The huge popularity of avocados at US grocery retail shows no signs of letting up.

Producers are meeting the need with plenty of fruit this season in a variety of sizes, and marketers are coming up with new, creative ways of making sure it all gets moved on time.

Imports of avocados from Mexico have surged in recent years and show no signs of letting up, said Stephanie Bazan, senior vice president of commercial strategy and execution for Avocados From Mexico (AFM). 

“We’ve seen sustained growth as we’ve doubled the volume of Mexican avocado imports, driven demand, and expanded the market and believe we can continue to grow,” she said.

The top reason consumers start eating avocados is health. But what keeps them coming back, Bazan said, is taste.

“Demand is very good for avocados,” agreed Peter Shore, vice president of product management for Calavo Fresh Sales. “Good ad activity and promotions are in place, and ‘healthy and indulgent’ drives the purchase for consumers.”

Healthy fats, phytonutrients and high potassium levels are among those health benefits.

Quality has been very good in the 2023-24 season, Shore said.

California avocados should begin supplementing imports for Calavo in March.

In January, the California Avocado Commission projected a crop of 208 million pounds of Golden State fruit for 2024.

“We are eagerly awaiting the harvest of locally grown California avocados to ramp up in March and April, with peak availability of premium California avocados from May through July,” said Terry Splane, vice president of marketing for the California Avocado Commission.

The popularity of avocados shows no signs of waning, said Aaron Acosta, senior category manager for Robinson Fresh.

In fact, he said, some studies show that on average each American consumes about 9 pounds of avocados per year.

There are many reasons for the continued soaring growth in avocado consumption, Acosta said. They’re a great base for making party snacks, they’re nutritious, and, of course, they taste great.

“Nutrition and how our daily lifestyles can impact our ability to endure and enjoy life are worth the premiums of the fruits and vegetables that support a healthy way of life. Avocado’s ‘superfood’ identity also helps grow sales due its vast health benefits, and guacamole can be a healthy addition to any snack plate.”

Promotion power

Promotions continue to play a huge role in spurring avocado sales, Bazan said.

Recent retail promotions from AFM that have driven significant volumes include:

• A SuperGood Cause: AFM partnered with Susan G. Komen for the third consecutive year to turn produce aisles pink. And in 2023 the association became the first produce brand to sponsor a college football bowl game, the 2023 Avocados From Mexico Cure Bowl, a post-season bowl game that benefits cancer research.
• Guac Makes Homegating Better: In the fall, AFM became the first produce brand to partner with the College Football Playoff as the official avocado of the CFP. 
• Host a Better Bowl: AFM recently announced its 360 national shopper marketing campaign to get retailers ready for the Super Bowl in 2024. The association partnered with football, food and reality TV star Jesse Palmer to encourage shoppers to Host a Better Bowl – a game-day viewing party made better with guacamole made with Avocados From Mexico. As part of the promotion, AFM is offering shoppers prizes, recipes, and hosting tips from Jesse Palmer.

“We are focusing on strategic merchandising and working to build a presence in stores beyond the produce section,” Bazan added.

One of those efforts involves displaying products in the perimeter. AFM is rolling out its perimeter store program with rebate offers on items like tortillas and eggs that pair well with avocados.

Logistical advantage

Robinson Fresh’s avocado program has the advantage of being backed by its parent company, C.H. Robinson, which moves more truckload freight than anyone else in North America.

“We have an unmatched carrier network that allows us to not only offer high-quality avocados, but also provide transportation capacity assurance so we can successfully deliver on time and in full to meet the growing demand,” Acosta said.

Looking at the 2023-24 season, avocado sizes have been peaking on 48s and 60s for Robinson Fresh, and the company hopes to supplement with enough jumbo-sized fruit to meet the demands of its customers, Acosta said.

Volumes shipping in the US are higher than last season, he added.

“Overall, we envision positive retailer buy ins and increased retail velocity as we head into some key promotional periods in 2024.”

Sustainability will continue to be a major focus for Robinson Fresh’s fresh avocado program in 2024, Acosta said.

“Working side by side with companies who share the same ESG goals is extremely exciting. We have seen that adding in sustainability packaging or a post-harvest technology that extends the shelf life has been extremely successful. And point of sale signage that educates consumers about sustainability efforts can help increase sales and make a greater impact on the environment.”

Another trend that Robinson Fresh continues to track is the boost holidays give to avocado sales at retail.

“When people gather for the holidays or celebrations, avocados are commonly incorporated into party plans for a delicious, easy and healthy snack,” Acosta said. “Whether it’s guacamole for guests to snack on or fresh avocados served with your favorite meal, avocados are a party favorite.”