Hass Avocados Are Key Driver Of Category With $1.4 Billion In 2012 Retail Dollars

New Study Shows Greenskin Variety to be Small Contributor to Category

IRVINE, CA (June 3, 2013) – The Hass Avocado Board’s recent study Retail Sales Opportunity Analysis: Distribution and Sales of Greenskin and Hass Avocados indicate that Hass avocados’ sales and distribution are dominate throughout the nation. In fact, Hass avocados represent over 94% of the retail category dollars and volume; whereas, Greenskins account for approximately five percent, with its category contributions fluctuating less than one point during the three-year study, from 2010-2012.

“Hass avocados continue to be the predominant selling variety, driving category growth year-over-year,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “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.”

Hass avocados earned more retail dollar sales than the Greenskin variety. With a similar average selling price for both varieties, retailers who merchandised Hass avocados had significantly higher dollar sales. Hass avocados’ 2012 per-store, per-week retail dollar average of $151.00 was more than 10 times greater than Greenskin avocados’ $13.00 retail dollar average.

2012 Top 3 Combined PLUs for Hass vs. Greenskin

Similarly, retail volume averages of Hass avocados significantly outpaced the Greenskin variety. Hass avocados’ top three PLUs accounted for 1.1 billion units versus Greenskin’s top three PLUs, which accounted for 32.9 million units. Hass avocados’ strong dollar and volume sales can be attributed to its unparalleled distribution. Hass avocados are sold in nearly 100% of stores throughout every region of the U.S.

“Retailers should maximize their sales opportunity by merchandising Hass avocados,” states Escobedo. “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 gain a deeper understanding of Hass avocados and the overall category, visit hassavocadoboard.com/research-insights/ to read the full report.

About The Hass Avocado Board

The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass avocados in the United States. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass avocados are grown in California and imported into the U.S. from Mexico, Chile, Peru, Dominican Republic and New Zealand.