Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Vegetables 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?

Key points included

  • Speak to sustainability
  • Supply poised to become an issue
  • Competition looms for vegetables

Covered in this report

This report builds on the analysis presented in Mintel’s Vegetables – US, May 2018, as well as the May 2017, May 2016 and June 2015 reports of the same name, in addition to analysis presented in Mintel’s Fruit and Vegetables – US, October 2014 and the October 2013 and February 2012 reports of the same name. This report covers the US market for vegetables, which is 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
  • Fresh-cut salad – including pre-cut lettuce, spinach and kale, as well as packaged salad mixes

Expert analysis from a specialist in the field

Written by William Roberts Jr, 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.

Sales of vegetables continue to grow conservatively but steadily, with growth in the frozen and fresh segments mitigated by declines among shelf-stable varieties. Consumers appear interested in adding more vegetables to their diet, but with novel concepts in other categories incorporating vegetables or even using them as a base, vegetables may well see a strong degree of competition coming to the marketWilliam Roberts Jr
Senior Food & Drink Analyst

mintelcontainerpage
80121
3631.0300
593
2019-08-27T00:00:00+0000
451
589
619

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key Takeaways
          • Overview
            • Slow vegetable growth
              • Figure 1: Total US sales and fan chart forecast of vegetables, at current prices, 2014-24
            • The issues
              • Private label sales outperform name brands
                • Figure 2: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2018 and 2019
              • Vegetable production could impact category
                • Figure 3: US vegetable and pulse production and prices, 2000-18
              • The opportunities
                • Focus on clean messaging
                  • Figure 4: Preferred attributes in vegetables, May 2019
                • Sustainability issues for emerging generations
                  • Figure 5: Purchase factors, any rank 1-3, by age, May 2019
              • The Market – What You Need to Know

                • Fresh, frozen driving market growth
                  • Fresh reigns, while frozen innovates
                    • Plant-based fever is good and bad news for category
                      • Supply concerns loom
                      • Market Size and Forecast

                        • Steady growth for vegetables
                          • Figure 6: Total US sales and fan chart forecast of vegetables, at current prices, 2014-24
                          • Figure 7: Total US retail sales and forecast of vegetables, at current prices, 2014-24
                      • Market Breakdown

                        • Freshness resonates, as shelf-stable struggles
                          • Figure 8: Total US sales and forecast of vegetables, by segment, 2014-24
                        • Category growth spans retail channels
                          • Figure 9: Total US retail sales of vegetables, in millions, by channel, at current prices, 2014-19 (% change from previous year in parentheses)
                      • Market Perspective

                        • Fresh vegetable production drops
                          • Figure 10: US vegetable and pulse production and prices, 2000-18
                      • Market Factors

                        • Vegetable use expands and evolves
                          • The ugly truth
                          • Key Players – What You Need to Know

                            • Private label outpaces total category growth
                              • Hot potatoes
                                • Shelf-stable struggles
                                  • Plant-based saturation
                                  • Company and Brand Sales of Vegetables

                                    • Private label builds upon market share lead
                                      • Figure 11: Multi-outlet sales of vegetables, by leading companies, in millions, rolling 52 weeks ending May 19, 2019 (sales change versus 2018 in parentheses)
                                  • What’s Working?

                                    • Vegetables positioned for new roles
                                      • Premium, clean and simple
                                          • Figure 12: Consumer attribute ratings for Grown in Idaho Super Crispy Steak Cut Fries versus potato launches, 2017-19
                                      • What’s Struggling?

                                        • Shelf-stable vegetables gathering dust
                                          • Figure 13: Vegetable launches in the US, by storage type, 2015-19*
                                      • What’s Next?

                                        • A new breed of plant-based products land outside of category
                                        • The Consumer – What You Need to Know

                                          • Vegetable consumption widespread, though packaged popularity lags
                                            • Freshness factor beats organic claims with Hispanics
                                              • Freshness + convenience, value and sustainability can bolster processed vegetables
                                                • Snackable opportunity
                                                  • Organic resonates much more with vegetarians/vegans
                                                    • Positioning vegetables among plant-based solutions
                                                    • Vegetable Consumption

                                                      • Fresh vegetable use more widespread than packaged
                                                        • Figure 14: Vegetable consumption, May 2019
                                                      • Younger consumers engage with vegetables less
                                                        • Figure 15: Vegetable consumption, by age, May 2019
                                                      • Urban consumption of vegetable trails other areas significantly
                                                        • Figure 16: Vegetable consumption, by area, May 2019
                                                      • Potential for brands among urban consumers
                                                        • Figure 17: Purchase factors, any rank 1-3, by urban consumers, May 2019
                                                    • Preferred Vegetable Features

