MISSION VIEJO, CA – Hispanic shoppers in the U.S. are making an impact in fresh produce, especially when it comes to fresh avocados. Hispanic households tend to be more involved in the avocado category than non-Hispanic households according to a new study published by the Hass Avocado Board (HAB). The new study – Hispanic Avocado Shopper Trends – and its companion piece – Hispanic Avocado Shopper Trends Action Guide – identify growth opportunities for Hass avocados with insights into the avocado purchase trends of Hispanic Households.
This new study, based on household purchase data from the IRI Consumer NetworkTM, identified three areas where Hispanic household purchase trends exceed those of non-Hispanic households:
- Penetration: The percentage of Total U.S. households that purchase avocados
- Spend per Household: The average annual avocado spend per household
- Super avocado households: The percentage of households that purchase avocados at the Super level ($25.36 and above per year)
“Hass avocados are continuing to gain widespread popularity,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “And this study shows that Hispanic households are particularly involved in the avocado category and play an important role in its growth.”
The study found that when compared to non-Hispanic households, a greater percentage of Hispanic households purchased avocados in 2017: Seventy-three percent of Hispanic households purchased avocados, compared to 48 percent of non-Hispanic households. Additionally, a greater percentage of Hispanic households purchased avocados more than once per year vs. non-Hispanic households (83 percent vs. 74 percent), which helped drive a higher annual avocado spend per household vs. non-Hispanics.
At $33.01, the average 2017 Hispanic spend per household was +45 percent greater than the average spend per non-Hispanic household ($22.69). The study found that this annual spending gap was driven by higher purchase frequency and higher spend per trip for Hispanic households. Hispanic households averaged just over seven avocado trips per year, whereas non-Hispanic households averaged fewer than six purchase trips. Hispanic households also spent more per avocado purchase trip, averaging $4.46 per trip, compared to $3.83 per trip for non-Hispanic households.
The study also took a deeper look at what’s driving these differences by analyzing shopper segments based on purchase level (Super, Heavy, Medium and Light) in Hispanic and non-Hispanic households. The study found that the segment at the highest avocado purchase level, the Super segment, comprises a larger proportion of Hispanic households than it does of non-Hispanic households. Thirty-six percent of Hispanic households purchase avocados at the Super level, while only 24 percent of non-Hispanic households rank in the Super segment. Moreover, on an annual basis, these Hispanic Super households spend nine percent more on avocados per household than their non-Hispanic counterparts. These Hispanic Super households are shown to be fueling the gap between the total Hispanic and non-Hispanic average annual spend per household.
To learn more about the impact of Hispanic households and their avocado purchase behaviors, 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: The Hass Avocado Board
