The Savory Taste of Garlic

Trends include changes in branding, labeling and sizing.

Garlic is popular for its complex taste profile: It’s spicy and pungent when consumed raw. It’s savory and a bit sweet when cooked. Supermarkets can successfully market it to price-conscious consumers who seek delicious meal ingredients.

“Used in many cuisines, combined with a continued focus on preparing meals at home with an eye on the inflationary pressure of the past few years, garlic has become a key staple in many households,” says Anne-Marie Roerink, principal at 210 Analytics.

Fresh garlic sales were $554 million annually, according to data insights firm Circana. For the 52 weeks ending May 19, dollar sales were up 10% and unit sales were up 4.8%. Volume in pounds has also increased.

“Importantly, pound sales are up 14.2% compared to two years ago, so this reflects growth upon growth,” says Roerink.

PROCUREMENT OF GARLIC

Grocers can supply garlic year-round. Domestic fresh garlic is mainly grown in California, while half of imported garlic comes from China. The U.S. imported over 250 million pounds of fresh or chilled garlic in 2023, per the U.S. Department of Agriculture.

Christopher Ranch is a premier supplier of California-grown fresh and peeled garlic. The family-owned grower, packer and shipper produced 110 million pounds of garlic in 2023.

“We are 100% domestic, so we do not have to worry about importing, or about wild swings in the garlic market,” says Ken Christopher, executive vice president of Christopher Ranch in Gilroy, CA. “China may have shipments delayed, there could be a crop failure in Spain. Demand for our products skyrockets when those things happen.”

The company harvests its garlic crop in June, then sells it as boxed garlic or puts it into long-term cold storage.

“Garlic in these storage rooms can be held for up to one year, and will remain as fresh as when it first went into storage. People are willing to pay a premium when they find out it is from the U.S.,” says Christopher.

Spice World grows garlic in California’s fertile San Joaquin Valley, and has an extensive storage facility in California. It offers domestic garlic year-round, and also imports garlic from Central and South America, Europe and Asia.

“Beyond California, Spice World applies a ‘follow the sun’ strategy, which allows for the freshest, most flavorful garlic to be available every month of the calendar year,” says Mike Smith, senior vice president of sales at Spice World LLC in Orlando, FL.

Maurice Auerbach Inc., in Secaucus, NJ, supplies fresh, peeled and roasted garlic to the Eastern Seaboard. It procures California-grown garlic, and imported garlic from Mexico, China, Argentina and Spain.

Procurement challenges may arise with logistics and ports, admits Bruce Klein, director of marketing for Maurice Auerbach. “The (shipping) boats were backed up for days at the Panama Canal — we track by satellite and could tell some boats were taking longer.”

PRICING AND SUPPLY

While Americans have been feeling the pinch of inflation, garlic pricing is relatively stable. The average price is $4.27 per pound, up 3.7% versus last year. Supply outlook is good.

“The weather has been agreeable — we had the right amount of cold days below 32 degrees. We had no significant late rains,” says Christopher.

With a late rain, dirt sticks to the skins and stains them, so the garlic must be processed and peeled.
California harvest is in July. Spain is June, Argentina is December, and China varies by region.

“We get fresh garlic all year round. When we import garlic, we take it a lot at one time. We can’t sell it all right away, so we put some in storage (and sell it) until the new crop is available,” says Klein.

HANDLING AND PACKAGING GARLIC

Garlic is hardy in the field, but must be handled properly after harvest.

Fox Packaging created mesh bags that provide visibility and protect garlic against light and dust. These bags can accommodate garlic bunches or braids, according to consumer preference.

“The Fox Fresh Mesh Wicketed bags allow for adequate air circulation, which is crucial for maintaining the freshness of garlic,” says Victoria Lopez, marketing and business development manager of Fox Packaging in McAllen, TX. “This feature helps absorb moisture, thus preventing decay and sprouting, which are common issues with garlic storage.”

Spice World developed Founder’s Garlic — each garlic bulb is wrapped in sustainable, plant-based film. This offers visual appeal and helps produce staff manage product freshness.

“This innovative packaging protects each garlic bulb individually, reducing the impact of shoppers handling the garlic bulbs,” says Smith of Spice World.

Temperature is also important. Maurice Auerbach stores its fresh garlic at 28 degrees, and then ships it in refrigerated trucks.

