Hass Avocado Board Looks Into Shopper Needs and Priorities for Avocado Purchases at Retail

Tue. November 17th, 2015 - by Jessica Donnel

MISSION VIEJO, CA - When it comes to maximizing avocado retail sales, understanding shopper priorities is essential, according to the Hass Avocado Board (HAB). HAB’s new study, Shopper Purchase Decisions and Influences – Driving Hass Avocado Sales at Retail and its companion piece, Path-to-Purchase Action Guide help marketers and retailers meet the needs of avocado shoppers by detailing what matters most to shoppers when purchasing avocados at retail. The study also looks at how shopper priorities differ between heavier and lighter buyers.

According to HAB's study, retailers can maximize avocado sales if they meet shopper needs for the following: 

  • Quality/Ripeness
  • Selection
  • Price 

Emiliano Escobedo, Executive Director of the Hass Avocado Board says that the avocado category is at the forefront of exciting change and growth taking place in fresh produce departments across the country.

Emiliano Escobedo, Executive Director, Hass Avocado Board"Understanding how shoppers make the decision to purchase avocados is essential to optimizing shopper satisfaction and driving sales of Hass avocados in produce departments," says Escobedo, explaining that shoppers are adding more and more avocados to their shopping carts these days. "This study helps us understand which factors and perceptions drive larger than planned avocado purchases; trigger an impulse purchase; and what factors and perceptions might derail a purchase.” 

The study found that both heavier buyers (purchasers of 37 or more avocados per year) and lighter buyers (purchasers of 1 to 36 avocados per year) rank ripeness, firmness, unblemished/unbruised as very important or somewhat important attributes. 

  • Approximately 43 percent of shoppers prefer to purchase avocados that are perfectly ripe, with somewhat smaller percentages of shoppers selecting under ripe or mixed as their preferred degree of ripeness, depending on the need. 

“Understanding what matters most to heavier and lighter avocado buyers enables marketers and retailers to meet the needs of all avocado shoppers and maximize sales of Hass avocados,” explains Escobedo. “This study provides in-depth insights into these two shopper segments and is a must-read for those interested in gaining and applying useful information.”

Another key to increasing avocado sales, according to HAB’s study, is providing a selection of bulk avocados that are purchased by both heavier and lighter shoppers. HAB explains that many shoppers look for bulk so they can select the individual avocados they purchase. 

  • 70 percent of heavier buyers and 93 percent of lighter buyers purchased bulk avocados during their last avocado shopping trip. 

Interestingly, heavier buyers are more likely than lighter buyers to purchase bagged avocados. Pricing also ranks as a top concern for all buyers and can spur incremental purchases, HAB says. For example, heavier buyers selected “they were the right price” or “they were on sale” as reasons for adding more avocados to their basket than planned.

To learn more about how shoppers make the decision to purchase avocados at point of sale, visit hassavocadoboard.com/retail to obtain a copy of the Action Guide and/or the full report.

Hass Avocado Board