The likelihood of an apricot purchase slipped four percentage points from Fresh Trends 2012. The likelihood of purchase generally increased according to income.
Region clearly plays a role in apricot purchases. For the fourth consecutive year, Westerners were more likely to buy the fuzzy fruit than those in other regions. Western consumers were three times more likely to buy apricots this year than those in the Midwest, the region least likely to buy.
Consumers with kids at home were more likely to buy the small stone fruit, at 16%, than those without kids, at 12%. Families with three or more kids at home comprised the group most likely to buy apricots overall.
Apricots were the No. 3 commodity that consumers bought as organic periodically. This year, 43% of apricot buyers said they purchased organic product at least some of the time, a number up 6 percentage points from last year. Twelve percent of buyers said they always bought organic fruit.
14% of customers purchased apricots within the past 12 months.