ABSTRACT

Carrots are one of the most popular vegetables in the United States and fresh-market carrot consumption has been increasing over the past few decades. Basic knowledge of the distribution of carrot consumption across different market channels, geographic regions, and population groups is very limited. Using a combination of ACNielsen Homescan panel data and USDA’s Continuing Survey of Food Intakes by Individuals, this article examines where and how much fresh and processed carrots are eaten and links this consumption to various economic, social, and demographic characteristics of consumers. The analysis indicates that per capita carrot consumption is greatest in the East and Central regions of the country. About 80 percent of fresh-market carrots are purchased at retail and consumed at home, with the majority consisting of fresh-cut (including baby) carrots. Per capita use of fresh carrots is strongest among Asians, with per capita use of both fresh and freezing carrots greatest among upper income households.