Hass Avocado Board study reveals top spenders
One-quarter of retail grocery shoppers account for 73% of avocado purchases, according to the Avocado Shopper Segmentation Action Guide from the Hass Avocado Board.
The guide highlights key study findings about a small group (25%) of shoppers who make 73% of avocado purchases. As a group, the “super heavy” shoppers reflect a great degree of demographic variety, according to the survey notes. But when super heavy purchases are viewed in terms of demographic variables — including age and income — a distinct pattern, or “demographic profile” appears, the board said.
“Avocado shoppers are a very diverse consumer group,” Emiliano Escobedo, executive director of the Mission Viejo, Calif., board, said in a news release. “And while avocados have crossed cultural, economic and generational barriers, certain shoppers are emerging as the top spenders.”
The study analyzed super heavy purchases across seven demographic variables. Four of these variables — age, marital status, household size, and income level — stand out. Within each of these four variables, the study shows that one distinct sub-group accounts for a surprisingly large share of avocado purchases. For example, within the age variable, younger households (18-44) account for nearly half (49%) of all super heavy purchases; yet, this age group only comprises 37% of the general population.
When households are segmented by size, the study shows larger households of three or more occupants also account for 49% of super heavy purchases, but only 41% of the general population.
A similar pattern is seen in the marital status and income level variables. Overall, a profile emerges which skews younger, married, with larger households and higher incomes. This demographic profile may signal marketing opportunities and provide insights on the future make-up of the households making these purchases, according to the release.
The Action Guide highlights key takeaways from the 2016 Avocado Shopper Segmentation study, including quarterly purchase drivers, comparative views of the super heavy, heavy, medium and light shopper segments, and an opportunity analysis.
The full report is at hassavocadoboard.com/retail/market-basket-shopper-trends.
