Avocado Tracking Study

Transcription

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

2 Table of Contents Background 3 Summary 4 Detailed Findings Advertising and PR Impact 8 Avocado Varieties 17 Avocado Usage 22 Drivers and Barriers to Avocado Usage 37 Nutrition and Wellness 49 Preparation of Avocados and Occasions Used 56 Special Packaging and Forms 78 Food Service 83 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 in mid March,. waves have typically been completed in February or March and fall waves in August or September. Who 2,211 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 has remained fairly consistent since, with about one-quarter of consumers aware of any such advertising. Claimed advertising awareness is significantly higher in the West and Pacific/Mountain regions. Awareness of any specific Avocado based website remains low. 12 are aware of californiaavocado.com. Awareness of the other sites ranges from 1-4. Word-of-mouth, magazine articles and restaurants rank almost as high as advertising in terms of being a source of information about Avocados. Health benefits of Avocados is the most common message recalled from these alternative sources. Recipes are the second most common information gleamed from these sources. Avocado Varieties 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 last fall. Total awareness jumps to 61, a level seen for most waves since. Volunteered awareness of Hass Avocados is significantly higher in the Pacific/Mountain (38) and West regions (26). Total awareness jumps to 82 in both of these regions. Unaided awareness of Green Skins is only 1, but jumps to 42 once aided. 4 Hass Avocado Board, US and Regional Report,

5 Summary 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 61 of them last year. This is the same number of avocados purchased most years, except 2009 where there was a dip in both the spring and fall. This jumps to about 85 household penetration in the West and Pacific/Mountain regions. These households purchase about 70 Avocados per year. While the Central and 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 (49 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. 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 barrier to buying Avocados, with the top issues being fat content (barrier to 13), price (15), perceived calories (11) and not liking the taste (10). While price is not a strong barrier overall, 70 of Avocado consumers have not purchased them due to a high price. The price has to approach $2.00 to elicit this reaction. This price barrier drops to a low of $1.46 in the West and $1.77 in the Pacific/Mountain region. 5 Hass Avocado Board, US and Regional Report,

6 Summary Nutrition and Wellness Avocados are believed to deliver on 7 of the 13 nutritional benefits of high importance to consumers. They deliver best on (in descending order) contain good fat, have nearly 20 essential nutrients, contain antioxidants, nutrient-dense, contain fiber, contain vitamin E and C, and contain potassium. Avocados fall short on perceptions of being cholesterol free, sodium free, having less than 1 gram of sugar, low in calories, low in fat and contains iron. Avocados are only believed to deliver on 1 of the 11 health and wellness benefits of high importance: nutrient boosting and antioxidant absorption. They are not strongly associated with heart health, healthy cholesterol levels, healthy blood pressure or vascular health, healthy aging, cognitive skills, healthy eyes or skin, cancer prevention or healthy weight management. Preparation and Ways Used As seen across most waves, the average Avocado consumer uses them 5 different ways. This jumps to 6 different ways in the west. Top uses are in guacamole/dip, in green salads, on a sandwich or eaten plain. 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. 6 Hass Avocado Board, US and Regional Report,

7 Summary Preparation and Ways Used (Cont.) Summer parties (37 using for this occasion) 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. Special Packaging and Forms Slightly over one-third of Avocado users have purchased them in a multi-pack in the past 6 months. This is down slightly from some past waves. 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 three-quarters in the West and Pacific/Mountain regions. The average consumer expects to pay 75 extra to have Avocado added to a sandwich or hamburger in a restaurant. 7 Hass Avocado Board, US and Regional Report,

8 Advertising and PR Impact 8 Hass Avocado Board, US and Regional Report,

9 Avocado Advertising Awareness Nationally, awareness of any advertising for avocados has remained fairly consistent since. The West and Pacific/Mountain regions continue to have a higher level of advertising awareness than the other regions Fall Fall Fall Fall North East East West Central Pacific/Mountain Q405 In just the past six months have you seen or heard any advertising for Avocados? 9 Hass Avocado Board, US and Regional Report,

10 Source of Advertising Recall Total The claimed source of advertising is relatively the same as previous waves, with just a few minor changes. This wave saw a correction in the dip experienced last fall in Internet/Web/Blogs as a source of awareness. Television as a source of awareness decreased for the current wave (but was at an all-time high last wave). US 2007 US 2008 US Fall 2008 US 2009 US Fall 2009 US US Fall 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 Fall US Q410 Where did you see or hear the advertising for Avocados? Base: Aware of advertising for avocados 10 Hass Avocado Board, US and Regional Report,

