Avocado Tracking Study 2013 U.S. Hispanics Prepared by Hass Avocado Board 230 Commerce, Suite 190 Irvine, CA 92605 www.hassavocadoboard.com
Table of Contents Background and Methodology 3 Summary 4 Detailed Findings Advertising Reach 7 Avocado Usage 12 Drivers to Purchasing Avocados 18 Nutrition and Wellness 21 Preparation of Avocados and Occasions Used 34 Food Service 39 Profile of Respondents 41 Comparison to General Sample 47
Background and Methodology Objectives: The objectives of this research are: To understand perceptions, purchase, usage, and consumption of avocados among various key Hispanic segments. To understand nutrition, health and wellness importance among Hispanics. The survey was conducted in March 2013. This is the seventh wave of research, following waves conducted in May 2012, May 2011, February 2010, February 2009, March 2008, September 2007, and February 2007. Methodology: Approximately 750 interviews were conducted per wave among Hispanics who do at least half of the grocery shopping for their household. Interviewing was conducted in Spanish or English, based on respondents preference (73 of the current wave interviews were conducted in Spanish a level similar to previous waves). Interviews were equally divided across the following DMA s: Chicago, New York, Los Angeles, Miami and Houston. The data are weighted by market so that they are representative of the Hispanic population in the five markets surveyed. Data has been trended where possible. However, due to some design changes in 2008, all measures could not be trended. All references to significant differences in the report are at the 95 confidence level. Some charts may not add to 100 due to rounding, exclusion of don t know/refused answers or multiple mentions.
Summary Advertising Reach Claimed awareness of any advertising for Avocados (53) is at the highest level ever seen except in 2007. This increase over time has been driven by all language groups: Spanish-dominant, bilingual, and Englishdominant. As seen in the past, advertising awareness levels are particularly strong in Houston and Chicago, and relatively low in Miami. Avocado Usage Virtually all (97) Hispanics buy Avocados, with most of them (88) buying Avocados at least monthly. Household penetration levels remain similar to previous waves. In line with previous waves, the frequency of purchasing Avocados is higher among Hispanics who are foreign-born, Spanish-dominant or bilingual and of Mexican origin. Hispanics, in the five markets surveyed, purchase 108 Avocados on average annually one of the highest levels ever recorded. Almost half of the Hispanic sample is of Mexican origin. Mexican origin Hispanics are significantly more likely to be frequent purchasers of avocados relative to other types of Hispanics.
Summary Nutrition and Wellness Being good for you and perceived nutritional benefits are both named as top tier reasons why people buy Avocados. They are only trumped by taste and quality. Nutritional attributes that are rated both high in importance and as descriptors of Avocados include: nutrient-dense, contain good fats, contain important nutrients, have nearly 20 essential nutrients and contains antioxidants and plan sterols. Similarly, promotes skin health and better nutrition are nutritional benefits rated both high in importance and as describing Avocados. About two-fifths of the Hispanics fall into a food and wellness involved segment, which is less than the general market. However it is important to note that the general sample differs in their age and geography, which may affect the proportion of this number. Hispanics place a higher level of importance on all of the nutrition and health & wellness benefits than do their counterparts. They also rate Avocados higher than their counterparts on almost all of the nutrition and health & wellness benefits. While the degree of importance of the various benefits is higher among this group, the relative order of importance is generally the same for both groups. A significant proportion of Hispanics claim to have read articles on the health benefits of Avocados at much higher levels than the general markets. However it is important to note that the general market article descriptors were very specific and linked to specific studies. Descriptors for the Hispanic study were not as detailed.
Summary Preparation and Ways Used Hispanics use Avocados an average of 8.5 different ways up from 7.4 different ways in 2012. The most common uses for Avocados are in a green salad, cut up and eaten plain, as a topping on a main dish, on a sandwich, in guacamole, or served with tortillas. Avocados are used for a wide variety of events, with family gatherings and BBQs or picnics being the two most common events. Lunch and dinner dominate as the most common meal occasions for Avocados. Lunch is particularly strong for Spanish dominant or bi-lingual Hispanics. Hispanics Compared to the General Market Hispanic respondents are very different from the general population (taken from the HAB General Tracking Study). Hispanics are more likely to Have bought Avocados to eat and serve at home. Purchase more Avocados annually (108 vs. 66) and prepare them in more ways (8.5 vs. 4.9). Be aware of advertising for Avocados.
