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AvoIntel™: Unleashing Avocado Potential in the South

In the game of avocados, there’s no doubt the South is a key player. But even as the second most popular region for avocados, the South has yet to tap into its fair share of national avocado sales– leaving an untapped $184 million on the line.1 But why, and how can we change that? Let’s dive into the numbers and uncover the opportunities for avocado growth in the South.

The Southern Snapshot
The South—a diverse and bustling region—represents 38% of U.S. households but only accounts for 33% of avocado sales, as shared in last month’s AvoIntel.2 This means the South under-indexes on avocado purchases by 5 points,1 leaving significant room for growth.

Under-indexing by 5 points may not sound like much, but each point is worth approximately $37 million!1 So, if the South captured its fair share of avocado sales, it could generate an additional $184 million annually.1

"If the South captured its fair share of avocado sales, it could generate an additional $184 million annually.1"

Winning just one more avocado shopping trip per household could bring in an estimated $109 million, while a modest 1% increase in household penetration would add another $15.5 million.2

1. Get the Ripeness Right

  • Almost half (48%) of Southern shoppers said avocados at their local store weren’t at their desired ripeness.3
  • More ripe avocados would motivate future purchases for 34% of consumers.3 By ensuring better ripeness options, retailers can turn avocado skeptics into loyal buyers.

2. ‘Add Avo’ to the Menu

  • With 25% of Southern buyers dining out 2-3 times per week,3 restaurants have a golden opportunity to incorporate avocados into their menus.
  • At home, one-fourth of consumers want more recipe ideas.3 Providing inspiration, such as easy guacamole recipes or avocado toast variations, could spark increased demand.

3. Promote Avocado Health Benefits

  • The avocado’s nutritional powerhouse status is a key purchase driver for 37% of Southern buyers.3 Highlighting benefits like heart health, good fats, and essential nutrients can encourage new and repeat purchases.

4. Tie in Game-Day Promotions

  • Football is king in the South, with 21% of Southern avocado buyers tuning into college football games.3 Capitalize on this passion with game-day promotions like “Guac and Game” specials or in-store displays that pair avocados with chips, salsa, and other tailgating staples.

The Time is Ripe
The South is ripe with potential for avocado growth. By focusing on ripeness, menu inspiration, health benefits, and sports-driven promotions, retailers and marketers can close the gap and unlock significant revenue opportunities.

Let’s make avocados a Southern staple! Contact SalesReps@missionproduce.com to discuss how you can tap into avocado potential in the South.

1Calculated based on Circana, Calendar Year 2024 South census region share of avocado sales vs. share of population.
2Numerator Static Omni Pannel; People Scorecard Report; L52we 7/31/2024
3Numerator Survey on Avocado Shopping Behaviors. Reported Sept. 24, 2024.