Broccoli is on a steady climb as one of the top 10 vegetables studied in Fresh Trends. It's moved up from No. 8 in 2020 to No. 7 last year, and ranks at No. 6 in popularity for Fresh Trends 2022.
While broccoli often gets a bad rap with kids, Fresh Trends found that families with three or more kids at home were some of the most likely shoppers to buy the cruciferous vegetable.
Older shoppers, particularly those 60 and older, were more apt to buy broccoli bunches than younger shoppers. Thirtysomething shoppers were among the least likely to buy overall.
Certain ethnic groups really like these green crowns. Asian consumers and those in the “other” category were among the most likely groups overall to buy broccoli (in addition to those age 60 and older). Shoppers in the South were less likely to grab the nutrient-packed veggie than those in other regions.
One-third of broccoli buyers said they opted for organic at least some of the time; 14% said they always bought organic