Advertising Awareness for Avocados
Advertising Awareness for Avocados Similar to last year, about one-half of Hispanics recall some sort of advertising for Avocados. As seen in previous waves, television receives the highest score among the respective mediums. Among respondents who have seen/heard advertising about Avocados in the past 6 months (n=353), 25 say it was in English, 59 in Spanish, and 15 say both. This is similar to 2012. Seen/Heard Avocado Ads Past 6 months 53 Television 76 Magazine/Newspaper/Print 15 In-store 14 Radio 12 Billboards 4 Q.8, Q.9 In the past 6 months, have you seen any advertising for Avocados? / Where did you see or hear the advertising for Avocados?
Advertising Awareness for Avocados The current ad awareness of 53 is at the highest levels ever seen except in 2007. This increase over time has been driven by all language groups: Spanish-dominant, bilingual and English-dominant. 2007 Fall 2007 Seen or heard advertising for avocados in past 6 months 2008 2009 2010 2011 2012 Total 57 41 37 36 32 33 47 53 Spanish-dominant 64 43 36 33 29 28 48 50 Bilingual 44 42 36 41 34 35 51 54 English-dominant 47 38 46 43 38 46 42 61 U.S. born 48 31 38 39 39 38 43 59 Foreign born 60 46 36 36 30 32 50 51 Mexican 61 43 44 43 40 41 54 62 Other origin 47 39 27 30 23 25 40 44 2013 Q.8 In the past 6 months, have you seen any advertising for Avocados?
Advertising Awareness for Avocados By market, incidence of seeing/hearing advertising for Avocados is lowest in Miami. As seen in the past, ad awareness is particularly high in Houston. Total 53 Houston 84 Chicago 69 New York 45 Los Angeles 42 Miami 27 Q.8 In the past 6 months, have you seen any advertising for Avocados?
Advertising Awareness for Avocados Houston, New York and Chicago all experienced increased in advertising awareness since 2012. 2007 Fall 2007 Seen or heard advertising for avocados in past 6 months 2008 2009 2010 2011 2012 Total 57 41 37 36 32 33 47 53 Los Angeles* NA NA 46 34 38 35 44 42 Houston* NA NA 48 61 47 47 73 84 New York* NA NA 26 33 18 21 34 45 Miami* NA NA 10 13 17 17 26 27 Chicago* NA NA 41 53 43 49 59 69 2013 Q.8 In the past 6 months, have you seen any advertising for Avocados? *Data prior to 2008 not available for this detail Significant difference
Avocado Usage
Frequency of Avocado Consumption at Home 97 of Hispanics buy avocados, with most of them (88) buying them at least monthly, a level similar to previous waves. 100 80 90 88 60 60 61 40 20 0 2007 Fall 2007 2008 2009 2010 2011 2012 2013 Monthly Weekly Q.3a How often do you buy Avocados to eat or serve at home?
Frequency of Avocado Consumption at Home As seen previously, foreign-born Hispanics, those who are Spanish-dominant or bilingual (i.e., Spanish is the main language spoken at home or it s spoken equally with English), and those of Mexican descent are more likely to purchase Avocados weekly than are their counterparts (i.e., English dominant, etc.). Purchase once a week or more often Total Spanish-dom. Bilingual English-dom. U.S. Born Foreign Born Mexican Other Origin <$25K $25K-$49.9K $50K+ 61 63 65 48 52 64 70 51 63 59 57 Significant difference Q.3a How often do you buy Avocados to eat or serve at home?
