Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The market at a glance
- Competitive context
- Segment performance
- Snack nuts and seeds
- Dried fruit
- Baking nuts
- Trail mix
- Retail channels
- Leading companies
- Weight issues highlight need for healthier alternatives
- Innovation and innovators
- Different advertising approaches needed for women and men
- Household consumption
- The nut consumer
- The dried fruit consumer
- The trail mix consumer
- Respondent attitudes point to a need for increased education
- Impact of race and Hispanic origin
- Market Size and Forecast
- Key points
- A competitive market for healthy snacks
- Sales and forecast of nuts and dried fruit
- Figure 1: Total U.S. retail sales of nuts and dried fruit, at current
prices, 2004-14
- Figure 2: Total U.S. retail sales of nuts and dried fruit, at
inflation-adjusted prices, 2004-14
- Walmart sales
- Competitive Context
- Key points
- Unemployment and fears of job loss lead consumers to tighten food budgets
- Figure 3: Seasonally adjusted unemployment rate, 16 years and older, by
month, 2000-09
- Nuts and dried fruit compete in a much larger snack universe
- Figure 4: Foods eaten as snacks and as healthy snacks, February 2009
- Trail mix bars--help or hurt?
- "Nature' s candy" is losing luster with consumers
- Figure 5: U.S. per capita consumption of selected dried fruit, by type,
1997/98-2007/08
- Segment Performance
- Key points
- Exponential growth from 2004-08 is expected to slow through 2011
- Sales of nuts and dried fruit in FDMx
- Figure 6: FDMx sales of nuts and dried fruit, at current prices, 2004-14
- Figure 7: FDMx sales of nuts and dried fruit, at inflation-adjusted
prices, 2004-14
- Shifts in segment share point to the growing appeal of trail mix
- Sales of nuts and dried fruit, by segment
- Figure 8: FDMx sales of nuts and dried fruit, by type, 2007 and 2009*
- Segment Performance--Snack Nuts and Seeds
- Key points
- Sales aren' t dampened significantly even amidst safety concerns
- Snack nuts are taking on new shapes and flavors
- Sales and forecast of snack nuts and seeds
- Figure 9: FDMx sales of snack nuts and seeds, 2004-14
- Segment Performance--Dried Fruit
- Key points
- Superfruits attract attention to the segment
- Exit prunes, welcome plums
- "Other" covers a wide range of products
- Sales and forecast of dried fruit
- Figure 10: FDMx sales and forecast of dried fruit, at current prices,
2004-14
- Sales of dried fruit by type
- Figure 11: FDMx sales of dried fruit, by type, 2008 and 2009
- Segment Performance--Baking Nuts
- Key points
- Baking nuts are a natural, especially for women
- Sales driven by seasonal fluctuations
- Pecans, pistachios, and hazelnuts appearing on menus more often
- Figure 12: Top ten nut types incorporated in restaurant menu dishes, by
quarter, 2008-09
- Sales and forecast of baking nuts
- Figure 13: FDMx sales and forecast of baking nuts, at current prices,
2004-14
- Segment Performance--Trail Mix
- Key points
- Exotic mixes give new life to the segment
- Sales and forecast of trail mix
- Figure 14: FDMx sales and forecast of trail mix, at current prices,
2004-14
- Retail Channels
- Key points
- Supermarkets lead in nuts and dried fruit sales
- Sales of nuts and dried fruit, by channel
- Figure 15: Total U.S. FDMx sales of nuts and dried fruit, by channel,
2008 and 2009
- Retail Channels--Supermarkets
- Key points
- Supermarket merchandising tactics increase visibility but there' s work to
be done
- Supermarket/food stores' sales of nuts and dried fruit
- Figure 16: Supermarket/food stores' sales of nuts and dried fruit, at
current prices, 2004-08
- Retail Channels--Drug and Other
- Key points
- Outlets are capitalizing with trendy snacks and improving their image
- Drug and other stores' sales of nuts and dried fruit
- Figure 17: Drug and other* stores' sales of nuts and dried fruit, at
current prices, 2004-08
- Retail Channels--Natural Foods Supermarkets
- Key points
- Natural stores benefit from greater emphasis on healthy eating
- Natural stores will have to offer competitive prices
