Survey Reveals Fundamental Factors Influencing Consumer Preference of Bagged and Bulk Avocados

Hass Avocado Board's Latest Qualitative Study Highlights Bagged Avocado Attitudes and Usage Trends

MISSION VIEJO, CA (January 10, 2024) – A recent study conducted by the Hass Avocado Board delves into the evolving landscape of consumer preferences and behaviors regarding bagged avocados. The Attitudes and Usage Drivers for Bagged Avocados qualitative study surveyed shopper’s purchase behaviors, attitudes, and usage drivers that influence the decision to purchase bagged or bulk avocados. Participants discussed factors and motivations influencing their avocado purchases, including the in-store elements impacting their purchase decisions in the produce aisle. The research highlights several key factors influencing shopper purchases, such as avocado ripeness, value, convenience, and quality of the product in-store.

Ripeness was top of mind for avocado shoppers. Among those surveyed, consumers perceive bagged avocados as less ripe and are more likely to chose individual avocados for immediate usage. However, those who regularly eat avocados prefer pre-packaged avocados, indicating a preference to use avocados throughout the week, in meals or in recipes.

The study also highlights the significance of value and convenience in bagged avocado purchases. Survey participants cited bagged avocados as a better value compared to bulk, especially at mass retailers. Shoppers also noted they can be easily swayed by price or coupons/discounts at the grocery store when choosing between bagged and bulk avocados. This value proposition coupled with the convenience of a grab-and-go option of bagged avocados can appeal to shoppers seeking convenience and value without compromising quality.

Additionally, size and quantity emerged as considerations influencing purchasing decisions. The shoppers surveyed expressed a preference for avocado sizes or quantities of avocados that suit their household needs. Larger avocados are preferred for guacamole and other dishes, while smaller avocados are preferred for everyday use in smaller households or in households where only one family member eats avocados.

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The latest Attitudes and Usage Drivers for Bagged Avocados qualitative study dives into the key factors that influence consumers decisions to buy bagged and bulk avocados.

“This study reveals key consumer preferences surrounding bagged avocados,” said Alejandro Gavito, HAB’s senior business insights and data services manager. “Ripeness, value, convenience, size and quality play a crucial role in shaping purchasing behaviors. Understanding these evolving preferences is vital for retailers and producers to meet the demands of today’s discerning shoppers.”

This study not only provides valuable insights into consumer preferences but also offers actionable opportunities for retailers and suppliers seeking to tailor their offerings to meet the evolving needs of the market. HAB provides these insights and detailed retail information as the only avocado organization that equips the entire industry for success, offering clear and actionable information that everyone can use to drive their avocado business forward. For a deeper dive into these retail sales and shopper purchase trends and to explore the myriad of opportunities they present, please visit

About The Hass Avocado Board
The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

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