Reasons for Impulse Purchase 61 of Hispanics buy Avocados on impulse. Looking good/being high quality and the price are the top drivers of impulse purchase. Top Reasons They looked good/high quality 62 Price 59 They were at the right level of ripeness 49 They were the right size 48 A store special price or ad 46 They go well with something else I m buying 46 Just get inspired to buy them when you see them 43 The varieties available 34 Recipe suggestions at store 10 Q.15 - And thinking about those occasions when you decide to buy avocados at the store, that is, on impulse, which of the following reasons or circumstances, if any, make you decide to buy avocados?
Other Purchase Data The average Avocado consuming household purchases 108 avocados per year one of the highest levels ever recorded. By contrast, the general U.S. sample of Avocado consuming households purchased 66 Avocados per year. Bought Avocados at least 2-3 times in past year for home use. 2007 Fall 2007 2008 2009 2010 2011 2012 2013 Average # of Avocados bought at one time 4.8 6.3 4.0 3.9 3.8 3.8 3.7 3.9 Average # of avocados purchased annually* NA NA 106 101 97 102 97 108 Q.12 *Added in 2008
Other Purchase Data: 2012 Spanish speaking and bilingual, as well as individuals of Mexican descent, buy more avocados per year than their respective counterparts. Bought Avocados at least 2-3 times in past year for home use. Total Spanishdom. Bilingual English dom. Mexican Other Average # of Avocados bought at one time 3.9 4.1 4.0 3.4 4.6 3.1 Average # of avocados purchased annually 108 109 117 91 128 90 Q.12, Q.16, Q.27 *Added in 2008 ** Added in 2012 Significant difference
Drivers to Purchasing Avocados
Reasons to Buy Avocados (New question 2013) Top reasons for buying Avocados are the taste, quality, being good for you, nutritional benefits, and a variety of uses. 2013 Taste 95 Quality 92 Good for you 88 Nutritional benefits 86 Variety of uses 82 Ripeness 75 Price 71 They are a staple in my household 67 Can be substituted for other foods or ingredients 56 Fat content 55 Organically grown 47 Calories 46 I buy them for my baby 20 Q475 - Next I am going to read a list of reasons for why you might buy avocados. For each item I read, please tell me if it is a reason for why you would buy avocados.
Average Price Considered a Good Value Most Hispanics consider a price of around $1.00 per Avocado to be a good value. 2012 2013 Average price considered good value for one medium sized avocado* (among those who buy Avocados) $1.04 $0.96 Q.22 - What would you consider to be a good value for one medium sized avocado? *Question revised in 2012 from In past year, about what price did you usually pay for an avocado?
Nutrition and Wellness
Nutritional Descriptors and Importance Avocados are believed to deliver on 5 of the 7 nutritional benefits of high importance to Hispanic consumers. Being sodium free, less than 1 gram of sugar, and contains lutein are of low importance to Hispanic consumers when deciding whether to buy Avocados. Low Importance High Importance Does Not Describe Well Does Describe Well Sodium free Less than 1 gram of sugar Contain lutein Nutrient-dense Contain good fats Contain important nutrients Have nearly 20 essential nutrients Contain antioxidants and plant sterols Cholesterol free Low in calories and fat Note: descriptors are placed in each quadrant in ranked order for importance.
Health & Wellness Descriptors and Importance Avocados are believed to deliver on 2 of the 7 health & wellness benefits of high importance to consumers. Low Importance High Importance Does Not Describe Well Does Describe Well Promotes eye health Helps with weight management Aids in child growth and development Helps with diabetes management Promotes skin health Better nutrition Reduces bad cholesterol Promotes heart health Helps maintain healthy blood pressure Promotes brain health Good for cancer prevention Note: descriptors are placed in each quadrant in ranked order for importance.
