About this report
The market for canned fruit and vegetables in the U.S. exhibits signs of slow decline. Sales of canned fruit and vegetables decreased 5% in current dollars from 2000 to 2005, from $3.8 billion to $3.6 billion. Still, canned fruit and vegetables are present in three-quarters of all U.S. households. Declining sales are related to competition from other markets and the popularity of private labels within the canned fruit market--both driving the price point downward.
Also affecting the market is the long-term trend of consumers moving away from cooking meals at home. The availability of other convenient produce options, such as pre-cut fruit and vegetables and bagged salads, also negatively impact the market. Agricultural advances have also made many forms of produce that were previously seasonal available year-round, creating less demand for canned versions.
Since the majority of canned fruit and vegetable offerings have not changed in terms of packaging formats, innovative products tend to be growth drivers for the category. Product lines that experienced growth include those packaged in glass bottles rather than cans, ethnic and regional items, and those with inventive flavors. Also showing growth are single serving containers, which appeal to consumers as average household size decreases.
Without a significant change in the perception of canned fruit and vegetables, the category will continue to approach the level of differentiation and positioning of commodity products. Increased uptake of private labels, which currently account for more sales than the top two brands combined, will certainly continue to erode the positioning of branded products in this sector.
For the purposes of this report, the following definitions have been used:
"Canned vegetables" includes all tinned vegetables, but sometimes in bottles or jars, except tomatoes and baked beans.
"Canned fruit" includes all tinned fruit, but sometimes also in bottles, jars, or plastic. Products may be canned in water, juice, or syrup.
This report excludes:
- canned tomatoes, tomato sauce or paste
- baked beans
- canned fruit pie filling
- juice of any kind
- fresh, frozen, dried, or glazed fruit or vegetables
- refrigerated or marinated fruit or vegetables
- fruit butter
- fruit-flavored syrup
- pickles, relish, olives
This report contains US IRI InfoScan data.
Table of Contents
- Introduction and Abbreviations
- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
- Executive Summary
- State of the market
- Americans eating habits drive the market
- Health concerns of consumers
- Competition from other markets
- Canned vegetable sales stronger than canned fruit
- Private labels dominate the market
- The Internet used to market canned fruit and vegetables
- Supermarkets the primary retail channel for canned produce
- The average canned fruit and vegetable consumer
- Families are important to the market
- Older consumers and the canned fruit and vegetable market
- Asians and Hispanics
- Income and the canned fruit and vegetable market
- Continued slow sales expected
- Market Drivers
- Eating habits of Americans
- Share of cabinet: per capita expenditures
- Figure 1: Average annual household fruit and vegetable expenditures, 1999-2003
- Figure 2: U.S. per capita consumption of fruit and vegetables in pounds, segmented by format, 1994-2004 Figure 3: U.S. per capita consumption of vegetables in pounds, segmented by format, 1994-2004
- Figure 4: Graph: Percentage change in U.S. per capita consumption of canned fruit and vegetables, 1994-2004
- Time deprivation affects eating habits
- Figure 5: Food preparation habits, February 2004
- Women in the workplace
- Health and diet concerns of consumers
- 5-a-day, MyPyramid and other consumer guidance
- Figure 6: Pre-2005 and post-2005 food guide pyramid
- Figure 7: Daily amount of food from fruit and vegetable groups, April 2005
- Diet-conscious consumers
- Figure 8: Assessment of eating habits, January-September 2004
- Canned fruits and vegetables perceived as less nutritious than fresh
- Figure 9: Nutritional label concerns, January 2003
- Emerging and existing competing markets
- Fresh-cut produce
- Artificial fruit and vegetable flavors
- Figure 10: Characteristics of artificial chemical aromas and flavors used in food processing, 2005
- Children in the household
- Figure 11: Presence of children in households, by age of householder, 2003
- Aging boomers
- The U.S. population by age
- Figure 12: U.S. population, by age, 2000-10
- The Asian niche
- Figure 13: American households, by race/ethnicity, 2000-10
- The Hispanic market
- Figure 14: Hispanic household--average annual household fruit and vegetable expenditures as a share of total food by all households and Hispanic households, 2003*
- Household income
- Figure 15: Number of households per income group, 2000 and 2003
- Market Size and Trends
- Market decreases by $200 million in five years ending 2005
- Figure 16: Total U.S. sales of canned fruit and vegetables, at current and constant prices, 2000-05
- Figure 17: Graph: Total U.S. sales of canned fruit and vegetables, at current and constant prices, 2000-05
- Market trends
- Wal-Mart estimated sales of canned fruit and vegetables
- New product launch trends (GNPD)
- Figure 18: Canned fruit and vegetable new product introductions, 2002-05
- Market Segmentation
- Overview
- Figure 19: U.S. sales of canned vegetables and fruit, segmented by product type, 2003 and 2005
- Canned and jarred vegetables
- Figure 20: U.S. sales of canned and jarred vegetables, 2000-05
- Figure 21: Sales of canned vegetables, by type, 2002 and 2004
- Canned and jarred fruit
- Figure 22: U.S. sales of canned and jarred fruit, 2000-05
- Favored canned fruit flavors
- Figure 23: Sales of canned fruit, by type, 2002 and 2004
- Supply Structure
- Foreign trade
- North American Free Trade Agreement (NAFTA) and its impact on U.S. agriculture
- U.S. imports and exports of processed vegetables
- Figure 24: U.S. imports of processed fruits and vegetables, 2000-04
- Figure 25: U.S. exports of processed fruits and vegetables, 2000-04 Figure 26: Graph: U.S. exports of processed fruits and vegetables, 2000-04
- Manufacturer sales
- Overview
- Figure 27: Sales of canned fruit and vegetables, by manufacturer, 2002 and 2004
- Canned vegetables
- Figure 28: Sales of canned vegetables, by manufacturer, 2002 and 2004
- Canned fruit
- Figure 29: Sales of canned fruit, by manufacturer, 2002 and 2004
- Company profiles
- Del Monte Foods Company
- General Mills
- Dole
- Cadbury Schweppes Americas Beverages (Motts)
- Bush Brothers & Company
- Seneca Foods
- Allen Canning Company
- ConAgra Foods Inc.
