U.S. Vegetable Puree Market Size, Share & Trends Analysis Report By Product (Tomato, Broccoli, Pumpkin, Bell Pepper), By Application (Beverages, Baby Food, Bakery), And Segment Forecasts, 2021 - 2028

Report Overview

The U.S. vegetable puree market size was valued at USD 6.22 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 5.2% from 2021 to 2028. Shifting consumer preference toward packaged convenience foods for cooking is expected to drive the demand for vegetable puree over the next few years. In addition to this, the increasing application of the product in several food processing sectors, including bakery products and beverages, is expected to boost the market growth. The COVID-19 pandemic has had a direct and indirect impact on the U.S. market for vegetable puree. The coronavirus outbreak has affected the raw material as well as application industries of the market. Vegetable puree companies have also witnessed transportation delays. The pandemic has had an adverse impact on the supply chain of the fruit and vegetable industry in the U.S., with lower prices and reduced production emerging as the key problems within the industry.

Over the past few years, the demand for the product has increased significantly in the U.S. with the increasing awareness of healthy food and lifestyle. According to the U.S. Department of Agriculture (USDA), a healthy diet requires the consumption of adequate fruits and vegetables as they help in preventing several diseases, such as heart disease, cancer, diabetes, and obesity.

One of the key factors driving the market in the U.S. is the increasing consumer awareness about the daily requirement of nutrition, which can only be fulfilled by the consumption of all-natural vegetables and fruits. A shift has been observed toward healthier diets resulting in changing food preferences.

The high penetration of food and beverage companies has widened the scope of the market in the U.S. Companies have been incorporating vegetable puree in new and innovative ways to launch exciting products. For instance, in May 2019, Hunt's, a brand owned by Conagra Brands, launched a new tomato sauce with a thicker texture and rich taste. The product is 100% all-natural and does not contain fructose corn syrup. Such new product launches increase the sales of vegetable puree products in the U.S.

The growing trend of organic food and beverages in the U.S. is expected to widen the growth opportunities for the market in the upcoming years. This is attributed to the increasing awareness about the harmful effects of pesticides, chemicals, and additives on human health. Furthermore, the growing number of health-conscious consumers and the rising awareness regarding the health benefits associated with organic vegetables and clean label products are likely to drive the organic vegetable puree market.

Product Insights

The tomato segment held the largest revenue share of 44.1% in 2020 and is expected to maintain its lead over the forecast period. The widespread application of tomato puree in the preparation of sauces and dips for pizza, pasta, soups, stews, and other dishes is driving the growth of this segment. Moreover, the rising awareness about the health benefits of tomato puree is expected to boost product demand.

The broccoli segment is expected to expand at the fastest revenue-based CAGR of 8.5% from 2021 to 2028. The pumpkin segment is projected to register the second-fastest CAGR in terms of revenue from 2021 to 2028. Pumpkin puree is one of the most versatile purees that can be incorporated into dishes such as pancakes, oatmeal, muffins, pasta, cakes, snacks, pudding, and beverages. Thus, many manufacturers are trying to use it in their consumer products too. For instance, in August 2019, Starbucks Coffee Company launched its pumpkin cream cold brew coffee in the U.S. to meet the increasing demand for pumpkin-based drinks at the onset of fall.

Application Insights

The beverages application segment accounted for the largest revenue share of more than 30.0% in 2020 owing to the rising demand for healthy drinks in the U.S. market. In the last few years, consumers have become more aware of the harmful health effects associated with the consumption of sugary carbonated drinks. In addition to this, the growing focus on healthy lifestyles among the young and working-class populations of the U.S. is expanding the scope of vegetable puree-based beverages.

Major players in the U.S. market are launching new products for health-conscious consumers. For instance, in January 2021, Nestlé announced the launch of Nesquik GoodNes chocolate milk drink made from a combination of oats and peas, along with sustainably sourced cocoa. Such initiatives are anticipated to open new avenues for various vegetable purees in the beverages sector over the forecast period.

The baby food application segment is expected to register the fastest revenue-based CAGR of 6.2% from 2021 to 2028. Baby nutrition is an important field that the food sector is particularly focusing on after the sudden outbreak of the pandemic. Kids and toddlers are vulnerable to numerous infectious diseases; hence, in order to increase their immunity, manufacturers are launching healthy food products, loaded with nutritious vegetables and fruits.

Key Companies & Market Share Insights

The U.S. market for vegetable puree is characterized by the presence of a few well-established players and several small- and medium-sized players. Mergers and acquisitions are one of the key strategic initiatives in the industry. For instance, in March 2019, Döhler acquired a majority stake in Zumos Catalano Aragoneses S A (Zucasa), a producer of juices, purees and sweet fruit concentrates, vegetables, and plants, located in the region of Fraga (Huesca), Spain.

In another instance, in February 2019, SVZ Industrial Fruit & Vegetable Ingredients USA announced that it would increase its production capacity in Othello, Washington by adding an aseptic puree processing and packaging line to meet the growing demand for vegetable and fruit purees. These market trends are anticipated to boost the growth of the U.S. market over the forecast period. Some prominent players in the U.S. vegetable puree market include: -

• Döhler

• Grünewald International

• Dennick FruitSource, LLC

• Les vergers Boiron

• SVZ Industrial Fruit & Vegetable Ingredients

• F&S Produce Co, Inc.

• Ingredion Incorporated (Kerr Concentrates)

• Encore Fruit Marketing, Inc.

U.S. Vegetable Puree Market Report Scope

Segments Covered in the Report

This report forecasts revenue and volume growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the U.S. vegetable puree market report on the basis of product and application:

• Product Outlook (Volume, Kilotons; Revenue, USD Million, 2016 - 2028)

  • Tomato

  • Spinach

  • Broccoli

  • Carrot

  • Pumpkin

  • Bell Pepper

  • Beetroot

  • Others

• Application Outlook (Volume, Kilotons; Revenue, USD Million, 2016 - 2028)

  • Beverages

  • Bakery

  • Snacks

  • Baby Food

  • Desserts

  • Others