Shopper Purchase Decisions and Influences: Driving Hass Avocado Sales at Retail

Transcription

1 Path-to- Purchase June 2015 Shopper Purchase Decisions and Influences: Driving Hass Avocado Sales at Retail Shopper Path-to-Purchase Quantitative Study Full Report

2 Table of Contents Study Objectives 3 Methodology 4 Notes on Analysis Buyer Groups 5 Notes on Analysis Statistical Significance Coding 6 Summary of Key Findings 7 Detailed Findings 10 Pre-Trip Influences and Behaviors 11 In-Store Influences and Behaviors 16 Avocado Knowledge 27 Appendix 31 2

3 Study Objectives The avocado category is at the forefront of exciting change and growth taking place in fresh produce departments across the country, with shoppers adding more and more of this delicious and versatile fruit to their shopping carts. Understanding how shoppers make the decision to purchase avocados at point of sale is essential to optimizing shopper satisfaction and driving sales of Hass avocados. This research builds on the earlier qualitative path-to-purchase study* conducted by the Hass Avocado Board, by taking a quantitative look at the shopper s purchase decisions. This approach reveals the degree of importance and the order of importance the shopper places on key decisions leading to a potential avocado purchase. This type of study can tell us, for example, which factors and perceptions drive larger-than-planned avocado purchases, or trigger an impulse purchase, and what factors and perceptions might derail a purchase. An additional objective of this research is to determine if and how the path varies between heavier avocado buyers and lighter avocado buyers. Understanding what matters most to each of these groups enables marketers and retailers to better meet the needs of all avocado shoppers for a vibrant and growing category. * Hass Avocado Board Qualitative Path to Purchase Study,

4 Methodology This study was conducted online among a national sample of avocado buyers who met the following criteria: Age Primary grocery shoppers (responsible for at least half of household food purchases) Purchased avocados in the past four weeks from grocery store or mass merchandiser In all, 800 interviews were completed: 500 interviews among Super Heavy/Heavy Buyers (see next page) 300 interviews among Medium/Light Buyers (see next page) 4

5 Notes on Analysis Buyer Groups Buyer Groups: Results in this study were analyzed for two groups: Heavier Buyers (Super Heavy + Heavy Buyers combined) and Lighter Buyers (Medium + Light Buyers combined)* Heavier Buyers: Purchase 37 or more avocados per year Super Heavy: Purchase120 or more avocados per year Heavy: Purchase avocados per year Lighter Buyers: Purchase 1-36 avocados per year Medium: Purchase12-36 avocados per year Light: Purchase 1-11 avocados per year *Super Heavy, Heavy, Medium and Light as defined in the Hass Avocado Board User Segmentation Study,

6 Notes on Analysis Statistical Significance Coding Statistical significance codes appear on charts in this report. Upper case letters denote statistically significant differences at the 95% confidence level. Lower case letter codes denote statistical significant differences at the 90% confidence level. Both levels represent a high degree of reliability. Example: 66% of Heavier Buyers (Column A below) plan their avocado purchase before visiting the store. 51% of Lighter Buyers (Column B below) plan their avocado purchase before visiting the store. The upper case B next to the 66% figure means that the 15-point spread between 66% and 51% is quantitatively reliable vs. directional. Planned vs. Impulse Purchase When decided to purchase avocados Statistical significance code Before visiting store At the store 66%B 34% 51% 49%A Example: The 66% results for Heavier Buyers (Column A) is statistically greater than the 51% finding for Lighter Buyers (Column B) Heavier Buyers (A) Lighter Buyers (B) 6

7 Summary of Key Findings

8 SECONDARY PRIMARY Quality, ripeness, price and selection are the primary factors in the shopper s decision to purchase avocados All Buyers Primary and Secondary Considerations 1 Freshness, Ripeness & Quality Freshness Ripeness Blemish-Free Firmness 2 Freshness, quality and ripeness factors are primary purchase triggers Price Price is also a primary purchase consideration 3 Selection Availability of bulk, which enables shoppers to select which individual avocados they purchase, is also a top purchase consideration 4 5 Visuals Size Type/Source/Brand Color Organic Variety Where Grown Brand Shoppers rank a variety of other factors as less important, although they may play a role in the purchase decision 8

