Ask the average U.S. citizen about the significance of Cinco de Mayo, and the vast majority will shrug their shoulders and incorrectly guess Independence Day in Mexico.

While a 2018 survey by NationalToday.com revealed that just 10 percent of Americans know that May 5 commemorates the Mexican Army’s victory over France at the Battle of Puebla during the Franco-Mexican War in 1862, nearly all associate Cinco De Mayo as a day of celebration that involves Mexican food, margaritas and cervezas.

For the produce industry, this means an opportunity to shine a light on avocados, prepared guacamole and other dips that are featured prominently at Cinco celebrations. And for good reason, as research shows some enlightening trends related to Cinco de Mayo shopping.

According to Numerator Basket Affinity, Cinco de Mayo shoppers’ basket spend is double when buying chips and avocados, and 1.7 times more when buying beer and avocados vs. when avocados are not in the basket.

Furthermore, Cinco de Mayo avocado shoppers make 19.4 trips to the store per year compared to 10.7 trips per year for the average avocado shopper.

Stephanie Bazan, vice president of shopper and trade marketing at Avocados from Mexico, said AFM would be launching a retail promotion later this month in partnership with Mission Foods and Modelo beer to encourage shoppers to include products from all three brands in their Cinco de Mayo celebrations.

“Specifically for Cinco, guacamole pairs well with chips and beer, and we know that Cinco shoppers double their basket spend when buying chips and avocados and spend 1.7 times more when buying beer and avocados, compared to when avocados are not in the basket (according to Numerator),” said Bazan. "This year, these insights led us to a partner with Mission chips and Modelo beer to cross-merchandise key items that pair well with avocados. In doing this, we’re creating a Cinco destination that is designed to drive sales.”

Yo Quiero Brands is planning to use Cinco de Mayo to promote its Ultimate Dip Destination line, including its new Elote corn dip, which it introduced in the fall, according to Tara Murray, vice president of marketing for parent company Fresh Innovations LLC.

“Yo Quiero’s Elote dip is selling great, and we continue to receive terrific customer and retailer feedback on the taste, flavor and freshness of this new product,” said Murray. “With the Cinco promotions we have in place, driving consumers to our Dip Destination to find their favorite guac, salsa and queso, they will also find our Elote dip and hopefully grab a container or two.”

Murray said for Cinco 2022, Yo Quiero has a great trade program that will encourage retailers to create fun displays of the brand’s products to help drive sales. “We will also be using social media influencers and other social strategies to get the word out about our product and help drive sales.”

Murray said displays provide outstanding point-of-sale opportunities and help spur impulse buys. “If retailers use fun display signage with great price points, they will encourage impulse buys, which often lead to repeat purchases in the future,” she said.

Good Foods offers a line of guacamoles, dips and salsas that are a perfect addition to any recipe or snacking spread in celebration of Cinco de Mayo, according to Briana Voss, omni-channel marketing director for the Pleasant Prarie, WI-based marketer.

Among the offerings are Chunky Guacamole and Avocado Salsa, both made with real Hass avocados, as well as plant-based queso-style dips, made with a blend of veggies and almonds.

“We attribute the popularity of our products to the combination of ease and taste they offer,” said Voss. “These products not only taste great, thanks to the fresh, clean ingredients we use, but they also make enjoying avocado- and plant-based dips as convenient as ever.”

Voss said Good Foods encourages retailers to focus on spotlighting fresh produce paired with fresh, hand-scooped guacamole to make the ultimate party. “It’s an easy way to show customers how packaged guacamoles like ours make a delicious, convenient and fresh snack for gatherings big and small this Cinco de Mayo,” she said.

At MegaMex Foods, which markets guacamoles and salsas under the Wholly Guacamole and Herdez brands, Cinco De Mayo is a key promotional period for its products, according to Justice Davis, associate brand manager.

“Herdez is the No. 1 salsa brand in Mexico, and it is inspired by the true flavors found in Mexico, and it is that authenticity that helps us stand apart from others in the space,” said Davis. “It is like bringing the spirit of Mexico to life at your table.”

She said MegaMex strives to offer consumers the opportunity to tap into a restaurant experience, however one that would be found at a mom-and-pop establishment South of the Border, where real Mexican ingredients and flavor profiles are in place.

She added that Herdez salsas are merchandised in the deli section at many retailers, while the refrigerated guacamole is found most often in the produce department. The crossover between the two works to boost overall sales and brand awareness.

“Having a shelf-stable line really helps the refrigerated line and vice versa, since shoppers are exposed to the brands in both center-store and produce,” said Davis.

MegaMex offers Herdez guacamole in Classic and Spicy versions, and its Herdez salsa comes in Mild, Medium, Chipotle and Avocado Tomatillo versions.

Davis said MegaMex’s Wholly Guacamole is the leading guacamole in the category because its flavor profile is more mainstream. “It serves as a convenient entry-level guacamole,” she said.

She added that like all products offered by MegaMex, Wholly Guacamole contains all-natural ingredients and no preservatives, so consumers can feel good about what they are eating while enjoying their Cinco de Mayo celebrations.

For the Cinco de Mayo revelers who prefer to make guacamole from scratch, Maggie Bezart-Hall, senior director of strategic sales and marketing for La Bonanza, said supplies of fresh avocados will be outstanding for April, with 60s and 70s being the best promotable sizes for retailers looking to move volume for Cinco de Mayo.

Bezart-Hall said La Bonanza puts a great deal of attention and emphasis on providing top-quality fruit to its retail clients, taking a hands-on approach throughout the process.

“Our fresh avocados are harvested to order by our own harvesting crews, which guarantees quality and consistency,” she said. “We do not ‘store’ our avocados [at the La Bonanza facility in Mission, TX] but rather we handle all importation and move them right away on to trucks for ripening or shipping green.”

She added that La Bonanza has a large, modern packing and cooling facility with 10 bagging machines that enable it to meet it’s customers’ needs for Cinco promotions.

Regarding the best way to merchandise La Bonanza’s fresh avocados at retail, Bezart-Hall said she advises her retail partners to “celebrate all things Mexican” with displays that feature guacamole ingredients, such as avocados, jalapeño peppers, tomatoes, onions and limes, or even creating a “Tacos Anyday Anyway” display theme, with avocados tomatoes, onions, lettuce, and fresh and remade tortillas.

“Also, create front-of-store displays to start the purchasing party,” she said. “Put bins of avocados, tomatoes and onions at the front of the store with tortillas, beer and party decorations to create a theme as soon as shoppers walk in.”