The likelihood of an avocado purchase fell four percentage points from last year, but there’s still plenty of interest in this green fruit. Avocados were the No. 2 “new” produce item that consumers said they bought this year that they did not buy previously.
Western shoppers continued their stronghold on avocado purchases, a trend now in its fifth year. Westerners were more than twice as likely to buy the creamy fruit as Midwesterners, who comprised the region least likely to buy; they were also the least likely to buy avocados overall.
The likelihood of purchase increased according to income for the fifth straight year. Only one age segment stood out when it came to avocado purchases. Purchasing patterns were pretty consistent except for shoppers age 50-58 – they were a bit less likely to buy the fruit than people in other age groups.
Marketing avocados for children seems to have paid off – families with kids were more likely to buy the fruit, at 46%, than those without kids, at 38%. The likelihood of purchase increased as the number of children in the household grew.
Gender played a role in purchases this year. Male shoppers were less likely to buy avocados, at 34%, than their female counterparts, at 48%.
Forty-two percent of consumers said they felt comfortable selecting ripe fruit for immediate consumption. More than one-third (35%) said they knew how to ripen avocados once they got them home.
When it came to organic purchases, 6% of avocado buyers said they always bought organic fruit (a number down two percentage points from last year). However, organic purchases overall increased slightly, as 28% of buyers said they purchased organic product at least some of the time. Shoppers with three or more kids at home comprised the group most likely to buy organic avocados periodically, followed by shoppers ages 21-49 and those earning more than $100,000 annually.
41% of customers purchased avocados within the past 12 months.