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merchandising review avocados
is strategic value and impact on sales from spreading education about the many health benefits of fresh avocados.”
Nutrients and phytonutrients in avocados such as folate, vitamin E, lutein and zeaxan- thin, monounsaturated fats and dietary fiber make this fruit a nutritious first food for 1- to 3-year old toddlers.
“For retailers who have baby- and toddler- themed programs such as direct mailers or dietitian newsletters, the suggestion of mashed avocado for baby food is perfect,” says the CAC’s DeLyser. “For programs targeting older children, I recommend keeping it simple, such as a half of an avocado and a spoon.”
New avocado users in particular look for information, says Del Monte’s Christou. “Providing recipe cards and nutritional information alongside avocado displays can encourage new users to explore ways to incor- porate avocado in everyday snacks and meals.”
5. GO BEYOND GUACAMOLE
Customers don’t buy avocados tojust make guacamole, according to Keil’s Fresh Food Stores’ Haire. “Now, it’s for just about every- thing — salads, sandwiches, toast or omelets.”
“Traditionally, guacamole has been the gateway recipe for consumers new to the category, and in many cases guacamole demos and themed feature ads are still great ideas. However, incorporating avocados with a variety of cuisines and usage ideas can be beneficial in making them indispensable. For example, one of America’s most popular restaurant dishes that uses avocado is Cali- fornia Roll sushi,” says the CAC’s DeLyser.
Foodservice can be a crystal ball for retail trends. In 2018, Datassential Menu Trends predicted guacamole penetration on menus would continue to grow, reaching 23.8 percent by 2022. Even better is that avocado penetra- tion on menus (excluding guacamole) will grow even faster, from 46 percent in 2018 to 50.8 percent in 2022.
For 2019, says HAB’s Gavito, “we see a stra- tegic opportunity to increase sales by fueling interest in avocado at breakfast and as a snack. So, look for new recipes and supporting promo- tions around these usage occasions soon.”
6. BUILD BASKET RING
Salsa and salsa ingredients, as well as chips and beer, are integrated into avocado displays at Keil’s Fresh Food Stores to build the basket ring and capture incremental sales, says Haire.
Most avocados are displayed next to toma- toes as they provide the perfect color-break and pairs well together with guacamole, salads and
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handhelds such as sandwiches, tacos, burritos and hamburgers, according to AFM’s Bezart- Hall. “Creating a guac station can also increase the sales of avocados and complementary items in the department that do not require refriger- ation, such as tomatoes, onions, etc. Addition- ally, featuring avocados with other department items, such as tortillas, tortilla chips, hamburger buns, salsa and beverages offers shoppers a look at the versatility of avocados and creates addi- tional sales throughout the store.”
7. PRICE IT RIGHT
Price and promotion are key to moving volume.
“It’s important to understand the consum- er’s tipping point,” explains Stonehill Produce’s Slattery. “In general, the ideal price point seems to be $0.99 each. ... Normal ad promotions in developed avocado regions around non-avocado holidays at a slightly higher retail price ($1.29/ each versus $0.99/each) won’t lead to a drop in volume, plus it allows the retailer to earn a higher margin. Deep discounts could need to be utilized in emerging avocado markets.”
Larger-sized avocados are somewhat more sensitive to price fluctuations because they generally are more expensive, according to the CAC’s DeLyser. “Therefore, a change in price (up or down) is more apparent to the consumer than with smaller sizes. Additionally, a limit- ed-time promotional discount appears to be more effective at increasing sales than a reduc- tion in the everyday base price. Finally, retailers should not promote the entire category at one time. Instead, select a specific PLU/SKU to promote. Moreover, we suggest retailers do not promote on a routine schedule of every- other week as it can train shoppers to purchase avocados on a bi-weekly schedule.”
8. FOCUS PROMOTIONS ON HOLIDAYS
Holidays are an excellent promotional theme for avocados. In fact, HAB tracks sales increases of this fruit for 13 holi- days throughout the year: New Year’s, the Super Bowl, Valentine’s Day, St. Patrick’s Day, Easter, Cinco de Mayo, Father’s Day, Memorial Day, Fourth of July, Labor Day, Halloween, Thanksgiving and Christmas.
Regarding seasonal windows of opportu- nity, the CAC’s DeLyser says more could be done with avocados in February for Amer- ican Heart Month. “Retailers could retool Big Game displays with heart-themed point of sales, booklets that include recipes certi- fied by the American Heart Association and retail dietitian communication to make this a bigger deal.” pb