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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.

TABLE OF CONTENT

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

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