Avocado Tracking Study

Transcription

1 Avocado Tracking Study and Regional Report Prepared For: October,

2 Table of Contents Background 3 Summary 4 Detailed Findings Advertising and PR Impact 9 Avocado Varieties 18 Avocado Usage 23 Drivers and Barriers to Avocado Usage 38 Nutrition and Wellness 50 Preparation of Avocados and Occasions Used 62 Special Packaging and Forms 84 Food Service 89 2 Hass Avocado Board, US and Regional Report,

3 Background Purpose Monitor changes in Avocado advertising awareness, consumption behavior, usage barriers and drivers, price perceptions, and nutritional/wellness importance/imagery. Where Interviews completed in all regions of the country. Data weighted for regional and national reporting. When This wave of the study was completed from September 5-18,. waves have typically been completed in February or March and fall waves in August or September. Who 2,204 grocery shoppers age 25+ Note: 2007/2008 was restricted to age How Self administered web based survey. 3 Hass Avocado Board, US and Regional Report,

4 Summary Advertising and PR Efforts National awareness of any advertising for Avocados increased to the highest level ever achieved in the history of this study, with over one-third of consumers aware of any such advertising. This increase was seen in all regions except the South West and Pacific/Mountain regions, which already enjoyed a higher level of advertising recall. Much of this increased recall appears to be driven by the Subway restaurants ads which prominently featured avocados (mentioned by 29 of respondents who recalled advertising). This also resulted in television bouncing back to one of the highest levels ever seen as a source of advertising. The subway ads and health benefits are the two most common areas of ad recall. Awareness of any specific Avocado based website remains low. 12 are aware of californiaavocado.com. Awareness of the other sites ranges from 1-5. Word-of-mouth, magazine articles and restaurants are the top sources of non-advertising information about Avocados. However, none of them achieve the level of awareness reached by advertising. These sources do a good job of making consumers aware of the health benefits of Avocados. Recipes are the second most common information gleamed from these sources. 4 Hass Avocado Board, US and Regional Report,

5 Summary Avocado Varieties Slightly over one-fifth of consumers volunteer awareness of the Hass variety of Avocados a level similar to most recent waves, except for a dip to 14 in the fall of. Total awareness jumps to 57, a level seen for most waves since. Volunteered awareness of Hass Avocados is significantly higher in the Pacific/Mountain (35) and South West regions (28). Total awareness jumps to 76 in the Pacific/Mountain region and 70 in the South West. Unaided awareness of Green Skins is only 1, but jumps to 42 once aided levels similar to previous waves. Avocado Usage As seen in most of the recent waves, two-thirds of households have purchased Avocados in the past year. The average household that buys Avocados bought 66 of them last year. This is similar to the same number of avocados purchased most years, except 2009 where there was a dip in both the spring and fall. This jumps to 82 household penetration in the Pacific/Mountain region, with an average of 73 Avocados purchased per year; and 77 household penetration in the South West, with 84 Avocados purchased per year. While the Central and South East regions are less likely to buy Avocados, the Central region also falls behind on how often they buy Avocados, resulting in a total household consumption well below average (52 per consuming household). Most avocado users plan their purchases in advance, or do both, because they have a recipe/specific need for them or they just always buy them. Impulse buyers are driven by price, store specials, the product looking good in the store and being ripe and ready to use. 5 Hass Avocado Board, US and Regional Report,

6 Summary Drivers and Barriers to Avocado Usage Taste and being good for you continue to be the top reasons for buying Avocados. Being organically grown is a driver for about one-third of consumers, and about one-quarter of them have actually bough organic Avocados. There are no strong barriers to buying Avocados, with the top issues being fat content (barrier to 14) and price (15). While price is not a strong barrier overall, 66 of Avocado consumers have not purchased them due to a high price. The price has to approach $1.90 (down slightly from $2.00) to elicit this reaction. This price barrier drops to a low of $1.69 in the South West and $1.72 in the Pacific/Mountain region. Nutrition and Wellness Avocados are believed to deliver on 7 of the 13 nutritional benefits of high importance to consumers. There were only minor changes compared to the last wave. They deliver best on (in descending order) have nearly 20 essential nutrients, contain good fat, contain antioxidants, contain fiber, contain vitamin E and C, nutrient dense, and sodium free. Avocados fall short on perceptions of being cholesterol free, low in fat, having less than 1 gram of sugar, low in calories, low in fat and contains potassium. Avocados are only believed to deliver on 2 of the 11 health and wellness benefits of high importance: nutrient boosting and antioxidant absorption and heart health (but heart health barely made the cut). They are not strongly associated with healthy cholesterol levels, healthy blood pressure or vascular health, healthy aging, cognitive skills, healthy eyes or skin, cancer prevention or healthy weight management. 6 Hass Avocado Board, US and Regional Report,

