Tracking Study Indicates California Avocados Remain the Preferred Avocado
The California Avocado Commission (CAC) conducts an annual tracking study to evaluate the efficacy of its marketing campaigns and measure changes in consumer preferences, avocado usage and attitudes concerning origins of the fruit. Findings from the study help the Commission adjust its marketing plans to ensure they operate efficiently and effectively and deliver maximum value to growers.
The survey was conducted with American avocado purchasers beginning in mid-August and concentrated on California avocado advertising markets. The results were presented to the CAC Board at the November meeting.
Highlights from the 2016 California Avocado Tracking Study are as follows:
- California avocados remain the most recognized and preferred avocado among U.S. avocado consumers and the California fruit outranked avocados from other origins on all measures included in the survey
- Awareness of Mexican avocados and advertising campaigns continues to increase
- The Commission has been trying to build consumer associations between California avocados and the American Summer Holidays since 2012; this year, more than half of the consumers surveyed associated the California fruit with those holidays
- Overall, California avocados are very strongly associated with summer, more than other origins are with summer and more than with other seasons