US Fruit Consumption - Market Level Analysis

Delivered April 11th, 2018. Contributors: Tehreem F., Emmanuel A., james O., Cameron U., Syed A. and

Part

of five

Part

Top Cities for Fruit Consumption Part 1 (Cities 1-4)

OverviewAs per request, the top four United States cities in terms of fruit consumption volume have been identified and the relevant information filled out in this spreadsheet.

Methodology Identified through WalletHub, the top cities for fruit consumption are as follows:
I)	San Francisco, California
II)	New York, New York
III)	Honolulu, Hawaii
IV)	Portland, Oregon

These four cities had the highest "Food Rank" and thus it was assumed that they would have the highest level of fruit consumption as well. It should also be noted that WalletHub identified Sa Francisco as one of the few cities that has the lowest percentage of adults not eating enough fruits and vegetables per day.  

Research using www.researchandmarkets.com and www.marketresearchstore.com, old and new reports, press releases, articles, global and US statistical databases and media reports did not yield fruit consumption volume for these cities or was hidden behind a paywall. 

Thus, triangulation was used to arrive at the fruit consumption volume figures for these cities. Per capita consumption of fruit was multiplied by the city population to arrive at the fruit consumption volume. The resulting figure was then converted into tons from pounds by multiplying it with 0.0005. Then the figure was converted to 100,000 tons/year as displayed in the spreadsheet. 

It should be noted that state-wise data of fruit consumption for adults and adolescence as well as per capita fruit availability was also found and might present future avenues of research. 
CalculationsPer capita consumption of fresh fruit in the United States in 2016= 116.1 pounds per capita consumption 

I)	San Francisco, California
2016 Population= 870,887 
116.1*870,887=101,109,980.7 pounds/year
0.0005*101,109,980.7=50,554.99035 tons/year
50,554.99035/100,000=0.5055499035

II)	New York, New York
2016 Population= 8,537,673 
116.1*8,537,673=991,223,835.3 pounds/year
991,223,835.3*0.0005=495,611.91765 tons/year 
495,611.91765/100,000=4.9561191765

III)	Honolulu, Hawaii
2016 Population= 351,792 
116.1*351,792=40,843,051.2 pounds/year
0.0005*40,843,051.2=20,421.5256 tons/year
20,421.5256/100,000=0.204215256

IV)	Portland, Oregon
2016 Population= 639,863 
116.1*639,863=74,288,094.3 pounds/year
0.0005*74,288,094.3=37,144.04715 tons/year
37,144.04715/100,000=0.3714404715 
Conclusion San Francisco, New York, Honolulu, and Portland were identified as the top four United States cities in terms of fruit consumption volume and their relevant information filled out in this spreadsheet.

Part

of five

Part

Top Cities for Fruit Consumption Part 2 (Cities 5-8)

Although we were unable to find data detailing the top 5-8 fruit consuming city in the US after an extensive search, our research showed that those cities are most likely San Diego, CA; Seattle, WA; Oakland, CA; and Miami, FL. We have also estimated the volume consumed by each of those cities and entered our findings in the attached spreadsheet as requested. 
METHODOLOGY AND DEEP DIVE We started by searching official government database for data on fruit consumption by cities in the US. The CDC provides data on nutrition in the US, including data on fruit consumption. However, the data is only segmented by states, not by cities, and the data point combines fruit and vegetable consumption, not just fruit. In addition, the data provided for each state is the data on the percentage of the population that consume fruits per day, not consumption by volume. Thus, the data provided by CDC is not just very limited, but the data can’t be used to triangulate the data you are interested in specifically. 

Next, we searched media reports, independent research databases (such as Research and Market, Technavio, Market Research Store, etc) and other industry-related databases extensively. We found a couple of related and relevant reports that provide data on fruit consumption in the US, but none provided specific data on fruit consumption per city by volume. For instance, Statista has several data sets on per capita consumption of fruit in the US nationally. State of Obesity has data on states with the most adults consuming fruits at least once a day. The Kitchn also has data on the cities that consume the most berries. Gallup also has an interesting data on the states in the US with the best access to fruits and vegetables. PBH Foundation also has an in-depth study on the state of American consumption of fruit in the US that is segmented by age, as well as the current trend in fruit consumption across the US.

Although all the linked sources above and other similar databases we searched have data points you may find interesting, we didn’t find any data on top fruit consuming cities in the US by volume. This is most likely because no such research has been conducted yet or because such research is not publicly available. The best data we found on this is from Wallethub. Wallethub compared over 170 of the most populated US cities across several categories including healthy food consumption. The healthy food consumption rank is made up of several variables and the most weighted variable in the food consumption category is fruit/vegetable consumption. Based on the healthy food consumption rank, the top 5-8 cities are San Diego, CA; Seattle, WA; Oakland, CA; and Miami, FL. The top 1-4 have already been identified in a previous request. 

