Avocados have found their way onto the tables of an increasing number of U.S. households as the category continues to develop.
A recent study by the Hass Avocado Board (HAB), available for free here revealed that purchases of avocados have increased substantially over a four-year period (2016-2019). The study indicates the growth is coming from a growing segment of “Super” avocado shoppers.
Super avocado-purchasing households spend at least $26 or more annually on avocados and accounted for 94 percent of the increase in avocado purchases from 2016-2019. In 2019, these households made up 70 percent of all avocado purchases. This household segment is growing faster than the other three segments analyzed in the HAB study and made up 28 percent of all U.S. households in 2019, up from 25 percent in 2016. In contrast, “Light” households made up 22 percent of households in 2019, down from 25 percent in 2016.
The Hass Avocado Board says purchases of avocados have increased substantially over a four-year period. The growth is coming from a growing segment of “Super” avocado shoppers.
“As avocado shoppers move to higher purchase levels, they will find themselves as a member of the Super household segment,” says Emiliano Escobedo, executive director of the Hass Avocado Board. “Understanding and engaging with this shopper group is key to the future growth of the avocado category.”
The study also suggests key actions and opportunities to drive avocado sales as the industry looks to the future. Two key recommendations presented in the study include:
- Continue to develop marketing activities that bring new shoppers into the category and drive more trips to the retailer
- Engage and focus marketing activities with the Super avocado-purchasing household group
The study is based on household purchase data from the IRI Consumer NetworkTM. To learn more about Super households and their avocado purchase behaviors, click here.
For more information:
Jill Netzel
Tel: +1 (818) 718-8084
[email protected]
www.hassavocadoboard.com
