Panel: Dates, peppers now on trend
For the first time in two years, industry professionals gathered at Specialty Food Association’s 46th annual Winter Fancy Food Show. The event took place Feb. 6-8 at the Las Vegas Convention Center, according to a news release. A few of the major trends of note, as highlighted by the SFA's 2022 Trendspotter Panel, are highlighted below.
Dates
According to The Packer’s 2020 Fresh Trends data, date sales increased in 2020 and account for $114 million in produce sales. From 2019 to 2020, date retail sales increased 38%, while pounds sold increased by 7.9%, according to the USDA's Agricultural Marketing Resource Center.
Those in the date industry are currently bracing for Ramadan, a very crucial time of year for sales. A lot of planning and preparation goes into the monthlong Muslim holy month, not only for growers, shippers and marketers, but also for consumers who celebrate.
“We see sales peaking anywhere from two to three weeks prior to Ramadan. People are purchasing their supplies and ingredients, all sorts of items to utilize during that holy month. A lot of Muslims who celebrate Ramadan also gift medjool dates as a part of the celebration,” said David Baxter, marketing director of Bard Valley Natural Delights.
Ramadan takes place in the ninth month of the Muslim calendar. Daily fasting, from sunrise to sundown, is a major part of Ramadan. So, too, are dates, often eaten throughout the month to break the fast because of the fruit’s high fiber, vitamin and sugar content.
Because the Muslim faith operates on the lunar calendar, Ramadan occurs at different times each year, creating a unique moving target for the industry. This year, Ramadan will take place from April 2 to May 2.
Joolies LLC is one company already getting ready for the occasion. The Coachella, Calif.-based ranch recently released a 2-pound Ramadan gift box, full of organic medjool dates.
“Our whole idea is to bring inclusivity to this holiday," said Amanda Sains, marketing director for Joolies. "A lot of people don't even know about this holiday. So, if you're [a] celebrating Muslim, you can buy this for yourself or for your family. If you are not Muslim but have Muslim friends, now you know what to gift and can do it in a nice, beautiful way."
Peppers
Another trend pick from the 2022 Trendspotter Panel was the variety of peppers that proliferate consumers' diets.
According to 2021 Fresh Trends data, “for the fifth consecutive year, the likelihood of a specialty pepper purchase increased according to income.” While shoppers aged 40-49 are the least likely to purchase peppers, consumers who live in the West and Midwest, as well as Hispanic shoppers, are more likely to purchase them.
Merchandising
One opportunity for retailers can be found in cross-merchandising dates with sauces, cheeses and condiments, as well as nuts and chocolates.
“We’ve done cross-merchandising with retailers in three directions: One, near the cheese section, as medjool dates are a perfect addition to charcuterie platters; two, near the salad kits as a great addition to salads; and, three, near baking products during the holidays,” said Mark Masten, Joolies' CEO.
The Trendspotter Panel offered a variety of its own examples, too.
“Cucina and Amore (Kitchen & Love) [based in Novato, Calif.] combines almond-stuffed dates with a chocolate covering for a simple but elegant confection,” according to the news release. Here is an opportunity for retailers to cross-merchandise dates with an assortment of nuts and chocolates, maybe even peanut butter and bananas. When it comes to dates, the opportunities for sweet and savory are endless.
“There are great opportunities to cross-merchandise dates,” Baxter said. “Given our shelf-stable product and shipper program (shipper can be placed anywhere in the store), we could be placed near nuts, chocolate, bacon, soft cheeses, nut butters and other fruits.”
Speaking of cheeses, according to the Trendspotters Panel, condiments and sauces from around the world are a major showstopper at the moment. Showcasing a variety of fresh and dried peppers next to cheese, different varieties of vinegar, oils, honey, mayonnaise-like condiments and even bacon are all cross-merchandising opportunities to consider. Include a QR code to relevant recipes for an extra kick.
