Grapes
 

Grapes from California:  Top-of-Mind with Consumers

 


 

Good news!  Consumers love California grapes.  In fact, recent researchi shows that grapes are the third most popular fruit in the U.S., a place they have held for 10 straight years.  Other consumer research highlights include:

 

      Shopper attitudes regarding purchasing grapes

      - 94% of primary shoppers in the U.S. prefer grapes grown in California vs. another country when prices are the same.   69% say they still prefer California grapes even if they’re priced higher than grapes from other origins.ii

      - Two-thirds of U.S. and Canadian consumers consider grapes a “staple” purchase.iii

      - A majority of U.S. consumers – 59% – eat grapes at least once a week.iv

      - In the U.S., a household’s primary shopper is the one most often eating grapes (88%).

      - 80% of primary grocery shoppers purchase grapes in the U.S.

 

Shopper attitudes regarding grapes and health

    - Most shoppers in the U.S. and Canada recognize that grapes have healthful properties, including that they contain antioxidants.v

    - Most consumers in the U.S. and Canada say they are making an effort to eat disease-fighting foods.

    - Most consumers in the U.S. and Canada consider grapes a healthy snack choice.

 

Shopping behaviors

    - A majority of consumers in the U.S. and Canada make a shopping list in advance and pre-plan specific fruit purchases.

    - Almost half (42%) of U.S. consumers who pre-plan specific fruit purchases include grapes on their shopping list. (33% for Canada).

    - Ads are important for this group!

    Top shopping resources among grape purchasers:vi
    · In-store sales or coupons (55%)
    · Printed circulars in the mail, newspaper or at grocery store (54%)
    · Emailed ads, offers or deals from grocery store (27%)
    · Social media (27%)
    · Websites (27%)
    · Mobile phone apps (26%)


    - Almost half of U.S. (45%) and Canadian (48%) consumers decide to buy grapes once they are in the store.vii

    - Beautiful and well-stocked grape displays will attract consumer attention.

 

Take a look at the summary of our Category Research for information about how to target your promotion efforts to most appeal to your grape purchasers.

 

i Fresh Trends 2016 U.S. consumer survey.
ii California Table Grape Commission: US Omnibus Survey, January 2016. Fleishman Hillard.

iii California Table Grape Commission: US and Canada Attitude and Usage Survey, January 2014. Fleishman Hillard.
iv California Table Grape Commission: US Omnibus Survey, January 2016. Fleishman Hillard.
v California Table Grape Commission: US and Canada Attitude and Usage Survey, January 2014. Fleishman Hillard.
vi California Table Grape Commission: US Omnibus Survey, January 2016. Fleishman Hillard.

vii California Table Grape Commission: US and Canada Attitude and Usage Survey, January 2014. Fleishman Hillard.