Market demands for bagged, refrigerated salads

Sales of newly introduced bagged, refrigerated salads grew at over 50% annu ally during 1994-95. Consumption of bagged salads displayed marked seasonal ity despite year-round availability and uniform quality at more stable pric es than head lettuce. Using scanner data from 44 areas, a single-equation d emand 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 e lasticities. Econometric results suggest more seasonality in eating by peop le living in more northern latitudes, a pattern also observed by psychiatri sts studying eating disorders.