What was it all about?

This project explored how packaging innovations – specifically allowing consumers to pick and pack their own avocados at the point of sale- impact shopper appeal and influence purchase behaviour.

The research suggests that carry carton packaging has the potential to support avocado purchase growth, particularly by enhancing convenience and helping protect fruit during transport. While consumers continue to place greatest importance on factors such as quality, shelf-life and price when purchasing avocados, carry cartons may provide an additional benefit that resonates with some shoppers. Among the concepts tested, cardboard carry cartons, especially a simple three-pack format, performed most strongly, with around half of consumers indicating they would be likely to use them if offered at no additional cost, positioning them as a practical value-add for retailers and consumers.

The findings indicate that carry cartons may be more effective at encouraging shoppers to purchase a greater quantity of avocados per trip than increasing purchase frequency, with around 10–20% of consumers showing potential to buy more avocados in a single shop, particularly among existing heavier buyers. Multipack concepts demonstrated some incremental appeal, particularly among light and medium buyers, suggesting opportunities for meal-oriented or usage-led formats. Overall, the research points to potential for simple, convenient and value-adding packaging solutions to contribute to category growth as part of a broader portfolio of initiatives.