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Annual Fruit and Vegetables Market Overview - International - 2014

This global annual market overview will provide you with an in-depth review of the key issues in the global fruit and vegetables market through 2013 as well as our forecast for what will happen in 2014 and beyond.

Demand for convenient fruit and vegetable products increased in 2013 as lifestyles evolved in the developing world and constraints on grocery budgets eased in more developed markets. Moreover, increased consumer interest in healthy and natural foods has been positive for fruits and vegetables. In the UK, the combined fruit and vegetable market was worth an estimated £15.7 billion in 2013, up 17% on 2008.

In the US, the total fruit market grew 13% from 2008-13 to reach $34.6 billion, with sales in the fresh fruit segment increasing 14%, versus a 6% gain in the processed fruit segment. The total US vegetable market experienced growth of 14% in value from 2008-13 to reach $68.2 billion, driven by increases in fresh vegetables and chilled bagged salad sales. In Asia, millions of consumers have been lifted into busy middle class lifestyles in recent years, altering food buying and eating habits.

The Brookings Institute has estimated that Asia will account for 64% of the global middle class by 2030, thanks to growth in China, India, Indonesia, Vietnam, Thailand and Malaysia. As incomes rise in these countries, many consumers have moved towards modern retail outlets, leading to increased demand for processed and packaged foods, including fruit and vegetables. Likewise in Latin America, millions of consumers have moved into the middle class, creating demand for convenient products that reduce consumers’ meal preparation time and provide for evolving snacking needs.

Globally, consumers are being advised to increase intake of fruits and vegetables for health, but food safety and food integrity have become key concerns. While shelf stable packaging is generally reliable and safe, consumer demand in developed markets for less processed chilled options presents unique food safety challenges for manufacturers. Increased consumer scrutiny, added food safety measures and increased supply chain transparency impacted the category in 2013 and will continue to be a factor in the years ahead.

The fruit and vegetable category has proven to be integral to growth of the ‘local’ food movement and organic product sales, trends that are expected to be long-term in developed and developing markets. In 2013, organic claims appeared on 11% of new product introductions in the category, the sixth most common product claim. Innovation in the global fruit and vegetable category rose for a second consecutive year in 2013.

Europe remains the most active region in terms of new product launches, accounting for 42% of development in 2013, with Italy, the UK, and France particularly strong markets. The Asia-Pacific region increased its share of innovation during the same period, with notable growth in India related to a significant number of packaged dal product introductions, while North America accounted for 16% of product launches, led by the US, with a significant uptick in chilled fruit and vegetable NPD.

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Annual Fruit and Vegetables Market Overview - International - 2014

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