HAB Health Pillars Report 2019 General Sample 070819€¦ · • Weight Loss: Trying to lose weight...

AVOCADOS TRACKING 2019 | GENERAL SAMPLE HEALTH PILLARS REPORT

Prepared by:

A G E N D A

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

INTRODUCTION

B A C K G R O U N D A N D O B J E C T I V E S

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 in 2018. 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.

W H AT W E D I DWho:• 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

How Many and When:

2,400 surveys completed per wave

2018: July 6th – 17th, 20182019: May 8th – 22nd, 2019

How:

Self-administered web based survey with respondents recruited from an online research panel

Report NotesStatistical 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.

EXECUTIVE SUMMARY

W H AT ’ S N E W I N 2 0 1 9

While most results are similar to 2018, there were some changes:• The level of avocado purchasers is down from last year among the diabetes and the healthy living pillars.

• The use of avocados for parties/special events is down for all pillars. Most notable are for heart health (31% to 22%) and pre-natal/newborn (31% to 16%).

• As seen for the segment report, we see decreases in importance and avocado delivery across most pillars for “fits into my/my family member’s heart healthy diet” and “fits into my/my family member’s weight loss diet”. These are the two statements that were changed to include family members.

• Attribute importance scores are up among the weight loss pillar for good fats, beneficial fiber, digestive health, low in saturated fats and improves gut health.

• Attribute importance scores are up among the diabetes pillar for beneficial fiber, digestive health, nutrient and antioxidant absorption, manage blood pressure and improves gut health. In addition, everything increased among the diabetes pillar as a barrier to avocado purchase.

• The pre-natal/newborn pillar is a small group, and most volatile as it turns over frequently. This may explain differences we are seeing.• All attributes are now less important to them.• Avocado delivery is down for many attributes.

• Being expensive and inconsistent quality are down as barriers; but the family not liking them, not liking the taste, and feelingother fruits and vegetables are better for them are up as barriers.

H E A R T H E A LT H : 3 4 % O F G E N E R A L S A M P L E

• 77% of the heart health pillar purchases avocados, and one-half of them are heavy to super heavy purchasers.• Their use of avocados across meal occasions is similar to all 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/my family member’s heart healthy diet” – but this is down from last year.• 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. Being too perishable and the family not liking them have increased as barriers.

• 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.

W E I G H T L O S S : 2 3 % O F G E N E R A L S A M P L E

• 76% of the weight loss pillar purchases avocados, and two-thirds 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 and lunch. They do use avocados in a broader variety of ways than seen across total avocado users, and skew particularly high for using avocados as a topping on soups, casseroles and chili.

• Along with 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/my family member’s weight loss diet” – but this is down.• 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. There are no meaningful differences across the other demographics for this group.

D I A B E T E S : 1 8 % O F G E N E R A L S A M P L E

• 65% (down from 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, but good fit for weight

loss and good fit for heart health are both down..

• 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. More importantly, everything increases as a barrier for this group.

• They skew somewhat older, male and less likely to be employed.

P R E - N ATA L / N E W B O R N : 5 % O F G E N E R A L S A M P L E

• 78% 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 snacks. 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.

• The importance of almost all attributes when purchasing fresh fruits and vegetables, as well as avocados delivery against these attributes are down.

• Top barriers to avocado purchases among the pre-natal/newborn pillar are being too expensive (but down), 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, and are the most likely pillar to be employed full-time. They are more ethnically and racially diverse.

H E A LT H Y L I V I N G : 3 3 % O F G E N E R A L S A M P L E

• 76% (down from 81%) of the healthy living pillar purchases avocados, and almost three-fifths of them are heavy to super heavy purchasers. • 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 one of the strongest pillars (generally tied with Weight Loss) 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.

HEALTH AND WELLNESS PILLARS

34%

23%

18%

5%

33%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Heart Health

Weight Loss

Diabetes

Pre-Natal/Newborn

Healthy Living

H E A LT H A N D W E L L N E S S P I L L A R S( T O T A L S A M P L E )

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.

One-half have a baby or toddler

Q500, Q510, D2/3

Proportions almost identical to 2018

Heart Health(n=817)

%A

Weight Loss(n=544)

%B

Diabetes(n=431)

%C

Pre-Natal/Newborn(n=129)

%D

Healthy Living

(n=780)%E

Heart Health 100 50CDE 44d 36 46D

Weight Loss 33 100 37a 36 51ACD

Diabetes 23 29ADE 100 21 23

Pre-Natal/Newborn 6 9AcE 6 100 6

Healthy Living 44d 73ACD 42 36 100

H E A LT H A N D W E L L N E S S P I L L A R C R O S S O V E RTHE HEALTH PILLARS ARE NOT UNIQUE GROUPS. RATHER, LARGE PORTIONS OF RESPONDENTS FALL INTO MORE THAN ONE PILLAR.

Q500, Q510, D2/3

A V O C A D O S E G M E N T C O M P O S I T I O N W I T H I N E A C H H E A L T H P I L L A R

AS SEEN LAST YEAR, THE DIABETES PILLAR IS LEAST LIKELY TO PURCHASE AVOCADOS. ALSO AS SEEN LAST YEAR, PRE-NATAL/NEWBORN IN PARTICULAR SKEW HEAVIEST IN TERMS OF AVOCADO PURCHASES.

36%27%bdE 24%

35%ABDE22% 24%

8%

7%BD5%

7%bD

3%7%BD

15%

16%BCE

12%

12%

17%bce12%

22%

25%Cd

27%CD

18%

19%25%Cd

19% 24%32%Ac 29%a

38%AbCe32%Ac

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total(n=2,400)

Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D

Healthy Living(n=780)

E

Non-Purchasers Light Medium Heavy Super Heavy

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?

F R E Q U E N C Y O F B U Y I N G AV O C A D O S T O E AT O R S E R V E AT H O M EAS SEEN LAST YEAR, THE FREQUENCY OF PURCHASING AVOCADOS IS ELEVATED FOR ALL HEALTH PILLARS EXCEPT HEARTH HEALTH.

24% 26%38%Ace 34%A 39%A 36%A

39% 40%c

38%35%

39% 38%

22%22%bE

17%19%

18%17%

14% 11%BDE 7%12%BDE

4% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Past YearAvocado Purchasers

Heart Health(n=593)

A

Weight Loss(n=413)

B

Diabetes(n=281)

C


D


E

Once a week or more often Twice to several times a month Every month or two Once every three months or less

Q120 – Over the course of a year, how often do you buy avocados to eat or serve at home?

PROFILE OF HEALTH PILLARS

G E N D E R

THE WEIGHT LOSS PILLAR HAS A STRONG FEMALE SKEW (UP FROM 72% LAST YEAR), AND THE PRE-NATAL/NEWBORN PILLAR HAS A NATURAL FEMALE SKEW.

32% 32% 32%BDE22%D

35%aBDE

11%

27%BD

68% 68% 68%c78%ACE

65%

89%ABCE

73%AC

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Sample(n=2,400)

Total Purchasers(n=1,544)

Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

Male Female

S1 – Are you male or female?

A G EAS SEEN BEFORE, 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.

3% 3% 3% 3% 3%11%ABCE

3%

13% 15% 12%19%ACE

11%

43%ABCE

16%AC

20%23%

18%

23%ACE

17%

29%AbCE

20%c

19%19%

18%

17%

21%abde

14%

17%

45%39%

48%BDE37%D

48%BDe

3%

44%BD

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

18-24 25-34 35-44 45-54 55+

S2 – Please indicate into which of the following age ranges you fall?

R E G I O N O F R E S I D E N C EWHILE THERE ARE SOME GEOGRAPHIC DIFFERENCES ACROSS THE HEALTH PILLARS, THE GROUPS ARE GENERALLY IN LINE WITH THE TOTAL SAMPLE.

8% 11% 9% 9% 8% 11% 9%

10%12%

10%b 8% 10%b10% 8%

7%5%

6%de 7%de 6% 4%5%

9%11%

8% 10%a 9% 9% 10%a

17%16%

15% 17% 18%ae 15% 15%

13%11%

13%d 13%d 13%d9% 13%D

14% 14%15%c

16%c 13%19%c 17%aC

21% 19% 23%b 20% 23% 24% 22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

California West Plains South Central Great Lakes Mid South Southeast Northeast

S3 – In what state do you currently reside?

O F H I S PA N I C O R I G I N( G E N E R A L S U R V E Y I N E N G L I S H O N L Y )

AS SEEN BEFORE, THE PRE-NATAL/NEWBORN GROUP SKEWS MORE HISPANIC THAN SEEN FOR MANY OTHER GROUPS.

