Honeycrisp Continues Its Race To Be The Top Apple In March 2018

WENATCHEE, Wash. – A jump for organics and a storybook tortoise and hare race among two top apple varieties are two trends Stemilt is revealing in its March 2018 Fruit Tracker Fast Facts video analysis of U.S. apple category performance.

The beloved Honeycrisp apple saw its volume share increase 31.5 percent in March 2018 when compared to the same timeframe the year prior. The apple’s retail price dipped year-over-year because of the increase in volume, but dollars earned from Honeycrisp sales grew 14.4 percent.

“Honeycrisp keeps showing its strength in the apple category and is acting very much like the hare from the popular fable,” said Brianna Shales, Stemilt communications manager. “It’s outpacing its fellow top 5 apples, especially Red Delicious, which saw it’s a double-digit dip in volume share in March.” 

The rise in Honeycrisp and decline of Red Delicious is due in part to a change in the apple varieties grown in the U.S. However, Red Delicious continues to be a top apple for export markets. In March 2018, Gala, Honeycrisp, Fuji, Granny Smith, and Red Delicious were the top 5 apples by volume. 

Organic apple share jumped nearly 1 percent year-over-year to 9 percent of apple category volume. The average retail price for organic apples in March 2018 was $2.20 per pound. This was a drop of 6 cents year-over-year but still a 30 percent lift above conventional apple pricing. The average price of all apples in March 2018 was $1.67 per pound, up 5 cents from March 2017. 

“Washington State’s organic apple season will carry into the early summer months so this growth is a positive for retailers,” said Shales. “Promoting organics a few more times before the season is up can boost the category. Stemilt recommends organic Fuji and Granny Smith for promotions in the coming months.” 

Apples were 5.9 percent of total produce department sales in March 2018, which was down nearly half a percent from the year prior. The East Region’s apple contribution dipped more than the national average, from 6.1 percent in March 2017 to 5.5 percent of the produce department share in March 2018. 

“Though apple volume and dollars are trending down year-over-year, apples are still delivering more than $3,000 per store per week on average across the U.S.,” said Shales. “Focusing on multi-variety apple promotions is a great way to ensure success for this key produce category.” 

With summer approaching, Stemilt urges retailers to keep apple ads in their planning mix. Bags are an available option, with the three and five-pound sizes making up 76 percent of the bagged apple volume in March 2018. 

“The spring is the final sprint for many apple varieties, but there are still opportunities for retailers to run once-a-month bulk apple ads in the summer,” said Shales. “Supplement bulk ads with specials on bagged items like Lil Snappers® kid-size fruits, and you’ll continue to drive dollars from this staple category during the summer season.” 

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About Stemilt

Stemilt Growers is a leading tree fruit growing, packing and shipping company based in Wenatchee, Washington. Owned and operated by the Mathison family, Stemilt is the leading shipper of sweet cherries and one of the nation’s largest suppliers of organic tree fruits. Stemilt has also demonstrated a commitment to sustainable agriculture and social responsibility since 1989, when founder Tom Mathison launched the company’s Responsible Choice program. For more information about Stemilt, visit www.stemilt.com and follow Stemilt on Facebook, Twitter, Instagram, Pinterest, and You Tube.

Source: Stemilt Growers