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consumption over the past few years has been fanning the rapid expansion of prepared guacamole, available in spicy, mild and medium, in produce and deli departments.
Avocados and guacamole are ideally posi- tioned to meet the needs of health-conscious consumers looking for a wholesome snack, especially as they become increasingly aware of the many health benefits.
Nielsen’s associate director, Matt Lally notes: While avocados offer plenty of versa- tility from avocado toast to slices on a salad or sandwich, “it’s undeniable that one of the most popular usages is for the creation of guacamole. So, it’s not a surprise the number of guacamole items continues to expand as both retailers and manufacturers capitalize on this trend.”
But the unabashed lovefest seemingly isn’t universal. Marc Goldman hasn’t noticed a “huge increase” in prepared guacamole sales at Morton Williams Supermarkets in New York City.
“It’s steady and selling, but I think more people are buying avocados and making guacamole,” notes Goldman, produce director. Part of the reason might be due to the stores’ locations, where the availability of space, due
“The Safeways and Krogers are now going to prepared guacamole, and we virtually see a boom in retail on guacamole now in the produce department.”
— Ron Araiza, Calavo Foods
to costs in the city tends to be more limited, he theorizes.
Araiza notes, “Pace of sales aside, shelf life for prepared and packaged guacamole, if assembled in the back at the store level, prob- ably is four to five days.”
Goldman says once consumers get prepared guacamole home, they probably don’t wait long to finish off at least most of it. “Maybe someone’s having a party at their house on a Saturday and shops on Monday. They’ll put it in the fridge and open it on the spot without having to worry if they (avocados) ripen at the right time.”
“A BOOM IN RETAIL”
Over the past couple of years, prepared guacamole has been ripe for other companies, such as Starbucks, to jump into the action. “They now have the single serve guacamole, which is a great success,” notes Araiza. In fact, virtually every retailer across the country is now introducing the convenient, single-serve packages.
“The Safeways and Krogers are now going to prepared guacamole, and we virtually see a boom in retail on guacamole now in the produce department.” It’s a significant tran- sition from the past, “when you’d only see our product in the deli section.”
No matter who’s leaping into the fray, cross-merchandising or promotion is key to moving the snack.
Cross promoting Del Monte Fresh Guacamole with chips, salads, sushi, and vegetables — such as celery, carrots, and broccoli — are a great way to increase sales, notes Christou. POS 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.
Concord Foods’ retail pouches should be
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