The Time Is Ripe for Fruit, Veggie Ingredients

Just about everyone knows that it’s a good idea to eat more fruits and vegetables, and about seven in 10 consumers are trying to do so, according to Datassential.

HealthFocus reports that four in 10 consumers say a claim that identifies a full serving of fruits or vegetables is very important to them. And six in 10 consumers either frequently or occasionally add fresh fruit or vegetables other than salad as an appetizer, side dish, or dessert accompaniment to restaurant takeout foods, according to FMI, The Food Industry Association. 

Data from the American Frozen Food Institute (AFFI) also documents interest in fruit and vegetable consumption. According to AFFI, four in 10 consumers are very interested in frozen entrées that contain more fruits and vegetables, and 27% are interested in vegetable-based carb alternatives (i.e., riced cauliflower). Gourmet shelf-stable fruits and vegetables have been among the fastest-growing specialty food categories since 2022, the Specialty Food Association notes.

Statistics like the preceding suggest that there is a strong market opportunity for incorporating fruit and vegetable ingredients in prepared food offerings across a broad range of product categories. Here’s a closer look at developments in four key segments.

Breakfast. After oatmeal, consumers cite fruit smoothies as the healthiest food, according to Datassential. One-third of consumers say fruit-based drinks and smoothies help support mental well-being, Circana reports. Cheerios Veggie Blends from General Mills, available only at Walmart, deliver one-quarter cup of fruits and vegetables in each serving.

Main Courses. Half of shoppers prepared blended meat and vegetable items at least once every two weeks last year, up from 31% who did so in 2022, according to FMI. Produce companies are making it easier to create veggie-heavy meals with products like the new lineup of Bistro Meal Kits from Ready Pac; varieties include Basil Pesto & Pasta, Teriyaki & Rice, and Chipotle & Quinoa. Taylor Farms has a new Coconut Curry Stir Fry Kit.

Side Dishes. Nearly two-thirds of U.S. homes now have an air fryer, and use of these appliances is credited with increasing frozen vegetable sales. For the 12-week period ended Oct. 8, 2023, versus the same period a year earlier, sales of frozen potatoes/frozen onions topped frozen food unit sales growth with a double-digit increase, followed by side dishes, according to Circana data. Alexia Foods Offers Butternut Squash Risotto in 12-ounce bags in the frozen aisle.

Desserts and Treats. Fruit and vegetable ingredients are a good fit in desserts and snacks. FMI data show that 39% of shoppers look for fruits and vegetables when purchasing indulgent desserts. Sales of bakery pies sold in the center store were up by 4.5% in units and 13.1% in dollars for the year ended Nov. 26, 2023, according to Circana. Chobani Creations are made with whole milk plain Greek yogurt and natural flavors or real fruit and come in varieties that include Cherry Cheesecake, Bananas Foster, and Apple Pie à la Mode.

Shaved ice and semifreddo, a frozen dessert with the texture of frozen mousse or cake, are set to be the trendy dessert canvases for foodservice fruit flavors, Datassential says.

On the Horizon

Chefs surveyed by the National Restaurant Association put stuffed vegetables at No. 7 on the list of overall hot culinary trends for 2024. Calamansi (a citrus hybrid) and cucamelon (citrusy cucumber) are the exotic fruits on trend for 2024, according to the surveyed chefs. Tkemali (Georgian plum sauce) and golden berry are up-and-coming condiments.

Heirloom tomato salad, summer squash, applesauce, coconut rice, and side salads were the produce items driving growth on fine dining restaurant menus in 2023, according to Datassential. On casual dining menus, chowchow (pickled relish), gazpacho, edamame hummus, lemon rice, and banana and lemon cakes were up-and-comers.

Finally, expect produce with strong environmentally friendly positioning to perform well in the marketplace. Chiquita has teamed with several partners, including Wageningen University and Research, on an initiative to produce bananas that are resistant to both pathogenic diseases and environmental threats while also reducing carbon emissions during the growing process.ft