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US Fruit market report

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 that market.

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?

Expert analysis from a specialist in the field

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

The fruit market continues to experience sustained growth due to its near universal consumption and an increased interest in healthy fresh snacks among consumers. Though the fruit market as a whole is growing, the canned/jarred fruit segment faces year-over-year declines as consumers perceive these products as too processed and too high in sugar. Fruit brands can grow sales by identifying what needs specific fruit types satisfy and developing products for those occasions. Caleb Bryant
Senior Foodservice Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

This Report expands on the analysis presented in Fruit – US, July 2016 (see Fruit – US, July 2016) 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

Unless otherwise noted, the following foods are excluded from the scope of this Report:

  • Fruit juices, drinks, or smoothies
  • Fruit jams, purees, sauces (including apple sauce) and spreads
  • Fruit snacks (such as fruit rolls, bars, pureed pouches)
  • Frozen fruit novelties (even those made with 100% fruit)
  • Refrigerated prepared side dishes that include fruit
  • Vegetables (which are covered in a similarly presented companion report: Vegetables – US, May 2017)

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Modest growth, bordering on stagnation for the category
            • Figure 1: Total US sales and fan chart forecast of vegetables, at current prices, 2012-22
          • Processed perception among frozen, shelf-stable vegetables
            • Figure 2: Correspondence analysis – Descriptions, March 2018
          • Consumption falling short of goals
            • The opportunities
              • Convenient takes on vegetables
                • Figure 3: Sales of vegetables, by segment, in millions, 2017
              • New applications for vegetables
                • Clean/real, a driver for vegetables
                  • Figure 4: TURF analysis – Attributes, March 2018
                • What it means
                • The Market – What You Need to Know

                  • After five years of strong growth, stagnation sets in
                    • Vegetable sales largely fresh
                      • Consumers fail to eat enough vegetables
                      • Market Size and Forecast

                        • Largely modest growth in vegetable sales, led by fresher options
                          • Figure 5: Total US sales and fan chart forecast of vegetables, at current prices, 2012-22
                          • Figure 6: Total US sales and forecast of vegetables, at current prices, 2012-22
                      • Market Breakdown

                        • Fresh options dominate category
                          • Figure 7: Total US retail sales and forecast of vegetables, by segment, at current prices, 2012-22
                      • Market Factors

                        • Potential for mounting pesticide concerns
                          • A second organic certification to test
                            • Vegetable consumption lags
                            • Key Players – What You Need to Know

                              • Fresh keeps category steady, as frozen and shelf-stable flounder
                                • Private label posing as local?
                                  • Processed reputation impacting frozen, shelf-stable vegetables
                                    • Extending vegetable usage occasions
                                    • Company and Brand Sales of Vegetables

                                      • Private label options see notably stronger sales growth
                                        • Sales of vegetables by company
                                          • Figure 8: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2017 and 2018
                                      • What’s Working?

                                        • The power of private label
                                          • Figure 9: Private label versus branded vegetable introductions, 2013-17
                                          • Figure 10: Claims on vegetable introductions, 2013-17
                                      • What’s Struggling?

                                        • Challenges for non-fresh vegetable options
                                            • Figure 11: Notable frozen vegetable introductions, 2017
                                        • What’s Next?

                                          • Novel interpretations of vegetables could flourish, given time
                                            • Figure 12: Novel vegetable introductions, 2017
                                        • The Consumer – What You Need to Know

                                          • Consumers generally adding more vegetables to their diet
                                            • Diversity of purchase locations for younger consumers
                                              • Price, a strong purchase driver
                                                • Notable opportunities for frozen vegetables
                                                  • Parents notably more likely to turn to vegetables with grains
                                                    • Price at the expense of provenance?
                                                    • Vegetable Consumption

                                                      • Widespread consumption of vegetables
                                                        • Figure 13: Vegetable consumption, March 2018
                                                      • Consumers adding more vegetables to their diet
                                                        • Figure 14: Vegetable consumption trends, March 2018
                                                      • Younger consumers less likely to eat vegetables
                                                        • Figure 15: Vegetable consumption, by age, March 2018
                                                      • Consumption notably less among lower-income consumers
                                                        • Figure 16: Vegetable consumption, by household income, March 2018
                                                      • Fresher options resonate notably among Hispanics
                                                        • Figure 17: Vegetable consumption, by Hispanic origin, March 2018
                                                    • Purchase Location

