The recent Hass Avocado Board (HAB) report revealed a notable increase in avocado sales during the first quarter of 2024 in the U.S., which was attributed mainly to various holidays such as the Super Bowl, Valentine's Day, St. Patrick's Day, and Easter.

The promotional strategy has been effective at various market levels, contributing to an increase in per capita avocado consumption in the U.S. This approach is reflected in the figures presented, which show how promotional campaigns during these holidays have captured consumers' attention, driving sales to new records for these periods.

Impact of holidays on sales

During Super Bowl week, avocado sales reached an unprecedented peak. This sporting event, known for its high demand for party food, boosted sales to 62.2 million units and generated $59.4 million in revenue, representing a 105.1% increase compared to typical weeks.

Valentine's Day, meanwhile, had a positive impact, especially on sales of organic avocados, which increased by 52.2%.

St. Patrick's Day and Easter celebrations also contributed to market growth, with sales increases of 13.0% and 10.6%, respectively.

Alejandro Gavito, senior manager at HAB, highlighted that this data allows the avocado industry to identify key opportunities during holiday periods. “The holidays represent a strategic time to boost sales and promote avocado consumption. These results provide us with valuable information to plan future campaigns and maximize market potential,” Gavito noted.

The report also highlights Colombia's growing share of the US market, now at 8% of the total. Despite competition from giants like Mexico and California, Colombian exporters have capitalized on logistical and commercial advantages, particularly through fixed-price programs that mitigate the risks of the spot market. This approach has allowed Colombia to strengthen its market position, providing stability for producers and exporters.

Looking ahead, the HAB report anticipates a robust avocado season, with expectations that favorable conditions in Europe will continue, especially following Peru's four-week earlier harvest compared to previous years. Promising flowering in production fields and a dynamic European market with good prices bode well for a positive campaign from September 2024 to March 2025.

In summary, the Hass Avocado Board's quarterly report underscores the success of promotional strategies in increasing avocado consumption and sales, as well as Colombia's growing influence in the North American market. With these trends, the avocado industry is poised for a future of sustained growth and new opportunities.

For more details, the full report is available on the Hass Avocado Board website .