7 Summary Nutrition and Wellness (cont.) About two-thirds of all respondents are food and wellness involved. This jumps to 73 among past year Avocado users and to 78 among heavy/super Avocado users. Food and wellness involved consumers place more importance than their counterparts on all of the nutritional and health & wellness benefits. They are also more likely to agree that these benefits are associated with Avocados. Preparation and Ways Used As seen across most waves, the average Avocado consumer uses them 5 different ways. The top use for Avocados continues to be in guacamole, with in a green salad, on sandwiches and eaten plain in a strong second tier of uses. This represents a drop for green salads. Dinner is the most prevalent time for using avocados, with lunch and a snack in second place. About one-tenth of Avocado users are using them at breakfast. Consumers are reasonable well versed (although it could be better) in terms of knowing when an Avocado is ripe and how to peel and prepare and Avocado. Improvements are needed in the proportion of consumers who know how to preserve a cut Avocado, how to speed up ripening and how to delay ripening/spoilage. Summer parties (35 using for this occasion) and BBQs or picnics (34) are the most common special usage occasion for Avocados. In second place are watching the Super Bowl/NFL games, Cinco de Mayo and Independence Day, with about one-quarter of Avocado consumers using them on these occasions. 7 Hass Avocado Board, US and Regional Report,

8 Summary Special Packaging and Forms About two-fifths of Avocado users have purchased them in a multi-pack in the past 6 months. This has fluctuated somewhat over time. The top reason for buying multi-packs is being less expensive. Just using a lot of Avocados is the second most common reason. About one-tenth of Avocado users buy multi-packs all of the time. As seen in the past, about one-third of consumers have purchased pre-made guacamole in the past 6 months. Food Service About three-fifths of consumers have ever ordered something made with Avocados in a restaurant. This jumps to almost two-thirds in the South West and Pacific/Mountain regions. The average consumer expects to pay 79 extra to have Avocado added to a sandwich or hamburger in a restaurant. 8 Hass Avocado Board, US and Regional Report,

9 Advertising and PR Impact 9 Hass Avocado Board, US and Regional Report,

10 Avocado Advertising Awareness Advertising awareness increased on a national basis to the highest level ever achieved in the history of this study. This increase was seen in all regions except the South West and Pacific/Mountain regions, which already enjoyed a higher level of advertising awareness than the other regions. Much of this increased recall appears to be driven by the Subway restaurants ads which prominently featured avocados (mentioned by 29 of respondents who recalled advertising) North East South East South West Central Pacific/Mountain Q405 In just the past six months have you seen or heard any advertising for Avocados? 10 Hass Avocado Board, US and Regional Report,

11 Source of Advertising Recall Total The claimed source of advertising varies somewhat compared to previous waves. Television as a source of awareness bounced back to one of the higher levels seen over time. In-store and magazine/print both dropped to the lowest levels ever seen in this study. US 2007 US 2008 US 2008 US 2009 US 2009 US US US US US Television In-Store Magazine/News/Print Restaurant N/A N/A Radio Billboards Internet/Web/Blogs Truck sides Gym/health club N/A N/A Subway/transit ad N/A N/A N/A US Q410 Where did you see or hear the advertising for Avocados? Base: Aware of advertising for avocados 11 Hass Avocado Board, US and Regional Report,

12 Source of Advertising Recall By Region As seen with previous waves, there are many regional differences in terms of the source of recall. NE South East South West Central Pac/Mtn Television In-Store Magazine/ News/Print Restaurant Radio Billboards Internet/Web/Blogs Truck sides Gym/health club Subway/Transit Ads Base: Aware of advertising for avocados Q410 Where did you see or hear the advertising for Avocados? 12 Hass Avocado Board, US and Regional Report,

13 Other Avocado Information/Recipe Sources Total (New Question 2009) When asked where they have learned about avocados besides advertising, about one-half of respondent continue to say no place else. The top non-ad sources are word-of-mouth, restaurants, magazine articles, and TV programs. US 2009 US US US US US US Magazine article Friends/Family Restaurants Television program Websites/blogs Newspaper article Radio program Social network sites No place Q Earlier we asked you where you may have see ads or commercials for avocados. Now, thinking of other sources of information about avocados, excluding ads, in which of the following places, if any, have you seen or heard information or recipes about avocados? 13 Hass Avocado Board, US and Regional Report,

14 Other Avocado Information/Recipe Sources By Region There are some regional differences in the source of information from nonadvertising sources, but most of them are not significant. NE South East South West Central Pac/Mtn Magazine article Friends/Family Restaurants Television program Websites/blogs Newspaper article Radio program Social network sites No place Q Earlier we asked you where you may have see ads or commercials for avocados. Now, thinking of other sources of information about avocados, excluding ads, in which of the following places, if any, have you seen or heard information or recipes about avocados? 14 Hass Avocado Board, US and Regional Report,

