Bell peppers big hit with consumers

Bell peppers are a hit with consumers, data from The Packer's 2022 Fresh Trends consumer survey reveals.

In the poll of more than 1,000 consumers, the 2022 Fresh Trends survey showed that 46% of consumers said they purchased bell peppers in the last 12 months.

In terms of Fresh Trends rank of consumer purchase frequency, the 46% score for bell peppers was bracketed between 47% for oranges, tied with broccoli (46%) and just ahead of cucumbers (45%), according to the data.
The demographics of shoppers who indicated greater purchases of fresh bell peppers tilted toward women and older consumers, according to Fresh Trends data.

For example, 60% of consumers over 60 years old said they purchases bell peppers in the past year, compared with 51% of consumers aged from 50 to 59 years old, 47% of consumers from 40 to 49 years old, 33% of those 30 to 39 years old and 32% of those from 18 to 29 years old.

Purchases of bell peppers by income demographics were relatively even, with 43% of those consumers making under $25K indicating purchases, the same percentage as the over $100K income group. Consumers in the $25K to $50K were the best consumers, with 50% of that segment reporting purchases, followed by 46% for the $50K to $100K income group, according to Fresh Trends.

Half of the consumers with no kids said they purchases bell peppers in the past year; only 40% of consumers with kids indicated they purchased bell peppers.

Fresh Trends indicated a relatively big gender gap in bell pepper purchases, with 54% of women indicating bell pepper purchases compared with 35% of male consumers.

By region, 50% of Northeast consumers said they purchased bell peppers, compared with 45% of those in the South, 47% of those in the Midwest and 41% in the West.

Fresh Trends data showed that 48% of consumers who identified themselves as white said they purchased bell peppers, compared with 41% of consumers who identified as Black or African American, 39% of those who identified as Hispanic and 36% of those who identified as Asian.

Organic pull

Fresh Trends data showed that 9% of consumers said they purchased organic bell peppers in the past year, with 3% indicating they were not sure. 

Sixty-nine percent said they purchased conventional bell peppers, according to Fresh Trends and 18% of consumers who purchased bell peppers said they consumed both organic and conventionally grown types.

Specialty peppers brings the heat

Fresh Trends indicated that 19% of consumers indicated purchases of specialty peppers (includes cayenne, poblano, jalapeno, Anaheim, habanero) in the past year. 

Demographics for heavier specialty pepper purchases skewed toward younger consumers (23% indicating purchase for ages 18 to 29 years old compared with 15% for those over 60 years old), consumers in the West (23% purchase rate compared with 17% for the Northeast), Hispanic consumers (31% for Hispanic compared with 17% for white) and higher income (23% of those making more than $100K compared with 14% making under $25K.)

For specialty pepper organic numbers, 54% of consumers polled indicated they purchased conventional, 16% indicated organic, 5% indicated they were not sure and 23% indicated they purchased both organic and conventional types.