Bloom Fresh™ announced the findings of its latest retail survey, Building Value Through Grape Varieties, that shed light on consumer preferences in the United States table grape market. The survey demonstrated that consumers are not only drawn to the experience of consuming table grapes, but they are also willing to pay a premium for their favorite branded varieties. For example, 30 percent of consumers reported they are willing to pay more for a premium variety such as Bloom Fresh Cotton Candy™ grapes.
The survey found that in the United States, branded trademarked grapes with flavors such as Bloom Fresh varietals like Cotton Candy, Sweet Globe™, Sweet Sapphire™, and Candy Dreams™, are top-of-mind for consumers. Consumers are drawn to seedless table grapes that look fresh in the stores, with taste and flavor being the top decision-making drivers.
Consumers are willing to pay more for the eating experience but need help finding when and where their preferred table grapes will be in store.
The survey revealed that when it comes to engaging consumers and building strong brand awareness, quality, defined as freshness and great taste, is key. Consumers value grapes for their convenience, snackability, and long shelf life.
Consumers are willing to pay more for the eating experience but need help finding when and where their preferred table grapes will be in store.
"The table grape market is crowded, and we are hoping to uplevel the eating and buying experience of table grapes to invigorate this incredible and healthy category of fruit," said Josep Estiarte, CEO.
"As a retailer, we understand the importance of adapting to evolving consumer preferences. The findings from this survey emphasize that consumers are increasingly drawn to branded varieties like Cotton Candy grapes, seeking not just sustenance but a unique and enjoyable eating experience," said Tom Macintosh of Tesco.
Additionally, the survey found that nearly half of the participants are drawn to new branded varietals and seek table grapes that offer a myriad of eating experiences for different occasions. While generic grapes have broad appeal, the survey reported that these table grapes do not entice people to pay a premium. Consumers are willing to pay more for grapes that not only meet their desired flavor and texture needs but also if they are provided with clear information on that variety's sensory attributes.
The past two decades have witnessed remarkable varietal innovation in the table grape market, which includes the introduction of Cotton Candy grapes in 2013. Since then, varieties ranging from melon and strawberry to mint natural flavors, have become available.
Grape varieties like Cotton Candy and the strawberry-flavored Candy Snaps have been naturally bred to captivate consumers and enhance product value. In line with the growing trend of healthy snacking, Bloom Fresh prioritizes the development of flavorful, nutritious grapes, while also working to simplify grape flavor categorization.
For more information:
Marie-Anne de Béjarry
Bloom Fresh
[email protected]
www.bloomfreshglobal.com