7%10% 8% 9% 10%

13%abe8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

S5 – Are you of Hispanic origin, such as Latin American, Mexican, Puerto Rican, or Cuban?

R A C EAS SEEN LAST YEAR, 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.

85% 83% 82%D 82%D 84%D74%

83%D

8% 8% 10%c 11%C 7%

13%c

10%C

4% 5% 4% 5%E 5%e 9%AbcE3%1% 2% 1% 1% 1% 1% 1%

2% 2% 3%b 2% 2% 2% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

White African American or Black Asian Other race Mixed racial background

S7 – Do you consider yourself…?

AV E R A G E N U M B E R O F P E O P L E I N H O U S E H O L D

AS SEEN LAST YEAR, THERE IS LITTLE VARIANCE IN HOUSEHOLD SIZE EXCEPT FOR LARGER HOUSEHOLDS FOR THE PRE-NATAL/NEWBORN PILLAR.

2.42.6

2.42.6AcE 2.5a

3.6ABCE

2.5A

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

D1 – How many persons, including yourself, are currently living in your household?

C H I L D R E N U N D E R 1 8 L I V I N G I N H O U S E H O L DBY DEFINITION, A LARGE PORTION OF THE PRE-NATAL/NEWBORN PILLAR HAS CHILDREN IN THE HOUSEHOLD.

30%

37%

29%

42%ACE

32%

86%ABCE

36%Ac

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

D3 – Do you have children in any of the following age groups currently living in your household?

E M P L O Y M E N T S TAT U S

AS SEEN LAST YEAR, THERE IS SOME VARIANCE IN EMPLOYMENT STATUS, WITH THOSE IN THE DIABETES PILLAR MOST LIKELY TO BE UNEMPLOYED.

39% 44% 39% 42%ac 38%49%AbCe

41%

12%13%

12%c12%c

9%

10%14%aCd

49%43%

49%bde 45%53%aBDE

41% 46%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

Employed Full-Time Employed Part-Time Not Employed

D4 – Please indicate your employment status?

M A R I TA L S TAT U S

WHILE THERE IS SOME VARIATION IN MARITAL STATUS, MOST NOTABLE IS THE NATURAL SKEW TOWARD PRE-NATAL/NEWBORN BEING MARRIED.

58% 62% 59% 62% 62%

84%ABCE

61%

41% 38% 40%D 38%D 37%D

15%

38%D

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

Married/Partnered Single

D5 – What is your marital status?

E D U C AT I O N L E V E LEDUCATIONAL LEVEL VARY SOMEWHAT ACROSS THE DIFFERENT PILLARS. LAST YEAR WE SAW SOME SKEW TOWARD SOMEWHAT HIGHER EDUCATION AMONG PRE-NATAL/NEWBORN. THIS IS NO LONGER TRUE.

24% 21% 23% 22% 21%27%ce

21%

35%34%

36%d 37%de 38%d 30%35%

41% 45% 41% 40% 40% 42% 44%aBc

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

High School Grad or Less Tech/Trade School/Assoc Degree Four Year College Grad or More

D6 – What is the highest level of education you have completed or the highest degree you have received?

T O T A L AV E R A G E A N N U A L H O U S E H O L D I N C O M E( I N 0 0 0 ’ S )

THERE IS MINIMAL VARIATION IN HOUSEHOLD INCOME, MOST NOTABLY WITH THE DIABETES PILLAR SKEWING TOWARD A LOWER INCOME.

$67$72

$68 $67 $68 $68 $69

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

$100



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

D7 – Which of the following income categories best describes your total [INSERT LAST YEAR] household income before taxes?

A V O C A D O S E G M E N T C O M P O S I T I O N W I T H I N A N Y H E A L T H P I L L A R

INDIVIDUALS WHO FALL INTO AT LEAST ONE HEALTH ARE SIGNIFICANTLY MORE LIKELY TO PURCHASE AVOCADOS, AND ABOUT ONE-HALF OF THEM ARE HEAVY OR SUPER HEAVY PURCHASERS.

36%28%

48%A

8%

7%

10%A15%

15%

14%22%

24%B

19%

19%25%B

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total(n=2,400)

Any Health Pillar(n=1,493)

A

No Health Pillar(n=907)

B

Non-Purchasers Light Medium Heavy Super Heavy

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?

D E M O G R A P H I C S

THOSE FALLING INTO AT LEAST ONE HEALTH PILLAR SKEW MORE FEMALE AND ARE MORE RACIALLY DIVERSE. THERE ARE ONLY MINOR AGE DIFFERENCES.

30% 36%A

70%B 64%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Any HealthPillar

(n=1,493)A

No HealthPillar

(n=907)B

Male Female

S1, S2, S5, S7

3%B 1%15%B

10%

19%21%

18%21%a

44% 47%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Any HealthPillar

(n=1,493)A

No HealthPillar

(n=907)B

18-24 25-34 35-4445-54 55+

8%B 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Any HealthPillar

(n=1,493)A

No HealthPillar

(n=907)B

GENDER AGE HISPANIC ORIGIN

83% 88%A

9%B 5%4%b 3%1% 2%a2%b 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Any HealthPillar

(n=1,493)A

No HealthPillar

(n=907)B

Mixed race Other raceAsian African AmericanWhite

RACE

D E M O G R A P H I C S ( C O N T. )

THOSE FALLING INTO AT LEAST ONE HEALTH PILLAR ARE MORE LIKELY TO HAVE CHILDREN AT HOME.

2.5B2.4

0.0

0.5

1.0

1.5

2.0

2.5

3.0


A


BD1, D3, D4

33%B

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


A


B

39% 38%

13% 12%

48% 50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


A


B

Not EmployedEmployed Part-TimeEmployed Full-Time

AVERAGE NUMBER OF PEOPLE IN HOUSEHOLD

CHILDREN UNDER 18 IN HOUSEHOLD

EMPLOYMENT STATUS

D E M O G R A P H I C S ( C O N T. )THERE ARE MINIMAL DIFFERENCES IN MARITAL STATUS, EDUCATION AND HOUSEHOLD INCOME REGARDLESS OF WHETHER YOU FALL INTO A HEALTH PILLAR OR NOT.

23% 26%a

35% 35%

41% 39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


A


B

Four Year College Grad or MoreTech/Trade School/Assoc DegreeHigh School Grad or Less

D5, D6, D7

59% 57%

40% 42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


A


B

Married/Partnered Single

$67 $66

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

$100


A


B

MARITAL STATUS EDUCATION LEVEL TOTAL AVERAGE ANNUAL HOUSEHOLD INCOME

(in 000’s)

AVOCADOUSAGE

73%

65%

50%

30%

19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dinner

Lunch

Snack

Breakfast

Parties/Special Events

M E A L O C C A S I O N S H O U S E H O L D T Y P I C A L L Y U S E A V O C A D O S( T O T A L P A S T Y E A R A V O C A D O P U R C H A S E R S )

WHILE AVOCADOS ARE USED ACROSS A VARIETY OF MEAL OCCASIONS, DINNER AND LUNCH ARE MOST COMMON.

Q140 – For which meal occasions at home do you or others in your household typically use avocados?

Results similar to 2018

Except “Parties/Special Events” which is significantly down from 25%

75%

69%

52%

33%

22%d

75%

74%Ac

54%

42%ACE

21%d

75%

69%

53%

33%

23%d

73%

73%

62%Abce

44%ACe

16%

75%

74%Ac

55%a

36%a

24%abD

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dinner

Lunch

Snack

Breakfast

Parties/Special Events

Heart Health (n=593) A Weight Loss (n=413) B Diabetes (n=281) C Pre-Natal/Newborn (n=100) D Healthy Living (n=596) E

M E A L O C C A S I O N S H O U S E H O L D T Y P I C A L L Y U S E A V O C A D O S ( P A S T Y E A R A V O C A D O P U R C H A S E R S )

ALL PILLARS USE AVOCADOS ACROSS A WIDE VARIETY OF MEAL OCCASIONS, BUT AS SEEN OVERALL, DINNER AND LUNCH ARE THE TWO MOST COMMON OCCASIONS.

Q140 – For which meal occasions at home do you or others in your household typically use avocados?

