Shopper Motivations and Influences:
Driving Hass Avocado Sales at Retail
Qualitative Path-to-Purchase Study
Shopper
Path to
Purchase
2013
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Table of Contents
Section Page
• Study Objectives .…………………………………………………………………………..…………..………………… 3
• Research Methodology ………………………………….…………………………….………………………………. 4
• Executive Summary ..…………………………..…………………………………………….…….……………………. 5
• Study Findings. .……………………………………..……………………...……………………………………………… 10
• Why Avocados? …………….………………………………………..…………………………………………… 11
• Avocado Path-to-Purchase ………………………………………..……………………….....…..……… 15
• Pre-Purchase Influences …………………………………………………….………..…………… 16
• Decision Hierarchy …………………………………………….……….…………………...….…… 20
• Barriers to Purchase …………………………………………………...…………………………………….… 30
• Summary & Recommendations .……………………..………………….………………….………………..…… 35
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Study Objectives
Scope
This research focused on shoppers and the key motivations and influences that drive avocado purchases at retail. Participants* consisted primarily of heavy and super-heavy avocado users who also match a “Food and Wellness” profile.** Independent research** has shown that these segments are extremely important to the category because these avocado users account for the majority of avocado purchases. Understanding the “Path-to-Purchase” for these shoppers – how they decide to purchase avocados, from the initial trigger to actual purchase, can lead to high-impact merchandising strategies and tactics that enhance shopper satisfaction and drive category growth at retail.
Objectives
• Provide actionable insights on how shoppers decide to purchase avocados, from the initial trigger to actual purchase – the “Path-to-Purchase” for avocados
• Understand the implications and identify opportunities to optimize merchandising conditions at retail to enhance shopper satisfaction, increase purchases and drive category growth
Key Topics
• Understand current purchase habits and motivations
• Understand shoppers’ involvement and engagement in the purchase of avocados
• Gain an understanding of the key steps in the purchase decision process and the influences and decisions that lead to purchase
• Understand the breadth of elements and the importance of the various elements in the decision process
• Understand how attitudes related to health and wellness may impact the purchase of avocados
• Ascertain barriers to purchase
* See Methodology page for participant profile ** HAB Avocado Tracking Study, Spring 2013
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Research Methodology
Methodology This qualitative project had two phases:
• An online discussion board with avocado purchasers • An in-store shopping activity to receive in-the-moment feedback on how these consumers shop and
choose avocados. The in-store shopping activity was followed by an online session to share their experiences and the pictures taken in-store
Participants
• Majority of participants matched a “Food and Wellness”** profile:
– Personally prepare home-cooked meals three or more times per week
– Put a lot of time and effort into preparing healthy home made meals
– Like to cook home made meals because they can control the ingredients
• About 75% of respondents fit the Heavy user profile (purchase avocados weekly or more often)
• All respondents purchase avocados at least once a month
• All bought avocados from a grocery store recently (in the past 30 days)
• Men and women 25-64 years of age
• Primary household grocery shopper
• Located in high-development markets for avocados in California, Texas, and the Northeast
Research Note
• This study was designed and conducted as a qualitative research study. The findings should be regarded as directional in nature.
** HAB Avocado Tracking Study, Spring 2013
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EXECUTIVE SUMMARY
Avocado Path-to-Purchase
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Introduction
Unlike some categories of fresh produce, avocado shoppers seem to agree that there is no real substitute for a good avocado – shoppers perceive them as distinctively indulgent and naturally healthy. A staple in some households, a special treat in others, many avocado purchases are planned. Understanding this decision process – what is influencing and triggering shoppers’ avocado purchases – is essential for developing effective category growth strategies and tactics, and is the focus of this Path-to-Purchase study.
Emerging from this Path-to-Purchase exploration is one paramount insight: THE SHOPPING EXPERIENCE MATTERS. In-store presentation, quality and price are all significant factors influencing the shopper’s decision to purchase avocados and the quantity of avocados purchased. Below are highlights of the key elements of the shopping experience which favorably influence avocado purchases.
