United States 

Department of 

Agriculture

Economic

Research

Service

Economic

Information

Bulletin 71

February 2011

How Much Do Fruits and 

Vegetables Cost?

Hayden Stewart, Jeffrey Hyman, Jean C. Buzby, 

Elizabeth Frazão, and Andrea Carlson
www.ers.usda.gov

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Recommended citation format for this publication:

Stewart, Hayden, Jeffrey Hyman, Jean C. Buzby, Elizabeth Frazão, and 

Andrea Carlson. How Much Do Fruits and Vegetables Cost? EIB-71, U.S. 

Department of Agriculture, Economic Research Service. February 2011. 
United States

Department

of Agriculture

www.ers.usda.gov

A Report from the Economic Research Service

Abstract

Federal dietary guidance advises Americans to consume more vegetables and fruits 

because most Americans do not consume the recommended quantities or variety. Food 

prices, along with taste, convenience, income, and awareness of the link between diet and 

health, shape food choices. We used 2008 Nielsen Homescan data to estimate the average 

price at retail stores of a pound and an edible cup equivalent (or, for juices, a pint and an 

edible cup equivalent) of 153 commonly consumed fresh and processed fruits and vegetables. 

We found that average prices ranged from less than 20 cents per edible cup equivalent to 

more than $2 per edible cup equivalent. We also found that, in 2008, an adult on a 2,000-

calorie diet could satisfy recommendations for vegetable and fruit consumption in the 

2010 Dietary Guidelines for Americans (amounts and variety) at an average price of $2 

to $2.50 per day, or approximately 50 cents per edible cup equivalent.

Keywords: food prices, food budgeting, fruit and vegetable consumption, 2010 Dietary 

Guidelines for Americans

Acknowledgments

For their thoughtful comments and assistance, the authors would like to thank Elise Golan, 

Abebayehu Tegene, Gary Lucier, Fred Kuchler, and Mark Denbaly (Economic Research 

Service, USDA), Mark Lino, Kristin Koegel, Robert Post, and Patricia Britten (Center for 

Nutrition Policy and Promotion, USDA), Mykel Taylor (Washington State University), 

and Diana Cassady (University of California, Davis). Thanks also to Priscilla Smith and 

Linda Hatcher for editorial assistance and to Cynthia A. Ray for graphic design.

Hayden Stewart, hstewart@ers.usda.gov

Jeffrey Hyman, jhyman@ers.usda.gov

Jean C. Buzby, jbuzby@ers.usda.gov

Elizabeth Frazão, efrazao@ers.usda.gov

Andrea Carlson, acarlson@ers.usda.gov

How Much Do Fruits and 

Vegetables Cost? Economic

Information

Bulletin

Number 71 

February 2011
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Contents

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii

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

How Do We Estimate the Cost of Fruits and Vegetables? . . . . . . . . . . . 3

Selecting the Foods To Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Estimating the Average Retail Prices of Selected Foods . . . . . . . . . . . . . 8

Estimating Average Prices per Edible Cup Equivalent . . . . . . . . . . . . . . 8

Average Fruit Prices in 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Fresh Fruit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Canned Fruit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Frozen Fruit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Fruit Juice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Dried Fruit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Average Vegetable Prices in 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Fresh Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Canned Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Frozen Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Beans and Peas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
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Summary

What Is the Issue?

Federal dietary guidance advises Americans to consume more vegetables and 

fruits because most Americans do not consume the recommended quantities 

or variety. Food prices, along with taste, convenience, income, and awareness 

of the link between diet and health, shape food choices. This research updates 

previous estimates of vegetable and fruit prices, and estimates the cost of 

satisfying recommendations for adult vegetable and fruit consumption in the 

2010 Dietary Guidelines for Americans.

What Are the Major Findings? 

We estimated the average retail prices of 153 fresh and processed vegetables 

and fruits, where processed includes frozen, canned, and dried vegetables and 

fruits as well as 100% fruit juice. We also estimated the average price per 

edible cup equivalent for each vegetable and fruit. This is the consumption 

unit used in the 2010 Dietary Guidelines for Americans, and measures only 

the edible portion of a food once it has been cooked or otherwise prepared for 

consumption. In 2008:

•	 An adult on a 2,000-calorie diet could satisfy recommendations for vegetable and fruit consumption (amounts and variety) in the 2010 Dietary 

Guidelines for Americans at an average cost of $2 to $2.50 per day, or 

approximately 50 cents per edible cup equivalent. 

•	 The lowest average price for any of the 59 fresh and processed fruits 

included in the study was for fresh watermelon, at 17 cents per edible 

cup equivalent. The highest average price was for fresh raspberries, at 

$2.06 per edible cup equivalent.

•	 The lowest average price for any of the 94 fresh and processed vegetables 

included in the study was for dry pinto beans, at 13 cents per edible cup 

equivalent. The highest average price was for frozen asparagus cuts and 

tips, at $2.07 per edible cup equivalent. 

•	 Processed fruits and vegetables were not consistently more or less expensive 

than fresh produce. Canned carrots (34 cents per edible cup equivalent) were 

more expensive than whole fresh carrots eaten raw (25 cents per edible cup 

equivalent). However, canned peaches (58 cents per edible cup equivalent) 

were less expensive than fresh (66 cents per edible cup equivalent).

•	 Retail prices per pound often varied substantially from prices per edible 

cup equivalent. Fresh broccoli florets and fresh ears of sweet corn 

both sold for around $1.80 per pound at retail stores, on average. After 

boiling and removing inedible parts, however, the sweet corn cost almost 

twice as much as the broccoli florets ($1.17 vs. 63 cents per edible cup 

equivalent).

Costs in the study are defined as the average prices paid by all American 

households for a food over a 1-year period, including purchases in different 

package sizes, under different brand names, and at different types of retail 
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outlets (including, among others, supercenters such as Wal-Mart, wholesale 

club stores such as Costco, “traditional” grocers such as Safeway, Kroger, 

and Albertsons, and convenience stores). 

How Was the Study Conducted?

We used 2008 Nielsen Homescan data to calculate the average price of a 

pound (or, for juices, a pint) of 153 fresh and processed fruits and vegetables 

at retail stores. In order to estimate price per edible cup equivalent for each 

food, retail quantities were adjusted for the removal of inedible parts and 

cooking that occur prior to consumption. For example, 1 pound of storebought fresh pineapple yields 0.51 pound of edible pineapple. Data from the 

USDA National Nutrient Database for Standard Reference (Release 21) and 

USDA’s Food Yields Summarized by Different Stages of Preparation were 

used to estimate edible weights. The MyPyramid Equivalents Database, 2.0 

was used to define edible cup equivalents.
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Introduction

Federal dietary guidance advises Americans to consume more vegetables and 

fruits because most Americans do not consume the recommended quantities 

or variety. Individuals choose foods based on taste, convenience, income, and 

awareness of the link between diet and health. Food prices also shape food 

choices.

