Great produce departments are built around products that shoppers love, and California grapes deliver on every front with their exceptional taste, quality, and proven health benefits. With an astounding array of varieties, Grapes from California are one of the produce department’s most powerful drivers. To help retailers make the most of the season, the California Table Grape Commission invests in tools to deliver shopper satisfaction and repeat purchases. Read on for shopper insights, category trends, merchandising inspiration, and more…
Sell What Matters at the Shelf
Keep Firmness and Freshness On Point
Shoppers care deeply about grape firmness, freshness and cleanliness, so prioritize culling, rotation, and cold chain operations for higher conversion and repeat sales!
Move More California Grapes By Selling the Eating Experience
Grape purchasers rank taste No.1 and color No.2, so post shelf signage that sells the eating experience: lead with flavor profiles supported by all colors!
Turn Shopper Insights into Sales
- Tap into Popularity By Featuring California Grapes More: 79% of primary shoppers bought fresh grapes in the past 3 months
- Build a Consistent “Weekly California Grapes” Rhythm for More Repeat: Most grape purchasers buy a few times per month (37%) or weekly (27%)
- Don’t overlook digital: 81% of online grape purchasers buy via retailer-owned platforms, so add California grapes to Buy Again, Add to Cart prompts and smart substitutions.
- Boost sales with secondary displays & front-of-produce placement: 92% of fresh grape purchases are in a physical store, and 20% are online.
Data source: 2025 Opinium U.S. Attitude & Usage Study. Study conducted: December 2025.
Benefits by the Bunch
- 93% of grape purchasers are more likely to buy grapes knowing they are a heart-healthy food (58% much more likely).
- 94% of grape purchasers are more likely to buy grapes knowing they may help protect against metabolic decline in the brain associated with natural aging (62% much more likely).
- 92% of grape purchasers are more likely to buy grapes knowing they may support a healthy immune system (58% much more likely).
- 93% are more likely to buy grapes with colon-health knowledge, and 91% with UV skin-protection knowledge.
Make ‘California’ a Reason to Buy
- Teach your customers: California grown = US origin: 72% of grape purchasers prefer U.S. origin when given a choice, while <5% prefer imported. Since 99% of US grapes are grown in California, make it prominent!
- Keep California at the forefront at the point-of-choice: Consumers can’t choose California if they can’t see California. So build consistent origin visibility at the top three points-of-choice: in-store, signage, e-commerce product titles, and features ads/app banners!
- Tap into the familiarity of “Grapes from California”: 82% of grape purchasers know the Grapes from California brand, so include this logo in circulars, apps, and co-branded promotions!
SOURCE: California Table Grape Commission
