Hass Insights: Retail Data and Research Newsletter - August 2014

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Avocado DMA Snapshot

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3-Year Rolling Index
Avocado Category Growth Won't Stop
Index Rising Fast

52-Weeks Ending 5/18/2014

Total U.S. posted an index of 128 for the first time ever, setting record-breaking sales growth in the Avocado category over the 3-year average. The Northeast posted an index of 146 this period, the highest index ever recorded for a Region. California and South Central posted lower indexes (115), but still on the rise and above the 3-year average. All Regions outperformed their respective 3-year averages.

The 3-Year Rolling Index compares recent category growth to the long-term (3-year) growth trends for the Total U.S. and for each of the Regions. For example, an index of 120 means the current growth rate exceeds the long-term trend by 20%. An index of 80 means the current growth rate lags the long-term trend by 20%.

Average weekly graphic



Avocado Dollars Refuse to Falter
4-Weeks Ending 5/18/2014

Total U.S. posted a double-digit dollar gain, up +13.5% for the period. California was the only Region in the single digits, up +5.5%. Total U.S. units were down -5.6%.

The Midsouth (+22.1%) took the lead in dollar growth rate, while Northeast posted the largest absolute dollar gain, +$3 million (+16.9%)

To see how other Regions are doing, check the detailed report.

View Full Report
The Fast Five
Top Five Fastest Growing Fruit Categories
13-Weeks Ending 5/18/2014

Avocado Volume Trailing Fast Five

Total U.S. - Top Volume (LBS): Among 75 Million+ LBS Fruits

Avocados moved to rank #7 on a growth rate basis and grew volume +2%, outpacing Total Fruit volume by +1 point for the period. Melons topped the volume growth chart at +19%, followed by Pineapple, Pears, Berries and Apples.

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Avocado Dollars Set Example for Other Fruits
Total U.S. - Top Dollars ($): Among $120 Million+ Fruits

Avocados grew +18% and remain strong in second place on a growth rate basis. Pineapple came in at #1 at +20%. Melons, Tangerines and Berries round out the fast five. Avocados rank sixth in total dollars and continue to show strong growth. Growth of Avocados outpaced Total Fruit by +11 points.

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Dollar Tree to Buy Family Dollar to Stave off Competition — Dollar Tree Inc agreed to buy rival discount chain Family Dollar Stores Inc for $8.5 billion to fend off growing competition from Wal-Mart Stores Inc and fellow discounter Dollar General Corp. The deal will give Dollar Tree more than 13,000 stores across the United States and Canada. MSN Money, July 28, 2014.
Wal-Mart Express Eyes East Texas Towns — Retail giant Wal-Mart is thinking small in East Texas. The company has rolled out plans for several of its smallest-format stores" called Wal-Mart Express" in small towns around East Texas, with mixed reactions from officials in those cities. Perishable News, July 10, 2014.
Kroger Agrees to Acquire e-Commerce Retailer Vitacost.com — In a move supporting its goal of expanding into new channels and markets — as well as giving its customers more paths of digital engagement — Kroger has acquired Boca Raton, Fla.-based online healthy-living products retailer Vitacost.com, Inc., one of the largest pure e-commerce companies in the nutrition and healthy-living market. Progressive Grocer, July 2, 2014.
Jewel Celebrates New Stores, Remodels — Grand openings are planned this week for five new Jewel-Osco locations in the Chicago area, along with 14 other stores that have completed major remodels. Two new stores in Chicago and three in the suburbs of Merrionette Park, Fox River Grove and Lake Zurich will open on June 24. Progressive GrocerJune 23, 2014.
Mariano's mulls expansion beyond Chicago — With 24 locations in the Chicago area and 10 more set to open by the end of 2015, Mariano's is considering an expansion outside the Chicago market, CEO Bob Mariano said Monday. "Other markets are on the horizon, yes," Mariano said in a speech at the City Club of Chicago. "Where, we haven't said." Chicago Tribune, June 23, 2014.
Lucky's Market to Open 1st Wyoming Store — Community-based independent Lucky's Market plans to open its first Wyoming location early next year in the mountain town of Jackson Hole. In 2014, the grocer has expanded to Columbia, Mo.; Billings, Mont.; and Louisville, Ky., and also has locations in Longmont, Colo., and Columbus, Ohio, as well as its original Boulder store. Progressive Grocer, July 3, 2014.
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