Hass Insights - Hass Avocado Board
2016 Issue 13
(Week Ending 9/25/2016)
New segmentation study reveals that 25% of households purchase nearly 75% of avocados
The Hass Avocado Board’s newly released Avocado Shopper Segmentation study reveals that nearly 60% of U.S. households purchase fresh avocados each year. However, a very large proportion of avocado purchase activity is concentrated in a small slice of households. These “Super Heavy” shoppers account for one out of four households, but three out of four avocado purchases, making these shoppers extremely influential and important to the future of the category. Find out more about these shoppers, their demographics, and how their purchase behaviors change throughout the year by reading the full study at hassavocadoboard.com/retail
HAB Segmentation - Small Shopper Segment Makes Majority of Avocado Purchases
Top Fruit Trends
Total US - Top Dollar Trending Category
Total US - Top Volume Trending Category
Avocados vs. Total Produce
Tampa leads markets in dollar growth rate for second straight quarter
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 strong amid price surge
4-Weeks Ending 10/2/2016
All regions posted double-digit dollar growth for the latest 4-weeks. Total U.S. dollars grew +20.5% and outpaced volume (+7.3%) amid a +12.4% increase in ASP. Five of eight regions had double-digit price increases, with Great Lakes posting the largest increase at +24.2%. Plains had the highest dollar growth rate at +27.0%, while California generated the largest incremental dollars at +$5.2MM (+22.4%).
Los Angeles is the second largest market in California and drove the largest incremental sales gain in the region at +$2.2MM. Dollar sales grew +22.7% in Los Angeles and outpaced volume by +6 points, while average price increased +5% to $1.02/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
Internal Amazon documents reveal a vision of up to 2,000 grocery stores across the US
Amazon wants to open 20 brick-and-mortar grocery stores over the next two years, and the online retailer believes the US market has room for up to 2,000 of its Amazon Fresh-branded grocery stores over the next decade, Business Insider has learned. Business Insider, Oct 26, 2016.
AmazonFresh expands to Chicago and Dallas
AmazonFresh has expanded to Chicago and Dallas. These new cities add to the growing list of regions where AmazonFresh is available, including recently launched Northern Virginia, Boston, Baltimore and London. Produce News, Oct 27, 2016.
Safeway acquires Andronico's
Safeway has entered an agreement with San Francisco-based Andronico’s Community Markets to purchase the five Andronico’s stores, all in the San Francisco Bay Area. The news comes on the heels of Safeway's acquisition of G&G Market, which operated two stores in California's Sonoma County. Progressive Grocer, Nov 2, 2016.
In Case You Missed It
Avocado shopper study gives insights
The Packer, December 02, 2016

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Hass Avocado Board
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