The Packer’s Organic Fresh Trends 2023 survey is valuable to marketers and retailers seeking to answer the question, “Who is my organic consumer?” In mid-October of 2022, more than 1,000 U.S. consumers were asked about their organic purchasing habits.
The survey found that 14% of consumers said they exclusively shop for organic carrots, down slightly from 16% in 2022 but up from 11% in 2021.
Shoppers who purchased organic carrots at least periodically totaled 33% of consumers, the same as 2022 but up from 30% in 2021.
Shoppers who exclusively purchase organic carrots skew toward younger, higher-income consumers with kids, according to Organic Fresh Trends 2023.
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Looking at the age demographic, The Packer’s research shows 29% of consumers 18-29 years old said they purchased organic carrots exclusively, compared with 23% of consumers 30-39 years old, 16% of those 40-49 years old, 6% of those from 50-59 years old and 5% of consumers more than 60 years old.
Organic carrots are a big item in the produce department, capturing $379.3 million in sales in 2021, down 2.4% from 2020. Organic carrots accounted for 18.9% of total carrot sales, according to IRI scan data. With 247.1 million pounds sold, the average retail price for organic carrots was $1.53 per pound in 2021.
