Avocado Tracking Study

Transcription

1 Avocado Tracking Study and Regional Report Prepared by: Hass Avocado Board 230 Commerce, Suite 190 Irvine, CA

2 Table of Contents Background 3 Summary 4 Detailed Findings Advertising and PR Impact 9 Avocado Varieties 21 Avocado Usage 24 Drivers and Barriers to Avocado Usage 35 Nutrition and Wellness 48 Preparation of Avocados and Occasions Used 64 Special Packaging and Forms 81 Food Service 86 2

3 Background Purpose Monitor changes in Avocado advertising and public relations 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 March 6-13,. waves have typically been completed in February or March and waves in August or September. Who 2,210 grocery shoppers age 25+ Note: 2007/2008 was restricted to age How Self administered web based survey. 3

4 Advertising and PR Efforts Summary National awareness of any advertising for avocados decreased since last fall (35 to 31), but it remains ahead of spring. This decline was primarily driven by the North East and South East regions. Recall of advertising about avocados from restaurants is down perhaps because the Subway avocado advertising had ended. Word-of-mouth, magazine articles, restaurants and TV programs are the top sources of nonadvertising 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 and uses for avocados are the second most common types of information gleaned from these sources. There is a small amount (8 ) of ghost level awareness for the love one today slogan and mark. Only a small portion of consumers claim to have seen or heard the specific news articles related to the science supporting health benefits of avocados. 8 of consumers claim awareness of the news coverage of health benefits from eating an avocado on a hamburger and 15 claim awareness to news about avocado consumption s association with a healthier diet and lower body weight. Awareness of any specific avocado based website remains low. 12 are aware of californiaavocado.com. Awareness of the other sites ranges from

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. Volunteered awareness of Hass Avocados is significantly higher in the Pacific/Mountain (38) and South West regions (25). Unaided awareness of Green Skins is only 1 similar to previous waves. Avocado Usage As seen in most of the recent waves, almost 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 80 household penetration in the Pacific/Mountain region, with an average of 69 avocados purchased per year; and 82 household penetration in the South West, with 89 avocados purchased per year. Most avocado users plan their purchases in advance, or do both. Impulse buyers are driven by price, store specials, the product looking good in the store and being ripe and ready to use. 5

6 Summary Drivers and Barriers to Avocado Usage Taste, being good for you, and nutritional benefits 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 levels similar to last fall. There are no strong barriers to buying avocados, with the top issues being fat content (barrier to 13) and price (14). While price is not a strong barrier overall, 65 of avocado consumers have not purchased them due to a high price. The price has to approach $1.86 to elicit this reaction. This price barrier drops to a low of $1.55 in the South West. The proportion of consumers being resistant to high prices has remained fairly steady over time. 6

7 Nutrition and Wellness Summary 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) contain good fat, have nearly 20 essential nutrients, 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, contain potassium, and low in calories. It is worth noting that over the three most recent waves, the perception that avocados contain good fats has increased and there has been a directional increase in the association of heart health as a benefit delivered by avocados, and its importance in the decision to buy avocados. Avocados are only believed to deliver on 3 of the 15 health and wellness benefits of high importance: heart health (jumping from third to first place), nutrient boosting and healthy skin (moving up to just barely make the cut this year). About two-thirds of all respondents are food and wellness involved. This jumps to 73 among past year avocado users and to 79 among heavy/super avocado users. As seen before, 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. 7

8 Summary 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 or in a green salad, with on sandwiches and eaten plain in a strong second tier of uses. This represents an improvement for green salads, after experiencing a drop at the last wave. Dinner is the most prevalent time for using avocados, with lunch 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 (37 using for this occasion) and BBQs or picnics (35) are the most common special usage occasion for avocados. In second place are Cinco de Mayo and Independence Day, with about one-fifth of avocado consumers using them on these occasions. 8

9 Summary Special Packaging and Forms Slightly over one-third of avocado users have purchased them in a multi-pack in the past 6 months. This has fluctuated somewhat over time. As seen before, 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 one-half of consumers have ever ordered something made with avocados in a restaurant. This jumps to three-fifths in the South West and Pacific/Mountain regions. The average consumer expects to pay 80 extra to have avocado added to a sandwich or hamburger in a restaurant. This is a similar level to the last wave. 9

