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Description

Description

“As food waste has become a primary concern for consumers and industry alike, companies can benefit from working together with consumers to avoid waste and cut costs.”

– Kiti Soininen, Head of UK Food, Drink & Foodservice Research

Some questions answered in this report include:

  • How can companies use consumers’ waste-phobia to their advantage?
  • How can the sector leverage convenience to engage consumers?
  • How can fruit and vegetables appeal to 16-24s?
  • How can companies encourage consumers to choose British fruit and vegetables?

What's included

What's included

Table of contents

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by segment, % share, 2011 (est)
            • Forecast
              • Figure 2: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, 2006-16
            • Market factors
              • Review of ‘5-a-day’ target is far from positive
                • Figure 3: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, by selected demographic groups, according to % point +/- average, 2009-11
              • Ethical choices prove more difficult in 2011 against a backdrop of high food inflation
                • Cost concerns drive some people to change their fruit and vegetable shopping habits
                  • Figure 4: Consumer Price Index: Fruits and vegetables, seasonally adjusted, 2006-11
                • Companies, brands and innovation
                  • Adspend rose in 2010 but looks unlikely to match this in 2011
                    • Figure 5: Main monitored media advertising spend on fruit and vegetables, 2007-11*
                    • Figure 6: Main monitored media advertising spend on fruit and vegetables, % share of total spend, 2007-11*
                  • The consumer
                    • Increasing frequency of use is a priority for fruit and vegetables
                      • Figure 7: Types of fruit, vegetables, potatoes and beans bought in a typical week, by gender, November 2011
                    • Build on the breakfast opportunity, out-of-home snacking and new twists on veg
                      • Cooking from scratch encourages consumers to eat more fruit and vegetables
                        • Figure 8: Agreement with statements on health and cost considerations with respect to fruit and vegetables, November 2011
                      • Enthusiasm for local produce outweighs fair-trade and organic support
                        • Figure 9: Attitudes towards fruit and vegetables, November 2011
                      • Convenience is important but at what cost?
                        • Avoiding waste is a clear incentive to buy frozen or canned food
                          • Figure 10: Attitudes towards fruit and vegetables, November 2011
                          • Figure 11: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
                        • What we think
                        • Issues in the Market

                            • How can companies use consumers’ waste-phobia to their advantage?
                              • How can the sector leverage convenience to engage consumers?
                                • How can fruit and vegetables appeal to 16-24s?
                                  • How can companies encourage consumers to choose British fruit and vegetables?
                                  • Future Opportunities

                                      • Let’s Make a Deal
                                        • Life Hacking
                                        • Internal Market Environment

                                          • Key points
                                            • Driving consumption of fruit and vegetables
                                              • Downward trend causes concern
                                                • Figure 12: Quantity of fruit and vegetables purchased by households, 2007-10
                                                • Figure 13: Consumer Price Index: Fruits and vegetables, annual % changes, 2006-11
                                              • The 5-a-day strategy – reviewing (lack of) progress and moving forward
                                                • Figure 14: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, by selected demographic groups, according to % point +/- average, 2011
                                              • Government issues fresh proposals in response to rising pressure
                                                • Change4Life campaign and Responsibility Deal to join forces
                                                  • Change4Life Supermeals
                                                    • Change4Life Healthy Start
                                                      • Change4Life LazyTown
                                                        • The ‘fat tax’ debate
                                                          • The food industry stages its own intervention
                                                            • Driving ethical choice of fruit and vegetables
                                                              • Organic is still struggling to keep its customer
                                                                • Figure 15: Agreement with selected lifestyle statements, 2007-11
                                                                • Figure 16: UK retail sales of organic fruit and vegetables, by value, 2006-11
                                                              • Fair trade popularity wobbles?
                                                                  • Figure 17: UK retail value sales of fair-trade fruit and vegetables, by type, 2009-10
                                                                • Range of fair-trade produce expanding rapidly
                                                                  • FSA focus on hygiene in wake of E. coli crisis
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Consumer confidence remains unsteady
                                                                        • Figure 18: Inflation and wages growth, January 2008-August 2011
                                                                      • Price inflation in fruit and vegetables keeps a lid on quantities consumed
                                                                          • Figure 19: Consumer Price Index: Fruits and vegetables, seasonally adjusted, 2006-11
                                                                        • Impact of weather on availability and pricing
                                                                          • Influence of demographic patterns on fruit and vegetable consumption
                                                                            • Figure 20: Forecast adult population trends, by socio-economic grouping, % change, 2006-11 and 2011-16
                                                                            • Figure 21: Projected growth in the UK population, by age, % change, 2011-16
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Sweet and savoury alternatives to fruit and vegetables
                                                                              • Performance of competing snacks
                                                                                • Figure 22: UK retail sales value of selected snack categories competing with fruit, 2007-11
                                                                              • Greater snacking opportunities on weekdays
                                                                                • Figure 23: Reasons for snacking, 2011
                                                                              • Vegetables and potatoes’ performance in context
                                                                                • Figure 24: UK retail sales value of selected carbohydrate categories competing with potatoes/vegetables, 2007-11
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • New product innovation trends in fruit and vegetables
                                                                                      • Figure 25: New product launches, by sub-category, UK, 2007-11
                                                                                    • Greater branded activity in vegetables than in fruit and potatoes
                                                                                      • Figure 26: New product launches, by sub-category, own-label vs branded activity, UK, 2010-11
                                                                                    • Plenty of activity in the chilled potatoes segment
                                                                                      • Figure 27: New product launches, by sub-category, by storage format, UK, 2010-11
                                                                                    • Leading new product claims by category
                                                                                      • Figure 28: Top ten most popular product claims in new vegetable, potato and fruit products, 2011
                                                                                    • Packaging for vegetables becomes more user-friendly and sophisticated
                                                                                      • Canned fruit highlights recyclable claims
                                                                                        • Health is a key driver for processed potatoes
                                                                                        • Market Value and Forecast

