Avocado Tracking Study - Prepared by: Spring 2014 U.S. Hispanics
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Avocado Tracking Study
Spring 2014
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
Avocado Usage 7
Drivers for Purchasing Avocados 12
Nutrition and Wellness 14
Advertising and PR Reach 27
Occasions Used 30
Food Service 32
Profile of Respondents 34
Comparison to General Sample 41
2
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 late June 2014. This is the eighth wave of research, following
waves conducted in May 2012, May 2011, February 2010, February 2009, March 2008,
September 2007, and February 2007.
Methodology:
900 interviews (increased from 750 in previous waves with the addition of Phoenix), 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 (69% 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, Houston and Phoenix (added in 2014).
“Total” sample results with and without Phoenix was examined for wave comparability. It was determined
that Phoenix did not significantly alter the results for “total”. Therefore, “total’ for 2014 includes Phoenix.
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.
3Summary
Avocado Usage
Virtually all (97%) Hispanics buy Avocados, with most of them (91%) 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 Spanish-dominant or foreign-born. We did not see the significant difference noted in
past waves among individuals of Mexican origin.
Hispanics, in the six markets surveyed, purchase 111 Avocados on average annually –
the highest level ever recorded in this study.
Slightly more than half of the Hispanic sample is of Mexican origin. Mexican origin
Hispanics buy more avocados per year than do Hispanics with some other origin (123
vs. 102 Avocados per year).
4Summary (Cont.)
Nutrition and Wellness
Being good for you and perceived nutritional benefits continue to be named as top tier
reasons why people buy Avocados. They are only trumped by taste.
Nutritional attributes that are rated both high in importance and as descriptors of
Avocados include: contains good fats, contains important nutrients, nutrient dense,
have nearly 20 essential nutrients and contains antioxidants and plan sterols. Similarly,
better nutrition, promotes skin health and smooth skin and minimizes wrinkles are
health & wellness benefits rated both high in importance and as describing Avocados.
The association of Avocados with many of these benefits has increased over time.
Over one-half of the Hispanics fall into a food and wellness involved segment. This is
below the general market, but it is a significant increase from 2013.
As seen before, 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.
5Summary (Cont.)
Advertising and PR Reach
About one-quarter of Hispanics claim they have seen the “Love One Today” logo.
Awareness of the logo is strongest in Los Angeles and Houston.
A significant proportion of Hispanics claim to have read articles on the health benefits
of Avocados. As seen before, this is at much higher levels than the general markets.
Hispanics Compared to the General Market
Hispanic respondents are very different from the general population (taken from the HAB
General Tracking Study). In addition to the nutrition, health and wellness differences already
noted, Hispanics are more likely to…
Have bought Avocados to eat and serve at home.
Purchase Avocados more frequently (91% vs. 73% purchase monthly).
Purchase more Avocados annually (111 vs. 70) and prepare them in more ways (8.5 vs. 4.9).
6Avocado Usage
7Frequency of Avocado Consumption at Home
• As seen in previous years, 97% of Hispanics buy avocados, with most of
them (91%) buying them at least monthly, a level similar to previous waves.
100% 90% 91%
80%
60%
60% 57%
40%
20%
0%
Spring Fall 2007 Spring Spring Spring Spring Spring Spring Spring
2007 2008 2009 2010 2011 2012 2013 2014
Monthly Weekly
Q.3a – How often do you buy Avocados to eat or serve at home? 8Frequency of Avocado Consumption at Home
(Cont.)
• As seen previously, foreign-born Hispanics, those who are Spanish-dominant (i.e., Spanish
is the main language spoken at home) are more likely to purchase Avocados weekly than
are their counterparts (i.e., English dominant, etc.).
– In the past, we have typically seen weekly Avocado purchasing also skew significantly higher
among individuals of Mexican descent. This year, the difference is only directional.
Purchase once a week or more often
Total 57%
Spanish-dom. 61%
Bilingual 57%
English-dom. 48%
U.S. Born 51%
Foreign Born 59%
Mexican 59%
Other Origin 54%Other Purchase Data
• The average Avocado consuming household purchases 111 avocados per year – the highest
level ever recorded in this study. By contrast, the general U.S. sample of Avocado consuming
households purchased 71 Avocados per year.
Bought Avocados at least 2-3 times in past year for home use.
