Pink Lady has become the best-known apple among women in the UK, according to new research by Ipsos Mori, supplanting Granny Smith at the top.
Among the brand's core market of women, 20 per cent recalled Pink Lady over competitors Granny Smith (19 per cent) and Cox (13 per cent).
Recognition has also increased significantly overall, among both men and women, from six per cent in 2010 to 18 per cent this year.
This increase has seen the brand overtake Cox into second position, behind Granny Smith with 21 per cent awareness.
Such developments are perhaps unsurprising, given the latest data from Kantar, which shows that volume sales of Pink Lady apples have risen by 19.3 per cent in 2012, while overall apple sales have fallen by 1.6 per cent.
Meanwhile, household penetration of Pink Lady has risen by five per cent, against a drop of 0.4 per cent for all varieties.
Andy Macdonald, managing director of Coregeo, master licensor of Pink Lady in the UK, commented: 'We are delighted with the continued success of Pink Lady – particularly in the face of incredibly tough market conditions. There is no doubt in our minds that much of this is down to the product – consistently high quality and premium taste set Pink Lady apart from other apples.'
No comments yet