AVOCADOS TRACKING 2018 GENERAL SAMPLE HEALTH PILLARS REPORT. Prepared by:

Transcription

1 AVOCADOS TRACKING 2018 GENERAL SAMPLE HEALTH PILLARS REPORT Prepared by:

2 AGENDA PAGE # 3 Introduction 6 Executive Summary 12 Health & Wellness Pillars 17 Profile of Health Pillars 29 Avocado Usage 44 Avocado Purchase Drivers and Barriers 72 Communications

3 INTRODUCTION

4 BACKGROUND AND OBJECTIVES Background: HAB has completed consumer tracking studies with Cooper Roberts Research since the creation of HAB. HAB has recently focused marketing efforts specifically against five key health pillars (listed under objectives). Given this focus, and the fact that the tracking study was due to be refreshed, the survey was revamped this year. It now utilizes some research tools that were not common when this tracking study was first established. Objectives: The primary purpose of this research is to identify and measure the relative importance of various attitudes and behaviors of U.S. shoppers purchase and usage of fresh Hass avocados and how these attitudes and behaviors correlate to (i) avocado purchase levels, and (ii) five key health pillar segments. The data and insights will be used to help HAB drive consumer demand by better targeting specific health messages to receptive audiences and as a benchmark to evaluate future progress against HAB s marketing goals. Specifically: Purchase driver and barrier rankings: Identify and quantify the relative importance of purchase drivers and barriers across a spectrum of potential influences (retail, taste/usage, key health pillars, and food safety/sustainability/gmo) among total purchasers, total non-purchasers, and in each of the key sub-groups in these three areas: Purchase level sub-groups (S, H, M, L, Non-User) Five key health pillar sub-groups (Weigh Management, Type 2 Diabetes, Heart Health, Healthy Living and Prenatal/Birth-to-24 Months) For Hispanic study level of acculturation Segment valuation: Identify how each purchase level segment breaks out () by key health pillar sub-group, and conversely, how each key health pillar sub-group breaks out () by purchase level segment Usage dynamics: Identify and quantify usage dynamics: e.g. who is consuming, on which meal/other occasions, how consumed, etc.

5 WHAT WE DID Who: 33 Male & 67 Female split Age 18+ (change from 25+ in recent years) Continental U.S. resident Must at least share in grocery shopping responsibility Must be aware of avocados (94 were) Notes: Due to significant changes this year, only limited measures are trended This report explores health and wellness pillars. Additional reports will be created to explore avocado purchaser segments, and Hispanic acculturation levels among a Hispanic sample. Health pillars are defined as follows: Heart Health: Consciously taking steps to care for heart health or manage high cholesterol Weight Loss: Trying to lose weight Diabetes: Actively managing Diabetes Pre-natal/Newborn: Trying to get or currently pregnant or child 0-24 months in home Healthy Living: Try to eat healthy, pay attention to nutrition or read labels to help choose food Report Notes How Many and When: 2,400 surveys were completed between July 6 th 17 th, 2018 How: Self-administered web based survey with respondents recruited from an online research panel Statistical differences between key groups, at a 95 Confidence Level, are indicated by an upper case letter. Directional differences, at an 80 Confidence Level, are denoted by a lower case letter. Some charts/tables may not add to 100 due to rounding, exclusion of don t know/refused answers or multiple mentions.

6 EXECUTIVE SUMMARY

7 HEART HEALTH: 34 OF GENERAL SAMPLE 75 of the heart health pillar purchases avocados, and over one-half of them are heavy to super heavy purchasers. Their use of avocados across meal occasions is similar to all avocado users. They do use avocados in a broader variety of ways than seen across total avocado users. They are less committal than seen overall in terms of reasons for purchasing avocados. Top reasons are being healthy and good fats. They consider more attributes to be important when deciding to purchase fresh fruits & vegetables than seen among the total sample. They naturally have a higher score for fits into my hearth healthy diet. Avocados generally perform well against the most important attributes for this pillar. Top barriers to avocado purchases among the heart health pillar are being too expensive, turning brown too quickly, being perishable, inconsistent quality and not being at the desired ripeness level. They skew somewhat older than total avocado purchasers, but are similar in age to the total general sample. There are very few meaningful differences across the other demographics for this group. They are the most likely pillar to seek health and nutrition information.

8 WEIGHT LOSS: 44 OF GENERAL SAMPLE 74 of the weight loss pillar purchases avocados, and over one-half of them are heavy to super heavy purchasers. Their use of avocados across meal occasions is similar to all avocado users, with the exception of them being more likely to use avocados with breakfast. They do use avocados in a broader variety of ways than seen across total avocado users, and skew particularly high for using avocados in smoothies. Along with pre-natal/newborn and healthy living, they give higher scores for reasons to purchase avocados than seen among the other pillars. Top reasons are being healthy and good fats. They consider more attributes to be important when deciding to purchase fresh fruits & vegetables than seen among the total sample. They naturally have a higher score for good weight maintenance and fits into my weight loss diet. Avocados generally perform well against the most important attributes for this pillar especially against the two weight related attributes. Top barriers to avocado purchases among the weight loss pillar are being too expensive, turning brown too quickly, being perishable, inconsistent quality and not being at the desired ripeness level. They skew somewhat more female and somewhat younger. They are more likely to have children in the home, to be married and to be employed full-time. There are no meaningful differences across the other demographics for this group.

9 DIABETES: 18 OF GENERAL SAMPLE 71 of the diabetes pillar purchases avocados, and slightly less than half of them are heavy to super heavy purchasers. Their use of avocados across meal occasions is similar to all avocado users. They do use avocados in a broader variety of ways than seen across total avocado users. They are less committal than seen overall in terms of reasons for purchasing avocados. Top reasons are being healthy and good fats. They consider more attributes to be important when deciding to purchase fresh fruits & vegetables than seen among the total sample. They naturally have a higher score for good for diabetes management. Avocados generally perform well against the most important attributes for this pillar. Top barriers to avocado purchases among the diabetes pillar are being too expensive, turning brown too quickly, being perishable, inconsistent quality and not being at the desired ripeness level. They skew somewhat older and somewhat more likely to be married. There are more likely not to be employed and have a lower household income than seen across the other pillars.

10 PRE- NATAL/NEWBORN: 6 OF GENERAL SAMPLE 81 of the pre-natal/newborn pillar purchases avocados, and almost two-thirds of them are heavy to super heavy purchasers. They are the strongest pillar in terms of avocado purchases. Their use of avocados across meal occasions is similar to all avocado users, except they skew stronger for breakfast and parties/special events. They do use avocados in a somewhat broader variety of ways than seen among total avocado users. They are less committal than seen overall in terms of reasons for purchasing avocados. Top reasons are being healthy and good fats, and being good for my baby or toddler naturally skews high. They consider more attributes to be important when deciding to purchase fresh fruits & vegetables than seen among the total sample. They naturally have a higher score for supports healthy child growth and supports healthy child development. Avocados generally perform well against the most important attributes for this pillar. Top barriers to avocado purchases among the pre-natal/newborn pillar are being too expensive, turning brown too quickly, being perishable and inconsistent quality. They naturally skew mostly female and younger. They are more likely to be married, have larger households, are the most likely pillar to be employed full-time, and have a somewhat higher household income. They are more ethnically and racially diverse.

