The Hass Avocado Board
Consumer Usage Structure
&
Avocado Attitude and Usage
Study
November 2008
Table of Contents
Pages
Highlights of Usage Structure vs Custom A & U
Consumer Usage Structure Analysis
Agenda, Objectives, and Analysis parameters
Executive Summary
Overview of Avocado Use
Drivers of Avocado Use Segments Analysis
4-5
6
7-10
11-12
13-15
16-57
Mature Salad Boost
22-28
Young Ethnic Diversions
Large Gathering
Small Table
La Comida
29-35
36-42
43-49
50-56
Appendix
58-60
2
Table of Contents
Pages
Avocado Attitudes and Usage Analysis
Background and Objectives
Executive Summary
In-Home Purchase and Consumption Patterns
Restaurant Ordering
Avocados Attitudes and Usage Profiles
Appendix
2-3
4-12
13-35
36-40
41-56
57-60
3
Consumer Usage Structure vs.
Custom Research
• Both segments, Mature Salad Boost and Young
Ethnic Diversions, line up with findings from the
custom A&U
– Usage by Lifestage
– Young family interest in in Mexican foods and Avocado taste
– Young family interest in avocado recipes, both meals and
appetizers
• Co-promote with other guacamole “ingredients” and
bagged salads
– 78% of avocados generate add’l purchase of some other grocery
item
– Including tortilla chips (49%), tomatoes (43%), limes (35%) , and
onions (31%), which are the top foods purchased alongside
avocados
– Salad is the number one host food for avocados
4
Consumer Usage Structure vs.
Custom Research
• Communication
– Highlight the premium or special nature of avocados
• Custom A&U also suggests consumers are already aware of
“special” nature – they purchase when want something special or
for entertaining guests
• Educate Households about authentic recipes
– 53% of time, avocados are being used as part of a recipe
– Primary motivations to eating more avocados include
meal/appetizer/salad recipes, more so than nutritional benefits
– 58% of us say that there is nothing that can replace an avocado
in a recipe (because of unique taste and texture)
5
The Hass Avocado Board
Consumer Usage Structure
Agenda
• Marketing & Research Objectives
• Analysis Parameters
• Overview of Avocado Use
• Drivers Analysis
– Hierarchy of Behavior
– Sizing and Picking Segments
– Profiling the Segments
– Insights & Marketing to the Segments
7
Objectives
• Marketing Objective
– Develop an appropriate marketing strategy to
drive the growth of Avocado consumption.
• Research Objective
– Identify a segmentation of behavior for
avocado consumers
– Size and prioritize the opportunities
– Profile the opportunities for marketing insights
8
Analysis Parameters
• Data Source:
– National Eating Trends diary combined with…
– Less Acculturated Hispanic Database
• Data Period:
Hispanics represent 14% of total sample in the
combined Hispanic + Non-Hispanic 8 year database.
– 8 years ending November 2007
• Universe:
– Main Dish: Sandwiches, Mexican Dishes, Homemade Variety
Dish, Poultry, Beef, Seafood, Eggs
– Side Dish: Salads, Veges, Dips: Avocado/Guacamole, Soup,
Bread, Tortillas
9
Dimensions of Analysis
Number of Dishes at Meal
End Dish
•Season
•Appliance
•Region
•Preparation
method
Number of People at Meal
•Age of Eater
•Presence of Guests
•Life-Stage
•Party Composition
(kids, adults only)
+ all standard HH demos
10
Executive Summary
• Avocado usage among Hispanic families is likely to happen naturally at
a higher rate; focus marketing dollars elsewhere for the biggest impact.
• Two of the occasions should be the focus for maximum growth.
– Mature Salad Boost (represents 30% of meals):
•
•
•
•
Mostly high income Empty Nesters and Seniors; some families with kids
Age Target: 55+ with an opportunity to further develop 45-54 years old
Primary Host Food: Avocados on Salads
This segment is likely to include guests at the meal (182 index)
– Young Ethnic Diversions (represents 26% of meals):
• Mostly high income Families with kids <18 years old in the house
• Age Target: 45-54 with opportunity to develop everyone younger
– Reach the children through marketing to the parents; focus on 35-44 year olds.
• Primary Host Food: Avocados on salads, in Mexican Dishes, and dips/guacamole
11
Executive Summary
• Continue co-promoting with bagged salad or tortilla chip manufacturers.
• Communication is key issue – raise awareness of avocados in nonHispanic households
– Avocados were once reserved for royalty - communicate the premium, or
special, nature of avocados to consumers and how it will contribute to their
meals, especially meals with guests (“Mature Salad Boost”)
• Advertising media should be directed to non-Hispanic, high income, 3554 year olds.
• Educate households about authentic recipes that incorporate avocados
to expand their usage outside of salads.
– This is especially true when kids are present (Young Ethnic Diversions)
12
Overview of Avocado Use
• There is very little difference in the amount of Avocado use from
season to season.
Number of Individual Meals
April-September
October-March
(Avocado Incidence)
(Avocado Incidence)
0.35
51%
April-September
49%
0.34
October-March
13
Overview of Avocado Use
CENTRAL REGION
12% of Avocado Use
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
All ages consume avocados pretty
evenly in the west; seniors have a
higher propensity to eat avocados.
WESTERN REGION
53% of Avocado Use
Percent
Total
Avocado
Sample
Use
24%
20%
17%
19%
15%
16%
17%
16%
13%
18%
14%
11%
100
E.N.
Central
W.N. Central
Percent
Total
Avocado
Sample
Use
<18 Yrs 23%
15%
18-34 Yrs 18%
17%
35-44 Yrs 14%
14%
45-54 Yrs 15%
15%
55-64 Yrs 13%
13%
65+ Yrs 16%
25%
100
ND
Index
63
96
102
96
102
151
Pacific
OR
KS
ID
NV
CA
NE
MT
NORTH EAST REGION
7% of Avocado Use
New England
NH
MN
WI
SD
WA
Index
84
113
104
94
138
78
MI
IA
IL
ME
Mid
VT
Atlantic
NY
IN OH
PA
MO
MA
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
CT
RI
N
NJ
KY
CO
WV
VA
NC
TN
OK
AZ
NM
TX
Mountain
AR
SC
MS AL
GA
South
Atlantic
LA
W.S. Central
E.S.
Central
FL
Index
75
102
101
137
103
87
SOUTH REGION
WY
UT
Percent
Total
Avocado
Sample
Use
23%
17%
16%
16%
16%
16%
17%
24%
14%
14%
15%
13%
100
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
28% of Avocado Use
Percent
Total
Avocado
Sample
Use
Index
24%
17%
70
17%
23%
136
17%
17%
103
15%
13%
85
12%
12%
103
16%
19%
117
100
Note: Total Sample is filtered by foods analyzed in study
14
Overview of Avocado Use
• Salads are by far the most common host food for avocados.
Salad
Base Dish Avocado
Cold Sandwich
Dips/Guacamole
Mexican Dish
Hot Sandwich
Hmde/Variety Dish
Seafood
Bread
Eggs
Beef
Tortilla
Soup
Poultry
Vegetables
% of foods
including
avocados
39%
25%
9%
7%
7%
5%
2%
1%
1%
1%
1%
1%
1%
0%
0%
100%
15
Drivers of
Avocado Use
Individual Meal Occasions
at Home
16
Goals of Drivers Analysis
• Identify behaviors that maximize avocado use
– Certain behaviors drive avocado’s incidence
– Hierarchy reveals most discriminating behaviors
• Size the behavioral occasions
• Profile occasions on demographics, situations,
and foods
17
Behavioral Occasions
Thirty-six percent
of avocado
consumption is in
Hispanic
households.
Avocados are eaten in less than
1% of all meal occasions.
HISPANIC
Incidence=0.88
% of Avocado=36
% of meals=14
Ethnicity
But the greatest opportunity is in
the Non-Hispanic occasions due
to their sheer population size.
Meal Occasion
Afternoon Meal
Incidence=1.76
% of Avocado=9
% of meals=2
LUNCH/DINNER
Incidence=1.02
% of Avocado=25
% of meals=8
WHITE /
NON-HISPANIC
Incidence=0.27
% of Avocado=58
% of meals=74
OTHER
RACE/ETHNICITY
Incidence=0.17
% of Avocado=6
% of meals=12
Meal Occasion
OTHER OCC.
Incidence=0.22
% of Avocado=2
% of meals=4
Number People Present at Meal
1-3 PRESENT
Incidence=1.17
% of Avocado=13
% of meals=3.8
In other words, Avocados
represent about 2% of all foods
eaten at those meals. This
occasion accounts for 9% of ALL
Avocado consumption.
Avocado
Incidence=0.34
N=2,535
How To Read
Incidence=Share of Ttl. Meals
How To Read
Avocados achieve their highest
importance in Hispanic afternoon
meals (1.76).
4+ PRESENT
Incidence=0.90
% of Avocado=12
% of meals=4.7
LUNCH/DINNER
Incidence=0.32
% of Avocado=52
% of meals=55
OTHER OCC.
Incidence=0.10
% of Avocado=6
% of meals=19
Party Composition
OPPORTUNITY
KIDS AT MEAL
Incidence=0.17
% of Avocado=13
% of meals=26
ADULTS ONLY
Incidence=0.45
% of Avocado=39
% of meals=30
18
Behavioral Occasions
Total
Avocado Use
WHITE /
NON-HISPANIC
HISPANIC
OTHER
RACE/ETHNICITY
La Comida
(un-acculturated
afternoon meal)
LUNCH/DINNER
OTHER OCC.
LUNCH/DINNER
OTHER OCC.
OPPORTUNITY
Small Table
Large
Gathering
Young
Ethnic
Diversions
Mature
Salad
Boost
19
Prioritizing Behavioral Segments
• Mature Salad Boost may be the best opportunity for sustainable growth.
Overall Size of Segments
Incidence of Avocados
average=0.34
(% Individual Meals)
Mature Salad
Boost
29.9
Young Ethnic
Diversions
25.6
Large
Gathering
La Comida
1.17
3.8
1.7
0.17
0.90
4.7
Small Table
0.45
(traditional name for afternoon meal)
1.70
Note: The 5 segments represent 66% of the occasions in the study.
