( Courtesy HAB )

The Hass Avocado Board’s latest report on shopper insights shows that avocado-buying households are diverse in different regions of the U.S.

The study uses data from the IRI Consumer Network, breaking down regional profiles based on numerous variables, including information about heads of households:

  • Marital status;
  • Hispanic/non-Hispanic;
  • Age; and
  • Race.

The study also considers the size of households and if children live in the home.

“These demographic and purchase insights help us see how the avocado shoppers in one part of the country differ from avocado shoppers in other parts of the country,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a news release. “This can help us spot and better understand growth opportunities in various regions and across various demographic groups.” 

A majority of avocado-purchasing households do not have children, with a 64% nationally, with little variation across the individual regions. Also, the share of Hispanic avocado-buying households vary significantly by region, according to the release, ranging from 30.2% in California and just 4.9% in the Plains region.

According to the study, just over half (51%) of U.S. households purchase avocados, but it varies when applied to specific regions. California (69%), the West (66%) and South Central (61%) have the top three regional penetration rates, well above the national average, but the other five regions fall below the national average, according to the release.

Trends and demographics reports are available on the Hass Avocado Board’s website.