A targeted guide to attract every consumer segment during cherry season
As the cherry season approaches in the United States, Superfresh Growers shares valuable insights to help retailers maximize sales. By analyzing consumer behavior, targeted strategies emerge to better meet the needs of different generations.
According to the data collected, those over 55 remain among the most loyal customers: despite fixed incomes, they are willing to invest in premium fruit, prioritizing quality and freshness over price, especially in the early months of the season.
Millennials (ages 30–45), on the other hand, seek convenience and simplicity. They prefer supermarkets with consistently low prices and respond better to price per unit than per kilo. Removing calculations and simplifying price communication can prove an effective lever to stimulate their purchase.
The under-30 segment is less involved in cherry purchases, even during peak months. The reasons range from a limited budget to low product visibility. But there is room to act: promoting cherries as a "seasonal treat", fresh and Instagrammable, can capture Gen Z’s attention.
Targeted social campaigns, collaborations with influencers and light content, such as quick recipe videos or creative snacks, represent high-potential tools.
"Visibility is everything," says Trisha Casper, Customer Insights Manager at Superfresh Growers. "A positive first experience with cherries between May and June builds loyalty. But a poor start can jeopardize the entire season."
In online supermarkets, cherries often go unnoticed. It is therefore crucial to ensure their presence in digital banners, weekly newsletters, and in automated suggestions during shopping.
Equally important is the perception of practicality: some consumers avoid cherries because they seem inconvenient. Rethinking them as on-the-go snacks or a simple dessert can overturn that perception and encourage impulse buying.
"Every cherry campaign is different: weather, harvest calendar, and demand change year to year," notes Destiny Nash, Assistant Director of the Cherry Division at Superfresh Growers. "That’s why a strong omnichannel strategy, with high visibility, competitive prices, and tailored communication, is essential."
In other words: to shine in the summer of 2025, cherries must be visible and irresistible.
Text and image source: portalfruticola.com
31 Oct 2024
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