Fresh avocados are one of the most successful categories in fresh produce. Nearly 60% of U.S. households purchase avocados each year, driving annual household purchases to over $1.6 billion. While shoppers purchase avocados all year long, avocado purchases peak in the Q3 summer months of July, August and September.
Continuing their role as an industry insights leader, the Hass Avocado Board conducted a study, based on data from the IRI Consumer NetworkTM, that reveal the purchase behaviors behind the higher Q3 purchase level. One of the key behaviors identified is the amount spent per avocado shopping occasion. Shoppers spend more per shopping trip on avocados in Q3 than in any other quarter.
This Q3 trend was especially prevalent among Super Heavy shoppers, who account for 73% of avocado purchases. Super Heavy spend per trip in Q3 is approximately 14% higher than in any other quarter, and is the main driver behind higher Q3 purchases.
“This study shows how important spend-per-trip is,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “Retail strategies that influence the amount purchased per trip could mean significant gains for the category.”
Avocado shoppers spent more per trip in Q3 than any other quarter
This study also provides insights into how avocado purchase behaviors differ between Super Heavy, Heavy, Medium and Light shoppers, and helps marketers and retailers identify opportunities for future growth. Additionally, the study reports demographic detail for each of the shopper segments and for avocado households in total.
To gain more insight into quarterly purchase behaviors, shopper segmentation, and each buying group’s shopping habits, visit hassavocadoboard.com/retail/market-basket-shopper-trends to read the full report and build sales of Hass avocados.
Contact:
Jill Netzel
Fusion Marketing
Tel: 818.718.8084