AU: Retail promotion reflects lift in imported fruits
Increased imports of Northern Hemisphere fruit into Australia are being reflected in retail promotional activity over the winter and spring months, with clear implications for other staple fruits, according to Freshlogic Adwatch™ trends.
“Growth in the imported volumes of grapes, cherries, kiwifruit and more recently stonefruit has drawn these products into retailer promotional activity,” said Freshlogic Managing Director Martin Kneebone. “Staple fruits such as apples and bananas, which have traditionally dominated fruit sales in the winter months, are now faced with a different competitive set.” Indications are that consumers have welcomed these products and the colour they bring to the winter fruit bowl, and the retailers are now meeting that demand.
According to Freshlogic’s Adwatch™ service, a 26% increase in grape retail promotion numbers over the August-October US import window between 2012 and 2013 illustrates the increased pressure. “Increased competition will require a response from the Staple Fruits in order to maintain sales over the winter and spring period,” Mr Kneebone explained.
Freshlogic’s Adwatch™ service tracks over 6,500 retail promotions per week, covering all food and grocery categories. Retailer promotional activity is a clear driver of sales, and understanding the trends in this activity can be used to support tactical trading decisions as well as seasonal promotional planning.
For more information:
Steven Zanin
Freshlogic
Tel: +61 3 9818 1588
Email: steven.zanin@freshlogic.com.au
www.freshlogic.com.au