20
Competitive Space
Host Foods mapped onto Occasions
Kid-Friendly
Bread
Mexican Dish
Eggs
Young Ethnic Diversions
Dips/Guacamole
--OPPORTUNITY—
VARIETY OF FOODS
Communicate to Non-Hispanics
other ways to use avocados
besides on salads and as a dip.
Large Gathering
Cold Sandwich
Non-Hispanic Eater
Hot Sandwich
Small Table
Base Dish Avocado
Salad
Seafood
Mature Salad Boost
Adult-Oriented
Axis 2 24.9%
Hispanic Eater
Hmde/Variety Dish
La Comida
Axis 1
57.3%
“Mature Salad Boost”
1. This segment is comprised of Non-Hispanic Empty
Nesters, Seniors, DINKS, and some families with kids.
The most likely eaters of avocados are age 45+. There
are only ADULTS eating together at these meals.
2. Avocado incidence is above average (0.44) in this
segment, meaning avocados are moderately important
to this occasion.
3. The sheer size of the population in this segment means
that this may be the best opportunity for future avocado
consumption growth.
Top Uses for
Avocados
% of
Avocado
Incidence of
Avocado
(avg=0.34)
1
Segments
% of
Meals
Mature Salad Boost
30%
39%
0.44
3
Young Ethnic Diversions
26%
13%
0.17
Large Gathering
5%
12%
0.90
2
4
5
6
7
Small Table
4%
13%
1.17
La Comida
2%
9%
1.70
8
9
10
Salad
Base Dish Avocado
Dips/Guacamole
Cold Sandwich
Hot Sandwich
Mexican Dish
Hmde/Variety Dish
Soup
Bread
Beef
% of
Meals
39%
25%
7%
9%
5%
7%
2%
1%
1%
1%
% of
Segment
55%
20%
7%
6%
4%
4%
1%
1%
1%
0%
Index to
Total
143
80
94
65
77
51
62
Low sample
Low sample
Low sample
22
PROFILING
OPPORTUNITIES
Mature Salad Boosters
Consumer
Occasion
Foods
Youth Ethnic Diversions
Large Gathering
Small Table
La Comida
23
--Opportunity –
Increase eatings of avocados
among 45-54 year olds.
Age of Eater
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
% TTL
Meals
23.7
16.8
15.5
16.0
12.7
15.3
100
“Mature Salad Boost”
Consumer Profile
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
0.0
0.0
12.2
10.6
87
10.4
10.4
100
20.9
16.1
77
23.3
21.2
91
33.2
41.6
125
100
100
Gender of Eater
58
53
47
46
42
Males
Household Income
Life-Stage
Individuals consuming avocados are more likely to have
higher incomes than the average individual.
36
34
31
33
51
36
33
29
16
Low (<$30k)
Mid ($30-$59k)
54
Singles
DINKS
Families
Empty Nesters
Seniors
Not Reported
% TTL
Meals
9.6
2.5
45.1
20.4
13.3
9.0
100
Females
% of
% of Meals
Meals in
with
Index to
Segment Avocados Segment
16.0
8.2
51
4.5
7.2
159
7.7
6.6
86
41.8
40.3
97
29.5
37.2
126
0.5
0.4
100
100
High ($60k+)
24
“Mature Salad Boost”
Consumer Profile continued
Specific to this segment, avocados are
severely under-developed in the NE and
Midwest/Central regions.
Female
Head
Education
H.S. Grad or less
Some Coll/Coll Grad
Post College
Tech/Voc School
Not Reported
% TTL
Meals
35.8
51.3
10.6
0.7
1.6
100
% of Meals
in Segment
35.0
51.2
13.8
0.0
0.0
100
% of Meals
with
Avocados
9.8
59.5
30.7
0.0
0.0
100
Index to
Segment
28
116
223
Census Region
35
20
24
21
55
33
27
26
21
21
12
5
North East
Midwest /
Central
South
West
65
54
Household Size
46
27
19
17
15
1 member
15
11
9
2 member
3 member
13
9
4+ member
25
“Mature Salad Boost”
Occasion Profile
Most avocado use in this occasion takes
place at complex dinners (3+ dish) at which
only a few people are present.
Meal Occasion
Season
71.3
58.5
44.7
41.5
27.6
28.7
April-Sep
Oct-March
17.4
Breakfast
Lunch
Index to
Segment
103
97
Dinner
Number of Eaters Present
95.4
% TTL
Meals
50.7
49.3
100
% of Meals
% of Meals
with
in Segment Avocados
50.1
51.7
49.9
48.3
100
100
Number of Dishes at meal
91.9
66.0
34.0
1-2 dishes
3+ dishes
4.6
1-3 PRESENT
8.1
% TTL
Meals
47.2
52.8
100
% of Meals % of Meals
Index to
in Segment with Avocados Segment
47.1
38.9
83
52.9
61.1
115
100
100
4+ PRESENT
26
“Mature Salad Boost”
Occasion Profile continued
No guests
1+ guests
% TTL
Meals
96.8
3.2
100
% of Meals
% of Meals
with
in Segment Avocados
96.4
93.4
3.6
6.6
100
100
normal occasion
special occasion
% TTL
Meals
99.9
0.1
100
Index to
Segment
97
182
While having guests over for a meal is a
somewhat rare event (3.2% of total occasions),
they are more likely to be present when
avocados are served at the meal (index=182).
Presence of Guests
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
99.8
99.6
100
0.2
0.4
257
100
100
66.9
Most avocado consumption takes
place during the week.
65.8
Week-part
Special
Occasion
64.8
33.1
Weekday
34.2
35.2
Weekend
27
“Mature Salad Boost”
Complete Host Food Profile
The principal use of avocados at this
occasion is on top of salads (55%). Other
uses are under-developed in this occasion.
OPPORTUNITY – educate these consumers
about other avocado use.
Salad
Base Dish Avocado
Dips/Guacamole
Cold Sandwich
Hot Sandwich
Mexican Dish
Hmde/Variety Dish
Bread
Soup
Beef
Seafood
Poultry
Eggs
Vegetables
Tortilla
Total
Total
Meals
39%
25%
7%
9%
5%
7%
2%
1%
1%
1%
1%
0%
1%
0%
1%
100
Mature
Salad
Boost
55%
20%
7%
6%
4%
4%
1%
1%
1%
0%
0%
0%
0%
0%
0%
100
Index to
Total
143
80
94
65
77
51
62
28
“Young Ethnic Diversions”
1. This segment is comprised of Non-Hispanic families,
typically with 1-2 kids. There is a broad range of
avocado eaters from <18 all the way up to 54 years old;
of these eaters, those aged 45-54 are most likely to eat
avocados. These meal occasions are when adults and
kids are present together at the meal.
2. Avocado incidence is below average (0.17) in this
segment.
3. While this segment is not as important to avocados, it
represents a large behavior (26% of meals) and plenty
of upside.
Segments
% of
Meals
% of
Avocado
Incidence of
Avocado
(avg=0.34)
Mature Salad Boost
30%
39%
0.44
Young Ethnic Diversions
26%
13%
0.17
Large Gathering
5%
12%
0.90
Small Table
4%
13%
1.17
La Comida
2%
9%
1.70
Top Uses for
Avocados
1 Salad
2 Base Dish Avocado
3 Mexican Dish
4 Dips/Guacamole
5 Cold Sandwich
6 Hot Sandwich
7 Soup
8 Bread
9 Seafood
10 Poultry
% of
meals
39%
25%
7%
7%
9%
5%
1%
1%
1%
0%
% of
Segment
36%
20%
15%
12%
8%
3%
1%
1%
1%
1%
Index to
Total
93
80
212
163
86
Low Sample
Low Sample
Low Sample
Low Sample
Low Sample
29
PROFILING
OPPORTUNITIES
Mature Salad Boosters
Youth Ethnic Diversions
Consumer
Occasion
Foods
Large Gathering
Small Table
La Comida
30
“Young Ethnic Diversions”
Consumer Profile
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
Gender of Eater
Adults 45-54 years olds are the chief
consumers of avocados at this occasion.
Age of Eater
% TTL
Meals
23.7
16.8
15.5
16.0
12.7
15.3
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
47.9
33.6
70
18.7
21.1
113
19.9
19.9
100
10.4
22.0
212
2.1
2.1
104
1.0
1.2
120
100
100
53
47
49
44
Males
Household Income
Life-Stage
Consumers of avocados are much more likely
to have high incomes.
52
40
34
36
33
31
29
28
17
Low (<$30k)
Mid ($30-$59k)
Singles
DINKS
Families
Empty Nesters
Seniors
Not Reported
56
51
% TTL
Meals
9.6
2.5
45.1
20.4
13.3
9.0
100
Females
% of
% of Meals
Meals in
with
Index to
Segment Avocados Segment
0.6
0.9
143
0.4
3.1
686
95.7
89.9
94
1.6
2.4
157
1.4
2.4
177
0.3
1.2
451
100
100
High ($60k+)
31
“Young Ethnic Diversions”
Consumer Profile continued
Female
Head
Education
H.S. Grad or less
Some Coll/Coll Grad
Post College
Tech/Voc School
Not Reported
Specific to this segment, avocados are
under-developed in the NE,
Midwest/Central and South regions.
% TTL
Meals
35.8
51.3
10.6
0.7
1.6
100
Census
Region
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
37.6
12.5
33
54.4
74.6
137
8.0
12.8
162
0.0
0.0
0.0
0.0
100
100
57
35
35
29
28
24
20
21
20
16
7
North East
8
Midwest /
Central
South
West
77
Household
Size
67
46
27
17
9
20
Despite having the majority of households
being 4+ people, avocado consumption is
still under-developed there.
23
9
0
1
1 member
3
2 member
3 member
4+ member
32
“Young Ethnic Diversions”
Occasion Profile
Avocados are eaten most often at complex
dinners (3+ dishes) with 4+ people present.