- Figure 18: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, at current prices, 2007-09
- Figure 19: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, at inflation-adjusted prices, 2007-09
- Seeds post strongest sales growth from 2007-09
- Figure 20: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, by segment, 2007 and 2009
- Highly splintered supplier base for natural supermarkets
- Other natural suppliers of interest
- Figure 21: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, by manufacturer, 2007 and 2009
- Organics boost dried fruit, but consumers go for conventional in other
segments
- Figure 22: Natural product supermarket retail sales of nuts, dried
fruit, seeds and trail mix, by organic status, 2007 and 2009
- Market Drivers
- Weight issues highlight need for healthier alternatives
- Figure 23: Percentage of Americans aged 20 or older who are overweight,
obese, or extremely obese, 1988-2006
- Childhood obesity is an ongoing concern
- Figure 24: Prevalence of overweight among children and adolescents aged
2-19, for selected years 1976-80 through 2003-06
- Boomer food
- Figure 25: Population aged 18 or older, by age, 2009 and 2014
- Per capita consumption of nuts up, dried fruit down
- Figure 26: U.S. per capita consumption selected shelled tree nuts and
peanuts, by type, 1997/8-2007/8
- Leading Companies
- Key points
- Private label putting a squeeze on national brands
- Figure 27: Private label sales of nuts and dried fruit in FDMx, 2004-08
- Kraft experiences mixed results for an overall decline
- Diamond Foods benefits from strong brand loyalty and improved distribution
- Many competitors, few national leaders
- FDMx sales of nuts and dried fruit by manufacturer
- Figure 28: Manufacturer FDMx sales of nuts and dried fruit in the U.S.,
2008 and 2009
- Brand Share--Snack Nuts and Seeds
- Key points
- Kraft expands its natural offerings
- Wonderful Pistachios "better for you" and "better for earth"
- Blue Diamond' s innovative packaging helps consumers count calories
- Manufacturer and brand sales of nuts and seeds
- Figure 29: Selected FDMx manufacturer and brand sales of nuts and seeds,
2008 and 2009
- Brand Share--Dried Fruit
- Key points
- Superfruits take center stage
- Manufacturer and brand sales of dried fruit
- Figure 30: Selected FDMx manufacturer and brand sales of dried fruit,
2008 and 2009
- Brand Share--Baking Nuts
- Key points
- Diamond sets the bar for culinary nuts
- Private label sales growing rapidly
- Strong performance by Back to Nature not enough to temper Kraft declines
- Manufacturer and brand sales of baking nuts
- Figure 31: Selected FDMx brand sales of baking nuts, 2008 and 2009
- Brand Share--Trail Mix
- Key point
- Kraft launches more natural products
- Candy-based mixes experience declines
- Manufacturer and brand sales of trail mix
- Figure 32: Selected FDMx manufacturer and brand sales of trail mix, 2008
and 2009
- Brand Qualities
- Diamond of California
- Emerald Nuts
- Planters
- Blue Diamond
- Sunsweet
- Innovations and Innovators
- Key points
- Portion control necessary for a category that is new to some
- Raisins ahead of the curve on portion control
- Nut crisps offer a non-traditional way to consume nuts
- Dried fruit gets crunchy too
- A premium treat with benefits
- Figure 33: Nut and dried fruit new product introductions, 2003-08
- Figure 34: Top new product positioning claims for nuts, 2003-08
- Figure 35: Top new product positioning claims for dried fruit, 2003-08
- Advertising and Promotion
- Different approaches to healthy eating needed for women and men
- Figure 36: Behaviors and opinions towards healthy snacking, by gender,
July 2007-September 2008
- Planters speaks to men
- Figure 37: Planters cashew girl television ad, 2008
- Figure 38: Planters sea salt peanuts television ad, 2009
- Emerald Nuts uses humor
- Figure 39: Emerald Nuts Skydiver television ad, 2009
- Diamond Foods
- Blue Diamond promotes a healthy lifestyle
- Figure 40: Blue Diamond Roasted Almonds TV ad, 2008
- True North promotes the greater good
