MISSION VIEJO, Calif. — Millennials are on track to become the largest generation in the U.S. and are moving into their prime spending years. Millennial shoppers are poised to make a significant impact on fresh produce and are currently a high value segment of the avocado category. The Hass Avocado Board (HAB) has published a new study that provides the industry with insights into the impact of Millennial shoppers on the category, and reveals growth opportunities for Hass avocados. The new study – Millennial Avocado Shopper Trends – and its companion piece – Millennial Avocado Shopper Trends Action Guide show that Millennial households tend to be more involved in the avocado category than non-Millennial households.
The study found that Millennial households spent an average of $24.99 on avocados in 2018, +5% more than non-Millennial households. The study found that both groups purchase avocados 6.9 times per year, but Millennial households spend more per trip ($3.65 vs. $3.42).
“Millennial shoppers are becoming a driving force in the retail marketplace,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “And this study shows that Millennial households are an important segment to the avocado category.”
Millennial households are also more likely to purchase avocados when compared to non-Millennial households: Sixty percent of Millennial households purchased avocados, compared to 51 percent of non-Millennial households. Additionally, a greater percentage of Millennial households purchased avocados more than once per year vs. non-Millennial households (80 percent vs. 77 percent), which helped drive a higher annual avocado spend per household vs. non-Millennials.
The study also revealed that although Millennial households show greater involvement in the avocado category, non-Millennials are starting to close the gap. Non-Millennial households saw greater increases in penetration (the percentage of Total U.S. households that purchase avocados), repeat purchase rate and spend per household vs. Millennial households. These trends increased the non-Millennial share of avocado purchases in the U.S. by +3.3 points.
The study is based on household purchase data from the IRI Consumer NetworkTM. HAB offers these insights and detailed retail information as the only avocado organization that equips the entire industry for success, with clear and actionable data and metrics that all can use to drive their avocado business. To learn more about the impact of Millennial households and their avocado purchase behaviors, visit hassavocadoboard.com/research-insights.
–Hass Avocado Board
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