Fresh-Cut Fruits and Vegetables
Market & Consumer Information
August 2014
U.S. Fresh-Cut Produce Is An Estimated $27 Billion Market
and Sales Are Increasing
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U.S. Market Size:
Note – Retail includes all grocery retail channels
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U.S. retail* sales growing for fresh-cut fruit and vegetables
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Fresh cut fruit retail sales increase 2012-2013: +10.3% dollars, +13.9% volume
Fresh cut vegetable retail sales increase 2012-2013: +5.5% dollars and volume
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Fresh-cut produce accounts for 16% of total retail produce sales
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Foodservice accounts for the larger share of fresh cut sales (60%)
Source: Freshcut.com, UC Davis 2012 Study, Roberta Cook “Trends in the Marketing of Fresh Value Produce and Fresh-Cut/V
added Produce”; Nielsen 52 weeks ending July 13 2013 – *Select US Retailers
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 retail
• Excluding bagged salads, carrots
and mixed vegetables account for
the largest dollar share of fresh cut
vegetable sales in U.S. grocery
retail
U.S. Retail Share Fresh Cut Fruit by Category
Item
Dollar Share % Unit Share %
Mixed Fruit
33%
21%
Apples
21%
33%
Pineapple
16%
16%
Watermelon
13%
13%
Cantaloupe
5%
5%
Mangos
4%
4%
Mixed Melon
3%
3%
All Other
2%
2%
Berries
2%
2%
Honeydew
1%
1%
Source: Nielsen 52 weeks ending July 2013 - Select Retailers
U.S. Retail Share Fresh Cut
Vegetable by Category
Item
Dollar Share %
Carrots
47%
Mixed Vegetables
19%
Green Beans
7%
Greens
4%
Broccoli
4%
Snap/Snow Peas
3%
Onions
3%
Pico de Gallo
1%
All Others
12%
Source: Nielsen 52 weeks ending July 2012 - Select Retailers
Share of U.S. Fresh-Cut Fruit & Vegetables by Packaging
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Fresh-cut fruit packaging types and share of sales:
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Fresh cut with no preservative (72.4%)
• Characteristics include chunk, cubed, cored, cup, cut, wedge, spear, sliced, boat
Tray with plastic overwrap (19.3%)
Jars & cups with fruit in juice (8.2%)
• Sold in a plastic cup or jar – fruit in juice or preservatives
Fresh-cut vegetable packaging types and share of sales:
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Side dish (54.6%)
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Can often be cooked in the microwave directly in the bag
Trays (19.4%) – vegetable only with or without dip
Meal prep (17.2%)
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Diced, sliced, chopped and shredded items ready to incorporate into a meal or recipe
Snacking (8.8%) – single serve (5 oz. or less) typically for on the go
Source: FreshFacts on Retail Q2 2012 – Vegetable excludes bagged salads
Aside From Convenience, New Eating Occasions &
Quality Also Drive Fresh Cut Purchases in the U.S.
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Fresh-cut produce offers consumers value for the following reasons:
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Convenience – it is the #1 reason for purchase
• Grab & go is needed for busy families
Shifting consumption patterns – more grab & go needed for breakfast & snacking
Option for a side dish
Quality – consumers know fresh-cut produce is ripe vs. figuring it out with the whole item
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Barriers to consumers’ purchases of fresh-cut include price, poor quality from past
experience and limited shelf life
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Retailers and Foodservice providers also find value in fresh cut produce
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Fresh-cut reduces labor costs, stabilizes price and offers consistent sizing & supply
Source: Euromonitor International; Fresh Cut Magazine Jan 2014 “Food for Thought: Experts offer snapshots on fresh-cut industry”
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 consumers
• Upscale urban consumers
• “Healthy Living Families” - households with children ranging from lower income to affluent
• Large households
• College-educated consumers
• Primarily Caucasian consumers, but also Asian consumers
Source: Beth Padera, The Perishables Group January 2011