Fresh Trends data and research for plums
Income continues to affect plum purchases. The likelihood of a plum purchase generally increased according to income, with shoppers in the lowest income bracket being half as likely to buy the stone fruit than those earning more than $100,000 annually.
Shoppers age 59 and older were twice as likely to buy the fruit than those younger than age 40. Preference for plums seems to increase at age 40 and continue for those older consumers.
Continuing a four-year trend, shoppers in the “other” ethnic group were the most likely to buy plums when considering ethnicity, with one-fifth of those shoppers saying they made a plum purchase last year. Region and the presence of children in the home didn’t have much effect on plum purchases this year. Consumers in the top income bracket and those age 59 and older were the most likely overall to buy plums.
