Hass Avocado Board Study Reveals Three Key Drivers To Building Avocado Category Development

MISSION VIEJO, CA  – Avocado shoppers exhibit distinct purchase behaviors in each of the eight geographical regions across the U.S. according to a new study published by the Hass Avocado Board (HAB). The new study – Avocado Shopper Segmentation: Segment Dynamics by Region – and its companion piece – Avocado Category Development Drivers Action Guide – provide keen insights into how these distinct behaviors can lead to greater development of the avocado category.  

This new study, based on household purchase data, indicates that regional avocado shopper behaviors have a strong influence on each region’s category development index (CDI), which benchmarks a region’s share of Total U.S. avocado purchases against their share of Total U.S. population. Specifically, the report highlights three key drivers in regions with high CDI:

• Penetration: The percentage of households in the region that purchase avocados
• Heavier avocado shopper households: The percentage of households in the region that are Super Heavy (purchasing $25.36+/year) or Heavy (purchasing between $9.78 and $25.35/year)
• Purchase frequency: The average number of annual avocado purchase trips per household in the region

The alignment between these regional shopper purchase patterns and each region’s CDI reveals clear growth opportunities for Hass avocados in the U.S.

“The avocado category has developed at different rates across the U.S., and this study highlights the underlying purchase patterns behind that development,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “HAB is excited to support the industry with new data-based opportunities for Hass avocados, and help usher in the next wave of category development.”

The study found that regions with higher penetration also have higher CDI. In the Total U.S., 52% of households purchase avocados, but penetration is higher in California, West, and South Central, the three regions with the highest CDI. This indicates that building penetration, i.e. bringing new shoppers into the category, is a key driver of category development. Additionally, moving current and new shoppers up the purchase ladder to the higher purchase levels is a path to continued development of the category.

For example, combined, the Super Heavy and Heavy shopper segments make up 50% of Total U.S. avocado households, yet together, these two groups are responsible for 90% of all avocado dollar purchases. This study found, however, that within each region, the shopper groups are not equally represented. The regions with the highest concentration of Super Heavy and Heavy shoppers (California, West and South Central) also have the highest CDI’s. This reinforces the importance of not only bringing new shoppers into the category, but also moving all shoppers up to higher purchase levels.

The third key development driver highlighted in the study is avocado purchase frequency – a higher number of avocado trips is associated with higher CDI. Regions averaging seven or more avocado purchase trips per year have CDI’s ≥130, while regions averaging less than six trips per year have CDI’s ≤90.  This finding indicates that increasing avocado trip frequency can help drive further development of the avocado category.

The Hass Avocado Board’s recently published Avocado Category Development Drivers reveals three key drivers to building avocado category development.

In addition to the action guide, the full study findings reveal growth opportunities for Hass avocados in each region by revealing the underlying shopper purchase trends for each shopper segment. Each region has a unique opportunity to bring shoppers into the category, move shoppers into heavier purchase levels and increase trip frequency. To learn more about the impact of the three key development drivers in each region, visit https://www.hassavocadoboard.com/retail/market-basket-shopper-trends. Sign up here for the Hass Avocado Board’s Hass Insights Newsletters to receive updates on current retail avocado trends delivered straight to your inbox.

About The Hass Avocado Board

The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass avocados in the United States. The Hass Avocado Board is committed to increasing awareness and providing industry leaders with fresh insights into this vibrant category. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass avocados are grown in California and imported into the U.S. from Mexico, Chile, Peru, Dominican Republic and New Zealand.

Source: Hass Avocado Board