Specialty Citrus Invites Shoppers to Explore

Familiar flavors, new varieties, and strategic merchandising make specialty citrus an exciting category.

Whether going out to eat or visiting the supermarket, consumers are ready for new eating experiences, something specialty citrus can satisfy.

Although consumers are wary about trying foods that are unfamiliar, specialty citrus has advantages because it’s a familiar class of fruits, with a range of flavors. Specialty citrus can prompt consumers to think about trying new items, too. So, the combination of nutrition, new flavor experience, and convenience can make a Satsuma orange the first step toward making bolder choices.

Introducing specialty citrus as the key season approaches in late fall can signal to customers that more is on the way, says Vince Mastromauro, director of produce operations at Sunset Foods, Highland Park, IL. He begins with Halos, then Cara Caras and heirloom navels.

“The next question is always, ‘When will the Sumos come?’”

Texas grapefruits and stem-and-leaf mandarins follow, with the mandarins receiving a bit of special attention. “We bag them up in a clear tote bag,” says Mastromauro, “and we put it out on display. It really pops. We’re able to promote that and not do anything with the price.”

SPARK SHOPPERS’ INTEREST

Mastromauro says introducing new items to consumers in the specialty citrus category can yield immediate sales, as well as foster an openness to trying new things.

He also points out that the shoulder period — when winter merchandising stretches into spring, but before stone fruit and berries are fully available — can be a challenging time to create excitement in the produce department. However, featuring specialty items that fall outside core citrus or everyday produce can help spark interest and add a welcome sense of discovery for shoppers.

Information is important, he cautions. Unfamiliar items need promotional support that attracts and educates.

Mastromauro says a new favorite is the Kishu mandarin out of Georgia. “There was a buzz for a few weeks when they had it,” he says, also pointing to “the new seedless lemons from Wonderful. That’s been a new way of adding value to the citrus category.”

Aside from the occasional greenhouse-grown lemon, Argus Farm Stop in Ann Arbor, MI, doesn’t stock citrus, as it’s completely focused on locally grown fruits and vegetables. However, during summer, Argus rolls out pawpaws, a locally grown fruit with a tropical flavor.

Dani Cavagnaro, manager of produce at Argus Farm Stop, says pawpaws appeal to consumers who are expanding their fruit palate and want a tangy fruit that has an exotic flavor. “People love them,” she says. “We have a high customer demand for them. We have to start waitlisting people when we get them in.”

THE SPECIALTY LINEUP

The specialty citrus category has a big range. According to Jim Cutsinger, of International Citrus and Produce, Burlingame, CA, specialty citrus “generally includes Murcott tangerines, Orri tangerines, Satsumas, Cara Cara navels, blood oranges, specialty grapefruits, key lime varieties, Meyer lemons to a degree, Minneolas, kumquats, finger limes and newer branded tangerines, such as Autumn Honey and Juicy Crunch.”

“Consumers are continually looking for new ways to add variety to their fruit choices,” adds Sarah Deaton, director of marketing, Sun Pacific, Pasadena, CA. “Being able to provide new flavor experiences within the citrus category is key to keeping the category fresh and getting consumers to buy more citrus.”

“Being able to provide new flavor experiences within the citrus category is key to keeping the category fresh and getting consumers to buy more citrus.”
— Sarah Deaton, Sun Pacific, Pasadena, CA

Rodrigo Lazo, sourcing and grower liaison, Seald Sweet, Vero Beach, FL, points out that innovation remains a key to specialty citrus. “Our company is currently working with Leanri, a variety we commercialized,” he says. “In terms of maturity, Leanri sits between early-season clementines and late-season mandarins, yet maintains the desirable characteristics of a true mandarin. It is considered an ‘easy peeler,’ and like Tango and Orri, it is seedless, attributes that continue to drive consumer trial and repeat purchases.”

Although Leanri mandarins are still in a development phase, early performance is promising, says Lazo, with strong internal quality, good Brix levels, and “a flavor profile that positions it as a differentiated option within the easy-peeler category. We believe it has the potential to carve out its own identity.”

Cutsinger says the major drivers of specialty citrus growth, and qualities that are important to feature in merchandising and promotion, include flavor and sweetness, health benefits, convenience and snacking, and ease of consumption.

Curiosity drives many specialty citrus purchases. At Frieda’s, Los Alamitos, CA, specialty citrus and related categories are positioned and, at times, repositioned to intrigue consumers. Such was the case with finger limes, which it rebranded as Citrus Caviar. In working with specialty produce, Frieda’s keeps in mind that playing to consumer inquisitiveness is important, especially in combination with other critical attractors, such as healthfulness and convenience, all of which address lifestyle considerations.