15 Additional Information Learned From Other Sources About Avocados* (New question ) Health benefits and recipes are the top added information learned from sources besides advertising. NE South East South West Central Health Benefits Recipes Uses for avocados Subway/restaurants including avocados on their menu How to prepare avocados Pac/Mtn Didn t learn anything Q You mentioned that you have seen or heard information about avocados from sources other than regular advertising. What additional information did you learn from these other sources about avocados? *Selected mentions 15 Hass Avocado Board, US and Regional Report,

16 Avocado Website Awareness Total Awareness of avocado-specific websites remains relatively low, with the exception of californiaavocado.com, which remains at the higher level achieved in the spring of californiaavocado.com avocado.org theamazingavocado.com* N/A N/A N/A N/A avocadoheaven.com (nonexistent) avocadocentral.com avocadosfrommexico.com** N/A N/A N/A N/A N/A N/A N/A N/A N/A 4 4 Q660 Have you ever heard of any of the following websites for Avocados? *theamazingavocado.com added, 2009 **avocadosfrommexico.com added, 16 Hass Avocado Board, US and Regional Report,

17 Avocado Website Awareness By Region As seen before, awareness of the different avocado websites is somewhat lower in the Central region than in the other regions. NE South East South West Central Pac/Mtn californiaavocado.com avocado.org theamazingavocado.com avocadoheaven.com (non-existent) avocadocentral.com avocadosfrommexico.com Q660 Have you ever heard of any of the following websites for Avocados? 17 Hass Avocado Board, US and Regional Report,

18 18 Hass Avocado Board, US and Regional Report, Avocado Varieties

19 Unaided Awareness of Avocado Varieties (Hass) Unaided awareness of Hass avocados on a national basis is in line with, maintaining the recovery from the drop seen in the wave. Unaided awareness of the Hass variety continues to be higher in the Pacific/Mountain and South West regions than in the remaining North East South East South West Central Pacific/ Mountain Q630 - What varieties, if any, of Avocados have you ever seen or heard of? 19 Hass Avocado Board, US and Regional Report,

20 Unaided Awareness of Avocado Varieties (Green Skin) Unaided awareness of Green Skins continues to be virtually non-existent. Note: regional spikes are minimal. They only look large because of the scale used North East* South East* South West Central* Pacific/ Mountain *Note: Some lines may not display clearly due to overlapping values between regions. North East: 2008 (1), (1), (1), (1), (1), (1) South East: 2007 (1), 2008 (2), (1), (1) Central: (1), (1) Q630 - What varieties, if any, of Avocados have you ever seen or heard of? 20 Hass Avocado Board, US and Regional Report,

21 Total Awareness of Avocado Varieties (Hass) Total awareness of Hass avocados at the national level is generally in line with most previous waves. Hass awareness in the Pacific/Mountain and South West regions remains significantly ahead of all other regions North East South East South West Central Pacific/ Mountain Q630,Q635 You may have already mentioned some of these varieties of Avocados, but which of the following, if any, have you ever heard of? 21 Hass Avocado Board, US and Regional Report,

22 Total Awareness of Avocado Varieties (Green Skin) Total awareness of Green Skins has bounced around over time. Awareness levels for Green Skins remain well below Hass avocados North East South East South West Central Pacific/ Mountain Q630,Q635 You may have already mentioned some of these varieties of Avocados, but which of the following, if any, have you ever heard of? 22 Hass Avocado Board, US and Regional Report,

23 23 Hass Avocado Board, US and Regional Report, Avocado Usage

24 Avocados Purchased to Eat or Serve at Home in The Past Year The proportion of consumers claiming to have purchased avocados in the past year has remained fairly stable over the last several waves. Consumers in the Southwest and the Pacific/Mountain regions continue to be the most likely to have purchased avocados North East South East South West Central Pacific/Mountain Q420 Have you ever bought Avocados to use at home? If so, when did you last buy them? 24 Hass Avocado Board, US and Regional Report,

25 Frequency of Avocado Purchase Total (Base: Purchased Avocados in the Past Year) As in previous waves, about two-thirds of avocado consumers purchase them on a monthly basis Monthly Net Once a week or more often Several times a month Twice a month Once a month Once every two months Once every three months One to three times per year Q425 Over the course of a year, how often do you buy Avocados to eat or serve at home? 25 Hass Avocado Board, US and Regional Report,

26 Frequency of Avocado Purchase By Region (Base: Purchased Avocados in the Past Year) The differences in frequency of purchasing avocados across regions has dissipated over time. Most regions now purchase at a similar frequency, except the Central region which falls well below the other regions. NE South East South West Central Pac/Mtn Monthly Net Once a week or more often Several times a month Twice a month Once a month Once every two months Once every three months One to three times per year Q425 Over the course of a year, how often do you buy Avocados to eat or serve at home? 26 Hass Avocado Board, US and Regional Report,

