We are living in the age of conscientious consumers, as they demand healthier, more transparent products to meet their wellness and lifestyle
needs. According to the Nielsen Global
Health and Ingredients Sediment Survey,
more than half of shoppers follow diets
that rule out specific foods or ingredients.
Produce is uniquely positioned as the ideal
department to highlight and connect with
shoppers around wellbeing. The department meets consumer demands for less
processed food healthy snacking and even
offers innovation inspiration for CPG products across aisles.
Produce is the second largest fresh
department in terms of dollar sales. While
total store sales remained unchanged com-
had the highest incremental dollar sales
increase in the perimeter, up $1.3 billion
from the previous year. Handled correctly,
with an emphasis on specific shopper needs
and cross-store connections, produce can
be a key component of total store growth.
During the 52 weeks ended Feb. 25, produce was purchased on 25 percent of trips,
consistent with the previous year. The produce shopper is incredibly valuable to the
store, making 45 trips per year that include
produce. The average produce basket size is
$62.36 compared to $32.76 when produce is
not in the basket.
Organic produce sales continue to climb,
increasing dollar sales 11. 9 percent, and
volume sales 13. 6 percent compared to the
previous year. During this time, organic
varieties of berries, bananas and packaged
salads drove the most incremental dollar
growth. The big gainers across total produce during this time were berries, packaged salads and apples.
Produce is also winning with consum-
ers thanks to its status as a healthy, often
convenient and portable option for snack-
ing. In fact, 25 percent of the snacking
Global Snacking Survey. Fifty-five percent
of consumers stated that they ate fresh fruit
as a snack in the last 30 days, and 44 per-
cent said that they ate vegetables as a snack.
Value-added fruits and vegetables remain
popular with consumers by providing time
-saving options of pre-cut, pre-packaged or
pre-seasoned product. These pre-washed,
on-the-go fruit and vegetable varieties
increased dollar sales 7 percent and 8 percent, respectively during the tracked period.
Another trend that continues to build
momentum in the produce department is
the growth of UPC products. UPC products
now represent 57 percent of total produce
dollar sales, up from 52 percent in 2012.
UPC produce increased dollar sales of 6. 7
percent, while non-UPC produce dollar sales decreased 2.8 percent. Although
non-UPC produce allows shoppers to
select the quantity that fits their household
needs, the innovation that is occurring with
UPC products and higher convenience has
Not only are some produce varieties
experiencing strong dollar growth, they are
also influencing growth in the center aisles.
Dollar sales for products containing kale as
an ingredient increased 9. 3 percent from
last year. In some declining categories such
as frozen entrées, products containing kale
grew in the double-digits.
Because of its inherent health aspects
and the challenges it presents for e-com-