Many Americans do not consume the recommended amount

of fruits and vegetables. Almost half of Americans think

eating more fruits and vegetables would make their diets

healthier, so why don’t they? One argument is that fruits

and vegetables are expensive, especially when purchased

fresh. According to an ERS study, a consumer can meet the

recommendation of three servings of fruits and four servings of vegetables daily for 64 cents. This represents 12 percent of daily food expenditures per person, so consumers

have 88 percent of their food dollars left to purchase the

other three food groups; low-income households have 84

percent of their food dollar left. (Based on the Consumer

Price Index for fruits and vegetables in 1999 and 2003, the

prices in 2003 would be 10 percent higher on average than

the prices in our study).

This analysis uses A.C. Nielsen Homescan data on household food purchases during 1999 (the latest year available to

us) from all types of retail outlets to estimate an annual

retail price per pound for 69 forms of fresh and processed

fruits and 85 forms of fresh and processed vegetables. Since

many fruits and vegetables contain much that is nonedible

in the purchase weight, this analysis also estimated the

number of edible servings per pound. More than half of all

fruits and vegetables were estimated to cost 25 cents or less

per serving in 1999; 86 percent of all vegetables and 78 percent of all fruit cost less than 50 cents a serving. That’s 127

different ways to eat a serving of fruits and vegetables for

less than the price of a 3-ounce candy bar. 

After adjusting for waste and serving size, 63 percent of

fruits and 57 percent of vegetables were least expensive in

their fresh form as compared to their processed counterparts. Even so, the difference in price per serving between

the least and most expensive versions for many fruits and

vegetables was often less than 25 cents. For some, this price

difference may be a small price to pay for the conveniences—such as longer shelflife, ease of preparation, and

greater availability—associated with processed forms.

However, these data do not consider spoilage. Expectations

that fresh produce will go bad and be thrown out may be

responsible for consumers’ perception that fresh produce is

more expensive than processed. Regardless, consumers

need to be savvy and consider not only the price per pound

United States

Department of

Agriculture

Economic 

Research

Service

Agriculture information Bulletin 792-4 October 2004

How Much Do Americans

Pay for Fruits and

Vegetables?

Jane Reed, allshous@ers.usda.gov, 202-694-5449

Elizabeth Frazão, efrazao@ers.usda.gov, 202-694-5455

Rachel Itskowitz
2 Economic Research Service / USDA

Agriculture Information Bulletin 792-4

Pyramid subgroups - fruit

Dollar per serving for the least expensive form of fruit

Source: Nielsen HomeScan data, 1999. Converted to servings using factors obtained from The Food Buying Guide for Child Nutrition Programs

U.S. Department of Agriculture, Food and Nutrition Service, revised November 2001.

Citrus, berries, melons,

and kiwi

Other fruit

Cherries

Figs

Avocado

Plums

Apricots

Pears

Peaches

Mangoes

Pineapple

Nectarines

Papaya

Bananas

Grapes

Apples

0.40

0.36

0.25

0.23

0.22

0.21

0.21

0.20

0.19

0.19

0.17

0.17

0.16

0.11

Blackberries

Raspberries

Tangelos

Strawberries

Cranberries

Honeydew

Tangerines

Blueberries

Kiwi

Cantaloupe

Oranges

Grapefruit

Watermelon

0.66

0.54

0.29

0.28

0.28

0.27

0.26

0.25

0.21

0.21

0.15

0.14

0.11

Source: Nielsen HomeScan data, 1999. Converted to servings using factors obtained from The Food Buying Guide for Child Nutrition Programs

U.S. Department of Agriculture, Food and Nutrition Service, revised November 2001.

Pyramid subgroups - vegetables

Figure 2

Dollar per serving for the least expensive form of each vegetable

Deep yellow

Dark green, leafy

Starchy

Other

Sweetpotatoes

Carrots

0.18

0.10

Turnip greens

Collard greens

Spinach

Leaf lettuce

Kale

Romaine lettuce

Mustard greens

0.25

0.23

0.21

0.19

0.17

0.15

0.13

Peas

Corn

Potatoes

0.18

0.17

0.06

Asparagus

Eggplant

Brussels, sprouts

Okra

Mushrooms

Squash, zucchini

Beets

Cauliflower

Tomatoes

Bell peppers

Iceberg lettuce

Celery

Onions

Green beans

Cucumbers

0.53

0.29

0.27

0.26

0.25

0.24

0.23

0.16

0.15

0.15

0.15

0.13

0.12

0.12

0.12
but the number of servings obtainable from a pound (which

varies considerably among different fruits and vegetables). 

