The Peruvian Asparagus Importers Association projects strong year-over-year growth in regional purchases, with fresh asparagus market share expected to see a rise of 41% on the West Coast and 40% on the East Coast, compared with 2025. This is in line with data from The Packer’s Fresh Trends 2026 consumer survey, which shows that shoppers in the West most frequently reported buying asparagus (71%), followed by the Northeast (66%), South (64%) and Midwest (64%).
Import Volume and Economic Impact
In 2025, Peruvian imports reached 169 million pounds, up 9% from the previous year, according to the Peruvian Asparagus Importers Association’s Fresh Asparagus Consumer Trends & Statistics Report 2026/2027. The report also notes that 94% of asparagus consumed in the U.S. is imported.
In 2025, USDA listed the market value of asparagus at $251 million, with it also being the most valuable vegetable trade commodity from Peru. Fresh asparagus from Peru also holds 76% of the $327 million total market share of imported fresh vegetables from Peru.
The El Niño Factor and Logistics
Charlie Eagle, vice president of business development for Southern Specialties, says production in the northern part of the country is underway with more standard volumes.
“Not much jumbo at all from northern areas,” he said in early July, adding that it’s too soon to tell if El Niño weather will affect upcoming production.
As for this season, Priscilla Lleras, executive director of the Peruvian Asparagus Importers Association, says she expects supply to move through the supply chain smoothly through receiving and distribution channels.
“Current planning does not indicate any major bottlenecks, which should help retailers maintain consistent availability of import volumes,” she says. “The only uncertainty that remains is El Niño, which will be producing a warmer winter for Peru.”
Demographic Shifts and Who Is Buying Asparagus
Fresh Trends 2026 data also indicates that rates of reported asparagus purchases increase along with consumers’ annual household income, with 74% of households earning $100,000 or more reporting they bought asparagus in the previous 12 months, compared with only 52% of households earning less than $25,000. Lower- and middle-income consumers more frequently reported buying organic asparagus: 37% of households earning less than $25,000 and 30% of households with income between $50,000 and $100,000.
Households with dependent children are also more likely to report purchasing asparagus in the previous 12 months at 76%, compared to 61% of households without children.
Eagle says this is in line with what his company sees.
“We have always seen greater market share along both coasts,” he says. “These areas are home to higher-income households and families with higher education — both factors that typically lean towards asparagus consumers.”
Focus on the Younger Consumer
It’s that younger generation that the Peruvian Asparagus Importers Association seeks to tap into, with greater health messaging and more. Lleras says the association is studying U.S. consumer purchasing trends, noting that younger generations want to learn more about the benefits of adding asparagus to their diets. She says these insights will help the association better understand what motivates U.S. shoppers and encourage more asparagus purchases.
“We believe a significant share of consumers, particularly health-conscious Gen X, millennial and Gen Z shoppers, are interested in asparagus but need more information about its nutritional value, uses and preparation,” she says.
Carlos Solf, co-chairman of the association and vice president of procurement for Southern Specialties, says retailers should look to the health benefits of asparagus to help drive sales.
“Retailers should tailor initiatives to Gen X, millennials and Gen Z,” Solf says. “These health-conscious consumers are especially likely to buy fresh asparagus for its nutritional value and ease of preparation.”
Younger generations that buy asparagus more frequently reported purchasing organic asparagus in the previous 12 months, according to Fresh Trends 2026. Data shows 44% of Gen Z consumers said they bought only organic and 28% purchased both organic and conventional; 36% of millennials reported buying organic exclusively, with 24% indicating they purchased both organic and conventional. In contrast, 72% of baby boomers said they purchase conventional asparagus, compared with only 11% buying only organic and 16% buying both organic and conventional.
Asparagus offers several health benefits, including being rich in vitamins A, C, E and K as well as folate, fiber and antioxidants, the Peruvian Asparagus Importers Association says. The association also touts the vegetable’s low calories and high nutrient density and anti-inflammatory and digestive health benefits as aligning with consumers’ overall wellness goals.
To tap into these health benefits, retailers can use eye-catching displays and endcaps with asparagus prominently placed, according to the Peruvian Asparagus Importers Association. Clear signage and vibrant displays featuring cross-merchandising with meats, seafood, chilled condiments and other produce items help drive volume.
The association says positioning asparagus as a superfood with key nutritional messaging can help tap into consumers in younger generations.
Craig Rolandelli, co-chairman of the association and CEO and president of Jacobs Malcolm & Burtt, says these health benefits point to how asparagus continues to be a leading vegetable commodity. According to Fresh Trends 2026 data, two-thirds (66%) of consumers said they purchased asparagus in the previous 12 months. But Rolandelli says more education is needed.
“Consumers need a better understanding of asparagus and the value it brings to U.S. tables,” says Rolandelli. “Once consumers are informed about the nutritional value of fresh asparagus, retailers will see increased demand.”
Retail Strategies to Increase Sales
To help raise consumer awareness of asparagus, the Peruvian Asparagus Importers Association suggests retailers tap into in-store demos and share easy recipes to engage new consumers. Highlighting ease of preparation with grilling, asparagus wraps, roasting or salads can also help create repeat buyers.
Solf says asparagus offers consumers the convenience and nutrition that they seek in vegetable purchases.
“They prefer pre-packaged, grab-and-go options like pre-sliced vegetables, microwave-ready meals and anything that helps reduce prep time,” he says.
Eagle says Southern Specialties continues to see growth in its value-added lines.
“We expect to see our packaging resonate with shoppers due to its microwaveable feature, as well as informational packaging,” he says.
Lleras says Peruvian importers offer a wide range of SKUs with conventional and value-added offerings. Like Solf, Lleras notes that packaged asparagus has gained strong momentum from consumers.
“Importers are offering packaging options such as color variations, pre-trimmed tips and microwavable bags, giving retailers more flexibility and U.S. consumers greater convenience,” she says.
Lleras says asparagus exports from Peru complement domestic production. As the domestic season ends, Peru’s import season increases in July and continues to reach peak supply in September and October through a 52-week promotional program, according to the Peruvian Asparagus Importers Association.
She says this helps “retailers maintain a steady supply of fresh, high-quality asparagus throughout the third and fourth quarters and into the holiday season.”
