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
USDA Announces New Board Members to Hass Avocado Board
On November 1, 2022 the U.S. Department of Agriculture today announced the appointment of seven new members to the Hass Avocado Board.
Applications for the 2023 BOLD Program Are Now Open Through the Month of January
To be strong problem-solvers and better equipped to make a meaningful difference in the avocado industry, Class 3 of the Board Leadership Development (BOLD) program will have more in-person, hands-on instruction than ever before.
Saborea Uno Hoy® Leverages Latest Research to Elevate Value and Help Sustain Purchase Levels of Avocados Amongst Key U.S. Hispanic Consumers
With 90% of Hispanics buying avocados, read about the latest strides to engage this important segment through Aguacates Frescos – Saborea Uno Hoy®. This culturally-relevant campaign drew in 25K+ interested in avocado goodness.
While the concept of data sharing is as old as HAB itself, in the early days, the quality was hampered by the pervasive mistrust among the HAB partners. Yet, over time as collaboration and cooperation evolved, so did the credibility and quality of the data inputs. The key players saw the value and built the Avocado Volume and Inventory System (AVIS) which became a widely successful global industry intelligence engine providing invaluable information related to U.S. avocado supply, inventory and sales.