One of the problems consumers may face in working

towards meeting the recommended servings of fruits and

vegetables is that few know what constitutes a Food Guide

Pyramid (FGP) serving. Many are confused because serving size on the nutrition label often differs from the FGP

serving size and both probably differ from the amount consumers typically eat. Consumers may be unsure of the cost

of eating a FGP serving of fruits or vegetables and may

overestimate that cost. For example, some may balk at the

idea of paying 97 cents for a pound of peaches, not realizing that they will be getting 4 1⁄2-cup FGP servings in a

pound, which translates to 21 cents per serving. 

Dietary recommendations for an average dietary intake of

2,200 calories call for three servings of fruit daily, with consumption fairly evenly divided between (a) citrus, melons,

and berries; and (b) other fruit. Recommendations also call

for four servings of vegetables daily, divided among (a)

dark-green and leafy vegetables; (b) deep-yellow vegetables; (c) starchy vegetables, including potatoes, dry beans,

peas, and lentils; and (d) other vegetables. Figures 1 and 2

show price per serving of all the fruits and vegetables in the

study, based on the least expensive form for each fruit and

vegetable. 

Three servings of fruit, with equal servings from the two

subgroups, can cost as little as 37 cents. This includes 1⁄2

cup each of cut, fresh watermelon and apple, a little less

than 1⁄2 cup of grapefruit juice, and 1/8 cup of raisins. These

fruits supply over 75 percent of the Daily Value for Vitamin

C, at just 150 calories and less than 1 gram of fat. 

Four servings of vegetables, with one serving from each of

the four subgroups, can be obtained for an additional 27

cents. This includes 1⁄2 cup each of fresh carrots, broccoli

fleurets, potatoes, and cabbage. Totaling just 75 calories,

this combination provides 100 percent of the Daily Value

for Vitamins A and C, and 15 percent of fiber.

Since consumers have different tastes and crave variety,

table 1 shows seven different ways (one for each day of the

week) to eat three servings of fruit and four servings of vegetables per day for a dollar or less.

Although the prices for fruits and vegetables in this study

are national averages for the entire year and not the prices

that any household might face on a given day, they amply

demonstrate that cost need not be a barrier to consumption

of the recommended amounts of fruits and vegetables.

Consumers may cite cost as a barrier when other factors

such as taste, preferences, and availability may be more

important.

Information Sources

Blisard, Noel, Hayden Stewart, and Dean Jolliffe. LowIncome Households’ Expenditures on Fruits and Vegetables,

USDA/ERS, AER-833, May 2004.

Hogbin, Myrtle B., and Mary Abbot Hess. Public

Confusion Over Food Portions and Serving. J Am Diet

Assoc, 1999, vol. 99, pp. 1209-1211.

Reed, Jane, Elizabeth Frazao, and Rachel Itskowitz. How

Much Do Americans Pay for Fruits and Vegetables?

USDA/ERS, AIB-790, July 2004.

Shankar, Sharada, and Ann Klassen, “Influences on Fruit

and Vegetable Procurement and Consumption Among

Urban African-American Public Housing Residents, and

Potential Strategies for Intervention,” Family Economics

and Nutrition Review, 2001, vol. 13, pp. 34-46

Economic Research Service / USDA 3

Agriculture Information Bulletin 792-4

The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, sex,

religion, age, disability, political beliefs, sexual orientation, or marital or family status. (Not all prohibited bases apply to all programs.) Persons with disabilities who require alternative means for communication of program information (Braille, large print, audiotape, etc.) should contact USDA’s TARGET

Center at (202) 720-2600 (voice and TDD).

