Shopper Path to Purchase 2013

Shopper Motivations and Influences: Driving Hass Avocado Sales at Retail

Qualitative Path-to-Purchase Study

Table of Contents Section

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Study Objectives .…………………………………………………………………………..…………..…………………

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Research Methodology ………………………………….…………………………….……………………………….

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Executive Summary ..…………………………..…………………………………………….…….…………………….

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Study Findings. .……………………………………..……………………...………………………………………………

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Why Avocados? …………….………………………………………..……………………………………………

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Avocado Path-to-Purchase ………………………………………..……………………….....…..………

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Pre-Purchase Influences …………………………………………………….………..……………

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Decision Hierarchy …………………………………………….……….…………………...….……

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Barriers to Purchase …………………………………………………...…………………………………….…

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Summary & Recommendations .……………………..………………….………………….………………..……

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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 highimpact 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

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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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Avocado Path-to-Purchase

EXECUTIVE SUMMARY

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Executive Summary 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?

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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. 6

Executive Summary (cont.) How does the path-to-purchase start?

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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.

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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

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Quality and Ripeness

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Price

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Avocado Size

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Other Factors (Includes Variety, Brand, Organic and/or Locally-Grown) 7

Executive Summary (cont.) Decision Hierarchy: What are shoppers looking for in each factor?

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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.

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Placing avocados near complementary foods, like tomatoes, can make them easier to find and can spur purchase.

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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.

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Quality and Ripeness •

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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. Price

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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.

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The size of the avocado was also a factor in the shopper’s perception of price.

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Executive Summary (cont.) 4.

Avocado Size

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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). Other Factors (Includes Variety, Brand, Organic and/or Locally-Grown)

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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.

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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.

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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

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Overripe avocados and avocados with blemishes (e.g. tears in the skin, bruises) are unappealing.

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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.

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Unattractive or difficult-to-shop displays: Stacked boxes/crates of avocados that make it difficult for the shopper to sort through and select fruit

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Small or limited signage that makes it difficult for the shopper to locate the avocados or to determine price 9

Avocado Path-to-Purchase

STUDY FINDINGS

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Avocado Path-to-Purchase

WHY AVOCADOS?

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Why Avocados? Most respondents were heavy avocado buyers. They love avocados primarily for their delicious, creamy taste and rich texture and nutritional benefits.

Study respondents associated the following words and phrases with avocados…

Participant-submitted quotes

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Why Avocados? (cont.) Respondents described avocados as...

“I love the subtle taste [and] creamy texture of avocados.”

• 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.”

Participant-submitted quotes

“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!”

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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. “Nutrition plays a part in everything I purchase.”

“Nutrition is always on my mind when cooking and shopping for my family…so I make sure avocados are a staple in our house.”

• 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, antiinflammatory, high in antioxidants like Vitamin E, etc.”

• Some said avocados were “low in sodium – good if watching salt intake.” 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. ** HAB Avocado Tracking Study, Spring 2013

Participant-submitted quotes

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Avocado Path-to-Purchase

AVOCADO PATH-TO-PURCHASE

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Avocado Path-to-Purchase

PRE-PURCHASE INFLUENCES

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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.

Planned Purchases

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)

Impulse Purchases

Meal planning can lead putting avocados on the shopping list or regular shopping itinerary (i.e. buying avocados every week)

Product placement (e.g. near complementary items, such as tomatoes) can also spark impulse purchase See an attractive display, sale sign, or may be inspired to make a recipe as they are shopping

Think of buying avocados when they are AT the store Participant-submitted image

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Heading to the Store Shoppers tend to visit familiar supermarkets to purchase avocados; successful past purchases provide a reassurance of product quality.

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

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Heading to the Store (cont.) The retailer’s quality and selection of produce is a key driver of shopper loyalty.

• Great quality and selection of produce

What do they like about their preferred supermarkets?

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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

• Produce is…

What Makes A “Great” Produce Section?

• 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

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Avocado Path-to-Purchase

DECISION HIERARCHY

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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” # 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?

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#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.

“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-toeat avocados.”

