Report Summary

Produce brands will grapple with low consumption but find inspiration in new messaging. Farming, meanwhile, will push the limits to battle climate change.

Melanie Zanoza Bartelme, Associate Director, Mintel Food & Drink

Table of Contents


    • Where we are now
    • In the next two years
    • In five years and beyond

    • Mintel's perspective
    • Increase consumption through permissibility
    • Consumption remains the core issue for produce
    • Health awareness isn't the barrier to consuming more produce
    • Other categories promise consumers easy fruit and vegetable servings
    • Give consumers permission to make their produce work for them
    • Show consumers that every fruit and veg counts
    • Hydration holds untapped potential for driving fruit consumption
    • Produce becomes a lifestyle
    • Fruit and vegetables are becoming part of consumers' lifestyles
    • Fruits and vegetables are trending on TikTok
    • Social media trends give fruit and veg new relevancy
    • Fruit and veg are being used to describe consumer identities
    • The produce lifestyle will push demand for new fruit and vegetables
    • Make every format feel versatile
    • Help consumers find the right way to purchase produce
    • It can be hard for consumers to find the right value from the produce they buy
    • Fresh options give consumers flexibility
    • Frozen will reinforce its value
    • Frozen products help consumers save time and money
    • Shelf-stable will shift beyond the side dish
    • Sauces and seasonings encourage consumers to transform leftovers

    • Mintel's perspective
    • Alternatives will mainstream in fruit and vegetable production
    • Emerging solutions will be put to the test
    • GMOs could become a reality, not a preference
    • Consumers are seeing potential for GMOs
    • Produce enters the next frontier: space

    • Key takeaways

About the report

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.

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.

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