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

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    Coming soon! The Hass Avocado Board will unveil a redesigned Hass Insights newsletter, featuring new easy-to-understand graphic illustrations that highlight key retail trends and insights. Be on the lookout for this fresh and exciting look into the world of avocado sales at retail.

Avocado DMA Snapshot

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3-Year Rolling Index
Midsouth and Northeast Refuse to Back Down
52-Weeks ending 2/22/2015 vs. the 3-year average

Midsouth and Northeast continue to top the 3-year index ranking, 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

Avocados Bring in an Additional $18 Million at Retail – All Regions Post Double-Digit Growth Rates
4-Weeks Ending 2/22/2015

All Regions posted double-digit growth rates while California (+15.7%) posted the largest absolute dollar gain, adding +$3.5 million in incremental sales. Total U.S. added +$18.4 million.

Los Angeles was the largest market in California and added +$1.7 million in incremental sales. All California 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 2/22/2015

Avocados Close in on Berries
Total U.S. - Top Volume (LBS):
Among 75 Million+ LBS Fruits

Avocado volume increased +11% for the period, outpacing Total Fruit by +12 points and moving to rank #2 on a growth rate basis. Berries rank #1, while Tangerines rank #3, followed by Bananas and Apples.

Top arrows

Can Avocados Continue to Lead Top Fruits?
Total U.S. - Top Dollars ($):
Among $120 Million+ Fruits

Avocado dollar sales grew +12%, outpacing total Fruit (+3%) by +9 points. Avocados place second on a dollar growth rate basis, behind Lemons. Avocados rank sixth in total dollars and continue to show strong percentage growth.
Volume Arrow

View Full Report


The Hass Avocado Board has released the 2014 State of the Category. The key objectives of this report are to provide a review of Avocado category and Hass Avocados retail sales and to identify opportunities to drive Hass Avocado retail volume growth. This report focuses primarily on 2014 performance, and also provides key highlights and comparisons for the most recent three years (2012, 2013, and 2014).

Click here to read the full report
Fresh & Easy to Close Up to 50 Locations - Following reports that Fresh & Easy would close up to 50 locations, the grocer said in a statement that it plans to rationalize its store base and divest locations that "do not meet the criteria of Fresh & Easy's model of modern convenience." El Segundo, Calif.-based Fresh & Easy Neighborhood Market operates 200 stores in Arizona, California and Nevada. Progressive Grocer, March 23, 2015.
Smart & Final Lines up Extra Expansion - The Los Angeles-based non-membership warehouse chain operates 98 of its 254 stores under the Smart & Final Extra banner, including 13 new stores that opened last year and 16 conversions. It plans to add 20 additional Extra stores this year — four of which will open in the first quarter of the fiscal year. Supermarket News, March 18, 2015.
Publix Snapping Up Property, Planning More Stores - Publix Super Markets is in aggressive growth mode, having purchased six southwest Florida shopping centers over the past year for $86 million and setting aside $1.3 billion in 2015 to buy additional centers, construct new stores and renovate others, according to a published report. Progressive Grocer March 17, 2015  
Aldi Acquires Bottom Dollar locations, Plans 30 New Stores - Batavia, Ill.-based Aldi plans to open 30 stores in eastern Pennsylvania and southern New Jersey, using locations formerly occupied by the Delhaize Group's Bottom Dollar Food stores. Aldi recently completed the purchase of 66 stores and associated real estate from the Delhaize Group, according to a news release. The Packer March 27, 2015
Sprouts Schedules Eight New Stores in Q3 - Sprouts Farmers Market said it plans to open eight new stores during the third quarter. Sprouts operates 201 stores in 12 states, with plans to expand to a 13th state when it opens its first store in Tennessee during the second quarter. By the end of the half, the company said it expects to have close to 230 stores. Supermarket News April 2, 2015
Lidl Seeking Workers as U.S. Launch Draws Near - Signs are increasing that German retailer Schwarz Group is speeding up a U.S. entry for its Lidl discount stores, including multiple job postings, and reports that the retailer is establishing new U.S. offices and meeting with suppliers in Europe to determine their ability to distribute in the U.S. Supermarket News April 3, 2015
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