Hass Insights: Retail Data and Research Newsletter - August 2013

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Retail Data Report
									Insights: Retail Data and Research Newsletter from the Hass Avocado Board


Avocado DMA Snapshot
Click to enlarge

3-Year Rolling Index

Four Regions Significantly Outperform their 3-Year Sales Averages!

The 3-Year Rolling Index shows how recent category performance compares to long-term trends. The index measures weekly sales averages ($) for the eight tracked Regions and Total U.S. relative to their respective 3-year weekly averages (100). For example, a Regional index of 105 would mean the Region's average weekly sales were +5% higher than the Region's 3-year average. An index of 80 would mean average weekly sales were -20% below the Region's 3-year average. For the current 52 weeks ending 5/19/2013, all Regions outperformed their respective 3-year averages. The Great Lakes, Midsouth, and Southeast Regions indexed at 120 and the Northeast Region holds the top spot with an index of 123.

Average weekly graphic


Avocado Volume and Dollar Trends Growing in All Markets and Regions!

Strong dollar sales growth was seen in all Markets, with Grand Rapids leading the way, up +46% vs. prior year. The Grand Rapids Market also has the top spot in volume growth at +109% for the 4-week period ending 5/19/2013. All Markets also delivered strong volume growth for the same period. Check the report for detailed Market information.

For the 4-week period ending 5/19/2013, all Regions posted positive dollar trends, led by the Southeast at +30% and the Northeast at +26%. These sales gains were achieved despite the continued downward trend in Average Selling Price. Volume trends were also strong, led by Great Lakes (+48%) and Southeast (+39%). Click on the report for Regional data.

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Avocado Volume Trend Outpaces the Growth Rate of Total Fruit Five Fold!

Total U.S. - Top Retail Volume (LBS):

Avocado volume (lbs.) grew at +17% for the 13 weeks ending 5/19/2013 vs. year ago. Avocado's volume trend outpaced that of Total Fruit (+3%) by +14 points. Avocados have the second highest growth rate among all high volume fruits, behind Tangerines (+86%). Oranges, Apples and Bananas round out the Top 5.
Top arrows

Avocado Growth Rate Continues
Its Climb to the Top!

Volume Arrow

Total U.S. - Top Retail Dollars ($):

Avocados show strong growth in dollars, with sales up +13% for the 13 weeks ending 5/19/2013 vs. year ago. While avocados rank #6 in total dollars sold (among fruits with sales over $120 million), they increased their rank from #4 to #3 in dollar growth on a percentage basis. Growth of avocados outpaced Total Fruit by +4 points.

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Kroger would become No. 1 in NC's Triangle with Harris Teeter deal The Kroger Co. (NYSE:KR) has been losing grocery market share in North Carolina's Triangle region for several years to competitors such as Wal-Mart Stores Inc. (NYSE:WMT) and Food Lion, but with the company's pending $2.5 billion acquisition of the Harris Teeter grocery chain, Kroger could finally rise to No. 1. Charlotte Business Journal July 9, 2013
Shaw's closing 6 stores Shaw's Supermarkets is closing six under-performing stores in Massachusetts and Rhode Island, the chain announced July 8, 2013. Boston Herald,
July 9, 2013
Belle Foods closing 13 stores The Birmingham, Ala.-based grocer, which operates 57 stores with more than 2,850 employees, plans to shutter six locations in Alabama, six in Florida and one in Georgia, the Birmingham Business Journal reported. Of the 13 affected stores, 12 operate under the Food World banner and one is a Piggly Wiggly. Progressive Grocer, July 5, 2013
Wal-Mart: A Fresh-Over in produce This June, Bentonville, Ark.-based Wal-Mart Stores Inc. went on the offensive with a new consumer campaign to draw attention to its fresh produce departments. The Fresh-Over campaign includes television, print and online ads touting the freshness and quality of Wal-Mart's produce offerings. Produce Retailer, July 1, 2013
Discount Grocery Aldi to expand in California Discount grocer Aldi has plans to open a regional headquarters in Moreno Valley, Calif., and bring its no-frills stores to the Inland region. Construction is expected to begin later this year on a 935,000-square-foot warehouse and office suite. Specialty Food.com, June 25, 2013

Meijer Makes a major bet on Motor City Meijer plans to open its very first outlet in Detroit: a 215,000-square-foot store that will offer thousands of residents their best and closest access to Meijer's wide selection and low prices and, specifically, to the fresh produce that lately has been lacking in many areas of the city-and in other "produce deserts" in big cities around the country. The opening can be expected to boost Meijer as much as it does shopping in Detroit. Brand Channel, July 15, 2013

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