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Vegetables - US - March 2011

In spite of the fluctuating economy, vegetables have shown impressive growth across fresh, frozen, and canned segments in the past five years, proving that dinner fare is recession-resistant, much to the pleasure of growers, manufacturers, marketers and retailers. Consumers still view vegetables as an important part of dining at home.

The national buzz surrounding the issues of diet, health, and obesity, along with efforts to address those issues, put vegetables in the best light ever. This report discusses these issues along with how the industry is responding. It also highlights the best of what’s happening with product innovation and effective marketing along with a range of other topics, including:

  • Sales performance of vegetables by segment and retail channel, as well as the forecast for the market through 2015
  • Insight into sales trends, as well as consumer purchase behavior regarding different vegetables, and in what direction product innovation is going
  • Examination of competitive threats and how vegetable marketers can contend
  • Investigation of the most popular brands, discussion of what makes them so popular, and their trended sales performance
  • Exploration of the effectiveness of digital marketing methods and recent advertising efforts made by leaders in the vegetable industry
  • Analysis of the most and least avid vegetable consumers by key demographics, including gender, age, income and race/Hispanic origin
  • Evaluation of consumer attitudes and motivations toward eating vegetables

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Table of contents

  1. Scope and Themes

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

                      • Vegetables face coy competition
                        • Fresh far outperforms processed
                          • Grocery stores master the vegetable category
                            • Salad mixes rule
                              • Innovators focused on types and packaging
                                • Most consumers aren’t listening to their mothers
                                  • Leading thoughts on vegetables
                                    • Cultural preferences determine vegetable usage
                                    • Insights and Opportunities

                                      • Key points
                                        • Schools raise the bar
                                            • Figure 1: Kids’ usage of single-serve vegetables, 2010
                                          • Restaurants looking more green
                                            • Retail frozen aisle
                                              • Down-to-earth purchase options
                                              • Inspire Insights

                                                  • Trend: Celebs and Social Engineering
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Market holds up under troubled economy
                                                        • The future looks bright
                                                          • Sales and forecast of vegetables
                                                            • Figure 2: Total U.S. retail sales of vegetables, at current prices, 2005-15
                                                            • Figure 3: Total U.S. retail sales of vegetables, at inflation adjusted prices, 2005-15
                                                          • Walmart sales
                                                          • Market Drivers

                                                            • Key points
                                                              • Economic factors
                                                                • Diet and health factors
                                                                    • Figure 4: Attitudes toward vegetables and health and weight, by gender, November 2010
                                                                  • Demographic factors
                                                                      • Figure 5: Population, by age, 2006-16
                                                                    • Legislative factors
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Juices, drinks, and smoothies
                                                                          • V8
                                                                            • Figure 6: V8 web page, 2010
                                                                          • Ocean Spray
                                                                            • Naked Juice
                                                                              • Pills and powder
                                                                                • Nature Made
                                                                                  • MegaFood
                                                                                    • Vita Springs Powder
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Both segments benefit from healthy eating trends
                                                                                          • Figure 7: Total U.S. retail sales of vegetables, by segment, 2005-15
                                                                                          • Figure 8: Total U.S. retail sales of vegetables, by segment, 2008 and 2010
                                                                                        • Salad mixes top the lucrative list
                                                                                          • Supermarket sales of fresh vegetables, by type
                                                                                            • Figure 9: Dollar share of sales of fresh vegetables, 2009-10
                                                                                        • Segment Performance—Fresh Vegetables

                                                                                          • Key points
                                                                                            • Freshness is important
                                                                                              • Fresh vegetable sales and forecast
                                                                                                • Figure 10: Total U.S. retail sales and forecast of fresh vegetables, 2005-15
                                                                                              • Brand performance
                                                                                                • Figure 11: dollar share of brand presence in fresh vegetables, 2009-10
                                                                                            • Segment Performance—Processed Vegetables

