Vegetables and Pulses Outlook No. (VGS-333-01) 15 pp

August 2009

Vegetables and Melons Outlook: August 2009

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. A birth cohort includes people born in the same year and is similar in concept to a generation. People born around the same point in history may share common behaviors that they carry throughout their lives independent of age. People born more recently are found to spend less money for fresh vegetables than older Americans do. Changes in how people purchase and consume food may help to explain these effects.

Keywords: Fresh vegetables, cohort effects, food demand, demand projections

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