Shining the Spotlight on Almonds

Retailers can capitalize on the health benefits and versatility of almonds.

Almonds play an important role in overall health, with research showing that this nut supports heart health, gut health, weight management, skin health and exercise recovery.

In fact, research from top scientists indicates that almonds can be considered the most nutrient-dense food on the planet, thanks to their high levels of melatonin, vitamin E, protein, fiber, calcium, potassium, phosphorus, riboflavin, iron and magnesium.

“Our role is to build demand in the U.S. and globally and to conduct research into the vast range of nutritional benefits of almonds,” says Rick Kushman, manager, media relations, global communications and a spokesperson at Almond Board of California, Modesto, CA. “We want people to know that two decades of research and more than 200 peer-reviewed publications attest to this nutritious profile of almonds. It is the nut with the highest levels of nutrients.”

“Almonds are extremely versatile, and their health benefits make it great for snacking, adding to trail mixes, using in baking and smoothies, and as toppings for salads, yogurt parfaits and oatmeal,” adds Katharine Hawkins, director of marketing and e-comm, Good Sense Foods, New Hope, MN. “Because of its many uses, almonds can be promoted in retail stores all year long.”

Many consumers don’t know that the best time to eat almonds is before bedtime. The high melatonin in almonds helps in regulating circadian rhythms, and the rich calcium and magnesium levels in almonds help in relaxing muscles, making for a more restful sleep.

Katharine Hawkins, Good Sense Foods, New Hope, MN

Almonds in the U.S. are all grown in California, which is home to more than 7,000 growers and processors. They are harvested in late summer to early fall.

“However, unlike highly perishable produce items, almonds have a longer, more stable shelf life, which enables year-round consumption that makes it easy to incorporate into healthy eating plans,” says Brett Libke, senior vice president of sales for North America and East Coast General at Oppy’s, headquartered in Coquitlam, British Columbia.

Carmen Bourgaize, chief commercial officer at Blue Diamond Growers in Sacramento, CA, agrees. “We know consumers are looking for healthy, fresh foods when they shop in the produce section. Retailers can capture incremental purchases by merchandising snackable fruits and veggies alongside protein-powered almonds, making it easy for customers to create a well-rounded mini meal or healthy snack.”

RAMPING UP THE TASTE BUDS

Almonds on their own are a tasty nut, one of many reasons they’re so popular. New taste profiles are also gaining in popularity among consumers looking for healthy snacking varieties.

“Offering different flavors from trusted almond brands will help ensure you reach as many people as possible. Our consumer-tested assortment includes Oven Roasted Honey, Lightly Salted, Sea Salt & Black Pepper, Whole Natural Almonds, Toasted Almonds & Cherries, and Sea Salt Almonds & Blueberries,” says Bourgaize of Blue Diamond Growers.

“This new line had the perimeter shopper top of mind from the get-go. It features premium varieties with no added oils or artificial flavors,” adds Libke of Oppy’s. “These blends were developed specifically for the produce department with an ingredient list you wouldn’t otherwise find in the snack section.”

Lakeland, FL-based Publix carries a full lineup of almonds — Marcona, raw, roasted, roasted salted, milk chocolate, dark chocolate, lemon crème, cinnamon toasted, seasonal pastels and seasonal candy cane, says Lindsey Willis, media relations manager.

Other unique flavor profiles currently being sold at retail stores include spicy and sweet combos, such as hot honey and sweet sriracha, chile lime, dill pickle, Wasabi soy, matcha, coconut, and Mexican hot chocolate. “Today’s consumers seek more than just the basics,” says Bourgaize.

Tying almonds with other foods is another way to activate shoppers’ taste buds. “Place almonds on displays next to smoothie mixes, along with fresh berries and bananas, or create a display of almonds with premade salads or salad ingredients, which can give customers ideas on how to include almonds, especially the new almond flavors, into their healthy eating plans,” suggests Hawkins of Good Sense Foods.

SPOTLIGHTING ALMONDS

Almonds are a high-impulse purchase, so displays should be eye-catching and placed strategically. “The produce section is a perfect fit for attention-grabbing displays and shipper units to encourage grab-and-go,” explains Libke of Oppy’s.

“Placement is key — almonds are prominent when placed at eye level, such as across the top of produce displays and endcaps, or near complementary items. And almonds should be well stocked and looking their best.”

Produce departments can also use marketing techniques that include seasonal and health-focused promotions, such as April Heart Month or Healthy January, or healthy snacking for kids in summer or when they go back to school in August or September.

In addition, using QR codes on almond displays or packaging can link to recipes that include almonds as one of the ingredients, as well as their nutritional benefits.

“Promoting healthy attributes of almonds can increase sales,” says Hawkins. “For example, many consumers don’t know that the best time to eat almonds is before bedtime. The high melatonin in almonds helps in regulating circadian rhythms, and the rich calcium and magnesium levels in almonds help in relaxing muscles, making for a more restful sleep. Also, eating almonds on an empty stomach allows your body to absorb their nutrients more effectively.”

Libke recommends pairing almonds with complementary products, such as apples or salads. “Cross-merchandising almonds with these items in the produce department helps reinforce their versatility.”

Highlighting the many new almond flavors via shippers or dump bins, and pushing almonds as a healthy snack item can also create shopper excitement.

“There are a wide variety of seasonings available that can be used to produce unique flavored almonds,” says Hawkins. “Displaying these new flavorings can be done in the produce department, but also in the snack aisle and at endcaps by registers. In addition, almonds can be displayed in the cereal aisle by the oatmeal, perhaps on a clip strip.”

Willis says Publix customers can find almonds near fresh produce displays, and at times they will be displayed near a packaged salad case with sliced almonds for a salad topper. “We always try to carry a wide range of different options for our customers: whole, sliced, slivered, blanched, dusted, toasted and chocolate-dipped.”

PROMOTIONS AND MARKETING

“Oppy is in a unique position to bring our produce partners together to deliver more robust marketing programs for our retailers,” says Libke. “For example, we have extensive marketing support available to retailers from the Blue Diamond and Oppy teams, including in-store merchandising services and materials, customized ads and promotions, social media content, in-store demos, national media campaigns and more.”

Packaging can also help promote almonds in stores. “Consumers are always seeking transparency these days, and they want to know what they’re purchasing. Clear packaging or having a window in resealable pouches or clear tubs seem to work best,” says Hawkins of Good Sense Foods.

“They also want to know how to recycle the packaging. Tubs and lids should be clearly numbered in the triangle, and bags should be clearly labeled if they can or cannot be recycled,” she adds.

Signage in the produce department that highlights the high protein, no sugar added, and heart-healthy benefits of almonds can also push sales. “We look for creative ways to educate customers on the health benefits, healthy fats, nutritional profile, and versatile use of almonds,” says Willis.

Information about the sustainable farming practices used in growing almonds is another way to shine the spotlight on almonds, since almond crops are considered climate-smart farming because almond trees capture and store carbon dioxide, a greenhouse gas, in their wood and roots. The accumulation of this storage reduces emissions and environmental impact.

California is one of only five Mediterranean climates on earth essential to growing almonds.

“Our role is to help the public understand that California almonds come from sustainable and innovative family farms. Ninety percent of California almond orchards are family farms, and the environmental stewardship story is very strong because California is one of the most regulated growing environments globally with strict laws that protect the environment,” says Kushman of the Almond Board of California.

“That is a strong selling point for today’s environmentally and sustainably aware consumer.”