Are Younger Cohorts Demanding Less Fresh Vegetables?

The demand for vegetables is expected to increase with trends in the population of the United States. For example, having a college education increases demand, and more Americans are completing college. However, the possibility of a cohort effect has not been considered. A cohort includes people born in the same year, and is similar in concept to a generation. Using data collected over more than twenty years, we find younger cohorts spend less money on fresh vegetables for at-home consumption than their older counterparts do. These effects will decrease demand over time. Changing cooking habits may explain this effect.