Emerging Markets / February 3, 2017

Avocados, Guacamole, and Super Bowl Food

The Super Bowl is the annual championship match organized by the National Football League (NFL). The first Super Bowl was organized in 1967, to settle the 1966 regular football season, and this year the NFL celebrates the 51st edition of the championship, Super Bowl LI. Over the last fifty years, the Super Bowl has become the most expected and watched sporting event in the United States. This year, approximately 1 million fans are expected to descend upon Houston, Texas, and more than 110 million people are expected to watch the event on their televisions. More than just a sporting event, the Super Bowl is a social gathering that brings together some of the most renown musical artists as well as companies willing to pay up to US$5 million for a thirty second advertisement on prime time television. This article explores the US consumer food market surrounding the Super Bowl.

Avocados, Guacamole, and Super Bowl Food

The Super Bowl is the second largest occasion for food consumption in the US, after Thanksgiving. However, the menu looks somewhat different. Companies like Frito Lay and Coca-Cola have some of their most profitable sales of the year during the weeks leading up to the Super Bowl. The most popular Super Bowl Sunday foods include chicken wings, guacamole, pizza, and vegetables, such as baby carrots and celery. For example, in the case of chicken wings, well over 1 billion are expected to be consumed in the US surrounding the Super Bowl event.

Similarly, guacamole is a main dish at Super Bowl gatherings. In fact, the domestic market in the US is expected to consume more than 140 million pounds of avocados during Super Bowl weekend, equating to more than 240 million individual avocados. The majority of these avocados will be consumed in the form of guacamole. However, the love for avocados in the US is not limited to the Super Bowl weekend. Avocados have been the fruit with the highest demand growth throughout the last decade in the US. Back in the year 2000, the yearly consumption of avocados in the US barely surpassed 1 billion avocados. Today, the yearly avocado consumption in the US is well over 4 billion units of this tasty green fruit.

The avocado and guacamole frenzy that has taken over consumers in the US has led to a substantial increase in the offer of avocados throughout supermarkets and grocery stores nationwide. Similarly, the dramatic increase in avocado demand has prompted more imports from traditional suppliers like Mexico. At the same time, this dynamic has led to an increase in avocado production within the domestic agriculture industry, particularly in states like California. Within the US, the majority of avocados produced and consumed are of the Hass variety. Likewise, avocado consumption is strongest in major cities and throughout the southwest of the US.

Throughout the last decade, more than half of all avocados purchased in the US have been imported. This means that there is great potential for domestic farmers, particularly throughout the south of the country, to enter this market as suppliers of avocados.

(Read more about Avocado Markets and Production in Latin America)

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