31%

35%

44%Ae

43%A

44%a

40%A

62%

58%BCe

51%

50%

55%

54%b

6%

6%bD

5%d

6%D

1%

5%D

Total Sample (n=1,133)

Heart Health (n=445) A

Weight Loss (n=311) B

Diabetes (n=211) C

Pre-Natal/Newborn (n=73) D

Healthy Living (n=447) E

C H A N G E I N U S E O F A V O C A D O S F O R M E A L O C C A S I O N C O M P A R E D T O A Y E A R A G O

AS SEEN BEFORE, ALL HEALTH PILLARS CLAIM TO HAVE INCREASED AVOCADO CONSUMPTION ACROSS ALL MEAL OCCASIONS.

DINNER

40%

42%

48%a

52%A

48%

48%a

52%

51%bC

45%

39%

48%

47%c

7%

7%

6%

7%

5%

4%

Total Sample (n=467)



Diabetes (n=94) C

Pre-Natal/Newborn (n=44*) D


BREAKFAST

26%

23%

40%A

36%A

50%A

36%A

62%

69%BCdE

56%

50%

50%

58%c

9%

7%

5%

13%aBe

5%




Diabetes (n=64) C



PARTIES/SPECIAL EVENTS

29%

32%

40%ACe

33%

36%

37%Ac

64%

62%B

56%

61%b

60%

60%b

6%

6%bE

4%

6%e

4%

3%




Diabetes (n=195) C



LUNCH

34%

38%

46%A

41%

44%

44%A

58%

54%

50%

49%

53%

51%

6%

7%BE

4%

7%be

4%




Diabetes (n=148) C



SNACKS

NOTE: Some bars may not add to 100% due to rounding and omission of “Not Sure”

More often About the same Less Often

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

31%

35%

44%Ae

43%A

44%a

40%

62%

58%BCe

51%

50%

55%

54%b

6%

6%bD

5%d

6%D

1%

5%D




Diabetes (n=211) C



73%75%75%75%

73%75%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Dinner

Total Purchasers (n=1,544) Heart Health (n=593) A Weight Loss (n=413) B Diabetes (n=281) C Pre-Natal/Newborn (n=100) D Healthy Living (n=596) E

H O U S E H O L D T Y P I C A L L Y U S E S A V O C A D O S F O R D I N N E R

THE USE OF AVOCADOS AT DINNER IS SIMILAR ACROSS THE HEALTH PILLARS. THE SKEW WE SAW LAST YEAR FOR HEART HEALTH AND HEALTHY LIVING PILLARS HAS DISSIPATED.


CHANGE FOR DINNER COMPARED TO A YEAR AGO:

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?

29%

32%

40%ACe

33%

36%

37%Ac

64%

62%B

56%

61%b

60%

60%b

6%

6%bE

4%

6%e

4%

3%




Diabetes (n=195) C



65%69%

74%Ac69%

73%74%Ac

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Lunch


H O U S E H O L D T Y P I C A L L Y U S E S A V O C A D O S F O R L U N C H

THE USE OF AVOCADOS FOR LUNCH IS STRONG FOR ALL PILLARS, BUT THERE IS SOME VARIATION. HEART HEALTH IS DOWN FROM 79% LAST YEAR.


CHANGE FOR LUNCH COMPARED TO A YEAR AGO:


34%

38%

46%A

41%

44%

44%A

58%

54%

50%

49%

53%

51%

6%

7%BE

4%

7%be

4%




Diabetes (n=148) C



50%52%

54%53%

62%Abce55%a

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Snack


H O U S E H O L D T Y P I C A L L Y U S E S A V O C A D O S F O R S N A C K S

THE USE OF AVOCADOS FOR A SNACK IS GENERALLY THE SAME ACROSS THE PILLARS EXCEPT FOR PRE-NATAL/NEWBORN. THIS REFLECTS DECREASES FOR ALL PILLARS EXCEPT PRE-NATAL/NEWBORN VERSUS LAST YEAR (SCORES WERE MOSTLY 65% TO 70%).


CHANGE FOR SNACKS COMPARED TO A YEAR AGO:


40%

42%

48%a

52%A

48%

48%a

52%

51%bC

45%

39%

48%

47%c

7%

7%

6%

7%

5%

4%




Diabetes (n=94) C



30%33%

42%ACE33%

44%ACe36%a

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Breakfast


H O U S E H O L D T Y P I C A L L Y U S E S A V O C A D O S F O R B R E A K F A S T

THE HEART HEALTH AND PRE-NATAL/NEWBORN PILLARS ARE MOST LIKELY TO USE AVOCADOS AT BREAKFAST. SCORES ARE SIMILAR TO LAST YEAR.


CHANGE FOR BREAKFAST COMPARED TO A YEAR AGO:

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?*Caution: Small base size

26%

23%

40%A

36%A

50%A

36%A

62%

69%BCdE

56%

50%

50%

58%c

9%

7%

5%

13%aBe

5%




Diabetes (n=64) C



19%22%d

21%d23%d

16%24%abD

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Parties/SpecialEvents


H O U S E H O L D T Y P I C A L L Y U S E S A V O C A D O S F O R P A R T I E S / S P E C I A L E V E N T S

THE USE OF AVOCADOS FOR PARTIES AND SPECIAL EVENTS IS DOWN FOR ALL PILLARS. MOST NOTABLE ARE FOR HEART HEALTH (31% TO 22%)AND PRE-NATAL/NEWBORN (31% TO 16%).


CHANGE FOR BREAKFAST COMPARED TO A YEAR AGO:

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?*Caution: Small base size

93%

58%

20%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yourself

Other adults

Children age 2-18 years old

Newborns to 24 months old

H O U S E H O L D M E M B E R S C O N S U M I N G AV O C A D O S( T O T A L P A S T Y E A R A V O C A D O P U R C H A S E R S )

AVOCADO CONSUMPTION IS SPREAD ACROSS OTHER HOUSEHOLD MEMBERS.

Q160 – Who in your household eats avocados or dishes made at home with avocados?

37% among households with a newborn to toddler

94%d

61%B

19%

3%

93%d

56%

24%A

4%ace

95%d

65%aBE

26%A

2%

89%

62%

34%ABcE

22%ABCE

95%aBD

59%

24%A

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yourself

Other adults

Children age 2-18 years old

Newborns to 24 months old

Heart Health (n=593) A Weight Loss (n=143) B Diabetes (n=281) C Pre-Natal/Newborn (n=100) D Healthy Living (n=596) E

H O U S E H O L D M E M B E R S C O N S U M I N G AV O C A D O S

THERE IS A NATURAL SKEW TOWARD AVOCADO CONSUMPTION AMONG THE PRE-NATAL/NEWBORN PILLAR TOWARD HOUSEHOLDS WITH CHILDREN AND WITH NEWBORNS TO 24 MONTHS.

Q160 – Who in your household eats avocados or dishes made at home with avocados?

H O W AV O C A D O S A R E C O N S U M E D( T O T A L P A S T Y E A R A V O C A D O P U R C H A S E R S )

GUACAMOLE/DIPS, SALADS AND SANDWICHES/WRAPS/BURGERS REMAIN THE MOST COMMON WAYS OF USING AVOCADOS.

56%46%

38% 36%23% 20%

13% 10% 12%

29%35%

38%29%

31%30%

17%12% 11%

7%9%

12%

15%

15%15%

13%

13% 6%

Ever:93%

Ever:91%

Ever:88% Ever:

80%Ever:70% Ever:

67%

Ever:44% Ever:

36% Ever:31%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Guacamole,Other Dips,Sauces OrSpreads

Salads Sandwiches,Wraps OrBurgers

Plain, eaten byitself

As An IngredientOr Topping On

Soups,Casseroles Or

Chili

A CookingIngredient Or

Topping InOther Dishes

Smoothies OrOther Beverages

Desserts AndBaked Goods

Baby Mash-upsOr Kid-Friendly

Dishes

Frequently Occasionally Rarely

Q170 – How are avocados consumed in your household and how often?


76% among households with a

newborn to toddler

WAY S E V E R C O N S U M E D AV O C A D O STHERE ARE MANY DIFFERENCES IN HOW AVOCADOS ARE EVER CONSUMED. THE MOST NOTABLE DIFFERENCES ARE HIGHLIGHTED BELOW.

