Hass Insights - Hass Avocado Board
2017 Issue 5
(Week Ending 2/19/2017)
Younger or older? Married or single? Discover who the top avocado spenders are
Avocado shoppers are a demographically diverse group of people looking for a delicious snack or mealtime dish. However, a HAB study reveals that the top spenders have distinct demographic skews that may signal marketing opportunities and provide insights on the future make up of avocado purchasing households. To find out who the top avocado spenders are, visit hassavocadoboard.com/retail/market-basket-shopper-trends and read the full study.
Graphic featuring silhoute of grocery shoppers and the market demographics of avocado purchases
Avocados vs. Total Produce
4 weeks ending 2/19/2017*
Avocados +16%
Produce +2%
Monthly Markets & Regions
Increasing avocado prices continue to drive higher dollar sales
4 weeks ending 2/19/2017*

Northeast led the regions in incremental dollars, despite ringing in the lowest incremental volume (units). Northeast added $5.7MM to the category, amid a price increase of +19% to $1.31 per unit. Twenty five percent of the Total U.S. dollar gain (+$23MM) can be attributed to the Northeast.

New York was the main growth driver in the Northeast, adding +$2.4MM to the category and contributing over a third of Northeast dollar sales.

To see how other markets and regions are doing, check the detailed report.
Click Here
Avocado PLU Comparison
4 weeks ending 2/19/2017*
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
Five of eight regions surpassed the Total U.S. index
52-Weeks ending 2/19/2017 vs. the 3-year average*
3-Year Average Chart
Map of USA
All regions eclipsed their respective 3-year average growth rates, with five of the eight regions also surpassing the Total U.S. average of 124. Avocados hit their highest index in the Southeast (136) and Midsouth (131) regions.

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
Marsh closing more stores
Marsh Supermarkets has closed two Indianapolis-area stores so far this year and appears ready to close at least two more. The closures, coupled with reports that the grocery chain has stopped paying rent on as many as six stores in its Indianapolis home town, has fueled speculation that the struggling retailer is headed for bankruptcy. Progressive Grocer, March 23, 2017.
Albertsons pursuing merger with Sprouts?
Albertsons Cos. is reportedly in preliminary merger talks with Sprouts Farmers Market. These early-stage discussions have involved a plan to take organic grocer Sprouts private and add it to the Albertsons’ family of stores, Bloomberg reported. Earlier this year, Albertsons was said to be pursuing an acquisition of New York-based Price Chopper. Progressive Grocer, March 20, 2017.
Meijer opening 2 Indianapolis-area supercenters
Meijer will open two new supercenters in McCordsville and Franklin, Ind., on May 2, according to Maureen Mitchell, the company’s regional VP. The supercenters, both in the Indianapolis area, are two of seven new stores the Grand Rapids, Mich.-based company plans to open in Indiana, Michigan and Wisconsin in 2017. Progressive Grocer, March 24, 2017.
In Case You Missed It

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