Avocado Tracking Study - Prepared by: Spring 2014 U.S. Hispanics

 
Avocado Tracking Study - Prepared by: Spring 2014 U.S. Hispanics
Avocado Tracking Study
Spring 2014
U.S. Hispanics

Prepared by:

                 Hass Avocado Board | 230 Commerce, Suite 190 | Irvine, CA 92605
                                                  www.hassavocadoboard.com
Avocado Tracking Study - Prepared by: Spring 2014 U.S. Hispanics
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
Avocado Tracking Study - Prepared by: Spring 2014 U.S. Hispanics
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.
                                                                                                                            3
Summary

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).

                                                                                                       4
Summary (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.

                                                                                                         5
Summary (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).

                                                                                                     6
Avocado Usage

                7
Frequency 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?                                                         8
Frequency 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                                                                                                                       10
Other 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                                                                                                                         11
Drivers for Purchasing Avocados

                                  12
Reasons 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.                                                                                            13
Nutrition and Wellness

                         14
Nutritional 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

                                                                                                                                                 15
Nutritional 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.                                                                                                              16
Nutritional 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.                                                                              17
Health & 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
                                                                                                                                            18
Health & 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.                                                                                                           19
Health & 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.                                                                                                       20
Food 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                                                                                                             21
Food 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                                                                                                     22
Nutritional 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.                                                                   23
Nutritional 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.                                                            24
Health & 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.                                                              25
Health & 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.                                                                                    26
Advertising and PR Reach

                           27
Seen “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?                                                                                                           28
Awareness 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   29
Occasions Used

                 30
Meals 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   31
Food Service

               32
Frequency 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?                                33
Profile of Respondents

                         34
Stores 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?                             35
Profile 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                                                                                            36
Profile 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                                                                                                 37
Profile 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                                                                                                  38
Profile 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                                                                           39
Profile 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 Income
Comparison 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.

                                         41
Hispanic 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                                                                                          42
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