- Knouse Foods (Musselmans)
- Goya Foods
- Advertising and Promotion
- Overview
- Government programs
- Supplier advertising and promotion
- Del Monte Foods Company
- General Mills
- Dole
- Goya Foods
- Retail Distribution
- Introduction
- Retail sales of canned fruit and vegetables
- Figure 30: Sales of canned fruit and vegetables, by retail channel, 2002 and 2004
- Choice of distribution channel
- Figure 31: Where canned or jarred fruit or vegetables are purchased, July 2005
- Figure 32: Where canned or jarred fruit or vegetables are purchased, by age, July 2005
- Figure 33: Where canned or jarred fruit or vegetables are purchased, by marital status, July 2005
- Figure 34: Where canned or jarred fruit or vegetables are purchased, by household income, July 2005
- Supermarkets
- Figure 35: Supermarket sales of canned fruits and vegetables, at current and constant prices, 2000-05
- Mass merchandisers
- Figure 36: Mass merchandiser sales of canned fruits and vegetables, at current and constant prices, 2000-05
- The Consumer
- Introduction
- Household incidence of canned fruit and vegetable usage
- Figure 37: Household penetration of canned fruit and vegetables usage, January-September 2004
- Market participation by cohort
- Figure 38: Household penetration of canned fruit and vegetables usage, by single cohort, January-September 2004
- Figure 39: Household penetration of canned fruit and vegetables usage, by family cohort, January-September 2004
- Fruit consumer trends
- Canned fruit: heavy and light consumption
- Figure 40: Heavy and light consumption of canned fruit, January-September 2004
- Figure 41: Heavy and light consumption of canned fruit, by race/ethnicity, January-September 2004
- Figure 42: Heavy and light consumption of canned fruit, by household size, January-September 2004
- Canned fruit: consumption trends by cohort
- Figure 43: Above-average consumption of canned fruit, by cohort, January-September 2004
- Attitudes towards canned and jarred fruit
- Figure 44: Attitudes towards canned or jarred fruit, July 2005
- Figure 45: Attitudes towards canned or jarred fruit, by age, July 2005
- Figure 46: Attitudes towards canned or jarred fruit, by household income, July 2005
- Figure 47: Attitudes towards canned or jarred fruit, by presence of children, July 2005
- Vegetable consumer trends
- Canned vegetables: heavy and light consumption
- Figure 48: Heavy and light consumption of canned vegetables, January-September 2004
- Figure 49: Heavy and light consumption of canned vegetables, by race/ethnicity, January-September 2004
- Figure 50: Heavy and light consumption of canned vegetables, by household size, January-September 2004
- Canned vegetables: consumption trends by cohort
- Figure 51: Above-average consumption of canned vegetables, by cohort, January-September 2004
- Attitudes towards canned and jarred vegetables
- Figure 52: Attitudes towards canned or jarred vegetables, July 2005
- Figure 53: Attitudes towards canned or jarred vegetables, by age, July 2005
- Figure 54: Attitudes towards canned or jarred vegetables, by household income, July 2005
- Figure 55: Attitudes towards canned or jarred vegetables, by presence of children, July 2005
- Summary
- Future and Forecast
- Future trends
- Competition to the market
- Canned vegetables
- Canned fruit
- Answering the call to changes in image
- Decline in low-carb dieting to positively impact canned fruit sales
- Areas of expected growth
- Demographic shifts
- Market forecast
- Canned and jarred vegetables and fruit
- Figure 56: Forecast of total U.S. sales of canned and jarred vegetables and fruit, at current and constant prices, 2005-10
- Figure 57: Graph: Forecast of total U.S. sales of canned and jarred vegetables and fruit, at current and constant prices, 2005-10
- Canned and jarred vegetables
- Figure 58: Forecast of U.S. sales of canned and jarred vegetables, at current and constant prices, 2005-10
- Canned and jarred fruit
- Figure 59: Forecast of U.S. sales of canned and jarred fruit, at current and constant prices, 2005-10
- Forecast factors
- Appendix: Cohort Definitions
- Figure 60: Description of lifestyle cohorts in the married couples segment, 2004 Figure 61: Description of lifestyle cohorts in the single females segment, 2004
- Figure 62: Description of lifestyle cohorts in the single males segment, 2004 Figure 63: Description of nonclassifiable lifestyle cohorts, 2004
- Appendix: Trade Associations
- Appendix: Research Methodology
- Consumer Research
- Sampling & Weighting
- TechnoMetrica TechnoExpresssm
- ICR Surveys EXCEL
- Simmons National Consumer Surveys
- Greenfield Online
- Presentation & Definition
- Further Analysis
- Trade Research
- Informal trade research
- Formal trade research
- Desk & Internet Research
- Sources
- Definitions
- Forecasts
- Appendix: What is Mintel?
- Mintel Group
- Mintel Reports
- Mintel Premier
- Mintel ECLIPS
- GNPD
- Menu Insights
- Comperemedia
- Brokertrack
- Mintel Services
- Applied Research
- Mintel Consulting
- POS+
