Hass Avocado Board — A newly released Hass Avocado Board (HAB) study, Avocado Path-to-Purchase: The Making of a Household Staple, reveals how U.S. shoppers have increasingly embraced avocados over the past decade and what motivates them at each step of the avocado shopping journey. The study highlights the evolving behaviors of today’s avocado shoppers and their pre-store preferences, in-store experiences, and post-store satisfaction. Drawing on nationwide shopper data, the research reveals key shifts in consumer behavior and identifies key insights and opportunities for retailers and merchandisers to drive growth in the avocado category.
KEY STUDY FINDINGS:
- Ripeness and Visual Appeal: Shoppers rely on visual cues and firmness, but many lack the ability to identify ripeness.
- Buyer Profiles: Heavier buyers plan their purchases and use avocados throughout the week. In contrast, lighter buyers are more easily swayed by compelling in-store displays and promotions.
- Format Preferences: Bulk avocados continue to lead, but the preference for bagged avocados has grown, giving rise to shoppers who purchase both types.
- Impulse & Satisfaction: While many plan their avocado purchases, high-quality displays and freshness often inspire additional, unplanned sales, especially when shoppers have had positive experiences at home.
- Execution Matters: Freshness, attractive displays, and clear signage that help shoppers identify ripeness cues can make it easier to convert shoppers into avocado purchases.
Read the Path to Purchase Study HERE.
INSIGHTS INTO ACTION:
To accompany this study, HAB has also released an on-demand webinar that delves deeper into the key drivers and barriers influencing shopper decisions, outlining actionable strategies to engage shoppers and grow category sales. View webinar HERE.