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Update: 10/1/2017
2017 Volume Data Updated

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Update: 8/19/2015
2015 Path to Purchase Study Available

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Update: 7/16/2014
2014 Retail Volume & Price Added

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Update: 7/16/2014
2014 Tracking Reports Posted

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Update: 8/23/2013
Latest Hass Insights Issue

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Update: 8/12/2013
2012 Annual Report Posted

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Update: 12/26/2012
Q3 AvoScoreCards

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Update: 12/17/2012
Avocado Express No. 3

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Update: 11/2/2012
Avocado User Recipe Audit Study

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Update: 10/23/2012
Fall 2012 Tracking Study

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Consumer Insights Studies

consumer tracking study

Consumer Insights Studies

Get in the mind of the avocado consumer with these additional consumer market research reports conducted on behalf of the Hass Avocado Board.

Note: these reports are not currently available in Spanish.

 

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Avocado Foodservice Usage/Consumption Habits: View +

This self-administered web based survey was completed from April 19 to April 26, 2017 among 501 U.S. avocado consumers, age 18+, with a 50/50 male/female split, who dine-in or order take-out from any kind of restaurant at least every 3 months; seeking to: 
  • Better understand the consumer experience when dining out across various tiers of dining options.
  • Specifically, understand the factors that drive decision making in terms of where to dine as well as dishes to order.
  • Understand the perceptions and impact of avocados when dining out.

To view the report summary, click here.

Five-Year Evaluation of the Hass Avocado Board’s Promotional Programs: 2008 - 2012 View +

This document provides an in-depth analysis of activities conducted under the auspices of the HAB from 2008 through 2012 and includes the following components: 
  • Review and assessment of recent trends in sales, prices, and promotions of fresh avocados in the U.S. market (section 3)
  • A descriptive analysis of the amounts expended and the nature of expenditures by each of the groups participating in the program, the California Avocado Commission, the Chilean Avocado Importers Association, the Mexican Hass Avocado Importers Association, the Peruvian Avocado Commission, and HAB itself (section 4)
  • Econometric analysis of annual fresh avocado demand for the 19-year period from 1994 – 2012 (section 6)
  • Econometric analysis of weekly fresh avocado sales at retail for 2008 – 2012 using scanner data for 38 designated marketing areas (section 8).

To view the report summary, click here.

Hass Avocado Sensory Research - April 2013 View +

Utilizing one ½-day session and one full day session with the Sensory Spectrum Community Narrative Panel (SCAN) held in New Providence, NJ., this study seeks to:
  • Understand the process for choosing avocados, and the implications this has on the quality of the eating experience
  • Explore avocado consumption habits:  when, how, why, priorities, and range of uses
  • Characterize the appearance, aroma, flavor, texture and “experiential” aspects while tasting the avocado in four forms (the fruit alone, on a salad, as part of a turkey sandwich, and in guacamole).
  • Deep dive into language to describe the characteristics of avocados from a sensory perspective
  • Identify characteristics that define the uniqueness of avocados, their relationship to enjoyment, and establish a hierarchy of importance for these attributes
  • Understand how the unique characteristics of avocados influence and reinforce consumer perceptions for nutrition, wellness, satiety, and its place in recipes

To view the report summary, click here.

Avocado User Recipe Audit - November 2012 View +

Objectives: through a qualitative, deep-dive approach:
  • Understand how avocado consumers currently eat and use avocados
  • Identify opportunities to expand consumption by pairing avocados with commonly eaten food items
  • Provide input and inspiration to recipe development that is borne of avocado consumers' commonly eaten foods and favorite avocado recipes

To view the report summary, click here.

Nutrient Intake Study - 2009 View +

Utilizing NPD's Nutrient Intake database, this study:
  • Identifies the nutrient profile and healthy eating indices for various target groups within the U.S. population
  • Reveals the nutritional gaps of avocado vs. non- avocado consumers
  • Identify the foods/beverages that skew to avocado consumers compared to total population
  • Determine the health and nutritional attitudes of avocado consumers compared to total population
  • Identify BMI levels for avocado consumers vs. total population
  • Identify any medical conditions, diet status, and exercise habits for avocado consumers vs. total population

To view the report summary, click here.

Cohort Analysis and Forecast - 2009 View +

Utilizing household panel data, collected daily from 2,000 homes, this study:
  • Highlights current consumer consumption behavior by generation and age and predicts future consumption trends
  • Presents annual eatings per capita by age class and generation over the past 20 years
  • Forecasts consumer consumption (eatings per capita) trends to 2018

To view the research abstract, click here.
To view the report summary, click here.

An Economic Evaluation of the Hass Avocado Promotion
Order's First Five Years - Spring 2009
View +

This document provides an in-depth analysis of the first five years of the Hass Avocado Board and includes the following sections:
  • Overview of major marketing programs
  • Overview of avocado consumption trends
  • Analysis of annual demand in the U.S. to determine impact of programs
  • Simulation to estimate impact of avocado promotions on set metrics
  • Analysis of avocado demand and impact of promotions based on retail scan data
  • Exploratory analysis of the impact of HAB's information sharing and data-dissemination programs
  • Recommendations for future data-collecting programs for consideration

To view the research abstract, click here.

To view the document, click here.

 

Foodservice Avocado and Guacamole Menu Tracking - 2009View +

This report reviewed approximately 1,500 foodservice menus in 2009 and 2005. The analysis provides an overview of the number of times 'avocado' and 'guacamole' were mentioned on the menu, as an indicator of the popularity of avocado and guacamole among consumers eating out. The report also provides a "same store" Menu Item Count comparison between 2005 versus 2009, and looks at leading menu item by category with avocado and/or guacamole.

 

The research objectives were:

  • To identify avocado includes guacamole mentions on foodservice menus as a way to quantify penetration of avocados in the foodservice segment.
  • To establish a baseline count with the year 2005 and identify movement (growth or decline) with a comparison count among foodservice menus of 2009

To view the research abstract, click here.

To view the report summary, click here.

 

Consumer Usage Study (Segmentation Study) - 2008 View +

Utilizing household panel data, collected daily from 2,000 homes, this study:
  • Highlights consumer consumption behavior
  • Reveals how and when avocados are consumed (by day-part, sex, social occasions and more)
  • Identifies ages, education and household income of avocado consumers by region and their percentage of use
  • Uncovers opportunities to boost consumption among consumer types
  • Provides a list of most common uses of avocados in a meal by segment
  • Reasons for avocado purchases (planned/unplanned)
  • Where avocados are purchased
  • Consideration for purchasing/not purchasing avocados

To view the research abstract, click here.

To view the report summary, click here.