The date category grew in 2020 translating $6.0 million in incremental sales reaching $114.7 million dollars according to a recent baseline and distribution study developed for Bard Valley Date Growers (BVDG).** Bard Valley Natural Delights’ brand has a dominant share of date category sales (42 percent of volume and 44 percent of dollars).
“We wanted a deeper understanding of sales trends driving the growth of the date category,” says Neil Merritt, director of North American sales at BVDG. “The breadth of information from this baseline study is critical as we help retailers develop promotions to drive sales. We can use the findings to plan seasonality programs and create materials to help retailers capture additional sales.”
Bard Valley Medjool Date Growers’ recent baseline and distribution study indicates that the two lb. packaging accounts for 32 percent of the volume.
Natural Delights Medjool dates drove more than a third of the category volume growth at 34 percent. Velocity for the brand increased 5.4 percent, generating turns 400 percent greater than the next brand.
Bard Valley has achieved growth in the category through merchandisers and package sizes available to help retailers build sales. “With the Ramadan holiday beginning April 12th, retailers should know the two lb. package drove category volume growth during the second quarter, which coincides with the holiday,” says Merritt. The study indicated that the two lb. package was up +18 percent vs. the prior year driving 56 percent of category volume growth and a volume spike during Q2.
“Retailers can realize double-digit unit and dollar increases with our mini pallet and half pallet for the two lb. package,” says Merritt. “Visibility is key to merchandising and cross merchandising in other departments can attract new customers and help drive incremental sales. April 1st is one time to start merchandising Medjool dates to maximize sales for Ramadan.”
** Source: IRI/FUSION 2020 /Current Year: 52 weeks ending 09/27/2020 / Prior Year: 52 weeks ending 9/29/201
For more information:
Neil Merritt
Bard Valley Natural Delights
Tel: +1 (949) 226-9971
neil.merritt@bvdg.com
www.naturaldelights.com