WASHINGTON - Apples are one of North America’s most beloved fruits and there is significant opportunity to further grow the category. At the same time, like many other categories, it faces some challenges. 

I had a chance to discuss both of these aspects with T&G Global’s Jen Lessner, Senior Manager, Shopper Marketing & Insights. T&G is a global fresh produce business, with its premium portfolio of ENVY™, JAZZ™, and JOLI™ branded apples grown in over 13 countries, across both hemispheres and sold in over 55 countries.

To start with, Jen and I discussed some of the opportunities in the apple segment:

• Branding and Storytelling – This is one of the growth levers, said Jen. “Branded apples with rich, engaging stories—highlighting origin, taste, and growing methods—help drive shopper interest, build trust, and support premium pricing at shelf.”
  • SOLUTION – “One of the ways to maximize this is by leveraging seasonal signage, strategic in-store placement, and cross-merchandising with relevant recipes and co-branded partners to keep apples top-of-mind year-round,” Jen continued. “Pair that with a seamless path to purchase to ensure apples remain a consistent basket staple.”
• Curated Assortments – “Retailers can enhance the shopping experience by offering a curated selection of apple varieties that balance popular choices with unique options. This strategy can attract diverse consumer preferences and drive sales,” Jen said.
  • SOLUTION – Anchor premium sets with a trusted favorite that performs. “ENVY™ apples rank high in frequency, spend per trip, and units per trip, outpacing other varietals and the fresh apple category *,” Jen added.
• Leveraging E-Commerce – “Online produce sales are growing +20 percent YOY*,” Jen noted. “Online platforms give retailers the opportunity to spotlight a broader assortment of apple varieties, complete with rich visuals, tasting notes, and grower stories that educate and engage shoppers.”
  • SOLUTION – “This digital shelf extends reach beyond the physical store, driving incremental sales by turning discovery into conversion—with just a click. Strong visuals and compelling brand content power digital performance,” said Jen.

At the same time, Jen shared some innovative solutions to help retailers address potential challenges:

• Shelf Space – “Retailers might feel that apple sets are overcrowded—with numerous apple varieties available, retailers often lack the space to display all options,” Jen told me. “This constraint can lead to difficult decisions about which varieties to stock, potentially limiting consumer choice and sales opportunities.”
  • SOLUTION – Jen said that the solution is “a high-turn, high-margin variety or brand that earns its shelf space through strong premium velocity.”
• Consumer Confusion – “The abundance of apple varieties, often with more than 10+ varieties in-store, can overwhelm shoppers, especially those unfamiliar with less common types. This confusion may deter purchases and impact overall apple sales,” Jen continued.
  • SOLUTION – “This can be addressed by reducing shopper friction and helping drive confident purchases.”

• Seasonal Gaps and Aging Fruit – “Around 85 percent of apples are harvested in the fall, leading to aging fruit by the summer months. Add in the excitement of summer produce—juicy melons, sweet berries, and vibrant stonefruit—and apples have some serious competition,” Jen stated. “The challenge? Helping consumers see apples not just as a fall favorite, but as a fresh, everyday staple—no matter the season.”
  • SOLUTION – “To address this, range fresh, crisp, summer-ready apples, such as ENVY™, which pairs beautifully with seasonal favorites like melons, berries, and stonefruit. Thanks to dual-hemisphere sourcing, premium ENVY™ branded apples are available year-round.”
• Economic Shifts and Tariff Impact – Many brands are currently navigating an uncertain economic climate, with grocery prices continuing to increase +5.6% YOY, and tariff concerns adding another cost variability*.
  • SOLUTION – “A high-value offering that drives consistent demand across markets,” said Jen.

In our next article, Jen and I will focus on how retailers can support suppliers in responding to challenges and opportunities in the apple category. Stay tuned.

_{*Source: Numerator platform, fresh apple category, L12 months ending 4/30/25; Economic Uncertainty in Grocery Spending white paper, 04/25}