Progressive Grocer

AUG 2015

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88 | Progressive Grocer | Ahead of What's Next | August 2015 Photo courtesy of the California Avocado Commission Produce Category Spotlight Fresh Food W ith their rich, creamy taste and powerful nutritional profle, avocados have surged in popularity in recent years to become a mainstay in U.S. households. According to the Hass Avocado Board (HAB), in Irvine, Calif., the avocado category added $172 million in retail sales in 2014 nationally, reaching more than $1.6 billion, a 12 percent increase over the previous year. Not only are more consumers buying avocados, enthusiasts of this superfood continually increase their consumption. In its spring 2015 "Avocado Tracking Study," the board reported that two-thirds of U.S. shoppers purchased avocados in the past year. Te study also found that heavy avocado users — those purchasing 37 to 120 avocados per year — now account for 59 percent of avocado consumers, Avocados for Every Appetite Versatility, variety and seasonality fuel sales of this luscious superfood. By Jennifer Strailey one of the highest percentages on record. Avocado consumption is further distinguished by the fact that shoppers of this fruit are a highly desirable demographic. "Te value of avocados and avocado shoppers to retailers was clearly shown in a market basket study conducted with IRI data for the West region during the 2014 California avocado season," says Jan DeLyser, VP of marketing for the Irvine-based California Avocado Commission (CAC). Tat data, for the 26 weeks ending Sept. 18, 2014, "showed that market baskets with avocados in them averaged $64, whereas baskets without avocados averaged $41. Tat's a big diference!" Undoubtedly, the scores of compelling avocado campaigns from organizations like the CAC, HAB, Avocados from Mexico and Avocados from Peru, all of which emphasize the health benefts, favor and versatility of avocados, have fueled Data showed that market baskets with avocados in them averaged $64, whereas baskets without avocados averaged $41. That's a big difference!" —Jan DeLyser, California Avocado Commission

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