11 Source of Advertising Recall By Region As seen with previous waves, there are many regional differences in terms of the source of recall. NE East 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? 11 Hass Avocado Board, US and Regional Report,

12 Other Avocado Information/Recipe Sources Total (New Question Fall 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, magazine articles, TV programs and restaurants. US Fall 2009 US US Fall US US Fall 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? 12 Hass Avocado Board, US and Regional Report,

13 Additional Information Learned From Other Sources About Avocados* (New question ) Health benefits and recipes are the top added information learned from sources besides advertising. Fall NE East West Central Health Benefits Recipes Uses for avocados Pac/Mtn How to prepare avocados 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 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 East 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 Avocado Website Awareness Total Awareness of avocado-specific websites remains relatively low, with the exception of californiaavocado.com, which saw a significant jump in the current wave Fall Fall 2009 Fall US Fall US 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 Q660 Have you ever heard of any of the following websites for Avocados? *theamazingavocado.com added Fall, 2009 **avocadosfrommexico.com added, 15 Hass Avocado Board, US and Regional Report,

16 Avocado Website Awareness By Region Awareness of the different avocado websites is somewhat lower in the Central region than in the other regions. NE East 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? 16 Hass Avocado Board, US and Regional Report,

17 17 Hass Avocado Board, US and Regional Report, Avocado Varieties

18 Unaided Awareness of Avocado Varieties (Hass) Unaided awareness of Hass avocados on a national basis has recovered from the drop seen in the Fall wave. Unaided awareness of the Hass variety continues to be higher in the Pacific/Mountain and West regions than in the remaining Fall Fall 2009 Fall 14 Fall North East East West Central Pacific/ Mountain Q630 - What varieties, if any, of Avocados have you ever seen or heard of? 18 Hass Avocado Board, US and Regional Report,

19 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 Fall Fall 2009 Fall Fall 1 0 North East* East* West Central* Pacific/ Mountain *Note: Some lines may not display clearly due to overlapping values between regions. North East: Fall 2008 (1), (1), Fall (1), (1), Fall (1), (1) East: 2007 (1), 2008 (2), (1), Fall (1) Central: Fall (1), (1) Q630 - What varieties, if any, of Avocados have you ever seen or heard of? 19 Hass Avocado Board, US and Regional Report,

20 Total Awareness of Avocado Varieties (Hass) Total awareness of Hass avocados at the national level is back in line with the higher levels last seen in Fall of. Hass awareness in the Pacific/Mountain and West regions remains significantly ahead of all other regions Fall Fall Fall Fall North East East 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? 20 Hass Avocado Board, US and Regional Report,

21 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 Fall Fall 2009 Fall Fall North East East 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 22 Hass Avocado Board, US and Regional Report, Avocado Usage

23 Avocados Purchased to Eat or Serve at Home in The Past Year Claimed purchase of avocados has remained fairly stable over the last several waves. Consumers in the west and the Pacific/Mountain regions continue to be the most likely to have purchased avocados Fall Fall Fall Fall North East East West Central Pacific/Mountain Q420 Have you ever bought Avocados to use at home? If so, when did you last buy them? 23 Hass Avocado Board, US and Regional Report,

24 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 Fall Fall 2009 Fall Monthly Net Once a week or more often Several times a month Fall 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? 24 Hass Avocado Board, US and Regional Report,

25 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 East 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? 25 Hass Avocado Board, US and Regional Report,

26 Average Number of Avocados Purchased in the Past Year In the, the total number of avocados purchased in the past year has remained relatively steady over time (except for a decline in 2009 primarily driven by the East and Central regions) Fall Fall 2009 Fall Fall North East East 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 26 Hass Avocado Board, US and Regional Report,

27 About one-quarter of Avocado consuming households claim they are eating more avocados this year a level similar to previous waves. About the same 65 Less often 6 More often 27 Avg. # of Avocados purchased at one time Total North East East 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? 27 Hass Avocado Board, US and Regional Report,

28 Similar to previous waves, over one-half of Avocado consumers are considered heavy/super users (close to one-fifth 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? 28 Hass Avocado Board, US and Regional Report,

29 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 Fall Fall 2009 Fall Fall North East East 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? 29 Hass Avocado Board, US and Regional Report,

30 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 Fall Fall 2009 Fall US Fall US 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 30 Hass Avocado Board, US and Regional Report,

31 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 East 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 31 Hass Avocado Board, US and Regional Report,

