A recent study conducted by the Hass Avocado Board delves into the evolving landscape of consumer preferences and behaviors regarding bagged avocados. The Attitudes and Usage Drivers for Bagged Avocados qualitative study surveyed shopper’s purchase behaviors, attitudes and usage drivers that influence the decision to purchase bagged or bulk avocados. Participants discussed factors and motivations influencing their avocado purchases, including the in-store elements impacting their purchase decisions in the produce aisle. The research highlights several key factors influencing shopper purchases such as avocado ripeness, value, convenience and quality of the product in-store.
Ripeness was top of mind for avocado shoppers. Among those surveyed, consumers perceive bagged avocados as less ripe and are more likely to choose individual avocados for immediate usage. However, those who regularly eat avocados prefer pre-packaged avocados, indicating a preference to use avocados throughout the week, in meals or recipes.
The study also highlights the significance of value and convenience in bagged avocado purchases. Survey participants cited bagged avocados as a better value compared to bulk, especially at mass retailers. Shoppers also noted they can be easily swayed by price or coupons/discounts at the grocery store when choosing between bagged and bulk avocados. This value proposition coupled with the convenience of a grab-and-go option of bagged avocados can appeal to shoppers seeking convenience and value without compromising quality.
Shoppers noted they can be easily swayed by price or coupons/discounts at the grocery store when choosing between bagged and bulk avocados.
Additionally, size and quantity emerged as considerations influencing purchasing decisions. The shoppers surveyed expressed a preference for avocado sizes or quantities of avocados that suit their household needs. Larger avocados are preferred for guacamole and other dishes while smaller avocados are preferred for everyday use in smaller households or in households where only one family member eats avocados.
"This study reveals key consumer preferences surrounding bagged avocados," said Alejandro Gavito, HAB’s senior business insights and data services manager. "Ripeness, value, convenience, size and quality play a crucial role in shaping purchasing behaviors. Understanding these evolving preferences is vital for retailers and producers to meet the demands of today's discerning shoppers."
For more information:
Lecia Rdzak
Hass Avocado Board
Tel: +1 (818) 718-8084
lrdzak@gowithfusion.com
www.hassavocadoboard.com