New Study Redefines Avocado Shopper Segments
Understanding fresh avocado shoppers and their purchase behaviors help marketers and retailers create strategies that drive traffic, build loyalty, and grow sales of Hass avocados. In the rapidly evolving landscape, market dynamics are heavily influenced by shopper characteristics and behavior. A recent avocado shopper segmentation study determined that a small subset of avocado shoppers, known as ultra-shoppers, make the most significant impact on the category. Ultra-shoppers were found to be the top-spending segment, making up 8% of avocado buying households. However, this segment accounts for 35% of the total U.S. annual avocado purchase dollars. Ultra-shoppers exhibit purchase behaviors that far exceed that of other segments, driving their disproportionate impact on the avocado category.
- Ultra shoppers spent an average of $100 per household annually, two times that of mega shoppers and seventeen times that of moderate shoppers. This annual spend was driven by both more purchase trips and higher spend per trip.
- Ultra shoppers visited the retailer more often and were more likely to purchase avocados during their visit than any other shopper segment: On average, ultra-shoppers made 183 trips per year to the retailer and purchased avocados during 14% of their trips. In contrast, moderate shoppers made 153 trips and purchased avocados during 2% of their trips.
As marketers and retailers work to understand the changing retail marketplace better, the findings in this report highlight opportunities within these new avocado shopper segments, particularly with ultra-households. Overall, these segments serve as a solid foundation to help avocado marketers and retailers zero in on their target as they further define their avocado shoppers.
Other Happenings
Experts, Insights, and Avocados: ANSA 2025 Recap
Top researchers met in San Juan Capistrano to help shape the future of avocado nutrition science.
2024 Year in Review
As we look back on the 2024 season, some things came into focus that the industry needs to stay aware of as we move into the future.
Important: 2025 HAB Ballots Have Been Emailed!
HAB Ballots were emailed on May 1, 2025, from noreply@eballot.com – check your inbox or spam folder. Ballots must be submitted by May 30, 2025.