How much do fruits and vegetables cost? Reed et al. (2004) used 1999 

Nielsen Homescan data to estimate average prices at retail stores across the 

contiguous United States. They found that consumers could purchase enough 

fruits and vegetables to satisfy Federal dietary recommendations in place 

between 2000 and 2004 for $1 a day (three servings of fruits and four servings of 

vegetables). The USDA Center for Nutrition Policy and Promotion (CNPP) 

also provides estimates of average prices for fruits and vegetables. As of 

December 2010, the online CNPP Prices Database reported average prices 

paid per 100 edible grams in 2003-04. Here, we use 2008 data on prices to 

update these previous estimates of the cost of vegetables and fruits.

We also use the newly released 2010 Dietary Guidelines for Americans

to estimate the cost of satisfying recommended adult vegetable and fruit 

consumption. The U.S. Department of Agriculture and U.S. Department 

of Health and Human Services revise the Dietary Guidelines every 5 years 

to provide up-to-date authoritative advice for people 2 years old and older 

about how good dietary habits can promote health and reduce risk for major 

chronic diseases. The Guidelines also serve as the basis for Federal food 

and nutrition education programs. In 2005, the Dietary Guidelines increased 

recommended intakes of vegetables and fruits for most Americans and made 

more specific recommendations about how to divide vegetable consumption 

among subgroups (Guenther et al., 2006).

According to the 2010 Dietary Guidelines for Americans, a person on a 

2,000-calorie diet needs 2.5 cup equivalents of vegetables per day or, 

equivalently, 17.5 cup equivalents per week (table 1). Weekly consumption 

ought to include dark green vegetables (1.5 cup equivalents), red and orange 

vegetables (5.5 cup equivalents), beans and peas (1.5 cup equivalents), 

starchy vegetables (5 cup equivalents), and other vegetables (4 cup equivalents).1 

Fresh, canned, frozen, dried, and 100% juice count equally toward recommended 

intakes, although the majority of the recommended fruit should come from 

whole fruit.

1Each vegetable subgroup is defined 

in the 2010 Dietary Guidelines for 

Americans. For example, beans and 

peas are the mature form of legumes, 

which include kidney beans, pinto 

beans, black beans, garbanzo beans, 

lima beans, black-eyed peas, split peas, 

and lentils. Legumes do not include 

green beans or green peas.
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Table 1

Dietary recommendations tailored to gender, age, 

and level of physical activity

Consumer

(gender and age)1 Total 

calories

Fruit cup 

equivalents

Vegetable cup 

equivalents

Daily

Female, 6 years old 1,400 1.5 1.5

Male, 6 years old 1,600 1.5 2

Female, 20 years old 2,200 2 3

Female, 40 years old 2,000 2 2.5

Male, 20 years old 2,800 2.5 3.5

Male, 40 years old 2,600 2 3.5

1All people are assumed to be moderately active (30-60 minutes of exercise daily). 

Source: 2010 Dietary Guidelines for Americans. 
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How Do We Estimate the Cost of Fruits 

and Vegetables?

We estimate average retail prices using 2008 Nielsen Homescan data with 

information on 61,440 households. Households participating in Nielsen’s 

Homescan panel keep a scanner in their home to record their purchases of 

foods at retail stores. After a shopping occasion, panelists use these scanners 

to record the items purchased, the quantities bought, the amount of money 

paid, and the date. Purchases at supercenters (such as Wal-Mart), wholesale 

club stores (such as Costco), traditional grocery stores, convenience stores, 

drugstores, and other types of retail facilities are all included. Nielsen further 

provides sample weights that allow data users to estimate what all households across the contiguous U.S. paid for foods at retail stores and the quantities they bought.2

We define the cost of each food as the average price paid by all American 

households for that food over a 1-year period, including purchases in a 

variety of package sizes, under different brand names, and at several types of 

retail outlets. Costs to buy foods at retail stores are estimated on a per-pound 

(or, for 100% juices, a per-pint) basis, while the costs to consume foods are 

estimated on a per-edible-cup-equivalent basis. Further details on how we 

applied this methodology to specific fruits and vegetables are available on 

our website, at: http://www.ers.usda.gov/data/FruitVegetableCosts/index.htm/. 

Selecting the Foods To Price

Many types of fruits and vegetables are available at retail stores across the 

Nation. For this study, we focused on fruits and vegetables that account for a 

large share of total consumption. Some less commonly consumed types, such 

as guava, are excluded, as are lemons, limes, garlic, and other types used as 

flavorings and condiments but not widely consumed alone as a food.

Selected types of fruits and vegetables are priced in various fresh and processed 

forms, where processed includes frozen, canned, and dried vegetables and fruits 

as well as 100% fruit juice. For example, we priced fresh apples, dried apples, 

and unsweetened applesauce. Apples are also priced in two 100% juice forms—

ready-to-drink and frozen concentrate that must be reconstituted at home. 

The last step in our selection process was to identify fairly specific products 

for pricing. Data constraints influenced our selection among fresh fruit and 

vegetable products at this step. Specifically, we had to exclude fresh produce 

sold on a “random-weight” basis, such as whole, untrimmed heads of 

Romaine lettuce. Marketers usually sell untrimmed heads of Romaine lettuce 

in loose form. Consumers can choose among the heads on display and place 

their selection in a plastic bag. The weight of the food placed in the bag is 

not fixed. Thus, in retail terminology, the lettuce is sold on a random-weight 

basis. Nielsen did not provide data on sales of individual random-weight 

foods in 2008. Because of this, we could not price heads of Romaine lettuce 

and other random-weight produce, but we could price products like Romaine 

hearts, which are generally sold in bags that include a manufacturer’s or 

retailer’s brand name along with a Universal Product Code (UPC, a type of 

bar code). 

2It is reasonable to question the 

credibility of Homescan data because 

households self-report their purchases. 

Households may make mistakes when 

reporting information to Nielsen (e.g., 

some may fail to report all purchases 

because the recording process is 

time-consuming). However, validation 

studies confirm the suitability of these 

data for calculating average prices 

paid. Einav et al. (2008) concluded that 

errors commonly found in Homescan data should not seriously affect 

estimates of average prices paid by all 

households. They also found that errors 

in the Homescan data are of the same 

order of magnitude as reporting errors 

in data sets commonly used to measure 

earnings and employment, for example.
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How do prices compare for produce sold on a random-weight basis and 

produce marketed in other ways? To investigate, we used 2006 Nielsen 

Homescan data. When Homescan panelists bought fresh produce on a 

random-weight basis in 2006, Nielsen identified the specific type of fruit or 

vegetable bought. Prices for random-weight produce can then be compared 

with prices for fruits and vegetables marketed in other ways including food 

products sold in a prepackaged container or on a “count” basis, such as a 

$2.50 per melon (table 2). 

For some types of fruits and vegetables, such as whole carrots and celery 

stalks, there is very little difference in price between produce sold on a 

random-weight basis and the same type of produce sold in a package with a 

manufacturer’s or retailer’s brand name. For example, using 2006 price data, 

we estimate that random-weight whole carrots cost about 69 cents per pound 

while prebagged whole carrots cost 67 cents per pound. 

