Supermarket Perimeter - September 2023 - 14

56%
33%
54%
of consumers want their produce
department to carry more fruits and
vegetables that are locally grown.
of shoppers say they
want more items grown
in the USA.
of Gen Z shoppers want their produce
department to carry more organic and
greenhouse grown produce. Source: FMI
" Consumers are more health-conscious than ever and are not
only looking for 'easy' and pre-made foods, but they're looking for
convenience blended with healthier choices, more desirable options, a
flavor kick, and plant-based ingredients, " Mackay said.
The heightened focus on health has also driven interest in immunityboosting
fruits and vegetables, she added.
In the coming years, Mackay said, the aging US population is likely
to steer individuals toward produce with age-related health benefits,
encouraging the consumption of nutrient-rich options that support
overall well-being.
In addition, the prevalence of obesity in the US could prompt a
heightened interest in fruits and vegetables known for their weight
management properties, as well as those rich in fiber and low in calories.
" This alignment of health concerns with specific produce choices
is anticipated to shape consumption patterns, as individuals seek
to address age-related health needs and combat obesity-related
challenges, " Mackay said.
Growth in plant-based foods is also largely being driven by health
concerns, Mackay said, citing Food Institute data which found that 40%
of consumers purchased plant-based protein and/or dairy alternatives
within the last six months - and they cited health as their key
motivating factor.
According to Statista, retail sales of plant-based ready meals in the
US are projected to grow 25% from 2022 ($275 million) to 2026 ($345
million).
More consumers are looking for foods with nutritional content, and
fresh fruits and vegetables are perfectly positioned to take advantage,
Pure Flavor's Veillon said.
For years, he said, Pure Flavor has relied on professional nutrition
panel testing validated by third parties to ensure that it's products
have the right nutritional content and that that information is getting
delivered to customers and consumers.
Pure Flavor created its " Goes Well With " program for all of its items to
educate consumers on how best to pair the company's vegetables and
fruits with the right grains, dairy products and proteins for a healthy,
balanced, delicious diet.
" Consumers are becoming savvier on how to include more fresh
greenhouse grown vegetables in their diets by understanding how
these premium products can be used, beyond a salad, or raw snacking. "
Pure Flavor is also seeing a great interest in plant-based searches, which
14 - SEPTEMBER 2023
supermarketperimeter.com
has prompted the company to create even more focused content to
address the appropriate keyword searches as part of its digital strategy.
There are a number of highly visible health trends that are likely to
continue resonating with consumers in the coming years, said Melanie
Marcus, Dole's nutrition and health communications manager.
" The produce enthusiast's likelihood to eat certain fruits and
vegetables can be influenced by a focus on functional foods and
ingredients with specific health benefits, " she said. " Still benefiting from
the lasting impact of COVID, produce with high antioxidant content and
immune-boosting properties like pineapples, as well as superfoods like
berries, leafy greens, and avocados, have remained popular due to their
beneficial nutrition. "
Produce companies and their retail partners would also be wise to
more aggressively address the growing interest in gut health. Probioticrich
fruits and vegetables and other foods are just one area that should
enjoy big growth.
Just as if not more important than gut health is increased awareness
of mental health. The growing awareness of the impact of diet on
mental health, Marcus said, is likely to drive interest in fruits and
vegetables that support brain health and cognitive function.
And when it comes to health, it's not just their own health people are
more concerned about, Marcus pointed out.
" Increased awareness of the environmental impact of food choices
may also influence consumers to opt for plant-based alternatives and
sustainable farming practices. "
Pure Flavor is
among the many
companies tapping
into demand for
snacking produce
options.
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