The document discusses the main reasons consumers purchase avocados. It finds that taste is the top driver of purchase, with 32% of respondents selecting it. However, many also see avocados as healthy and good sources of vitamins, minerals, and good fats. Approximately 15% say versatility is a purchase driver. The document also notes that fat content was historically seen as an issue for avocados, but research in the 1980s began highlighting their health benefits and good fats. International research on avocados has continued slowly.
3. Main reason Top 3 reason
They taste delicious 32 16 48
Are healthy and good for you 13 29 42
Contain good fats 4 12 16
Are high in vitamins and minerals 4 11 15
Are versatile 2 13 15
My family / kids ask for them 6 6 12 Taste is the top driver of purchase
Good source of Vit E and other... slow ageing 4 7 11
Are ideal for entertaining 2 9 11 However healthy aspects also rate
Avocados are rich in antioxidants 2 8 10
Good value for money 2 5 7 highly…including general health,
Avocados carry the heart foundation tick 2 5 7 good fats, vitamins and minerals
Are a gourmet food 6 7
Are low in cholesterol 6 7 About 1 in 7 (15%) claim
Are very special and interesting 6
Contain no cholesterol 2 3 5 versatility is a driver. This rises to
They are low in fat 5 1 in 5 heavy (weekly) buyers
Are a bit exotic 4
Are good for babies 4 Occasional users are the most
Are a good source of folate 2
Are a younger person’s food 1 likely to say ‘gourmet food’ (17%)
Are very ‘in’ / fashionable 1 or ‘good for entertaining (17%)
Other 2 6 8
2009 Survey: Q35b 3
Base: All MGB (2009 = 1015)
4. Fat content was always an issue
In the 1980s a number of researchers started
to look at benefits of avocados and good fats
Slow expansion of information
Industry promotion of good fats
International research continued slowly
5.
6. California, Mexico, Chile, Peru, New Zealand
Australia
Continue to search and build the base
information
