WASHINGTON–The volume of fresh fruits and vegetables purchased by American grocery shoppers increased during the past year, according to the United Fresh Foundation’s Fresh Facts on Retail report for the fourth quarter of 2009. The report shows an overall weekly volume increase for fresh produce of 6 percent over Q4 2008, as well as dollar sales increases for some categories of fresh fruit and vegetables, often a result of lower prices.
“While lower prices attracted more consumers to the fresh produce department, we see mixed results in the overall impact in volume and sales,” said Victoria Backer, United Fresh senior vice president of member services, foundation. “However, unlike the past few quarters, we are starting to see a slight increase in overall produce sales, up 0.5 percent compared to the third quarter of 2009, which is a positive sign in today’s unstable economy.”
Other highlights of this quarter’s report include:
- Fruit prices were lower by 5.7 percent resulting in a 6.5 percent increase in volume
- Vegetable prices were 9.2 percent lower on average, resulting in a 5.9 percent increase in volume
- The volume of fruit purchased in Q4 2009 increased for every variety compared to Q4 2008 with avocados posting the largest volume growth, up 27.5 percent
- All of the top vegetable varieties increased in volume compared to Q4 2008, with prepared vegetables up the most at 7.7 percent
- Lower average retail prices for value-added fruits spurred a 12.1 percent increase in volume and a 9.1 percent increase for value-added vegetables
- Organic vegetables outsold organic fruit in dollar and volume sales
- Apples were the top organic fruit variety at $143 weekly dollar sales per store, followed by berries and bananas.
- In organic vegetables, packaged salads accounted for $331 in weekly dollar sales per store, followed by carrots and lettuce.
Fresh Facts on Retail is produced in partnership with the Perishables Group and sponsored by Del Monte Fresh Produce, and measures retail price and sales volume trends for the top 10 fruit and vegetable commodities, as well as value-added, organic and other produce categories. Fresh Facts on Retail can be downloaded free of charge for all United Fresh members ($50 for non-members).