11 HEALTHY LIVING: 68 OF GENERAL SAMPLE 81 of the healthy living pillar purchases avocados, and almost three-fifths of them are heavy to super heavy purchasers. They are the second strongest pillar in terms of avocado purchases. Their use of avocados across meal occasions is similar to all avocado users, except they skew stronger for breakfast and parties/special events. They do use avocados in a broader variety of ways than seen across total avocado users but not as broadly as seen across some other pillars. They are the strongest pillar in terms of reasons why they eat avocados. Top reasons are being healthy and good fats. They consider more attributes to be important when deciding to purchase fresh fruits & vegetables than seen among the total sample. In fact, none of the attributes are considered not important. Avocados generally perform well against the most important attributes for this pillar. Top barriers to avocado purchases among the healthy living pillar are being too expensive, turning brown too quickly, being perishable, inconsistent quality and not being at the desired ripeness level. Demographically they are very similar to the total general sample. The only difference is a higher household income.

12 HEALTH AND WELLNESS PILLARS

13 HEALTH AND WELLNESS PILLARS (TOTAL SAMPLE) THIS CHART SHOWS THE PROPORTION OF THE TOTAL SAMPLE THAT FALLS INTO EACH HEALTH AND WELLNESS PILLAR. NOTE THAT SOME PEOPLE FALL INTO MORE THAN ONE PILLAR. Heart Health 34 Weight Loss 23 Diabetes 18 Pre-Natal/Newborn 6 One-half have a baby or toddler Healthy Living Q500, Q510, D2/3

14 HEALTH AND WELLNESS PILLAR CROSSOVER THE HEALTH PILLARS ARE NOT UNIQUE GROUPS. RATHER, LARGE PORTIONS OF RESPONDENTS FALL INTO MORE THAN ONE PILLAR. Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/ Newborn (n=135) D Healthy Living (n=816) E Heart Health D 48D 34 45D Weight Loss Ad 30 46ACD Diabetes 25e 19AdE Pre-Natal/Newborn 6 7a 7a Healthy Living 45d 66ACD Q500, Q510, D2/3

15 AVOCADO SEGMENT COMPOSITION WITHIN EACH HEALTH PILLAR THE PRE-NATAL/NEWBORN AND HEALTHY LIVING PILLARS ARE MOST LIKELY TO PURCHASE AVOCADOS. PRE-NATAL/NEWBORN IN PARTICULAR SKEW HEAVIEST IN TERMS OF AVOCADO PURCHASES. Non-Purchasers Light Medium Heavy Super Heavy Ac 28 39AbCe 31Ac C 20 24c 17B 16b d 25dE 26dE 29aDE 27BC Total (n=2,400) Heart Health (n=820) A Q120 Over the course of a year, how often do you buy avocados to eat or serve at home? Q130 - On average, how many avocados do you usually buy at one time? Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E

16 FREQUENCY OF BUYING AVOCADOS TO EAT OR SERVE AT HOME THE FREQUENCY OF PURCHASING AVOCADOS IS ELEVATED FOR ALL HEALTH PILLARS EXCEPT HEARTH HEALTH. Once a week or more often Twice to several times a month Every month or two Once every three months or less e 16 21Bd 21bd b bC c 38c Ae 33A 35A 32A 0 Total Past Year Avocado Purchasers Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E Q120 Over the course of a year, how often do you buy avocados to eat or serve at home?

17 PROFILE OF HEALTH PILLARS

18 GENDER THE WEIGHT LOSS PILLAR HAS SOMEWHAT OF A FEMALE SKEW, AND THE PRE-NATAL/NEWBORN PILLAR HAS A NATURAL FEMALE SKEW. Male Female ACE 67 88ABCE BD Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A 28D Weight Loss (n=563) B 33BD Diabetes (n=430) C 12 Pre-Natal/Newborn (n=135) D 31BD Healthy Living (n=816) E S1 Are you male or female?

19 AGE THERE IS QUITE A BIT OF VARIATION IN THE AGE DISTRIBUTION ACROSS THE PILLARS, WITH WEIGHT LOSS AND PRE-NATAL/NEWBORN BEING THE YOUNGEST GROUPS BDE 32D 43BDE ABCE 38BD D 22c 20D 27ACE 20D 19 45ABCE 19D 23C Ac E 3 Total Purchasers (n=1,592) Total Sample (n=2,400) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C 10ABCE Pre-Natal/Newborn (n=135) D 18Ac 2 Healthy Living (n=816) E S2 Please indicate into which of the following age ranges you fall?

20 REGION OF RESIDENCE WHILE THERE ARE SOME GEOGRAPHIC DIFFERENCES ACROSS THE HEALTH PILLARS, THE GROUPS ARE GENERALLY IN LINE WITH THE TOTAL SAMPLE. California West Plains South Central Great Lakes Mid South Southeast Northeast Cd 17cd ae 5 9e 12AbE e 4 5e 8 9c c b B Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B 17ae 17 Diabetes (n=430) C Pre-Natal/Newborn (n=135) D 17cd Healthy Living (n=816) E S3 In what state do you currently reside?

21 OF HISPANIC ORIGIN (GENERAL SURVEY IN ENGLISH ONLY) THE PRE-NATAL/NEWBORN GROUP SKEWS MORE HISPANIC THAN SEEN FOR OTHER GROUPS Ae 10a 15AbcE 8 0 Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E S5 Are you of Hispanic origin, such as Latin American, Mexican, Puerto Rican, or Cuban?

22 RACE WHILE THERE ARE SOME DIFFERENCES IN RACE ACROSS THE PILLARS, THEY ARE GENERALLY MINOR EXCEPT FOR A SKEW TOWARD MORE AFRICAN-AMERICANS AND ASIANS AMONG THE PRE- NATAL/NEWBORN PILLAR. White African American or Black Asian Other race Mixed racial background B a 1 2a 5 4 3b 2Bc 6 1 2a aBcE ae D 80D 79d 71 79D Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E S7 Do you consider yourself?

23 AVERAGE NUMBER OF PEOPLE IN HOUSEHOLD THERE IS LITTLE VARIANCE IN HOUSEHOLD SIZE EXCEPT FOR LARGER HOUSEHOLDS FOR THE PRE- NATAL/NEWBORN PILLAR ABCE AcE 2.6a Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E D1 How many persons, including yourself, are currently living in your household?

24 CHILDREN UNDER 18 LIVING IN HOUSEHOLD BY DEFINITION, A LARGE PORTION OF THE PRE-NATAL/NEWBORN PILLAR HAS CHILDREN IN THE HOUSEHOLD ABCE AcE 34a Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E D3 Do you have children in any of the following age groups currently living in your household?

25 EMPLOYMENT STATUS THERE IS SOME VARIANCE IN EMPLOYMENT STATUS, WITH THOSE IN THE DIABETES PILLAR MOST LIKELY TO BE UNEMPLOYED. Employed Full-Time Employed Part-Time Not Employed d 45d 52ABDE 38 45d BC Bc c 46aCe 38 52AbCE 42c 10 0 Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E D4 Please indicate your employment status?

26 MARITAL STATUS WHILE THERE IS SOME VARIATION IN MARITAL STATUS, MOST NOTABLE IS THE NATURAL SKEW TOWARD PRE-NATAL/NEWBORN BEING MARRIED. Married/Partnered Single D 37D 36D 40bcD ABCE e 64ae Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E D5 What is your marital status?

27 EDUCATION LEVEL EDUCATIONAL LEVEL VARY SOMEWHAT ACROSS THE DIFFERENT PILLARS, WITH THE MOST NOTABLE DIFFERENCE BEING A SKEW TOWARD SOMEWHAT HIGHER EDUCATION AMONG PRE-NATAL/NEWBORN. High School Grad or Less Tech/Trade School/Assoc Degree Four Year College Grad or More bC 42c 38 47bC 43C ab Ade 23ad Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E D6 What is the highest level of education you have completed or the highest degree you have received?

