United States

Department

of Agriculture

Economic

Research

Service

Agriculture

Information

Bulletin 

Number 790

How Much Do 

Americans Pay for 

Fruits and Vegetables?

Jane Reed

Elizabeth Frazão

Rachel Itskowitz

Electronic

Report
United States 

Department 

of Agriculture

www.ers.usda.gov

Electronic Report from the Economic Research Service

July 2004

Agriculture

Information

Bulletin 

Number 790

How Much Do Americans

Pay for Fruits and

Vegetables?

Jane Reed, Elizabeth Frazão, and 

Rachel Itskowitz

Abstract

Americans do not consume recommended levels of fruits and vegetables.

One argument is that they are expensive, especially when purchased fresh.

This analysis uses A.C. Nielsen Homescan data on 1999 household food

purchases from all types of retail outlets to estimate an annual retail price

per pound for 69 forms of fruits and 85 forms of vegetables. Since many

fruits and vegetables contain much that is nonedible in the purchase weight,

cost per pound might not be a good indicator of cost per amount consumed.

Therefore, this analysis also estimated the number of servings per pound of

purchased item after excluding all parts of the fruits and vegetables not

usually eaten. According to this formula, consumers can meet the recommendations of three servings of fruits and four servings of vegetables daily

for 64 cents. Since this represents only 12 percent of daily food expenditures per person in 1999, consumers still have 88 percent of their food dollar

left to purchase the other three food groups. (Even low-income households

have 84 percent of their food dollar left.) Although cost differences among

fresh and processed forms were generally small, our study also found that

after adjusting for waste and serving size, 63 percent of fruits and 57

percent of vegetables were cheapest in their fresh form. 

Keywords: Fruits, vegetables, fresh, processed, retail price, serving.
Contents

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .iii

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

What Are We Buying? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

How Expensive are Fruits and Vegetables? . . . . . . . . . . . . . . . . . . . . . .11

Cost of Meeting Dietary Recommendations . . . . . . . . . . . . . . . . . . . . . .24

Most and Least Expensive Ways To Buy . . . . . . . . . . . . . . . . . . . . . . . . .27

Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35

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National Agricultural Library Cataloging Record

 Reed, Jane

 How much do Americans pay for fruits and vegetables [electronic resource]?

 (Agriculture information bulletin ; no. 790)

 1. Fruit--Prices--United States. 

 2. Vegetables--Prices--United States.

 3. Food prices--United States. 

 I. Frazão, Elizabeth. 

 II. Iskowitz, Rachel.

III. United States. Dept. of Agriculture. Economic Research Service.

IV. Title.

HD9244

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(202) 720-5964 (voice and TDD). USDA is an equal opportunity provider and 

employer.
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Executive Summary

Americans consume only half as much fruit as recommended. Vegetable

consumption, although close to recommendations, has a third of total servings coming from French fries, potato chips, and iceberg lettuce. One argument for not consuming more fruits and vegetables is that they are

expensive, especially when purchased fresh. But how expensive are fruits

and vegetables? Do fresh fruits and vegetables really cost more than their

processed counterparts? And if so, does it hold for all fruits and vegetables,

or only for some? 

This analysis uses A.C. Nielsen Homescan data on 1999 household food

purchases from all types of retail outlets to estimate an annual retail price per

pound for 69 forms of fruits and 85 forms of vegetables. Since many fruits

and vegetables contain much that is nonedible in the purchase weight, cost per

pound might not be a good indicator of cost per amount consumed. This

analysis also estimated the number of servings per pound of purchased item

after excluding all parts of the fruits and vegetables not usually eaten. Our

analysis also examined the costs of fruits and vegetables needed to meet the

dietary recommendations. Among the 154 forms of fruits and vegetables we

priced, more than half were estimated to cost 25 cents or less per serving.

Consumers can meet the recommendations of three servings of fruits and four

servings of vegetables daily for 64 cents. Since this represented only 12

percent of daily food expenditures per person in 1999, consumers still had 88

percent of their food dollar left to purchase the other three food groups. Even

low-income households still had 84 percent left. 

The study also found that after adjusting for waste and serving size, 63

percent of fruits and 57 percent of vegetables were least expensive in their

fresh form. Even though fresh fruits and vegetables may be less expensive to

eat than processed, for many fruits and vegetables the difference in price per

serving between the least and most expensive versions was often less than 25

cents. For some, this price difference may be a small price to pay for the

conveniences—such as longer shelf life, ease of preparation, and greater availability—associated with processed forms.
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Despite the increasing knowledge about the health benefits of diets high in

fruits and vegetables, data from the U.S. food supply show that, in 2000,

Americans consumed only half as much fruit as recommended by the Food

Guide Pyramid (FGP) for a 2,200-calorie diet. Vegetable consumption was

close to recommendations, although French fries, potato chips, and iceberg

lettuce—vegetable forms that are either high in fat or low in nutrients—

constituted a third of total daily vegetable servings (Putnam et al., 2000). 

The gap between the recommended amounts and the actual consumption of

fruits and vegetables cannot be entirely attributed to consumer ignorance of

the health benefits associated with their consumption. According to a survey

by the Food Marketing Institute, among the nearly 70 percent of shoppers

who believe their diet could be at least “somewhat” or “a lot healthier,” the

most common response among all shoppers on how to improve the healthfulness of their diets was eating more fruits and vegetables (68 percent).

This was three times as many people as those responding they would eat

less fats and oils (22 percent) or less red meat (22 percent), less junk food

(18 percent), or less sugar (17 percent) (Food Marketing Institute, 2000). 

Nonetheless, consumers seem to find it difficult to eat more fruits and

vegetables. Some also believe they are too expensive (Kurtzweil, 1997) or

too expensive to serve every day, especially when purchased fresh (Raynor

et al., 2002).

One of the problems consumers face is that few know what constitutes a

FGP serving of fruits and vegetables (Hogbin and Hess, 1999). Many are

confused because the serving size on the nutrition label often differs from

the FGP serving size and both probably differ from the amount consumers

typically consume. Consumers are therefore unable to accurately assess the

cost of eating a FGP serving of fruits and vegetables and may erroneously

believe that cost is a barrier. For example, they may balk at the idea of

paying 97 cents for a pound of peaches, not realizing that they will be

getting 4 FGP servings (1⁄2 cup) in a pound, which translates to 21 cents per

serving. Consumers may cite cost as a barrier, when other factors such as

taste, preferences, and availability may be more important (Shankar and

Klassen, 2001). For example, Stewart et al. (2003) found that a marginal

increase in income was not likely to induce low-income households (below

130 percent of the poverty line) to spend more on fruits and vegetables,

possibly because they have higher priority needs or wants.

How Much Do Americans Pay

for Fruits and Vegetables?

Introduction

Jane Reed, Elizabeth Frazão, 

and Rachel Itskowitz
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So, how expensive are fruits and vegetables? And do fresh fruits and vegetables really cost more than processed, as is widely believed? If so, does this

hold for all fruits and vegetables, or only for some? 

The purpose of this report then is twofold: to examine the purchase and

serving prices of fresh and processed fruits and vegetables, and to calculate

the cost of meeting fruit and vegetable recommendations in terms of the FGP.
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Methodology

To determine the cost of fruits and vegetables, we used 1999 A.C. Nielsen

Homescan data, which collect information from a sample of consumers on

the foods they buy from all types of retail outlets (see box, “About the

Data”). We restricted the data to the most common fresh fruits and vegetables, excluding more exotic items such as guava or bok choy. We included

25 different fresh fruits and 29 different fresh vegetables. For some of the

fresh vegetables, we included more than one type of that vegetable, such as

whole and baby carrots, and broccoli and broccoli florets. We then matched

all the fresh fruits and vegetables with their plain (e.g., unsweetened, unflavored) processed counterparts. Some of the processed items included more

than one form of that fruit or vegetable. For example, for processed cherries

we included canned and frozen sweet and tart cherries, and for asparagus,

we included cut and whole canned and frozen asparagus. We also included

in the analysis one processed fruit (dried figs) and one processed vegetable

(canned beets) for which we were unable to obtain fresh prices. We

excluded fresh cranberries, all forms of lemons and limes, and dehydrated

onions because they are not typically consumed as a serving, but rather used

as an ingredient. We also excluded dried beans. The final sample consisted

of 27 fruits and 30 vegetables, in 69 different forms of these fruits and 85

different forms of these vegetables (table 1). 

