Hass Insights: Retail Data and Research Newsletter - May 2014

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


Avocado DMA Snapshot
Click to enlarge

3-Year Rolling Index

Avocado Category Breaks New Ground
All Regions Reach New Heights

52-Weeks Ending 2/23/2014

Total U.S. posted an index of 126 for the first time ever, marking impressive sales growth in the Avocado category over the 3-year average. The Northeast posted an index of 144 this period, the highest index ever recorded for a Region. California posted the lowest index at 114, but still 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


Total U.S. Dollar Growth Rate Surges - Highest Growth Rate in Over Three Years
4-Weeks Ending 2/23/2014

Total U.S. posted the highest dollar growth rate in over three years at +20.7%, while units posted an increase of +8.7%. All Regions contributed impressive sales growth during the 4 week period.

The Northeast took the lead in dollar growth at +35.3%, the highest growth rate for any Region in over a year. New York posted the largest gain in the Northeast at +$1,838,387.

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

View Full Report


Top Five Fastest Growing Fruit Categories
13-Weeks Ending 2/23/2014

Avocados Retain Their Spot in the Fast Five

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

Avocado volume grew at +5%, outpacing that of Total Fruit (+1%) by +4 points. Avocados rank #5 on a growth rate basis. Pineapple topped the volume growth chart at +17%, followed by Grapes, Pears and Apples.
Top arrows
Dollar Arrow Avocados Top the Chart - #1 in Dollar Growth Rate
Total U.S. - Top Dollars ($): Among $120 Million+ Fruits

Avocados are the fruit to beat with their chart topping +16% growth rate, followed by Pineapple, Tangerines, Berries and Melons. Avocados rank sixth in total dollars and continue to show strong growth. Growth of Avocados outpaced Total Fruit by +12 points.
View Full Report
California, Texas Still on Fresh Market's Radar - The Fresh Market still has plans to expand aggressively in California and Texas, despite a couple of failed forays into those states, the CEO of the upscale, small-format chain told investors. The company is testing more prepared foods in some of its California and Houston stores. Supermarket News March 14, 2014
Walmart Aims to Push Organic Foods into Mainstream - The nation's largest retailer is making a bigger bet on the fast-growing category, teaming with Wild Oats to sell organic packaged food priced in line with conventional foods and at least 25 percent less than other organic brands it carries. Chicago Tribune, April 10, 2014

Family Dollar Shutters 370 Stores - In the wake of a second-quarter profit plunge of more than 30 percent, Matthews, N.C.-based Family Dollar Stores said it will shutter 370 under-performing stores later this year and cut prices on 1,000 products as it embarks on a strategic business review of its operations. Progressive Grocer, April 10, 2014
Brookshire Brothers to Convert Most David's Supermarkets - Texas-based Brookshire Brothers said it has completed the acquisition of David's Supermarkets, and plans to convert 15 of the 25 stores to the Brookshire Brothers banner. Terms of the acquisition were not disclosed. Supermarket News, April 17, 2014
Whole Foods Acquires 4 New Frontiers Stores - Whole Foods Market will purchase four stores from New Frontiers Natural Marketplace, in Flagstaff, Prescott and Sedona, Ariz., and San Luis Obispo, Calif. The companies expect the transaction to be finalized in the next few weeks. Progressive Grocer, March 31, 2014
Mount Prospect Fresh Thyme Will Open in April - A new specialty grocery store with ties to the Meijer chain is opening its first location in Mount Prospect in April, and a company official said he is eyeing other former Dominick's locations for future stores. The next store to open will be in Deerfield - a plan that has faced community opposition - this summer, officials said. Chicago Tribune, March 27, 2014
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