NEW ZEALAND & USA - With a projected uptick in volume this season and ever-increasing demand, kiwifruit should certainly be on the buying brain. Jeanne Wilson, Head of Marketing, North America, takes some time to share as global brand Zespri Kiwifruit gears up for another strong season.
“Fruit is set to flow into the market mid- to late-May this year, and volume is looking up compared to last year’s numbers,” Jeanne comments. “Despite some headwinds during our growing season, we were able to work hard to meet the growing demand of our North American market—a strong high-priority that we are excited to offer more fruit to! We are confident we can steadily maintain the growth of demand we’ve been seeing from customers here.”
In fact, she says, kiwifruit is among the fastest growing segments in the fruit bowl, showcasing the effort Zespri has put into expanding the category.
“Kiwi is on trend and Zespri is driving the category growth with our proprietary SunGold™ Kiwifruit. Consumers and shoppers can’t get enough of this nutritious and deliciously sweet fruit. We continue to collaborate with retailers nationwide, and we’re excited to build upon past season success,” Jeanne says.
Zespri continues to gain households at a steady pace, and penetration-driving programs will continue with a new, refreshed campaign this season.
“Taste the Obsession tells our bold, brand story of the passion and care that goes into our kiwifruit to bring consumers that consistent, amazing Zespri experience and ignite the good in their day,” Jeanne explains. “Zespri will leverage channels such as digital media, sampling events, influencer partnerships, and shopper activations to help boost demand at the start of the season.”
Grower owned and 100 percent all about kiwi, the company’s strengths shine not just in Zespri SunGold Kiwi’s image, but in data, it has driven strong growth in sales for kiwifruit. SunGold has grown total retail sales over $90MM over the past year (a growth of +$23MM compared to last year) and accounts for +48 percent of total kiwifruit category growth vs YA (IRI Total US MULO L52 Weeks 1/1/23), further boosting Zespri’s share of the kiwi category to 52 percent, up +4 percent vs the prior year (IRI Total US MULO, May-Dec 2022).
Furthermore, Zespri has even greater potential to accelerate sales of the fruit category overall with the right placement in store.
“Moving Zespri SunGold Kiwi from the exotic section to adjacent to berries may result in +64 percent total fresh fruit sales uplift, according to third-party merchandising Kantar’s study, Everyday Shelf Market Research 2022. Driven by higher basket spend, placement of Zespri next to berries also has no negative impact on berries. In fact, the opposite is highly possible,” Jeanne explains. “Zespri Kiwifruit is a basket builder in the fruit department.”
When Kiwi is in the basket with other fruit items, the average basket size increases to $115 (a +$37 increase compared to when kiwi is not in the basket) while also being a heavyweight in bringing the highest average basket spend when compared to other fruit segments, according to Numerator, Last 52 Weeks Ending 12/31/2022.
With slight growth anticipated in SunGold Kiwi volume in the U.S. and distribution starting in mid-late May, it’s looking to be a bright summer for fruit sales overall.
