From Awareness to Understanding: Why Health Messaging Still Matters for Driving Avocado Demand
Health continues to be the primary driver of avocado purchase, reinforcing the Hass Avocado Board’s (HAB) long-term focus on nutrition marketing. Findings from the 2025 health professional, general market (GM), and Hispanic market (HM) tracking studies show that consumers and health professionals alike still associate avocados with health and wellness, validating the foundation of our strategy.
Encouragingly, overall awareness of avocado health and wellness benefits remains strong. However, results also highlight a clear gap between awareness and understanding, with a notable drop-off between the two. This indicates that while many consumers recognize avocados as healthy, fewer fully understand the specific benefits—limiting the likelihood of consistent behavior and purchase.
At the same time, the data highlights an ongoing opportunity. Awareness that Avocados – Love One Today®, a trusted source for evidence-based nutrition and recipe information remains low, even as food and nutrition misinformation continues to circulate widely across social media platforms. This gap underscores the importance of continuing to invest in credible, science-backed messaging that helps build trust and reinforces avocados’ role in healthy eating patterns.
Source: 2025 HAB Consumer Tracking Study
HAB measures success not only through reach, but through outcomes that align with our five-year nutrition marketing goals and objectives. These goals are designed to strengthen avocado demand by increasing the role of health professionals as trusted experts who make recommendations and by improving consumer understanding of avocados as a nutritious, everyday food.
As HAB continues to build on this momentum, our focus remains clear: close the gap between awareness and understanding, elevate evidence-based information, and empower both consumers and health professionals with the knowledge they need to include avocados in every meal.
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