Hass Insights: Retail Data and Research Newsletter - February 2014

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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

A First for 2013
Total U.S. Avocado Index Tops 120

52-Weeks Ending 12/1/2013

Total U.S. posted an index of 123 for the first time during 2013, marking the impressive sales growth of the Avocado category over the 3-year average. The Northeast posted the highest index at 139 this period. California and South Central posted the lowest indexes at 113, but still above the 3-year average. All Regions outperformed their respective 3-year 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.

Average weekly graphic


Spotlight On the Midsouth Region
4-Weeks Ending 12/1/2013

The Midsouth continues to lead the Regions in dollar growth rate for the fourth consecutive period. The Midsouth controls a nine percent dollar share of the category, but this may change if their momentum continues to drive them forward.

Three of the top five Markets (based on dollar growth rate) in the Total U.S. are in the Midsouth Region. Baltimore showed a +$596,909 gain in absolute dollars, the largest gain of any Market in the Midsouth.

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

View Full Report


Pineapple Rises to the
Top at Double the Volume Growth Rate of Next Highest Fruit

13-Weeks Ending 12/1/2013

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

Avocado volume (lbs.) grew at +2%, lagging that of Total Fruit (+5%) by +3 points. Avocados rank #9 on a growth rate basis among all high volume fruits. Pineapple topped the volume chart at +23% in volume growth rate. Melons, Apples, Pears and Tangerines round out the top 5.
Top arrows

Avocados Move Up to Rank
Sixth in Total Dollars

13-Weeks Ending 12/1/2013

Volume Arrow

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

Avocados move to rank 6 in total dollars and continue to show strong growth. They came in at #3 in dollar growth rate (+15%), followed by Tangerines and berries. Apples came in first at +30%, ahead of Melons. Growth of Avocados outpaced Total Fruit by +10 points.
View Full Report
Qualitative Path-to-Purchase report reveals that the shopping experience matters. In-store presentation, quality and price are all significant factors influencing the shopper's decision to purchase avocados and the quantity of avocados purchased. Here is a simple, easy-to-read Infographic providing key insights into a consumer's path to purchase for avocados. Click below to enlarge.
Marsh Shutting 8 Stores Marsh Supermarkets will close eight stores before the end of the month, blaming declining customer bases and, in some cases, expiring leases as key major factors in the decision. This action is the first part of a three-year plan Marsh is implementing to position the grocer for growth and greater profitability. Progressive Grocer January 9, 2014
Albertsons Sets 26 Store Closures Albertsons, Boise, Idaho, will schedule 26 store closings across the country by Feb. 20, the day its fiscal year ends. Christine Wilcox, the chain's spokeswoman, said the closings follow the company's ongoing review process. "These are stores we identified as being underperforming and, despite our best efforts, we determined we couldn't position them for future profitability," she said.Supermarket News,
January 15, 2014

Sprouts Farmers Market Pushes Expansion into Kansas Phoenix-based Sprouts Farmers Market will open a new store in Overland Park, Kansas as part of a continued push to expand beyond its western base of stores. The Kansas store is the first of six recent leases the natural foods grocer inked. The other five are for stores in the Atlanta area. Phoenix Business Journal., January 6, 2014
A&P CEO Leaves the Company Sam Martin, who in July 2010 joined the Great Atlantic & Pacific Tea Co. Inc. as its president and chief executive officer, has left the company. At this point Martin's successor as CEO has not been named, but Greg Mays, who has more than 35 years of experience in the supermarket industry, will head the company in the interim. The Produce News, January 10, 2014
Rainbow Foods to Close Two Twin Cities-Area Stores Rainbow Foods is closing its supermarkets in Columbia Heights and Brooklyn Park as the ongoing grocery war in the Twin Cities. The Brooklyn Park store is slated to close next month. Twin Cities Pioneer Press, January 8, 2014
Brookshire Brothers buying David's Supermarkets Brookshire Brothers said it has agreed to acquire David's Supermarkets, a 25-store chain in North-Central Texas. Terms were not disclosed. Brookshire Brothers currently has 123 retail outlets, with two new stores planned for 2014. Supermarket News, January 17, 2014
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