INDUSTRIES

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MARKETSOnlinemarketforfreshfoodandproduceinUnitedStatesCHAPTER

01U.S.freshmarketoverviewTotaldepartmentsalesoffreshproduceintheU.S.from2019to2022(inbillionU.S.dollars)U.S.:Totaldepartmentsalesoffreshproduce2019-2022807075.872.365.563.6605040302010020192020202120223Description:TotalfreshproducesalesintheU.S.haveincreasedsince2019.Theincreaseforthetotaldepartmentisabout8.7billionU.S.dollars,salesvalueof75.8billionU.S.dollarasofMay2022.Thisincludesallsalesoutlets.

ReadmoreNote(s):UnitedStates;March2019toMay2022Source(s):Nielsen;ProgressiveGrocerDollarsalesshareofproduceintheUnitedStatesin2022,bytypeU.S.salesshareofproducebytype2022Other2%Totalfruit45%Totalvegetables53%4Description:ThisstatistichighlightsthedollarsalesshareofproduceintheUnitedStatesin2022,bytype.Accordingtothesource,U.S.retailsalesofvegetablesaccountedforabout53percentofthetotalproducesegmentsales.

ReadmoreNote(s):UnitedStates;2022Source(s):WinsightGroceryBusinessRetailsalesoffreshmeatintheUnitedStatesin2022,bytype(inbillionU.S.dollars)U.S.retailsalesoffreshmeat2022,bytypeSalesinbillionU.S.dollars15051020253035FreshbeefFreshchickenFreshpork30.615.67.3FreshturkeyFreshlamb2.90.535Description:ThisstatisticpresentsretailsalesfiguresforfreshmeatintheUnitedStatesin2022,bykindofmeat.Chickenwasthesecondmostimportantfreshmeatcategoryaccordingtothissourcewithsalesofover15billionU.S.dollarsforthe52weeksendedDecember25,2022.ReadmoreNote(s):UnitedStates;52weeksendedDecember25,2022Source(s):IRI;SupermarketNewsSalesgrowthoffreshmeatintheUnitedStatesin2022,bytypeSalesgrowthoffreshmeatintheU.S.2022,bytypeDollarsaleschange-15%Pork-10%-5%0%5%10%15%20%25%21.5%ChickenTurkey13.1%4.1%Beef2.5%Alternative/substitutesVeal-2.5%-9%Allothermeat-11%6Description:ThisstatisticpresentsthesalesgrowthoffreshmeatintheUnitedStatesin2022,brokendownbytype.Forthe52weeksendedonOctober9,2022,U.S.salesoffreshbeefincreasedbyapproximately3.2percent.

ReadmoreNote(s):UnitedStates;52-weekperiodendedOctober9,2022Source(s):WinsightGroceryBusinessDollarsalesoffreshfruitinproducedepartmentintheUnitedStatesin2022,byfruittype(inbillionU.S,dollars)SalesoffreshfruitintheU.S.2022,bytypesalesvalueinbillionU.S.dollars4%

5%0%1%2%3%6%7%8%9%8.6%10%BerriesApples4.4%Grapes3.8%Melons3.4%3.3%BananasAvocadosManderinsOrangesCherriesMixedfruits2.7%1.8%1.2%1.1%1%7Description:Forthe52weeksendedinDecember2022,berriessalesintheU.S.accountedforabout8.6billionU.S.dollars.Thatyear,totalfreshfruitsaleswasabout37.1billiondollarsintheU.S.

ReadmoreNote(s):UnitedStates;2022Source(s):IRI;WinsightGroceryBusinessSalesgrowthoffreshvegetablesintheUnitedStatesin2022,bytypeSalesgrowthoffreshvegetablesintheU.S.2022,bytypeDollarsaleschange-8%-6%-4%-2%0%2%4%6%8%10%12%Salads-kitsCucumbersPeppers4%5.3%-1.1%Lettuce9.8%MushroomsTomatoesBroccoli-4.7%-5.6%4.4%Onions11%Carrots3.6%Potatoes8.6%8Description:ThisstatisticshowsthesalesgrowthoffreshvegetablesintheUnitedStatesin2022,brokendownbytype.Forthe52weeksendedonMarch2022,U.S.salesofbroccoliincreasedbyapproximately4.4percent.

ReadmoreNote(s):UnitedStates;52weeksendedonMarch2022Source(s):WinsightGroceryBusinessSalesoforganicfreshproduceintheUnitedStatesin2022,bycategory(inmillionU.S.dollars)LeadingorganicproduceitemssoldintheU.S.2022,bycategoryRetailsalesinmillionU.S.dollars600

800

1,00002004001,2001,4001,6001,5601,5501,800BerriesPackagedsaladsApples648HerbsandspicesCarrots475417399394BananasLetttucePotatoes321315TomatoesGrapes2689Description:ThisstatisticpresentstheretailsalesoffreshorganicproduceintheUnitedStatesin2022.Organicberrieswereamongthebestsellingitemsin2022totalingaround1.56billionU.S.dollarsinsales.Packagedsaladsandappleswerealsoamongthemostpopularorganicitems.Relatedstatisticsprovidefurtherinsightintocustomerpreference,takingintoconsiderationhowage,gender,andraceinfluencedcustomerdecisiontobuyorganicproduce,likeapplesoravocados.

