Homegrown, Kosher, Halal Foods Poised for Consumption Uptick

April 21, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | Boomers & Older | CPG & FMCG | Retail & E-Commerce

Though annual eatings per American of homegrown fruits and vegetables declined from 95 in 1984 to 25 in 2005, there have been signs in recent years that this trend is leveling off and may even reverse in light of growing food-safety concerns and Michelle Obama’s new White-House garden, according to research from the NPD Group.


“It’s possible that the White House vegetable garden will renew the public’s interest in homegrown fruits and vegetables,” said Harry Balzer, chief industry analyst at NPD. “There had been a steady decline in the consumption of homegrown produce, but it has leveled off the last few years.”

According to NPD, married couples, ages 65-75, eat the most homegrown fruits and vegetables out of any household group. Next is the age 75+ group, followed by affluent empty nesters and then dual-income households with no children. Not surprisingly, the likelihood of consuming home-grown produce decreases with the amount of time available for tilling, planting and weeding, according to NPD.

Tomatoes Most Popular

According to NPD, tomatoes, onions, green beans, cucumbers, and peppers are the most frequently consumed homegrown vegetables:


Demand to Grow for Kosher, Halal Foods

In other food-related research, Packaged Facts predicts that growing concern over food safety, quality and ‘truth-in-labeling’ will likely drive increases in non-religious, mainstream demand for kosher and halal Foods, which are prepared to stricter sanitation, inspection and quality standards than conventional foods.

As proof of this trend, Packaged Facts said sales of Kosher foods rose from nearly $150 billion in 2003 to more than $200 billion in 2008, demonstrating a compound annual growth rate twice that of the overall food market.

As more consumers learn about these foods, more will likely be interested, the company said. “U.S. consumers who are not followers of Judaism or Islam are largely unaware of the specific qualities that distinguish kosher and halal from conventional foods,” said Packaged Facts Publisher Tatjana Meerman. “However, factors related to safety, quality, and ‘truth in labeling’ should prompt these mainstream consumers to seek out kosher/halal more often.”

About the research: Data on homegrown produce comes from The NPD Group’s “23rd Annual Report on Eating Patterns in America,” which sheds light on the food and beverage choices Americans make. Data on kosher and halal foods comes from Packaged Facts’ “MarketTrend: Kosher- and Halal-Certified Foods in the US” report.


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