The likelihood of a cranberry purchase slipped two percentage points from last year, but this fall favorite still has its niche. Even the younger generation has embraced this “traditional” fruit, with shoppers age 21-39 being among some of the most likely to buy cranberries this year.
Income clearly affects fresh cranberry sales. For the third consecutive year, shoppers earning more than $100,000 annually were more than twice as likely to buy the berries as those in the lowest income bracket.
Region also plays a part in purchases. Shoppers in the Northeast comprised the region most likely to buy cranberries – a trend now in its fourth year.
Cranberries are a popular organic purchase. The likelihood of a periodic purchase of organic cranberries increased two percentage points this year, with 35% of cranberry buyers saying they bought organic product at least some of the time. Organic-only purchases slipped slightly, down three percentage points from Fresh Trends 2012. Shoppers in the highest income level and those with three or more kids at home were most likely to buy organic cranberries some of the time.