Nutritional Benefits Importance (Top Box* Scores)(New question 2012) 2013 Nutrient-dense 71 Contain good fats 69 Contain important nutrients 68 Have nearly 20 essential nutrients 67 Cholesterol free 65 Contain antioxidants and plant sterols 63 Low in calories and fat 61 Sodium free 53 Less than 1 gram of sugar 49 Contain lutein 35 Q1025a - How important to you are each of the following nutritional benefits when deciding whether or not to buy avocados? Please tell me whether each is very important, somewhat important, neither important nor unimportant, not too important, or not at all important to you personally. *Top Box: 1 (Very important) on an 5-point scale
Nutritional Benefits Associated with Avocados* (New question 2012) 2013 Nutrient-dense 68 Contain good fats 65 Have nearly 20 essential nutrients 54 Contain important nutrients 52 Contain antioxidants and plant sterols 52 Cholesterol free 39 Low in calories and fat 39 Sodium free 26 Less than 1 gram of sugar 23 Contain lutein 20 Q1025 - I am going to read a list of nutritional benefits that may or may not be used to describe avocados. Please tell me whether you think each of the nutritional benefits I mention describes avocados a lot, describes a little or does not describe at all. *Describes A lot
Health & Wellness Benefits Importance (Top Box* Scores)(New question 2012) 2013 Promotes skin health 71 Better nutrition 69 Reduces bad cholesterol 65 Promotes heart health 64 Helps maintain healthy blood pressure 62 Promotes brain health 59 Good for cancer prevention 58 Helps with weight management 54 Promotes eye health 54 Aids in child growth and development 52 Helps with diabetes management 51 Q1025c - How important to you are each of the following health and wellness benefits when deciding whether or not to buy avocados? Please tell me whether each is very important, somewhat important, neither important nor unimportant, not too important, or not at all important to you personally. *Top Box: 1 (Very important) on an 5-point scale
Health & Wellness Benefits Associated with Avocados* (New question 2012) 2013 Promotes skin health 68 Better nutrition 63 Promotes heart health 52 Reduces bad cholesterol 51 Helps maintain healthy blood pressure 45 Promotes brain health 39 Good for cancer prevention 38 Aids in child growth and development 37 Helps with weight management 37 Helps with diabetes management 34 Promotes eye health 32 Q1025b - I am going to read a list of health and wellness benefits that you may or may not associate with avocados. Please tell me whether you think each of the health and wellness benefits I mention describes avocados a lot, describes a little or does not describe at all. *Describes A lot
Food and Wellness Involvement Respondents were asked the questions shown below to help identify a food and wellness involved segment. About two-fifths of respondents classify as food and wellness involved based on saying they prepare home-cooked meals at least a few times a week, and that both I spend a lot of time and effort preparing healthy homemade meals and I like to cook homemade meals because I control the ingredients describes them a lot. 49 55 79 Food and Wellness Involved Segment 43 28 8 12 3 Frequency of personally preparing home-cooked meal 32 12 I spend a lot of time and effort preparing healthy homemade meals 17 3 I like to cook homemade meals because I control the ingredients Food and wellness involved Daily A few times per week Once a week Less often than weekly Never Describes me a lot Describes me a little Does not describe me at all Describes me a lot Describes me a little Does not describe me at all Q.1030, Q1035A
Nutritional Benefits Importance: Food and Wellness Involved (Top Box* Scores)( 2013) Food and wellness involved consumers place a significantly higher degree of importance on all of the nutritional benefits, in comparison to those consumers who are not food and wellness involved. Nutrient-dense 67 77B Have nearly 20 essential nutrients 60 77B Contain good fats 64 76B Contain important nutrients 64 74B Cholesterol free Contain antioxidants and plant sterols Low in calories and fat 72B 60 72B 56 65B 58 Food and Wellness Involved (A) Sodium free Less than 1 gram of sugar Contain lutein 30 46 45 41B 62B 56B Not Food and Wellness Involved (B) Q1025a - How important to you are each of the following nutritional benefits when deciding whether or not to buy avocados? Please tell me whether each is very important, somewhat important, neither important nor unimportant, not too important, or not at all important to you personally.
