Editor's Note: The following report is from The Packer’s Fresh Trends 2023, which provides insight based on survey responses from consumers. Since 1983, The Packer has sponsored 40 major consumer studies to track trends in the purchases and consumption of fresh produce, documenting the fluctuation in purchases of specific fruits and vegetables as well as changing attitudes toward industry issues.
Carrots have a big place at America’s kitchen table, and The Packer’s Fresh Trends 2023 survey reinforces that assertion. Fifty percent of consumers polled in Fresh Trends 2023 said they purchased carrots in the past year, similar to 51% in Fresh Trends 2022 but off from 56% in Fresh Trends 2021.
Fresh carrot consumption has been rising in recent years, according to USDA statistics. Retail per capita availability of fresh carrots surged from 7.28 pounds in 2011 to 13.23 pounds in 2019, the most recent year reported by USDA.
The average fob price for fresh carrots in 2022 was $20.08 per carton, up 10% from $18.21 per carton in 2021. Likewise, the average retail promoted price for fresh carrots increased, rising 12% from 78 cents per pound in 2021 to 87 cents per pound in 2022.
The USDA said the number of stores promoting fresh carrots was reported at 676,482 in 2022, down 18% from 822,924 in 2021.
Fresh Trend 2023 showed that older consumers were more frequent buyers of fresh carrots than their younger counterparts.
The survey found that 64% of those aged 60 and older reported fresh carrot purchases, compared with 41% for those from 30-39 years old and 37% of those from 18-29 years old.
By family size, Fresh Trends 2023 found that 45% of consumers with kids at home reported fresh carrot purchases, compared with 53% of shoppers with no kids at home.
There was some variation in fresh carrot purchases based on income, according to Fresh Trends 2023. Fifty-six percent of consumers making more than $100,000 a year said they purchased fresh carrots, compared with 42% of consumers making less than $25,000 annually.
Midwest consumers were the top shoppers of fresh carrots, with 57% reporting purchases in Fresh Trends 2023. That compares with 52% for consumers in the West, 47% for shoppers in the South and 42% for consumers in the Northeast.