To determine if customer purchases at small food stores are associated with healthfulness of the diet as approximated by skin carotenoids. Cross-sectional survey of customers in small food stores regarding demographics and food purchases. Food and beverage purchases were classified as "healthy" or "non-healthy" and "carotenoid" versus "non-carotenoid" using a systematic classification scheme. Fruit and vegetable intake was objectively assessed using a non-invasive device to measure skin carotenoids. Associations between variables of interest were examined using Pearson's correlation coefficients, t-tests, and multiple linear regression analyses. Twenty-two small food retail stores in rural (n = 7 stores) and urban (n = 15) areas of North Carolina. Customers of small food stores. Of study participants (n = 1,086), 55.1% were male, 60.0% were African American/Black, 4.2% were Hispanic, with a mean age of 43.5 years. Overall, 36% purchased at least one healthy item, and 7.6% of participants purchased a carotenoid-containing food/beverage. Healthy foods and beverages purchased included produce, lean meats, 100% juices, plain popcorn, plain nuts, milk, and yogurt. Unhealthy items included non-100% juices, crackers, chips, candy, cakes, and donuts. Purchase of a healthy or carotenoid-containing item was positively associated with skin carotenoid scores (p=0.002 and 0.006, respectively). A relatively small proportion of customers purchased any healthy or carotenoid-containing foods and beverages, and those who did purchase healthy options had higher skin carotenoid scores. Future research should confirm these findings in different populations.
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