Nutritional Benefits Associated with Avocados*: Food and Wellness Involved ( 2013) Significantly larger proportions of food and wellness involved consumers also tend to associate Avocados with many, but not all, of the nutritional benefits, in comparison to those consumers who are not food and wellness involved. Contain good fats 59 74B Nutrient-dense 63 73B Have nearly 20 essential nutrients 45 66B Contain important nutrients 46 60B Contain antioxidants and plant sterols Cholesterol free Low in calories and fat 47 45B 34 42b 37 59B Food and Wellness Involved (A) Sodium free Less than 1 gram of sugar Contain lutein 31B 22 28B 19 23b 18 Not Food and Wellness Involved (B) Q1025 - I am going to read a list of nutritional benefits that may or may not be used to describe avocados. Please tell me whether you think each of the nutritional benefits I mention describes avocados a lot, describes a little or does not describe at all. *Describes A lot
Health & Wellness Benefits Importance: Food and Wellness Involved (Top Box* Scores)( 2013) Food and wellness involved consumers place a significantly higher degree of importance on all of the health & wellness benefits, in comparison to those consumers who are not food and wellness involved. Promotes skin health Better nutrition Reduces bad cholesterol Promotes heart health Helps maintain healthy blood pressure Promotes brain health Good for cancer prevention Promotes eye health Helps with weight management Helps with diabetes management Aids in child growth and development 80B 64 80B 60 74B 58 73B 57 70B 56 69B 51 67B 51 63B 48 63B 48 61B 43 60B 46 Food and Wellness Involved (A) Not Food and Wellness Involved (B) Q1025c - How important to you are each of the following health and wellness benefits when deciding whether or not to buy avocados? Please tell me whether each is very important, somewhat important, neither important nor unimportant, not too important, or not at all important to you personally. *Top Box: 1 (Very important) on an 5-point scale
Health & Wellness Benefits Associated with Avocados*: Food and Wellness Involved ( 2013) Significantly larger proportions of food and wellness involved consumers also tend to associate Avocados with all of the health & wellness benefits, in comparison to those consumers who are not food and wellness involved. Promotes skin health Better nutrition Reduces bad cholesterol Promotes heart health Helps maintain healthy blood pressure Promotes brain health Good for cancer prevention Aids in child growth and development Helps with weight management Helps with diabetes management Promotes eye health 61 54 62B 43 60B 46 52B 40 46B 34 44B 33 44B 31 43B 32 40B 29 37B 29 76B 75B Food and Wellness Involved (A) Not Food and Wellness Involved (B) Q1025b - I am going to read a list of health and wellness benefits that you may or may not associate with avocados. Please tell me whether you think each of the health and wellness benefits I mention describes avocados a lot, describes a little or does not describe at all. *Describes A lot
Awareness of Articles Relating to the Health Benefits of Eating Avocados (New Question 2013) Claimed awareness of articles relating to the health benefits of avocados is fairly high, especially among food & wellness involved consumers. Eating avocados is associated with a healthier diet and lower body weight. Eating avocados can improve cholesterol and triglyceride profiles and support a well-functioning heart. Avocados can help with hunger control and weight maintenance. Eating avocados with a hamburger may contribute to blood vessel and heart health benefits. Total Food and Wellness Involved Not Food and Wellness Involved 51 57 46 49 55 44 43 48 38 26 26 26 Q1026 - In the past few months have you seen or read any on-line or print news articles related to the following health related benefits of eating avocados? Significant difference
Preparation of Avocados and Occasions Used
Ways Served Avocados in the Past 6 Months The most common uses for Avocados are in a green salad, cut up and eaten plain, as a topping on a main dish, with tortillas, on a sandwich, or in guacamole. These were also the top uses in 2012. Hispanics use Avocados an average of 8.5 waves (up from 7.4 ways in 2012), compared to an average of 4.9 ways among the general U.S. population of Avocado using households. Bought Avocados at least once every 3 months for use at home. As an ingredient in green salads 77 Cut into halves or slices and eaten plain, by itself 77 Cut up and served as a topping on a main dish 74 Served or prepared with tortillas 73 Cut up and served on a sandwich 72 As an ingredient in guacamole dip or topping 70 Salsas 63 Cut up and eaten with other fruits and vegetables 61 As an appetizer other than guacamole dip 50 As a dip or sauce for entrée, other than guacamole dip 49 Cut up or as guacamole on eggs 49 As a butter or spread on bread or toast 41 In non-lettuce salads such as pasta and potato salad As an ingredient in soups Desserts In blended drinks like fruit smoothies 14 11 39 35 Average # Ways Avocados Prepared: 8.5 Baby food 9 For baking 4 Q.26 Please tell me whether or not you have served Avocados any of the following ways in the past 6 months.
