The Hass Avocado Board’s Keys to the Cart: Driving Hass Avocado Sales at Retail study provides industry leaders with insights into the shopping behavior of millennial households. The study reveals how millennial shoppers (ages 25-34) are impacting the avocado category. These high-value shoppers are more likely to buy avocados and spend more on avocados than non-millennials. Millennials spent +73 percent more in-store overall when avocados were in the basket.
“Insight into these high-value shoppers is particularly relevant for marketing and merchandising in today’s shopper-centric environment,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “Millennials have above average avocado purchasing habits, making them particularly influential drivers of avocado category growth.”
The study, based on 52-week IRI household panel data,* shows that millennial shoppers were more likely to buy avocados than non-millennials. While 56 percent of millennial households purchased avocados, only 51 percent of non-millennials did. Millennials also spent more each time they purchased, and their avocado spend increased at a faster rate than non-millennials. Millennial baskets with avocados were +$10 higher than non-millennial baskets with avocados.
Millennial households spent $23 per year on avocados, while the non-millennial annual spend was $20
“Millennials are concerned with food and nutrition,” suggests Escobedo. “They are spending more time on the supermarket’s periphery where meat, fresh produce, and dairy products are found. They are spending less time in the center aisles where processed foods are dominant. It comes as no surprise that avocado consumption is increasing at a faster rate with this health-conscious consumer group.”
To learn more about how avocado purchases impact the value of the retail market basket and the millennial shoppers making the purchase, visit hassavocadoboard.com/retail to read the full report.
Contact: Jill Netzel
Fusion Marketing
Tel: (+1) 818.718.8084