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Factors influencing consumption trends
Changes in consumption of fresh fruits and vegetables in the United States can be explained by
several factors. Publication of the Food Pyramid Guidelines in the mid’ 80s, and the implemen-
tation of the “5 a Day Program”, along with an increasing consumer awareness of the benefits
of consumption of fruits and vegetables for health, particularly among the aging population,
have all played a key role. Recent research results indicating the positive effects of consump-
tion of specific fresh fruits and vegetables on the prevention of certain diseases such as cancer
and heart conditions, have created an increased demand for products such as broccoli, tomato
and blueberries.
The present size and growth of the Hispanic and Asian populations in the United States,
along with their increasing buying power, have also had a significant impact on food consump-
tion trends. Fresh fruits and vegetables are an important part of the traditional consumption
habits of these population groups. Since these groups spend more than the average U.S.
consumer on this type of products, particularly on tropical and specialty produce, they have a
significant impact on their demand and sales in the United States.
The increasing use of fruits and vegetables in food service (particularly pre-cut vegetables),
the popularity of cooking shows on television and the incorporation of unique ingredients in
recipes by innovative chefs, have also contributed to generating a higher consumption of fruits
and vegetables, particularly for new and exotic products.
Imports of fruits and vegetables have also contributed significantly to the observed trend.
Imports of off-season fruits to complement domestic production have allowed for year-round
availability of many products with a positive impact on per capita consumption. Imports of
tropical and specialty products have helped the U.S. industry in targeting ethnic consumer
Universidad Autónoma de Chiapas