28 TOTAL AVERAGE ANNUAL HOUSEHOLD INCOME (IN 000 S) THERE IS SOME VARIATION IN HOUSEHOLD INCOME, MOST NOTABLY WITH THE DIABETES PILLAR SKEWING TOWARD A LOWER INCOME. $100 $90 $80 $70 $66 $71 $70C $70c $65 $74c $71C $60 $50 $40 $30 $20 $10 $0 Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E D7 Which of the following income categories best describes your total [INSERT LAST YEAR] household income before taxes?

29 AVOCADO SEGMENT COMPOSITION WITHIN EACH HEALTH PILLAR THE PRE-NATAL/NEWBORN AND HEALTHY LIVING PILLARS ARE MOST LIKELY TO PURCHASE AVOCADOS. PRE-NATAL/NEWBORN IN PARTICULAR SKEW HEAVIEST IN TERMS OF AVOCADO PURCHASES. Non-Purchasers Light Medium Heavy Super Heavy B B A b A 0 Total (n=2,400) Q120 Over the course of a year, how often do you buy avocados to eat or serve at home? Q130 - On average, how many avocados do you usually buy at one time? Any Health Pillar (n=1,556) A No Health Pillar (n=844) B

30 DEMOGRAPHICS TEXT GENDER AGE HISPANIC ORIGIN RACE Male Female A Mixed race Asian White Other race African American B B A S1, S2, S5, S7 31 Any Health Pillar (n=1,556) A 38A No Health Pillar (n=844) B B b 1 Any Health Pillar (n=1,556) A No Health Pillar (n=844) B B Any Health Pillar (n=1,556) A 5 No Health Pillar (n=844) B Any Health Pillar (n=1,556) A No Health Pillar (n=844) B

31 DEMOGRAPHICS (CONT.) TEXT 3.0 AVERAGE NUMBER OF PEOPLE IN HOUSEHOLD 100 CHILDREN UNDER 18 IN HOUSEHOLD 100 EMPLOYMENT STATUS Not Employed Employed Part-Time Employed Full-Time B B D1, D3, D4 0.0 Any Health Pillar (n=1,556) A No Health Pillar (n=844) B 0 Any Health Pillar (n=1,556) A No Health Pillar (n=844) B 0 Any Health Pillar (n=1,556) A No Health Pillar (n=844) B

32 TEXT DEMOGRAPHICS (CONT.) D5, D6, D MARITAL STATUS EDUCATION LEVEL TOTAL AVERAGE ANNUAL Single HOUSEHOLD INCOME (in 000 s) Married/Partnered 39 61B Any Health Pillar (n=1,556) A 47A 52 No Health Pillar (n=844) B Four Year College Grad or More Tech/Trade School/Assoc Degree High School Grad or Less 43B Any Health Pillar (n=1,556) A A No Health Pillar (n=844) B $100 $90 $80 $70 $60 $50 $40 $30 $20 $10 $0 $68B Any Health Pillar (n=1,556) A $62 No Health Pillar (n=844) B

33 AVOCADO USAGE

34 MEAL OCCASIONS HOUSEHOLD TYPICALLY USE AVOCADOS (TOTAL PAST YEAR AVOCADO PURCHASERS) WHILE AVOCADOS ARE USED ACROSS A VARIETY OF MEAL OCCASIONS, DINNER AND LUNCH ARE MOST COMMON. Dinner 76 Lunch 65 Snack 51 Breakfast 29 Parties/Special Events Q140 For which meal occasions at home do you or others in your household typically use avocados?

35 MEAL OCCASIONS HOUSEHOLD TYPICALLY USE AVOCADOS (PAST YEAR AVOCADO PURCHASERS) ALL PILLARS USE AVOCADOS ACROSS A WIDE VARIETY OF MEAL OCCASIONS, BUT AS SEEN OVERALL, DINNER AND LUNCH ARE THE TWO MOST COMMON OCCASIONS. Dinner Lunch 79BCd bc 69cd 71Cd Cd Snack Breakfast Parties/Special Events 56b Ac 33 48ABCE 37A 31B B Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E Q140 For which meal occasions at home do you or others in your household typically use avocados?

36 CHANGE IN USE OF AVOCADOS FOR MEAL OCCASION COMPARED TO A YEAR AGO ALL HEALTH PILLARS CLAIM TO HAVE INCREASED AVOCADO CONSUMPTION ACROSS ALL MEAL OCCASIONS. DINNER LUNCH Total Sample (n=1,211) Heart Health (n=488) A Weight Loss (n=314) B Diabetes (n=225) C Pre-Natal/Newborn (n=81) D Healthy Living (n=511) E aE 39e 42e bD 56 58d 49 61bD abce 4 Total Sample (n=1,036) Heart Health (n=424) A Weight Loss (n=296) B Diabetes (n=195) C Pre-Natal/Newborn (n=68) D Healthy Living (n=456) E AE 37ae Bd Bd 5 5 6c 4 10ace 5 BREAKFAST SNACKS Total Sample (n=455) Heart Health (n=194) A Weight Loss (n=159) B Diabetes (n=102) C Pre-Natal/Newborn (n=53) D Healthy Living (n=240) E ae 48a c bc Total Sample (n=808 ) Heart Health (n=348) A Weight Loss (n=220) B Diabetes (n=170) C Pre-Natal/Newborn (n=60) D Healthy Living (n=357) E ae 38a 50Ace 38A 62 62BcDE 54D 55D 38 56D 6 6B 3 6b 12aBe 5b Total Sample (n=393) Heart Health (n=191) A Weight Loss (n=110) B Diabetes (n=89) C Pre-Natal/Newborn (n=34*) D Healthy Living (n=199) E PARTIES/SPECIAL EVENTS a 32 41a Q150 For each meal occasion at home, are you or others in your household using avocados less often, about the same, or more often than you did a year ago? *Caution: Small base size 65 64cd More often About the same Less Often NOTE: Some bars may not add to 100 due to rounding and omission of Not Sure

37 HOUSEHOLD TYPICALLY USES AVOCADOS FOR DINNER THE USE OF AVOCADOS AT DINNER SKEWS SOMEWHAT HIGHER FOR THE HEARTH HEALTH AND HEALTHY LIVING SEGMENTS BCd Dinner bc Total Purchasers (n=1,592) Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E CHANGE FOR DINNER COMPARED TO A YEAR AGO: More often About the same Less Often Total Sample (n=1,211) Heart Health (n=488) A 35 61bD 3 Weight Loss (n=314) B 39aE 56 4 Diabetes (n=225) C 39e 58d 3 Pre-Natal/Newborn (n=81) D 42e 49 9abce Healthy Living (n=511) E 35 61bD 4 Q140 For which meal occasions at home do you or others in your household typically use avocados? Q150 For each meal occasion at home, are you or others in your household using avocados less often, about the same, or more often than you did a year ago?

38 HOUSEHOLD TYPICALLY USES AVOCADOS FOR LUNCH THE USE OF AVOCADOS FOR LUNCH SKEWS HIGHEST FOR HEARTH HEALTH, WEIGHT LOSS AND HEALTHY LIVING. Lunch 65 69cd 71Cd Cd Total Purchasers (n=1,592) Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E CHANGE FOR LUNCH COMPARED TO A YEAR AGO: More often About the same Less Often Total Sample (n=1,036) Heart Health (n=424) A 31 63Bd 5 Weight Loss (n=296) B 38AE 56 6c Diabetes (n=195) C 37ae 59 4 Pre-Natal/Newborn (n=68) D ace Healthy Living (n=456) E 32 62Bd 5 Q140 For which meal occasions at home do you or others in your household typically use avocados? Q150 For each meal occasion at home, are you or others in your household using avocados less often, about the same, or more often than you did a year ago?