10 Advertising and PR Impact 10

11 Avocado Advertising Awareness Awareness of any advertising for avocados decreased since last fall, but remains ahead of spring. The decline was primarily driven by the North East and South East regions 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? 11

12 Source of Advertising Recall Total The claimed source of advertising varies somewhat compared to previous waves. Restaurants dropped significantly perhaps because the Subway avocado advertising had ended. US 2007 US 2008 US 2008 US 2009 US 2009 US 2010 US 2010 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 US Base: Aware of advertising for avocados Q410 Where did you see or hear the advertising for Avocados? 12

13 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? 13

14 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 2010 US 2010 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? 14

15 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? 15

16 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 Centra l Health Benefits Recipes Uses for avocados Subway/restaurants including avocados on their menu How to prepare avocados Didn t learn anything Pac/Mt n *Selected mentions 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? 16

17 Seen Love One Today Logo in Past Month (Question added, ) There is minor ghost level awareness of the love one today logo (logo had not been introduced to the public before the survey) North East South East South West Central Pacific/Mountain Q417 In the past month have you seen the following logo pictured in any avocados-related advertising - for example, in grocery stores, magazines, newspapers or online? 17

18 News Articles Related to Health Benefits of Avocados Seen in Past Few Months (New question ) Only a small portion of consumers claim to have seen or heard the various news articles related to the health benefits of avocados. NE South East South West Central Pac/ Mtn Eating avocados is associated with a healthier diet and lower body weight. The study suggests that people that eat avocados consume more beneficial nutrients, less added sugars, higher levels of "good cholesterol" and a lower risk of metabolic syndrome. Avocados can help with hunger control and weight maintenance. The study of overweight adults suggests eating about ½ an avocado with lunch may help control immediate, after-meal spikes in insulin compared to a lunch without avocados. Eating avocados can improve cholesterol and triglyceride profiles and support a well-functioning heart. Specifically, the study shows eating one avocado a day as part of a healthy moderate fat diet may reduce cardiovascular disease risk factors. Eating avocados with a hamburger may contribute to blood vessel and heart health benefits. The study showed that after 11 healthy men ate a burger their blood vessels narrowed and they produced proteins related to inflammation, but these effects were reduced when the men ate ½ an avocado with the burger Q416 - 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? 18

19 News Articles Related to Health Benefits of Avocados Seen in Past Few Months: Food and Wellness Involved (New question ) Awareness of these news articles related to the health benefits of avocados is similar to the general sample among food and wellness involved consumers. Eating avocados is associated with a healthier diet and lower body weight. The study suggests that people that eat avocados consume more beneficial nutrients, less added sugars, higher levels of "good cholesterol" and a lower risk of metabolic syndrome. Eating avocados can improve cholesterol and triglyceride profiles and support a well-functioning heart. Specifically, the study shows eating one avocado a day as part of a healthy moderate fat diet may reduce cardiovascular disease risk factors. Avocados can help with hunger control and weight maintenance. The study of overweight adults suggests eating about ½ an avocado with lunch may help control immediate, after-meal spikes in insulin compared to a lunch without avocados. Eating avocados with a hamburger may contribute to blood vessel and heart health benefits. The study showed that after 11 healthy men ate a burger their blood vessels narrowed and they produced proteins related to inflammation, but these effects were reduced when the men ate ½ an avocado with the burger Q416 - 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? 19

20 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 Q660 Have you ever heard of any of the following websites for Avocados? *theamazingavocado.com added, 2009 **avocadosfrommexico.com added, 20

21 Avocado Website Awareness By Region As seen before, awareness of the different avocado websites is somewhat higher in the South West and Pacific/Mountain regions. NE South East South West Central Pac/Mtn californiaavocado.com avocado.org theamazingavocado.com avocadoheaven.com (nonexistent) avocadocentral.com avocadosfrommexico.com Q660 Have you ever heard of any of the following websites for Avocados? 21