To estimate the total volumes of fruit consumed, we used the per capita fruit consumption data provided by Statista and multiplied it by the total population in each of the top 5-8 cities. Since the per capita volume given by Statista is in pounds, we converted the figure to tons by multiplying it by 0.0005 before multiplying it with the population of each of the city. 

The calculation is as follows: 
2016 per capita consumption of fruit in the US = 116.1 pounds
Per capita consumption of fruits in tons = 116.1 * 0.0005 = 0.058

a) San Diego, CA
2016 population = 1,406,630
0.058 * 1,406,630 = 81,584.54 tons/year

b) Seattle, WA
2016 population = 704,352
0.058 * 704,352 = 40,852.416 tons/year

c) Oakland, CA
2016 population = 420,005
0.058 * 420,005 = 24,360.29 tons/year.

d) Miami, FL
2016 population = 453,579
0.058 * 453,579 = 26,307.582 tons/year
CONCLUSION
To wrap up, San Diego, CA; Seattle, WA; Oakland, CA; and Miami, FL are the estimated to be the next four top United States cities in terms of fruit consumption volume (5-8) in the US. We have compiled the information into the spreadsheet as requested. 

Part

of five

Part

Top Cities for Fruit Consumption Part 3 (Cities 9-12)

We have identified San Jose, Sacramento, Salt Lake City and Washington DC as the next four top United States cities (9-12) in terms of fruit consumption volumes. We have also triangulated the volume consumed by each of those cities and entered our findings in the attached spreadsheet as requested.
METHODOLOGY AND FINDINGS
After searching through government databases, Industry reports, trusted media sites and other independent research databases, we didn’t find any data on top fruit consuming cities in the US by volume. The best data we saw on this is from Wallethub, which compared over 170 of the most populated US cities across several categories including healthy food consumption. The healthy food consumption rank is made up of several variables including fruit & vegetable consumption, farmer's markets per capita, gourmet specialty-food stores per capita, etc. and the most weighted variable in the food consumption category is fruit/vegetable consumption. Based on the healthy food consumption rank, the top 9-12 cities are San Jose, CA, Sacramento, CA, Salt Lake City, UT and Washington, DC. The top 1-8 have already been identified in the previous requests. 

While searching through official government databases for data on fruit consumption by cities in the United States, we came across the CDC database which provides data on fruit consumption. However, the information is split by states, not by cities, and the data point combines fruit and vegetable consumption, not just fruit. Furthermore, the data is not broken up by fruit consumption volume but by percentage of the population that consume it per day. Therefore, the data provided here was not only scarce but also insufficient in triangulating the requested data. 

Extensive research through independent research databases (such as www.researchandmarkets.com and www.technavio.com, old and new reports, etc.), media reports and other industry-related databases did not yield fruit consumption volume for these cities. The most likely reasons are that no such research has been conducted or it is not publicly available. We found a couple of related and relevant reports that provide data on fruit consumption in the US, but none offered specific data on fruit consumption per city by volume. For an instant, Gallup’s report profiles States in the US with the best access to fruits and vegetables. PBH Foundation, on the other hand, provides an in-depth study on the state of American consumption of fruit in the US, segmented by age, as well as the current trend in fruit consumption across the US. Finally, Statista also has a study on the U.S. fruit consumption per capita by subcategory. 

In estimating the volumes of fruits consumed for the four cities identified above, we multiplied the per capita consumption of fruits by the city’s population. The resulting figure was then converted into tons from pounds by multiplying it with 0.000453592. 
CALCULATION
According to Statista, “the U.S. per capita consumption of fresh fruit amounted to approximately 116.1 pounds” in 2016, if 1 pound (lb) is equal to 0.000453592 tons (t) then the per capita consumption of fruits in tons is 116.1 * 0.000453592 = 0.058. 

a) San Jose, CA 
 2016 population = 1,025,350
0.058 * 1,025,350 = 59,470.3 tons/year

b) Sacramento, CA
 2016 population = 495,234
0.058 * 495,234 = 28,723.57 tons/year

c) Salt Lake City, UT
 2016 population = 193,744
0.058 * 193,744= 11,237.15 tons/year

d) Washington, DC
 2016 population = 681,170
0.058 * 681,170 = 39,507.86 tons/year 
CONCLUSION
Lastly, San Jose, Sacramento, Salt Lake City and Washington DC were identified to be the next four top United States cities in terms of fruit consumption volume (9-12) and their relevant information filled out in this spreadsheet. 

