( Hass Avocado Board )

New research reveals that millennial shoppers who buy avocados are important both to the avocado category and to the entire produce department.

The Hass Avocado Board has published a new study that looks at the grocery basket of millennial and non-millennial avocado-purchasing households, according to a news release.

The new study, called “Millennial Avocado Market Basket,” shows that millennial shoppers are particularly valuable to retailers when they purchase avocados, according to the release.

“The Millennial shopper proves to be a significant contributor to the avocado category,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in the release.  “And this study suggests there are many opportunities to drive sales with this key consumer group.”

The release said the study found that when shoppers included avocados in their market basket, the value of the basket increased, delivering an in-basket premium of +$28 on average. At +$31, the in-basket premium was even greater for millennial shoppers, according to the release. That was nearly +$5 higher than non-millennial shoppers, according to the release.

The study found the in-basket premium helped drive a higher total market basket value for millennial households, according to the release, with the value of their market basket with avocados +$10 higher than when non-millennials purchased avocados, according to the release.

The study also found that fresh produce was commonly found in the avocado market basket, according to the release. Of the top 20 most often found items in the basket, the release said 11 were fresh produce categories, and this trend was especially prevalent among millennials. 

For more information and insight about the study, visit hassavocadoboard.com/research-insights.


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