January 31, 2025 WENATCHEE, Wash. – A smooth transition between the 2023/2024 apple crop into the 2024/2025 crop has the apple category moving in a positive direction for the season ahead. Looking at the past four weeks from November 24, 2024, to December 28, 2024, Nielsen data shows retailer alignment around apples most readily available has strengthened movement for varieties like Pink Lady and Comic Crisp apples.
“Apple volumes and dollars were both up year-over-year in December with Cosmic Crisp making up 4.5% of apple volumes and sales nationally compared to 3.4% of volumes and 3.5% of sales a year ago,” said Stemilt BB #:113654 Marketing Director, Brianna Shales. “Pink Lady and Granny Smith also had year-over-year volume and dollar growth. This tells us that retailers have started to align their category and promotions around the apples that are readily available this crop year.”
In the past month, apples accounted for 5.5% of total U.S. produce dollars. The top varieties by sales were Honeycrisp at 28% of apple sales, Gala at 15%, Granny Smith at 13%, Fuji at 8% and Red Delicious at 5.6%. Granny Smith volume is selling 22% more this November and December than last year. For organic apples, they accounted for 16% of total U.S. apple sales with 55% being sold in bulk and 45% in bags.
“One of the main changes to the category is that Honeycrisp retails have risen over last year to $2.38/lb. average with two very different crop sizes from one year to the next,” said Shales. “This has helped bring the average retail price per pound to $1.86, up a penny from a year ago.”
Regionally, the Northeast and South are showing the best positive volume and sales changes from a year ago in November and December. The Northeast is selling 9% more apple pounds, and apple sales are up 5.6%. The South is selling 5.7% more pounds and sales are up 4.3%. The West and Midwest are still behind apple volumes over last year but have increased apple dollars from the same time a year ago.
“As we look ahead to the late winter and early spring months, we expect to see a shift in top varieties as some wrap up their seasons,” said Shales. “Cosmic Crisp and Pink Lady stand to rise in regions like the Northeast through robust promotions.”
Stemilt noted that one retail trend that is happening because of this year’s crop is pairing sweet-tart apples like Cosmic Crisp® and Pink Lady® in ads to appeal to different shopper preferences.
“The color and quality of Pink Lady is outstanding this year, and Cosmic Crisp continues to win fans with its flavor, crisp texture and consistent eating quality,” said Shales. “We’re encouraging monthly promotions on these apples and tying them into holiday or themes whenever possible. Stemilt has a variety of merchandising options for retailers with these apples, from secondary displays, to pouch bags that can be used every day or as in-and-out options to increase sales velocity.”
About Stemilt
Stemilt is a family-owned grower, packer, and shipper of tree fruit. Owned and operated by the Mathison family, Stemilt’s mission is to cultivate people and delight consumers with its World Famous Fruits. Stemilt is a leader in sweet cherries and organic tree fruits, and a key supplier of apples and pears. The company stewards an environmentally sustainable and socially responsible business through its Responsible Choice® program, which has been in place since 1989. For more information about Stemilt, visit www.stemilt.com.
Contact:
Brianna Shales
Marketing Director
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