Analysis of Fresh Fruit and Vegetable Sales at Retail

“During the November period deflation in several of the top 10 vegetable categories impacted overall dollar volume. Key categories such as onions, potatoes, cauliflower and lettuce, contributed to the pressure on overall dollar sales due to deflation in those categories. Now that seasonal transition of vegetable production to the desert growing regions is complete, and provided weather doesn’t create unforeseen challenges in supply, December could be a strong conclusion to 2023.”

Joe Watson, VP, Retail, Foodservice & Wholesale for IFPA

November 2023

Fresh share

Fresh produce prices have remained much more stable than prices of frozen and canned fruit and vegetables that have inflating by double digits. As a result, the fresh share of dollars remains below-average, however, the pound share has remained stable.

Holiday commodities

Performances continue to be very inconsistent with declines in dollars, units and pounds for some commodities whereas others are generating big gains over year ago levels. Likewise, price movement is very inconsistent as well.

Fresh herbs and pineapples gained in year-over-year pound sales, whereas other seasonal powerhouses such as potatoes, mushrooms, cranberries and celery lost ground.