Supermarket Perimeter - April 2021 - 53

FOR BIG GROWTH,
LOOK TO " SUPER "
CONSUMERS
Avocado consumption continues to
grow at rates most other produce
commodities can only dream about,
and a new study uncovers one reason
why: the rise of " super " avocado
shoppers.
The study, by the Mission Viejo, Calif.based Hass Avocado Board, charts
the huge growth in sales from 2016
through 2019. It found that " super "
avocado-purchasing households
spend at least $26 or more annually
on avocados and accounted for 94%
of the increase in avocado purchases
during those four years.
In 2019, these households made
up 70% of all avocado purchases.
This household segment is growing
faster than the other three segments
analyzed in the study and made up
28% of all US households in 2019,
up 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 avocadopurchasing household group
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Supermarket Perimeter - April 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2021

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