                                                      • Natural features resonate
                                                        • Figure 18: Preferred attributes in vegetables, May 2019
                                                      • Potential for packaged among younger consumers
                                                        • Figure 19: Key attributes in vegetables, by age, May 2019
                                                        • Figure 20: Natural attributes in vegetables, by age, May 2019
                                                      • Fresh, clean, nutritious will expand reach
                                                        • Figure 21: TURF analysis – Attributes, May 2019
                                                    • Vegetable Purchase Factors

                                                      • Freshness’ widespread appeal, with opportunities for resealable packaging
                                                        • Figure 22: Purchase factors, May 2019
                                                      • Priorities shift with age
                                                        • Figure 23: Purchase factors, any rank 1-3, by age, May 2019
                                                      • Freshness alone insufficient for Hispanic Millennials
                                                        • Figure 24: Purchase factors, any rank 1-3, by Hispanic origin, by generation, May 2019
                                                    • Vegetable Attitudes and Behaviors

                                                      • Snacking potential, but also potential competition
                                                        • Figure 25: Consumer behaviors, May 2019
                                                      • Vegetable snacks resonate strongly with younger consumers
                                                        • Figure 26: Consumer behaviors, by age, May 2019
                                                        • Figure 27: Consumer behaviors, by parental status, May 2019
                                                    • Vegetarian/Vegan/Flexitarian Consumers

                                                      • Vegetarianism/veganism concentrated among younger consumers
                                                          • Figure 28: Portion of vegetarians/vegans, by age, May 2019
                                                          • Figure 29: Portion of vegetarians/vegans, by age, by household income, May 2019
                                                        • Vegetarians/vegans largely in urban areas
                                                          • Figure 30: Portion of vegetarians/vegans, by area, May 2019
                                                        • Vegetarians/vegans consume wider array of vegetable types
                                                          • Figure 31: Vegetable consumption, by vegetarians/vegans, May 2019
                                                        • Organic resonates strongly with vegetarians/vegans
                                                          • Figure 32: Preferred attributes, by vegetarians/vegans, May 2019
                                                      • Opinions of Packaged Vegetables

                                                        • Sourcing, transparency resonating with younger consumers
                                                          • Figure 33: Opinions of packaged vegetables, by age, May 2019
                                                        • Freshness and nutrition to reach Hispanic vegetable consumers
                                                          • Figure 34: Opinions of packaged vegetables, by Hispanic origin, by generation, May 2019
                                                      • Vegetables by Consumer Segmentation

                                                        • Food and Drink Consumer Segmentation
                                                            • Figure 35: Food/drink consumer segmentation of vegetables, May 2019
                                                          • Quality Seekers
                                                            • Figure 36: Opinions of packaged vegetables, by food/drink consumer segmentation, May 2019
                                                          • Adventure Eaters
                                                            • Figure 37: Preferred attributes in vegetables, by food/drink consumer segmentation, May 2019
                                                          • Time Savers struggle with new applications for vegetables
                                                            • Figure 38: Opinions of vegetables, by food/drink consumer segmentation, May 2019
                                                          • Value Chasers
                                                            • Figure 39: Vegetable consumption, by food/drink consumer segmentation, May 2019
                                                        • Appendix – Data Sources and Abbreviations

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

                                                                        • Figure 40: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2014-24
                                                                        • Figure 41: Total US retail sales and forecast of vegetables, by segment, at current prices, 2014-24
                                                                        • Figure 42: Total US retail sales of vegetables, by segment, at current prices, 2017 and 2019
                                                                        • Figure 43: Total US retail sales and forecast of fresh vegetables, at current prices, 2014-24
                                                                        • Figure 44: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2014-24
                                                                        • Figure 45: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2014-24
                                                                        • Figure 46: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2014-24
                                                                        • Figure 47: Total US retail sales and forecast of frozen vegetables, at current prices, 2014-24
                                                                        • Figure 48: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2014-24
                                                                    • Appendix – Key Players

                                                                        • Figure 49: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2018 and 2019
                                                                        • Figure 50: Multi-outlet sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 51: Multi-outlet sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                    • Appendix – Retail Channel Sales

                                                                        • Figure 52: Total US retail sales of vegetables, by channel, at current prices, 2014-19
                                                                        • Figure 53: Total US retail sales of vegetables, by channel, at current prices, 2017 and 2019
                                                                        • Figure 54: US supermarket sales of vegetables, at current prices, 2014-19
                                                                        • Figure 55: US sales of vegetables through other retail channels, at current prices, 2014-19
                                                                    • TURF Analysis – Vegetables – Methodology

                                                                        • Figure 56: TURF Analysis – Attributes, May 2019

                                                                    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.

                                                                    • Market

                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                    • Consumer

                                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                    • Brand/Company

                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                    • Data

                                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

                                                                    Description