Scroll down for an infographic on grapefruit purchase patterns among different shopper segments.
Affluent consumers place grapefruit in their carts more than most shoppers—32% of those earning more than $100,000 annually said they purchased the tangy fruit last year. On the flip side, consumers earning less than $50,000 annually were among the least likely to buy the citrus overall.
After those in the highest income bracket, consumers in their 50s were the next most likely to grab grapefruit, according to Fresh Trends 2019. Hispanic shoppers were the least likely to buy overall, but when they did, they were more likely to always choose organic fruit.
Families with kids at home were a bit more likely to make a grapefruit purchase than those without kids. And region had less of an effect on purchases; shoppers on the coasts were slightly less likely to buy grapefruit than those living in the Midwest and South.
Eleven percent of grapefruit buyers said they always bought organic fruit, while 29% said they purchased organic product at least some of the time (31% said so last year). Younger consumers age 18-39 and Hispanic shoppers were the most likely to buy organic grapefruit exclusively.
