Two-thirds of all consumers purchased oranges in the past year, up two percentage points from Fresh Trends 2012. The citrus was the fifth-most popular fruit this year, up from No. 6 last year.
The likelihood of an orange purchase generally increased according to age and income, although shoppers in the highest income bracket were less likely to buy oranges than those earning $50,000 to just under $100,000 this year.
This kid-friendly favorite is an easy solution for school lunches and snacks, a factor that was embraced by parents with little ones. Shoppers with children were more likely to buy the citrus fruit, at 70%, than those without kids, at 63%; the likelihood of purchase increased with the number of children in the household. In fact, families with three or more children at home comprised the group most likely to buy oranges overall.
Purchases were evenly spread through all regions of the country with the exception of the South, where consumers were less likely to buy oranges.
When it came to organic purchases, the likelihood of an organic-only orange purchase remained steady, with 6% of orange buyers saying they always bought organic product. But more shoppers are occasionally adding organic oranges to their cart. Twenty-three percent of orange buyers said they purchased organic product at least some of the time.