Spring Fall Spring Spring Spring Spring Spring Spring Spring
2007 2007 2008 2009 2010 2011 2012 2013 2014
Average # of Avocados bought at
4.8 6.3 4.0 3.9 3.8 3.8 3.7 3.9 4.1
one time
Average # of avocados purchased
NA NA 106 101 97 102 97 108 111
annually*
Q.12
*Added in 2008 10Other Purchase Data: Spring 2014
• 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.
Spanish- Bi- English
Total dom. lingual dom. Mexican Other
Average # of Avocados bought at one time 4.1 4.1 4.3 3.8 4.6 3.3
Average # of avocados purchased annually 111 115 109 109 123 102
Q.12
Significant difference
*Added in 2008 11Drivers for Purchasing Avocados
12Reasons to Buy Avocados
(New question Spring 2013)
• As seen last year, the top reasons for buying Avocados are the taste, being
good for you, nutritional benefits, and a variety of uses.
Spring Spring
2013 2014
% %
Taste 95 95
Good for you 88 92
Nutritional benefits 86 89
Variety of uses 82 82
Price 71 64
They are a staple in my household 67 67
Can be substituted for other foods or ingredients 56 54
Appearance on in-store product display NA 49
For my baby or young child to eat NA 27
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. 13Nutrition and Wellness
14Nutritional Descriptors and Importance
• Avocados are believed to deliver on 5 of the 9 nutritional benefits of high importance to Hispanic consumers.
• Being high in fat, high in calories, and contains lutein are of low importance to Hispanic consumers when
deciding whether to buy Avocados.
Low Importance High Importance
Note: descriptors are
placed in each
Does Describe Well
• Contain good fats quadrant in ranked
• Contain important nutrients order for importance.
• Nutrient-dense
• Have nearly 20 essential nutrients
• Contain antioxidants and plant sterols
• High in fat
Does Not Describe Well
• Cholesterol free
• High in calories • Low in calories and fat
• Contain lutein • Sodium free
• Less than 1 gram of sugar
15Nutritional Benefits Importance
(Top Box* Scores)(New question Spring 2012)
• The importance of the different nutritional benefits is similar to what it was last year.
Spring Spring Spring
2012 2013 2014
% % %
Contain important nutrients 76 68 71
Have nearly 20 essential nutrients 76 67 68
Nutrient-dense 74 71 70
Contain good fats 74 69 72
Cholesterol free 73 65 67
Contain antioxidants and plant sterols 70 63 66
Low in calories and fat 67 61 59
Less than 1 gram of sugar 59 49 51
Sodium free 57 53 55
Contain lutein 41 35 38
High in fat NA NA 40
High in calories NA NA 40
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 *Top Box: 1 (Very important) on an 5-point scale
too important, or not at all important to you personally. 16Nutritional Benefits Associated with Avocados*
(New question Spring 2012)
• The association of avocados with many of the nutritional benefits has increased over time, as
highlighted below.
Spring Spring Spring
2012 2013 2014
% % %
Nutrient-dense 70 68 73
Contain good fats 66 65 73
Have nearly 20 essential nutrients 61 54 63
Contain important nutrients 56 52 64
Contain antioxidants and plant sterols 55 52 54
Cholesterol free 39 39 47
Low in calories and fat 39 39 44
Sodium free 32 26 40
Less than 1 gram of sugar 25 23 31
Contain lutein 20 20 24
High in fat NA NA 43
High in calories NA NA 30
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 *Describes “A lot”
avocados a lot, describes a little or does not describe at all. 17Health & Wellness Descriptors and Importance
• Avocados are believed to deliver on 3 of the 12 health & wellness benefits of high importance to
Hispanic consumers.
Low Importance High Importance
Does Describe Well
• Better nutrition
• Promotes skin health
• Smooth skin and minimize wrinkles
Note: descriptors are
placed in each
quadrant in ranked
order for importance.
• Fullness and hunger control • Reduces bad cholesterol
• Helps with weight management • Promotes heart health
Does Not Describe Well
• Immunity • Helps maintain healthy blood pressure
• Promotes eye health • Digestive/gut health
• Aids in child growth and development • Healthy blood vessel and vascular health
• Weight loss • Healthy aging
• Healthy sleep patterns • Helps with diabetes management
• Pain relief • Promotes brain health
• Good for cancer prevention
18Health & Wellness Benefits Importance
(Top Box* Scores)(New question Spring 2012)
• The importance of most of the different health & wellness benefits is similar to what it was last year.
