Fruit and Vegetables - US - October 2014
“Respondents report that only 16% of their daily food intake consists of vegetables and 16% consists of fruit, which is far less than the share of plate for these foods recommended by the USDA’s MyPlate nutritional guide. Brands and grocers have an opportunity to increase the appeal of their fresh produce items by adding convenience – such as precut, prepackaged versions and resealable bags – that could help overcome objections to rising prices.”
– Amy Kraushaar, US Category Manager, Food & Drink and Foodservice
This report answers the following key questions:
- How can brands and grocers encourage more consumption?
- How can frozen and canned brands compete with fresh?
- How can brands compete with the growing number of alternative products?
The US fruit and vegetable category is forecast to grow moderately between 2014 and 2019. Sales will primarily be driven by consumer awareness of the link between diet and health. Respondents are very likely to perceive fruit and vegetables as good sources of vitamins and nutrients that help consumers ward off chronic disease, and to say they are eating more fruit and vegetables than they were in the past. Brands (particularly fresh brands) must continue to focus on the health benefits of fruit and vegetables and provide more time- and step-saving products that align with consumer need for convenience.
This report builds on the analysis in Mintel’s Fruit and Vegetables – US, October 2013.
For the purposes of this report, fruit and vegetables are covered as per the following definitions:
- Fresh fruits and vegetables – includes whole fruits and vegetables (loose and packaged)
- Canned/jarred fruits and vegetables – shelf-stable, including dried fruits and vegetables
- Frozen fruits and vegetables – bagged/boxed in the freezer section
- Salad mixes – precut as well as packaged salad mixes.
Excluded from this report are:
- Fruit and vegetable juices, drinks, or smoothies
- Refrigerated prepared side dishes that include fruits and/or vegetables
- Tomato sauce, paste, and puree, and tomato- or vegetable-based pasta/cooking sauces
- Dried beans and legumes
- Instant potatoes
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