Sunkist Growers Drives California Mandarin Demand; Cassie Howard Explains

VALENCIA, CA - Mandarins continue to drive growth for the citrus category. In a conversation with Cassie Howard, Senior Director of Category Management and Marketing for Sunkist Growers, we dive into the behaviors driving this growth and what the supplier is doing to capture interest.

“Nearly 42 percent of U.S. households have purchased mandarins so far this season, making it one of the most widely purchased citrus categories. Demand for mandarins continues to be steady, with volume this season ranking as the second-highest level sold at retail over the past five years,” Cassie notes. “However, we are seeing smaller gains than in prior years as consumers remain cautious about expanding their shopping baskets.”

When consumers are cautious about price, value, or quality, they might shift their spending elsewhere. But with the quality of fruit coming off the trees, Sunkist has seen consumers re-engage with the category heading into spring.

“Sunkist Cali™ Mandarins are performing particularly well, as we continue to build brand preference with consumers, with volume up double digits versus last year,” she adds.

Recent research conducted by Sunkist, in partnership with Numerator, also shows that mandarins are a staple in many households. For example, more than 40 percent of shoppers regularly purchase mandarins to keep them on hand, and nearly 60 percent buy them specifically as a snack for themselves or household members.

“While families with children remain an important driver of the category, we’re also seeing mandarins expand among Millennial and Gen Z shoppers who are increasingly looking for healthy, convenient snacks. Programs like our Sunkist Cali Mandarins Snack With a Smile campaign are helping reinforce mandarins as a portable, feel-good option for on-the-go lifestyles,” Cassie says.

With a host of mandarin programs at its back, Sunkist Growers is ready to ride the wave of demand throughout the rest of the season.

Keep reading ANUK as we cover categories across fresh produce.