Meal Occasion
Season
84.4
66.3
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
52.5
48.9
93
47.5
51.1
107
100
100
44.7
33.7
27.6
17.4
April-Sep
Oct-March
15.6
0.0
0
Breakfast
Lunch
Dinner
Number of Eaters Present
66.0
% TTL
Meals
50.7
49.3
100
Number of Dishes at meal
64.6
56.6
43.4
35.4
34.0
1-2 dishes
3+ dishes
1-3 PRESENT
% TTL
Meals
47.2
52.8
100
% of Meals
in Segment
41.0
59.0
100
% of Meals
with
Avocados
46.8
53.2
100
Index to
Segment
114
90
4+ PRESENT
33
“Young Ethnic Diversions”
Occasion Profile continued
No guests
1+ guests
% TTL
Meals
96.8
3.2
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
95.5
97.6
102
4.5
2.4
55
100
100
normal occasion
special occasion
% TTL
Meals
99.9
0.1
100
This occasion is not likely to have guests or be a
special occasion. This is a routine week-day meal.
Presence of Guests
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
99.8
98.5
99
0.2
1.5
619
100
100
66.9
62.9
Special Occasion
63.3
37.1
Week-part
33.1
Weekday
Weekend
36.7
34
“Young Ethnic Diversions”
Complete Host Food Profile
In addition to salads, Mexican dishes and guacamole
are important uses of avocados at this occasion.
Salad
Base Dish Avocado
Mexican Dish
Dips/Guacamole
Cold Sandwich
Hot Sandwich
Bread
Soup
Seafood
Poultry
Hmde/Variety Dish
Beef
Tortilla
Eggs
Vegetables
Total
Meals
39%
25%
7%
7%
9%
5%
1%
1%
1%
0%
2%
1%
1%
1%
0%
100
Young
Ethnic
Diversions
36%
20%
15%
12%
8%
3%
1%
1%
1%
1%
1%
0%
0%
0%
0%
100
Index to
Total
93
80
212
163
86
65
35
“Large Gathering”
1. This segment is comprised of Hispanic families of all
types, most often with 2-3 kids. There is a broad range
of avocado eaters from <18 to 44 years old; eaters age
18-34 are most likely to consume avocados. The
defining characteristic of this segment is that there are
at least 4 people eating the meal together.
2. Avocado incidence is above average (0.90) in this
segment.
3. While avocados are moderately important in this
segment, the overall behavior is smaller (5% of meals)
due to the size of the population.
Segments
% of
Meals
% of
Avocado
Incidence of
Avocado
(avg=0.34)
Mature Salad Boost
30%
39%
0.44
Young Ethnic Diversions
26%
13%
0.17
Large Gathering
5%
12%
0.90
Small Table
4%
13%
1.17
La Comida
2%
9%
1.70
1
2
3
4
5
6
7
8
9
10
Top Uses for
Avocados
Base Dish Avocado
Salad
Cold Sandwich
Mexican Dish
Hot Sandwich
Hmde/Variety Dish
Dips/Guacamole
Beef
Vegetables
Soup
% of
meals
25%
39%
9%
7%
5%
2%
7%
1%
0%
1%
% of
Segment
34%
22%
12%
11%
9%
4%
3%
1%
1%
1%
Index to
Total
136
57
129
159
170
195
47
Low sample
Low sample
Low sample
36
PROFILING
OPPORTUNITIES
Mature Salad Boosters
Youth Ethnic Diversions
Large Gathering
Consumer
Occasion
Foods
Small Table
La Comida
37
“Large Gathering”
Consumer Profile
18-34 year olds are the most likely
consumers of avocados in this occasion.
Age of Eater
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
% TTL
Meals
23.7
16.8
15.5
16.0
12.7
15.3
100
Gender of Eater
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
47.6
43.6
92
21.3
28.8
136
18.1
20.8
115
7.9
4.2
53
2.8
2.2
80
2.0
0.3
16
100
100
53
47
48
Household Income
36
34
37
30
29
14
Low (<$30k)
Mid ($30-$59k)
13
Females
Life-Stage
40
39
53
47
Males
Households at this
occasion tend to have
lower incomes.
52
Singles
DINKS
Families
Empty Nesters
Seniors
Not Reported
% TTL
Meals
9.6
2.5
45.1
20.4
13.3
9.0
100
% of
% of Meals
Meals in
with
Index to
Segment Avocados Segment
0.1
0.0
0
0.3
1.3
437
37.6
21.5
57
0.6
1.9
321
0.2
0.0
0
61.3
75.3
123
100
100
High ($60k+)
38
“Large Gathering”
Consumer Profile continued
Avocados are underdeveloped in the NE region.
Female
Head
Education
H.S. Grad or less
Some Coll/Coll Grad
Post College
Tech/Voc School
Not Reported
Census Region
35
% TTL
Meals
35.8
51.3
10.6
0.7
1.6
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
45.6
47.8
105
34.4
34.9
102
5.2
0.6
4.5
7.1
155
10.3
9.6
94
100
100
38
36
33
24
20
21
20
17
13
10
North East
Midwest /
Central
98
This segment occasion is
predominantly lowereducated families.
34
South
West
96
Household Size
46
27
17
9
1
1 member
3
2 member
1
2
3 member
4+ member
39
“Large Gathering”
Occasion Profile
Avocados are eaten most often with 4+
people present at dinners.
Season
Meal Occasion
63.5
59.7
44.7
40.3
36.5
27.6
17.4
April-Sep
Oct-March
0.0
0.0
Breakfast
Lunch
Dinner
Number of Eaters Present
Number of Dishes at meal
100.0
100.0
66.0
34.0
0.0
0.0
1-3 PRESENT
% TTL
Meals
50.7
49.3
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
48.6
44.6
92
51.4
55.4
108
100
100
1-2 dishes
3+ dishes
% TTL
Meals
47.2
52.8
100
% of Meals
in Segment
45.7
54.3
100
% of Meals
with
Avocados
50.0
50.0
100
Index to
Segment
109
92
4+ PRESENT
40
“Large Gathering”
Occasion Profile continued
No guests
1+ guests
% TTL
Meals
96.8
3.2
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
97.7
98.7
101
2.3
1.3
55
100
100
normal occasion
special occasion
% TTL
Meals
99.9
0.1
100
This occasion is not likely to have guests or be a
special occasion. This is primarily a routine weekday meal.
Presence of Guests
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
99.8
100.0
100
0.2
0.0
100
100
66.9
64.5
Week-part
Special
Occasion
67.3
33.1
Weekday
35.5
Weekend
32.7
41
“Large Gathering”
Complete Host Food Profile
This larger Hispanic occasion showcases a variety of avocado
uses ranging from sandwiches, dishes, dips and salads.
Base Dish Avocado
Salad
Cold Sandwich
Mexican Dish
Hot Sandwich
Hmde/Variety Dish
Dips/Guacamole
Beef
Vegetables
Soup
Seafood
Poultry
Eggs
Bread
Tortilla
Total
Meals
25%
39%
9%
7%
5%
2%
7%
1%
0%
1%
1%
0%
1%
1%
1%
100
Las
Grandes
Reunion
34%
22%
12%
11%
9%
4%
3%
1%
1%
1%
1%
0%
0%
0%
0%
100
Index to
Total
136
57
129
159
170
195
47
42
“Small Table”
1. This segment is comprised of Hispanic families with few
kids, or no kids at all. There is a broad range of
avocado eaters from <18 to 54 years old; eaters age
35-44 are most likely to consume avocados. The
defining characteristic of this segment is that the
number of eaters at these meals are smaller (1-3).
2. Avocado incidence is strong (1.17) in this segment.
3. While avocados are important in this segment, the
overall behavior is smaller (4% of meals).
Segments
% of
Meals
% of
Avocado
Incidence of
Avocado
(avg=0.34)
Mature Salad Boost
30%
39%
0.44
Young Ethnic Diversions
26%
13%
0.17
1
2
3
4
5
Large Gathering
5%
12%
0.90
Small Table
4%
13%
1.17
La Comida
2%
9%
1.70
6
7
8
9
10
Top Uses for
Avocados
Base Dish Avocado
Salad
Cold Sandwich
Mexican Dish
Hot Sandwich
Dips/Guacamole
Tortilla
Seafood
Hmde/Variety Dish
Poultry
% of
meals
25%
39%
9%
7%
5%
7%
1%
1%
2%
0%
% of
Segment
34%
30%
13%
6%
5%
4%
2%
2%
1%
1%
Index to
Total
136
78
138
92
99
53
Low sample
Low sample
Low sample
Low sample
43
PROFILING
OPPORTUNITIES
Mature Salad Boosters
Youth Ethnic Diversions
Large Gathering
Small Table
Consumer
Occasion
Foods
La Comida
44
“Small Table”
Consumer Profile
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
% TTL
Meals
23.7
16.8
15.5
16.0
12.7
15.3
100
Gender of Eater
Adults 18-44 are the primary consumers of
Avocados in this occasion.
Age of Eater
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
21.5
14.8
69
24.6
28.9
118
16.0
21.1
132
17.4
13.6
78
10.6
11.1
106
9.4
7.8
84
100
100
56
47
44
34
32
34
33
29
29
20
Low (<$30k)
Mid ($30-$59k)
High ($60k+)
Singles
DINKS
Families
Empty Nesters
Seniors
Not Reported
Females
Life-Stage
40
36
44
Males
The people at this occasion in general are primarily
lower income, although when avocados are eaten
there is a higher income skew.
Household Income
56
53
% TTL
Meals
9.6
2.5
45.1
20.4
13.3
9.0
100
% of
% of Meals
Meals in
with
Index to
Segment Avocados Segment
7.5
2.1
28
2.1
6.6
318
26.6
28.3
106
15.2
11.7
77
4.7
6.0
130
43.9
45.2
103
100
100
45
“Small Table”
Consumer Profile continued
Avocados are under-developed in the
NE and Midwest/Central region.
Female
Head
Education
H.S. Grad or less
Some Coll/Coll Grad
Post College
Tech/Voc School
Not Reported
55
Census Region
% TTL
Meals
35.8
51.3
10.6
0.7
1.6
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
32.5
28.9
89
48.5
47.3
97
7.3
7.5
103
2.7
4.5
8.9
11.7
131
100
100
35
20
24
22
35
34
21
11
6
4
North East
45
Household Size
27
34
33
Midwest /
Central
South
West
46
35
29
25
24
17
9
7
3
1 member
2 member
3 member
4+ member
46
“Small Table”
Occasion Profile
Avocado use is split evenly between
lunch and dinner at this occasion.