Heart Health(n=593)

%A

Weight Loss

(n=413)%B

Diabetes(n=281)

%C


%D

Healthy Living

(n=596)%E

In guacamole, other dips, sauces or spreads 94 95a 95 96 94

In salads 93 94 94 94 93

On sandwiches, wraps or burgers 90 92ac 89 95ACe 92ac

On their own (plain or with salt/pepper or a squeeze of lemon/lime) 82 83 84 88abe 84

As an ingredient or topping on soups, casseroles or chili 73 80ACE 74 76 74

As a cooking ingredient or topping in dishes other than those listed above 71 77AE 74 76 73

In smoothies or other beverages 48 59AcE 54A 72ABCE 52A

In desserts and baked goods, such as puddings and cakes 39 50AcE 46A 56AcE 42a

In baby mash-ups or kid-friendly dishes 34 42AE 41Ae 78ABCE 35


WAY S F R E Q U E N T LY C O N S U M E AV O C A D O STHERE ARE ALSO MANY DIFFERENCES IN HOW AVOCADOS ARE FREQUENTLY CONSUMED. THE MOST NOTABLE DIFFERENCES ARE HIGHLIGHTED BELOW.


Heart Health(n=593)

%A

Weight Loss

(n=413)%B

Diabetes(n=281)

%C


%D

Healthy Living

(n=596)%E

In guacamole, other dips, sauces or spreads 59 64Ac 59 59 65AC

In salads 51D 60ACDe 50D 36 57ACD

On sandwiches, wraps or burgers 44 52AC 40 49c 50AC

On their own (plain or with salt/pepper or a squeeze of lemon/lime) 38 45Ac 41 52AbCe 45Ac

As an ingredient or topping on soups, casseroles or chili 24 35ACe 30A 30a 32A

As a cooking ingredient or topping in dishes other than those listed above 21 31A 30A 28a 30A

In smoothies or other beverages 13 24AcE 20A 22A 19A

In baby mash-ups or kid-friendly dishes 13 21AcE 18A 39ABCE 18A

In desserts and baked goods, such as puddings and cakes 10 20AE 18A 19A 15A

WAY S F R E Q U E N T LY/ O C C A S I O N A L LY C O N S U M E AV O C A D O STHERE ARE ALSO MANY DIFFERENCES IN HOW AVOCADOS ARE FREQUENTLY/OCCASIONALLY CONSUMED. THE MOST NOTABLE DIFFERENCES ARE HIGHLIGHTED BELOW.


Heart Health(n=593)

%A

Weight Loss

(n=413)%B

Diabetes(n=281)

%C


%D

Healthy Living

(n=596)%E

In guacamole, other dips, sauces or spreads 87 89c 84 88 87

In salads 84d 89ACDe 82d 76 87acD

On sandwiches, wraps or burgers 78 82AC 75 85aC 81aC

On their own (plain or with salt/pepper or a squeeze of lemon/lime) 67 71a 69 79AbCE 70

As an ingredient or topping on soups, casseroles or chili 56 67ACE 58 64a 62A

As a cooking ingredient or topping in dishes other than those listed above 54 63ACe 57 57 59A

In smoothies or other beverages 33 45ACE 39A 52AbCE 38A

In baby mash-ups or kid- friendly dishes 27 35AcE 30 63ABCE 30a

In desserts and baked goods, such as puddings and cakes 23 36ACE 29A 38AcE 28A

AVOCADO PURCHASE DRIVERS AND BARRIERS

74%

69%

62%

56%

51%

51%

49%

48%

41%

38%

37%

35%

33%

29%

28%

0% 20% 40% 60% 80% 100%

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

Avocados are a staple in my household

I can substitute avocados for other foods/ingredients

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

R E A S O N S F O R P U R C H A S I N G AV O C A D O S( 5 O R 4 O N A 5 - P O I N T S C A L E ) ( T O T A L S A M P L E )

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.

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”.


60% among households with a newborn or toddler

Total Purchasers(n=,1544)

Heart Health(n=817)

%A

Weight Loss(n=544)

%B

Diabetes(n=431)

%C


%D


%E

I believe avocados are healthy 88 81d 88ACD 79 75 89ACD

I know that avocados contain ‘good’� fats 84 77c 85ACD 73 74 86ACD

I like the taste of avocados 84 70C 77ACD 62 66 78ACD

I like the texture of avocados 77 63C 73ACD 58 62 75ACD

Avocados help me provide my family with nutritious meals 72 61 70AC 59 65c 72AbCd

Avocados give me a nice break from everyday foods 70 59C 69ACD 53 58 69ACD

My family loves avocados 69 57c 64AC 53 61c 66AbC

I feel that avocados are a good value for the money 65 58c 68ACD 55 56 68ACD

I use avocados for parties or special occasions 59 48c 58AC 45 54aC 58AC

Avocados are a staple in my household 57 46 60ACd 43 51c 60ACD

I can substitute avocados for other foods/ingredients 51 44 55ACD 42 46 54ACD

Avocados bring out my creativity in the kitchen 51 43 56ACD 41 47c 54ACd

I have many recipes and ways to use avocados 48 41 53ACd 40 47c 54ACd

Avocados are good for my baby or toddler to eat 39 32 46ACe 33 57ABCE 43AC

I grew up eating avocados 40 32 42AC 35 45AC 40AC

R E A S O N S F O R P U R C H A S I N G AV O C A D O S( 5 O R 4 O N A 5 - P O I N T S C A L E )

THE WEIGHT LOSS AND HEALTHY LIVING PILLARS EMBRACE 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. SCORES ARE GENERALLY UP SLIGHTLY FOR WEIGHT LOSS AND MANY ARE DOWN SIGNIFICANTLY FOR PRE-NATAL/NEWBORN (ESPECIALLY “GOOD FOR BABY/TODDLER, DOWN FROM 70% TO 57%)

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”.

M A X D I F F E X P L A N AT I O N• 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”.

161159

148147

143142142

141136

132132131

128126

125120

112109

107101

10098

968685

7165

Has a lot of vitamins and mineralsAre a source of many important nutrients

Are a source of naturally good fatsProvides the nutrients needed for healthy aging

Are a source of beneficial fiberWill help maintain healthy cholesterol levels

Improves digestive healthHelps with nutrient and antioxidant absorption

Are naturally low in saturated fatWill help manage blood pressure

Will not raise 'bad' LDL cholesterol levelsImproves gut health

Fits into my/my family member's heart-healthy dietAre a cholesterol-free food option

Good for weight-maintenanceWill help improve eyesight

Are a source of folate/folic acidAre a sodium-free food option

Are a sugar-free food optionGood for diabetes management

Fits into my/my family member's weight-loss dietAre non-GMO

Are a source of luteinSupports healthy child development

Supports healthy child growthAre gluten-free

Fits into my/my spouse's prenatal diet

A T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S

AS SEEN LAST YEAR, 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.

Anchor: 100

Very Important

Moderately Important

Not Important

TOTAL SAMPLE

Drivers MaxDiff

Significant difference = 4 ptsDirectional difference = 3 pts

“Fits into my/my family member’s heart-healthy diet” AND “Fits into my/my family member’s weight-loss diet” are both significantly down from 2018, but they remain in the same tier.

Both statements changed to include family members in 2019.

Remaining drivers similar to 2018

170168

161156

153152

151153

149141142142

140137

135131

127121

118111112112

1109998

8578















A T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S

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 17 ATTRIBUTES ARE ALSO VERY IMPORTANT. MOST OF THE REST ARE MODERATELY IMPORTANT.

Anchor: 100

Very Important


Not Important

TOTAL PURCHASERS

Drivers MaxDiff


Total Sample

TotalPurchasers

Heart Health

Weight Loss Diabetes Pre-Natal/

NewbornHealthy Living

Has a lot of vitamins and minerals 161 170 174 179 169 150 183

Are a source of many important nutrients 159 168 172 178 168 147 182

Are a source of naturally good fats 148 161 165 172 160 133 174

Provides the nutrients needed for healthy aging 147 156 163 170 159 133 174

Are a source of beneficial fiber 143 153 159 167 155 132 168

Will help maintain healthy cholesterol levels 142 152 162 168 161 126 168

Improves digestive health 142 151 158 167 156 134 168

Helps with nutrient and antioxidant absorption 141 153 158 167 155 132 169

Are naturally low in saturated fat 136 149 156 165 153 120 165

Will help manage blood pressure 132 141 152 157 155 121 157

Will not raise 'bad' LDL cholesterol levels 132 142 152 158 151 117 159

Improves gut health 131 142 148 159 144 127 159

Fits into my/my family member’s heart-healthy diet 128 140 151 161 149 126 160

Are a cholesterol-free food option 126 137 148 156 147 115 155

Good for weight-maintenance 125 135 142 169 145 126 154

Will help improve eyesight 120 131 137 149 140 118 147

A T T R I B U T E S C O N S I D E R E D M O S T I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S

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. THERE WERE MANY CHANGES FROM LAST YEAR, AS NOTED BELOW.

