Smaller sizes drive avocado consumption and prices in the United States
The Hass Avocado Board detected a change in market preferences, with higher demand and higher prices for smaller sizes.
The latest annual report from the Hass Avocado Board (HAB) revealed an unexpected shift in the U.S. market: smaller Hass avocados gained ground on supermarket shelves. Despite weather anomalies in the main producing countries—Mexico, Colombia, California, and Peru—that reduced fruit size, consumers not only accepted the change but embraced it. Volume of traditional sizes (40s and 48s) fell by 30%, while smaller sizes (60s, 70s, 84s, and 96s) grew by 9.5%.
This preference translated into higher market value: the average price of small avocados rose from US$1.04 in 2023 to US$1.16 in 2024, boosting annual per capita consumption by 12% to US$22.63. According to HAB's CEO, Emiliano Escobedo, this shift represents a structural trend that the industry must consider when planning marketing and production strategies. "Smaller is better," he stated, emphasizing the need to adapt communication with consumers.
Escobedo pointed out that size also varies according to regional preferences: while the Hispanic population in Texas and the Southwest consumes more small fruit, the Northeast favors larger sizes. He warned that if the industry doesn't adapt, it could miss out on growth opportunities. During the major holidays of the year—Easter, Cinco de Mayo, and Memorial Day—small avocados led sales, with a 242.7% increase in retail promotion, solidifying their position as the new favorite in the U.S. market.
Source: portalfruticola.com
