This paper investigates the scope of the unit value problem in household level expenditure survey data. I test whether self-reported prices vary with covariates thought to be important in household demand behavior. The paper then measures expenditure elasticity of quality for 196 different food aggregates. Approximately half of the expenditure elasticities estimated are significantly different from zero. Finally, a generalization of the standard quality demand regression is proposed, in which the expenditure elasticity of quality is allowed to vary over the range of total food expenditure. Some food aggregates display significant nonlinearities.