Substantial price differences do exist for other types of produce depending 

on how the food is marketed. In 2006, apples sold on a random-weight basis 

($1.18 per pound) cost about 30 cents more per pound than apples sold in 

prepackaged form (85 cents per pound). One possible explanation is that 

more varieties are sold on a random-weight basis, some of which may be 

more expensive than the varieties that are available in bagged forms. Another 

possibility is that retailers prefer to sell the largest and most attractive apples 

in loose form, leaving smaller and less attractive apples for bagging. 

Table 2

Retail prices for random weight and other fresh produce, 2006 prices1

Random weight2 Other fresh produce3

Dollars per pound

Apples 1.18 0.85 

Broccoli heads 1.07 --

Broccoli florets -- 1.79 

Celery stalks 0.85 0.82 

Carrots, whole 0.69 0.67 

Carrots, baby -- 1.36 

Oranges (all varieties) 0.83 0.61

Potatoes 0.67 0.41 

Romaine heads 1.19 --

Romaine hearts -- 1.74 

Spinach, bunch 1.05 -- 

Spinach, leaf and baby -- 3.32 

1Average retail prices per pound, not adjusted for the removal of inedible parts and cooking 

that may be required prior to consumption. 

2Random weight produce includes loose items from which consumers can choose the quantity of products they want, generally by placing their desired fruit or vegetable in a plastic bag. 

3Includes items sold in a prepackaged container, such as a bag or clamshell, and items sold 

on a count basis, such as oranges priced per piece of fruit.

-- = not available or insufficient data accessible.

Source: USDA, Economic Research Service analysis of 2006 Nielsen Homescan data.
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The largest cost differentials exist for higher value-added fresh fruits and 

vegetables. Many processors are adding more value to produce by removing 

inedible parts and/or washing it. They also tend to sell these foods in a bag or 

clamshell that includes either their name or a retailer’s brand name. Bagged 

broccoli florets are one such product. In 2006, this product cost $1.79 per 

pound whereas random-weight heads of broccoli cost $1.07. However, broccoli florets include no refuse, whereas households may discard much of the 

stem on a head of broccoli. Because of this, using 1999 data, Reed et al. 

(2004) found that florets can be cheaper to consume per serving than heads of 

broccoli.

In general, however, higher value-added produce costs more money to 

consume than traditional produce even after accounting for food parts that 

are discarded. For example, a person wanting to consume fresh spinach could 

purchase a random-weight bunch at a lower price than our estimated price 

for leaf and baby spinach sold in prepackaged bags or clamshells. In 2006, 

prepackaged leaf and baby spinach cost $3.32 per pound while randomweight bunch spinach cost $1.05 per pound. Even though households may 

discard the stems and roots on a bunch of spinach, it is likely that they can 

still economize by purchasing this product over the higher value-added 

product in a bag or clamshell. For 2008, along with fresh spinach, we could 

only price fresh broccoli, Romaine lettuce, mustard greens, turnip greens, 

collard greens, kale, and winter squash in higher value-added forms. 

Overall, retail prices for random-weight fruits and vegetables are neither 

higher nor lower than prices for produce marketed in other ways. For our 

analysis of 2008 food prices, it follows that households could have saved 

money by purchasing random-weight produce instead of the food products 

in our sample, in cases where the random-weight items were available at 

a lower price. By contrast, in cases where the random-weight produce was 

more expensive, economizing households could have still bought the foods in 

our sample. 

The processed foods included in our study are somewhat similar to their fresh 

counterparts. Our intention was to make the fresh and processed foods in 

our study as comparable as possible to each other in nutritional quality. For 

that reason, we excluded apple juice blended with other juices and banana 

chips made with oil. We did include sweetened and flavored foods in some 

cases because excluding all sweetened or flavored foods would have overly 

restricted our sample. Thus, we included canned peaches packed in syrup.

In total, we priced 153 food products including fresh, canned, frozen, dried, 

and juiced items (tables 3 and 4). We further classified each of these food 

products as either a fruit or vegetable according to how Federal dietary 

recommendations classify the same food. Avocadoes, mushrooms, olives, 

and tomatoes were classified as vegetables because the consumption of these 

foods counts toward an individual’s recommended intake of vegetables. 
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Table 3

Fruits included in the study

Apples Figs, dried Peaches

Fresh Grapefruit Fresh

Canned, applesauce Fresh Canned

Juice Canned Pears

Ready to drink Juice Fresh

Frozen Ready to drink Canned

Dried Frozen Pineapple

Apricots Grapes Fresh

Canned Fresh Canned

Dried Juice Juice

Bananas, fresh Ready to drink Ready to drink

Blackberries Frozen Frozen 

Fresh Dried, raisins Dried

Canned Honeydew, fresh Plums/prunes

Frozen Kiwi, fresh Fresh

Blueberries Mangoes Juice, ready to drink

Fresh Fresh Dried prunes

Canned Dried Raspberries

Frozen Nectarines, fresh Fresh

Cantaloupe, fresh Oranges Frozen

Cherries Fresh navel Strawberries

Fresh Canned Mandarin Fresh

Canned Juice Canned

Sweet Ready to drink Frozen

Tart Frozen Tangerines

Cranberries, dried Papayas, fresh Fresh

Dates, dried Juice, ready to drink

Watermelon, fresh

Total fruit

Fresh 22

Canned 12

Frozen 4

Juiced 12

Dried 9

All fruit 59

Source: USDA, Economic Research Service.
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Table 4

Vegetables, beans, and peas included in the study

Artichoke Cauliflower Lentils, dried Pumpkin, canned

Fresh Fresh Lima beans Radishes, fresh

Canned Florets Canned Red kidney beans

Frozen Heads Frozen Dried

Asparagus Frozen Dried Canned

Fresh spears Celery, fresh Mushrooms Red peppers, bell fresh

Canned Hearts Fresh Romaine hearts, fresh

Cut & tips Stalks Sliced Spinach

Spears Collard greens Whole Fresh

Frozen Fresh Canned Canned

Cut & tips Canned Frozen Frozen

Spears Frozen Mustard greens Squash, summer

Avocados, fresh Corn, sweet Fresh Fresh

Beets, canned Corn on cob, fresh Canned Canned

Black beans Whole kernel Frozen Frozen

Dried Canned Navy beans Squash, winter

Canned Frozen Dried Fresh

Broccoli Great Northern beans Canned Frozen

Fresh, florets Dried Okra Sweet potatoes

Frozen Canned Fresh Fresh

Brussels sprouts Green beans Canned Frozen, french fries

Fresh Fresh Frozen Tomatoes

Frozen Canned Olives, canned Fresh

Cabbage Cut Onions, fresh Cherry & grape

Fresh Whole Peas, green Roma & plum

Canned sauerkraut Frozen Canned Round

Carrots Cut Frozen Canned

Fresh Whole Pinto beans Turnip greens

Baby Green peppers, bell fresh Dried Fresh

Whole Iceberg lettuce, fresh Canned Canned

Canned Kale Potatoes, white Frozen

Sliced Fresh Fresh

Whole Canned Canned

Frozen Frozen Frozen, french fries

Total vegetables

Fresh 35

Canned 24

Frozen 23

Juiced 0

Beans and peas 12

All vegetables, beans, and peas 94

Source: USDA, Economic Research Service.
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Estimating the Average Retail Prices of Selected Foods