39 HOUSEHOLD TYPICALLY USES AVOCADOS FOR SNACKS THE USE OF AVOCADOS FOR A SNACK IS GENERALLY THE SAME ACROSS THE PILLARS b Snack Total Purchasers (n=1,592) Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E CHANGE FOR SNACKS COMPARED TO A YEAR AGO: More often About the same Less Often Total Sample (n=808) Heart Health (n=348) A 32 62BcDE 6B Weight Loss (n=220) B 42ae 54D 3 Diabetes (n=170) C 38a 55D 6b Pre-Natal/Newborn (n=60) D 50Ace 38 12aBe Healthy Living (n=357) E 38A 56D 5b Q140 For which meal occasions at home do you or others in your household typically use avocados? Q150 For each meal occasion at home, are you or others in your household using avocados less often, about the same, or more often than you did a year ago?

40 HOUSEHOLD TYPICALLY USES AVOCADOS FOR BREAKFAST THE PRE-NATAL/NEWBORN PILLAR IS MOST LIKELY TO USE AVOCADOS AT BREAKFAST. Breakfast Ac 37A 48ABCE Total Purchasers (n=1,592) Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E CHANGE FOR BREAKFAST COMPARED TO A YEAR AGO: More often About the same Less Often Total Sample (n=455) Heart Health (n=194) A 41 50c 9 Weight Loss (n=159) B 47ae 46 6 Diabetes (n=102) C 48a 43 8 Pre-Natal/Newborn (n=53) D Healthy Living (n=240) E 42 51bc 7 Q140 For which meal occasions at home do you or others in your household typically use avocados? Q150 For each meal occasion at home, are you or others in your household using avocados less often, about the same, or more often than you did a year ago?

41 HOUSEHOLD TYPICALLY USES AVOCADOS FOR PARTIES/SPECIAL EVENTS THE PRE-NATAL PILLAR IS ALSO THE MOST LIKELY GROUP TO USE AVOCADOS FOR PARTIES AND SPECIAL EVENTS. Parties/ Special Events 25 31B B Total Purchasers (n=1,592) Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E CHANGE FOR BREAKFAST COMPARED TO A YEAR AGO: More often About the same Less Often Total Sample (n=393) Heart Health (n=191) A 30 64cd 6 Weight Loss (n=110) B Diabetes (n=89) C 37a 57 6 Pre-Natal/Newborn (n=34*) D 41a 53 6 Healthy Living (n=199) E Q140 For which meal occasions at home do you or others in your household typically use avocados? Q150 For each meal occasion at home, are you or others in your household using avocados less often, about the same, or more often than you did a year ago?

42 HOUSEHOLD MEMBERS CONSUMING AVOCADOS (TOTAL PAST YEAR AVOCADO PURCHASERS) AVOCADO CONSUMPTION IS SPREAD ACROSS OTHER HOUSEHOLD MEMBERS. Yourself 94 Other adults 61 Children age 2-18 years old 24 Newborns to 24 months old 3 38 among households with a newborn to toddler Q160 Who in your household eats avocados or dishes made at home with avocados?

43 HOUSEHOLD MEMBERS CONSUMING AVOCADOS THERE IS A NATURAL SKEW TOWARD AVOCADO CONSUMPTION AMONG THE PRE- NATAL/NEWBORN PILLAR TOWARD HOUSEHOLDS WITH CHILDREN AND WITH NEWBORNS TO 24 MONTHS. Yourself Other adults Children age 2-18 years old Newborns to 24 months old ABCE 26 29ae 30ae 27 66BE ABCE 74aBCE 96b aBcd Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/Newborn (n=110) D Healthy Living (n=657) E Q160 Who in your household eats avocados or dishes made at home with avocados?

44 HOW AVOCADOS ARE CONSUMED (TOTAL PAST YEAR AVOCADO PURCHASERS) GUACAMOLE/DIPS, SALADS AND SANDWICHES/WRAPS/BURGERS ARE THE MOST COMMON WAYS OF USING AVOCADOS. Frequently Occasionally Rarely Ever: Guacamole, Other Dips, Sauces Or Spreads Ever: 92 Ever: Salads Ever: Sandwiches, Wraps Or Burgers Plain, eaten by itself Ever: Ever: As An Ingredient Or Topping On Soups, Casseroles Or Chili A Cooking Ingredient Or Topping In Other Dishes Ever: Smoothies Or Other Beverages Ever: 38 Ever: Desserts And Baked Goods Baby Mash-ups Or Kid-Friendly Dishes Q170 How are avocados consumed in your household and how often?

45 WAYS EVER CONSUMED AVOCADOS THERE ARE MANY DIFFERENCES IN HOW AVOCADOS ARE EVER CONSUMED. THE MOST NOTABLE DIFFERENCES ARE HIGHLIGHTED BELOW. Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/ Newborn (n=110) D Healthy Living (n=657) E In guacamole, other dips, sauces or spreads 96E 96E 96e In salads On sandwiches, wraps or burgers 90 92ace 89 95aCe 91 On their own (plain or with salt/pepper or a squeeze of lemon/lime) As an ingredient or topping on soups, casseroles or chili 76 79aE 80AE 88ABCE 74 As a cooking ingredient or topping in dishes other than those listed above 74E 73e 76E In smoothies or other beverages 51 58AcE 53 65AbCE 53 In desserts and baked goods, such as puddings and cakes 43 46ae 51AbE In baby mash-ups or kid- friendly dishes 37 43AE 43AE 76ABCE 35 Q170 How are avocados consumed in your household and how often?

46 WAYS FREQUENTLY CONSUME AVOCADOS THERE ARE ALSO MANY DIFFERENCES IN HOW AVOCADOS ARE FREQUENTLY CONSUMED. THE MOST NOTABLE DIFFERENCES ARE HIGHLIGHTED BELOW. Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/ Newborn (n=110) D Healthy Living (n=657) E In guacamole, other dips, sauces or spreads 65c In salads 53 57acd ACD On sandwiches, wraps or burgers 46 50aCe c On their own (plain or with salt/pepper or a squeeze of lemon/lime) 39 43a A As a cooking ingredient or topping in dishes other than those listed above 25 33AE 30a 29 29a As an ingredient or topping on soups, casseroles or chili 24 36ACE 30A 36Ace 30A In smoothies or other beverages 19 25Ae 24A 33AbCE 22a In baby mash-ups or kid- friendly dishes 14 22AE 22AE 34ABCE 18A In desserts and baked goods, such as puddings and cakes 13 21AE 21AE 19a 16A Q170 How are avocados consumed in your household and how often?

47 WAYS FREQUENTLY/OCCASIONALLY CONSUME AVOCADOS THERE ARE ALSO MANY DIFFERENCES IN HOW AVOCADOS ARE FREQUENTLY/OCCASIONALLY CONSUMED. THE MOST NOTABLE DIFFERENCES ARE HIGHLIGHTED BELOW. Heart Health (n=616) A Weight Loss (n=419) B Diabetes (n=307) C Pre-Natal/ Newborn (n=110) D Healthy Living (n=657) E In guacamole, other dips, sauces or spreads 90E 89e In salads A On sandwiches, wraps or burgers 79 83aC 78 83c 82ac On their own (plain or with salt/pepper or a squeeze of lemon/lime) A As an ingredient or topping on soups, casseroles or chili 59 66AE 64a 69Ae 61 As a cooking ingredient or topping in dishes other than those listed above 56 62AE 61Ae In smoothies or other beverages 37 45AE 41a 52AbCE 41a In baby mash-ups or kid- friendly dishes 27 34AE 35AE 64ABCE 28 In desserts and baked goods, such as puddings and cakes 27 33AE 36AE 35a 29 Q170 How are avocados consumed in your household and how often?

