Bloom Fresh, a London, England-based fruit-breeding company specializing in table grapes, cherries and raisins, announced the findings of its latest retail survey, Building Value Through Grape Varieties, that sheds light on consumer preferences in the table grape market.
The survey demonstrated consumers are not only drawn to the uplifting and enjoyable experience of consuming table grapes, but they are also willing to pay a premium for their favorite branded varieties. For example, 30% of consumers reported they are willing to pay more for a premium variety, such as Cotton Candy grapes.
The survey found that, in the United States, branded trademarked grapes with innovative flavors, such as varietals like Cotton Candy, Sweet Globe, Sweet Sapphire and Candy Dreams, are top-of-mind for consumers.
Consumers are drawn to seedless table grapes that look fresh in the stores, with taste and flavor being the top decision-making driver.
Consumers are also willing to pay more for the eating experience they are looking for, but they need help finding when and where their preferred table grapes will be in-store.
When it comes to engaging consumers and building strong brand awareness, the survey revealed quality, defined as freshness and great taste, is key. Consumers value grapes for their convenience, snackability and long shelf life.
“As a retailer, we understand the importance of adapting to evolving consumer preferences. The findings from Bloom Fresh’s retail survey emphasize that consumers are increasingly drawn to branded varieties like Cotton Candy grapes, seeking not just sustenance, but a unique and enjoyable eating experience,” says Tom Mackintosh of Tesco, Welwyn Garden City, England.
“By providing clear information on varietal characteristics and simplifying the flavor categorization process, we can guide our customers toward their preferred grapes, enriching their shopping experience and driving satisfaction.”
Additionally, the survey found nearly half of the participants are drawn to new branded varietals and are seeking table grapes that offer a myriad of eating experiences for different occasions. While generic grapes have broad appeal, the survey reported that these table grapes do not entice people to pay a premium.
Consumers are willing to pay more for grapes that not only meet their desired flavor and texture needs, but also if they are provided with clear information on that variety’s sensory attributes.
The past two decades have witnessed remarkable varietal innovation in the table grape market, spearheaded by the introduction of Cotton Candy grapes in 2013. Since then, many delicious varieties, ranging from melon and strawberry to mint natural flavors, have become available. However, the survey sought to delve deeper into whether consumers are ready to embrace branded table grape products.
Grape varieties like Cotton Candy and the strawberry-flavored Candy Snaps have been naturally bred to captivate consumers and enhance product value.
Fiachra Moloney is the chief marketing officer for Bloom Fresh. The Building Value Through Grape Varieties survey was conducted by produce insights specialist Forward Insight in the Summer of 2023. The quantitative portion of the survey was conducted online amongst 1,004 consumers. Participants were regular fruit purchasers and consumers who ate grapes at least once every two months. The qualitative portion of the survey sought to reveal the role of table grapes in people’s lives, their preferences and needs, and how consumers navigate the grape category.