Drivers MaxDiff

Green = up from last yearPink = down from last year

174172

165163

159162

158158

156152152

148151

148142

137130129

124119

117114

11295

9482

74















HEART HEALTHA T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S

THE HEART HEALTH PILLAR FINDS 21 OF THE ATTRIBUTES TO BE VERY IMPORTANT – COMPARED TO 16 FOR THE TOTAL SAMPLE. FITTING A HEART HEALTH DIET AND GOOD FOR WEIGHT MAINTENANCE ARE BOTH DOWN FROM LAST YEAR – BUT THEY REMAIN VERY IMPORTANT.

Anchor: 100

Very Important


Not Important

Drivers MaxDiff


179178

172170

167168167167

165157158159

161156

169149

144142142

133149

129128

119118

104100















WEIGHT LOSSA T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S

THE WEIGHT LOSS PILLAR FINDS 25 OF THE ATTRIBUTES TO BE VERY IMPORTANT – COMPARED TO 16 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. AS NOTED EARLIER, SCORES INCREASED FOR SEVERAL ATTRIBUTES. Anchor: 100

Very Important


Not Important

Drivers MaxDiff


125 for total sample


169168

160159

155161

156155

153155

151144

149147

145140

128131

139154

123110

1149796

9183















DIABETESA T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S

THE DIABETES PILLAR FINDS 21 OF THE ATTRIBUTES TO BE VERY IMPORTANT – COMPARED TO 16 FOR THE TOTAL SAMPLE. THE IMPORTANCE OF BEING GOOD FOR DIABETES MANAGEMENT IS NATURALLY HIGHER AMONG THIS PILLAR THAN SEEN OVERALL. AS NOTED EARLIER, SEVERAL ATTRIBUTES HAVE INCREASED IN IMPORTANCE.

Anchor: 100

Very Important


Not Important

Drivers MaxDiff



150147

133133132

126134

132120121

117127

126115

126118119

110111

105114

107105

134134

9299















PRE-NATAL/NEWBORNA T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E STHE PRE-NATAL/NEWBORN PILLAR FINDS 18 OF THE ATTRIBUTES TO BE VERY IMPORTANT – COMPARED TO 16 FOR THE TOTAL SAMPLE. THE IMPORTANCE OF SUPPORTING HEALTHY CHILD GROWTH AND HEALTHY CHILD DEVELOPMENT ARE NATURALLY HIGHER AMONG THIS PILLAR THAN SEEN OVERALL. ALL SCORES ARE DOWN FROM LAST YEAR. Anchor: 100

Very Important


Not Important

Drivers MaxDiff


86 for total sample

85 for total sample

183182

174174

168168168169

165157

159159160

155154

147143

139136

125131131

127111110

9989















HEALTHY LIVINGA T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S

THE HEALTHY LIVING PILLAR FINDS 23 OF THE ATTRIBUTES TO BE VERY IMPORTANT – COMPARED TO 16 FOR THE TOTAL SAMPLE. THEY DO NOT CONSIDER ANY OF THE ATTRIBUTES TO BE UNIMPORTANT.

Anchor: 100

Very Important


Not Important

Drivers MaxDiff

Significant difference = 7 pts

Directional difference = 4 pts

TotalSample

%

TotalPurchasers

%

HeartHealth

%A

WeightLoss

%B

Diabetes%C

Pre-Natal/Newborn

%D

HealthyLiving

%E

Are a source of naturally good fats 73 87 83CD 86aCD 77 74 89ABCDAre a source of many important nutrients 73 86 80cd 85ACD 77 75 88ABCD

Has a lot of vitamins and minerals 73 84 81c 84aCD 77 76 86ABCDAre a source of beneficial fiber 67 80 76cd 78CD 72 69 82ABCD

Are naturally low in saturated fat 67 79 75D 81ACD 74D 65 82ACDProvides the nutrients needed for healthy aging 65 78 74Cd 77aCD 69 67 80ABCD

Will help maintain healthy cholesterol levels 64 77 73d 78ACD 72 67 81ABCDAre a sugar-free food option 64 76 71d 78ACD 72d 64 80AbCD

Are a sodium-free food option 63 74 72 75aCd 70 67 78ABCDWill not raise 'bad'� LDL cholesterol levels 62 75 72Cd 74aCD 67 66 76ACD

Helps with nutrient and antioxidant absorption 61 74 70d 76ACD 67 64 78ACDAre a cholesterol-free food option 61 73 69d 74ACD 69d 63 77AbCDImproves digestive health 61 73 69 74ACd 67 68 75ACdFits into my/my family member's heart-healthy diet*

60 75 71d 76ACD 68 64 79AbCD

Good for weightmaintenance 59 71 67 75ACD 68 64 74ACD

Improves gut health 58 69 66c 71ACd 63 64 74AbCDAre gluten-free 57 69 66c 73ACD 62 64 74ACDWill help manage blood pressure 55 67 67 70ad 67 63 70Acd

Are a source of folate/folic acid 55 67 62 69AC 60 64 71ACdFits into my/my family member's weight-loss diet* 52 65 61 74ACDE 59 63 67AC

Are non-GMO 52 64 61c 66AC 57 64c 69AbCGood for diabetes management 51 62 59 66Ade 70AbDE 59 64A

Are a source of lutein 48 60 54c 62AC 51 61aC 63ACWill help improve eyesight 48 59 54 62AC 54 62ac 63AC

A V O C A D O D E L I V E R Y( 5 O R 4 O N A 5 - P O I N T S C A L E )

AGREEMENT WITH SEVERAL AVOCADO DESCRIPTIVE RATINGS IS DOWN COMPARED TO LAST YEAR, AS HIGHLIGHTED BELOW.

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.”

*Both statements changed to include family members in 2019.

Remaining statements similar to 2018

Green = up from last yearPink = down from last year

161 159148 147 143 142 142 141 136 132 132 131 128 126 125 120

112 109 107 101 100 98 9686 85

71 65

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

160

180

200

Has a lot o

f vita

mins a

nd min

erals

Are a sourc

e of many im

portant n

utrients

Are a sourc

e of natu

rally

good fats

Provid

es the nutri

ents needed fo

r health

y aging

Are a sourc

e of benefic

ial fi

ber

Will

help m

ainta

in healthy choleste

rol le

vels

Impro

ves digesti

ve health

Helps w

ith nutri

ent and antio

xidant a

bsorp

tion

Are n

atura

lly lo

w in satu

rate

d fat

Will

help m

anage blood pre

ssure

Will

not raise

'bad' L

DL choleste

rol le

vels

Impro

ves gut h

ealth

Fits in

to m

y/my fa

mily

member's

heart-health

y diet

Are a choleste

rol-f

ree fo

od optio

n

Good for w

eight-m

aintenance

Will

help im

prove eyesig

ht

Are a sourc

e of folate

/folic

acid

Are a sodium

-free fo

od option

Are a sugar-f

ree fo

od optio

n

Good for d

iabetes m

anagement

Fits in

to m

y/my fa

mily

member's

weight-l

oss diet

Are n

on-GMO

Are a sourc

e of lute

in

Supports health

y child d

evelopm

ent

Supports health

y child g

rowth

Are g

luten-fr

ee

Fits in

to m

y/my sp

ouse's p

renata

l diet

Avocado Delivery (5 or 4 on a 5-point scale)

A T T R I B U T E S C O N S I D E R E D I M P O R T A N T W H E N D E C I D I N G T O P U R C H A S E F R E S H F R U I T S & V E G E T A B L E S V S . A V O C A D O D E L I V E R Y

AVOCADOS CONTINUE TO 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. SCORES ARE SIMILAR TO LAST YEAR.

