Based on data from Circana, a prominent authority on consumer behaviour and supermarket retail sales tracking, American brand Driscoll's has secured a spot among the top ten retail grocery brands. The mid-year 2023 rankings confirm Driscoll's unrivalled position across traditional grocery retailers and demonstrate the company's consistent leadership in the food industry. Driscoll's has added a tenth of a share point in the last four years it has appeared on this list, compared to several higher-ranked centre-store brands which have lost share points.
In an era where retail sources account for more than 85 percent of the annual 600 billion eating occasions, food companies must stay attuned to evolving retail trends to maintain their competitive edge. Today's discerning shoppers are channel shifting from discounters to big box supercenters, club stores, convenience stores, and online platforms. The prominence of fresh food perimeter departments (produce, meat, deli, bakery, seafood and floral) continues to grow, with fresh, representing 45 percent of retail food and beverage sales. In 2022, Driscoll's also ranked as one of the top twenty-five food brands in dollar sales across the United States.
"Amidst transformative changes happening in the retail sector, Driscoll's has seized growth opportunities not only as a produce company but as a competitive food brand," said Jonna Parker, Principal, Fresh Foods Team Lead at Circana.
"Fresh brands are bigger than people think, and Driscoll's position as the seventh largest brand in food retail based on dollar sales, and the largest within produce, is impressive."
Frances Dillard, VP of Brand and Produce Marketing at Driscoll's, said that at the centre of the brand's success is its dedication to bringing great-tasting strawberries, blueberries, raspberries, and blackberries to market.
"Driven by our brand promise of Only the Finest Berries, our flavour innovation and differentiation are derived from our proprietary varieties that are exclusively grown by a network of more than 900 independent growers," said Dillard.
As the driving forces behind shopping disruption, millennials and Gen Z are revolutionising the retail landscape as digitally connected consumers. Utilising the power of digital platforms, they effortlessly discover, decide, and make online purchases. Recognising the significance of prioritising the consumer, leading brands have embraced this shift and gained a deep understanding of how and where to engage with shoppers. They leverage this knowledge to expand their customer base, foster category growth, and explore product innovation. By staying attuned to the evolving needs of these tech-savvy generations, these brands are poised to thrive in this era of retail transformation.
