A new study from the Hass Avocado Board (HAB) reveals an opportunity for the produce industry: SNAP and WIC participants—who make up 11 percent of all avocado-buying households in the U.S.—represent a growing and often overlooked consumer segment that is primed for activation. The research shows that when these households purchase avocados, they are significantly more likely to add a wider variety of fresh produce to their baskets, unlocking growth potential for the entire produce category.
SNAP/WIC households who include avocados in their grocery trips spend nearly $37 more per trip—an 89 percent increase in total basket value compared to trips without avocados. Avocado purchases are also linked to greater engagement across 27 different fresh produce categories, positioning avocados as a strategic "gateway fruit" for healthier and more diverse grocery decisions.
© Hass Avocado Board c/o Sterling-Rice Group
"This is the HAB Effect in action," said Emiliano Escobedo, executive director at HAB. "Our nutrition research and data programs empower the industry with insights that not only grow avocado demand but also drive total produce consumption—especially among nutritionally vulnerable populations."
Federal nutrition programs like SNAP and WIC play a role in improving access to fruits and vegetables for millions of Americans. This new study underscores how influential these programs can be in shaping healthier shopping habits—demonstrating that when SNAP/WIC participants buy avocados, they're not just choosing a nutrient-dense fruit, they're also more likely to purchase a wider range of fresh produce. By helping shoppers build confidence in preparing and enjoying avocados, the industry has a unique opportunity to support more nutritious diets while fueling long-term category growth.
This new insight also reinforces the Hass Avocado Board's commitment to its vision: to make avocados America's preferred healthy food for every meal—by continuing to build demand and uncover new opportunities for growth within the avocado category.
For more information:
Gina Widjaja
Hass Avocado Board
Tel: +1 (949) 341-3250
[email protected]
https://hassavocadoboard.com/