27 Average Number of Avocados Purchased in the Past Year In the, the total number of avocados purchased in the past year, by avocado consuming households, has remained relatively steady over time (except for a decline in 2009 primarily driven by the South East and Central regions) North East South East South West Central Pacific/Mountain Q425 Over the course of a year, how often do you buy Avocados to eat or serve at home? Q430 On average, how many Avocados do you usually buy at one time? Base: Purchased Avocados in the past year 27 Hass Avocado Board, US and Regional Report,

28 About one-third of Avocado consuming households claim they are eating more avocados this year a level somewhat higher than typically seen in the past (usually one-quarter make this claim). Less often 63 About the same 6 More often 30 Avg. # of Avocados purchased at one time Total North East South East South West Central Pacific/ Mountain Q455 - Which of the following best describes how often you and your family are eating Avocados this year compared to last year? Q430 - On average, how many Avocados do you usually buy at one time? 28 Hass Avocado Board, US and Regional Report,

29 Similar to previous waves, over one-half of Avocado consumers are considered heavy/super users (close to one-quarter are Super users) Note: A separate report will be issued to provide a user analysis of light, medium, heavy and super users Total Avocado Consumers previous wave Light Medium Heavy Super Light: less than 12 Medium: Heavy: Super : 120+ Q425 Over the course of a year, how often do you buy Avocados to eat or serve at home? Q430 On average, how many Avocados do you usually buy at one time? 29 Hass Avocado Board, US and Regional Report,

30 Planned vs. Impulse Purchase Most Avocado consumers plan their purchase of Avocados in advance or they both plan and buy on impulse. Impulse buying (only or doing both) is higher in the Pacific/Mountain regions than other areas North East South East South West Central Pac/Mtn Usually plan to buy them before you go to the store Usually decide to buy them once you are at the store Do both Q435 When you buy Avocados, do you usually decide to buy them before you go to the store, usually decide to buy them once you are at the store, or do both? 30 Hass Avocado Board, US and Regional Report,

31 Reasons for Planned Purchase of Avocados* Total The top reasons for planning to purchase Avocados beforehand have remained fairly consistent from wave to wave. Needing them for a recipe/specific usage, or usually always buying them remain as the top 2 reasons Need for recipe/specific usage that I already make/had Usually always buy them Like to buy them when we entertain at home Saw or heard something avocados in the newspaper, magazine, billboard, TV, radio, or on the internet Requested by household members Need for a recipe/specific usage I recently found N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A Q440 When you plan to buy avocados in advance, what prompts you to put them on your shopping list? *Selected mentions Base: Usually plan to purchase avocados 31 Hass Avocado Board, US and Regional Report,

32 Reasons for Planned Purchase of Avocados* By Region Regionally there are a few variations on the top reasons for planning to buy Avocados in advance. Compared to all other regions, the Central region is least likely to say they usually always buy them. NE South East South West Central Pac/Mtn Need for recipe/specific usage that I already make/had Usually always buy them Like to buy them when we entertain at home Saw or heard something avocados in the newspaper, magazine, billboard, TV, radio, or on the internet Requested by household members Need for a recipe/specific usage I recently found Q440 When you plan to buy avocados in advance, what prompts you to put them on your shopping list? *Selected mentions Base: Usually plan to purchase avocados 32 Hass Avocado Board, US and Regional Report,

33 Reasons for Impulse Purchase of Avocados Total As seen in the past, top reasons for buying Avocados on impulse are the Avocados looking good, price, being ripe and ready to use, and a store special Looked good Price Ripeness: ripe and ready to use Store special price Goes well with something else I am buying Quality Store promotion Ripeness: not quite ripe yet Sizes available Quantity/Large display Recipe suggestions at the store Varieties available In-store sampling Base: Usually purchase avocados on impulse Q445 On those occasions when you decide to buy avocados at the store, that is, on impulse, what makes you decide to buy avocados? 33 Hass Avocado Board, US and Regional Report,

34 Reasons for Impulse Purchase of Avocados By Region The top reasons for buying Avocados on impulse are the same across regions. However, consumers in the North East are less emphatic in terms of the Avocados being ripe and ready, store specials/promotions and going well with something else they are buying. NE South East South West Central Pac/Mtn Looked good Price Ripeness: ripe and ready to use Store special price Goes well with something else I am buying Quality Store promotion Ripeness: not quite ripe yet Sizes available Quantity/Large display Recipe suggestions at the store Varieties available In-store sampling Base: Usually purchase avocados on impulse Q445 On those occasions when you decide to buy avocados at the store, that is, on impulse, what makes you decide to buy avocados? 34 Hass Avocado Board, US and Regional Report,

35 When Use Purchased Avocados About one-half of Avocado consumers buy them both to use right away and for a later occasion North East South East South West Central Pac/Mtn Right away Next few days Both Q450 When you buy avocados, do you usually buy them to use right away, or do you buy them to use in the next few days? Note: Both option added 35 Hass Avocado Board, US and Regional Report,

