New Study Reveals Sales and Purchase Behavior Trends of Bagged Avocados
A recent study conducted by the Hass Avocado Board (HAB) has unveiled the pivotal role played by bagged avocados in driving growth within the avocado category. The Bagged Avocado Sales Drivers study, delves into retail sales and household panel data, providing insights into the evolving landscape of the avocado retail market over the past four years. These insights can provide industry stakeholders a source to refine marketing strategies and messaging for bagged avocados, creating greater shopper engagement within the avocado category.
The retail marketplace has been met with many challenges in recent years. In 2020, at the onset of the pandemic, the avocado category experienced an impressive 21% surge in retail unit volume and an 8% increase in retail dollars. However, 2021 witnessed a minor 5% dip in unit volume, while dollars remained relatively stable. This trend persisted into 2022, marked by inflationary pressures and an additional 8% volume decline. Rising inflation led to higher avocado prices, driving greater dollar sales for both bulk and bagged avocados.
Amidst these market dynamics, bagged avocados emerged as a key player. While they were already on a growth trajectory before 2020, they experienced a significant boost in both volume and dollar sales during 2020 and 2021. Consequently, bagged avocados claimed a larger share of the overall avocado category sales during this period. In 2020, bagged avocado volume grew by an impressive 46%, followed by an 18% increase in 2021. The market share of bagged avocados expanded from 19% in 2019 to 28% in 2021.
In addition to these sales trends, the bagged avocado study revealed shopper purchase behaviors also underwent significant changes. While some shopper groups experienced declines in purchases and trips per household, the overall trend remained positive.
Beyond providing convenience to consumers, bagged avocados represent a significant growth opportunity for retailers and marketers. For a more in-depth exploration of these trends and the opportunities they present, visit our Business Support Tools page.
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