Avocado Tracking Study

Transcription

1 Avocado Tracking Study 2013 U.S. Hispanics Prepared by Hass Avocado Board 230 Commerce, Suite 190 Irvine, CA

2 Table of Contents Background and Methodology 3 Summary 4 Detailed Findings Advertising Reach 7 Avocado Usage 12 Drivers to Purchasing Avocados 18 Nutrition and Wellness 21 Preparation of Avocados and Occasions Used 34 Food Service 39 Profile of Respondents 41 Comparison to General Sample 47

3 Background and Methodology Objectives: The objectives of this research are: To understand perceptions, purchase, usage, and consumption of avocados among various key Hispanic segments. To understand nutrition, health and wellness importance among Hispanics. The survey was conducted in March This is the seventh wave of research, following waves conducted in May 2012, May 2011, February 2010, February 2009, March 2008, September 2007, and February Methodology: Approximately 750 interviews were conducted per wave among Hispanics who do at least half of the grocery shopping for their household. Interviewing was conducted in Spanish or English, based on respondents preference (73 of the current wave interviews were conducted in Spanish a level similar to previous waves). Interviews were equally divided across the following DMA s: Chicago, New York, Los Angeles, Miami and Houston. The data are weighted by market so that they are representative of the Hispanic population in the five markets surveyed. Data has been trended where possible. However, due to some design changes in 2008, all measures could not be trended. All references to significant differences in the report are at the 95 confidence level. Some charts may not add to 100 due to rounding, exclusion of don t know/refused answers or multiple mentions.

4 Summary Advertising Reach Claimed awareness of any advertising for Avocados (53) is at the highest level ever seen except in This increase over time has been driven by all language groups: Spanish-dominant, bilingual, and Englishdominant. As seen in the past, advertising awareness levels are particularly strong in Houston and Chicago, and relatively low in Miami. Avocado Usage Virtually all (97) Hispanics buy Avocados, with most of them (88) buying Avocados at least monthly. Household penetration levels remain similar to previous waves. In line with previous waves, the frequency of purchasing Avocados is higher among Hispanics who are foreign-born, Spanish-dominant or bilingual and of Mexican origin. Hispanics, in the five markets surveyed, purchase 108 Avocados on average annually one of the highest levels ever recorded. Almost half of the Hispanic sample is of Mexican origin. Mexican origin Hispanics are significantly more likely to be frequent purchasers of avocados relative to other types of Hispanics.

5 Summary Nutrition and Wellness Being good for you and perceived nutritional benefits are both named as top tier reasons why people buy Avocados. They are only trumped by taste and quality. Nutritional attributes that are rated both high in importance and as descriptors of Avocados include: nutrient-dense, contain good fats, contain important nutrients, have nearly 20 essential nutrients and contains antioxidants and plan sterols. Similarly, promotes skin health and better nutrition are nutritional benefits rated both high in importance and as describing Avocados. About two-fifths of the Hispanics fall into a food and wellness involved segment, which is less than the general market. However it is important to note that the general sample differs in their age and geography, which may affect the proportion of this number. Hispanics place a higher level of importance on all of the nutrition and health & wellness benefits than do their counterparts. They also rate Avocados higher than their counterparts on almost all of the nutrition and health & wellness benefits. While the degree of importance of the various benefits is higher among this group, the relative order of importance is generally the same for both groups. A significant proportion of Hispanics claim to have read articles on the health benefits of Avocados at much higher levels than the general markets. However it is important to note that the general market article descriptors were very specific and linked to specific studies. Descriptors for the Hispanic study were not as detailed.

