US Fruit and Vegetables Industry Trend, Size, Share, Growth, Research, Analysis and Forecast 2014

Respondents report that only 16% of their daily food intake consists of vegetables and 16% consists of fruit, which is far less than the share of plate for these foods recommended by the USDA’s MyPlate nutritional guide. Brands and grocers have an opportunity to increase the appeal of their fresh produce items by adding convenience – such as precut, prepackaged versions and resealable bags – that could help overcome objections to rising prices.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

Moderate category growth forecast
Figure 1: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
Fresh vegetables and fruit dominate among segments
Figure 2: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014
Highly fragmented MULO category; private label comprises 38% share
Figure 3: MULO sales of fruit and vegetables, rolling 52 weeks 2014
The consumer
Lettuce, tomatoes most purchased; respondents buy fresh far more than other formats
Figure 4: Vegetable purchases (any purchase), July 2014
Bananas, strawberries most purchased; fresh bought far more than other formats
Figure 5: Fruit purchases (any purchase), July 2014
Some 45% report eating a wider variety of fruit and vegetables than ever before
Figure 6: Consumption, purchase behavior, and preferences toward fruit and vegetables, July 2014
More than four in 10 say produce prices have increased where they normally shop
Figure 7: Attitudes toward fruit and vegetable consumption, July 2014
What we think

Issues and Insights

How can brands and grocers encourage more consumption?
The issues
Insight: Make fresh more convenient; target kids
How can frozen and canned brands compete with fresh?
The issues
Insight: Better messaging about flavor and nutrients
How can brands compete with the growing number of alternative products?
The issues
Insight: Precut fruit and vegetables for juicing; showing how whole foods provide more nutrients than supplements; casting bars as too sugary and processed

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Trend Applications

Trend: Prepare for the Worst
Trend: Hungry Planet
Trend: Experience Is All

Market Size and Forecast

Key points
Sales and forecast of fruit and vegetables
Figure 8: Total US retail sales and forecast of fruit and vegetables, at current prices, 2009-19
Figure 9: Total US retail sales and forecast of fruit and vegetables, at inflation-adjusted prices, 2009-19
Fan chart forecast
Figure 10: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
Fan chart methodology

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