The average retail price of each food was estimated on a per-pound (or, for 

juices, a per-pint) basis. To do so, we first used the 2008 Homescan data to 

estimate total expenditures by U.S. households on each food and the total 

quantities bought. Average retail prices then were calculated as the ratio of 

total expenditures to total quantities. We estimated that Americans spent 

$247.1 million on frozen concentrated orange juice, which, if reconstituted, 

could make 480.7 million pints. Thus, the average retail price of frozen 

concentrated juice was estimated at 51 cents per pint ($247.1 million/480.7 

million pints). 

To estimate total expenditures and quantities, we aggregated over purchases 

made by all households, in all seasons of the year, in all package sizes, and at 

all retail store formats. We also used Nielsen’s sample weights to make our 

estimates representative of what all households across the contiguous United 

States paid in 2008. 

While calculating aggregate household expenditures on each type of food 

was straightforward, calculating aggregate quantities of foods purchased by 

households was more complicated. Fruits and vegetables are sold primarily 

by the pound or ounce. For example, whole fresh carrots are typically sold 

in bags weighing 1, 2, or 5 pounds. However, we had to impute a weight for 

products sold on a count basis, such as melons or oranges priced per piece of 

fruit. To convert these sales to a weight basis, we used the USDA National 

Nutrient Database for Standard Reference, Release 21 (SR). The USDA 

Standard Reference estimates the weight of a medium cantaloupe at about 

1,082 grams (roughly 2.4 pounds), including the weight of the rind and inedible cavity contents such as seeds. 

Estimating Average Prices per Edible Cup Equivalent

We also estimated the average price of each fruit and vegetable per edible 

cup equivalent as defined in the MyPyramid Equivalents Database, Version 

2.0 (MPED). For many fruits and vegetables, a 1-cup equivalent equals the 

weight of enough edible food after cooking, if necessary, to fill a measuring 

cup. For example, a cup equivalent of cooked whole kernel corn weighs 164 

grams whether from fresh, frozen, or canned product. However, there are 

exceptions. To make a 1-cup equivalent, it takes 2 edible cups of a raw, leafy 

vegetable, like spinach, but only one-half cup of edible dried fruit.3 Prior to 

2005, USDA provided nutritional advice in servings. A serving of a fruit or 

vegetable generally equals one-half cup.

Our estimates of the costs to consume fruits and vegetables are based on an 

approach developed by USDA’s Center for Nutrition Policy and Promotion 

(Carlson et al., 2008). We also rely on USDA’s Standard Reference and Food 

Yields Summarized by Different Stages of Preparation (Handbook 102) for data 

on cooking yields and data on the edible shares of fruits and vegetables. If 

weight is lost through preparation, we define a food’s retail-equivalent weight as: 

Retail-equivalent weight = weight of a cup equivalent/(1 - share lost)

3USDA’s nutrition education guidance 

system, known as MyPyramid 

(MyPyramid.gov), helps nutrition 

educators, health professionals, and 

consumers implement the Dietary 

Guidelines for Americans (DGA) 

through personalized eating plans and 

interactive tools to help them plan/

assess the best food choices based on the 

DGA. The DGA, through MyPyramid, 

recommends amounts of food groups, 

including vegetables and fruits, to meet 

the nutrient needs of Americans ages 2 

and older, at various calorie levels, to 

help reduce the risk of chronic illness 

and maintain a healthy weight.
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where shares are expressed as fractions. For example, the Standard Reference 

(SR) reports that 10 percent of a fresh apple is inedible, while the MPED lists 

the weight of a 1-cup equivalent of raw apple with skin at 106 grams. To eat 

a 1-cup equivalent, households must therefore buy 106/0.9 = 117.78 grams 

of whole fresh apple. By contrast, if weight is gained through preparation, we 

define a food’s retail-equivalent weight as: 

Retail-equivalent weight = weight of a cup equivalent/(1 + share gained) 

where shares are again expressed as fractions. USDA Handbook 102 reports 

that cooking dry beans increases their weight. The weight of the cooked 

product is approximately 240 percent of the weight of the dry beans prior to 

cooking. The MPED further lists the weight of a 1-cup equivalent of cooked 

pinto beans at 173 grams. Households must therefore buy 173/2.4 = 72.08 

grams of dry pinto beans at a retail store to eat a 1-cup equivalent at home.

Finally, because cup equivalent weights are in grams, we converted our 

earlier estimates of retail prices from a dollars-per-pound basis to a dollarsper-gram basis (by dividing by 453.59), and calculated the cost to eat a cup 

equivalent of a food as:

Price per cup equivalent = 

(average retail price per gram) x (retail-equivalent weight in grams).

Having estimated the average costs to buy and to consume selected fruits and 

vegetables, we report our results in figures 1-9. As noted, our sample of foods 

does not include all fruit and vegetable products available at retail stores. 

There are still other products available at both higher and lower prices than 

the 153 foods we examined. 
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How Much Do Fruits and Vegetables Cost? / EIB-71

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Average Fruit Prices in 2008

We priced 59 fruit products: 22 fresh, 12 canned, 4 frozen, 12 juiced, and 

9 dried (see table 3). Average retail prices for selected fruit in 2008 ranged 

from 26 cents per pound to over $7 per pound. After adjusting retail food 

prices for the inedible parts of fruit products and cooking yields, there was 

still much variability on a cup equivalent basis. Below, we examine average 

fruit prices. 

Fresh Fruit

How much does fresh fruit cost? Out of the 22 types of fresh fruit we 

analyzed, retail prices ranged from 26 cents per pound for watermelon to 

$7.29 per pound for raspberries (fig. 1a). Two of these fruits (bananas and 

watermelon) cost less than 50 cents per pound, 6 cost less than $1 per pound, 

and 10 cost between $1 and $2 per pound.

How much does it cost to eat a cup equivalent of fresh fruit? We assume 

that all fresh fruits are consumed fresh. Only inedible parts such as the stem 

and core of an apple or peel and navel of a navel orange are removed prior 

to consumption and discarded. Under these assumptions, eight fresh fruits 

cost less than 50 cents per cup equivalent (fig. 1b). Watermelon was the least 

expensive at 17 cents per cup equivalent followed by bananas (21 cents), 

apples (28 cents), and navel oranges (34 cents). 

Fresh berries, papayas, and cherries were the most expensive types of fresh 

fruits to eat. Fresh raspberries cost $2.06 per cup equivalent, on average. 

