Hass Insights: Retail Data and Research Newsletter - Period 1 2015

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    Coming next month, the Hass Avocado Board unveils a redesigned Hass Insights newsletter, featuring new easy-to-understand graphic illustrations that highlight key retail data trends and insights. Be on the lookout for this fresh and exciting look into the world of retail data.

Avocado DMA Snapshot

   Click to Enlarge   

3-Year Rolling Index
Two Regions Battle for Top Spot
52-Weeks Ending 1/25/2015

Midsouth and Northeast led the category, while all Regions surpassed their 3-year averages. 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


Monthly Markets & Regions

Miami Lifts Southeast into the Spotlight
4-Weeks Ending 1/25/2015

Southeast (+29.3%) took the lead in regional dollar growth rates, and also posted the largest absolute dollar gain, adding +$3.5 million in incremental sales.

Miami was the largest market in Southeast and added $500k in incremental sales. All Southeast markets posted double-digit dollar growth.

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

View Full Report

The Fast Five

Top Five Fastest Growing Fruit Categories
13-Weeks Ending 1/25/2015

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

Avocado volume increased +12% for the period, outpacing Total Fruit by +14 points and moving to rank #1 on a growth rate basis. Berries rank #2, followed by Tangerines, Apples and Bananas.

Top arrows

Fruits Battle for Top Spot -
Avocados Finish Strong

Total U.S. - Top Dollars ($):
Among $120 Million+ Fruits

Avocado dollar sales grew +11%, outpacing total Fruit (+2%) by +9 points. Avocados place third on a dollar growth rate basis, behind Lemons and Melons. Avocados rank sixth in total dollars and continue to show strong percentage growth.
Volume Arrow
View Full Report


The Hass Avocado Board conducted an Advertising and Promotions Study to determine which types of retail promotional offers and advertisements performed the best to help drive retail sales volume. The in-depth study provides an overview of the retail advertising landscape for avocados and identifies trends and performance drivers around this key merchandising tactic.

Click here to read the full report
Whole Foods Posts Record Sales, Plans More Stores - Whole Foods Market said Wednesday it expects to open between 38 and 42 new stores this year, including relocations, for annual square-footage growth of 9% to 10%. The company also said it expects sales growth for the fiscal year to top 9% and same-store sales to rise in the low- to mid-single-digit range. Supermarket News February 11, 2015
Aldi Sees Potential for 450 Stores in Texas - The chain has big plans for Texas. Eventually, the no-frills, small-store grocer said it wants as many as 450 stores across Texas. Aldi's expanding at the same time that Wal-Mart is accelerating its small-store strategy in Texas. The Dallas Morning News February 23, 2015
Giant Eagle Shuttering Discount Banner - Giant Eagle, one of the nation's larger food retailers and distributors, announced that it will discontinue operations of its discount grocery chain throughout western Pennsylvania and northeast Ohio. The Produce News February 27, 2015  
Former Food 4 Less Stores to Open Under Smith's Banner - Smith's Food & Drug next week will hold grand openings for six stores recently converted from the Food 4 Less banner in the Las Vegas area. The new stores, to be unveiled under the Smith's name on March 4, mark the completion of Food 4 Less' exit from the Vegas market. Progressive Grocer February 27, 2015
Walmart Tests Grocery Pickup Service - Three East Valley Walmart stores will allow customers to order groceries online and pick them up at the store for free. Online grocery items have the same prices as store items, Walmart spokesman Ravi Jariwala said. Although there is a $30 minimum-purchase requirement, there are no fees. AZ Central February 10, 2015
Nugget Markets Acquires Paradise Foods - Woodland, Calif.-based Nugget Markets will add three stores and 150 associates to its existing family with the acquisition of Paradise Foods, which operates locations in the Marin County communities of Novato, Corte Madera and Tiburon, Calif. Progressive Grocer January 29, 2015
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