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PLAINS Region. Regional Composite. REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013. Methodology. IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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PLAINS Region

Regional Composite

REGIONAL

DATA REPORT

JAN – MAR

2014 vs. 2013


Methodology
Methodology

  • 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

  • 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, Produce = Total Produce including Avocados

  • Timeframe: YTD Q1 (January – March) 2014

  • 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


Plains region highlights ytd q1
Plains: Region Highlights - YTD Q1

  • Overview based on the following markets:

    • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in Markets

  • Plains Overview

    • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends

    • Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012

    • Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012

    • Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit

  • Plains Per Store Averages

    • 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012

    • 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012

  • Plains versus Total U.S. trends

    • PL category unit growth of +4% was -4 points lower than the national average

    • PL category dollar trend of +18% was -1 point lower than the national average

    • PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit


Plains ytd q1 retail dollar trend comparisons avocados vs produce
Plains: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Produce

  • Avocado retail dollar trends through Q1 2014 outpaced Produce retail dollar trends

    • 2013 versus 2012, Avocados outpaced Produce by +5 points

    • 2014 versus 2013, Avocados outpaced Produce by +14 points

    • 2014 versus 2012, Avocados grew +35%, outpacing Produce by +21 points


Plains ytd q1 avocado retail overview
Plains: YTD Q1 Avocado Retail Overview

Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012

Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012

Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit


Plains vs total u s ytd q1 plu comparisons
Plains vs. Total U.S.YTD Q1 PLU Comparisons

  • PL category unit growth of +4% was -4 points lower than the national average

    • PL growth was primarily driven by PLUs 4046 which grew +1 million units

  • PL category dollar trend of +18% was -1 point lower than the national average

    • PL growth was driven by PLU 4046 and 4225, which collectively grew +$3 million

  • PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit

    • PLU 4770 ASP increased +45% to $2.34/unit


Plains ytd q1 category per store averages
Plains: YTD Q1 Category Per Store Averages

  • In 2014, per store dollar and unit averages exhibited growth over the prior years

    • 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012

    • 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012


Plains 2011 through q1 2013 per store averages by quarter units vs asp
Plains: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP

  • Average Retail Units Per Store

    • The peak quarter was 2013-Q2 at 3,009 units per store when ASP was $1.11/unit

    • The lowest quarter was 2013-Q4 at 2,071 units per store when ASP was $1.26/unit

  • ASP

    • Lowest ASP to date occurred during 2013-Q1, $1.01/unit

    • Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.26/unit


Plains region highlights ytd q11
Plains: Region Highlights - YTD Q1

  • Overview based on the following markets:

    • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in Markets

  • Plains Overview

    • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends

    • Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012

    • Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012

    • Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit

  • Plains Per Store Averages

    • 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012

    • 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012

  • Plains versus Total U.S. trends

    • PL category unit growth of +4% was -4 points lower than the national average

    • PL category dollar trend of +18% was -1 point lower than the national average

    • PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit


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