Category Analysis: Avocados
Consumer trends are emphasizing mindful nourishment, functional ingredients, and balancing whole foods for holistic health. Packed with monounsaturated fats, fiber, potassium, and essential vitamins, avocados are on trend with today’s healthy eating. According to Harvard Health, the healthy fats of the avocado can help lower LDL cholesterol, colloquially referred to as “bad cholesterol,” while its potassium helps to regulate blood pressure.
In a recent press release, Mission Produce, a world leader in avocado sourcing, producing, and distributing fresh Hass avocados, highlighted the inclusion of avocados in the FDA’s Dietary Guidelines for Americans (2025–2030), emphasizing their role as a healthy, nutrient-dense whole food.
“As a global leader in the worldwide avocado business, we are encouraged to see the Dietary Guidelines reinforce food as the foundation of health and recognize the importance of whole foods, like avocados, in a balanced diet,” said John Pawlowski, President and Chief Operating Officer of Mission Produce. “This is a meaningful moment for our growers and partners, and I’m proud of the Mission Produce team for delivering healthy, nutrient-dense avocados to our retail, wholesale, and foodservice partners every day.”
This all makes for a very strong foundation for the avocado category as we enter 2026. Ken Melban, President of California Avocado Commission, reported, “We came through 2025 with some real contrasts—periods of record pricing, shifting supply dynamics, and moments of softness as multiple origins overlapped—but the fundamentals remain sound: demand is steady, supply is expanding, and the category continues to be one of produce’s most resilient growth engines.”
He continued, “What’s different now is that the category is maturing into a more year-round, globally supplied business. That has benefits, such as more consistent availability and more opportunities to promote, but it also means the industry has to stay disciplined. When supply builds across origins, the pathway to healthy returns is sustained marketing and strong retail execution that keeps avocados in the basket. And that’s exactly where California plays an outsized role.”
Demand for avocados is increasing, and growers are ready. A January 2026 press release reported that Avocados From Mexico projected a record-breaking 2.5 billion pounds of avocado imports for the 2025-2026 season. This milestone marks the highest volume of avocados Mexico has ever supplied to the US market.
Stephanie Bazan, Avocados from Mexico SVP of Commercial Strategy & Execution, explained how this momentum is influencing the year ahead. “The most important trend shaping the avocado category in 2026 is the shift from availability to activation. Avocados are no longer a novelty: they are a staple, present in nearly 70 percent of US households and purchased on regular stock-up trips rather than impulse occasions. Growth depends on how effectively brands and retailers activate across the full year through omnichannel engagement, merchandising, and education rather than relying on a few peak moments alone. It’s all about striking the right mix of maximizing tentpole moments and delivering every day.”
She continued, “We’re especially poised to do this with a ‘monster crop’ coming out of Mexico. This is appealing for younger generations that view avocados as diet staples. It also supports big occasions for guac like football gamedays, Cinco de Mayo, New Year’s Eve—even World Cup!—all these experience strong consumption patterns but are still ripe for growth.”
As energies shift to 2026, the strategic focus for the California Avocado Commission is all about strengthening demand and preference. Melban of California Avocado discussed the commission’s priorities, “Defend and grow the ‘California advantage.’ We’ll continue to lead with what differentiates California—quality, freshness, responsible farming practices and the pride consumers feel in supporting local agriculture. Drive the strongest possible season. We’re focused on improving the consumer and customer experience during California’s peak availability—through retail execution, stronger California identification and messaging that motivates purchase.”
Two more key priorities Melban outlined, “Invest where we can prove impact. We’ll keep sharpening our marketing mix, including digital, retail, PR and partnerships, so we’re reaching consumers efficiently and converting interest into sales. We’ll continue to bring growers timely market intelligence and invest in research that helps sustain the long-term health and viability of the California avocado industry. Ultimately, our goal is straightforward: build demand that rewards California growers and protects the value of the crop.”
For Avocados From Mexico, the top focus is driving demand in step with that record supply. Bazan described, “The priority is not just moving volume, but doing so intelligently—through integrated marketing, retail execution, and shopper education. AFM is doubling down on a strategic approach that connects national/tentpole moments—like football season, the Big Game, and Cinco de Mayo—with always-on retail tools, digital assets, and merchandising solutions.”
