Cosmic Crisp finds increasing traction among apple varieties

In a year when many Washington apple varieties saw reduced output, the Cosmic Crisp has given buyers bigger volume and promising potential, marketers say.

The U.S. Apple Association reported Dec. 1 inventories of Cosmic Crisp apples in Washington were at 5.4 million 40-pound cartons, up 60% from the same time in 2021.

Cosmic Crisp production was projected at near 9.8 million in 2022, up from 5.2 million cartons in 2021 and several times greater than the 1.9 million fresh cartons produced in 2020, according to the Cosmic Crisp website, published by Yakima, Wash.-based Proprietary Variety Management.

Future estimates on the Cosmic Crisp website from Proprietary Variety Management show output in Washington state could grow to 13.9 million cartons in 2023, 17 million cartons in 2024 and 21.7 million cartons by 2026.

Cosmic Crisp apples are grown in Washington through licenses that are authorized by Proprietary Variety Management, which is coordinating the commercialization of the variety with Washington apple marketers.

Cosmic Crisp apples are finding good support at retail, marketers say.

“Cosmic Crisp has been received by consumers extremely well,” said Catherine Gipe-Stewart, director of marketing for Domex Superfresh Growers, Yakima, Wash. “We are hearing amazing feedback as we enter the fourth year of sales and the second year of year-round volume.”

Cosmic Crisp is the largest growing variety on the market, she said, and the variety was strategically priced to be just under Honeycrisp. That strategy seemed to incite trial well and create repeat purchases, she said.

“It’s driven new life to the apple department,” she said. “We are seeing some consumer switching, but in a category that is saturated with choices, some variety switching is expected.”

Loren Foss, organic manager for CMI Orchards, Wenatchee, Wash., said Cosmic Crisp entered the apple scene almost half a decade ago with the backing of an incredible marketing campaign and associated consumer hype. 

“In spite of factors like higher-end starting prices for a new apple and young trees, Cosmic Crisp has really begun to gain traction and find its place,” Foss said. “The trees have matured, the prices have had the chance to acclimate, and repeat buyers are now experiencing the best features of the fruit consistently — that it can store exceptionally well through the summer, and the flavor only seems to improve.”

Foss said the variety is showing an increasing influence on the apple category.

“While it doesn’t seem like the volume is big enough to impact other proprietary varieties in a significant way yet, it is growing quickly enough that we’re seeing retailers allocating more shelf space for it and promoting Cosmic Crisp more frequently,” Foss said. “This does mean that it’s taking the place of some other core items, but on a short year like this, that’s not exactly a bad thing.”

Marcus Hartmann, vice president of Pacificpro Sales LLC, Bellevue, Wash., said Pacificpro has not yet recognized a substantial increase in demand from its wholesale/distribution customers with regard to Cosmic Crisp, though it continues to be a promotable variety and has been well received. 

“While Cosmic Crisp represents a small percentage of Pacificpro’s overall volumes shipped, it remains a highly desirable variety with numerous opportunities to expand the category,” Hartmann said. 
 
Brianna Shales, marketing director for Wenatchee, Wash.-based Stemilt Growers LLC, said consumer reception for Cosmic Crisp has been positive and will continue to grow as the volume expands to year-round availability.

“We expect it to break into the top 10 apples this year and remain a constant once it does,” Shales said. “Cosmic is migrating from club to core variety and that is the mindset around merchandising that will continue to help raise consumer awareness of the apple. It’s still early to tell what effect it will have on other apple varieties, but we do anticipate some choices to go away as it emerges.”

Because there are many apple choices available to consumers and not enough shelf space for all, Shales said ones that have the flavor and quality attributes that win over consumers will be the ones to evolve with the category.

Yakima, Wash.-based Sage Fruit Co. has seen a steady increase in demand for Cosmic Crisp as volume has grown, said Chuck Sinks, president of sales and marketing for the company.

“We are confident that by advanced planning with our partners, maintaining a desirable price and being able to provide product late into the season, both retailers and consumers will continue to welcome the Cosmic Crisp,” Sinks said.

Each proprietary variety has its own unique characteristics, which are highlighted in each of their marketing campaigns, he said. “We don’t view the Cosmic Crisp as having a negative impact on other proprietary varieties, but rather, it gives consumers yet another flavor profile to choose from.”

Consumers have been willing to try Cosmic Crisp and repeat their purchases, said Don Roper, vice president of sales and marketing for Honeybear Marketing LLC, Elgin, Minn.

“The large media spend on the launch of Cosmic likely was good for the industry as it raised awareness and potentially drove apple sales,” he said. “Now that consumers have had the opportunity to try it, we will see if it’s a must-have or price-based purchase.”