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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Fruit market, its consumers and the major players who make up the market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

This report expands on the analysis presented in Fruit – US, June 2018, as well as the June 2017 and previous iterations of the report. The report covers the US market for fruit, which is defined as the following:

  • Fresh fruit – includes whole fruit (including random weight and packaged uniform weight) and fresh-cut packaged fruit
  • Canned/jarred fruit – shelf-stable jarred/canned fruit
  • Frozen fruit – bagged/boxed in the freezer section
  • Dried fruit – such as apricots, dates, prunes, raisins and banana chips

Expert analysis from a specialist in the field

Written by Kaitlin Kamp, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The fruit category is seeing slow growth, with a modest 1.4% increase from 2018 to reach $42.2 billion in sales in 2019. The fresh fruit segment dominates fruit sales, and its success positively impacts category sales overall but steals market share away from center-of-store segments such as frozen and canned/jarred fruit. Growth in these underperforming segments will rely on improving perceptions of freshness and versatility and expanding consumption to adults, especially non-parentsKaitlin Kamp
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key Takeaways
          • The issues
            • Loose fresh fruit dominates consumption
              • Figure 1: Fruit consumption, May 2019
            • Perceptions low among non-loose fresh fruit
              • Figure 2: Correspondence Analysis – Symmetrical map – Fruit type associations, May 2019
            • Brands struggle to stand out among private label in non-fresh segments
              • Figure 3: Multi-outlet sales of fruit, by leading companies, rolling 52 weeks 2018 and 2019
            • Expanding consumption into meal times
              • Figure 4: Reasons for increased consumption, May 2019
            • Younger consumers are strong targets for trial, loyalty
              • Figure 5: Change in fruit consumption, by age, May 2019
            • Increasing non-parent consumption
              • Figure 6: Repertoire of fruit consumption, by parental status, May 2019
          • The Market – What You Need to Know

            • Growth of fruit sales slows
              • Fresh segment increasingly holds the largest market share
                • Declining number of households with children could prove problematic
                  • Center-of-store struggles hurting non-fresh segments
                  • Market Size and Forecast

                    • Fruit sales growth slows
                      • Figure 7: Total US sales and fan chart forecast of fruit, at current prices, 2011-21
                      • Figure 8: Total US sales and forecast of fruit, at current prices, 2012-22
                      • Figure 9: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2014-24
                  • Market Breakdown

                    • Fresh fuels category performance, at the expense of other segments
                      • Center-of-store struggles impact other category segments
                        • Canned/jarred fruit falls deeper into existing losses
                          • Frozen slides into a downward slope
                            • Dried fruit sees small, steady gains
                              • Figure 10: Total US retail sales and forecast of fruit, by segment, at current prices, 2014-24
                          • Market Perspective

                            • Made-to-order and RTD smoothies can challenge (or inspire) fruit sales
                              • Figure 11: Made-to-order smoothie purchase – Net – Any location, February 2017 and January 2019
                            • Vegetable sales outpace fruit as the war against sugar stays strong
                              • Figure 12: Health attributes sought, May 2018
                            • Center-of-store growth remains minimal
                              • Figure 13: MULO sales and forecast of center of the store at current prices; total US retail sales and forecast of perimeter-of-store products, % of total sale, 2012-2020
                          • Market Factors

                            • Declining number of households with children give fruit fewer mouths to feed
                              • Figure 14: US households, by presence of related children, 2008-18
                            • Snack revolution favors fruit consumption
                              • Figure 15: Snacking frequency, January 2015 and November 2018
                          • Key Players – What You Need to Know

                            • Private label dominates share and growth
                              • Brands struggle
                                • Snack occasion drives innovation
                                • Company and Brand Sales of Fruit

                                    • Sun-Maid a bright spot amid big brand losses
                                      • Figure 16: Multi-outlet sales of fruit, by leading companies, rolling 52 weeks 2018 and 2019
                                      • Figure 17: Multi-outlet sales of fruit, by leading companies, rolling 52 weeks 2018 and 2019
                                    • Private label chipping away at brand sales
                                      • Figure 18: Fruit introductions in the US, private label versus branded, 2014-2018
                                    • Dole and Del Monte leverage holistic wellness amid declining sales
                                      • Figure 19: Multi-outlet sales of fruit, by market share percent change, rolling 52 weeks of 2018 and 2019
                                  • What’s Working?