Detailed exploration of the elements is presented in the Study Findings section of this report. Additional insights and opportunities are provided in the Summary & Recommendations section at the end of the report.
Why do people buy avocados?
• Avocados are purchased for their unique, delicious taste and for their nutritional benefits.
– Respondents noted that avocados have a unique taste and texture for which there is no real substitute.
– Additionally, most respondents in this study were heavy avocado purchasers who are also very interested in good nutrition and seek to prepare healthy homemade meals.
– This group viewed avocados as a healthy choice, although many were not aware of specific nutritional details.
– “Healthy fats” was the most commonly mentioned nutritional benefit.
• Because avocados provide enjoyment and good nutrition, this Food and Wellness-focused group feels good about eating and serving avocados to their families, and often include avocados as part of their regular meal planning.
Executive Summary
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How does the path-to-purchase start?
• For most of the respondents in this group, avocados are on their roster of nutritious, great-tasting foods. As a part of regular meal planning, avocados frequently make it on to their shopping lists and into their shopping routines. As a result, they reported that most of their avocado purchases were planned. Respondents also perceived avocados to be best if eaten within 1-2 days of ripening, which induces planning ahead.
– Some shoppers prepare a weekly shopping list and add items depending on what meals will be made that week. For some heavy avocado users, avocados are an automatic weekly purchase.
• However, in-store conditions can spark impulse purchases, even for those who also plan.
– Respondents noted that eye-catching product displays and sales/promotions are very influential in spurring them to purchase avocados on impulse and also to increase the quantity of their planned purchases.
After shoppers arrive at the store, what does the decision process look like?
Once shoppers enter the store, the decision process encompasses five key factors, in order of consideration and impact on the purchase decision – the “Decision Hierarchy:” In general, each decision must be resolved to the shopper’s satisfaction before the next factor becomes relevant to the purchase decision. For example, quality and ripeness must be acceptable before the shopper considers the price: if the quality doesn’t meet the shopper’s needs, the price doesn’t matter – a purchase will probably not take place. Price is secondary to quality/ripeness.
1. Product Display
2. Quality and Ripeness
3. Price
4. Avocado Size
5. Other Factors (Includes Variety, Brand, Organic and/or Locally-Grown)
Executive Summary (cont.)
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Decision Hierarchy: What are shoppers looking for in each factor?
1. Product Display
• Shoppers look for large, well-organized displays with large quantities of fruit. The quantity of avocados can enhance freshness perceptions. Neat, orderly stacks of avocados impart the perception that the store cares about the quality of the produce that it sells. Prominent displays and pertinent information influence both unplanned and planned purchases.
• Placing avocados near complementary foods, like tomatoes, can make them easier to find and can spur purchase.
• Providing additional information about the avocados (informational signage and materials – how to use avocados, avocado recipes, how to tell degree of ripeness, etc.) is welcomed by shoppers.
2. Quality and Ripeness
• Respondents reported that color and firmness were their key determinants of ripeness. If an avocado was too dark in color, they thought it might be too ripe; if too light in color, or too firm to the touch, they thought it might be unripe.
3. Price
• Although price/value perceptions can vary by market, study participants said they were willing to pay slightly more for avocados than for other produce because avocados are unique and not easily substitutable. However, shoppers do look for “bargains” and are attracted by sales.
• The size of the avocado was also a factor in the shopper’s perception of price.
Executive Summary (cont.)
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4. Avocado Size
• Apart from price/value considerations, shoppers choose the size of the avocados they buy based on how they plan to use them. Shoppers look for large avocados for multi-serving dishes (e.g. dips), while smaller avocados are preferred for smaller or single-serving items (e.g. sandwich, salad).
5. Other Factors (Includes Variety, Brand, Organic and/or Locally-Grown)
• Shoppers also consider a number of “production-related” variables such as variety of avocado, growing location (e.g. locally-grown), growing conditions (e.g. organic vs. conventional) and the grower’s brand. For some shoppers, these other factors are additional benefits which usually only become relevant after more important criteria (e.g. quality/ripeness) have been met.
