Mission Produce announced holiday and winter avocado opportunities, supported by seasonal demand, promotable supply from Mexico, and favorable retail pricing.
This October has shown building momentum, with U.S. avocado volume up 9 percent year over year.¹ Heading into the holiday season, avocados are averaging 99 cents each at retail—nearly 20 percent lower than last year²— positioning the category for strong demand across key seasonal occasions. Last year, U.S. retail avocado volume hit a record during Thanksgiving week.³ Sales for Christmas week are up 14 percent since 2021,♦ and January 2025 volume rose 18 percent over December.♠
© Mission Produce
Johnson says most avocado purchases happen the day before or the day of these seasonal eating occasions.
"Avocados deliver all season long," said Galen Johnson, senior director of sales at Mission Produce. "With 60 percent of shoppers concerned about healthy eating,♣ avocados present a strong opportunity for retailers to lean into wellness-driven messaging."
Mexico's current avocado harvest is providing promotable volumes across all sizes, giving retailers and foodservice operators the opportunity to support demand with strong, consistent quality. The company is working closely with its partners to align promotions with key demand periods and deliver ripe programs that drive incremental demand.♥
"As shoppers plan for seasonal meals and get-togethers, timing and execution at retail are key," said Johnson. "Most avocado purchases happen the day before or the day of these seasonal eating occasions,◊ so offering ripe-and-ready fruit is essential to capturing those sales. Our ripening network is built for these moments—delivering the volume, consistency, and ripeness needed to win during high-traffic weeks."
The company will attend the New York Produce Show from December 6–8, 2025, at booth #448. There it will showcase its rebranded avocado bags launching in 2026, along with Mexico avocado supply programs and Kent mango opportunities from Peru.
¹ Circana, Total US MULO+, 4 weeks ending 11/3/2025 vs. same time year ago
² Circana, Total U.S. MULO+, one week ending 10/19/2025 vs. year ago.
³ Circana, Total U.S., one week ending 12/1/2024 vs. one week ending 11/28/2021.
♦ Circana, Total U.S. MULO+, 1 week ending 12/29/2014 vs. one week ending 12/26/2021.
♠ Circana, Total U.S. MULO+, 4 weeks ending 1/26/2025 vs. prior 4 weeks.
♣ Numerator Advanced Shopper Profile, 12 months ending 9/30/2025.
♥ Circana, Masked retailer, week ending 5/5/24 vs. prior 4-week average and year ago.
◊ Numerator Avocado Study 2024.
For more information:
Jenna Aguilera
Mission Produce, Inc.
[email protected]
http://www.missionproduce.com/
