Consumer study highlights high demand for branded apples

A comprehensive study from Wenatchee, Wash.-based CMI Orchards and Category Partners found consumer preference for high-flavor branded apples compared with mainstream options, according to a news release.

Ambrosia Gold, EverCrisp, Juici and Kanzi outperformed their mainstream counterparts in blind taste tests, the release said.

Rochelle Bohm, vice president of Marketing at CMI Orchards, says the study shows high-flavor apples can give retailers higher sales.

“These powerhouse apples are proven winners, delivering superior taste and quality,” Bohm said in the release. “In every blind comparison, branded apples came out on top.”

The study included diverse demographic panelists and focused on apple purchases, varietal knowledge, motivators for purchase, and preferences in appearance and flavor. Participants compared high-flavor branded varieties to mainstream apples with comparable flavor profiles: Ambrosia Gold versus gala, EverCrisp versus fuji, Juici versus Honeycrisp, and Kanzi versus Pink Lady.

"Our data shows that consumers are not only willing but eager to trade up to premium apple varieties,” Bohm said in the report.

Bohm said Ambrosia Gold, EverCrisp, Juici and Kanzi consistently received higher ratings for flavor, texture, and appearance.

“Focus groups preferred Ambrosia Gold over gala, EverCrisp over fuji, Juici over Honeycrisp, and Kanzi over Pink Lady,” Bohm said. “These results clearly highlight that shoppers have a strong appetite for flavor and quality, offering retailers a roadmap to capture trade-up sales.”

Ambrosia Gold won overall with 85% of participants ranking it in their top three favorites, with 75% preferring them over legacy varieties, and it earned top marks for flavor (85% rating), appearance (87%) and texture (87%), consistently outperforming gala, Bohm said.

Ninety percent of panelists favored EverCrisp over fuji, where EverCrisp earned high marks for texture (87%) and flavor (71%), the release said. Sixty percent of panelists preferred Juici apples over Honeycrisp, scoring higher marks for flavor.

Participants were impressed by Kanzi, with 70% preferring it to Pink Lady, earning Kanzi excellent ratings in flavor (81%), appearance (87%) and texture (78%).

Bohm adds that the results show consumers have misconceptions about apple appearance. Many think fully red apples are mealy or yellow/green ones aren't sweet; sampling debunked these biases, with panelists thrilled by the new flavors and textures.

“Flavor descriptions and recommendations proved key in guiding overwhelmed consumers to try new varieties,” Bohm said. “Targeted signage and on-bag messaging steers them towards informed choices, driving shoppers toward high-flavor branded apples that boost incremental sales in the produce department. “Our flavor education tool, www.flavogram.com, can be customized to promote specific product trials, for example custom point of sale that reads, 'Like Gala? You’ll LOVE Ambrosia Gold.'"

CMI Orchards' study underscores the importance of high-flavor branded apples in retail, the release said.

“Stocking Ambrosia Gold, EverCrisp, Juici and Kanzi meets consumer demand, drives sales and enhances produce aisles,” Bohm said. “Spotlighting these premium apples with sampling programs and clear, descriptive signage that showcases their unique flavor profiles — such as CMI’s Flavogram program — will enhance retail performance and drive trial, leading to repeat sales.”

Related link: Read the full study online