Hass avocado study sheds light on buyers
“Avocado shoppers are a very diverse consumer group,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “And while avocados have crossed cultural, economic and generational barriers, certain shoppers are emerging as the top spenders.”
The study analyzed Super Heavy purchases across seven demographic variables. Four of these variables – age, marital status, household size, and income level – stand out in particular. Within each of these four variables, the study shows that one distinct sub-group accounts for a surprisingly large share of avocado purchases.
For example, within the age variable, younger households (18-44) account for nearly half (49%) of all Super Heavy purchases, yet this age group only comprises 37% of the general population. When households are segmented by size, we see that larger households (3+ occupants) also account for 49% of Super Heavy purchases, but only 41% of the general population.
source: groceryheadquarters.com
