Where you live says something about what you eat — a trend highlighted by the newest Hass Avocado Board research into regional consumption of the fruit.
It’s no surprise that consumers in the Western region, and also California, have an affinity for avocados, with 65% of shoppers buying the fruit in the Western region 2016, and about 71% of California shoppers doing the same.
The study indicates those numbers influence a region’s share of total U.S. avocado purchases against their share of U.S. population, also known as the region’s category development index (CDI), according to a news release.
The report found three key drivers in regions with high CDIs:
- Penetration — the percentage of households in the region purchasing avocados
- Heavier avocado shopper households: Percentage of household that are Super Heavy (buying at least $25.35 of the fruit each year) or Heavy ($9.78-$25.35)
- Purchase frequency: the average number of annual avocado purchase trips per household in the region
The relationship between a region’s CDI and consumer purchase patterns show there are growth opportunities for avocados, according to the news release.
Regions with higher penetration also have higher CDIs. Just over half of households purchase avocados, but California and regions with higher penetration (West/South Central), also have higher CDIs.
“The avocado category has developed at a different rate across the U.S., and this study highlights the underlying purchase patterns behind that development,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in the release. “HAB is excited to support the industry with new data-based opportunities for hass avocados, and help usher in the next wave of category development.”
The study, “Avocado Shopper Segmentation: Segment Dynamics by Region,” and a related HAB study, “Avocado Category Development Drivers Action Guide,” provide insights on the CDI and ways to increase consumption.
Other regions and the percentage of shoppers who bought avocados in 2016:
- Great Lakes, 46%
- Mid South, 44%
- Northeast: 50%
- Plains, 46%
- South Central, 62%
- Southeast, 44%
