Hass Insights - Hass Avocado Board
2017 Issue 2
(Week Ending 11/27/2016)
Avocado spend per trip peaks in Q3
Quarterly avocado purchases reach their highest point in quarter 3 (July / August / September), but what is driving these results? Hass Avocado Board’s 2016 study “Avocado Shopper Segmentation” reveals that avocado shoppers spend notably more per avocado shopping trip in quarter 3 compared to their average trip spend in each of the remaining three quarters. Interested in learning more about how shoppers are driving category growth? Visit hassavocadoboard.com/retail/market-basket-shopper-trends for additional insights and sales-building opportunities.
Q3 2015 $450M Purchases. Avocado spend per trip peaks in Q3
Avocados vs. Total Produce
4 weeks ending 11/27/2016*
Avocados - 26%
Produce - 4%
Monthly Markets & Regions
Increasing avocado prices continue to drive higher dollar sales
4 weeks ending 11/27/2016*

Total U.S. avocado average selling price increased +34%, marking the third consecutive period to show a double-digit price increase in the category. Avocado prices saw significant increases across all regions, with California posting the largest price increase, at +54%. Despite posting the steepest regional volume decline (-23%), the higher prices lifted California category dollar sales +19%, an increase of +$3.7MM.

All California markets contributed to dollar growth in the region despite lower volume. Average price was up across the board, with San Francisco experiencing the highest price increase at +73%. San Francisco average price reached $1.95/unit for the period, +37% higher than the California average.

To see how other markets and regions are doing, check the detailed report.
Click Here
Avocado PLU Comparison
4 weeks ending 11/27/2016*
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
Topping the 3-year ranking, phenomenal Southeast dollar growth is speeding up
52-Weeks ending 11/27/2016 vs. the 3-year average*
3-Year Average Chart
Map of USA
Southeast once again topped the 3-year ranking at 134, while seven of eight regions ranked at or above 120. California fell short of the 120 index, but still performed well at 118. The national index hit an average of 125 for the period.

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
Fresh Thyme grocery to open 20 locations in 2017
Fresh Thyme Farmers Market has opened 20 news stores and hired more than 2,000 employees in the Midwest during 2016 — and the grocery retailer plans to add even more locations in 2017. The grocery chain already has locations in Illinois, Indiana, Minnesota, Missouri, Nebraska, Kentucky, Michigan, Wisconsin and Ohio. Dayton Daily News, December 23, 2016.
Giant Eagle, Walmart, Kmart announce closings
The rash of store closings announced across the department store space in recent days has largely spared food retail stores with few exceptions including Giant Eagle, which said this week it was closing five supermarkets as well as four Get Go fuel locations, and Wal-Mart Stores, reportedly closing a Chicago-area Neighborhood Market store. Supermarket News, January 5, 2017.
Sprouts to add 11 stores in Q2
The stores will open in locations across five states, including Glendora, Rancho Cucamonga and Ventura, Calif.; Arvada and Colorado Springs, Colo.; South Sarasota and South Tampa, Fla.; Tucker, Ga.; and Dallas and Frisco, Texas. Each will bring more than 100 career opportunities to its local area. Progressive Grocer, January 5, 2017.

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