Small Avocado Promotions Outperformed Large and Bagged Avocados
In Mission Viejo, CA, the summer holidays of 2024 showcased significant growth in avocado sales, reaching a four-year high at retail outlets. The latest Avocado Holiday Retail Recap by the Hass Avocado Board (HAB) revealed that unit sales experienced an average increase of +2.3%, while dollar sales soared by +19% compared to the previous year. Independence Day and Labor Day combined generated 92.4 million units and $122.5 million in sales.
Driving this growth were small avocados (4046), which saw a surge in unit sales during the Independence Day and Labor Day weeks. Their large share of category sales and strong growth contributed to the overall success. Promoted and non-promoted sales of small avocados added +5.7 million units to the category, showcasing their popularity among consumers.
Although there were fewer promotions for the 2024 summer holidays compared to the previous year, the category saw strong performance in promoted volume (lbs.). Promotions for small avocados stood out, achieving solid sales lift and outperforming large avocados (4225) and bags. In the Northeast region, small avocados recorded the highest volume (lbs.) lift during the third quarter holidays.
Key highlights from the report include:
Independence Day
Avocado sales during Independence Day saw a surge in dollar and unit sales, reaching $63.6 million in dollar sales, a +20.8% increase from the previous year. Unit sales climbed to 48.2 million, up +2.6% from the prior year, with small avocados driving the unit growth by contributing an additional +4.0 million units to the category.
Labor Day
Labor Day also saw an increase in avocado unit sales, rising by +2.0% to 44.2 million units, while dollar sales increased by +17.2% to $58.9 million. Small avocados led the unit growth during the holiday, adding +1.7 million in incremental units.
The Avocado Holiday Retail Recap provides detailed analyses of promoted and non-promoted volume (lbs.) and dollar sales, pricing dynamics, lift metrics, and promotional efficiency across various bulk avocado sizes and bagged avocados. The report also includes regional sales information, offering valuable insights for future holiday promotion planning.
These findings highlight the growing consumer demand for avocados during key holidays and showcase the success of targeted promotional strategies. For a comprehensive overview of the 2024 holiday sales performance, visit hassavocadoboard.com and download the full report.
About The Hass Avocado Board
The Hass Avocado Board (HAB) aims to make avocados America’s most popular fruit. HAB is the only avocado organization that supports the global industry by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. The organization provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings together industry stakeholders to collectively work towards growth that benefits everyone. Additionally, HAB collects and reallocates funds to California and importer associations to promote avocado brands from specific countries of origin to customers and consumers across the United States.