22 Avocado Varieties 22

23 Unaided Awareness of Avocado Varieties (Hass) Unaided awareness of Hass avocados on a national basis is in line with and of, 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? 23

24 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), 2010 (1), 2010 (1), (1), (1), (1) South East: 2007 (1), 2008 (2), 2010 (1), 2010 (1) Central: 2010 (1), (1) Q630 - What varieties, if any, of Avocados have you ever seen or heard of? 24

25 Avocado Usage 25

26 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? 26

27 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? 27

28 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,. However, consumers in the South West are somewhat more frequent purchasers. 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? 28

29 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. However, it has reached an all time high for the past two waves. The South West purchases the most avocados on average 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 29

30 Average Number of Avocados Purchased at a Time The average avocado consumer purchases about 3 avocados at a time. Avg. # of Avocados purchased at one time Total North East South East South West Central Pacific/ Mountain Q430 - On average, how many Avocados do you usually buy at one time? 30

31 Consumption Segments Note: A separate report will be issued to provide a user analysis of light, medium, heavy and super users Total Avocado Consumers Light Medium Heavy Super Light: less than 12 Medium: Heavy: Super : previous wave 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? 31

32 Planned vs. Impulse Purchase Most avocado consumers plan their purchase of avocados in advance or they both plan and buy on impulse. As seen in the past, 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? 32

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 Recipe suggestions at the store Varieties available They were the right size NA NA NA NA NA NA NA NA NA NA NA 27 You just get inspired to buy them when you see them NA NA NA NA NA NA NA NA NA NA NA 35 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

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 South West and Pacific/Mountain regions are more likely to react to price than are consumers in the other regions. NE South East South West Central Looked good Price Pac/Mtn Ripeness: ripe and ready to use Store special price Goes well with something else I am buying Recipe suggestions at the store Varieties available They were the right size You just get inspired to buy them when you see them 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

35 When Use Purchased Avocados Avocado consumers vary in terms of buying them to use right away and for a later occasion North East South East South West Central Pac/Mtn Right away Next few days Both Note: Both option added 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? 35

36 Drivers and Barriers to Avocado Usage 36

37 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. 37

38 Taste as a Reason to Purchase Avocados Over two-thirds of avocado users claim taste is a reason for buying avocados. This has fluctuated somewhat over time 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. 38

39 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 Sping 80 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. 39

40 Nutritional Benefits as a Reason to Purchase Avocados Almost three-quarters of avocado consumers claim their nutritional value is a reason to buy avocados Sping North East South East South West Central Pacific/Mountain Note: New question in 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

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 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. 41

42 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, and is highest in the North East 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? 42

43 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. 43

44 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. 44

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 Southwest and Pacific/Mountain regions are the most resistant to a high price. However, this has dissipated somewhat in the South West North East South East South West Central Pacific/Mountain Q505 Have you ever decided not to buy Avocados because the price was too high? 45

46 Average Price of Avocado Considered Too High While resistance to a high price is strong, it takes a price of $1.86 before consumers stop buying avocados. The price barrier is much higher in the North East and South East. $2.50 $2.00 $1.50 $2.33 $2.30 $2.15 $2.08 $2.10 $1.88 $1.74 $1.73 $1.55 $1.55 $1.00 $2.01 $2.10 $1.99 $1.97 $1.95 $1.94 $1.90 $1.93 $1.99 $1.93 $1.90 $1.86 $0.50 $ North East South East South West Central Pacific/Mountain Q.510 And how high was that price? 46

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 Taste Specific recipe Price Nutritional benefits Good for you Ripeness *Selected mentions 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. 47

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 South East South West Central Pac/Mtn Taste Specific recipe Price Nutritional benefits Good for you Ripeness *Selected mentions 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. 48

49 Nutrition and Wellness 49

50 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. This was also true for the previous wave. 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 Note: descriptors are placed in each quadrant in ranked order for importance. Contain good fats Have nearly 20 essential nutrients Contain antioxidants Contain fiber Contain vitamins E and C Nutrient-dense Sodium free Cholesterol free Low in fat Less than 1 gram of sugar Contain potassium Low in calories 50

