Category Spotlight: Carrots
Carrots are the No. 3 most popular vegetable for The Packer’s Fresh Trends 2016 shoppers, with 68% reporting purchase in the past 12 months.
The crunchy roots were the No. 5 most popular produce item overall in the survey.
Shoppers with three or more children in the home were nine percentage points more likely than average to buy carrots. In fact, carrots are the top vegetable parents said they offer to kids as a snack.
Baby-peeled carrots lead retail promotions, according to the U.S. Department of Agriculture’s Retail Report. The number of retailers promoting 1-pound bagged whole carrots averaged about 490 in the 52 weeks ending Sept. 4, while the average number of retailers promoting baby-peeled carrots was just over 4,600.
Organic carrots also are a big hit with Fresh Trends respondents. Nearly 40% said they bought organic carrots at least some of the time.
Likelihood of purchase based on household income:
- Less than $25K 56%
- $25-49.9K 70%
- $50-99.9K 68%
- $100K+ 76%
Likelihood of purchase based on presence of children in the home:
- Have kids 65%
- 1 kid 63%
- 2 kids 61%
- 3 or more kids 77%
- No kids 70%
Type of carrots purchased:
- Conventional only 59%
- Both 24%
- Organic only 14%
- Not sure 3%
Likelihood of purchase based on age:
- 21-39 63%
- 40-49 67%
- 50-58 73%
- 59+ 74%
Likelihood of purchase based on gender:
- Male 60%
- Female 75%
Likelihood of carrot purchase based on ethnicity:
- White/Caucasian 71%
- Black/African American 55%
- Hispanic 59%
- Asian 67%
- Other 56%
Average advertised price, 52 weeks ending Sept. 4:
- 1-pound bag, conventional whole carrots $0.79
- organic $1.16
- 1-pound bag conventional baby-peeled $1.29
- organic $1.69
source: USDA Retail Report
Sales Strategies: Fall and Winter
Carrots are a popular lunch box solution. Promote single-serving packages, along with dips or even chili-lime seasoning packets.
They’re also a natural promotion for game day and tailgating. Consider incentivizing with dip and dressing purchases.
Entice consumers with whole carrots for traditional holiday meals, and for juicing when eating habits turn toward health-conscious during the New Year.