Hass Insights - Hass Avocado Board
2015 Issue 8
(Week Ending 5/17/2015)
Avocados vs. Total Produce (Dollars)
4-Weeks Ending 5/17/2015*
Avocados - 15%
Produce - 4%
Monthly Markets & Regions
California Region Grabs the Triple Crown
4-Weeks Ending 5/17/2015*
The California Region has been a powerhouse in the avocado category and snagged the triple crown this period, posting the largest growth rate in volume (+41%), the largest absolute dollar gain (+$3.8MM) and the largest share of category in dollars and volume.
Los Angeles was the largest market in California and added +$1.6 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.
Click Here
Avocado PLU Comparison
4-Weeks Ending 5/17/2015*
Avocado PLU $ Share of Category
Avocado Dollars Growth Rate vs. Prior Year
Avocado PLU Units Share of Category
Avocado Units Growth Rate vs. Prior Year
Click Here
Monthly Markets & Regions
New Regions Roll into the Spotlight
52-Weeks ending 5/17/2015* vs. the 3-year average
3-Year Average Chart
3-Year Average Chart
Great Lakes and Southeast rose to the top, leading the 3-year index ranking. All Regions continue to show outstanding growth in the current 52-week period, surpassing 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%.

*Source: IRI confidential information. HAB's calculation based in part on data reported by Information Resources, Inc. through its Freshlook Service for the Avocado category, Total US Multi-Outlet, for the 4-weeks and YTD ending 5-17-2015. The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources.
Retail Review
Ahold and Delhaize Seal Merger Deal
It's official: Ahold and Delhaize have signed off on a deal to combine their businesses through what the parties describe as "a merger of equals." The new entity, Ahold Delhaize, will create one of the largest supermarket conglomerates operating in the U.S. Progressive Grocer, June 24, 2015.
Aldi to Open 45 Stores in California in 2016
Aldi on Thursday revealed details for its forthcoming invasion of Southern California, saying its first stores there would open in March of next year, with 45 openings planned by the end of the year. Supermarket News, June 11, 2015.

Raley’s to Launch Imperfect Produce Program
Raley’s is getting ready to launch a program to market aesthetically imperfect produce at a lower price point. The pilot program, “Real Good” produce, will start off in 10 Northern California stores beginning mid-July. The Produce News, June 22, 2015.

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