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Description

Description

Covered in this report

This report expands on the analysis presented in Fruit – US, June 2018, as well as the June 2017 and previous iterations of the report. The report covers the US market for fruit, which is defined as the following:

  • Fresh fruit – includes whole fruit (including random weight and packaged uniform weight) and fresh-cut packaged fruit
  • Canned/jarred fruit – shelf-stable jarred/canned fruit
  • Frozen fruit – bagged/boxed in the freezer section
  • Dried fruit – such as apricots, dates, prunes, raisins and banana chips

"The fruit category is seeing slow growth, with a modest 1.4% increase from 2018 to reach $42.2 billion in sales in 2019. The fresh fruit segment dominates fruit sales, and its success positively impacts category sales overall but steals market share away from center-of-store segments such as frozen and canned/jarred fruit. Growth in these underperforming segments will rely on improving perceptions of freshness and versatility and expanding consumption to adults, especially non-parents."
- Kaitlin Kamp, Food & Drink Analyst

This Report covers the following areas:

  • Loose fresh fruit dominates consumption
  • Perceptions low among non-loose fresh fruit
  • Brands struggle to stand out among private label in non-fresh segments
  • Expanding consumption into meal times
  • Younger consumers are strong targets for trial, loyalty
  • Increasing non-parent consumption

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key Takeaways
          • The issues
            • Loose fresh fruit dominates consumption
              • Figure 1: Fruit consumption, May 2019
            • Perceptions low among non-loose fresh fruit
              • Figure 2: Correspondence Analysis – Symmetrical map – Fruit type associations, May 2019
            • Brands struggle to stand out among private label in non-fresh segments
              • Figure 3: Multi-outlet sales of fruit, by leading companies, rolling 52 weeks 2018 and 2019
            • Expanding consumption into meal times
              • Figure 4: Reasons for increased consumption, May 2019
            • Younger consumers are strong targets for trial, loyalty
              • Figure 5: Change in fruit consumption, by age, May 2019
            • Increasing non-parent consumption
              • Figure 6: Repertoire of fruit consumption, by parental status, May 2019
          • The Market – What You Need to Know

            • Growth of fruit sales slows
              • Fresh segment increasingly holds the largest market share
                • Declining number of households with children could prove problematic
                  • Center-of-store struggles hurting non-fresh segments
                  • Market Size and Forecast

                    • Fruit sales growth slows
                      • Figure 7: Total US sales and fan chart forecast of fruit, at current prices, 2011-21
                      • Figure 8: Total US sales and forecast of fruit, at current prices, 2012-22
                      • Figure 9: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2014-24
                  • Market Breakdown

                    • Fresh fuels category performance, at the expense of other segments
                      • Center-of-store struggles impact other category segments
                        • Canned/jarred fruit falls deeper into existing losses
                          • Frozen slides into a downward slope
                            • Dried fruit sees small, steady gains
                              • Figure 10: Total US retail sales and forecast of fruit, by segment, at current prices, 2014-24
                          • Market Perspective

                            • Made-to-order and RTD smoothies can challenge (or inspire) fruit sales
                              • Figure 11: Made-to-order smoothie purchase – Net – Any location, February 2017 and January 2019
                            • Vegetable sales outpace fruit as the war against sugar stays strong
                              • Figure 12: Health attributes sought, May 2018
                            • Center-of-store growth remains minimal
                              • Figure 13: MULO sales and forecast of center of the store at current prices; total US retail sales and forecast of perimeter-of-store products, % of total sale, 2012-2020
                          • Market Factors

                            • Declining number of households with children give fruit fewer mouths to feed
                              • Figure 14: US households, by presence of related children, 2008-18
                            • Snack revolution favors fruit consumption
                              • Figure 15: Snacking frequency, January 2015 and November 2018
                          • Key Players – What You Need to Know

                            • Private label dominates share and growth
                              • Brands struggle
                                • Snack occasion drives innovation
                                • Company and Brand Sales of Fruit

                                    • Sun-Maid a bright spot amid big brand losses
                                      • Figure 16: Multi-outlet sales of fruit, by leading companies, rolling 52 weeks 2018 and 2019
                                      • Figure 17: Multi-outlet sales of fruit, by leading companies, rolling 52 weeks 2018 and 2019
                                    • Private label chipping away at brand sales
                                      • Figure 18: Fruit introductions in the US, private label versus branded, 2014-2018
                                    • Dole and Del Monte leverage holistic wellness amid declining sales
                                      • Figure 19: Multi-outlet sales of fruit, by market share percent change, rolling 52 weeks of 2018 and 2019
                                  • What’s Working?