                                                                                              • Key points
                                                                                                • Opportunity knocks
                                                                                                  • Processed vegetable sales and forecast
                                                                                                    • Figure 12: Sales and forecast of processed vegetables, 2005-15
                                                                                                  • New product launches
                                                                                                    • Figure 13: Frozen vegetable product launches, by branded and private label, 2005-10
                                                                                                    • Figure 14: Canned vegetable product launches, by branded and private label, 2005-10
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Consumers shop for vegetables in several channels
                                                                                                        • Figure 15: Total U.S. retail sales of vegetables, by segment, 2009-10
                                                                                                    • Retail Channels—Grocery Stores

                                                                                                      • Key points
                                                                                                        • Multiple marketing avenues
                                                                                                          • Joining the farmers’ market movement
                                                                                                              • Figure 16: Grocery store sales of vegetables, 2005-10
                                                                                                            • Organic vegetables sold in supermarkets
                                                                                                              • Figure 17: Percent share of organic vegetables sold by vegetable type, 2009-10
                                                                                                          • Retail Channels—Supercenters and Warehouse Clubs

                                                                                                            • Key points
                                                                                                              • Inherent advantages
                                                                                                                • Big name, big plans
                                                                                                                  • Figure 18: Supercenter and warehouse club sales of vegetables, 2005-10
                                                                                                              • Retail Channels—Other

                                                                                                                • Key points
                                                                                                                  • Other retailers fill the gap
                                                                                                                    • Figure 19: “Other” retailers sales of vegetables, 2005-10
                                                                                                                • Retail Channels—Natural Foods Supermarkets

                                                                                                                    • Key points
                                                                                                                      • Insight
                                                                                                                        • Sales of vegetables in the natural channel
                                                                                                                          • Figure 20: Natural supermarket sales of vegetables, at current prices, 2008-10
                                                                                                                          • Figure 21: Natural supermarket sales of vegetables, at inflation-adjusted prices, 2008-10
                                                                                                                        • Natural channel sales by segment
                                                                                                                          • Figure 22: Natural supermarket sales of vegetables, by segment, 2008 and 2010
                                                                                                                        • Natural channel leading brands
                                                                                                                          • Natural channel sales by organic content
                                                                                                                              • Figure 23: Natural supermarket sales of vegetables by organic content, 2008 and 2010
                                                                                                                          • Leading Companies

                                                                                                                              • Key points
                                                                                                                                • FDMx sales of packaged vegetables by manufacturer and private label
                                                                                                                                  • Figure 24: Manufacturer FDMx sales of packaged vegetables in the U.S., 2009 and 2010
                                                                                                                              • Brand Share—Frozen Vegetables

                                                                                                                                • Key points
                                                                                                                                  • Manufacturer and brand sales of frozen vegetables
                                                                                                                                    • Figure 25: Selected FDMx brand sales of frozen vegetables in the U.S., 2009 and 2010
                                                                                                                                • Brand Share—Fresh Packaged Salads

                                                                                                                                  • Key points
                                                                                                                                    • Manufacturer and brand sales of fresh packaged salads
                                                                                                                                      • Figure 26: Selected FDMx brand sales of fresh packaged salad mixes in the U.S., 2009 and 2010
                                                                                                                                  • Brand Share—Canned/Bottled Vegetables

                                                                                                                                    • Key points
                                                                                                                                      • Manufacturer and brand sales of canned/bottled vegetables
                                                                                                                                        • Figure 27: Selected FDMx brand sales of canned/bottled vegetables in the U.S., 2009 and 2010
                                                                                                                                    • Innovations and Innovators

                                                                                                                                      • Key points
                                                                                                                                        • Lettuce types
                                                                                                                                          • Extreme Carrots
                                                                                                                                            • Green Giant impresses with color
                                                                                                                                            • Marketing Strategies

