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Southern U.S. lags in avocado sales, presenting $184 million growth opportunity

The Southern region, encompassing 38% of U.S. households, accounts for only 33% of national avocado sales, according to AvoIntel. This under-indexing by 5 points suggests an untapped market worth $184 million annually. Each point represents approximately $37 million in potential sales.

Improving avocado ripeness could drive consumer purchases. Nearly half of Southern shoppers report dissatisfaction with the ripeness of avocados at their local stores. Ensuring optimal ripeness could convert skeptics into regular buyers, as 34% of consumers indicated they would be more inclined to purchase if better ripeness options were available.

Dining habits present another avenue for growth. With 25% of Southern consumers dining out 2-3 times per week, restaurants have opportunities to incorporate avocados into their offerings. At home, one-fourth of consumers seek more recipe ideas, such as guacamole or avocado toast. Providing culinary inspiration could stimulate demand.

Avocado health benefits are a purchase driver for 37% of Southern buyers. Promoting attributes like heart health, good fats, and essential nutrients may encourage both new and repeat purchases. Retailers and marketers can leverage this by highlighting these benefits in their promotions.

Sports-driven promotions also hold potential. With 21% of Southern avocado buyers engaged in college football, game-day promotions could boost sales. Concepts like "Guac and Game" specials or in-store displays featuring avocados with tailgating staples could resonate well with this audience.

Source: Mission Produce Blog

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