Meal Occasion
49.9
52.4
50.1
44.7
Season
47.6
27.6
17.4
April-Sep
Oct-March
0.0
0.0
Breakfast
Lunch
Dinner
Number of Eaters Present
100.0
100.0
Number of Dishes at meal
This occasion has fewer
people present at the meals.
66.0
34.0
1-2 dishes
3+ dishes
0.0
1-3 PRESENT
% TTL
Meals
50.7
49.3
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
53.2
55.1
104
46.8
44.9
96
100
100
0.0
% TTL
Meals
47.2
52.8
100
% of Meals
in Segment
53.7
46.3
100
% of Meals
with
Avocados
47.3
52.7
100
Index to
Segment
88
114
4+ PRESENT
47
“Small Table”
Occasion Profile continued
No guests
1+ guests
% TTL
Meals
96.8
3.2
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
96.6
94.9
98
3.4
5.1
151
100
100
normal occasion
special occasion
% TTL
Meals
99.9
0.1
100
While having guests over for a meal is a
somewhat rare event (3.2% of total occasions),
guests are more likely to be present when
avocados are served at the meal (index=151).
Presence of Guests
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
99.9
100.0
100
0.1
0.0
100
100
66.9
Most avocado consumption takes
place during the week.
69.0
Week-part
Special
Occasion
66.0
33.1
Weekday
31.0
34.0
Weekend
48
“Small Table”
Complete Host Food Profile
Aside from salads, base dish avocados (by
themselves) and cold sandwiches represent the
most likely uses of avocados at this occasion.
Base Dish Avocado
Salad
Cold Sandwich
Mexican Dish
Hot Sandwich
Dips/Guacamole
Tortilla
Seafood
Hmde/Variety Dish
Poultry
Bread
Beef
Soup
Vegetables
Eggs
Total
Meals
25%
39%
9%
7%
5%
7%
1%
1%
2%
0%
1%
1%
1%
0%
1%
100
Mesita
Familiar
34%
30%
13%
6%
5%
4%
2%
2%
1%
1%
1%
0%
0%
0%
0%
100
Index to
Total
136
78
138
92
99
53
49
“La Comida”
1. This behavior is specific to un-acculturated
Hispanics, and is considered to be a “traditional”
afternoon meal.
2. Avocado incidence is the highest of all in this
segment (1.70).
3. This is a small behavior and does not need to be
marketed to given the importance of avocados to
this segment.
Segments
% of
Meals
% of
Avocado
Incidence of
Avocado
(avg=0.34)
Mature Salad Boost
30%
39%
0.44
1
2
3
Young Ethnic Diversions
26%
13%
0.17
Large Gathering
5%
12%
0.90
Small Table
4%
13%
1.17
La Comida
2%
9%
1.70
4
5
6
7
8
9
10
Top Uses for
Avocados
Base Dish Avocado
Salad
Cold Sandwich
Mexican Dish
Dips/Guacamole
Seafood
Hot Sandwich
Hmde/Variety Dish
Tortilla
Beef
% of
meals
25%
39%
9%
7%
7%
1%
5%
2%
1%
1%
% of
Segment
34%
31%
8%
7%
6%
4%
3%
3%
2%
1.2%
Index to
Total
136
81
85
106
81
Low sample
Low sample
Low sample
Low sample
Low sample
50
PROFILING
OPPORTUNITIES
Mature Salad Boosters
Youth Ethnic Diversions
Large Gathering
Small Table
La Comida
Consumer
Occasion
Foods
51
“La Comida”
Consumer Profile
Children and adults 18-34 years olds eat the bulk of
the avocados in this occasion.
Age of Eater
<18 Yrs
18-34 Yrs
35-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
% TTL
Meals
23.7
16.8
15.5
16.0
12.7
15.3
100
Gender of Eater
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
39.7
37.0
93
25.7
28.2
110
16.7
15.7
94
9.1
9.3
101
5.2
5.1
98
2.7
1.9
68
100
100
59
53
47
46
41
Males
Household Income
49
Life-Stage
49
43
Singles
DINKS
Families
Empty Nesters
Seniors
Not Reported
36
34
32
29
Individuals in this segment are likely
to have low to middle incomes.
3
Low (<$30k)
Mid ($30-$59k)
1
54
% TTL
Meals
9.6
2.5
45.1
20.4
13.3
9.0
100
Females
% of
% of Meals
Meals in
with
Index to
Segment Avocados Segment
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
100.0
100.0
100
100
100
High ($60k+)
52
“La Comida”
Consumer Profile continued
Avocados are under-developed in the NE and
South region. This is the occasion most likely
to have the least educated consumers.
Female
Head
Education
H.S. Grad or less
Some Coll/Coll Grad
Post College
Tech/Voc School
Not Reported
Census Region
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
47.9
57.9
121
18.4
16.2
88
4.0
0.9
9.4
11.1
119
20.3
13.9
68
100
100
% TTL
Meals
35.8
51.3
10.6
0.7
1.6
100
48
42
35
24
24
20
21
22
22
21
15
7
North East
80
Midwest /
Central
South
West
80
Household
Size
46
27
17
9
2
3
1 member
5
13
15
2
2 member
3 member
4+ member
53
“La Comida”
Occasion Profile
Avocados are very well-developed in the AprilSeptember season at this occasion.
To best reach the consumers at this type of
occasion, target that time-frame for best growth.
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
48.7
61.6
127
51.3
38.4
75
100
100
Season
% TTL
Meals
50.7
49.3
100
April-Sep
Oct-March
Number of Eaters Present
Number of Dishes at meal
70.9
71.3
66.0
34.0
29.1
28.7
1-2 dishes
3+ dishes
1-3 PRESENT
% TTL
Meals
47.2
52.8
100
% of Meals
in Segment
48.2
51.8
100
% of Meals
with
Avocados
41.2
58.8
100
Index to
Segment
85
114
4+ PRESENT
54
“La Comida”
Occasion Profile continued
Presence of Guests
No guests
1+ guests
% TTL
Meals
96.8
3.2
100
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
97.6
92.1
94
2.4
7.9
331
100
100
normal occasion
special occasion
% TTL
Meals
99.9
0.1
100
While having guests over for a meal is a
somewhat rare event (3.2% of total occasions),
avocados are very well-developed when guests
are present at this occasion (index=331).
% of Meals
% of Meals
with
Index to
in Segment Avocados Segment
99.9
100.0
100
0.1
0.0
100
100
76.1
Special Occasion
71.8
66.9
33.1
Week-part
28.2
23.9
Weekday
Weekend
55
“La Comida”
Complete Host Food Profile
Base dish avocados (by themselves) represent the
largest use of avocados at this occasion. This
behavior is far likelier to happen among unacculturated Hispanics than other groups of people.
Base Dish Avocado
Salad
Cold Sandwich
Mexican Dish
Dips/Guacamole
Seafood
Hot Sandwich
Hmde/Variety Dish
Tortilla
Beef
Vegetables
Poultry
Bread
Soup
Eggs
Total
Meals
25%
39%
9%
7%
7%
1%
5%
2%
1%
1%
0%
0%
1%
1%
1%
100
La
Comida
34%
31%
8%
7%
6%
4%
3%
3%
2%
1%
0%
0%
0%
0%
0%
100
Index to
Total
136
81
85
106
81
56
Key Findings
Several differences in avocado usage were uncovered related to…
Importance of avocados
•Clearly, avocados play a more prominent role in Hispanic household meals, in
particular the un-acculturated “La Comida” segment.
•While non-Hispanic households don’t include avocados in their meals as
frequently, there is a BIG opportunity due to size of population.
Variety of host foods on which avocados are used
•Non-Hispanic families typically have a more limited range of uses for avocados –
most typically on salads, in Mexican dishes, or as a guacamole dip.
•In contrast, Hispanic families have a broad palette of uses that range from on
sandwiches, in salads, in Mexican dishes, or as an ingredient to other homemade
dishes.
Meal Occasion
•Hispanic occasions are split
somewhat evenly between lunch
and dinner
•Non-Hispanic meal occasions
occur predominantly at dinner
(71%, 84%)
Age of consumption
•Non-Hispanic consumers tend to
skew older…from 45 years old and
up.
•Most often, Hispanic consumers
tend to be in the 18-44 years old
age range.
57
APPENDIX
58
Usage Structure: Avocados
Avocado
Incidence=0.34
N=2,535
Ethnicity
Afternoon Meal
Incidence=1.76
% of Avocado=9
% of meals=2
HISPANIC
Incidence=0.88
% of Avocado=36
% of meals=14
WHITE /
NON-HISPANIC
Incidence=0.27
% of Avocado=58
% of meals=74
Meal Occasion
Meal Occasion
LUNCH/DINNER
Incidence=1.02
% of Avocado=25
% of meals=8
OTHER OCC.
Incidence=0.22
% of Avocado=2
% of meals=4
Number People Present at Meal
1-3 PRESENT
Incidence=1.17
% of Avocado=13
% of meals=3.8
4+ PRESENT
Incidence=0.90
% of Avocado=12
% of meals=4.7
LUNCH/DINNER
Incidence=0.32
% of Avocado=52
% of meals=55
OTHER
RACE/ETHNICITY
Incidence=0.17
% of Avocado=6
% of meals=12
OTHER OCC.
