According to an article published by Produce Business, the most popular avocado sizes across all areas of the country and retailer types are the 48s and 60s, which encompass the highest percentage of sizes available year-round. However, as demand for this favorite green fruit continues to grow, suppliers look to other sizes to help balance the need. That’s where small avocados come into play.
These marvelous minis come with the same quality, taste, and nutritional benefits of their full-sized counterparts but do so in a smaller package. Roughly 2/3 the size of an average avocado, the pint-sized versions offer other benefits. They ripen faster after purchase but tend to stay greener when cut and refrigerated. They are also the perfect size for single-serving meals and snacks. Consumers relish the idea that they don’t have to sacrifice the other half of a larger avocado for single use. The mini avos help quash waste while driving consumption for smaller purposes.
When it comes to promotions, there are several ways of approaching marketing single serving avocado brands in retail. Here are a few things to keep in mind:
Nutritional Value
One of the best-selling points for avocados, besides taste, is their nutritional value. A 50g serving is only 50 calories but is chocked full of valuable nutrients. Avocados contribute nearly 20 vitamins, minerals, and beneficial plant compounds that can enhance the nutrient quality of the diet. They add good fats to the diet, providing 5 grams of monounsaturated fat and 1 gram of polyunsaturated fat per serving. Avocados are also a good source of five essential nutrients – fiber, folate, vitamin K, pantothenic acid, and copper and contain small amounts of Magnesium, Manganese, Copper, Iron, Zinc, Phosphorous, Vitamin A, B1 (Thiamine), B2 (Riboflavin) and B3 (Niacin).
This laundry list of goodness makes for poignant print and web ads and in-store displays. Using language like “Did you know…” and “Avocados are good for you – here’s why,” insert fun little droplets of information throughout the produce department leading buyers to a well-stocked display of avocados and other ingredients for healthy eating. This tactic is also highly effective in print and digital promotions.
Know Your Demographic
Every marketer knows that before you can effectively advertise a product, you must first truly know and understand the demographic. Case-in-point: small avocados. There are specific markets that are drawn to the single-serving, no waste appeal of smaller fruit. Active singles and health-conscious couples love the smaller size, and the on-the-goodness aspect and the marketing language should appeal to this convenience.
Others relish the no-wastefulness benefit, some from the consumption side and others from the sustainability aspect – making use of more of each harvest. This demographic leans towards organic offerings and respond best to a simple, nature-centric approach with advertising and promotions.
Another market is the in-the-know parent who introduces avocados to their children as babies and instills healthy eating habits through childhood. In this case, it’s not a stretch to associate mini avocados with their MINI-MEs. To this demographic, tout the benefits of baby’s first food (think bone-building folate) and how mini avocados are easy for younger kids to relate to in the store and at home.
Bagged Options
Bagged avocados are a great way to entice retail sales. They can be branded for a specific demographic and provide a certain amount of “real estate” on the packaging for messaging to the shopper. Lil’ ‘Cados is a branded bag offering from West Pak that has taken full advantage of this space. The brand touts the nutritional benefits of avocados right on the packaging and highlights easy recipes crafted just for the smaller size fruit.
Bags also make shopping easier for consumers. Instead of filing through bins of produce looking for the optimum size, ripeness, and quality, shoppers can simply grab a bag in the size that appeals to them and go. In addition to the convenience, bagged offerings are typically more economical with a bulk-like price point for shoppers. Since value is something that appeals to all shoppers, promoting the economics of bagged avocado offerings, including minis, is a no-brainer.
Placement
A consumer who is shopping for themselves is going to navigate the produce and other store isles differently than one shopping for a large family. Since small avocados appeal to those who desire convenience, consider keeping grab-and-go styled displays in an area that is easy to, well, grab and go.
Versatility is a primary tactic for merchandising. Avocados are not just associated with guacamole these days but have been incorporated into many recipes. Why not highlight those recipes and cross-promote with displays either near other ingredients or centered around all ingredients? For example, avocados are a great addition to salads or sandwiches. Avocado displays can be placed in front of dry or refrigerated cases to tie in lettuce, tomatoes, onions, cucumbers, sprouts, dressings, etc., in the produce department and items like mustard, mayo, ketchup, even meats, elsewhere in the store.
Go Small
Small avocados are a great addition to any produce department and provide a well-rounded offering that appeals to several growing demographics. For more information about these mighty minis, click here.
