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Total U.S. 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
Total U.S.

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
total u s highlights ytd q1
Total U.S.: Highlights - YTD Q1
  • Overview based on the following Regions:
    • California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West
  • Total U.S. Overview
    • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends
      • 2013 versus 2012, Avocados dollars grew +14%, which outpaced both Fruit and Produce by +8 points
    • Total U.S. 2013 category units were +18% higher than prior year and +42% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLUs 4046, 4225 and Bagged Avocados, which collectively grew +95 million units
    • Total U.S. 2013 category dollars were +14% higher than prior year and +20% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLU 4225 and Bagged Avocados which collectively grew +$48 million
    • Total U.S. 2013 category ASP of $0.95/unit was -3% lower than prior year and -16% lower than 2011
  • Total U.S. Per Store Averages
    • 2013 Average dollars of $4,540 per store were +12% higher than 2012 and +14% higher than 2011
    • 2013 Average units of 4,799 per store were +15% higher than 2012 and +35% higher than 2011
total u s ytd q1 retail dollar trend comparisons avocados vs fruit vs produce
Total U.S.: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce
  • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends
    • 2012 versus 2011, Avocados outpaced Fruit and Produce by +8 points and +7 points, respectively
    • 2013 versus 2012, Avocados outpaced both Fruit and Produce by +8 points
    • 2013 versus 2011, Avocado dollars grew +20%, which outpaced Fruit and Produce by +17 points and +15 points, respectively
total u s ytd q1 avocado retail overview
Total U.S.: YTD Q1 Avocado Retail Overview

Category dollars grew +5% in 2012 and +14% in 2013 for a net growth of +20% over 2011

Category units grew +21% in 2012,and +18% in 2013 for a net growth of +42% over 2011

Category average selling price (ASP) decreased -13% in 2012 and -3% in 2013 to $0.95/unit

total u s ytd q1 plu comparisons
Total U.S.: YTD Q1 PLU Comparisons
  • Avocado Retail Units increased by +18% and nearly +53 million units in Q1 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados
    • PLU 4770 saw triple digit growth and an increase of over +11 million units in Q1 2013 vs. 2012
  • Avocado Retail Dollars increased by +14% and +$41 million dollars in Q1 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados
    • PLU 4770 had an increase of +109%
    • PLU 4225 had a Retail Dollar increase of nearly +$35 million
  • All PLUs declined in price vs. 2012, but PLU 4770 saw the biggest decrease, -32% to $1.19/unit
total u s ytd q1 category per store averages
Total U.S.: YTD Q1 Category Per Store Averages
  • In 2013, per store dollar and unit averages exhibited growth over the prior years
    • 2013 Average Dollars of $4,540 per store were +12% higher than 2012 and +14% higher than 2011
    • 2013 Average Units of 4,799 per store were +15% higher than 2012 and +35% higher than 2011
total u s 2011 through q1 2013 per store averages by quarter units vs asp
Total U.S.: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP
  • Average Retail Units Per Store
    • The peak quarter was 2013-Q1 at 5,691 units per store when ASP was $0.87/unit
    • The lowest quarter was 2012-Q3 at 4,008 units per store when ASP was at its highest, $1.34/unit
  • ASP
    • Lowest ASP to date occurred during 2011-Q1 and 2013-Q1, $0.87/unit
    • Highest ASP to date occurred during 2012-Q3, $1.34/unit
total u s highlights ytd q11
Total U.S.: Highlights - YTD Q1
  • Overview based on the following markets:
    • All Regions: California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West
  • Total U.S. Overview
    • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends
      • 2013 versus 2012, Avocados dollars grew +14%, which outpaced both Fruit and Produce by +8 points
    • Total U.S. 2013 category units were +18% higher than prior year and +42% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLUs 4046, 4225 and Bagged Avocados, which collectively grew +95 million units
    • Total U.S. 2013 category dollars were +14% higher than prior year and +20% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLU 4225 and Bagged Avocados which collectively grew +$48 million
    • Total U.S. 2013 category ASP of $0.95/unit was -3% lower than prior year and -16% lower than 2011
  • Total U.S. Per Store Averages
    • 2013 Average dollars of $4,540 per store were +12% higher than 2012 and +14% higher than 2011
    • 2013 Average units of 4,799 per store were +15% higher than 2012 and +35% higher than 2011
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