Squash purchases slipped three percentage points from Fresh Trends 2012.
The likelihood of purchase increased according to income, with consumers earning more than $100,000 annually comprising the group most likely to buy overall. Shoppers in both coasts were more likely to pick up the vegetable than those in the Midwest and South.
There was no difference in purchases based on gender or the number of children in the household. Consumers age 59 and older comprised the age group most likely to buy squash.
Fewer squash shoppers said they bought exclusively organic product this year – down from 8% in Fresh Trends 2012 to 5% this year. However, the likelihood of an organic squash purchase at least some of the time increased from 23% in 2012 to 27% in Fresh Trends 2013. Shoppers in the highest income group and those with three or more kids at home were most likely to buy organic squash at least some of the time.