Spring Spring Spring
2012 2013 2014
% % %
Better nutrition 75 69 68
Promotes skin health 73 71 64
Reduces bad cholesterol 70 65 69
Promotes heart health 67 64 66
Helps maintain healthy blood pressure 64 62 63
Promotes brain health 64 59 58
Good for cancer prevention 63 58 58
Helps with weight management 60 54 53
Promotes eye health 60 54 52
Aids in child growth and development 59 52 50
Helps with diabetes management 59 51 59
Smooth skin and minimize wrinkles NA NA 61
Digestive/gut health NA NA 61
Helps with blood vessel and vascular
NA NA 60
health
Healthy aging NA NA 60
Fullness and hunger control NA NA 56
Immunity NA NA 53
Weight loss NA NA 50
Healthy sleep patterns NA NA 49
Pain relief NA NA 39
Q1025c - How important to you are each of the following health and wellness benefits when deciding whether or not to *Top Box: 1 (Very important) on an 5-point scale
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. 19Health & Wellness Benefits Associated with
Avocados*
(New question Spring 2012)
• The association of avocados with many of the health & wellness benefits has bounced back form the
decline seen in 2013.
Spring Spring Spring
2012 2013 2014
% % %
Promotes skin health 74 68 67
Better nutrition 68 63 70
Promotes heart health 57 52 57
Reduces bad cholesterol 55 51 57
Helps maintain healthy blood pressure 48 45 51
Promotes brain health 43 39 43
Aids in child growth and development 42 37 37
Helps with weight management 42 37 41
Good for cancer prevention 41 38 39
Helps with diabetes management 39 34 42
Promotes eye health 37 32 34
Smooth skin and minimize wrinkles NA NA 62
Healthy aging NA NA 55
Fullness and hunger control NA NA 53
Digestive/gut health NA NA 50
Helps with blood vessel and vascular
NA NA 49
health
Immunity NA NA 38
Weight loss NA NA 34
Healthy sleep patterns NA NA 32
Pain relief NA NA 17
Q1025b - I am going to read a list of health and wellness benefits that you may or may not associate with avocados.
*Describes “A lot”
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. 20Food and Wellness Involvement
• Respondents were asked the questions shown below to help identify a “food and wellness
involved” segment. Over one-half 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.
Food and Wellness
52% Involved Segment
71%
81% 56%
27%
10% 25%
16%
9%
2% 4% 3%
Frequency of I spend a lot of time I like to cook Food and wellness
personally preparing and effort preparing homemade meals involved
home-cooked meal healthy homemade because I control the
meals ingredients
Daily
A few times per week Describes me a lot Describes me a lot
Once a week Describes me a little Describes me a little
Less often than weekly
Does not describe me at all Does not describe me at all
Never
Q.1030, Q1035 21Food and Wellness Involved Segment
• The proportion of food and wellness involved respondents has increased, after seeing a drop in
2013. It is now at the highest level since we have asked these questions in the Hispanic study.
56%
49%
43%
Spring 2012 Spring 2013 Spring 2014
Q.1030/Q1035 22Nutritional Benefits Importance: Food and Wellness
Involved
(Top Box* Scores)(Spring 2014)
• As seen in the past, 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.
Contain good fats 83%B
58%
Nutrient-dense 79%B
58%
Contain important nutrients 78%B
63%
Have nearly 20 essential nutrients 74%B
59%
Contain antioxidants and plant sterols 74%B
57%
Cholesterol free 73%B
59%
Food and
Low in calories and fat 65%B Wellness
50%
Involved
Sodium free 61%B (A)
48%
Less than 1 gram of sugar 59%B
40%
High in calories 46%B Not Food and
33% Wellness
High in fat 45%B Involved
34% (B)
Contain lutein 44%B
31%
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 *Top Box: 1 (Very important) on an 5-point scale
important nor unimportant, not too important, or not at all important to you personally. 23Nutritional Benefits Associated with Avocados*:
Food and Wellness Involved (Spring 2013)
• Also as seen in the past, significantly larger proportions of food and wellness involved consumers
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 81%B
62%
Nutrient-dense 79%B
66%
Contain important nutrients 69%B
57%
Have nearly 20 essential nutrients 69%B
56%
Contain antioxidants and plant sterols 62%B
44%
Cholesterol free 53%B
39%
Food and
High in fat 49%B Wellness
35%
Involved
Low in calories and fat 47%B (A)
40%
Sodium free 43%B
36%
Less than 1 gram of sugar 32% Not Food and
30% Wellness
High in calories 32% Involved
27% (B)
Contain lutein 27%B
21%
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
*Describes “A lot”
mention describes avocados a lot, describes a little or does not describe at all. 24Health & Wellness Benefits Importance: Food and
Wellness Involved
(Top Box* Scores)(Spring 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.
