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Grapes: grapes sales peak in early September, coinciding with the back-to-school time period.

Grapes made up 12.4% of all fruit sales for the 52 weeks ended June 28. Grapes dollar sales increased 5.7% and volume increased 4.5%, driven by red and green grape performance. During the tracked period, 67.1% of all households purchased grapes. Households purchasing grapes purchased the product on 4.8 trips per year. Shoppers spent $5.23 per trip on grapes, up from last year's spend of $4.93 per trip.

Nationally, grapes sales peaked during the month of September, likely driven by back-to-school sales. The week ended September 14, posted the largest sales for grapes with an average of $3,633 per store. Red grapes were the main sales driver during this week, accounting for 48.6% of all grape volume. Red grapes also increased weekly dollar sales 6.1% from the previous year during this week.

The second largest peak occurred during the week ended September 7, with an average of $3,557 per store. Green and red grapes contributed to high dollar sales as both increased significantly from the previous year, up 8.6% and 6.1% respectively. Grapes posted high sales from August to November, which directly correlated with the peak season for the fruit.

The East region topped sales performance for grapes with an average of $3,368 per store per week. East region sales outperformed the national average of $2,791 per store per week. The West region posted the lowest weekly grape sales at $2,545 per store. The lowest contributor to grape sales was the West region at 5.2%.

The largest contributor to the grape category was red grapes, which accounted for 53.4% of all grape sales. Dollars increased from the previous year, up 3.8%. During the tracked period, white/green grapes made up a smaller share of the category at 39.1%, but increased average weekly dollar sales 7.1%. Black/blue grapes made up just 6.5% of the category, but gained traction as dollar sales increased by double digits.

This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement, analytics, marketing communications, category development, promotional best practices and shopper insights. For more information, contact Nielsen Perishables Group: Haley Hastings, (773) 929-7013; email: Haley.Hastings@nielsen.com


Grapes average weekly dollar sales
per store by region

              52 weeks             52 weeks
              ended 6/28/14        ended 6/29/13

Central       52,937               52,888
East          53,368               53,248
South         52,649               52,490
West          52,545               52,311
Total U.S.    52,791               52,640

NOTE: Table made from bar graph.

Grapes dollar contribution to total
produce dollar sales by region

              52 weeks             52 weeks
              ended 6/28/14        ended 6/29/13

Central       6.0%                 6.0%
East          5.5%                 5.4%
South         6.2%                 6.1%
West          5.2%                 5.1%
Total U.S.    5.8%                 5.7%

NOTE: Table made from bar graph.

Grapes dollar share by sub-category

Mixed          0.2%
Red            53.4%
White/green    39.1%
Black/blue     6.5%
Other          0.8%

NOTE: Table made from pie chart.
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Title Annotation:FOCUS ON FRESH: Nielsen Perishables Group Sales Review: Grapes
Author:Bailey, Jordyn
Publication:Grocery Headquarters
Date:Oct 1, 2014
Words:520
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