Albany, NY -- (SBWIRE) -- 10/24/2013 -- Increasing consumer interest in healthy and natural foods should help drive fruit and vegetable sales but a growing local foods movement and the existence of a variety of tastier healthy alternatives present challenges for the stagnant market.

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Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Market size and forecast
Figure 1: Total market sales and fan chart forecast of fruit, at current prices, 2008-18
Figure 2: Total market sales and fan chart forecast of vegetables, at current prices, 2008-18
Supermarkets, Walmart dominate but local channels making strides
Figure 3: Where consumers purchase their fruit and vegetables, August 2013
Fruit and vegetable consumption
Figure 4: Daily fruit and vegetable consumption, by occasion, August 2013
Consumers interested in convenience at many levels
Figure 5: Fruit and vegetable purchasing behavior, August 2013
What we think

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Issues and Insights
How can this stagnant category jump on the health bandwagon?
Insight: Improve consumer perceptions of the segments through innovation
How can produce companies adapt to the growing local food movement?
Insight: Create products that are reminiscent of local and regional favorites
How can fruit and vegetables better compete in the snack category?
Insight: Make snack-size products more convenient
How can companies help parents motivate kids to eat more produce?
Insight: Make fruit and vegetables more fun

Appendix – Other Useful Market Size Tables
Figure 87: Total US sales and forecast of fruit and vegetables, by segment, at current prices, 2008-18
Figure 88: Total US sales and forecast of fruit, by category, at current prices, 2008-18
Figure 89: Total US sales and forecast of vegetables, by category, at current prices, 2008-18
Figure 90: Total US sales and forecast of vegetables, by category, at current prices, 2008-18 (continued)
Figure 91: MULO sales of frozen fruit, by leading companies, rolling 52 weeks 2012 and 2013
Figure 92: MULO sales of canned fruit, by leading companies, rolling 52 weeks 2012 and 2013
Figure 93: MULO sales of canned vegetables, by leading companies, rolling 52 weeks 2012 and 2013
Figure 94: MULO sales of beans, by leading companies, rolling 52 weeks 2012 and 2013
Figure 95: MULO sales of fresh cut salads, by leading companies, rolling 52 weeks 2012 and 2013

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Appendix – Other Useful Consumer Tables
Figure 96: Total servings of vegetables eaten each day, by occasion, August 2013
Figure 97: Total servings of fruits eaten each day, by occasion, August 2013
Figure 98: Total servings of vegetables eaten each day, by occasion (nets), August 2013
Figure 99: Total servings of fruits eaten each day, by occasion (nets), August 2013
Figure 100: Total servings of vegetables eaten each day, by occasion, by gender, August 2013
Figure 101: Total servings of vegetables eaten each day, by occasion, by age, August 2013
Figure 102: Total servings of vegetables eaten each day, by occasion, by household income, August 2013
Figure 103: Total servings of vegetables eaten each day, by occasion, by race/Hispanic origin, August 2013
Figure 104: Fruit and vegetable purchases by type and format, August 2013

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