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

“I like the way it looks and that I can see every avocado!”

Large sales signs stand out in the produce section. Large, orderly stacks of avocados are impressive and appealing to shoppers

Participant-submitted images and quotes

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# 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. Avocados are often found near varieties of tomatoes

Sometimes in a separate “can’tmiss-it” display at or high-traffic corner of the produce section

Participant-submitted images and quotes

“They always have avocados with the tomatoes, so I just look for the red and head over there.”

The green-red color contrast is attractive and makes avocados stand out

Avocados can flank tomatoes, or vice versa

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# 1: Eye-Catching Displays (cont.) Prominent signage and labels with informational details beyond price attract the eye and encourage purchase.

Nice to see the following types of information on signs or labels:

“Recipe ideas located near the avocado display [would be] helpful… A sign or leaflets that explain the health benefits would be nice.”

• 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 “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.”

Participant-submitted images and quotes

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# 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.

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”

“The avocado has to be ripe or close to it. I eat avocados regularly, so I can't give them time to ripen.”

Fine line

Fine line between avocados that are ripe and too ripe “If the avocado is too soft, I worry that it will go bad quickly, before I get to finish and enjoy all of it.”

• 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?”

Participant-submitted image and quotes

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# 3: Price Consumers respond favorably to in-store sales and promotions, and rarely purchase avocados that seem “overpriced” to them. “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.”

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.

Participant-submitted images and quotes

“If they are more than $3-4 dollars each, then I seriously consider how much other food I could get for the same price.”

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

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# 4: Size Shoppers consider the sizes of avocados at the store based on their intended use. “I bought 3 smaller avocados, as I like to eat them in my salads, which I have for lunch every day.”

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

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# 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. “I have learned that quite often organic is no better than non-organic.”

“It made me feel great knowing it was organic and no pesticides. “

“Locally grown” avocados are mostly found in California.”

ORGANIC

LOCALLY-GROWN

Organic avocados are appealing, but they mainly factor into the shopper’s decisionmaking process if reasonably priced

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, “locallygrown” is a good indicator of quality and freshness; for others, it doesn’t matter where the avocados were grown

• 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

“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

“I am not influenced by the brand, as the best avocados I've had have not been known brands, but locally grown.”

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# 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.”

VARIETY = BRAND Brand is not a key purchase factor. Shoppers reference avocado variety & brand interchangeably “The skin of an avocado is the bumpiest thing I have ever seen.”

“It looks like a pear with skin like alligator’s skin.”

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.”

“[Avocados] are dark greenish to blackish in color with semirough skin.”

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 Participant-submitted quotes

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Avocado Path-to-Purchase

BARRIERS TO PURCHASE

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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.

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

Participant-submitted images

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Quality and Freshness Shoppers shy away from purchasing overly-ripe avocados; avocados with flaws were also noted barriers to purchase. “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.”

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

Avocados that are too dark in color and/or too soft can be viewed as over-ripe

Participant-submitted image of blemished Greenskins

Participant-submitted images and quotes

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Store Presentation Small displays, small or limited signage, and stacks of boxes are less enticing and can dissuade shoppers from purchasing avocados. Too high, not at waist level

Stacked boxes are heavy and inconvenient

“Tiny price tag” with no other signage Small or limited display of avocados

“They were low and inconveniently placed. I didn't want to lift and move boxes.”

Some are disinterested in sorting through boxes or piles of avocados

No prominent signage beyond price at some stores

Participant-submitted images and quotes

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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.

Participant-submitted image and quotes

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Avocado Path-to-Purchase

SUMMARY & RECOMMENDATIONS

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Summary & Recommendations 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 instore 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.

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“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.

IRI/FreshLook 52-wks ending 12/301/2012 vs. PY

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Summary & Recommendations (cont.) •

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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).

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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.

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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 .

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Summary & Recommendations (cont.) •

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. •

•

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. •

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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. •

•

Work with your shipper/handler representative to determine the optimal selection by stage of ripeness for shoppers in your stores.

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

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Thank You For additional retail information and insights please visit the Hass Avocado Board website at: hassavocadoboard.com

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