9 Meeting all three primary shoppers needs of Quality, Price and Selection can maximize avocado sales All Buyers Primary Considerations = Maximum sales potential! Quality Quality, Ripeness, Blemishfree and Firmness factors are top priorities 80% of all buyers rate price as important The majority of shoppers look for bulk so that they can select the individual avocados that they purchase! = Meeting only one or two shopper needs may result in lower avocado sales!! 9

10 Detailed Findings

11 Pre-Trip Influences and Behaviors

12 Heavier Buyers are more likely to plan their avocado purchase. Lighter Buyers are more likely to buy on impulse Pre-Trip Planning Planned vs. Impulse Purchase Shopping List When decided to purchase avocados Before visiting store At the store 66%B 34% 51% 49%A Made list & included avocados Made list without avocados Did not make list before store 60%B 1% 39% 45% 1% 54% Heavier Buyers (A) Lighter Buyers (B) Heavier Buyers (A) Lighter Buyers (B) Base: All Q8. The last time you shopped for avocados did you decide to buy the avocados before you went to the store or in the store? Q9. Did you make a shopping list for this trip? Q10. Did you include fresh avocados on your list? 12

13 The decision to purchase avocados can influence the shopper s choice of retailer Choice of Retailer Impact Of Avocado Purchase On Retailer Choice (Among Those Who Planned To Buy) Reasons for Choosing a Retailer (Among Those Who Were Influenced) Yes, it influenced where I went No, it didn't impact my destination 39%B 61% Heavier Buyers (A) 20% 80%A Lighter Buyers (B) PRICE/VALUE (13%) They were on sale at one grocer. The price is lower at local fruit store. I wanted the cheapest price. CONVENIENCE/SELECTION (11%) It was the closest. Local produce store was on the way home from work. I wanted a good assortment and degree of ripeness and I wanted to be able to choose my own. FRESHNESS/RIPENESS (11%) I knew they would have a nice ripe avocado for the salad I was taking to an event. Fresher produce. QUALITY (10%) I chose a store that has larger quality Hass Avocados. Base: Planned purchasers Q8a. Did your decision to purchase avocados affect where you decided to shop that day? Q8b. How did your decision to purchase avocados impact where you decided to shop? (open-end) 13

14 Heavier Buyers routinely purchase avocados, while Lighter Buyers are more influenced by a recipe or craving Top Reasons for Buying Avocados Planned Purchase Among Planned Purchases Heavier Buyers 1. Shopping list staple 2. Easy to use/prepare 3. Have a specific meal will serve it with 4. Didn t have any left 5. Need them for a recipe 6. Had a craving Lighter Buyers 1. Need them for a recipe 2. Had a craving 3. Have a specific meal will serve with 4. Easy to use/prepare 5. Hadn t had one in a while 6. On sale Bold font = significantly higher for that group Q11. Why did you decide to buy fresh avocados? Select all that apply. (Base: those who decided to purchase avocados before they arrived at the store) 14

15 Impulse purchases are driven by freshness and display Top Reasons for Buying Avocados Impulse Purchase Among Impulse Purchasers Heavier Buyers Lighter Buyers 1. Looked fresh 2. They caught my eye in the aisle 3. Had a craving 4. On sale 5. Easy to use/prepare 6. Didn t have any left at home 7. Good to have on hand 8. Remembered I needed them 1. Looked fresh 2. They caught my eye in the aisle 3. Had a craving 4. Hadn t had them in awhile 5. Had a specific meal to serve it with 6. On sale 7. Easy to use/prepare 8. Wanted something different Bold font = significantly higher for that group Q12. Which, if any, of the following played a role in your decision to purchase fresh avocados when you were at the store? Select all that apply. (Base: those who decided to buy avocados while they were at the store) 15

