Branded Packaged Produce and Salads: U.S. Market Trends
For the longest time a salad, whether at home or at a restaurant, meant iceberg lettuce, a few slices of cucumber, maybe some shredded carrots, onion and a couple chunks of bland tomatoes.
If a diner wanted exotic, he or she could perhaps get a Caesar salad at a fancy restaurant, upgrading to romaine lettuce.
Times have changed in the packaged produce industry. Walk down the produce aisle in supermarket today and you’re greeted with an array of salad ingredient choices: wasabi arugula, cilantro, chipotle. Soba noodles and quinoa. Chia seeds and brown sugar-coated pumpkin seeds. Applewood smoked bacon and Genoa salami.
And all of this comes in a ready-to-use package.
Such unexpected ingredients featured in greens and salad mixes, salad kits, and particularly salad bowls are driving brand trial, commanding higher price points, and boosting overall sales in this market. Exotic blends, products with an international flair, and restaurant-inspired recipes are among the new products featured in Packaged Facts' comprehensive report, Branded Packaged Produce and Salads: U.S. Market Trends
Protein-rich foods and ingredients are driving innovation in the packaged produce and salad market, particularly with the use of poultry, smoked meats and cheeses in salad kits and bowls. Marketers know that consumers want to add more protein to their diets (a produce industry trend Packaged Facts confirmed in its proprietary consumer survey). Other factors helping the packaged produce and salad market include consumers’ interest in eating more fruits and vegetables, “clean” eating and, of course, convenience.
Packaged Facts estimates that sales of branded packaged produce through all retail channels increased by a compound annual growth rate (CAGR) of 4.7% between 2009 and 2013 to reach $5.6 billion. While the Fresh Express and Dole brands together make up about 40% of IRI-tracked sales of refrigerated fresh-cut salads, private label is a formidable presence, with store brands accounting for nearly 40%.
Packaged Facts conservatively forecasts a CAGR for this category of 4.6% through 2018, when sales are expected to approach $7 billion. Higher sales volume, higher prices, and consumer demand are key factors in this projection.
The information contained in Branded Packaged Produce and Salads: U.S. Market Trends
was obtained from primary and secondary research. Primary research includes Packaged Facts’ January/February 2014 proprietary survey. With a sample size of approximately 2,000, these surveys are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income.
Packaged Facts’ analysis of consumer trends within the produce industry also relies on cross-tabulations of data compiled by Simmons, New York, NY. On an ongoing basis, Simmons conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. Also featured are psychographic insights from Experian Marketing Services regarding U.S. households that are consumers of bagged/packaged salads and other types of fresh produce.
Estimates of market size and company performance are based primarily on sales data from IRI for multi- outlet (MULO), which represents sales through U.S. supermarkets, drugstores, mass merchandisers (Walmart, Target, Kmart, and Shopko), Sam’s Club and BJ’s warehouse clubs, dollar stores excluding Dollar Tree, and military commissaries; government sources, including the USDA’s Economic Research Service; data trade associations such as United Fresh Produce Association; and trade publications.
What You’ll Get in This Report Branded Packaged Produce and Salads: U.S. Market Trends
makes important predictions and recommendations regarding the future of the produce and salads market, and pinpoints ways current and prospective players can capitalize on current produce industry trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Branded Packaged Produce and Salads offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
How You’ll Benefit from This Report
If your company is already doing business within the branded packaged produce and salads market, or is considering making the leap, you will find Branded Packaged Produce and Salads: U.S. Market Trends
invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current U.S. produce market, as well as projected markets and trends through 2018.
This report will help:
- Marketing managers identify market opportunities and develop targeted promotion plans for branded packaged produce/salads.
- Research and development professionals stay on top of competitor initiatives and explore demand for branded packaged produce/salads.
- Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy branded packaged produce/salads.
- Business development executives understand the dynamics of the market and identify possible partnerships.
- Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.
SAMPLE INSIGHTS AND HIGHLIGHTS
- Consumers are striving to maintain healthful eating habits, and consuming more fruits, vegetables, and salads is a favored means toward that end. In addition, many consumers express a preference for fresh foods over processed as well as for foods with fewer and simpler ingredients.
- A number of new chopped greens products and salad blends contain kale, as well as other ingredients consumers may be unfamiliar with, such as wasabi arugula and bok choy.
- The convenience factor is a key selling point for value-added and ready-to-eat vegetables and fruit. And, thanks to salad kits and meals-in-a-bowl, consumers with adventurous palates have the opportunity to sample foods they may be unfamiliar with.
- Salads with upscale, gourmet positioning represent another trend. Consumers of bagged/packaged salads are far more likely than average to be foodies.
- Foodservice trends reflect at retail, with restaurateurs adding creative and ethnic fare to their salad offerings.
- Marketers are responding to consumer demand by adding protein-rich foods and ingredients to packaged bowl salads, especially chicken, turkey, cheese, beans, and seeds.
- The presence of children in the home is one of the strongest indicators of the likelihood to purchase more fresh products, such as produce.
- Younger, more affluent households with young children are especially willing to pay more for fresh produce.
- Organic produce consumers tend to be younger, well educated, and with higher incomes. They are also more likely than average to be Asian and married with kids.
- In promotional materials, such as press releases and websites, marketers often emphasize their strategies for maintaining food safety. Other common initiatives involve sustainability and community-building.