Share the Goodness
When it comes to fruit and vegetables, consumers appear to prefer frozen shelf-stable counterparts. During the 52 weeks ending Sept. 8, unit sales of frozen fruit and frozen plain vegetables realized a gain of 10.1 percent and 1.3 percent, respectively, says Sue Viamari, Times & Trends editor with Chicago-based Information Resources Inc. But during the same period, unit sales of canned fruit and shelf-stable vegetables saw increases of only 0.1 percent and 0.3 percent, respectively.
Still, all four categories grew, even though some of that growth wasn’t terribly impressive. And key drivers of growth for canned and frozen fruit and vegetables revolve around home-based eating, convenience and efforts to improve eating habits, Viamari adds.
Trends with traction
Fruit and vegetables are rich in antioxidants, which are believed to protect cells against damage by “free radicals,” says “Category Insights: Fruit & Vegetables,” a December 2012 report from global market research firm Mintel. North American brands increasingly are communicating their antioxidant content to better sell their products.
For example, Hunt’s shelf-stable Diced Tomatoes — which are 100 percent natural and have been certified by the American Heart Association — claim on packaging to provide a natural source of the antioxidants vitamin C and lycopene, the report explains. And Sunrise Growers’ frozen Antioxidant Blend — described as a blend of antioxidant vitamin C fruits — claims on packaging that antioxidants help neutralize free radicals, and that vitamin C contributes to a healthy immune system.
Products that communicate specific health benefits also have grown — and continue to grow — in popularity, the report notes. For example, Dole’s frozen Mixed Fruit Immunity Blend — which consists of strawberries, pineapple, mangos and peaches — is rich in vitamin C and claims to provide “healthy energy” to leave consumers feeling refreshed. And La San Marzano’s canned Peeled Tomatoes claim to fight the effects of aging.
But “organic” is one claim that doesn’t appear to be resonating with consumers as much as it used to. Organic products have been struggling, as consumers are becoming more and more reluctant to pay the higher prices for them, says Diana Cowland, health and wellness analyst with Euromonitor in London. As a result, several brands have traded out products with an “organic” label for products that are labeled as “natural.”
“Recent studies regarding organic foods suggest that organic food products are not substantially better for consumer health,” she explains. “Furthermore, consumers still perceive the ‘natural’ label to hold health benefits.”
Trends on the horizon
If the culinary world is any indicator of trends that could spill over into retail, then we could see fruit-and-vegetable blends, pickled fruit with more savory flavors, and more citrus products beginning to show up in canned and frozen formats in 2014, says Kazia Jankowski, an associate culinary director at Boulder, Colo.-based Sterling-Rice Group.
“I could see some of these flavors coming into the canned fruit and vegetable market, and — to some degree — into the frozen fruit/vegetable market,” she says. “We might see canned fruit-and-veggie blends or purees, like beet applesauce.”