1. Avocado Holiday Retail Recap
HOLIDAYS
&
EVENTS
Q1 2017
Avocado Holiday Retail Recap
New Year’s, Big Game, Valentine’s Day
and St. Patrick’s Day

2. Definitions
This report looks at retail sales performance for the four holiday and event weeks listed below:
New Year’s – week ending 1/1/2017
Big Game – week ending 2/5/2017
Valentine’s Day – week ending 2/12/2017
St. Patrick’s Day – week ending 3/19/2017
Category: Avocados
Geographies:
Total U.S.
Regions
Retail POS data source: IRI / FreshLook
HAB's calculation based in part on data reported by Information Resources, Inc. through its Freshlook Service for the Avocado category for Multi-Outlet (MULO). The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources.

3. New Year’s
week ending 1/1/2017
New Year’s started 2017 off with a bang, ringing in avocado sales in excess of $36MM.
Nationally, growth for the holiday was modest at +3%.
However, growth varied widely by region, ranging from a low of -4% in Northeast to a high of +20% in Southeast.

4. Avocados ring in record sales for New Year’s
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Sales for New Year’s week increased for the third straight year, exceeding 41MM units and $36MM in 2017
Source: IRI/FreshLook week ending 1/1/17

5. Modest dollar growth in most regions for New Year’s
Dollar Sales and % Change
Nationally, New Year’s sales increased +3% vs. prior year and exceeded $36MM
Growth rates for the week of New Year’s varied widely by region, ranging from -4% in Northeast to +20% in Southeast
On average, avocado retailers saw sales just shy of $400/per store the week of New Year’s
Per store dollar sales in West ($810) and California ($768) regions far exceeded the national average
Total U.S.
$36.3MM
+3%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Dollars per Store Selling
Total U.S.
Avg. = $392
Source: IRI/FreshLook week ending 1/1/17

6. New Year’s volume trends varied widely by region
Unit Sales and % Change
Nationally, avocado volume rose +4% to over 41MM units the week of New Year’s
Volume trends ranged from a decline of -20% in Northeast to a gain of +39% in Southeast
On average, avocado retailers saw sales of 447 units per store during New Year’s week
West, California and South Central saw sales rates exceeding the national average
Total U.S.
41.4MM
+4%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Units per Store Selling
Total U.S.
Avg. = 447
Source: IRI/FreshLook week ending 1/1/17

7. Average price varied for New Year’s
Total U.S.
$0.88
-1%
Great
Lakes
$0.89
-4%
South
Central
$0.63
-22%
Midsouth
$1.14
+11%
California
$0.83
+11%
low
high
West
$0.79
+6%
Plains
$0.84
-11%
Southeast
$0.98
-14%
Northeast
$1.29
+20%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Price trends varied from an increase of +20% in Northeast to a decline of % in South Central
While prices saw significant swings by region, nationally, average price was steady (-1%) at $0.88/unit
Source: IRI/FreshLook week ending 1/1/17

8. Southeast drove New Year’s dollar growth
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
Southeast drove 75% of New Year’s dollar growth with gains of over +$800K
Four of eight regions saw units decline for New Year’s week
Source: IRI/FreshLook week ending 1/1/17

9. Big Game
week ending 2/5/2017
The Big Game has traditionally been one of the biggest avocado weeks of the year, and 2017 was no exception.
Nationally, sales exceeded $50MM with a low average price of $0.78/unit. All regions saw sales grow, affirming Big Game’s role as a stand-out avocado holiday.

10. Big Game sales reached a four-year high
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Avocados and the Big Game go hand in hand as evidenced by sales increases of +35% in dollars and +57% in units since 2014
Source: IRI/FreshLook week ending 2/5/17

11. Big Game dollars increased across all regions
Dollar Sales and % Change
Nationally, Big Game sales increased +20% vs. prior year and exceeded $50MM
Growth rates for the week of the Big Game varied widely by region, ranging from +4% in California to +41% in Northeast
On average, avocado retailers saw sales of $544 per store during the week of the Big Game
West and California regions had per store dollar sales nearly double the national average
Total U.S.
$50.6MM
+20%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Dollars per Store Selling
Total U.S.
Avg. = $544
Source: IRI/FreshLook week ending 2/5/17

12. Big Game volume soars in all regions
Unit Sales and % Change
Nearly 65MM avocados sold nationwide during the week of the Big Game, an increase of +19% vs. prior year
Great Lakes, Plains and South Central all exhibited unit growth rates in excess of +30%
On average, avocado retailers saw sales of 694 units per store during the week of the Big Game
West and California regions had per store unit sales more than double the national average
Total U.S.
64.5MM
+19%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Units per Store Selling
Total U.S.
Avg. = 694
Source: IRI/FreshLook week ending 2/5/17

13. Average price varied widely across regions for Big Game
Total U.S.
$0.78
+1%
South
Central
$0.61
-15%
Plains
$0.75
-10%
Midsouth
$0.97
+5%
California
$0.68
-3%
low
high
Great
Lakes
$0.73
-15%
West
$0.67
-5%
Southeast
$0.85
+26%
Northeast
$1.26
+23%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Average price for the Big Game ranged from $0.61/unit in South Central to more than double, $1.26/unit in Northeast
Northeast and Southeast regions saw double-digit increases in average price
Source: IRI/FreshLook week ending 2/5/17

14. Northeast drove Big Game dollar growth
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
Rising prices helped Northeast and Southeast regions drive dollar growth for the Big Game week
South Central, Great Lakes and West regions grew significantly in units, but declining prices stunted dollar growth
Source: IRI/FreshLook week ending 2/5/17

15. Valentine’s Day
week ending 2/12/2017
Perhaps avocados are becoming the gift of choice for Valentine’s Day, as sales have increased +41% since 2014.
All regions saw strong growth, except California, where soft volume and pricing trends resulted in declining sales.