36 Where Found New Recipe for Prompt to Plan to Purchase Avocados* (New question ) As seen in previous waves, the Internet is the top source of new recipes using Avocados. This is also the case regionally, except in the South West, where cookbooks play a major role. NE South East South West Central Pac/Mtn Internet Friend/colleague/ family member Magazine Cookbook Cooking show on TV Q You mentioned that you need avocados for a recipe or specific usage that you recently found. Where exactly did you find the recipe or specific usage? *Selected mentions Base: Need avocados for recipe just found 36 Hass Avocado Board, US and Regional Report,

37 Location on the Internet Found Recipe Including Avocados Total (New question ) Recipe/cooking websites are the dominant resource for finding recipes that use Avocados on the Internet. Recipe/cooking website An avocados-related website Facebook YouTube Some other website Note: only 7 of Avocado users found a recipe using Avocados on the Internet Don't know/can't recall 3 5 Q You mentioned that you found a recipe or specific usage for avocados on the Internet. Where exactly did you go to get this information? Base: Found recipe with avocados on the Internet Note: Regional data bases too small to report 37 Hass Avocado Board, US and Regional Report,

38 Drivers and Barriers to Avocado Usage 38 Hass Avocado Board, US and Regional Report,

39 Variety of Uses as a Reason to Purchase Avocados Three-fifths of Avocado users claim a variety of uses is a reason for buying Avocados. This has fluctuated somewhat over time. Consumers in the South West and Pacific/Mountain regions are more likely to cite a variety of uses than are consumers in the other regions North East South East South West Central Pacific/Mountain Q Below is a list of reasons why you personally might or might not buy avocados. For each item, please select whether it is a reason you would buy avocados, a reason you would not buy avocados, or a reason that would not affect your decision to buy or not buy avocados. 39 Hass Avocado Board, US and Regional Report,

40 Taste as a Reason to Purchase Avocados About two thirds of Avocado users claim taste is a reason for buying Avocados. This has fluctuated somewhat over time. Consumers in the Central region are the least likely to cite taste as a reason to buy avocados North East South East South West Central Pacific/Mountain Q Below is a list of reasons why you personally might or might not buy avocados. For each item, please select whether it is a reason you would buy avocados, a reason you would not buy avocados, or a reason that would not affect your decision to buy or not buy avocados. 40 Hass Avocado Board, US and Regional Report,

41 Good For You as a Reason to Purchase Avocados About three-quarters of Avocado users claim good for you is a reason for buying Avocados. This has fluctuated somewhat over time North East South East South West Central Pacific/Mountain Note: Healthfulness was deleted in 1999 and replaced by a good for you question. Q Below is a list of reasons why you personally might or might not buy avocados. For each item, please select whether it is a reason you would buy avocados, a reason you would not buy avocados, or a reason that would not affect your decision to buy or not buy avocados. 41 Hass Avocado Board, US and Regional Report,

42 Being Organically Grown as a Reason to Purchase Avocados Being organically grown is a reason for purchase for about one-third of consumers a much lower proportion than seen for many other reasons North East South East South West Central Pacific/Mountain Q Below is a list of reasons why you personally might or might not buy avocados. For each item, please select whether it is a reason you would buy avocados, a reason you would not buy avocados, or a reason that would not affect your decision to buy or not buy avocados. 42 Hass Avocado Board, US and Regional Report,

43 Purchased Organic Avocados (Response added, ) About one-quarter of Avocado consumers have bought organic Avocados in the past 6 months. This varies somewhat by region North East South East South West Central Pacific/Mountain Q550 In the past 6 months, have you purchased Avocados prepared or packaged in any of the following ways? 43 Hass Avocado Board, US and Regional Report,

44 Fat Content * as a Barrier to Avocado Purchase Fat content is only a barrier to purchase for a small portion of consumers North East South East South West Central Pacific/Mountain *Note: Fat Content split apart from Calories starting in, 2009 Q Below is a list of reasons why you personally might or might not buy avocados. For each item, please select whether it is a reason you would buy avocados, a reason you would not buy avocados, or a reason that would not affect your decision to buy or not buy avocados. 44 Hass Avocado Board, US and Regional Report,

45 Price as a Barrier to Avocado Purchase Price is a barrier to purchase for a small group of consumers North East South East South West Central Pacific/Mountain Q Below is a list of reasons why you personally might or might not buy avocados. For each item, please select whether it is a reason you would buy avocados, a reason you would not buy avocados, or a reason that would not affect your decision to buy or not buy avocados. 45 Hass Avocado Board, US and Regional Report,

46 Decided Not To Buy Avocados Because of Price While price is generally a barrier to a small group of consumers (previous slide), a large proportion of consumers continue to resist purchasing of Avocados due to a high price. Consumers in the Southwest and Pacific/Mountain regions are the most resistant to a high price North East South East South West Central Pacific/Mountain Q505 Have you ever decided not to buy Avocados because the price was too high? 46 Hass Avocado Board, US and Regional Report,

