Hass Insights - Hass Avocado Board
2016 Issue 10
(Week Ending 6/26/2016)
Shoppers find at-shelf messages that communicate great taste and nutrition to be most compelling
When it comes to at-shelf avocado messaging, “Naturally Delicious” is the clear frontrunner to motivate purchase. In the Hass Avocado Board’s Engaging and Influencing Shoppers at Shelf study, shoppers indicated that “Naturally Delicious” communicated “great taste” and provided a sense of “real food” that “may be good for you.” “Naturally Good Fats” was also top-rated, and was the most compelling nutrition message. To find out more, read the full study at hassavocadoboard.com/retail/point-of-sale-messaging
Overall Appeal of Sensory Messages
Top Fruit Trends
Total US - Top Dollar Trending Category
Total US - Top Volume Trending Category
Avocados vs. Total Produce
Southeast Q2 outperforms all regions
in dollar and volume growth rates

How does your market compare?
Click on your market below to find out.

Avoscore cards are your primary source for up-to-date
Total U.S., regional and market level avocado retail trends.
Avocados vs. Total Produce
California and West sales per store
double the national average

How does your region compare?
Click on your region below to find out how your region is doing.
You will find one Regional Composite for each region below
as well as one for Total U.S.

What insights do these reports offer?
The regional composites offer insights in a simple, easy to understand format.
Some information you will see in these reports:
Key insights summarized in one-sentence headlines
Avocados vs. total produce opportunity
Individually segmented quarters in addition to YTD sales
Spotlight on key PLU drivers
At-a-glance regional sales per store comparisons
Monthly Markets & Regions
Avocado dollar sales bounce back in latest 4-weeks. Dollars outpace volume
4-Weeks Ending 7/10/2016
All regions posted dollar and volume growth for the latest 4-weeks. Total U.S. dollars grew +8.4% and outpaced volume (+8.2%). Four of eight regions had double-digit dollar growth rates, with Great Lakes leading the charge at +12.3%. Northeast had the largest incremental dollars, adding +$2.4MM (a +9.8% increase) to the category. In Volume, growth rates ranged from a +21.5% increase in Plains, to a +1.6% increase in Northeast. Average price remained steady vs. prior year, at $1.06/unit.
Boston was the second largest region in Northeast and drove the largest incremental sales gain in the region at +$369k. Dollar sales grew +12% in Boston and outpaced volume by +9 points, while average price increased +9% to $1.35/unit.
To see how other markets and regions are doing, check the detailed report.
Click Here

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 for Multi-Outlet (MULO). 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
Dollar General snaps up 41 former Walmart Express stores
Dollar General Corp. has completed the purchase of 41 former Walmart Express locations in 11 states. The Goodlettsville, Tenn.-based dollar store retailer anticipates relocating 40 existing Dollar General stores to the acquired sites by October and entering one new market, Kansas, as part of the purchase. Progressive Grocer, July 29, 2016.
Ahold, Delhaize complete merger
Following its successful July 23 merger, which became effective the next day, Ahold Delhaize officially starts trading on Euronext Amsterdam and Euronext Brussels. The merged company is now one of the world’s largest food retail groups. Progressive Grocer, July, 21, 2016.
Sprouts confirms Florida expansion
Sprouts Farmers Market has finally confirmed its plans to expand in the Sunshine State. The Phoenix-based grocer (Nasdaq: SFM) in a regulatory filing listed Florida as a "mid-term expansion market," along with Carolinas, Louisiana, Mississippi and Arkansas. Tampa Bay Business Journal, Aug 9, 2016.
In Case You Missed It
Quality, price, selection fuel avocado sales
The Packer, July 28, 2016

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Hass Avocado Board
25212 Marguerite Pkwy. Ste. 250
Mission Viejo, CA 92692