When comparing terminal market or wholesale pricing and retail supermarket pricing, the latter is less volatile. On average, supermarket prices have been only 11 percent higher than wholesale markets, and sometimes retail prices have been lower—this suggests supermarkets are increasingly buying direct from importers, and wholesalers are selling more to the foodservice industry at better prices.
Buying Habits and Consumption
In the United States, sales for asparagus is higher among households making more than $100,000 a year at 52 percent compared to 31 percent for those making $25,000 to $49,999 annually. The average consumption of asparagus was 1.7 pounds per year in 2015, with 45 percent of consumption in western states. Rising awareness helped push demand up 36 percent in 2016, with asparagus as the second ‘new vegetable’ people will try.
Purple asparagus is gaining attention as part of the ‘colorful food’ trend in U.S. supermarket chains, like Whole Foods. This is augmented by school programs encouraging children to eat healthier like the “Eat the Rainbow” initiative.
Purple asparagus is not only sweeter than green asparagus, but is full of the antioxidants and antimicrobials that attract health-oriented consumers.
White asparagus, though still popular in Europe, has had far less demand in American markets and is sold mainly in high-end U.S. retailers. Though it is considered a niche item, it has major potential for growth in American markets if clients learn how to prepare it. White asparagus is prepared differently than green asparagus, as it must be peeled before cooking.
Production and Exports
Statistics from the Food and Agricultural Organization (FAO) of the United Nations show China is the world’s largest asparagus growers, followed by Peru and Mexico. Most of China’s crop is consumed in the country, while other producers export most of their production to the United States, Europe, and China.
Peru leads the world in total asparagus exports by value, at 34 percent (or $420 million) to Mexico’s 32 percent of the global market. The United States exports 12 percent (from California, Washington, and Michigan).
