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Report: Retailers Sell More Avocados In Second Quarter

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Spring and summer holidays generated higher avocado unit sales compared to 2022, according to the holiday retail recap report from the Misson Viejo, California-based Hass Avocado Board. 

Easter, Cinco de Mayo, Memorial Day and Father’s Day contributed a combined 27.5 million incremental avocado units versus the prior year. Avocado volume during Cinco De Mayo grew by 37 percent versus the prior year, adding 10.3 million units to the category during the holiday week. The retail recap reported sales volume and retail dollar holiday sales reached 182.7 million units and $194.9 million during the second quarter.

avocado report

Key highlights from the report include:


  • Avocado unit sales during Easter rose to 44.4 million units, increasing 14 percent versus 2022. Avocado dollar sales decreased 20 percent to $47.2 million and ASP fell 30 percent to $1.06/unit during the holiday week. 
  • The Southeast region drove unit growth, adding 1.1 million units to the category, followed by the West region, which also showed the strongest dollar and unit growth at the per store level. 

Cinco De Mayo

  • Total dollar sales declined 17 percent during the week to $52.1 million. Avocado unit sales rose to 52.2 million units, delivering a 24 percent 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 percent in the Great Lakes to 40 percent in the Southeast. 
  • Bagged and organic avocados drove a 2.0 million 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 43.5 million units, up 19 percent compared to 2022, which resulted in $48.6 million in retail sales. Additionally, ASP fell 31 percent 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. 

Father’s Day

  • National avocado unit sales reached 42.6 million units, up 13 percent from the prior year, while dollar sales decreased 19 percent when compared to the prior year.
  • The South Central region showed the greatest volume growth during the holiday week, increasing 33 percent and adding 5.7 million units.

The Hass Avocado Board is the only avocado organization that equips the global industry 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 and educates health professionals.

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 U.S.

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 information for planning future holiday promotions.

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About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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