Mission Produce says the holiday season is a great time to showcase avocados. The company highlights recent data from Circana shows that avocados have averaged 99 cents at retail, which is about 20% lower than last year, which it says positions the category for strong demand across key seasonal occasions.
The avocado and mango distributor says that leading into the holidays, U.S. avocado volume is up 9% year over year in October.
Circana data showed that U.S. retail avocado volume hit a record during Thanksgiving week, sales during Christmas week are up 14% since 2021, and January 2025 data rose 18% over December 2024.
“As shoppers plan for seasonal meals and get-togethers, timing and execution at retail are key,” says Galen Johnson, senior director of sales at Mission Produce. “Most avocado purchases happen the day before or the day of these seasonal eating occasions, so offering ripe-and-ready fruit is essential to capturing those sales. Our ripening network is built for these moments, delivering the volume, consistency and ripeness needed to win during high-traffic weeks.”
Mission Produce says the current avocado harvest out of Mexico provides promotable volumes across all sizes, which helps retailers and foodservice operators support demand with strong, consistent quality.
“Avocados deliver all season long — from pre-game snacking to better-for-you meals in the new year,” Johnson says. “With 60% of shoppers concerned about healthy eating, avocados present a strong opportunity for retailers to lean into wellness-driven messaging. Their fiber content and nutrient-rich profile give shoppers a balanced option they feel good about, while still offering the flavor and versatility they love.”
