Avocado Board releases retail study
Overall, the avocado industry enjoyed robust sales with traditional grocery retailers ringing up $1.3 billion in avocado sales during a recent 52-week sales period, with Hass Avocados holding a 94% share of the category.
"Supermarket flyers, ads and associated store promotions influence the purchase of avocados by generating excitement, communicating value and keeping the category top-of-mind with shoppers," explains Emiliano Escobedo, executive director of the Hass Avocado Board. "The purpose of this study was to understand how differences in ad size, ad placement, offer type and other advertising conditions impacted volume lift and promotional efficiency."
Shoppers respond well to promotions on organic avocados, perhaps because they occur less frequently and often feature comparatively large discounts. While only 15% of all avocado ads are for organic avocados, the number of organic ads increased +37.5% over the prior year. Volume lift from organic ads was found to be 48% higher than ads for conventional avocados.
"The retailers used for this study included a broad mix of national and regional supermarket chains utilizing a variety of category advertising tactics," explains Escobedo. "It is an interesting study that provides insight for retailers when planning their advertising and promotional strategies."
To learn more about the trends and performance drivers around retail advertising and promotions, visit hassavocadoboard.com/retail to read the full report.