September 11, 2012

Value-added produce sales continue to grow in second quarter 2012

Sales of value-added fruits and vegetables have continued upward growth in dollar sales and price, according to the latest edition of Fresh Facts on Retail, the quarterly retail research report of the United Fresh Foundation.

Value-added vegetables increased weekly dollar and volume sales, their growth relatively unaffected by retail price. Sales of value-added fruits were up 9.2% and 9.0% respectively.

Overall, fresh produce dollar and volume sales saw larger increases in the second quarter of 2012 than the first. At the same time, average retail prices continued to fluctuate.

Fruits saw an overall increase in prices, while vegetables saw a decrease. Organic fruit and vegetable products also sustained significant dollar and volume growth compared to the second quarter last year.

Between fruits and vegetables, fruits accounted for the most significant growth in produce dollar sales this quarter, with berries, cherries and avocados driving a 5.3% increase compared to the same period last year. Vegetables had an average retail price decrease of 2.7% during Q2 2012, contributing to a slight 1.4% decline in dollars and a 1.4% increase in volume sales.

The FreshFacts on Retail report, produced in partnership with the Nielsen Perishables Group and sponsored by Del Monte Fresh Produce, measures retail price and sales trends for the top 10 fruit and vegetable commodities, as well as value-added, organic and other produce categories.

Other highlights of this quarter’s report include:

  • Eight of the top 10 fruits and five of the top 10 vegetables posted dollar sales that exceeded Q2 2012.
  • Berries, cherries and avocados were the primary drivers of both dollar and volume growth in the fruit category, and corn led the way in the vegetable category.
  • Organic produce had double-digit increases in both dollars and volume. Organic vegetables increased dollar sales nearly 15% and organic fruit increased dollar sales 20.3%.

Each FreshFacts report also features a Quarterly Spotlight on an industry segment or notable trend. This quarter, Nielsen Perishables Group introduces Essence, a new tool that targets consumers based on ethnicity, affluence, presence of children, cooking behaviors and health and wellness lifestyles. The Spotlight examines the dominant shopper groups within value-added fruits and vegetables, and in which households value-added produce stands to gain the largest opportunities.

The complete FreshFacts on Retail report can be downloaded free by United Fresh members ($50 for non-members) by clicking here. For more information about how to obtain the report, contact Shannon Young, United Fresh education manager, at 202-303-3400 ext. 405 or [email protected]. For questions about specific data contained in the report, call Kelli Beckel at the Perishables Group at 773-929-7013.




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