Major investments in varieties, technology, and logistics have led to growth for table grapes in the United States. However, not all growth is equal: value has increased, volume has not.
But far from being a gloomy prognosis, Marcial Hernández, co-founder of FruitNexus Advisory, says this reality is an opportunity in disguise.
During his presentation at the Global Grape Convention 2026, which took place in Santiago, Chile, on August 12, Hernández addressed the challenges facing producers and importers in the United States and called on the industry to work together to create value in the last mile.
“We’re brilliant in the field and too conservative at retail; we’ve left the task of building shelves and displays to a few,” he said. “We need to get involved in the retail shelf.”
During his presentation, the industry analyst talked about the pain points that, in his opinion, are making it difficult for table grapes to become a must-have item in Americans’ grocery carts.
According to Hernandez, the same sophistication that has resulted in successful new varieties that bring in crunch, flavor, and texture like never before has led to an information overload that demands too much from shoppers.
“Consumers don’t have more than 30 seconds in front of a display to make a purchasing decision,” he said. “If the message is confusing, they’ll move on to the next category. This is chaos that you can see, touch, and even buy.”
This reality falls in line with a painful but inescapable truth, Hernandez said: table grape consumption in the US has remained the same for years.
According to USDA data, in the last four years, the category has grown in value, with dollar sales rising by 24 percent. However, volume has increased only by nine percent, which, according to Hernandez, shows retailers have been capitalizing on prices, not units sold. Per capita table grape consumption has grown only slightly in the past few years: from 7.06 pounds in 2022 to 7.16 pounds in 2025.
“All of the efforts we’re making in terms of innovation and varieties have translated to this: better genetics, more technology, better grapes,” he said. “But after all that, there’s still complexity at retail and consumers are barely eating more grapes.”
As dramatic as Hernandez’ prognosis sounded, he was adamant that not all is doom and gloom, and these challenges present a valuable opportunity for table grapes in the United States.
According to data from marketing insights firm Circana, 77.6 percent of Americans cook more at home, while 66 percent say they’ll keep cooking at home.
This is likely for two reasons, Hernandez said: First, there’s inflation and the affordability crisis, which has pushed Americans to hit pause on restaurant outings and delivery meals. On the other hand, the health and wellness trend is reshaping eating habits in the country, with consumers looking to famous chefs and food influencers to create good-for-you experiences that don’t leave flavor as an afterthought.
“We haven’t leveraged nutrition and health nearly as much; those who pay for marketing campaigns haven’t been able to emphasize all the nutritional benefits of table grapes,” the expert said.
He said the fruit is perfect as a pre-workout snack and practical as an integral part of a kid’s lunchbox—nutritious, delicious, fuss-free.
This is where Hernandez said industry bodies should partner more closely with retailers, using data points such as table grapes’ nutritional benefits to better market the fruit at the point of sale.
On the importers’ side, there’s also a role to be played. According to the expert, the ability to forecast trends for data-driven retail executives can unlock shelf space and volume sales for table grapes.
“Importers need to sit with buyers and talk about what’s happening in the industry, about what’s coming up in the next four weeks. Yes, we don’t have a crystal ball, but we must make our own to see in December what’s going to happen in March,” he said. “Today, data allows us to anticipate a lot of what’s going to happen.”
A deeper involvement with retail and a closer observation of the forces that are shaping Americans’ consumption habits today can yield fruit. The industry has great potential in the US market, Hernandez said, especially having already invested in creating a premium product.
“The last mile is run at the shelf, and that’s a race run by all of us: breeders, producers, exporters, importers, and retailers,” he concluded.
The Global Grape Convention 2026, organized by Yentzen Group, Frutas de Chile, Provid, and Mexico Table Grapes, brought together 900 people and over 50 sponsoring companies.
*Don't miss all the details of the Global Grape Convention 2026 on our social media and at FreshFruitPortal.com.*
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