A recent avocado channel segmentation study by the Mission Viejo, California-based Hass Avocado Board provides a greater understanding of avocado shopper segmentation by outlining key purchase metrics of buyer groups within each retail outlet where avocados are purchased.
As a companion piece to a study released earlier this year, “Rethinking Retail: Avocado Shopper Segmentation,” this study helps the industry further understand key shopper segments by diving into the retail channels where shoppers purchase and outlines key purchase metrics within each retail outlet.
Grocery claimed the majority of avocado purchases across all shopper segments in 2020. However, grocery lost dollar share to the internet and large format channels since 2017. The internet, Walmart and club channels contributed a combined $123.2 million in incremental purchases, accounting for the majority of total net category growth from 2017-20.
The internet has emerged as the fastest growing channel for shoppers over the past four years. The channel has shown growth for avocado purchases of nearly 334 percent since 2017. This growth added $30.5 million in purchases to the category over the three-year period. Since 2017, the Internet channel has more than doubled its share of purchases, driven by an 11 percent increase in annual household spend and a 30 percent increase in the number of purchase trips.
One of the key findings in the previously mentioned companion study stated that the ultra shopper segment represents 8 percent of shoppers, yet accounted for 35 percent of avocado purchase dollars in 2020. The channel study determined that ultra shoppers are more likely to purchase avocados across multiple retail outlets.
The ultra segment made up a smaller portion of avocado shoppers across all retail channels in 2020, yet these shoppers hold the largest share of purchases in every channel. They are also more likely to make repeat purchases, make more purchase trips per year and have the highest spend per trip of any other segment across all channels.
The study is based on household purchase data from the IRI Consumer Network. Hass Avocado Board offers these insights and detailed retail information as the only avocado organization that equips the entire industry, with clear and actionable data and metrics that all can use to drive their business.