Sunkist expects strong consumer interest in citrus to continue

Citrus marketers have benefitted from great consumer interest during the COVID-19 pandemic and that isn’t likely to change anytime soon, Christina Ward thinks.

“According to IRI data, Google Trends has seen a significant spike in the past year of online searches for ‘foods that boost your immune system,” said Ward, senior director of global marketing for Sunkist Growers, Valencia, Calif. 

“As more consumers have come to depend on citrus as a natural source of vitamin C and other nutrients, Sunkist growers have planned and harvested thoughtfully in order to meet this increasing demand.”

Ward said there is a “spirit of optimism in the air” from consumers as they emerge from the pandemic. 

“We are focused on celebrating the best parts of summer – hanging out with family and friends, basking in the sunshine, relaxing by the pool and enjoying refreshing food and drinks,” Ward said. 

“Sunkist oranges, lemons, and grapefruit are a perfect choice, providing natural and healthy ways to cool off as the weather warms up.”

Changing market

During the pandemic, Ward said that consumers have learned to create healthy meals in their homes.

“In a study commissioned by Sunkist, shoppers stated that using citrus in a recipe was their top reason for purchasing the category,” Ward said. 

“Additionally, we’ve learned that new grapefruit shoppers, typically millennial and Gen Z, make up 36% of shoppers and spend more per unit and per trip than all other grapefruit shoppers. These trends inform us as we look for new ways to inspire consumers, including sharing both sweet and savory recipes geared toward home cooks of all levels on Sunkist.com/recipes.”

Ward said sustainability messaging is important to many consumers.

“Consumers want their citrus to be fresh, juicy and as natural as possible, and younger shoppers (millennial and Gen Z) expect sustainable practices from their food sources,” she said. 

“Sunkist growers have embraced sustainable practices like solar power, low-emission vehicles and water-saving irrigation systems, and many are proud providers of USDA-certified organic citrus.”

Packaging is one way to communicate with consumers, she said.

“IRI data tells us that consumers are looking to learn exactly what is in their food, where it came from and how it was grown and produced,” she said. 

“Packaging is one of many ways we can share this information with shoppers, and we are currently creating a new packaging portfolio for our assortment of organics that honors our California roots.” 

She said the packaging also features the iconic Sunkist lollipop logo, speaking to the natural and sustainable farming practices used by Sunkist growers who produce USDA-certified organic citrus.

A complete rollout of Sunkist Growers’ updated packaging will debut next season, Ward said.

Retail promotions

Retailers can promote citrus in multiple ways, Ward said.

“In addition to creating vibrant displays in the produce section, secondary bins strategically placed throughout the store have proven to inspire additional purchases,” she said.

“This can be especially impactful during the summer months when citrus is used for marinades, salsa, salads, desserts, beverages and more.”

Sunkist has promotable volumes of oranges, blood oranges, grapefruit and lemons in the summer.

“Almost all of our conventional summer citrus varieties are also available in organic,” Ward said. “Organics are a fast-growing segment in agriculture, and we are continually considering ways we can expand the category.”

Online sales of citrus are supported by digital marketing assets, she said.

“As more shoppers venture online, we make sure our digital marketing assets help drive citrus sales,” she said. 

“We continue to offer key markets with digital ads, Hulu commercials and social media channels. We are also targeting Safeway shoppers with Sunkist-branded recipe ads that prompt an add-to-cart function on ecommerce sites.”