Retailers set record with $50M in Super Bowl avocado sales
As friends and family gathered around the television to witness one of the greatest comebacks in football history during Super Bowl LI, sports fans and other party goers devoured a record number of avocados. Hass Avocado Board’s new quarterly Holiday & Events report shows impressive retail avocado sales of $50 million during 2017’s Super Bowl week.
Fresh avocado volume reached nearly 65 million units for the week, shattering sales records from the prior three years. Football fans across the country stocked up on avocados, driving an $8.4 million gain for the week, with the largest contributions coming from the Northeast and Southeast. The growing popularity of avocados during the Super Bowl affirms its role as a stand-out avocado holiday.
“This year’s Big Game week broke records and set the bar for 2018,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a press release. “HAB is excited to bring the industry up-to-date avocado holiday insights, allowing marketers and retailers to get a head start on next year’s holiday and event planning.”
The Super Bowl is just one of several holidays covered by the new Holiday & Events Report. Each quarter, Hass Avocado Board will release a holiday report covering avocado sales trends for the most recent holidays and events of the year. In addition to Super Bowl, the 2017 first quarter report covers New Year’s, Valentine’s Day and St. Patrick’s Day.
Avocado retail dollars were strong during all first quarter holidays. Following the Super Bowl, St. Patrick’s Day ranked second in avocado dollar sales at $43 million, an increase of 17 percent over 2016. This strong dollar gain can be attributed to significant regional price increases during the holiday week, driving a 31 percent increase to $1.24/unit nationally. All regions exhibited double-digit price increases, offsetting widespread volume declines and contributing $6.2 million to the category.
Valentine’s Day may traditionally be associated more with chocolates than avocados, but the rapid growth of avocados for the holiday suggests love is in the air for this healthy fruit. At the national level, retail volume and dollar sales for this holiday week have advanced steadily over the past few years, with 2017 units up 68 percent and dollar sales up 41 percent over 2014. On a year-over-year basis, Valentine’s Day 2017 continued to see gains at the national level and across most regions. Southeast drove volume growth, adding 1.5 million units to the category, while the Northeast drove dollar gains with incremental sales of $1.2 million.
New Year’s started 2017 off with a bang, ringing in avocado sales in excess of $36 million and is a strong category performer. Retailers rang in $1.1 million in incremental avocado sales during New Year’s week, up 3 percent vs. prior year. Six out of eight regions contributed to the holiday dollar gain, with Southeast leading the regions, contributing 75 percent of New Year’s dollar gain. Avocado volume was also up during New Year’s, 3 percent and 1.5 million units. Volume trends were more varied across the regions, with Southeast and south central driving 85 percent of New Year’s volume growth.
To get more in-depth 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.