To file a complaint of discrimination, write USDA, Director, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue,

SW, Washington, DC 20250-9410, or call (202) 720-5964 (voice and TDD). USDA is an equal opportunity provider and employer.
4 Economic Research Service / USDA

Agriculture Information Bulletin 792-4

Table 1—Seven ways to eat 3 servings of fruit and 4 servings of vegetables per day for a dollar or less, 1999

Item Number of Serving size Dollars

servings

Total cost 1.00

Apple juice, frozen 1 3/4 cup 0.13

Orange juice, frozen 1 3/4 cup 0.15

Bananas, fresh 1/2 1/2 cup 0.09

Cantaloupe, fresh 1/2 1/2 cup 0.11

Fruit 0.48

Radishes, fresh 1 1/2 cup 0.11

Carrots, fresh 1 1/2 cup 0.10

Green peas, canned 1 1/2 cup 0.18

Mustard greens, fresh 1 1 cup 0.13

Vegetables 0.52

Item Number of Serving size Dollars

servings

Total cost 0.90

Apricots, fresh 1 1/2 cup 0.25

Orange juice, frozen 1 3/4 cup 0.15

Grapefruit, fresh 1/2 1/2 cup 0.09

Apple, fresh 1/2 1/2 cup 0.06

Fruit 0.55

Cabbage, fresh 1 1/2 cup 0.04

Sweetpotatoes, fresh 1 1/2 cup 0.18

Potatoes, fresh 1 1/2 cup 0.06

Broccoli, fresh fleurets 1 1/2 cup 0.07

Vegetables 0.35

Total cost 1.00

Apple juice, frozen 1 3/4 cup 0.13

Raisins 1/2 1/4 cup 0.08

Kiwi, fresh 1/2 1/2 cup 0.11

Orange juice, frozen 1/2 3/4 cup 0.08

Fruit 0.40

Green beans, canned 1 1/2 cup 0.12

Sweetpotatoes, fresh 1 1/2 cup 0.18

Sweet corn, canned 1 1/2 cup 0.17

Mustard greens, fresh 1 1 cup 0.13

Vegetables 0.60

Total cost 0.82

Watermelon, fresh 1 1/2 cup 0.11

Peaches, fresh 1 1/2 cup 0.21

Grapefruit juice, frozen 1/2 3/4 cup 0.07

Raisins 1/2 1/4 cup 0.08

Fruit 0.47

Broccoli, fresh fleurets 1 1/2 cup 0.07

Potatoes, fresh 1 1/2 cup 0.06

Carrots, fresh 1 1/2 cup 0.10

Green beans, canned 1 1/2 cup 0.12

Vegetables 0.35

Total cost 0.99

Banana, fresh 1 1/2 cup 0.17

Apple juice, frozen 1 3/4 cup 0.13

Cantaloupe, fresh 1/2 1/2 cup 0.11

Grapefruit, fresh 1/2 1/2 cup 0.09

Fruit 0.50

Radishes, fresh 1 1/2 cup 0.11

Carrots, fresh 1 1/2 cup 0.10

Lettuce, Romaine 1 1 cup 0.15

Celery, fresh 1 1/2 cup 0.13

Vegetables 0.49

Total cost .96

Orange juice, frozen 1 3/4 cup 0.15

Watermelon, fresh 1 1/2 cup 0.11

Pears, fresh 1/2 1/2 cup 0.11

Pineapple, juice 1/2 3/4 cup 0.10

Fruit 0.47

Potatoes, fresh 1 1/2 cup 0.06

Sweetpotatoes, fresh 1 1/2 cup 0.18

Cucumbers, fresh 1 1/2 cup 0.12

Mustard greens, fresh 1 1 cup 0.13

Vegetables 0.49

Total cost 0.64

Watermelon, fresh 1 1/2 cup 0.11

Apple, fresh 1 1/2 cup 0.11

Grapefruit juice, frozen 1/2 3/4 cup 0.07

Raisins 1/2 1/4 cup 0.08

Fruit 0.37

Carrots, fresh 1 1/2 cup 0.10

Broccoli, fresh fleurets 1 1/2 cup 0.07

Potatoes, fresh 1 1/2 cup 0.06

Cabbage, fresh 1 1/2 cup 0.04

Vegetables 0.27

Source: Nielsen Homescan Database, 1999.