WENATCHEE, WA - A smooth transition between the 2023/2024 apple crop into the 2024/2025 crop has the apple category moving in a positive direction for the season ahead. Looking at the past four weeks from November 24, 2024, to December 28, 2024, Nielsen data shows retailer alignment around apples most readily available has strengthened movement for varieties like Pink Lady® and Comic Crisp® apples.

“Apple volumes and dollars were both up year-over-year in December with Cosmic Crisp® making up 4.5 percent of apple volumes and sales nationally compared to 3.4 percent of volumes and 3.5 percent of sales a year ago,” said Stemilt Marketing Director Brianna Shales. “Pink Lady® and Granny Smith also had year-over-year volume and dollar growth. This tells us that retailers have started to align their category and promotions around the apples that are readily available this crop year.”

According to the press release, in the past month, apples accounted for 5.5 percent of total U.S. produce dollars. The top varieties by sales were Honeycrisp at 28 percent of apple sales, Gala at 15 percent, Granny Smith at 13 percent, Fuji at 8 percent, and Red Delicious at 5.6 percent. Granny Smith volume is selling 22 percent more this November and December than last year. For organic apples, they accounted for 16 percent of total U.S. apple sales with 55 percent being sold in bulk and 45 percent in bags.

“One of the main changes to the category is that Honeycrisp retails have risen over last year to $2.38/lb. average with two very different crop sizes from one year to the next,” said Shales. “This has helped bring the average retail price per pound to $1.86, up a penny from a year ago.”

Regionally, the Northeast and South are showing the best positive volume and sales changes from a year ago in November and December. The Northeast is selling 9 percent more apple pounds, and apple sales are up 5.6 percent. The South is selling 5.7 percent more pounds, and sales are up 4.3 percent. The West and Midwest are still behind apple volumes over last year but have increased apple dollars from the same time a year ago.

“As we look ahead to the late winter and early spring months, we expect to see a shift in top varieties as some wrap up their seasons,” said Shales. “Cosmic Crisp® and Pink Lady® stand to rise in regions like the Northeast through robust promotions.”

Stemilt noted that one retail trend that is happening because of this year’s crop is pairing sweet-tart apples like Cosmic Crisp® and Pink Lady® in ads to appeal to different shopper preferences.

“The color and quality of Pink Lady® is outstanding this year, and Cosmic Crisp® continues to win fans with its flavor, crisp texture and consistent eating quality,” said Shales. “We’re encouraging monthly promotions on these apples and tying them into holiday or themes whenever possible. Stemilt has a variety of merchandising options for retailers with these apples, from secondary displays, to pouch bags that can be used every day or as in-and-out options to increase sales velocity.”