                                                                                          • Key points
                                                                                            • Fruit and vegetable market
                                                                                              • Figure 29: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by value, 2006-16
                                                                                            • Preference for fresh produce dictates fruit and vegetables choices
                                                                                              • Figure 30: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by segment, % share, 2011 (est)
                                                                                            • Ethical fruit and vegetables options become less of a priority for consumers
                                                                                              • Forecast
                                                                                                • Figure 31: UK retail value sales of fresh, frozen, canned and dried fruit and vegetables, 2006-16*
                                                                                              • The future of the market
                                                                                                  • Figure 32: UK retail value sales of vegetables, 2006-16
                                                                                                  • Figure 33: UK retail value sales of vegetables, 2006-16
                                                                                                  • Figure 34: UK retail value sales of fruit, 2006-16
                                                                                                  • Figure 35: UK retail value sales of fruit, 2006-16
                                                                                                • Forecast methodology
                                                                                                • Segment Performance

                                                                                                  • Key points
                                                                                                    • Breakdown by sector
                                                                                                      • Figure 36: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by sector, 2009-11
                                                                                                    • Fresh fruit
                                                                                                      • Figure 38: UK retail value sales of fresh fruit, by type, 2009-11
                                                                                                    • Strong supply of home-grown berries
                                                                                                      • Dried fruit performing well but needs to broaden its user base
                                                                                                        • Figure 39: Dried fruit usage levels, 2009-11
                                                                                                      • Fresh vegetables
                                                                                                        • Figure 40: UK retail value sales of fresh vegetables, by type, 2009-11
                                                                                                      • E. coli outbreak deals a blow to salad vegetables
                                                                                                        • Frozen fruit and vegetables
                                                                                                          • Potatoes
                                                                                                            • Figure 41: UK retail value sales of potato market, by type, 2006-11
                                                                                                            • Figure 42: UK retail value sales of potato market, by type, 2011 (est)
                                                                                                          • Canned fruit and vegetables battles a vicious circle of higher prices and low consumer demand
                                                                                                            • Figure 43: UK retail sales of canned vegetables, by type*, % change, 2010-11
                                                                                                          • Baked beans rely on health claims to reverse its decline
                                                                                                          • Companies and Products

