Strong demand and value pricing see avocado sales rise
Avocado demand has surged in the US for the holiday season, with ample supply from Mexico helping to drive sales, according to leading avocado specialist Mission Produce.
US avocado sales are up 9 per cent year-on-year for October, signalling clear momentum into the festive period. Mission said avocados are averaging just US$.099 each at retail — nearly 20 per cent lower than last year — positioning the category for strong demand across key seasonal occasions. Last year, US retail avocado volume hit a record during Thanksgiving week and sales for Christmas week are up 14 per cent since 2021. In January 2025, volume also rose 18 per cent over December 2024.
“Avocados deliver all season long—from pre-game snacking to better-for-you meals in the new year,” said Galen Johnson, senior director of sales at Mission Produce.
“With 60 per cent of shoppers concerned about healthy eating, avocados present a strong opportunity for retailers to lean into wellness-driven messaging. Their fibre content and nutrient-rich profile give shoppers a balanced option they feel good about, while still offering the flavour and versatility they love.”
According to Mission, Mexico’s current avocado harvest is providing promotable volumes across all sizes, giving retailers and foodservice operators the opportunity to support demand with strong, consistent quality. The company is working closely with its partners to align promotions with key demand periods and deliver ripe programmes that drive incremental demand.
“As shoppers plan for seasonal meals and get-togethers, timing and execution at retail are key,” said Johnson.
“Most avocado purchases happen the day before or the day of these seasonal eating occasions, so offering ripe-and-ready fruit is essential to capturing those sales. Our ripening network is built for these moments—delivering the volume, consistency, and ripeness needed to win during high-traffic weeks.”
