Hass avocados key category driver with $1.4 billion retail dollars in 2012

Distribution and sales of Greenskin and Hass avocados indicate that Hass avocados’ sales and distribution 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.

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 US.

“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.”