Grapefruit is a steady performer. Thirty-one percent of shoppers reported that they were likely to make a grapefruit purchase – the same number as last year. The likelihood of purchase generally increased according to income, although middle-income shoppers earning $50,000 to $100,000 annually were the most likely income group to buy the citrus (as was the case last year).
Shoppers age 50 and older were more likely to buy the sour fruit than younger consumers, and shoppers in the South and Northeast were more likely to snatch up grapefruit than those in Western or Midwestern states.
While most shoppers bought conventionally grown grapefruit, one-quarter of buyers said they purchased organic product at least some of the time – a number up four percentage points from last year. The likelihood of an organic-only purchase slipped two percentage points from Fresh Trends 2012.