Hass Insights - Hass Avocado Board
2016 Issue 6
(Week Ending 03/20/2016)

Study finds Strong Correlation between Ad Size, Volume Lift and Efficiency

The Hass Avocado Board conducted an Advertising and Promotions Study to determine which types of retail promotional offers and advertisements performed the best to help drive Hass Avocado retail sales volume. The in-depth study provides an overview of the retail advertising landscape for avocados and identifies trends and performance drivers around this key merchandising tactic. Key findings from the report include:

  • Large, illustrated ads create excitement
  • Avocado ads on the gatefold, front page and back page are most impactful
  • Bagged avocado ads generate strong volume lifts
  • Ads that specify avocado size produce above average results
  • Promotions on organic avocados are well received by shoppers

To learn more about the trends and performance drivers around retail advertising and promotions, visit hassavocadoboard.com/retail to read the full report.

Avocados vs. Total Produce
4-weeks ending 3/20/2016*
Avocados - 11%
Produce - 5%
Monthly Markets & Regions
Northeast nipping at the heels of the top avocado regions
4-Weeks Ending 3/20/2016*

The Northeast saw substantial dollar growth in the latest 4-weeks, up +15% vs. prior year. This growth makes Northeast the third largest dollar region in the country, on the heels of California and the West, the current share leaders. Northeast volume grew +25%, tied with West for the top volume growth rate. Total U.S. increased +15%

New York was the second largest dollar market in the country (behind Los Angeles) and largest market in the Northeast. New York grew volume +30% while dollars grew +13%. New York was also the largest Northeast dollar driver, adding +$912k to the category.

To see how other Markets and Regions are doing, check the detailed report.
Click Here
Avocado PLU Comparison
4-Weeks Ending 3/20/2016*
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
Great Lakes eight points higher than national average
52-Weeks ending 3/20/2016 vs. the 3-year average*
3-Year Average Chart
Map of USA
Great Lakes index led the regions and hit 134, +8 points higher than the national average at 126. 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
Sprouts Farmers Market to Open 36 Stores in Q3
Sprouts Farmers Market's latest wave of expansion will take place in the third quarter of this year, with 36 stores slated to open, 24 of which were announced earlier in the year. Grand-opening dates and other details will be shared at a later date; each store will bring approximately 100 job opportunities to the area, the company said. Phoenix-based Sprouts Farmers Market operates more than 220 stores in 13 states nationwide. Progressive Grocer, April 14, 2016.
Wal-Mart to expand grocery pickup program to 30 markets
Wal-Mart will expand its grocery pickup service to eight more cities this month with further expansion to come in the future, according to Michael Bender, chief operating officer for the retailer's e-commerce operations. The expansion, which will include Kansas City, Mo., Austin, Texas, and Richmond, Va., will give Wal-Mart's free curbside pickup a presence in about 200 stores in 30 cities. SmartBrief, April 18, 2016.
Hank Meijer talks about new stores in the U.P., Cleveland and Minneapolis
Meijer has plans to build stores in Michigan's Upper Peninsula, Cleveland and Minneapolis in the next five years. There will be eight to 10 Meijer stores opening in the Cleveland-Akron area over the next four or five years, Hank Meijer told MLive and The Grand Rapids Press after his speech. Hank Meijer said he expected the retailer to also build more stores in Cincinnati and other locations in Ohio. MLive, April 13, 2016.
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