WENATCHEE, Wash. – The average retail price for apples rose slightly to $1.66 per pound in February 2018 when compared to the same time the year prior. Still, the average U.S. apple category’s dollar contribution to the produce department was a half percent down from February 2017 data. Stemilt’s latest Fruit Tracker Fast Factsvideo analysis of Nielsen retail scan data provides insights into the apple category’s performance during the shortest month of the year.
“Apple volumes and sales haven’t matched 2017 performance all year, and we saw that again in February 2018 retail results,” said Brianna Shales, Stemilt communications manager. “Huge gains have been made on the popular Honeycrisp apple this year, but more promotion attention is needed on other key varieties. Apples were 6 percent of the total produce department dollars in February and that fact makes it important for retailers to keep multi-variety apple promotions in mind as they head into the spring and summer months.”
The volume of apples sold in bags continued its upward trend, accounting for 36.6 percent of apple dollars compared to 34.9 percent in February 2017. Smaller fruit size in this year’s crop is making the difference as promotion opportunities are centered around bags for many varieties. Three and five-pound bags combined to make up nearly 75 percent of all bagged apple sales and nearly 70 percent of bagged apple dollars.
“It’s been a big growth year for our Lil Snappers® kid-size fruit brand and not only because the crop has increased supplies of fruit for bags. This pack markets intent to parents and kids, and has made it onto grocery shopping lists as a weekly item for kids’ lunches and snacks. We will continue to share many Lil Snappers® apple varieties into the summer months with our partner retailers,” said Shales.
The top 5 apple varieties in the U.S. in February 2018 were: Gala, Honeycrisp, Fuji, Red Delicious, and Granny Smith. Retailers sold 26 percent more Honeycrisp apples year-over-year which contributed to a 15.4 percent increase in dollars from this popular variety. Supplies of Honeycrisp will continue into the early summer for Stemilt, Shales noted.
Pink Lady® ranked sixth in the top 10 varieties at 5.4 percent of the category volume. This was flat year-over-year but an increase from January 2018 since retailers promote the pink-hued fruit during the Valentine’s Day holiday.
The top club varieties – Ambrosia and Jazz – now have enough volume to also fall in the top 10 apple varieties because they are grown in multiple regions. Envy was the third top club apple with an increase in volume and dollars year-over-year but lower average retail price. Stemilt’s signature variety, Piñata®, saw its average retail price increase by nearly 17 percent to $2.26 per pound in February 2018 when compared to February 2017. Piñata® apples are slated to help retailers tie apple promotions into the upcoming Cinco de Mayo holiday, which will help fuel additional sales of this year-round apple, and all apples, come summer.
“With its tropical flavor and culinary abilities, Piñata® is going to fit right in with Cinco de Mayo celebrations, which have become quite food focused. We are supporting our partner retailers with everything from merchandising and social media to an exciting digital program to reach their shoppers. Tying Piñata® or other apple varieties into themed promotions is a great way to continue pushing apple sales come summer.”
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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