48 AVOCADO PURCHASE DRIVERS AND BARRIERS

49 REASONS FOR PURCHASING AVOCADOS (5 OR 4 ON A 5- POINT SCALE)(TOTAL SAMPLE) PERCEPTIONS OF BEING HEALTHY, CONTAINING GOOD FAT AND GENERALLY LIKING THE TASTE AND TEXTURE OF AVOCADOS ARE TOP PURCHASE DRIVERS. BEING GOOD FOR YOUR BABY OR TODDLER IS ALSO A STRONG DRIVER AMONG HOUSEHOLDS WITH NEWBORNS TO TODDLERS. I believe avocados are healthy I know that avocados contain "good" fats I like the taste of avocados I like the texture of avocados Avocados help me provide my family with nutritious meals Avocados give me a nice break from everyday foods My family loves avocados I feel that avocados are a good value for the money I use avocados for parties or special occasions I can substitute avocados for other foods/ingredients Avocados are a staple in my household Avocados bring out my creativity in the kitchen I have many recipes and ways to use avocados Avocados are good for my baby or toddler to eat I grew up eating avocados Highly correlated 75 among households with a newborn to toddler Q180 Below is a list of reasons why you personally [PIPE IF NEVER BOUGHT AVOCADOS (Q100/1=0] might buy avocados for use in the home [PIPE IF BOUGHT AVOCADOS (Q100/1=1)] might buy avocados more often for use in the home. Please tell us how well each of these describe you on a scale from 1 to 5 where a 1 is Does Not Describe Me at All and a 5 is Describes Me Very Well.

50 REASONS FOR PURCHASING AVOCADOS (5 OR 4 ON A 5- POINT SCALE) THE HEALTHY LIVING PILLAR EMBRACES MOST OF THE REASONS FOR PURCHASING AVOCADOS. WHILE THE DIABETES PILLAR HAS REASONS TO PURCHASE AVOCADOS, THEY ARE GENERALLY NOT AS STRONG AS SEEN FOR THE OTHER PILLARS. Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E I believe avocados are healthy 89 83C 85aC 77 87aC 89ABC I know that avocados contain good fats 86 81C 82C 72 81C 85ABCd I like the taste of avocados 85 73C 73C 68 75c 81ABCd I like the texture of avocados 79 67c 70aC 63 71c 77ABCd Avocados help me provide my family with nutritious meals 72 64C 67aC 59 74AbC 72ABC Avocados give me a nice break from everyday foods 72 64C 67aC 57 64c 72ABCd My family loves avocados 71 63c 64C 58 70aC 69ABC I feel that avocados are a good value for the money AC 57 64c 68AbC I use avocados for parties or special occasions AC 50 62AC 59AC I can substitute avocados for other foods/ ingredients AC 47 54c 55AC Avocados are a staple in my household AC 47 58AC 60AbC Avocados bring out my creativity in the kitchen 51 46c 56AC 42 50c 55AC I have many recipes and ways to use avocados AC 43 58AC 54AC Avocados are good for my baby or toddler to eat ACe 35 70ABCE 41AC I grew up eating avocados AC 38 53AbCE 43AC Q180 Below is a list of reasons why you personally [PIPE IF NEVER BOUGHT AVOCADOS (Q100/1=0] might buy avocados for use in the home [PIPE IF BOUGHT AVOCADOS (Q100/1=1)] might buy avocados more often for use in the home. Please tell us how well each of these describe you on a scale from 1 to 5 where a 1 is Does Not Describe Me at All and a 5 is Describes Me Very Well.

51 MAXDIFF EXPLANATION A common concern with traditional marketing research importance ratings is that everything tends to be rated as fairly important. Even more of an issue is understanding the relative degree of importance between two variables. With ratings, you can determine what is most important, but you can not tell the relative degree of being more important. Maximum Difference Scaling (MaxDiff) was developed to address this. It is a fairly simple trade-off exercise for respondents. The result is that you can tell relative difference in importance. For example, something with a score of 30 really is twice as important as something with a score of 15. While MaxDiff addresses the issue of relative importance, it fails to tell you if anything is actually important. To address this, a second exercise, called anchoring is incorporated. It determines the score at which variables are indeed important. Anything well above this anchor is very important, anything within a limited range of the anchor is important, and anything below this range is deemed unimportant. To simplify reporting, all scores are indexed against the anchor. The anchor is a variable determined within each study. For indexing, it is set to always equal 100. Therefore, you cannot compare absolute index scores from one study to another. All you can compare is how they fall relative to the anchor.

52 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES THE TOP TWO DECISION DRIVERS WHEN PURCHASING FRESH PRODUCE ARE A LOT OF VITAMINS AND MINERALS AND BEING A SOURCE OF MANY IMPORTANT NUTRIENTS. ANOTHER 14 ATTRIBUTES ARE ALSO VERY IMPORTANT. MOST OF THE REST ARE MODERATELY IMPORTANT. Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart-healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight-maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Are a source of folate/folic acid Fits into my weight-loss diet Are a sodium-free food option Are a sugar-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Supports healthy child development Are gluten-free Fits into my prenatal diet Anchor: TOTAL SAMPLE Significant difference = 4 pts Directional difference = 3 pts Very Important Moderately Important Not Important Drivers MaxDiff

53 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES WHILE THE DEGREE OF IMPORTANCE VARIES, THE TOP TWO DECISION DRIVERS ARE THE SAME ACROSS ALL PILLARS. ALL OF THE HEALTH PILLARS GENERALLY PLACE MORE IMPORTANCE ON THE VARIOUS ATTRIBUTES THAN SEEN AMONG TOTAL AVOCADO PURCHASERS. Total Sample Total Purchasers Heart Health Weight Loss Diabetes Pre-Natal/ Newborn Healthy Living Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart- healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight- maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Drivers MaxDiff

54 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES AMONG TOTAL AVOCADO PURCHASERS, THE TOP TWO DECISION DRIVERS WHEN PURCHASING FRESH PRODUCT ARE A LOT OF VITAMINS AND MINERALS AND BEING A SOURCE OF MANY IMPORTANT NUTRIENTS. ANOTHER 18 ATTRIBUTES ARE ALSO VERY IMPORTANT. MOST OF THE REST ARE MODERATELY IMPORTANT. Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart-healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight-maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Are a source of folate/folic acid Fits into my weight-loss diet Are a sodium-free food option Are a sugar-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Supports healthy child development Are gluten-free Fits into my prenatal diet Anchor: TOTAL PURCHASERS Significant difference = 5 pts Directional difference = 3 pts Very Important Moderately Important Not Important Drivers MaxDiff

55 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart-healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight-maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Are a source of folate/folic acid Fits into my weight-loss diet Are a sodium-free food option Are a sugar-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Supports healthy child development Are gluten-free Fits into my prenatal diet HEART HEALTH THE HEART HEALTH PILLAR FINDS 21 OF THE ATTRIBUTES TO BE VERY IMPORTANT COMPARED TO 15 FOR THE TOTAL SAMPLE. THE IMPORTANCE OF FITTING A HEART HEALTH DIET IS NATURALLY HIGHER AMONG THIS PILLAR THAN SEEN OVERALL. Anchor: for total sample Significant difference = 7 pts Directional difference = 4 pts Very Important Moderately Important Not Important Drivers MaxDiff

56 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart-healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight-maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Are a source of folate/folic acid Fits into my weight-loss diet Are a sodium-free food option Are a sugar-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Supports healthy child development Are gluten-free Fits into my prenatal diet Drivers MaxDiff WEIGHT LOSS THE WEIGHT LOSS PILLAR FINDS 25 OF THE ATTRIBUTES TO BE VERY IMPORTANT COMPARED TO 15 FOR THE TOTAL SAMPLE. THE IMPORTANCE OF GOOD WEIGHT MANAGEMENT AND FITTING INTO A WEIGHT LOSS DIET ARE NATURALLY HIGHER AMONG THIS PILLAR THAN SEEN OVERALL. Anchor: for total sample 123 for total sample Very Important Moderately Important Not Important Significant difference = 8 pts Directional difference = 5 pts