                                                                                                                                              • Key points
                                                                                                                                                • Vegetable hooks
                                                                                                                                                  • Extreme positioning
                                                                                                                                                      • Figure 28: Fresh Baby Carrots ad, 2010
                                                                                                                                                    • Feel good
                                                                                                                                                      • Figure 29: birdseyefoods.com monthly visitors, January 2010–January 2011
                                                                                                                                                    • Farm connection
                                                                                                                                                      • Partnership rewards
                                                                                                                                                        • Figure 30: dole.com monthly visitors, January 2010–January 2011
                                                                                                                                                      • Television roles
                                                                                                                                                        • Fresh approaches
                                                                                                                                                          • Figure 31: Colorado Fresh Potatoes ad, 2010
                                                                                                                                                          • Figure 32: Dole Fresh Salad Mix ad, 2010
                                                                                                                                                          • Figure 33: Fresh Express Salad ad, 2010
                                                                                                                                                        • Frozen vegetables
                                                                                                                                                          • Figure 34: Green Giant Frozen Green Beans ad, 2010
                                                                                                                                                          • Figure 35: Pictsweet All Natural Frozen Vegetables ad, 2010
                                                                                                                                                        • Canned image
                                                                                                                                                          • Figure 36: Bruce’s Canned Yams ad, 2010
                                                                                                                                                      • Vegetable Usage

                                                                                                                                                        • Key points
                                                                                                                                                            • Figure 37: Daily number of servings of vegetables consumed, by gender, November 2010
                                                                                                                                                            • Figure 38: Daily number of servings of vegetables consumed, by household income, November 2010
                                                                                                                                                            • Figure 39: Daily number of servings of vegetables consumed, by region, November 2010
                                                                                                                                                          • Eating vegetables
                                                                                                                                                            • Figure 40: Vegetable eating habits, by gender, November 2010
                                                                                                                                                            • Figure 41: Vegetable eating habits, by age, November 2010
                                                                                                                                                            • Figure 42: Vegetable eating habits, by household income, November 2010
                                                                                                                                                          • Eating salads
                                                                                                                                                            • Figure 43: Salad eating habits, by gender, November 2010
                                                                                                                                                            • Figure 44: Salad eating habits, by age, November 2010
                                                                                                                                                            • Figure 45: Salad-eating habits, by household income, November 2010
                                                                                                                                                        • Purchase Habits

                                                                                                                                                          • Key points
                                                                                                                                                            • Popular vegetables
                                                                                                                                                              • Figure 46: Household vegetable purchases in the past month, November 2010
                                                                                                                                                            • Forms of vegetables purchased
                                                                                                                                                              • Figure 47: Household vegetable purchases in the past month, by fresh, canned, and frozen, November 2010
                                                                                                                                                            • Organic vegetable purchases
                                                                                                                                                              • Figure 48: Household vegetable purchases in the past month, by organic and organic/traditional combination, November 2010
                                                                                                                                                            • Local vegetable purchase frequency
                                                                                                                                                              • Figure 49: Local fresh vegetable purchase habits, by age, November 2010
                                                                                                                                                              • Figure 50: Local fresh vegetable purchase habits, by household, November 2010
                                                                                                                                                            • Pre-cut vegetable purchase frequency
                                                                                                                                                              • Figure 51: Pre-cut vegetable purchase habits, by age, November 2010
                                                                                                                                                              • Figure 52: Pre-cut vegetable purchase habits, by household income, November 2010
                                                                                                                                                          • Attitudes and Motivations

