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SOUTHEAST Region. Regional Composite. REGIONAL DATA REPORT JAN - JUN 2013 vs. 2012. Methodology. Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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slide1
SOUTHEAST Region

Regional Composite

REGIONAL

DATA REPORT

JAN - JUN

2013 vs. 2012

methodology
Methodology
  • Sales and Market Data is obtained using CAST (Category Avocado Sales Trend)
    • IRI gathers chain-wide sales across all RMAs (Retail Market Areas)
      • Starting in 2013, the IRI Regions reflect an expanded retail data set which includes sales and volume from Walmart, Sam’s Club, Target and BJ’s, in addition to traditional grocery retailers
    • Data is entered into CAST system
    • Using CAST, data is queried and reported approximately every 4 weeks
  • Average Selling Price (ASP) is not Advertised Retail Price
    • Average selling price is the average of all prices including coupons, promotional pricing, club/loyalty card deals that are given at the register at the time of purchase
  • Categories: Total Avocados

Fruit = Total Fruit excluding Avocados

Produce = Total Produce including Avocados

  • Timeframe: YTD Q1 and Q2 (January – June) 2013
  • Retail data provided by IRI / FreshLook Marketing
  • Important Note: IRI / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews
southeast region highlights ytd through q2
Southeast Region: Highlights - YTD through Q2
  • Overview based on the following geography:
    • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincluded in thoseMarkets
  • Southeast Overview
    • Through Q2 2013, Avocado retail dollars outpaced Fruit by +14 points and Produce by +16 points
    • Category dollars were up +3% in 2012 and +26% in 2013 for a net growth of +30% over 2011
    • Category units grew +28% in 2012 and +36% in 2013 for a net growth +74% over 2011
    • Category average selling price (ASP) decreased -19% in 2012and -7% in 2013 to $1.15/unit
  • Southeast Per Store Averages
    • 2013 Average dollars of $6,650 per store were +23% higher than 2012 and +22% higher than 2011
    • 2013 Average units of 5,784 per store were +32% higher than 2012 and +64% higher than 2011
  • Southeast versus Total U.S. trends
    • SE category unit growth of +36% was +15 points higher than the national average
    • SE category dollar trend of +25% was +12 points higher than the national average
    • SE 2013 category ASP of $1.15/unit was +19% higher than the national average of $0.97/unit
southeast ytd through q2 retail dollar trend comparisons
Southeast: YTD through Q2Retail Dollar Trend Comparisons
  • Avocado retail dollars through Q2 2013 trended ahead of Fruit and Produce
    • 2012 versus 2011, Avocados dollar growth of +3% was on par with Fruit and outpaced Produce by +3 points
    • 2013 versus 2012, Avocado dollar growth of +26% outpaced Fruit by +14 points and Produce by +16 points
    • 2013 versus 2011, Avocados dollar growth of +30% outpaced Fruit by +15 points and Produce by +19 points
southeast ytd through q2 avocado retail overview
Southeast: YTD through Q2 Avocado Retail Overview

Category dollars were up +3% in 2012 and +26% in 2013 for a net growth of +30% over 2011

Category units grew +28% in 2012 and +36% in 2013 for net growth of +74% over 2011

Category average selling price (ASP) decreased -19% in 2012and -7% in 2013 to $1.15/unit

southeast vs total u s ytd through q2 plu comparisons
Southeast vs. Total U.S. YTD through Q2 PLU Comparisons
  • SE category unit growth of +36% was +15 points higher than the national average
    • SE growth was primarily driven by PLU 4046 which grew +10 million units
  • SE category dollar trend of +26% was +12 points higher than the national average
    • SE growth was primarily driven by PLU 4046 which grew +$12 million
  • SE 2013 category ASP of $1.15/unit was +19% higher than the national average of $0.97/unit
southeast ytd through q2 category per store averages
Southeast: YTD through Q2 Category Per Store Averages
  • In 2013, per store dollar and unit averages exhibited growth over the prior year
    • 2013 Average dollars of $6,650 per store were +23% higher than 2012 and +22% higher than 2011
    • 2013 Average units of 5,784 per store were +32% higher than 2012 and +64% higher than 2011
southeast 2011 through q2 2013 per store averages by quarter units vs asp
Southeast: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP
  • Average Retail Units Per Store
    • The peak quarter was 2013-Q2 at 2,978 units per store when ASP was $1.15/unit
    • The lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its highest point, $1.67/unit
  • ASP
    • Lowest ASP to date occurred during 2013-Q1 and 2013-Q2, $1.15/unit
    • Highest ASP to date occurred during 2011-Q2, $1.67/unit
southeast region highlights ytd through q21
Southeast Region: Highlights - YTD through Q2
  • Overview based on the following geography:
    • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincludedin thoseMarkets
  • Southeast Overview
    • Through Q2 2013, Avocado retail dollars outpaced Fruit by +14 points and Produce by +16 points
    • Category dollars were up +3% in 2012 and +26% in 2013 for a net growth of +30% over 2011
    • Category units grew +28% in 2012 and +36% in 2013 for a net growth +74% over 2011
    • Category average selling price (ASP) decreased -19% in 2012and -7% in 2013 to $1.15/unit
  • Southeast Per Store Averages
    • 2013 Average dollars of $6,650 per store were +23% higher than 2012 and +22% higher than 2011
    • 2013 Average units of 5,784 per store were +32% higher than 2012 and +64% higher than 2011
  • Southeast versus Total U.S. trends
    • SE category unit growth of +36% was +15 points higher than the national average
    • SE category dollar trend of +26% was +12 points higher than the national average
    • SE 2013 category ASP of $1.15/unit was +19% higher than the national average of $0.97/unit
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