57 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart-healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight-maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Are a source of folate/folic acid Fits into my weight-loss diet Are a sodium-free food option Are a sugar-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Supports healthy child development Are gluten-free Fits into my prenatal diet Drivers MaxDiff DIABETES THE DIABETES PILLAR FINDS 21 OF THE ATTRIBUTES TO BE VERY IMPORTANT COMPARED TO 15 FOR THE TOTAL SAMPLE. THE IMPORTANCE OF BEING GOOD FOR DIABETES MANAGEMENT IS NATURALLY HIGHER AMONG THIS PILLAR THAN SEEN OVERALL. Anchor: for total sample Very Important Moderately Important Not Important Significant difference = 9 pts Directional difference = 6 pts

58 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart-healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight-maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Are a source of folate/folic acid Fits into my weight-loss diet Are a sodium-free food option Are a sugar-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Supports healthy child development Are gluten-free Fits into my prenatal diet Drivers MaxDiff PRE-NATAL/NEWBORN THE PRE-NATAL/NEWBORN PILLAR FINDS 21 OF THE ATTRIBUTES TO BE VERY IMPORTANT COMPARED TO 15 FOR THE TOTAL SAMPLE. THE IMPORTANCE OF SUPPORTING HEALTHY CHILD GROWTH AND HEALTHY CHILD DEVELOPMENT ARE NATURALLY HIGHER AMONG THIS PILLAR THAN SEEN OVERALL. Anchor: Very Important Moderately Important Not Important 102 for total sample 102 for total sample Significant difference = 17 pts Directional difference = 11 pts

59 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES HEALTHY LIVING THE HEALTHY LIVING PILLAR FINDS 23 OF THE ATTRIBUTES TO BE VERY IMPORTANT COMPARED TO 15 FOR THE TOTAL SAMPLE. THEY DO NOT CONSIDER ANY OF THE ATTRIBUTES TO BE UNIMPORTANT. Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Are a source of naturally good fats Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Are a source of beneficial fiber Fits into my heart-healthy diet Improves digestive health Are naturally low in saturated fat Will not raise 'bad' LDL cholesterol levels Will help manage blood pressure Good for weight-maintenance Improves gut health Are a cholesterol-free food option Will help improve eyesight Are a source of folate/folic acid Fits into my weight-loss diet Are a sodium-free food option Are a sugar-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Supports healthy child development Are gluten-free Fits into my prenatal diet 89 Anchor: Significant difference = 7 pts Directional difference = 4 pts Very Important Moderately Important Not Important Drivers MaxDiff

60 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES VS. AVOCADO DELIVERY TOTAL SAMPLE AVOCADOS HAVE REASONABLY STRONG PERCEIVED DELIVER AGAINST MANY, BUT NOT ALL OF THE MOST IMPORTANT ATTRIBUTES. AVOCADOS FALL SHORT ON MANY OF THE MODERATELY IMPORTANT ATTRIBUTES Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Drivers MaxDiff, Q220 Are a source of naturally good fats Are a source of beneficial fiber Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Improves digestive health Fits into my heart-healthy diet Are naturally low in saturated fat Good for weight-maintenance Will help manage blood pressure Will not raise 'bad' LDL cholesterol levels High Importance Moderate Importance Low Importance Avocado Delivery (5 or 4 on a 5-point scale) 121 Will help improve eyesight Improves gut health Are a cholesterol-free food option Fits into my weight-loss diet Are a source of folate/folic acid Are a sugar-free food option Are a sodium-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Are gluten-free Supports healthy child development 65 Fits into my prenatal diet Minimally acceptable delivery score: 60

61 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES VS. AVOCADO DELIVERY TOTAL PURCHASERS AMONG TOTAL AVOCADO PURCHASERS, AVOCADOS HAVE REASONABLY STRONG PERCEIVED DELIVER AGAINST ALL OF THE MOST IMPORTANT ATTRIBUTES. AVOCADOS FALL SOMEWHAT SHORT ON SOME OF THE MODERATELY IMPORTANT ATTRIBUTES Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Drivers MaxDiff, Q220 Are a source of naturally good fats Are a source of beneficial fiber Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Improves digestive health Fits into my heart-healthy diet Are naturally low in saturated fat Good for weight-maintenance Will help manage blood pressure Will not raise 'bad' LDL cholesterol levels High Importance Moderate Importance Low Importance Avocado Delivery (5 or 4 on a 5-point scale) Will help improve eyesight Improves gut health Are a cholesterol-free food option Fits into my weight-loss diet Are a source of folate/folic acid Are a sugar-free food option Are a sodium-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth 86 Are gluten-free Supports healthy child development 78 Fits into my prenatal diet Minimally acceptable delivery score: 60

62 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES VS. AVOCADO DELIVERY HEART HEALTH AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST MOST OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE HEART HEALTH PILLAR Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Drivers MaxDiff, Q Are a source of naturally good fats Are a source of beneficial fiber Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Improves digestive health Fits into my heart-healthy diet Are naturally low in saturated fat Good for weight-maintenance Will help manage blood pressure Will not raise 'bad' LDL cholesterol levels High Importance Moderate Importance Low Importance Avocado Delivery (5 or 4 on a 5-point scale) Will help improve eyesight Improves gut health Are a cholesterol-free food option Fits into my weight-loss diet Are a source of folate/folic acid Are a sugar-free food option Are a sodium-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Are gluten-free Supports healthy child development 75 Fits into my prenatal diet Minimally acceptable delivery score: 60

63 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES VS. AVOCADO DELIVERY WEIGHT LOSS AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST ALMOST ALL OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE WEIGHT LOSS PILLAR Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Drivers MaxDiff, Q Are a source of naturally good fats Are a source of beneficial fiber Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Improves digestive health Fits into my heart-healthy diet Are naturally low in saturated fat Good for weight-maintenance Will help manage blood pressure Will not raise 'bad' LDL cholesterol levels High Importance Moderate Importance Low Importance Avocado Delivery (5 or 4 on a 5-point scale) Will help improve eyesight Improves gut health Are a cholesterol-free food option Fits into my weight-loss diet Are a source of folate/folic acid Are a sugar-free food option Are a sodium-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Are gluten-free Supports healthy child development Fits into my prenatal diet Minimally acceptable delivery score: 60

64 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES VS. AVOCADO DELIVERY DIABETES AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST MOST OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE DIABETES PILLAR Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Drivers MaxDiff, Q Are a source of naturally good fats Are a source of beneficial fiber Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Improves digestive health Fits into my heart-healthy diet Are naturally low in saturated fat Good for weight-maintenance Will help manage blood pressure Will not raise 'bad' LDL cholesterol levels High Importance Moderate Importance Low Importance Avocado Delivery (5 or 4 on a 5-point scale) Will help improve eyesight Improves gut health Are a cholesterol-free food option Fits into my weight-loss diet Are a source of folate/folic acid Are a sugar-free food option Are a sodium-free food option 152 Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Are gluten-free Supports healthy child development 86 Fits into my prenatal diet Minimally acceptable delivery score: 60

