Hass Insights - Hass Avocado Board
2016 Issue 9
(Week Ending 6/12/2016)

The power of information at your fingertips

The Hass Avocado Board provides actionable and insightful information straight to your inbox through the monthly Hass Insights Newsletter. In addition to the convenience of Hass Insights, all of the featured reports are only a few clicks away on the Hass Avocado Board website at Hassavocadoboard.com/retail. Take full advantage of the power of retail data and research to help impact the next wave of category growth.

Avocados vs. Total Produce
4-weeks ending 6/12/2016*
Avocados - 11%
Produce - 5%
Monthly Markets & Regions
ASP increase puts new leader atop the dollar growth ranking
4-Weeks Ending 6/12/2016*

South Central pushed against the grain in the latest 4-weeks, posting the only Average Selling Price (ASP) increase of any region. This ASP increase, along with modest volume growth, drove South Central to lead the regions in dollar growth rate. South Central dollars grew +7.9%, added +$1.6MM to the category and drove nearly 37% of the total category growth of $4.3MM.

Dallas/Ft. Worth was the driving force behind the growth in South Central. Dallas/Ft. Worth held a 20% dollar share of the South Central region, but drove 31% of South Central dollar growth, adding $489K in retail avocado sales to the region.

To see how other markets and regions are doing, check the detailed report.
Click Here
Avocado PLU Comparison
4-Weeks Ending 6/12/2016*
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
Southeast sustains the highest level of
avocado dollar growth – leads sales index
52-Weeks ending 6/12/2016 vs. the 3-year average*
3-Year Average Chart
Map of USA
Southeast index declined slightly at 129 for the period, but continued to lead the 3-year ranking while Great Lakes came in a close second at 128. Total U.S. came in at 123 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
Delhaize, Ahold selling 86 stores to Supervalu, Weis and five others
Delhaize Group and Ahold have reached agreements with buyers to divest a total of 86 stores in a limited number of locations in which the companies’ U.S. subsidiaries both operate. These divestments are being made in connection with the Federal Trade Commission’s pending review of the proposed merger between the two companies. The divested stores are being sold to Weis Markets, Supervalu, Albertson’s, Big Y, Publix, Tops Markets and Saubel’s Markets. The Produce News, July 14, 2016.
Publix buying 10 Martin's stores; remaining nine stores to remain open initially
Florida-based high-end supermarket chain Publix will take over 10 Martin’s Food Markets stores in the Richmond region. The remaining nine stores would operate for six months to a year until those locations can be sold. But Martin’s does not expect to operate them a year from now. The plan calls for Publix to close the stores they are buying on a rolling basis to renovate and overhaul them, hire new employees and reopen the locations. Richmond Times, July 13, 2016.
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, which is expected to occur by the end of this month. 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 6, 2016.
In Case You Missed It
Retail advertising tactics lift avocado volume
Fresh Plaza, July 1, 2016
Three Advertising Tactics Yield Avocado Volume Lift
The Shelby Report, July 5, 2016
Avocado board studies in-store retail ads
The Packer, June 30, 2016

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