For more Fresh Trends data online, including interactive features, visit here.




39% of customers purchased avocados in 2017.

Promoted for their creamy texture and “healthy” fat attributes, avocados were the No. 1 item that shoppers said they bought in the past 12 months that they did not buy previously.

Income, region and ethnicity are all driving forces in avocado purchases. Hispanic shoppers were the most likely group overall to buy the green fruit, as more than half of Hispanic shoppers said they bought avocados in the past year. Shoppers in the highest income bracket were the second-most likely to buy the fruit overall. The likelihood of a purchase has increased according to income for 10 years now.

Likely because of easy access to product, Western shoppers were quite a bit more likely to buy avocados than those in other regions. This is a trend also in its 10th year.

Middle-aged consumers age 40-58 were more likely to buy the creamy fruit than those younger or older. Black shoppers were least likely to buy avocados overall.

While the likelihood of an only organic avocado purchase remained the same as last year at 12%, more shoppers selected organic product at least some of the time. Thirty-eight percent of buyers said they made a periodic organic purchase in Fresh Trends 2018, a number up five percentage points from last year.


46%  of customers purchased avocados in 2018. 

This creamy green fruit was the No. 1 item that consumers said they are buying now that they did not buy previously. Survey numbers reflect this fact, as the year-to-year change in the likelihood of purchase jumped seven percentage points from Fresh Trends 2018 (making it the commodity with the highest increase over last year).

This versatile fruit appeals to several specific demographics. Hispanic consumers were the standout—more than two-thirds of these shoppers said they purchased avocados in the past year, and that group has been the most likely to purchase avocados overall for six consecutive years.

Western shoppers consistently are top purchasers of avocados. For 11 years, these shoppers have been more likely to buy this green fruit than those in any other region.

Income is a third determining factor for avocado purchases—the likelihood of a purchase increased according to income for the 11th year in a row.

Thirteen percent of buyers said they always opted for organic avocados, a number up one percentage point from last year. Thirty-seven percent said they purchased organic product at least some of the time; last year 38% said so.