At the recent Global Grape Convention 2024, international experts Chris Dubois and Jerry Clode analyzed table grape consumption trends in the United States and China. They highlighted the influence of social media on sales in the US and the emerging "supermoms" consumer segment in China. The convention, organized by leading grape producers and exporters, highlighted the importance of adapting to the dynamics of these crucial markets.
Chris Dubois, of Circana, highlighted the economic strength of the US, where spending has increased by 3.4%. The pandemic changed work and consumption habits, shifting the marketing focus to cities in the southern and eastern US and highlighting that generations between 1962 and 1968 preferred shopping in supermarkets. Dubois also pointed out that 17% of grape sales in 2024 had taken place via social media, which shows the younger generations' preference for this channel. Organic grapes' share in the market is growing slowly but still presents expansion opportunities.
Jerry Clode focused on Chinese consumers, demystifying the idea of an economic collapse and highlighting the growth of the middle class and its opening to external markets. Chinese "supermoms", responsible for family shopping, play a crucial role in introducing new products. Clode stressed the importance of packaging and the perception of grapes as a luxury product, beyond their origin, and how brands can guide consumers in search of status and quality.
These trends underscore the need for table grape producers and exporters to adapt their strategies to the preferences and behaviors of consumers in the United States and China, taking advantage of social networks and understanding the importance of the "supermoms" segment and the presentation of their products.
Source: simfruit.cl