One category buyers should surely be looking to all 2023 is Medjool dates. Backed by Whole Foods Market’s newest trend report, 2022 year-end IRI data, and consumer focus group results, Bard Valley Natural Delights® is gearing up to help retailers take hold of all the potential this category has to offer.
“One of the most valuable data points to share with our retail partners is repeat purchases,” said Natural Delights Director of Marketing David Baxter when referencing the various pieces of data backing dates. “Brand loyalty is something we’ve worked on diligently, and it is what we believe sets us apart and encourages higher consumption within the category.”
With National Medjool Date Day on February 4, Heart Health Month in February, National Nutrition Month in March, and Ramadan in March and April, retailers have a host of occasions to tap into the rising demand for this item.
Whole Foods recently named Medjool dates one of its Top Food Trends for 2023, which Natural Delights attributes to the consistent uptick in the category over the last five years and use of Medjool dates in trending social media posts.
According to IRI scan data (52 weeks ending 1/1/23), Natural Delights is outpacing category volume growth by 61 percent, a press release stated. The brand also had one of the highest repeat purchases by a 20 percent margin, IRI panel data over the same period showed.
The press release also cited focus groups conducted in November by third-party Moms Meet℠, in which respondents selected Natural Delights as their preferred brand for overall quality, effective and sustainable packaging, and eating experience.
“These [Natural Delights] are so good, I’ll actually eat them plain,” said one Moms Meet member. “Other brands I only use for baking.”
Respondents shared that not only was the packaging ideal for resealing and locking in freshness, but they also noted the importance of the brand’s 100 percent recyclable packaging from previously used plastic bottles.
“We have been extremely intentional in creating sustainable packaging that also keeps the integrity of the product intact, so these comments reinforce that we’re doing the right thing,” added Baxter.
Will you tap into consumer trends with this highly coveted specialty offering? This sales boost is one you won’t want to miss.
