2022
9
US Produce Market Report 2022
2022-04-29T04:06:47+01:00
OX1102791
3695
150890
[{"name":"Fruit and Vegetables","url":"https:\/\/store.mintel.com\/industries\/food\/fruit-vegetables"}]
Report
en_GB
“The produce market is riding the lockdown-induced boost it experienced due to increased consumer cooking at home, a trend that will extend through 2022 as consumers grapple with the aftershocks…

US Produce Market Report 2022

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the produce market including produce market size, anticipated market forecast, relevant market segmentation, and industry trends for the produce market in the US.

Current market landscape

Produce is synonymous with wellness, but can’t rest on its laurels if it wants to be relevant with the next generation. Younger consumers notoriously skimp on their produce intake and are lost on how to incorporate more fruits and vegetables in their diets; however, they would be most motivated to cook with more produce if they had personalized recipes based on their health needs. These findings signify a broader youth-led movement away from one-size-fits-all nutrition and toward personalized nutrition that produce brands have no choice but to keep up with.

Record inflation and supply chain issues due to the conflict in Ukraine, along with escalation of environmental emergencies, spell nothing short of pressure for the produce industry. Bottlenecks created by the aforementioned issues that complicate both pricing and general product availability will be a threat to the produce market. As produce brands cope with these stressors to deliver the same quality products to consumers, consumers must decide whether they’re worth the cost.

Market share and key industry trends

  • Consumers report near ubiquitous fresh produce intake: 94% have consumed fresh fruit in the past three months, and 95% have consumed fresh vegetables.
  • Only 36% of consumers say that restaurant-quality vegetarian meals can’t be replicated at home, leaving room for brands to inspire elevated home cooking.
  • 73% of consumers say they’re worried about the rising price of produce, and consumers who report eating less produce compared to one year ago cite the increased price of produce as the primary reason (46%).
  • Younger consumers might underindex in their produce consumption, but they are receptive toward recipes that speak to their unique needs (40%) and will look toward social media for inspiration.

Future market trends in produce

Now is the time for produce brands to step up as beacons of wellness for consumers who increasingly place importance on preventative health measures. Successfully addressing public health will rely heavily on increasing consumers’ intake of fruits and vegetables, and brands must tactfully navigate the fluid interests of their target audience to best figure out how.

Read on to discover more about the produce consumer market, read our US Trending Flavors and Ingredients in Dips and Sauces Market Report 2022, or take a look at our other Ingredients and Produce research reports.

Quickly understand

  • Effects of market factors on produce sales and consumer behavior.
  • Successful produce brands, marketing strategies and innovation opportunity areas.
  • Fruit and vegetable consumption formats, frequency and occasions.
  • Incentives to cook with produce.
  • Attitudes toward produce.

Covered in this produce market report

Brands include: Del Monte, Conagra, Dole International Holdings, Kraft Heinz, Lamb Weston, B&G Foods, Goya Foods, McCall Farms, Bush Brothers & Company, Bird’s Eye, Ore-Ida, Grown in Idaho, Ro-Tel, Hunt’s, Ranch Style, Glory Foods, Margaret Holmes, Bruce’s, The Allens, Bush’s Best, Green Giant, Le Sueur, Libby’s, Dole, Bare Foods, Crispy Green, Sun-Maid, Ocean Spray, Sunsweet, Bard Valley, Mariani, Chifles, Plantain Products Company, Nutty & Fruity, Tom & Glasser, Wyman’s, Amazon Fresh, Walmart, Getir, InstaCart, Target, Imperfect Foods, Too Good to Go.

Expert analysis from a specialist in the field

This report, written by Adriana Chychula, a leading analyst in the Food, Drink, and Nutrition sector, delivers in-depth commentary and analysis on produce market research to highlight current trends and add expert context to the numbers.

The produce market is riding the lockdown-induced boost it experienced due to increased consumer cooking at home, a trend that will extend through 2022 as consumers grapple with the aftershocks of pandemic-related inflation – now compounded by the crisis in Ukraine. As consumers look for ways to feed their families on a budget, brands across produce segments have the opportunity to establish themselves as go-to providers of homemade meal solutions. The challenge is to inspire consumers who feel lost and bored in the kitchen, while balancing the three-legged stool of flavor, convenience and healthfulness.
Adriana Chychula, Food, Drink, and Nutrition Analyst
Adriana Chychula
Analyst, Food, Drink and Nutrition

