Hass avocado sales and distribution dominate the avocado category throughout the US, representing over 94 per cent of the retail sales volume and value.
According to the Hass Avocado Board’s (HAB) recent study, Retail Sales Opportunity Analysis: Distribution and Sales of Greenskin and Hass Avocados, green-skinned avocados only account for approximately 5 per cent of US retail volume and value.
“Hass avocados continue to be the predominant selling variety, driving category growth year-over-year,” explained Emiliano Escobedo, executive director of 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 US$1.4bn in retail dollars in 2012.”
The strength of the variety is attributable to the fact Hass avocados are sold in nearly 100 per cent of stores throughout every region of the US thanks to its wide distribution, the report found.
Although both varieties have average sales prices, the study claims that retailers who merchandised Hass avocados recorded a significantly higher sales value.
“Hass avocados’ 2012 per-store, per-week retail dollar average of US$151 was more than ten times greater than Greenskin avocados’ US$13 retail dollar average,” HAB said in a press release.
Similarly, retail volume averages of Hass avocados significantly outpaced the Greenskin variety.
Hass avocados’ top three PLUs accounted for 1.1bn units versus Greenskin’s top three PLUs, which accounted for 32.9m units.
“Retailers should maximize their sales opportunity by merchandising Hass avocados,” suggested 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.”
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