Hass Insights: Retail Data and Research Newsletter - December 2012

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Retail Data Report
    Insights: Retail Data and Research Newsletter from the Hass Avocado Board
Emiliano Escobedo
Welcome to the first edition of HASS INSIGHTS. This is our first newsletter dedicated to understanding the sales of Hass Avocados at retail. It will be distributed on a monthly basis. In this easy-to-understand format, graphic illustrations will highlight key retail data, trends and insights. On a quarterly basis, you will receive a newsletter like this which feature special reports, including the AvoScore Cards and the Regional Composites. In coming months the newsletters will feature the DMA report, top fruit trends, and a new 3-year rolling HAB Performance Index.

On occasion, the newsletters will also include in-depth research to help you best understand the changes at retail. For example, a Bagged vs. Bulk Avocado Study will be coming soon.

This new reporting system is designed to help you understand the industry quickly and efficiently. It is another step in our communication initiative to exhibit our leadership in the produce industry.

Thanks for your support and as always we welcome your feedback.

Emiliano Escobedo
Executive Director
AvoScore cards for Total US

AvoScore Card Q3

See how well your region retail sales scored in the third quarter. Click on your region below to view your AvoScore Card.
Los Angeles
San Francisco

New England
New York
Great Lakes

St. Louis

South Central

S. Carolina


Regional Composite Q3

The Northeast Region experienced the highest growth in volume trends of +53%, which was +9 points higher than the national average. The dollar growth of +15% was +4 points higher than the national average.

Find out more about the Northeast and all other regions by viewing the full report.
View Full Report
Regional Composite Reports
Total U.S. - Top Volume (LBS):
In 2012 avocados grew +53% (from 2011). This represents a growth of +32% since 2010.
Volume Arrow
Volume Arrow Total U.S. - Top Dollar ($):
Avocado dollars grew for 2 consecutive years, +11% in 2011 and +15% in 2012 for a net growth of +28% over 2010.
Grocery stores are losing momentum in CPG share to other retail formats including supercenters, club stores and dollar stores. Supermarket News, September 1, 2012. SuperValu Inc. will close approximately 60 stores nationwide, including 26 Albertsons stores—18 of which are located in Southern California. Los Angeles Times, September 7, 2012. The Great Atlantic and Pacific Tea Co. (A&P) is putting 16 of its Manhattan Food Emporium stores up for sale, to support the company's long-term strategic plan. Progressive Grocer, September 20, 2012.
  SuperValu, Inc. is scheduled to close all seven Oregon stores by the end of 2012, in part of their plans for company-wide restructuring. The transformation will also affect nationwide store closures including 22 Save-A-Lots and 27 Albertsons locations. Progressive Grocer, September 20, 2012. Johnnie's Foodmaster Markets closing in 10 Boston, MA areas. Marketwatch.com, November 1, 2012. Whole Foods will be taking over the lease at Foodmaster's Charlestown, MA location along with five other locations in the Boston area. Charlestownbridge.com, November 1, 2012.
© 2012 Hass Avocado Board. All rights reserved.

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Irvine, CA 92602-1336