High Importance Moderate Importance Low Importance

Minimally acceptable

delivery score: 60%

TOTAL SAMPLE

Drivers MaxDiff, Q220

170 168161 156 153 152 151 153 149

141 142 142 140 137 135 131 127 121 118111 112 112 110

99 9885

78

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

160

180

200

Has a lot o

f vita

mins a

nd min

erals

Are a sourc

e of many im

portant n

utrients

Are a sourc

e of natu

rally

good fats

Provid

es the nutri

ents needed fo

r health

y aging

Are a sourc

e of benefic

ial fi

ber

Will

help m

ainta

in healthy choleste

rol le

vels

Impro

ves digesti

ve health

Helps w

ith nutri

ent and antio

xidant a

bsorp

tion

Are n

atura

lly lo

w in satu

rate

d fat

Will

help m

anage blood pre

ssure

Will

not raise

'bad' L

DL choleste

rol le

vels

Impro

ves gut h

ealth

Fits in

to m

y/my fa

mily

member's

heart-health

y diet

Are a choleste

rol-f

ree fo

od optio

n

Good for w

eight-m

aintenance

Will

help im

prove eyesig

ht

Are a sourc

e of folate

/folic

acid

Are a sodium

-free fo

od option

Are a sugar-f

ree fo

od optio

n

Good for d

iabetes m

anagement

Fits in

to m

y/my fa

mily

member's

weight-l

oss diet

Are n

on-GMO

Are a sourc

e of lute

in

Supports health

y child d

evelopm

ent

Supports health

y child g

rowth

Are g

luten-fr

ee

Fits in

to m

y/my sp

ouse's p

renata

l diet



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.



delivery score: 60%

TOTAL PURCHASERS


174 172165 163 159 162 158 158 156 152 152 148 151 148 142 137

130 129 124 119 117 114 112

95 9482

74

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

160

180

200

Has a lot o

f vita

mins a

nd min

erals

Are a sourc

e of many im

portant n

utrients

Are a sourc

e of natu

rally

good fats

Provid

es the nutri

ents needed fo

r health

y aging

Are a sourc

e of benefic

ial fi

ber

Will

help m

ainta

in healthy choleste

rol le

vels

Impro

ves digesti

ve health

Helps w

ith nutri

ent and antio

xidant a

bsorp

tion

Are n

atura

lly lo

w in satu

rate

d fat

Will

help m

anage blood pre

ssure

Will

not raise

'bad' L

DL choleste

rol le

vels

Impro

ves gut h

ealth

Fits in

to m

y/my fa

mily

member's

heart-health

y diet

Are a choleste

rol-f

ree fo

od optio

n

Good for w

eight-m

aintenance

Will

help im

prove eyesig

ht

Are a sourc

e of folate

/folic

acid

Are a sodium

-free fo

od option

Are a sugar-f

ree fo

od optio

n

Good for d

iabetes m

anagement

Fits in

to m

y/my fa

mily

member's

weight-l

oss diet

Are n

on-GMO

Are a sourc

e of lute

in

Supports health

y child d

evelopm

ent

Supports health

y child g

rowth

Are g

luten-fr

ee

Fits in

to m

y/my sp

ouse's p

renata

l diet


HEART HEALTH



delivery score: 60%



AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST MOST OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE HEART HEALTH PILLAR.

179 178172 170 167 168 167 167 165

157 158 159 161 156169

149 144 142 142133

149

129 128119 118

104 100

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

160

180

200

Has a lot o

f vita

mins a

nd min

erals

Are a sourc

e of many im

portant n

utrients

Are a sourc

e of natu

rally

good fats

Provid

es the nutri

ents needed fo

r health

y aging

Are a sourc

e of benefic

ial fi

ber

Will

help m

ainta

in healthy choleste

rol le

vels

Impro

ves digesti

ve health

Helps w

ith nutri

ent and antio

xidant a

bsorp

tion

Are n

atura

lly lo

w in satu

rate

d fat

Will

help m

anage blood pre

ssure

Will

not raise

'bad' L

DL choleste

rol le

vels

Impro

ves gut h

ealth

Fits in

to m

y/my fa

mily

member's

heart-health

y diet

Are a choleste

rol-f

ree fo

od optio

n

Good for w

eight-

main

tenance

Will

help im

prove eyesig

ht

Are a sourc

e of folate

/ folic

acid

Are a sodium

-free fo

od option

Are a sugar-f

ree fo

od optio

n

Good for d

iabetes m

anagement

Fits in

to m

y/my fa

mily

member's

weight-l

oss diet

Are n

on-GMO

Are a sourc

e of lute

in

Supports health

y child d

evelopm

ent

Supports health

y child g

rowth

Are g

luten-fr

ee

Fits in

to m

y/my sp

ouse's p

renata

l diet


WEIGHT LOSS



delivery score: 60%



AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST ALMOST ALL OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE WEIGHT LOSS PILLAR.

169 168160 159 155 161 156 155 153 155 151

144 149 147 145 140128 131

139

154

123110 114

97 96 9183

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

160

180

200

Has a lot o

f vita

mins a

nd min

erals

Are a sourc

e of many im

portant n

utrients

Are a sourc

e of natu

rally

good fats

Provid

es the nutri

ents needed fo

r health

y aging

Are a sourc

e of benefic

ial fi

ber

Will

help m

ainta

in healthy choleste

rol le

vels

Impro

ves digesti

ve health

Helps w

ith nutri

ent and antio

xidant a

bsorp

tion

Are n

atura

lly lo

w in satu

rate

d fat

Will

help m

anage blood pre

ssure

Will

not raise

'bad' L

DL choleste

rol le

vels

Impro

ves gut h

ealth

Fits in

to m

y/my fa

mily

member's

heart-health

y diet

Are a choleste

rol-f

ree fo

od optio

n

Good for w

eight-

main

tenance

Will

help im

prove eyesig

ht

Are a sourc

e of folate

/ folic

acid

Are a sodium

-free fo

od option

Are a sugar-f

ree fo

od optio

n

Good for d

iabetes m

anagement

Fits in

to m

y/my fa

mily

member's

weight-l

oss diet

Are n

on-GMO

Are a sourc

e of lute

in

Supports health

y child d

evelopm

ent

Supports health

y child g

rowth

Are g

luten-fr

ee

Fits in

to m

y/my sp

ouse's p

renata

l diet


DIABETES



delivery score: 60%



AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST MOST OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE DIABETES PILLAR.

150 147133 133 132 126

134 132120 121 117

127 126115

126118 119

110 111 105114

107 105

134 134

9299

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

160

180

200

Has a lot o

f vita

mins a

nd min

erals

Are a sourc

e of many im

portant n

utrients

Are a sourc

e of natu

rally

good fats

Provid

es the nutri

ents needed fo

r health

y aging

Are a sourc

e of benefic

ial fi

ber

Will

help m

ainta

in healthy choleste

rol le

vels

Impro

ves digesti

ve health

Helps w

ith nutri

ent and antio

xidant a

bsorp

tion

Are n

atura

lly lo

w in satu

rate

d fat

Will

help m

anage blood pre

ssure

Will

not raise

'bad' L

DL choleste

rol le

vels

Impro

ves gut h

ealth

Fits in

to m

y/my fa

mily

member's

heart-health

y diet

Are a choleste

rol-f

ree fo

od optio

n

Good for w

eight-

main

tenance

Will

help im

prove eyesig

ht

Are a sourc

e of folate

/ folic

acid

Are a sodium

-free fo

od option

Are a sugar-f

ree fo

od optio

n

Good for d

iabetes m

anagement

Fits in

to m

y/my fa

mily

member's

weight-l

oss diet

Are n

on-GMO

Are a sourc

e of lute

in

Supports health

y child d

evelopm

ent

Supports health

y child g

rowth

Are g

luten-fr

ee

Fits in

to m

y/my sp

ouse's p

renata

l diet


PRE-NATAL/NEWBORN



delivery score: 60%



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.

183 182174 174

168 168 168 169 165157 159 159 160 155 154 147 143 139 136

125131 131 127

111 11099

89

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

160

180

200

Has a lot o

f vita

mins a

nd min

erals

Are a sourc

e of many im

portant n

utrients

Are a sourc

e of natu

rally

good fats

Provid

es the nutri

ents needed fo

r health

y aging

Are a sourc

e of benefic

ial fi

ber

Will

help m

ainta

in healthy choleste

rol le

vels

Impro

ves digesti

ve health

Helps w

ith nutri

ent and antio

xidant a

bsorp

tion

Are n

atura

lly lo

w in satu

rate

d fat

Will

help m

anage blood pre

ssure

Will

not raise

'bad' L

DL choleste

rol le

vels

Impro

ves gut h

ealth

Fits in

to m

y/my fa

mily

member's

heart-health

y diet

Are a choleste

rol-f

ree fo

od optio

n

Good for w

eight-

main

tenance

Will

help im

prove eyesig

ht

Are a sourc

e of folate

/ folic

acid

Are a sodium

-free fo

od option

Are a sugar-f

ree fo

od optio

n

Good for d

iabetes m

anagement

Fits in

to m

y/my fa

mily

member's

weight-l

oss diet

Are n

on-GMO

Are a sourc

e of lute

in

Supports health

y child d

evelopm

ent

Supports health

y child g

rowth

Are g

luten-fr

ee

Fits in

to m

y/my sp

ouse's p

renata

l diet



AVOCADOS GENERALLY HAVE STRONG PERFORMANCE AGAINST MOST OF THE ATTRIBUTES THAT ARE VERY IMPORTANT TO THE HEALTHY LIVING PILLAR.

