1. Avocado Holiday Retail Recap
HOLIDAYS
&
EVENTS
Q4 2018
Avocado Holiday Retail Recap
Halloween, Thanksgiving, Christmas & New Year’s Eve

2. Definitions
This report looks at retail sales performance for the four holiday and event weeks* listed below:
Halloween – week ending 11/4/2018
Thanksgiving – week ending 11/25/2018
Christmas – week ending 12/23/2018
New Year’s – week ending 12/30/2018
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. Halloween
week ending 11/4/2018
Spooky avocado dishes are a delicious way to set the mood at any Halloween bash.
This year, avocado unit and dollar sales grew to four-year highs for Halloween, with $42.5MM in avocado sales.

4. Avocado sales hit four-year highs for Halloween
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Dollars
Units
ASP
A significant increase in volume drove dollar sales for Halloween, despite a decline in ASP
2018 sales topped 2015 by +29% in dollars and +25% in units
Source: IRI/FreshLook week ending 11/4/2018

5. Dollar sales growth rates varied across the regions for Halloween
Dollar Sales and % Change
Halloween dollar sales of avocados increased +1% nationally vs. prior year, hitting $42.5MM for the week
Regional dollar growth rates ranged from a gain of +10% in West to a decline of -8% in South Central
Nationwide, avocado retailers averaged $446 in dollar sales for the week
Per store dollar sales were especially strong in West ($955) and California ($865)
Total U.S.
$42.5MM
+1%
Dollars per Store Selling
Total U.S.
Avg. = $446
Source: IRI/FreshLook week ending 11/4/2018

6. Units per Store Selling
Volume shows double-digit growth rates across all regions except California for Halloween
Unit Sales and % Change
Nationally, volume grew +27% for Halloween week to 40.6MM units
All regions except California (+6%) showed double-digit growth, ranging from +25% in Great Lakes to +48% in Plains
On average, avocado retailers saw sales of 426 units per store during the week of Halloween
West (920), California (771), and South Central (562) units/store exceeded the national average
Total U.S.
40.6MM
+27%
Units per Store Selling
Total U.S.
Avg. = 426
Source: IRI/FreshLook week ending 11/4/2018

7. Nationally, average price per unit decreased -20%
Total U.S.
$1.05
-20%
South
Central
$0.80
-28%
Southeast
$1.01
-22%
Midsouth
$1.11
-24%
Great Lakes
$1.15
-25%
low
high
Plains
$0.93
-33%
West
$1.04
-17%
California
$1.12
-8%
Northeast
$1.30
-16%
There was a wide range of prices across the regions for the week of Halloween, from a low of $0.80/unit in South Central to a high of $1.30/unit in Northeast
All regions experienced a decrease in average price, ranging from -8% to -33%
Source: IRI/FreshLook week ending 11/4/2018

8. Halloween Total U.S. category volume increased +8.6MM units
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
Three of eight regions contributed to Halloween dollar growth of +$0.4MM, with West (+$0.7MM) showing the greatest increase
All regions grew units, with West (+1.8MM), Southeast (+1.6MM), South Central (+1.6MM), and Northeast (+1.1MM) each posting growth over one million incremental units
Source: IRI/FreshLook week ending 11/4/2018

9. Thanksgiving
week ending 11/25/2018
Avocados are a great way to elevate and add a refreshing touch to classic Thanksgiving dishes.
In 2018, Thanksgiving sales may have been impacted by limited avocado supply. Thanksgiving week saw a % decline in units

10. Holiday Week Sales and Average Price by Year
In 2018, Thanksgiving sales may have been impacted by limited avocado supply
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Dollars
Units
ASP
Thanksgiving posted 24.1MM units and $30.6MM, a -22% decline in volume and -17% decline in dollar sales vs. 2017
Source: IRI/FreshLook week ending 11/25/2018

11. Thanksgiving dollar trends were down across all regions
Dollar Sales and % Change
Nationally, Thanksgiving sales fell to $30.6MM, an decline of -17% vs. prior year
All regions showed double-digit volume declines
Nationwide, avocado retailers averaged $326 per store for the week of Thanksgiving
California ($719) posted per store dollar sales of more than double the national average. West ($599) also showed significant sales per store for the holiday week
Total U.S.
$30.6MM
-17%
Dollars per Store Selling
Total U.S.
Avg. = $326
Source: IRI/FreshLook week ending 11/25/2018

12. Thanksgiving volume also declined across all regions
Unit Sales and % Change
Thanksgiving volume declined % nationally to million units
Volume sales were down across all regions
Avocado retailers sold an average of 257 units of avocados per store during the week of the Thanksgiving celebration
Three territories rose above the Total U.S. average units per store (257): West (469), California (452) and South Central (312)
Total U.S.
24.1MM
-22%
Units per Store Selling
Total U.S.
Avg. = 257
Source: IRI/FreshLook week ending 11/25/2018

13. Thanksgiving ASP increased in five of eight regions
Total U.S.
$1.27
+6%
Great Lakes
$1.26
+1%
South
Central
$0.92
-8%
West
$1.28
+20%
Northeast
$1.45
+6%
low
high
Southeast
$1.15
-8%
Midsouth
$1.27
-6%
Plains
$1.30
+13%
California
$1.59
+24%
Across the U.S., average pricing during Thanksgiving increased +6% to $1.27/unit
Average pricing for Thanksgiving ranged from a low of $0.92/unit in South Central to a high of $1.59/unit in California
Source: IRI/FreshLook week ending 11/25/2018

14. Sales declined across all regions for Thanksgiving
Dollar Growth by Region
(in millions)
Unit Growth by Region
Dollar sales decreased -$6.5MM nationally, with dollar declines in all regions
Unit sales were also down ($-6.8MM nationally), with volume declines in all regions
Source: IRI/FreshLook week ending 11/25/2018

15. Christmas
week ending 12/23/2018
Avocados can add a little more green to holiday dishes and are a perfect way to enhance Christmas festivities.
This year, avocados delivered more green to U.S. retailers during Christmas week, with volume up +19% over 2017.