Among fresh berries and cherries, we estimate that strawberries were least 

expensive, at 89 cents per cup equivalent. 

Canned Fruit

Of the 12 canned fruits in the study, applesauce was the least expensive to buy 

at $0.85 per pound (fig. 2a). Canned pineapple, Mandarin oranges, peaches, 

and pears all sold for between 90 cents and $1.10 per pound, on average.

Canned fruits may be used as an ingredient in baked or frozen foods or 

simply eaten without further preparation. For this study, we use the weight 

for a cup equivalent reported in the MPED for canned fruits that are eaten 

without further preparation. Using this approach, the cost to eat canned fruits 

ranged from 46 cents to $1.60 per cup equivalent (fig. 2b). Applesauce and 

pineapple cost less than 50 cents per cup equivalent. Mandarin oranges, 

pears, and peaches cost less than 60 cents per cup equivalent. Canned blueberries and blackberries were the most expensive canned fruits to consume, 

at more than $1.50 per cup equivalent. 
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Figure 1a

Fresh fruit: Average retail prices

Watermelon

Bananas

Honeydew

Oranges, navel

Grapefruit

Cantaloupe

Mangoes

Pears

Pineapple

Apples

Tangerines

Plums

Nectarines

Grapes

Kiwi

Peaches

Strawberries

Papayas

Cherries, sweet

Blueberries

Blackberries

Raspberries

0.26

0.45

0.55

0.57

0.66

0.95

1.00

1.04

1.04

1.07

1.24

1.24

1.48

1.68

1.80

1.84

2.28

2.92

3.51

3.91

5.18

7.29

Dollars per pound

Note: Prices are for fruit sold in a prepackaged container, such as in a bag or clamshell, and 

fruit sold on a count basis, such as melons and oranges sold per piece of fruit. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 
12

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Figure 1b

Fresh fruit: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Note: Prices are for fruit sold in a prepackaged container, such as in a bag or clamshell, and 

fruit sold on a count basis, such as melons and oranges sold per piece of fruit. Edible cup 

equivalents are units of measurement for fruit/vegetable-consumption recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Watermelon

Bananas

Apples

Oranges, navel

Pears

Honeydew

Plums

Nectarines

Mangoes

Grapes

Cantaloupe

Peaches

Grapefruit

Pineapple

Tangerines

Kiwi

Strawberries

Cherries, sweet

Blueberries

Papayas

Blackberries

Raspberries

0.17

0.21

0.28

0.34

0.42

0.45

0.48

0.49

0.53

0.62

0.64

0.66

0.67

0.70

0.72

0.82

0.89

1.22

1.31

1.46

1.71

2.06
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1

Includes unsweetened and “diet” varieties. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 2a

Canned fruit: Average retail prices

Dollars per pound

Applesauce1

Pineapple

Oranges, Mandarin

Peaches

Pears

Apricots

Strawberries

Grapefruit

Cherries, sweet, pitted

Blackberries

Cherries, tart, pitted

Blueberries

0.85

0.90

1.00

1.05

1.05

1.14

1.17

1.29

2.36

2.68

2.79

2.84

Figure 2b

Canned fruit: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Note: Edible cup equivalents are units of measurement for fruit/vegetable-consumption 

recommendations. 

1

Includes unsweetened and “diet” varieties. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Applesauce1

Pineapple

Oranges, Mandarin

Pears

Peaches

Apricots

Strawberries

Grapefruit

Cherries, sweet, pitted

Cherries, tart, pitted

Blackberries

Blueberries

0.46

0.49

0.55

0.58

0.58

0.64

0.66

0.72

1.31

1.50

1.51

1.60
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Frozen Fruit

Four popular types of frozen berries, all unsweetened, are included in our 

food cost analysis. Strawberries were least expensive costing $2.12 per 

pound, on average (fig. 3a). Blueberries, blackberries, and raspberries all cost 

over $3 per pound. 

We assume that frozen berries include only edible fruit. All inedible parts 

are removed prior to packaging for retail sale. We further assume that frozen 

raspberries, blueberries, and blackberries are eaten frozen, such as in a fruit 

smoothie or other dessert. However, because the MPED does not provide 

a weight for frozen strawberries, we must assume that frozen strawberries 

are thawed prior to consumption. Under these assumptions, frozen berries 

cost $1 to $2 per cup equivalent, depending on the type of fruit (fig. 3b). 

However, thawed strawberries ($1.14 per cup equivalent) were not cheaper to 

eat than were frozen blackberries ($1.13 per cup equivalent). Frozen raspberries were the most expensive frozen berry to eat at $1.86 per cup equivalent, 

on average. 

Note: Includes only unsweetened, frozen fruits. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 3a

Frozen fruit: Average retail prices

Dollars per pound

Strawberries

Raspberries

Blackberries

Blueberries

2.12

3.38

3.38

3.95

Note: Includes only unsweetened, frozen fruits. Edible cup equivalents are units of measurement for fruit/vegetable-consumption recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 3b

Frozen fruit: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Blackberries

Strawberries

Blueberries

Raspberries

1.13

1.14

1.35

1.86
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Fruit Juice

We priced 12 100% juice products, including several types of fruit juice in 

both frozen concentrated and ready-to-drink (shelf stable or refrigerated) 

forms. Frozen concentrated apple juice was the least expensive product to 

buy at 40 cents per reconstituted pint and the least expensive to drink at 20 

cents per reconstituted cup equivalent (figs. 4a and 4b). Many other varieties of juice were also available for less than 30 cents per cup equivalent 

including frozen concentrated grape, orange, pineapple, and grapefruit juice. 

Only ready-to-drink tangerine and prune juice cost more than 50 cents per 

cup equivalent. Generally speaking, frozen concentrated juices cost less per 

pint and per cup equivalent than ready-to-drink juices. 

Note: "Ready to drink" refers to the state of the juice at the point of purchase. This includes 

juice reconstituted by the manufacturer from concentrate, as well as juice not from concentrate.

"Frozen" refers to juice sold as frozen concentrate, which consumers can dilute with water at 

home.

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 4a

Fruit juice: Average retail prices

Dollars per pint

Apple, frozen

Pineapple, frozen

Grape, frozen

Orange, frozen

Apple, ready to drink

Grapefruit, frozen

Orange, ready to drink

Grape, ready to drink

Grapefruit, ready to drink

Pineapple, ready to drink

Prune, ready to drink

Tangerine, ready to drink

0.40

0.48

0.50

0.51

0.53

0.54

0.69

0.70

0.72

0.76

1.08

1.16
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How Much Do Fruits and Vegetables Cost? / EIB-71

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Dried Fruit

We priced nine types of dried fruit for our food cost analysis. Raisins were 

the least expensive, costing $2.42 per pound, on average (fig. 5a). Dried 

mango, apples, figs, and pineapple all cost over $4 per pound. 

