The likelihood of an artichoke purchase remained even with Fresh Trends 2012, at 15%.
For the sixth straight year, the likelihood of purchase increased according to income, with shoppers earning more than $100,000 annually comprising the group most likely to buy artichokes overall.
Region clearly defined artichoke purchases. Shoppers in the West, the region most likely to buy, were nearly five times more likely to buy the spiky vegetable than those in the Midwest, the region least likely to buy.
Middle-aged consumers were slower to embrace artichokes than those in the youngest and oldest age categories. Shoppers age 21-29 and those age 59 and older were more likely to buy artichokes than those age 40-58.
Artichokes were one of the few commodities that were embraced by smaller families (those with two or fewer kids at home) more than by larger families (those with three or more kids). Overall, families with kids at home were more likely to buy the green vegetable, at 18%, than those without kids, at 13%.
Shoppers were pretty evenly split in their purchase propensity for regular artichokes vs. baby artichokes. About half of consumers said they bought baby artichokes in the past 12 months.
When it came to organic purchases, one-tenth of artichoke buyers said they always purchased organic product. Nearly one in four buyers (39%) said they bought organic artichokes at least some of the time – a number up five percentage points from Fresh Trends 2012. Artichokes were sixth on the list of commodities that consumers purchased as organic periodically this year.
15% of customers purchased artichokes within the past 12 months.
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