New research from the Hass Avocado Board (HAB) study shows “taste” messaging is the most compelling to shoppers purchasing avocados.
The consumer insight study tested 20 different messages intended for use on retail shelf displays, signage and other point-of-sale materials. The quantitative research examined shopper attitudes and purchase intent across four message themes: sensory, nutrition, usage/occasion, and call-to-action. It revealed that shoppers found the messages in the sensory and nutrition themes to be the most compelling.
“In-store point-of-sale messaging continues to be one of the most preferred and effective communication methods to influence and inform shoppers at retail,” said HAB executive director Emiliano Escobedo. “Our goal was to ascertain message themes that resonate most with consumers, and, in particular, understand which messaging within each theme motivates purchases of Hass avocados.”
The board’s study revealed that under the sensory theme, “Naturally Delicious” topped the charts as the most preferred of all 20 messages tested and was the clear front-runner to motivate purchase. Shoppers reported they were drawn to this message because it communicated a combination of “great taste” plus it gave the sense of “real” food that “may be good for you.”
Nutrition themed messages also scored well, speaking to shopper interest in both good taste and good nutrition. “Naturally Good Fats,” “Cholesterol Free” and “Good Fat in Avocados Can Replace Saturated Fat” were the most appealing of the nutrition messages. “Naturally Good Fats” was the front-runner, appealing to shoppers based on three key attributes: that it was simple and easy to understand; that it was important to the individual and that it was believable.
Ratings were found to vary by avocado usage level, with super-heavy and heavy avocado buyers responding more positively in general to at-shelf messaging. The super heavy avocado buyers were defined as consumers purchasing 120+ avocados per year; heavy buyers purchased between 37 and 119 avocados per year; and medium buyers purchased 12 to 36 avocados per year. Light buyers purchased 11 or fewer avocados per year and were not included in the study.
As a secondary objective, this study measured reactions to everyday category signage options most likely to influence avocado purchases at retail. Three messages were tested: “Fresh Avocados,” “Hass Avocados,” and “Ripe Avocados.” “Fresh Avocados” performed the best among all respondents and sub groups, and scored particularly high among the super-heavy sub group.
“The information in this study is intended to help retailers enhance their messaging to appeal to their core market,” said Escobedo. “In-store presentation and messaging are important factors influencing the shopper’s decision to purchase Hass avocados.”
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