USA: Shoppers spend more overall when buying avocados, study shows

U.S. consumers spend significantly more money in retailers when avocados are included in their baskets, according to new research from the Hass Avocado Board.


In a new study entitled Keys to the Cart: Driving Hass Avocado Sales at Retail, the California-based association looked at how avocado purchases impacted the value of the retail market base, and also identified key consumer habits.


The findings show shoppers spend 65% more in-store overall when avocados are included, while millennial shoppers spend 73% more.


“The study, based on IRI household panel data, yields actionable insights into how high-value shoppers, such as millennials, are driving the category by purchasing avocados more frequently and spending more each time,” Hass Avocado Board executive director Emiliano Escobedo said.


“Equally as interesting is how regional segmentation sheds light on areas that may be poised to deliver the next big wave of category growth.”


The study found more than half of U.S. households buy avocados, with an average of 33 days between purchases. On average, shoppers purchase avocados six times per year and spend US$3.49 each time.


This equates to an annual avocado spend of US$20.76 per household.


The Hass Avocado Board says retailers can benefit in various ways from the ‘robust’ fruit category, claiming the value of the basket increases to US$68 with avocados from US$54 without.


The study also offers insights into various consumer groups and geographic regions, saying millennial households are more likely to buy avocados.


Millennial baskets with avocados are US$76.36, putting it US$8.74 above the average basket with avocados and US$10.08 greater than non-millennial baskets with avocados.


Additionally, the retail market basket with avocados is higher in what the Board describes as emerging regions (aggregate of Midsouth, Great Lakes, Northeast, Plains and Southeast) than in developed regions (aggregate of California, West and South Central).


The group said emerging region baskets with avocados are on average US$69.11, which is US$1.49 above the national average for baskets with avocados and US$2.92 greater than developed regions.


However, it notes the annual avocado spend is increasing at a faster rate in the emerging regions.


“While avocados are clearly a standout category, the retailer benefits of stocking avocados extend well beyond the category itself,” Escobedo said.


“The insight into these high-value shoppers is helpful for marketing and merchandising in today’s shopper-centric environment.


“The study identifies some key segments that drive current category growth, and also builds an awareness of where opportunities may be stronger for future growth.”


Source: Fresh Fruit Portal

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