• When asked to describe an avocado, most shoppers will describe the coloring and skin texture of a Hass avocado, even if they are unaware of the variety name.
• Shoppers are largely unaware of brands or grower names: In fact, some shoppers consider the variety of avocado, such as Hass, to be the brand. Many shoppers like to know whether the avocados are organic or locally grown, but this factor generally has less impact on the purchase decision than ripeness and price.
Barriers to Purchase: What are the key dissuaders of purchase?
• Poor selection of avocados in terms of quantity on display and variety of ripeness
• Overripe avocados and avocados with blemishes (e.g. tears in the skin, bruises) are unappealing.
• Bagged, packaged or shrink-wrapped avocados are less enticing to some shoppers as they feel the packaging impedes their ability to check the ripeness and quality of the avocados.
• Unattractive or difficult-to-shop displays: Stacked boxes/crates of avocados that make it difficult for the shopper to sort through and select fruit
• Small or limited signage that makes it difficult for the shopper to locate the avocados or to determine price
Executive Summary (cont.)
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STUDY FINDINGS
Avocado Path-to-Purchase
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WHY AVOCADOS?
Avocado Path-to-Purchase
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Study respondents associated the following words and phrases with avocados…
Why Avocados? Most respondents were heavy avocado buyers. They love avocados
primarily for their delicious, creamy taste and rich texture and nutritional
benefits.
Participant-submitted quotes
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• Unique, in terms of both taste and appearance: “They don’t taste like anything else”, “There is no easy substitute for them.”
• Rich and creamy taste/texture: “They taste indulgent, like they shouldn’t be good for you.”
• Nutty, buttery taste
• Some respondents described avocados as having a “simple” or “subtle” flavor (“They’re more about texture than taste.”)
“Yummy, nutritious and filling…This is what I
am thinking as I eat them. Almost 3 times a week, I have avocado on my salads, and it truly
brings them alive for me in every way.”
“I have really grown to love avocados. The more I encounter them in foods and at restaurants, the more I love them. When ripe, they just have a fresh and delicious taste that is a great compliment to
any dish or just good to eat with a spoon!”
“I love the subtle taste [and] creamy texture of avocados.”
Why Avocados? (cont.) Respondents described avocados as...
Participant-submitted quotes
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Why Avocados? (cont.) Respondents recognized that avocados have nutritional benefits and
noted that the nutritional value was an important influence in their usage
and purchase. “Healthy fats” was the nutritional benefit most often cited.
The majority of the respondents in this study match a Food and Wellness** profile of people looking to live a healthy lifestyle, especially with their food choices. They described avocados as “healthy”, and most frequently named “good fats” as an important health benefit of avocados. While they expressed an interest in learning more about the nutritional benefits of avocados, it appears that the simplicity of the “good fats” message has been very effective and relevant for this group.
• Many noted that the fats in avocados are “good fats. ” Some respondents expressed a belief that avocados may even “cancel out” the harm caused by bad fats
• “Avocados have nutrients that our bodies need, like fats and fiber.”
• Some described avocados as a “power food” – “great for your skin, anti-inflammatory, high in antioxidants like Vitamin E, etc.”
• Some said avocados were “low in sodium – good if watching salt intake.”
** HAB Avocado Tracking Study, Spring 2013 Participant-submitted quotes
“Nutrition is always on my mind when cooking and shopping for my family…so I make sure avocados are a staple in our house.”
“Nutrition plays a part in everything I purchase.”
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AVOCADO PATH-TO-PURCHASE
Avocado Path-to-Purchase
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PRE-PURCHASE INFLUENCES
Avocado Path-to-Purchase
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Decide to buy avocados BEFORE they visit the store
Some are influenced by recipes they plan to make that week (e.g. salads or sandwiches for lunch, dip for a party)
Meal planning can lead putting avocados on the shopping list or regular shopping itinerary (i.e. buying avocados every week)
Think of buying avocados when they are AT the store
See an attractive display, sale sign, or may be inspired to make a recipe as they are shopping
Product placement (e.g. near complementary items, such as tomatoes) can also spark impulse purchase
Planned Purchases
Impulse Purchases
Participant-submitted image
The Path Begins Most avocado purchases are planned as respondents perceived
avocados to have a relatively short shelf-life. However, in-store display,
promotions and recipe ideas can spark impulse purchases.
