Sales Review: Lettuce

The lettuce category accounted for 5.8 percent of total vegetable sales, maintaining a stead sales pace for 52 weeks ended Oct. 1. Lettuce posted sales of $1,294 per store per week, down just 0.6 percent from the previous year. Average volume sales also remained steady, up 0.5 percent compared to the previous year. The average retail price of lettuce decreased 1.1 percent to $1.82. 

Nationally, lettuce contributed 2.5 percent to produce department sales, with the largest contribution to produce sales occurring in the East at 2.8 percent. Lettuce accounted for 2.5 percent of produce sales in the Central region, and 2.4 percent in both the South and West regions. The East region also has the highest average lettuce sales at $1,845 per store per week, up 3.2 percent compared to the previous year, followed by the Central region at $1,304, up 0.5 percent. The West region maintained steady sales from the previous year ($1,328), while the South region decreased sales 2.1 percent to $1,086. 

During the tracked period, lettuce sales were highest around the time that New Year’s resolutions kick in for many shoppers. Sales peaked the week ended Jan. 9, at $1,445 per store. The second highest selling week for lettuce was the week of Memorial Day—the week ended June 4—at $1,400 per store. The lowest selling week for lettuce was the week ended April 2, at $1,178 per store. 

Romaine lettuce was the biggest seller in the lettuce category during the tracked period at $544 per store per week, followed closely by iceberg lettuce at $502 per store per week. Roughly half of the lettuce varieties increased or maintained dollar sales while half decreased, accounting for the total category’s slow growth during this period.     

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: [email protected]