16. Holiday Week Sales and Average Price by Year
Christmas week avocado dollar sales have increased more than +50% since 2015
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Dollars
Units
ASP
Dollar sales for Christmas week continued to trend upward, with $40.6MM in 2018
Volume also increased for Christmas, reaching new heights for the holiday week
Source: IRI/FreshLook week ending 12/23/2018

17. Christmas avocado dollar sales grew in nearly every region
Dollar Sales and % Change
Nationally, dollar sales for Christmas increased +8% over 2017
6 of 8 regions showed growth in dollar sales with West leading at 16%
On average, avocado retailers saw sales of $427 per store during the holiday week
Per store sales were above the Total U.S. average in West ($915), California ($854), and South Central ($438)
Total U.S.
$40.6MM
+8%
Dollars per Store Selling
Total U.S.
Avg. = $427
Source: IRI/FreshLook week ending 12/23/2018

18. Christmas avocado volume soared across all regions
Unit Sales and % Change
Nationally, Christmas volume rose +19% to 36.9MM units, with strong trends in all eight regions
Southeast had the highest volume growth rate among the regions at +42%
On average, avocado retailers saw sales of 388 units per store during the holiday week
West, California and South Central had per store unit sales above the national average
Total U.S.
36.9MM
+19%
Units per Store Selling
Total U.S.
Avg. = 388
Source: IRI/FreshLook week ending 12/23/2018

19. Average prices decreased for Christmas week
Total U.S.
$1.10
-9%
South
Central
$0.87
-14%
Midsouth
$1.21
-6%
West
$1.07
-5%
California
$1.14
-0%
low
high
Great
Lakes
$1.10
-16%
Southeast
$1.06
-23%
Plains
$1.21
-5%
Northeast
$1.33
-5%
Nationwide, average price for Christmas fell -9% to $1.10/unit
All regions experienced declines in pricing with South Central lowest at $0.87 (-14%) and Northeast highest at $1.33 (-5%)
Source: IRI/FreshLook week ending 12/23/2018

20. Christmas volume up across all regions
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
All regions contributed to Total U.S. volume growth of +6.0MM units
All regions delivered unit growth, with Southeast and West each delivering more than +1.0MM units
Source: IRI/FreshLook week ending 12/23/2018

21. New Year’s Eve
week ending 12/30/2018
Nothing is better than a fresh start with fresh avocados.
This year, shoppers added fresh avocados to their New Year's Eve dishes, driving volume sales up +13% over 2017.

22. Avocado sales continue to climb for New Year's Eve
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Dollars
Units
ASP
Dollar sales for New Year's Eve continued to trend upward, with $42.9MM in 2018
Volume also increased for New Year's Eve, reaching new heights for the holiday week
Source: IRI/FreshLook week ending 12/30/2018

23. New Year's Eve dollar sales grew in five of eight regions
Dollar Sales and % Change
Nationally, dollar sales for New Year's Eve increased % over 2017
5 of 8 regions showed growth in dollar sales with Northeast leading at 17%
On average, avocado retailers saw sales of $452 per store during the holiday week
Per store sales were above the Total U.S. average in West ($930), California ($867), and South Central ($459)
Total U.S.
$42.9MM
+6%
Dollars per Store Selling
Total U.S.
Avg. = $452
Source: IRI/FreshLook week ending 12/30/2018

24. New Year's Eve volume grew in six of eight regions
Unit Sales and % Change
Nationally, New Year's Eve volume rose +13% to 45.1MM units
Plains had the highest volume growth rate among the regions at +29%
On average, avocado retailers saw sales of 475 units per store during the holiday week
West, California and South Central had per store unit sales above the national average
Total U.S.
45.1MM
+13%
Units per Store Selling
Total U.S.
Avg. = 475
Source: IRI/FreshLook week ending 12/30/2018

25. ASP decreased across six of eight regions
Total U.S.
$0.95
-6%
Great
Lakes
$0.92
-2%
South
Central
$0.71
-20%
West
$1.00
+4%
Midsouth
$1.01
+2%
low
high
Plains
$0.81
-22%
California
$0.96
+2%
Southeast
$1.00
-13%
Northeast
$1.25
-8%
Nationwide, average price for New Year's Eve fell -6% to $0.95/unit
Nearly every region experienced declines in average price. South Central had the lowest ASP at $0.71/unit (-20%) and Northeast had the highest ASP at $1.25 (-8%)
Source: IRI/FreshLook week ending 12/30/2018

26. New Year's Eve dollars were up across most regions
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
Seven of eight regions contributed to Total U.S. dollar growth of +$2.3MM
Six of eight regions contributed to Total U.S. unit growth of +5.1MM units. Northeast, Southeast and South Central each delivered more than +1.0MM incremental units
Source: IRI/FreshLook week ending 12/30/2018