DEMAND FOR DIFFERENTIATED VEGETABLES

Abstract

To obtain a healthier diet, Americans need to consume not only more vegetables, but also a healthier mix of vegetables. Household demands for eight categories of vegetables are investigated, using ACNielsen's Homescan data. A maximum simulated likelihood estimation procedure results in elasticity estimates which are somewhat larger than those obtained from both time-series and cross-section data in the literature. Even these larger elasticities are not large enough to bridge the dietary consumption gap without, and possibly even with, substantial price or food expenditure subsidies. Furthermore, Homescan data do indicate some significant differences in preferences for types of vegetables by household characteristics, such as race and ethnicity. This information could be used in designing more effective public interventions for boosting vegetable consumption in the United States.Food Consumption/Nutrition/Food Safety,