California organic avocados trending above category

California organic avocados have a strong presence at retail that runs above the category trend.

Organic avocados made up 8.7% of the crop in 2019-20, up from 6.7% in 2015-16.

California organic avocados represent a larger percent of the California crop than percent of sales tracked for the total U.S. retail category, as measured by IRI/Freshlook, said Jan DeLyser, vice president of marketing for the Irvine-based California Avocado Commission.

She said IRI reported that in 2020, organic avocados made up 4% of volume and 6% of dollar sales, compared to 2015, when organic avocados made up 3% of volume and 5% of dollar sales.

For the 52 weeks ending Dec. 27, IRI/Freshlook compared the growth rate of organic avocados last year compared to the growth of the total category:

• In 2020, total U.S. organic avocado dollar sales increased 18% versus 2019, outpacing total category growth (8%) by 10 points;
• Total U.S. organic avocado volume (units) increased 28% versus 2019, outpacing total category growth (20%) by 8 points; and
• The California region showed even greater increases with organic dollar sales up 50% versus the previous year, outpacing total category growth (11%) by 39 points and organic volume up 60% versus the previous year, outpacing total category growth (17%) by 43 points.