US Consumers Use of Culinary Herbs
A 2023 US marketplace study of 2,446 people addressed how consumers use fresh herbs. US customers were fairly consistent with their purchasing behavior and use of fresh culinary herbs. Most participants (78% of the sample) purchased herbs without roots, primarily from grocery stores and big box stores. On average, they spent $6.59 per purchase on herbs. Most participants used the herbs in cooked dishes (62%), followed by fresh dishes (20%), and other uses (18%). Favorite fresh herb recipes included pastas, chicken dishes, soups, pasta sauces, and beef dishes. Only 1% of the sample used herbs in sweet dishes. In terms of non-food uses, 16% used herbs in teas, 8% in mixed drinks, 6% for indoor décor, 7% for outdoor décor, 7% for oil, and 3% preserved for future use. Understanding customers current purchasing behavior and uses for fresh herbs can aid in strategic positioning and marketing to attract more customers. There is an opportunity to remind customers of their favorite herb-containing recipes at the point-of-sale (e.g., samples, recipe cards, images) or through other promotions to encourage sales. Additional non-food uses can also be promoted to boost the inclusion of herbs in other ways.
Alicia L. Rihn
Assistant Professor, University of TennesseeAlicia has been at the University of Tennessee since July 2020. Her area of expertise is in marketing and consumer behavior with an emphasis on ornamental horticulture products. She also addresses niche markets, value-added ag, willingness-to-pay, and promotional strategies to encourage plant purchasing behavior.