Because the analysis included only plain processed versions, many popular

items are excluded, such as tomato sauce, sweetened or flavored applesauce,

fruits canned in syrup, frozen vegetables in sauces, and all mixtures of fruits or

vegetables—such as carrots and peas or mixed melon balls. Our final sample

accounted for 66 percent of all fruit retail sales (in dollars) and 59 percent of

all vegetable sales. (Dried beans alone, which were not included in the

analysis, accounted for 4.5 percent of all vegetable sales in dollars.)

For each item, we estimated the 1999 retail price per pound (weightedaverage) by dividing the total dollars spent on that item by the total volume

sold. This retail price per pound is the cost of buying fruits and vegetables.

These prices represent the average price for all households’ purchases. 

However, many fruits and vegetables contain much that is nonedible in the

purchase weight. For example, we do not eat the cob and husk of fresh corn,

or the rind on fresh watermelon. In addition, some edible parts are often

removed during food preparation, such as stalks of celery or fresh broccoli.

Among canned forms, the canning liquid was not counted as part of the

serving except in the case of fruits packed in fruit juice, in which case the

canning liquid—a fruit juice—was considered part of the fruit serving. 

As a result of these corrections, a comparison of the price per pound may

not be a good indicator of the cost per amount consumed. Therefore, for

each item, we used conversion factors from the USDA Food and Nutrition

Service’s Food Buying Guide for Child Nutrition Programs, 2000, to estimate the number of FGP servings obtained from a pound of the purchased

item. These factors exclude all parts of the fruits and vegetables not usually

eaten, such as the canning liquid in canned green beans (see box on how we

estimated the number of servings). Using the number of servings per pound,
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We obtained retail prices using

A.C. Nielsen Homescan data

for 1999. These data represent 7,195 households’ food purchases at a

variety of retail outlets nationwide, such as supermarkets, grocery stores,

farmers’ markets, mass merchandising outlets, and drugstores. Included

households were in the sample for at least 10 months of the year. After a

shopping occasion, households scanned each item purchased. The data

captured only foods purchased at retail, not foods purchased at a foodservice outlet, such as restaurants or fast-food places. 

The analysis covered fruits and vegetables that are estimated in the

National Food Supply, for which we were able to obtain prices (27 fruits,

30 vegetables—see table 1). For comparison, and to eliminate nutritional

differences, we selected processed versions –canned, frozen, dried, or juice

products—that were most similar to the fresh version. For example, to the

extent possible, we priced only unsweetened fruit juice, canned fruit

packed in water or juice, and plain frozen fruits and vegetables with no

additional ingredients. As a result, popular products—such as canned

tomato sauce, ketchup, frozen mixtures of peas and carrots, frozen mixed

melon balls, canned fruit packed in syrup, sweetened juices, or sweetened

applesauce—are not included in the analysis. We did not include fresh

cranberries, all forms of lemons and limes, and dehydrated onions since

they are more commonly used as a flavoring and are not usually consumed

as a serving. We also excluded “specialty” products such as Portabello

mushrooms, frozen shredded carrots, and any products labeled organic. 

Some data limitations were related to using of the UPC code, where the

descriptions were often so vague that many assumptions had to be made.

For example, for some items, we assumed that the “regular” versions

represented the plain version, such as canned mushrooms and sweet potatoes, whereas for other items additional descriptors were available. In

addition, for some items, the description was too vague to be used, as

when greens were described only as “greens.” Also, some fresh fruits and

vegetables were measured in counts instead of pounds, and it was not

always clear what that represented. Some items could not be reliably

priced. For some items, such as grapes and bell peppers, it was not

possible to separate out the different types (such as green or red), so all

types had to be grouped together. Finally, time limitations prevented us

from pricing dry beans, because of their enormous variety. 

Where price appeared to differ among the same product, we separated out

different cuts (whole, sliced, shredded, pieces). Juices were also differentiated by whether they were shelf-stable, refrigerated, or frozen. Including

the different forms (fresh, canned, frozen, dried, and juice), the final

sample included 85 vegetables items and 69 fruit items.

To estimate the price per pound, we divided the total weighted dollars

spent for each item by the total weighted sales volume for each item. To

estimate the price per serving, we used the Food and Nutrition Service’s

Food Buying Guide for Child Nutrition Programs, 2000, which provides

About the Data

Continued on page 5
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*Note: Servings for fresh fruit are 1⁄2

cup even when the FGP servings are 1

piece of fruit. For collard greens, okra,

and turnip greens, which are leafy vegetables, the FGP serving is 1 cup; the

conversion factors for these vegetables

is for 1⁄2 cup of cooked vegetable.

we then estimated a price per serving for each item. We refer to this price as

the cost of eating fruits and vegetables. 

All prices estimated for this report reflect national annual average prices for

fresh and processed fruits and vegetables purchased at retail. The cost of

fruits and vegetables consumed away from home—at restaurants or fastfood outlets, for example—is not included in the estimated prices. Furthermore, the estimated prices do not reflect the prices that any one individual

paid for that particular fruit or vegetable. For example, where the item is

purchased—a farmers’ market versus a supermarket, or even what supermarket—will affect the price. Whether the item is on sale, whether the

customer uses a coupon, and what brand the customer chooses will also

affect the price. For fresh produce, in particular, seasonality is likely to have

a large effect on both the price and the quantity purchased. In addition,

economies of scale are often associated with purchasing larger containers,

so that the per-pound cost of buying a 26-ounce can of tomatoes is usually

lower than the per-pound cost of buying a 14.5-ounce can (as is the cost of

eating a serving of said tomatoes). For this analysis, prices are averaged out

throughout the year, across all types of retail outlets and package sizes and

brands, yielding a weighted-average price. 

information on the serving yield for most fruits and vegetables, in fresh or

processed form. For example, according to the Guide, a pound of fresh

pears yields 4.1 1⁄2-cup servings of pear, a pound can of sliced green beans

provides 8.2 1⁄2-cup servings of drained green beans, and a 16-ounce

container of frozen peaches provides 5.46 1⁄4-cup servings. We converted

the Guide’s servings to FGP-serving sizes (1 cup of raw, leafy vegetables;

1⁄2 cup of fresh, canned, or frozen fruits and vegetables; 3⁄4 cup of juice; or

1⁄4 cup of dried fruits or vegetables*). To estimate the price per serving, we

divided the price per pound by the total number of servings per pound for

the product. For example, the weighted-average retail price of fresh apricots was $1.48 per pound and there are 5.95 1⁄2-cup servings in each

pound. Dividing $1.48 by 5.95 results in a price per serving of 25 cents

per serving for fresh apricots.

Continued from page 4
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Table 1—Fruits and vegetables included in the study

Fruits Vegetables

Apples Honeydew melon, fresh Asparagus Collard greens Potatoes

Fresh Kiwi fruit, fresh Fresh Fresh Fresh

Canned1 Mangoes Canned5 Canned6 Canned6

Apples Fresh Cut/tips Frozen6 Frozen6

Applesauce Frozen1 Whole/spears Corn, sweet Dried6

Juice1 Canned Frozen5 Fresh Radishes, fresh

Shelf stable Nectarines, fresh Cut/tips Canned, whole kernel6 Spinach

Refrigerated Oranges Whole/spears Frozen, whole kernel6 Fresh

Frozen concentrate2 Fresh Beans, green Cucumbers, fresh Canned6

Apricots Canned, Mandarin3 Fresh Eggplant, fresh Frozen6

Fresh Juice1 Canned6 Kale Squash

Canned3 Shelf stable Cut/sliced Fresh Fresh, zucchini

Dried Refrigerated Whole Canned6 Canned, summer6

Avocados, fresh Frozen concentrate2 Frozen6 Frozen6 Frozen, zucchini6

Bananas, fresh Frozen, not concentrated Cut/sliced Lettuce, iceberg Sweetpotatoes

