Hass Insights: Retail Data and Research Newsletter - November 2014


Avocado DMA Snapshot

Click to Enlarge
3-Year Rolling Index
Regions Battle for Top Growth -
New Leader Emerges

52-Weeks Ending 9/7/2014

Midsouth emerged as the new Regional leader while all Regions surpassed their 3-year averages. Despite its relative ranking, South Central posted strong sales growth vs. the 3-year average. The Total U.S. avocado category continues to show impressive growth in the current 52-week period, surpassing the 3-year average.

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



Southeast Rises to the Top
4-Weeks Ending 9/7/2014

Southeast (+8.7%) took the lead in dollar growth rate and posted the largest absolute dollar gain, adding +$1.2 million in incremental sales.

Plains held the smallest piece of the Avocado pie and was the only region to decline in the 4-week period, down -4.5%.

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 9/7/2014

Total Fruit Category Volume Declines-
Avocados Follow Suit

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

Avocado volume decreased -3% for the period, lagging Total Fruit volume by -2 points and moving to rank #7 on a growth rate basis. Cherries topped the volume growth chart at +43%, followed by Pineapple, Apples, Berries and Melons.

Top arrows

Unlike Volume, Avocado Dollar Growth Rate Surpasses that of Total Fruit
Total U.S. - Top Dollars ($): Among $120 Million+ Fruits

Avocado dollar sales grew +7%, outpacing total Fruit (+4%) by +3 points. Avocados place fourth on a dollar growth rate basis, behind Lemons, Cherries and Pineapple. Avocados rank seventh in total dollars and continue to show strong percentage growth.

Top arrows
View Full Report
Wal-Mart Shifts to 'E-Commerce'
— As more shoppers stay home and
buy by phone, Wal-Mart Stores Inc. has killed plans to keep opening new U.S. stores at the rate of more than one a day, and is instead building high-tech warehouses that ship
straight to consumers, including one with help from a Pennsylvania tax break. Philly.com, October 20, 2014.
C&S Wholesale Grocers to Acquire Piggly Wiggly Carolina — C&S Wholesale Grocers is purchasing the Charleston, S.C.-based Piggly Wiggly Carolina's wholesale operation for $9.3 million, with an anticipated close set for Oct. 20. The wholesale operation includes services from the corporate offices, including IT support, accounting, marketing and the customer loyalty program. Progressive Grocer, October 8, 2014.
23 Bi-Lo and Winn-Dixie Stores Set to Close — Bi-Lo Holdings will be closing 23 Bi-Lo and Winn-Dixie stores due to poor performance. These locations, most of which will be shuttered on or before Nov. 19, represent less than 3 percent of the total store base. The Produce News, October 8, 2014.
Safeway to Lose 3
— In the wake of merging with Albertsons, Safeway Inc. will lose three of its highest-ranking executives: EVP and CFO Peter J. Bocian, EVP
and Chief Marketing
Officer Diane M. Dietz, and Larree Renda, EVP of Safeway and chair of The Safeway Foundation, which oversees the grocer's charitable giving activities. Progressive Grocer,
October 24, 2014.
Food Lion President Resigns, Successor Named — Food Lion announced that Meg Ham has been named president of Food Lion effective Nov. 1. She succeeds Beth Newlands Campbell, who is leaving the company for personal and professional reasons. Ham will lead all Food Lion banner operations, including strategic direction, financial performance, product assortment, pricing, customer service and marketing. The Produce News, October 30, 2014.
Organic Grocer Fresh Thyme Opening 2 Indy Stores — Shoppers looking for fresh, organic food are getting new options in Indianapolis as Fresh Thyme Farmers Market opens two stores. By year's end, Fresh Thyme is expected to have 10 stores throughout the Midwest, doubling its current offering. Indystar.com, September 24, 2014.
© 2014 Hass Avocado Board. All rights reserved.

If this message was forwarded to you and you would like to register, subscribe here.

If you received this message from Hass Avocado Board and would like to unsubscribe,
please click here to remove.

We invite you to read our privacy policy.
Hass Avocado Board
230 Commerce, Suite 190
Irvine, CA 92602-1336