This fuzzy fruit is a consistent seller. The likelihood of a kiwi purchase was the same as last year, with 26% of shoppers saying they bought the fruit in the past year.
Younger shoppers have clearly embraced the green-fleshed fruit. For the second straight year, the likelihood of a kiwi purchase decreased according to age, with consumers age 21-39 being among the most likely group overall to buy the fruit. Having youngsters in the household also obviously spurs sales – shoppers with kids at home were likely to buy kiwi, at 34%, than those without kids, at 20%.
The likelihood of purchase increased according to income, and female shoppers were quite a bit more likely to buy kiwifruit than their male counterparts.
Knowledge of the yellow-fleshed variety is growing. In fact, 11% of kiwifruit buyers this year said they actually preferred golden kiwi to the traditional variety. Green fruit remains the mainstay, however, with more than three-quarters of those surveyed saying they preferred regular green kiwifruit.
The tasty fruit makes a great dessert alternative. That was the second most-popular use of kiwi this year. Consumers like to snack on the fruit first and foremost.
Interest in organic kiwi is on the rise. One in 10 kiwi buyers said they only bought organic fruit (up from 7% last year), while 28% of shoppers said they purchased organic product at least some of the time (up from 22% in Fresh Trends 2012).