produce for better health annual conference macro trends

Copyright 2013. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary

and Confidential and may not be disclosed in any manner, in whole or in part, to any third

party without the express written consent of NPD.

Produce for Better Health

Annual Conference

Macro Trends The NPD Group

March 14, 2013

1

Background Regarding The Insights

The NPD Group, Inc. | Proprietary and Confidential

NPD provides syndicated and custom primary research to companies

involved in the food and beverage industry.

Two primary syndicated survey’s were used:

National Eating Trends- 14 day diary from primary respondent in HH

SnackTrack- yesterday snacking behavior for RTE foods (no cooking)

Other sources of data from NPD’s supplemental services

Topical Reports

Snacking in America Report

A Market for Functional Foods

Generation Mom

NET Follow Up Surveys

HealthTrack

Nutrient Intake

Home is the source of most of our meals and snacks

Home 80%

Foodservice

19%

Source

Unknown 1%

% of Occasions by Where Obtained

Note: This excludes meal skipping

Source: NPD’s Eating Patterns in America - Year Ending Feb. 2012: PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION


Sourcing meals from home has become more important in recent years

78.0% 77.5%

77.0% 76.9% 77.5%

77.0% 77.0% 77.5% 77.5%

77.1% 77.0% 77.4% 77.4%

77.9%

79.0% 79.3% 79.8%

'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12

Percent of Occasions Coming from Home Supply

Source: NPD’s Eating Patterns in America PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION


Note: This excludes meal skipping

Fruit tops the list of foods and beverages consumed most often from the home

Top items

% of Occasions – Consumed In the home or Carried from Home

5

1. Fruit

2. Sandwiches (excluding frozen)

3. Milk (excluding hot chocolate)

4. Coffee

5. Vegetables

6. Carbonated Soft Drink

7. RTE Cereal

8. 100% Fruit Juice

9. Tea

10. Bread


Source: NPD's National Eating Trends - 2 years through Nov. 2012PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION

end dishes

The majority of the population consume fruits, vegetables or 100% fruit juice every day

Consume Do not

consume

% of Individuals Who Consume on a Typical Day

In the Home or Carried from Home

Source: NPD's National Eating Trends - 2 years through Nov. 2012 PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION


All forms and

uses including

juices

Among kids, milk edges out fruit as the top item

Top Items


7 The NPD Group, Inc. | Proprietary and Confidential

Source: NPD's National Eating Trends - 2 years through Nov. 2012 PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION


2. Fruit


4. RTE Cereal

5. 100% Fruit Juice

6. Vegetables

Kids <18 yrs old

end dishes

… for adults, coffee is king

Top Items


8

1. Coffee


3. Fruit


5. Vegetables


7. Tea

8. RTE Cereal

9. 100% Fruit Juice


Source: NPD's National Eating Trends - 2 years through Nov. 2012PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION


2. Fruit


4. RTE Cereal

5. 100% Fruit Juice

6. Vegetables

Adults 18+ yrs old Kids <18 yrs old

end dishes

Fruit is among the top growing items

9

1. Yogurt (excluding frozen)

2. Fruit

3. Pizza

4. Tea

5. Bars (e.g. granola, energy)

Top Growing Items During Past Decade (2012 – 2003)

Change in % of Occasions – Consumed In the home or Carried from Home

Source: NPD's National Eating Trends - 2 years through Nov. PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION

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Over the long term, consumption of fruit is up somewhat while 100% juice consumption is down

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Total Fruit Vegetables Juice

The NPD Group, Inc. | Proprietary and Confidential 10

Annual Eatings per Capita - Consumed in the Home or Carried from Home

Source: NPD's National Eating Trends – years ending Nov. PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION

All forms

and uses

Fruit and 100% juices are mainly consumed as an “end dish”. Vegetables have a higher share as an ingredient

81%

53%

87%

11%

4%

1%

7%

43%

13%

0%

25%

50%

75%

100%

Fruit Vegetables Juice

Ingredient

Topping

End Dish


% of Eatings – Consumed in the Home or Carried from Home

Source: NPD's National Eating Trends – 2yrs ending Nov.’12 PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION

All forms

Store fresh is the dominant form for both fruits and vegetables

77%

53%

0%

25%

50%

75%

100%

Fruit Vegetables

Store Fresh % of Eatings – Consumed in the Home or Carried from

Home


All uses


Consumer preference for store fresh fruit has increased over time

74.4% 74.8% 75.3% 75.3% 75.0% 74.6% 75.7% 76.6% 76.2% 76.7%

10.5% 10.2% 10.0% 10.0% 9.6% 9.4% 8.8% 8.8% 9.1% 9.0%

Nov-03 Nov-04 Nov-05 Nov-06 Nov-07 Nov-08 Nov-09 Nov-10 Nov-11 Nov-12

Store Fresh Can / Jar


Fruit by Top Forms


All uses


Frozen and store fresh vegetables have grown while canned has declined

51.8% 51.7% 51.4% 51.4% 51.5% 51.8% 52.5% 53.0% 52.4% 52.8%

10.1% 10.3% 10.5% 10.7% 11.5% 12.0% 11.9% 11.6% 11.8% 12.1%

21.5% 20.9% 20.6% 20.7% 20.4% 20.1% 20.0% 19.2% 18.8% 19.1%

Nov-03 Nov-04 Nov-05 Nov-06 Nov-07 Nov-08 Nov-09 Nov-10 Nov-11 Nov-12

Store Fresh Frozen Canned


All uses

Vegetables by Top Forms



Fruit, vegetable and 100% juice consumption declines and then rises with age

0-9 YrOlds

10-19 YrOlds

20-29 YrOlds

30-39 YrOlds

40-49 YrOlds

50-59 YrOlds

60-69 YrOlds

70+ Yrolds


Fruit, Vegetables, 100% Juice % of Occasions Consumed in the Home or Carried from Home

All forms and uses


The age profile varies by category…

0-9 YrOlds

10-19 YrOlds

20-29 YrOlds

30-39 YrOlds

40-49 YrOlds

50-59 YrOlds

60-69 YrOlds

70+ Yrolds

Fruit Vegetables Juice


% of Occasions Consumed in the Home or Carried from Home

All forms and uses


Health oriented households consume more fruits, vegetables and 100% juice

Short Cut Fuelers Family Pleasers Health Strugglers Traditional HealthFollowers

Natural HealthEmbracers


Fruit, Vegetables, 100% Juice (all forms and uses)



Least Healthy ModeratelyHealthy

Most Healthy

Frequency of Snacking by NPD’s Healthy Eating Index Annual Snack Meals per Capita

SUMMARY & KEY INSIGHTS The healthier our actual eating habits, the more frequently we snack between meals

Least Healthy ModeratelyHealthy

Most Healthy

Kids <18 yrs old Adults 18+ yrs old


Fruit is the most popular between meal snack

Top items Consumed as a Between Meal Snack


19

1. Fruit

2. Frozen Ice Cream/Novelties

3. Cookies

4. Candy/Gum


6. Chips


8. Popcorn

9. Crackers

10. Cake / Snack Cakes


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Add something

to diet 26%

Take something out of diet

19%

Equally "Add to" and "Take out"

55%

Do consumers think eating healthy means adding or taking something out of the diet? … it’s both

Source: NPD’s Functional Foods & Beverages Custom Survey; June ’12 PBH 2013 CONFERENCE: NOT FOR ADDITIONAL DISTRIBUTION

% of Adults n = 1,921


Questions?? Feel Free to Contact Me

Howard Goldberg Director- Food & Beverage 847.692.1736 [email protected]


Thank You

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