This US produce market report provides an in-depth analysis of the market and consumer, and enables your business to strategize effectively according to the latest developments in the industry. Backed by independent research and statistics, our analyst breaks down the trends and provides opportunities to capitalise on.
Below, we summarise the key topics analysed, and offer handpicked insights from the report.
The US produce industry is seeing modest growth amidst record inflation, with over a third of consumers adding more produce to their diets in place of higher-ticket items. Only 6% report consuming less produce than the year before, indicating that there is still engagement with the category despite concessions being made.
Find a complete breakdown of the produce market size and share alongside expert analysis in the full report.
Lack of kitchen experience doesn’t deter younger consumers
Younger consumers, particularly Gen Z, have less spending power and kitchen experience, but demonstrate increasing interest in experimentation and a wider variety of produce. They perceive produce as fun to experiment with and exciting, and are replacing higher priced foods with produce. This report explores opportunities to appeal to Gen Z in the produce industry, and you can see our Marketing to Gen Z Report for further guidance on appealing to this demographic.
Consumers are mixing it up
US consumers are increasingly purchasing a mix of produce products, depending on their budget and personal preferences. While brand loyalty is affected by financial health, many shoppers still choose a mix of branded and non-branded items. In this report, we reveal exactly what each consumer segment is buying and why, and how brands can adapt to consumer preferences.
Addressing food waste can increase consumer engagement in the U.S. produce industry, particularly during economic uncertainty. Innovations that prolong shelf-life, improve quality relative to fresh, and educate consumers about food safety and leftover use can build trust in the brand and empower consumers.
A full list of opportunities and competitive strategies are available in this US produce market report. If you were looking for something else, browse our extensive food market research to explore other options.
Produce types: This report focuses on the US market for fruits and vegetables, covering the following categories: Fresh vegetables, shelf-stable vegetables, frozen vegetables, fresh-cut salad, fresh fruit, canned/jarred fruit, frozen fruit, and dried fruit.
Companies/brands: Many large and niche brands are discussed in this report, including but not limited to AeroFarms, Bowery, Evive, Seal the Seasons, S!deaway Foods, Clovis Farms, Wholly Avocado, Sunsweet Growers, Del Monte, Jasper Wyman & Son, Ore-Ida Potatoes.
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This report, written by Adriana Chychula, a leading food analyst, delivers in-depth commentary and analysis to highlight current trends in the US produce industry and adds expert context to the numbers.
Consumers and brands readjusting post-pandemic are now stumbling over inflation, but the impact on produce has been complicated. While a reshuffling of preferred purchase selections is expected, produce also represents an economical alternative to higher-ticket items like meat. Brands have opportunity to put a positive spin on cost savings with creativity that keeps consumers engaged, even reviving plant-based interests – through plants.
Adriana Chychula
Analyst – Food, Drink & Nutrition
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