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Market overview
      • Figure 1: Total US sales and fan chart forecast of produce, at current prices, 2016-26
      • Figure 2: Total US retail sales and forecast of produce, at current prices, 2016-26
      • Figure 3: Category outlook, 2022-27
    • Opportunities and challenges
    • Consumers still view nonfresh produce as lower quality
      • Figure 4: Fruit and vegetable consumption, 2021-22
    • Push produce as the ultimate food-based, preventative health solution
      • Figure 5: Reasons for increased produce consumption, 2022
      • Figure 6: Incentives to cook with more produce, 2022
    • Ethical and environmental issues are a concern, but not always a priority
      • Figure 7: Attitudes toward produce, 2022
  3. Market Size and Forecast

    • Produce market maintains post-pandemic financial boost
      • Figure 8: Total US sales and fan chart forecast of produce, at current prices, 2016-26
      • Figure 9: Total US retail sales and forecast of produce, at current prices, 2016-26
  4. Segment Performance

    • Fresh produce carries market
      • Figure 10: Total US retail sales and forecast of produce, by segment, at current prices, 2016-26
    • Supermarkets hold status as main produce purchase channel, but “other” channels slowly closing in
      • Figure 11: Total US retail sales of produce, by channel, at current prices, 2016-21
      • Figure 12: Fruit and vegetable product introductions in the US, by store type, Q1 2020-Q1 2022
  5. Market Factors

    • Economic anxiety increases consumer cost-consciousness toward produce options
      • Figure 13: US inflation and wage growth, 2018-21
    • Changes in affordability cause shifts in purchasing priorities
      • Figure 14: Percentage of Western land area experiencing drought, 2000-21
    • Produce consumption as a tool in preventative health
      • Figure 15: Age-adjusted prevalence of overweight, obesity and severe obesity among people aged 20 or older, 2001-02 to 2017-18
  6. Market Share/Key Players

    • As packaged produce sales fall, Del Monte holds consumer attention
      • Figure 16: Del Monte Facebook post, 2021
      • Figure 17: Sales of produce, by company, 2021 and 2022
    • Sales of produce, by company, 2021 and 2022
      • Figure 18: Sales of produce, by company, 2021 and 2022
    • Frozen vegetables lose steam, but comfort foods resonate
      • Figure 19: Lamb Weston Instagram post, 2022
      • Figure 20: Multi-outlet sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Del Monte succeeds with expanded line of branded shelf-stable vegetable products that emphasize convenient flavor
      • Figure 21: Del Monte Yahoo.com ad, 2021
      • Figure 22: Del Monte Facebook post, 2021
      • Figure 23: Multi-outlet sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Del Monte’s shelf-stable fruit innovation wins share against Dole
      • Figure 24: Del Monte Yahoo.com ad, 2021
      • Figure 25: Del Monte Facebook post, 2021
      • Figure 26: Multi-outlet sales of canned/jarred fruit, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • BFY products shine in dried fruit category
      • Figure 27: Bare Foods Naturally Baked Crunchy Strawberry Banana Chips, 2022
      • Figure 28: Crispy Green No Sugar Added All Apple, 2022
      • Figure 29: Multi-outlet sales of dried fruit, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Private label dominates frozen fruit, but Wyman’s brand proves value to consumers
      • Figure 30: Wyman’s Wild Blueberries, 2022
      • Figure 31: Multi-outlet sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Grocery delivery services race to be the first on consumers’ doorsteps
      • Figure 32: Getir LA Times ad, 2021
      • Figure 33: Instacart Facebook post, 2021
    • Major retailers advertising high-level changes that favor long-term sustainability
      • Figure 34: Amazon Fresh Facebook post, 2022
    • Brands and retailers redirecting food waste
      • Figure 35: Imperfect Foods Facebook post, 2022
      • Figure 36: Too Good to Go Instagram post, 2022
    • Communicate holistic benefits of produce consumption
      • Figure 37: Avocados from Mexico justapinch.com ad, 2020
      • Figure 38: Green Giant Facebook post, 2021
  8. The Produce Consumer – Fast Facts

    • Freshness is paramount
    • Balance affordability with premiumization
    • Bring the restaurant experience home
    • Inexperienced cooks are intimidated by produce
    • Convenience is a sought-after perk, with caveats
    • Focus on fiber
  9. Consumer Segmentation

      • Figure 39: Consumer segmentation, 2022
    • Values-Driven Eaters
    • Apathetic Eaters
    • Veggie-Enthused Eaters
  10. Fruit Consumption

    • Consumers’ ideal fruit selection strikes a balance between fresh and convenient
      • Figure 40: Fruit consumption, 2021-22
    • Elevate shelf-stable and frozen fruits as convenient and nutritious, for all income brackets
      • Figure 41: Fruit consumption, by household income, 2022
    • Parents look for easy, no-fuss nutrition their kids will eat
      • Figure 42: Fruit consumption, by parental status, 2022
  11. Vegetable Consumption