32 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 Fall Fall 2009 Fall Fall 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? 32 Hass Avocado Board, US and Regional Report,

33 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 looking good and store specials as reasons for impulse purchase. NE East 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? 33 Hass Avocado Board, US and Regional Report,

34 When Use Purchased Avocados About one-half of Avocado consumers buy them both to use right away and for a later occasion Fall Fall 2009 Fall Fall North East East 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 34 Hass Avocado Board, US and Regional Report,

35 Where Found New Recipe for Prompt to Plan to Purchase Avocados* (New question Fall ) As seen in previous waves, the Internet is the top source of new recipes using Avocados. This is also the case regionally. However, cookbooks play as important of a role in the Pacific/Mountain region and a strong secondary role in the East. Fall Fall NE East 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 35 Hass Avocado Board, US and Regional Report,

36 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 86 An avocados-related website Facebook YouTube Note: only 7 of Avocado users found a recipe using Avocados on the Internet Some other website 6 Don't know/can't recall 3 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 36 Hass Avocado Board, US and Regional Report,

37 Drivers and Barriers to Avocado Usage 37 Hass Avocado Board, US and Regional Report,

38 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 West and Pacific/Mountain regions are more likely to cite a variety of uses than are consumers in the other regions Fall Fall 2009 Fall Fall North East East 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. 38 Hass Avocado Board, US and Regional Report,

39 Taste as a Reason to Purchase Avocados Almost three-quarters of Avocado users claim taste is a reason for buying Avocados. This has fluctuated somewhat over time. Consumers in the West and Pacific/Mountain regions are more likely to cite taste than are consumers in the other regions Fall Fall 2009 Fall Fall North East East 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 Good For You as a Reason to Purchase Avocados Three-quarters of Avocado users claim good for you is a reason for buying Avocados. This has fluctuated somewhat over time Fall Fall 2009 Fall Fall North East East 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. 40 Hass Avocado Board, US and Regional Report,

41 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 Fall Fall 2009 Fall Fall North East East 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. 41 Hass Avocado Board, US and Regional Report,

42 Purchased Organic Avocados (Response added, ) About one-quarter of Avocado consumers have bought organic Avocados in the past 6 months North East East West Central Pacific/Mountain Q550 In the past 6 months, have you purchased Avocados prepared or packaged in any of the following ways? 42 Hass Avocado Board, US and Regional Report,

43 Fat Content * as a Barrier to Avocado Purchase Fat content is only a barrier to purchase for a small portion of consumers Fall Fall 2009 Fall Fall North East East West Central Pacific/Mountain *Note: Fat Content split apart from Calories starting in Fall, 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. 43 Hass Avocado Board, US and Regional Report,

44 Price as a Barrier to Avocado Purchase Price is a barrier to purchase for a small group of consumers Fall Fall 2009 Fall Fall North East East 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. 44 Hass Avocado Board, US and Regional Report,

45 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 west and Pacific/Mountain regions are the most resistant to a high price Fall Fall 2009 Fall Fall North East East West Central Pacific/Mountain Q505 Have you ever decided not to buy Avocados because the price was too high? 45 Hass Avocado Board, US and Regional Report,

46 Average Price of Avocado Considered Too High While resistance to a high price is strong, it takes a price of about $2.00 before consumers stop buying Avocados. The price barrier is much lower in the west and Pacific/Mountain regions. $2.50 $2.00 $1.50 $2.33 $2.30 $2.08 $1.88 $1.55 $2.36 $2.09 $1.98 $1.77 $1.46 $1.00 $2.01 $2.10 $1.99 $1.97 $1.95 $1.94 $1.90 $1.93 $1.99 $1.93 $0.50 $ Fall Fall 2009 Fall Fall North East East West Central Pacific/Mountain Q.510 And how high was that price? 46 Hass Avocado Board, US and Regional Report,

47 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. Fall 2009 Fall US Fall US 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 47 Hass Avocado Board, US and Regional Report,

48 Top Reasons * to Purchase Avocados (Ranked First) By Region (New question fall 2009) Regionally, taste is also the top reason for purchasing Avocados. NE East 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 48 Hass Avocado Board, US and Regional Report,

