MISSION VIEJO, CA – Hass avocado sales got off to a great start in 2018, with avocado retail sales for the Big Game, Valentine’s Day and St. Patrick’s Day reaching four-year sales highs. The Hass Avocado Board’s new Avocado Holiday Retail Recap for first quarter 2018, based on retail point of sales data from IRI/Freshlook, reports Hass avocado sales of over $58 million for Big Game week; sales of over $45 million for Valentine’s Day; and nearly $48 million for St. Patrick’s Day.
“2018 is raising the bar for retail sales of Hass avocados for both traditional and less traditional avocado holidays,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “Last year’s Big Game broke records and set a historical high for the holiday, and 2018 Big Game sales were even higher. Avocado retail sales also reached new highs for both Valentine’s Day and St. Patrick’s Day. Consumers are finding new ways to incorporate nutritious avocados into a variety of holiday dishes.”
The growing popularity of avocados for Big Game get-togethers reflects its role as a prominent avocado holiday. The Big Game ranks among the top avocado weeks of the year and posted a +15 percent dollar sales increase and a +9 percent volume increase in 2018 vs. prior year. Nationally, Big Game week sales averaged $624 per store, with especially strong sales in the West region at $1,219 per store and in the California region at $1,136 per store.
Avocado retail dollars were strong during all first-quarter holidays. Following the Big Game, St. Patrick’s Day ranked second in avocado dollar sales at nearly $48 million, an increase of +10 percent vs. prior year. Retail unit volume surged +40 percent, pushing St. Patrick’s Day dollar sales to record heights amid lower avocado prices (-21 percent).
Additionally, Valentine’s Day reached a four-year sales high of over $45 million. Valentine’s Day sales have increased year-over-year since 2015, with 2018 Valentine’s Day sales up +43 percent in dollars and +52 percent in units vs. 2015. All regions contributed to dollar and volume gains for the holiday in 2018, resulting in an overall gain of +$6.6 million and +4.8 million pounds over prior year. California and West regions each contributed over a million dollars, while the South Central region contributed over a million pounds.
The Hass Avocado Board releases a holiday recap each quarter, covering avocado sales trends for the corresponding holidays and events. The reports provide the industry with up-to-date holiday insights to assist marketers and retailers with planning for next year’s holiday store promotions. For more information about avocado sales for each holiday, visit hassavocadoboard.com/retail. Sign up here for the Hass Avocado Board’s Hass Insights Newsletters to receive updates on current retail avocado trends delivered straight to your inbox.
About The Hass Avocado Board
The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass avocados in the United States. The Hass Avocado Board is committed to increasing awareness and providing industry leaders with fresh insights into this vibrant category. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass avocados are grown in California and imported into the U.S. from Mexico, Chile, Peru, Dominican Republic and New Zealand.
Source: The Hass Avocado Board