Vegetables - US - June 2015
The roughly $50 billion vegetable market has grown 2-5% annually since 2010. The market has been bolstered by fresh segments (fresh-cut salad and fresh vegetables), and hampered by the smaller frozen and shelf-stable vegetables segments. Mintel expects much of the same through 2020 as consumers further latch on to the fresh food trend while dismissing all things processed. The organic food movement is also significantly benefitting this market, and innovation in this area, especially when coupled with convenient and portable prepared salads and cut vegetables, will move the market forward.
This report looks at the following issues:
- Frozen and canned “non-fresh” segments are losing relevance
- Stigmas with vegetable types aren’t being addressed by companies
- Marketing and product positioning isn’t addressing health needs/interests
The market has been clearly delineated and shows just how successful the fresh food movement has become, while non-fresh segments certainly haven’t pulled their weight, barely growing at a tenth of the pace. Over the next five years, Mintel expects more of the same, led by significant growth with fresh-cut salads and declines with shelf-stable vegetables.
While fresh, loose vegetables contribute the majority of sales, convenient offerings from fresh-cut salad to chopped or steamed, chilled vegetables represent the most exciting and diversified innovations and are the future growth drivers of this market. Unlike many food categories where Millennials represent the core generation of focus, vegetables are most often appealing to the mature consumer. But to retain younger consumers, marketers must seek to develop the whole story behind the brand, going the route of non-GMO and/or organic with at least some of their offerings.
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