Incidence=0.10
% of Avocado=6
% of meals=19
Party Composition
KIDS AT MEAL
Incidence=0.17
% of Avocado=13
% of meals=26
ADULTS ONLY
Incidence=0.45
% of Avocado=39
% of meals=30
59
Avocado Segment Summary
Total Meals
% of meals
67%
% of Avocado usage
86%
Avocado Incidence
0.34
Guacamole Incidence
0.09
Salad
TOP FOODS ABS. SIZE
(% of meals with avocados)
Cold Sandwich
Hot Sandwich
Mexican Dish
Dips/Guac
TOP FOOD SKEWS
Age:
CONSUMER SKEWS
Life-stage:
Household Income: (index)
Household Size:
Region:
Education:
Lunch:
28%
SITUATION
Dinner:
45%
Season: (index)
# of People Present at meal:
Party Composition at meal:
# of Dishes Served:
Presence of Guests:
Mesita
Las Grandes
Young Ethnic Mature Salad
La Comida
Familiar
Reunión
Diversions
Boost
2%
4%
5%
26%
30%
9%
13%
12%
13%
39%
1.76
1.17
0.90
0.17
0.45
0.38
0.21
0.10
0.07
0.10
Salad
Salad
Salad
Salad
Salad
Cold Sandwich Cold Sandwich Cold Sandwich
Mexican Dish
Dips/Guac
Mexican Dish
Mexican Dish
Mexican Dish Dips/Guacamole Cold Sandwich
Dips/Guac
Hot Sandwich
Hot Sandwich
Cold Sandwich Hot Sandwich
Seafood
Dips/Guacamole Hmde/Var Dish
Hot Sandwich
Mexican Dish
Mexican Dish Cold Sandwich Hmde/Var Dish
Mexican Dish
Salad
Hot Sandwich Dips/Guacamole
Mexican Dish
Cold Sandwich
18-34 years
unreported
Mid(132)
4+
35-44 years
Srs, DINK,1-2kid
High(165)
2-4
West
HS, Coll grad
52%
48%
Apr-Sep (127)
Apr-Sep (104)
no skew
1-3
no skew
no skew
3+
3+
yes, skew
yes, skew
18-34 years
2-3 kids
unrpt(271)
4-6
Midwest/Ctrl
HS, TechVoc
37%
63%
Oct-Mar (108)
4+
kids at meal
1-2
no
45-54 years
1-2 kids
High(187)
3-5
West, South
College grad
16%
84%
Oct-Mar (107)
1-3
kids at meal
1-2
no
55+ years
Seniors, DINK
High(144)
1-2
West, South
College grad
29%
71%
Apr-Sep(103)
4+
adults only
3+
yes, skew
60
Avocado Attitudes & Usage Study
Hass Avocado Board
Copyright 2008. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and
may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
Background
• Hass Avocado Board expressed interest in better
understanding consumption of avocados both in
the home and away from home.
• Specific objectives of this research included to:
– Understand consumer usage behavior relative to
avocado consumption at home
•
•
•
•
How often and when are avocados purchased for home use
How are avocados being used/prepared in the home
Who in the household is consuming and how
General attitudes towards avocados
– Understand consumer restaurant orders of avocados
• Which type of restaurants order avocados from
• Who is ordering avocados from restaurants
• Type of meal/appetizer/beverage avocados included in
62
Methodology
• Web-based survey was fielded from July 25
through August 1, 2008.
–
–
–
–
–
1,651 Adults surveyed
1,333 Primary Grocery Shoppers identified
467 Avocado Buying Households identified
502 Avocado Restaurant Customers identified
In total, 858 “Avocado Acceptors” identified and
included in research
• “Avocado Acceptors” were defined as meeting at
least one of the following criteria:
– Purchased avocados for home use in past 12 months
– Ordered avocados at restaurant in past 12 months
– Personally state they “love” or “like” avocados
63
Executive Summary
Consumers’ acceptance and interest in
avocados continues to grow as new users
and new usages are introduced.
– National Eating Trends (NET) in-home consumption
database* supports that avocado eatings continue to
grow within U.S. households.
– In the past year, half of consumers indicated having
either purchased avocados at the grocer and/or
ordered avocado-based dishes at a restaurant.
• Among buyers, avocados are purchased about twice a
month.
• At restaurants, avocados are ordered about 8 times a year.
– Positive taste, meal enhancement and versatility
expectations are cited as primary motivations for
continuing to purchase avocados.
– Current buyers, especially heavy or long term
avocado users, state they will most likely purchase
avocados again in next three months.
* In-Home Data Base Consumption Trends; see Appendix
64
Executive Summary
Avocado usage, both inside the home and out,
skews toward older, upper income and more
educated households as well as to the
western half of the country.
– Nearly seven-in-ten adult females have purchased avocados at
the grocery store and/or ordered as a restaurant dish in the past
12 months.
– Younger DINK’s (under 35 years) are most likely to be ordering
avocado-based dishes from restaurants.
– Hispanic ethnicity plays a strong role in usage and ordering of
avocados.
– Only one-in-five kids or teens have eaten avocados in the past
twelve months, even fewer have ordered at restaurants.
65
Executive Summary
Avocado’s versatility and uniqueness is evidenced by
consumer usage profiles; avocados are eaten just as
often alone (with or without additional preparation) as
they are as an ingredient or as a food topping.
– Avocado “dual” usage (alone/ingredient) is strongest among those
users who have been purchasing avocados for ten or more years
and/or more frequent purchasers. Experienced avocado users don’t
require a recipe for preparation.
– DINK’s are using avocados almost exclusively as an ingredient for
guacamole. It appears that increased age or presence of children
most influence avocados consumption right out of the skin.
– Avocados are typically a planned purchase, especially when used as
an ingredient, and it’s unique taste and texture makes it irreplaceable
during recipe preparation.
– Avocados elicit feelings of providing “something special” to users.
66
Executive Summary
When used as an ingredient, avocados are most likely
prepared as part of a dinner meal such as
guacamole, other Mexican dish, or salad.
– Most popular Mexican dishes including avocados (outside of
guacamole) are tacos and quesadillas all of which skew towards
preparation within households under the age of 55 years.
• While avocado users aged 55 plus are preparing guacamole,
they are not as interested in other Mexican dishes and
sandwiches.
– Adults aged 55 plus skew towards avocado usage in salads,
particularly lettuce and seafood salads.
– Most consumers feel that there is nothing that can replace an
avocado during recipe preparation.
67
Executive Summary
Avocado purchases directly generate additional
grocery store purchases during the same
shopping trip.
– Eight out of every ten avocado purchases is
accompanied by the purchase of at least one other
grocery item.
• Most common incremental purchases include ingredients for
guacamole preparation – tortilla chips, fresh tomatoes and fresh
lemon/limes.
• Secondarily, purchase of ingredients for Mexican dishes are noted –
tortillas, salsa/picante, lettuce and peppers.
– Those most likely to be purchasing additional grocer
items are households using avocados as an
ingredient and young families, both of which offer new
opportunities for increased purchase of avocados in
the future.
68
Executive Summary
Restaurant orders including avocados mirror in-home
penetration and consumption patterns but may be
on a short-term decline due to the poor economy.
– Guacamole and other Mexican dishes are most popular
restaurant orders including avocados, regardless of age or
gender.
• Avocado-based salads again skew towards adults aged 55+,
especially seafood salads.
• Mexican food, such as tacos and burritos, skew towards young
families.
– Future interest in ordering avocados at a restaurant may be
lagging (only 27% will definitely order) because of expected
decrease in restaurant visitation as cited open-endedly by
avocado consumers as well as supported by NPD’s
Foodservice/CREST division (see Appendix).
69
Executive Summary
Veteran avocado buyers are the most loyal and diverse
of all users, but may be somewhat “set” in their
ways.
– The typical avocado purchaser has been buying avocados for
over fourteen years; over half of current buyers have been
purchasing for over twenty years.
– Those who have been purchasing avocados for ten years or
more are the heaviest, most frequent and most interested in
purchasing avocados in the future.
– They also appear to be the most “educated” and “comfortable”
with avocados as supported by their knowledge of seasonality
and producer location as well as their ease of use in pitting and
peeling avocados.
– However, while avocado’s “taste” encourages repurchase
among this group, consumption profiles indicate veteran users
prefer to eat avocados “alone”. Opportunities for increased
usage versatility may be limited as already considered an “every
day” diet staple among this group.
70
Executive Summary
Avocado users appear to have overcome past, expected
difficulties in pitting and peeling avocados prior to
usage and are now looking for new and different ways
to use avocados in the kitchen.
– When asked what might encourage additional avocado eatings in
the future, consumers consistently indicated that an increased
knowledge of what to do with the avocado – meal, appetizer and
salad recipes - is of the most interest.
– Concurrently, ingredient usage is strongest among those groups that
might offer the most opportunity for growth in eating – households
that are not currently purchasing avocados as frequently and
younger households that favor Mexican dishes to start with.
• Price motivations are strongest among those users who already
purchase a lot of avocados or have been purchasing them for many
years. There is little indication among these groups that they are
looking for new and different ways to expand avocado usage … just
looking for lower prices.
71
Avocado Habits & Practices
In-Home Purchase and Consumption
72
Nearly half (48%) of adults claim to be eating avocados
either at home or when dining at restaurants.
Incidence of Avocado Consumption
Over one-third of
adult consumers are
purchasing avocados
for consumption at
home.
Younger adults
(18-34) without kids
are more likely to be
ordering avocados at
restaurants (49%).
35%
Purchase
for Home
Use
52%
52%
Neither
Avocado
Acceptors
“Avocado Acceptors”
are defined as having
purchased or ordered
avocados in past 12
months or stated they
“love” or “like”
avocados.
38%
Order at
Restaurant
Q.2 In the past 12 months, have you purchased avocados for use at home or ordered at a restaurant?
Base: Primary Grocery Shopper (n=1,333)
73
Most consumers are buying avocados for home use and
ordering from restaurants.
Distribution of Avocado Consumption
Eat at
Home/Not
Restaurant
10%
Eat at
Restaurant/Not
Home
13%
Eat at Home
and
Restaurant
25%
Neither
52%
Q.2 In the past 12 months, have you purchased avocados for use at home or ordered at a restaurant?
Base: Primary Grocery Shopper (n=1,333)
74
Nearly two-thirds (62%) of adults indicate loving or liking
avocados.
Attitudes Towards Avocados
Love Avocados
23%
Adults aged 55+ indicate
higher levels of “loving”
or “liking” avocados.
Like very much
18%
Do not like at
all
26%
Do not like very
much
12%
Like
somewhat
21%
Q.3 Overall, how much do you like avocados? Would you say you …?
