Just days ahead of Super Bowl LX, avocados are already stealing the spotlight beyond the gridiron. Supermarkets, street markets, and neighborhood shops are rolling out a larger supply of the fruit, anticipating the surge in demand that traditionally accompanies the sporting event. For this edition, the United States is expected to consume more than 127,000 tons of avocados, a 15 percent increase from last year, according to figures from the Association of Avocado Producers and Exporting Packers of Mexico (APEAM). That volume is equivalent to nearly 290 million avocados, most of them sourced from Mexico, which remains the leading supplier to the U.S. market.

The projected increase signals a recovery after a more subdued 2025, when consumption fell to 110,000 tons, following a peak of 137,000 tons in 2024. With the Super Bowl, Mexican avocados once again rank among the most in-demand products of the season.

Michoacán continues to anchor the industry, accounting for nine out of every ten avocados exported, with annual production exceeding 1.3 million tons. This year, 90 percent of avocados exported from the state are certified as coming from deforestation-free orchards.

The impact is not only commercial. In Mexican households, higher demand is also reflected in spending: hosting a Super Bowl watch party can cost up to 12.8 percent more than last year, driven by rising prices for snacks and avocado-based products.

Meanwhile, producers and retailers are gearing up for one of the busiest periods of the year, when 31 percent of annual exports are concentrated between December and February. Guacamole is back in the spotlight, and the so-called “green gold” is already making a noticeable appearance on shelves and tables, setting the stage for a high-demand weekend.