                                                                                                            • Albert Bartlett & Sons Ltd
                                                                                                              • Birds Eye
                                                                                                                • Del Monte
                                                                                                                    • Figure 44: Products launched by Del Monte in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                  • Florette/Soleco UK Limited
                                                                                                                      • Figure 45: Selected products launched by Soleco UK Limited in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                    • General Mills
                                                                                                                      • Heinz
                                                                                                                          • Figure 46: Products launched by Heinz in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                          • Figure 47: Selected products launched by Aunt Bessie’s in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                        • McCain Foods Limited
                                                                                                                            • Figure 48: Products launched by McCain Foods in the UK fruit and vegetable market, between January 2011 and November 2011
                                                                                                                          • Princes Foods
                                                                                                                            • Whitworths
                                                                                                                                • Figure 49: Products launched by Whitworths in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • Increase in advertising spend in 2010
                                                                                                                                  • Figure 50: Main monitored media advertising spend on fruit and vegetables, 2007-11*
                                                                                                                                • McCain cuts back but still dominates expenditure
                                                                                                                                  • Figure 51: Main monitored media advertising spend on fruit and vegetables, by advertiser, % share of total spend, 2007-11*
                                                                                                                                  • Figure 52: Main monitored media advertising spend on fruit and vegetables, by advertiser, 2007-11*
                                                                                                                                  • Figure 53: Main monitored media advertising spend on fruit and vegetables, share by advertiser, 2007-11*
                                                                                                                                  • Figure 54: Examples of campaigns, by top-spending brands, 2011
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Traditional grocers rely on occasional visits more and more
                                                                                                                                    • A slight increase in footfall at local specialists but the supermarket one-stop-shop is most attractive
                                                                                                                                      • Figure 55: Type of shops used regularly/occasionally for food shopping, % point change, 2008-11
                                                                                                                                    • Discounters up their stakes in the fruit and vegetable market
                                                                                                                                      • Box schemes take on the grocery retailers
                                                                                                                                      • Consumer – Usage of Fruit and Vegetables by Type

                                                                                                                                        • Key points
                                                                                                                                          • Weekly fruit and vegetables choices
                                                                                                                                              • Figure 56: Types of fruit, vegetables, potatoes and beans bought in a typical week, by gender, November 2011
                                                                                                                                            • Vegetable choices
                                                                                                                                              • Figure 57: Types of vegetables bought in a typical week, November 2011
                                                                                                                                            • Convenience appeals to under-35s, salads and antipasti to ABs
                                                                                                                                                • Figure 58: Types of potatoes and beans bought in a typical week, November 2011
                                                                                                                                              • Fruit choices
                                                                                                                                                  • Figure 59: Types of fruit bought in a typical week, November 2011
                                                                                                                                              • Consumer – Usage Occasions for Fruit and Vegetables

                                                                                                                                                • Key points
                                                                                                                                                  • Fruit usage occasions
                                                                                                                                                      • Figure 60: Top five occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
                                                                                                                                                    • In- vs out-of-home fruit consumption
                                                                                                                                                        • Figure 61: In-home vs out-of-home occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
                                                                                                                                                      • Potential to build on the breakfast opportunity
                                                                                                                                                        • Vegetable usage occasions
                                                                                                                                                          • Figure 62: Top five occasions for using fresh or frozen vegetables, potatoes, beans or other vegetables, November 2011
                                                                                                                                                          • Figure 63: Usage of fresh vegetables by occasion compared to average, 25-34-year-olds and over-45s November 2011
                                                                                                                                                      • Consumer – Attitudes Towards Fruit and Vegetables

                                                                                                                                                        • Key points
                                                                                                                                                          • Cooking from scratch is an incentive to eat more fruit and vegetables
                                                                                                                                                              • Figure 64: Agreement with statements on health and cost considerations with respect to fruit and vegetables, November 2011
                                                                                                                                                            • Ethical and other factors affecting choice
                                                                                                                                                              • What attributes are consumers prepared to pay more for?
                                                                                                                                                                • Figure 65: Level of agreement with attitudes towards fruit and vegetables, November 2011
                                                                                                                                                              • Grow to Love local produce
                                                                                                                                                                • Fact: Convenience costs more
                                                                                                                                                                    • Figure 66: Attitudes towards fruit and vegetables, November 2011
                                                                                                                                                                  • New products create interest and excitement in the fruit and vegetables aisle
                                                                                                                                                                    • The E. coli impact
                                                                                                                                                                      • Attitudes towards convenience and waste
                                                                                                                                                                          • Figure 67: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
                                                                                                                                                                        • Consumers are conscious about wastage
                                                                                                                                                                          • Frozen loses out to fresh vegetables on taste, texture and nutritional content
                                                                                                                                                                            • Figure 68: Agreement with further statements on fresh, dried and frozen fruit and vegetables, November 2011
                                                                                                                                                                          • Parents struggle with the cost of dried fruit snacks for kids
                                                                                                                                                                          • Consumer – Target Groups

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Three target groups
                                                                                                                                                                                  • Figure 69: Target groups relating to fruit and vegetables consumption, November 2011
                                                                                                                                                                                • Stuck in a Rut (42%)
                                                                                                                                                                                  • Healthy Wealthy (30%)
                                                                                                                                                                                    • Scraping By (28%)
                                                                                                                                                                                    • Appendix – Internal Market Environment and Competitive Context