Base: Primary Grocery Shopper (n=1,333)
75
“Veteran” avocado buyers (those who have been buying
for 10 years or more) account for 75% of all buyers.
Number of Years Been Purchasing Avocados
- Avocado Buyers Less than 5
Years
14%
5-9 Years
12%
The “typical” avocado
buyer has been buying
avocados for over 14
years.
10-14 Years
15%
15-19 Years
8%
20 or More
52%
Q.16 For how many years have you been purchasing avocados for use at home?
Base: Avocado Buyers (n=467)
76
Nearly two-thirds of avocado buyers (65%) are
purchasing avocados at least once a month.
Frequency of Purchasing Avocados
- Avocado Buyers On average, avocados
are purchased 1.7 times
a month by avocado
buyers.
Weekly
14%
Once Year or
Less
4%
2-3x/Month
32%
Every 4-6
Months
10%
Every 2-3
Months
21%
Once Month
20%
Q.4 How frequently are avocados purchased by your household?
Base: Avocado Buyers (n=467)
77
Veteran avocado buyers are purchasing avocados from
stores more frequently than newer buyers.
Frequency of Purchasing Avocados
- Avocado Buyers Even the most seasoned
avocado buyer still
purchase avocados, on
average, only 2-3 times a
month.
67%
65%
58%
35%
42%
33%
1.7
Once a Month or More
All Buyers
Less than Once a Month
New Buyers (<10 years)
1.5
1.8
Average Monthly
Veteran Buyers (10+ years)
Q.4 How frequently are avocados purchased by your household?
Base: Avocado Buyers (n=467)
Arrows indicate significant different at 90% confidence level between “New” and “Veteran” Buyers
78
The longer you have been buying avocados, the more of
them you continue to buy each year.
Those who use
avocados for
ingredient usage
purchase fewer
avocados overall.
# of Avocados Purchased Past Year
On average, “veteran”
avocado buyers purchase
- Avocado Buyers 23 avocados a year,
compared to only 16 for
those who just started
purchasing avocados in
past 10 years.
55%
41%
36%
38% 33% 39%
25%
22%
Less than 12
All Buyers
12 - 36
New Buyers (<10 years)
21
23
12%
16
37 or more
Average #
Veteran Buyers (10+ years)
Q.5 How many avocados have been purchased by your household in the past twelve months?
Base: Purchased Avocados P12M (n=467)
Arrows indicate significant different at 90% confidence level between “New” and “Veteran” Buyers.
79
Nearly all consumers have purchased avocados from a
grocery store with all other outlets secondary.
88%
Where are Avocados Purchased?
- Avocado Buyers -
More frequent avocado buyers (purchase once a month or more
often) are more likely to be purchasing from all other secondary
outlets as well.
23%
16%
12%
9%
4%
Grocery
St ore
Discount St ore
Farmer's
M arket
Warehouse/
Club
Fruit
M arket
Ot her
Q..6 Where are avocados purchased by your household?
Base: Purchased Avocados P12M (n=467)
80
Most avocados are purchased April-September which
coincides with consumer perceptions of avocado “season”.
Avocado Seasonal Purchase
- Avocado Buyers Season Purchased
When Think in Season?
AprilSeptember
AprilSeptember
61%
OctoberMay
OctoberMay
26%
Fresh all Year
3%
One-third of avocado
buyers have no idea
when the avocado
“season” really is,
especially those who
just started purchasing
them in past 10 years.
17%
40%
Depends on
Where Grown
Have no idea
22%
33%
Q.7 During what time of the year are avocados typically purchased by your household?
Q. 8 When do you think is the best time of year to purchase avocados so they are in season and freshest?
Base: Purchased Avocados P12M (n=467)
81
Avocados may be somewhat indulgent, typically purchased
when feel like buying or eating something special.
Reasons for Avocado Purchase
- Avocado Buyers Want
something
special
60%
Entertaining
26%
Every day
staple
26%
When on
sale
During
avocado
season
“Veteran” avocado
buyers (28%) and
buyers 55+ years (30%)
are more likely to view
avocados as an every
day food staple.
20%
8%
Q.9 When and how are avocados typically purchased by your household?
Base: Purchased Avocados P12M (n=467)
82
Avocado purchases are more planned than unplanned and
more for every day than entertaining or special occasions.
Avocado Purchasing Habits
- Avocado Buyers Planned or Unplanned? Occasion Used For?
Only for every
day
Planned
20%
37%
More often
every day
Only for
entertaining
Unplanned
8%
15%
More often
entertaining
Planned &
Unplanned
33%
48%
Equally every
day and
entertaining
11%
28%
Q.10 When you purchase avocados, is it typically a planned or unplanned purchase, or both?
Q.11 Do you typically buy avocados …?
Base: Purchased Avocados P12M (n=467)
83
Half of avocado purchasers have no idea where their
purchased avocado was grown.
Where are Avocados Grown?
- Avocado Buyers 46%
39%
Veteran avocado buyers
are more aware of
where avocados are
actually produced than
newer buyers
(49% versus 40%).
51%
16%
12%
8%
7%
1%
Actual
Producer
California
Mexico
Florida
Chile
Dom
Republic
Not a
Producer
No Idea
Q.12 Where are the avocados you purchased grown?
Base: Purchased Avocados P12M (n=467)
84
For the most part, avocado buyers are unconcerned with
whether avocado is grown domestically or imported.
Preference for Avocado Producer
- Avocado Buyers -
The “veteran” avocado
buyer is more
interested in purchased
domestically produced
avocados than “new”
buyers.
62%
68%
60%
38%
36%
30%
2%
Prefer Domestic
All Buyers
3%
1%
Prefer Imported
New Buyers (<10 years)
No Preference
Veteran Buyers (10+ years)
Q.13 Do you prefer avocados that are …?
Base: Purchased Avocados P12M (n=467)
Arrows indicate significant different at 90% confidence level between “New” and “Veteran” Buyers.
85
Price is the leading reason why an avocado is not
purchased even though buyer may have planned on it.
Considerations Before and During Avocado Purchase Selection
- Among Avocado Buyers Why Decided Not to Purchase
Consider Before Buying
83%
Firmness
76%
Freshness
72%
Quality
71%
Price
39%
Firmness
Freshness
29%
Quality
29%
47%
Price
Skin Color
66%
Skin Color
Size
65%
Size
24%
Texture
22%
59%
Texture
35%
Where Grown
24%
Store Demo
Nothing
5%
Where Grown
Store Demo
Nothing
One-third of anticipated
avocado purchases are
negated due to
concerns with product
firmness, freshness or
overall quality.
27%
19%
22%
17%
Q.14 In the past, which of the following things about avocados did you consider before purchasing and which of these things may have been why you
decided not to purchase an avocado even though you may have planned on it?
Base: Avocado Purchaser P12M (n=467)
86
Most avocado purchases result in purchase of other
grocery items as well – especially veggies and chips.
Other Food Items Purchased Alongside Avocados
- Among Avocado Buyers Additional Food Items Purchased?
What Additional Items Purchased?
66%
60%
50%
Nothing
22%
47%
Purchased
Something Else
78%
27%
Veggies
Chips
Condiments
Spices
Proteins
Q.15 When you purchase avocados, what other food item(s) do you purchase to use with the avocados that you would probably not be purchasing otherwise?
Base: Purchased Avocados P12M (n=467)
87
Guacomole ingredients (chips, tomatoes, limes) most
frequently accompany avocado purchase.
Top Food Items Purchased Alongside Avocados
- Among Avocado Buyers Tortilla Chips
49%
Fresh Tomatoes
43%
Fresh Lemon/Lime
35%
31%
Onions
Cilantro
30%
Sour Cream
28%
Tortillas
27%
Salsa/Picante
26%
Lettuce
24%
Peppers
Lemon/Lime Juice
Cheese
Green Chilies
Whole Garlic
Traditional Guacamole
Fixings!
20%
18%
Mexican Food
Fixings!
17%
16%
16%
Q.15 When you purchase avocados, what other food item(s) do you purchase to use with the avocados that you would probably not be purchasing otherwise?
Base: Purchased Avocados P12M (n=467)
88
Buyers are just as likely to be using avocados as a food
topping, recipe ingredient or straight from the skin.
How are Avocados Used at Home
- Among Avocado Buyers Ingredient Usage
Eat Alone
74%
59%
53%
53%
51%
42%
17%
INGREDIENT
Recipe
No Recipe
Females are more likely than
males to be using avocados as
either an ingredient or straight
from skin.
Food
Topping
ALONE
Adults 18-34 with
kids are most likely to
be using avocados
as a food topping
(70%).
No Prep
Cook/Prep
Those who eat
avocados alone are
somewhat older than
those eating avocados
as ingredient or topping
(48.6 yrs versus 47.1).
Q.17 How do you typically use avocados at home?
Base: Avocado Buyers P12M (n=467)
89
Nearly all households use avocados in Mexican dishes,
especially guacamole, with salads close behind.
Top Food Dishes Avocado is Used as Ingredient or Topping
- Among Avocado Buyers Mexican Dishes
92%
Salad
70%
53%
Cold Sand
Dip
44%
23%
Hot Sand
Salad Dress
17%
Soup
Bread
Pasta
Chili
Mexican Dishes
Guacamole
87%
Tacos
52%
Quesadillas
41%
Burritos
38%
Other Mexican
36%
10%
9%
8%
Males tend to use avocados
more often than females for dips
and hot sandwiches. There are
no strong gender differences for
any other ingredient usage.
7%
Q.18 Tell me all the different ways you use avocados at home as a recipe ingredient or during food preparation?
Base: Use Avocado as Ingredient/Food Topping (n=387)
90
Nearly half (45%) of avocado buyers are using them in
a lettuce salad, one-third in a Mexican style salad.
Avocado Usage in Salads
- Among Avocado Buyers Avocados Used as Salad Ingredient?
Type of Salad Used In at Home?
Salad-based
ingredient promotions
appear successful –
continue alongside
promotion of mealbased recipes.