51 Health & Wellness Descriptors and Importance Avocados are believed to deliver on 3 of the 15 health & wellness benefits of high importance to consumers. Healthy skin moved from a low to high descriptor this wave. However, it has barely moved into that quadrant. Child growth/development are currently of low importance to consumers when deciding whether to buy avocados. Diabetes management moved up in importance. Low Importance High Importance Does Not Describe Well Does Describe Well Child growth and development Note: descriptors are placed in each quadrant in ranked order for importance. Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Healthy skin Healthy aging Healthy blood pressure Lower cholesterol/healthy cholesterol levels Healthy blood vessels/vascular health Cholesterol free Cancer prevention Cognitive skills, brain health and mental function Healthy eyes and vision Healthy weight maintenance/weight management Satiety, fullness, hunger control Smooth skin/minimizes wrinkles Weight loss Diabetes management/blood sugar and blood glucose management 51

52 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 52

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. Again, there were only minimal changes across waves. The most improvement is highlighted below. 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 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. Pac/ Mtn *Top 3-box: 8, 9, or 10 on an eleven point scale 53

54 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. NE South East South West Central 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 Pac/ Mtn 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. *Top 3-box: 8, 9, or 10 on an eleven point scale 54

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 were minimal changes across waves. NE South East South West Central 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. Pac/ Mtn *Top 3-box: 8, 9, or 10 on an eleven point scale 55

56 Food and Wellness Involvement About two-thirds of all respondents are food and wellness involved. This jumps to 73 among past year avocado users and to 79 among heavy/super avocado users. Previous wave: Food and Wellness Involved Segment Frequency of personally preparing home-cooked meal Never Less often than weekly Once or twice a week Three or more times per week Daily I put a lot of time and effort preparing healthy homemade meals Strongly disagree Somewhat disagree Somewhat agree Strongly agree I like to cook homemade meals because I control the ingredients Strongly disagree Somewhat disagree Somewhat agree Strongly agree Food and wellness involved Q.1030A, Q

57 Nutritional Benefits Importance: Food and Wellness Involved (Top 3-Box* Scores)( ) 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. Contain good fats Have nearly 20 essential nutrients Contain antioxidants Contain fiber Contain vitamins E and C Nutrient-dense Cholesterol free Sodium free Contain potassium Low in fat Less than 1 gram of sugar Low in calories Contain iron Contain natural plant sterols Contain folate Contain lutein 59B 43 57B 43 55B 39 53B 36 52B 38 51B 35 51B 38 49B 34 48B 34 47B 37 47B 35 45B 36 43B 33 40B 26 38B 25 36B 26 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. Food and Wellness Involved (A) Not Food and Wellness Involved (B) *Top 3-Box: 8 10 (Very important) on an 11-point scale 57

58 Nutritional Benefits Associated with Avocados: Food and Wellness Involved (Top 3-Box* Scores)( ) 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 Contain natural plant sterols High in fat Contain iron High in calories Contain folate Low in calories Contain lutein 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. 60B 42 53B 34 52B 36 49B 33 49B 31 49B 35 49B 32 44B 28 44B 28 44B 30 44B 27 40B 29 37B 22 36B 25 34B 19 32B 22 29B 20 Food and Wellness Involved (A) Not Food and Wellness Involved (B) *Top 3-Box: 8 10 (Associate Strongly) on an 11-point scale 58

59 Health & Wellness Benefits Importance: Food and Wellness Involved (Top 3-Box* Scores)( ) Food and wellness involved consumers also place a higher level of importance on all of the health & wellness benefits. However, the relative order is generally the same. Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Healthy blood vessels/vascular health Healthy aging Lower cholesterol/healthy cholesterol levels Cancer prevention Healthy eyes and vision Healthy blood pressure Cognitive skills, brain health and mental function Healthy skin Healthy weight maintenance/weight management Satiety, fullness, hunger control Smooth skin/minimizes wrinkles Weight loss Diabetes man./blood sugar and blood glucose man. 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 tell me whether each is very important, somewhat important, neither important nor unimportant, not too important, or not at all important to you personally. 58B 44 55B 43 55B 40 55B 42 55B 39 55B 40 55B 40 54B 41 53B 40 53B 39 52B 40 49B 36 49B 37 46B 35 42B 33 36B 24 Food and Wellness Involved (A) Not Food and Wellness Involved (B) *Top 3-Box: 8 10 (Very important) on an 11-point scale 59