Blackberries Papayas Whole Lettuce, leaf7 Fresh

Fresh Fresh Beets, canned6 Lettuce, Romaine Canned5

Frozen1 Frozen1 Broccoli Mushrooms8 Frozen5

Canned Canned Fresh Fresh Tomatoes

Blueberries Peaches Whole Whole Fresh

Fresh Fresh Fleurets Sliced Regular sized

Frozen1 Frozen1 Frozen6 Canned5 Cherry/grape

Canned Canned, Clingstone3 Chopped/cut Whole Roma/plum

Cantaloupe, fresh Pears Spears Sliced Canned6

Cherries Fresh Fleurets Broken Juice

Fresh Canned3 Brussels sprouts Frozen5 Turnip greens

Frozen1 Pineapple Fresh Mustard greens Fresh

Tart Fresh, whole Canned5 Fresh Canned5

Sweet Canned3 Cabbage, green Canned6 Frozen6

Canned Juice1 4 Fresh Frozen6

Tart3 Plums Canned, sauerkraut5 Okra

Sweet Fresh Carrots Fresh

Cranberries, juice1 4 Dried, prunes Fresh Canned5

Figs, dried Juice1 4 Whole Frozen6

Grapefruit Raspberries Baby Onions

Fresh Fresh Canned6 Fresh

Canned3 Frozen1 Sliced/cut Canned5

Juice1 Canned Whole/other Frozen, pearl6

Shelf stable Strawberries Frozen6 Peas, green

Refrigerated Fresh Cauliflower Fresh

Frozen concentrate2 Frozen1 Fresh Canned6

Grapes Canned Whole Frozen6

Fresh Tangelos, fresh Fleurets Peppers, bell, fresh

Dried, raisins Tangerines, fresh Frozen6

Juice1 Watermelon, fresh Fleurets

Shelf stable Cut

Frozen concentrate2 Celery, fresh

1 Unflavored/unsweetened. 2 Reconstituted.

3 Packed in juice/water.

4 Shelf stable. 5 Regular type.

6 Plain.

7 Red and green leaf lettuce. 8 Excludes "specialty" types of mushrooms, like Portobello and Shitake.
What Are We Buying?

According to the Homescan data, consumers spent $223 billion on food at

retail stores in 1999. Expenditures on fruits and vegetables accounted for

7.6 percent and 7.7 percent of this total. Fresh fruits and vegetables

accounted for more than half of all expenditures on fruits and vegetables,

while canned vegetables and fruit juices accounted for almost one-third of

expenditures. In comparison, consumers spent 9 percent on bakery products,

8 percent on red meat, 6 percent on carbonated soft drinks, 4.3 percent on

cheese, 3.4 percent on breakfast cereals, and 3.2 percent on candy (table 2). 

We ranked the 27 fruits and 30 vegetables in our sample according to quantity purchased, expenditures, and total servings purchased, regardless of the

form in which they were purchased (fresh, canned, frozen, or juice). Again,

totals include only the processed products that are plain, unflavored, and/or

unsweetened (to the extent possible).

Among the 27 fruits, Americans spent the most money on oranges, bought

the most pounds of bananas, and ate the most servings of apples (table 3).

These three fruits were the top three in quantity and servings, and among

the top four in expenditures (consumers spent more on grapes than apples).

For most fruits (except for watermelon and plums), quantity, cost, and servings are closely related. 

Among the 30 vegetables, potatoes accounted for the largest share of expenditures, pounds purchased, and servings eaten (table 4). Potato totals were

more than three times as many pounds purchased, and nearly four times as

many servings (but only 15 percent more dollars) as tomatoes, the second

most popular vegetable in all three categories. 

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Potato totals were

more than three times

as many pounds purchased, and nearly

four times as many

servings as tomatoes,

the second most popular vegetable.
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Table 2—Expenditures on food purchased at retail outlets, 1999

Food Category Dollars % of total Food Category Dollars % of total

All foods 222,862,762,989 100

Meat, poultry, and fish 41,078,298,793 18.4 Salty snacks including nuts 9,082,146,112 4.1

Red meat 17,664,342,800 7.9 Potato chips and sticks 2,500,371,872 1.1

Cold cuts, hot dogs, and spreads 8,559,269,929 3.8 Nuts and seeds 2,073,034,267 0.9

Poultry 6,429,383,509 2.9 Corn chips 1,624,490,878 0.7

Fish and shellfish 4,718,826,619 2.1 Popcorn 969,086,339 0.4

Bacon and sausage 3,706,475,935 1.7 Miscellaneous 885,989,636 0.4

Pretzels 582,217,099 0.3

Bakery, cereal, and grain products 38,005,481,355 17.1 Cheese products 446,956,021 0.2

Cakes, pies, cookies, and other sweet products 11,881,544,428 5.3

Bread, rolls, bagels, biscuits, and muffins 9,148,486,715 4.1 Candy, gum, and mints 8,104,053,108 3.6

Cereal 7,496,772,893 3.4 Candy 7,163,102,158 3.2

Crackers, croutons, and bars 4,812,948,468 2.2 Gum 650,816,951 0.3

Rice, pasta, and noodles 2,410,965,454 1.1 Mints 175,090,160 0.1

Crusts, shells, and tortillas 1,280,885,167 0.6 Marshmallows 115,043,838 0.1

Barley, meal, grits, and flour 629,221,254 0.3

Miscellaneous 344,656,975 0.2 Sauces, gravies, marinades, etc. 5,796,967,387 2.6

Sauces 3,819,277,789 1.7

Dairy, eggs, and dairy/egg substitutes 30,560,579,959 13.7 Catsup, mustard, relish 859,817,937 0.4

Milk, cream, and milk/cream substitutes 10,535,389,250 4.7 Dips and spreads 451,324,196 0.2

Cheese 9,614,062,455 4.3 Gravy 364,609,882 0.2

Desserts, toppings, and yogurt 7,389,271,370 3.3 Vinegar and cooking wine 211,079,375 0.1

Eggs and egg mixes 1,584,148,655 0.7

Butter 969,467,368 0.4 Salad dressings, cooking fats and oils 4,937,384,840 2.2

Sour cream 468,240,860 0.2 Salad dressing 2,284,275,202 1.0

Margarine 1,264,788,199 0.6

Beverages other than juice 22,978,356,323 10.3 Cooking oil 1,215,793,487 0.5

Soft drinks 13,284,342,252 6.0 Shortening and lard 172,527,951 0.1

Coffee, tea, cocoa, and breakfast drinks 5,653,300,350 2.5

Fruit drinks and cider 2,903,185,329 1.3 Sugar/sugar substitutes, syrups, jams, etc. 3,819,112,513 1.7

Water 1,047,754,065 0.5 Sugar 1,171,015,097 0.5

Peanut butter 879,583,291 0.4

Prepared meals/foods and soups 21,824,493,722 9.8 Jams, jellies, etc. 588,370,669 0.3

Entrees 9,688,724,654 4.3 Syrup 518,034,553 0.2

Miscellaneous 5,160,473,481 2.3 Sugar substitutes 289,307,738 0.1

Soups and stews 4,058,105,056 1.8 Honey 172,445,256 0.1

Pizza 2,375,599,930 1.1

Snacks 541,590,601 0.2 Baking ingredients, gelatin, and pudding 2,214,189,078 1.0

Chocolate syrup and chips 528,776,413 0.2

Vegetables 17,078,081,999 7.7 Pudding, gelatin, and other desserts 1,300,739,961 0.6