Ways Served Avocados in the Past 6 Months There are some variations, noted below, in how Avocados are used based on a person s language or heritage. Base: Bought Avocados at least once every 3 months for use at home. Total Spanishdominant Bilingual 2013 Englishdominant Mexican As an ingredient in green salads 77 77 78 76 77 78 Cut into halves or slices and eaten plain, by itself 77 80 74 73 76 80 Cut up and served as a topping on a main dish 74 77 75 64 78 71 Served or prepared with tortillas 73 70 75 77 85 59 Cut up and served on a sandwich 72 74 72 65 82 60 As an ingredient in guacamole dip or topping 70 68 72 73 76 62 Salsas 63 60 65 65 76 49 Cut up and eaten with other fruits and vegetables 61 60 64 60 58 64 As an appetizer other than guacamole dip 50 46 51 53 53 44 As a dip or sauce for entrée, other than guacamole dip 49 45 54 52 55 42 Cut up or as guacamole on eggs 49 47 52 53 53 46 As a butter or spread on bread or toast 41 46 40 32 45 37 In non-lettuce salads such as pasta and potato salad 39 39 43 30 38 39 As an ingredient in soups 35 38 39 24 35 36 Desserts 14 13 16 8 13 13 In blended drinks like fruit smoothies 11 9 16 8 11 10 Baby food 9 10 8 9 9 8 For baking 4 4 5 3 4 4 Other Q.26 Please tell me whether or not you have served Avocados any of the following ways in the past 6 months. Significant difference
Events Avocados Purchased For Avocados are used for a wide variety of events, with family gatherings and BBQs or picnics being the two most common events. Family gatherings BBQs or picnics Summer parties Holiday parties Celebrations such as Mother's Day or Father's Day Birthday parties July 4th activities Cinco de Mayo celebrations Watching sports on TV While watching movies at home 80 78 72 68 63 63 57 50 43 42 Q.1040 - Please indicate which, if any, of the following types of events you usually buy avocados for.
Meals Typically Purchase Avocados For ( 2013) Lunch and dinner dominate as the most common meal occasions for Avocados. Usage occasions do vary some based on language spoken. Breakfast consumption is the same as seen for the general U.S. Avocado consuming household (also 11). Total Spanishdominant Bilingual Englishdominant Breakfast 17 16 21 14 Lunch 71 77 70 54 Dinner 59 50 65 78 Snack 30 28 32 29 Q25 - Which meals do you typically purchase avocados for? Significant difference
Food Service
Frequency of Avocado Consumption Away from Home 63 of Hispanics are ordering Avocados, or anything made with Avocados, when eating away from home at least once a month. This is generally consistent with previous waves. 2013 Monthly (Net) Monthly (Net) 63 2007 70 Once a week or more often Several times a month Twice a month 23 11 10 Fall 2007 2008 60 68 Once a month 19 2009 52 Once every two months 5 2010 53 Once every three months 2 or 3 times a year Once a year or less 3 5 4 2011 2012 55 60 Never 20 2013 63 Q.3b How often do you order Avocados, or anything made with Avocados, when eating away from home?
