Page 34 - FoodFocusThailand No.143_February 2018

SPECIAL FOCUS
SPECIAL FOCUS

Consumers’ consumption of fresh produce grew “Produce benefits greatly from online ordering because
steadily—albeit modestly at about 1.3%— between consumers are increasingly seeking healthy foods, and with the added
2011 and 2016. As market research firm Packaged convenience, they are likely and able to purchase more fresh fruits
and vegetables,” says Sprinkle.
Facts forecasts in the new report Fresh Produce:
U.S. Market Trends and Opportunities, moderate Further Convenience with Meal Kit Delivery Spurring
annual gains will continue over the next several years Produce Gains: Another iteration of grocery delivery is meal
through 2021. kit delivery, which provides all the ingredients needed to prepare a
meal in the correct portions. Meal kits appeal mostly to Millennials
and Generation X, especially among single people and men. The
“Fruit and vegetable producers benefited from steady growth convenience allows busy consumers to cook and eat healthy meals
among the U.S. population, as well as from the fact that all age groups incorporating produce, while perfect portion sizes lead to less food
have high usage rates, especially Gen X adults,” says David Sprinkle, waste for single people, who might find many produce options
research director for Packaged Facts. “Fruits and vegetables are available at the grocery store too large for their needs.
expected to continue experiencing growth in niche areas as
consumers persist in seeking out novel flavors from around the world. Community Supported Agriculture & Farmers’ Markets Grow
Increases in disposable personal income will support purchases of from Locavore Movement: Community supported agriculture
premium fruits and vegetables, including non-GMO, organic, and programs (CSAs) have existed in some areas for a while, but in recent
locally grown types. Also, marketing strategies focusing on health years, they have taken off throughout the country as consumers seek
and the delicious taste of fresh produce will help fruits and vegetables to eat healthy, locally grown produce and to support local commerce.
to expand their appeal and per capita consumption.” CSAs involve community members pledging support to a local farm
The opportunities seem almost limitless, but as Sprinkle notes by promising to cover the costs of farming operations, and in effect,
some trends are more impactful than others. And so, here are six of becoming a stakeholder of the farm. In return, CSA members receive
the key trends Packaged Facts reveals will influence future growth fresh produce from the farm throughout the growing season.
in the U.S. market for fresh fruits and vegetables: “Direct sales to community members are beneficial to both farmers
and buyers, as farmers can have better financial security through
Online Grocery Shopping & Delivery Services Inducing sharing the risks of potential bad crops, while buyers can have fresher
Produce Purchases: Millennials and families with small children produce with more variety than might be available in grocery stores,
have busy schedules and often do not have the time to plan and shop sometimes at a lower cost without middlemen,” says Sprinkle.
for healthy meals. The advent of online grocery shopping appeals to
this demographic on convenience, allowing consumers to receive
produce and other foods without needing to browse store shelves.

34 FOOD FOCUS THAILAND FEB 2018