Avocados have a “special” perception that consumers associate with indulgence, health, and trendy eating; all of which have contributed to taking the category to a position in the U.S. that growers and marketers could scarcely have imagined two decades ago.
This is the opinion of Gina Widjaja, senior director of marketing and communications at industry association the Hass Avocado Board (HAB), who says the growth of ‘avocado toast culture’ and the fruit’s considerable health benefits set it apart from other produce items.
“They are virtually the only fruit that contains monounsaturated fat, a type of good fat that helps the body absorb fat-soluble vitamins from foods eaten with it, among other health benefits,” she says.
According to Widjaja, HAB’s own nutrition-focused efforts and marketing campaigns have played a significant role in increasing avocado consumption in the U.S., from an average of 2.26 pounds per capita in 2000 to nearly 9 pounds per capita by 2024. Such claims are backed by independent researchers at UC Davis, CA, who concluded that HAB’s promotion programs were central to expanding demand for Hass avocados in the U.S.
For Manuel Michel, managing director of the Orlando, FL-based Colombia Avocado Board, avocados stand out in the produce category as one of the few fruits rich in healthy fats, offering a strong nutritional profile and a wide range of health benefits. “Their unique texture and flavor provide a premium eating experience that consumers consistently crave,” he says.
But what truly sets avocados apart is their culinary versatility, Michel contends. “Avocados are enjoyed across all meal occasions, cuisines, and dishes, making them appealing to a broad spectrum of demographics.
“From toast to sushi, smoothies to salads, avocados continue to evolve with consumer tastes. Also, from a market standpoint, avocados have demonstrated impressive and consistent value growth over the years, which is unique among fresh produce commodities.”
Oxnard, CA-headquartered Mission Produce has been growing, packing, and distributing fresh Hass avocados for more than 40 years, according to Chief Executive Steve Barnard, starting with a 40-foot office trailer and a pick-up truck in 1983.
Now, with a sourcing business covering 15 countries and 17 operating facilities, Barnard attributes Mission’s success to being “in the right place at the right time,” noting, “After avocado pioneers Gil Henry and Victor Tokar started the pre-conditioning of avocados, Mission took it to the next level with avocados that were ripe and ready to eat. We pioneered the ripening of avocados in the U.S., and today we continue to drive the category forward with our customer-tailored ripe programs for retail, wholesale, and foodservice,” he says. “Since the beginning of Mission Produce, it’s always been about innovation, hard work, being first, and not being afraid to fail.”
Having vertical integration in place in five of the regions where it operates — namely California, Peru, Guatemala, Colombia, and South Africa — enables Mission to provide a year-round supply, and have control over quality and supply, according to Mission president and chief operating officer, John Pawlowski.
“Avocados have become a staple in the U.S. thanks to their versatility, nutritional value, and broad culinary appeal — and now, global demand is rising as more consumers around the world learn about the many benefits of avocados,” says Pawlowski.
Created in 1978, the Irvine, CA-based California Avocado Commission supports around 3,000 growers in the state through advertising, promotions and public relations.
Terry Splane, vice president of marketing at the association, puts avocados’ appeal down to the fruit’s “unique creamy mouthfeel and mild taste that enhances myriad other foods and recipes,” from savory and sweet to spicy.
In addition, he says avocados stand out as a nutrient-dense superfood, and virtually the only fruit that contains heart-healthy monounsaturated fat, in addition to being naturally sodium, sugar, and cholesterol free.
Factors Driving Popularity
In the opinion of Pawlowski from Mission, avocados are an elastic commodity, where demand remains steady in spite of rising costs and inflation. As an example, he quotes the record quarter results achieved by Mission for Q1 fiscal 2025, where volume sold increased by 5% in the face of a 25% year-on-year rise in prices — testament, Pawlowski says, to the perceived value of avocados by the consumer.
“Avocados are in high demand because consumers see them as a premium product worth paying for, thanks to their great taste, nutritional value, and versatility,” he says. “As one of the most nutrient-dense fruits in the produce department, avocado health benefits make them a powerful driver of both shopper wellness and category growth.”
