Abstract
About this report
The nuts and dried fruit market hasn’t had to suffer the ups and downs, image-wise, that other snack foods have. Long accepted as genuinely healthy snack foods, the market has survived as Americans move from one diet trend to the next, and even thrived at the height of the low-carb diet.
This report addresses issues of key concern to manufacturers, marketers, and distributors of nuts and dried fruit, including:
- How the economy is driving consumers to less expensive private label products, and possibly pricing some out of the market completely
- How growing interest in healthful eating and snacking has driven sales, and what more can be done
- How, even though consumers are generally aware of the health benefits of nuts and dried fruit, better education on the specific health benefits is necessary
- How new product innovation has made the market more accessible to younger consumers
- How the market has capitalized on leading food trends, including portion control, and highlighting natural functional traits like omega-3s and antioxidants, and where opportunities for further growth exist
- In a market where there is something for everyone, which products appeal to which consumers
- How the rapidly growing Hispanic population creates a unique opportunity for the market to appeal to a young target market
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The market at a glance
- Competitive context
- Segment performance
- Snack nuts and seeds
- Dried fruit
- Baking nuts
- Trail mix
- Retail channels
- Leading companies
- Weight issues highlight need for healthier alternatives
- Innovation and innovators
- Different advertising approaches needed for women and men
- Household consumption
- The nut consumer
- The dried fruit consumer
- The trail mix consumer
- Respondent attitudes point to a need for increased education
- Impact of race and Hispanic origin
- Market Size and Forecast
- Key points
- A competitive market for healthy snacks
- Sales and forecast of nuts and dried fruit
- Figure 1: Total U.S. retail sales of nuts and dried fruit, at current
prices, 2004-14
- Figure 2: Total U.S. retail sales of nuts and dried fruit, at
inflation-adjusted prices, 2004-14
- Walmart sales
- Competitive Context
- Key points
- Unemployment and fears of job loss lead consumers to tighten food budgets
- Figure 3: Seasonally adjusted unemployment rate, 16 years and older, by
month, 2000-09
- Nuts and dried fruit compete in a much larger snack universe
- Figure 4: Foods eaten as snacks and as healthy snacks, February 2009
- Trail mix bars--help or hurt?
- "Nature' s candy" is losing luster with consumers
- Figure 5: U.S. per capita consumption of selected dried fruit, by type,
1997/98-2007/08
- Segment Performance
- Key points
- Exponential growth from 2004-08 is expected to slow through 2011
- Sales of nuts and dried fruit in FDMx
- Figure 6: FDMx sales of nuts and dried fruit, at current prices, 2004-14
- Figure 7: FDMx sales of nuts and dried fruit, at inflation-adjusted
prices, 2004-14
- Shifts in segment share point to the growing appeal of trail mix
- Sales of nuts and dried fruit, by segment
- Figure 8: FDMx sales of nuts and dried fruit, by type, 2007 and 2009*
- Segment Performance--Snack Nuts and Seeds
- Key points
- Sales aren' t dampened significantly even amidst safety concerns
- Snack nuts are taking on new shapes and flavors
- Sales and forecast of snack nuts and seeds
- Figure 9: FDMx sales of snack nuts and seeds, 2004-14
- Segment Performance--Dried Fruit
- Key points
- Superfruits attract attention to the segment
- Exit prunes, welcome plums
- "Other" covers a wide range of products
- Sales and forecast of dried fruit
- Figure 10: FDMx sales and forecast of dried fruit, at current prices,
2004-14
- Sales of dried fruit by type
- Figure 11: FDMx sales of dried fruit, by type, 2008 and 2009
- Segment Performance--Baking Nuts
- Key points
- Baking nuts are a natural, especially for women
- Sales driven by seasonal fluctuations
- Pecans, pistachios, and hazelnuts appearing on menus more often
- Figure 12: Top ten nut types incorporated in restaurant menu dishes, by
quarter, 2008-09
- Sales and forecast of baking nuts
- Figure 13: FDMx sales and forecast of baking nuts, at current prices,
2004-14
- Segment Performance--Trail Mix
- Key points
- Exotic mixes give new life to the segment
- Sales and forecast of trail mix
- Figure 14: FDMx sales and forecast of trail mix, at current prices,
2004-14
- Retail Channels
