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Description

Description

Covered in this report

  • 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

"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 market."

William Roberts, Jr, Senior Food & Drink Analyst

This report will look at the following areas:

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

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

                                                                    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.

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