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.

View the Entire Study and Accompanying Action Guide

Other Happenings

First Study Links Eating Avocados to Reduced Risk for Developing Diabetes Among Hispanics Included in the Study

May 22, 2023

Over a lifetime, US adults have a 40% chance of developing type 2 diabetes. The odds are even higher for Hispanic or Latino adults. A new study on eating fresh avocados and the risk for developing diabetes in US Adults with Hispanic ancestry.

Streaming Webinar Highlights Key Takeaways from World Avocado Congress

May 18, 2023

Stream an on-demand webinar to hear highlights from HAB’s four presentations at the World Avocado Congress.

A “BOLD” Class of Leaders Step Forward to Help Steer the Future of the Avocado Industry

April 10, 2023

Emerging leaders across the supply chain complete HAB’s BOLD program to be better prepared to take the industry forward. Learn about how a briefing with the USDA helped them be ready to serve on a board.