Bag apple sales ease slightly but still stronger compared with pre-COVID
Bagged apple sales haven’t disappeared nearly two years after the start of the COVID-19 pandemic but the trend toward packaged fruit is moderating some, industry leaders report.
Many industry observers in 2020 said consumer unease with spending time in grocery stores and the desire for less touching of fruit were tied to the rise of bagged sales during the pandemic.
Bagged apple sales have leveled off some compared with a year ago, said Chuck Sinks, president of sales and marketing for Yakima, Wash.-based Sage Fruit Co.
“The convenience of a grab-and-go option is appealing to many consumers, and it doesn’t hurt that there is an added safety precaution during the pandemic — less people touching the product before it makes its way to the consumer’s home,” Sinks said.
On the retail side, Sage Fruit has seen an increase in demand for private label (supermarket label) bags.
“Unless it’s a branded apple such as Cosmic Crisp, the majority of national retailers are carrying apples in their own label,” Sinks said.
Don Roper, vice president of sales and marketing for Honeybear Marketing, Brewster, Wash., said bag sales have flattened as shoppers reach for bulk apples again.
“It’s important to carry both, of course, as there is a demand for bags, as well as bulk,” Roper said. “Holiday sales tend to see a lift in bagged product as consumers are baking and entertaining and it’s more convenient to grab a larger bag.”
Roper said the most recent Omicron COVID-19 variant could spur increased bag sales, but he said it is too early to make that call in late December.
“We do expect apple sales overall in January to be strong as consumers put eating healthy at the top of their resolution list,” he said. “Whether it’s eating for weight loss, heart health, reducing the risk of cancer or boosting immunity, apples are an easy, inexpensive part of the plan.”
Convenience, over sustainable packaging, continues to be the primary driver in packaged fruit, said Rochelle Bohm, brand manager for Wenatchee, Wash.-based CMI Orchards.
“A package that combines convenience with sustainable packaging and automation will be the winning ticket,” she said.
While the fevered demand for bagged produce experienced in 2020 has cooled, industry leaders say bagged apples are still appreciated by shoppers.
Bagged apple sales are still elevated compared with pre-COVID-19 sales and currently account for 40% of apple sales, said Brianna Shales, marketing director for Wenatchee, Wash.-based marketer.
“The biggest change in bag demand has already been experienced, and now it feels more like the new norm,” Shales said, noting that the bagged trend is driven by several factors.
“Obviously there is the convenience factor and the safety factor with COVID, but it's also likely that more online purchases of produce are contributing to bag growth,” she said. “Bags seem to be easier for consumers to understand from a purchase standpoint when shopping online and are a good merchandising vehicle for that purchase place.”
A higher percentage of Midwest- and East Coast-grown apples have traditionally been sold bagged compared with Washington fruit, and this year won’t change that, one shipper said.
“Being a Michigan marketer, we’ve long focused on bagged business,” said Trish Taylor, marketing manager for Riveridge Produce, Sparta, Mich. “It continues to be the foundation for us and it’s ideal for the on-the-go consumer and for them to quickly select apples when shopping (or shopping for their customers).”
