November 17, 2025
Avocados Take Center Stage This Holiday Season With Strong Demand and Value Pricing
Mission Produce, a world leader in sourcing, producing, and distributing fresh Hass avocados, today announced holiday and winter avocado opportunities, supported by seasonal demand, promotable supply from Mexico, and favorable retail pricing.
This October has shown building momentum, with US avocado volume up 9 percent year over year.1 Heading into the holiday season, avocados are averaging just 99 cents each at retail—nearly 20 percent lower than last year2— positioning the category for strong demand across key seasonal occasions. Last year, US retail avocado volume hit a record during Thanksgiving week.³ Sales for Christmas week are up 14 percent since 2021,4and January 2025 volume rose 18 percent over December.5
“Avocados deliver all season long—from pre-game snacking to better-for-you meals in the new year,” said Galen Johnson, Senior Director of Sales at Mission Produce. “With 60 percent of shoppers concerned about healthy eating,6 avocados present a strong opportunity for retailers to lean into wellness-driven messaging. Their fiber content and nutrient-rich profile7 give shoppers a balanced option they feel good about, while still offering the flavor and versatility they love.”
Mexico’s current avocado harvest is providing promotable volumes across all sizes, giving retailers and foodservice operators the opportunity to support demand with strong, consistent quality. Mission Produce is working closely with its partners to align promotions with key demand periods and deliver ripe programs that drive incremental demand.8
“As shoppers plan for seasonal meals and get-togethers, timing and execution at retail are key,” said Johnson. “Most avocado purchases happen the day before or the day of these seasonal eating occasions,9 so offering ripe-and-ready fruit is essential to capturing those sales. Our ripening network is built for these moments—delivering the volume, consistency, and ripeness needed to win during high-traffic weeks.”
Mission Produce will be attending the New York Produce Show from Dec. 6–8, 2025, at booth #448. At the show, Mission will showcase its rebranded avocado bags launching in 2026, along with Mexico avocado supply programs and Kent mango opportunities from Peru. For more information or to schedule a meeting, contact SalesReps@missionproduce.com.