- Key points
- Supermarkets lead in nuts and dried fruit sales
- Sales of nuts and dried fruit, by channel
- Figure 15: Total U.S. FDMx sales of nuts and dried fruit, by channel,
2008 and 2009
- Retail Channels--Supermarkets
- Key points
- Supermarket merchandising tactics increase visibility but there' s work to
be done
- Supermarket/food stores' sales of nuts and dried fruit
- Figure 16: Supermarket/food stores' sales of nuts and dried fruit, at
current prices, 2004-08
- Retail Channels--Drug and Other
- Key points
- Outlets are capitalizing with trendy snacks and improving their image
- Drug and other stores' sales of nuts and dried fruit
- Figure 17: Drug and other* stores' sales of nuts and dried fruit, at
current prices, 2004-08
- Retail Channels--Natural Foods Supermarkets
- Key points
- Natural stores benefit from greater emphasis on healthy eating
- Natural stores will have to offer competitive prices
- Figure 18: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, at current prices, 2007-09
- Figure 19: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, at inflation-adjusted prices, 2007-09
- Seeds post strongest sales growth from 2007-09
- Figure 20: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, by segment, 2007 and 2009
- Highly splintered supplier base for natural supermarkets
- Other natural suppliers of interest
- Figure 21: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, by manufacturer, 2007 and 2009
- Organics boost dried fruit, but consumers go for conventional in other
segments
- Figure 22: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, by organic status, 2007 and 2009
- Market Drivers
- Weight issues highlight need for healthier alternatives
- Figure 23: Percentage of Americans aged 20 or older who are overweight,
obese, or extremely obese, 1988-2006
- Childhood obesity is an ongoing concern
- Figure 24: Prevalence of overweight among children and adolescents aged
2-19, for selected years 1976-80 through 2003-06
- Boomer food
- Figure 25: Population aged 18 or older, by age, 2009 and 2014
- Per capita consumption of nuts up, dried fruit down
- Figure 26: U.S. per capita consumption selected shelled tree nuts and
peanuts, by type, 1997/8-2007/8
- Leading Companies
- Key points
- Private label putting a squeeze on national brands
- Figure 27: Private label sales of nuts and dried fruit in FDMx, 2004-08
- Kraft experiences mixed results for an overall decline
- Diamond Foods benefits from strong brand loyalty and improved distribution
- Many competitors, few national leaders
- FDMx sales of nuts and dried fruit by manufacturer
- Figure 28: Manufacturer FDMx sales of nuts and dried fruit in the U.S.,
2008 and 2009
- Brand Share--Snack Nuts and Seeds
- Key points
- Kraft expands its natural offerings
- Wonderful Pistachios "better for you" and "better for earth"
- Blue Diamond' s innovative packaging helps consumers count calories
- Manufacturer and brand sales of nuts and seeds
- Figure 29: Selected FDMx manufacturer and brand sales of nuts and seeds,
2008 and 2009
- Brand Share--Dried Fruit
- Key points
- Superfruits take center stage
- Manufacturer and brand sales of dried fruit
- Figure 30: Selected FDMx manufacturer and brand sales of dried fruit,
2008 and 2009
- Brand Share--Baking Nuts
- Key points
- Diamond sets the bar for culinary nuts
- Private label sales growing rapidly
- Strong performance by Back to Nature not enough to temper Kraft declines
- Manufacturer and brand sales of baking nuts
- Figure 31: Selected FDMx brand sales of baking nuts, 2008 and 2009
- Brand Share--Trail Mix
- Key point
- Kraft launches more natural products
- Candy-based mixes experience declines
- Manufacturer and brand sales of trail mix
- Figure 32: Selected FDMx manufacturer and brand sales of trail mix, 2008
and 2009
- Brand Qualities
- Diamond of California
- Emerald Nuts
- Planters
- Blue Diamond
- Sunsweet
- Innovations and Innovators
- Key points
- Portion control necessary for a category that is new to some
- Raisins ahead of the curve on portion control
- Nut crisps offer a non-traditional way to consume nuts
- Dried fruit gets crunchy too
- A premium treat with benefits
- Figure 33: Nut and dried fruit new product introductions, 2003-08
- Figure 34: Top new product positioning claims for nuts, 2003-08
- Figure 35: Top new product positioning claims for dried fruit, 2003-08
- Advertising and Promotion
- Different approaches to healthy eating needed for women and men
