Millennial Avocado Market Basket Study

HAB’s 2019 Millennial Avocado Market Basket study has received much interest and trade coverage since it’s release earlier in 2019. We are seeing just how important this marketing segment is for the avocado industry; Millennial shoppers are quickly becoming a driving force in the overall retail marketplace, and retailers and merchandisers are taking notice.

As Millennials enter the next stage of their lives, they’re starting families and expanding their purchasing power. As Millennial purchasing power grows, so does their appetite for fresh produce, specifically avocados.

But what else do these Millennial shoppers pick up when they are at the retail location and that avocado –or that bag of avocados– goes into their shopping cart? Well, it turns out that the majority of what goes into that basket is MORE PRODUCE, making these shoppers even MORE important to your retail produce buyers and merchandisers. It will be key for the retailer that you are calling to recognize how important the Millennial segment is – and how it can drive more purchases of the 11 other items that most frequently fall into their cart.

So there you have it – Millennial avocado shoppers are picking up bananas, tomatoes, berries, lettuce and more, making them a high value segment – and sure fire reason to promote avocados even more!

Read the full Millennial Avocado Market Basket study part II and action guide