State of the Industry, Part 2: still going, still growing; Prepared fresh salads target health,...

We're not talking about wrinkles or gray hairs, but the prepared fresh salads category is maturing. Gone are the category's annual double-digit dollar and unit volume increases. Acquisitions and mergers mean that some industry players are gone as well.

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Even so, fresh-cut packaged salads remain one of the retail sector's top performers, according to InfoScan data from Chicago's Information Resources Inc. During the 52-week period ending August 8, 2004, dollar sales rose 8.6 percent to nearly $2.1 billion, with a 5.8 percent increase in unit volume.

"Demand for 'do-it-for-me' convenience has been the big driver behind the tremendous growth of pre-cut, pre-washed and packaged fruits and vegetables for the past 15 years," said Jerry Welcome, president of the International Fresh-Cut Produce Association (IFPA). "But convenience is now getting a big boost from growing concerns about obesity and health issues in general."

Among those hitting on the health theme is category leader Fresh Express, Salinas, Calif. This summer, the company launched "Low Carb Living Made Easy!"--a retail program showcasing three Fresh Express Tender Leaf Blends naturally high in nutrition and low in carbohydrates: Baby Spinach, Spring Mix and Baby Spinach Trio (with baby spinach, arugula and carrots).

"Low Carb Living Made Easy provides participating retailers with a turnkey promotion that plays directly to shoppers' demand for low-carb quality meal solutions," says Robin Sprague, corporate communications director. "Its high-appeal format promises to take our Tender Leaf Blends to a new level in stores while, at the same time, serve the needs of consumers by providing a variety of nutrition-friendly, at-a-glance ideas for menu preparation."

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Fresh Express has been equally busy on the product front. This year saw the company bolster its Premium Garden Salads line with improvements to two SKUs--Green & Crisp and Double Carrot--and the addition of the Lettuce Leaf Trio with Green Leaf and Premium Romaine varieties. The company also added sugar snap peas to two of its popular salads: Veggie Lovers and the Oriental Salad Kit.

For its part, Dole Food Co., Westlake Village, Calif., is targeting consumer convenience. Among its new products are Angel Hair Cole Slaw, ready for use in salads, stir fry's and soups, and Tender Spinach, packaged in a 9-oz. container for quick use in fresh-tossed salads or cooked meals.