                                    • Exotic fruits give an old category new tricks
                                      • Figure 20: Multi-outlet sales of fruit, by select growing frozen brands – Sambazon, Pitaya Plus, The Jackfruit Company, rolling 52 weeks 2018
                                    • Fruit chips 2.0
                                      • Figure 21: Multi-outlet sales of fruit, by select growing dried brands – Dang, Crispy Fruit, Chifles, Sun-Maid, rolling 52 weeks 2018
                                    • Smoothie packs remove guesswork
                                      • Figure 22: Multi-outlet sales of fruit, by select growing frozen brands – Dole, Thrive!, Great Value, rolling 52 weeks 2018
                                    • Cleaner positioning, claims can revive shelf stable
                                      • Figure 23: Percentage of shelf canned/jarred fruit products with claims, percent change 2017-2018
                                      • Figure 24: Multi-outlet sales of fruit, by select growing canned/jarred brands – Del Monte, Dole rolling 52 weeks 2018
                                    • Farm to Freezer
                                      • Figure 25: Multi-outlet sales of fruit, by select growing frozen brands – Seal the Seasons, Michigan Farm to Freezer, Wyman’s of Maine rolling 52 weeks 2018
                                  • What’s Struggling?

                                    • Innovation overload?
                                      • Figure 26: Multi-outlet sales of fruit, by select declining canned/jarred brands – Del Monte, Dole rolling 52 weeks 2018
                                    • Basic frozen fruit products easily overshadowed by private label options
                                      • Figure 27: Multi-outlet sales of fruit, by select declining frozen brands – Dole rolling 52 weeks 2018
                                  • What’s Next?

                                    • Removing blenders from the smoothie experience
                                      • Sustainability an answer to differentiation and expansion?
                                      • The Consumer – What You Need to Know

                                        • Loose fresh is the fruit of choice
                                          • Not all fruit is created equally
                                            • Snacking is the occasion of choice
                                              • Age is the strongest differentiator in consumer perception
                                              • Fruit Consumption

                                                • Most consumers opt for loose fresh fruit
                                                  • Figure 28: Fruit consumption, May 2019
                                                • Women are ripe for engagement
                                                  • Figure 29: Fruit consumption, by gender, May 2019
                                                • Parents more deeply engaged in the category
                                                  • Figure 30: Fruit consumption, by parental status, May 2019
                                                  • Figure 31: Repertoire of fruit consumption, by parental status, May 2019
                                                • More children means wider engagement
                                                  • Figure 32: Fruit consumption, by household size, May 2019
                                                • Consumers age out of non-fresh fruit
                                                  • Figure 33: Fruit consumption, by age, May 2019
                                              • Change in Fruit Consumption

                                                • The majority of consumers holding steady or increasing fruit consumption
                                                  • Figure 34: Change in fruit consumption, May 2019
                                                • Younger adults are more likely to change their consumption
                                                  • Figure 35: Change in fruit consumption, May 2019
                                              • Reasons for Increased Consumption

                                                • BFY snacking boosts fruit consumption
                                                  • Figure 36: Reasons for increased consumption, May 2019
                                                • Dried is the fruit of choice for consumers, replacing other snacks with fruit
                                                  • Figure 37: Reasons for increased consumption – Replacing other snacks with fruit, by fruit format, May 2019
                                                • Frozen fruit is recipe-ready, needs to break away from smoothies
                                                  • Figure 38: Reasons for increased consumption – Using fruit as an ingredient in recipes, by fruit format, May 2019
                                                • Brands need to meet non-parents at meal times
                                                  • Figure 39: Reasons for increased consumption, by parental status, May 2019
                                                • Consumers over 55 most likely to replace snacks with fruit
                                                  • Figure 40: Reasons for increased consumption – Replacing other snacks with fruit, by age, May 2019
                                              • Fruit Purchase Factors