6 Summary Preparation and Ways Used Hispanics use Avocados an average of 8.5 different ways up from 7.4 different ways in The most common uses for Avocados are in a green salad, cut up and eaten plain, as a topping on a main dish, on a sandwich, in guacamole, or served with tortillas. Avocados are used for a wide variety of events, with family gatherings and BBQs or picnics being the two most common events. Lunch and dinner dominate as the most common meal occasions for Avocados. Lunch is particularly strong for Spanish dominant or bi-lingual Hispanics. Hispanics Compared to the General Market Hispanic respondents are very different from the general population (taken from the HAB General Tracking Study). Hispanics are more likely to Have bought Avocados to eat and serve at home. Purchase more Avocados annually (108 vs. 66) and prepare them in more ways (8.5 vs. 4.9). Be aware of advertising for Avocados.

7 Advertising Awareness for Avocados

8 Advertising Awareness for Avocados Similar to last year, about one-half of Hispanics recall some sort of advertising for Avocados. As seen in previous waves, television receives the highest score among the respective mediums. Among respondents who have seen/heard advertising about Avocados in the past 6 months (n=353), 25 say it was in English, 59 in Spanish, and 15 say both. This is similar to Seen/Heard Avocado Ads Past 6 months 53 Television 76 Magazine/Newspaper/Print 15 In-store 14 Radio 12 Billboards 4 Q.8, Q.9 In the past 6 months, have you seen any advertising for Avocados? / Where did you see or hear the advertising for Avocados?

9 Advertising Awareness for Avocados The current ad awareness of 53 is at the highest levels ever seen except in This increase over time has been driven by all language groups: Spanish-dominant, bilingual and English-dominant Fall 2007 Seen or heard advertising for avocados in past 6 months Total Spanish-dominant Bilingual English-dominant U.S. born Foreign born Mexican Other origin Q.8 In the past 6 months, have you seen any advertising for Avocados?

10 Advertising Awareness for Avocados By market, incidence of seeing/hearing advertising for Avocados is lowest in Miami. As seen in the past, ad awareness is particularly high in Houston. Total 53 Houston 84 Chicago 69 New York 45 Los Angeles 42 Miami 27 Q.8 In the past 6 months, have you seen any advertising for Avocados?

11 Advertising Awareness for Avocados Houston, New York and Chicago all experienced increased in advertising awareness since Fall 2007 Seen or heard advertising for avocados in past 6 months Total Los Angeles* NA NA Houston* NA NA New York* NA NA Miami* NA NA Chicago* NA NA Q.8 In the past 6 months, have you seen any advertising for Avocados? *Data prior to 2008 not available for this detail Significant difference

12 Avocado Usage

13 Frequency of Avocado Consumption at Home 97 of Hispanics buy avocados, with most of them (88) buying them at least monthly, a level similar to previous waves Fall Monthly Weekly Q.3a How often do you buy Avocados to eat or serve at home?

14 Frequency of Avocado Consumption at Home As seen previously, foreign-born Hispanics, those who are Spanish-dominant or bilingual (i.e., Spanish is the main language spoken at home or it s spoken equally with English), and those of Mexican descent are more likely to purchase Avocados weekly than are their counterparts (i.e., English dominant, etc.). Purchase once a week or more often Total Spanish-dom. Bilingual English-dom. U.S. Born Foreign Born Mexican Other Origin <$25K $25K-$49.9K $50K Significant difference Q.3a How often do you buy Avocados to eat or serve at home?

15 Reasons for Impulse Purchase 61 of Hispanics buy Avocados on impulse. Looking good/being high quality and the price are the top drivers of impulse purchase. Top Reasons They looked good/high quality 62 Price 59 They were at the right level of ripeness 49 They were the right size 48 A store special price or ad 46 They go well with something else I m buying 46 Just get inspired to buy them when you see them 43 The varieties available 34 Recipe suggestions at store 10 Q.15 - And thinking about those occasions when you decide to buy avocados at the store, that is, on impulse, which of the following reasons or circumstances, if any, make you decide to buy avocados?

