VALENCIA, CA - More fresh, California-grown citrus is hitting the produce department as Sunkist Growers announces the arrival of its Star Ruby Grapefruit season. As the beloved offering prepares to spark excitement for consumers, Sunkist® is upping the ante for its partners with a national display contest running through July.
“We have learned a lot about grapefruit shoppers over the years, and according to a new Sunkist-commissioned study, grapefruit buyers continue to be loyal to the variety, with 50 percent making repeat purchases multiple times per month,” says Cassie Howard, Senior Director of Category Management and Marketing at Sunkist Growers. “When speaking with shoppers, we also know that pricing, promotions in-store, and a strengthened focus on health are the key takeaways to encourage more grapefruit purchases.”
The citrus provider’s latest initiative is geared toward retailers to help boost the grapefruit category by promoting its delicious flavors and vital nutrients that enhance overall well-being, a press release explained. The National Display Contest is taking place now through July, with prizes awarded to the produce managers of the top three winning stores.
As Sunkist explained in its release, Circana shows citrus volume up 6 percent mid-way through April, outpacing total produce (+1 percent) and total fruit (+1 percent) compared to the same time last year.
“A recent webinar from Circana focusing on The Snack Journey showed almost half of consumers snack more than three times per day, with over 70 percent of snacks being sourced from home,” explained Howard. “We aim to be a shopper’s go-to resource for instilling healthy citrus-infused habits at home, and with snacks on the rise, our engaging social media campaigns and website content are great tools for shoppers to reference as they internally battle healthy eating versus indulgence at checkout.”
Building on this momentum, Sunkist dove further into shoppers’ overall perception of the grapefruit and the determining factors to making a purchase at the store level with a grapefruit-specific study. The in-depth study revealed most shoppers are purchasing grapefruit for its health benefits, followed by taste, and that breakfast and snacking are the most common usages for consumption. Backed by these insights, retailers can better position health-focused breakfast options for grapefruit and introduce new ways to incorporate grapefruit into everyday life for shoppers.
With bigger sizes this season, Sunkist has expanded offerings to fit the needs of its retail partners, providing multiple bag options and customizable merchandising to not negatively impact bulk purchases. The brand’s shoppable recipe programs and merchandising toolkit feature interactive point-of-sale materials with scannable QR codes, providing shoppers with real-time recipe inspiration and utilization tips.
Ready to take part in the competitive display contest? Contact your local Sunkist sales rep to learn more about the rules and eligibility, as well as sampling opportunities to encourage trial and prompt purchase in stores.
For more citrus-centric news, keep reading ANUK!
