Table 1 Customer baseline characteristics, overall and by study condition^a

 Age

42 (12)

41 (11)

43 (13)

0.13

 Male

30% (110)

29% (54)

31% (56)

0.69

 Foreign born

88% (325)

90% (169)

86% (156)

0.17

 Years in the U.S.

19.3 (10.0)

18.3 (9.5)

20.3 (10.4)

0.07

 6 years or less

 7-11 years

 High school degree or more

31% (114)

34% (124)

36% (131)

32% (59)

34% (64)

34% (64)

30% (55)

33% (60)

37% (67)

0.87

Employed

60% (223)

62% (116)

59% (107)

0.52

Married or living as married

72% (256)

78% (143)

65% (113)

0.10

Household size

Number of children < 18 yo

5 (1-14)

2 (0-6)

5 (1-14)

2 (0-6)

4 (1-11)

2 (0-6)

0.13

0.19

Homeownership

19.5% (72)

14.4% (27)

24.7% (45)

0.01

Living in poverty

72% (256)

78% (143)

65% (113)

0.004

 Hispanic^b

 Non-Hispanic^c

3.5 (0.5)

2.3 (0.8)

3.5 (0.5)

2.2 (0.8)

3.5 (0.5)

2.4 (0.8)

0.97

0.003

Receive WIC benefits

33% (120)

35% (66)

30% (54)

0.25

Receive SNAP benefits

33% (120)

35% (66)

30% (54)

0.30

Fruit and vegetable shopping frequency^d

2.1 (0.6)

2.2 (0.6)

2.1 (0.6)

0.10

 Daily cups of fruits

1.4 (1.3)

1.5 (1.5)

1.4 (1.2)

0.84

 Daily cups of vegetables

1.1 (0.9)

1.1 (0.9)

1.1 (0.8)

0.69

 Weekly $ spent on groceries

114.8 (57.0)

111.0 (53.4)

118.7 (60.3)

0.19

 Weekly $ spent on fruits and vegetables

36.1 (20.4)

34.9 (19.0)

37.3 (22.0)

0.26

 Weekly $ spent on groceries at targeted store

41.8 (31.9)

41.0 (30.0)

42.7 (33.9)

0.62

 Weekly $ spent on fruits and vegetables at targeted store

16.4 (13.8)

16.5 (13.4)

16.3 (14.1)

0.91

 % of weekly $ spent on fruits and vegetables at targeted store from weekly $ spent on groceries at targeted store

41.9 (27.5)

42.1 (28.0)

41.6 (27.0)

0.85

 Past mo. variety of fruits

15.7 (5.7)

15.5 (5.5)

16.0 (5.9)

0.37

 Past mo. variety of vegetables

22.1 (6.4)

22.0 (6.4)

22.3 (6.5)

0.63

 Beh. Strat. – substitutions^e

2.4 (0.7)

2.4 (0.7)

2.4 (0.7)

0.32

 Beh. Strat. – opting for variety^e

1.9 (0.6)

1.9 (0.6)

1.8 (0.6)

0.36

 Beh. Strat. –preparation^e

2.4 (0.6)

2.4 (0.6)

2.4 (0.7)

0.47

 Percent energy from fat

30.5 (3.4)

30.1 (3.5)

31.0 (3.2)

0.011