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GREAT LAKES Region. Regional Composite. REGIONAL DATA REPORT JAN – MAR 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
GREAT LAKES Region

Regional Composite

REGIONAL

DATA REPORT

JAN – MAR

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 (January – March) 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
great lakes region highlights ytd q1
Great Lakes: Region Highlights - YTD Q1
  • Overview based on the following geography:
    • The Great LakesRegion captures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in Markets
  • Great Lakes Overview
    • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends in 2013
    • Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over 2011
    • Category units grew +9% in 2012 and +36% in 2013 for a net growth +48% over 2011
    • Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to $1.04/unit
  • Great Lakes Per Store Averages
    • 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22% higher than 2011
    • 2013 Average units of 2,549 per store were +32% higher than 2012 and +41% higher than 2011
  • Great Lakes versus Total U.S. trends
    • GL category unit growth of +36% was +19 points higher than the national average
    • GL category dollar trend of +21% was +7 points higher than the national average
    • GL 2013 category ASP of $1.04/unit was +10% higher than the national average of $0.95/unit
great lakes ytd q1 retail dollar trend comparisons avocados vs fruit vs produce
Great Lakes: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce
  • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends in 2013
    • 2012 versus 2011, Avocados outpaced both Fruit and Produce by +7 points
    • 2013 versus 2012, Avocados outpaced Fruit by +17 points and Produce by +15 points
    • 2013 versus 2011, Avocado dollars grew +29%, which outpaced Fruit by +25 points and Produce by +23 points
great lakes ytd q1 avocado retail overview
Great Lakes: YTD Q1 Avocado Retail Overview

Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over 2011

Category units grew +9% in 2012 an +36% in 2013 for a net growth +48% over 2011

Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to $1.04/unit

great lakes vs total u s ytd q1 plu comparisons
Great Lakes vs. Total U.S.YTD Q1 PLU Comparisons
  • GL category unit growth of +36% was +19 points higher than the national average
    • GL growth was primarily driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew +8 million units
  • GL category dollar trend of +21% was +7 points higher than the national average
    • GL growth was primarily driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew $5 million
  • GL 2013 category ASP of $1.04/unit was +10% higher than the national average of $0.95/unit
great lakes ytd q1 category per store averages
Great Lakes: YTD Q1 Category Per Store Averages
  • In 2013, per store dollar and unit averages were higher than the prior years
    • 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22% higher than 2011
    • 2013 Average units of 2,549 per store were +32% higher than 2012 and +41% higher than 2011
great lakes 2011 through q1 2013 per store averages by quarter units vs asp
Great Lakes: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP
  • Average Retail Units Per Store
    • The peak quarter was 2013-Q1 at 2,549 units per store when ASP was $1.04/unit
    • The lowest quarter was 2011-Q3 at 1,346 units per store when ASP was $1.72/unit
  • ASP
    • Lowest ASP to date occurred during 2013-Q1, $1.04/unit
    • Highest ASP to date occurred during 2011-Q3, $1.72/unit
great lakes region highlights ytd q11
Great Lakes: Region Highlights - YTD Q1
  • Overview based on the following geography:
    • The Great LakesRegion captures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in Markets
  • Great Lakes Overview
    • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends in 2013
    • Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over 2011
    • Category units grew +9% in 2012 and +36% in 2013 for a net growth +48% over 2011
    • Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to $1.04/unit
  • Great Lakes Per Store Averages
    • 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22% higher than 2011
    • 2013 Average units of 2,549 per store were +32% higher than 2012 and +41% higher than 2011
  • Great Lakes versus Total U.S. trends
    • GL category unit growth of +36% was +19 points higher than the national average
    • GL category dollar trend of +21% was +7 points higher than the national average
    • GL 2013 category ASP of $1.04/unit was +10% higher than the national average of $0.95/unit
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