Flexing its branded produce power, Driscoll’s has secured a spot among the top 10 retail grocery brands based on data from Circana Integrated Fresh Market Advantage, Food, for the 52 weeks ending May 21, 2023.
“The mid-year 2023 rankings confirm Driscoll’s unrivaled position across traditional grocery retailers and demonstrates the company’s consistent leadership in the food industry,” according to a news release. “Driscoll’s has added a tenth of a share point in the last four years it has appeared on this list, compared to several-higher ranked center-store brands which have lost share points.”
In an era where retail sources account for more than 85% of the annual 600 billion eating occasions, finds The NPD Group/National Eating Trends, food companies must stay attuned to evolving retail trends to maintain their competitive edge, the release said.
“Amidst transformative changes happening in the retail sector, Driscoll’s has seized opportunities for growth not only as a produce company, but as a competitive food brand,” Jonna Parker, principal for the fresh foods team lead at Circana, said in the release. “Fresh brands are bigger than people think, and Driscoll’s position as the seventh-largest brand in food retail based on dollar sales, and the largest within produce, is impressive.”
Today’s shoppers are channel shifting, from discounters to big-box supercenters, club stores, convenience stores and online platforms. The prominence of fresh food perimeter departments — produce, meat, deli, bakery, seafood and floral — continues to grow with fresh representing 45% of retail food and beverage sales. In 2022, Driscoll’s also ranked as one of the top 25 food brands in terms of dollar sales across the U.S., says Driscoll’s, pointing to Circana data.
“At the center of our brand success is our dedication to bringing great tasting strawberries, blueberries, raspberries and blackberries to market,” Frances Dillard, vice president brand and product marketing, said in the release. “Driven by our brand promise of Only the Finest Berries, our flavor innovation and differentiation are derived from our proprietary varieties that are exclusively grown by a network of more than 900 independent growers.”
As the driving forces behind shopping disruption, millennials and Generation Z are revolutionizing the retail landscape as digitally connected consumers, Driscoll’s says.
“Recognizing the significance of prioritizing the consumer, leading brands have embraced this shift and gained a deep understanding of how and where to engage with shoppers … By staying attuned to the evolving needs of these tech-savvy generations, these brands are poised to thrive in this era of retail transformation,” the release said.