16 Other Purchase Data The average Avocado consuming household purchases 108 avocados per year one of the highest levels ever recorded. By contrast, the general U.S. sample of Avocado consuming households purchased 66 Avocados per year. Bought Avocados at least 2-3 times in past year for home use Fall Average # of Avocados bought at one time Average # of avocados purchased annually* NA NA Q.12 *Added in 2008

17 Other Purchase Data: 2012 Spanish speaking and bilingual, as well as individuals of Mexican descent, buy more avocados per year than their respective counterparts. Bought Avocados at least 2-3 times in past year for home use. Total Spanishdom. Bilingual English dom. Mexican Other Average # of Avocados bought at one time Average # of avocados purchased annually Q.12, Q.16, Q.27 *Added in 2008 ** Added in 2012 Significant difference

18 Drivers to Purchasing Avocados

19 Reasons to Buy Avocados (New question 2013) Top reasons for buying Avocados are the taste, quality, being good for you, nutritional benefits, and a variety of uses Taste 95 Quality 92 Good for you 88 Nutritional benefits 86 Variety of uses 82 Ripeness 75 Price 71 They are a staple in my household 67 Can be substituted for other foods or ingredients 56 Fat content 55 Organically grown 47 Calories 46 I buy them for my baby 20 Q475 - Next I am going to read a list of reasons for why you might buy avocados. For each item I read, please tell me if it is a reason for why you would buy avocados.

20 Average Price Considered a Good Value Most Hispanics consider a price of around $1.00 per Avocado to be a good value Average price considered good value for one medium sized avocado* (among those who buy Avocados) $1.04 $0.96 Q.22 - What would you consider to be a good value for one medium sized avocado? *Question revised in 2012 from In past year, about what price did you usually pay for an avocado?

21 Nutrition and Wellness

22 Nutritional Descriptors and Importance Avocados are believed to deliver on 5 of the 7 nutritional benefits of high importance to Hispanic consumers. Being sodium free, less than 1 gram of sugar, and contains lutein are of low importance to Hispanic consumers when deciding whether to buy Avocados. Low Importance High Importance Does Not Describe Well Does Describe Well Sodium free Less than 1 gram of sugar Contain lutein Nutrient-dense Contain good fats Contain important nutrients Have nearly 20 essential nutrients Contain antioxidants and plant sterols Cholesterol free Low in calories and fat Note: descriptors are placed in each quadrant in ranked order for importance.

23 Health & Wellness Descriptors and Importance Avocados are believed to deliver on 2 of the 7 health & wellness benefits of high importance to consumers. Low Importance High Importance Does Not Describe Well Does Describe Well Promotes eye health Helps with weight management Aids in child growth and development Helps with diabetes management Promotes skin health Better nutrition Reduces bad cholesterol Promotes heart health Helps maintain healthy blood pressure Promotes brain health Good for cancer prevention Note: descriptors are placed in each quadrant in ranked order for importance.

24 Nutritional Benefits Importance (Top Box* Scores)(New question 2012) 2013 Nutrient-dense 71 Contain good fats 69 Contain important nutrients 68 Have nearly 20 essential nutrients 67 Cholesterol free 65 Contain antioxidants and plant sterols 63 Low in calories and fat 61 Sodium free 53 Less than 1 gram of sugar 49 Contain lutein 35 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. *Top Box: 1 (Very important) on an 5-point scale

25 Nutritional Benefits Associated with Avocados* (New question 2012) 2013 Nutrient-dense 68 Contain good fats 65 Have nearly 20 essential nutrients 54 Contain important nutrients 52 Contain antioxidants and plant sterols 52 Cholesterol free 39 Low in calories and fat 39 Sodium free 26 Less than 1 gram of sugar 23 Contain lutein 20 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. *Describes A lot

26 Health & Wellness Benefits Importance (Top Box* Scores)(New question 2012) 2013 Promotes skin health 71 Better nutrition 69 Reduces bad cholesterol 65 Promotes heart health 64 Helps maintain healthy blood pressure 62 Promotes brain health 59 Good for cancer prevention 58 Helps with weight management 54 Promotes eye health 54 Aids in child growth and development 52 Helps with diabetes management 51 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. *Top Box: 1 (Very important) on an 5-point scale