18 18 Participant-submitted images *Note: All of the participants were screened to buy avocados primarily at grocery stores. For this project, they were asked to shop at a local grocery store
Heading to the Store Shoppers tend to visit familiar supermarkets to purchase avocados;
successful past purchases provide a reassurance of product quality.
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What do they like about their preferred
supermarkets?
• Great quality and selection of produce • Convenient store hours • Big store, lots of variety • Accessible, located in close proximity to the shopper • Has lower prices (or if it’s pricy, it’s “worth it”) • Neat and organized /orderly aisles • Removes food that is past its prime
What Makes A “Great” Produce
Section?
• Produce is… • Fresh - delivered daily
• Well-organized; easy to find what I’m looking for
• Good selection/variety of produce
• Noteworthy sales/promotions
• Has organic options
• Promoted as “locally grown” or from local farms
• Produce is NOT soft, mushy, moldy - you don’t have to “dig” through piles or boxes to find the good ones
Heading to the Store (cont.) The retailer’s quality and selection of produce is a key driver of shopper
loyalty.
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DECISION HIERARCHY
Avocado Path-to-Purchase
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# 1: Eye-Catching Display/Abundance Large Signage? Easy To See?
Neatly Stacked? Enough To Choose From?
# 2: Ripeness
Color: Are They Dark Green or Black? Light Green? Are They Too Soft? Rock-hard? When Will They Ripen?
# 3: Price On Sale? Too Expensive?
# 4: Size The Size I Need? Large Enough? Too Small?
# 5: Other Factors Variety? Brand? Organic? Locally Grown?
Familiar/Previous Experience?
At the Store – the Decision Hierarchy The Decision Hierarchy identifies the steps in the avocado purchase
process in order of consideration by the shopper.
Once each factor is resolved to the shopper’s satisfaction, the next factor
becomes “top-of-mind”
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A large display of avocados with prominent & meaningful signage can draw shoppers closer to check it out
• The quantity of avocados enhances freshness perceptions
• Supply demands attention—might also signal a “special” (e.g. “this could be a good deal”)
Vertical stacks “like cannonballs” are an attractive way to organize avocados
• This type of organization increases the convenience of shopping for avocados
• Imparts the perception that the store cares about the quality of the produce that is sold
Large sales signs stand out in the produce section. Large, orderly stacks of avocados are impressive and appealing to shoppers
“I like the way it looks and that I can see every avocado!”
“A great avocado display will always catch my attention…near the entrance of the vegetable and fruit section. The display should have large, plump, ripe, ready-to-eat avocados.”
Participant-submitted images and quotes
#1: Eye-Catching Displays Large, well-organized displays with prominent signage are motivating to
shoppers. An abundant display of avocados also inspires confidence that
the avocados are fresh.
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“They always have avocados with the tomatoes, so I just look for the red and head over there.”
Participant-submitted images and quotes
Avocados are often found near varieties of
tomatoes
Sometimes in a separate “can’t-miss-it” display at or high-traffic
corner of the produce section
Avocados can flank tomatoes, or vice
versa
The green-red color contrast is attractive and makes
avocados stand out
# 1: Eye-Catching Displays (cont.) Placing avocados next to tomatoes makes them easier to see and could
be a good reminder to buy them as an “everyday” food.
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Nice to see the following types of information on signs or labels:
• Store sales/specials
• Whether Organic/Organically grown
• Nutritional information and health benefits (e.g., naturally good fats, cholesterol free)
• How to prepare avocados (for lighter buyers)
• How to store avocados (for lighter buyers)
Shoppers also appreciate signage and recipe cards that inspire them to use avocados in new ways
“Recipe ideas located near the avocado display [would be] helpful… A sign or leaflets that
explain the health benefits would be nice.”
Participant-submitted images and quotes
“I am always thinking of other uses for avocados when shopping for them, but I almost always end up making guacamole. I need to find more recipes.”
