1. Avocado Holiday Retail Recap
HOLIDAYS
&
EVENTS
Q3 2017
Avocado Holiday Retail Recap
Father’s Day, 4th of July and Labor Day

2. Definitions
This report looks at retail sales performance for the three holiday and event weeks* listed below:
Father’s Day – week ending 6/18/2017
4th of July – week ending 7/2/2017
Labor Day – week ending 9/3/2017
Category: Avocados
Geographies:
Total U.S.
Regions
Retail POS data source: IRI / FreshLook
*IRI data is provided in weekly increments, with each week ending on a Sunday. Weeks shown are the best fit for the holidays in this report.
HAB's calculation is 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. Father’s Day
week ending 6/18/2017
Dad deserves the best and families and friends celebrated Dad with avocados this Father’s Day
As prices rose, so did category dollars, hitting nearly $49MM – a four-year high!

4. Avocados deliver record dollar sales for Father’s Day
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Dollars
Units
ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
While volume slipped slightly to under 37MM units, dollars soared to nearly $49MM on rapidly rising prices
Source: IRI/FreshLook week ending 6/18/17

5. Strong dollar growth in all regions for Father’s Day
Dollar Sales and % Change
Nationally, Father's Day sales increased +18% vs. prior year and hit nearly $49MM
All regions exhibited strong growth rates for Father's Day week, ranging from +9% in Midsouth to +23% in Great Lakes and South Central
On average, avocado retailers saw Father's Day week sales of $545/per store
Per store dollar sales were especially strong in California ($1,081) and West ($1,072)
Total U.S.
$48.7MM
+18%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Dollars per Store Selling
Total U.S.
Avg. = $545
Source: IRI/FreshLook week ending 6/18/17

6. Father’s Day volume trends varied greatly by region
Unit Sales and % Change
Nationally, avocado volume declined -4% to 37MM units during Father's Day week
Volume trends ranged from a decline of -25% in Plains to a gain of +12% in Great Lakes
On average, avocado retailers saw sales of 409 units per store during Father's Day week
West, California and South Central sales rates exceeded the national average
Total U.S.
36.6MM
-4%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Units per Store Selling
Total U.S.
Avg. = 409
Source: IRI/FreshLook week ending 6/18/17

7. Price increased significantly in all regions for Father's Day
Total U.S.
$1.33
+23%
Great
Lakes
$1.32
+10%
South
Central
$1.01
+13%
Midsouth
$1.44
+22%
Southeast
$1.49
+51%
low
high
West
$1.24
+24%
California
$1.33
+15%
Plains
$1.48
+61%
Northeast
$1.67
+23%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Average price increased at double-digit rates for all regions, ranging from +10% in Great Lakes to +61% in Plains
There was a wide range of prices across the regions, from a low of $1.01/unit in South Central to a high of $1.67/unit in Northeast
Source: IRI/FreshLook week ending 6/18/17

8. Category dollars increased over +$7MM
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
All regions contributed to Father's Day week dollar growth of +$7.3MM, with West (+$1.4MM), South Central (+$1.3MM), Great Lakes (+$1.1MM) and Northeast (+$1.0MM) all exhibiting growth in excess of one million dollars
South Central (+0.6MM) and Great Lakes (+0.5MM) were the only regions to grow units
Source: IRI/FreshLook week ending 6/18/17

9. 4th of July
week ending 7/2/2017
Avocados are a quintessential part of holiday festivities. This year, Americans celebrated the 4th of July by purchasing nearly $50MM of the fruit – a four-year high
4th of July week retail dollar sales rose +10% vs. prior year

10. 4th of July sales hit nearly $50MM
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Dollars
Units
ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
While 4th of July volume receded vs. prior year, dollar sales reached a 4-year high at nearly $50 million
Source: IRI/FreshLook week ending 7/2/17

