US avocado sales hit four-year high, boosted by summer holidays

Independence Day and Labor Day generated record sales, with a 19% increase in dollar terms. Small avocados led the demand, solidifying their position as the preferred choice for consumers.

The U.S. avocado market experienced significant growth during the summer of 2024, reaching its highest sales levels in four years. According to the Hass Avocado Board's (HAB) third-quarter report, unit sales increased by an average of 2.3%, while dollar revenue grew by 19% year-over-year. Combined, the Fourth of July and Labor Day holidays boosted sales of 92.4 million units, generating $122.5 million in revenue.

The key driver of this growth was the performance of small avocados, which dominated sales both during and outside of promotions. During Independence Day week, these avocados added 4 million units to the market, while Labor Day week saw an additional 1.7 million units added. Despite fewer promotions compared to 2023, marketing strategies remained effective, with the northeastern US registering the largest volume increase in the category.

The average selling price was $1.32 and $1.33 per unit during the July and September holidays, respectively, reflecting a positive trend in the product's value. With these results, avocados continue to solidify their position as an essential product in Americans' seasonal consumption, marking a key opportunity for producers and exporters in the coming years.

Source: portalfruticola.com