HEALTHY LIVING



delivery score: 60%


TotalSample

%

TotalPurchasers

%

HeartHealth

%A

WeightLoss

%B

Diabetes%C

Pre-Natal/Newborn

%D

HealthyLiving

%E

Are a source of naturally good fats 73 87 83CD 86aCD 77 74 89ABCDAre a source of many important nutrients 73 86 80cd 85ACD 77 75 88ABCD

Has a lot of vitamins and minerals 73 84 81c 84aCD 77 76 86ABCDAre a source of beneficial fiber 67 80 76cd 78CD 72 69 82ABCD

Are naturally low in saturated fat 67 79 75D 81ACD 74D 65 82ACDProvides the nutrients needed for healthy aging 65 78 74Cd 77aCD 69 67 80ABCD

Will help maintain healthy cholesterol levels 64 77 73d 78ACD 72 67 81ABCDAre a sugar-free food option 64 76 71d 78ACD 72d 64 80AbCD

Are a sodium-free food option 63 74 72 75aCd 70 67 78ABCDWill not raise 'bad'� LDL cholesterol levels 62 75 72Cd 74aCD 67 66 76ACD

Helps with nutrient and antioxidant absorption 61 74 70d 76ACD 67 64 78ACDAre a cholesterol-free food option 61 73 69d 74ACD 69d 63 77AbCDImproves digestive health 61 73 69 74ACd 67 68 75ACdFits into my/my family member's heart-healthy diet*

60 75 71d 76ACD 68 64 79AbCD

Good for weightmaintenance 59 71 67 75ACD 68 64 74ACD

Improves gut health 58 69 66c 71ACd 63 64 74AbCDAre gluten-free 57 69 66c 73ACD 62 64 74ACDWill help manage blood pressure 55 67 67 70ad 67 63 70Acd

Are a source of folate/folic acid 55 67 62 69AC 60 64 71ACdFits into my/my family member's weight-loss diet* 52 65 61 74ACDE 59 63 67AC

Are non-GMO 52 64 61c 66AC 57 64c 69AbCGood for diabetes management 51 62 59 66Ade 70AbDE 59 64A

Are a source of lutein 48 60 54c 62AC 51 61aC 63ACWill help improve eyesight 48 59 54 62AC 54 62ac 63AC

A V O C A D O D E L I V E R Y( 5 O R 4 O N A 5 - P O I N T S C A L E )AS HIGHLIGHTED BELOW, AVOCADOS REACH MINIMALLY ACCEPTABLE SCORES FOR MOST IMPORTANT ATTRIBUTES FOR ALL OF THE HEALTH PILLARS.

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.”

*Both statements changed to include family members in 2019.

Remaining statements similar to 2018

Total Sample

TotalPurchasers

Heart Health

Weight Loss Diabetes

Pre-Natal/

Newborn

Healthy Living

Avocados are frequently too expensive 78 76 82 78 85 64 78

They turn brown too quickly when I only use part of an avocado 68 67 73 69 74 59 70

They are too perishable 62 58 66 62 70 52 62

The quality of the avocados where I shop is inconsistent 55 53 59 59 62 50 58

The avocados at the store are rarely at the ripeness level I want 54 53 57 58 61 51 57

Family members do not like them 53 32 51 52 61 45 48

I don’t like the taste 53 28 48 51 59 46 46

I feel like other fresh fruits and vegetables are better for me 53 35 51 54 60 48 49

M A J O R B A R R I E R S T O P U R C H A S I N G A V O C A D O S( M O R E O F T E N )

THE DEGREE OF BEING A BARRIER TO PURCHASING AVOCADOS INCREASED FOR SOME ATTRIBUTES. EVERYTHING INCREASED AMONG THE DIABETES PILLAR.

Barriers MaxDiff

Green = up from last year (a bad thing)Pink = down from last year (a good thing)

78

68

62

55

54

53

53

53

50

46

46

44

43

41

40

39

36

35

34

33

32

31

31

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

Family members do not like them

I don’t like the taste

I feel like other fresh fruits and vegetables are better for me

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

They just don’t look appealing

I don’t know how to use them

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 am concerned about their fat content

I have concerns about where they are grown/where they come from

I don’t know if avocados are sustainably grown

I can’t easily find organic avocados

I don’t know if avocados are GMO

I am not clear on the number of calories per serving

B A R R I E R S T O P U R C H A S I N G A V O C A D O S ( M O R E O F T E N )

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, FAMILY MEMBERS NOT LIKING THEM, NOT LIKING THE TASTE AND FEELING THAT OTHER FRUITS AND VEGETABLES ARE BETTER FOR YOU ARE ALSO STRONG BARRIERS.

Anchor: 100

Major Barrier

Moderate Barrier

Minor Barrier

TOTAL SAMPLE

Barriers MaxDiff



76

67

58

53

53

32

28

35

40

41

27

27

28

32

31

31

28

27

29

27

27

26

25



















I have concerns about where they are grown/where they come from






FREQUENTLY BEING TOO EXPENSIVE IS THE TOP BARRIER AMONG TOTAL PURCHASERS. TURNING BROWN TOO QUICKLY WHEN PARTIALLY USED IS A STRONG SECONDARY BARRIER. BEING PERISHABLE, INCONSISTENT QUALITY AND UNDESIRABLE RIPENESS LEVELS ARE ALSO STRONG BARRIERS.

Anchor: 100

Major Barrier

Moderate Barrier

Minor Barrier

TOTAL PURCHASERS

Barriers MaxDiff


82

73

66

59

57

51

48

51

51

49

43

42

42

41

40

39

36

35

34

33

32

31

31



















I have concerns about where they are grown/ where they come from






TOP BARRIERS FOR THE HEART HEALTH PILLAR ARE BEING TOO EXPENSIVE, TURNING BROWN TOO QUICKLY, BEING PERISHABLE (UP FROM LAST YEAR), INCONSISTENT QUALITY, AND NOT BEING AT THE DESIRED RIPENESS LEVEL.

Anchor: 100

Major Barrier

Moderate Barrier

Minor Barrier

Barriers MaxDiff

HEART HEALTH


78

71

61

56

54

32

28

35

41

43

26

26

27

32

31

31

29

27

29

27

28

26

25

92

78

78

66

66

100

102

92

77

64

86

82

80

65

66

60

56

56

49

49

43

46

49
























Past year avocado purchasers

Non-past year avocado purchasers


EVERYTHING IS MUCH MORE OF A BARRIER FOR NON-PURCHASERS AMONG THE HEART HEALH PILLAR.

Anchor: 100

Major Barrier = 51 & above

Moderate Barrier = 35 – 50

Minor Barrier = 34 & below

Barriers MaxDiff

HEART HEALTH

78

69

62

59

58

52

51

54

50

52

46

45

44

44

43

42

41

40

40

39

38

37

37

























TOP BARRIERS FOR THE WEIGHT LOSS PILLAR ARE GENERALLY HE SAME AS WE SEE FOR TOTAL AVOCADO PURCHASERS.

Anchor: 100

Major Barrier

Moderate Barrier

Minor Barrier

Barriers MaxDiff

WEIGHT LOSS



MOST, BUT NOT ALL ATTRIBUTES ARE STRONGER BARRIERS TO PURCHASE AMONG NON-PURCHASERS FROM THE WEIGHT LOSS PILLAR.

Barriers MaxDiff

WEIGHT LOSS

78

69

61

59

58

40

37

43

46

51

36

36

36

40

39

39

38

36

38

37

38

36

34

80

69

69

59

59

90

95

88

64

56

77

74

69

57

58

54

49

51

46

44

40

41

44


























Anchor: 100




85

74

70

62

61

61

59

60

54

52

52

49

49

45

46

44

41

40

39

38

37

35

35

























TOP BARRIERS FOR THE DIABETES PILLAR ARE THE SAME AS WE SEE AMONG TOTAL AVOCADO PURCHASERS. AS NOTED EARLIER, EVERYTHING GREW AS A BARRIER AMONG THE DIABETES PILLAR.

Anchor: 100

Major Barrier

Moderate Barrier

Minor Barrier

Barriers MaxDiff

DIABETES



MOST, BUT NOT ALL ATTRIBUTES ARE STRONGER BARRIERS TO PURCHASE AMONG NON-PURCHASERS FROM THE DIABETES PILLAR.

