Branded Packaged Produce and Salads: U.S. Market Trends

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Branded Packaged Produce and Salads: U.S. Market Trends

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Wasabi arugula, cilantro, chipotle. Soba noodles and quinoa. Chia seeds and brown sugar-coated pumpkin seeds. Applewood smoked bacon and Genoa salami. Such unexpected ingredients featured in greens and salad mixes, salad kits, and particularly salad bowls are driving brand trial, commanding higher price points, and boosting overall sales in this market. Exotic blends, products with an international flair, and restaurant-inspired recipes are among the new products featured in Branded Packaged Produce and Salads: U.S. Market Trends. The most compelling development is the increasing use of protein-rich foods and ingredients — particularly poultry, smoked meats, and cheeses — in salad kits and salad bowls as marketers respond to consumers' desire to incorporate more protein into their diets, a trend that is borne out by findings from Packaged Facts' proprietary consumer surveys. Other evolving consumer trends are propelling this market as well: the attempt to eat more fruits and vegetables and a growing interest in fresh foods and "clean eating." And, of course, convenience remains a key factor in the appeal of packaged produce.

Packaged Facts estimates that sales of branded packaged produce through all retail channels increased by a compound annual growth rate (CAGR) of 4.7% between 2009 and 2013 to reach $5.6 billion. While the Fresh Express and Dole brands together make up about 40% of IRI-tracked sales of refrigerated fresh-cut salads, private label is a formidable presence, with store brands accounting for nearly 40%.

Packaged Facts conservatively forecasts a CAGR for this category of 4.6% through 2018, when sales are expected to approach $7 billion. Higher sales volume, higher prices, and consumer demand are key factors in this projection.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research includes Packaged Facts' January/February 2014 proprietary survey. With a sample size of approximately 2,000, these surveys are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income.

Packaged Facts' analysis of consumer trends also relies on cross-tabulations of data compiled by Simmons, New York, NY. On an ongoing basis, Simmons conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. Also featured are psychographic insights from Experian Marketing Services regarding U.S. households that are consumers of bagged/packaged salads and other types of fresh produce.

Estimates of market size and company performance are based primarily on sales data from IRI for multi- outlet (MULO), which represents sales through U.S. supermarkets, drugstores, mass merchandisers (Walmart, Target, Kmart, and Shopko), Sam's Club and BJ's warehouse clubs, dollar stores excluding Dollar Tree, and military commissaries; government sources, including the USDA's Economic Research Service; data trade associations such as United Fresh Produce Association; and trade publications.

What You'll Get in This Report

Branded Packaged Produce and Salads: U.S. Market Trends makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Branded Packaged Produce and Salads offers. Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You'll Benefit from This Report

If your company is already doing business in branded packaged produce and salads, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market, as well as projected markets and trends through 2018.

This report will help:

Marketing managers identify market opportunities and develop targeted promotion plans for branded packaged produce/salads.
Research and development professionals stay on top of competitor initiatives and explore demand for branded packaged produce/salads.
Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy branded packaged produce/salads.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


