By Denise Purcell

Consumers’ desire for good nutrition without sacrificing convenience has led to a dramatic jump in the bagged salad and a less dramatic increase in the salad dressing market. According to a recent Mintel International report, sales hit $5 billion in 2003, an increase of 28 percent in constant 2003 dollars over 2001.

U.S. retail sales are forecast to increase 17 percent at constant prices from 2003-2008, driven primarily by bagged salad, projected to grow 25 percent. Time-pressed consumers drawn to bagged greens are now seeking more sophisticated options, including bagged spinach, radicchio and frisee.

The $1.7-billion salad dressing market has also grown, 4.6 percent from 2001 to 2003, and is predicted to grow three percent in the next five years at constant prices.

Retailers Stress Non-Traditional Use
Mintel data shows that consumers are relying on bagged salad greens and dressings for a multitude of uses. According to respondents:
• 78% use salad greens to make side dishes
• 48% prepare main-course salads
• 44% top sandwiches with greens
• A growing number of consumers use salad dressings as a sandwich topper.

As a result, more merchants are offering bagged salads—and working greens into promotions. For example, Minneapolis’ Lunds/Byerly’s recently held a storewide Organic Farmer’s Market promotion, which incorporated organic produce in in-store recipes and tastings at 12 demo stations.

Dressings as well are benefiting from reinvention as marinades and dips and are being cross-merchandised with vegetables, seafood, meat and other fresh food.

Rochester, N.Y.-based Wegmans merchandises its new private-label line of six shelf-stable organic salad dressings in a store-within-a-store concept called Nature’s Marketplace.

Market Drivers and New Product Activity
Salads remain a bedrock of a healthful diet, a priority that grows after age 35, according to Mintel. Manufacturers are increasingly offering meal kits of packaged salads to appeal to the shopper looking to eat healthy but save time.

Yet, while salad is one of the healthiest meal options, consumers often douse their greens with high-calorie dressings. Diet and nutritional concerns—as well as interest in disease prevention—have driven new product activity. According to data from Mintel’s GNPD, the advent of diets such as Atkins and South Beach are bringing an influx of low-carb options. Many are sweetened with Splenda instead of sugar, appealing to carb-counters and dieters as well as diabetics.

Portion control, also helpful to the calorie-conscious, is being addressed with roll-outs of individual dressing packs. Smaller portions are a popular alternative to the sometimes altered taste of reduced-fat dressings. Individual packs also provide increased variety, another important factor to consumers.

Organics, too, continue to rise, both in the salad greens and dressing variety.

Denise Purcell is managing editor of Specialty Food Magazine.