AvocAdo cAtegory chAnnel overview

Avocado channel Action guide

2017

Action Guide

the retail avocado marketplace is changing

with the growing popularity of fresh avocados in the U.S., avocados can now be purchased in a wide variety of retail channels from traditional grocery to internet and beyond. today, many avocado shoppers purchase avocados in more than one retail channel.

data Source: iri consumer network™ – a continuous household purchasing panel. the panel consists of a representative sample of U.S. households, balanced to the general U.S. population, who electronically record all retail purchases. For the fresh avocado category, purchases are captured in dollars, not volume (eaches or pounds). to read the full report, clicK here or visit

2AvocAdo chAnnel Action Guide 2017

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category growth is not playing out evenly across all channels

retail channels are showing the effects of cross-channel shopping. in 2016, some channels saw an increase in category purchases, while others declined.

incrementAl AvocAdo PUrchASeS by chAnnel * 2016 vS. 2015

-$3,832,609 -7.9%

+$10,696,424 +6.5%

+$6,301,942 +4.7%

+$1,389,048 +12.3%

-$951,716 -16.0%

-$2,442,998 -28.4%

-$1,826,853 -0.2%

All otherdollArinternetmASS/SUPerclUbwAlmArtgrocery

data Source: iri consumer network™ 2016 (All figures are rounded. See full report for actual figures.) *mass/Supercenters do not include walmart *internet includes all online avocado purchase sites (e.g. Amazon, walmart.com, etc.) to read the full report, clicK here or visit

0

3AvocAdo chAnnel Action Guide 2017

grocery has the largest share of category purchases at 73%. changes in each channel’s share (2016 vs. 2015) show category purchases shifting toward large format channels.

category shares are shifting across retail channels

chAnnel $ ShAre oF AvocAdo PUrchASeS in 2016

ShAre Point chAnge vS. Prior yeAr

data Source: iri consumer network™ 2016 (All figures are rounded. See full report for actual figures.) to read the full report, clicK here or visit

Grocery 73%

Walmart 12%

Mass/Super 1%

Internet 1%

All Other 3%

Dollar 0%

Club 10%

grocery

wAlmArt

clUb

mASS/SUPer

internet

dollAr

All other

-0.61

-0.17

-0.07

-0.29

0.67

0.38

0.09

4AvocAdo chAnnel Action Guide 2017

chAnnel ProFileS

% oF AvocAdo ShoPPerS

AverAge triPS

Per yeAr

AverAge SPend

Per triP

chAnnel 2016Point

change vs.

Prior year2016

% change

vs. Prior year

2016%

change vs.

Prior year

grocery 85.05% +0.12 5.44 +0.42% $3.57 -2.46%

wAlmArt 28.90% +0.84 3.30 +2.61% $2.91 -1.02%

clUb 12.84% +0.47 2.75 -1.75% $6.30 +0.88%

mASS/SUPer 3.14% +0.16 1.74 -2.63% $3.66 +7.34%

internet 1.10% -0.31 2.18 -9.26% $4.02 -0.67%

dollAr 1.43% -0.26 2.21 +4.01% $2.49 -6.18%

All other 8.85% -0.14 2.49 -0.48% $3.18 -7.72%

data Source: iri consumer network™ 2016 (All figures are rounded. See full report for actual figures.) to read the full report, clicK here or visit

the table below shows which channels are gaining new avocado shoppers and which are losing shoppers, where trip frequency is growing or declining, and where avocado spend per trip is growing or declining.

the channel profiles below show the shopper purchase patterns underlying each channel’s results

Understanding how purchase patterns differ by channel can aid in creating sales and marketing strategies for the continued growth of the avocado category.

green = growth orAnge = decline

5AvocAdo chAnnel Action Guide 2017