                                                                                                                                                                                        • Figure 70: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, 2009-11
                                                                                                                                                                                        • Figure 71: Agreement with the selected lifestyle statements, 2007-11
                                                                                                                                                                                        • Figure 72: Agreement with the selected lifestyle statements, by demographics, 2011
                                                                                                                                                                                        • Figure 73: Frequency of buying organic fruit and vegetables, 2007-11
                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                        • Figure 74: Trends and projections in the UK population (‘000s), by age group, 2006-16
                                                                                                                                                                                        • Figure 75: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                        • Figure 76: New product launches in vegetables, by storage format, UK, 2007-11
                                                                                                                                                                                        • Figure 77: New product launches in vegetables, own-label vs branded activity, UK, 2007-11
                                                                                                                                                                                        • Figure 78: New product launches in fruit, by storage format, UK, 2007-11
                                                                                                                                                                                        • Figure 79: New product launches in fruit, own-label vs branded activity, UK, 2007-11
                                                                                                                                                                                        • Figure 80: New product launches in potatoes, by storage format, UK, 2007-11
                                                                                                                                                                                        • Figure 81: New product launches in potatoes, own-label vs branded activity, UK, 2007-11
                                                                                                                                                                                    • Appendix – Market Size, Forecast and Segmentation

                                                                                                                                                                                        • Figure 82: UK retail sales of fresh, frozen, canned and dried fruit, by type, by value, 2006-11
                                                                                                                                                                                        • Figure 83: UK retail sales of fresh, frozen, canned and dried vegetables, by type, by value, 2006-11
                                                                                                                                                                                        • Figure 84: Best and worst case forecast of UK retail value sales of fruit and vegetables, 2011-16
                                                                                                                                                                                        • Figure 85: Best and worst case forecast of UK retail value sales of vegetables, 2011-16
                                                                                                                                                                                        • Figure 86: Best and worst case forecast of UK retail value sales of fruit, 2011-16
                                                                                                                                                                                        • Figure 87: UK retail sales of canned vegetables, by type, 2010-11
                                                                                                                                                                                        • Figure 88: UK retail value sales of potatoes, 2006-16
                                                                                                                                                                                        • Figure 89: UK retail value sales of potatoes, 2006-16
                                                                                                                                                                                        • Figure 90: Best and worst case forecast of UK retail value sales of potatoes, 2011-16
                                                                                                                                                                                        • Figure 91: UK retail value sales of baked beans, 2006-16
                                                                                                                                                                                        • Figure 92: UK retail value sales of baked beans, 2006-16
                                                                                                                                                                                        • Figure 93: Best and worst case forecast of UK retail value sales of baked beans, 2011-16
                                                                                                                                                                                    • Appendix – Competitive Context

                                                                                                                                                                                        • Figure 94: Snacking, 2009-11
                                                                                                                                                                                        • Figure 95: Reasons for snacking, 2009-11
                                                                                                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                                                                                                        • Figure 96: Main monitored media advertising spend on fruit and vegetables, by brand, 2007-11*
                                                                                                                                                                                        • Figure 97: Main monitored media advertising spend on fruit and vegetables, by media type, 2007-11*
                                                                                                                                                                                    • Appendix – Channels of Distribution

                                                                                                                                                                                        • Figure 98: Type of shops used regularly/occasionally, 2008-11
                                                                                                                                                                                    • Appendix – Consumer – Usage of Fruit and Vegetables by Type

                                                                                                                                                                                        • Figure 99: Types of nuts and dried fruits used most often, 2009-11
                                                                                                                                                                                        • Figure 100: Usage of baked beans, 2010-11
                                                                                                                                                                                        • Figure 101: Usage of frozen vegetables (excluding potatoes), 2007-11
                                                                                                                                                                                        • Figure 102: Usage of frozen chips and potato products, 2007-11
                                                                                                                                                                                        • Figure 103: Most popular types of vegetables bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 104: Next most popular types of vegetables bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 105: Most popular types of potatoes and beans bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 106: Next most popular types of potatoes and beans bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 107: Other types of potatoes and beans bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 108: Most popular types of fruit eaten in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 109: Next most popular types of fruit eaten in a typical week, by demographics, November 2011
                                                                                                                                                                                    • Appendix – Consumer – Usage Occasions for Fruit and Vegetables

