Citrus demand is strong in the face of inflation, marketers say

Many marketers believe that citrus demand will continue to be very resilient in the face of retail inflation and cautious consumers.

“I have definitely seen negative effects from inflation in other categories, but certain items like grapes, citrus, apples seem to be such staples in households as healthy options that kids love to eat that demand doesn’t seem to be any worse than previous years,” said Mason Parkinson, owner of Reedley, Calif.-based Valliwide Organics.

“While consumers are reconsidering what they find value in, their health is one that is consistent, and having immune-boosting and vitamin-packed fruit like citrus in the home remains important,” said Elise Smith, marketing manager for Homegrown Organic Farms, Porterville, Calif. “We’ve partnered with our retailers to develop creative strategies to continue to maximize value and maintain attractiveness for the consumer. “

Consumers are faced with making hard decisions when buying their groceries, said Zak Laffite, president of Wonderful Citrus. “That said, citrus has remained a strong category given the increased demand in vitamin C. If anything, the need for an immunity boost has had a positive impact to offset the challenges of inflation."

Inflation may prompt some retailers to choose to offer lower-price imports over U.S. citrus, said April Flowers, marketing director of Lone Star Citrus Growers, Mission, Texas.

“Unfortunately, lower prices don’t always equate to comparable quality,” Flowers said. In general, Flowers said Lone Star Citrus Growers continues to see sustained demand for citrus largely due to its health benefits amid the ongoing pandemic.