27 Health & Wellness Benefits Associated with Avocados* (New question 2012) 2013 Promotes skin health 68 Better nutrition 63 Promotes heart health 52 Reduces bad cholesterol 51 Helps maintain healthy blood pressure 45 Promotes brain health 39 Good for cancer prevention 38 Aids in child growth and development 37 Helps with weight management 37 Helps with diabetes management 34 Promotes eye health 32 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. *Describes A lot

28 Food and Wellness Involvement Respondents were asked the questions shown below to help identify a food and wellness involved segment. About two-fifths of respondents classify as food and wellness involved based on saying they prepare home-cooked meals at least a few times a week, and that both I spend a lot of time and effort preparing healthy homemade meals and I like to cook homemade meals because I control the ingredients describes them a lot Food and Wellness Involved Segment Frequency of personally preparing home-cooked meal I spend a lot of time and effort preparing healthy homemade meals 17 3 I like to cook homemade meals because I control the ingredients Food and wellness involved Daily A few times per week Once a week Less often than weekly Never Describes me a lot Describes me a little Does not describe me at all Describes me a lot Describes me a little Does not describe me at all Q.1030, Q1035A

29 Nutritional Benefits Importance: Food and Wellness Involved (Top Box* Scores)( 2013) Food and wellness involved consumers place a significantly higher degree of importance on all of the nutritional benefits, in comparison to those consumers who are not food and wellness involved. Nutrient-dense 67 77B Have nearly 20 essential nutrients 60 77B Contain good fats 64 76B Contain important nutrients 64 74B Cholesterol free Contain antioxidants and plant sterols Low in calories and fat 72B 60 72B 56 65B 58 Food and Wellness Involved (A) Sodium free Less than 1 gram of sugar Contain lutein B 62B 56B 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.

30 Nutritional Benefits Associated with Avocados*: Food and Wellness Involved ( 2013) Significantly larger proportions of food and wellness involved consumers also tend to associate Avocados with many, but not all, of the nutritional benefits, in comparison to those consumers who are not food and wellness involved. Contain good fats 59 74B Nutrient-dense 63 73B Have nearly 20 essential nutrients 45 66B Contain important nutrients 46 60B Contain antioxidants and plant sterols Cholesterol free Low in calories and fat 47 45B 34 42b 37 59B Food and Wellness Involved (A) Sodium free Less than 1 gram of sugar Contain lutein 31B 22 28B 19 23b 18 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. *Describes A lot

31 Health & Wellness Benefits Importance: Food and Wellness Involved (Top Box* Scores)( 2013) Food and wellness involved consumers place a significantly higher degree of importance on all of the health & wellness benefits, in comparison to those consumers who are not food and wellness involved. Promotes skin health Better nutrition Reduces bad cholesterol Promotes heart health Helps maintain healthy blood pressure Promotes brain health Good for cancer prevention Promotes eye health Helps with weight management Helps with diabetes management Aids in child growth and development 80B 64 80B 60 74B 58 73B 57 70B 56 69B 51 67B 51 63B 48 63B 48 61B 43 60B 46 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. *Top Box: 1 (Very important) on an 5-point scale

32 Health & Wellness Benefits Associated with Avocados*: Food and Wellness Involved ( 2013) Significantly larger proportions of food and wellness involved consumers also tend to associate Avocados with all of the health & wellness benefits, in comparison to those consumers who are not food and wellness involved. Promotes skin health Better nutrition Reduces bad cholesterol Promotes heart health Helps maintain healthy blood pressure Promotes brain health Good for cancer prevention Aids in child growth and development Helps with weight management Helps with diabetes management Promotes eye health B 43 60B 46 52B 40 46B 34 44B 33 44B 31 43B 32 40B 29 37B 29 76B 75B 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. *Describes A lot