45%
29%
Use Avocados
as Salad
Ingredient
58%
18%
7%
Be
ef
/S
te
ak
9%
C
ae
sa
r
11%
Pa
st
a
Se
af
oo
d
Ch
ick
en
M
ex
ic
an
tu
ce
13%
Le
t
Not in Salad
42%
Q.19 Which type of salad have you used avocados in during the past twelve months?
Base: Purchased Avocados P12M (n=467)
91
Avocado consumption is heaviest during the evening,
especially at dinner.
When are Avocados Used at Home
- Among Avocado Buyers Males skew more towards Snack
and Entertainment usage than
Females.
Dinner
81%
Late PM Snack 23%
Brunch
12%
Lunch
51%
Afternoon Snack 33%
Early AM Snack 4%
Breakfast
8%
Late AM Snack 8%
86%
89%
63%
26%
14%
Morning
14%
Afternoon
Evening
Only when
Entertaining
Snack (Net)
Meal (Net)
Q.20 When are avocados most often eaten at home?
Base: Avocado Buyers P12M (n=467)
92
Adult females are strongest at-home avocado consumers.
Consumption among teens and children is limited.
Who Eats Avocados at Home
- Among Avocado Buyers -
100%
88%
70%
ADULT
Male
Female
15%
17%
TEEN (13-18)
CHILD (<13)
Q.21 Who in your household eats avocados at home?
Base: Avocado Buyers P12M (n=467)
93
Regardless of age or gender, avocados are most often eaten
as guacamole although 2/3’s of adults eat with salad.
How are Avocados Eaten at Home
- Among Avocado Eaters Adult Males
(n=325)
79%
76%
69%
62%
48%
Guacamole
Salad
Adult Females
(n=412)
Sandwich
55%
Sandwich
Alone
43%
Alone
Guacamole
Salad
Teenager
(n=86)
80%
52%
Children
(n=98)
68%
55%
37%
29%
Guacamole
Salad
Sandwich
35%
34%
26%
Alone
Q.22 Please tell me how each household member usually eats avocados?
Base:
Avocado Eaters (base
varies)
Salad
Sandwich
Alone
Guacamole
94
Avocado Habits & Practices
Restaurant Ordering
95
Just over one-third of consumers have ordered
avocados at a restaurant in past 12 months.
How Frequently are Avocados Ordered at Restaurant
- Among Avocado Orderers Incidence of Avocado Restaurant Order
Past 12 Months
Have Not
Ordered
Avocados at
Restaurant
(62%)
Have Ordered
Avocados at
Restaurant
(38%)
On average, restaurant goers
who order avocados do so 7-8
times a year.
40%
30%
30%
1-3
4-6
7 or more
Number of Times have Ordered Past 12 Months
Q.23 How many times in the past 12 months have you ordered a meal or appetizer from a restaurant that included avocados?
Base: Ordered Avocados at Restaurant (n=502)
96
Guacamole is the leading restaurant avocado dish
followed by a variety of Mexican dishes and salads.
Top Restaurant Dishes Ordered Using Avocados
- Among Avocado Orderers 77%
Guacamole
Mexican Dish
68%
44%
Salad
Sandwich
Soup
Pasta
35%
4%
3%
Pizza
2%
Chili
2%
Smoothie
Sandwich
Cold
28%
Hot
14%
Mexican Dishes
Quesadillas
35%
Tacos
30%
Burritos
24%
Other Mexican
42%
Salads
Chicken
12%
Seafood
10%
Caesar
8%
Dressing
7%
Pasta
5%
Other Salad
26%
1%
Q.24 Which of the following meals, salads or appetizers using avocados did you order from a restaurant in the past 12 months?
Base: Ordered Avocado at Restaurant (n=502)
97
Avocado dishes are ordered 3x more often at casual dining
restaurants (e.g. Chili’s) than other types of restaurants.
Type of Restaurant Avocados Ordered At
- Among Avocado Orderers -
74%
29%
20%
Casual Dining
(Example: Applebee’s,
Cheesecake Factory, Chili’s)
Family Dining
(Example: Baker’s Square,
Steak ‘n Shake,
Cracker Barrel)
19%
Fast Food
Fine Dining
(Example: McDonald’s,
Burger King, Taco Bell)
(Example: Benihana,
Smith & Wollensky)
28%
Other
Q.25 From which of the following types of restaurants have you ordered a meal, appetizer including avocados in past 12 months.
Base: Ordered at Restaurant (n=502)
98
Adult females are more likely to be ordering avocado-based
dishes at restaurants than other household members.
Who Orders Avocados at Restaurant
- Among Avocado Orderers Restaurant ordering habits
slightly lag behind in-home
avocado consumption across
all age and gender groupings.
97%
77%
58%
ADULT
Male
Female
10%
7%
TEEN (13-18)
CHILD (<13)
15%
17%
Compared to At-Home Avocado Consumption:
70%
88%
Q.26 Who in your household, including yourself, has ordered a meal, salad or appetizer including avocados from a restaurant?
Base: Ordered Avocado at Restaurant (n=502)
99
Avocado Attitudes &
User Profiles
100
Current avocado acceptors acknowledge the diversity
of avocado usage and ease of use.
Strongly Agree (%) Avocados ….
- Among Avocado Acceptors 55%
Taste good
53%
Good in Mexican dishes
Plan on buying again
52%
Not just for Mexican
52%
51%
Good in salads
50%
Know how to pit
47%
Know how to peel
45%
Easy to use
44%
Good out of skin
42%
Healthy to eat
Easy to find
40%
Nice texture
40%
Good for me
40%
39%
Used in many recipes
Know when ripe
Family likes
"Good" fat
38%
33%
Awareness and
usage of avocado
recipes is lower than
other key usage
attributes.
32%
Q.27 How much do you agree or disagree with each of the following statements regarding avocados?
Base: Avocado Acceptors (n=858)
101
Two-thirds (62%) of avocado acceptors plan on
buying again because avocado’s taste and versatility.
Those not interested
in repurchasing
simply state they
don’t like the taste of
avocados or just
don’t eat on a regular
basis.
Future Interest in Purchasing Avocados
- Among Avocado Acceptors Why Say “Definitely” or “Probably” Will Buy?
Base: Def/Probably Will Buy (n=532)
Def Not Buy
3%
Might Buy
23%
33%
Will
Definitely
Buy
41%
Will
Probably
Buy
21%
12% 12% 11%
8% 7% 7% 7%
5% 5%
Lo
ve
th
em
G
ua
co
m
ol
e
Sa
la
ds
Lo
ve
ta
Fa
st
e
m
il y
lo
ve
s
G
H
ea
oo
l th
d
in
y
su
Ea
m
m
ta
er
ll t
h
e
M
t im
ex
ic
e
an
fo
od
s
Ve
rs
at
il e
Prob Not Buy
12%
Q.28 How likely are you to buy avocados at a store in the next three months?
Q.29 In your own words, tell me why you [INSERT PURCHASE INTEREST] avocados in the next three months?
Base: Avocado Acceptors (n=858)
102
Avocado’s delicious taste and habitual place in diet drive
future purchase intent among older, veteran buyers.
Reasons for Future Intent to Purchase Avocados Younger and new
buyers will continue
New/Young Buyers versus Veteran Buyers
to buy for health
reasons and
versatility.
# Years Buying
Love avocados
Staple in my diet
Love taste/delicious
Good for you/healthy
Use in guacomole/dips
Can use many dishes
Love in Mexican foods
Buying
Buying
10
18-34
<10 years or with
Years
more
Kids
31.1
33.6
36.7
5.8
9.1
6.1
6.8
13.2
22.4
7.8
8.2
12.2
18.4
8.8
12.2
3.9
4.4
0.0
7.1
0.0
4.8
Lifestage
18-34
55+
No Kids Years
23.8
37.0
6.3
8.5
7.9
9.0
9.5
8.5
11.1
9.0
6.3
4.8
0.0
1.4
Q.29 In your own words, tell me why you would “definitely” or “probably” buy avocados in the next three months?
Base: Def/Prob Buy Avocados in next 3 months (n=532)
103
Most (59%) avocado acceptors say they will order from
restaurants in future because they like avocado meals.
Interest in Ordering Avocado Dish at Restaurant
Those not interested
in ordering simply
- Among Avocado Acceptors state they don’t like
Def Not
Order
3%
Base: Def/Probably Will Order (n=504)
Definitely
Order
27%
21%
17%
10%
7%
4%
l
e
ta
st
e
ve
Lo
Sa
la
d
s
s
di
sh
e
co
m
ol
G
ua
ve
Lo
Pr
ef
er
th
em
ve
Lo
Probably
Order
32%
M
ex
ic
an
Might Order
31%
m
ea
11%
ce
s
11%
ha
n
Prob Not
Order
6%
Why Say “Definitely” or “Probably” Will Order?
En
the taste of avocados
or just are not eating
out as much as
before.
Q.30 How likely are you to order a meal, salad or appetizer including avocados from any restaurant in the next three months?
Q.31 In your own words, tell me why you [INSERT ORDER INTEREST] avocados from a restaurant in the next three months?
Base: Avocado Acceptors (n=858)
104
Beyond lower cost, recipe ideas & availability at favored
restaurants would encourage greater avocado usage.
Primary Motivations to Eating/Ordering More Avocados
- Among Avocado Acceptors 39%
More economical
31%
Meal recipes
30%
Appetizer recipes
Salad recipes
28%
Offered at restaurants
23%
Fresher
20%
19%
Knew nutritional benefit
Lower fat
Lower calorie
Ripe or not?
18%
17%
Continue avocado
promotions that focus
on “educating” the
consumer on how to
use and prepare
avocados at home.
16%
If family liked
15%
Grown locally
15%
Q.32 Which of the following might encourage you to eat more avocados in the next twelve months, either at home or at a restaurant?
Base: Avocado Acceptors (n=858)
105
Young adults and/or households who have just started
purchasing avocados are driving interest in recipes.
Motivations for Purchasing More Avocados
New/Young Buyers versus Veteran Buyers
Veteran avocado
purchasers would be
most interested in
lower prices.
