The apple industry innovated with new star varieties and compact, vertical orchards that pushed production up, keeping costs low for shoppers. Americans responded with a collective shrug.

“We’re getting better and better at what we do, but consumers are eating less and less of our product,” said Julie DeJarnatt, vice president of marketing and brand strategy for Chelan Fresh, a major Washington fruit grower.

Fresh apples per capita availability, adjusted for loss — the USDA’s approximation of consumption — was 8.8 pounds in 2021, down 11.3% from 20 years prior.

Declining consumption is a problem for many fruits, which impacts industry and the nation’s health.

Commodity groups and other organizations are trying to reverse the trend and boost grower returns.

Little to no fruit intake

A growing portion of Americans regularly eat little to no fruit on a daily basis, according to a new USDA Economic Research Service study. About 40% of adults and 29% of children fall into that category and most likely get fruit as ingredients in other foods, such as blueberries in a blueberry muffin.

The average American also eats roughly 20% less fruit than when consumption peaked in the late 1990s and early 2000s.

The drop is largely due to people drinking less citrus juice, while fresh fruit held steady.

Frozen fruit has made gains in the past 20 years, while canned and dried fruits drastically waned.

Fresh, frozen, canned, dried and 100% juice products counted as fruit for the study, conducted between 2005 and 2020.

The Consumer Price Index for all items increased more significantly during that period than many fruit products — consumption fell as fruit became relatively more affordable.

Researchers determined household income and prices may influence food choices but play less of a role than behaviors such as smoking or exercise, concern for health and knowledge of a healthy diet.

Compared to 50 years ago, however, people are eating slightly more fruit.

Apples the top fruit

Despite apple’s fresh segment decline, they were the nation’s top fruit in 2021, the latest year data was available, at nearly 27 pounds per person. That was floated by the equivalent of 15 pounds in apple juice, up 10.3% over 20 years.
Overall apple consumption dipped roughly 1% from 2001.

Oranges were America’s second choice for fruit and the top mark in juice with 16.6 pounds (1.9 gallons) per person, but that dropped 56% from 2001.

Bananas were the nation’s No. 1 fresh fruit for 2021 at 13.2 pounds per person, good for third overall. Consumption of the tropical fruit surged 61% since 1970.

Grapes were fourth, followed by strawberries, pineapple and watermelon.

Non-citrus fresh fruits, particularly berries, saw consumption growth between 2001 and 2021, according to USDA data.

World market for berries

Berries’ rising demand isn’t entirely being met by domestic fruit, however.

“One of the reasons that berry and berry consumption has gone up is the year-round availability of fresh berries, and that does come from imports for part of the year,” said Darcy Kochis, Oregon Raspberry and Blackberry Commission administrator.

“It is very much a world market for berries,” Kochis added.

She encouraged residents to support local farmers by inspecting packaging. Frozen raspberries and blackberries labeled as grown in the U.S. are primarily from Washington and Oregon.

More room to grow

Kasey Cronquist, U.S. Highbush Blueberry Council president, said the situation is nuanced and foreign imports aren’t necessarily bad.

Some major U.S. growers also have outposts in other countries, for example.

“I would caution the assumption that one thing hurts the other thing. It’s a lot more complicated than that,” he added. “Domestic growers can’t meet the demand of consumers year-round.”

Blueberries, for example, aren’t a year-round crop in the U.S., but consumption and demand increase with year-round fresh availability.

While fresh blueberry consumption skyrocketed more than 600% from 2001 to 2021, it remains relatively low at 1.86 pounds per person, according to USDA statistics.

The blueberry industry, which wasn’t even tracked in 1970, still is in the early stages of development, Kronquist said.

“There’s a lot more opportunity to grow. A lot more,” he added.

The blueberry council is pursuing an assessment increase to raise demand.

Marketing makes a difference

Food choices often come down to health perceptions and convenience, said Timothy Delbridge, an Oregon State University economist.

People eat healthier at home but more meals are eaten on-the-go than ever before, he added.

With their small size and portability, berries are more “snackable” than other fruit. Research on health benefits of specific berries have boosted the segment, which saw a frozen sales rise during the pandemic, experts said.

“The blueberry and strawberry industries have done a great job in marketing their products and promoting them as a healthy part of our diets,” Delbridge said.

Marketing campaigns can increase consumer demand and bring large returns on investments.

“The commodity groups in the Pacific Northwest, along with their national marketing boards, certainly know this and are working hard to make sure people are thinking about getting more fruit into their diets,” Delbridge said.

Eat More Apples campaign
DeJarnatt, of Chelan Fresh, founded the Eat More Apples campaign, which is about one year old.

The industry-wide effort includes nearly 250 growers so far and aims to create a nationwide marketing push.

The campaign will focus on wellness messaging including apples ability to promote weight loss, immunity, hydration, energy and heart and mental health.

DeJarnatt said the apple industry is in crisis from a profitability standpoint, so growers shouldn’t face another assessment.

She’s hoping for grants and donations from businesses, industry partners and other organizations.

The campaign’s voluntary nature and unconventional funding make it slower paced than similar promotions, however.

A pilot project with four online influencers is planned for the winter.

“They’re going to educate people with the truth about apples,” DeJarnatt said.

Surveys will determine if they moved the needle, including by introducing viewers to new recipes and apple varieties.

Proof of concept will unlock the ability to pursue major donors.