Results of the survey indicated that in CAC’s targeted advertising markets (Denver, Los Angeles, Phoenix, Portland, Sacramento, Salt Lake City, San Diego, San Francisco/San Jose and Seattle) consumer awareness of the California growing region remains higher than Mexico, despite a significantly higher marketing spend by Avocados from Mexico.
While California avocados are still rated — by a significant margin — as more premium than all other origins, the rating slipped a little this year in comparison to the previous two years. The study also indicates that given a choice, two-thirds of avocado consumers would prefer California avocados as compared to 13 percent for the largest competitor.
Ratings for most attributes held steady, but marks for freshness, premium quality and reliability of taste, texture and appearance were lower than the previous year. That said, these attributes are still ranked considerably higher for California avocados than for the nearest competitor.
For more information:
California Avocado Commission
Phone: +1 949-341-1955
Fax: +1 949-341-1970