MARKET DEMANDS FOR BAGGED, REFRIGERATED SALADS
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Sales of newly introduced bagged, refrigerated salads grew at over 50% annually, during 1994-95. Consumption of bagged salads displayed marked seasonality despite year-round availability and uniform quality at more stable prices than head lettuce. Using scanner data from 44 areas, a single-equation demand model incorporating the effects of weather on seasonal consumption is estimated. Statistical tests of aggregation indicate that weather-induced seasonality varies significantly across areas, as do own- and cross- price elasticities. Econometric results suggest more seasonality in eating by people living in more northern latitudes, a pattern also observed by psychiatrists studying eating disorders.