- Figure 36: Behaviors and opinions towards healthy snacking, by gender,
July 2007-September 2008
- Planters speaks to men
- Figure 37: Planters cashew girl television ad, 2008
- Figure 38: Planters sea salt peanuts television ad, 2009
- Emerald Nuts uses humor
- Figure 39: Emerald Nuts Skydiver television ad, 2009
- Diamond Foods
- Blue Diamond promotes a healthy lifestyle
- Figure 40: Blue Diamond Roasted Almonds TV ad, 2008
- True North promotes the greater good
- Sunsweet Ones (Sunsweet Growers) aren' t your grandparents' prunes
- Figure 41: Sunsweet Ones TV ad, 2009
- Ocean Spray Craisins appeal to moms
- Figure 42: Ocean Spray Craisins 100-calorie packs TV ad, 2008
- Household Consumption of Nuts
- Key points
- Stark differences in household penetration of nuts by household income
- Figure 43: Incidence of household consumption of nuts, by household
income, October 2007-December 2008
- Figure 44: How nuts are used, by household income, October 2007-December
2008
- Figure 45: Trends in kinds of nuts eaten, 2004-08
- The Nut Consumer and Their Eating Preferences
- Key points
- Incidence of nut consumption skews older
- Figure 46: Nut consumption among household members, by age, April 2009
- How nuts are eaten
- Figure 47: How nuts were consumed in last month, by type of nut, April
2009
- Figure 48: Incidence of eating selected nuts alone by the handful, by
age, April 2009
- Figure 49: How nuts are eaten/used, by gender, April 2009
- Figure 50: How nuts are eaten/used, by age, April 2009
- Figure 51: How nuts are eaten/used, by household income, April 2009
- Personal Consumption of Dried Fruit
- Key points
- Half of all respondents eat raisins, but vast opportunity exists to grow
consumption of other dried fruits
- Figure 52: How dried fruits were consumed in last month, by fruit, April
2009
- Figure 53: Consumption habits with dried fruit, by gender, April 2009
- Figure 54: Consumption habits with dried fruit, by age, April 2009
- Figure 55: Consumption habits with dried fruit, by household income,
April 2009
- Figure 56: Consumption habits with dried fruit, by presence of children,
April 2009
- Personal Consumption of Trail Mix
- Key points
- Younger consumers know what they like
- Figure 57: Consumption habits with trail mix, by age, April 2009
- Lower-income respondents less likely to eat trail mix
- Figure 58: Consumption habits with trail mix, by household income, April
2009
- Attitudes Toward Nuts and Dried Fruit
- Key points
- Need for education is apparent across most demographics
- Men less likely to be aware of health benefits of nuts
- Female respondents more likely to see too many calories and too much sugar
- Figure 59: Attitudes towards healthfulness of nuts and dried fruit, by
gender, April 2009
- Beneficial antioxidants in nuts aren' t registering with younger and less
affluent consumers
- Figure 60: Attitudes towards healthfulness of nuts and dried fruit, by
age, April 2009
- Figure 61: Attitudes towards healthfulness of nuts and dried fruit, by
household income, April 2009
- Impact of Race and Hispanic Origin
- Key points
- Hispanic households are under-indexing in nut consumption
- Figure 62: Incidence of household consumption of nuts, by race/Hispanic
origin, October 2007-December 2008
- Kinds, flavors, types of nuts eaten
- Figure 63: Kinds of nuts eaten, by race/Hispanic origin, October
2007-December 2008
- Figure 64: Flavors of nuts eaten, by race/Hispanic origin, October
2007-December 2008
- Figure 65: How nuts are used, by race/Hispanic origin, October
2007-December 2008
- Reasons to eat nuts
- Figure 66: Consumption habits with nuts, by race/Hispanic origin, April
2009
- Who eats nuts?
- Figure 67: Nut consumption among household members, by race/Hispanic
origin, April 2009
- Figure 68: Consumption habits with trail mix, by race/Hispanic origin,
April 2009
- Figure 69: Attitudes towards healthfulness of nuts and dried fruit, by
race/Hispanic origin, April 2009
- Figure 70: Consumption habits with dried fruit, by race/Hispanic origin,
April 2009
- Appendix: Other Useful Consumer Tables
- Figure 90: Consumption habits: almonds, by household income, April 2009
- Figure 91: Consumption habits: cashews, by household income, April 2009
- Figure 92: Consumption habits: peanuts, by household income, April 2009
- Figure 93: Consumption habits: pecans, by household income, April 2009
- Figure 94: Brands of nuts eaten, by race/Hispanic origin, October
2007-December 2008
- Appendix: Trade Associations
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