We assume that dried fruit products contain no inedible parts and cooking is 

not required. The fruits are sold ready-to-eat. Under these assumptions, we 

found that raisins were the least expensive dried fruit to consume at 39 cents 

per cup equivalent (fig. 5b). Apricots, cranberries, apples, and prunes cost a 

few cents more than 50 cents per cup equivalent. Figs ($1.08/cup equivalent), 

mango (79 cents/cup equivalent), and pineapple (70 cents/cup equivalent) 

were the most expensive dried fruit to consume, on average. 

Note: "Ready to drink" refers to the state of the juice at the point of purchase. This includes 

juice reconstituted by the manufacturer from concentrate, as well as juice not from concentrate.

"Frozen" refers to juice sold as frozen concentrate, which consumers can dilute with water at 

home. Edible cup equivalents are units of measurement for fruit/vegetable-consumption 

recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 4b

Fruit juice: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Apple, frozen

Pineapple, frozen

Grape, frozen

Orange, frozen

Apple, ready to drink

Grapefruit, frozen

Orange, ready to drink

Grape, ready to drink

Grapefruit, ready to drink

Pineapple, ready to drink

Prune, ready to drink

Tangerine, ready to drink

0.20

0.24

0.25

0.26

0.26

0.27

0.34

0.35

0.36

0.38

0.54

0.58
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Note: “Pitted deglet noor” is the most popular variety of date.

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 5a

Dried fruit: Average retail prices

Dollars per pound

Raisins

Plums & prunes, pitted

Dates, pitted deglet noor

Apricots

Cranberries

Pineapple

Figs

Apples

Mango

2.42

2.78

3.05

3.56

3.86

4.51

4.74

5.40

6.32

Note: “Pitted deglet noor” is the most popular variety of date. Edible cup equivalents are the 

units of measurement for fruit/vegetable-consumption recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 5b

Dried fruit: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Raisins

Apricots

Cranberries

Apples

Plums & prunes, pitted

Dates, pitted deglet noor

Pineapple

Mango

Figs

0.39

0.51

0.51

0.51

0.52

0.60

0.70

0.79

1.08
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Average Vegetable Prices in 2008

We priced 94 vegetable products: 35 fresh, 24 canned, 23 frozen, and 12 

beans and peas (see table 4). Average retail prices for vegetables ranged from 

less than 50 cents per pound to over $5 per pound. After adjusting retail food 

prices for inedible shares and cooking yields, there was still much variability 

in average prices on a cup equivalent basis. Below, we examine average 

vegetable prices, including beans and peas.

Fresh Vegetables

How much do fresh vegetables cost at retail? Of the 35 fresh products 

included in our study, 8 cost less than $1 per pound. These include potatoes, 

cabbage, onions, heads of cauliflower, whole carrots, celery stalks, sweet 

potatoes, and heads of iceberg lettuce (fig. 6a). The most expensive products were sliced mushrooms ($4.02 per pound) and fresh-cut leaf and baby 

spinach ($3.92 per pound). 

Many vegetables that are bought fresh also are eaten raw. Other vegetables, 

such as potatoes, must be boiled, steamed, or otherwise cooked. Still others, 

such as carrots, are widely eaten both raw and cooked. Thus, we estimated 

the cost to eat vegetables that were bought fresh in one or both ways—raw 

(fig. 6b) and/or cooked (fig. 6c). 

After adjusting for inedible parts and accounting for cooking yields, if applicable, 11 types of fresh vegetable could be consumed (raw and/or cooked) 

for less than 50 cents per cup equivalent. The least expensive to consume 

were boiled potatoes (19 cents per cup equivalent), raw whole carrots (25 

cents), iceberg lettuce (26 cents), boiled cabbage (27 cents), and raw onions 

(28 cents). The most expensive was boiled leaf and baby spinach at $2.02 per 

cup equivalent. 

Households may be able to buy some random-weight vegetables for less 

money than the higher value-added, fresh-cut produce we priced. For 

example, bunches of spinach may cost less than the bagged leaf and baby 

spinach priced for this study. The same may be true for Romaine lettuce, 

mustard greens, collard greens, turnip greens, kale, and winter squash. As 

discussed earlier, data limitations prevented us from pricing these foods as 

sold on a random-weight basis.
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How Much Do Fruits and Vegetables Cost? / EIB-71

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Note: Prices are for vegetables sold in a prepackaged container, such as in a bag or clamshell, 

and vegetables sold on a count basis, such as iceberg lettuce and cauliflower priced per head.

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 6a

Fresh vegetables: Average retail prices

Dollars per pound

Potatoes

Cauliflower heads

Cabbage

Onions

Carrots, whole

Celery stalks

Sweet potatoes

Lettuce, head of iceberg

Carrots, baby

Radishes

Artichoke

Tomatoes, roma & plum

Corn, sweet

Asparagus spears

Broccoli florets

Squash, summer including zucchini

Lettuce, heart of romaine

Turnip greens, fresh-cut including leaf

Kale, fresh-cut including leaf

Mustard greens, fresh-cut including leaf

Celery hearts

Collard greens, fresh−cut including leaf

Avocados

Okra

Squash, winter, fresh-cut

Tomatoes, cherry & grape

Tomatoes, round

Brussels sprouts

Cauliflower florets

Green beans

Mushrooms, whole

Spinach, fresh-cut including leaf & baby

Mushrooms, sliced 4.02

3.92

3.40

3.23

3.17

3.05

2.94

2.76

2.67

2.55

2.50

2.36

2.25

2.19

2.19

2.11

1.95

1.86

1.84

1.83

1.80

1.75

1.71

1.45

1.40

0.99

0.90

0.90

0.77

0.67

0.62

0.55

0.48

Peppers, red 3.44

Peppers, green 2.13
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How Much Do Fruits and Vegetables Cost? / EIB-71

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Note: Prices are for vegetables sold in a prepackaged container, such as in a bag or clamshell, 

and vegetables sold on a count basis, such as iceberg lettuce priced per head. Edible cup 

equivalents are the units of measurement for fruit/vegetable-consumption recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 6b

Fresh vegetables: Average prices per edible cup equivalent

(consumed raw)

Dollars per edible cup equivalent

Carrots, whole

Lettuce, head of iceberg

Onions

Cauliflower heads

Celery stalks

Carrots, baby

Lettuce, heart of romaine

Radishes

Spinach, fresh-cut including leaf & baby

Mushrooms, whole

Mushrooms, sliced

Cauliflower florets

Tomatoes, roma & plum

Celery hearts

Avocados

Tomatoes, cherry & grape

Tomatoes, round 1.28

1.20

1.12

0.77

0.76

0.70

0.62

0.54

0.52

0.41

0.40

0.40

0.33

0.31

0.28

0.26

0.25

Peppers, red 1.38

Peppers, green 0.85
21

How Much Do Fruits and Vegetables Cost? / EIB-71

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Note: Prices are for vegetables sold in a prepackaged container, such as in a bag or clamshell, 

and vegetables sold on a count basis, such as cauliflower priced per head. Edible cup 

equivalents are the units of measurement for fruit/vegetable-consumption recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 6c

