MISSION VIEJO, CA (September 22, 2015) – The avocado category is experiencing tremendous growth and is one of the top categories in fresh produce. In fact, over 77,000 U.S. retail outlets sell fresh avocados. The Hass Avocado Board’s new study Keys to the Cart: Driving Hass Avocado Sales at Retail unveils how avocado purchases impact the value of the retail market basket, and identifies key shoppers and purchase behaviors driving these results. For example, the retail market basket analysis shows that shoppers spend +65% more in-store overall when avocados are in the basket; and millennial shoppers spend +73% more in-store overall when avocados are in the basket.
“The study, based on IRI household panel data*, yields actionable insights into how high-value shoppers, such as millennials, are driving the category by purchasing avocados more frequently and spending more each time,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “Equally as interesting is how regional segmentation sheds light on areas that may be poised to deliver the next big wave of category growth.
When viewing information on total U.S. households, the study found that over half of U.S. households purchase avocados with an average of 33 days between purchases. On average, shoppers purchase avocados six times per year and spend $3.49 per purchase. This equates to an annual avocado dollar spend of $20.76 per household.
Retailers benefit in many ways from the robust avocado category. Shoppers spend more in-store overall when avocados are in the basket—the average retail market basket with avocados is +65% greater than baskets without avocados. The value of the basket is $68 with avocados and $41 without avocados.
The study offers in-depth insight into various consumer groups and geographic regions:
- Millennial Avocado Buyers— Millennial households are more likely to buy avocados and spend more on avocados than non-millennials. Millennials spend +22% more per occasion. Millennial baskets with avocados are $76.36, which is +$8.74 above the average basket with avocados and +$10.08 greater than non-millennial baskets with avocados.
- Bulk + Bagged Avocado Buyers—Buyers who purchase both Bulk and Bagged avocados spend more each year and purchase more frequently than Bulk Only and Bagged Only buyers. Bagged Only buyers have the highest avocado market basket at $137.93; “Both” Buyers also drive a higher-than-average avocado basket at $81.22; and the avocado market basket for Bulk Only buyers is slightly below the average at $61.57.
- Avocado Buyers in Geographic Regions— The retail market basket with avocados in Emerging Regions (Aggregate of Midsouth, Great Lakes, Northeast, Plains and Southeast) is higher than in Developed Regions (Aggregate of California, West and South Central). Emerging Region baskets with avocados are $69.11, which is +$1.49 above the national average for baskets with avocados and +$2.92 greater than Developed Regions. However, the annual avocado spend is increasing at a faster rate in the Emerging regions.
“While avocados are clearly a standout category, the retailer benefits of stocking avocados extend well beyond the category itself. The insight into these high-value shoppers is helpful for marketing and merchandising in today’s shopper-centric environment. The study identifies some key segments that drive current category growth, and also builds an awareness of where opportunities may be stronger for future growth,” explains Escobedo.
To learn more about how avocado purchases impact the value of the retail market basket and the shoppers making the purchase, visit hassavocadoboard.com/research/2015-keys-to-the-cart/ to read the full report.
About The Hass Avocado Board
The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass avocados in the United States. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass avocados are grown in California and imported into the U.S. from Mexico, Chile, Peru, Dominican Republic and New Zealand.
*Data source: IRI Consumer NetworkTM – Consumer Purchase Trends