Income and age clearly define artichoke purchases, and the vegetable is obviously preferred by certain cultures over others.
Shoppers earning more than $25,000 annually were more than twice as likely to buy artichokes as those in the lowest income bracket.
Young consumers were quite a bit more likely to embrace the spikey vegetable than those age 40 and older.
It may be the type of artichoke that helps to define purchasing patterns. More than half of consumers (54%) said they purchased smaller versions of the vegetable (known as “baby” artichokes) in the past year.
Western shoppers dominate demand when it comes to region. In fact, consumers there are often more than twice as likely to buy the vegetable as those in other regions — a trend that spans several years.
African-American consumers and Asian shoppers were less than half as likely to buy artichokes as those from other ethnicities.
Demand for organic artichokes held relatively steady. Seventeen percent of artichoke buyers said the bought organic product every time they purchased artichokes (last year 16% said the same). Forty percent of buyers said they picked up organic product at least some of the time.
The likelihood of an artichoke purchase overall slipped three percentage points from last year.
13% of customers purchased artichokes within the past 12 months.