Study Shows Hass Avocados are Driving the Category

The Hass Avocado Board’s recent study Retail Sales Opportunity Analysis: Distribution and Sales of Greenskin and Hass Avocados indicates 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, according to the study; whereas, Greenskins account for approximately 5%, 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,” says Emiliano Escobedo, executive director of the Hass Avocado Board (HAB). “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, says officials at the HAB; 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. Further, the study showed that the 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.