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Vegetables - US - May 2016

"The vegetables category continued its steady year-over-year growth fueled mostly by sales of fresh produce, including fresh-cut salad. Consumers are eating and buying more vegetables, at home and away, and are looking for freshness, convenience, and nutrition. Despite category interest, consumers still want more information about product nutrition, preparation, and origin."

Amanda Topper, Senior Food Analyst

This report looks ta the following areas:

  • Fresh vegetables propelling market forward
  • Most consumers buy fresh vegetables
  • Price, and local, organic positioning resonates with consumers

This Report covers the US market for vegetables, which are defined as follows:

  • Fresh vegetables – including random weight whole vegetables and packaged uniform-weight vegetables such as carrots, potatoes, or spinach
  • Shelf-stable vegetables – including canned/jarred and dried vegetables. Among the vegetables covered in this segment are:
  • Broccoli
  • Carrots
  • Corn
  • Onion
  • Spinach and other leafy greens
  • Mushrooms
  • Potatoes/sweet potatoes
  • Tomatoes
  • Beans, peas, other legumes
  • Mixed vegetables
  • Other vegetables
  • Frozen vegetables – including boxed/bagged plain vegetables such as spinach or broccoli sold in the freezer section
  • Fresh-cut salad – including pre-cut lettuce, spinach, and kale, as well as packaged salad mixes

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Fresh vegetables propelling market forward
            • Figure 1: Total US retail sales and fan chart forecast of vegetables, at current prices, 2010-20
          • Most consumers buy fresh vegetables
            • Figure 2: Vegetable purchase, February 2016
          • Price, and local, organic positioning resonates with consumers
            • Figure 3: Factors influencing purchase, February 2016
          • The opportunities
            • Consumers need more information about recommended daily intake
              • Figure 4: Vegetables behaviors, February 2016
            • Emphasize local, organic claims
              • Figure 5: Attitudes toward vegetables – Any agree, February 2016
            • Smaller packaging can help minimize food waste, aid in snacking
              • Figure 6: Attitudes toward vegetables – Any agree, February 2016
            • What it means
            • The Market – What You Need to Know

              • Fresh vegetables drive growth
                • Competition from other nutritious categories
                  • Rising food prices, interest in organics to boost future growth
                  • Market Size and Forecast

                    • Vegetables category reaches $54.6 billion in 2015
                      • Figure 7: Total US retail sales and fan chart forecast of vegetables, at current prices, 2010-20
                      • Figure 8: Total US retail sales and forecast of vegetables, at current prices, 2010-20
                      • Figure 9: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2010-20
                  • Market Breakdown

                    • Fresh segments driving growth
                      • Figure 10: Sales of vegetables by segment share, 2015
                      • Figure 11: Total US retail sales and forecast of vegetables, by segment, at current prices, 2010-20
                    • Most sales stem from supermarkets, but other channels growing faster
                      • Figure 12: Total US retail sales of vegetables, by channel, at current prices, 2010-15
                    • Natural supermarket sales grow 29%
                      • Figure 13: Natural supermarket sales of vegetables, at current prices, rolling 52 weeks Feb. 23, 2014-Feb. 21, 2016
                      • Figure 14: Natural supermarket sales of vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                  • Market Perspective

                    • Other food and drinks help consumers achieve vegetable intake
                      • Vegetables taking over restaurant menus
                        • Figure 15: Acclaimed Chef Ford Fry talks menu partnership and bringing kale to Chick-Fil-A, January 2016
                    • Market Factors

                      • Rising food prices
                        • Figure 16: Changes in food price indexes, 2013-16*
                      • Organic food sales surging
                        • Figure 17: Attitudes/opinions about food – Any agree, 2010-15
                      • USDA Dietary Guidelines encourage more vegetable consumption
                        • Figure 18: Average daily vegetable intakes by age-sex groups, compared to ranges of recommended intake
                    • Key Players – What You Need to Know

                      • The category is highly fragmented
                        • Fresh cut salad grew most
                          • Frozen vegetables in need of an innovation boost
                            • Convenience still driving innovation, room for more organics
                            • Manufacturer Sales of Vegetables

                              • Fresh cut salad driving category growth
                                • Manufacturer sales of vegetables
                                  • Figure 19: MULO sales of vegetables, by leading companies, rolling 52 weeks 2015 and 2016
                              • What’s Working?

                                • Prepared salad options offer convenience
                                  • Figure 20: MULO sales of Chiquita Brands LLC’s Fresh Express fresh cut salads
                                  • Figure 21: MULO sales of Dole Food Co. Inc. Dole fresh cut salads
                                  • Figure 22: MULO sales of Taylor Fresh Foods, Inc. Taylor fresh cut salads
                                  • Figure 23: Taylor Farms – Meet our growers – El Centro, March 2016
                                  • Figure 24: MULO sales of Ready Pac Foods, Inc. Ready Pac fresh cut salads
                                • Private label options abound
                                  • Figure 25: MULO sales of private label vegetables
                                  • Figure 26: Vegetable product launches, by branded or private label, 2011-15
                              • What’s Struggling?

                                • Other frozen brands struggle to overcome freshness perceptions
                                  • Figure 27: MULO sales of other frozen vegetables
                                • Carrot brands face declining sales
                                  • Figure 28: MULO sales of Grimmway Farms fresh vegetables
                              • What’s Next?