33 Awareness of Articles Relating to the Health Benefits of Eating Avocados (New Question 2013) Claimed awareness of articles relating to the health benefits of avocados is fairly high, especially among food & wellness involved consumers. Eating avocados is associated with a healthier diet and lower body weight. Eating avocados can improve cholesterol and triglyceride profiles and support a well-functioning heart. Avocados can help with hunger control and weight maintenance. Eating avocados with a hamburger may contribute to blood vessel and heart health benefits. Total Food and Wellness Involved Not Food and Wellness Involved Q In the past few months have you seen or read any on-line or print news articles related to the following health related benefits of eating avocados? Significant difference

34 Preparation of Avocados and Occasions Used

35 Ways Served Avocados in the Past 6 Months The most common uses for Avocados are in a green salad, cut up and eaten plain, as a topping on a main dish, with tortillas, on a sandwich, or in guacamole. These were also the top uses in Hispanics use Avocados an average of 8.5 waves (up from 7.4 ways in 2012), compared to an average of 4.9 ways among the general U.S. population of Avocado using households. Bought Avocados at least once every 3 months for use at home. As an ingredient in green salads 77 Cut into halves or slices and eaten plain, by itself 77 Cut up and served as a topping on a main dish 74 Served or prepared with tortillas 73 Cut up and served on a sandwich 72 As an ingredient in guacamole dip or topping 70 Salsas 63 Cut up and eaten with other fruits and vegetables 61 As an appetizer other than guacamole dip 50 As a dip or sauce for entrée, other than guacamole dip 49 Cut up or as guacamole on eggs 49 As a butter or spread on bread or toast 41 In non-lettuce salads such as pasta and potato salad As an ingredient in soups Desserts In blended drinks like fruit smoothies Average # Ways Avocados Prepared: 8.5 Baby food 9 For baking 4 Q.26 Please tell me whether or not you have served Avocados any of the following ways in the past 6 months.

36 Ways Served Avocados in the Past 6 Months There are some variations, noted below, in how Avocados are used based on a person s language or heritage. Base: Bought Avocados at least once every 3 months for use at home. Total Spanishdominant Bilingual 2013 Englishdominant Mexican As an ingredient in green salads Cut into halves or slices and eaten plain, by itself Cut up and served as a topping on a main dish Served or prepared with tortillas Cut up and served on a sandwich As an ingredient in guacamole dip or topping Salsas Cut up and eaten with other fruits and vegetables As an appetizer other than guacamole dip As a dip or sauce for entrée, other than guacamole dip Cut up or as guacamole on eggs As a butter or spread on bread or toast In non-lettuce salads such as pasta and potato salad As an ingredient in soups Desserts In blended drinks like fruit smoothies Baby food For baking Other Q.26 Please tell me whether or not you have served Avocados any of the following ways in the past 6 months. Significant difference

37 Events Avocados Purchased For Avocados are used for a wide variety of events, with family gatherings and BBQs or picnics being the two most common events. Family gatherings BBQs or picnics Summer parties Holiday parties Celebrations such as Mother's Day or Father's Day Birthday parties July 4th activities Cinco de Mayo celebrations Watching sports on TV While watching movies at home Q Please indicate which, if any, of the following types of events you usually buy avocados for.

38 Meals Typically Purchase Avocados For ( 2013) Lunch and dinner dominate as the most common meal occasions for Avocados. Usage occasions do vary some based on language spoken. Breakfast consumption is the same as seen for the general U.S. Avocado consuming household (also 11). Total Spanishdominant Bilingual Englishdominant Breakfast Lunch Dinner Snack Q25 - Which meals do you typically purchase avocados for? Significant difference

39 Food Service

40 Frequency of Avocado Consumption Away from Home 63 of Hispanics are ordering Avocados, or anything made with Avocados, when eating away from home at least once a month. This is generally consistent with previous waves Monthly (Net) Monthly (Net) Once a week or more often Several times a month Twice a month Fall Once a month Once every two months Once every three months 2 or 3 times a year Once a year or less Never Q.3b How often do you order Avocados, or anything made with Avocados, when eating away from home?