Barriers MaxDiff

DIABETES

80

73

66

62

59

37

33

40

45

48

32

32

33

36

36

36

34

32

34

33

34

32

29

93

74

76

63

64

106

108

96

71

59

90

82

78

61

64

58

54

54

47

46

43

42

46


























Anchor: 100




64

59

52

50

51

45

46

48

43

48

41

40

37

38

37

37

37

36

34

34

35

35

34

























ONLY BEING TOO EXPENSIVE, TURNING BROWN TOO QUICKLY AND NOT AT THE DESIRED RIPENESS LEVEL ARE STRONG BARRIERS FOR THE PRE-NATAL/NEWBORN PILLAR. HOWEVER, BEING TOO EXPENSIVE DID DECREASE SOMEWHAT AMONG THIS GROUP.

Anchor: 100

Major Barrier

Moderate Barrier

Minor Barrier

Barriers MaxDiff

PRE-NATAL/NEWBORN



INTERESTINGLY, MANY BARRIERS ARE STRONGER AMONG PURCHASERS THAN NON-PURCHASERS FROM THE PRE-NATAL/NEWBORN PILLAR.

Barriers MaxDiff

PRE-NATAL/NEWBORN

70

68

59

58

59

43

40

47

48

52

39

39

38

42

40

41

41

40

37

38

40

38

38

44

27

28

21

21

54

64

52

27

34

49

45

34

28

27

21

23

25

24

20

18

23

21


























Anchor: 100




CAUTION: Base for non-purchasers very small (n=25)

78

70

62

58

57

48

46

49

48

53

42

41

41

42

41

39

39

37

39

38

37

36

34

























MAJOR BARRIERS FOR THE HEALTHY LIVING PILLAR ARE THE SAME AS SEEN AMONG TOTAL AVOCADO PURCHASERS, PLUS A CONCERN ABOUT PESTICIDES (UP SLIGHTLY FROM LAST YEAR).

Anchor: 100

Major Barrier

Moderate Barrier

Minor Barrier

Barriers MaxDiff

HEALTHY LIVING



MOST, BUT NOT ALL ATTRIBUTES ARE STRONGER BARRIERS TO PURCHASE AMONG NON-PURCHASERS FROM THE HEALTHY LIVING PILLAR.

Barriers MaxDiff

HEALTHY LIVING

76

67

58

57

54

34

30

37

41

49

29

30

30

35

33

33

33

31

34

33

34

32

28

86

78

73

63

64

94

97

89

72

68

82

79

76

64

65

58

59

60

54

53

49

50

52


























Anchor: 100




COMMUNICATIONS

S E E N “ L O V E O N E T O D AY ” L O G O I N P A S T Y E A R

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 WEIGHT LOSS (INCREASE FROM 27% LAST YEAR) AND PRE-NATAL/NEWBORN.

18%

25% 25%

33%ACE

26%32%ac

28%a

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Heart Health(n=817)

A

Weight Loss(n=544)

B

Diabetes(n=431)

C


D


E

Q400 - In the past year have you seen the following logo, for example, in grocery stores, magazines, newspapers, email or online/social media?

S T A T E M E N T S L O G O C O M M U N I C A T E D( T O T A L S A M P L E )

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”.

56%58%

56%51%

44%47%

40%39%

40%42%

30%29%

31%33%

27%25%

33%34%

32%30%

34%34%

34%36%

40%40%

43%41%

38%38%

44%42%

39%40%

42%42%

34%36%

39%39%

91%92%

90%87%

85%87%

83%80%

78%80%

74%72%

71%73%

69%67%

67%70%

71%68%

2016201720182019

2016201720182019

2016201720182019

2016201720182019

2016201720182019

Very Strongly Somewhat Strongly

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

Q420 - How strongly does this logo [IF HISPANIC PANEL: “do these logos”] communicate to you personally that…?

Drop in “very” driven by English speaking Hispanics


Heart Health(n=817)

%A

Weight Loss(n=544)

%B

Diabetes(n=431)

%C


%D

Healthy Living

(n=780)%E

Avocados are nutritious 93 92C 93C 89 91 92C

You should purchase avocados today 88 85C 88AC 81 86c 88AC

You should eat an avocado every day 81 78 83ACe 77 81 81Ac

You love the way avocados taste 79 73C 78AC 68 82AC 78AC

You should serve avocados to your friends and family today

76 74 77ac 73 75 76

S TAT E M E N T S L O G O C O M M U N I C AT E D( V E R Y / S O M E W H A T S T R O N G L Y )

COMMUNICATION OF SPECIFIC STATEMENTS IS FAIRLY STRONG ACROSS ALL PILLARS. IT IS LOWEST FOR DIABETES.

Q420 - How strongly does this logo [IF HISPANIC PANEL: “do these logos”] communicate to you personally that…?

41%

26%

23%

15%

13%

13%

11%

10%

0% 20% 40% 60% 80% 100%

Any of the following:

Avocados are heart healthy.

Avocados contain naturally good fats.

Eating avocados is associated with a healthier diet andlower body weight.

Eating one avocado a day can improve cholesterol andsupport a well- functioning heart.

Avocados can help with hunger control and weightmaintenance.

Avocados can reduce risk factors for Type 2 diabetes.

Eating avocados with a hamburger may contribute toblood vessel and heart health benefits.

S T A T E M E N T S A B O U T A V O C A D O H E A L T H B E N E F I T S S E E N O R H E A R D I N P A S T F E W M O N T H S( T O T A L S A M P L E )

MESSAGES ABOUT HEART HEALTH AND NATURALLY GOOD FATS ARE MOST COMMONLY RECALLED ABOUT AVOCADOS.

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?


Heart Health(n=817)

%A

Weight Loss(n=544)

%B

Diabetes(n=431)

%C


%D

Healthy Living

(n=780)%E

Any of the following: 52 53c 60ACE 50 60aC 55C

Avocados are heart healthy. 32 36c 39aCe 32 35 37c

Avocados contain naturally good fats. 29 32CD 34CD 27 22 33CD

Eating avocados is associated with a healthier diet and lower body weight.

20 22 24ac 21 28ac 23c

Eating one avocado a day can improve cholesterol and support a well- functioning heart.

17 20 23Ae 21 25a 21

Avocados can help with hunger control and weight maintenance.

17 18 22Ae 20a 23a 20a

Avocados can reduce risk factors for Type 2 diabetes.

15 15 19Ae 19A 22ae 17a

Eating avocados with a hamburger may contribute to blood vessel and heart health benefits.

13 14 17Ac 15 19a 16A

S T A T E M E N T S A B O U T A V O C A D O H E A L T H B E N E F I T S S E E N O R H E A R D I N P A S T F E W M O N T H SRECALL OF THE VARIOUS HEALTH MESSAGES ABOUT AVOCADOS IS STRONGEST AMONG THE WEIGHT LOSS AND PRE-NATAL/NEWBORN PILLARS. THIS REPRESENTS SLIGHT INCREASES FOR WEIGHT LOSS AND SLIGHT DECREASES FOR DIABETES.

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?

69%

36%

32%

21%

18%

9%

4%

0% 20% 40% 60% 80% 100%

Seek health and nutrition information (Net)

News media

Family or friends

Other healthcare professional

Social media

Registered dietitian

Someplace else

W H E R E H E A L T H A N D N U T R I T I O N I N F O R M A T I O N I S T Y P I C A L LY F O U N D( T O T A L S A M P L E )

THE NEWS MEDIA AND FAMILY AND FRIENDS ARE THE TOP SOURCES OF HEALTH AND NUTRITION INFORMATION.

Q440 - Where do you typically get your health and nutrition information about your diet and lifestyle?


Heart Health(n=817)

%A

Weight Loss(n=544)

%B

Diabetes(n=431)

%C


%D

Healthy Living

(n=780)%E

Seek health and nutrition information (Net) 75 83c 85cde 81 80 83

News media 40 49CD 48CD 41 36 48CD

Family or friends 36 39c 40C 35 36 38c

Other healthcare professional 22 26d 27d 31AbDE 21 26d

Social media 22 24 29ACe 24 40ABCE 26a

Registered dietitian 11 14 18AE 19AdE 15 14

Someplace else 5 6B 4 5 6 5b

W H E R E H E A L T H A N D N U T R I T I O N I N F O R M A T I O N I S T Y P I C A L LY F O U N D

LARGE PORTIONS OF ALL PILLARS SEEK HEALTH AND NUTRITION INFORMATION.

Q440 - Where do you typically get your health and nutrition information about your diet and lifestyle?

THANK YOU

HAB Health Pillars Report 2019 General Sample 070819€¦ · • Weight Loss: Trying to lose weight...

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