Eat your vegetables. Who didn't hear this phrase as a kid? I know I certainly did, and the chorus has been immortalized in television shows and advertising campaigns for years. And you know what? It just may have worked.
According to the NPD Group, Millennials and members of Generation Z are driving the growth in the fresh and frozen vegetables market. According to the group, consumers under the age of 40 are increasing their eatings per capita of fresh vegetables by 52% over the past decade. During the same time period, frozen vegetable consumption by the cohort grew by 59%.
The NPD Group expects that this generational change is fuled by an overall shift by younger consumers to eat fresh foods over the past 10 years. These eaters are adopting fresh foods at a much earlier age than the generations that came before them. According to David Portalatin, vice president, food industry analyst at NPD Group:
"Vegetable consumption among younger consumers is a reflection of their more health-conscious eating behaviors...Our research shows that their attitudes about eating vegetables will not shift as they age and go through their life stages."
To that point, the group expects that Millennials and members of Generation Z will sustain the growth exhibited in the fresh vegetable market for years to come as they enter their prime consumption years. According to the NPD Group's A Generational Study: The Evolution of Eating, this group will likely drive a 10% increase in fresh vegetable consumption and a 3% rise in frozen vegetable consumption for the next ten years.
A suprising fact also emerges from the NPD research. Boomers, ages 60 and up, actually decreased their consumption of fresh and frozen vegetable products over the timeframe by 30% and 40%, respectively. Perhaps another addage is fitting for the generation.
Do as I say and not as I do.
Italy will not ratify the EU's free trade agreement with Canada because it does not ensure sufficient protection for the country's specialty foods, according to the country's agriculture minister. The Comprehensive Economic and Trade Agreement (CETA) will abolish some 98% of customs duties and allow the EU to export more cheese and wine and Canada more pork and beef in quotas that expand over the next six years, reported
Country of Origin Labeling (COOL) will not be reinstated in the U.S., according to a judgment from the U.S. District Court Eastern District of Washington issued June 5, despite the court's acknowledgement that the removal of the labeling law caused red...read more
Chris focuses on fresh, canned and frozen fruit and fresh and dried vegetables for the Food Institute Report. In addition, he assists in compiling data for various Food Institute publications throughout the year. He is a proud Rutgers University alumnus with a degree in English, and has a background in web writing for a variety of industries, including legal, foodservice and small-to-medium sized businesses. In his downtime you can find him watching New York Yankees baseball, hiking, enjoying live music and spending time with his dog Kaiden. He invites you to contact him via email at email@example.com to talk about anything food-related.
There are no comments, yet. Why don't you add one?
10 Mountainview Road
Upper Saddle River, NJ 07458
Food Institute reps are available to answer your questions
BECOME A MEMBER
For close to 90 years, The Food Institute has been the best "single source" for food industry executives, delivering actionable information daily via email updates, weekly through The Food Institute Report and via a comprehensive web research library. Our information gathering method is not just a "keyword search."