Fresh vegetables: Average prices per edible cup equivalent

(cooked)

Dollars per edible cup equivalent

Potatoes

Cabbage

Carrots, whole

Cauliflower heads

Sweet potatoes

Collard greens, fresh-cut including leaf

Kale, fresh-cut including leaf

Broccoli florets

Mustard greens, fresh-cut including leaf

Turnip greens, fresh-cut including leaf

Cauliflower florets

Okra

Squash, summer including zucchini

Green beans

Brussels sprouts

Corn, sweet

Squash, winter, fresh-cut

Asparagus spears

Artichoke

Spinach, fresh-cut including leaf & baby 2.02

1.68

1.47

1.42

1.17

1.06

1.03

0.96

0.95

0.90

0.89

0.81

0.63

0.60

0.57

0.43

0.40

0.32

0.27

0.19
22

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Canned Vegetables

The sample of canned vegetables in our study included 24 products. Prices 

ranged from 67 cents per pound for cut green beans to $3.12 per pound for 

olives (fig. 7a). Some relatively inexpensive canned vegetables included 

whole kernel corn, sliced carrots, potatoes, and green peas. 

Households are assumed to drain and discard the liquid in which canned 

vegetables are packed. The vegetables may thereafter be cooked or simply 

eaten without further preparation. For this study, we use the weight for a 

cup equivalent reported in the MPED for canned vegetables that are eaten 

without further preparation. After adjusting for drainage and converting to a 

cup equivalent basis, 10 of the 24 canned vegetable products cost less than 

50 cents to eat (fig. 7b). Sauerkraut was the least expensive canned vegetable 

to eat at 30 cents per cup equivalent, followed by cut green beans (34 cents), 

sliced carrots (34 cents), and whole kernel, sweet corn (37 cents).

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 7a

Canned vegetables: Average retail prices

Dollars per pound

Green beans, cut

Corn, sweet, whole kernel

Carrots, sliced

Potatoes

Peas, green

Tomatoes

Mustard greens

Turnip greens

Sauerkraut

Spinach

Beets

Collard greens

Kale

Green beans, whole

Carrots, whole

Squash, summer

Lima beans

Pumpkin

Asparagus, cut & tips

Asparagus spears

Okra

Mushrooms, whole, slices, & pieces

Artichoke

Olives, black, pitted

0.67

0.69

0.69

0.70

0.74

0.77

0.80

0.81

0.83

0.84

0.90

0.90

0.93

0.93

1.05

1.15

1.17

1.17

1.42

2.09

2.43

2.59

2.97

3.12
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Note: Edible cup equivalents are the units of measurement for fruit/vegetable-consumption 

recommendations.

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 7b

Canned vegetables: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Sauerkraut

Carrots, sliced

Green beans, cut

Corn, sweet, whole kernel

Turnip greens

Tomatoes

Potatoes

Mustard greens

Peas, green

Green beans, whole

Carrots, whole

Beets

Kale

Collard greens

Spinach

Pumpkin

Lima beans

Mushrooms, whole, slices, & pieces

Squash, summer

Olives, black, pitted

Asparagus, cut & tips

Okra

Artichoke

Asparagus spears 1.86

1.82

1.49

1.27

0.93

0.90

0.89

0.66

0.63

0.58

0.53

0.52

0.51

0.51

0.49

0.43

0.42

0.41

0.41

0.40

0.37

0.34

0.34

0.30
24

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Frozen Vegetables

Our study included 23 frozen vegetables which ranged in price from 93 cents 

per pound for french fries to $5.11 per pound for artichokes (fig. 8a). Some 

relatively inexpensive frozen vegetables to buy included carrots, cut green 

beans, okra, green peas, collard greens, whole kernel corn, and cauliflower. 

We assume that most frozen vegetables, such as whole kernel corn, are 

boiled prior to consumption though some are thawed or baked. French fries, 

for example, are baked. Under these assumptions, four types of frozen vegetable cost less than 50 cents per cup equivalent. Cut green beans were the 

least expensive frozen vegetable to consume at 37 cents per cup equivalent, 

followed by frozen carrots (39 cents), french fries (41 cents), and kale (48 

cents) (fig. 8b).

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 8a

Frozen vegetables: Average retail prices

Dollars per pound

French fries

Carrots

Green beans, cut

Okra

Peas, green

Collard greens

Corn, sweet, whole kernel

Cauliflower

Broccoli

Turnip greens

Mustard greens

Spinach

Kale

Lima beans

Squash, summer

Squash, winter

Green beans, whole

Brussels sprouts

Sweet potato fries

Mushrooms

Asparagus, spears

Asparagus, cut & tips

Artichoke

0.93

1.19

1.22

1.33

1.34

1.35

1.40

1.42

1.47

1.48

1.48

1.51

1.51

1.56

1.60

1.70

1.73

1.82

2.37

3.56

3.61

4.18

5.11
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Note: Edible cup equivalents are the units of measurement for vegetable-consumption 

recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 8b

Frozen vegetables: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Green beans, cut

Carrots

French fries

Kale

Peas, green

Corn, sweet, whole kernel

Collard greens

Mustard greens

Green beans, whole

Lima beans

Cauliflower

Broccoli

Brussels sprouts

Turnip greens

Okra

Squash, summer

Squash, winter

Spinach

Sweet potato fries

Asparagus, spears

Mushrooms

Artichoke

Asparagus, cut & tips 2.07

2.01

1.78

1.51

1.37

0.96

0.90

0.83

0.66

0.66

0.65

0.62

0.60

0.59

0.57

0.55

0.53

0.53

0.51

0.48

0.41

0.39

0.37
26

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Beans and Peas

We priced 12 canned and dried beans as well as dried lentils. Beans and peas 

tend to cost less per pound to buy, but are relatively more expensive per cup 

equivalent to eat. However, on an edible basis, all 12 products cost less than 

50 cents per cup equivalent to consume. Of the beans and peas we priced, 

dried pinto beans were the least expensive to eat at 13 cents per cup equivalent followed by lentils at 15 cents per cup equivalent (figs. 9a and 9b). 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 9a

Beans and peas: Average retail prices

Dollars per pound

Pinto beans, canned

Red kidney beans, canned

Great Northern beans, canned

Black beans, canned

Pinto beans, dried

Navy beans, canned

Great Northern beans, dried

Lentils, dried

Black beans, dried

Navy beans, dried

Red kidney beans, dried

Lima beans, dried

0.68

0.68

0.72

0.79

0.81

0.82

0.99

1.02

1.07

1.07

1.25

1.33

Note: Edible cup equivalents are the units of measurement for fruit/vegetable-consumption 

recommendations. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data. 

