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fresh produce industry overview PDF

47 Pages·2015·1.41 MB·English
by  LallyMatthew
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FRESH PRODUCE INDUSTRY OVERVIEW NIELSEN PERISHABLES GROUP September 2015 .yrateirp o rp d n a laitn edifn TABLE OF CONTENTS o C .yn ap m o C n e sleiN eh T 3102 © th giryp • Study Background and Data Sources 3 o C • Executive Summary 4 • Key Foundational Components 5 6 • Consumer Behavior Trends • Evolution of Channel Formats 9 • Consumer Demographics 10 • Global Comparison and Insights 16 • Spotlight Research Topics 26 • Importance of Health and Wellness to Low Income Households 27 • Role and Future of Branded Produce 34 • Impact from Convergence of CPG and Fresh Companies 42 2 .yrateirp o rp d n a laitn ed ifn STUDY BACKGROUND AND DATA SOURCES o C .yn ap m o C n e sleiN eh T 3102 Key messages and insights to be shared: © th giryp Through a partnership between PMA and Nielsen Perishables Group, a unique o C research project was created exclusively for PMA members based on existing research and available data. The analysis focuses on the U.S. with key global insights incorporated where applicable. The deliverable contains clear and actionable recommendations with detailed findings and statistics available for reference in the notes section of the presentation. Members should understand opportunities and trends for both short and long term success. Nielsen Global Thought Leadership Reports/Analyses Utilized in Research: • Nielsen Global Ecommerce Report • Nielsen Global Health & Wellness Reports • Nielsen Global Middle Class Report • Nielsen Global Consumer Confidence Report • Nielsen Perishables Group Point-of-Sale • Nielsen Global Private Label Report • Nielsen Global Fresh Foods Report • Nielsen Global Homescan Reporting • Nielsen Global Snacking Report • Nielsen Global Point-of-Sale Data * Full reports and country-level information (where available) can be purchased 3 .yrateirp o rp d n a laitn ed ifn EXECUTIVE SUMMARY o C .yn ap m o C n e sleiN eh T 3102 • Fresh produce volume (unit or pound) sales increased 8% from 2010-2014 © th giryp (double the rate of other fresh departments) and dollar sales increased 22% o C • Products driving growth shared an ability to meet key consumer priorities such as convenience or quality • Fresh produce is purchased by everyone across the globe, but the frequency and spend differs from country to country – and the U.S. ranks at the bottom • Least affluent households spend significantly less on fresh produce than the most affluent households, but they are engaged with other forms of fruits and vegetables • Branded produce dollars have significantly increased since 2010, and could continue to propel the department’s success • Consumer packaged goods companies have taken notice of the growth sustained by fresh produce and have implemented a number of different strategies to return to growth Source: Nielsen Perishables Group, “Success Factors of Produce” report for Produce Marketing Association, September 2015 4 KEY FOUNDATIONAL CONCEPTS .yrateirp o rp d n a laitn U.S. PRODUCE SALES HAVE CONSISTENTLY GROWN ed ifn o C .yn Volume sales increased 8% since 2010 indicating it’s not just prices driving growth ap m o C n e sleiN eh Products meeting key consumer T 3102 $63 BILLION needs have driven department © th giryp department growth since 2010 at twice the o C rate as the rest of perishables departments +24% $$ dollar growth CONVENIENCE QUALITY/VALUE 2010 2014 HEALTH VERSATILITY Dollar Sales Source: Nielsen Perishables Group FreshFacts® Historical Projected Database ending 12/27/2014; 6 SAME PRODUCTS AND FACTORS HAVE CONTINUED TO DRIVE GROWTH IN MOST RECENT YEAR VALUE OF TRUSTED BRANDS CONVENIENCE Value – Added Fruit and Vegetables Branded Produce $$ $3.7 billion $16.3 billion +10% dollar growth +9% dollar growth CLEAN LABELS VERSATILITY .yrateirp Organic Produce Avocados o rp d n a laitned $3.6 billion $1.2 billion ifn o C .yn +10% ap +17% dollar growth m dollar growth o C n e sleiN eh T 4102 © th giryp Source: Nielsen Perishables Group FreshFacts® 52 Weeks Ending 6/2715 7 o C THE DEPARTMENT IS EVOLVING, AND SOME PRODUCTS HAVE ALREADY ADAPTED + PORTABILITY MERGED PRODUCTS CONVENIENT MEALS • • • .yrateirp o rp d n a laitn ed ifn o C .yn ap m o C n e sleiN EASIER TO CONSUME HEALTHIER LINES CONSUMER VS. ehT 4102 • • COM• MODITY APPROACH © th giryp Source: Nielsen Perishables Group 8 o C .yrateirp orp THE EVOLUTION EXTENDS TO NOT ONLY WHAT d n a laitn ed ifn PEOPLE BUY, BUT WHERE THEY BUY PRODUCE o C .yn ap m o C n e sleiN eh % department dollars by channel to Total U.S. Polarized options gaining T 3102© momentum th giryp o C 11% 13% 10% 19% PREMIUM 68% VALUE Traditional 39% Grocery TOTAL STORE PRODUCE $2MM+ Grocery Mass Merch W/Supers Warehouse/Club Conv./Gas Drug Dollar Stores Nielsen Homescan Total Shopper View Specialty Panel 52 weeks ending 09/27/14 9 .yrateirp orp THE ONE CONSTANT IS WHO PURCHASES FRESH d n a laitn ed ifn PRODUCE: EVERYONE o C .yn ap m o C n e sleiN eh T 3102 100% of households purchase fresh © th giryp o C produce 57% ….yet of baskets in the U.S. do not contain fresh produce…. ….and not everyone shops as frequently or spends the same amount on fresh produce Source: Nielsen Perishables Group FreshFacts® Shopper Insights 52 weeks ending 12/27/2014; Nielsen Homescan 52 weeks ending 12/27/2014 10

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$2MM+ Grocery. Mass Merch W/Supers. Warehouse/Club. Conv./Gas. Drug. Dollar Stores .. and branded strategies. GRAPES. ONIONS CITRUS. HIGHER SHARE OF PERISHABLE SPEND BY LEAST AFFLUENT. HIGHER SHARE OF PERISHABLE SPEND BY MOST AFFLUENT. GRAPES. ONIONS
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