Hass Insights: Retail Data and Research Newsletter - September 2014


Avocado DMA Snapshot

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3-Year Rolling Index
Avocado Category Continues to Break Records - Growth Rate Accelerating
52-Weeks Ending 6/15/2014

Total U.S. avocado category is showing impressive growth in the current 52-week period, surpassing the 3-year average. The avocado category is growing at an ever-increasing rate as shown by the Total U.S. index, as well as most Regions, posting their highest numbers to date.

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 Category Full Steam Ahead - All Markets Post Dollar Gains
4-Weeks Ending 6/15/2014

All Markets posted dollar gains during the 4-week period. Total U.S. posted a double-digit dollar gain, up +16.4%. All Regions (except California at +8.1%) also delivered double-digit gains. Total U.S. units were flat.

The Plains (+22.2%) took the lead in dollar growth rate, while West posted the largest absolute dollar gain, adding +$4.2 million in incremental sales on a +20.4% increase.

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

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The Fast Five
Top Five Fastest Growing Fruit Categories
13-Weeks Ending 6/15/2014

Avocados Lagging Total Fruit - Posts First Volume Decline in Over Two Years Total U.S. - Top Volume (LBS): Among 75 Million+ LBS Fruits

Avocado volume decreased -1% for the period, lagging Total Fruit volume by -2 points and moving to rank #8 on a growth rate basis. Melons topped the volume growth chart at +16%, followed by Pineapple, Berries, Apples and Bananas.

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Avocado Dollars Closing The Gap to First Place
Total U.S. - Top Dollars ($): Among $120 Million+ Fruits

Avocado dollar sales grew +17% and are virtually tied for first place with Pineapple on a dollar growth rate basis. Melons, Tangerines and Berries round out the fast five. Avocados rank sixth in total dollars and continue to show strong percentage growth, outpacing the growth of Total Fruit by +11 points.

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Wegmans Working on 10 New Store — Wegmans spokesperson Jo Natale said that the company is not in a growth spurt, but is pursuing an expansion strategy - two or three new stores a year - that has been in place for years. The idea, Natale said, is to continue to open new stores in six East Coast states - New York, Massachusetts, Pennsylvania, New Jersey, Virginia and Maryland. Democrat & Chronicle, June 29, 2014.
Sprouts will Open 14 Stores in Third quarter — Sprouts Farmers Market, a fast-growing natural and organic grocer based in Phoenix, said sales climbed 20 percent during its second quarter. Driving the growth was strong performance from its current stores and the opening of six new locations. The company plans to open 14 stores in the third quarter for a total of 24 new stores in 2014. Azcentral, August 8, 2014.
CST Brands to Acquire Nice N Easy Grocery Shoppes — Nice N Easy, which is based in Canastota, N.Y., operates 77 corporate and franchise stores in Central New York. The transaction is subject to customary conditions and is expected to close in the fourth quarter of this year. Terms of the transaction were not disclosed. San Antonio Business Journal, August 20, 2014.
Aldi Looks to Double Number of W.Va. Stores — Discount grocery chain Aldi Inc. plans to open a new store in Hurricane's Liberty Square later this year as executives hope to potentially double the number of Aldi stores in the state over the next five years. White said the company hopes to open between 600 to 650 new stores nationwide in the next five years. Charleston Daily MailJuly 28, 2014.
Conversion Under Way for Several Twin Cities Rainbow Stores — SuperValu Inc. has begun supplying the first of 18 Rainbow stores that are being acquired as part of the transactions that were announced May 7 between Roundy's and a consortium of SuperValu and independent retailers. 10 of the 18 stores will become Cub Foods locations, two will operate as Byerly's and the other six will remain Rainbow stores. The Produce News, July 16, 2014.
Green Planet Grocery to Open 10 New Stores: Cicero Up First — Green Planet Grocery plans to branch out in the next few years with a major expansion. The store, which specializes in natural and organic groceries and supplements, will open 10 new stores over the next three years. The first of the new stores will be at 6195 Route 31 in Cicero. Syracuse.com, July 30, 2014.
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