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Health-conscious diners associate avocado dishes with being healthier

The Hass Avocado Board (HAB) recently released a survey, titled Avocado Foodservice Usage/Consumption Habits survey, exploring consumer dining behavior when it comes to healthy eating to better understand the drivers behind their dining decisions. The research found that despite the growing trend in healthy eating, 68 percent of consumers still feel their restaurant choices are limited when it comes to healthy eating and 73 percent see a lack of healthy items on menus in general. Similar research from the National Restaurant Association’s 2017 State of the Industry report found 70 percent of consumers said availability of healthy menu items influences where they dine out. 

Despite these challenges, HAB learned that 95 percent respondents consider freshness as a key deciding factor when ordering a dish, while 83 percent chose high nutritional benefits. And when it came to flavor, 67 percent respondents said the perception that healthy items don’t taste as good or aren’t satisfying was a barrier to healthy eating. The results showed that avocados can offer a unique opportunity to improve health perceptions of their diners. In the survey, respondents said:
  • 60% believe avocado dishes taste better and are more flavorful 
  • 57% believe avocado dishes taste fresher 
  • 61% believe avocado dishes are higher in nutritional value 
  • 52% believe avocado dishes are better quality 
  • 40% believe avocado dishes are better value 

This positive health halo doesn’t just stop at the menu items themselves, it reflects the restaurant and its bottom line too: 
  • 50 percent respondents feel that restaurants that offer avocados are better than those restaurants that do not, and better yet, these consumers actually dine out more frequently
  • 55 percent respondents feel that a dish with avocados is healthier 
  • 54 percent respondents will order a healthy menu item if it includes avocados 
  • 34 percent respondents are willing to pay extra for avocados ($1.25) and 31 percent are willing to pay extra for guacamole ($1.66) 
“The results of the survey reinforce the role avocados can play in everyday healthy living even while dining out,” said Gina Widjaja, Director of Marketing & Communications of the Hass Avocado Board. “Avocados are a nutrient-dense, cholesterol-free fruit with naturally good fats, so it’s no surprise that health-conscious diners associate restaurants serving avocado dishes as being healthier.”

The web-based survey generated 501 responses from U.S. residents over the age of 18 years old with an even split between males and females. Respondents consumed avocados and dined-in or ordered take-out from a restaurant at least every three months. The survey was conducted April 19-26, 2017 by Cooper Roberts Research. 

For more information about the Hass Avocado Board, visit HassAvocadoBoard.com.

Caroline Gould 
Tel: (804) 675-8156

Publication date: 9/22/2017


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