Category Research

Maximizing Grape Promotions: Grape Category Research

The commission wants to help optimize efforts to move California grapes from stores into customers’ kitchens, which is why compiling research about what kind of advertising and promotion lifts grape volume is important to all.  Here are some valuable insights.

How To Achieve Maximum Volume Lift of California Grapes

1. Use Front Page Ads to Promote Grapes.  Front page ads can produce a volume lift of 159%.

2. Promote Multiple Grape Varieties At the Same Time.  When it comes to promoting grapes, offer customers more options. Promoting multiple varieties creates larger volume lifts.

3. Promote Grapes Every Week.  More shoppers are purchasing grapes every week and ads help.

4. Discount Grapes by 31% or More from Everyday Pricing.  Everyone loves a good deal!  Significantly discounting grapes can maximize volume lifts by over 120%.

5. Leverage the Impact of a Front Page Grape Ad with In-Store Price Reductions.  Increase the impact of front page ads by offering a discount on grapes in the store at the same time: this can result in a 104% volume lift.

 

decorative section divider

ABOUT California TABLE GRAPES

Californians have been cultivating grapes for more than two centuries. Today, 99 percent of U.S. table grapes are produced in California's warm, dry climate that is ideal for grape growing. With more than 85 grape varieties grown, California grapes come in three colors—green, red and black—and are in season from May through January.