Supplies of kiwi fruit in North America continue to be steady. “We have had a challenging New Zealand growing season this year because of various weather events putting pressure on supply globally. However the U.S. has been able to hold almost steady with its supply and we’re excited to gear up for another season,” says Dan Riley, general manager, Zespri US. He adds that the season is set to run through October.
For Zespri’s proprietary SunGold Kiwifruit, a gold-fleshed kiwifruit, it accounts for +48 percent of the growth in the kiwifruit category vs. a year ago (YA).
As for demand, it’s still strong. Riley says early sales show an increase in dollar sales and volume in the Food Channel and a faster sales rate vs. YA¹. “Kiwifruit ranks as the #1 fastest-growing segment in the fruit bowl, outpacing total fruit by 11 points²,” he says.
Marketing support for kiwis
As for demand, Riley says Zespri has gained new households at a steady rate across the U.S. and accelerated in areas with strong synergies between marketing support and sales partnerships.
To help demand this season, the company’s marketing initiatives are part of its "Taste the Obsession" campaign and include digital programs such as social media, email, online video and display advertising. Zespri will also continue driving trial for SunGold Kiwifruit with Ibotta, digital coupons and event activations. “We will also continue working with retailers to create promotional programs supported by large displays creating destinations where shoppers can find and purchase Zespri SunGold Kiwi. We are also encouraging retailers to maximize their department sales by placing Zespri SG next to berries,” says Riley. “Based on a 3rd party merchandising study, moving these from the exotic section to adjacent to berries may result in +64 percent total fresh fruit sales uplift, driven by higher basket spend³.”
¹ Circana, formally IRI, latest 52 weeks ending 5/21/23
² Circana Total US MULO L52 Weeks 10/30/22
³ Kantar, Everyday Shelf Market Research 2022
For more information:
Jill Netzel
Zespri
Tel: +1 (818) 718-8084
jnetzel@gowithfusion.com
https://www.zespri.com