ReadmoreNote(s):UnitedStates;2022Source(s):ThePackerImpactofCOVID-19onthesalesoffreshvegetablesintheU.S.fromfirstquarter2020tofirstquarter2022ImpactofCOVID-19onfreshvegetablesalesintheU.S.2020-202225%20.7%20%15.1%14.8%15%10%5%8.4%4.7%0.1%0%-0.4%-2.3%-5%-10%-7.1%Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q1202210Description:Vegetablesalesin2020increasedeveryquarterduetotheimpactsofCOVID-19oneatingandshoppingbehavior.In2021,salescontinuedtogrowinthefirstquarterbyanalmostfivepercentincreaseinU.S.dollarsalesfromthepreviousquarter,butthendroppedby7.1percentinthesecondquarter.ReadmoreNote(s):UnitedStates;Q12020toQ12022Source(s):FreshFruitPortal;IRICHAPTER

02OnlinefreshmarketMarketshareoffreshfoodssalesintheU.S.in2022,bysaleschannelMarketshareoffreshfoodsintheU.S.2022,bychannelMarketshare0%5%10%15%20%25%30%35%40%39.7%45%TraditionalgroceryMassandsupercenterClub19.2%11%DiscountgrocerySpecialtystoresHealth/specialtygroceryInternet7.5%6.1%2.7%2.5%Other11.3%12Description:Inthe52weekperiodendedJanuary1,2023intheU.S.,traditionalgrocerysharesheldthehighestmarketshareforfreshfoods.Traditionalgrocerystoresheld39.7percentofthemarketshare,comparedtomassandsupercenterstoreswithonlyabout19percentofthemarketshare.ReadmoreNote(s):UnitedStates;52weeksendedJanuary1,2023Source(s):FMI;IRIOnlinefreshfoodsalesshareintheU.S.from2019to2022OnlinefreshfoodsalesshareintheU.S.2019-20223.0%2.5%2.5%2.3%2.0%1.5%1.0%0.5%0.0%1.6%0.8%201920202021202213Description:AllfreshfoodcategoriessawanincreaseinonlinesalesduringtheCOVID-19pandemiccomparedtobeforethepandemic.Theonlinesalesshareoffreshfoodwasabout2.5percentofthetotalfreshfoodsalesin2022.

ReadmoreNote(s):UnitedStates;CY2019-2022Source(s):FMI;IRISalesshareofproducesoldonlineintheUnitedStatesfrom2019to2022OnlineproducesalesshareintheU.S.2019-20223.0%2.4%2.5%2.0%1.5%1.0%0.5%0.0%1.7%0.7%20192020202214Description:From2019to2022,thesalesoffreshproducefromonlinesaleschannelshaveincreasedfrom0.7percentto2.4percentofsalesfromallchannels,constitutinganincreaseofabout1.7percentdollarsalesshare.

ReadmoreNote(s):UnitedStates;2019to2022Source(s):IRITopfreshfoodcategoriesonlineintheU.S.in2022,bysalesshareTopfreshfoodcategoriesonlineintheU.S.2022,bysalesshare7%6.1%6%5.2%4.9%5%4%3%2%1%0%3.4%2.9%2%1.7%1.7%1.6%1.6%Groundbeef

ChickenbreastBerriesBaconApplesTomatoesSaladkitsPotatoesLettuceAvocados15Description:Inthe52weeksendedFebruary20,2022,groundbeefandchickenbreastwerethetoptwofreshfoodcategoriesinonlinesalesintheU.S.,accountingfor6.1percentand5.2percentofonlinefreshfoodsalesshare,respectively.Berriesandbaconwerethenextleadingcategories.ReadmoreNote(s):UnitedStates;52weeksendedFebruary20,2022;ndicatestop10onlinefreshcategoriesthatalsoappearinthetop10in-storeSource(s):IRIDollarsalesgrowthforonlinefreshfoodmarketintheU.S.in2022,byproductOnlinesalesgrowthforfreshfoodmarketintheU.S.2022,byproduct30%24.6%25%20%15%10%5%23.7%20.5%17.1%14.3%0%VegetablesFruitProducePerishablesEdible16Description:Inthe52weeksendedMarch20,2022,allfreshfoodproductssawanincreaseinonlinesalescomparedtothepreviousyear.Perishableproductshadthelargestincrease,withjustunder25percentmoreonlinesalesin2022.Fruitincreasedby23.7percent.ReadmoreNote(s):UnitedStates;52weeksendedMarch20,2022Source(s):IRILeadingonlinegrocerydeliverybrandsrankedbybrandawarenessintheUnitedStatesin2022Mostwell-knowngrocerydeliverybrandsintheUnitedStates2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%WalmartCostco93%79%Aldi75%73%72%AmazonFreshInstacartHelloFreshBlueApronShipt62%54%44%FreshDirectPeapod39%32%Stop&ShopPlatedEveryPlate28%27%26%17Description:With93%brandawareness,Walmartisthemostwell-knowngrocerydeliverybrandamongU.S.internetusers.Runner-upCostcoisrecognizedby79%ofrespondents,followedbyAldi(75%)andAmazonFresh(73%).SpecialistInstacartranksfifth,with72%ofonlinersintheUnitedStatesknowingthem.ReadmoreNote(s):UnitedStates;March22to29,2022;1241respondents;18to64yearsSource(s):ConsumerInsightsOnlinemeatsalesshareintheUnitedStatesfrom2007to2023ShareofmeatsalesonlineintheU.S.2007-20232.5%2.0%2%1.5%1%1.0%0.5%0.0%0%0%200720132018202318Description:Theshareofmeatsalesthathappenedoveronlinechannelsisstillrelativelylowcomparedtomeatpurchasesinotherchannels.Since2007,onlinemeatsaleshavegrownfromzeropercenttotwopercentin2023.