Fresh vegetables 8,465,366,602 3.8 Frosting and icing 351,249,832 0.2

Canned vegetables 4,837,535,868 2.2

Frozen vegetables 2,663,600,587 1.2 Baby food 547,893,734 0.2

Vegetable juice 575,116,743 0.3

Dried vegetables 536,462,198 0.2

Fruits 16,835,724,066 7.6

Fresh fruit 8,610,268,154 3.9

Fruit juices 5,532,993,792 2.5

Canned fruit 1,575,493,542 0.7

Dried fruit 938,922,676 0.4

Frozen fruit 178,045,903 0.1

Source: Nielsen HomeScan database.
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Table 3—Fresh and processed fruits: Quantity purchased at retail outlets, expenditures,

and servings, 1999

Item Quantity purchased Expenditures Servings

Million pounds Ranking Million dollars Ranking Millions Ranking

Apples 2,243.2 3 1,530.5 4 1,3026.0 1

Apricots 48.8 22 91.4 18 374.6 18

Avocados 91.8 17 94.5 17 376.2 17

Bananas 3,606.5 1 1,622.6 2 9,737.6 2

Blackberries1 5.9 26 21.6 24 31.8 26

Blueberries 86.9 18 136.3 16 511.5 15

Cantaloupes 696.3 7 422.5 7 1998.4 9

Cherries 100.3 16 173.4 14 415.1 16

Cranberries 50.4 21 37.1 23 134.7 22

Figs 0.2 27 0.6 27 1.7 27

Grapefruit 753.4 6 411.7 8 2,252.0 7

Grapes 1,323.4 4 1,541.9 3 6,877.6 4

Honeydew 118.3 15 79.7 19 289.9 19

Kiwi 55.5 20 49.9 22 232.4 21

Mangoes 65.0 19 50.8 21 246.3 20

Nectarines 209.4 13 215.6 13 1,120.3 12

Oranges 2,836.7 2 1,687.8 1 7,038.7 3

Papayas 20.9 24 16.3 26 89.1 24

Peaches 365.1 10 353.3 10 1,594.6 10

Pears 259.5 12 230.7 12 1,051.5 13

Pineapples 409.7 9 346.2 11 1,410.2 11

Plums/prunes 346.5 11 790.8 5 2,414.8 6

Raspberries 16.9 25 64.4 20 102.0 23

Strawberries 418.8 8 620.8 6 2,174.0 8

Tangelos 21.9 23 20.9 25 73.1 25

Tangerines 154.1 14 154.0 15 599.6 14

Watermelon 1,166.8 5 375.5 9 3,558.7 5

Total 15,472.4 11,140.9 57,732.5

Note: Includes only plain, unflavored, and/or unsweetened (to the extent possible) processed products.

1Excludes some fresh blackberries that were included in a category called 'other berries' that could not be separated by type of berry.

Source: Calculated by the authors using Nielsen HomeScan Database.
10

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

Table 4—Fresh and processed vegetables: Quantity purchased at retail outlets, expenditures,

and servings, 1999

Item Quantity purchased Expenditures Servings

Million pounds Ranking Million dollars Ranking Millions Ranking

Asparagus 127.5 18 211.0 14 316.4 21

Beans, green 997.5 5 594.0 6 4,320.1 5

Beets 43.0 22 28.0 23 124.4 23

Broccoli 429.9 10 433.7 9 3,325.4 8

Brussels sprouts 32.4 23 43.1 22 156.8 22

Cabbage 464.5 9 195.9 15 3,666.1 6

Carrots 997.3 6 796.3 3 5,668.2 4

Cauliflower 156.0 17 174.9 17 980.4 15

Celery 350.0 12 281.0 12 2,135.2 12

Collard greens 20.0 25 18.5 25 57.3 26

Corn, sweet 1,096.8 4 726.3 4 3,434.5 7

Cucumber 368.1 11 276.3 13 2,282.3 11

Eggplant 26.0 24 25.3 24 87.2 24

Kale1 5.3 30 4.7 30 24.5 30

Lettuce, iceberg 621.2 7 484.1 8 3,230.4 9

Lettuce, red leaf/green leaf 82.2 20 86.9 20 446.1 20

Lettuce, romaine, fresh 109.2 19 128.0 19 854.5 17

Mushrooms 220.0 15 527.6 7 1,778.2 13

Mustard greens1 9.3 29 8.5 29 45.0 27

Okra1 13.3 27 18.0 26 65.6 25

Onions 1,292.0 3 717.2 5 6,007.0 3

Peas, green 525.7 8 340.3 11 1,741.2 14

Pepper, bell 342.4 13 381.5 10 2,516.5 10

Potatoes 4,964.9 1 1,717.6 1 26,226.8 1

Radishes 76.2 21 62.0 21 582.9 18

Spinach 172.1 16 162.5 18 555.7 19

Squash, summer 10.9 28 12.8 28 40.4 29

Sweetpotatoes 291.2 14 176.8 16 937.8 16

Tomatoes 1,618.5 2 1,495.1 2 6,970.3 2

Turnip greens1 16.3 26 13.7 27 45.0 28

Total 15,479.7 10,141.7 78,622.1

Note: Includes only plain, unflavored (to the extent possible) processed products.

1Excludes some fresh greens that were included in a category called 'other vegetables' that could not be separated by specific vegetable.

Source: Calculated by the authors using Nielsen HomeScan Database.
How Expensive Are Fruits and

Vegetables?

Prices for fruits and vegetables—in fresh and processed forms—vary

widely. Fruit prices ranged from 32 cents per pound for fresh watermelon to

$4.00 per pound for prunes. Among vegetables, prices ranged from 31 cents

per pound for fresh potatoes to $4.57 per pound for frozen asparagus spears. 

Purchase Price Versus Serving Price - Fruit

Among the 25 different types of fresh fruit, prices ranged from 32 cents per

pound for watermelon to $3.94 per pound for blackberries, with a weightedaverage price of 71 cents per pound and a median price of 97 cents (fig. 1a).

Only grapefruit, bananas, and the three types of melons cost less than the

weighted-average price. However, these five fruits accounted for 56 percent

of fresh fruit pounds purchased in 1999. 

11

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much does fresh fruit cost to buy?

Figure 1a

Dollars per pound

Source: Nielsen HomeScan data, 1999. 

The weighted average price for 

all fresh fruit was $0.71 per 

pound and the price difference 

between the most and least 

expensive item was $3.62 per 

pound.

Watemelon

Bananas

Grapefruit

Cantaloupe

Honeydew

Oranges

Papaya

Mangoes

Apples

Pears

Kiwi

Tangelos

Peaches

Tangerines

Nectarines

Avocados

Plums

Grapes

Pineapple

Strawberries

Apricots

Blueberries

Cherries

Raspberries

Blackberries

0.32

0.45

0.55

0.61

0.67

0.74

0.75

0.77

0.83

0.88

0.90

0.96

0.97

1.00

1.03

1.03

1.16

1.28

1.43

1.47

1.48

1.52

1.70

3.87

3.94
After adjusting for waste and serving size (because a pound provides

anywhere from 2 to 14 servings), the price per serving for fresh fruits drops

to a range of 11 cents a serving for apples and watermelon to 66 cents a

serving for blackberries (fig. 1b). Almost two-thirds of the fresh fruits, 16

out of 25, cost 25 cents or less per serving, and only 2 of the 25 cost more

than 50 cents per serving. The weighted-average price per serving for all

fresh fruits was 18 cents per serving. Due to their very low serving yield per

pound, oranges and honeydew were among the top 10 most expensive fruits

per serving, despite being among the 10 least expensive fresh fruits at retail. 

The sample included 16 different types and forms of canned fruit, including

two types of canned cherries. Prices for canned fruit ranged from 66 cents

for a pound of unsweetened applesauce to $2.71 for a pound of canned

blackberries, with a weighted-average price of 90 cents per pound (fig. 2a).

As with fresh fruit, only three canned fruits cost less than the weightedaverage price, but they accounted for over 70 percent of total canned

purchases. Three-fourths of the canned fruits (12 out of 16) cost less than

12

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much does fresh fruit cost to eat?

Figure 1b

Dollar per serving

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.

The weighted average price for 

all fresh fruit was $0.18 per 

serving and the price difference 

between the most and least 

expensive item was $0.56 per 

serving.

Watermelon

Apples

Papayas

Grapefruit

Bananas

Nectarines

Mangoes

Pears

Peaches

Kiwi

Cantaloupe

Plums

Grapes

Blueberries

Avocados

Apricots

Tangerines

Honeydew

Strawberries

Tangelos

Cherries

Oranges

Pineapple

Raspberries

Blackberries

0.11

0.11

0.17

0.17

0.17

0.19

0.20

0.21

0.21

0.21

0.21

0.23

0.24

0.25

0.25

0.25

0.26

0.27

0.28

0.29

0.40

0.42

0.45

0.64

0.66

Almost two-thirds of

the fresh fruits, 16 out

of 25, cost 25 cents or

less per serving
$2.00 per pound. Canned fruits ranged in price from 19 cents per serving for

unsweetened applesauce to 92 cents for canned blackberries (fig. 2b). Even

though only 5 of the 16 canned fruits were priced at 25 cents or less per

serving, the weighted-average price for all canned fruit was 24 cents per

serving. This was due to the high volume of less expensive canned fruit

(canned apples/applesauce, pineapples, peaches, and pears). 

