action guide - hass avocado board · with the growing popularity of fresh avocados in the u.s.,...
Post on 25-May-2020
3 Views
Preview:
TRANSCRIPT
the retail avocado marketplace is changing
with the growing popularity of fresh avocados in the U.S., avocados can now be purchased in a wide variety of retail channels from traditional grocery to internet and beyond. today, many avocado shoppers purchase avocados in more than one retail channel.
data Source: iri consumer network™ – a continuous household purchasing panel. the panel consists of a representative sample of U.S. households, balanced to the general U.S. population, who electronically record all retail purchases. For the fresh avocado category, purchases are captured in dollars, not volume (eaches or pounds). to read the full report, clicK here or visit
2AvocAdo chAnnel Action Guide 2017
dec
lin
eSin
cr
eASe
S
category growth is not playing out evenly across all channels
retail channels are showing the effects of cross-channel shopping. in 2016, some channels saw an increase in category purchases, while others declined.
incrementAl AvocAdo PUrchASeS by chAnnel * 2016 vS. 2015
-$3,832,609 -7.9%
+$10,696,424 +6.5%
+$6,301,942 +4.7%
+$1,389,048 +12.3%
-$951,716 -16.0%
-$2,442,998 -28.4%
-$1,826,853 -0.2%
All otherdollArinternetmASS/SUPerclUbwAlmArtgrocery
data Source: iri consumer network™ 2016 (All figures are rounded. See full report for actual figures.) *mass/Supercenters do not include walmart *internet includes all online avocado purchase sites (e.g. Amazon, walmart.com, etc.) to read the full report, clicK here or visit
0
3AvocAdo chAnnel Action Guide 2017
grocery has the largest share of category purchases at 73%. changes in each channel’s share (2016 vs. 2015) show category purchases shifting toward large format channels.
category shares are shifting across retail channels
chAnnel $ ShAre oF AvocAdo PUrchASeS in 2016
ShAre Point chAnge vS. Prior yeAr
data Source: iri consumer network™ 2016 (All figures are rounded. See full report for actual figures.) to read the full report, clicK here or visit
Grocery 73%
Walmart 12%
Mass/Super 1%
Internet 1%
All Other 3%
Dollar 0%
Club 10%
grocery
wAlmArt
clUb
mASS/SUPer
internet
dollAr
All other
-0.61
-0.17
-0.07
-0.29
0.67
0.38
0.09
4AvocAdo chAnnel Action Guide 2017
chAnnel ProFileS
% oF AvocAdo ShoPPerS
AverAge triPS
Per yeAr
AverAge SPend
Per triP
chAnnel 2016Point
change vs.
Prior year2016
% change
vs. Prior year
2016%
change vs.
Prior year
grocery 85.05% +0.12 5.44 +0.42% $3.57 -2.46%
wAlmArt 28.90% +0.84 3.30 +2.61% $2.91 -1.02%
clUb 12.84% +0.47 2.75 -1.75% $6.30 +0.88%
mASS/SUPer 3.14% +0.16 1.74 -2.63% $3.66 +7.34%
internet 1.10% -0.31 2.18 -9.26% $4.02 -0.67%
dollAr 1.43% -0.26 2.21 +4.01% $2.49 -6.18%
All other 8.85% -0.14 2.49 -0.48% $3.18 -7.72%
data Source: iri consumer network™ 2016 (All figures are rounded. See full report for actual figures.) to read the full report, clicK here or visit
the table below shows which channels are gaining new avocado shoppers and which are losing shoppers, where trip frequency is growing or declining, and where avocado spend per trip is growing or declining.
the channel profiles below show the shopper purchase patterns underlying each channel’s results
Understanding how purchase patterns differ by channel can aid in creating sales and marketing strategies for the continued growth of the avocado category.
green = growth orAnge = decline
5AvocAdo chAnnel Action Guide 2017
top related