47 Average Price of Avocado Considered Too High While resistance to a high price is strong, it takes a price of $1.90 before consumers stop buying Avocados. The price barrier is much lower in the Southwest and Pacific/Mountain regions. $2.50 $2.00 $1.50 $2.33 $2.30 $2.08 $1.88 $1.55 $2.23 $2.12 $1.81 $1.72 $1.69 $1.00 $2.01 $2.10 $1.99 $1.97 $1.95 $1.94 $1.90 $1.93 $1.99 $1.93 $1.90 $0.50 $ North East South East South West Central Pacific/Mountain Q.510 And how high was that price? 47 Hass Avocado Board, US and Regional Report,

48 Top Reasons * to Purchase Avocados (Ranked First) Total (New question fall 2009) Once forced to rank reasons for buying Avocados, taste remains the top reason for purchasing Avocados Taste Specific recipe Price Nutritional benefits Good for you Ripeness Q Taking into consideration all of the reasons why you buy avocados, please indicate which of the following are your top 3 reasons for buying avocados. From the list below, please rank 1st, 2nd, and 3rd, reasons for buying avocados. *Selected mentions 48 Hass Avocado Board, US and Regional Report,

49 Top Reasons * to Purchase Avocados (Ranked First) By Region (New question fall 2009) Regionally, taste is also the top reason for purchasing Avocados. NE South East South West Central Pac/Mtn Taste Specific recipe Price Nutritional benefits Good for you Ripeness Q Taking into consideration all of the reasons why you buy avocados, please indicate which of the following are your top 3 reasons for buying avocados. From the list below, please rank 1st, 2nd, and 3rd, reasons for buying avocados. *Selected mentions 49 Hass Avocado Board, US and Regional Report,

50 50 Hass Avocado Board, US and Regional Report, Nutrition and Wellness

51 Nutritional Descriptors and Importance Avocados are believed to deliver on 7 of the 13 nutritional benefits of high importance to consumers. Iron, Natural plant sterols, folate and lutein are of low importance to consumers when deciding whether to buy Avocados. There were only minor changes in the general position of these descriptors since the previous wave. Low Importance High Importance Does Not Describe Well Does Describe Well Contain iron Contain natural plant sterols Contain folate Contain lutein Have nearly 20 essential nutrients Contain good fats Contain antioxidants Contain fiber Contain vitamins E and C Nutrient-dense Sodium free Cholesterol free Low in fat Less than 1 gram of sugar Low in calories Contain potassium Note: descriptors are placed in each quadrant in ranked order for importance. 51 Hass Avocado Board, US and Regional Report,

52 Health & Wellness Descriptors and Importance Avocados are believed to deliver on 2 of the 11 health & wellness benefits of high importance to consumers. Heart health moved from a low to high descriptor this wave. However, it has barely moved into that quadrant. Diabetes management and child growth/development are currently of low importance to consumers when deciding whether to buy Avocados. Low Importance High Importance Does Not Describe Well Does Describe Well Diabetes management/blood sugar and blood glucose management Child growth and development Nutrient boosting/helps with nutrient and antioxidant absorption Heart health Lower cholesterol/healthy cholesterol levels Healthy blood pressure Healthy blood vessels/vascular health Cholesterol free Healthy aging Cancer prevention Cognitive skills, brain health and mental function Healthy eyes and vision Healthy skin Healthy weight maintenance/weight management Satiety, fullness, hunger control Smooth skin/minimizes wrinkles Weight loss Note: descriptors are placed in each quadrant in ranked order for importance. 52 Hass Avocado Board, US and Regional Report,

53 Nutritional Benefits Importance (Top 3-box* Scores)(New question ) The level of importance for various nutritional benefits varies significantly. There were only minimal changes across waves. NE South East South West Central Have nearly 20 essential nutrients Contain good fats Contain antioxidants Contain fiber Nutrient-dense Contain vitamins E and C Cholesterol free Sodium free Less than 1 gram of sugar Low in calories Contain potassium Low in fat Contain iron Contain natural plant sterols Contain folate Contain lutein Pac/Mtn Q1025a - How important to you are each of the following nutritional benefits when deciding whether or not to buy avocados? Please answer using a scale from 0 to 10 where a 0 means Not at all important and a 10 means Extremely important when deciding whether or not to buy avocados. *Top 3-box: 8, 9, or 10 on an eleven point scale 53 Hass Avocado Board, US and Regional Report,

54 Nutritional Benefits Associated with Avocados (Top 3-box* Scores)(New question ) There is also much variation in the level of agreement that Avocados provide the various nutritional benefits. Again, there were only minimal changes across waves. NE South East South West Central Contain good fats Have nearly 20 essential nutrients Contain antioxidants Contain vitamins E and C Nutrient-dense Contain fiber Sodium free High in fat Contain potassium Less than 1 gram of sugar Cholesterol free High in calories Contain natural plant sterols Contain iron Contain folate Contain lutein Low in calories Pac/Mtn Q To the best of your knowledge, how well does each of the following nutritional characteristics describe avocados? Please answer using a scale from 0 to 10 where a 0 means Does not describe at all and a 10 means Describes perfectly. *Top 3-box: 8, 9, or 10 on an eleven point scale 54 Hass Avocado Board, US and Regional Report,

