Additionally, all three holidays contributed to category promotional gains in promotional lift. During Cinco de Mayo week, small avocados (4046) fueled unit growth due to their large share of category sales. However, promotional performance showed large avocado (4225) promotions outperformed small avocados (4046) and bagged avocados, driving a +73.2% promotional lift in volume, +35.7 points higher than the promotional volume lift achieved by small avocado (4046) promotions.

Key highlights from the report include:

• Cinco De Mayo sales and units soared, reaching four-year highs in both dollars and units. Avocado units reached 59.8M, a +2% increase versus the prior year, while dollar sales soared +22% to $68.5M. Small avocados (4046) drove unit growth during the holiday, contributing an additional +3.1M units to the category.

• During Memorial Day, avocado dollars climbed +18% to $61.5M in sales while units fell -2% to 47.5M units. The average holiday selling price reached $1.29/unit, a +20% increase compared to the prior year.

• Father’s Day avocado dollar sales secured $61.6 in sales, a four-year high and a +22% increase from the prior year while unit sales declined -1% to 47.3M units. Large avocados promotions performed well during the holiday generating the highest promotional volume lift at +20%.

The Avocado Holiday Retail Recap provides detailed analyses of promoted and non-promoted volume and dollar sales, pricing dynamics, lift metrics, and promotional efficiency across various bulk avocado sizes and bagged avocados. Each report also details regional sales information providing insightful information for future holiday promotion planning.

For a complete overview of avocado sales performance during each 2024 holiday please visit hassavocadoboard.com and download the full report.

About The Hass Avocado Board

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.         

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The latest updates provide detailed analyses of promoted and non-promoted volume and dollar sales, pricing dynamics, lift metrics, and promotional efficiency across various bulk avocado sizes and bagged avocados. The latest report offers in-depth insights on the impact of holiday promotions on avocado volume sales during the first quarter. Big Game, Valentine’s Day, St. Patrick’s Day, and Easter collectively contributed total category promotional gains, boosting first quarter volume sales by more than +23.4M pounds. During Big Game week, large avocado (4225) promotions outperformed small avocados (4046) and bagged avocados, driving +105.1% lift in volume, +47 points higher than the percent volume lift achieved by small avocados (4046).

Key highlights from the report include:

• Volume and dollar sales soared during the Big Game this year, with 62.2M units sold reaching $59.4M, an increase of +3.8M units and +$3.3M in sales versus the year prior. Promotions drove more than +10.3M pounds in additional sales.

• During Valentine’s Day, sales reached 49.7M units and $50.7M in sales, with a notable +52.2% increase in promoted organic avocado volume (lbs).

• On St. Patrick’s Day, 52.0M avocado units were sold, generating $54.7M in sales, a +13.0% increase in dollar sales from the previous year.

• Easter holiday dollar sales grew +10.6% over the prior year and reached $55.1M despite a slight decrease in unit sales and an overall decline in promoted volume across the category.

“This update marks a significant stride in understanding consumer trends and avocado promotions surrounding holiday sales,” said Alejandro Gavito, senior business insights and data services manager for the Hass Avocado Board. “By incorporating detailed promotional insights, our reports enable the industry to effectively monitor sales drivers and identify growth opportunities during key holiday periods.”

These holiday sales insights underscore HAB’s commitment to providing actionable data supporting informed decision-making and fostering industry-wide growth. Findings from this report will be crucial in shaping strategic initiatives and optimizing avocado sales strategies nationwide as consumer preferences evolve.

For a comprehensive overview of avocado sales performance during each holiday, including performance by region, please visit hassavocadoboard.com and download the full report.

About The Hass Avocado Board

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.          

