Hass avocado study eyes shopper motivations

12/06/2013 01:31:00 PM
Mike Hornick

A new study by the Hass Avocado Board examines the purchase decisions of avocado consumers.

The study, “Shopper Motivations and Influences: Driving Hass Avocado Sales at Retail,” focuses on heavy users — the 50% of consuming households who account for nearly 90% of volume, according to the Irvine, Calif.-based board.

Purchase decisions are prompted largely by in-store experiences, including product display, quality/ripeness; price; and variety of sizes, according to the study.

Shoppers tend to be unaware of brands, the research found, but many are familiar with the hass variety name.

“In-store presentation, availability of ripe and ready-to-eat fruit, quality, and price are significant factors influencing the shopper’s decision to purchase avocados and the quantity of avocados purchased,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a news release.

Recommendations for retailers include:

  • placing avocados near tomatoes, where many shoppers expect to find them;
  • neatly stacked displays;
  • avoiding placement with exotic or lesser-known produce items;
  • posting large, easily read pricing or promotional signage; and
  • providing recipe cards, video demonstrations and product samples

Retail sales of avocados topped $1.2 billion last year, according to the board, and the hass variety has a 94% dollar share.



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