Our nine different types of frozen fruits ranged in price from $1.24 for a

pound of frozen papaya to $3.39 for a pound of frozen raspberries, with a

weighted-average price of $2.04 per pound (fig. 3a). Four of the nine types

of frozen fruit were below the weighted-average price and five were above.

The four cheapest frozen fruits accounted for nearly three quarters of all

frozen fruit purchased. Frozen fruit are the most expensive form of fruits by

serving, with a weighted-average price of 51 cents per serving (fig. 3b).

Interestingly, frozen raspberries, the most expensive frozen fruit to buy,

dropped to fifth cheapest to eat, at 54 cents per serving.

Counting shelf-stable, refrigerated, and frozen versions for each of the seven

fruit juices separately, prices for the 15 items ranged from 36 cents per pint

for unsweetened, frozen apple juice to 74 cents per pint for shelf-stable

cranberry juice, with a weighted-average price of 53 cents per pint (fig 4a).

Price per serving varied little among the different fruit juices (fig. 4b), with

13

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much does canned fruit cost to buy?

Figure 2a

Dollars per pound

Packed in juice or water. Unsweetened/unflavored.

Source: Nielsen HomeScan data, 1999. 

The weighted average price 

for all canned fruit was $0.90 

per pound and the price 

difference between the most 

and least expensive item was 

$2.05 per pound.

Applesauce

Apples

Pineapple

Peaches

Pears

Oranges, mandarin

Strawberries

Mangoes

Apricots

Cherries, tart

Grapefruit

Cherries, sweet

Blueberries

Papaya

Raspberries

Blackberries

0.66

0.77

0.82

0.93

0.95

1.25

1.26

1.31

1.34

1.82

1.96

1.96

2.03

2.12

2.69

2.71
14

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much does canned fruit cost to eat?

Figure 2b

Dollar per serving

Packed in juice or water. Unsweetened/unflavored.

The weighted average price 

for all canned fruit was $0.24 

per serving and the price 

difference between the most 

and least expensive item was 

$0.74 per serving.

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.

Applesauce

Apples

Pineapple

Pears

Peaches

Oranges, mandarin

Mangoes

Apricots

Strawberries

Grapefruit

Papaya

Cherries, tart

Cherries, sweet

Raspberries

Blueberries

Blackberries

0.19

0.20

0.22

0.25

0.25

0.34

0.34

0.37

0.43

0.52

0.56

0.63

0.68

0.69

0.69

0.92

How much does frozen fruit cost to buy?

Figure 3a

Dollars per pound for unsweetened frozen fruits

The weighted average price 

for all unsweetened frozen 

fruit was $2.04 per pound 

and the price difference 

between the most and least 

expensive item was $2.14 

per pound.

Source: Nielsen HomeScan data, 1999.

Papaya

Mangoes

Strawberries

Peaches

Cherries, tart

Blueberries

Cherries, sweet

Blackberries

Raspberries

1.24

1.41

1.72

1.99

2.05

2.73

2.97

2.97

3.39
15

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much does juice cost to buy?

Figure 4a

Dollar per pint for unsweetened fruit juices

Source: Nielsen HomeScan data, 1999. 

The weighted average 

price for all fruit juice 

was $0.53 per pint and 

the price difference 

between the most and 

least expensive item 

was $.38 per pint. Apple, fz., reconstituted

Grapefruit, fz., reconstituted

Orange, fz., reconstituted

Apple, shelf stable

Apple, refrigerated

Grapefruit, shelf stable

Pineapple, shelf stable

Grape, fz., reconstituted

Orange, shelf stable

Grapefruit, refrigerated

Orange, refrigerated

Prune, shelf stable

Orange, fz., not concentrate

Grape, shelf stable

Cranberry, shelf stable

0.36

0.38

0.39

0.40

0.44

0.50

0.52

0.55

0.55

0.58

0.60

0.62

0.65

0.66

0.74

How much does frozen fruit cost to eat?

Figure 3b

Dollar per serving for unsweetened frozen fruits

The weighted average price 

for all unsweetened frozen 

fruit was $0.51 per serving 

and the price difference 

between the most and 

least expensive item was 

$0.39 per serving.

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.

Strawberries

Papaya

Blueberries

Mangoes

Raspberries

Cherries, tart

Blackberries

Peaches

Cherries, sweet

0.46

0.46

0.46

0.52

0.54

0.59

0.66

0.73

0.85
frozen apple juice (13 cents a serving) the cheapest and cranberry juice (28

cents) the most expensive. The weighted-average price for all unsweetened

fruit juice was 20 cents per serving. 

Retail prices for the four types of dried fruit included in our sample ranged

from $2.01 per pound for raisins to $4.00 per pound for prunes, with a

weighted-average price of $3.07 (fig. 5a). However, retail prices for dried

fruit are deceiving. Because the serving size for dried fruit is much smaller

than the serving size for other fruits (1⁄4 cup versus 1⁄2 cup for other fruit and

3⁄4 cup for juice), the cost per serving becomes reasonable, ranging from 16

cents per serving for raisins to 38 cents for prunes (fig. 5b). This is cheaper

than the price per serving for most canned and all frozen fruits. 

In summary, although retail prices for fruits might appear high on a perpound basis, few people may realize that a pound provides 3-5 servings for

most fruits. Therefore, the price per serving is considerably lower. In 1999,

it was possible to eat a serving of any of the 69 forms of fruits included in

our analysis for less than a dollar. In fact, 37 of the fruit items cost 25 cents

or less per serving, 54 items cost under 50 cents, and only 2 of the 69 fruit

items cost more than 75 cents per serving.

16

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much does juice cost to drink?

Figure 4b

Dollar per serving for unsweetened fruit juices

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.

The weighted average

price for all fruit juice 

was $0.20 per serving 

and the price difference 

between the most and 

least expensive item 

was $0.14 per serving.

Apple, fz., reconstituted

Grapefruit, fz. reconstituted

Orange, fz., reconstituted

Apple, shelf stable

Apple, refrigerated

Grapefruit, shelf stable

Pineapple, shelf stable

Grape, fz., reconstituted

Orange, shelf stable

Grapefruit, refrigerated

Orange, refrigerated

Prune, shelf stable

Orange, fz., not concentrate

Grape, shelf stable

Cranberry, shelf stable

0.13

0.14

0.15

0.15

0.16

0.19

0.19

0.20

0.21

0.22

0.22

0.23

0.24

0.25

0.28

It was possible to eat a

serving of any of the 69

forms of fruits included

in our analysis for less

than a dollar.
Purchase Price Versus Serving Price - Vegetables 

Among the 35 fresh vegetable items included in the analysis, retail prices

ranged from 31 cents per pound for potatoes to $2.97 per pound for fresh,

sliced mushrooms (fig. 6a). The weighted-average price for all fresh vegetables was 64 cents per pound. Only 5 of the 35 fresh vegetables were priced

below the weighted-average price, 12 were priced below $1.00 per pound,

and all but 3 cost less than $2.00 per pound. The five cheapest vegetables—

potatoes, cabbage, whole carrots, onions, and sweet potatoes—accounted

for 62 percent of all fresh vegetable purchases by weight.

Per serving, prices ranged from 4 cents for cabbage to 91 cents for shelled

green peas, with a weighted-average price of 12 cents per serving (fig. 6b).

More than two-thirds of the 35 fresh vegetables cost 25 cents or less per

17

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much does dried fruit cost to buy?

Figure 5a

Dollars per pound

The weighted average price 

for all dried fruit was $3.07 

per pound and the price 

difference between the 

most and least expensive 

item was $2.00 per pound.

Source: Nielsen HomeScan data, 1999.

Raisins

Apricots

Figs

Prunes

2.01

2.53

3.71

4.00

How much does dried fruit cost to eat?

Figure 5b

Dollar per serving

The weighted average price 

for dried fruit was $0.27 

per serving and the price 

difference between the 

most and least expensive 

item was $0.22 per serving.