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“The avocado marketplace in the U.S. is highly competitive and industry success relies on our ability to keep building demand in pace with the dynamic growth in global supply,” remarked John McGuigan, Director of Industry Affairs for the Hass Avocado Board and 35+ year veteran in the produce industry. “Invested stakeholders from across the supply chain and the various countries of origin agree we have a responsibility to develop future leaders for this industry and aligned four years ago to develop BOLD (BOard Leadership Development program) as a key resource to identify and develop the talent needed.”

The BOLD curriculum includes in-person instruction at the University of California, Davis that covers the core responsibilities and operations of a successful board. Under the guidance of industry veterans and expert HAB staff, participants learn about how to leverage critical functions like research and marketing to achieve industry goals. A new module on Finance and Governance, for example, will teach how to read financial statements and understand and evaluate rules of governance so graduates can excel with their fiduciary responsibilities and ability to drive action once seated on a board.

HAB is pleased to announce the graduates of BOLD Class 3:

• Olivia Avellaneda, Importer, London Fruit
• Victoria Cao, Importer/Producer, Del Rey Avocado
• Lilia Carmen, Importer, Mission Produce
• Michael Craviotto, Producer, Grace Farms and Orchard
• Emely Allen Fernandes, Importer, Mission Produce
• Jorge Mario Gomez, Importer/Producer, Henry Avocado
• Nick Lahr, Importer, Calavo Growers
• Nathan Lurie, Producer, Brokaw Ranch Company
• Alfredo Rodriguez, Importer, Villita Avocados
• Daniel Ruiz, Producer, International Fresh Guacamole
• Casey Stoops, Producer, Hidden Springs Ranch
• Jennifer Zendejas, Importer, West Pak Avocado

To ensure a continuous pipeline of future leaders, BOLD Class 4 was seated recently in April. Learn more about how the program benefits the avocado industry and hear from the participants at HassAvocadoBoard.com/bold-program. 

About The Hass Avocado Board 

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.  

HAB is committed to equipping the entire industry for success and produces quarterly reports on holiday retail sales performance nationwide. These reports offer valuable insights for retailers, category managers, marketers, and industry leaders to optimize holiday promotions and identify avenues for enhancing avocado sales in the upcoming year.

The information below provides a snapshot of the volume and sales data. Key highlights from the report include:

Halloween

• Avocado dollar sales reached $42.4M during the Halloween week, up +1% over last year. However, volume sales dropped -2%, reaching 36.9M units.
• Total U.S. ASP was $1.15/unit, varying across the regions from $0.88/unit in South Central to $1.29/unit in the Northeast region.
• Small (4046) avocados held nearly half of the unit share, growing +20% and contributing +3.0M units to the category.

Thanksgiving

• The Northeast region drove avocado dollar and unit growth rates, leading with a +13% dollar sales increase and an +8% unit growth rate during Thanksgiving week.
• On average, avocado retailers saw sales of $863 and 727 units sold per store during Thanksgiving week. Per store unit sales were highest in the West, California, and Southeast regions.

Christmas

• Nationally, Christmas avocado dollar sales grew +3%, reaching $41.0M. Unit sales also increased to 37.1M units, a +3% increase over the prior year.
• Avocado volume grew across all regions during the 2023 Christmas week holiday, ranging from +1% in California to +8% in the Midsouth region.
• Volume growth during Christmas week was driven by small avocados (4046) adding +2.5M units to the category, an +18% increase over the prior year. Small avocados held the largest volume share at 44%, followed by bagged avocados at 26%.

New Year’s Eve

• Avocado retailers saw an average weekly volume of 937 units and $969 per store during the New Year’s holiday week. Per store dollar and unit sales were highest in the West, California, and Southeast regions.
• Average sale price varied across the United States from $0.79/unit in the South Central region to a high of $1.27/unit in the Northeast region.

HAB regularly publishes comprehensive quarterly holiday recaps that analyze sales trends for key holidays and events. These reports provide in-depth insights into dollar sales, units sold, and average selling prices, offering valuable data for planning future holiday promotions. Users can access year-over-year sales performance comparisons for each holiday week. For detailed information on avocado sales during each holiday, visit hassavocadoboard.com.

