In April, the California Avocado Commission reviewed data from the California Avocado Market Analysis Report that provides a comprehensive overview of the 2024 season and broader category insights. The report, which utilizes Circana retail sales and household panel data pulled from the National Consumer Panel, offers critical information concerning short- and long-term analyses of shipment volumes, FOB prices, retail pricing and sales trends. Ultimately, the report demonstrates how California avocados compare to imports and highlights the effectiveness of CAC’s promotional efforts in a competitive market. Key findings of the report are summarized below.
According to the report, the 2024 California avocado crop — which reached 363.6 million pounds — was the largest of the last four years, up 56% from 2023. The 2024 season had a staggering impact on retail category incremental growth in the California region versus the previous season — with 2024 avocado sales driving 77% of incremental dollars and 54% of incremental units.
Further, data indicates California avocados have maintained a premium price over imports across the last four years. During the 2024 California season, within the California region, California avocados averaged a +10% price advantage over imports with a 26% advantage near the close of the season. Likewise, outside of California FOB prices were +10% over imports and reached a high of 33% at the end of the 2024 season.
During the 2024 season FOB price growth also outpaced retail and import prices — increasing at a faster rate — within the California region. This is part of a long-term trend with the compound annual growth rate of California avocado FOB prices in California at +6% since 2013, versus just 3% for retail pricing and 4% for imports.
The report was shared with CAC staff in April to provide data-backed evidence showing how marketing programs are working and support the Commission’s efforts to build demand and preference for the California Avocados brand. Further, the report will be shared with agency, industry and retail partners to provide them with a deeper understanding of category trends that will allow them to refine marketing strategies and optimize promotions that build sales of California avocados. These insights can be used to develop trade communications, marketing strategies and retail materials. Notes Terry Splane, CAC Vice President of Marketing, “Sales data and research create the foundation for effective marketing. The California Avocado Market Analysis Report is packed with actionable insights that demonstrate the strength of the California season, help us enhance our marketing programs, and ultimately show the value of California avocados to our retail partners.”
