Anyone involved in fruit and/or vegetable marketing in the U.S. can certainly be thankful that the produce product life cycle hasn’t reached maturity yet. A lot can be done in marketing and new product innovation—and in fact, probably should be done. American’s just aren’t that motivated to eat those fruits and vegetables.
According to Mintel’s Fruit and Vegetables—U.S., February 2012 report, U.S. retail sales of fresh and processed (as in canned and frozen) fruits and vegetables was $96.2 billion in 2011. Sales are up—a compound annual growth rate of 4.1% from 2006-11.
But I think a lot of that produce is ending up in consumers’ trash cans, because while they might have great healthful intentions, it’s not translating into produce consumption. The USDA recommends that most men eat three servings of vegetables per day (2 ½ for men aged 51+ and for women up through age 50). But 70% of those surveyed for the Mintel report say they don’t eat more than two servings per day (7% say they eat none, and 63% say they eat 1-2 servings). Other questions in the survey get to the reasons why consumption is so low.
- 37% say they don’t get around to eating the vegetables they buy before they go bad and have to be thrown away. So we’re back to good intentions and the trash can.
- 62% say they would buy more vegetables if they were cheaper. I suppose price is an easy excuse for lackadaisical vegetable eating. But you know, canned vegetables aren’t that expensive.
- 12% admit they just don’t like eating vegetables. There ya go.
- 27% say they would eat more vegetables if they knew how to prepare them. Ah, there’s something marketers and retailers can work with.
Here are some ideas. Blanket the market with recipes in store ads, demos, recipe centers and on packaging. Develop creative packaging, including appropriate vegetables for a specific popular recipe. What about a few avocados, a guacamole dip package and a packet of mayonnaise in an overwrapped tray with instructions? In the meat department, place overwrapped trays of diced onions and garlic with instructions on stir frying with a particular kind of meat. These are merchandising ideas retailers read about in trade magazines, but really, it’s time to do it.
By the way, consumption of fruit is even worse. Some 14% say they don’t eat any fruit per day, and 64% say they eat 1-2 servings. That totals 78% who don’t eat more than two fruit servings per day.
Restaurants can play a role in increasing produce consumption. That’s the place where experimentation happens leading to tasty vegetable combining and flavoring. Perhaps a regional retailer could team with a local restaurant for recipes to promote in the produce department, in ads and online. It’s a win for vegetable sales, restaurant advertising and consumer understanding for how to prepare vegetables.
Tell me what you think.
Jody