About The Hass Avocado Board

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit.  HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone.  The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.         

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As board members, eligible producers and importers play a crucial role in supporting HAB’S mission to strengthen the global avocado industry and its stakeholders in the collective efforts toward U.S. market development through leadership in nutrition, communications, business support tools and information, and sustainability practices throughout the supply chain. Individuals will have the opportunity to contribute to shaping HAB’s focus and the distribution of investments and collaborate with stakeholders across the supply chain to address industry challenges.

“Board members have the unique role of contributing to equip the entire avocado industry for success,” said HAB Chairperson Bob Schaar. “We invite Hass Avocado producers and importers interested in becoming catalysts for positive action across the entire industry to join our mission,” he said.

The voting process will continue with digital and mailed ballots. Eligible members must register online by April 15 to receive a ballot via email by April 22. Additional dates for upcoming milestones are as follows:

• April 1, 2024 – Deadline to submit nominations
• April 22, 2024 – Ballots are emailed to all registered voters and mailed to non-registered eligible producers and importers.
• May 20, 2024 – Deadline to submit votes online or mailed to an independent accounting firm.

Nominees who obtain the most votes are submitted to the U.S. Secretary of Agriculture. The Secretary appoints the members and alternates to the Hass Avocado Board to begin their term on November 1, 2024, and serve through October 31, 2027. They will officially be seated at the board meeting along with alternates on December 5, 2024. To view the full schedule and for additional details, visit HassAvocadoBoard.com/nominations/.

About the Hass Avocado Board

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

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HAB produces quarterly national holiday sales performance reports to provide insightful retail sales information for category managers, marketers, retailers, and industry leaders as they plan their marketing strategy for the upcoming calendar year. The information below offers a brief snapshot of each holiday’s sales, volume, and average sales price information.

Key highlights from the report include:

Independence Day

• Avocado unit sales during Independence Day increased to 42.1M units, up +14% versus 2022. During the same holiday week, avocado dollar sales decreased -13% to $49.4M due in part to a -24% decrease in average selling price of $1.17/unit.
• The South Central region had the highest volume growth rate with a +26% increase over the prior year. All other regions, except for the Great Lakes, posted volume gains ranging from +8% in the Northeast to +21% in the Southeast.
• Total U.S. volume for the Independence Day holiday week was up +5.0M units when compared to 2022. The South Central, Southeast, and West regions combined contributed an additional +3.3M units to the category.
• Extra Large (PLU 4770), Large (4225) and Bagged Avocados contributed 100% of incremental volume versus prior year. Combined, these PLUs and bagged avocados contributed +5.3M incremental units to the category versus 2022.

Labor Day

• Total dollar sales during Labor Day fell -5% to $47.5M. Avocado unit sales also declined to 38.9M units, a -3% decrease in unit sales versus the prior year.
• Three regions contributed gains to the holiday week. The Midsouth, South Central, and Northeast regions saw volume growth. Volume gains in these regions contributed +330K units to the category.
• Nationally the average selling price for Labor Day week was down -2%. Prices ranged from $1.01/unit in the South Central region and $1.39/unit in the California region.
• Bagged avocado sales during the holiday grew by +14% versus the prior year and added +1.3M units to the category.

HAB releases an Avocado Holiday Retail Recap for each quarter, covering avocado sales trends for key avocado holidays and events. In each holiday report, users can view year-over-year sales performance for each holiday week. The reports also detail trends for dollar sales, units, and average selling price, and various PLUs which are insightful for planning future retail holiday promotions. For more information about avocado sales for each holiday, visit hassavocadoboard.com.

About The Hass Avocado Board

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit.  HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone.  The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.         

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Ripeness was top of mind for avocado shoppers. Among those surveyed, consumers perceive bagged avocados as less ripe and are more likely to chose individual avocados for immediate usage. However, those who regularly eat avocados prefer pre-packaged avocados, indicating a preference to use avocados throughout the week, in meals or in recipes.

