Vegetables - US - May 2017

Vegetables - US - May 2017

May 2017 Mintel Fruit & VegetablesN/A Price :
$ 3995

The vegetables category has experienced stable growth, driven primarily by fresh vegetables and fresh-cut salad. Consumers indicate interest in vegetables that are fresh, nutritious, and natural. Interest also exists for convenient packaging and formats that allow consumers to easily consume vegetables as a snack, meal, or in a recipe. Looking ahead, Mintel predicts the vegetables category will experience steady growth into 2021, heavily driven by fresh produce.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Fresh vegetable segments find success while others struggle
Figure 1: Total US sales and fan chart forecast of market, at current prices, 2011-21
Vegetable purchase universal, still room for growth
Figure 2: Vegetable purchase, March 2017
Shelf-stable vegetables lack perception of nutrition, versatility
Figure 3: Correspondence analysis – Vegetable types, perception, and uses, March 2017
The opportunities
Room to extend occasions and uses
Figure 4: Vegetable innovation, March 2017
Snackable and recipe-friendly vegetable products
Figure 5: Vegetable behavior, March 2017
Consumers place importance on vegetables free from artificial ingredients, additives, and preservatives
Figure 6: Vegetable attributes, March 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Category growth driven by fresh vegetables
Vegetable appearances increase on restaurant menus
Vegetable prices remain stable
New administration’s policies could lead to increased vegetable prices
GMO labeling law remains uncertain

MARKET SIZE AND FORECAST
Vegetable sales grow 13% from 2011-16
Figure 7: Total US sales and fan chart forecast of market, at current prices, 2011-21
Figure 8: Total US retail sales and forecast of vegetables, at current prices, 2011-21
Figure 9: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2011-21

MARKET BREAKDOWN
Fresh vegetables and fresh-cut salad drive growth
Figure 10: Sales of vegetables, by segment, 2016
Figure 11: Total US retail sales and forecast of vegetables, by segment, at current prices, 2011-21
Supermarkets maintain majority share, but lose some to other channels
Figure 12: Total US retail sales of vegetables, by channel, at current prices, 2014 and 2016

MARKET PERSPECTIVE
Vegetables emerge as main offering in restaurant dishes
Figure 13: Vegetable ingredients, preparations, and flavors, by menu incidence change from Q4 2015-16
Consumption of fresh vegetables similar to frozen and canned
Figure 14: Fresh produce – Vegetables, frozen vegetables (excluding potatoes), and canned/jarred vegetables (excluding tomatoes), eaten last 30 days

MARKET FACTORS
As food prices decrease, vegetable prices hold steady from 2015-16
Figure 15: Changes in food price indexes, 2015-16
New administration’s trade and immigration policies could impact produce market
Figure 16: Value of US food imports from Mexico, 2015
Keeping off the pounds a struggle for Americans
Figure 17: Prevalence of obesity among US adults aged 20 and over, 1997-2015
GMO issue faces headwinds

KEY PLAYERS – WHAT YOU NEED TO KNOW
Chiquita leads company sales in a highly fragmented category
Fresh-cut salads deliver continued growth
Frozen/shelf-stable vegetables struggle with health perception
Packaging can extend occasions and use
Easy vegetable swap ins

BRAND SALES OF VEGETABLES
Chiquita leads category sales, private label holds over third of share
Figure 18: MULO sales of vegetables, by leading companies, rolling 52 weeks 2015 and 2016

WHAT’S WORKING?
Ready Pac, Taylor, and Fresh Express excel in fresh-cut salad segment
Figure 19: MULO sales of fresh-cut salad, by leading companies and brands, rolling 52 weeks 2015 and 2016
Single-serve, fresh-cut salad gets innovative
Figure 20: Online video – “Organic Pork Tenderloin salad recipe with Chadwick Boyd” – Fresh Express
Private label matches branded in fresh
Figure 21: MULO sales of fresh vegetables and fresh-cut salad, by private label brands, rolling 52 weeks 2015 and 2016
Del Monte, Goya work against negative shelf-stable perceptions
Figure 22: Online video – “Simply Sensational Chili” – Goya Foods

