Avocados
The likelihood of an avocado purchase climbed 11 percentage points from Fresh Trends 2011 – the second-largest jump of any commodity in the survey after pineapple. In fact, avocados were the No. 1 items that consumers said they buy now that they did not buy previously, with 26% saying so.
It’s no surprise that western consumers dominate avocado purchases. Those shoppers were nearly twice as likely to buy avocados as those in any other region – a trend that has continued for four years.
This year shoppers age 49 and under were more likely to buy avocados. Consumers in households with kids were 20% more likely to buy avocados than those without kids, although there was marginal difference depending on how many children lived at home.
For the fourth consecutive year, the likelihood of purchase increased according to income. Consumers earning at least $50,000 annually were quite a bit more likely to buy avocados than those earning less.
When it came to ripeness, 42% of consumers said they felt comfortable selecting ripe avocados for immediate consumption; 34% said they knew how to ripen avocados when they got them home.
The likelihood of an organic avocado purchase increased this year. Twenty-seven percent of avocado buyers said they purchased organic product at least some of the time – a number up more than 50% from last year. The number of buyers who said they always bought organic avocados doubled from Fresh Trends 2011.
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