Honeycrisp and club apple varieties drove the apple category in January 2017, according to Stemilt’s latest Fruit Tracker Fast Facts video analysis. This analysis looks at apple category performance in January 2017 based on retail scan data from Nielsen and compares it to the same time period in 2016.
Approximately 11.5 percent of apple sales across the U.S. in January were Honeycrisp apples, up 2.8 percent from the same time period the year prior. The average retail price per pound of Honeycrisp dipped $0.55 year-over-year, but still averaged a whopping $2.82 per pound. Supplies of Honeycrisp apples continue to climb each year across U.S. growing regions, and with it, the length of its season.
Nationally, apples made up 6.8 percent of total produce department sales in January 2017. Both national and regional apple sales were flat when compared to January 2016, with the exception being the Central region.
“For the second consecutive month, the Central region topped national performance with 7.6% of produce sales coming from apples. This was up 0.1 percent from January 2016. With a large apple crop to move, it’s important that retailers across all regions model the performance of the Central region and continue to push apples with promotions as spring arrives,” said Brianna Shales, Stemilt communications manager.
Club varieties were another bright spot in January’s scan data; not surprisingly, as this time-frame is important for several up-and-coming varieties. In looking at club apple varieties, Jazz saw a 14.5 percent increase in its average retail compared to 2016, but sold 13.4 percent less volume. Piñata® sold equal volume compared to 2016, and saw its retail price go up 2 percent. Envy sales volume increased 33.8 percent over 2016, with a retail price increase of 2.1 percent.
“There are many club varieties for retailers, and consumers, to choose from now. Our signature apple variety, Piñata®, has been on the market since 2009 and has reached a point where supplies are steady year-over-year. The late winter and spring months are prime time for selling Piñata® along with its tropical theme, and so now is a great time to use this special apple to spark apple sales,” said Shales.
In January 2017, 60.7 percent of apples were sold bulk while the remaining 39.8 percent were sold as bags. The three and five pound bag sizes captured most of the bagged apple sales, with a combined 81.8 percent of bags sold coming from one of those two sizes.
“Bulk remains the primary dollar and volume driver to the apple category, and because of this should remain the primary feature in promotions. However, using three and five pound bags as secondary or in-and-out promotions is a great way to drive up the consumer purchase size. Stemilt’s bag line-up includes 3lb. Lil Snappers® kid-sized fruits and 5lb. Apple Lover pouch bags, both of which help retailers segment the apple category, while marketing intent to consumers. These options are ideal for upcoming promotions,” said Shales.
Contact:
Brianna Shales
Stemilt Growers
Tel: 509-662-9667 x1221