Produce: Avocados the " ultra " avocado shopper SEGMENT SHARE OF AVOCADO PURCHASING HOUSEHOLDS 2020 Ultra 8.3% Mega 8.3% Moderate 49.9% Heavy 25.1% Super 8.3% Ultra shoppers account for 8% of avocadopurchasing households... Ultra shoppers exhibit purchase behaviors that far exceed that of other segments, driving their disproportionate impact on the avocado category: SEGMENT SHARE PURCHASE DOLLARS 2020 Moderate 12.5% ...But this shopper segment drives 35% of avocado purchases Source: Hass Avocado Board Heavy 22% Ultra 35.4% Ultra shoppers spent an average of $100 per household annually, two times that of Mega shoppers and seventeen times that of Moderate shoppers. This annual spend was driven by more purchase trips and a higher spend per trip. Super 12.5% Mega 17.6% Ultra shoppers visited retailers more often and were more likely to purchase avocados during their visit than any other shopper segment. On average, Ultra shoppers made 183 trips per year to the retailer and purchased avocados during 14% of their trips. In contrast, Moderate shoppers made 153 trips and purchased avocados during two percent of their trips. 52 - APRIL 2022 supermarketperimeter.com Retailers: think " ultra " when targeting avocado consumers One group of avocado consumers accounts for a vastly disproportionate amount of retail sales - and retailers would be wise to learn more about them. " Ultra " avocado consumers, so named by the Mission Viejo, Calif.-based Hass Avocado Board, make up 8% of avocado-buying households but account for 35% of dollar sales, according to new research by the board. 22 13 18 35 12 DMITRIYLO - STOCK.ADOBE.COM