Pre-cut, pre-washed and packaged fruits and vegetables are the produce category showing the fastest growth, according to a new study from (not surprisingly) the International Fresh-cut Produce Association (IFPA). The category as a whole currently accounts for $12 billion in annual sales, with packaged salads generating $2.6 billion and fresh-cut vegetables $1.4 billion.
In addition, according to the report, while fresh-cut fruit currently generates $300 million in annual sales, the category is expected to more than tripe to $1 billion in sales within the next four years.
Driving the growth, the study suggests, are convenience and changes almost certain to be recommended in the nation’s Food Pyramid.
In addition, according to the report, while fresh-cut fruit currently generates $300 million in annual sales, the category is expected to more than tripe to $1 billion in sales within the next four years.
Driving the growth, the study suggests, are convenience and changes almost certain to be recommended in the nation’s Food Pyramid.
- KC's View:
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Actually, we think there’s something more important than just convenience. It’s no-compromise convenience – a category that requires both high quality and ease of use. And the fresh-cut category is one that we believe exemplifies this.
One part of the trend not addressed by the IFPA study – and one that we believe will help drive much of the growth – is the emergence of national brands that will add significant credibility, quality and marketing muscle to the segment.
