Hass Avocado Board’s U.S. Consumer insights to fuel new strategies

New Research from HAB compares shopping habits of light vs heavy buyers

• Lighter buyers often act on impulse, triggered by eye-catching displays, while Heavier buyers more often respond to freshness cues in-store
• Shopper preference shows a shift in avocado versatility with a sharp rise in purchasing a mix of sizes since 2015, indicating an evolution in avocado habits and integration into their daily household routine.
• Visual freshness and ripeness are key purchase drivers, leading shoppers to buy more than planned, even when avocados aren’t on their shopping list.
• Issues on the path to purchase avocados typically arise before shoppers return home with their purchase.
• Heavier buyers are more likely to use avocados the same day as purchased, indicating more immediate and frequent usage in their daily routines.

ACCESS MORE INFO HERE – Released 18 September 2025

This article appears as part of the 5 December 2025 issue of Guacamole, AAL’s enewsletter.

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