16 In-Store Influences and Behaviors

17 Nearly all shoppers are able to easily locate avocados in the produce section Avocado Location in Store Where First Sought Avocados In Produce Section Whether Avocados Were In Expected Location Heavier Buyers (A) Lighter Buyers (B) Near the vegetables (general mentions) 14% 13% Near the tomatoes 12 17a Near the fruit (general mentions) Near the produce section (unspecified) 11 9 In their usual location 7 7 Near the front/at the entrance 6 8 At the front of the produce section 4 3 In the center/middle of the produce section 3 7A On display (unspecified) 3 6a On the end cap 2 5A Yes No 95% 97% 5% 3% Heavier Buyers (A) Lighter Buyers (B) Base: All Q13. Where in the produce section did you look first to find the avocados in the store? (open-end) Q14. Were the avocados located in the produce section where you expected them to be? 17

18 Freshness, ripeness & value are key elements when deciding to purchase avocados. Availability of bulk is also important Avocado Attribute Importance Heavier Buyers Lighter Buyers Ripeness 1 1 Free of bruises/blemishes 2 2 Firmness 3 3 Price 4 4 Available bulk/loose so I can choose my own 5 5 Texture of the skin 6 8 Size 7 6 Color 8 7 Organic 9 10 Variety of avocado 10 9 Is locally grown Where it is grown Brand of avocado Easy to find display Available in bags/trays Well organized display Priorities are largely consistent between Heavier & Lighter Buyers Quality and ripeness of avocados are more important than how they are displayed Base: All Q1. In each of the next few screens, you will see lists of 5 statements that may or may not be important to you when purchasing avocados. For each list, you will be asked to select the one statement that is most important to you and the one that is least important to you when purchasing avocados. Thinking about when you re shopping for avocados in general, which of the following statements describes what is most and least important to you when purchasing avocados? 18

19 Heavier Buyers (A) Lighter Buyers (B) Freshness is the most important aspect of the avocado display Display Attribute Importance Very/Somewhat Important (Top 2 Box On 5 Point Scale) The avocados in the display looked fresh 90% The avocados in the display looked fresh 91% It was easy to find within the produce section 75% It was easy to find within the produce section 72% It offered a large/abundant selection of avocados 73%b It offered a large/abundant selection of avocados 68% The avocados were available bulk/loose 73% The avocados were available bulk/loose 84%A It was well marked with signage 61%B It was well marked with signage 54% The avocados were in a well organized display 58%B The avocados were in a well organized display 48% They were next to other produce that I'd use with avocados 53%B They were next to other produce that I'd use with avocados 35% The avocados were available packaged in bags/trays 34%B The avocados were available packaged in bags/trays 11% Base: All Q16. How important were each of the following when thinking about the section where you found the avocados in the store? 19

20 Heavier Buyers (A) Lighter Buyers (B) Attributes that convey quality of the fruit are very important Avocado Selection Attribute Importance Very/Somewhat Important (Top 2 Box On 5 Point Scale) Free of blemishes/bruises 91% Free of blemishes/bruises 91% Ripeness 90% Ripeness 95%A Firmness 89% Firmness 95%A Color 80% Color 76% Size 80%B Size 74% Price 77% Price 84%A Variety of avocado 56% Variety of avocado 37% Where they were grown 56%B Where they were grown 25% Organic 50%B Organic 22% Base: All Q17. How important were each of the following when thinking about the avocado(s) you ended up selecting to buy? 20

21 Shoppers buy all sizes of avocados, but tend to prefer larger avocados if available Preferences (Among Those Who Rate Each Attribute Somewhat/Very Important) Preferred Size* Preferred Color Large 59% 59% Dark green 70% 73% Medium 25% 26% Light green 20%B 11% Small 13% 11% Almost black 9% 14% Mixed 3% 4% Other 1% 2% Heavier Buyers (A) Lighter Buyers (B) Base: Among those who rated color/size somewhat or very important Q18. What color avocados do you prefer to purchase? Q20. What size avocados do you prefer to purchase? 21

