Shopper Insights

Promoting California Walnuts

California walnuts respond well to promotions year-round. American Heart Month in February and cross-merchandising with produce partners are just two examples of proven successful measures

Walnuts can be promoted outside of the holiday periods to deliver significant added volume.

INSIGHT

Consumers are open to purchasing walnuts all year-long. The key walnut attributes of taste, versatility and nutrition are motivating to consumers regardless of the period.

SALES GROWTH IMPLICATION

American Heart Month (February) is a natural time to promote California walnuts, when shoppers are even more receptive to heart-health messaging. Feature California walnuts any month of the year as an on-trend nutritious snack choice.

Retail Promotion

Off-shelf merchandising is key to driving incremental walnut sales.

INSIGHT

Far more shoppers would see a walnut display placed on the perimeter aisle than in the baking aisle. Most walnut purchases are planned, but consumers are open to buying walnuts when reminded of their many benefits – particularly nutritional benefits.

SALES GROWTH IMPLICATION

Display walnuts prominently in high-traffic locations, and ideally placed adjacent to complementary foods such as berries, bagged salads, hot cereals and yogurt. Use signage on displays to remind shoppers of California walnuts’ unique taste and texture, their versatility and their nutritional benefits – including being an excellent source of essential ALA omega-3 (2.5g/oz).

The American Heart Association’s Heart-Check mark is an effective tool for reinforcing walnuts’ heart-health benefits.

INSIGHT

The AHA Heart-Check mark grants “permission to buy” to walnut purchasers. The American Heart Association has 92% brand awareness among consumers and 75% of consumers are familiar with the Heart-Check mark. (American Heart Association)

SALES GROWTH IMPLICATION

California walnut packages are allowed to display the AHA Heart-Check mark as evidence of their certification as a heart-healthy food*. In addition, the California Walnut Board has an assortment of header cards, shelf signs and even recipe cards that include the Heart-Check mark to spark added sales.

*Supportive but not conclusive research shows that eating 1.5 ounces of walnuts per day, as part of a low saturated fat and low cholesterol diet and not resulting in increased caloric intake, may reduce the risk of coronary heart disease. (FDA) One ounce of walnuts offers 18g of total fat, 2.5g of monounsaturated fat, 13g of polyunsaturated fat including 2.5g of alpha-linolenic acid – the plant-based omega-3.
Walnut Heart Health

Cross-merchandising walnuts attracts attention and encourages impulse sales.

INSIGHT

Walnuts are likely not top-of-mind with consumers, and they need to be reminded of how easy it is to add the nutritional benefits of walnuts to many of the foods they already enjoy.

SALES GROWTH IMPLICATION

The California Walnut Board has successfully implemented cross-merchandising promotions with bagged salads, berries, avocados, dried cranberries, yogurt, packaged tuna and fresh meat. Contact us at retail@walnuts.org to learn more and discuss how we can help support your promotion.

Tip: Maximize California walnuts fresh taste and quality by keeping them in your refrigerator or freezer.

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