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Hass Avocado Board’s new study highlights avocado holiday sales

Avocados are appearing more often on menus when family and friends gather for holiday celebrations. The Hass Avocado Board recently released a study that shows the growing popularity of avocados as measured by retail sales trends during 13 key holidays and events.

Overall in 2016, shoppers purchased 10 percent more avocados than in the prior year, with nearly 1.9 billion avocados sold at retailers across the country. Holidays have historically been a large contributor to annual sales, and 2016 was no exception. The 13 holiday and event weeks tracked in the study contributed 502 million avocados (27 percent) to annual volume, up 11 percent over the prior year.

Consumers are showing increasing interest in serving avocado dishes during the holidays, and retailers are reaping the benefits. Retail sales grew for 12 of 13 holiday weeks in 2016. The Super Bowl continues to be a popular avocado-eating occasion, turning in the top holiday volume week at 54 million units, up 16 percent over 2015. The Big Game was also the second highest holiday dollar week, behind Independence Day, which ranked No. 1 in holiday dollar sales at $44.9 million. Valentine’s Day is growing in popularity with avocado shoppers, surpassing 2015 volume by 29 percent percent.

“This study showcases the importance of these holidays and events to the avocado category,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a press release. “It is our goal to provide the industry with actionable insights into the avocado category, and the Holiday and Events study is a valuable source for seasonal sales information.”

In addition to the national trends, the report also details holiday and event performance for eight geographic regions. Nearly all holidays and events performed well in each region. The Super Bowl was the star volume sales event in all regions, except the Northeast, where Cinco de Mayo ranked first in holiday volume.

To read about holidays and events in each region and to get more in-depth information about avocado sales for each holiday, visit hassavocadoboard.com/retail.

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