ReadmoreNote(s):UnitedStates;2007to2023Source(s):FMI;WinsightGroceryBusinessCHAPTER

03FreshconsumersCustomerwillingnesstopaymoreforsustainablepackagingforfreshfoodsintheU.S.asof2023CustomerwillingnesstopayforsustainablefreshfoodpackagingU.S.2023Nomore1-3%more4-6%more7-10%moreOver10%more49%60%50%40%30%20%10%0%47%28%27%14%12%7%5%5%5%Freshfruit&vegetablesFreshmeat,poultry,&fish20Description:A2023surveyrevealedthatconsumerswouldbemostlikelytopayaboutfourtosixpercentmoreformoresustainablepackagingforfreshfoodsintheUnitedStates.Onlyfivepercentofconsumersreportedawillingnesstopayovertenpercentmoreforsustainablefreshfruitandvegetablepackaging.ReadmoreNote(s):UnitedStates;January2023Source(s):McKinsey&Company;PackagingWorldTopreasonswhyconsumerseatfreshfoodintheU.S.asofJuly2022TopreasonstoeatfreshfoodintheU.S.2022Shareofrespondents0%10%20%30%40%50%60%TofeelgoodOverallenergy52%45%43%WeightmanagementPreventingdiseasesandpreservinghealthBuildingimmunity39%35%34%32%MentalandemotionalhealthManagingexistinghealthconditionsTolookgood24%Cognitiveperformance21%Athleticperformance13%21Description:A2022studyintheU.S.revealedthatoverhalfofU.S.consumersareeatingfreshfoodtofeelgood.45percentcitedusingfreshfoodforoverallenergyand43percentofconsumersareusingfreshfoodasapartoftheirweightmanagement.

ReadmoreNote(s):UnitedStates;2,054respondents;18-70yearsSource(s):DeloitteWillingnesstopayapremiumforfreshfoodintheU.S.asofJuly2022,bytypeofconsumer*WillingnesstopayapremiumforfreshfoodintheU.S.2022,byconsumertypeContemporaryConventional90%80%70%60%50%40%30%20%10%0%78%71%63%54%2021202222Description:ArecentstudyintheU.S.askedconventionalandcontemporaryconsumers*iftheywouldbewillingtopayapremiumforfreshfood.AsofJuly2022,aboutsevenpercentfewercontemporaryconsumersandninepercentfewerconventionalconsumersreportedawillingnesstopayapremiumonfreshfoodscomparedto2021.ReadmoreNote(s):UnitedStates;July2022;2,054respondents;18-70years;*Thesourcedescribescontemporaryconsumersas"mostlyyounger,morewell-off,onlineshoppers,andurbandwellers"andconventionalconsumersas"tendtobeolder,belong[...]

ReadmoreSource(s):DeloitteConsumerawarenessoffreshproducebrandsintheU.S.asof2022*ConsumerawarenessoffreshproducebrandsU.S.202230%26%25%20%15%10%4%5%0%3%2%1%1%1%1%1%DoleChiquita365WholeFoodsMarketDelmonteKrogerDriscoll'sFreshExpressTraderJoe'sSunkist23/statistics/1336735/consumer-awareness-of-fresh-produce-brands-in-the-usWhenaskedwhichbrandcomestomindwhenthinkingoffreshproduce,morethanaquarterofsurveyrespondentsnamedDoleintheU.S.in2022.ThenextleadingbrandknownmyconsumerswasChiquita,withonlyfourpercentofresponses.

ReadmoreNote(s):UnitedStates;March1toMarch10,2022;1,466respondents;21-65years;*Consumerswhoareprimarilyresponsibleorhaveasharedresponsibilityforgroceryshopping.Theoriginalsurveyquestionreads,"Whenyouthinkoffresh[...]

ReadmoreSource(s):ProvokeInsightsAmazonFreshbrandawareness,usage,popularity,loyalty,andbuzzamongonlinegrocerydeliveryusersintheUnitedS