                                • Convenience remains a priority
                                  • Organic and heirloom vegetables make gains
                                    • Figure 29: Vegetable product launches with an organic claim, 2011-15
                                  • “Ugly” vegetables more acceptable
                                    • Figure 30: Intermarche – “Inglorious Fruits and Vegetables”, June 2014
                                • The Consumer – What You Need to Know

                                  • Fresh vegetables preferred, but positive perceptions of frozen
                                    • Opportunity to boost use as a snack
                                      • Price, and local or organic claims most influential on purchase
                                        • About one third are buying, eating more vegetables, but need information about recommended daily intake
                                          • Food waste is a concern
                                          • Vegetable Purchase

                                            • Fresh is preferred
                                              • Figure 31: Vegetable purchase, February 2016
                                            • Purchase increases with household income
                                              • Figure 32: Vegetable purchase, by household income, February 2016
                                            • Parents buy more vegetables, across types
                                              • Figure 33: Vegetable purchase, by parental status, February 2016
                                            • Higher shelf-stable purchase among Hispanics
                                              • Figure 34: Vegetable purchase, by Hispanic origin, February 2016
                                          • Purchase Drivers

                                            • Opportunity to embrace freshness, convenience
                                                • Figure 35: Correspondence analysis – Purchase drivers, February 2016
                                                • Figure 36: Purchase drivers, February 2016
                                            • Vegetables Use

                                              • Vegetables most often on the side
                                                • Figure 37: Vegetables use – Occasion, February 2016
                                                • Figure 38: Vegetables use – Preparation, February 2016
                                              • Parents more likely to use vegetables for snacking
                                                • Figure 39: Vegetables use – Occasion, by parental status, February 2016
                                                • Figure 40: Vegetables use – Preparation, by parental status, February 2016
                                              • Hispanics more likely to grill, juice vegetables
                                                • Figure 41: Vegetables use – Occasion, by race and Hispanic origin, February 2016
                                                • Figure 42: Vegetables use – Preparation, by race and Hispanic origin, February 2016
                                            • Factors Influencing Purchase

                                              • Affordable, local, and organic are top purchase factors
                                                • Figure 43: Factors influencing purchase, February 2016
                                                • Figure 44: Natural supermarket sales of vegetables, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                • Figure 45: Natural supermarket sales of vegetables, by GMO ingredients, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                              • Organic, non-GMO more influential for iGeneration, Millennials
                                                • Figure 46: Factors influencing purchase, by generation, February 2016
                                                • Figure 47: Factors influencing purchase, by generation, February 2016
                                              • Parents more brand sensitive
                                                • Figure 48: Factors influencing purchase, by parental status, February 2016
                                              • Hispanic prioritize natural, organic vegetables
                                                • Figure 49: Factors influencing purchase, by Hispanic origin, February 2016
                                            • Vegetables Behaviors

                                              • Nearly half of consumers are trying to eat more vegetables
                                                • Figure 50: Vegetables behaviors, February 2016
                                              • Older consumers eating more vegetables
                                                • Figure 51: Vegetables behaviors, by age, February 2016
                                              • Parents in need of recipe ideas for themselves, their children
                                                • Figure 52: Vegetables behaviors, by parental status, February 2016
                                            • Attitudes toward Vegetables

                                              • Local, organic remain important
                                                • Figure 53: Attitudes toward vegetables – Any agree, February 2016
                                                • Figure 54: Attitudes toward vegetables – Any agree, February 2016
                                              • iGeneration, Millennials more interested in organic
                                                • Figure 55: Attitudes toward vegetables – Any agree, by generation, February 2016
                                              • Snack-size packaging, organics, key growth areas for parents, Hispanics
                                                • Figure 56: Attitudes toward vegetables – Any agree, by parental status, February 2016
                                                • Figure 57: Attitudes toward vegetables – Any agree, by race and Hispanic origin, February 2016
                                            • Appendix – Data Sources and Abbreviations

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

                                                          • Market breakdown
                                                            • Figure 58: Total US sales and forecast of vegetables, by segment, at current prices, 2010-20
                                                            • Figure 59: Total US retail sales of vegetables, by segment, at current prices, 2013 and 2015
                                                            • Figure 60: Total US retail sales and forecast of fresh vegetables, at current prices, 2010-20
                                                            • Figure 61: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2010-20
                                                            • Figure 62: Total US retail sales and forecast of frozen vegetables, at current prices, 2010-20
                                                            • Figure 63: Total US retail sales and forecast of fresh-cut salad, at current prices, 2010-20
                                                          • Retail channels
                                                            • Figure 64: Total US retail sales of vegetables, by channel, at current prices, 2013 and 2015
                                                            • Figure 65: US supermarket sales of vegetables, at current prices, 2010-15
                                                            • Figure 66: US sales of vegetables through other retail channels, at current prices, 2010-15
                                                          • Natural channels
                                                            • Figure 67: Natural supermarket sales of frozen vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                            • Figure 68: Natural supermarket sales of fresh packaged vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                            • Figure 69: Natural supermarket sales of fresh packaged salad greens, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                            • Figure 70: Natural supermarket sales of shelf-stable and dried vegetables, by type, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                            • Figure 71: Natural supermarket sales of organic vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                            • Figure 72: Natural supermarket sales of non-GMO project verified vegetables, by segment, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                            • Figure 73: Natural supermarket sales of vegetables, by "natural" labeling or perception, at current prices, rolling 52 weeks ending Feb. 23, 2014 and Feb. 21, 2016
                                                        • Appendix – Key Players

                                                            • Figure 74: MULO sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                            • Figure 75: MULO sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                            • Figure 76: MULO sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                            • Figure 77: MULO sales of fresh cut salad, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Appendix – Correspondence Analysis

                                                          • Methodology

                                                          Companies Covered

                                                          • Walmart Stores (USA)

                                                          Vegetables - US - May 2016

                                                          £3,199.84 (Excl.Tax)