Mission Viejo, CA (June 4, 2025) – A new study from the Hass Avocado Board (HAB) reveals a powerful opportunity for the produce industry: SNAP and WIC participants—who make up 11% of all avocado-buying households in the U.S.—represent a growing and often overlooked consumer segment that is primed for activation. The research shows that when these households purchase avocados, they are significantly more likely to add a wider variety of fresh produce to their baskets, unlocking meaningful growth potential for the entire produce category.
SNAP/WIC households who include avocados in their grocery trips spend nearly $37 more per trip—an 89% increase in total basket value compared to trips without avocados. Even more compelling, avocado purchases are linked to greater engagement across 27 different fresh produce categories, positioning avocados as a strategic “gateway fruit” for healthier and more diverse grocery decisions.
“This is the HAB Effect in action,” said Emiliano Escobedo, Executive Director at HAB. “Our nutrition research and data programs empower the industry with insights that not only grow avocado demand, but also drive total produce consumption—especially among nutritionally vulnerable populations.”
Federal nutrition programs like SNAP and WIC play a critical role in improving access to fruits and vegetables for millions of Americans. This new study underscores how influential these programs can be in shaping healthier shopping habits—demonstrating that when SNAP/WIC participants buy avocados, they’re not just choosing a nutrient-dense fruit, they’re also more likely to purchase a wider range of fresh produce. By helping shoppers build confidence in preparing and enjoying avocados, the industry has a unique opportunity to support more nutritious diets while fueling long-term category growth.
This new insight also reinforces the Hass Avocado Board’s commitment to its vision: to make avocados America’s preferred healthy food for every meal—by continuing to build demand and uncover new opportunities for growth within the avocado category.
To learn more about the study, please visit https://hassavocadoboard.com/research/snap-wic-shopper-purchase-behaviors/
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About the Hass Avocado Board
The Hass Avocado Board (HAB)’s job is to make avocados America’s preferred healthy food for every meal. 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.
MEDIA CONTACT
Gina Widjaja
gina@hassavocadoboard.com
949-341-3250