                                                                                                                                                            • Key points
                                                                                                                                                              • Local and organic
                                                                                                                                                                • Figure 53: Attitudes toward local and organic vegetables, by age, November 2010
                                                                                                                                                                • Figure 54: Attitudes toward local and organic vegetables, by household income, November 2010
                                                                                                                                                              • Health, weight, and motivation
                                                                                                                                                                • Figure 55: Attitudes toward vegetables regarding health and motivation, by age, November 2010
                                                                                                                                                                • Figure 56: Attitudes toward vegetables regarding health and motivation, by region, November 2010
                                                                                                                                                                • Figure 57: Attitudes toward vegetables and health and weight, by gender, November 2010
                                                                                                                                                                • Figure 58: Attitudes toward vegetables and health and weight, by age, November 2010
                                                                                                                                                                • Figure 59: Attitudes toward vegetables and health and weight, by household income, November 2010
                                                                                                                                                              • Intent and influences
                                                                                                                                                                • Figure 60: Vegetable eating intent and influences, by age, November 2010
                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Vegetable eating habits
                                                                                                                                                                  • Figure 61: Daily number of servings of vegetables consumed, by race/Hispanic origin, November 2010
                                                                                                                                                                  • Figure 62: Vegetable eating habits, by race/Hispanic origin, November 2010
                                                                                                                                                                • Local and organic
                                                                                                                                                                  • Figure 63: Attitudes toward local and organic vegetables, by race/Hispanic origin, November 2010
                                                                                                                                                                • Health and motivation
                                                                                                                                                                  • Figure 64: Attitudes toward vegetables regarding health and motivation, by race/Hispanic origin, November 2010
                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                • Key points
                                                                                                                                                                  • Canned vegetable purchases
                                                                                                                                                                      • Figure 65: Top 12 canned vegetables purchased by households in the past month, by age, November 2010
                                                                                                                                                                      • Figure 66: Top 12 canned vegetables purchased by households in the past month, by household income, November 2010
                                                                                                                                                                      • Figure 67: Top 12 canned vegetables purchased by households in the past month, by number of children in the household, November 2010
                                                                                                                                                                      • Figure 68: Top 12 canned vegetables purchased by households in the past month, by region and area, November 2010
                                                                                                                                                                    • Frozen vegetable purchases
                                                                                                                                                                        • Figure 69: Top 12 frozen vegetables purchased by households in the past month, by age, November 2010
                                                                                                                                                                        • Figure 70: Top 12 frozen vegetables purchased by households in the past month, by household income, November 2010
                                                                                                                                                                        • Figure 71: Top 12 frozen vegetables purchased by households in the past month, by number of children in the household, November 2010
                                                                                                                                                                        • Figure 72: Top 12 frozen vegetables purchased by households in the past month, by region and area, November 2010
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Freshies
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Progressors
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Greenies
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                  • Figure 73: Vegetable clusters, December 2010
                                                                                                                                                                                                  • Figure 74: Vegetable-buying attitudes and habits, by vegetable clusters, December 2010
                                                                                                                                                                                                  • Figure 75: Vegetable-eating habits, by vegetable clusters, December 2010
                                                                                                                                                                                                  • Figure 76: Vegetable-eating incentives and influences, by vegetable clusters, December 2010
                                                                                                                                                                                                  • Figure 77: Daily vegetable servings, by vegetable clusters, December 2010
                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                  • Figure 78: Vegetable clusters, by gender, December 2010
                                                                                                                                                                                                  • Figure 79: Vegetable clusters, by age group, December 2010
                                                                                                                                                                                                  • Figure 80: Vegetable clusters, by household income, December 2010
                                                                                                                                                                                                  • Figure 81: Vegetable clusters, by race, December 2010
                                                                                                                                                                                                  • Figure 82: Vegetable clusters, by Hispanic origin, December 2010
                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                • Appendix—Other Useful Tables

