Vidalia driving sweet onion category

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Carl Collen

BY CARL COLLEN

Vidalia driving sweet onion category

New data shows Vidalia onion sales re[resent 62 per cent of all sweet onion sales in the US

Vidalia driving sweet onion category

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Recent sales data research commissioned by the Vidalia Onion Committee has indicated that sweet onions lead the onion category in the US, with the largest dollar sales (35 per cent), and Vidalia onions represent 62 per cent of sweet onion sales.

In addition, Vidalia onion sales grew by 12 per cent while all other sweet onions sales grew by only 5 per cent.

The study conducted by the Nielsen Perishables Group, on behalf of the Vidalia Onion Committee, analysed national sales data over a two-year time period (2012/13) and also reviewed retail performance. The results found that Vidalia volume growth at 8 per cent outpaced total onions (4 per cent) during the 20 April 2012 – 17 August 17 2013 season. In addition to the category sales data, the study highlighted key retail opportunities.

“This is exciting news to learn that when in season, Vidalia onions play such a key role in driving the growth of sweet onion sales nationwide,” stated Kevin Hendrix, chairman of the Vidalia Onion Committee. “Our previous consumer research reveals that 91 per cent of consumers are familiar with Vidalia onions and they associate them with superior, sweet flavour so it’s great to match the consumers’ perceptions with the actual sales results.”

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