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.

Raisins

Apricots

Figs

Prunes

0.16

0.22

0.36

0.38
18

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much do fresh vegeables cost to buy?

Figure 6a

Dollars per pound

Source: Nielsen HomeScan data, 1999. 

The weighted average price for 

all fresh vegetables was $0.64

per pound and the price 

difference between the most 

and least expensive item was 

$2.67 per pound.

Potatoes

Cabbage

Carrots, whole

Onions

Sweetpotatoes

Cucumbers

Lettuce, iceberg

Celery

Radishes

Sweet corn

Broccoli, regular

Eggplant

Broccoli, fleurets

Tomatoes, plum

Lettuce, leaf

Green beans

Cauliflower, head

Bell peppers

Lettuce, Romaine

Tomatoes, regular

Brussels sprouts

Carrots, baby

Spinach

Squash, zucchini

Cauliflower, fleurets

Kale

Mustard greens

Asparagus

Turnip greens

Okra

Green peas

Tomatoes, cherry

Mushrooms, whole

Collard greens

Mushrooms, sliced

0.31

0.38

0.54

0.55

0.60

0.75

0.78

0.80

0.81

0.86

0.88

0.97

1.02

1.04

1.06

1.07

1.08

1.11

1.17

1.21

1.25

1.28

1.35

1.42

1.48

1.51

1.63

1.67

1.68

1.69

1.83

1.87

2.33

2.92

2.97
19

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much do fresh vegeables cost to eat?

Figure 6b

Dollar per serving

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.

The weighted average price for 

all fresh vegetables was $0.12 

per serving and the price 

difference between the most 

and least expensive item was 

$0.87 per serving.

Cabbage

Potatoes

Broccoli, fleurets

Carrots, whole

Radishes

Onions

Cucumbers

Mustard greens

Celery

Bell peppers

Lettuce, Romaine

Lettuce, iceberg

Cauliflower, fleurets

Kale

Cauliflower, head

Sweetpotatoes

Broccoli, regular

Lettuce, leaf

Green beans

Carrots, baby

Spinach

Tomatoes, regular

Tomatoes, plum

Squash, zucchini

Mushrooms, whole

Eggplant

Brussels sprouts

Tomatoes, cherry

Mushrooms, sliced

Okra

Turnip greens

Sweet corn

Collard greens

Asparagus

Green peas

0.04

0.06

0.07

0.10

0.11

0.12

0.12

0.13

0.13

0.15

0.15

0.15

0.16

0.17

0.17

0.18

0.18

0.19

0.19

0.20

0.21

0.23

0.24

0.24

0.25

0.29

0.29

0.31

0.32

0.38

0.52

0.52

0.56

0.70

0.91
serving. A salad containing one cup of fresh Romaine lettuce leaves, 1⁄4 cup of

sliced onions, 1⁄2 cup of cucumbers, and 1⁄4 cup of sliced carrots costs a total of

43 cents and provides 3 FGP servings. For an additional 50 cents, you could

add a serving each of tomatoes and mushrooms.

Among the 25 plain/regular canned vegetable items, retail prices ranged

from 49 cents per pound for canned, sliced green beans to $4.41 per pound

for canned, whole mushrooms (fig. 7a). The weighted-average price for all

canned vegetable items was 60 cents per pound. Only 6 of the 25 canned

vegetables priced below the weighted-average price, although 15 priced at

or below 75 cents per pound. Only mushrooms (three types) were priced

above $2.00 per pound. As with fresh vegetables, the canned vegetables

priced below the weighted-average price accounted for a majority of sold

weight (85 percent). 

Per serving, plain/regular canned vegetables ranged from 12 cents a serving

for canned, sliced green beans to 76 cents for canned, whole mushrooms, with

20

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much do canned vegetables cost to buy?

Figure 7a

Dollars per pound for plain/regular, canned vegetables

Source: Nielsen HomeScan data, 1999. 

The weighted average price for all 

plain/regular canned vegetables 

was $0.60 per pound and the 

price difference between the 

most and least expensive item 

was $3.92 per pound.

Green beans, sliced

Sweet corn

Potatoes

Carrots, sliced

Green peas

Tomatoes

Spinach

Mustard greens

Turnip greens

Sweetpotatoes

Cabbage, sauerkraut

Beets

Kale

Collard greens

Green beans, whole

Squash

Carrots, whole

Okra

Asparagus, cut/tips

Onions

Brussels sprouts

Asparagus, spears

Mushrooms, pieces

Mushrooms, sliced

Mushrooms, whole

0.49

0.51

0.52

0.52

0.54

0.59

0.62

0.62

0.63

0.63

0.65

0.65

0.68

0.71

0.75

0.98

1.07

1.25

1.33

1.35

1.38

1.95

2.11

4.04

4.41

A salad containing one

cup of fresh Romaine

lettuce leaves, 1⁄4 cup

of sliced onions, 1⁄2 cup

of cucumbers, and 1⁄4

cup of sliced carrots

costs a total of 43

cents and provides 3

FGP servings.
a weighted-average price of 17 cents per serving (fig. 7b). The cost per

serving was less than 25 cents for 11 of the 25 canned vegetables and less

than 50 cents for 20 of the 25 canned vegetables. Consumers who believe that

canned vegetables are the best bargain might be surprised that they can save

81 cents on their homemade pizza by using a serving each of fresh onions and

fresh, sliced mushrooms rather than a serving each of the canned equivalents.

Among the 23 plain/regular frozen vegetable items, prices ranged from 89

cents per pound for frozen onions (pearl onions) to $4.57 per pound for

whole, frozen asparagus, with a weighted-average price of $1.11 (fig. 8a).

Approximately one-third of the frozen vegetables were at or below the

weighted-average price, and they accounted for almost three-quarters of

frozen vegetables by sales volume.

Per serving, prices ranged from 17 cents for frozen, cut green beans to 85

cents for frozen, whole asparagus, with a weighted-average price of 22

21

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much do canned vegetables cost to eat?

Figure 7b

Dollar per serving for plain/regular, canned vegetables

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.

The weighted average price for all 

plain/regular canned vegetables 

was $0.17 per serving and the 

price difference between the 

most and least expensive item 

was $0.64 per serving.

Green beans, sliced

Tomatoes

Potatoes

Sweet corn

Carrots, sliced

Peas

Green beans, whole

Kale

Beets

Sweetpotatoes

Cabbage, sauerkraut

Brussels sprouts

Turnip greens

Mustard greens

Spinach

Carrots, whole

Collard greens

Mushrooms, pieces

Okra

Squash

Asparagus, cut/tips

Onions

Asparagus, spears

Mushrooms, sliced

Mushrooms, whole

0.12

0.16

0.16

0.17

0.17

0.18

0.18

0.21

0.23

0.24

0.24

0.27

0.28

0.29

0.30

0.34

0.35

0.36

0.40

0.49

0.53

0.55

0.59

0.70

0.76

Consumers who

believe that canned

vegetables are the best

bargain might be surprised that they can

save 81 cents on their

homemade pizza by

using fresh onions and

fresh, sliced mushrooms rather than the

canned equivalents.
cents (fig. 8b). This was nearly twice the average cost of a serving of fresh

vegetables, and a nickel more than a serving of canned vegetables. All

frozen vegetables, except asparagus, cost less than 50 cents a serving.

Without asparagus, there is only a 30-cent difference between the least

and most expensive vegetable. A serving of frozen sweet corn was 33

cents cheaper per serving than fresh corn on the cob. On the other hand, a

serving of frozen spinach was 20 cents more expensive than a serving of

fresh spinach.

In summary, whether fresh, frozen, or canned, all 85 of the vegetables we

priced were less than a dollar per serving, only three cost more than 75

cents a serving, and more than half were less than a quarter. 

22

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much do frozen vegetables cost to buy?

Figure 8a

Dollars per pound for plain/regular frozen vegetables

Source: Nielsen HomeScan data, 1999.

The weighted average price for all 

plain/regular frozen vegetables 

was $1.11 per pound and the 

price difference between the 

most and least expensive item 

was $3.68 per pound.

