With summer just around the corner, May is an ideal time to celebrate National Salad Month, an observance launched in 1992 by the Association for Dressing and Sauces.
Actually, it seems U.S. consumers already have a jump on enjoying these light, healthful treats.
According to Chicago-based Circana’s National Eating Trends, each U.S. consumer ate about 39 salads during the 12 months ending in February — a 4% increase from last year.
Most salads (56%) are consumed at dinner, followed by lunch (39%). Salads serve as a main dish 52% of the time and as a side dish or appetizer 47% of the time, Circana says.
Raw tomatoes, cucumbers and onions are the most common salad ingredients, along with avocado, shredded cheeses and croutons.
Packaged offerings from some major produce suppliers make it easy and convenient for consumers to make their own salads.
“The lasting effects of COVID-19 continue to drive consumers to the packaged salad category versus bulk items,” said Bob Spence, senior vice president of sales and marketing for Oxnard, Calif.-based Boskovich Farms.
“The perception is they are safer, convenient and a way to explore new flavors with little waste,” he said. “Organics have added another dimension, as consumer are concerned with how their products are grown and processed, again supporting additional sales.”
Boskovich Fresh Prep is introducing four new chef-inspired organic salad kits in the first clear, fully compostable film under the Fair Earth Farms brand, he said.
The four recipes developed by Andrew Hunter, Wolfgang Puck chef, “use new and interesting flavors that bring restaurant quality and taste to the supermarket shelves,” Spence said.
The value-added salad category seems to have stabilized in 2024, with consumers showing a preference for convenient salad kits, said Dave Austin, vice president of product innovation for Monterey, Calif.-based Dole Fresh Vegetables.
Salad kits are the growth driver in the category, he said.
“As National Salad Month approaches, Dole is very excited to share its latest lineup of salad offerings, reinforcing the popularity of innovative salad kits with experiential flavors designed to captivate millennials and Gen Z consumers,” he said.
Based on consumer trends and preferences, Dole has introduced new kits, including the Creamy Greek Chopped Kit, Sweet Corn Chopped Kit and a twist on the classic Italian sandwich with the Chopped Italian Sub Salad Kit, Austin said.
At the same time, consumers continue to show affinity for Dole’s mainstays like Ultimate Caesar, Chopped Caesar, Chopped Bacon Caesar, Chopped Sunflower Crunch and Chopped Sesame Asian Kits, he said.
Two of every three salads are eaten at home, but salads also appear on menus at most restaurants.
According to Chicago-based Datassential, 88.7% of restaurant menus feature salads, ranging from 77.1% in quick-serve restaurants to 96.9% in fine dining establishments.
The average menu has about 13 salad options, including salad for breakfast, which is listed as a “fringe trend gaining traction.”
The top five most popular salads are Caesar, Greek, chef, tuna and chopped, according to Datassential.
And lettuce isn’t the only vegetable used as a salad base.
“Green veggies like broccoli and Brussels sprouts are common,” the firm says.
Tomatoes, onions, lettuce, romaine and cucumbers are the top five vegetable ingredients, and avocados, lemons, cranberries, cherry tomatoes and apples are the top five fruit ingredients.
Foodservice sales continue to increase despite some challenges, said Mike O’Leary, vice president of sales for fresh prep at Boskovich Farms.
“Operators are balancing the post-COVID-19 business climate, inflationary pressures, lack of labor and the cost of labor,” he said. “We are working with our restaurant partners to bring value added options that can help offset the increased labor costs.”
Garden salads, spring mix and salad kits continue to be strong category leaders in the foodservice segment, he said.
It doesn’t seem that consumers’ craving for salads will wane anytime soon.
“Looking ahead, Dole anticipates continued growth in the salad category, driven by consumer interest in health and wellness, convenience and diverse flavor experiences,” Austin said. “With salad kits serving as a gateway to exploring new flavors and cuisines, Dole remains at
the forefront of innovation, catering to the evolving tastes of consumers worldwide.”