Marketers moved nearly 60 million pounds of organic grapes in 2018, up more than 6.8 million pounds over the previous year, according to data from IRI/FreshLook Marketing. Retail sales of organic grapes topped $182 million, with organic accounting for nearly 5% of the category.
Age plays a prime role in organic grape purchases, according to data from Organic Fresh Trends 2020. The likelihood of an organic-only grape purchase decreased according to age, with shoppers older than age 50 being the least likely overall to say they always buy organic grapes.
The presence of children also clearly affects organic purchases. Families with kids living at home were 60% more likely to always buy organic grapes than those without kids. Consumers with two children living at home were among the most likely to buy the organic fruit overall.
While organic grape purchases were fairly steady nationwide, Midwestern shoppers were a bit less likely to buy organic grapes than those in other regions. Male shoppers were twice as likely to always grab organic grapes than female shoppers.
Certain ethnic groups seek out organic fruit, namely Asian shoppers and African American consumers, who were among the most likely overall to make a periodic organic grape purchase. These same two groups were also among the most likely to say they selected organic grapes every time they made a purchase.
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