This article outlines key supermarket fruit advertising trends, top categories, and fruit seasonality.
The below table profiles total fruit adverts by retailer in the six months to Mar‑25 and Mar‑26. Aldi and Coles grew their share of adverts by +1.4% and +2.2% respectively, taking advert share from Woolworths, Independents, and Greengrocers.
The top five advertised fruit categories are highly concentrated across retailers, with the top five consistent and focused on high‑volume categories: Grapes, Avocados, Mandarins, Nectarines, and Apples, in both periods.
The seasonality chart below shows that adverts peak in December, largely driven by increased demand for fruit during the Christmas period.
Aldi and Coles grew their share of adverts in the six months to Mar‑26. Advertised categories remain concentrated on high‑volume fruit across retailers.
Track Supermarket Fruit Advertising Trends with Adwatch™
Adwatch™ is our online dashboard that tracks weekly retail promotions across 50+ fresh produce categories.
It covers all major supermarkets, independents, and greengrocers, across print and digital, and converts ads to price per kg for easy comparison.
Use it to:
- Track retail promotional activity in real time
- Assess the impact of ads on seasonal income and product mix
- Monitor market pricing and respond quickly with tactical offers
- Inform planning, pricing tactics, and trading partner reviews
Want to see Adwatch™ in action? Contact us today or get in touch to book a demo.
If you want more of the freshest fresh fruit and vegetable news and insights, join our weekly newsletter!