Pawlowski’s Mission colleague Barnard also highlights the “extreme versatility” of avocados, which can commonly be found in everything from sandwiches to smoothies.
According to Barnard, the boom in avocado popularity in the U.S. was driven by a combination of factors, but chief among them: the opening of the U.S. border to Mexican avocados; the ‘ripe revolution’ sparking a greater availability of ripe avocados; and industry-driven awareness campaigns on the fruit’s health benefits.
When analyzing the success of the avocado category in the U.S., Michel from the Colombia Avocado Board says it’s important to “give credit where it’s due,” citing the work of California, Mexico, Peru, and Chile in driving avocado consumption. Through consistent marketing and promotional efforts, he says the major exporting regions have helped make avocados relevant to consumers across the country and a staple in everyday meals.
At the same time, Michel says the category has benefited from being naturally aligned with major consumer trends, including health and wellness, plant-based lifestyles, and global cuisines, while social media has also fueled mainstream appeal. An example he cites is avocado toast, which started as an online trend but has evolved to become a daily norm.
Likewise, Gina Widjaja at the HAB says a key element contributing to the growth in popularity of avocados in the U.S. is their “incredible versatility,” enabling them to be enjoyed for breakfast, lunch, dinner, and snacks, with the fruit fitting seamlessly into a wide range of cuisines.
“Just for breakfast alone, the versatility shines — from delicious avocado toast to a creamy avocado coffee shake,” she says. “Thanks to global supply chains, avocados are now available year-round, allowing retailers to keep them front and center, unlike some other seasonal produce items. In addition, with ripe and ready programs, consumers can enjoy avocados on a regular basis with greater convenience.”
In essence, Widjaja says the appeal of avocados comes down to increasing numbers of Americans prioritizing their health, while looking for nutritious foods that taste good.
Another factor is the influence generated by food dietitians and health professionals, which has spread across social media, online magazines, and personal consultations, with avocados recommended for a variety of health needs. That said, Widjaja notes there is still room for the category to grow across different regions, households and demographics.
Staying within the U.S., Splane says the work of marketing associations such as the California Avocado Commission has been key to building demand for avocados, through the promotion of the fruit’s versatility and nutrition.
“We communicate relatable grower stories about sustainability and how California avocados are responsibly grown and ethically sourced,” he says, adding that the commission also focuses heavily on the national origins of California avocados, arguing they should be the first choice for customers and consumers when in season.
Splane also says there is significant room for continued growth of the avocado category within the United States, especially in markets farthest from California, where the category is less developed. But even in the West and California, he says, per-capita consumption lags behind some other countries, meaning there is plenty of room to increase the number of avocados purchased on each shopping trip.
Adding Value
According to Widjaja, while fresh avocados are the primary driver of sales in the overall avocado category, value-added products have grown in popularity in the U.S. because of investments made by HAB and its affiliates over the past two decades. This includes products such as avocado oil, which is now viewed by many consumers as a healthy alternative to other oils.
Other innovations have developed around the usage of avocados. Compared with 20 years ago, when avocados were mainly used in guacamole and Mexican foods, Widjaja says they now feature in savory and sweet applications across food types and categories, including beverages, snacks, sides, entrees, appetizers and desserts ranging from classic western diets to Mediterranean and Latin flavors.
Much of Mission’s work over recent decades has been focused around building what Barnard describes as “the world’s most advanced ripening and distribution network,” which combines science, technology, and expertise. The company also designs custom ripe programs for retail, wholesale, and foodservice customers, delivering fruit at anywhere between stage 1 to stage 5 depending on customer preference.
Increasing its commitment to vertical integration, Mission also recently announced the inauguration of a new state-of-the-art packing house in Guatemala, one of its vertically integrated growing regions. “With two harvests, abundant resources, and a central geographic location, Guatemala is set to power year-round avocado supply, and our new facility positions us to meet demand more efficiently with greater quality control,” predicts Barnard.
According to Barnard, Mission has also developed packaging and programs to sell all the fruit it produces, including small and large sizes, and grade 2s. These are marketed as Mission Minis for the smallest harvested fruit and Mission Jumbos for large fruit from Peru.
