The 2025 apple crop is expected to be up approximately five percent over last year, a development largely driven by a significant rebound in Honeycrisp production, following a notably reduced crop in 2024. "Industry estimates point to a roughly 40 percent increase in Honeycrisp volume year over year, with organic Honeycrisp also making a strong comeback after a challenging season," says Kaci Komstadius of CMI Orchards.
In fact, the organic apple category overall is seeing a substantial increase in tonnage compared to 2024, which will meet continued consumer demand. "While fruit quality generally is reported to be strong across the board, sizing is trending slightly smaller this year, which may provide greater flexibility for retail promotions and pack styles," says Komstadius.
© CMI (Columbia Marketing International)High-flavor apple varieties are generally expected to see a strong season.
In other varietal notes, Cosmic Crisp©, which has experienced 40–50 percent year-over-year growth in recent seasons, is expected to stabilize in 2025 as orchards reach maturity and plantings plateau.
High-flavor apple varieties such as Cosmic Crisp are generally expected to see a strong season, which helps continue to elevate the category and drive consumer demand. SugarBee® apples, for example, a consumer favorite known for their flavor and crisp texture, are seeing a notable volume increase this year. "With expanded availability and strong consumer loyalty, SugarBee continues to grow as a key variety, now available nearly year-round to support consistent retail programs," says Komstadius, adding that other premium varieties like Envy™, Evercrisp®, KIKU®, and Kanzi® also remain essential drivers of category performance. "These apples consistently deliver exceptional eating quality, offering the freshness, crunch, and balanced flavor profiles today's consumers crave. Each variety brings something unique to the table, making them ideal for differentiated merchandising and flavor-forward promotions."
The effect of branded apples
Apple branding continues to reshape the U.S. apple category, driving premium sales and deepening consumer engagement through variety differentiation and high-flavor appeal. "We grow four of the top five best-selling branded apples in the country—a testament to both portfolio strength and strategic retail alignment," says Komstadius, noting that Cosmic Crisp® tops that list and is one of the fastest-growing apples in U.S. history thanks to its combination of bold flavor, crunch, and shelf life. "Its rise continues to drive momentum at retail, with year-over-year increases that underscore its long-term potential in the category."
Other varieties such as SugarBee, Envy, and Jazz are also falling in line, each with a unique flavor profile and premium positioning. "These varieties are not only customer favorites but also critical to meeting the evolving demand for apples that stand out in terms of taste, appearance, and eating experience," Komstadius adds.
© CMI (Columbia Marketing International)Premium varieties like Kanzi (seen here) also remain essential drivers of category performance.
As for the timing of this year's crop from the Pacific Northwest, the 2025 harvest is kicking off mid-August with Gala and will continue through early November with Pink Lady®, which will provide a steady supply of fruit well into the following year. "This well-paced harvest supports key selling windows, from new crop excitement in the fall to major holidays like Thanksgiving and Christmas," says Komstadius.
This follows a favorable growing season often seen in the Pacific Northwest, featuring long, warm summers paired with mild winters on trees in fertile volcanic soils, abundant irrigation, and consistent sunlight. This season's weather has been particularly favorable, contributing to balanced fruit development and healthy variability in harvest timing. While the region experienced periods of high temperatures, they have been short-lived, minimizing stress on the crop and preserving fruit quality.
Helping grow apple demand
On demand, while general produce consumption is up, apple consumption continues to gradually decline in the United States. However, there are company and industry-specific efforts underway to change that trajectory.
CMI Orchards, for example, introduced its proprietary Flavogram® merchandising, which simplifies variety navigation while encouraging trial and cross-purchase of newer apple varieties like Envy, SugarBee, KIKU, Kanzi, and EverCrisp. As consumer preferences become more adventurous and brand loyalty grows, the company says it's important to help consumers find new favorites so its merchandising tools, digital campaigns, and educational programs—like the Apple Crush™ initiative—are designed to help them do that.
"To also amplify in-store impact, we continue investing in geotargeted digital advertising, data-driven promotions, and strategic partnerships, allowing for seamless online-to-store conversion," says Komstadius, adding that targeted content, educational POS materials, and high-ROI sampling events have driven significant in-store sales lifts.
Meanwhile, it's also introduced licensed kid-friendly apple bags featuring characters like Bluey and Minions, which support back-to-school merchandising.
© CMI (Columbia Marketing International)While general produce consumption is up, apple consumption continues to gradually decline in the United States.
Industry initiatives introduced
At the same time, the industry has also launched Eat More Apples™, a newly minted, industry-wide nonprofit coalition, organized as a 501(c)(6), focused on increasing domestic apple consumption through advocacy, marketing, and education. The campaign is supported by growers, packers, and promotional partners in all U.S. apple-growing regions and backed by corporate sponsors like Wilbur Ellis and PCA Packaging. "The apple industry is investing in fresh, dynamic marketing to keep apples top-of-mind and drive incremental consumption," says Komstadius. "The focus is on flavor, freshness, and relevance, with evolving strategies that meet today's shoppers where they are, both in-store and online."
As for pricing, it's still too early to determine where pricing will settle. However, retailers can anticipate consistent availability to support promotions and broader distribution, especially during key merchandising windows. That includes high-velocity varieties like Honeycrisp. Steady volume will enable multi-week promotions, cross-merchandising opportunities, and strategic feature ads without the constraints of last season's short crop.
With year-round availability of many top-performing varieties, retailers will also be able to maintain strong apple promotions well beyond the traditional season. "As winter transitions into spring, opportunities emerge to re-energize displays with flavor-forward spring promotions, tapping into healthy eating trends, seasonal resets, and snacking demand," says Komstadius. "Backed by consistent volume, exceptional flavor, and a broad assortment, the 2025 crop positions apples as a reliable, high-impact item for driving sales and engaging consumers."
For more information:
Kaci Komstadius
CMI Orchards, LLC
Tel: (509) 888-0536
[email protected]
www.cmiorchards.com
