Kiwifruit marketer Zespri says it has reached more than 100 million households worldwide with its kiwifruit, which is a first for the company.
The milestone, tracked through panels from Kantar Worldpanel, GfK, Truedata, Nielsen and Numerator, reflects growing global demand with household penetration, measured via the kiwifruit marketer’s shopper panels, which now sits at around 23% in its core markets, Zespri said in a news release.
Zespri Chief Marketing, Innovation and Sustainability Officer Jiunn Shih touted the company’s marketing efforts to showcase the benefits of kiwifruit, expansion into new markets and use of new sales channels helped achieve this milestone.
“There’s strong demand for our fruit, which is packed full of goodness, with kiwifruit an increasingly popular choice for consumers who are more regularly opting for products which support their health and well-being,” Shih said. “While kiwifruit continues to rise in popularity, there is still plenty of untapped demand, which presents an opportunity for Zespri and our growers to continue to supply good quality fruit to grow household penetration further as volume increases.”
Shih said Zespri is incredibly confident in the outlook for the category and the company’s ability to create ongoing value for growers.
“With an expected crop volume from New Zealand of more than 200 million trays of kiwifruit this season, we’re looking forward to making more nutritious Zespri Kiwifruit accessible to even more consumers around the world, in an increasingly competitive market,” Shih said.