Chapter 1 Executive Summary
Methodology
The Market
Table 1-1 IRI-Tracked Sales of Packaged Salads, 2012-2013(millions of dollars)
Overall Market Forecast to Reach $7 Billion by 2018
Table 1-2 Projected Total Retail Sales of Branded Packaged Produce, 2013-2018 (millions of dollars, percent)
The Marketers
Table 1-3 Marketer Shares for IRI-Tracked Sales of Refrigerated Fresh-Cut Salad, 2013 (millions of dollars, percent)
Private Label Leaders
Product Trends
Salad Consumers Are Often Foodies
Table 1-4 Food Attitudes/Opinions: Bagged/Packaged Salad Consumers, 2013(percent and index of U.S. households)
The Consumer
Resisters Found Among Young and Old Consumers Alike
Health Concerns Drive Packaged Salad Users
Table 1-5 Health Attitudes: Bagged/Packaged Salad Consumers, 2013(percent and index of U.S. households)
Chapter 2 The Market
Key Points
Sales of Packaged Salads Jump 7% in 2013, Approach $5.6 Billion
Table 2-1 IRI-Tracked Sales of Packaged Salads, 2009-2013 (millions of dollars)
Table 2-2 Total Retail Sales of Packaged Salads and Produce, 2009-2013(millions of dollars, percent)
Health and Nutrition Concerns Drive the Market
Table 2-3 Commitment to Healthier Eating, 2013 (percent of U.S. households)
Table 2-4 Awareness of Nutritional Content When Grocery Shopping, 2014(percent of U.S. adults)
One-Third of Consumers Employ Dieting Strategies
Table 2-5 Level of Agreement with Statement: "Am currently watching what I eat through diet plans or dieting strategies," 2014 (percent of U.S. adults)
Figure 2-1 Reasons for Watching Diet, 2014 (percent of U.S. adults)
Diet Strategies Include Plenty of Veggies
Movement Toward Conscious, Clean Eating
Consumers Seek Simpler, Unprocessed Foods
Table 2-6 Level of Agreement with Statement: "I am buying fewer processed foods these days," 2014 (percent of U.S. adults)
Figure 2-2 Selected Foods and Ingredients Consumers Avoid, 2014 (percent of U.S. adults)
Table 2-7 Level of Agreement with Statement: "I prefer to buy groceries that have fewer and simpler ingredients," 2014 (percent of U.S. adults)
Freshness the Most Desirable Product Feature
Consumers Buying More Fresh Foods, Will Pay More for Them
Table 2-8 Level of Agreement with Statement: "I am buying more fresh products along the perimeter of the store," 2014 (percent of U.S. adults)
Table 2-9 Level of Agreement with Statement: "I am buying more fresh produce these days," 2014 (percent of U.S. adults)
Table 2-10 Level of Agreement with Statement: "I am willing to pay more for fresher grocery products," 2014 (percent of U.S. adults)
Packaged Produce Means Less Time, Less Waste, More Variety
Consumers Want Manufacturers, Grocers to Support Healthy Eating
Table 2-11 Level of Agreement with Statement: "Food and beverage manufacturers should do more to help consumers eat healthily," 2014 (percent of U.S. adults)
Table 2-12 Level of Agreement with Statement: "Food stores should do more to help customers eat healthily," 2014 (percent of U.S. adults)
Food Safety a Concern
Table 2-13 Level of Agreement with Statement: "Grocery product manufacturers should do more to ensure the safety of perishable foods," 2013 (percent of U.S. adults)
Table 2-14 Level of Agreement with Statement: "Food stores should do more to ensure the safety of the perishable foods they sell," 2013 (percent of U.S. adults)
Usage Rates for All Types of Produce Stabilize
Table 2-15 Trends in Use of Bagged/Packaged Salads, 2009-2013 (percent of U.S. households)
Table 2-16 Trends in Use of Fresh, Frozen, and Shelf-Stable Produce, 2009-2013 (percent of U.S. households)
Half of Consumers Say Fresh and Frozen Foods are Equally Nutritious
Table 2-17 Level of Agreement with Statement: "Frozen foods are as nutritious as fresh," 2014 (percent of U.S. adults)
Sales of Branded Packaged Produce Projected at $7 Billion in 2018
Table 2-18 Projected Total Retail Sales of Branded Packaged Produce, 2013-2018 (millions of dollars, percent)
Chapter 3 The Marketers
Key Points
Five Brands Dominate in Packaged Salads Category
Chiquita's Fresh Express Represents One-Quarter of Sales
Dole Ranks Second With About 16%
Taylor Farms, Earthbound Farm, Ready Pac Combined Account for 14%
Private Label a Formidable Presence
Table 3-1 Marketer Shares for IRI-Tracked Sales of Refrigerated Fresh-Cut Salad, 2013 (millions of dollars, percent)
Table 3-2 Trends in Use of Selected Brands of Bagged/Packaged Salads, 2009-2013 (percent of U.S. households)
Fresh Express Inc.
Chiquita Combines with Ireland's Fyffes Produce Importer/Distributor
Fresh Express a Pioneer in Salad Kits and Packaging
Food Safety
Salad Swap
Table 3-3 Fresh Express Packaged Branded Produce
Dole Food Company, Inc.
5 A Day for Better Health
Dole Nutrition Institute
Sustainability
Learning Garden Grant Contest
Table 3-4 Dole Branded Packaged Produce
