The Hass Avocado Board’s quantitative consumer study Engaging and Influencing Shoppers at Shelf examined shopper attitudes and purchase intent in response to twenty specific point-of-sale messages. Shoppers found sensory and nutrition messages to be the most persuasive.
“Understanding at-shelf messages that resonate most with shoppers is important to drive sales of Hass avocados at retail,” states Emiliano Escobedo, executive director of the Hass Avocado Board. “We tested messages across four thematic categories to determine which in-store, point-of-sale messaging is the most preferred to influence and inform shoppers.”
Shoppers found the messages in the Sensory and Nutrition themes to be the most compelling, with Sensory messages scoring the highest overall. The clear front-runner to motivate purchase among all 20 messages tested was “Naturally Delicious.” Shoppers indicated that the message communicated “great taste” and provided a sense of “real food” that “may be good for you.”
“Naturally Good Fats” was the top-rated nutritional message. This message appealed to shoppers because they considered it to be “simple and easy to understand,” “Important to them,” and “believable.” Additionally, “Cholesterol Free” and “Good Fat in Avocados Can Replace Saturated Fat” also resonated well with shoppers.
“The message selections confirm consumer preference for fresh foods,” explains Escobedo. “Consumers’ shopping and eating patterns are changing, and they are shopping the perimeter of the store for fresh products. Consumers still want convenience, and their food to be real and nutritious, both of which avocados deliver.”
Shopper ratings for the at-shelf messaging also varied by avocado usage level. Super-heavy and heavy avocado buyers responded more positively in general to at-shelf messaging. “This is good news for the category,” says Escobedo. “The core avocado shopper is listening and is open to information at point of purchase that enhances their purchase experience and enjoyment of avocados.”
Contact:
Jill Netzel
Fusion Marketing
Tel: 818-718-8084