In the midst of ever-changing economic and environmental conditions, one consistent trend remains strong: America’s insatiable appetite for avocados. This craving for guacamole is particularly evident leading up to events like the Super Bowl, where in 2024, Americans consumed a staggering 54 million avocados. This year, Claudio Méndez Fernández, the head of Mexico’s Secretariat of Economic Development, announced that over 150,000 tons of avocados will be shipped from Michoacán to the U.S. for the Super Bowl.
However, America’s love affair with avocados is not limited to special occasions like the Super Bowl. From 2023-24, the U.S. imported a whopping 2.48 billion pounds of avocados from Mexico, according to a Texas A&M analysis of a report by the Avocado Institute of Mexico. This surge in avocado consumption in the U.S. has seen a remarkable 600% increase from 1989 to 2020, with a compound annual growth rate of 10%.
Several key factors have contributed to this explosive growth in avocado consumption in the U.S. First and foremost, the sequential lifting of the U.S. ban on Mexican Hass avocado imports by the USDA, starting in 1997, played a significant role in driving up avocado consumption. Originally implemented in 1914 due to concerns of seed weevil contamination, the ban was temporarily reinstated in 2022 following a death threat to a U.S. safety inspector but was quickly lifted.
Another factor fueling the surge in avocado imports is the increased demand for ethnic flavors among American consumers. The rise in interest in international cuisines has led to a boost in avocado consumption, with U.S. ethnic supermarket revenue growing at a compound annual growth rate of 3% from 2019-24. This shift is in part attributed to the increase in the U.S. Hispanic/Latino population, which has risen by 12.9 million from 2010-22.
Moreover, the heightened awareness of the health benefits of avocados has also played a significant role in driving their popularity. Consumers are increasingly seeking out functional and health-promoting foods, and the avocado’s reputation as a nutritious superfood has only added to its appeal. Efforts by the USDA’s Hass Avocado Promotion, Research, and Information Order, established in 2002, have been instrumental in educating consumers about the health benefits of avocados.
From an economic perspective, the impact of Mexican avocado imports on both the U.S. and Mexican economies has been substantial. Since 2012, the economic output of Mexican avocado imports to the U.S. has increased by 340%, supporting over 42,000 American jobs and 78,000 direct jobs in Mexico. The majority of Mexico’s avocado growers are small-scale farmers, with each farm averaging three acres in size.
In terms of economic contributions, Mexican avocado imports from 2021-22 contributed $11.2 billion to U.S. economic output, $6.1 billion to U.S. GDP, $3.9 billion to U.S. labor income, and $1.3 billion to U.S. taxes. This underscores the significant role that avocados play in the economic landscape of both countries.
In conclusion, America’s avocado obsession shows no signs of slowing down. Whether it’s for special events like the Super Bowl or as a year-round staple in households across the country, avocados have firmly established themselves as a beloved and versatile ingredient. With factors like the lifting of import bans, increased demand for ethnic flavors, and growing awareness of health benefits driving their popularity, avocados are likely to remain a favorite among consumers for years to come.
