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.
US Vegetables Market Trends
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.
Key Issues Covered in this Report
- External factors impacting the vegetable market
- Vegetable market size and forecast
- Vegetable purchase and occasions
- Vegetable associations
- Changes in vegetable consumption habits
- Attitudes toward vegetables
- Company and brand activity
US Vegetables – Report Scope
This report covers the US market for vegetables, which are defined as follows:
- Fresh vegetables – including whole vegetables (loose and packaged), such as potatoes, carrots and spinach
- Shelf-stable vegetables – including canned/jarred vegetables and dried vegetables such as mushrooms or beans
- Frozen vegetables – including bagged/boxed vegetables in the freezer section
Unless otherwise noted, the following foods are excluded from the scope of this report:
- Vegetable juices, drinks or smoothies
- Refrigerated prepared side dishes that include vegetables
- Tomato sauce, paste, and puree and tomato or vegetable-based pasta/cooking sauces
- Instant potatoes
Meet The Expert
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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Executive Summary
- What you need to know
- What consumers want & why
- Market size & forecast
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Consumers are still feeling the effects of higher food prices
- Graph 1: changes in consumer price indexes, 2021-23
- Quality and availability concerns highlight sustainability practices
- Holistic health concerns drive motivation for food purchases
- Graph 2: purchase motivations for healthy food, 2024
- Market size and forecast
- Real vegetable growth stabilizes after ups and downs since 2020
- Retail sales and forecast of vegetables
- Retail sales and forecast of vegetables at current prices
- Retail sales and forecast of vegetables at inflation adjusted prices
- Market segmentation
- Fresh remains consumers’ first choice, but frozen competes on value
- Retail sales of vegetables, by segment
- Graph 3: total retail sales and forecast of vegetables, by segment, at current prices, 2019-29
- Retail sales of vegetables, by segment
- Market share/brand share
- Private label continues to dominate the market
- Sales of vegetables, by leading companies and brands
- Kraft Heinz makes gains via Ore-Ida’s success
- Sales of frozen vegetables, by leading companies and brands
- Shelf-stable sales see little fluctuation
- Sales of shelf-stable vegetables, by leading companies and brands
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Consumer Insights
- The vegetable consumer: fast facts
- Vegetable purchase
- Fresh vegetables are still the top choice for consumers
- Younger consumers are falling behind in finding value across formats
- Graph 4: vegetable purchase, by generation, 2024
- Consumers prioritize fresh across financial situations
- Graph 5: vegetable purchase, by financial situation, 2024
- Typical vegetable type purchase
- Half of consumers are purchasing non-organic, private-label veggies
- Graph 6: typical vegetable type purchase, 2024
- Consumers scrutinize branded and organics’ value
- Graph 7: typical vegetable purchase type, by financial situation, 2024
- Parents are unwilling to skimp on (perceived) quality
- Graph 8: typical vegetable purchase type, by parental status. 2024
- Vegetable occasions
- Opportunities for vegetables to grow in snacking
- Graph 9: vegetable occasions, 2024
- Help parents fit in vegetables wherever they can
- Graph 10: vegetable consumption occasions, by parental status, 2024
- Gen Z is leading the way in mixing up vegetables
- Vegetable consumption motivators
- Food waste reduction is a top motivator for consumption increase
- Most young consumers aren’t happy with their vegetable consumption
- Parents need easy inspiration to up their vegetable game
- Graph 11: vegetable consumption motivators, by parental status, 2024
- Vegetable associations
- Room to strengthen vegetable associations across the board
- Graph 12: vegetable associations, 2024
- Vegetable behaviors
- Health benefits are a driver for one-third of consumers
- Online produce trends can continue to help younger consumers find versatility
- Graph 13: vegetable behaviors, by generation, 2024
- Price sensitivity drives switching and stretching
- Graph 14: vegetable behaviors, by financial situation, 2024
- Attitudes toward vegetables
- Disconnect between high consumer effort and low satisfaction when it comes to vegetable consumption levels
- Graph 15: attitudes toward vegetables, 2024
- The most engaged consumers will reward brands that deliver on versatility
- Innovation will require transparency and education
- Graph 16: vegetable attitudes, by generation, 2024
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Innovation and Marketing Trends
- Launch activity and innovation
- Jarred vegetables get a boost with pickling trends
- 2024 jarred product launches
- Emerging flavors in vegetables go international
- International flavors in CPG
- Smaller sizes offer big convenience
- Opportunities
- Help consumers get specific health benefits
- If vegetables can stand alone, they can do anything
- Close the gap between interest in sustainability and education
- The promise of predictability doesn’t have to be boring
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Appendix
- Market definition
- Consumer research methodology
- Forecast methodology
- Forecast fan chart methodology
- Sales and forecast of fresh vegetables, at inflation-adjusted prices
- Sales and forecast of frozen vegetables, at inflation-adjusted prices
- Sales and forecast of shelf-stable vegetables, at inflation-adjusted prices
- Generations
- Abbreviations and terms
- Interpreting the map US: emerging flavors in vegetables, 2024
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