Onions, pearl

Green peas

Green beans, cut

Sweet corn

Collard greens

Broccoli, chopped

Kale

Spinach

Cauliflower, cut

Carrots

Mustard greens

Turnip greens

Squash, zucchini

Okra

Broccoli, spears

Cauliflower, fleurets

Sweetpotatoes

Broccoli, fleurets

Green beans, whole

Potatoes

Asparagus, cut/tips

Mushrooms

Asparagus, spears

0.89

0.97

1.00

1.03

1.06

1.08

1.11

1.15

1.16

1.16

1.19

1.20

1.28

1.34

1.35

1.41

1.42

1.53

1.70

1.87

2.83

2.85

4.57
23

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA

How much do frozen vegetables cost to eat?

Figure 8b

Dollar per serving for plain/regular frozen vegetables

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.

The weighted average price for all 

plain/regular frozen vegetables 

was $0.22 per serving and the 

price difference between the most 

and least expensive item was 

$0.68 per serving.

Green beans, cut

Kale

Sweet corn

Green peas

Mustard greens

Onions, pearl

Broccoli, chopped

Collard greens

Carrots

Turnip greens

Cauliflower, cut

Broccoli, spears

Okra

Broccoli, fleurets

Cauliflower, fleurets

Sweetpotatoes

Green beans, whole

Squash, zucchini

Potatoes

Spinach

Mushrooms

Asparagus, cut/tips

Asparagus, spears

0.17

0.18

0.19

0.20

0.20

0.22

0.22

0.23

0.23

0.25

0.25

0.25

0.26

0.28

0.31

0.31

0.32

0.37

0.37

0.41

0.47

0.70

0.85
Cost of Meeting Dietary

Recommendations

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. Dietary recommendations also call for four servings of vegetables daily, with consumption

coming from (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 9 and 10 show price per serving of all the fruits and

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

vegetable. For example, fresh apples cost 11 cents per serving; canned apples,

20 cents; canned applesauce, 19 cents; and apple juice, 13-15 cents per serving.

Therefore, we use the least expensive form for apples: fresh.

Based on Homescan data, 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. Together, these fruits supply over 75 percent of

the Daily Value for Vitamin C for 150 calories and less than 1 gram of fat. 

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Pyramid subgroups - fruit

Figure 9

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
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.

That’s a lot of good nutrition for 64 cents, only 225 calories, and less than 1

gram of fat. According to the Consumer Expenditure Survey, in 1999 Americans spent an average of $5.50 per person per day on food. So consumers

trying to follow the Food Guide Pyramid can meet their daily recommendations for two out of the five major food groups for only 12 percent of their

daily food expenditures. That leaves 88 percent of their food dollar left for

the other three food groups. Even consumers from households whose

income is less than 130 percent of the poverty line, and spend $4.07 per

person per day on food, have 84 percent of their food dollar left. Since

consumers have different tastes and crave variety, table 5 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.

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Pyramid subgroups - vegetables

Figure 10

Dollar per serving for the 

least expensive form of each vegetable

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.

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
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Table 5--Seven ways to eat 3 servings of fruit and 4 servings of vegetables per day for a dollar or less

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.
Most and Least Expensive 

Ways To Buy

To determine whether fresh fruits and vegetables are more expensive than

processed, we compared prices for the 16 fruits and 20 vegetables for which

retail prices were available for both fresh and processed forms (canned,

frozen, dried, and/or juice). Not all processed forms are available for all

fruits and vegetables. Although green beans are available in fresh, canned,

and frozen forms, broccoli is only available in fresh and frozen form. On the

other hand, there may be more than one “type” for the forms available. For

example, fresh carrots are available as whole and as baby carrots, whereas

canned carrots are available whole or sliced. Some fruits and vegetables—

such as melons, lettuce, and celery—were excluded from this analysis

because they were only available in one form, typically fresh. 

We also separated out the different types of juice (shelf-stable, refrigerated,

frozen, and frozen concentrate) for this analysis. For each fruit and

vegetable, we identified the forms with the highest and lowest price, both

per pound and per serving. 

Most and Least Expensive 

Forms of Fruits

No one form stood out as being the most expensive way of buying fruit at

retail. Four fruits were most expensive when purchased fresh, five when

purchased frozen, four when purchased canned, and three as dried, while

juice was never the most expensive (fig. 11a). By serving, canned fruit

became the most expensive form for nearly half of the 19 fruits (fig. 11b).

Frozen fruit was the most expensive way to eat 4 of the 16 fruits. Oranges

and pineapple were most expensive when eaten fresh.

The cheapest way to buy fruit was fairly evenly distributed between fresh

(5), juice (6), and canned (5) (fig. 12a). Frozen and dried fruit were never

the cheapest way to buy fruit. When converted to servings, the cheapest way

to eat fruit was overwhelmingly fresh (fig. 12b). Two-thirds of all fruits

were cheapest when eaten fresh. Juice was the cheapest route to eat fruit for

3 of the 16 fruits. Canned was never the cheapest way to eat fruit. Dried

apricots and raisins were the most expensive way to buy those two fruits

(apricots and grapes), but when converted to servings they were actually the

cheapest way to eat them. This is because dried fruit has such a high perserving yield and the serving size is smaller, 1⁄4 cup instead of 1⁄2 cup for

other forms of fruit.

Although there were price differences for different forms of fruits, the

dollar-per-serving difference between the most and least expensive form of

the same fruits was typically small (fig. 13). For example, the price per

serving was 25 cents for fresh apricots, 37 cents for canned apricots, and 22

cents for dried apricots, so the price spread was 15 cents per serving. For

half of the fruits in the sample, the price difference per serving between the

most and least expensive forms was less than 25 cents, and for all but one

fruit—peaches (canned vs. frozen)—it was under 50 cents. 

27

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When converted to

servings, the cheapest

way to eat fruit was

overwhelmingly fresh.
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Most expensive way to buy fruit

Figure 11a

Dollars per pound/pint

Source: Nielsen HomeScan data, 1999. 

Fresh

Frozen

Canned

Dried

Unsweetened. Packed in juice, except canned papaya. Includes all canned papaya. 

Grapes (raisins)

Apricots

Plums (prunes)

Pears

Oranges, mandarin

Grapefruit

Papaya

Mangoes

Strawberries, sliced

Peaches

Blueberries

Cherries, sweet

Apples

Pineapple

Raspberries

Blackberries

2.01

2.53

4.00

0.95

1.25

1.96

2.12

1.41

1.87

1.99

2.73

2.97

0.83

1.43

3.87

3.94

Most expensive way to eat fruit

Figure 11b

Dollar per serving

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.

Fresh

Frozen

Canned

Juice

Dried

Unsweetened/unflavored. Packed in juice. Shelf stable.

Plums (prunes)

Grape

Apples

Pears

Apricots

Grapefruit

Papayas

Raspberries

Blueberries

Blackberries

Strawberries, whole

Mangoes

Peaches

Cherries, sweet

Oranges

Pineapple

0.38

0.25

0.20

0.25

0.37

0.52

0.56

0.69

0.69

0.92

0.47

0.52

0.73

0.85

0.42

0.45
29

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Least expensive way to buy fruit

Figure 12a

Dollars per pound/pint

Source: Nielsen HomeScan data, 1999. 

Fresh

Canned

Juice

Packed in juice. Unsweetened.

Prune, shelf stable

Grape, frozen

Pineapple, shelf stable

Orange, frozen

Grapefruit, frozen

Apple, frozen

Blackberries

Raspberries

Apricots

Strawberries

Peaches, clingstone

Cherries

Blueberries

Pears

Mango

Papaya

0.62

0.55

0.52

0.39

0.38

0.36

2.71

2.69

1.34

1.26

0.93

1.70

1.52

0.88

0.77

0.75

Least expensive way to eat fruit

Figure 12b

Dollar per serving

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.

Fresh

Frozen

Juice

Fresh plums and shelf-stable prune juice were both the least expensive at 

23 cents per serving. Fresh and unsweetened, frozen blackberries were 

both the least expensive at 66 cents per serving. Unsweetened. 

Dried

Apricots

Grapes (raisins)

Pineapple, shelf stable

Orange, frz. Grapefruit, frz.

