Organic carrots are a huge part of the carrot category, making up more than one-quarter (26.4%) of retail carrot sales in 2019, according to IRI data. Organic carrots brought in nearly $325 million in retail sales, with an average price of $1.48 per pound.
Age and ethnicity play a role in organic carrot purchases. Shoppers in the youngest age bracket and African American shoppers were the most likely groups to buy this organic root vegetable—whether periodically or all the time. Those age 18-29 were nearly twice as likely to always by organic carrots as those 30-39, and they were more than three times as likely to buy organic carrots as those 50 and older. These easy, kid-friendly vegetables were more popular in families with kids (14% said they always chose organic carrots) than those without kids. (10% said the same). The likelihood of an organic carrot purchase dropped as the number of kids in the household increased.
The likelihood of an exclusively organic carrot purchase generally increased according to income, with shoppers earning more than $50,000 annually being more likely to always choose organic carrots than those earning less.
Nearly half of African American carrot buyers said they selected organic product at least some of the time, and 44% of Asian shoppers said they periodically bought organic carrots.