The study also highlights the significance of value and convenience in bagged avocado purchases. Survey participants cited bagged avocados as a better value compared to bulk, especially at mass retailers. Shoppers also noted they can be easily swayed by price or coupons/discounts at the grocery store when choosing between bagged and bulk avocados. This value proposition coupled with the convenience of a grab-and-go option of bagged avocados can appeal to shoppers seeking convenience and value without compromising quality.

Additionally, size and quantity emerged as considerations influencing purchasing decisions. The shoppers surveyed expressed a preference for avocado sizes or quantities of avocados that suit their household needs. Larger avocados are preferred for guacamole and other dishes, while smaller avocados are preferred for everyday use in smaller households or in households where only one family member eats avocados.

“This study reveals key consumer preferences surrounding bagged avocados,” said Alejandro Gavito, HAB’s senior business insights and data services manager. “Ripeness, value, convenience, size and quality play a crucial role in shaping purchasing behaviors. Understanding these evolving preferences is vital for retailers and producers to meet the demands of today’s discerning shoppers.”

This study not only provides valuable insights into consumer preferences but also offers actionable opportunities for retailers and suppliers seeking to tailor their offerings to meet the evolving needs of the market. HAB provides these insights and detailed retail information as the only avocado organization that equips the entire industry for success, offering clear and actionable information that everyone can use to drive their avocado business forward. For a deeper dive into these retail sales and shopper purchase trends and to explore the myriad of opportunities they present, please visit www.hassavocadoboard.com/business-support-tools.

About The Hass Avocado Board
The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

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Producer Bob Schaar from Simpatica as Chairperson
Producer Jamie Johnson from Simpatica as Vice Chairperson
Importer Chris Henry from the Giumarra Companies as Treasurer
Importer Gwen Jackimek from Del Monte Fresh Produce N.A. Inc. as Secretary

“Collectively this executive committee has over 70 years of experience working in the avocado industry,” commented Bob Schaar, the new Chairperson. “We are excited and appreciative of this opportunity to lead discussions and decision-making that will help the entire industry better address industry challenges and opportunities.”

HAB also acknowledges Jorge Hernandez, CJ Shade, Susan Pinkerton, Ben Van Der Kar, Peter Shore, Kimberlin Brown Pelzer and Will Carleton for their dedication and service as they exit the Board.

“The Executive Committee plays a significant role in helping HAB successfully meet the goals of the 2021-2025 Strategic Plan,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board. “Our heartfelt thanks to each outgoing committee member for their dedication to the Board. Your passion and partnership have made a meaningful impact on the future of this industry we all love.”

The Board meets quarterly to discuss and set business goals consistent with the mission and vision of HAB. Uniquely, board meetings have international representation from importer groups to promote problem-solving, data sharing and collaboration on key global topics including volume trends and sustainability practices. As the only independent avocado organization, the industry can count on HAB to be a catalyst for action and champion for equipping the entire industry for success.

To learn more about HAB’s progress with the 2021-2025 Strategic Plan and resources, members are encouraged to join board meetings. Visit: HassAvocadoBoard.com to learn more.

About The Hass Avocado Board 

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts and compiles research on nutrition and sustainability, educates health professionals, and brings people together from all corners of the industry to collectively work toward growth that benefits everyone for now and generations to come. HAB also enables programs run by California and importer associations that benefit specific countries of origin.

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“Thanks to a decade of building a compelling value proposition based on avocado’s strong nutrition benefits, the industry starts from a position of strength as it embarks on addressing a complex issue like sustainability,” remarked John McGuigan, Director of Industry Affairs, Hass Avocado Board. “We have initiated the process of building our knowledge base, and identifying gaps that will inform further research, drive thought leadership and support continuous improvement of best practices for a stronger future for the global industry.”