WHAT’S STRUGGLING?
Frozen struggles with in-store location and health
Largest frozen brands look to bounce back
Frozen vegetables without free-from claims lag behind those that do in purchase intent
Figure 23: Purchase intent, with and without claim, October 2016-February 2017
Shelf-stable vegetables struggle with health perceptions, shrinking convenience
Figure 24: Online video – “Yucatan Pork and Beans” – ConAgra Brands
Taste and excitement another issue with shelf-stable products
Figure 25: Consumer perception of attributes, by vegetable types, by tasty and exciting, October 2016-February 2017

WHAT’S NEXT?
Packaging to extend occasions
Convenient packaging for snacking and storage
What you see is what you get
Master cook in minutes
Experiential produce and services from stores
Local love
Misfit produce programs
Preparing produce
Cooking tutorials, sampling
Vegetable-based foods
Figure 26: TV Ad – “Snow Angel” – Green Giant
Figure 27: Vegetable launches, by riced vegetables, mashed vegetables, and vegetable noodles, 2014-16

THE CONSUMER – WHAT YOU NEED TO KNOW
Vegetable purchase is universal, especially for fresh
Shelf-stable vegetables have room to improve flavor and suggest convenient uses
Consumers look for vegetable snacking options, recipe inspiration
The less additives, the better
Packaging changes may extend occasions

VEGETABLE PURCHASE
Nearly all consumers purchase fresh vegetables
Figure 28: Vegetable purchase, March 2017
Consumers aged 25-34 most likely to purchase across vegetable types
Figure 29: Vegetable purchase, by age, March 2017
Parents purchase a broader variety of vegetables
Figure 30: Vegetable purchase, by parental status, March 2017
Asians and Hispanics most likely to buy organic, misshapen vegetables
Figure 31: Vegetable purchase, by race and Hispanic origin, March 2017

STORES SHOPPED FOR VEGETABLES
Supermarkets dominate vegetable purchase location
Figure 32: Vegetable purchase, by channel, March 2017
Traditional, natural supermarkets have most organic activity
Figure 33: Vegetable purchase, by organic vegetables, by channel, March 2017
Household income plays role in channel choice
Figure 34: Any vegetable purchase, by channel, by annual household income, March 2017
Urban shoppers use the most store types
Figure 35: Any vegetable purchase, by area of residence, March 2017
Younger consumers shop for vegetables beyond supermarkets
Figure 36: Any vegetable purchase, by channel, by age, March 2017
Parents with multiple children more likely to purchase across channels
Figure 37: Any vegetable purchase, by channel, by parental status, March 2017

VEGETABLE PERCEPTIONS AND USES
Opportunities abound for recipe suggestions across vegetable types
Figure 38: Correspondence analysis – Vegetable types, perception and uses, March 2017
Figure 39: Vegetable types, perception and uses, March 2017

VEGETABLE BEHAVIOR
Simple vegetable snacks may increase purchase in category
Figure 40: Vegetable behavior, by snacking and buying, March 2017
Opportunities for inspiration from restaurants, initiatives to reduce waste
Figure 41: Vegetable behavior, by use, inspiration, and waste, March 2017
Younger consumers interested in snackable, recipe-friendly vegetables
Figure 42: Vegetable behavior, by age, March 2017
Parents seek out recipe inspiration, international flavors
Figure 43: Vegetable behavior, by inspiration and flavor, by parental status, March 2017
Product transparency especially appeals to parents
Figure 44: Vegetable behavior, by origin, waste, vegetarian, and vegan, by parental status, March 2017
Race and origin influence vegetable behavior
Figure 45: Vegetable behavior, by race and Hispanic origin, March 2017