                                    • Exotic fruits give an old category new tricks
                                      • Figure 20: Multi-outlet sales of fruit, by select growing frozen brands – Sambazon, Pitaya Plus, The Jackfruit Company, rolling 52 weeks 2018
                                    • Fruit chips 2.0
                                      • Figure 21: Multi-outlet sales of fruit, by select growing dried brands – Dang, Crispy Fruit, Chifles, Sun-Maid, rolling 52 weeks 2018
                                    • Smoothie packs remove guesswork
                                      • Figure 22: Multi-outlet sales of fruit, by select growing frozen brands – Dole, Thrive!, Great Value, rolling 52 weeks 2018
                                    • Cleaner positioning, claims can revive shelf stable
                                      • Figure 23: Percentage of shelf canned/jarred fruit products with claims, percent change 2017-2018
                                      • Figure 24: Multi-outlet sales of fruit, by select growing canned/jarred brands – Del Monte, Dole rolling 52 weeks 2018
                                    • Farm to Freezer
                                      • Figure 25: Multi-outlet sales of fruit, by select growing frozen brands – Seal the Seasons, Michigan Farm to Freezer, Wyman’s of Maine rolling 52 weeks 2018
                                  • What’s Struggling?

                                    • Innovation overload?
                                      • Figure 26: Multi-outlet sales of fruit, by select declining canned/jarred brands – Del Monte, Dole rolling 52 weeks 2018
                                    • Basic frozen fruit products easily overshadowed by private label options
                                      • Figure 27: Multi-outlet sales of fruit, by select declining frozen brands – Dole rolling 52 weeks 2018
                                  • What’s Next?

                                    • Removing blenders from the smoothie experience
                                      • Sustainability an answer to differentiation and expansion?
                                      • The Consumer – What You Need to Know

                                        • Loose fresh is the fruit of choice
                                          • Not all fruit is created equally
                                            • Snacking is the occasion of choice
                                              • Age is the strongest differentiator in consumer perception
                                              • Fruit Consumption

                                                • Most consumers opt for loose fresh fruit
                                                  • Figure 28: Fruit consumption, May 2019
                                                • Women are ripe for engagement
                                                  • Figure 29: Fruit consumption, by gender, May 2019
                                                • Parents more deeply engaged in the category
                                                  • Figure 30: Fruit consumption, by parental status, May 2019
                                                  • Figure 31: Repertoire of fruit consumption, by parental status, May 2019
                                                • More children means wider engagement
                                                  • Figure 32: Fruit consumption, by household size, May 2019
                                                • Consumers age out of non-fresh fruit
                                                  • Figure 33: Fruit consumption, by age, May 2019
                                              • Change in Fruit Consumption

                                                • The majority of consumers holding steady or increasing fruit consumption
                                                  • Figure 34: Change in fruit consumption, May 2019
                                                • Younger adults are more likely to change their consumption
                                                  • Figure 35: Change in fruit consumption, May 2019
                                              • Reasons for Increased Consumption

                                                • BFY snacking boosts fruit consumption
                                                  • Figure 36: Reasons for increased consumption, May 2019
                                                • Dried is the fruit of choice for consumers, replacing other snacks with fruit
                                                  • Figure 37: Reasons for increased consumption – Replacing other snacks with fruit, by fruit format, May 2019
                                                • Frozen fruit is recipe-ready, needs to break away from smoothies
                                                  • Figure 38: Reasons for increased consumption – Using fruit as an ingredient in recipes, by fruit format, May 2019
                                                • Brands need to meet non-parents at meal times
                                                  • Figure 39: Reasons for increased consumption, by parental status, May 2019
                                                • Consumers over 55 most likely to replace snacks with fruit
                                                  • Figure 40: Reasons for increased consumption – Replacing other snacks with fruit, by age, May 2019
                                              • Fruit Purchase Factors

