27 Jul 2023

Driscoll's reasserts itself as one of the top brands in the food sector


The US-based company once again emerges as one of the top ten retail food brands in the United States.

Driscoll's has secured its position among the top ten retail food brands, according to data from Circana, a leading authority in consumer behavior and supermarket retail sales monitoring.

The mid-year 2023 ranking confirms Driscoll's unparalleled position among traditional grocery retailers and demonstrates the company's continued leadership in the food sector. Driscoll's has gained a tenth of a percentage point in market share over the last four years since its appearance in this ranking, compared to many higher-ranked store brands that have lost market share.

In an era where retail sources account for over 85% of the 600 billion meals consumed annually, food companies must stay attuned to evolving retail trends to maintain their competitive edge. Today's discerning shoppers switch channels, moving from discount stores to large supercenters, club shops, convenience stores, and online platforms.

The importance of fresh food perimeter departments (produce, meat, deli, bakery, seafood, and flowers) continues to grow, with fresh products accounting for 45% of retail food and beverage sales. In 2022, Driscoll's also ranked among the top twenty-five food brands in terms of dollar sales in the United States.

"Amid the changes taking place in the retail sector, Driscoll's has seized the opportunity to grow not only as a producer but also as a competitive food brand," said Jonna Parker, Director and Leader of Circana's Fresh Food Team.

"Fresh product brands are bigger than you might think, and Driscoll's position as the seventh-largest brand in retail food sales by dollar volume, and the largest in produce, is impressive."

"At the heart of our brand's success is our dedication to bringing great-tasting strawberries, blueberries, raspberries, and blackberries to the market," said Frances Dillard, Vice President of Brand and Product Marketing.

"Guided by our brand promise 'Only the Finest Berries™,' innovation and flavor differentiation come from our proprietary varieties, grown exclusively by a network of over 900 independent growers."

Millennials and Generation Z are revolutionizing the retail landscape as digitally connected consumers. Using the power of digital platforms, they effortlessly discover, decide, and make purchases online.

Recognizing the importance of prioritizing the consumer, leading brands have embraced this shift and gained a deep understanding of how and where to engage with shoppers.

They are leveraging this knowledge to expand their customer base, promote category growth, and explore innovative products. Remaining attuned to the changing needs of these tech-savvy generations, these brands are poised to thrive in the era of retail transformation.

Source: Blueberries Consulting
Blueberries Consulting is part of the global Italian Berry network.

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