60 Health & Wellness Benefits Associated with Avocados: Food and Wellness Involved (Top 3-Box* Scores)( ) 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. Nutrient boosting/helps with nutrient and antioxidant absorption Heart health Healthy skin Healthy aging Lower cholesterol/healthy cholesterol levels Satiety, fullness, hunger control Smooth skin/minimizes wrinkles Healthy blood vessels/vascular health Healthy blood pressure Healthy eyes and vision Healthy weight maintenance/weight management Cognitive skills, brain health and mental function Cancer prevention Diabetes man./blood sugar and blood glucose man. Child growth and development Weight loss 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. 46B 29 45B 32 44B 33 42B 29 41B 30 41B 28 40B 30 38B 28 38B 27 37B 26 37B 26 37B 24 36B 26 34B 24 30B 17 29B 21 Food and Wellness Involved (A) Not Food and Wellness Involved (B) *Top 3-Box: 8 10 (Associate Strongly) on an 11-point scale 60

61 Nutritional Benefits Importance: Food and Wellness Involved (Top 3-Box* Scores) The importance of the various nutritional benefits remained about the same as the previous wave for food and wellness involved consumers. The one exception is an increase for contains vitamins E and C. Have nearly 20 essential nutrients Contain good fats Contain antioxidants Contain fiber Nutrient-dense Cholesterol free Sodium free Less than 1 gram of sugar Contain potassium Low in fat Contain vitamins E and C Low in calories Contain iron Contain natural plant sterols Contain folate Contain lutein 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 3-Box: 8 10 (Very important) on an 11-point scale 61

62 Nutritional Benefits Associated with Avocados: Food and Wellness Involved (Top 3-Box* Scores) There were improvements this wave among health and wellness involved consumers in terms of believing avocados are cholesterol free, contain natural plant sterols and contain iron. 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. Contain good fats Have nearly 20 essential nutrients Contain antioxidants Contain vitamins E and C Nutrient-dense Contain fiber Sodium free Contain potassium Less than 1 gram of sugar High in fat Cholesterol free Contain natural plant sterols High in calories Contain iron Contain folate Low in calories Contain lutein *Top 3-Box: 8 10 (Associate Strongly) on an 11-point scale 62

63 Health & Wellness Benefits Importance: Food and Wellness Involved (Top 3-Box* Scores) The importance of the various health & wellness benefits remained relatively the same among food and wellness involved consumers. 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. 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 Cancer prevention Cognitive skills, brain health and mental function Healthy eyes and vision Healthy weight maintenance/weight management Healthy skin Satiety, fullness, hunger control Smooth skin/minimizes wrinkles Weight loss Diabetes management/blood sugar and blood glucose management Child growth and development *Top 3-Box: 8 10 (Very important) on an 11-point scale 63

64 Health & Wellness Benefits Associated with Avocados: Food and Wellness Involved (Top 3-Box* Scores) Descriptive ratings of avocados on the various health and wellness benefits are generally the same as the previous wave among food and wellness involved consumers. 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. Heart health Nutrient boosting/helps with nutrient and antioxidant absorption Healthy skin Lower cholesterol/healthy cholesterol levels Healthy aging Satiety, fullness, hunger control Healthy blood vessels/vascular health Smooth skin/minimizes wrinkles Healthy blood pressure Healthy eyes and vision Cognitive skills, brain health and mental function Healthy weight maintenance/weight management Cancer prevention Diabetes management/blood sugar and blood glucose management Weight loss Child growth and development *Top 3-Box: 8 10 (Associate Strongly) on an 11-point scale 64

65 Preparation of Avocados and Occasions Used 65

66 7 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 Base: Purchased Avocados in the past 6 months 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? 66

67 Ways Served Avocados In the Past 6 Months * Total The top uses for avocados continues to be in guacamole or in a green salad, with on sandwiches and eaten plain in a strong second tier of uses 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 67