Hass Insights - Hass Avocado Board
RETAIL DATA REPORT
2016 Issue 8
(Week Ending 5/15/2016)


Quality, pricing and selection are the three key drivers in the shopper’s decision to purchase avocados

A Hass Avocado Board study found that the majority of shoppers ranked three factors as most important on their path to purchase avocados. Shoppers rated quality, pricing and selection as the most important, while secondary features like size and color may still play a role in the purchase decision. Understanding the primary needs of the avocado shopper is essential for sustained avocado category growth. Discover which factors and perceptions may drive larger-than-planned avocado purchases and trigger impulse purchases, and which factors might derail a purchase, in the 2015 Path-to-Purchase Action Guide.

Avocados vs. Total Produce
(Dollars)
4-weeks ending 5/15/2016*
Avocados - 11%
Produce - 5%
Monthly Markets & Regions
Volume surge in southeast markets lifts southeast into the spotlight
4-Weeks Ending 5/15/2016*

The Southeast saw substantial volume growth in the latest 4-weeks, up +53% vs. prior year. This growth pushed Southeast up 2 spots in the regional volume ranking, making Southeast the 5th largest region in volume. Southeast dollars grew +17%, the only region to see a double-digit dollar increase. Total U.S. dollars increased +2%.

Southeast was the top region in absolute volume growth, selling +7.7MM incremental units. Miami/Ft. Lauderdale was the largest market in Southeast, and added the most incremental volume at +1.3MM units

To see how other markets and regions are doing, check the detailed report.
Click Here
Avocado PLU Comparison
4-Weeks Ending 5/15/2016*
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 riding on the heels of Southeast -
both regions show phenomenal growth
52-Weeks ending 5/15/2016 vs. the 3-year average*
3-Year Average Chart
Map of USA
Southeast index reached 131, leading the 3-year ranking while Great lakes came in a close second at 130. Total U.S. came in at 124 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
Brookshire Grocery Acquiring 25 Walmart Express Stores, Launching New Brand
Brookshire Grocery Co. (BGC) announced the pending acquisition of 25 former Walmart Express stores. The stores will open this summer as the company’s new Spring Market brand. The acquisition is scheduled to close in July. BGC employs 13,500 people and operates 152 stores in three states—Texas, Louisiana and Arkansas—with three distribution centers and six manufacturing facilities. The Shelby Report, June 15, 2016.
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Harps Acquiring 9 Former Walmart Express Stores
Harps Food Stores is purchasing nine Walmart Express stores that closed earlier this year, according to published reports. The company isn’t providing any details on the deal until it’s finalized. In January, Bentonville, Ark.-based Wal-Mart Stores Inc. closed 269 stores, including the 102 it operated under the Express format, as part of a major retooling of its entire store base of 11,000-plus locations. Progressive Grocer, June 9, 2016.
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Weis Markets to Acquire 5 Mars Stores
Weis Markets has made good on rampant speculation with its move to acquire five Mars Super Market locations in Maryland from the D'Anna family, which had reportedly been seeking to unload some of its supermarkets in recent years. The deal to pick up five Mars stores will more than double Sunbury, Pa.-based Weis' presence in Baltimore County. Progressive Grocer, May 24, 2016.
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