Photo: HAS AVOCADO BOARD
A recent Hass Avocado Board (HAB) study shows that avocados purchases grew substantially between 2016 and 2019, driven largely by a growing segment of “super” avocado shoppers. Super avocado-purchasing households spend at least US$26 annually on avocados and contributed to 94% of the increase in avocado purchases over the three-year period (2016-2019). In 2019, these households accounted for 70% of all avocado purchases in the US. The study is based on household purchase data from the IRI Consumer NetworkTM.
This household segment is growing faster than the other three segments analysed in the study, accounting for 28% of all US households in 2019, up from 25% in 2016. “Light” households accounted for only 22% of households in 2019, down from 25% in 2016.
Emiliano Escobedo, executive director of the Hass Avocado Board, said, “As avocado shoppers move to higher purchase levels, they will find themselves as a member of the Super household segment. Understanding and engaging with this shopper group is key to the future growth of the avocado category.”
Two key recommendations of the study are to develop marketing activities that bring new shoppers into the category and drive more trips to retailers, while also focusing on marketing for the Super avocado-purchasing household group.