Two important announcements by Sunkist

The California Star Ruby Grapefruit season is here, and Sunkist is kicking off a nationwide display contest that runs until July. This initiative aims to support retailers in boosting the grapefruit category by highlighting its delicious flavors and essential nutrients that contribute to overall well-being.

Citrus is currently a significant part of consumers' shopping habits, with Circana reporting a 6 percent increase in citrus volume midway through April. This growth outpaces total produce (+1 percent) and total fruit (+1 percent) compared to the same period last year. As we head into late spring and summer, Sunkist has initiated a grapefruit-specific study to gain insights into shoppers' perceptions of the variety and the factors influencing their purchasing decisions at the store level.

According to Cassie Howard, Senior Director of Category Management and Marketing at Sunkist Growers, Sunkist has gathered valuable insights into grapefruit shoppers over the years, and according to a recent Sunkist-held study, half of grapefruit buyers make repeat purchases multiple times per month. Price, in-store promotions, and a focus on health are key factors influencing grapefruit purchases.

California Star Ruby provides an ideal opportunity to showcase this nutrient-packed fruit to shoppers seeking healthier snack and meal options. The study revealed that most shoppers purchase grapefruit for its health benefits, followed by taste, with breakfast and snacking being the most common usage occasions. Howard explained that a recent Circana webinar focusing on The Snack Journey showed that nearly half of consumers snack more than three times a day, with over 70 percent of snacks sourced from home. The brand aims to be a trusted resource for shoppers looking to incorporate healthy citrus-infused habits at home, and with the rise in snacking, their engaging social media campaigns and website content serve as valuable tools.

Sunkist's shoppable recipe programs and merchandising toolkit feature interactive point-of-sale materials with scannable QR codes, offering shoppers real-time recipe inspiration and usage tips. With larger sizes available this season, Sunkist has expanded its offerings to meet the needs of retail partners, providing multiple bag options and customizable merchandising solutions.

The Sunkist National Display Contest is currently underway until July, with prizes awarded to the produce managers of the top three winning stores. Contact your local Sunkist sales representative to learn more about the rules, eligibility, and sampling opportunities to encourage trial and drive purchases in-store.

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