Demand is hot for Ambrosia™ apples this summer, as they continue to be one of the brightest items in supermarket produce departments. Recently released scan data from Nielsen Perishables Group revealed that for the most recent four week period through June 27, Ambrosia™ and Honeycrisp were the only two apples in the top 10 varieties that generated an increase in sales dollars. All other top 10 varieties declined.
According to Robb Myers, Vice President of Sales for CMI, the data shows that consumers continue to look for highly flavored apples like Ambrosia™. “It’s pretty impressive when you consider that in the top 10 selling apple varieties nationally, only Ambrosia™ and Honeycrisp generated dollar increases. Ambrosia™ and Honeycrisp–that’s pretty good company.”
Myers said a big part of the sales increase is a result of a longer Ambrosia™ domestic season for CMI as well as a strong import season for Chilean grown Ambrosia™ He added, “Our goal was to align sales of our stronger late-storage Ambrosia™ with imported products to ensure continuity of supply right through the new crop out of Washington in early September. It’s obviously a big win and a big opportunity for retailers.”
There is still room for incremental Ambrosia™ growth according to Steve Lutz, Vice President of Marketing for CMI. “The Nielsen data shows that during the most recent four weeks, only about 50% of supermarkets carried Ambrosia™,” said Lutz.
“It’s quite remarkable that only half the retailers in the country are carrying one of the hottest selling apples in the category. In a year where cherry sales are down, generating incremental apple category dollars with Ambrosia is an easy win.”
Lutz also noted that consumer response to summer Ambrosia™ promotions have driven strong results for supermarkets . “Ambrosia™ are really generating a strong lift when retailers promote them,” said Lutz. “Nielsen scan data shows that of the top 10 selling apples in June, Ambrosia was #1 in volume lift on promotion, at over 82%. It really shows that consumers recognize the value of Ambrosia™, and are willing to spend more for a great tasting premium apple.”
Lutz says that supplies are excellent and CMI will be running Ambrosia™ promotions with retailers through the month of August rolling into new crop at the beginning of September.
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Source: Columbia Marketing International