Part

of five

Part

Top Cities for Fruit Consumption Part 4 (Cities 13-16)

According to WalletHub, top 13-16 cities for fruit consumption in 2018 are Los Angeles, Denver, Fremont, and Hialeah. We were able to triangulate the total tons of fruit consumed for each city by obtaining the per capita fruit consumption and multiplying it by the population. Data has been compiled into this spreadsheet. 

CalculationsUnited States' per capita fruit consumption was 116.1 pounds in 2016. The conversion rate from pounds to tons is 1 lb = 0.00045359237 t.
We can multiply 116.1 by 0.00045359237 to get 0.053 tons.

Next, we multiply 0.053 tons by each city's population to get the total tons per year consumed.

a) Los Angeles
 2016 population = 3,976,322
0.053 * 3,976,322 = 210,745 tons/year

b) Denver
 2016 population = 693,060
0.053 * 693,060 = 36,732.18 tons/year

c) Fremont
 2016 population = 233,136
0.053 * 233,136= 12,356.2 tons/year

d) Hialeah
 2016 population = 236,387
0.053 * 236,387 = 12,528.5 tons/year

ConclusionThe top 13-16 cities for fruit consumption in 2018 are Los Angeles, Denver, Fremont, and Hialeah. Data has been compiled into this spreadsheet. 

Part

of five

Part

Top Cities for Fruit Consumption Part 5 (Cities 17-20)

The top cities ranked 17-20 in the United States according to the annual fruit consumption volume are Burlington, VT; Irvine, CA; Orlando, FL; and Austin, TX. The estimated annual volume of fruit consumption in Burlington, Irvine, Orlando, and Austin is 2,185 tons per year, 14,826 tons per year, 15,024 tons per year, and 50,849 tons per year respectively.

These results have been added to the attached spreadsheet in rows 19-22.
MethodologyTo keep in line with the previous requests, I have used a similar methodology and used WalletHub's list of healthiest and unhealthiest cities in America in 2018 to find out the cities ranked 17-20 in terms of fresh fruit consumption. WalletHub ranked the cities according to the consumption of fruits and vegetables. I assumed that the cities that consumed most fruits and vegetables combined would also be the consumers of most fruits and have used the ranked cities for this research. The cities ranked 17-20 on the list are
17 — Burlington, VT;
18 — Irvine, CA;
19 — Orlando, FL; and
20 — Austin, TX.

Although the above-mentioned cities are among the top-ranked cities for fruit consumption, their actual fruit consumption volume is not available publicly, even after an extensive search through government databases, credible media sources, and primary research firms. This is most likely because no such research, that ranks the top cities in the United States according to fruit consumption volume, has been conducted. As an alternative, I have estimated the annual volume of fruit consumption in these cities, the calculations of which are shown below.
CalculationsThe annual fruit consumption volume in these cities can be calculated by multiplying the population of the cities with the per capita consumption of fresh fruit in the United States.

Per capita fruit consumption in the United States in 2016 = 112.5 pounds 
Per capita fruit consumption in the United States in 2000 = 101.2 pounds 
The CAGR can be calculated using its formula as follows:
CAGR = [(112.5/101.2)^(1/16)] - 1 = 0.66%
Per capita fruit consumption in 2018 can be calculated as follows:
Per capita consumption in 2018 = 112.5 x (1.0066^2) = 114 pounds

The annual fruit consumption volume in Burlington, VT can be calculated as follows:
Burlington population = 42,260 
Fruit consumption in Burlington = 42,260 x 114 = 4,817,640 pounds/year
Convert to tons using RapidTables 
Consumption in tons per year = 2,185 tons/year

The annual fruit consumption volume in Irvine, CA can be calculated as follows:
Irvine population = 286,720 
Fruit consumption in Irvine = 286,720 x 114 = 32,686,080 pounds/year
Convert to tons using RapidTables 
Consumption in tons per year = 14,826 tons/year

The annual fruit consumption volume in Orlando, FL can be calculated as follows:
Orlando population = 290,553 
Fruit consumption in Orlando = 290,553 x 114 = 33,123,042 pounds/year
Convert to tons using RapidTables 
Consumption in tons per year = 15,024 tons/year

The annual fruit consumption volume in Austin, TX can be calculated as follows:
Austin population = 983,366 
Fruit consumption in Austin = 983,366 x 114 = 112,103,724 pounds/year
Convert to tons using RapidTables 
Consumption in tons per year = 50,849 tons/year

Please note that since the fruit consumption volumes are estimated values, they may not be the true representations of the actual fruit consumption volumes and that is the reason that the cities that are ranked higher on the spreadsheet may have lower consumption volumes than those ranked below them.
ConclusionThe cities ranked 17-20 in the United States according to the volume of fruit consumption are Burlington, Irvine, Orlando, and Austin. Their details have been added to the attached spreadsheet.