22 Though many shoppers prefer to purchase large avocados, medium avocados are often purchased for a variety of reasons Sizes Purchased & Why Size(s) Purchased 75% Medium 72% 24% B Large 13% 10% Small 16%A 1% Not sure 2% Heavier Buyers (A) Lighter Buyers (B) Top Reasons For Purchasing Each Size Heavier Buyers (A) Lighter Buyers (B) Medium Good/Best/Like it/ Prefer this size 20%B 10% It's what was available/ only size available 15 29A Looks good/better/better flavor Right size 9 12 On sale/better value 5 6 Fit my needs 5 5 Fitting for size of household 4 5 For cooking/recipes 3 7a Large Good/Best/Like it/ Prefer this size 27%B 13% Appearance/Looks good/better 12 8 Bigger/more to eat 9 13 Need for dip (to make guacamole) 9 13 Good/better value/get more for your money 9 13 Need for cooking/recipes 5 8 It's what was available/ only size available 4 5 Small Good/Best/Like it/ Prefer this size 15%b 4% Price/Value (net) On sale 10 8 Good price 4 8 Appearance/Looks good/better Fit my needs 10 6 It's what was available/ only size available 8 27A No leftovers/waste/less waste 4 6 Fitting for size of household 4 6 Base: All Q28. What size(s) of avocado(s) did you purchase? Q29. Why did you purchase this size/these sizes of avocado? (Among those who remembered; open-end) 22

23 Approximately 40% of shoppers prefer to purchase ripe avocados, while others prefer under ripe or a mix Preferred Degree of Ripeness & Why Preferred Degree of Ripeness For Purchases Top Reasons For Buying Avocados At Various Stages of Ripeness Perfectly ripe Under ripe Over ripe Mixed 2% 1% 43% 44% 31% 37%a 24%B 18% Heavier Buyers (A) Lighter Buyers (B) Use some for now/for later/another day 50% 54% Depends on need/ what I need them for 9 7 For use in recipes 9 4 Use over time/ different times 8 9 Don't want them to be ripe/be ready at the same time 5 9 Have ripe ones available 5 2 Depends on when I eat them 4 4 Control the ripeness 2 6 Heavier Buyers (A) Lighter Buyers (B) Base: All Q3. At what level of ripeness do you prefer to buy your avocados? Q4. Why do you buy a mix of avocados at various stages of ripeness? (Among those who prefer to buy avocados at various stages of ripeness; open-end) 23

24 Most shoppers buy bulk avocados. Heavier Buyers are more likely to purchase bagged avocados than Lighter Buyers Package Type Loose avocados (not in a bag) 70% 93%A Bagged Avocados 5% 18%B Both 3% 12%B Heavier Buyers (A) Lighter Buyers (B) Base: All Q. 21b On your most recent shopping trip for fresh avocados, which avocados did you end up buying? 24

25 About one-fourth of Heavier Buyers bought more avocados than planned Actual Purchase vs. Planned Purchase Actual vs. Planned Bought more avocados than planned Bought the same number of avocados as I planned 9% 25%B 65% 66% Heavier Buyers bought more avocados than planned, while Lighter Buyers made unplanned impulse purchases Bought fewer avocados than planned 3% 2% I didn t plan to buy avocados 7% 23%A Heavier Buyers (A) Lighter Buyers (B) Base: All Q22. How many avocados did you purchase on your most recent shopping trip for fresh avocados? Q23. Did you buy more, the same, or fewer avocados than you originally expected to purchase? 25

26 Freshness and price drive incremental purchases Reasons For Buying More Avocados Than Planned Heavier Buyers (A) Lighter Buyers (B) They were the right price 50%B 37% They were on sale They looked fresh 30 45A They were perfectly ripe They were available bulk/loose I thought of other ways I could use them 11 19a They weren't yet ripe 7 13 The store had a big selection 6 22A They were smaller than I usually buy 6 16a I was afraid one (or more) would be spoiled when I needed to use it so I bought extras 4 11A Store had other avocado varieties I wanted to try 2 13A Heavier Buyers are more likely to purchase additional avocados when they see a good deal, while Lighter Buyers are more likely to add avocados to their basket when they notice fresh ones on display Heavier Buyers bought more avocados than planned, while Lighter Buyers made unplanned impulse purchases They were sold in a bag/tray 1 13A I was able to taste a sample 1 9A Base: Those who bought more avocados than they planned to buy Q24. Why did you end up buying more avocados than you planned? 26