11. All regions grew dollars for the 4th of July
Dollar Sales and % Change
Nationally, 4th of July sales reached nearly $50MM, an increase of +10% vs. prior year
All regions exhibited growth, ranging from +5% in California and South Central to +23% in Plains
On average, avocado retailers saw sales of $555 per store during the week of 4th of July
California and West regions had per store dollar sales nearly double the national average
Total U.S.
$49.6MM
+10%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Dollars per Store Selling
Total U.S.
Avg. = $555
Source: IRI/FreshLook week ending 7/2/17

12. Volume trends were sluggish for the 4th of July
Unit Sales and % Change
At the national level, 4th of July volume fell -8% to just under 37MM units
Great Lakes stood out with volume up +5%. In Southeast, units tumbled -21% for the holiday week
On average, avocado retailers saw sales of 412 units per store during the week of 4th of July
Per store sales in West and California regions were nearly double the national average
Total U.S.
36.8MM
-8%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Units per Store Selling
Total U.S.
Avg. = 412
Source: IRI/FreshLook week ending 7/2/17

13. Average price skyrocketed in all regions for 4th of July
Total U.S.
$1.35
+20%
Great
Lakes
$1.35
+11%
South
Central
$1.04
+15%
Plains
$1.38
+23%
Southeast
$1.45
+47%
low
high
West
$1.31
+17%
Midsouth
$1.36
+16%
California
$1.41
+17%
Northeast
$1.60
+17%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Average price for 4th of July ranged from a low of $1.04/unit in South Central to a high of $1.60/unit in Northeast
Price increased at double-digit rates across all regions, most notably up +47% in Southeast
Source: IRI/FreshLook week ending 7/2/17

14. All regions contributed to 4th of July dollar growth
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
Dollar sales increased nearly +$5MM nationally, with West contributing the largest amount, +$0.9MM to growth
Great Lakes was the only region to grow units (+0.2MM)
Source: IRI/FreshLook week ending 7/2/17

15. Labor Day
week ending 9/3/2017
With summer winding down and back-to-school on people’s minds, avocados are a great fit for Labor Day
Retail sales this holiday week increased +9% over prior year

16. Average price reached a four-year high for Labor Day
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Dollars
Units
ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Prices and dollar sales both hit 4-year high for this holiday. However, volume tumbled to under 30MM units
Source: IRI/FreshLook week ending 9/3/17

17. Labor Day dollar sales grew across all regions
Dollar Sales and % Change
Nationally, Labor Day sales increased +9% vs. prior year to $46MM
Sales increased across all regions, most notably up +13% in Southeast and +11% in West, Plains and Great Lakes
On average, avocado retailers saw sales of $514 per store during the week of Labor Day
Per store sales were especially strong in California ($1,079) and West ($990) regions
Total U.S.
$46.0MM
+9%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Dollars per Store Selling
Total U.S.
Avg. = $514
Source: IRI/FreshLook week ending 9/3/17

18. Labor Day volume tumbled in all regions
Unit Sales and % Change
Nationally, Labor Day volume declined -22% to 29MM units
Units declined in all regions, including -30% in Southeast and -27% in South Central
On average, avocado retailers saw weekly sales of 323 units per store
California, West and South Central had per store unit sales above the national average
Total U.S.
28.9MM
-22%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Units per Store Selling
Total U.S.
Avg. = 323
Source: IRI/FreshLook week ending 9/3/17

19. Average price climbed sharply for Labor Day
Total U.S.
$1.59
+39%
Great
Lakes
$1.73
+23%
South
Central
$1.26
+49%
California
$1.67
+34%
Midsouth
$1.58
+27%
low
high
West
$1.55
+44%
Plains
$1.61
+39%
Southeast
$1.71
+62%
Northeast
$1.76
+29%
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Nationwide, average price for Labor Day week was up +39% to $1.59/unit
Price increased at double-digit rates for all regions, including up +62% in Southeast and +49% in South Central
Source: IRI/FreshLook week ending 9/3/17

20. All regions contributed to Labor Day dollar growth
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
All regions contributed to Total U.S. dollar growth of +$3.6MM
However, units declined in all regions and nationally and fell by over -8MM vs. prior year
Source: IRI/FreshLook week ending 9/3/17