These handy lettuce blends make life easier for more than half of all consumers. The likelihood of a salad mix purchase fell six percentage points from Fresh Trends 2012, however, the mixes were the No. 1 produce item that consumers said they were buying now that they did not buy previously.
Purchases were relatively constant across all regions. Male shoppers were quite a bit less likely to buy salad mix, at 48%, than their female counterparts, at 63%.
For quick meals, 13% grabbed bowls of individual salad mix. Of those that purchased a single-serve salad bowl, most added dressing and cheese to their salads. More than two-thirds added croutons. The number of consumers adding meat to their salads dropped off significantly this year, with less than half of those shoppers saying they added this extra protein (68% said they added meat in Fresh Trends 2012).
Variety appeals to salad mix consumers. The majority selected mixed greens/spring mix as their variety of choice, similar to last year. However in Fresh Trends 2013, iceberg mix overtook romaine salad mixes for the No. 2 spot.
Younger shoppers need more nudging to get salad mixes in their carts. Consumers age 21-39 were less likely to buy the greens than older consumers. These younger consumers, along with those earning less than $25,000 annually, were least likely to buy salad mixes overall.
When it came to organic purchases, 6% of salad mix buyers said they always bought organic mixes. That’s the same number as last year. Periodic purchases of organic salad mix increased – 27% of buyers said they purchased organic product at least some of the time, a number up three percentage points from last year.