Report: Vegetables continue to appeal to consumers, escalating sales
Generating more than $7 billion last year, vegetables continue their momentum and helped grow the overall produce department, according to United Fresh Produce Association’s “FreshFacts on Retail Q3” report. Because of a consumer trend toward wellness and convenience, the report said celery and broccoli saw the greatest growth among vegetables while watermelons saw the most growth among fruits.
The watermelon category alone generated nearly $240 million, up nearly 17% compared to Q3 2018. By comparison, celery contributed $28 million to produce sales, a 19% jump from a year ago. Broccoli sales reached $58 million, a near 12% gain. The overall fruit category saw a slight bump just under a full percent, year over year, but volume sales did reach 1.5%.
In total, the report shows that produce is 34% of total fresh sales behind the meat department.
“Consumers are increasingly putting a premium on products and companies that align themselves with sustainability and responsibility,” said Miriam Wolk, United Fresh’s vice president of member services. “Produce companies should monitor trends in product claims and CPG sales and think about how to apply these concepts to their own product lines.”
Additionally, this quarter’s report features category deep dives on carrots, cauliflower and oranges, with a comparison of Q1 2019 vs. Q1 2018 results to help companies plan for a successful Q1 2020. A new component of the report compares the performance of the past eight quarters for greater context of performance for spotlight categories. This enhancement was recommended by United Fresh’s Retail-Foodservice Board.
Other highlights of the report include:
- Lettuce, avocados, onions and raspberries posted the fastest dollar growth, while falling prices contributed to double-digit volume growth in lemons, mandarins and oranges.
- A variety of fruits and vegetables continue to influence overall organic growth and present opportunities to innovate and attract health conscious consumers.
To download the report, click here.