Retailers looking to maximize their avocado sales should focus on quality, selection and price, according to a new study by the Hass Avocado Board. Shopper Purchase Decisions & Influences — Driving Hass Avocado Sales at Retail, HAB's new study, and its companion piece, Path-to-Purchase Action Guide, help marketers and retailers meet the needs of avocado shoppers by detailing what matters most to shoppers when purchasing avocados at retail. The study also looks at how shopper priorities differ between heavier and lighter buyers.

“The avocado category is at the forefront of exciting change and growth taking place in fresh produce departments across the country,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a press release. “Shoppers are adding more and more avocados to their shopping carts. Understanding how shoppers make the decision to purchase avocados is essential to optimizing shopper satisfaction and driving sales of Hass avocados in produce departments. This study helps us understand which factors and perceptions drive larger than planned avocado purchases; trigger an impulse purchase; and what factors and perceptions might derail a purchase.”

Quality and ripeness, selection and price are the primary factors in the shopper’s decision to purchase avocados. Both heavier buyers (purchase 37 or more avocados per year) and lighter buyers (purchase one to 36 avocados per year) rank ripeness, firmness, unblemished and unbruised as very important or somewhat important attributes. Approximately 43 percent of shoppers prefer to purchase avocados that are perfectly ripe, with somewhat smaller percentages of shoppers selecting under-ripe or mixed as their preferred degree of ripeness, depending on the need.

The study also shows that providing a selection of bulk avocados is key because bulk avocados are purchased by both heavier and lighter shoppers. Many shoppers look for bulk so they can select the individual avocados they purchase. Of heavier buyers, 70 percent purchased bulk avocados during their last avocado shopping trip, with and 93 percent of lighter buyers doing the same. Notably, however, heavier buyers are more likely than lighter buyers to purchase bagged avocados. Pricing also ranks as a top concern for all buyers and can spur incremental purchases. For example, heavier buyers selected “they were the right price” or “they were on sale” as reasons for adding more avocados to their basket than planned.

Retailers meeting all three primary shopper needs of quality, selection and price can maximize their avocado sales. Meeting only one or two shopper needs may result in lower avocado sales.

“Understanding what matters most to heavier and lighter avocado buyers enables marketers and retailers to meet the needs of all avocado shoppers and maximize sales of Hass avocados. This study provides in-depth insights into these two shopper segments and is a must-read for those interested in gaining and applying useful information,” Escobedo said in the release.

To learn more about how shoppers make the decision to purchase avocados at point of sale, visit hassavocadoboard.com/retail to obtain a copy of the Action Guide and/or the full report.