Presentation on theme: "Fresh-Cut Fruits and Vegetables Market & Consumer Information"— Presentation transcript:
1 Fresh-Cut Fruits and Vegetables Market & Consumer Information August 2014
2 U.S. Fresh-Cut Produce Is An Estimated $27 Billion Market and Sales Are Increasing U.S. Market Size:U.S. retail* sales growing for fresh-cut fruit and vegetablesFresh cut fruit retail sales increase : % dollars, +13.9% volumeFresh cut vegetable retail sales increase : +5.5% dollars and volumeFresh-cut produce accounts for 16% of total retail produce salesFoodservice accounts for the larger share of fresh cut sales (60%)Note – Retail includes all grocery retail channelsSource: Freshcut.com, UC Davis 2012 Study, Roberta Cook “Trends in the Marketing of Fresh Value Produce and Fresh-Cut/Value-added Produce”; Nielsen 52 weeks ending July – *Select US Retailers
3 Share of U.S. Fresh-Cut Fruit & Vegetables by Category in Retail Mixed fruit, apples, pineapple and watermelon account for the largest dollar and unit share of fresh cut fruit sales in U.S. grocery retailExcluding bagged salads, carrots and mixed vegetables account for the largest dollar share of fresh cut vegetable sales in U.S. grocery retail
4 Share of U.S. Fresh-Cut Fruit & Vegetables by Packaging Fresh-cut fruit packaging types and share of sales:Fresh cut with no preservative (72.4%)Characteristics include chunk, cubed, cored, cup, cut, wedge, spear, sliced, boatTray with plastic overwrap (19.3%)Jars & cups with fruit in juice (8.2%)Sold in a plastic cup or jar – fruit in juice or preservativesFresh-cut vegetable packaging types and share of sales:Side dish (54.6%)Can often be cooked in the microwave directly in the bagTrays (19.4%) – vegetable only with or without dipMeal prep (17.2%)Diced, sliced, chopped and shredded items ready to incorporate into a meal or recipeSnacking (8.8%) – single serve (5 oz. or less) typically for on the goSource: FreshFacts on Retail Q – Vegetable excludes bagged salads
5 Aside From Convenience, New Eating Occasions & Quality Also Drive Fresh Cut Purchases in the U.S. Fresh-cut produce offers consumers value for the following reasons:Convenience – it is the #1 reason for purchaseGrab & go is needed for busy familiesShifting consumption patterns – more grab & go needed for breakfast & snackingOption for a side dishQuality – consumers know fresh-cut produce is ripe vs. figuring it out with the whole itemBarriers to consumers’ purchases of fresh-cut include price, poor quality from pastexperience and limited shelf lifeRetailers and Foodservice providers also find value in fresh cut produceFresh-cut reduces labor costs, stabilizes price and offers consistent sizing & supplySource: Euromonitor International; Fresh Cut Magazine Jan 2014 “Food for Thought: Experts offer snapshots on fresh-cut industry”
6 Fresh-Cut Produce In the U. S Fresh-Cut Produce In the U.S. Appeals To More Affluent, Upscale Consumers As Well As “Healthy Living Families”Who consumes the most fresh-cut produce in the U.S.?Affluent and suburban consumersUpscale urban consumers“Healthy Living Families” - households with children ranging from lower income to affluentLarge householdsCollege-educated consumersPrimarily Caucasian consumers, but also Asian consumersSource: Beth Padera, The Perishables Group January 2011
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