Research Studies

HAB Tracking Study Report - Spring 2010

This document provides an in-depth summary of U.S. consumer research conducted in the spring of 2010. Data from five regions, including a summary of the total U.S. offers information on ad awareness, purchase dynamics, usage, consumption, imagery and nutrition perceptions for avocados. The study also includes a comparison of General market vs. Hispanic market on select key measures.

The research objective is:

• To monitor changes in avocado advertising awareness, purchases, consumption, and variety awareness, usage and imagery.

To view the report summary, click here.

U.S. Hispanics and their Purchase, Consumption and Brand Preferences with regard to Avocados - Spring 2010

This document provides a summary of Hispanic consumer research conducted in the spring of 2010.

The research objective is:

• To understand perceptions, purchase, usage, and consumption of avocados among various key Hispanic segments, and to measure awareness, consumption and perception of the Hass avocado variety, and its ad awareness among Hispanics.

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Category Sales Metric Report - 2009

Utilizing point-of-sale data, the report benchmarks:

• Avocado performance trends by region and DMA (market) against total fruit and total produce utilizing a Category Development Index
• Measures the growth of the Hass Avocado category by region and DMA
• Reveals if Hass Avocado sales trends (by region and market) are outpacing or underperforming total produce or total fruit trends
• Provides information about "opportunity" markets

To view the report summary, click here.

State of the Category - 2009

This Retail report highlights and contrasts key attributes of the Hass Avocado Category including:

• Multi-year Volume and Sales trends
• Long-term retail trends by region
• Impact of Greenskin avocados on the category
• Organic avocado trends by region
• Retail pricing variances by region
• Regional size preferences
• Under-developed regional sales/promotion opportunities
• Compare Hass avocado retail performance to Total Produce trends
• Regional sales performance impacted by holiday/events

To view the report summary, click here.

Cohort Analysis and Forecast - 2009

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 report summary, click here.

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

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

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Foodservice Avocado and Guacamole Menu Tracking - 2009

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 report summary, click here.

Price Sensitivity Study (Price Elasticity) - 2008

Utilizing point-of-sale data, the study provide key insights in:

• The impact of pricing and promotion at retail
• Compares the impact of discounting/promotion by size/PLU
• Reveals regional volume increases/decreases based on pricing
• Outlines the impact of tomato pricing/promotion on the avocado category

To view the report summary, click here.

Consumer Usage Study (Segmentation Study) - 2008

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 report summary, click here.