                                                                                                                                                                                        • Figure 110: Occasions for using fresh or frozen vegetables, potatoes, beans or other vegetables, November 2011
                                                                                                                                                                                        • Figure 111: Occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
                                                                                                                                                                                        • Figure 112: Occasions for using fresh vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 113: Occasions for using fresh vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 114: Occasions for using fresh vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 115: Occasions for using frozen vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 116: Occasions for using potatoes, by demographics, November 2011
                                                                                                                                                                                        • Figure 117: Occasions for using potatoes, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 118: Occasions for using beans, by demographics, November 2011
                                                                                                                                                                                        • Figure 119: Occasions for using beans, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 120: Occasions for using other vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 121: Occasions for using other vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 122: Occasions for using other vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 123: Occasions for using fresh fruit, by demographics, November 2011
                                                                                                                                                                                        • Figure 124: Occasions for using fresh fruit, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 125: Occasions for using dried fruit, by demographics, November 2011
                                                                                                                                                                                        • Figure 126: Occasions for using dried fruit, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 127: Occasions for using canned/other ambient fruit, by demographics, November 2011
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Fruit and Vegetables

                                                                                                                                                                                        • Figure 128: Agreement with most popular statements on health and cost considerations with respect to fruit and vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 129: Agreement with next most popular statements on health and cost considerations with respect to fruit and vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 130: Level of agreement with attitudes towards fruit and vegetables, November 2011
                                                                                                                                                                                        • Figure 131: Agreement with the statements ‘I like to try different varieties of fruit/vegetables’ and ‘I prefer fresh vegetables to pre-cut’, by demographics, November 2011
                                                                                                                                                                                        • Figure 132: Agreement with the statements ‘Locally-grown fruit/vegetables are worth paying more for’ and ‘I take greater care to wash fruit/vegetables carefully due to food scares’, by demographics, November 2011
                                                                                                                                                                                        • Figure 133: Agreement with statements ‘Convenience in cooking plays a key role in my choice of vegetables’ and ‘I would like more guidance on which fruit/vegetables are in season’, by demographics, November 2011
                                                                                                                                                                                        • Figure 134: Agreement with statements ‘I would buy different vegetables if i knew what to cook with them/which dishes they work in’ and ‘Fair-trade fruit/vegetables are worth paying more for’, by demographics, November 2011
                                                                                                                                                                                        • Figure 135: Agreement with statements ‘Organic fruit/vegetables are worth paying more for’ and ‘It’s worth paying more for pre-cut vegetables’, by demographics, November 2011
                                                                                                                                                                                        • Figure 136: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
                                                                                                                                                                                        • Figure 137: Agreement with statements ‘I tend to buy food as and when needed’ and ‘The taste/texture of frozen vegetables is not as good as fresh’, by demographics, November 2011
                                                                                                                                                                                        • Figure 138: Agreement with statements ‘Fresh vegetables are more nutritious than frozen’ and ‘I buy frozen vegetables to avoid food waste’, by demographics, November 2011
                                                                                                                                                                                        • Figure 139: Agreement with statements ‘I look for fruit and vegetables in packaging that keeps them fresh longer’ and ‘I buy dried fruit as a healthy alternative to sweets’, by demographics, November 2011
                                                                                                                                                                                        • Figure 140: Agreement with statements ‘I tend to throw a lot of food away when I buy in bulk’ and ‘I prefer the convenience of frozen vegetables o fresh’, by demographics, November 2011
                                                                                                                                                                                        • Figure 141: Agreement with statements ‘I buy canned vegetables to avoid food waste’ and ‘Dried fruit snacks for children are overpriced’, by demographics, November 2011
                                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                                        • Figure 142: Types of fruit eaten in a typical week, by target groups, November 2011
                                                                                                                                                                                        • Figure 143: Agreement with statements on health and cost considerations with respect to fruit and vegetables, by target groups, November 2011
                                                                                                                                                                                        • Figure 144: Agreement with attitudes towards fruit and vegetables, by target groups, November 2011
                                                                                                                                                                                        • Figure 145: Agreement with statements on tinned and frozen fruit and vegetables, by target groups, November 2011
                                                                                                                                                                                        • Figure 146: Target groups, by demographics, November 2011

                                                                                                                                                                                    About the report

                                                                                                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                    • The Consumer

                                                                                                                                                                                      What They Want. Why They Want It.

                                                                                                                                                                                    • The Competitors

                                                                                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                    • The Market

                                                                                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                    • The Innovations

                                                                                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                                                                                    • The Opportunities

                                                                                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                    • The Trends

                                                                                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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