November 18, 2025 | The Packer |
Mission Produce reports that the U.S. holiday season is creating strong opportunities for avocado sales, supported by lower retail prices and rising demand. According to Circana data, avocados have averaged 99 cents at retail—about 20 percent cheaper than last year—helping boost consumption ahead of major seasonal events. U.S. avocado volume rose 9 percent year over year in October, and retail sales hit a record during Thanksgiving week. Christmas week sales have increased 14 percent since 2021, and January 2025 sales were 18 percent higher than in December 2024.
Mission Produce says most holiday avocado purchases occur the day before or the day of celebrations, making “ripe-and-ready” fruit essential. The company’s ripening network is designed to meet heavy demand during peak weeks. Current supplies from Mexico offer ample volumes across all sizes, allowing retailers and foodservice businesses to promote avocados with consistent quality.
The company adds that avocados appeal to health-conscious shoppers, with 60 percent of consumers focused on healthier eating. Their fiber and nutrient content support wellness-oriented marketing, while their versatility makes them suitable for everything from game-day snacks to New Year meal planning. Overall, Mission Produce sees strong momentum for the category throughout the season.
