Consumer Research

Grapes from California: Top-of-Mind with Consumers

Good news!  Consumers love California grapes.  In fact, recent research1 shows that grapes are the third most popular fruit in the U.S., a place they have held for 10 straight years.

 

1 Grapes fresh Trends. 2016 Fresh Trends, Volume CXXIII No. 53, pgs 6, 44-45, The Packer, Mar 2016.

Shopper Attitudes Regarding Purchasing Grapes

  • 96% of primary shoppers in the U.S. prefer grapes grown in California vs. another country when prices are the same.   77% say they still prefer California grapes even if they’re priced higher than grapes from other origins.2
  • A majority of U.S. shoppers – 52% – purchase grapes once per week or more.
  • In the U.S., a household’s primary shopper is the one most often eating grapes (91%).

2 FleishmanHillard Research & Analytics, 2017, California Table Grape Commission: U.S. and Canada Attitude and Usage Survey

Shopper Attitudes Regarding Grapes & Health

  • Most shoppers in the U.S. and Canada recognize that grapes have healthful properties, including that they contain antioxidants.3
  • 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.

3 FleishmanHillard Research & Analytics, 2017, California Table Grape Commission: U.S. and Canada Attitude and Usage Survey

 

Shopping Behaviors

A majority of consumers in the U.S. and Canada make a shopping list in advance and pre-plan specific fruit purchases. 4

80% of U.S. consumers who pre-plan specific fruit purchases include grapes on their shopping list. (72% for Canada).

A large portion of shoppers know before they go to the store that they plan to buy grapes (45% U.S., 39% Canada).  Ads are important for this group!

Top shopping resources among grape purchasers:

  • Printed circulars in the mail, newspaper or at grocery store (49%)
  • In-store sales or coupons (40%)
  • Websites (21%)
  • Emailed ads, offers or deals from grocery store (20%)
  • Social media (16%)
  • Mobile phone apps (15%)

More than one-quarter of shoppers only decide to buy grapes while at the store (28% U.S., 34% Canada). Beautiful and well-stocked grape displays will attract consumer attention.

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

4 FleishmanHillard Research & Analytics, 2017, California Table Grape Commission: U.S. and Canada Attitude and Usage Survey

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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.