Granny Smith apples set to shine in November and beyond
Granny Smith apples set to shine in November and beyond
Green means go for Stemilt’s Granny Smith apple season, with increased volumes positioning it for backing strong promotions this fall and throughout the entire season. Nielsen data reveals November as a critical opportunity for promotion, where retailers can capitalize on Granny Smith during a sales spike to keep momentum up throughout the holiday time frame.
“November is Granny Smith’s time to shine,” said Stemilt Marketing Director Brianna Shales. “With all varieties coming back into stock, it’s important to recognize which ones can be a boost to the category during key times of the year. Fall and winter are when Granny Smith stands out. It makes up 12 percent of apple volumes, except for the November holiday period, when it spikes to 13.8 percent of apple volumes. With our larger crop this year, we can support aggressive, multi-ad promotions that carry momentum well into next year.”
Regionally, the West and South surpassed the U.S. average with Granny Smith, making up 14-15 percent of apple volumes in November. In the Midwest and Northeast, the apple makes up 10.6-11.9 percent of volumes, coming in lower than the total U.S. and presenting promotion opportunities to uplift the variety in these regions.
“There are many ways to sell Granny Smith this season,” said Shales. “Bulk and bag preferences are nearly split down the middle, with 53 percent of shoppers choosing bulk and 47 percent purchasing bags. Stemilt also offers a sustainable four-pack for Artisan Organics apples that can be used to build enticing displays and call attention to the variety. Whether in a package or showcased on the shelf, Granny Smith has great potential!”
Granny Smith is the No. 3 apple in the U.S. and gives retailers a chance to see strong sales beyond the holiday season through promotions early on. Traditionally, Granny Smith is a versatile apple in the kitchen, sought after for its crisp texture that holds well during baking, and tart flavor that balances baked goods.
“Our increased volumes this year mean retailers don’t have to hold back,” said Shales. “There’s ample opportunity to build multi-ad campaigns that highlight Granny Smith’s baking appeal and boost overall category performance. This is the time to capitalize on consumer demand and set the tone for the entire season.”