- Sunsweet Ones (Sunsweet Growers) aren' t your grandparents' prunes
- Figure 41: Sunsweet Ones TV ad, 2009
- Ocean Spray Craisins appeal to moms
- Figure 42: Ocean Spray Craisins 100-calorie packs TV ad, 2008
- Household Consumption of Nuts
- Key points
- Stark differences in household penetration of nuts by household income
- Figure 43: Incidence of household consumption of nuts, by household
income, October 2007-December 2008
- Figure 44: How nuts are used, by household income, October 2007-December
2008
- Figure 45: Trends in kinds of nuts eaten, 2004-08
- The Nut Consumer and Their Eating Preferences
- Key points
- Incidence of nut consumption skews older
- Figure 46: Nut consumption among household members, by age, April 2009
- How nuts are eaten
- Figure 47: How nuts were consumed in last month, by type of nut, April
2009
- Figure 48: Incidence of eating selected nuts alone by the handful, by
age, April 2009
- Figure 49: How nuts are eaten/used, by gender, April 2009
- Figure 50: How nuts are eaten/used, by age, April 2009
- Figure 51: How nuts are eaten/used, by household income, April 2009
- Personal Consumption of Dried Fruit
- Key points
- Half of all respondents eat raisins, but vast opportunity exists to grow
consumption of other dried fruits
- Figure 52: How dried fruits were consumed in last month, by fruit, April
2009
- Figure 53: Consumption habits with dried fruit, by gender, April 2009
- Figure 54: Consumption habits with dried fruit, by age, April 2009
- Figure 55: Consumption habits with dried fruit, by household income,
April 2009
- Figure 56: Consumption habits with dried fruit, by presence of children,
April 2009
- Personal Consumption of Trail Mix
- Key points
- Younger consumers know what they like
- Figure 57: Consumption habits with trail mix, by age, April 2009
- Lower-income respondents less likely to eat trail mix
- Figure 58: Consumption habits with trail mix, by household income, April
2009
- Attitudes Toward Nuts and Dried Fruit
- Key points
- Need for education is apparent across most demographics
- Men less likely to be aware of health benefits of nuts
- Female respondents more likely to see too many calories and too much sugar
- Figure 59: Attitudes towards healthfulness of nuts and dried fruit, by
gender, April 2009
- Beneficial antioxidants in nuts aren' t registering with younger and less
affluent consumers
- Figure 60: Attitudes towards healthfulness of nuts and dried fruit, by
age, April 2009
- Figure 61: Attitudes towards healthfulness of nuts and dried fruit, by
household income, April 2009
- Impact of Race and Hispanic Origin
- Key points
- Hispanic households are under-indexing in nut consumption
- Figure 62: Incidence of household consumption of nuts, by race/Hispanic
origin, October 2007-December 2008
- Kinds, flavors, types of nuts eaten
- Figure 63: Kinds of nuts eaten, by race/Hispanic origin, October
2007-December 2008
- Figure 64: Flavors of nuts eaten, by race/Hispanic origin, October
2007-December 2008
- Figure 65: How nuts are used, by race/Hispanic origin, October
2007-December 2008
- Reasons to eat nuts
- Figure 66: Consumption habits with nuts, by race/Hispanic origin, April
2009
- Who eats nuts?
- Figure 67: Nut consumption among household members, by race/Hispanic
origin, April 2009
- Figure 68: Consumption habits with trail mix, by race/Hispanic origin,
April 2009
- Figure 69: Attitudes towards healthfulness of nuts and dried fruit, by
race/Hispanic origin, April 2009
- Figure 70: Consumption habits with dried fruit, by race/Hispanic origin,
April 2009
- Appendix: Other Useful Consumer Tables
- Figure 90: Consumption habits: almonds, by household income, April 2009
- Figure 91: Consumption habits: cashews, by household income, April 2009
- Figure 92: Consumption habits: peanuts, by household income, April 2009
- Figure 93: Consumption habits: pecans, by household income, April 2009
- Figure 94: Brands of nuts eaten, by race/Hispanic origin, October
2007-December 2008
- Appendix: Trade Associations
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