyers, March 2017
                                                        • Figure 53: Fruit usage by fruit type, by fruit type buyers, March 2017
                                                        • Figure 54: Top five uses of each fruit type, among fruit type users, March 2017
                                                    • Fruit Attitudes

                                                      • Over a quarter of consumers struggle to eat enough fruit
                                                        • Figure 55: Fruit statement agreement, March 2017
                                                      • Millennials are looking to eat more fruit
                                                        • Figure 56: Fruit statement agreement, by generation, March 2017
                                                        • Figure 57: Fruit statement agreement, by age and gender, March 2017
                                                      • Parents look for fruit value
                                                        • Figure 58: Fruit statement agreement, by parental status and age, March 2017
                                                      • Misshapen fruit is ripe for canned and frozen products
                                                        • Figure 59: Fruit statement agreement, by fruit type buyers, March 2017
                                                      • Organic Enthusiasts are least likely to waste fruit
                                                        • Figure 60: Fruit statement agreement, by organic segmentation, March 2017
                                                    • Fruit Product Interest

                                                      • Interest in new fruit products is high
                                                        • Figure 61: Fruit product interest, March 2017
                                                      • Women are relatively disinterested in canned fruit innovations
                                                        • Figure 62: Fruit product interest, any interest, by gender, March 2017
                                                        • Figure 63: Interest in organic canned fruit, any interest, by age and gender, March 2017
                                                      • Younger consumers are open to trying new fruits
                                                        • Figure 64: Fruit product interest, any interest, by generation, March 2017
                                                        • Figure 65: Fruit product interest, any interest, by Hispanic origin and generation, March 2017
                                                      • Suburbanites and rural consumers are less open to trying new fruit products
                                                        • Figure 66: Fruit product interest, any interest, by area, March 2017
                                                      • Parents are more interested in new fruit products than non-parents
                                                        • Figure 67: Fruit product interest, any interest, by parental status and age, March 2017
                                                      • Interest in fruit segment products is high among segment buyers
                                                        • Figure 68: Fruit product interest, any interest, by fruit type buyers, March 2017
                                                    • Organic Attitudes

                                                      • Consumers believe in the environmental benefits of organic fruits
                                                        • Figure 69: Organic fruit attitudes, March 2017
                                                        • Figure 70: Organic segmentation index against all fruit buyers, March 2017
                                                      • Dried/frozen fruit buyers are organic champions
                                                        • Figure 71: Organic fruit attitudes, by fruit type buyers, March 2017
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Mintel Menu Insights
                                                                  • Appendix – Market

                                                                      • Figure 72: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2012-22
                                                                      • Figure 73: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2012-22
                                                                      • Figure 74: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2012-22
                                                                      • Figure 75: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2012-22
                                                                      • Figure 76: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2012-22
                                                                  • Appendix – Key Players

                                                                      • Figure 77: MULO sales of canned/jarred fruit, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                      • Figure 78: MULO sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                      • Figure 79: MULO sales of dried fruit, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                  • Appendix – Correspondence Analysis

                                                                    • Methodology
                                                                      • Figure 80: Correspondence analysis – Fruit type usage
                                                                  • Appendix – Consumer

                                                                      • Figure 81: Organic fruit attitudes, by generation, March 2017
                                                                      • Figure 82: Organic fruit attitudes, by area, March 2017

                                                                  Companies Covered

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