2025 Masters of Merchandising: DOLE

Bananas: Still Full of Surprises

Bananas remain one of the world’s most beloved fruits — and among the most-purchased items in grocery stores across North America.

What’s not to love?

Convenient, value-priced, full of nutrients, naturally sweet, just the right size for kids’ lunches, and offering their own bio-degradable, easy-to-open packaging, they are practically nature’s perfect food.

And DOLE® has been the brand that more customers have turned to during good times and bad for more than 125 years.

But even the iconic banana still has secrets to tell. Through a recent national survey Dole uncovered some Ripe Banana Facts that can help our retailers maximize their banana (and produce department) sales.

• 35% of Americans rank bananas as a must-have purchase — more than any other fruit or vegetable and sixth among all supermarket items.

• Bananas rank as the top impulse produce buy in the entire store.

• Bananas rank third as a sugar replacement in recipes and cooking behind honey and maple syrup but ahead of stevia, agave and monk fruit.

• 29% of your shoppers like eating bananas that are at least partially green. And one-half of banana lovers want perfectly yellow fruit with no green or brown spots.

So what does it all mean? Bananas continue to dominate — not just in the produce department but throughout the store. Their strong ranking as both a planned and impulse purchase gives you a multitude of display possibilities.

And since banana lovers increasingly want both green and yellow fruit, stocking a full color-spectrum is now more crucial than ever. Read on for more tips.

Expand Your Banana Horizons

Gone are the days when your shoppers wanted just conventional Cavendish bananas. Today’s banana consumer is now more likely to also shop Organics, Plantains and Exotics.

Conventional Cavendish Remains King — at Least for Now. While demand for the world’s most popular banana is still down slightly from pre-COVID levels, sales continue to improve as the overall banana category expands. Shoppers will always turn to the tried-and-true King of Bananas even as they explore new varieties, tastes and unique ways to enjoy the fruit.

But Organic Bananas are Booming. After slow-but-steady increases the past several years, organic banana sales shot up almost 15% in the year ending 2/15/25. Now, more than ever, organic has hit mainstream as more shoppers are willing to pay a premium for health, wellness and peace of mind.Savvy retailers can leverage this trend by continually stocking organic bananas, creating all-organic produce sections, and offering organic recipes, serving suggestions and party tips.

And Plantains are More Popular than Ever. Plantains are growing almost as fast as Organic Bananas. For the 52 weeks ending 2/15/25, plantain sales were up more than 13%. This larger, starchier and less-sweet cousin of the banana can be baked, boiled, fried, grilled or steamed. Since shoppers are less aware of plantains’ many benefits, including high levels of potassium and fiber, we recommend creating dedicated displays with sweet and savory recipes, cooking tips and product info.

Even Exotics are Expanding. Build-out your banana display with Baby Bananas, Red Bananas and Manzanos for added appetite and sales appeal. In honor of this year’s National Banana Bread Day, Dole conducted a blind taste test of identical banana bread loaves made with Cavendish, Manzanos, Red and Baby Bananas. The winner? More participants picked the loaf made with Red Bananas for its super-moist, creamy consistency and sweet, raspberry-like flavor. This shows that sharing the versatility beyond snacking is a winning recipe to expand category sales.

Global Healthy Eating Icon

Standing taller than ever is Dole’s iconic mascot, Bobby Banana. At 7-feet tall, this unpeeled DOLE® Banana is more than just a fruit; with his bright yellow skin and ever-present smile, he’s a symbol of vitality, happiness, and wellness to audiences of all ages, embodying the essence of wholesome living and nutritious choices.

In fact after almost 30 years as the healthy-living, happy-go-lucky mascot of Dole Food Company, dedicated to rallying kids to live healthier lifestyles and diets rich in fresh fruits and vegetables, in 2024, Bobby was honored with a special display at the National Mascot Hall of Fame — the first corporate mascot to be displayed in the history of the Hall.

His presence as a beloved marketing asset to represent DOLE® Bananas to millions of families is an opportunity that can help retailers appeal and sell more bananas. Whether he’s leading a school dance party, supermarket opening or other special event, Bobby’s playful antics and boundless enthusiasm whether in person, on social media or through the Dole website, inspire people to embrace bananas as an essential ingredient of a balanced diet.

Spread Ohana this Summer with Disney’s Stitch

Dole has recruited everyone’s favorite mischievous alien with heart to encourage Americans to spread kindness, love and affection — and help our retailers create added excitement for DOLE Pineapples, Bananas and other tropical fruit.

This summer, Disney’s beloved Stitch will christen Dole’s “Spirit of ‘Ohana,” a five-month in-store, digital and social media initiative focused on the long-established themes of hospitality, goodness, wellness and joy that tropicals bring.

The Hawaiian word for family, “Ohana” includes not just blood or adopted relatives but friends, neighbors and associates, and can be seen at gatherings throughout the Islands. This spirit will be captured through a destination website, character recipes, digital downloads, dedicated social and Disney’s Stitch on millions of DOLE® Banana stickers throughout the U.S. and Canada.

To inquire about creating a campaign and in-store materials featuring Dole’s Bobby Banana or Disney’s Stitch, contact your Dole sales rep.

DOLE FOOD COMPANY
200 South Tryon Street, Charlotte, NC 28202
www.Dole.com

DOLE AND RELATED MARKS ARE TRADEMARKS OF DOLE FOOD COMPANY, INC.