While citrus shoppers differ across varieties, they share some common traits: an appreciation for healthy foods, longer-lasting fruit and ingredients that inspire. From oranges and lemons to mandarins and grapefruit, a relevant marketing program is the recipe for success to keeping citrus top of mind with your shoppers.
“According to IRI data, the citrus category grew by 20 percent in 2020 over the previous year,” said Cassie Howard, Director of Category Management at Sunkist Growers. “It is no secret that shoppers have rediscovered citrus in big ways due to its vitamin C content. Health, nutrition and recipe inspiration are also driving trial and usage along with in-store displays, signage and targeted ads.”
Here is variety-specific data and ways to take advantage of a growing market:
ORANGES
Oranges have long been a top produce item that experienced growth in bags in the past year. Consumers want to stock up and have oranges on hand that will stay fresh and flavorful between shopping trips. Boomers represent the majority of orange shoppers and are influenced by print media and ads for promotions. Navel oranges are rich in vitamin C and are a good source of fiber and folate. Cara Cara oranges offer the most vitamin C of all varieties (100 percent of the daily value in one orange). The promotion of Cara Cara oranges in bags can educate shoppers on the flavor profile, health benefits, and healthy and easy at-home recipes. Oranges are great to make sauces and marinades, so you can cross-promote in the fresh meat section, too.
LEMONS
Gen X represents the majority of lemon shoppers, with a focus on health, recipes, specifically seafood dishes, and an increase in water consumption. They are an excellent source of vitamin C and are one of the most widely utilized citrus varieties in recipes, from peel to pulp. More than 70 percent of shoppers who bought lemons are using them in recipes. Promote lemons in both the seafood section to inspire healthy recipe ideas and near the water as the perfect flavor enhancer with a boost of vitamin C.
MANDARINS
Mandarins continue to be essential to citrus shoppers as a healthy snack, while they are also ideal in any recipe that calls for citrus. Gen X represents the majority of mandarin shoppers and is more likely to be influenced by in-store promotions. They are an excellent source of vitamin C and a good source of fiber. Mandarins taste great in salads, adding color and lots of flavor. Cross-promote mandarins with salads to inspire shoppers with fresh, healthy recipe ideas via secondary display bins.
GRAPEFRUIT
Boomers represent the majority of grapefruit shoppers and are focused on health and wellness, looking for recipe inspiration, and are influenced by in-store touchpoints. Grapefruit are packed with vitamin C and provide vitamin A and fiber. Promote grapefruit with secondary displays and educational materials on the health benefits of grapefruit along with recipe inspiration to drive consumption.
One medium Cara Cara Navel orange (154g serving size) contains 90mg of vitamin C, or 100% of your daily value, 3g of fiber, or 11% of your daily value, and 60mcg of folate, or 15% of your daily value.
One medium Blood orange (154g serving size) contains 68mg of vitamin C, or 80% of your daily value, 3g of fiber, or 11% of your daily value, and 55mcg of folate, or 15% of your daily value.
One medium lemon (58g serving size) contains 24mg of vitamin C, or 25% of your daily value.
Two medium mandarins (148g serving size) contains 72mg of vitamin C, or 80% of your daily value, and 3g of fiber, or 11% of your daily value.
One-half medium Red & Pink grapefruit (154g serving size) contains 48mg of vitamin C, or 50% of your daily value, 3g of fiber, or 11% of your daily value, and 90mcg of vitamin A, or 10% of your daily value.