    • Fresh vegetable varieties keep category consumption afloat
      • Figure 43: Vegetable consumption, 2021-22
    • Minimal prep is a plus for younger, veggie-indifferent consumers
      • Figure 44: Birds Eye Oven Roasters – Parmesan Peppercorn Cauliflower, 2022
      • Figure 45: Good & Gather Steam-in-Bag Korean-Style BBQ Vegetable Blend, 2022
      • Figure 46: Vegetable consumption, by age, 2022
    • Consumers who enjoy cooking, enjoy more vegetables
      • Figure 47: Vegetable consumption, by cooking affinity, 2022
  12. Changes in Produce Consumption

    • Most consumers’ produce consumption unaffected by pandemic-related disruptions
      • Figure 48: Changes in produce consumption, 2022
    • Brands that don’t take advantage of fiber claims are wasting opportunity
      • Figure 49: Reasons for increased produce consumption, 2022
    • Rebrand fiber as proactive, prebiotic self-care to younger consumers
      • Figure 50: Reasons for increased produce consumption, by age, 2022
    • Capture all segments with general health messaging
      • Figure 51: Reasons for increased produce consumption, by segment, 2022
    • Affordable produce options are a consumer concern
      • Figure 52: Reasons for decreased produce consumption, 2022
  13. Produce Consumption Occasions

    • Break the mold with creative applications that mask produce
      • Figure 53: Correspondence analysis, symmetrical map, produce consumption, by occasion, 2022
      • Figure 54: Produce consumption, by occasion, 2022
    • Unconventional products from ethical brands will resonate with values-driven consumers
      • Figure 55: Hearts of Palm Lasagna Sheets, 2022
      • Figure 56: Frozen vegetable consumption, by occasion, by consumer segment, 2022
      • Figure 57: Shelf-stable vegetable consumption, by occasion, by consumer segment, 2022
  14. Incentives to Cook with More Produce

    • Consumers want exciting produce that speaks to their unique needs
      • Figure 58: Incentives to cook with more produce, 2022
    • Parents are hungry to get cooking with more produce
      • Figure 59: Incentives to cook with more produce, by parental status, 2022
    • Stay relevant with younger consumers through social media
      • Figure 60: Incentives to cook with more produce, by age, 2022
  15. Interest in Frozen Vegetable Products

    • Consumers want to spice things up in the kitchen
      • Figure 61: Green Giant Riced Veggie Blends – Asian Style Stir Fry Riced Blend, 2022
      • Figure 62: Interest in frozen vegetable products, 2022
    • Consumers want tasty, healthful swaps for old favorites
      • Figure 63: TURF analysis – Important produce attributes, 2022
      • Figure 64: Table – TURF analysis – Important produce attributes, 2022
  16. Attitudes toward Produce

    • Values-Driven Eaters are eager for convenient products
      • Figure 65: Attitudes toward produce, by Values-Driven Eaters segment, 2022
    • Parents may justify select added value costs amid price hikes
      • Figure 66: Attitudes toward produce, 2022
      • Figure 67: Attitudes toward locally grown produce, by parental status and income, 2022
      • Figure 68: Attitudes toward brand, by parental status and income, 2022
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations
    • Terms
  18. Appendix – The Market

      • Figure 69: Consumer Sentiment Index, 2007-22
      • Figure 70: Total US retail sales and forecast of produce, at inflation-adjusted prices, 2016-26
      • Figure 71: Average annual household spending on produce, 2016-21
      • Figure 72: Total US retail sales of produce, by segment, at current prices, 2019 and 2021
      • Figure 73: Total US retail sales and forecast of fresh vegetables, at current prices, 2016-26
      • Figure 74: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2016-26
      • Figure 75: Total US retail sales and forecast of frozen vegetables, at current prices, 2016-26
      • Figure 76: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2016-26
      • Figure 77: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2016-26
      • Figure 78: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2016-26
      • Figure 79: Total US retail sales and forecast of fresh fruit, at current prices, 2016-26
      • Figure 80: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2016-26
      • Figure 81: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2016-26
      • Figure 82: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2016-26
      • Figure 83: Total US retail sales and forecast of frozen fruit, at current prices, 2016-26
      • Figure 84: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2016-26
      • Figure 85: Total US retail sales and forecast of dried fruit, at current prices, 2016-26
      • Figure 86: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2016-26
  19. Appendix – Consumer Segmentation Methodology

  20. Appendix – Correspondence Analysis Methodology

      • Figure 87: Correspondence analysis – Produce consumption occasions, 2022
  21. Appendix – TURF Analysis Methodology

      • Figure 88: TURF analysis – Interest in frozen vegetable products, 2022

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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*databooks not available with UK B2B Industry reports.

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