                                                • Everything is second to freshness
                                                  • Figure 41: Fruit purchase factors, May 2019
                                                • Freshness and flavor most important to older consumers
                                                  • Figure 42: Fruit purchase factors – Freshness and flavor, by age, May 2019
                                                  • Figure 43: Fruit purchase factors, pre-washed and pre-cut, by age, May 2019
                                              • Fruit Associations

                                                • The further away from loose/fresh, the worse the perceptions
                                                  • Dried fruit ekes out some positive perceptions
                                                    • Frozen segment struggles with taste and nutrition
                                                      • Figure 44: Correspondence Analysis – Symmetrical map – Fruit format associations, May 2019
                                                      • Figure 45: Fruit format associations, May 2019
                                                    • Versatility an opportunity for growth
                                                      • Figure 46: Fruit type associations – Versatile, May 2019
                                                    • Dried fruit has low kid-friendly perception
                                                      • Figure 47: Fruit format associations – Dried fruit, by parental status, May 2019
                                                    • Fruit cups can’t shake the unhealthy rap
                                                      • Figure 48: Fruit format associations – Snack friendly, May 2019
                                                  • Fruit Behaviors

                                                    • Moving past the snack occasion
                                                      • Figure 49: Fruit behaviors, May 2019
                                                    • Snacking motivations differ by age
                                                      • Figure 50: Snack motivations, by age, November 2018
                                                    • Consumers aged 35-44 seek out functional fruit
                                                      • Figure 51: Fruit behaviors, by age and parental status, May 2019
                                                    • 18-24 year olds struggle the most to consume enough fruit
                                                      • Figure 52: Fruit behaviors – I struggle to eat the daily recommended amount of fruit, by age, May 2019
                                                  • Fruit Attitudes

                                                    • Some skepticism remains in fruit segments
                                                      • Figure 53: Fruit attitudes, May 2019
                                                    • Younger consumers need guidance in the benefits of frozen
                                                      • Figure 54: Fruit attitudes – Frozen fruit provides as much nutrition as fresh, by age, May 2019
                                                    • Older consumers most concerned about pre-cut fruit
                                                      • Figure 55: Fruit attitudes, pre-cut attitudes, by age, May 2019
                                                    • Households with more children more aware of food waste
                                                      • Figure 56: Fruit attitudes – Non-fresh fruit helps reduce food waste, by number of children in household under 18, May 2019
                                                    • Households with 3+ children are a bright spot for ugly produce programs
                                                      • Figure 57: Fruit attitudes, interest in ugly produce programs, by number of children under 18 in household, May 2019
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Fan chart forecast
                                                          • Consumer survey data
                                                            • Correspondence analysis methodology
                                                              • Repertoire methodology
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 58: Total US retail sales of fruit, by segment, at current prices, 2017 and 2019
                                                                      • Figure 59: Total US retail sales and forecast of fresh fruit, at current prices, 2014-24
                                                                      • Figure 60: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 61: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2014-24
                                                                      • Figure 62: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 63: Total US retail sales and forecast of frozen fruit, at current prices, 2014-24
                                                                      • Figure 64: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 65: Total US retail sales and forecast of dried fruit, at current prices, 2014-24
                                                                      • Figure 66: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 67: Total US retail sales of fruit, by channel, at current prices, 2014-19
                                                                      • Figure 68: Total US retail sales of fruit, by channel, at current prices, 2017 and 2019
                                                                      • Figure 69: US supermarket sales of fruit, at current prices, 2014-19
                                                                      • Figure 70: US sales of fruit through other retail channels, at current prices, 2014-19
                                                                  • Appendix – Key Players

                                                                      • Figure 71: Multi-outlet sales of canned/jarred fruit, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 72: Multi-outlet sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 73: Multi-outlet sales of dried fruit, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                  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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