Meeting Fruit and Vegetable Targets

Published by: Datamonitor

Published: Jun. 5, 2008 - 6 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

INTRODUCTION: Fruit and vegetable consumption worldwide is changing for many reasons

TREND: Consumers are making greater efforts to eat more fresh food and meet their fruit and vegetable targets

Surveys show that a high importance is being placed on consuming fresh products as part of a broader emphasis on health

The volume and value of fruit and vegetable consumption is increasing in many countries across Europe, North America and Asia

Canned and frozen fruit and vegetables are also showing signs of growth

Fruit-based beverages are proving a popular choice for consumers, though this is less true of vegetable juices

Despite a heightened focus and high general focus being placed on fruit and vegetable consumption, many consumers' diets are still deficient of recommended intake

Studies also show that children lack micro nutrients from fruit and vegetables

Key take outs and implications: consumers are ultimately receptive to fruit and vegetable quotas, but need additional benefits to further increase consumption

INSIGHT: Increasing information from government and health association sources is driving fruit and vegetable consumption

Government-driven initiatives are focusing on providing an achievable quota to encourage consumption

The mass media have an increasing tendency to report potential health benefits of fruits and vegetables

The internet is a rapidly-expanding source of nutritional information

Health centers and GPs are regarded by consumers as a trustworthy source of advice about healthy consumption

Scientific research into new health benefits of fruit and vegetables is attractive to all key demographics

Key take outs and implications: consumers receive information from a plethora of sources, but they are increasingly looking for trustworthy messages surrounding health

INSIGHT: Rising vegetarianism makes fresh fruit and vegetables an increasingly large factor in contemporary diets

The percentage of population of vegetarians is significant in all countries due to both health and ethical factors

Key take outs and implications: vegetarians are an extremely important consumer group for fruit and vegetable retailers

INSIGHT: Consumers have more choice in the form of fruit and vegetable consumption, but less choice in where they are purchased

More products with marked 'target' portions are available, especially in the juice and smoothie markets

The idea of 'daily dosing' is beginning to gain appeal

'Superfruits' are a phenomenon that have excited consumers

'Food deserts' are excluding certain demographics from essential foods

Barriers to entry are forcing smaller retailers to concede market share to supermarkets

Key take outs and implications: consumers are looking for convenient and easy ways to boost their consumption on a daily basis

INSIGHT: Socio-demographic variances in fruit & vegetable consumption

Women place more importance on the consumption of fruit and vegetables than men and are more likely to make efforts to adjust their habits accordingly

The evidence surrounding the impact of age on fruit and vegetable consumption and attitudes is more variable

Social class/income and education also affects fruit and vegetable attitudes and behavior

The influence of parents is critical in the long-term fruit and vegetable consumption habits of their children

Key take outs and implications: there are clearly-identifiable trends when assessing fruit and vegetable consumption across a number of key demographics

INSIGHT: False assumptions about the nutritional value of foods are preventing consumers from fulfilling fruit and vegetable quotas

US consumers believe that frozen vegetables are not as nutritious as fresh ones

Children are assuming that the expressions 'diet' and 'fat-free' are synonymous with high nutritional value

Consumers are currently overly optimistic about the nutritional value of superfoods

Consumers suffer from an overall 'optimistic bias' regarding their own diets

Key take outs and implications: consumers do not fully understand all aspects of consumption and personal health

ACTION POINTS

ACTION: Look for opportunities to develop 'daily dosing' products that make consuming these ingredients easier

Look for opportunities to add fruit or vegetable content to existing and newly developed brands

ACTION: Seek to dispel myths about the relative health benefits of products

Dispelling myths about frozen, packaged fruit and vegetables remains an ongoing necessity

Emphasize that convenience food and beverage solutions can also be nutritious

Encourage consumers to substitute supplement usage for a more natural, safer and sensual alternative

ACTION: Investigate ways to provide access to fruit and vegetable for consumers in 'food deserts'

Developing better packaging techniques such as 'MAP' increase shelf life and make stocking fruit and vegetables more appealing to small retailers

Increasing the scope of home delivery will help make fruit and vegetables more accessible to more people

APPENDIX

Definitions

Methodology

Further reading and references

Industry and news sources

Datamonitor reports

Academic sources

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Consumer responses to various suggestions on how to improve a healthy diet, ranked by average

Table 2: Market volume of fresh fruit (kg millions), by country, 2002-2012

Table 3: Market value of fresh fruit (US $ millions), by country, 2002-2012

Table 4: Market volume of fresh vegetables (kg millions), by country, 2002-2012

Table 5: Market value of fresh vegetables (US $ millions), by country, 2002-2012

Table 6: Market value of frozen fruit and vegetables (US $ millions), by country 2002-2012

Table 7: Market value of canned fruit and vegetables (US $ millions), by country 2002-2012

Table 8: Market value of fruit juices and smoothies (US $ millions), by country, 2002-2012

Table 9: Market value of vegetable juice (US $ millions), by country, 2002-2012

Table 10: National initiatives to outline fruit and vegetable consumption by quotas, by country

Table 11: Vegetarian inhabitants (million), by country

Table 12: List of definitions of terms used in this report

List of Figures

Figure 1: There are key drivers and inhibitors affecting fruit and vegetable consumption

Figure 2: More fresh content is being incorporated into diets while processed options are being rejected in Europe and the US

Figure 3: Consuming fresh food and drink ranks highly among Americans as a contributing factor towards maintaining a healthy diet

Figure 4: The internet offers a wealth of information on fruit and vegetables, from nutritional facts to recipes

Figure 5: Consumers are actively seeking products that are both convenient AND healthy

Figure 6: Superfruits are helping to drive product introductions in the packaged food and beverage market

Figure 7: Consuming fresh food and drink ranks highly among Americans as a contributing factor towards maintaining a healthy diet

Figure 8: Supermarket ranges incorporating fruits and vegetables are increasing in popularity

Figure 9: Socio-demographic differences are apparent in those respondents who thought that consumption of fresh food and drink was ""very important"" in contributing towards a healthy diet

Figure 10: Convenient food that advertises health benefits is especially attractive to consumers

Figure 11: The concept of 'Steamfresh' has made frozen vegetables a more attractive proposition

Figure 12: Fast food which contains significant health benefits is becoming more prevalent

Figure 13: MAP, SmartFresh and the Newell Rubbermaid Produce Saver are all effective in keeping fruit and vegetable produce fresh

Figure 14: Home delivery websites allow consumers to have a convenient source of fresh fruit and vegetables

Abstract

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