Taylor Farms
Food Safety
Sustainability
Community Welfare
Table 3-5 Taylor Farms Packaged Branded Produce
Earthbound Farm Organic
A "Salad Revolution"
Environmental Stewardship and Giving Back
Acquisition by WhiteWave Foods
Table 3-6 Earthbound Farm Organic Packaged Branded Produce
Ready Pac Foods, Inc.
"Innovation is what we do best"
Food Safety
Sustainability
PMA Impact Awards
Illustration 3-1 Ready Pac PMA Impact Award
Ready Pac Fit & Fresh Pinterest Challenge
Table 3-7 Ready Pac Packaged Branded Produce
Chapter 4 Product Trends
Key Points
Meals in a Bowl: Adding Protein to the Mix
Table 4-1 Level of Agreement with Statement: "I am eating more protein these days," 2014 (percent of U.S. adults)
Table 4-2 Level of Agreement with Statement: "I am seeking out non-meat sources of protein," 2014 (percent of U.S. adults)
Illustration 4-1 Ready Pac Bistro Organic Bowl Salads
Illustration 4-2 Earthbound Farm PowerMeal Bowl
Illustration 4-3 Fresh Express Gourmet Café Tuscan Salad
Illustration 4-4 Ready Pac Turkey Avocado Ranch Bistro Bowl Wrap Kit
Table 4-3 Selected New Products: Salad Bowls
Kale is the New Black, and Bok Choy is the New Kale
Illustration 4-5 Taylor Farms Kale Chopped Salad
Illustration 4-6 organic girl five happiness
Illustration 4-7 Fresh Express Baby Kale Mix
Illustration 4-8 Earthbound Farm Deep Green Blends
Illustration 4-9 Earthbound Farm Easy Leaves
Illustration 4-10 Fresh Express Singles
Illustration 4-11 Garden Life Lemony Blend
Illustration 4-12 Garden Life Wasabi Arugula Blend
Table 4-4 Selected New Products: Greens and Blends
Exotic Mixes, International Flavors
Table 4-5 Level of Agreement with Statement: "I like to try out new international foods," 2014 (percent of U.S. adults)
Table 4-6 Level of Agreement with Statement: "I am a foodie," 2014 (percent of U.S. adults)
Table 4-7 Food Attitudes/Opinions: Bagged/Packaged Salad Consumers, 2013 (percent and index of U.S. households)
Illustration 4-13 Dole Chopped Chipotle & Cheddar Salad Kit
Illustration 4-14 Fresh Express Asian Chopped Salad Kit
Table 4-8 Selected New Products: Salad Kits
Cut Fruit and Snacks
Illustration 4-15 Ready Pac Super Fruit Medley
Illustration 4-16 Earthbound Farm Organic Dippin' Doubles Carrots & Ranch Dip
Cut Fruit and Snacks
Illustration 4-15 Ready Pac Super Fruit Medley
Illustration 4-16 Earthbound Farm Organic Dippin' Doubles Carrots & Ranch Dip
Table 4-9 Selected New Products: Cut Fruit and Snacks
Foodservice Trends Mirror Retail Trends: Health, Variety, Innovation
Chapter 5 The Consumer: Demographic Indicators for Use/Resistance
Key Points
Likelihood of Buying More Fresh Products, Fewer Packaged
Table 5-1 Demographic Indictors for Level of Agreement with Statement:
"These days, when shopping in supermarkets, I am buying more fresh
products along the perimeter of the store, and fewer shelf-stable
packaged products from the center of the store," 2014 (percent of
U.S. adults)
Willingness to Pay More for Fresher Groceries
Table 5-2 Demographic Indictors for Level of Agreement with Statement:
"I am willing to pay more for fresher grocery products," 2014 (percent of U.S. adults)
Usage Rates for Bagged/Packaged Salads
Table 5-3 Demographic Indicators for Use/Resistance: Bagged/Packaged Salads, 2013 (percent and index of U.S. households)
Usage Rates for Selected Brands of Bagged/Packaged Salads
Table 5-4 Demographic Indicators Favoring Use of Selected Brands of Bagged/Packaged Salads, 2013 (percent of U.S. households)
Bagged/Packaged Salad Consumers are Healthy and Health-Conscious
Table 5-5 Health Attitudes: Bagged/Packaged Salad Consumers, 2013 (percent and index of U.S. households)
Table 5-6 Food Attitudes/Opinions: Bagged/Packaged Salad Consumers, 2013 (percent and index of U.S. households)
Table 5-7 Selected Psychographic Classifications of Bagged/Packaged Salads Consumers, 2013 (U.S. households)
Usage Rates for Fresh Produce
Table 5-8 Demographic Indicators for Use/Resistance: Fresh Produce, 2013 (percent and index of U.S. households)
Usage Rates for Organic Produce
Table 5-9 Demographic Indicators Favoring Use of Organic Fresh Produce, 2013 (percent and index of U.S. households)
Table 5-10 Selected Psychographic Classifications of Organic Fresh Produce Consumers, 2013 (U.S. households)
Table 5-11 Demographic Indicators for Use/Resistance: Earthbound Farm
Organic Bagged/Packaged Salads, 2013 (percent and index of U.S. households)
Table 5-12 Selected Psychographic Classifications of Earthbound Farm Bagged/Packaged Salads Consumers, 2013 (U.S. households)
Usage Rates for Frozen/Shelf-Stable Fruits/Vegetables
Table 5-13 Demographic Indicators for Use/Resistance: Frozen or Shelf-Stable Fruits/Vegetables, 2013 (index of U.S. households)







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