The likelihood of a pluot purchase fell three percentage points from last year, putting purchase patterns even with Fresh Trends 2010. The fruit was the least purchased commodity of those studied in Fresh Trends 2013.
Affluence plays a role in pluot purchases. Consumers in the top income group were more than three times more likely to buy the fruit than those earning $50,000-$100,000 annually or those earning less than $25,000 annually.
Region was also important when it came to pluots. Consumers in the Northeast were twice as likely to buy the stone fruit as those in the Midwest, the region least likely to buy. Westerners (the shoppers who were most likely to purchase the fruit last year) also showed a strong preference for pluots.
Organic pluot purchases seemed to skyrocket this year, although much of that is likely due to the small sample size of pluot customers. Pluot buyers who sought out only organic fruit more than doubled from last year, making the stone fruit the No. 1 item that consumers bought always as organic. When it came to periodic purchases, nearly half of all pluot buyers (46%) said they bought organic product at least some of the time. This makes the fruit by far commodity with the largest growth in organic purchases for Fresh Trends 2013. Although the numbers seem inflated this year, it’s clear organic purchases of pluots have steadily increased over the years. In Fresh Trends 2010, only 12% of pluot buyers said they bought organic fruit periodically; last year one-quarter said the same; and in Fresh Trends 2013 that number jumped again to 46%.
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