ON-RAMP TO MORE RINGS

Specialty citrus matches trending consumer demand for healthier snacks and better-for-you convenience foods. “The rise of mandarins was the on-ramp,” says Alex Jackson, vice president of sales and marketing for Frieda’s. “Once shoppers got used to citrus in snacking formats, they were primed to explore popjoys, limequats, mandarinquats, and other fun, bite-sized varieties.”

Cassie Howard, senior director of category management and marketing at Sunkist Growers, Valencia, CA, says retailers can radiate beyond citrus basics that are traditionally popular to draw more eyes to the larger category, particularly among younger consumers.

“Our core winter commodities include navel oranges, lemons, California mandarins and grapefruit,” says Howard. “These mainstays are available in both conventional and organic options and remain strong sellers across age groups. At the same time, younger shoppers are gravitating toward varieties that offer more flavor, function and story, like Cara Caras and blood oranges, both of which saw double-digit year-over-year volume growth this past season.”

“Our latest consumer insights show that Sunkist Cali Mandarins are no longer just a kid-focused fruit. More Millennial and Gen Z shoppers are turning to mandarins as a fresh, snackable solution that fits their busy lifestyles, proving that this variety delivers broad household appeal well beyond the lunchbox.”
— Cassie Howard, Sunkist Growers, Valencia, CA

Cutsinger agrees certain products have propelled the specialty citrus category.

“Murcott tangerines in particular have fueled category growth,” he says. “We have seen they’ve introduced many consumers to higher-flavor citrus and helped drive interest in other specialties. As shoppers get used to segmented citrus sets and branded flavor profiles, they’re more willing to try varieties outside the traditional orange and grapefruit offerings.”

Right now, Custinger characterizes Murcott tangerines, including W. Murcott and Honey Murcotts, as niche, but rising into greater prominence. Other fast-growing specialty citrus items, in addition to Orri tangerines and Autumn Honey tangerines, include Crunch tangerines, among the newer premium Florida varieties. He added that Cara Cara navels are enjoying steady mainstream growth and that blood oranges are getting a lift from culinary use and social-media spotlighting. In addition, Texas/Rio grapefruits have lately been stepping up as strong winter performers.

Cutsinger says such items appeal broadly, but especially to certain shoppers. “The top specialty citrus shopper is engaged in produce overall, willing to pay for flavor and quality, and often health-focused,” he says. “Families drive a lot of tangerine volume. Demand is strongest on the West Coast, Southwest, and major Northeast metros where retailers promote the category aggressively.”

Deaton says Sun Pacific is also high on Orri oranges. “Known for their golden-orange hue and smooth, easy-to-peel skin, Orris are grown in ideal Mediterranean-like climates where warm days and cool nights help concentrate their natural sweetness. We’re gaining some great traction with this variety with consumers who are loving its unique flavor underpinned by its exceptional balance of sweetness and acidity.”

BUILD SALES

As specialty citrus varieties win broader popularity among consumers, opportunities to build sales grow.
“When we look at more exotic specialties, Sumo-type citrus has gained attention,” says Lazo. “Also, pomelo is showing steady growth as consumers become more familiar with its flavor and versatility. These trends illustrate how dynamic the specialty citrus segment has become.

“Success today depends on consistent eating quality, clear differentiation and a strategic supply window. As consumers grow more comfortable exploring beyond traditional citrus, varieties that offer convenience, flavor and reliability are well-positioned to lead the next stage of growth.”

Specialty citrus is broad enough to offer something for just about everyone.

Deaton says some shoppers “will be looking for something their family will love, while providing key health benefits; others want something new and exciting to keep them on their journey of health and wellness, and some are just your early adopters/foodies that must try everything that comes out new first. Lucky for us, specialty citrus like Orri mandarin meets a lot of these needs that shoppers are looking for: easy to peel for kids, high in vitamin C and a unique, delicious flavor.”

Jackson says Frieda’s provides retailers with resources they can use to engage consumers across a range of use occasions. For example, consumers can take Frieda’s Citrus Caviar, cut and squeeze the lime to free the tangy bubbles for consumption or use to flavor food or even cocktails.

Addressing cocktail connoisseurs is an opportunity specialty citrus offers, and how many mixologists might look at a flavorful froth as the point of departure for a unique specialty margarita.

“Specialty citrus is where flavor, creativity, and curiosity meet,” Jackson says. “It’s one of the rare categories where the product practically markets itself. All retailers need is the right assortment and the right storytelling. That’s what Frieda’s was built for.”