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Fruit, known for its healthy properties, with many countries trying to persuade its citizens to eat their “five a day” portions of fruit and vegetables, is currently being demonised to an extent in certain quarters in the US because of its sugar content, having to contend with the general backlash against sugar. Nevertheless, while total volume sales growth was not particularly dynamic in 2019, and is not expected to become any stronger over the forecast period, it still remains in positive territory, as many consumers still see fruit as a healthy product, helped by the lack of preparation and ease of consumption of many fruit types.
Consumers in the US are now more informed than ever before about the food they eat. For Americans, transparency from brands and suppliers about the food they are purchasing is becoming increasingly important.
While pre-cut packaged vegetables in convenient formats are generally geared towards consumers to use in home-cooking, fruit that has been pre-cut and packaged for convenience is more often positioned for snacking. As fruit is seen as an ideal all-natural snack, the snacking trend is helping drive sales of fruit, especially pre-cut pack types of fruit that can otherwise be time-consuming and difficult to prepare.
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Discover the latest market trends and uncover sources of future market growth for the Fruits industry in USA with research from Euromonitor's team of in-country analysts.
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