Sunkist boasts good volume of lemons as demand heats up

Sunkist Growers has an ample supply of domestic conventional and organic lemons this season, said Christina Ward, senior director of global marketing for the Valencia, Calif.-based marketer.

Sunkist has promotable volumes to support retail lemon programs, she said. In addition, foodservice sales have rebounded.

“It has been encouraging to see foodservice continue to bounce back as more consumers continue to reemerge and enjoy dining out once again,” Ward said. “Foodservice demand for lemons was strong throughout the holidays and gained even more momentum at the beginning of the year. It’s likely that we’ll continue to see these positive trends, especially as spring break approaches."

Ample outlook

Grown in California and Arizona, Sunkist lemons are available year-round, Ward said. Compared with a decade ago, Ward said there has been a significant increase in lemon production in the California and Arizona growing areas. 

“We have a full portfolio of citrus, which includes Sunkist conventional and seedless lemons, Meyer lemons and organics,” she said. “With an incredible range of uses, lemons are very popular at retail and a foodservice staple.”

At retail, Sunkist found that the majority of lemon shoppers bought lemons for a recipe, according to a recent Sunkist-commissioned study, Ward said.

Organic demand also continues to grow at a rapid pace, with growth running twice that of conventional fruit. “This pace coincides with other data that reveals consumers want to know exactly where their food is coming from and how it is grown,” she said. 

Consumer research shows that healthy eating is still top of mind for consumers, Ward said, with about 40% of shoppers trying to eat healthier and 35% trying to get more vitamin C. 

Lemons, useful for cooking, baking and more, are an excellent source of vitamin C and are a healthy substitute for salt, adding flavor without any sodium.

Ramping up 

Sunkist lemon marketing never stops, Ward said, but the upcoming spring and summer seasons are high-demand periods.

“Sunkist lemons are a year-round celebration — we see that lemon household penetration increases each year between April and July, making it a perfect time for spring and summer promotions,” she said. “The Sunkist sales and marketing team creates relevant and customizable programs, which include in-store and online promotions to meet shoppers where they want to buy."

With more than 75% of lemon shoppers buying lemons for recipes, Ward said there is an increased opportunity to promote lemons through shoppable recipes and to drive purchase intent with “recipe inspiration.”

Ward said consumers are increasing purchases of bagged lemons compared with a few years ago. 

“When comparing 2022 season-to-date versus two years ago, bags are up 37% in volume, while bulk is up 4%,” Ward said. Summer lemonade programs continue to keep lemons top of mind, she said.

Looking to the fall, Ward said Sunkist is excited to introduce new strawberry shortcake promotions featuring Sunkist lemons. Sunkist is planning to unveil a limited-edition, 2-pound lemon pouch in late October, as part of Sunkist’s strawberry shortcake promotions.

“According to our recent research, lemons and strawberries are purchased on the same trip; there is a 38% increase in basket spend compared to the average strawberry trip,” she said. 

As a culinary “superstar,” lemons are already a fan-favorite among citrus shoppers, Ward said.

“There are opportunities to partner with retailers to drive more interest and educate consumers on the versatility of lemons,” she said. “Sometimes, the answer can be something as simple as retailers inspiring new ways to add lemons to their daily routines by using secondary bins to cross-promote lemons with complementary products (seafood, liquor, baking ingredients, etc.). Creating exciting displays and sharing recipes on store platforms can also be beneficial.”

In addition to retail promotions, Ward said Sunkist is looking forward to visits with key customers at industry events throughout the season. 

Sunkist participated in the Associated Wholesale Grocers Innovation Showcase, held March 21-23 in Overland Park, Kan., with a sustainable, in-the-grove booth featuring Sunkist Organics, specialty citrus and its strawberry shortcake promotions featuring Sunkist Blood oranges. 

Sunkist also plans to attend this year's Canadian Produce Marketing Association Convention and Trade Show, The Packer's West Coast Produce Expo, the Organic Produce Summit, the International Fresh Produce Association's Foodservice Conference and the IFPA 's Global Produce & Floral Show.

Sustainability commitment 

Ward said Sunkist growers are committed to protecting and preserving the land and its natural resources. 

One example, she said, is the sustainable farming practices of many Sunkist growers, including the use of solar power, low-emission vehicles, water-saving irrigation systems and no-till farming. 

“We are also committed to reducing waste, using post-consumer waste materials and making our packaging easier to reuse and recycle,” Ward said. “In fact, 100% of our cartons and plastic packaging is recyclable. Our cartons carry the Sustainable Forestry Initiative certification that [ensures] the paper used in our packaging products is sourced from forests that are managed to protect water quality, biodiversity, wildlife habitat and at-risk species,” Ward said.

“By 2025, our goal is to have 40% of Sunkist packaging made with recycled material," she said.