# 1: Eye-Catching Displays (cont.) Prominent signage and labels with informational details beyond price
attract the eye and encourage purchase.
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Fine line
Participant-submitted image and quotes
“The avocado has to be ripe or close to it. I eat avocados
regularly, so I can't give them time to ripen.”
Shoppers look for avocados with an exterior color ranging from dark green to black
• Dark green usually indicates ripe or nearly rip
• Light green tends to mean “not ripe”
Fine line between avocados that are ripe and too ripe
• The shopper’s selection of unripe or ripe avocados depends on when they plan to eat them
Firmness plays a role in shopper’s determination of which avocados are overripe (too soft) and may no longer be usable
• Shoppers are cautious about buying avocados that are too hard, wondering: “Will it ever ripen?” or “Will it be ready to eat when I am?”
“If the avocado is too soft, I worry that it will go bad quickly, before I get to finish and enjoy
all of it.”
# 2: Ripeness Degree of ripeness is a critical consideration: Desired ripeness depends
on when the shopper plans to eat them. Shoppers report that color and
firmness are their key determinants of ripeness.
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Nothing really compares to an avocado, so shoppers are willing to pay slightly more than they do
for other produce. However, shoppers do have a price limit
beyond which they generally will not buy.
Although price expectations vary, general respondent consensus was:
Avocados are most attractive when priced under $2.00/each
Less than $1.00/each was noted by respondents as a good deal
“If they are more than $3-4 dollars each, then I seriously consider how much other food I
could get for the same price.”
Participant-submitted images and quotes
“Financial reason is the only barrier... if it was a rough month, that would prevent me from buying them… I remember in the past having
to forego them to ensure I could get the staples.”
# 3: Price Consumers respond favorably to in-store sales and promotions, and
rarely purchase avocados that seem “overpriced” to them.
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Choice of small vs. large avocados depends on how shoppers plan to use them.
Shoppers buy larger avocados to be enjoyed by more than one person (e.g., family meals, parties, etc.). Smaller avocados are preferred for single-serve dishes (e.g. salads, sandwiches).
Respondents say that they dislike wastefulness from throwing away uneaten avocados; it makes them feel guilty and frustrated.
Participant-submitted image and quote
“I bought 3 smaller avocados, as I like to eat them in my salads, which I have for
lunch every day.”
# 4: Size Shoppers consider the sizes of avocados at the store based on their
intended use.
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ORGANIC
Organic avocados are appealing, but they mainly factor into the shopper’s decision-making process if reasonably priced
• Some consumers may be shopping at a specialty grocery store that only sells organic/natural foods, in which case they can only buy organic avocados
LOCALLY-GROWN
For shoppers who do not have access to locally-grown avocados, it does not appear to be a purchase factor. Some California shoppers noted that, “locally-grown” is a good indicator of quality and freshness; for others, it doesn’t matter where the avocados were grown
“I am not influenced by the brand, as the best avocados I've had have not been
known brands, but locally grown.”
“I look for the organic ones, and then I look for the non-organic just in case I
am short on cash.”
Participant-submitted image and quotes
# 5: Other Factors Some shoppers consider organic or locally grown to be an additional
benefit. Such “source-related” factors vary by locale and tend to come
into play after higher-ranked decision criteria (e.g. quality, ripeness) have
been satisfied.
“It made me feel great knowing it was organic and no pesticides. “
“I have learned that quite often organic is no better than non-organic.”
“Locally grown” avocados are mostly found in California.”
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VARIETY = BRAND Brand is not a key purchase factor. Shoppers reference
avocado variety & brand interchangeably
Participant-submitted quotes
H A S S AV O C A D O S Since shoppers frequently see the “Hass” moniker, it is a
familiar name. The fact that “Hass” can be “misunderstood” as a brand of avocados, may work to its advantage and
signal additional opportunity
# 5: Other Factors (cont.) Brand is not a key purchase factor. Shoppers generally do not distinguish
between “variety” of avocado and the “brand,” and some consider the
variety to be the brand.
