|GHQ|FOCUS ON FRESH
Hass
92.5%
Green
4.2%
Other
3.3%
52 weeks ended 4/2/16
52 weeks ended 4/4/15
CENTRAL EAST SOUTH WEST TOTAL U.S.
$0
$500
$1,000
$1,500
$2,000
$2,500
CENTRAL EAST SOUTH WEST TOTAL U.S.
0%
0.5%
1%
1.5%
2%
2.5%
3%
3.5%
4%
52 weeks ended 4/2/16
52 weeks ended 4/4/15
Cinco de Mayo and Super Bowl are the top avocado selling time periods.
BY HALEY HASTINGS
AVOCADOS
SALES REVIEW
THE AVOCADOS CATEGORY POSTED STRONG GROWTH from 2011 to 2015, increasing year over year salesbydouble-digitsfrom2012to
2015, with a compound annual growth rate of
11. 3 percent. Avocados posted sales of $1,365
per store per week during the 52 weeks ended
April 4, up 10. 8 percent compared to the previous year.
Nationally, avocados accounted for 2.7 percent of produce department sales. Across the
four U.S. regions, avocados posted the highest contribution to produce sales in the West
at 3. 9 percent, followed by the South region at
2.4 percent. Avocados posted the lowest contribution to produce sales in the East region
at 1.9 percent, down from 2.1 percent from the
previous year. Avocados posted sizeable average dollar sales increases across all regions.
The highest average sales occurred in the
West at $2,138 per store per week, up 9. 9 percent compared to the previous year. The largest increase occurred in the East region, up
16.1 percent from the previous year to $1,337
per store per week. The South region posted
the lowest average avocado sales at $1,069 per
store per week, up 9.1 percent compared to the
previous year.
Avocado sales peak for Cinco de Mayo,
Super Bowl Sunday and the Fourth of July.
The highest-selling week for avocados was the
week of Cinco de Mayo (the week ended May
9) at $1,705 per store, up 14.1 percent from the
previous year. The second highest-selling week
for avocados was the week leading up to Super
Bowl Sunday (the week ended Feb. 6) at $1,599
per store, up 4. 3 percent compared to the previous year. The third-highest selling week for
avocados was the week of the Fourth of July
holiday (the week ended July 4) at $1,586 per
store, up 10.2 percent from the previous year.
The lowest-selling week for avocados was the
week ending Nov. 28, at $984 per store.
Hass avocados accounted for the majority
of category sales— 92. 5 percent for the tracked
period. Green avocados accounted for 4.2
percent of sales during this time, followed by
“other” at 3. 3 percent of sales.
This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement,
analytics, marketing communications, category development, promotional best practices and shopper insights.
For more information, contact Nielsen Perishables Group: Haley Hastings, (773) 929-7013; email: Haley. Hastings@nielsen.com
AVOCADOS
DOLLAR SHARE BY SUB;CATEGORY
52 weeks ended 4/2/16
AVOCADOS
AVERAGE WEEKLY DOLLAR SALES PER STORE BY REGION
AVOCADOS
DOLLAR CON TRIBUTION TO TOTAL PRODUCE SALES BY REGION