The vegetable market has stabilized, but consumers are still dealing with the repercussions of record inflation that required over one-quarter to change their normal vegetable selection due to price and stretch their purchases as far as possible. While most still prefer fresh, consistency of quality and food waste concerns have made frozen options more appealing.
Most consumers, especially young are not happy with the amount of vegetables that they consume but want to do better and alleviate the guilt of not getting proper nutrition. Flavor and convenience are major motivators and brands can meet consumers where they are at to help extend occasions beyond mealtime and into snacking, sauces, toppings and beverages.
There is strong interest in the future of vegetable innovation and sustainability – targeting specific health benefits, increased nutrition and better flavor, a sign that consumers are continually invested their health. But there is a gap between interest and understanding that brands can fill through transparency and education.
This report covers the US market for vegetables, which are defined as follows:
Unless otherwise noted, the following foods are excluded from the scope of this report:
This report is written by Mintel’s US Food and Drink Analyst, Sydney Riebe. Sydney joined Mintel in 2021 after spending more than 4 years working in higher education. She has a decade of experience in the food service industry, where she gained a passion for following food, beverage and menu trends. Sydney holds a BA in English Literature from DePaul University and an MBA from Northern Illinois University.
Consumers want to feel good about the amount of vegetables they are getting. Increasing versatility can inspire creative ways to use veggies outside of traditional mealtime occasions.
Sydney Riebe
Analyst – US Food and Drink
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