New data from Circana's Complete Wallet Consumer Panel shows Gen Z increased avocado unit purchases by more than 14% year over year, and both total avocado buyers and repeat buyers in the segment grew by more than 10%. Household penetration for avocados among Gen Z is already above 72%, suggesting the category has moved past the initial novelty phase and into something closer to habitual purchase — even if frequency still lags older generations.
The Hass Avocado Board's May Foodservice Insights report noted a 6% decrease in both awareness and trial for the segment, suggesting the avocado toast moment has faded, but Circana's Bailey Furtado argues the data points to a more nuanced picture. Gen Z shoppers are under real financial pressure — 75% describe themselves as merely "getting by" — but they continue to budget for items that offer clear health or personal benefit. Communicating nutritional value, including protein content, appears to resonate with this cohort.
For avocado category managers, the takeaway is that the growth story is shifting from broad awareness to deepening frequency among younger buyers who are already in the category. In-store merchandising that leads with health benefits, and retail guacamole programs that emphasize whole-food ingredients, are areas Circana analysts flagged as worth prioritizing.