Figure 9b

Beans and peas: Average prices per edible cup equivalent

Dollars per edible cup equivalent

Pinto beans, dried

Lentils, dried

Great Northern beans, dried

Black beans, dried

Navy beans, dried

Red kidney beans, dried

Lima beans, dried

Pinto beans, canned

Red kidney beans, canned

Great Northern beans, canned

Black beans, canned

Navy beans, canned

0.13

0.15

0.16

0.17

0.17

0.20

0.22

0.38

0.38

0.41

0.44

0.46
27

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Discussion

Having estimated average retail prices and prices per edible cup equivalent 

for 153 fresh and processed fruits and vegetables, we find much variation 

from the least expensive to most expensive products. As our results in figures 

1-9 demonstrate, an edible cup equivalent of fruit can cost 17 cents for fresh 

watermelon or $2.06 for fresh raspberries. Similarly, an edible cup equivalent of vegetables can cost 13 cents for dry pinto beans or $2.07 for frozen 

asparagus cuts and tips. 

We further find that neither fresh nor processed foods are a consistently 

cheaper way to eat fruits and vegetables. For example, fresh whole carrots 

eaten raw (25 cents per cup equivalent) are less expensive to consume than 

either canned carrots (34 cents per cup equivalent) or frozen carrots (39 cents 

per cup equivalent). By contrast, canned peaches (58 cents per cup equivalent) are more economical than fresh (66 cents per cup equivalent).

Retail prices also appear to be a poor indicator of prices per edible cup equivalent. Fresh broccoli florets and fresh ears of sweet corn both sell for around 

$1.80 per pound at retail stores, on average. However, after boiling and 

removing inedible parts, sweet corn ($1.17 per cup equivalent) costs almost 

twice as much as broccoli florets (63 cents per cup equivalent). Similarly, 

fresh apples and fresh pineapple both sell for slightly more than $1 per pound 

at retail stores. However, on a cup-equivalent basis, the apples are much 

cheaper (28 cents versus 70 cents).

Tables 5 and 6 show some of the less expensive products by subgroup. Many 

types of fruit juice and a few types of whole fruit cost less than 30 cents per 

cup equivalent including fresh watermelon, fresh bananas, and fresh apples. 

Several vegetables in different subgroups were also available in this price 

range. Whole carrots (25 cents per cup equivalent) were the cheapest red or 

orange vegetable. Potatoes were the cheapest starchy vegetable (19 cents per 

cup equivalent). Many types of beans and peas cost less than 20 cents per 

cup equivalent. Dark green vegetables were slightly more expensive. Fresh 

Romaine hearts and canned turnip greens were the least expensive dark green 

vegetables to consume (40 cents per cup equivalent).

 To illustrate how much it costs to satisfy overall fruit and vegetable guidelines, we provide a 3-day example for a person on a 2,000-calorie daily diet 

(table 7). Each daily example includes the recommended 4.5 cup equivalents for this person (2 cup equivalents of fruit and 2.5 cup equivalents of 

vegetables). We also include popular foods from different fruit and vegetable 

subgroups. Although total costs for consuming the foods in the examples 

vary from day to day, in 2008, it was possible to satisfy recommendations in 

the 2010 Dietary Guidelines for Americans for about $2 to $2.50 per day, or 

approximately 50 cents per edible cup equivalent.
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Table 5

Less expensive fruit, 2008

Fruit type Average price 

(cents/edible cup equivalent)

Whole and cut fruit

Apples—fresh 28

Applesauce—canned 46

Bananas—fresh 21

Grapes—dried (raisins) 39

Honeydew melon—fresh 45

Nectarines—fresh 49

Oranges, navel—fresh 34

Pears—fresh 42

Pineapple—canned 49

Plums—fresh 48

Watermelon—fresh 17

Juice

Apple 20

Grape 25

Grapefruit 27

Orange 26

Note: All juice prices shown above are for products sold at retail stores in the form of frozen 

concentrate and then reconstituted by the consumer at home.

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data.
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Table 6

Less expensive vegetables, 2008

Vegetable type Average price 

(cents/edible cup equivalent)

Dark green

Kale—frozen 48

Mustard greens—canned 42

Mustard greens—frozen 55

Romaine lettuce—fresh 40

Turnip greens—canned 40

Red and orange 

Carrots—whole, fresh 25

Carrots—baby, fresh 40

Carrots—canned, cut 34

Carrots—frozen 39

Sweet potatoes—boiled from fresh 43

Tomatoes—canned, whole and cut 41

Beans and peas

Pinto beans—boiled 13

Great Northern beans—boiled 16

Navy beans—boiled 17

Black beans—boiled 17

Red kidney beans—boiled 20

Starchy

Corn—canned, whole kernel 37

Potatoes—boiled from fresh 19

Green peas—canned 43

Other 

Cabbage—boiled from fresh 27

Cauliflower—boiled from fresh 49

Celery stalks—fresh 33

Green beans—canned, cut and sliced 34

Green beans—frozen, not whole 37

Iceberg lettuce—fresh heads 26

Onions—fresh 28

Radish—fresh 41

Sauerkraut—canned 30

Note: All bean prices are for products bought in dried form and then boiled by the consumer at 

home. 

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data.
30

How Much Do Fruits and Vegetables Cost? / EIB-71

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Table 7

Costs for meeting vegetable and fruit recommendations in the 

2010 Dietary Guidelines for Americans, daily examples1

Day 1 Day 2 Day 3

Fruit or vegetable type

Cup

Cost

(cents) Cup

Cost

(cents) Cup

Cost

(cents)

Fruit and fruit juice

Orange juice, from frozen 

concentrate 1 26 1 26 1 26

Strawberries, fresh 1 89

Cantaloupe, fresh 0.5 32

Banana, fresh 0.5 11

Raisins 0.5 20

Apples, fresh 0.5 14

Dark green vegetables 

Romaine lettuce, fresh 0.5 20

Spinach, cooked from frozen 0.25 24

Broccoli florets, cooked 

from fresh

0.5 32

Red and orange vegetables

Carrots, whole, fresh 0.5 13

Tomato, Roma, fresh 0.5 38

Sweet potato, cooked 

from fresh 0.5 22

Carrots, cooked from frozen 0.25 10

Tomato, grape, fresh 0.5 60

Starchy vegetables

Corn, whole kernel, 

canned 0.5 19

Green peas, cooked from 

frozen 0.5 26

Potato, cooked from fresh 0.5 10

Other vegetables

Onions, fresh 0.25 7

Green beans, whole, 

cooked from frozen 0.5 29

Cauliflower florets, fresh 0.5 35

Celery stalk, fresh 0.5 17

Beans and peas

Pinto beans, canned 0.25 10

Black beans, canned 0.5 22

Total 4.5 $2.22 4.5 $2.02 4.5 $2.12

1For a person on a 2,000-calorie daily diet.

Note: Cups are 1-cup equivalents. Costs are for the number of cup equivalents consumed. 

Food costs are based on figures 1a-9b. We do not consider how the foods listed here contribute to the intake of micronutrients like potassium, vitamin A, and vitamin C.

Source: USDA, Economic Research Service analysis of 2008 Nielsen Homescan data and 

Federal dietary recommendations.
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How Much Do Fruits and Vegetables Cost? / EIB-71

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