Profile of Respondents
Profile of Respondents: Origin and Language There are only minimal differences in the place of birth, heritage and language spoken between frequent (weekly) and all avocado users. Total 2013 Purchase Avocados Weekly Born in U.S. Foreign born 69 73 U.S. born 27 23 Family Heritage/Background Mexican 47 54 Puerto Rican 6 5 Dominican 5 4 Cuban 11 7 Salvadoran 4 4 Colombian 5 4 Language Spoken at Home Spanish only/mostly Spanish (Net) 48 50 English & Spanish equally 57 58 English only/mostly English (Net) 20 16 Q.37 - Q.39
Profile of Respondents: Heritage by Market Hispanics of Mexican origin make up most of the interviews in Los Angeles, Houston and Chicago, while Miami is mainly made up of Hispanics of Cuban origin. Interviews in New York are spread out between Hispanics of many different backgrounds. 2013 Family Heritage/ Background Los Angeles Houston Miami New York Chicago Mexican 80 65 4 15 69 Puerto Rican 1 1 5 20 6 Central American 9 11 13 17 7 Cuban 1 1 44 6 1 South American - 3 22 11 3 Colombian - 2 14 7 1 Q.38
Profile of Respondents: Media Consumption The only difference in media behavior between frequent (weekly) and all Avocado users is a higher level of listening to the radio in Spanish among frequent users. Media Consumption (Weekly) Total 2013 Purchase Avocados Weekly Watch TV 93 92 Watch TV in Spanish 76 80 Listen to radio 75 78 Listen to radio in Spanish 60 68 Read newspaper 46 48 Read newspaper in Spanish 29 33 Read magazines 45 48 Read magazines in Spanish 32 36 Go online 55 55 Visit websites in Spanish 29 30 Q.34
Profile of Respondents: Demographics There are only minimal demographic differences between frequent (weekly) and all avocado users (continued on the next page). 2013 Total Purchase Avocados Weekly Gender Female 79 81 Male 21 19 Marital Status Married/living with domestic partner 65 68 Single/separated/divorced/widowed 29 25 Age 18 34 15 16 35 54 45 49 55+ 34 29 Average # People in Household 3.6 3.9 Q.1B, Q.35, Q.40, Q.41
Profile of Respondents: Demographics 2013 Total Purchase Avocados Weekly Education High school graduate or less 55 59 Some college/technical or trade school/associate s degree 16 16 College graduate or more 21 17 Employment Employed 48 47 Not employed 45 46 Household Income <$25K 37 39 $25K - $50K 18 18 $50K - $75K 9 9 $75K - $100K 6 6 $100K plus 7 6 Avg. household income $41.9K $40.2K Q.42 - Q.44
Comparison to General Sample This section offers a comparison of Hispanic respondents to a general U.S. sample of respondents from the HAB Tracking Study, conducted at approximately the same time.
Hispanic Population Summary: Hispanic Tracking Study vs. Total U.S. Compared to the general population, Hispanics are more likely to: Buy Avocados at least monthly to eat and serve at home; Purchase more Avocados annually and prepare them in more ways; and Be aware of advertising for Avocados. 2013 Hispanic Study Total U.S. Bought avocados to eat or serve at home (monthly) 88 70 Average number of avocados purchased annually 108 66 Average number of ways avocados prepared 8.5 4.9 Advertising Awareness 53 31 Q.3a, Q.12, Q.26, Q.566
Hispanic Population Summary: Hispanic Tracking Study vs. Total U.S. Ways avocados served/prepared in past 6 months Hispanic Study 2013 Total U.S. As an ingredient in green salads 77 60 Cut into halves or slices and eaten plain, by itself 77 48 Cut up and served as a topping on a main dish 74 32 Served or prepared with tortillas 73 NA Cut up and served on a sandwich 72 51 As an ingredient in guacamole dip or topping 70 63 Salsas 63 NA Cut up and eaten with other fruits and vegetables 61 33 As an appetizer other than guacamole dip 50 30 As a dip or sauce for entrée, other than guacamole dip 49 27 Cut up or as guacamole on eggs 49 16 As a butter or spread on bread or toast 41 15 In non-lettuce salads such as pasta and potato salad 39 NA As an ingredient in soups 35 15 Desserts 14 NA In blended drinks like fruit smoothies 11 NA Baby food 9 NA For baking 4 NA Q.26 Please tell me whether or not you have served Avocados any of the following ways in the past 6 months. *Note: Not asked in the general study.