Executive Briefings

Report Finds Consumers Continue to Buy Fresh Produce Despite Rising Costs

Produce-department performance in the second quarter of 2010 had similar trends as the first quarter of 2010, with price changes varying, but dollar and volume sales growing in many categories, according to FreshFacts on Retail, a report from the non-profit United Fresh Foundation.

"[F]resh produce remains a high priority for many consumers, since many purchased more produce regardless of price," the report said. "Onions, for example, increased a dramatic 41.9 percent in average retail price, but did not hinder volume as it grew 0.6 percent. A similar trend occurred in citrus, where price increased 16 percent, but volume still grew 2.7 percent. Even more promising, value-added fruit and vegetables increased average prices by 1.6 percent and 4.2 percent, respectively, and both maintained volume growth."

The report, produced in partnership with the 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.

Highlights of this quarter's report include:

• A 6.6-percent increase in average vegetable dollars and a 4.0-percent increase for fruit

• Five of the top 10 fruit categories and seven of the top 10 vegetables experienced dollar growth 

•  An increase in dollars and volume for every value-added vegetable category and an increase in overall value-added fruit dollar and volume sales by 10.8 percent and 9.1 percent, respectively 

• Increases of 7.9 percent in sales and 10.9 percent in volume for organic fruits overall 

In addition, this edition features a Quarterly Spotlight on how to measure the performance of retail promotions in produce, including how to measure their effectiveness.  This quarter's spotlight shows the produce department sold 27 percent of all volume while on promotion, with 57.6 percent of all fruit promotions being efficient (above expected sales) and 47.3-percent efficiency for vegetable promotions.

The complete FreshFacts on Retail report can be downloaded free to all United Fresh members ($50 for non-members) from the foundation's website.

Source: United Fresh Foundation

Produce-department performance in the second quarter of 2010 had similar trends as the first quarter of 2010, with price changes varying, but dollar and volume sales growing in many categories, according to FreshFacts on Retail, a report from the non-profit United Fresh Foundation.

"[F]resh produce remains a high priority for many consumers, since many purchased more produce regardless of price," the report said. "Onions, for example, increased a dramatic 41.9 percent in average retail price, but did not hinder volume as it grew 0.6 percent. A similar trend occurred in citrus, where price increased 16 percent, but volume still grew 2.7 percent. Even more promising, value-added fruit and vegetables increased average prices by 1.6 percent and 4.2 percent, respectively, and both maintained volume growth."

The report, produced in partnership with the 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.

Highlights of this quarter's report include:

• A 6.6-percent increase in average vegetable dollars and a 4.0-percent increase for fruit

• Five of the top 10 fruit categories and seven of the top 10 vegetables experienced dollar growth 

•  An increase in dollars and volume for every value-added vegetable category and an increase in overall value-added fruit dollar and volume sales by 10.8 percent and 9.1 percent, respectively 

• Increases of 7.9 percent in sales and 10.9 percent in volume for organic fruits overall 

In addition, this edition features a Quarterly Spotlight on how to measure the performance of retail promotions in produce, including how to measure their effectiveness.  This quarter's spotlight shows the produce department sold 27 percent of all volume while on promotion, with 57.6 percent of all fruit promotions being efficient (above expected sales) and 47.3-percent efficiency for vegetable promotions.

The complete FreshFacts on Retail report can be downloaded free to all United Fresh members ($50 for non-members) from the foundation's website.

Source: United Fresh Foundation