MISSION VIEJO, CALIF. – The avocado toast trend that has evolved over the last few years has paid off for the avocado industry. A recent study by the Hass Avocado Board (HAB), revealed that purchases of avocados have increased substantially over a four-year period (2016-2019).
The study indicated that the growth is coming from a growing segment of “Super” avocado shoppers. Super avocado-purchasing households spend at least $26 or more annually on avocados and accounted for 94% of the increase in avocado purchases from 2016-2019. In 2019, these households made up 70% of all avocado purchases.
Super households are growing faster than the other three segments analyzed in the HAB study and made up 28% of all US households in 2019, up from 25% in 2016. In contrast, Light households made up 22% of households in 2019, down from 25% in 2016.
“As avocado shoppers move to higher purchase levels, they will find themselves as a member of the Super household segment,” said Emiliano Escobedo, executive director of the Hass Avocado Board. “Understanding and engaging with this shopper group is key to the future growth of the avocado category.”
The study also suggests key actions and opportunities to drive avocado sales as the industry looks to the future. Two key recommendations presented in the study include:
Continue to develop marketing activities that bring new shoppers into the category and drive more trips to the retailer
Engage and focus marketing activities with the Super avocado-purchasing household group
The study is based on household purchase data from the IRI Consumer NetworkTM.