WENATCHEE, WA - The month of love is now a heart-shaped memory as we keep moving through 2018. But, after pushing pink-hued apples for the month of February, Stemilt Growers is taking us back to the shortest month of the year with its latest Fruit Tracker Fast Facts video analysis of Nielsen retail scan data.

In February 2018, the average retail price for apples rose slightly to $1.66 per pound when compared to the same time last year, with the average U.S. apple category’s dollar contribution to the produce department a half percent down from February 2017 data.

“Apple volumes and sales haven’t matched 2017 performance all year, and we saw that again in February 2018 retail results,” said Brianna Shales, Stemilt Communications Manager. “Huge gains have been made on the popular Honeycrisp apple this year, but more promotion attention is needed on other key varieties. Apples were six percent of the total produce department dollars in February and that fact makes it important for retailers to keep multi-variety apple promotions in mind as they head into the spring and summer months.”

According to a press release, the volume of apples sold in bags continued its upward trend, accounting for 36.6 percent of apple dollars compared to 34.9 percent in February 2017.

Due to this year’s smaller fruit size, promotion opportunities are centered around bags for many varieties, leading to three and five-pound bags combined making up nearly 75 percent of all bagged apple sales and nearly 70 percent of bagged apple dollars.

“It’s been a big growth year for our Lil Snappers® kid-size fruit brand and not only because the crop has increased supplies of fruit for bags. This pack markets intent to parents and kids and has made it onto grocery shopping lists as a weekly item for kids’ lunches and snacks. We will continue to share many Lil Snappers apple varieties into the summer months with our partner retailers,” Shales continued.

The top 5 apple varieties in the U.S. in February 2018 were: Gala, Honeycrisp, Fuji, Red Delicious, and Granny Smith. Retailers sold 26 percent more Honeycrisp apples year-over-year, contributing to a 15.4 percent increase in dollars. Shales noted that supplies of Stemilt’s Honeycrisp will continue into the early summer.

Pink Lady® ranked sixth in the top 10 varieties, at 5.4 percent of the category volume. This was flat year-over-year, but an increase from January 2018 as retailers were encouraged to promote the pink-hued fruit for Valentine’s Day celebrations.

Stemilt’s signature variety, Piñata®, saw its average retail price increase by nearly 17 percent to $2.26 per pound in February 2018 when compared to February 2017. Piñata apples are slated to help retailers tie apple promotions into the upcoming Cinco de Mayo holiday, which will help fuel additional sales of this year-round apple, and all apples, come summer.

“With its tropical flavor and culinary abilities, Piñata is going to fit right in with Cinco de Mayo celebrations, which have become quite food focused. We are supporting our partner retailers with everything from merchandising and social media to an exciting digital program to reach their shoppers. Tying Piñata or other apple varieties into themed promotions is a great way to continue pushing apple sales come summer,” Shales concluded. 

Lastly, the top club varieties—Ambrosia and Jazz—now have enough volume to also fall in the top 10 apple varieties because they are grown in multiple regions. Envy was the third top club apple with an increase in volume and dollars year-over-year but lower average retail price.

For more on how the crops in our industry are faring in stores, stay tuned to AndNowUKnow.

Stemilt Growers