Hass make up 94% of avocado sales, volume - The Packer

Hass make up 94% of avocado sales, volume

06/14/2013 01:33:00 PM
Andy Nelson

mission produce avocadosCourtesy Mission Produce Inc.Hass avocados account for more than 94% of U.S. retail sales and volume in the avocado category, according to a new study.

Greenskin varieties make up about 5% of sales and volume, according to Retail Sales Opportunity Analysis: Distribution and Sales of Greenskin and Hass Avocados (WILL HOTLINK TO THIS ON WEB - AN), a new study by the Irvine, Calif.-based Hass Avocado Board, according to a board news release.

“Hass avocados continue to be the predominant selling variety, driving category growth year-over-year,” Emiliano Escobedo, the board’s executive director, said in the release. “The study shows that hass avocados are in a favorable position with greater distribution and higher per-store averages of avocado sales, and accounted for $1.4 billion in retail dollars in 2012.”

With a similar average selling price for both varieties, retailers who merchandised hass avocados had significantly higher sales, according to the study. Hass’s 2012 per-store, per-week average of $151 was more than 10 times greater than greenskins’ $13 average.

In addition, hass’s top three PLUs accounted for 1.1 billion units, compared to 32.9 million units for greenskins’ top three PLUs.

“Retailers should maximize their sales opportunity by merchandising hass avocados,” Escobedo said. “As this study indicates, the hass variety is the category leader and provides retailers with higher sales and volume due to strong distribution and merchandising support.”

To read the report, visit www.hassavocadoboard.com/retail.

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Gahl Crane    
California  |  June, 17, 2013 at 03:31 PM

Kudos to the HAB and its affiliates whom all do a great job to grow the category and increase consumption by focusing on a wide variety of effective, consumer-focused promotions.

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