“The brand doesn’t matter, quality is more
important.”
AV O C A D O = H A S S When asked to describe an avocado, most shoppers describe
the distinctive coloring and bumpy skin of a Hass! “To be honest, I always look for Hass…I trust that brand
completely.”
“The skin of an avocado is the bumpiest thing I
have ever seen.”
“[Avocados] are dark greenish to blackish in color with semi-
rough skin.”
“It looks like a pear with skin like
alligator’s skin.”
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BARRIERS TO PURCHASE
Avocado Path-to-Purchase
31 31 Participant-submitted images
Bagged/packaged avocados may be convenient when shoppers are in a hurry, or offer price advantages, but buying packaged avocados can feel risky because shoppers can’t check the avocados for ripeness or freshness prior to purchase
Individually shrink-wrapped avocados are difficult to properly evaluate/feel for ripeness
(Need to feel the texture & firmness with their fingers)
Prefer to evaluate and select individual
avocados instead of buying bagged or
prepackaged avocados
Respondents in this study indicated a clear preference for bulk vs. bagged which may be
related to their high level of interest in making homemade meals
Bagged/Packaged Avocados Shoppers in this study indicated a clear preference for bulk vs. bagged
avocados as it allows them to better judge the ripeness and condition.
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Purchase barriers can include avocados that are: too black/too dark in color, feel soft and squishy to the touch, and/or skin with uncharacteristic discoloration or blemishes (e.g., spots, lines, etc.), displayed in the sun, fruit flies buzzing around, or slimy when touched
Avocados with discolored skin, or which appear to
have been handled roughly, seem less than fresh
Participant-submitted images and quotes
Avocados that are too dark in color and/or
too soft can be viewed as over-ripe
“There was only one time when I went shopping for avocados and did not make a purchase. The avocados on display were overripe. I could tell because the flesh was very soggy, and there were huge
black spots on the skin.”
Quality and Freshness Shoppers shy away from purchasing overly-ripe avocados; avocados
with flaws were also noted barriers to purchase.
Participant-submitted image of blemished Greenskins
33 33 Participant-submitted images and quotes
Small or limited display of avocados
Stacked boxes are heavy and inconvenient
Too high, not at waist level
No prominent signage beyond price at some
stores
“They were low and inconveniently placed. I didn't want to lift and move
boxes.”
“Tiny price tag” with no other
signage
Some are disinterested in sorting through boxes
or piles of avocados
Store Presentation Small displays, small or limited signage, and stacks of boxes are less
enticing and can dissuade shoppers from purchasing avocados.
34 34 Participant-submitted image and quotes
Store Handling Handling of avocados by cashiers/checkers does not appear to be a
concern for shoppers. Respondents reported that avocados are “touch
enough” to be handled and can even “go bag-less” to the register.
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SUMMARY & RECOMMENDATIONS
Avocado Path-to-Purchase
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Summary
The avocado category continues to deliver impressive retail growth. Last year, retail volume exceeded 1.2 billion units (+35%) and retail sales topped $1.2 billion (+10.2%).* And, with a 94% retail dollar share of the avocado category*, Hass Avocados continue to dominate and drive this category. But the bar keeps rising: How can retailers continue to post additional gains on top of such strong performance? How can retailers attract new Hass avocado shoppers and inspire additional purchases from avocado loyalists?
One key to driving incremental growth lies in understanding what motivates and influences shoppers on their avocado “Path-to-Purchase.” Understanding the factors that persuade and trigger shoppers to purchase avocados (and what dissuades avocado purchases!) is essential for staying ahead of the curve.
Below are recommendations based on the findings and insights in this study designed to favorably influence avocado purchases at retail and deliver continued growth in this dynamic category.
Recommendations
• THE SHOPPING EXPERIENCE MATTERS: The shopper’s decision to purchase avocados may frequently start at home, but the in-store experience is the top influencer in driving the actual purchase. The shopper’s experience in-store can enhance (or reverse) a planned purchase, as well as spur an unplanned avocado purchase. From initial impression, to produce assortment and quality, to informational and inspirational signage, to checkout – shoppers want their trip to be pleasant and productive.
