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Shopper
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Purchase Decisions
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and Influences
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Driving Hass Avocado Sales at Retail
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Action
Guide
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2015
Path-to-Purchase
Action Guide
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Results
were
analyzed
for
two
buyer
groups:
Heavier Buyer Group
(Super + Heavy)
Purchase 37 or more
avocados per year
37+
Per Year
Introduction
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Understanding shopper
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priorities when purchasing
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avocados is essential
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to maximizing
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avocado retail sales
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This study helps marketers and retailers meet the needs of avocado
shoppers by detailing what matters most to shoppers when purchasing
avocados at retail. This study also looks at how shopper priorities
Lighter Buyer Group
(Medium + Light)
Purchase 1-36
avocados per year
differ between Heavier and Lighter Buyers.
METHODOLOGY
A web-based survey of 800 people was conducted by the Hass Avocado
Board in June 2015, among a national sample of avocado buyers aged 25
to 74 who are primary household grocery shoppers and had purchased
1-36
Per Year
avocados in the past four weeks in supermarkets or mass merchandise
outlets.
To read the full report, Click Here or visit www.hassavocadoboard.com
2015 Path-to-Purchase Action Guide
2
Key PUrchase
drivers
Quality, ripeness, price and selection are the primary factors
in the shopper’s decision to purchase avocados
most
important
heavier
buyers
Lighter
buyers
Ripeness
1
1
Free of Bruises/Blemishes
2
2
Firmness
3
3
PRICing
Pricing
4
4
selection
Availability of Bulk
5
5
primary purchase considerations
factors
for all
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shoppers
Quality
Shoppers rank a variety of other factors as less important,
although they may play a role in the purchase decision
secondary purchase considerations
visuals
Size
Color
Type/
source/
brand
Organic
Variety
2015 Path-to-Purchase Action Guide
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maximize
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Meeting all three primary shopper needs of
Quality, Price and Selection can maximize avocado sales
$= Maximum Sales Opportunity
Quality
Quality, Ripeness,
Bruise/Blemish-free
and Firmness factors
are top priorities
$
Pricing
Shoppers
rate pricing
as important
Selection
The majority
of shoppers
look for bulk
so they can
select the
individual
avocados
they purchase
Meeting only one or two shopper needs
=
may result in lower avocado sales
2015 Path-to-Purchase Action Guide
4
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quality is a top consideration
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of virtually all
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avocado shoppers
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rate Quality, ripeness
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and firmness as
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”very important”
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%
90
% of shoppers who rated these attributes
as very or somewhat important
Heavier Buyers
lighter Buyers
1 Unblemished/Unbruised91%
2 Ripeness 90%
3 Firmness 89%
1 Ripeness 95%
2 Firmness95%
3 Unblemished/Unbruised91%
2015 Path-to-Purchase Action Guide
5
Pricing is also a top consideration
and can drive incremental sales
Pricing is Important to All Shoppers
77% OF HEAVIER AND 84% OF LIGHTER BUYERS RATE PRICE
“VERY IMPORTANT” OR “SOMEWHAT IMPORTANT”
Heavier Buyers
77 %
Lighter Buyers
84%
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Pricing Can Drive Incremental Sales
50%
37 %
Heavier
buyers
lighter
buyers
“They were the right price”
41% of Heavier Buyers*
selected
“THEY WERE ON SALE”
as a reason for adding
more avocados to their basket
41%
38%
50% of Heavier Buyers*
selected
“THEY WERE THE RIGHT PRICE”
as a reason for adding
more avocados to their basket
Heavier
buyers
lighter
buyers
“They were on sale”
*Among shoppers who bought more avocados than planned or made unplanned impulse purchases.
(25% of Heavier Buyers and 9% of Lighter Buyers)
2015 Path-to-Purchase Action Guide
6
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selection
is also
a primary
consideration
Most Shoppers Buy Bulk Avocados. Heavier Buyers Are
More Likely than Lighter Buyers to Purchase Bagged Avocados
93%
70%
of
heavier
buyers
purchased
bulk
avocados
during
their last
shopping trip
70%
93%
of
Lighter
buyers
purchased
bulk
avocados
during
their last
shopping trip
18%
5%
heavier buyers
12%
3%
lighter buyers
bulk avocados
2015 Path-to-Purchase Action Guide
bagged avocados
both
7
demographics
Heavier Buyers are
heavier
buyers
more likely than
Lighter Buyers to
lighter
buyers
AGE
be younger, male,
25-34
30%
17%
Hispanic and have
35-44
27
16
higher incomes
45-54
19
21
55-64
16
28
65-74
8
18
Mean
43.6
50.8
Female
52%
67%
Male
48
33
Caucasian
60%
75%
Hispanic
23
14
African American
9
5
Asian
7
4
Other
1
2
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GENDER
ETHNICITY
Household INCOME
Under $50,000
34%
46%
$50,000 to $99,999
44
37
$100,000 to $149,999
14
12
$150,000 or more
7
5
Mean in (thousands)
$74.4
$63.7
2015 Path-to-Purchase Action Guide
8