55 Health & Wellness Benefits Importance (Top 3-box* Scores)(New question ) The level of importance for various health & wellness benefits also varies significantly. There were minimal changes across waves. 55 NE South East South West Central Pac/Mtn Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Lower cholesterol/healthy cholesterol levels Healthy blood pressure Healthy blood vessels/vascular health Healthy aging Cognitive skills, brain health and mental function Healthy eyes and vision Healthy skin Cancer prevention Healthy weight maintenance/weight management Satiety, fullness, hunger control Weight loss Smooth skin/minimizes wrinkles Diabetes management/blood sugar and blood glucose management Child growth and development Q1025c - How important to you are each of the following health and wellness benefits when deciding whether or not to buy avocados? Please answer using a scale from 0 to 10 where a 0 means Not at all important and a 10 means Extremely important when deciding whether or not to buy avocados. Hass Avocado Board, US and Regional Report, *Top 3-box: 8, 9, or 10 on an eleven point scale

56 Health & Wellness Benefits Associated with Avocados (Top 3-box* Scores)(New question ) There is also much variation in the level of agreement that Avocados provide the various health & wellness benefits. There were minimal changes across waves. 56 NE South East South West Central Pac/Mtn Nutrient boosting/helps with nutrient and antioxidant absorption Heart health Healthy skin Lower cholesterol/healthy cholesterol levels Healthy aging Healthy blood vessels/vascular health Satiety, fullness, hunger control Smooth skin/minimizes wrinkles Healthy blood pressure Healthy weight maintenance/weight management Healthy eyes and vision Cognitive skills, brain health and mental function Cancer prevention Diabetes management/blood sugar and blood glucose management Weight loss Child growth and development Q1025b - To the best of your knowledge, how strongly do you associate each of the following health and wellness benefits with the regular consumption of avocados? Please answer using a scale from 0 to 10 where a 0 means you Do not associate at all and a 10 means you Associate very strongly. Hass Avocado Board, US and Regional Report, *Top 3-box: 8, 9, or 10 on an eleven point scale

57 Food and Wellness Involvement (New question ) About two-thirds of all respondents are food and wellness involved. This jumps to 73 among past year Avocado users and to 78 among heavy/super Avocado users Food and Wellness Involved Segment Frequency of personally preparing home-cooked meal Daily Three or more times per week Once or twice a week Less often than weekly Never I spend a lot of time and effort preparing healthy homemade meals Strongly agree Somewhat agree Somewhat disagree Strongly disagree I like to cook homemade meals because I control the ingredients Strongly agree Somewhat agree Somewhat disagree Strongly disagree Food and wellness involved Q.1030A, Q Hass Avocado Board, US and Regional Report,

58 Nutritional Benefits Importance: Food and Wellness Involved (Top 3-Box* Scores)(New question ) Food and wellness involved consumers place a higher level of importance on all of the nutritional benefits. However, the relative order of importance is generally the same. Have nearly 20 essential nutrients Contain good fats Contain antioxidants Contain fiber Nutrient-dense Cholesterol free Sodium free Low in fat Less than 1 gram of sugar Contain potassium Contain vitamins E and C Low in calories Contain iron Contain natural plant sterols Contain folate Contain lutein 59B 39 58B 36 56B 37 53B 34 52B 32 52B 37 48B 32 47B 35 47B 32 47B 30 45B 28 45B 33 45B 28 40B 22 37B 21 35B 21 Food and Wellness Involved (A) Not Food and Wellness Involved (B) Q1025a - How important to you are each of the following nutritional benefits when deciding whether or not to buy avocados? Please tell me whether each is very important, somewhat important, neither important nor unimportant, not too important, or not at all important to you personally. 58 Hass Avocado Board, US and Regional Report, *Top 3-Box: 8 10 (Very important) on an 11-point scale

59 Nutritional Benefits Associated with Avocados: Food and Wellness Involved (Top 3-Box* Scores)(New question ) Food and wellness involved consumers are also more likely to feel all of the nutritional benefits describe avocados. However, the relative order is generally the same. Contain good fats Have nearly 20 essential nutrients Contain antioxidants Contain fiber Nutrient-dense Contain vitamins E and C Sodium free Less than 1 gram of sugar Contain potassium Cholesterol free High in fat Contain natural plant sterols High in calories Contain iron Contain folate Low in calories Contain lutein 57B 37 52B 33 50B 33 47B 34 47B 31 47B 30 46B 30 42B 25 42B 27 40B 28 40B 30 40B 23 35B 26 33B 19 31B 16 29B 22 27B 15 Food and Wellness Involved (A) Not Food and Wellness Involved (B) Q I am going to read a list of nutritional benefits that may or may not be used to describe avocados. Please tell me whether you think each of the nutritional benefits I mention describes avocados a lot, describes a little or does not describe at all. 59 Hass Avocado Board, US and Regional Report, *Top 3-Box: 8 10 (Associate Strongly) on an 11-point scale

