Challenge

The avocado industry is seeking ways to influence consumer purchase behaviour, particularly to increase both the average purchase weight and buying frequency. One key barrier identified is bruising, which affects avocado quality and can delay repeat purchases. 

While previous investments, such as AV12009 Understanding and managing Avocado flesh bruising, focused on reducing damage at the point of sale, research shows that bruising also occurs between purchase and consumption. To address this, the industry is exploring solutions that maintain fruit quality beyond the shelf—prompting the investigation of a "pick-and-pack-your-own" concept that could offer both functional and behavioural benefits, and drive sales growth.  

Response  

This project is assessing the role of bruising in reduced purchase frequency of avocados and testing the effectiveness of a pick-and-pack-your-own solution in mitigating bruising and encouraging higher purchase volumes. The research will evaluate consumer response and identify whether the solution provides meaningful value in the shopping experience. 

Benefit  

The findings will provide evidence-based insights into which innovations can overcome key purchase barriers and boost avocado sales. 

Results will guide marketers and product developers in focusing investment on the most promising innovations—empowering them to implement solutions that enhance product quality, improve consumer satisfaction, and support long-term category growth.