Avocado tackles the whole football season

From The Packer | 21 December 2021

Overview of avocados from Mexico in the U.S. market, complemented by charts from Agronometrics. Original published on December 15, 2021. 

For Mexican-sourced avocados, the big game is now … and next week, and the week after, until the official game that’s, ahem, super important.

Football season is the top event in which avocados are served. With 600 viewing occasions September through February, that’s a lot of opportunity to promote this creamy, mild, (almost) football-shaped, pebbly-skinned fruit, according to a 2020 AFM Consumer Shopper A&U study.

Nearly half of all avocado eaters say they plan to eat avocados – most often guacamole – during those football games, making the season a key window for avocados in the U.S., the study says.

There’s no need to save your promotions until your region’s favorite college bowl or the next Super Bowl on Feb. 13, 2022.

Last year’s growth in the October-November-December months was up 15% between 2019 and 2020, according to Nielsen data. Since 2017, avocado consumption has grown 38% during this time period.

Volumes (in Kg) of avocados from Mexico in the US Market
chart 2021 12 21T003725.458

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

Suppliers and retailers can have a lot of fun with this one right now, as fall winds down and winter picks up.

Some shipper display boxes have been created to look like a tailgating pickup truck, such as Avocados from Mexico’s Guac the Tailgate Sweepstakes. To fit the theme, Avocados From Mexico has developed unique displays in the shape of a tailgate truck in order to drive stopping power at stores. From October 11 – December 27, the shoppers can scan the QR code at these avocado truck bin displays, in participating retailers nationwide. December 27, the shoppers can scan the QR code at these avocado truck bin displays, in participating retailers nationwide or on the website to win a truck and tailgate gear, including a hard cooler, tent and collapsible table and chairs.

Cross promotions using dipping chips can go beyond the standard yellow corn tortilla chip. Have you noticed how many types of chips are out there? It’s more than a full aisle these days. And let’s not forget the chance to suggest other produce for the dipping vehicle.

Companies and organizations have launched contests using QR codes on point-of-sale materials and in digital marketing strategies. Also, memes and gifs on social media can go a long way, especially when a viral creation is used across platforms, in ads and merchandising displays.

So, why wait for the big game to encourage shoppers to eat more avocados? As any fan will tell you, the joy is in the journey.

It’s time to send that top produce player onto the field.

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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