65 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES VS. AVOCADO DELIVERY PRE-NATAL/NEWBORN AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST MOST OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE PRE-NATAL/NEWBORN PILLAR. AVOCADOS DO ESPECIALLY WELL ON SUPPORTING HEALTHY CHILD GROWTH AND CHILD DEVELOPMENT Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Drivers MaxDiff, Q220 Are a source of naturally good fats Are a source of beneficial fiber Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Improves digestive health Fits into my heart-healthy diet Are naturally low in saturated fat Good for weight-maintenance Will help manage blood pressure Will not raise 'bad' LDL cholesterol levels High Importance Moderate Importance Low Importance Avocado Delivery (5 or 4 on a 5-point scale) Will help improve eyesight Improves gut health Are a cholesterol-free food option Fits into my weight-loss diet Are a source of folate/folic acid Are a sugar-free food option Are a sodium-free food option Good for diabetes management 109 Are non-gmo Are a source of lutein Supports healthy child growth Are gluten-free Supports healthy child development Fits into my prenatal diet Minimally acceptable delivery score: 60

66 ATTRIBUTES CONSIDERED IMPORTANT WHEN DECIDING TO PURCHASE FRESH FRUITS & VEGETABLES VS. AVOCADO DELIVERY HEALTHY LIVING AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST MOST OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE HEALTHY LIVING PILLAR Has a lot of vitamins and minerals Are a source of many important nutrients Provides the nutrients needed for healthy aging Drivers MaxDiff, Q Are a source of naturally good fats Are a source of beneficial fiber Will help maintain healthy cholesterol levels Helps with nutrient and antioxidant absorption Improves digestive health Fits into my heart-healthy diet Are naturally low in saturated fat Good for weight-maintenance Will help manage blood pressure Will not raise 'bad' LDL cholesterol levels High Importance Moderate Importance Low Importance Avocado Delivery (5 or 4 on a 5-point scale) Will help improve eyesight Improves gut health Are a cholesterol-free food option Fits into my weight-loss diet Are a source of folate/folic acid Are a sugar-free food option Are a sodium-free food option Good for diabetes management Are non-gmo Are a source of lutein Supports healthy child growth Are gluten-free Supports healthy child development 89 Fits into my prenatal diet Minimally acceptable delivery score: 60

67 AVOCADO DELIVERY (5 OR 4 ON A 5- POINT SCALE) AS HIGHLIGHTED BELOW, AVOCADOS REACH MINIMALLY ACCEPTABLE SCORES FOR MOST IMPORTANT ATTRIBUTES FOR ALL OF THE HEALTH PILLARS. Total Sample Total Purchasers Heart Health A Weight Loss B Diabetes C Pre-Natal/Newborn D Healthy Living E Are a source of naturally good fats C 84C 76 81c 88ABCD Has a lot of vitamins and minerals C 82C aBCd Are a source of many important nutrients C 82c ABCD Are naturally low in saturated fat C 78C 73 79c 82ABC Fits into my heart- healthy diet C 80C 74 79c 85ABCd Are a source of beneficial fiber Cd 77Cd ABCD Will help maintain healthy cholesterol levels C 77C aBCd Will not raise "bad" LDL cholesterol levels BC 74c BCd Provides the nutrients needed for healthy aging C 75C 67 77C 80ABC Are a cholesterol-free food option c ABCD Are a sodium-free food option c 74c ABC Are a sugar-free food option d AbCD Helps with nutrient and antioxidant absorption C 73C 68 79bC 77ABC Good for weight- maintenance AC AC Improves digestive health c 72C AbC Are gluten-free C 70aC ACd Will help manage blood pressure c 69C C Fits into my weight-loss diet ACdE 66 71c 71C Improves gut health AC ACd Are a source of folate/ folic acid ABC Are non-gmo AC AbCd Good for diabetes management A 68Ade 62 64a Will help improve eyesight a Ac Supports healthy child growth ACe 54 79ABCE 60AC Are a source of lutein ac Supports healthy child development c 59AC 50 76ABCE 59AC Fits into my/my spouse's prenatal diet ACe 41 64ABCE 48AC Q220 - To the best of your knowledge, how well does each of the following describe avocados? Please answer using a scale from 1 to 5 where a 1 means Does not describe avocados at all and a 5 means Describes avocados perfectly.

68 TOTAL SAMPLE BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) FREQUENTLY BEING TOO EXPENSIVE IS THE TOP BARRIER TO PURCHASING AVOCADOS. TURNING BROWN TOO QUICKLY WHEN PARTIALLY USED IS A STRONG SECONDARY BARRIER. BEING PERISHABLE, INCONSISTENT QUALITY, UNDESIRABLE RIPENESS LEVELS, NOT LIKING THE TASTE AND FEELING THAT OTHER FRUITS AND VEGETABLES ARE BETTER FOR YOU ARE ALSO STRONG BARRIERS. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Significant difference = 4 pts Directional difference = 3 pts Major Barrier Moderate Barrier Minor Barrier Barriers MaxDiff

69 TOTAL PURCHASERS BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) FREQUENTLY BEING TOO EXPENSIVE IS THE TOP BARRIER TO PURCHASING AVOCADOS. TURNING BROWN TOO QUICKLY WHEN PARTIALLY USED IS A STRONG SECONDARY BARRIER. BEING PERISHABLE, INCONSISTENT QUALITY, UNDESIRABLE RIPENESS LEVELS, NOT LIKING THE TASTE AND FEELING THAT OTHER FRUITS AND VEGETABLES ARE BETTER FOR YOU ARE ALSO STRONG BARRIERS. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Significant difference = 5 pts Directional difference = 3 pts Major Barrier Moderate Barrier Minor Barrier Barriers MaxDiff

70 HEART HEALTH BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) TOP BARRIERS FOR THE HEART HEALTH PILLAR ARE BEING TOO EXPRESSIVE, TURNING BROWN TOO QUICKLY, BEING PERISHABLE, INCONSISTENT QUALITY, AND NOT BEING AT THE DESIRED RIPENESS LEVEL. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Significant difference = 7 pts Directional difference = 4 pts Major Barrier Moderate Barrier Minor Barrier Barriers MaxDiff

71 HEART HEALTH BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) TOP BARRIERS FOR THE HEART HEALTH PILLAR ARE BEING TOO EXPRESSIVE, TURNING BROWN TOO QUICKLY, BEING PERISHABLE, INCONSISTENT QUALITY, AND NOT BEING AT THE DESIRED RIPENESS LEVEL. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: Past year avocado purchasers Non-past year avocado purchasers Major Barrier = 51 & above Moderate Barrier = Minor Barrier = 34 & below Barriers MaxDiff

72 WEIGHT LOSS BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) TOP BARRIERS FOR THE WEIGHT LOSS PILLAR ARE THE SAME AS WE SEE FOR TOTAL AVOCADO PURCHASERS. THEY ALSO HAVE A PROBLEM WITH KNOWING HOW TO SELECT THEIR DESIRED DEGREE OF RIPENESS. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Significant difference = 8 pts Directional difference = 5 pts Major Barrier Moderate Barrier Minor Barrier Barriers MaxDiff

73 WEIGHT LOSS BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) TOP BARRIERS FOR THE WEIGHT LOSS PILLAR ARE THE SAME AS WE SEE FOR TOTAL AVOCADO PURCHASERS. THEY ALSO HAVE A PROBLEM WITH KNOWING HOW TO SELECT THEIR DESIRED DEGREE OF RIPENESS. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: Past year avocado purchasers Non-past year avocado purchasers Major Barrier = 51 & above Moderate Barrier = Minor Barrier = 34 & below Barriers MaxDiff

74 BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) TOP BARRIERS FOR THE DIABETES PILLAR ARE THE SAME AS WE SEE AMONG TOTAL AVOCADO PURCHASERS. DIABETES Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Significant difference = 9 pts Directional difference = 6 pts Major Barrier Moderate Barrier Minor Barrier Barriers MaxDiff

75 BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) TOP BARRIERS FOR THE DIABETES PILLAR ARE THE SAME AS WE SEE AMONG TOTAL AVOCADO PURCHASERS. DIABETES Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Past year avocado purchasers Non-past year avocado purchasers Major Barrier = 51 & above Moderate Barrier = Minor Barrier = 34 & below Barriers MaxDiff

