the strategic marketing institute rapid opportunity assessment fruit sector getachew abate and h christopher peterson march 2005 acknowledgements this report was prepared as part of work plan for great lakes agriculture innovation program funded by a usda rural development grant hale group served technical market advisors to project they assisted in developing methodology approach paper provided key sales growth rate estimates well critiques drafts 1 table contents how use 3 executive summary 6 introduction 13 consumption trends drivers 14 15 wellness 16 indulgence ethnicity 17 convenience 18 value 19 demographic structures changes new product developments 20 fresh minimally processed 21 juice drinks 22 canned 24 dried fruits frozen 26 spreads 27 confectionery 28 containing dairy products 30 other non alcoholic beverages 31 32 34 future opportunities 35 within retail channel 46
