A Look at Cinco de Mayo 2021

Ahead of Cinco De Mayo this year, we anticipated 100 million Americans would celebrate the holiday, and since many regions in the U.S. began easing pandemic restrictions, some would even celebrate in a restaurant or bar, ordering Cinco de Mayo staples like tacos and beer.

With 32% of the U.S. population fully vaccinated,1 our insights show that a quarter of American consumers did feel they could celebrate the holiday normally, free of COVID restrictions.2 So, we ran the numbers and can confirm that an estimated 7 million Americans celebrated the holiday out at a restaurant or bar this year, while the rest of Cinco de Mayo celebrators enjoyed festivities at home with family or friends.3

In the week leading up to the holiday, overall retail sales of avocados lifted 12% over the prior week, and even more so in California, where sales lifted 21%.4 Consumers used avocados to celebrate with other Cinco de Mayo essentials, such as chips and salsa, tacos, margaritas, nachos, and of course– guacamole.

Cinco de Mayo this year was the first chance for many in the U.S. to begin celebrating again in public places, and we’re enthused to see them doing so with avocados!

End Notes

  1. Official Data collected by Our World in Data, retrieved at https://ourworldindata.org/covid-vaccinations
  1. According to a Numerator 2021 Holidays Intentions Survey
  1. According to a Mission Produce Cinco de Mayo survey, 5/10/21, n=2000
  1. Reported by IRI Total US and regions – Multi-Outlet through week ending 5/2/21


We are the global leader in the worldwide avocado business. Since 1983, we have been sourcing, producing and distributing fresh Hass avocados, and as of 2021, fresh mangos, to retail, wholesale and foodservice customers in over 25 countries. We use Avocado Intel, our in-house market intelligence capabilities, to drive expert category management, which involves analyzing data and consumer behavior to prepare ourselves and our customers to meet anticipated demand, be more profitable, attract more shoppers, and reduce shrink. The insights gleaned from Avocado Intel may inform the information provided in “The Pit Stop.”

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