SOUTHEAST Region
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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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SOUTHEAST Region

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Southeast region

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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