16. Avocado sales soared for Valentine’s Day
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
While Valentine’s Day may traditionally be associated more with chocolate than avocados, the rapid growth of avocados (+41% in dollars and +68% in units since 2014) suggests love is in the air for this healthy fruit
Source: IRI/FreshLook week ending 2/12/17

17. Valentine’s Day dollar sales grew in 7 of 8 regions
Dollar Sales and % Change
Nationally, Valentine’s Day sales increased +13% vs. prior year to nearly $39MM
California was the lone region to decline, with sales down -4%. Southeast, Northeast and Midsouth saw growth rates in excess of +20%
On average, avocado retailers saw sales of $417 per store during the week of Valentine’s Day
While Northeast was the largest region with $7MM in sales, they ranked fourth in per store sales at $425
Total U.S.
$38.8MM
+13%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Dollars per Store Selling
Total U.S.
Avg. = $417
Source: IRI/FreshLook week ending 2/12/17

18. Valentine’s Day boasts double-digit volume growth
Unit Sales and % Change
Nationally, Valentine’s Day volume increased +14% to nearly 44MM units
Double-digit growth rates were seen in all regions except California (-1%)
On average, avocado retailers saw weekly sales of 470 units per store
West was the largest in both absolute volume (8MM units) and per store sales rate (1,058)
Total U.S.
43.7MM
+14%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Units per Store Selling
Total U.S.
Avg. = 470
Source: IRI/FreshLook week ending 2/12/17

19. Average price declined in most regions for Valentine’s Day
Total U.S.
$0.89
-1%
South
Central
$0.69
-3%
Plains
$0.95
-4%
Midsouth
$1.08
+5%
California
$0.80
-4%
low
high
Great
Lakes
$0.87
-10%
West
$0.78
-2%
Southeast
$0.97
-9%
Northeast
$1.21
+10%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Average price for Valentine’s week was steady nationally at $0.89/unit (-1% vs. prior year)
Northeast region had the highest price ($1.21) and the largest price increase (+10%)
Source: IRI/FreshLook week ending 2/12/17

20. Most regions contributed to Valentine’s Day growth
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
Northeast capitalized on rising prices and drove dollar growth with a gain of +$1.2MM
Conversely, Great Lakes contributed +900K incremental units, but dollars increased just $430K due to declining prices
Source: IRI/FreshLook week ending 2/12/17

21. St. Patrick’s Day
week ending 3/19/2017
Avocados really put the “green” in St. Patrick’s Day, with average price up +31% in Total U.S. to a four- year high of $1.24/unit.
Despite a downturn in volume, soaring prices delivered dollar growth of +17%, the best rate seen for the holiday in the past several years.

22. Avocados put the ‘green’ in St. Patrick’s Day
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
2017 St. Patrick’s Day week volume declined -11% vs. prior year, but rising prices bolstered dollar growth of +17%
Source: IRI/FreshLook week ending 3/19/17

23. Strong St. Patrick’s Day dollar growth across all regions
Dollar Sales and % Change
Nationally, St. Patrick’s Day sales reached $43MM
Sales soared across all regions, ranging from an increase of +10% in South Central to +24% in Southeast
On average, avocado retailers saw sales of $464 per store during the week of St. Patrick’s Day
Per store sales were particularly strong in West and California which saw sales rates at more than double the national average
Total U.S.
$43.0MM
+17%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Dollars per Store Selling
Total U.S.
Avg. = $464
Source: IRI/FreshLook week ending 3/19/17

24. St. Patrick’s Day volume tumbled vs. prior year
Unit Sales and % Change
Volume declined -11% to under 35MM units for the week of St. Patrick’s Day
All regions declined including Northeast (-18%), California (-17%) and Plains (-13%)
On average, avocado retailers saw sales of 374 units per store during the week of St. Patrick’s Day
West region had the highest sales per store at 884 units
Total U.S.
34.6MM
-11%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Units per Store Selling
Total U.S.
Avg. = 374
Source: IRI/FreshLook week ending 3/19/17

25. Average price increased significantly for St. Patrick’s Day
Total U.S.
$1.14
+31%
South
Central
$0.87
+11%
Plains
$1.31
+37%
Midsouth
$1.35
+27%
Southeast
$1.50
+32%
low
high
West
$1.04
+31%
Great
Lakes
$1.36
+30%
California
$1.32
+42%
Northeast
$1.61
+45%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Nationally, prices increased +31% to $1.14/unit
All regions saw significantly higher prices in South Central was the only region with an average price below $1.00/unit
Source: IRI/FreshLook week ending 3/19/17

26. All regions contributed to St. Patrick’s Day dollar growth
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
Despite declining volume, rising prices bolstered dollar growth in all regions
Source: IRI/FreshLook week ending 3/19/17