49 49 Hass Avocado Board, US and Regional Report, Nutrition and Wellness

50 Does Not Describe Well Does Describe Well Nutritional Descriptors and Importance Avocados are believed to deliver on 7 of the 13 nutritional benefits of high importance to consumers. Natural plant sterols, folate and lutein are of low importance to consumers when deciding whether to buy Avocados. Low Importance High Importance Contain good fats Have nearly 20 essential nutrients Contain antioxidants Nutrient-dense Contain fiber Contain vitamins E and C Contain potassium Note: descriptors are placed in each quadrant in ranked order for importance. Contain natural plant sterols Contain folate Contain lutein Cholesterol free Sodium free Less than 1 gram of sugar Low in calories Low in fat Contain iron 50 Hass Avocado Board, US and Regional Report,

51 Does Not Describe Well Does Describe Well Health & Wellness Descriptors and Importance Avocados are believed to deliver on 1 of the 11 health & wellness benefits of high importance to consumers. Satiety, weight loss, smooth skin, diabetes management and child growth/development are currently of low importance to consumers when deciding whether to buy Avocados. Low Importance High Importance Nutrient boosting/helps with nutrient and antioxidant absorption Note: descriptors are placed in each quadrant in ranked order for importance. Satiety, fullness, hunger control Weight loss Smooth skin/minimizes wrinkles Diabetes management/blood sugar and blood glucose management Child growth and development Heart health Lower cholesterol/healthy cholesterol levels Healthy blood pressure Healthy blood vessels/vascular health Cholesterol free Healthy aging Cognitive skills, brain health and mental function Healthy eyes and vision Healthy skin Cancer prevention Healthy weight maintenance/weight management 51 Hass Avocado Board, US and Regional Report,

52 Nutritional Benefits Importance (Top 3-box* Scores)(New question ) The level of importance for various nutritional benefits varies significantly. There is not much regional variation. NE East 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 52 Hass Avocado Board, US and Regional Report,

53 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. The good fat message is stronger in the Pacific/Mountain region than any other region. At the same time high in fat also comes through stronger in the west. NE East 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 53 Hass Avocado Board, US and Regional Report,

54 Health & Wellness Benefits Importance (Top 3-box* Scores)(New question ) The level of importance for various health & wellness benefits also varies significantly. There is not much regional variation. 54 NE East 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

55 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 are minimal regional differences. 55 NE East 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

56 Preparation of Avocados and Occasions Used 56 Hass Avocado Board, US and Regional Report,

57 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. This jumps to almost 6 different ways in the Pacific/Mountain region Fall Fall 2009 Fall Fall North East East 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 57 Hass Avocado Board, US and Regional Report,

58 Ways Served Avocados In the Past 6 Months * Total Top uses for Avocados continue to be in guacamole or in a green salad, with on sandwiches and eaten plain in a strong second tier of uses Fall Fall 2009 Fall Fall 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 58 Hass Avocado Board, US and Regional Report,

59 Ways Served Avocados In the Past 6 Months * Avocado consumers in the west and Pacific/Mountain regions have a broader repertoire for using Avocados. NE East 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 59 Hass Avocado Board, US and Regional Report,

60 Avocado Use in Mexican-Style Dishes Total The majority of Avocado users are using them in both Mexican and non- Mexican dishes. Use in Mexican style dishes only has decreased over time Fall Fall 2009 Fall Fall Mexican style dishes only Non-Mexican style dishes only Both Q522 In the past 6 months, have you served or prepared Avocados in Mexicanstyle dishes, non-mexican dishes or both? 60 Hass Avocado Board, US and Regional Report,

61 Avocado Use in Mexican-Style Dishes By Region While the majority of consumers in all regions use Avocados in both Mexican and non-mexican dishes, consumers in the North East, East and Central regions are more likely to only use Avocados in non-mexican dishes. NE East West Central Pac/Mtn Mexican style dishes only Non-Mexican style dishes only Both Q522 In the past 6 months, have you served or prepared Avocados in Mexicanstyle dishes, non-mexican dishes or both? 61 Hass Avocado Board, US and Regional Report,

62 Ways Used Avocados Most Often* Total The most frequent uses for Avocados are in guacamole, eaten plain or in a green salad. As an ingredient in guacamole dip or topping Eaten plain by itself As an ingredient in green salads Fall Fall 2009 Fall Fall Cut up and served on a sandwich Q530 And which one way do you use Avocados most often? *Selected mentions 62 Hass Avocado Board, US and Regional Report,

63 Ways Used Avocados Most Often* By Region The most frequent ways of using Avocados is the same across regions. However, consumers in the North East and Pacific/Mountain regions are less likely to name guacamole. Central region consumers are not frequent users of Avocados in green salads. As an ingredient in guacamole dip or topping NE East West Central Pac/Mtn Eaten plain by itself As an ingredient in green salads Cut up and served on a sandwich Q530 And which one way do you use Avocados most often? *Selected mentions 63 Hass Avocado Board, US and Regional Report,

