While we're all searching for “the next kale,” arugula has been quietly gaining in popularity.
The spicy greens — which go by the flashier name “rocket” in the United Kingdom — peak in search interest in July, according to Google Trends. Vermont is the No. 1 subregion for arugula popularity. Interest is also strong in Colorado, the District of Columbia, Massachusetts and New Jersey, perhaps because of newer locally grown greenhouse options. (See page 18 for more on that.)
Arugula also has incremental sales potential. The top related searches — these related searches indicate items in which consumers may also have interest when they purchase arugula — include:
> Kale
> Watermelon arugula salad
> Arugula salad goat cheese
> Watermelon salad
> Arugula beet salad
> Pear arugula salad
> Spinach arugula salad
> Prosciutto arugula pizza.
And if you needed any more convincing, then Trader Joe's customers ranked their favorite items to buy from the trendy retailer. They selected bananas as their favorite fruit. Their favorite vegetable? Arugula.