VEGETABLE ATTITUDES
Favorable view on misshapen vegetables, confusion on GMOs
Figure 46: Vegetable attitudes, by misshapen and GMOs, March 2017
Consumers have positive views on store brand, locally grown vegetables
Figure 47: Vegetable attitudes, March 2017
Opportunity for non-fresh vegetables to focus on food waste initiatives
Figure 48: Vegetable attitudes, by waste, March 2017
Consumers note difficulties in eating enough vegetables
Figure 49: Vegetable attitudes, March 2017
Age and gender play key roles in vegetable attitudes
Older women value misshapen vegetables, waste reduction offered by shelf-stable
Figure 50: Vegetable attitudes, misshapen vegetables and food waste reduction, by gender and age, March 2017
Older consumers more accepting of non-branded; younger, of organic vegetables
Figure 51: Vegetable attitudes, non-branded, locally grown, organic, and convenience, by gender and age, March 2017
Non-parents exhibit interest in misshapen, non-branded vegetables
Figure 52: Vegetable attitudes, by misshapen and store non-branded, by parental status, March 2017
Parents confused with GMOs, struggle to incorporate vegetables into diet
Figure 53: Vegetable attitudes, by GMOs, diet, waste, and organic, by parental status, March 2017
Blacks, Hispanics favor organic; Asians buy vegetables in season
Figure 54: Vegetable attitudes, by race and Hispanic origin, March 2017

VEGETABLE ATTRIBUTES
Consumers prefer vegetables in their natural state
Figure 55: Vegetable attributes, March 2017
Differences in claims important to vegetable segment buying groups
Purchasers of shelf-stable vegetables express interest in organic claims
Figure 56: Vegetable purchase, by vegetable attributes, organic, March 2017
Buyers of convenience-focused vegetables indicate importance of protein
Figure 57: Vegetable purchase, by vegetable attributes, high protein, March 2017
Attributes’ importance differs by age groups
Older consumers place higher importance on health claims
Figure 58: Vegetable attributes, by age, March 2017
iGeneration/Millennial consumers place importance on organic and protein content
Figure 59: Vegetable attributes, by age, March 2017
Multicultural consumers seek vegetables with number of health claims
Figure 60: Vegetable attributes, by race and Hispanic origin, March 2017

VEGETABLE INNOVATION
Vegetable packaging innovations top the list
Figure 61: Vegetable innovation, packaging and kid options, March 2017
Ingredient upgrades and locally grown vegetables of interest to consumers
Figure 62: Vegetable innovation, ingredients and vegetables grown on premise, March 2017
Lifestage influential factor for interest in vegetable features
Younger consumers want convenient packaging, older ones value see-through windows
Figure 63: Vegetable innovation, packaging, by generation, March 2017
iGeneration/Millennial consumers interested in innovative ingredients upgrades
Figure 64: Vegetable innovation, ingredients, occasions, and grown on premise, by generation, March 2017
Consumers from households with income below $75K look for convenient ways to consume vegetables, protein
Figure 65: Vegetable innovation, by household income, March 2017
Blacks interested in transparent window, Hispanics/Asians in seed mixes
Figure 66: Vegetable innovation, by race and Hispanic origin, March 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Mintel Menu Insights methodology
Abbreviations and terms
Abbreviations
Terms

APPENDIX – CORRESPONDENCE ANALYSIS

APPENDIX – MARKET
Figure 67: Total US retail sales and forecast of vegetables, by segment, at current prices, 2011-21
Figure 68: Total US retail sales of vegetables, by segment, at current prices, 2014 and 2016
Figure 69: Total US retail sales and forecast of fresh vegetables, at current prices, 2011-21
Figure 70: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2011-21
Figure 71: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2011-21
Figure 72: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2011-21
Figure 73: Total US retail sales and forecast of frozen vegetables, at current prices, 2011-21
Figure 74: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2011-21
Figure 75: Total US retail sales and forecast of fresh-cut salad, at current prices, 2011-21
Figure 76: Total US retail sales and forecast of fresh-cut salad, at inflation-adjusted prices, 2011-21
Figure 77: Total US retail sales of vegetables, by channel, at current prices, 2011-16
Figure 78: Total US retail sales of vegetables, by channel, at current prices, 2014 and 16
Figure 79: US supermarket sales of vegetables, at current prices, 2011-16
Figure 80: US sales of vegetables through other retail channels, at current prices, 2011-16

APPENDIX – KEY PLAYERS
Figure 81: MULO sales of fresh vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 82: MULO sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 83: MULO sales of shelf stable vegetables, by leading companies and brands, rolling 52 weeks 2015 and 2016

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