The webinar discussion, available conveniently on-demand, reviews the important groundwork guiding the creation and evolving role of the Avocado Sustainability Center including insights on significant upsides and downsides facing the industry related to sustainability issues. McGuigan will cover why it is vital for the industry to stay informed and collaborative, unveiling strategic online resources at AvocadoSustainabilityCenter.com such as message points, a library of published research and the team leading the Avocado Sustainability Advisory. Members of the industry are invited to learn how the Avocado Sustainability Center will focus on building a central source of information that can empower stakeholders to better understand the challenges as well as opportunities to leave a lasting, positive impact on people and planet for generations to come. 

This is the final installment of HAB’s 2023 webinar series. The full line-up of episodes from this year is easy to access and available on-demand to support members in making better business decisions and driving category growth more effectively. Subscribe to any of HAB’s monthly newsletters at HassAvocadoBoard.com/newsletter to receive an email update on the 2024 webinar schedule.

About The Hass Avocado Board 

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts and compiles research on nutrition and sustainability, educates health professionals, and brings people together from all corners of the industry to collectively work toward growth that benefits everyone for now and generations to come. HAB also enables programs run by California and importer associations that benefit specific countries of origin.  

1. Source: Hass Avocado Board, Sustainability Research, 2020-2021 In-depth Consumer Research on Sustainability and Avocados in the U.S. Market

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During the start of the pandemic in 2020, following a strong performance in 2019, the avocado category experienced a significant 21% spike in retail unit volume, accompanied by an 8% increase in retail dollars. However, following a strong bump during the pandemic, 2021 saw a minor decline of 5% in unit volume while dollars were relatively flat. The trend continued into 2022, when the industry was met with rising inflationary pressures and volume dipped an additional 8%. With rising inflation, the category saw higher prices, which fueled greater dollar sales for both bulk and bagged avocados.

Among the contributing factors to these market dynamics, the rise of bagged avocado sales has played a pivotal role. Bagged avocados had been on a steady growth trajectory before 2020 but experienced a significant boost in both volume and dollar sales in 2020 and 2021. These results translated into a larger share of the overall avocado category sales over the period.

As bagged avocados continued to capture industry attention, the avocado category experienced a surge in the distribution of established and new packaging options.

Small (4046) 4 and 5-count bags together accounted for over half of retail sales for bagged avocados. These sizes also saw a notable increase in distribution, with a growth of 6 and 3 percentage points, respectively. Meanwhile, the introduction of Small 7-count bags made a substantial impact on sales growth.

Distribution of small 7-count bags more than doubled and were available in nearly 5% of stores in 2022. This relatively new package size demonstrated remarkable performance, with a unit sales velocity that was 55% higher than the next top performer.

The report also revealed changes in shopper purchase behaviors. While some shopper groups experienced declines in purchase behavior, the overall trend was positive. In 2022, the number of Moderate and Heavy shoppers that purchased bags declined as well as trips per household within these segments. However, spend per trip increased for all shopper groups. Ultra shoppers continued to purchase bagged avocados and were responsible for driving 64% of the growth in purchases. These trends emphasize the resilience of bagged avocados in the face of market fluctuations. Bagged avocados not only offer convenience to consumers but also represent a significant growth opportunity for retailers and marketers alike.

The study is based on retail sales and household purchase data from Circana^TM. HAB offers these insights and detailed retail information as the only avocado organization that equips the entire industry for success, with clear and actionable data and metrics that all can use to drive their avocado business. For a deeper dive into these retail sales and shopper purchase trends and to explore the myriad of opportunities they present, please visit www.hassavocadoboard.com/business-support-tools.

About The Hass Avocado Board

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit.  HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.         

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HAB produces quarterly reports about national holiday retail sales performance to provide insightful retail sales information for category managers, marketers, retailers, and industry leaders as they plan their marketing strategy for the upcoming calendar year. The information below offers a brief snapshot of each holiday’s sales, volume, and average sales price information.