                                                                                                                                                                                                  • Pre-cut vegetable purchases
                                                                                                                                                                                                    • Figure 83: Pre-cut vegetable purchase habits, by number of children in the household, November 2010
                                                                                                                                                                                                    • Figure 84: Pre-cut vegetable purchase habits, by region, November 2010
                                                                                                                                                                                                    • Figure 85: Attitudes toward vegetables regarding health and motivation, by gender, November 2010
                                                                                                                                                                                                  • Frozen vegetable brands purchased
                                                                                                                                                                                                    • Figure 86: Frozen vegetable brands purchased (excluding potatoes), by age, July 2009–September 2010
                                                                                                                                                                                                    • Figure 87: Frozen vegetable brands purchased, by race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                  • Bagged salad brands purchased
                                                                                                                                                                                                    • Figure 88: Packaged salad brands purchased, by age, July 2009–September 2010
                                                                                                                                                                                                    • Figure 89: Packaged salad brands purchased, by race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                    • Figure 90: Packaged salad brands purchased, by annual household income, July 2009–September 2010
                                                                                                                                                                                                    • Figure 91: Packaged salad brands purchased, by region, July 2009–September 2010
                                                                                                                                                                                                  • Frozen potato products purchased
                                                                                                                                                                                                    • Figure 92: Types of frozen potatoes purchased, by age, July 2009–September 2010
                                                                                                                                                                                                    • Figure 93: Types of frozen potatoes purchased, race/Hispanic origin, July 2009–September 2010
                                                                                                                                                                                                    • Figure 94: Types of frozen potatoes purchased, by annual household income, July 2009–September 2010
                                                                                                                                                                                                    • Figure 95: Types of frozen potatoes purchased, by region, July 2009–September 2010
                                                                                                                                                                                                  • Frozen potato brands purchased
                                                                                                                                                                                                    • Figure 96: frozen potato brands purchased, by annual household income, July 2009–September 2010
                                                                                                                                                                                                    • Figure 97: frozen potato brands purchased, by region, July 2009–September 2010
                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Bashas' Inc
                                                                                                                                                                                                  • Birds Eye Foods
                                                                                                                                                                                                  • Bob Evans Farms Inc.
                                                                                                                                                                                                  • Bureau of Economic Analysis
                                                                                                                                                                                                  • Centers for Disease Control and Prevention
                                                                                                                                                                                                  • Chiquita Brands International, Inc
                                                                                                                                                                                                  • ConAgra Foods, Inc
                                                                                                                                                                                                  • Del Monte Foods
                                                                                                                                                                                                  • Denny's Corporation
                                                                                                                                                                                                  • Dole Food Company Inc.
                                                                                                                                                                                                  • DreamWorks Animation SKG Inc.
                                                                                                                                                                                                  • Duane Reade, Inc
                                                                                                                                                                                                  • Earthbound Farm
                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                  • Fresh & Easy
                                                                                                                                                                                                  • Fresh Express Incorporated
                                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                                  • Goya Foods, Inc.
                                                                                                                                                                                                  • HJ Heinz Company
                                                                                                                                                                                                  • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                  • International Fresh-Cut Produce Association (IFPA)
                                                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                                                  • McCain Foods Limited
                                                                                                                                                                                                  • Naked Juice Company
                                                                                                                                                                                                  • National Restaurant Association (NRA)
                                                                                                                                                                                                  • Natural Selection Foods
                                                                                                                                                                                                  • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                  • Organic Trade Association
                                                                                                                                                                                                  • Pharmavite LLC
                                                                                                                                                                                                  • Pinnacle Foods Group Inc.
                                                                                                                                                                                                  • Price Chopper
                                                                                                                                                                                                  • Produce Marketing Association
                                                                                                                                                                                                  • River Ranch Fresh Foods LLC
                                                                                                                                                                                                  • Safeway Inc
                                                                                                                                                                                                  • Schnuck Markets, Inc
                                                                                                                                                                                                  • Small Planet Foods Inc. (Cascadian Farms)
                                                                                                                                                                                                  • Sur La Table, Inc
                                                                                                                                                                                                  • Target Corporation
                                                                                                                                                                                                  • The Kroger Co.
                                                                                                                                                                                                  • The National Confectioners Association of the U.S. (NCA)
                                                                                                                                                                                                  • The Vegetarian Resource Group
                                                                                                                                                                                                  • Tops
                                                                                                                                                                                                  • Trader Joe's Company Inc
                                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                                                                  • United Foods International PLC
                                                                                                                                                                                                  • United Fresh Produce Association
                                                                                                                                                                                                  • Walgreen Co
                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                  • Wegmans Food Markets, Inc
                                                                                                                                                                                                  • Whole Foods Market Inc
                                                                                                                                                                                                  • Winn-Dixie Stores
                                                                                                                                                                                                  • Wm. Bolthouse Farms Inc.
                                                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                                                  Vegetables - US - March 2011

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