Produce Beverages

By Haley Hastings

The produce department continues to be an area that shoppers are looking to make beverage purchases.

Produce beverages accounted for 2.4% of total produce department dollar sales for the 52 weeks ended Feb. 28, up from 2.2% versus the previous year. Produce beverages accounted for 24.3% of “other produce” sales during this time. Average dollar and volume sales increased by double-digits, up 10.7% and 10.2% respectively.

During the latest 52 weeks, the produce beverages sold in the West region posted the highest contribution to produce department sales, at 3%. The West region also posted the highest dollars per store per week at $1,490. The South region posted the lowest average weekly sales at $960 per store, but had the highest increase compared to the previous year, up 12.7%. 

Produce beverage sales were highest during the month of October, peaking the week ended Oct. 11, at $1,362 per store. The second highest selling week for produce beverages was the week ended Nov. 1, at $1,354 per store. The lowest selling week for produce beverages occurred the week ended May 31, at $1,047 per store.   

The highest selling variety within produce beverages was fruit juices, which accounted for 41.9% of beverage sales, followed by smoothies and ciders. Fruit juices and smoothies each increased dollar sales by roughly 10%. All but two produce beverages (ciders and coffee) increased dollar sales during the latest 52 weeks.