60 Health & Wellness Benefits Importance: Food and Wellness Involved (Top 3-Box* Scores)(New question ) Food and wellness involved consumers also place a higher level of importance on all of the health & wellness benefits. They also differentiate between the benefits more so than non food and wellness involved respondents. Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Healthy blood pressure Healthy blood vessels/vascular health Healthy aging Lower cholesterol/healthy cholesterol levels Cognitive skills, brain health and mental function Cancer prevention Healthy eyes and vision Healthy weight maintenance/weight management Healthy skin Satiety, fullness, hunger control Smooth skin/minimizes wrinkles Weight loss Diabetes man./blood sugar and blood glucose man. Child growth and development 58B 38 56B 36 55B 35 55B 36 55B 34 54B 37 54B 33 54B 36 53B 36 53B 31 52B 33 48B 30 46B 29 45B 29 42B 28 37B 20 Food and Wellness Involved (A) Not Food and Wellness Involved (B) Q1025c - How important to you are each of the following health and wellness benefits when deciding whether or not to buy avocados? Please tell me whether each is very important, somewhat important, neither important nor unimportant, not too important, or not at all important to you personally. 60 Hass Avocado Board, US and Regional Report, *Top 3-Box: 8 10 (Very important) on an 11-point scale

61 Health & Wellness Benefits Associated with Avocados: Food and Wellness Involved (Top 3-Box* Scores)(New question ) Food and wellness involved consumers also state a higher level of agreement with all of the health & wellness benefits of avocados. However, the relative order is generally the same. Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Healthy skin Lower cholesterol/healthy cholesterol levels Satiety, fullness, hunger control Healthy aging Healthy blood vessels/vascular health Healthy blood pressure Smooth skin/minimizes wrinkles Healthy eyes and vision Cognitive skills, brain health and mental function Healthy weight maintenance/weight management Cancer prevention Diabetes man./blood sugar and blood glucose man. Weight loss Child growth and development 46B 30 45B 30 45B 27 42B 28 41B 27 41B 26 40B 25 39B 25 39B 24 37B 25 37B 23 35B 26 35b 22 33B 22 30B 19 29B 18 Food and Wellness Involved (A) Not Food and Wellness Involved (B) Q1025b - I am going to read a list of health and wellness benefits that you may or may not associate with avocados. Please tell me whether you think each of the health and wellness benefits I mention describes avocados a lot, describes a little or does not describe at all. 61 Hass Avocado Board, US and Regional Report, *Top 3-Box: 8 10 (Associate Strongly) on an 11-point scale

62 Preparation of Avocados and Occasions Used 62 Hass Avocado Board, US and Regional Report,

63 Average Number of Ways Prepared in the Past 6 Months The average Avocado consumer has used them 5 different ways in the past 6 months North East South East South West Central Pacific/Mountain Q520 Below are some ways you might have served or prepared Avocados at home. What ways have you served or prepared Avocados in the past 6 months? Base: Purchased Avocados in the past 6 months 63 Hass Avocado Board, US and Regional Report,

64 Ways Served Avocados In the Past 6 Months * Total The top use for Avocados continues to be in guacamole, with in a green salad, on sandwiches and eaten plain in a strong second tier of uses. This represents a drop for green salads As an ingredient in guacamole dip or topping As an ingredient in green salads Cut up and served on a sandwich Eaten plain by itself Cut up and served on a hamburger Cut up and served as a topping on a main dish As an appetizer other than guacamole dip As a dip or sauce for entrée, other than guacamole dip Cut up and eaten with other fruits and vegetables Cut into halves and stuffed with other ingredients Q520 Below are some ways you might have served or prepared Avocados at home. What ways have you served or prepared Avocados in the past 6 months? *Selected mentions 64 Hass Avocado Board, US and Regional Report,

65 Ways Served Avocados In the Past 6 Months * Avocado consumers in the Southwest and Pacific/Mountain regions continue to have a broader repertoire for using Avocados. NE South East South West Central As an ingredient in guacamole dip or topping As an ingredient in green salads Cut up and served on a sandwich Eaten plain by itself Cut up and served on a hamburger Cut up and served as a topping on a main dish As an appetizer other than guacamole dip As a dip or sauce for entrée, other than guacamole dip Cut up and eaten with other fruits and vegetables Cut into halves and stuffed with other ingredients Pac/Mtn Q520 Below are some ways you might have served or prepared Avocados at home. What ways have you served or prepared Avocados in the past 6 months? *Selected mentions 65 Hass Avocado Board, US and Regional Report,