Avocados were more economical
Tasty meal recipes
Tasty appetizer recipes
Tasty salad recipes
Easier to eat/use
# Years Buying
Lifestage
Buying 10
Buying years or
18-34
18-34 No
<10 Years
more
with Kids
Kids
55+ Years
40.1
52.9
30.3
33.7
40.3
31.4
24.9
43.8
35.6
24.8
33.1
24.9
39.3
39.4
24.1
33.9
23.7
32.6
36.5
25.4
14.0
8.1
7.9
6.7
9.6
Q.32 Which of the following might encourage you to eat more avocados in the next twelve months, either at home or at a restaurant?
Base: Avocado Acceptors (n=858)
106
Current avocado acceptors acknowledge the diversity
of avocado usage and ease of use.
Secondary Motivations to Eating More Avocados (cont’d)
- Among Avocado Acceptors Family willing try
11%
Easier use
10%
10%
Organic
Easier to find
9%
8%
Tasted better
Easier to peel
8%
Easier to pit
7%
6%
Knew more about growers
Knew where grown
Past communications
educating consumers on
how to pit and peel
avocados appears to have
been successful – pitting
and peeling difficulties are
only minor deterrents to
avocado users.
5%
4%
Q.32 Which of the following might encourage you to eat more avocados in the next twelve months, either at home or at a restaurant?
Base: Avocado Acceptors (n=858)
107
Avocados rich, creamy texture would be hard to
replace in a recipe according to avocado consumers.
Replacement of Avocados within Recipe
- Among Avocado Acceptors Can Avocados be Replaced in a Recipe?
What Could Replace Avocados?
Not
Use at
All
8%
Tomatoes and
cucumbers are
most likely to
replace
avocados.
11%
Avocados
could be
Replaced
34%
8%
8%
To
m
at
o
es
Cu
cu
m
be
rs
Zu
cc
hi
ni
Pe
pp
er
s
Sp
in
ac
h
Nothing could
replace
Avocados
58%
14%
7%
7%
6%
Sq
ua
sh
Eg
gp
la
nt
Le
ttu
ce
14%
Q.33 If you were preparing a recipe or meal that required avocados, what would you consider replacing avocados with if they were not available?
Base: Avocado Acceptors (n=858)
108
Avocado Acceptors that are currently dieting are more likely
to order avocado restaurant meals than non-dieters.
Effect of Dieting on Avocado Consumption
- Among Avocado Acceptors -
Purchase for In-Home Consumption
Order at Restaurants?
54%
55%
54%
Total Acceptors
Currently Dieting
Not Dieting
59%
Total Acceptors
65%
53%
Currently Dieting
Not Dieting
Q.34 Which types of diets or eating regimens have you been on in the past year?
Base: Avocado Acceptors (n=858)
109
Since half of consumers qualify as “avocado acceptors”,
it is not surprising that no strong age skews are evident
Age of Avocado Acceptor
- Among Avocado Acceptors -
Average Index:
80-120
118
99
115
98
93
108
103
50-54
55-59
111
119
41
18-24
25-29
30-34
35-39
40-44
45-49
60-64
65+
Q.35 Please select your age range.
Base: Avocado Acceptors (n=858)
110
At-home avocado consumption is strongest among 40-44 year olds while
restaurant ordering skews slightly younger at about 30-34 years.
Age of Avocado Purchaser and Orderer
- Among Avocado Acceptors 150
135
120
Average Index:
80-120
91
100 104
92 90
109 114 113 114
107
86
97 103
111
104
43 42
18-24
25-29
30-34
35-39
Avocado Store Purchaser
40-44
45-49
50-54
55-59
60-64
65+
Avocado Restaurant Orderer
Q.35 Please select your age range.
Base: Avocado Acceptors (n=858)
111
Avocado consumers overall are female, somewhat older and
slightly more educated than typical consumer.
Personal Demographic Index Profile
- Avocado User Groups Avocado User Groups
General
Consumers
(n=1,615)
Acceptors
(n=858)
Grocery
Purchaser
s (n=467)
Restaurant
Orders
(n=502)
18-34
A
28.2%BCD
B
22.5%
C
21.0%
D
24.9%BC
35-54
40.5%
42.2%
45.2%AB
41.8%
55 and older
31.3%
35.3%A
33.8%
33.3%
45.5
47.9 A
47.7A
47.1A
37.6%BCD
31.5%D
31.5%
29.1%
62.4%
68.5%A
68.5%A
70.9%AB
47.7%BCD
38.2%D
38.1%D
32.9%
Some College/University
25.2%
26.9%A
27.8%
28.7%A
College Graduate
27.1%
34.8%A
34.0%A
38.4%ABC
Age
Average Age (years)
Gender
Male
Female
Education
HS Grad or Less
Letters indicate significant difference at 90% confidence level between identified groupings. For example, General Consumers (28.2% BCD) are significantly
more likely to be aged 18-34 than Avocado Acceptors (22.5%), Avocado Grocery Purchasers (21.0%) and Avocado Restaurant Orderers (24.9%)
112
Avocado users tend to be higher income households.
Household Demographic Index Profile
- Avocado User Groups Avocado User Groups
Acceptors
(n=858)
Grocery
Purchaser
s (n=467)
Restaurant
Orders
(n=502)
A
19.3%BCD
B
16.9%D
C
15.4%D
D
12.2%
$25,000 - $44,999
20.2%D
19.1%D
18.0%
16.1%
$45,000 - $74,999
24.5%
24.1%
22.9%
24.9%
$75,000 or more
36.1%
39.9%A
43.7%AB
46.8%ABC
14.8%BCD
12.1%
12.0%
11.8%
13.3%BC
10.4%
9.0%
13.1%BC
35-54 with Kids
20.7%
22.1%
23.1%
23.1%
35-54 with no Kids
19.8%
20.0%
22.1%
20.5%
55+
31.3%
35.3%A
33.8%
33.3%
Household Income
Under $25,000
General
Consumers
(n=1,615)
Lifestage
18-34 with Kids
18-34 with no Kids
Letters indicate significant difference at 90% confidence level between identified groupings. For example, General Consumers (19.3% BCD) are significantly
more likely to have income Under $25,000 than Avocado Acceptors (16.9%), Avocado Grocery Purchasers (15.4%) and Avocado Restaurant Orderers (12.2%).
113
Avocado users tend to reside in the West or
Southwest regions of the country.
Geographic Demographic Index Profile
Avocado User Groups
Acceptors
(n=858)
Grocery
Purchasers
(n=467)
Restaurant
Orders
(n=502)
A
19.1%BCD
B
16.4%C
C
13.5%
D
15.5%
New England
4.1%
4.5%C
3.0%
3.8%
Middle Atlantic
14.9%BCD
11.9%
10.5%
11.8%
22.2%BCD
19.2%CD
15.6%
16.7%
East North Central
15.2%BCD
12.7%CD
9.9%
10.2%
West North Central
7.0%
6.5%
5.8%
6.6%
South (Total)
36.2%
35.3%
34.9%
37.3%
West South Central
9.8%
12.1%A
14.8%AB
14.5%AB
South Atlantic
21.5%BCD
19.5%
17.6%
19.5%
East South Central
4.9%BCD
3.7%C
2.6%
3.2%
West (Total)
22.5%
29.0%A
36.0%ABD
30.5%A
Mountain
8.2%
11.1%A
11.6%A
11.4%A
Pacific
14.3%
17.9%A
24.4%ABD
19.1%A
Census Region
Northeast (Total)
Central (Total)
General
Consumers
(n=1,615)
Letters indicate significant difference at 90% confidence level between identified groupings. For example, General Consumers (19.1% BCD) are significantly
more likely to have reside in North East than Avocado Acceptors (16.4%), Avocado Grocery Purchasers (13.5%) and Avocado Restaurant Orderers (15.5%).
114
Regional interest in Avocados separates
the country in half!
“AVOCADO” DIVIDING LINE
Regions
“West” of
dividing line
ARE strong
avocado
consumers.
Regions
“East” of
dividing line
ARE NOT
strong
avocado
consumers.
115
Appendix
116
Younger families are using avocados in Mexican dishes (tacos,
guacamole, etc.) while Seniors 55+ prefer them in Salads.
How Avocados are Used as Recipe
- Among Avocado Ingredient Users Avocado Recipe/Ingredient Usage
Base: Use Avocado in Recipe (n=387)
Mexican Dish
70%
Cold
Sandwich
53%
Sauce/Spread
Salad
Dressing
18-34
Kids
Pres
35-54
No Kids
35-54
Kids Pres
55+ Yrs
(n=38)
(n=47)
(n=85)
(n=91)
(n=126)
100%
96%
95%
90%
86%
58%
70%
66%
66%
79%
55%
66%
53%
45%
53%
34%
64%
52%
31%
44%
32%
21%
17%
31%
20%
11%
30%
21%
11%
17%
92%
Salad
Hot
Sandwich
18-34
No Kids
44%
23%
17%
Q.18 Please tell me all the different ways you use avocados at home as a recipe ingredient or during food preparation.
Base: Use Avocados as Ingredient/Topping
117
Consumption of avocados has been on the rise.
In-Home Avocado Consumption Trend
Annual Eatings per Capita
2.2
2.0
1.8
1.5
1.2
1.6
1.3
1.1
1.0
0.8
1998
1999
2000
2001
2002
2003
2004
2005
Data for rolling two years ending November
Source: The NPD Group/NET In-Home Individual Database
2006
2007
118
Consistent Story for Segments
- Customer Traffic % Change vs. Year Ago 2%
QSR
Quick Service Restaurant
2%
2%
1%
1%
Midscale
Midscale Restaurant
-2%
-4%
-2%
-2%
-2%
3%
2%
Fine Dining Restaurant
1%
YE Nov ’03
Source: The NPD Group / NPD Foodservice / CREST
1%
YE Nov ’04 YE Nov ’05
1%
YE Nov ’06
YE Nov ‘07
CONFIDENTIAL: For Client Use Only
119
We Want to Eat Out Less
- What are your plans for going out to eat? -
Less
19%
More
6%
Family Style Restaurant
Same
75%
More
3%
Source: The NPD Group / NPD Foodservice / CREST
CONFIDENTIAL: For Client Use Only
Less
31%
QSR
Same
66%
Quick Service Restaurant
120