Hass Insights - Hass Avocado Board
2016 Issue 4
(Week Ending 01/24/2016)

New store formats driving competition at retail
Traditional grocery retailers are losing market share as limited assortment stores (Aldi and Trader Joe's), fresh format stores (Whole Foods and other organic grocers), and dollar stores are gaining market share. Traditional grocery stores trail their rivals in two key measures of growth. Find out more about this trend and others in the Hass Avocado Board's Top Ten Trends report.

Avocados vs. Total Produce (Dollars)
4 weeks ending 1/24/2016*
Avocados - 11%
Produce - 5%
Monthly Markets & Regions
Avocado pricing tumbles amid surge in volume
4-Weeks Ending 1/24/2016*
Total U.S. average price for avocados declined -9% to $0.94/unit for the current 4 weeks ending 1/24/2016. West posted the lowest regional price at $0.79/unit, down -17%. Despite the drop in price, dollar sales rose +6% on volume gains of +28%. West was the largest region in total volume at nearly 30 million avocados.

Nearly all markets in the West also saw price declines. In Denver, the West's largest market, average price declined -36%, more than any other U.S. market. Denver saw a +70% increase in volume, making it the 3rd largest volume market in the country. Denver dollars were up +8%.
To see how other Markets and Regions are doing, check the detailed report.
Click Here
Avocado PLU Comparison
4-Weeks Ending 1/24/2016*
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
2016 index revving up
52-Weeks ending 1/24/2016 vs. the 3-year average*
3-Year Average Chart
Map of USA
Avocado category growth is accelerating, now indexing at 127 for Total U.S. Great Lakes index hit 137, 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 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
Google adds fresh food to Express Delivery in crowded field
Google is adding fresh fruits, vegetables, meat and milk to its Google Express deliveries, answering rival Amazon.com Inc.'s Amazon Fresh grocery service and supermarket-shopping startups such as Instacart Inc. Bloomberg Business, February 17, 2016.

ALDI to open 45 Southern California stores in 2016
ALDI will open eight new California stores on March 24. The grand openings will mark a significant milestone for the grocery retailer as it prepares to open approximately 45 stores and employ more than 1,100 people in Southern California by the end of 2016. The Produce News, February 24, 2016.
Shareholders to vote on Ahold, Delhaize merger

Ahold and Delhaize Group have called extraordinary general meetings for March 14, at which the retail conglomerates' respective shareholders will vote on the proposal to approve the companies' intended merger. Progressive Grocer, Progressive Grocer, 2015.


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