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Vegetables - US - May 2018

"The vegetable category remains sizable, though sales are largely driven by consumer interest in lower prices and fresher options. While consumers indicate they would like more vegetables in their diet, data shows they continue to fall short of recommendations, suggesting brands may well have to incorporate novel approaches to garner consumer interest."
- William Roberts, Jr, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Modest growth, bordering on stagnation for the category
  • Processed perception among frozen, shelf-stable vegetables 
  • Consumption falling short of goals

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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

                                                                  Vegetables - US - May 2018

                                                                  US $4,395.00 (Excl.Tax)