27 Avocado Knowledge

28 Most shoppers are confident in their ability to judge an avocado s ripeness, particularly Heavier Buyers Confidence in Judging Ripeness 5 Extremely Confident Not Confident At All Mean Rating Heavier Buyers (A) 43%B 44%B 13% 4.3B 87%B Lighter Buyers (B) 23% 48% 27%A 2% % Base: All Q2. In terms of judging an avocado s ripeness, how would you describe your level of confidence? 28

29 Half of Heavier Buyers reported buying the Hass variety Varieties Purchased On Most Recent Trip Heavier Buyers (A) Lighter Buyers (B) Hass 50% 45% Other varieties 3 1 Origin mentions 6B 3 Color mentions 6 6 Size mentions 6 5 Don't know 32 49A Base: All Q27. What varieties of avocado did you buy? 29

30 Heavier Buyers (A) Lighter Buyers (B) Heavier Buyers are more willing than Lighter Buyers to spend extra money for fresh/quality ingredients and organic Psychographics % Agree Completely/Somewhat (Top 2 Box) I'm willing to spend more for fresh ingredients 81%B I'm willing to spend more for fresh ingredients 73% I'm willing to spend more for quality ingredients 80%B I'm willing to spend more for quality ingredients 68% I like to browse the produce area even if I don't plan on buying anything 76% I like to browse the produce area even if I don't plan on buying anything 73% I try to eat seasonally 72% I try to eat seasonally 72% I prefer to buy locally grown foods 66% I prefer to buy locally grown foods 61% I care about and check to see where my produce comes from 63%B I care about and check to see where my produce comes from 45% Preparing a meal with produce and other fresh ingredients is more expensive than using processed foods 63%B Preparing a meal with produce and other fresh ingredients is more expensive than using processed foods 50% I prefer to buy organic foods 51%B I prefer to buy organic foods 30% Base: All D1. How much do you agree or disagree with each statement below? 30

31 Appendix

32 Heavier Buyers are more likely than Lighter Buyers to be younger, employed, have higher incomes, and live in urban areas. Hispanics also skew higher among Heavier Buyers Demographics Age Heavier Buyers (A) Lighter Buyers (B) %B 17% B A A Mean A Gender Female 52% 67%A Male 48B 33 Ethnicity Caucasian 60 75A Hispanic 23B 14 African American 9B 5 Asian 7B 4 Other 1 2 Employment Heavier Buyers (A) Lighter Buyers (B) Employed (Net) 72%B 44% Not Employed (Net) 28 56A Education Some college or less (Net) 46 52a College grad or higher (Net) 54b 48 Marital Status Married/ Partnered Single/Divorced/Separated/Widow HH Income Under $50, A $50,000 to $99,999 44B 37 $100,000 to $149, $150,000 or more 7 5 Mean (in thousands) 74.4B 63.7 Area Suburban 46 53a Urban 43B 24 Rural 11 23A S1, S2, S4a/b, D5, D6, D3, D4 32

33 Heavier Buyers are more likely to be younger families with children and skew toward the Pacific region, especially California Demographics Census Regions D7, S3, S5b/c Heavier Buyers (A) Lighter Buyers (B) Pacific 26%B 19% West South Central 11b 7 South Atlantic Mid-Atlantic East North Central Mountain 7 10a East South Central 4 5 New England 4 5 West North Central 4 7A IRI Regions California 21B 12 Northeast Southeast Great Lakes West 11 17A South Central 11 8 Mid South 7 8 Plains 4 7A HH Size Heavier Buyers (A) Lighter Buyers (B) 1 15% 20%a A B B 7 Mean 3.0B 2.5 Ages Represented In HH Kids (Net) 51%B 26% <1 year old yrs old yrs old 10B yrs old 13B yrs old 22B yrs old 24B yrs old yrs old 40B yrs old 35B yrs old yrs old 24 36A 65+ yrs old 13 27A 33