• “CLEAN, FRESH AND ORGANIZED:” This is how one shopper summed up what makes her want to purchase fresh produce such as avocados from her preferred retailer.
• Ensure the department is clean and well-stocked with fresh, high quality produce that is arranged in an easy-to-shop layout.
• Review avocados regularly to evaluate freshness and remove spoiled or damaged fruit.
• Consider placing avocados near tomatoes, where many shoppers expect to find them, while avoiding placement with “exotic” or lesser known produce items.
Summary & Recommendations
IRI/FreshLook 52-wks ending 12/301/2012 vs. PY
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• BIGGER AVOCADO DISPLAYS ARE BETTER DISPLAYS: Food and Wellness involved shoppers respond favorably to eye-catching, well-stocked and well-organized displays.
• Provide an ample supply of avocados.
• Make them easy to locate and easy to access (placed not too high and not too low).
• Neatly stack the avocados on display to communicate an added level of care and quality.
• READ THE LARGE PRINT: Tiny shelf price tags and/or no signage other than price can result in lost purchases.
• Post large, easy-to-read price signs and indicate if the price is a promotion to send a “buy now” message.
• Display additional information on the price signs and/or on additional signs and labeling. Provide information such as avocado variety, ripeness indicators, if locally-grown, if organic, etc.
• INSPIRE ME! Even highly-engaged, heavy avocado users are looking to expand their avocado recipe repertoire.
• Provide recipe cards , video demonstrations, product samples or other ideas to inspire shoppers to try using avocados in new ways.
• Place signage with nutritional information about avocados by the display. Food and Wellness involved shoppers are interested in buying healthy foods. Communicate the nutritional benefits of avocados at point-of-purchase.
• WILL THIS AVOCADO BE READY TO EAT WHEN I AM READY TO EAT IT? Quality and ripeness are closely related in the shoppers’ minds. Once a shopper is at the avocado display and has decided to consider a purchase, avocado quality and ripeness move to the forefront of the decision process.
• Selecting high quality fruit at just the “right” stage of ripeness is important to heavy users. They like to take an active role in choosing the fruit and many prefer to select individual avocados rather than from bagged or packaged avocados. Provide a good selection of individual avocados for shoppers who prefer to choose each piece of fruit and offer bagged/packaged avocados for convenience and value shoppers .
Summary & Recommendations (cont.)
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• WILL THIS AVOCADO BE READY TO EAT WHEN I AM READY TO EAT IT? (cont.) Shoppers want the option to purchase avocados that are ready to eat today and avocados that will keep well for later use. Some heavy users buy avocados at various stages of ripeness in a single trip.
• Work with your shipper/handler representative to determine the optimal selection by stage of ripeness for shoppers in your stores.
• IS THE PRICE RIGHT? Avocados are perceived as unique and not easily substitutable. This imparts a degree of insulation from price pressures. Nevertheless, price is a key criteria in the purchase decision process. Shoppers respond favorably to lower prices and promotional discounts.
• Attract shoppers and influence quantity purchases and impulse purchases with clearly-marked promotional discounts.
• ONE SIZE AVOCADO DOES NOT FIT ALL: Shoppers do not like to waste avocados. They tend to seek larger avocados for multi-serving dishes like guacamole, and often prefer smaller avocados for single-serving use.
• Offer a variety of sizes and post recipe ideas for using different sizes efficiently.
• WHAT’S IN A NAME? Many shoppers look for the distinctive color and skin texture of Hass avocados when shopping for avocados and many are familiar with the Hass name.
• When offering the Hass variety, add signage to let the shopper know they are Hass avocados.
• Include other identifiers that shoppers may be looking for such as “locally-grown” or “organic.”
Hass Avocado Board – 2013 Shopper Path-to-Purchase
For additional retail information and insights please visit the Hass Avocado Board website at: hassavocadoboard.com
Summary & Recommendations (cont.)
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For additional retail information and insights please visit the Hass Avocado Board website at:
hassavocadoboard.com
Thank You