Younger Consumers Exhibit Less Demand for Fresh Veggies

A new USDA students indicates growth over time in the demand for fresh vegetables for at-home consumption may slow because of differences in the behavior of younger and older birth cohorts.

Researchers used data from the Consumer Expenditure Survey, collected between 1982 and 2003, this study explores how at-home demand for fresh vegetables varies among members of younger and older cohorts. People born more recently are found to spend less money for fresh vegetables
than older Americans do. Unless something happens to alter how the current young make food choices, they likely will exhibit a lower level of demand for at-home fresh vegetables in their later years than today’s older generations currently exhibit, all else constant. Changes in how people purchase and consume food may help to explain these effects.

You can read the full 15 page erport here.


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