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.
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.
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.”
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.”