Reduces bad cholesterol 78%B
58%
Better nutrition 76%B
59%
Promotes heart health 72%B
59%
Promotes skin health 71%B
55%
Helps maintain healthy blood pressure 70%B
55%
Smooth skin and minimize wrinkles 68%B
52%
Digestive/gut health 68%B
52%
Helps with blood vessel and vascular health 67%B
51%
Healthy aging 67%B
51%
Promotes brain health 66%B
48% Food and
Helps with diabetes management 64%B
51% Wellness
Good for cancer prevention 64%B
49% Involved
Fullness and hunger control 63%B
46% (A)
Immunity 61%B
43%
Helps with weight management 60%B
44%
Promotes eye health 60%B Not Food and
43%
Weight loss 57%B Wellness
42%
Aids in child growth and development 56%B Involved
42%
Healthy sleep patterns 54%B (B)
43%
Pain relief 43%B
33%
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, *Top Box: 1 (Very important) on an 5-point scale
neither important nor unimportant, not too important, or not at all important to you personally. 25Health & Wellness Benefits Associated with
Avocados*: Food and Wellness Involved (Spring 2013)
• Significantly larger proportions of food and wellness involved consumers also tend to associate
Avocados with most of the health & wellness benefits, in comparison to those consumers who are
not food and wellness involved.
Better nutrition 75%B
64%
Promotes skin health 73%B
58%
Smooth skin and minimize wrinkles 69%B
53%
Reduces bad cholesterol 65%B
46%
Promotes heart health 63%B
49%
Healthy aging 60%B
48%
Fullness and hunger control 60%B
45%
Helps maintain healthy blood pressure 58%B
42%
Digestive/gut health 56%B
43%
Helps with blood vessel and vascular health 55%B
42% Food and
Promotes brain health 50%B
35% Wellness
Helps with diabetes management 47%B
37% Involved
Helps with weight management 46%B (A)
34%
Good for cancer prevention 45%B
31%
Immunity 44%B
31%
Aids in child growth and development 43%B Not Food and
30%
Promotes eye health 39%B Wellness
27%
Weight loss 37%B Involved
30%
Healthy sleep patterns 35% (B)
29%
Pain relief 20%B
13%
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 *Describes “A lot”
avocados a lot, describes a little or does not describe at all. 26Advertising and PR Reach
27Seen “Love One Today” Logo
(New Question Spring 2014)
• About one-quarter of Hispanics claim they have seen the “Love One today” logo.
– Claimed awareness is highest in Los Angeles and Houston.
Total 27%
Los Angeles 34%
Houston 32%
Miami 20%
New York 27%
Chicago 23%
Phoenix 27%
Q.417 – For my next question I am interested in learning if you have seen a particular logo pictured in any avocados-
related advertising - for example, in grocery stores, magazines, newspapers or online. The logo features the slogan
“LOVE ONE TODAY” and highlights the fact that avocados have naturally good fats and are cholesterol free. Have Significant difference
you seen any avocado ads for this? 28Awareness of Articles Relating to the Health
Benefits of Eating Avocados (Spring 2014)
• Claimed awareness of articles relating to the health benefits of avocados is fairly
high, especially among food & wellness involved consumers.
Food and Not Food and
Wellness Wellness
Total Involved Involved
% % %
Avocados contain naturally good fats and they are
63 69 56
cholesterol free
Eating avocados is associated with a healthier diet and
49 55 41
lower body weight.
Eating avocados can improve cholesterol and
49 53 44
triglyceride profiles and support a well-functioning heart.
Avocados can help with hunger control and weight
41 44 38
maintenance.
Eating avocados with a hamburger may contribute to
27 28 25
blood vessel and heart health benefits.
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 29Occasions Used
30Meals Typically Purchase Avocados For
(Spring 2014)
• Lunch and dinner continue to dominate as the most common meal occasions for
Avocados. Usage occasions do vary some based on language spoken.
