Tomatoes topped the chart as the No. 1 vegetable in Fresh Trends 2013. They were the third most-popular commodity overall, a title they laid claim to last year as well.
The likelihood of purchase increased according to age. In fact, shoppers age 50 and older comprised the group that was most likely to buy tomatoes overall this year.
The likelihood of purchase generally increased according to income, with the exception of those earning more than $100,000 annually, who fell slightly behind those earning $50,000 to $100,000.
Tomatoes were popular among all regions. This year shoppers in the West comprised the region most likely to buy the red vegetable.
Traditional red beefsteak tomatoes remain the top choice among consumers, followed by romas and cherry tomatoes. Preference for romas and the flavorful heirloom varieties climbed two percentage points from last year, and preference for grape tomatoes increased by three percentage points. Most shoppers added them to a salad or recipe, while others created tomato-based side dishes or snacks.
Organic tomato purchases are on the rise. Thirty percent of tomato buyers said they bought organic product at least some of the time, a number up five percentage points from last year. Seven percent of tomato buyers said they always bought organic product – the same number as last year.