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GREAT LAKES Region PowerPoint Presentation
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GREAT LAKES Region

GREAT LAKES Region

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GREAT LAKES Region

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  1. GREAT LAKES Region Regional Composite REGIONAL DATA REPORT JAN - DEC 2013 vs. 2012

  2. 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, Q2, Q3 and Q4 (January – December) 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

  3. Great Lakes Region: Highlights - YTD through Q4 • Overview based on the following geography: • The Great LakesRegioncaptures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in thoseMarkets • Great Lakes Overview • Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +12 points and Produce by +11 points • Category dollars were up +15% in 2012 and +17% in 2013 for a net growth of +34% over 2011 • Category units grew +37% in 2012 and +19% in 2013 for net growth of +62% over 2011 • Category average selling price (ASP) decreased -16% in 2012 and -2% in 2013 to $1.16/unit • Great Lakes Per Store Averages • 2013 Average dollars of $11,290 per store were +14% higher than 2012 and +28% higher than 2011 • 2013 Average units of 9,732 per store were +16% higher than 2012 and +55% higher than 2011 • Great Lakes versus Total U.S. trends • GL category unit growth of +19% was +3 points higher than the national average • GL category dollar trend of +17% was +3 points higher than the national average • GL 2013 category ASP of $1.16/unit was +14% higher than the national average of $1.01/unit

  4. Great Lakes: YTD through Q4Retail Dollar Trend Comparisons • Avocado retail dollars through Q4 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +15% outpaced Fruit by +7 points and Produce by +11 points • 2013 versus 2012, Avocado dollar growth of +17% outpaced Fruit by +12 points and Produce by +11 points • 2013 versus 2011, Avocados dollar growth of +34% outpaced Fruit by +22 points and Produce by +24 points

  5. Great Lakes: YTD through Q4 Avocado Retail Overview Category dollars were up +15% in 2012 and +17% in 2013 for a net growth of +34% over 2011 Category units grew +37% in 2012 and +19% in 2013 for net growth of +62% over 2011 Category average selling price (ASP) decreased -16% in 2012and -2% in 2013 to $1.16/unit

  6. Great Lakes vs. Total U.S. YTD through Q4 PLU Comparisons • GL category unit growth of +19% was +3 points higher than the national average • GL growth was primarily driven by PLU 4770 which grew +8 million units • GL category dollar trend of +17% was +3 points higher than the national average • GL growth was primarily driven by PLU 4770 which grew +$11million • GL 2013 category ASP of $1.16/unit was +14% higher than the national average of $1.01/unit

  7. Great Lakes: YTD through Q4 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior year • 2013 Average dollars of $11,290 per store were +14% higher than 2012 and +28% higher than 2011 • 2013 Average units of 9,732 per store were +16% higher than 2012 and +55% higher than 2011 * Per store averages are based on stores selling

  8. Great Lakes: 2011 through Q4-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 2,905 units per store when ASP was $1.08/unit • The lowest quarter was 2011-Q3 at 1,346 units per store when ASP was at its highest point, $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 * Per store averages are based on stores selling

  9. Great Lakes Region: Highlights - YTD through Q4 • Overview based on the following geography: • The Great LakesRegioncaptures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in thoseMarkets • Great Lakes Overview • Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +12 points and Produce by +11 points • Category dollars were up +15% in 2012 and +17% in 2013 for a net growth of +34% over 2011 • Category units grew +37% in 2012 and +19% in 2013 for net growth of +62% over 2011 • Category average selling price (ASP) decreased -16% in 2012 and -2% in 2013 to $1.16/unit • Great Lakes Per Store Averages • 2013 Average dollars of $11,290 per store were +14% higher than 2012 and +28% higher than 2011 • 2013 Average units of 9,732 per store were +16% higher than 2012 and +55% higher than 2011 • Great Lakes versus Total U.S. trends • GL category unit growth of +19% was +3 points higher than the national average • GL category dollar trend of +17% was +3 points higher than the national average • GL 2013 category ASP of $1.16/unit was +14% higher than the national average of $1.01/unit