Agriculture Reference
In-Depth Information
Fig. 3.8
High quality arti-
choke head
Vegetable Consumption Trends
Total per capita consumption of vegetables in the USA increased from 336.8 pounds
per year in 1970 to 424.6 pounds in 2000. This change represents a 26.06 % increase
over that period. Since then, per capita vegetable consumption has decreased 7.94 %
to 390.9 pounds in 2009 (Anon
2012b
). Even with this decline the vegetable indus-
try has been experiencing overall growth in the last decade. There are four main
factors for this growth:
a.
Increase in population
. The USA population grew 8.89 % in the last decade from
282.4 million in 2000 to 307.5 million in 2009 (Anon
2012b
).
b.
Increased consumer interest for non-traditional/exotic foods
. There has been an
overall trend of increased consumption of non-traditional vegetables. This may
be explained in part by the increasing demographic diversity in the USA and
increasing demand for specialty niche products. One of the main obstacles why
consumers are not willing to try new products is lack of knowledge about prepa-
ration and cooking of certain vegetables. During the last decade there have been
several advances in food preparation mass education to consumers. There are
currently several television networks devoting airtime to teach consumers how
to prepare and mix non-traditional foods. As a result, there has been an increase
in the demand for these products.
c.
Technological advances in the supply chain
. Advances in production, transporta-
tion and storage of the cold supply chain of vegetable products have allowed the
industry to become more global. International trade of vegetable products has
increased substantially in recent years. The share of US consumption derived
from imports more than tripled from 8.3 % in 1980 to 25.0 % in 2010 (Anon
2012c
).
d.
Year-round demand
. The global nature of the produce industry with movements
of products, literally all over the world, has changed the consumer's view of
seasonality of vegetable production. Consumers have become accustomed and
expect to find most fruit and vegetable products available at supermarkets, retail
stores and restaurants all year long.
