Vegetables Category in the U.S. Market Set to Experience Steady Growth by 2021, Driven by Fresh Produce Vegetables


Published on : Jun 06, 2017

Albany, New York, June 6, 2017: Fruit and vegetable processing industry has taken a new direction and is growing gradually with strong growth rate annually. Further factors such as rising consumer demand for fresh and healthy products that are easily available and need minimum preparation time are further fuelling the market growth. A new study, titled “Vegetables - U.S. - May 2017” has been freshly added to the vast repository of Market Research Hub (MRH), which analyzes the overall U.S. market current scenario of vegetables and fruits, along with consumer’s behavior which impacts the market positively. This study is a result of qualitative and quantitative research techniques that aim to drill down to the exact factors that are driving growth, restraining growth and creating new opportunities for growth.

As per the findings of a new study, the vegetable category has experienced stable growth over the past few decades, driven primarily by fresh vegetables and fresh-cut salad. Health concerns are the prime factor which has driven demand for fruits and vegetables as consumers look for healthier and more nutritious options for their diets. The fresh-cut segment has been able to profit as consumers believe fresh-cut is the healthiest format for processed fruits and vegetables. In line with growing health awareness and changing demographics, demand for fruits and vegetables is expected to increase in the long term.

Within the United States, fruit and vegetable production is a major business enterprise and mostly, it focuses on processed fruits and vegetables. Currently, this segment continues to make up a significant share of total fruit and vegetable consumption in the United States. Several types of processing such as drying, canning, freezing, and preparation of jams, juices, and jellies augment the shelf life of fruits and vegetables. The research finds that Vegetable sales grow 13% from 2011-16. As technology improved and consumer incomes increased, it became possible to provide fresh produce year-round. Factors such as income, aging of a population, market promotion, and consumer awareness of the importance of produce, contribute to increased fruit and vegetable consumption.

American consumers now expect fresh tomatoes, strawberries, and sweet corn every month of the year. In addition, a strong demand remains for processed fruits and vegetables. Fruit and vegetable consumption has been shown to be an important part of any diet leading towards good health. As per the research study findings, consumers indicate more interest in vegetables that are fresh, nutritious and natural. Due to this, vegetables category estimated to experience steady growth into 2021, heavily driven by fresh produce. However, frozen produce contains just as many vitamins as fresh even if consumers perceive it differently.

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Vegetables emerge as the main offering in restaurant dishes and consumption of fresh vegetables similar to frozen and canned. It is a prime factor for the market growth. Total U.S. retail sales and forecast of vegetables, by segment, at current prices for the period 2011 to 2021 is also mentioned in the study.

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