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Blueberries Fruits | Berry Varieties | Blueberries August 2019

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Blueberries Fruits | Berry Varieties | Blueberries August 2019 BLUEBERRIES FRUITS | BERRY VARIETIES | BLUEBERRIES AUGUST 2019 Contact Datassential: US Highbush Blueberry Council 1 312.909.6780 | [email protected] US Highbush BlueberryBlueberry Council Overview table of contents key takeaways 3 fruit 4 berries 11 blueberries 16 appendix 31 Among the top US restaurants, fruit usage on side menus is more common than on appetizer menus, while both provide an KEY TAKEAWAYS opportunity for growth. Blueberry is on one in four menus and has grown 12% over the last four years and 93% over the last 14 years driven by the QSR and casual segments. Blueberries, unlike the rest of berry types, are most often featured with a breakfast starch or bakery item. Blueberries are growing across all menu parts with beverages leading in both menu penetration and four-year growth. The three highest penetration blueberry pairings: strawberry, lemon, and banana, have continued to experience growth. US Highbush Blueberry Council Blueberry Overview FRUIT OVERALL FRUITS Peach Grape Mandarin Lemon Orange Raisin Raspberry Berry Coconut Strawberry Pineapple Watermelon Lime Cranberry Apple Mango Grapefruit Blueberry Avocado Dried Cranberry Cherry Banana Passion Fruit Tamarind Mangosteen Cantaloupe Blackberry Lychee Acai Plum Mamey Sapote Pawpaw Calamansi Jackfruit Blood Orange Pitaya Asian Pear Fig Plantain Pear Currant Kumquat Papaya Apricot Guava Goji Persimmon Yuzu Pomegranate Dates Finger Limes Quince Meyer Lemon Rhubarb inception adoption proliferation ubiquity fine dining, mixology, earliest stage trendy restaurants + specialty grocers chain restaurants + mainstream grocery find it just about anywhere Fast casual had the strongest growth bringing menu FRUIT – SEGMENT penetration by segment & 4-year growth penetration to 100%. 98.8% 100.0% 99.5% 99.7% 99.7% 99.4% » Fruit has nearly 100% menu penetration across all segments and has remained flat over the last four years. QSR Fast Casual Midscale Casual Fine Dine All +1% +2% +1% - - - MenuTrends 2019, PENETRATION: of restaurants % that US Highbush Blueberry Council offer fruit… Blueberry Overview Fruit is a mainstay at all top chain restaurants except for a handful of FRUIT – SEGMENT – TOP US CHAINS penetration by segment & 4-year growth QSR operators. 98.9% 100.0% 100.0% 100.0% 100.0% 99.6% » There has been slight growth in the QSR and Fast Casual segments over the last four years. QSR Fast Casual Midscale Casual Fine Dine All +1% +1% - - - +1% MenuTrends 2019, PENETRATION: % of top restaurants US Highbush Blueberry Council that offer fruit… Blueberry Overview Entrees and beverages have the highest menu penetration for fruit and FRUIT – MENU PART penetration by menu part & 4-year growth have grown 3% over the last four years. » Fruit is only featured on about 99.4% half of side menus, but is a 94.0% strong growth area. 86.5% » In addition to sides, appetizers are also an opportunity for further growth in the fruit category. 64.4% 64.3% 51.2% Appetizer Entrée Side Dessert Beverage All +6% +3% +12% -2% +3% - MenuTrends 2019, PENETRATION: of restaurants % that US Highbush Blueberry Council offer fruit… Blueberry Overview Among the top US restaurants, fruit sides are more apparent than appetizers, while both FRUIT – MENU PART – TOP US CHAINS penetration by menu part & 4-year growth provide an opportunity for growth. » Appetizer growth has included 99.6% salads featuring fruit-based 95.7% dressings and avocado growing 85.3% as a main ingredient beyond guacamole. 69.0% 61.6% 56.5% Appetizer Entrée Side Dessert Beverage All +6% +5% +12% -7% +1% +1% MenuTrends 2019, PENETRATION: % of top restaurants US Highbush Blueberry Council that offer fruit… Blueberry Overview MOST MENUED FRUITS MENU 4 YEAR PENETRATION GROWTH Orange 78.3% +3% Lemon 70.5% +7% Apple 60.6% +2% Pineapple 60.5% +3% Strawberry 52.7% +9% Lime 50.8% +17% Cranberry 47.9% +5% Avocado 47.6% +16% Raspberry 39.7% +4% Cherry 39.0% +8% Mango 38.4% +15% Coconut 37.6% +15% Banana 33.3% - Peach 32.2% +13% Grapefruit 27.5% +19% Blueberry 23.6% +11% Raisin 20.6% -4% MenuTrends 2019, PENETRATION: % of restaurants that offer… BERRIES OVERALL Mixed berry, blackberry, and blueberry have experienced high growth over the » Strawberries, blueberries, and blackberries have long-term, but still have low menu penetration relative to strawberry, experienced an uptick over more recent years. cranberry, and raspberry. BERRY VARIETIES penetration time trend Mixed Berry Blueberry Strawberry Raspberry Blackberry Cranberry 60% 52.7% +49% 50% 47.9% +77% 40% 39.7% +44% 30% 23.6% +93% 20% 13.7% +191% 10% 4.4% +++ 0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 14 Year Growth +++% indicates growth over 200% US Highbush Blueberry Council MenuTrends 2019, PENETRATION: % of restaurants that offer …. 