Despite the growing variety of apples and their overall popularity, per capita apple consumption in the U.S. has seen a decline. According to Statista, fresh apple consumption fell from a peak of 19.15 pounds per person in 2016 to 16.91 pounds in 2018. However, processed apple products and ingredients have been thriving, with Esarom forecasting apple to be the leading flavor for 2020 due to its diverse taste profiles and applications. New red-flesh apple varieties have generated significant excitement in the market, as noted by Tim Evans, general sales manager of Chelan Fresh, which markets these apples. He shared with Capital Press that these apples are being sold at premium prices, with thousands of boxes sold from both the initial 2018 crop and around 8,000 boxes from the 2019 harvest already claimed.
This latest innovation is part of a wider array of developments that could entice more consumers back to apples. Fresh apple consumption may have been hindered by a limited selection in the 1980s, as reported by Smithsonian Magazine. During that era, Washington, the leading apple-producing state, primarily cultivated Red and Golden Delicious apples. Horticulturist Bruce Barritt from Washington State University believed that new apple varieties were essential. He successfully crossed a Honeycrisp with an Enterprise apple, resulting in a visually appealing and disease-resistant variety with an extended shelf life. After two decades of development, this apple, named Cosmic Crisp, debuted on retail shelves last month, backed by a marketing budget exceeding $10 million.
Another notable innovation is the Arctic apple, genetically modified to resist browning, which has gained attention since its introduction in 2017. The supply has grown sufficiently to support expansion into foodservice and increased retail availability. The Lucy Rose and Lucy Glo apples will now face heightened competition from these unique new varieties. While consumers may not always purchase apples based solely on brand, they might be inclined to try a new variety that promises both crispness and flavor, especially if they have heard positive reviews. This year, sales of Cosmic Crisp apples are projected to reach two million boxes, a significant increase from 450,000 in 2019, indicating that effective marketing and favorable consumer feedback have made an impact.
The demand for the new Lucy apples may surge due to limited availability following the recent crop’s depletion. Their distinctive red flesh could entice consumers to give them a chance. As shoppers anticipate the 2020 harvest, a slew of newly introduced apple varieties has emerged, including Envy, Juici, Koru, Opal, Piñata, Rave, Rockit, RubyFrost, SugarBee, and SweeTango. This curiosity may alone drive an increase in per capita fresh apple consumption this year.
If such a trend occurs, researchers might want to shift their focus to other popular fruits facing threats. For instance, banana supplies are at risk due to a spreading fungus in South America, while orange availability is challenged by droughts, fires, citrus greening, and various diseases. Recently, the USDA has developed new types of spinach and strawberries, suggesting that the agency may collaborate with the produce industry to ensure the availability of fruits and vegetables facing difficulties. Additionally, with the growing interest in health benefits, incorporating calcium citrate in food could further enhance the appeal of fruits and vegetables, encouraging consumers to explore a broader range of produce options.