“You must make sure you keep the cold chain, and that is what we do very well. When it gets to the grocery store, they do not have to keep it refrigerated,” says Klein of Maurice Auerbach.

Peeled garlic requires different handling. Christopher Ranch peels it, then cools it immediately. It is shipped by refrigerated truck and must be kept cold at retail to guarantee the product’s eight-week shelf life.

MERCHANDISING AND SALES

Garlic can be merchandised in various ways to attract grocery store shoppers.

With budget-friendly retailers, where customers seek a lot of bang for their buck, Christopher Ranch fills a 1-pound bag to 1.25 pounds, and prints “25 percent more” on the bag.

“With big box stores, we find that moving peeled garlic and sleeved garlic works well by featuring the American flag, ‘Grown & Packed in the U.S.A.’ and our branding on our packages. When you get to higher-end stores, such as Whole Foods, etc. — the approach is to group organics together,” says Christopher.

“Shopper insights validate that the best approach for merchandising is to have garlic displays, such as shippers, in the produce section as they tend to inspire impulse purchases.”

— Mike Smith, Spice World, LLC, Orlando, FL

To attract customers, Spice World offers a wide array of merchandising solutions. Retailers can showcase its products on shippers, racks, and other stand-alone shelving systems.

“Shopper insights validate that the best approach for merchandising is to have garlic displays, such as shippers, in the produce section, as they tend to inspire impulse purchases,” says Smith.

THE GROWTH OF ORGANICS

Supermarkets can benefit by carrying organic garlic, to meet consumer preferences.

“Absolutely, there is a demand. And it is growing,” says Klein. “Organic garlic did very well during the pandemic because most of it is packaged.”

They prefer to pack organic garlic to aid grocery store checkers or self-checkout.

Christopher Ranch began growing organic garlic 10 years ago, and now grows over 1 million pounds. “It is trickier to grow organic garlic, but consumers will pay a premium for it,” says Christopher.

Smith says Spice World offers an array of organic garlic products in fresh, peeled, and ready-to-use formats.

HEALTH AND COOKING

Garlic doesn’t just scare away vampires. It can also keep consumers healthy.

“Many diseases, including arthritis, diabetes and heart disease, stem from chronic inflammation,” says Annie Scott, community outreach registered dietitian at Endeavor Health in Chicago, IL. “The compounds in garlic empower you to reduce inflammation and oxidative stress in your body.”

Scott says the key to garlic’s health benefits lies in its rich composition of bioactive compounds, especially sulfur-containing ones like allicin, diallyl disulfide (DADS) and S-allyl cysteine. Allicin has strong anti-inflammatory, antibacterial and antioxidant properties, and is formed when garlic is chopped, crushed or chewed.

“Allicin is responsible for the characteristic aroma of fresh garlic and is a key contributor to its health benefits,” says Scott.

Garlic may be called a spice or herb, but its closest relatives are the onion, leek and shallot, which are vegetables.

“Garlic is really about flavor. A little bit goes a long way. It will give a recipe a certain zing, zest and heat. And it makes just about any dish more pleasurable,” says Christopher.

“Adding garlic to your daily meals is a simple and accessible way to boost your health. Fresh garlic can be a delicious addition to a variety of dishes, from hearty soups and savory sauces to zesty marinades and tangy dressings,” says Scott.

Grocers can highlight these properties via bag labels. For example, Fox Fresh Mesh Wicked bags can show cooking and health information.

“There is space to include popular garlic recipes, offering consumers ideas and inspiration for using garlic in their cooking. Any additional garlic-specific features or benefits that you wish to highlight can be incorporated into the design,” says Lopez of Fox Packaging.

THE LATEST TRENDS

Opportunities abound with the growth of the global garlic market, which is expected to reach $616 million by 2029, a CAGR of 2.7%. Trends include changes in branding, labeling and sizing.

Christopher Ranch has noticed large retailers moving to in-house brands. The company does some private-label garlic, but prefers to keep its own branding, which ties to its farm.

Maurice Auerbach has noticed a shift to prepared garlic. “It took 20 years for peeled garlic to catch on in restaurants. Previously, chefs would chop their own whole garlic. Diced is the next step — they don’t have to chop it up,” says Klein.

Jarred garlic is gaining fans in retail and foodservice. Spice World offers ready-to-use minced, peeled and squeezable garlic.

“Spice World created the ready-to-use garlic segment many years ago and has not lost sight of the role convenience plays for consumers,” says Smith.