Hitting the Shelves: Garden Varieties -- February 2010
Factors
such as public health concerns, the popping up of gardens in backyards across
the nation (including the White House) and the lower portion cost of vegetable
foods (relative to meat or fish) are driving the market, making vegetable-rich
foods increasingly appealing to consumers. Companies can seize this opportunity
by launching convenience products that help consumers obtain daily vegetable
nutrition, such as vegetable-rich prepared meals, hybrid fruit and vegetable
drinks. Also, boosting the vegetable content in products such as pastas, snacks
and dairy foods helps. Within the vegetarian market, more elaborate products
have been introduced, and these may not always explicitly market on-pack to
vegetarians. Perhaps, this is done to capture a broader audience of
“meat-reducers,” or consumers simply looking to eat more vegetables. New
product development in this segment is moving away from classic meat
substitutes, such as veggie burgers, and towards more-convenient prepared
meals, with increased quality and diverse recipes. Some bright spots in this
trend are products designed to offer a serving of fruits or vegetables, making
it easier for consumers to meet their daily recommended intake. Companies such
as Unilever, Coca-Cola and Campbell’s have launched convenient drink formats
aimed to provide consumers with vegetable servings, often flavored with fruit juice.
Information in this
column is from the Global New Products Database, the premier source of global
product intelligence, published by Mintel International Group; 351 W. Hubbard,
8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail
mhollihan@mintel.com.pf