Affluence and age affect organic artichoke purchases, according to survey results from Organic Fresh Trends 2022.
Thirtysomething shoppers were the most likely demographic group overall to buy organic artichokes at least some of the time, followed by consumers earning more than $100,000 annually and male shoppers. When it came to organic-only purchases, age 50 seemed to be the defining factor. Shoppers from 18-29 were at least four times more likely to always buy organic artichokes than those age 50 and older.
Marketers sold more than 2.5 million organic artichokes in 2021 at an average retail price of $4.09 per pound, according to IRI. One-fifth of artichoke buyers said they chose organic product every time they bought the spikey vegetable, according to Organic Fresh Trends 2022.
Consumers with kids living at home were twice as likely to always choose organic artichokes than those without kids. Families with one child were among the most likely overall to always grab the organic product.
Shoppers in the Midwest, South and Northeast were more apt to always choose organic product than Western consumers. Asian shoppers and Black consumers were less likely to make a periodic organic artichoke purchase than those of other ethnicities.
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