Market Research Logo

Fruit - US - August 2015

Fruit - US - August 2015

"The fruit market has experienced fairly steady growth since 2010, and Mintel expects much of the same through 2020. Like the vegetables market, fruit’s performance has been bolstered by fresh fruit , and hurt by shelf-stable segments. The frozen fruit segment may be small but it has maintained rapid growth and generally favorable consumer perception. Buying fruit for snacking purposes is commonplace, but consumers, especially Millennials and parents, are increasingly seeking fruit in convenient formats outside this market’s core segments (bars, snacks, drinks)."

- Amy Kraushaar, Category Manager - Food, Drink and Foodservice

This report discusses the following key issues:

Shelf-stable fruit segments aren’t pulling weight
Brand leaders aren’t helping matters in respective shelf-stable subsegments
Fruit’s snack-able appeal isn’t grabbing parents and Millennials


OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY
The issues
Figure 1: Total US retail sales and forecast of fruit, by segment, 2010-15
Figure 2: Total US sales and fan chart forecast of fruit, at current prices, 2010-20
Figure 3: Leading brand performance vs. total sales, by subsegment, 2014-15*
Figure 4: Fruit for snacking behavior, by generation and presence of children, June 2015
The opportunities
Figure 5: Fruit purchases, Millennials and parents vs. all respondents, June 2015
Figure 6: Attitudes toward fruit’s provenance, June 2015
Figure 7: Average response rate for fruit’s top five favorable characteristics, by fruit type, June 2015
What it means
THE MARKET
What you need to know
Fruit market sees steady growth
Fresh trend on full display in this market
Organics losing share in some outlets
Market size and forecast
Fruit market tops $47 billion
Figure 8: Total US sales and fan chart forecast of fruit, at current prices, 2010-20
Figure 9: Total US sales and forecast of fruit, at current prices, 2010-20
Market breakdown
Fresh fruit dominates; shelf-stable segments lag; frozen fruit leaps
Figure 10: Total US retail sales of fruit, by segment sales share percentage, 2015
Figure 11: Total US retail sales and forecast of fruit, by segment, at current prices, 2010-20
Market perspective
Organics not keeping pace in natural and other supermarkets
Figure 12: Natural supermarket sales of packaged fruit, by segment, rolling 52 weeks May 2013-May 2015
Market factors
Millennials figure prominently in fruit market
Figure 13: Population share percentage, by generation, 2010, 2015, 2020
Fruit prices fluctuate modestly but supply challenges lie ahead
Figure 14: Changes in food price indexes, fruits and vegetables, 2011-15*
KEY PLAYERS
What you need to know
Leading companies performing worse than store and other brands
Shelf-stable segments losing steam, no thanks to leading brands
Frozen fruit a bright spot, but brand identity challenged
Manufacturer sales of fruit
Dole and Del Monte hold onto a third of fruit market
Manufacturer sales of fruit
Figure 15: MULO sales of fruit, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s working?
Frozen fruit’s solid growth helps sustain entire fruit market
Specialization and provenance increasingly relevant
Store brands central to parts of the fruit business but growth a mixed bag
Figure 16: Private label versus name brand launches, fruit and fruit snacks, 2013-15*
Fruit brands occasionally on point with nutritional messaging
What’s struggling?
Dried fruit’s solid image can’t stop sales lag
Figure 17: SUN-MAID AND OCEAN SPRAY SALES FOR SELECT ITEMS IN MULO, 2014-15*
Leading canned/jarred fruit types and brands face declines
Figure 18: DOLE AND DEL MONTE SALES FOR SELECT ITEMS IN MULO, 2014-15*
What’s next?
Healthy snack trend will indirectly bolster canned/jarred fruit market
Dried fruit brands further exploit snacking angle as well
Provenance to play increasingly prominent marketing role
THE CONSUMER
What you need to know
Millennial engagement with fruit surpasses vegetables
Fresh and frozen options most appealing for many shoppers
Shelf-stable fruit’s image marred by processing and sugar
Fruit purchases by type
For Millennials convenience is the name of the game
Figure 19: Fruit purchases, Millennials vs. all respondents, June 2015
Household fruit consumption
Shelf-stable fruit consumption on the rise but among fewer households
Figure 20: Household usage and purchasing – Canned, jarred, or packaged fruit*, February 2010-March 2015
Favorable characteristics
Fresh and frozen options most appealing for many shoppers
Figure 21: Correspondence analysis – Favorable characteristics by fruit type, June 2015
Negative characteristics
Fresh fruit’s issues lie in the fine print
Figure 22: Correspondence analysis – Negative characteristics by fruit type, June 2015
Purchase and consumption behavior
Fruit’s snack-ability is its biggest asset
Figure 23: Purchase and consumption behavior, June 2015
Attitudes toward fruit
Core fruit consumers crave the real deal
Figure 24: Attitudes toward fruit, June 2015
Parents and Millennials see benefits of nonfresh options
Figure 25: Additional attitudes toward fruit, June 2015
Nutritional info gathering
Men, Millennials, and parents seek out Internet and word of mouth
Figure 26: Nutritional info gathering, by select demographics, June 2015
APPENDIX
Data sources and abbreviations
Sales data
Fan chart forecast methodology
Consumer survey data
Correspondence map methodology
Abbreviations and terms
Market
Market sales and forecast
Figure 27: Total US sales and forecast of fruit, at inflation-adjusted prices, 2010-20
Retail channel sales of packaged fruit
Figure 28: Total US retail sales of packaged fruit, by channel, at current prices, 2010-15
Figure 29: Total US retail sales of packaged fruit, by channel, at current prices, 2013 and 2015
Macroeconomic factors
Figure 30: Unemployment and underemployment rates, January 2011-May 2015*
Figure 31: Disposable personal income, January 2011-April 2015*
Figure 32: Consumer Sentiment Index, January 2011-May 2015*
Key players
Figure 33: MULO sales of canned and jarred fruit, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 34: MULO sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 35: MULO sales of dried fruit, by leading companies and brands, rolling 52 weeks 2014 and 2015
Consumer
Experian Simmons
Figure 36: Household usage, by type/brand – Canned, jarred, or packaged fruit*, February 2010-March 2015
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report