Hass Insights - Hass Avocado Board
2016 Issue 11
(Week Ending 8/7/2016)

Digital content that captivates, educates and inspires helps influence the purchase of Hass avocados

Digital and social media platforms have become an integral part of shoppers’ everyday lives, and they toggle their attention across different channels throughout their day. A recently released Hass Avocado Board study shows how retailers and marketers can take advantage of these trends to influence the purchase of avocados with digital content that captivates, educates and inspires. To read more, visit hassavocadoboard.com

Avocados vs. Total Produce
4 weeks ending 8/7/2016*
Avocados - 12%
Produce - 5%
Monthly Markets & Regions
Avocado ASP surges in 7 of 8 regions
4 weeks ending 8/7/2016*

Seven Regions saw an ASP increase vs prior period. Northeast saw the largest ASP increase at +25%, which helped offset a decline in volume and added +$3.2MM, the largest dollar gain of any region. Total U.S. dollars grew +12% (+$18MM), while ASP increased +10% and reached $1.19/lb.

New York is one of the largest markets in the country and drove dollar growth in the Northeast. New York volume declined, while dollars grew +$898K on an ASP increase of +33%.

To see how other markets and regions are doing, check the detailed report.
Click Here
Avocado PLU Comparison
4 weeks ending 8/7/2016*
Avocado PLU Units Share of Category
Avocado Dollars Growth Rate vs. Prior Year
Avocado PLU $ Share of Category
Avocado Units Growth Rate vs. Prior Year
Click Here
Monthly Markets & Regions
Seven of eight regions index at 120+
52-Weeks ending 8/7/2016 vs. the 3-year average*
3-Year Average Chart
Map of USA
Growth rates in seven of eight regions indexed at or over 120, as the category continues to accelerate. Total U.S. came in at 122 while all regions surpassed their 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 for Multi-Outlet (MULO). The information is believed to be reliable at the time supplied by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources.
Retail Review
Walmart to acquire Jet.com for $3B
Wal-Mart Stores Inc. will acquire Jet.com for $3 billion in cash, along with $300 million of the Bentonville, Ark.-based retailer's shares, both of which will be paid over time as part of the transaction. The acquisition, which is subject to regulatory approval, is expected to close by the end of the year. Progressive Grocer, August 8, 2016.
Tops opening 6 stores
Tops Markets LLC will debut six stores under its banner this week. Five of the stores are in New York, in the towns of Rhinebeck, New Paltz, Wappingers Falls, LaGrangeville and Carmel, and one is in Gardner, Mass. Tops acquired the former Stop & Shop and Hannaford Supermarkets stores in July, when Ahold and Delhaize divested a total of 86 locations ahead of their merger. Progressive Grocer, August 22, 2016.
Target revamps staffing for grocery business
Target Corp. is building dedicated teams to manage the grocery sections of its stores as part of an effort to turn around declining sales in its food business. Grocery employees will no longer work in other parts of the store and they will receive specialized training, including handling backroom inventory and interacting with customers. The Wall Street Journal, September 7, 2016.
In Case You Missed It
Sensory and nutritional POS messages most persuasive, study finds
Fresh Fruit Portal , September 9, 2016

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