Onions were once considered a kitchen staple without much flair, but they are getting a fresh marketing makeover.
From bold packaging and convenience-driven messaging to strategic in-store promotions and digital outreach, the onion category is evolving to meet modern consumer expectations.
Spice World and the Texas International Produce Association are taking a proactive approach: educating shoppers, supporting growers and partnering with retailers to drive year-round demand and reinforce onions' versatile role in today's meals.
The onion growing season varies by region; Dante Galeazzi, president of the Texas International Produce Association and managing director of the South Texas Onion Committee, explained how the Texas growing season's timing worked its way into marketing promotions.
“Growers start planting in September and usually wrap by Oct. 15 — which is how Texas 1015s got their name,” Galeazzi said.
“Just last year, STOC worked with the Weslaco Chamber of Commerce to officially proclaim that day as TX1015 Sweet Onion Day, encouraging the whole community to celebrate,” he added.
The Texas 1015 sweet onion season starts around March (typically around Saint Patrick's Day) and ends around mid-July, Galeazzi said.
“There are two growing regions, including the Rio Grande Valley and Wintergarden regions,” he said. “With 22 authorized shippers across 35 counties, both areas work together to provide the crop all season long.”
Connect in the produce aisle
Onion marketers are leaning into bold packaging, recipe inspiration and shopper education to drive sales.
“Onions have high household penetration, and consumers are always looking for new recipes and different ways to use onions,” said Pat McAndrew, chief marketing officer for Spice World. “We primarily use digital marketing to reach consumers with how-to videos and other recipe ideas. We also recently launched a new national campaign to support our Easy Onion franchise.”
McAndrew said the company capitalizes on seasonal marketing opportunities.
“Due to consumer awareness of the health benefits of onions, January has become an increasingly important month for promotions as consumers commit to healthier diets as part of New Year's resolutions,” McAndrew said. “Onions are also great in the summer to bring along to picnics or barbecues, and Easy Onion is perfect for enjoying onions on the go.”
To overcome challenges in marketing onions — whether price pressure, competition or supply issues — Spice World is ready to adapt, said Mike Smith, senior vice president of sales and marketing for the company.
“Spice World has a dedicated team that stays in front of supply chain challenges,” he said. “Additionally, our close relationships with retailers and consumers ensure we are in tune with the marketplace and ready to take advantage of opportunities as they arise throughout the year. We strive never to be surprised.”
Smith said retailers are key in driving onion sales.
“Retailers are the closest to consumer trends and are the best source to identify what consumers are most interested in,” Smith explained. “All our in-store promotions are executed in partnership with our valued retailers.”
McAndrew said Spice World's Easy Onion offers convenience for consumers.
“Our pre-chopped Easy Onion products deliver a flavorful, yet convenient version of the traditional onion,” McAndrew said. “Taking the work out of preparing onions has increased consumer consumption and is a real differentiator in the overall onion landscape.”
Consumer preferences
All types of onions are popular and in demand with consumers, Smith said.
“Different onions have different core uses, yet all onion demand is increasing as consumers continue to experiment with various cuisines,” he said. “Additionally, consumers are increasingly aware of the many health benefits of onions.”
Galeazzi said shoppers will look for various bag sizes for family and holiday cooking occasions.
“Consumers are buying a mix of bag and bulk products to meet their needs,” Galeazzi said. “For small gatherings, 2-pound and 3-pound bags are perfect for adding a touch of sweetness to every bite. With inflation still a concern, consumers are being more mindful of their budgets — typically adding just one to two TX1015 sweet onions to their carts on average.”
Spring is a season full of celebrations with graduations, birthdays, Cinco De Mayo and Mother's Day all calling for fresh, flavorful meals, said Galeazzi, who added that TX1015 sweet onions are an ideal addition to any plate.
“Favorite recipes including Greek cucumber onion salad, green goddess salad, and watermelon onion salad highlight the vibrant mix of fruit and vegetable combinations that have been trending over the last few months,” he said.
Warm salads have seen a resurgence.
“Unique onion combinations that are either caramelized or roasted add a crunchy kick and depth to salad bowls,” Galeazzi said. “Raw and thinly cut onions continue to find their way into simple and fresh classics. Dressings, with onion at the center, feature savory and bold flavors — a delightful complement to a side salad.”
Shoppers want to put a local twist in salads that feature regional ingredients, reflect seasonal availability and showcase flavors of homegrown produce, Galeazzi said.
“While the unbeatable flavor speaks for itself, the deeper story lies in the hands that make it possible. With 22 authorized shippers and over 6,000 acres in production, our growers are committed to delivering high-quality product that exceeds consumers' expectations,” he said. “Through their efforts to achieve peak freshness and sweetness, shoppers can feel confident in creating salad bowls [and other meals] that are as nutritious as they are delicious.