Long-Term Avocado Purchase Trends Study Reveals Key Trends and Growth Opportunities To Drive Sales of Hass Avocados.
The avocado category has experienced substantial retail sales growth over the past four years and ranks as one of the largest fresh produce categories. The Long-Term Avocado Purchase Trends study identifies data-based insights and growth opportunities based on retail avocado shoppers’ long-term purchase trends. This way, avocado retailers and marketers can enhance their marketing strategies with actionable insights into key shopper segments.
The Hass Avocado Boards (HAB’s) main goal is to develop with and provide to industry stakeholders updated data, research, and information to facilitate more efficient and orderly supply, a thorough understanding of demand and its drivers, and fluency in the societal trends affecting the performance of the Hass avocado industry.
HAB obtains and analyzes information from a panel of buyers’ representative of the market population, revealing how their purchase choices and habits impact avocado category growth in the retail channel. Receipts and products are scanned in the system or through an app. The panel is administered by Nielsen and IRI, who are the leading polling and retail surveyors in the United States.
The Long-Term Avocado Purchase Trends study measures the impact that heavy volume avocado shoppers have had on the long-term category growth and how that compares to less involved shoppers. It also looks at the Hispanic versus non-Hispanic purchase trends and their roles in the future growth of the category. The study shows that the retail avocado category saw an increase of $250M in purchases from 2016 to 2019 and uncovers new growth opportunities.
Some of the more relevant data becomes evident when you see that 50% of avocado shoppers (Heavy and Super shopper groups) make 90% of all avocado purchases. These same groups drove 100% of the long-term growth in the category during these years. Super shoppers made a powerful impact on the category, doing 70% of total category purchases and driving 94% of the growth. Understanding and engaging these shoppers is key to ushering in the next wave the category growth. Key actions and marketing efforts should be focused on these two groups to generate the most impact.
The study also shows that avocados increased the overall market basket value of avocado shoppers by 72% in 2019. Avocado shoppers increase the basket value not only by the cost of avocados, but any time avocados are in the basket, those shoppers tend to spend more in other products as well by more than $30 dollars in average. Knowing which products are compatible with avocados allows merchandisers to plan cross-promotions in order to drive shoppers into purchasing more avocados along with those additional products. We invite you to check our Research and Insights section to find more useful data about the market basket.
The Hass Avocado Board offers these insights and detailed retail information as the only avocado organization that equips the entire industry for success, with clear and actionable data and metrics that all can use to drive their avocado business.
Early in the new year, the Hass Avocado Board added a Sustainability Task Force to its roster of standing and special committees. During the 5 year (2021-2025) strategic planning process in 2020 the Board of Directors changed the focus of our previous sustainability efforts to that of a more core value program that the Board, and the industry must embrace as we move into the future.
Believe it or not, but the total volume of avocado fruit sold in the U.S. ROSE by 6.1% in 2020, from 2.492 billion pounds in 2019 to 2.644 billion pounds at the end of the year. One could have imagined in late March of this past year, that the industry would be seriously and financially devastated by the public health crisis we have been dealing with and the catastrophic impact it initially had on food distribution, and the dramatic impact that it had, and continues to have on the entire food service industry.
February was American Heart Month and, as in previous years, the Hass Avocado Board engaged with a marketing and communications campaign to promote the nutrition message and raise awareness on how including delicious avocados in everyday healthy eating plans can provide a whole food source of naturally good fats, fiber and other important nutrients that can reduce the risk for heart disease.