                                                • Everything is second to freshness
                                                  • Figure 41: Fruit purchase factors, May 2019
                                                • Freshness and flavor most important to older consumers
                                                  • Figure 42: Fruit purchase factors – Freshness and flavor, by age, May 2019
                                                  • Figure 43: Fruit purchase factors, pre-washed and pre-cut, by age, May 2019
                                              • Fruit Associations

                                                • The further away from loose/fresh, the worse the perceptions
                                                  • Dried fruit ekes out some positive perceptions
                                                    • Frozen segment struggles with taste and nutrition
                                                      • Figure 44: Correspondence Analysis – Symmetrical map – Fruit format associations, May 2019
                                                      • Figure 45: Fruit format associations, May 2019
                                                    • Versatility an opportunity for growth
                                                      • Figure 46: Fruit type associations – Versatile, May 2019
                                                    • Dried fruit has low kid-friendly perception
                                                      • Figure 47: Fruit format associations – Dried fruit, by parental status, May 2019
                                                    • Fruit cups can’t shake the unhealthy rap
                                                      • Figure 48: Fruit format associations – Snack friendly, May 2019
                                                  • Fruit Behaviors

                                                    • Moving past the snack occasion
                                                      • Figure 49: Fruit behaviors, May 2019
                                                    • Snacking motivations differ by age
                                                      • Figure 50: Snack motivations, by age, November 2018
                                                    • Consumers aged 35-44 seek out functional fruit
                                                      • Figure 51: Fruit behaviors, by age and parental status, May 2019
                                                    • 18-24 year olds struggle the most to consume enough fruit
                                                      • Figure 52: Fruit behaviors – I struggle to eat the daily recommended amount of fruit, by age, May 2019
                                                  • Fruit Attitudes

                                                    • Some skepticism remains in fruit segments
                                                      • Figure 53: Fruit attitudes, May 2019
                                                    • Younger consumers need guidance in the benefits of frozen
                                                      • Figure 54: Fruit attitudes – Frozen fruit provides as much nutrition as fresh, by age, May 2019
                                                    • Older consumers most concerned about pre-cut fruit
                                                      • Figure 55: Fruit attitudes, pre-cut attitudes, by age, May 2019
                                                    • Households with more children more aware of food waste
                                                      • Figure 56: Fruit attitudes – Non-fresh fruit helps reduce food waste, by number of children in household under 18, May 2019
                                                    • Households with 3+ children are a bright spot for ugly produce programs
                                                      • Figure 57: Fruit attitudes, interest in ugly produce programs, by number of children under 18 in household, May 2019
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Fan chart forecast
                                                          • Consumer survey data
                                                            • Correspondence analysis methodology
                                                              • Repertoire methodology
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 58: Total US retail sales of fruit, by segment, at current prices, 2017 and 2019
                                                                      • Figure 59: Total US retail sales and forecast of fresh fruit, at current prices, 2014-24
                                                                      • Figure 60: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 61: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2014-24
                                                                      • Figure 62: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 63: Total US retail sales and forecast of frozen fruit, at current prices, 2014-24
                                                                      • Figure 64: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 65: Total US retail sales and forecast of dried fruit, at current prices, 2014-24
                                                                      • Figure 66: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2014-24
                                                                      • Figure 67: Total US retail sales of fruit, by channel, at current prices, 2014-19
                                                                      • Figure 68: Total US retail sales of fruit, by channel, at current prices, 2017 and 2019
                                                                      • Figure 69: US supermarket sales of fruit, at current prices, 2014-19
                                                                      • Figure 70: US sales of fruit through other retail channels, at current prices, 2014-19
                                                                  • Appendix – Key Players

                                                                      • Figure 71: Multi-outlet sales of canned/jarred fruit, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 72: Multi-outlet sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 73: Multi-outlet sales of dried fruit, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                  Description