34 Heavier Buyers receive more communications from more retail channels than Lighter Buyers, and are more likely to engage with retailers digitally, although levels are still relatively low Communication With Retailers Heavier Buyers (A) Lighter Buyers (B) Grocery Store Mass Merch Club Store Local Produce Store Farmers Market Any 79% 77% 70% B 62% 55% B 44% B 37% B 34% 20% 15% Receive paper mail such as store flyers 46% 62% A 36% 43% A 26% 27% 19% 16% 14% b 10% Receive s 25% 30% 21% 21% 16% B 10% 8%B 4% 8%B 4% Have an app 16% 12% 17% B 9% 11% B 2% 8%B 1% 6%B 1% Follow on social media (Twitter, Facebook, Pinterest, etc.) 9%B 3% 9%B 3% 7%B 1% 7%B 1% 8%B 3% Receive text messages 8%B 2% 9%B 4% 7%B 2% 5%B 1% 6%B 0% Receive push notifications (on your phone/tablet) 6%B 2% 7%B 2% 6%B 0% 6%B 1% 5%B 1% Base: All D2. In which of the following ways, if any, do you receive communications from each of the types of stores listed below? 34

35 Most avocados are consumed within a day or two of purchase. Heavier Buyers consume their avocados sooner than Lighter Buyers How Soon Purchased Avocados Were Used Same day as purchase Next day Within 3-4 days 34%B 20% 29a% 27% 27% 40%A Heavier Buyers (A) Lighter Buyers (B) Within a week More than a week out Don't know/not eaten yet 8% 8% 1% 3%A 1% 2% Base: All Q30. How soon did you use/do you plan to use the fresh avocados you purchased? 35

36 Detailed Responses Reasons for Buying Avocados among Planned Purchasers (back-up for P.14) Top Reasons for Buying Avocados - Among Planned Purchasers Heavier Buyers (A) Lighter Buyers (B) Staple on shopping list 37%B 3% Quick and easy to use/prepare 35B 21 Specific meal to serve it with I didn't have any left 32B 14 Needed them for a recipe Had a craving for them Good to have on hand 23B 8 Spouse/adult asked for them 19B 12 Kids like them 15B 5 Saw a sale flyer or ad for them Wanted something different 12 8 Having friends over/an event 11B 5 Someone in family likes them 10 7 Kid(s) asked for them 9B 2 Saw an ad for them 8 7 Hadn't had one in a while 7 21A Store app had them on sale 6B 1 /text message from store said they were on sale 4B 1 Q11. Why did you decide to buy fresh avocados? Select all that apply. (Base: those who decided to purchase avocados before they arrived at the store) 36

37 Detailed Responses Reasons for Buying Avocados among Impulse Purchasers (back-up for P.15) Top Reasons for Buying Avocados - Among Impulse Purchasers Heavier Buyers (A) Lighter Buyers (B) They looked fresh 46% 40% Caught my eye in the aisle Had a craving for them Sale on produce aisle items Quick and easy to prepare I didn't have any left 21b 13 Good to have on hand Remembered I needed them 19B 8 Specific meal to serve it with Needed them for a recipe 14b 8 They are in season Someone in family likes them Wanted something different 11 18a Saw the circular at the store 10b 5 Saw a sale flyer or ad for them 10b 5 Special produce aisle display 9b 4 Hadn't had one in a while 9 25A Kids like them 8B 3 Spouse or another adult asked for them 6 9 Having friends over/ party/special occasion 6B 1 I saw an advertisement for them 6 5 Tasted a sample at the store 6B 1 My kid(s) asked for them 5B 1 Got an or text message from the store saying that avocados were on sale 4 1 Checked the store app on my phone and saw they were on sale 2 1 Q12. Which, if any, of the following played a role in your decision to purchase fresh avocados when you were at the store? Select all that apply. (Base: those who decided to buy avocados while they were at the store) 37