VALENCIA, CALIF. — As Sunkist Growers promotes its seasonal citrus fruits this summer, the brand has put an emphasis on keeping its products affordable for millennials and Gen Zers.

lemon on baked flatbreadSource: Sunkist Growers
“We understand the importance of providing consumers with accessible and nutritious options,” said Trent Bishop, vice president of sales and marketing. “That’s why we are committed to offering citrus options that are both versatile and affordable, allowing consumers to reclaim their health without sacrificing flavor or breaking the bank. As we focus on striking the right balance between embracing the vibrant energy of summer and educating consumers about new and exciting ways to utilize the whole fruit, we are helping shoppers make their citrus purchases even more worthwhile.”

According to Sunkist, most consumers decide they are going to purchase fruit prior to walking into a grocery store. Because of this, the company is putting a big focus on social media marketing, particularly on TikTok.

sliced lemons being grilledSource: Sunkist Growers “Citrus is an important part of the consumers’ shopping basket throughout the summer,” said Cassie Howard, Sunkist’s director of category and consumer insights. “Citrus is top-of-mind from July through October, according to Circana, where citrus represents 10% of total fruit dollars sold at retail across the US.”

On TikTok, Sunkist and its creative partners share recipes featuring Sunkist citrus fruits. Many of the recipes use lemons, which Sunkist refers to as culinary superstars due to its wide range of uses.

“Summer is peak season for lemon purchases, with more households buying lemons than at other times of the year,” Howard said. “Circana shows that in the last 13 weeks through June, 5-pound lemon bags increased over 5% versus last year and 20% compared to two seasons ago. With lemons often planned purchases for consumers as they are versatile and indispensable in the kitchen, it’s important for retailers to provide flexible packaging options to help meet consumers’ needs.”

grapefruit information sheetSource: Sunkist Growers

Keeping with the superstar theme, Sunkist refers to the California Star Ruby grapefruit as a nutrient A-lister.

“We have learned a lot about the grapefruit shopper over the years, and according to a Sunkist-commissioned study, new shoppers are important to the category, representing nearly one third of all grapefruit households, and are predominantly millennials and Gen Zer’s,” Howard said. “With today’s evolving shoppers relying on the produce department for real-time information, in-store display contests are a great way to capture your consumer’s interest. Be sure to contact your local Sunkist sales rep to learn more.”