Avocado shoppers shifting to greater purchase levels

With a big boost from “super” shoppers, avocado consumption continues to grow.

A recent study by the Hass Avocado Board, available for free download online, on , shows that purchases of avocados have increased substantially from 2016 to 2019, according to a news release.

The study, based on IRI Consumer Network scan data, showed super avocado-purchasing households spend at least $26 or more annually on avocados and accounted for 94% of the increase in avocado purchases from 2016-2019. 

In 2019, these “super” households made up 70% of all avocado purchases, and the release said that household segment is growing faster than the other three segments analyzed in the study and made up 28% of all U.S. households in 2019, up from 25% in 2016. 

In contrast, “light” consuming households made up 22% of households in 2019, down from 25% in 2016.

“As avocado shoppers move to higher purchase levels, they will find themselves as a member of the Super household segment,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in the release.

“Understanding and engaging with this shopper group is key to the future growth of the avocado category.”

Two key recommendations presented in the study include: 

• Continue to develop marketing activities that bring new shoppers into the category and drive more trips to the retailer; and 
• Engage and focus marketing activities with the Super avocado-purchasing household group

For more details about the impact of “super” households and their avocado purchase behaviors, visit hassavocadoboard.com/research-insights.