12 Blueberry Overview » It is more common for menus to feature a specific Mixed berry, blackberry, and blueberry have all experienced impressive berry rather than mixed berry. growth over the last 10 years. » Strawberry, blackberry, and cranberry all have high menu penetration, but have stabilized. BERRY VARIETIES penetration time trend Strawberry Raspberry Cranberry Blueberry Blackberry Mixed berry 80% 70% 66.5% -1% 60% 55.4% -3% 52.6% 50% - 40% 33.1% +29% 30% 25.7% +57% 20% 10% 6.4% +++ 0% 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 10 Year Growth +++% indicates growth over 200% US Highbush Blueberry Council MenuTrends 2019, PENETRATION: % of top restaurants that offer …. 13 Blueberry Overview » Smoothies are a key item for blueberries and Blueberries, unlike the rest of the berry types, are often featured with a strawberries. breakfast starch or bakery item. » Cranberry is used very differently than other berries being featured in a cocktail or on a salad. BERRY VARIETY ITEM TYPE DISTRIBUTION ranked by blueberry incidence distribution Item Type Blueberry Mixed Berry Strawberry Raspberry Blackberry Cranberry Breakfast Starch 14.9% 13.4% 5.1% 1.3% 2.3% 0.3% Blended Drink 11.1% 8.2% 17.8% 6.6% 4.4% 0.6% Cocktail / Mixed Drink 9.5% 7.3% 12.0% 14.1% 33.0% 14.6% Breakfast Bakery 7.2% 1.5% 0.9% 1.6% 1.1% 1.2% Other Entree 5.6% 6.1% 2.5% 0.4% 1.5% 1.4% Combos / Multi Protein 5.6% 8.2% 3.6% 3.4% 2.6% 5.8% Pie 5.3% 5.5% 1.3% 2.5% 4.4% 0.3% Frozen Treat 3.6% 4.0% 6.2% 6.5% 6.2% 0.3% Fruit Side 2.9% 6.1% 1.7% 0.4% 0.6% 0.8% Bread Side 2.9% 0.0% 0.3% 0.2% 0.5% 0.4% Appetizer Salad 2.1% 0.9% 2.7% 4.5% 1.1% 10.9% Cake 1.9% 3.6% 3.6% 4.6% 1.3% 0.3% Salad Entree 1.9% 0.3% 2.7% 3.8% 0.7% 7.7% Cheesecake 1.8% 3.3% 3.3% 2.6% 0.9% 0.1% All Other 23.8% 31.6% 36.3% 47.4% 39.5% 55.3% US Highbush Blueberry Council MenuTrends 2019, INCIDENCE DISTRIBUTION: % of items that variety of berry appears in… 14 Blueberry Overview » Winter is not a fresh berry season with February and Prime berry season is the spring with strawberries, blueberries, and December being the low points. » January typically experiences a spike in berries during raspberries at their peak on menu introductions. health centric resolutions being featured in parfaits, oatmeal, and smoothies. BERRY VARIETIES – SEASONALITY Jun 2012 – May 2019 Strawberry Blueberry Raspberry Blackberry Mixed Berry Cranberry 600 Total Offerings Strawberry 1,359 504 Blueberry 525 500 461 Raspberry 466 Blackberry 193 401 Mixed Berry 41 400 Cranberry 538 Total 3,122 300 297 232 222 222 208 186 200 171 122 96 100 0 Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul US Highbush Blueberry Council INSIDER 2019, # of LTOs that feature …. 15 Blueberry Overview BLUEBERRIES OVERALL BLUEBERRIES 25% 23.6% 20% 15% +93% menu penetration growth in the last 14 years 10% 5% 0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 MenuTrends 2019, PENETRATION: % of restaurants that offer… Overall, blueberries have had double digit growth over the last four years BLUEBERRIES – SEGMENT penetration by segment & 4-year growth driven by the QSR and casual segments. 32.5% » QSR has experienced the most rapid growth and still has the 26.6% lowest menu penetration offering 25.3% an opportunity for growth for 23.8% 23.6% innovation outside of breakfast staples. 19.0% QSR Fast Casual Midscale Casual Fine Dine All +16% +4% +4% +15% +6% +11% MenuTrends 2019, PENETRATION:: of restaurants % that US Highbush Blueberry Council offer blueberries… Blueberry Overview Among the top US chains, a third offer blueberries with 9% more menus featuring BLUEBERRIES – SEGMENT – TOP US CHAINS penetration by segment & 4-year growth them than four years ago. 61.5% » Midscale has high menu 50.6% penetration driven by high offering of key breakfast starches. 39.5% 33.1% 30.4% 19.5% QSR Fast Casual Midscale Casual Fine Dine All +29% -10% -9% +20% +48% +9% MenuTrends 2019, PENETRATION: Of the top US US Highbush Blueberry Council restaurants, % that offer blueberries… Blueberry Overview Chains have double the menu penetration rate as independents. BLUEBERRIES – RESTAURANT TYPE penetration by restaurant type 39.8% » The large chain segment includes many of the midscale breakfast staple restaurants and smoothie cafes where blueberries have a 27.8% high menu penetration rate. 23.6% 20.1% Chains Regional Independent All (250+ units) (3-249 units) (1-2 units) MenuTrends 2019, PENETRATION: of restaurants % that US Highbush Blueberry Council offer blueberries… Blueberry Overview Blueberries are growing across all menu parts with beverages leading in both menu penetration and BLUEBERRIES – MENU PART penetration by menu part & 4-year growth four-year growth.
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