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Winter holidays bring about new preferences in produce

By
Keith Loria

As the winter holidays approach, a demand for fresh produce often peaks, reflecting seasonal cooking traditions and festive gatherings.

For instance, cranberries, squash, and pumpkin are all big staples for a Thanksgiving-day meal, and all saw a rise in sales last month. Though there may be less demand for other winter holidays, these items are still being used for holiday meals.

Over the last few years, produce items that have seen large increases in sales are sweet potatoes and yams, which saw a notable 6 percent increase in dollar sales and a 4 percent rise in volume last year according to Circana, and are expected to see equal strong sales this year. These nutrient-packed staples have become holiday essentials, often featured in casseroles and side dishes that comfort diners during cold winter evenings.

Fresh herbs such as thyme, chives and parsley, usually see double-digit growth during December, due to consumers’ increasing interest in enhancing their holiday flavors with fresh ingredients. In fact, rosemary increased by 22 percent last year during the month.

Citrus fruits, traditionally regarded as winter staples, continue to remain strong, even with challenges of inflation on everyone’s mind. Last December, mandarins saw the biggest rise, and the segment has been going strong all year so it’s expected that it does well again for December 2024. Tangerines also had better-than-average numbers last year and should hang on to its popularity this winter season.

Historically, potatoes are a staple for holiday meals and usually see good sales during December, but last year was an outlier with a drop of 3 percent in total dollars according to the Circana report. All indications are that the potato sales will return to traditional numbers this year.

Holiday time also means a lot of parties and gatherings, so vegetable party trays are hugely popular this time of year. A recent trend is adding some more non-traditional items to the trays, showing that consumers crave innovative, convenient combinations during the busy holiday season.

Consumer preferences are also shifting toward convenience, driven by increasingly hectic holiday schedules. A recent SEPC survey revealed that 38 percent of shoppers were “very interested” in holiday produce displays, showing the importance for retailers to create eye-catching presentations.

As families seek to simplify their holiday preparations, options such as click-and-collect, online ordering, and same-day delivery are also gaining traction. Produce needs to be showcased so that they are part of the options people are choosing.

Another great tip for retailers is to create festive sections in the aisles where they group things that people typically associate with the holidays. It may take some extra time to get everything set up, but once all the produce is on display with festive banners and advertisements, customers can view the store as their one-stop-shop for buying holiday produce. 

Looking ahead to the weeks before these holidays, retailers can benefit from emphasizing omnichannel strategies to meet evolving consumer demands. Special holiday-themed meal kits, recipe guides, and carefully curated produce bundles can satisfy those looking for both convenience and festive flair. 

Keith Loria

Keith Loria

About Keith Loria  |  email

A graduate of the University of Miami, Keith Loria is a D.C.-based award-winning journalist who has been writing for major publications for close to 20 years on topics as diverse as real estate, food and sports. He started his career with the Associated Press and has held high editorial positions at magazines aimed at healthcare, sports and technology. When not busy writing, he can be found enjoying time with his wife, Patricia, and two daughters, Jordan and Cassidy.

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February 4, 2025
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