Key highlights from the report include:

Easter

• Avocado unit sales during Easter rose to 44.4M units, increasing +14% versus 2022. Avocado dollar sales decreased -20% to $47.2M and ASP fell -30% to $1.06/unit during the holiday week.
• The Southeast region drove unit growth, adding +1.1M units to the category followed by the West region which also showed the strongest dollar and unit growth at the per store level.
• Extra Large Avocados (PLU 4770) posted a triple-digit growth rate of +103% compared to the prior year’s sales. Large (PLU 4225) avocados also grew +50.4% and bagged avocados grew +8.2% during the holiday week.

Cinco De Mayo

• Total dollar sales declined -17% during the week to $52.1M. Avocado unit sales rose to 52.2M units, delivering a +24% increase in unit sales versus the prior year.
• All regions contributed double-digit avocado unit growth during the Cinco De Mayo week. Growth rates ranged from +15% in the Great Lakes to +40% in the Southeast.
• Bagged and organic avocados drove a +2.0M unit growth in retail sales. Additionally, Large and Extra-Large avocado volume more than doubled compared to the year prior.  

Memorial Day

• Unit sales rose to 43.5M units, up +19% compared to 2022, which resulted in $48.6M in retail sales. Additionally, ASP fell -31% to $1.12/unit.
• On average, retailers saw sales of 1,132 units and $1,265 per store during the week. The West, California, and Southeast regions had the highest per store unit and dollar sales.
• Extra-Large avocados (PLU 4770) grew by +169% during the holiday week contributing +4.4M units to the category.

Father’s Day

• National avocado unit sales reached 42.6M units, up +13% from the prior year, while dollar sales decreased -19% when compared to the prior year.
• The South Central region showed the greatest volume growth during the holiday week, increasing +33% and adding +5.7M units.
• Extra-Large (PLU 4770), Large (PLU 4225), and Bagged avocado units grew by double digits compared to the prior year, adding a combined +6.0M units to the category versus 2022.

HAB releases a holiday recap each quarter, covering avocado sales trends for key avocado holidays and events. In each holiday report, users can view year-over-year sales performance for each holiday week. Each report details sales trends for dollar sales, units, and average selling price, which provides insightful information for planning future holiday promotions. For more information about avocado sales for each holiday, visit hassavocadoboard.com.

About The Hass Avocado Board

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit.  HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone.  The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.         

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The findings, presented by lead CIRAD researcher Eric Imbert, are an update to data first presented in 2021. As global models suggest an oversupply of avocados in the coming years, HAB invited CIRAD to present to the Hass avocado industry the latest overview through this webinar to help equip stakeholders with knowledge and solutions. 

“The global avocado supply has been growing faster than global demand over the past several years,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board (HAB). “HAB is successfully doing its job of increasing consumption in the United States, but  the insights from analysts at CIRAD who looked holistically at all the economic pressures around the world provide clear warning signs as well as opportunities for our industry to restore balance in the years ahead.”

To mobilize the global avocado industry for a more sustainable future, the webinar begins with a robust overview of market developments and closes with guidance on three action steps designed to help industry leaders get ahead of the forecasted excess in supply. Increasing investment in being greener and stimulating demand growth through promotion are among the “doors to open” suggested by Imbert. HAB’s approach to market growth by developing the avocado’s nutrition story is noted as a good model to follow. 

“There are some large opportunities in the avocado market,” remarked Imbert as he spoke optimistically about the future. “But we have to build this consumption and invest in promotion.”

HAB’s 2023 webinar series, now available on-demand to fit every schedule, continues throughout the year to support members in making better business decisions and driving category growth more effectively. Subscribe to any of HAB’s monthly newsletters at HassAvocadoBoard.com/newsletter to receive email updates as new webinars are released.

About The Hass Avocado Board  

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.