In a similar vein, Michel from the Colombia Avocado Board says the expansion of value-added formats, such as bagged mini avocados, guacamole kits, and sliced or halved options, is helping meet the demand for convenience and versatility. At the same time, he says improved ripening and handling practices are helping maintain quality and reduce shrink throughout the supply chain.
“As Colombian avocado production continues expanding, we also see a rise in the volume directed toward value-added and processed products,” says Michel.
“While it’s challenging to quantify the percentage of fruit dedicated to this segment, there are clear indications of growth in guacamole, puree, and avocado oil production. These formats play a complementary role in strengthening demand, minimizing waste, and ensuring that more of the crop reaches consumers in a variety of ways.”
On a more practical level, Michel says Colombian growers have pioneered high-elevation, year-round avocado production; a process that has required navigating a steep learning curve, driven by innovation and adaptability.
“One of the most significant advancements has been the development of rootstocks specifically adapted to Colombia’s unique growing conditions,” he explains. “Unlike other avocado-producing regions, Colombia receives more than 120 inches of rainfall annually, creating both challenges and opportunities.
“These specialized rootstocks support healthier trees and more reliable yields, while also making the most of abundant natural rainfall, and eliminating the need for groundwater irrigation and easing pressure on local water resources.”
Promoting avocados
Since its inception, Widjaja says HAB has played a pivotal role in transforming the avocado industry and making avocados a staple in American households.
HAB’s vision, she says, is to make avocados America’s most popular fruit, and it has already gone a long way toward achieving this goal. As well as supporting producers and importers in the U.S., the organization has invested millions of dollars in nutrition-focused marketing campaigns, helping consumers understand the health benefits of avocados.
“For more than a decade, HAB has been advancing research on the benefits of avocados for weight management, type 2 diabetes management, heart health, and healthy living,” says Widjaja.
“Expanding the body of evidence within these health pillars presents an opportunity to strengthen messaging around avocados in the broader “food is medicine” conversations, encouraging more health professionals to recommend avocados as part of preventative care and dietary strategies, rather than relying solely on medications.”
For its part, the California Avocado Commission works closely with retailers and foodservice operators to create custom promotion packages that support their initiatives and help California avocado growers achieve their goals, according to Splane.
Promotions include traditional marketing such as feature ads, displays, signage, sales contests and limited-time offers, as well as consumer communications tightly targeted to retail and foodservice shoppers and patrons.
The Commission, Splane says, is also involved in ongoing culinary efforts to encourage U.S. consumers to try avocados in applications beyond guacamole, especially during major shopping occasions such as the Big Game, Cinco de Mayo and the Fourth of July. In addition, the association continues to conduct research and publicize the positive nutrition story about avocados.
Individual companies are also doing their part to grow the category. In the case of Mission, the company provides clients with support from its own in-house marketplace intelligence program, AvoIntel, which supplies custom ripe programs, data-backed product mixes, and strategic insights. “We look at both industry data and store panel data to take a customer-specific approach to category management,” notes Pawlowski. “We work with our partners on avocado promotion programming by tapping into our nationwide marketplace intelligence. We conduct both pre- and post-promotional analyses to evaluate performance and make data-driven recommendations on future ad plans.”
Barnard adds that Mission also benefits from having “boots on the ground” in the countries where it sources, providing real-time intelligence on supply and size, so it can better inform customers and support well-timed promotions.
And although avocado consumption in the U.S. is now reaching 9 pounds per capita, Barnard says there is still plenty of room for growth. Mission, he says, has its eyes set on growing avocado sales globally, having identified unrealized potential for the category in markets such as Europe, the UK, and Asia, where consumption is less than half of that in the U.S.
“There’s massive untapped potential, and we’re just getting started,” says Barnard. “We’re not only watching the growth drivers behind this uptick in consumption, but we’re contributing to it.”
With the emergence of sourcing from regions like Colombia helping increase year-round availability, and awareness of the fruit’s health benefits continuing to increase, Michel from the Colombia Avocado Board sees significant room for continued growth in the category.
“With rising interest in healthy fats, nutrient-dense foods, and new health benefits being discovered, avocados are exceptionally well-positioned to remain a cornerstone of the modern, health-conscious diet,” he says.