64 Knowing When An Avocado is Ripe* (Question changed Fall, ) About two-thirds of consumers feel comfortable knowing when an Avocado is ripe. This is significantly higher in the West and Pacific/Mountain regions most probably because more consumers buy Avocados in these regions Fall Fall 2009 Fall Fall North East East West Central Pacific/Mountain Q1050 Please indicate your comfort level with each of the following skills with avocados. *Very/somewhat comfortable on 4-point scale 64 Hass Avocado Board, US and Regional Report,

65 Comfortable Peeling and Preparing An Avocado* (Question changed Fall, ) Almost three-quarters of consumers feel comfortable knowing how to peel and prepare an Avocado. This is significantly higher in the West and Pacific/Mountain regions again, most probably because more consumers buy Avocados in these regions Fall Fall 2009 Fall Fall North East East West Central Pacific/Mountain Q1050 Please indicate your comfort level with each of the following skills with avocados. *Very/somewhat comfortable on 4-point scale 65 Hass Avocado Board, US and Regional Report,

66 Comfortable Preserving a Cut Avocado* (Question added Fall, ) Only one-half of consumers feel comfortable knowing how to preserve a cut Avocado. This is significantly higher in the West and Pacific/Mountain regions again, most probably because more consumers buy Avocados in these regions North East East West Central Pacific/Mountain Fall Fall Q1050 Please indicate your comfort level with each of the following skills with avocados. *Very/somewhat comfortable on 4-point scale 66 Hass Avocado Board, US and Regional Report,

67 Comfortable Speeding Up Ripening Process* (Question added Fall, ) Only two-fifths of consumers feel comfortable knowing how to speed up the ripening process for an Avocado. This is significantly higher in the West and Pacific/Mountain regions again, most probably because more consumers buy Avocados in these regions North East East West Central Pacific/Mountain Fall Fall Q1050 Please indicate your comfort level with each of the following skills with avocados. *Very/somewhat comfortable on 4-point scale 67 Hass Avocado Board, US and Regional Report,

68 Comfortable Delaying Ripening/Spoilage* (Question added Fall, ) About one-third of consumers feel comfortable knowing how to delay ripening/spoilage of an Avocado. This is significantly higher in the West and Pacific/Mountain regions again, most probably because more consumers buy Avocados in these regions North East East West Central Pacific/Mountain Fall Fall Q1050 Please indicate your comfort level with each of the following skills with avocados. *Very/somewhat comfortable on 4-point scale 68 Hass Avocado Board, US and Regional Report,

69 Meals Typically Purchase Avocados For (New question ) Dinner is the most prevalent time for using Avocados, with lunch and a snack tied in second place. NE East West Central Pac/Mtn Breakfast Lunch Dinner Snack Q Which meals do you typically purchase avocados for? 69 Hass Avocado Board, US and Regional Report,

70 Meal Most Likely to Purchase Avocados For (New question Fall ) Once forced to name the meal they are most likely to use Avocados, dinner remains the top occasion. Fall NE East West Central Breakfast Pac/Mtn Lunch Dinner Both lunch and dinner Snack Q532 - Which meal are you most likely to purchase avocados for? 70 Hass Avocado Board, US and Regional Report,

71 Sporting Events Avocados Purchased For Total (New Question Fall 2009) The Super Bowl/NFL games remains the most frequent sporting event for using Avocados. Fall 2009 Fall Fall Watching Super Bowl/NFL games Watching college football/bowl games Tailgate parties Watching NBA playoffs/big games Watching baseball playoffs/world Series Watching NCAA March Madness Watching World Cup/other soccer games Watching other television sports or events Watching NASCAR events (new ) N/A N/A N/A N/A N/A 7 Q Please indicate which, if any, of the following types of events you usually buy avocados for. 71 Hass Avocado Board, US and Regional Report,

72 Sporting Events Avocados Purchased For By Region (New Question Fall 2009) The Super Bowl and NFL games are also the top sporting event for using Avocados across all regions. NE East West Central Pac/Mtn Watching Super Bowl/NFL games Watching other television sports or events Watching college football/bowl games Tailgate parties Watching NBA playoffs/big games Watching baseball playoffs/world Series Watching NCAA March Madness Watching World Cup/other soccer games Watching NASCAR events (new ) Q Please indicate which, if any, of the following types of events you usually buy avocados for 72 Hass Avocado Board, US and Regional Report,