Spanish- English-
Total dominant Bilingual dominant
% % % %
Breakfast 19 21 15 17
Lunch 70 76 70 57
Dinner 56 43 59 78
Snack 28 27 24 32
Q25 - Which meals do you typically purchase avocados for? Significant difference 31Food Service
32Frequency of Avocado Consumption Away from
Home
• 61% 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.
Spring 2014 Monthly (Net)
Monthly (Net) 61% Spring 2007 70%
Once a week or more often 23% Fall 2007 68%
Several times a month 10% Spring 2008 60%
Twice a month 12%
Spring 2009 52%
Once a month 16%
Spring 2010 53%
Once every two months 3%
Spring 2011 55%
Once every three months 2%
Spring 2012 60%
2 or 3 times a year 6%
Once a year or less 6% Spring 2013 63%
Never 21% Spring 2014 61%
Q.3b – How often do you order Avocados, or anything made with Avocados, when eating away from home? 33Profile of Respondents
34Stores Typically Shop for Groceries/Other
Everyday Items (New Question Spring 2014)
• Hispanic shoppers are diverse in the type of food stores they shop. However,
mainstream supermarkets are most dominant.
Spanish- English-
Total dominant Bilingual dominant
% % % %
Mainstream grocery store or
supermarket such as Kroger, Safeway 65 61 64 77
or Albertsons
Hispanic or Latino focused markets 37 43 35 29
Local corner stores or convenience
16 15 16 19
markets
Significant difference
Q.47 – At which of the following types of stores do you typically shop for groceries or other everyday household items? 35Profile 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.
Spring 2014
Purchase Avocados
Total Weekly
% %
Born in U.S.
Foreign born 66 69
U.S. born 31 28
Family Heritage/Background
Mexican 52 54
Puerto Rican 6 5
Dominican 6 5
Cuban 8 8
Salvadoran 4 6
Colombian 4 3
Language Spoken at Home
Spanish only/mostly Spanish (Net) 48 52
English & Spanish equally 24 24
English only/mostly English (Net) 25 21
Language Spoken Outside of Home
Spanish only/mostly Spanish (Net) 41 45
English & Spanish equally 20 21
English only/mostly English (Net) 35 31
Q.37 - Q.39a 36Profile of Respondents: Heritage by Market
• Hispanics of Mexican origin make up most of the interviews in Los Angeles, Houston
Chicago and Phoenix. Miami, which still skews to Cuba, is slowly becoming more diverse.
Interviews in New York are spread out between Hispanics of many different backgrounds.
Spring 2014
Selected Los
Mentions… Houston Miami New York Chicago Phoenix
Angeles
% % % % %
%
Family Heritage/
Background
Mexican 78 69 3 41 46 77
Puerto Rican - 1 13 13 9 1
Central American 12 11 14 10 5 5
Cuban - 1 28 3 17 1
South American 3 3 20 5 11 1
Colombian 1 1 11 3 6 -
Dominican - - 13 18 3 1
Q.38 37Profile of Respondents: Media Consumption
• There are only minor differences in media behavior between frequent (weekly) and all
Avocado users.
Spring 2014
Total Purchase Avocados Weekly
% %
Media Consumption (Weekly)
Watch TV 93 94
Watch TV in Spanish 73 76
Listen to radio 74 76
Listen to radio in Spanish 57 61
Read newspaper 43 46
Read newspaper in Spanish 25 30
Read magazines 44 48
Read magazines in Spanish 31 36
Go online 55 54
Visit websites in Spanish 28 31
Q.34 38Profile of Respondents: Demographics
• There are only minimal demographic differences between frequent (weekly) and all
avocado users (continued on the next page).
Spring 2014
Purchase Avocados
Total Weekly
% %
Gender
Female 80 82
Male 20 18
Marital Status
Married/living with domestic partner 67 70
Single/separated/divorced/widowed 28 24
Age
18 – 34 11 10
35 – 54 45 45
55+ 38 40
Average # People in Household 3.7 3.8
Q.1B, Q.35, Q.40, Q.41 39Profile of Respondents: Demographics (Cont.)
Spring 2014
Purchase Avocados
Total Weekly
% %
Education
High school graduate or less 57 59
Some college/technical or trade
17 16
school/associate’s degree
College graduate or more 20 18
Employment
Employed 42 41
Not employed 52 52
Household IncomeComparison 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.
41Hispanic 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
Spring 2014
Hispanic Study Total U.S.
Bought avocados to eat or serve at home (monthly) 91% 73%
Average number of avocados purchased annually 111 70
Q.3a, Q.12 42You can also read
