HAB: Avocado sales reach four-year high for Super Bowl

MISSION VIEJO, Calif. (July 17, 2026) – Strong consumer demand during the Big Game drove the strongest first quarter for avocado holiday sales in four years.

U.S. shoppers purchased 80.3 million avocados during the Big Game week, the highest volume since 2022 and a 10.7% increase over 2025.

According to the Hass Avocado Board’s (HAB) Q1 2026 Avocado Holiday Retail Recap, momentum continued throughout the quarter, with both Valentine’s Day and St. Patrick’s Day reaching their highest unit sales in four years.

Combined, the three holiday periods generated 26.9 million incremental avocado units compared with the previous year, totaling 215.0 million units sold and $204.3 million in retail sales.

The Big Game remained the quarter’s largest retail event, while Valentine’s Day and St. Patrick’s Day also contributed to overall growth. Valentine’s Day generated 65.4 million units, up 15.0% from 2025, with bagged avocados adding 5.2 million incremental units. St. Patrick’s Day followed with 69.3 million units, posting the quarter’s strongest year-over-year growth at 18.0% and the highest bagged avocado volume share among the three holidays.

Key Big Game findings include:

• The category added nearly 7.8 million incremental units during the holiday week, while the average selling price fell to $0.93 per unit, and dollar sales reached $74.8 million.
• Bagged avocados grew 34.2% year over year, contributing 7.7 million incremental units, the largest increase among avocado segments.
• Extra-large avocados (4770) recorded the strongest promoted percent volume (lbs.) lift among major PLUs, as promoted avocado volume rose compared with the prior year.
• Unit sales increased across all eight U.S. regions, reflecting broad-based consumer demand during the holiday.

“The first quarter illustrates the important role seasonal occasions play in driving avocado purchases,” said Alejandro Gavito, Director of Business Insights and Data. “While the Big Game remained the category’s largest holiday event during the quarter, the continued strength of Valentine’s Day and St. Patrick’s Day further demonstrates sustained consumer demand across multiple seasonal occasions.”

The Avocado Holiday Retail Recap provides a comprehensive analysis of holiday retail performance, including unit and dollar sales, average selling price, promotional activity, and performance across bulk and bagged avocados of various sizes. Published quarterly, the report is part of the Hass Avocado Board’s ongoing retail insights program, providing analysis of seasonal purchasing patterns and category performance.

To explore additional findings from the Q1 2026 Avocado Holiday Retail Recap, visit hassavocadoboard.com.

About The Hass Avocado Board

The Hass Avocado Board (HAB )’s job is to make avocados America’s preferred healthy food for every meal. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

Contact: Lecia Rdzak

Fusion

818.718.8084 

lrdzak@gowithfusion.com