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Fresh Produce: U.S. Retail Market Trends and Opportunities

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Fresh Produce: U.S. Retail Market Trends and Opportunities


Fresh Produce: U.S. Retail Market Trends and Opportunities examines the current and forecasted U.S. market for fresh fruits and vegetables. The discussion includes key trends driving consumer purchases within this food category, including demand for natural and organic products.

This report encompasses consumption of fresh fruits and vegetables purchased from retail outlets such as convenience stores, supermarkets and other grocery stores, general merchandise stores (including warehouse clubs and supercenters), and specialty food stores. Sales by non-store retailers such as e-commerce and mail-order direct sellers are also included.


  • Executive Summary
    • Scope of this Report
    • Methodology
  • The Market
    • Market Size & Segmentation
      • Scope & Methodology
      • Product Definitions
      • Market Size & Historical Trends
        • Table Fresh Produce Consumption, 2011 - 2016 (bil lbs)
        • Table Lifestyle Statements on Health & Diet by Age Cohort, 2017 (percent of group & index)
      • Market Segmentation
        • Table U.S. Vegetable Consumption by Product Segment, 2011 - 2016 (bil lbs)
        • Table U.S. Fruit Consumption by Product Segment, 2011 - 2016 (bil lbs)
    • Projected Market Growth
      • Market Projections
        • Table Projected Fresh Produce Consumption, 2016 - 2021 (bil lbs)
      • Factors Influencing Market Growth
        • Table Projected Vegetable Consumption, 2016 - 2021 (bil lbs)
        • Table Projected Vegetable Consumption, Selected Trending Items, 2016 - 2021 (mil lbs)
        • Table Projected Fruit Consumption by Product Segment, 2016 - 2021 (bil lbs)
        • Table Projected Fruit Consumption, Selected Trending Items, 2016 - 2021 (mil lbs)
  • Marketing & Retailing
    • The Marketers
      • The Range of Marketers
      • Leading Marketers
    • Marketing & New Products
      • Marketing Trends
        • Table Consumer Awareness of Meal Kit Delivery Services: "Have You Heard of Delivery Services for Fresh Food Meal Kits to Cook at Home (such as Blue Apron, Freshology, Hello Fresh, Home Bistro, Plated)?," 2017
        • Table Selected Fruits Trending in U.S. Restaurants: By Increase in Menu Penetration Rates, 2007 – YTD 2017
        • Table Selected Vegetables Trending in U.S. Restaurants: By Increase in Menu Penetration Rates, 2007 – YTD 2017
      • New Product Trends
    • Retailing Trends
      • Table Selected Shopping Rates by Store Over the Last Four Weeks, 2015 – 2017 (percent of U.S. adults)
  • The Consumer
    • Consumer Trends
      • Product Usage Rates
        • Table Usage Rates of Fresh Produce, 2011 – 2017 (percent of U.S. adults)
        • Table Usage Rates of Organic & Non-Organic Fruits & Vegetables, 2016 – 2017 (percent of U.S. Adults)
      • Consumer Demographics
        • Table Usage Rates of Organic & Non-Organic Fruits & Vegetables by Race/Ethnicity, 2017 (percent of U.S. Adults)
        • Table Usage Rates of Organic Fruits & Vegetables by Age Cohort, 2017 (percent of group & index)
        • Table Consumer Shopping Behavior: "In the Last 12 Months, Where Have You Shopped for Groceries and Fresh Foods?", 2017 (percent of group)
        • Table Consumer Meal Preparation: "On Average, How Often Do You Prepare/Cook Full Meals at Home?", 2017 (percent of group that reports cooking)
      • Consumer Psychographics
        • Table Lifestyle Statements on Openness to New Foods, Millennials 18-34 vs. Seniors 65+, 2017 (percent of group & index)
        • Table Lifestyle Statements on Environment & Local Products, Millennials 18-34 vs. Seniors 65+ & by Gender, 2017 (percent of group & index)
        • Table Agreement on the Question "I Am a Vegetarian" by Gender & Age Bracket, 2017 (percent of group & index)
        • Table Lifestyle Statements on Healthy Eating & Cooking by Race/Ethnicity, 2017 (percent of group & index)
        • Table Consumer Concerns about GMOs: "I'm Concerned About the Safety of Genetically Modified (GMO) Foods." 2017

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