41 Profile of Respondents

42 Profile of Respondents: Origin and Language There are only minimal differences in the place of birth, heritage and language spoken between frequent (weekly) and all avocado users. Total 2013 Purchase Avocados Weekly Born in U.S. Foreign born U.S. born Family Heritage/Background Mexican Puerto Rican 6 5 Dominican 5 4 Cuban 11 7 Salvadoran 4 4 Colombian 5 4 Language Spoken at Home Spanish only/mostly Spanish (Net) English & Spanish equally English only/mostly English (Net) Q.37 - Q.39

43 Profile of Respondents: Heritage by Market Hispanics of Mexican origin make up most of the interviews in Los Angeles, Houston and Chicago, while Miami is mainly made up of Hispanics of Cuban origin. Interviews in New York are spread out between Hispanics of many different backgrounds Family Heritage/ Background Los Angeles Houston Miami New York Chicago Mexican Puerto Rican Central American Cuban South American Colombian Q.38

44 Profile of Respondents: Media Consumption The only difference in media behavior between frequent (weekly) and all Avocado users is a higher level of listening to the radio in Spanish among frequent users. Media Consumption (Weekly) Total 2013 Purchase Avocados Weekly Watch TV Watch TV in Spanish Listen to radio Listen to radio in Spanish Read newspaper Read newspaper in Spanish Read magazines Read magazines in Spanish Go online Visit websites in Spanish Q.34

45 Profile of Respondents: Demographics There are only minimal demographic differences between frequent (weekly) and all avocado users (continued on the next page) Total Purchase Avocados Weekly Gender Female Male Marital Status Married/living with domestic partner Single/separated/divorced/widowed Age Average # People in Household Q.1B, Q.35, Q.40, Q.41

46 Profile of Respondents: Demographics 2013 Total Purchase Avocados Weekly Education High school graduate or less Some college/technical or trade school/associate s degree College graduate or more Employment Employed Not employed Household Income <$25K $25K - $50K $50K - $75K 9 9 $75K - $100K 6 6 $100K plus 7 6 Avg. household income $41.9K $40.2K Q.42 - Q.44

47 Comparison to General Sample This section offers a comparison of Hispanic respondents to a general U.S. sample of respondents from the HAB Tracking Study, conducted at approximately the same time.

48 Hispanic Population Summary: Hispanic Tracking Study vs. Total U.S. Compared to the general population, Hispanics are more likely to: Buy Avocados at least monthly to eat and serve at home; Purchase more Avocados annually and prepare them in more ways; and Be aware of advertising for Avocados Hispanic Study Total U.S. Bought avocados to eat or serve at home (monthly) Average number of avocados purchased annually Average number of ways avocados prepared Advertising Awareness Q.3a, Q.12, Q.26, Q.566

49 Hispanic Population Summary: Hispanic Tracking Study vs. Total U.S. Ways avocados served/prepared in past 6 months Hispanic Study 2013 Total U.S. As an ingredient in green salads Cut into halves or slices and eaten plain, by itself Cut up and served as a topping on a main dish Served or prepared with tortillas 73 NA Cut up and served on a sandwich As an ingredient in guacamole dip or topping Salsas 63 NA Cut up and eaten with other fruits and vegetables As an appetizer other than guacamole dip As a dip or sauce for entrée, other than guacamole dip Cut up or as guacamole on eggs As a butter or spread on bread or toast In non-lettuce salads such as pasta and potato salad 39 NA As an ingredient in soups Desserts 14 NA In blended drinks like fruit smoothies 11 NA Baby food 9 NA For baking 4 NA Q.26 Please tell me whether or not you have served Avocados any of the following ways in the past 6 months. *Note: Not asked in the general study.