Raspberries

Blackberries

Cherries

Strawberries

Cranberries

Blueberries Plums

Pears

Peaches

Mangoes

Papayas

Apples

0.22

0.16

0.19

0.15

0.14

0.54

0.66

0.40

0.28

0.26

0.25

0.23

0.21

0.21

0.20

0.17

0.11
Most and Least Expensive 

Forms of Vegetables

Consumers’ perceptions that fresh produce is often more expensive than

processed is bolstered by a comparison of the price per pound between fresh

and processed vegetables (fig. 14a). Vegetables in their fresh form drew the

highest price per pound for 11 of the 20 vegetables. For example, among the

different types of carrots (fresh whole and baby carrots, canned whole and

sliced, frozen whole and sliced), fresh, baby carrots had the highest price

per pound. Frozen vegetables had the highest price per pound for 5 of the 20

vegetables. Canned vegetables were the most expensive for only three

vegetables. We included only one dehydrated vegetable in our study, potatoes, and it drew the highest price per pound among potato forms. 

However, per serving, the most expensive way of eating a particular

vegetable becomes fairly evenly divided among canned vegetables (7 of the

20 vegetables), frozen (7), and fresh (6) forms (fig. 14b). It may seem

surprising that for so many vegetables a serving was more expensive in

canned form. The reason is that the weight of the canned vegetables

30

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

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What is the price difference between the most and least 

expensive form of the same fruit?

Figure 13

Dollar per serving difference between 

most and least expensive form of same 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.

Pears

Grapes/raisins

Apples

Prunes/plums

Raspberries

Apricots

Strawberries

Pineapple

Blackberries

Oranges

Mangoes

Papaya

Grapefruit

Blueberries

Cherries

Peaches

0.04

0.09

0.09

0.14

0.15

0.15

0.19

0.25

0.26

0.28

0.31

0.38

0.38

0.44

0.45

0.51
31

How Much Do Americans Pay for Fruits and Vegetables / AIB-790

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Most expensive way to eat vegetables

Figure 14b

Dollars per serving

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.

Plain/regular versions.

Fresh

Canned

Frozen

Kale

Sauerkraut

Mustard greens

Carrots, whole

Okra

Summer squash

Mushrooms, whole

Broccoli, fleurets

Sweetpotatoes

Cauliflower, fleurets

Green beans, whole

Potatoes

Spinach

Asparagus, spears

Brussels sprouts Tomatoes, cherry/grape

Turnip greens

Sweet corn

Collard greens

Green peas

0.21

0.24

0.29

0.34

0.40

0.49

0.76

0.28

0.31

0.31

0.32

0.37

0.41

0.85

0.29

0.31

0.52

0.52

0.56

0.91

Most expensive way to buy vegetables

Figure 14a

Dollars per pound

Source: Nielsen HomeScan data, 1999. 

Plain/regular versions.

Fresh

Dried

Canned

Frozen

Potatoes

Sauerkraut

Brussels sprouts

Mushrooms, whole

Sweet corn Sweetpotatoes

Broccoli fleurets

Green beans, whole

Asparagus spears

Carrots, baby

Spinach

Squash, zucchini

Cauliflower, fleurets Kale Mustard greens

Turnip greens

Okra Green peas

Cherry tomatoes

Collard greens

1.88

0.65

1.38

4.41

1.03

1.42

1.53

1.70

4.57

1.28

1.35

1.42

1.48

1.51

1.63

1.68

1.69

1.83

1.87

2.92
includes the packing liquid, whereas the serving size reflects a drained

amount. As a result, most canned vegetables had fewer servings per pound

than their fresh or frozen counterparts, so their price per serving increased.

Since fresh and frozen vegetables are typically more expensive per pound

than other forms, it is not surprising that the least expensive way of

purchasing vegetables is in canned form (fig. 15a). For 13 out of 20 vegetables, a canned form was the cheapest way to buy a pound of the vegetable.

For 6 vegetables, fresh was the least expensive way to buy a pound. Frozen

was never the cheapest way to buy a pound of vegetables. Interestingly,

tomato juice was the cheapest way to buy an equivalent amount of “tomatoes” (we used a pint of juice as equivalent to a pound).

For more than half of all vegetables, 11 out of 20, a serving was cheapest in

fresh form (fig. 15b). For most vegetables, from cabbage to mushrooms,

fresh yields the highest number of servings per pound.

For vegetables, the difference between the most expensive and the least

expensive forms ranged from as little as 3 cents for Brussels sprouts to 73

cents for green peas (fig. 16). As with fruits, most of the price differences

for vegetables were less than 25 cents, and all—except green peas and

mushrooms—were less than 50 cents. 

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Least expensive way to buy vegetables

Figure 15a

Dollars per pound/pint

Source: Nielsen HomeScan data, 1999. 

Fresh

Juice

Canned

Plain/regular versions.

Tomatoes

Mushrooms, pieces

Asparagus, tips

Okra

Squash, summer

Collard greens

Kale

Turnip greens

Spinach

Mustard greens

Green peas

Carrots, sliced

Sweet corn

Green beans, cut

Brussels sprouts

Cauliflower, head

Broccoli

Sweetpotatoes

Green cabbage

Potatoes

0.42

2.11

1.33

1.25

0.98

0.71

0.68

0.63

0.62

0.62

0.54

0.52

0.51

0.49

1.25

1.08

0.88

0.60

0.38

0.31
33

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Least expensive way to eat vegetables

Figure 15b

Dollar per serving

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.

Fresh

Frozen

Plain/regular versions. Canned tomatoes and tomato juice were 

both the least expensive at 16 cents per serving.

Canned

Asparagus tips

Brussels sprouts

Green peas

Sweet corn

Tomatoes

Green beans, cut

Okra

Turnip greens

Collard greens

Mushrooms, whole

Squash, zucchini

Spinach

Sweetpotatoes

Kale Cauliflower fleurets

Mustard greens

Carrots, whole

Broccoli, fleurets

Potatoes

Green cabbage

0.53

0.27

0.18

0.17

0.16

0.12

0.26

0.25

0.23

0.25

0.24

0.21

0.18

0.17

0.16

0.13

0.10

0.07

0.06

0.04

What is the price difference between the most and least 

expensive form of the same vegetable?

Figure 16

Dollar per serving difference between most and least expensive form of same vegetable

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.

Brussels sprouts

Kale

Sweetpotatoes

Okra

Tomatoes

Cauliflower

Mustard greens

Spinach

Cabbage

Beans, green

Broccoli

Carrots

Squash

Turnip greens

Potatoes

Collard greens

Asparagus

Corn, sweet

Mushrooms

Peas, green

0.03

0.04

0.12

0.14

0.15

0.15

0.16

0.20

0.20

0.20

0.21

0.24

0.25

0.27

0.30

0.33

0.33

0.35

0.51

0.73
Conclusion

Among the 69 forms of fruits and 85 forms of vegetables included in the

analysis, more than half were estimated to cost 25 cents or less per serving

in 1999, and 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. In fact,

consumers can meet the FGP recommendations of three servings of fruits

and four servings of vegetables daily for as little as 64 cents. Consumers

trying to meet the 5-a-day challenge could do so for even less.

Are fresh fruit and vegetables more expensive to eat than processed?

According to our findings, definitely not. After adjusting for waste and

serving size, 63 percent of fruits and 57 percent of vegetables were cheapest

in their fresh form. 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, but also the number of servings obtainable from a pound. 

Even though fresh fruits and vegetables are generally cheaper to eat than

processed, for many fruits and vegetables the difference in price per serving

between the cheapest and most expensive forms was often less than 25

cents. For some, this price difference may be a small price to pay for the

conveniences—such as longer shelf life, ease of preparation, and greater

availability—associated with processed forms. 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. 

Economic literature suggests that consumers do not respond strongly to

changes in prices of fruits and vegetables (Huang, 1993; Huang and Lin,

2000). However, it is clear that consumers buy more of the lower priced

items. Among the 154 forms of fruits and vegetables included in the study,

27 percent (41 forms) cost less than the weighted-average price per pound,

yet they accounted for 60 percent of total sales volume and 41 percent of

total expenditures.

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U.S. Department of Agriculture, Food and Nutrition Service, Food Buying

Guide for Child Nutrition Programs, revised November 2001.

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How Much Do Americans Pay for Fruits and Vegetables / AIB-790

Economic Research Service/USDA