Avocado Shopper Segmentation
Redefining avocado shopper segments and purchase trends to pinpoint growth opportunities and drive retail sales of Hass avocados
Summary:
This study provides a deeper understanding of avocado shoppers and their purchase behaviors, which can help marketers and retailers develop market strategies that build loyalty, drive traffic, and grow sales of Hass avocados. Following HAB’s 2016 shopper segmentation study, shifts in the retail landscape revealed a need to redefine today’s avocado shoppers. This study further defines avocado shoppers into five segments based on actual avocado purchase levels (Ultra, Mega, Super, Heavy, and Moderate), and identifies the impact of each segment on avocado category sales trends.
Marketers & Retailers Learn:
- How avocado shoppers fall into five shopper segments based on their purchase levels.
- Which shopper segments made the greatest impact on the avocado category?
- Which shopper purchase trends drove growth for the avocado category?
How to Use:
Utilize these newly defined shopper segments as a foundation for your target avocado shopper profile. Generate excitement among the avocado shoppers that are making the greatest impact on avocado category trends by utilizing promotional activities that can increase avocado purchase conversion. Keep up-to-date with retail and consumer research to learn more about these newly defined shopper segments and the rapidly changing retail marketplace.
Updates & Resources
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.