Nielsen recently released a report that showcased the growth happening in the produce aisle. According to their report, branded produce dollar share grew by 7.7% between 2012 and 2016. Based on this kind of growth, it should be no surprise that branded produce is ripe for more sales.
Consumers are Choosing Branded Produce Over Their Non-Branded Equivalents
In just the last year, branded produce sales grew by 8% with unbranded equivalents’ sales decreasing by 8.6%. Consumers are not attracted to produce brands like traditional brands instead they emphasize the information that brands share on the packaging like organic, non-GMO, vitamins, etc.
The branded produce snacks market has started to take off with items like hummus and carrots, guacamole cups, pre-made salads, etc. The category now represents $1.1 billion in sales with branded options controlling 72% of the market share.
Dole Partners With Disney to Sell to Kids
Everyone wants kids to eat healthier, but it is still the biggest challenge for parents and food manufacturers. Dole partnered with Disney to feature famous characters from Frozen, Star Wars, and more on their point of purchase displays and packaging. This has helped Dole sell healthier snacks to parents because their kids are putting the products in the cart.
Branding the Future of Fruits and Vegetables
Branded fruits and veggies have plenty of room to grow over the next ten years as more people engage in healthier lifestyles. Don’t expect a huge advertising spending spree from these brands, but look out for new packaging, labeling, and social media efforts to resonate with younger millennial shoppers.
Inspired by www.nielsen.com