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“Every demographic is buying it, from Millennials to senior citizens and the whole group in between. People from all walks of life have really gotten on board with guacamole and avocados, and see them as healthy snacks.”
— Keith Cox, K-VA-T Food Stores
consumers don’t want to eat a plain avocado, they are happy to enjoy it in a delicious, ready-made dip.”
“We introduced the Guac line to coincide with the rising popularity in two categories: refrigerated dips, and avocado (and avoca- do-based) products due to health benefits,” says Dionysios Christou, vice president of marketing for Del Monte Fresh Produce in Coral Gables, FL. Del Monte’s Guac line includes Classic, Pico De Gallo and Spicy. “The growth of avocado consumption over the past few years has been fueling the rapid expansion of prepared guacamole in the produce and deli departments. We’ve also noticed a large increase in healthy snack item consumption, and prepared guacamole is ideally positioned to address today’s consumer needs. Avocados are becoming a staple for many consumers’ diets, especially as they become aware of their many health benefits.”
Tortilla chips are guacamole’s time-hon- ored companions, but the experts also spot opportunities to boost the healthy snack’s appeal by displaying it with other produce items. Araiza says he would like to see the Calavo products “paired in produce with carrots or celery as a value-added package.”
“Cross-promoting Del Monte Fresh Guac with chips, salads, sushi and vegetables such as celery, carrots and broccoli are great ways to increase sales and gain consumer acknowl- edgment,” says Christou. “Signage should always inform consumers about the different usage options and occasions for the product, and recipe cards can be placed directly next to the product in order to drive sales.”
Burger also says “there are definitely opportunities to partner with a like-minded, better-for-you chip or snack brand that could be placed in the refrigerated space alongside Hope Foods guacamole.”
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GUAC FOR ALL
The commodity’s appeal to diverse segments of the shopping public is another factor fueling sales.
“We believe this growth can also be attributed to an increasing Hispanic and Latin American influence, as U.S. consumer tastes continue to expand to include more ethnic foods, but even more because of the health factors and overall taste profile of avocado,” says Christou. “We find young Hispanic adults between 35-44 years old with children are the biggest buyers of guacamole.”
“We’re noticing that our customers are primarily females between the ages of 24-45 who are dedicated to a healthy lifestyle, both by staying active and eating healthy,” says Burger.
From his vantage point as produce cate- gory manager at Food City, Cox sees that “every demographic is buying it, from Millen- nials to senior citizens and the whole group in between. People from all walks of life have really gotten on board with guacamole and avocados, and see them as healthy snacks. It’s
a trend that’s been growing for several years and continues to grow. Anything to do with avocados keeps growing.”
WHAT’S HOT?
The flavor profiles of the packaged guaca- moles differ from company to company, though many offer an “authentic” variety. This is guacamole’s acoustic version, where avocados take center stage. At Calavo, authentic guacamole includes just seven ingredients: Hass avocado, tomatillo, onion, jalapeno pepper, salt, cilantro and garlic. This is the top seller at Food City, says Cox.
“We find our more popular flavor is Green Chile, as consumers prefer some chile flavor with a hint of spice. We’re seeing a lot of spicier varieties in the space that use an assortment of chiles primarily,” says Hope Foods’ Burger.
“Our best-selling guac product is our Classic Del Monte Fresh Guac in 2 oz. cups and 8 oz. trays,” says Del Monte’s Christou. “The 2 oz. cups have proven to be exception-