100 Million Americans Expected to Celebrate Cinco de Mayo This Year
May 03 2021 - 4:15PM
Avocado consumption insights from Mission Produce, Inc.
(NASDAQ:AVO) (“Mission” or the “Company”), the world leader in
sourcing, producing, and distributing fresh Hass avocados, shows
that 100 million Americans are expected to celebrate Cinco de Mayo
this year.1 Additionally, up to 70 million pounds of avocados are
expected to be consumed.2 A long-awaited opportunity for wholesale,
retail, and food service, the data show that consumers are looking
to celebrate the avocado holiday both at home and out at
restaurants and bars.
Compared to last year, twice the number of people
who celebrate Cinco de Mayo are expected to celebrate at a bar or
restaurant this year1, while two-thirds of Cinco de Mayo
celebrators report that they plan to celebrate at home, either with
family or by attending a small gathering.1
“As vaccinations ramp up in the United States, people are eager
to return to pre-COVID activities, like gatherings and in-person
dining. Cinco de Mayo could be the first holiday of normalcy for
many and we’re ready to supply the World’s Finest Avocados to add
to the celebrations,” said Steve Barnard, Founder and Chief
Executive Officer of Mission Produce. “With our advanced
distribution network and avocado-specific ripening infrastructure,
we’re able to service most locations across North America within
24-hours, positioning us well to satisfy the anticipated uptick in
demand.”
Mission’s consumption data showed an anticipated 30% lift in
retail avocado sales for Cinco de Mayo3, with 25% of households
planning to purchase avocados in the two weeks leading up to the
holiday.4 Additionally, 40% of celebrators report that they will
purchase food and alcohol from a store, while 31% plan to order
delivery or takeout.5
“As leaders in avocado intelligence, our insights provide
valuable information for our customers to get ahead of consumer
trends and know how to position their offerings for the highest
return,” said Mission Senior Director of Marketing and
Communications, Denise Junqueiro. “For Cinco de Mayo, we know
consumers consider tacos, margaritas, and guacamole staple items –
all of which contain, or go well with, avocados. We’re excited for
our avocados to contribute to what could be the most normal
festivities in a long time for many.”
Mission also uses Avocado Intel, its in-house, data-driven
intelligence capabilities to adjust its programming for the benefit
of its customers and provide first-class category management
support. The data Mission gathers on the avocado category is
cutting-edge, specific, and custom to the target demographic of
each of Mission’s customers to help them be more profitable,
attract more shoppers, and reduce shrink.
End Notes
- Projected using data from a Cinco
Intentions survey, 4/13/2021 (n=1,000)
- According to the Hass Avocado Board,
reported volume for the week of April 18, 2021, was 69,888,967
pounds of avocados
- As reported by RI Total US-MULO
Cinco sales 2015-2020
- According to a Pandemic Behaviors
survey, 4/15/2021 (n=1,000)
- According to a Numerator 2021 Q2
Holiday Survey, 4/19/2021 (n=3,964)
About Mission Produce, Inc.:
Mission Produce is the world’s most advanced avocado network.
For more than 35 years, Mission Produce has been recognized as the
leader in the worldwide avocado business, sourcing, producing and
distributing fresh avocados, servicing retail, wholesale and
foodservice customers in over 25 countries. The vertically
integrated Company owns and operates four state-of-the-art avocado
packing facilities in key growing locations globally including
California, Mexico & Peru and has additional sourcing
capabilities in Chile, Colombia, Dominican Republic, Guatemala, New
Zealand, & South Africa. Mission’s global distribution network
includes eleven forward distribution centers in North America,
China & Europe that offer value-added services such as
ripening, bagging, custom packing and logistical management. In
addition, Mission owns over 11,000 acres globally, allowing for
diversified sourcing and access to complementary growing seasons,
while ensuring its customers receive the highest quality fruit
possible. Mission is the largest global supplier of the World’s
Finest Avocados, for more information please visit
www.missionproduce.com.
Contact Denise Junqueiro Senior Director of
Marketing and Communications Mission Produce, Inc.
press@missionproduce.com
Supplemental Materials
Headshots:Steve BarnardDenise Junqueiro
Avocados:Mission LogoMission Avocados on
CounterMission Avocados in BowlMission Avocados Lineup
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