                                                      • Consumers more likely to buy vegetables at supermarkets
                                                        • Figure 18: Purchase location, March 2018
                                                      • Younger consumers purchase from greater variety of retailers
                                                        • Figure 19: Purchase location, by age, March 2018
                                                      • Walmart, a notable vegetable resource for lower-income consumers
                                                        • Figure 20: Purchase location, by household income, March 2018
                                                      • Cost influencing Hispanic vegetable purchase
                                                        • Figure 21: Purchase location, by Hispanic origin, March 2018
                                                    • Purchase Attributes

                                                      • Consumers strongly considering price
                                                        • Figure 22: Attributes, March 2018
                                                      • Organic of stronger interest to younger consumers
                                                        • Figure 23: Attributes, by age, March 2018
                                                      • Income factors strongly in price interest
                                                        • Figure 24: Attributes, by household income, March 2018
                                                      • Organic claims resonate strongly among Hispanic Millennials
                                                        • Figure 25: Attributes, by Hispanic origin, March 2018
                                                      • Notable interest in free-from claims among women
                                                        • Figure 26: Free-from attributes, by gender and age, March 2018
                                                        • Figure 27: Free-from attributes, by parental status and gender, March 2018
                                                      • Flavorful, natural vegetable options hold significant potential
                                                        • Figure 28: TURF analysis – Attributes, March 2018
                                                    • Vegetable Descriptions

                                                      • Fresh options leveraging healthier reputation
                                                        • Figure 29: Correspondence analysis – Descriptions, March 2018
                                                    • Behaviors

                                                      • “Local” options resonate with consumers
                                                        • Figure 30: Behaviors, March 2018
                                                      • Local hits close to home
                                                        • Figure 31: Behaviors, by age, March 2018
                                                      • Vegetable mixes appealing to parents
                                                        • Figure 32: Behaviors, by parental status, March 2018
                                                      • Convenience, health motivating Hispanic Millennials
                                                        • Figure 33: Behaviors, by Hispanic origin, March 2018
                                                    • Opinions of Vegetables

                                                      • Source information of interest to consumers
                                                        • Figure 34: Opinions of vegetables, March 2018
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Direct marketing creative
                                                                • Abbreviations
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 35: Total US sales and forecast of vegetables, at inflation-adjusted prices, 2012-22
                                                                      • Figure 36: Total US retail sales and forecast of vegetables, by segment, at current prices, 2012-22
                                                                      • Figure 37: Total US retail sales of vegetables, by segment, at current prices, 2015 and 2017
                                                                      • Figure 38: Total US retail sales and forecast of fresh vegetables, at current prices, 2012-22
                                                                      • Figure 39: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2012-22
                                                                      • Figure 40: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2012-22
                                                                      • Figure 41: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2012-22
                                                                      • Figure 42: Total US retail sales and forecast of frozen vegetables, at current prices, 2012-22
                                                                      • Figure 43: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2012-22
                                                                      • Figure 44: Total US retail sales and forecast of fresh-cut salad, at current prices, 2012-22
                                                                      • Figure 45: Total US retail sales and forecast of fresh-cut salad, at inflation-adjusted prices, 2012-22
                                                                      • Figure 46: Total US retail sales of vegetables, by channel, at current prices, 2012-17
                                                                      • Figure 47: Total US retail sales of vegetables, by channel, at current prices, 2015 and 2017
                                                                      • Figure 48: US supermarket sales of vegetables, at current prices, 2012-17
                                                                      • Figure 49: US sales of vegetables through other retail channels, at current prices, 2012-17
                                                                  • Appendix – Key Players

                                                                      • Figure 50: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2017 and 2018
                                                                      • Figure 51: Multi-outlet sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                      • Figure 52: Multi-outlet sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                      • Figure 53: Multi-outlet sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                      • Figure 54: Multi-outlet sales of fresh-cut salad, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                  • Correspondence Analysis – Methodology

                                                                      • Figure 55: Descriptions, March 2018
                                                                  • TURF Analysis – Methodology

                                                                      • Figure 56: Table – TURF analysis – Attributes, March 2018