76 PRE-NATAL/NEWBORN BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) THE PRE-NATAL/NEWBORN PILLAR HAS THE SAME BARRIERS AS SEEN FOR TOTAL AVOCADO PURCHASERS EXCEPT AVOCADOS RARELY BEING AT THE DESIRED RIPENESS LEVEL MOVES DOWN FROM A MAJOR TO A MODERATE BARRIER. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Significant difference = 17 pts Directional difference = 11 pts Major Barrier Moderate Barrier Minor Barrier Barriers MaxDiff

77 PRE-NATAL/NEWBORN BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) THE PRE-NATAL/NEWBORN PILLAR HAS THE SAME BARRIERS AS SEEN FOR TOTAL AVOCADO PURCHASERS EXCEPT AVOCADOS RARELY BEING AT THE DESIRED RIPENESS LEVEL MOVES DOWN FROM A MAJOR TO A MODERATE BARRIER. Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 CAUTION: Base for nonpurchasers very small (n=25) Past year avocado purchasers Non-past year avocado purchasers Major Barrier = 51 & above Moderate Barrier = Minor Barrier = 34 & below Barriers MaxDiff

78 BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) MAJOR BARRIERS FOR THE HEALTHY LIVING PILLAR ARE THE SAME AS SEEN AMONG TOTAL AVOCADO PURCHASERS. HEALTHY LIVING Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: 100 Significant difference = 7 pts Directional difference = 4 pts Major Barrier Moderate Barrier Minor Barrier Barriers MaxDiff

79 BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) MAJOR BARRIERS FOR THE HEALTHY LIVING PILLAR ARE THE SAME AS SEEN AMONG TOTAL AVOCADO PURCHASERS. HEALTHY LIVING Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Family members do not like them I don t know how to select the degree of ripeness I m looking for I am not clear on whether dangerous pesticides are used to grow avocados I don t like the texture I don t know how to use them They just don t look appealing I don t know how to ripen an avocado There is not enough variety in ways to use avocados I don t know how to store avocados I am not clear about food safety with avocados I have concerns about where they are grown/where they come from I don t know if avocados are sustainably grown I am concerned about their fat content I can t easily find organic avocados I am not clear on the number of calories per serving I don t know if avocados are GMO Anchor: Past year avocado purchasers Non-past year avocado purchasers Major Barrier = 51 & above Moderate Barrier = Minor Barrier = 34 & below Barriers MaxDiff

80 MAJOR BARRIERS TO PURCHASING AVOCADOS (MORE OFTEN) THE TOP BARRIERS TO AVOCADO PURCHASE ARE MOSTLY THE SAME ACROSS THE HEALTH PILLARS. Total Sample Total Purchasers Heart Health Weight Loss Diabetes Pre- Natal/ Newborn Healthy Living Avocados are frequently too expensive They turn brown too quickly when I only use part of an avocado They are too perishable The quality of the avocados where I shop is inconsistent The avocados at the store are rarely at the ripeness level I want I don t like the taste I feel like other fresh fruits and vegetables are better for me Barriers MaxDiff

81 COMMUNICATIONS

82 SEEN LOVE ONE TODAY LOGO IN PAST YEAR WHILE THERE IS AMPLE OPPORTUNITY TO GROW AWARENESS OF THE LOVE ONE TODAY LOGO, IT DOES VARY SOMEWHAT ACROSS THE HEALTH PILLARS, AND IS STRONGEST AMONG PRE-NATAL/NEWBORN Ae 28Ae 32AbE Total Sample (n=2,400) Total Purchasers (n=1,592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/Newborn (n=135) D Healthy Living (n=816) E Q400 - In the past year have you seen the following logo, for example, in grocery stores, magazines, newspapers, or online/social media?

83 STATEMENTS LOGO COMMUNICATED (TOTAL SAMPLE) MESSAGES COMMUNICATED BY THE LOGO HAVE REMAINED FAIRLY CONSISTENT OVER TIME. THE ONLY MAJOR DIFFERENCE IS A DECREASE FOR YOU SHOULD EAT AN AVOCADO EVERYDAY. Avocados are nutritious You should purchase avocados today You should eat an avocado every day You should serve avocados to your friends and family today You love the way avocados taste Very Strongly Somewhat Strongly Q420 - How strongly does this logo [IF HISPANIC PANEL: do these logos ] communicate to you personally that?

84 STATEMENTS LOGO COMMUNICATED (VERY/SOMEWHAT STRONGLY) COMMUNICATION OF SPECIFIC STATEMENTS IS GENERALLY STRONGEST AMONG THE PRE- NATAL/NEWBORN PILLAR. Total Purchasers (n=,1592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/ Newborn (n=135) D Healthy Living (n=816) E Avocados are nutritious 95 95bC 93c 91 95c 94C You should purchase avocados today 90 90c bCe 89 You should eat an avocado every day ace 81 You love the way avocados taste A 77 81a 79A You should serve avocados to your friends and family today Abce 77 Q420 - How strongly does this logo [IF HISPANIC PANEL: do these logos ] communicate to you personally that?

85 STATEMENTS ABOUT AVOCADO HEALTH BENEFITS SEEN OR HEARD IN PAST FEW MONTHS (TOTAL SAMPLE) MESSAGES ABOUT HEART HEALTH AND NATURALLY GOOD FATS ARE MOST COMMONLY RECALLED ABOUT AVOCADOS. Any of the following 43 Avocados are heart healthy. Avocados contain naturally good fats Eating avocados is associated with a healthier diet and lower body weight. Eating one avocado a day can improve cholesterol and support a well- functioning heart. Avocados can help with hunger control and weight maintenance. Avocados can reduce risk factors for Type 2 diabetes. Eating avocados with a hamburger may contribute to blood vessel and heart health benefits Q430 - In the past few months, have you read a magazine, newspaper or website article and/or seen a segment on television related to the following health related benefits of eating avocados?

86 STATEMENTS ABOUT AVOCADO HEALTH BENEFITS SEEN OR HEARD IN PAST FEW MONTHS RECALL OF THE VARIOUS HEALTH MESSAGES ABOUT AVOCADOS IS STRONGEST AMONG THE PRE- NATAL/NEWBORN PILLAR, AND SECOND STRONGEST AMONG THE DIABETES PILLAR. R. Total Purchasers (n=,1592) Heart Health (n=820) A Weight Loss (n=563) B Diabetes (n=430) C Pre-Natal/ Newborn (n=135) D Healthy Living (n=816) E Any of the following e 55 64AbCE 54 Avocados are heart healthy bc 36 Avocados contain naturally good fats bc 34 Eating avocados is associated with a healthier diet and lower body weight. Eating one avocado a day can improve cholesterol and support a well- functioning heart. Avocados can help with hunger control and weight maintenance. Avocados can reduce risk factors for Type 2 diabetes. Eating avocados with a hamburger may contribute to blood vessel and heart health benefits Abe 32Abe a 24A 26a 22a ae 23a 27Abe ABE 24abe AE 21AE 20a 16 Q430 - In the past few months, have you read a magazine, newspaper or website article and/or seen a segment on television related to the following health related benefits of eating avocados?

87 WHERE HEALTH AND NUTRITION INFORMATION IS TYPICALLY FOUND (TOTAL SAMPLE) THE NEWS MEDIA AND FAMILY AND FRIENDS ARE THE TOP SOURCES OF HEALTH AND NUTRITION INFORMATION. Seek health and nutrition information (Net) 71 News media 38 Family or friends 34 Other healthcare professional 21 Social media 19 Registered dietitian 8 Someplace else Q440 - Where do you typically get your health and nutrition information about your diet and lifestyle?