Small avocado promotions outperformed large and bagged avocados, HAB data shows
The 2024 summer holidays demonstrated strong growth for avocado sales, achieving four-year highs at retail.
According to the latest Avocado Holiday Retail Recap report from the Hass Avocado Board (HAB), unit sales increased by an average of +2.3 per cent, while dollar sales soared +19 per cent compared to the year before. Combined, Independence Day and Labour Day generated 92.4mn units and US$122.5mn in sales.
“Small avocados (4046) fuelled unit growth during the Independence Day and Labour Day weeks, supported by their large share of category sales and strong growth. Growth in small avocado sales was driven by promoted and non-promoted sales, which added 5.7mn in total incremental units to the category,” HAB said.
The category had fewer promotions for 2024 summer holidays compared to 2023 but saw strong performance among promoted volume. Promotions for small avocados achieved particularly solid sales lift and outperformed large avocados and bags. Regionally, the Northeast recorded the highest volume lift for small avocados during the third quarter holidays.
Avocado dollar and unit sales surged during Independence Day, reaching US$63.6mn, a 20.8 per cent increase over the previous year. Unit sales climbed to 48.2n, up 2.6 per cent from year before, while the average selling price climbed to US$1.32/unit for the holiday. Small avocados were the key driver of unit growth during the holiday, contributing an additional 4mn units to the category.
Labour Day avocado unit sales increased by 2.0 per cent to 44.2mn units while dollar sales rose 17.2 per cent to US$58.9mn. The average selling price rose to US$1.33/unit during the holiday week. Small avocados led unit growth for the holiday, adding 1.7mn in incremental units.
“These findings underscore the growing consumer demand for avocados during key holidays and highlight the success of targeted promotional strategies,” HAB said.
