Fruit is a $66.2 billion category with near‑universal penetration, yet its biggest limitation is not demand, it's friction: cost, spoilage, and prep continue to prevent consumers from following through on strong purchase intent.
"The future of fruit isn't freshness alone, it's flexibility. Formats, pairings, and usage cues will make fruit easier, more rewarding and dependable to use every day."
Julia Mills, Food & Drink Analyst
The report covers the US market for fruit, which is defined as the following:
Unless otherwise noted, the following foods are excluded from the scope of this report:
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