Fresh-cut lettuces now have a competitor. The available production and shipment data suggest that the growth of salad products has slowed. While processors expect to introduce new salads in 1997, the rate of growth of this sector of the market will not be anywhere near the explosive rates seen during the past five years. Instead higher product growth is expected in non-lettuce items such as baby spinach, cabbage, baby carrots, broccoli, cauliflower, and other hard vegetables. The slow down in salads production will allow processors to better manage this category of the market.
Processors plan to introduce a few new packaged salads including extensions of existing salad lines.
New salad releases will be justified if they address the concerns of that portion of the population that has kept away from packaged salads and salad products for various practical reasons. Through selective packaging consumers can choose salads, toppings, and dressings, and create their own salad combinations. Home-meal replacement alternatives may also do well. Other product areas for lettuce that may improve consumption and profits include bulk bin lettuce, romaine cuts, and mixed lettuces for the food service industry. Garden and Caesar salads will continue to sell well through 1997, and beyond.