Apples Off To Slow Start In September

Stemilt-o-Graphic slow september apple salesApple sales are down nationally this year compared to the same time last year according to Stemilt’s analysis of the latest Nielsen retail scan data. In September 2015, apples made up 6.2% of total produce department dollars compared to 6.7% during the same timeframe in 2014.

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“A combination of factors led to the decrease, including later crops in the Midwest and East and a slow reaction by retailers to promote Washington-grown apples during this time,” Stemilt marketing director Roger Pepperl said. “Additionally, Honeycrisp, the star of the apple category, sold for 9 cents less on average in September 2015 than the year prior. Honeycrisp made up 10.4% of the total category and selling it for less hurt dollar and overall category performance. However, high consumer demand has reversed this trend in October and November and Honeycrisp prices and retails have risen.”

Honeycrisp continues to be a variety on the rise, contributing 2.2% more to the category in September than it did in 2014. This is due to an early start to the Washington apple crop and increased supplies of the apple. Red Delicious continues to decline, down a percent, from 2014.

Eight varieties made up 88.3% of apple category sales in September 2015. Gala led the category followed by Red Delicious, Fuji, Granny Smith, Honeycrisp, Golden Delicious, McIntosh, and Pink Lady. SweeTango, a popular Honeycrisp successor, was up 13.7% in sales from 2015 to 2014.

“The data shows that SweeTango is a variety that consumers really enjoy and are seeking out as new crop apples become available. They sold extremely well despite having a higher average retail price than other trademarked varieties available during that time,” Pepperl said.

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Bulk apple sales made up 65% of apple category sales in September, while bags were 35% of sales. Pepperl expects this number to remain steady throughout the apple season or even increase due to Washington’s crop being a size smaller on average in 2015.

 

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