Avocados FY26 Domestic Marketing Plan Overview

Overview

The FY26 Domestic Marketing Plan aims to increase domestic consumption of avocados to 150,000t by 2026, while supporting profitable farm gate prices. The focus is on increasing purchase frequency among light buyers to increase overall household penetration and make avocados a consistent addition to the weekly shop of Australians nationwide.

Backed by robust consumer insights, the plan takes a targeted, insight-led approach to brand awareness, consumer education and channel expansion, helping ensure long-term category growth. 

Key insights shaping the strategy

The FY26 avocado marketing strategy is grounded in consumer insights, ensuring our plan is data-led and responsive to the evolving needs of Australian shoppers and the industry. The following key insights have directly affected the strategic direction:

1. Avocado sales are up, driven by a 36 per cent increase in price.
   NIQ Homescan data reveals that Avocados experienced a 36 per cent increase in average retail price ($/kg) over the 52 weeks ending 23 February 2025, despite lower volumes being sold in-line with biannual supply. Avocado retail volume (tonnes) declined by 12.3 per cent, but remains 4.4 per cent ahead of two years ago. Despite a decline in value perceptions compared to the previous year, avocados continue to outperform other fruits and vegetables (the comparative set).
2. There is scope to grow penetration, especially monthly.
   Currently, 4 in 5 Australian households purchase avocados, indicating widespread appeal. Annual household (52 week) household penetration stands at a strong 74 per cent, while 4-week penetration is 37 per cent. However, versus the comparative set, there is room for growth – tomatoes reach 65 per cent, bananas 63 per cent, cucumber 50 per cent, and mushrooms 41 per cent in 4-week penetration.Avocado consumers vary in their purchasing habits, with light buyers purchasing avocados just 6 times a year compared to heavy buyers who average 33 purchases annually. This highlights a clear opportunity to increase purchase frequency among light buyers.

3. Unprompted intention to purchase is low. However, when prompted, triples.
   Consumer data reveals that when consumers are unprompted, salience is low (at 11 per cent), indicating avocados are not top-of-mind for many shoppers. However, when prompted, salience jumps to 45 per cent – nearly a threefold increase -highlighting the impact of brand-led engagement on purchase intent.
4. Perform on core needs of taste, quick & easy, and health.
   Avocados continue to perform strongly in terms of taste, ease, and speed of preparation, as well as being healthy and nutritious. This unique duality of being ‘delicious and nutritious’ sets them apart from other fruits and vegetables.
5. Versatility across occasions is an advantage
   Unlike other fruit or vegetables, avocados are highly versatile, fitting across multiple meal occasions – a valuable advantage as consumers seek more from each grocery purchase.
6. Foodservice is 22 per cent fresh domestic supply
   Foodservice currently represents 22 per cent of fresh domestic avocado supply – this is down from 24 per cent due to cost-of-living pressures shifting consumption toward at-home meals. However, longer-term trends show continued growth.
7. Four out of five top barriers are related to poor experience and ripeness
   Four out of five top purchase barriers relate to difficulty determining ripeness and disappointing in-store experiences. Improving consumer education and merchandising is therefore essential.
8. Increased confidence in choosing, but still ‘squeezing’
   Recent campaigns have boosted consumer confidence in selecting ripe avocados, but many still rely on incorrect methods like squeezing the middle of the fruit. Continued education will be essential to shift behaviour, such as educating consumers to gently press around the stem to assess ripeness.

Strategic shifts to be made:

FY26 marketing strategy overview: plan on a page

Building on the strong foundations of the Australian Avocados brand, the new marketing plan will reinforce the core positioning of avocados as both delicious and nutritious. The strategy is structured around three key pillars, each supported by specific activities.

Pillar 1: Connect & Consider

This pillar focuses on driving top of mind awareness and consideration, aiming to shift avocados from an occasional purchase to a regular household staple.

Connect – Australian Avocados Brand Campaign

• Paid Media: Screens (TV, Online Video (Broadcast Video on Demand and YouTube), radio, out-of-home panels (large format and retail proximity panels), and social media platforms will be used to maintain a strong brand presence and build top of mind awareness through impactful media placements.
• Earned Media: Public relations spikes will generate additional exposure and drive brand fame (salience).
• Owned Media: Meta, TikTok, and influencer partnerships will deliver engaging content that reinforces brand messaging and the versatility of avocados.

Consider – Path-to-Purchase

Retail Online Media: Online placements on Woolworths and Coles websites will build continuity from online to offline, prompting consumers at the point of purchase with versatility messaging.

Pillar 2: Education

This pillar aims to deepen consumer knowledge while shopping for avocados by educating consumers on how to choose and ripen.

Consumer Education – “Stop the Squeeze”

• Earned and Owned Media: Content will be distributed through media outreach and brand-owned channels to educate consumers on avocado selection and storage to reduce waste.
• Influencer engagement: Trusted voices will share tips and tricks that make choosing and using avocados easier. The activity could include, but is not limited to, earned media, owned media and influencer partnerships to educate consumers on how to ‘stop the squeeze’ and be informed on the correct way to choose avocados at the point of purchase.

Retailer Education

A Retailer Merchandising Education Program and a Virtual Reality Training Program (R&D funded initiatives) will be used to improve handling, display, and in-store shopper experience.

Pillar 3: Channel Expansion

The goal of this pillar is to broaden Avocados usage occasions through channel expansion across the foodservice sector.

• Collaborations: Partnerships with brands within the foodservice category or consumer space will be used to inspire usage occasions.
• Foodservice Program: Continuation of the foodservice communications and engagement program to drive usage of Australian avocados across foodservice venues.
• Foodservice Masterclasses: Masterclass events designed to inspire chefs and foodservice professionals to incorporate avocados into their menus and educate them on the value avocados bring to their dishes.

The FY26 Domestic Marketing Plan is a robust, insight-led strategy focused on long-term growth. It aims to increase demand, deepen consumer confidence, and expand avocado usage across both household and foodservice channels – all while reinforcing avocado’s core positioning as delicious and nutritious.

This article is part of the 9 June and the 23 May 2025 edition of Guacamole, the enewsletter.

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