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TOTAL U.S. Regional Composite. REGIONAL DATA REPORT JAN – SEPT 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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Presentation Transcript
slide1
TOTAL U.S.

Regional Composite

REGIONAL

DATA REPORT

JAN – SEPT

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, Q2 and Q3 (January – September) 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 through q3
Total U.S.: Highlights - YTD through Q3
  • 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 Q3 outpaced Fruit and Produce retail dollar trends
      • 2013 versus 2012, Avocado dollars grew +14%, which outpaced both Fruit and Produce by +5 points
    • Total U.S. 2013 category units were +16% higher than prior year and +62% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew nearly +200 million units
    • Total U.S. 2013 category dollars were +14% higher than prior year and +24% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$137 million
    • Total U.S. 2013 category ASP of $1.01/unit was -2% lower than prior year and -24% lower than 2011
  • Total U.S. Per Store Averages
    • 2013 Average dollars of $15,106 per store were +12% higher than 2012 and +18% higher than 2011
    • 2013 Average units of 14,908 per store were +14% higher than 2012 and +55% higher than 2011
total u s ytd through q3 retail dollar trend comparisons
Total U.S.: YTD through Q3 Retail Dollar Trend Comparisons
  • Avocado retail dollar trends through Q3 outpaced Fruit and Produce retail dollar trends
    • 2012 versus 2011, Avocados outpaced Fruit and Produce by +4 points and +7 points, respectively
    • 2013 versus 2012, Avocados outpaced both Fruit and Produce by +5 points
    • 2013 versus 2011, Avocado dollars grew +24%, which outpaced Fruit and Produce by +10 points and +14 points, respectively
total u s ytd through q3 avocado retail overview
Total U.S.: YTD through Q3 Avocado Retail Overview

Category dollars grew +9% in 2012 and +14% in 2013 for a net growth of +24% over 2011

Category units grew +40% in 2012,and +16% in 2013 for a net growth of +62% over 2011

Category average selling price (ASP) decreased -22% in 2012 and -2% in 2013 to $1.01/unit

total u s ytd through q3 plu comparisons
Total U.S.: YTD through Q3 PLU Comparisons
  • Avocado Retail Units increased by +16% and over +151 million units through Q2 2013 vs. 2012. Growth was driven by PLU 4225
    • PLU 4225 exhibited growth of +20% and an increase of over +75 million units in through Q3 2013 vs. 2012
  • Avocado Retail Dollars increased by +14% and +$132 million dollars through Q3 2013 vs. 2012. Growth was driven by PLU 4225
    • PLU 4225 had a Retail Dollar increase of over +$77 million
    • PLU 4770 had an increase of +83%
  • All PLUs were flat to down in price vs. 2012, but PLU 4770 saw the biggest decrease, -11% to $1.42/unit
total u s ytd through q3 category per store averages
Total U.S.: YTD through Q3 Category Per Store Averages

* Per store averages are based on stores selling

  • In 2013, per store dollar and unit averages exhibited growth over the prior years
    • 2013 Average Dollars of $15,106 per store were +12% higher than 2012 and +18% higher than 2011
    • 2013 Average Units of 14,908 per store were +14% higher than 2012 and +50% higher than 2011
total u s 2011 through q3 2013 per store averages by quarter units vs asp
Total U.S.: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP

* Per store averages are based on stores selling

  • Average Retail Units Per Store
    • The peak quarter was 2013-Q2 at 5,301 units per store when ASP was $0.99/unit
    • The lowest quarter was 2011-Q3 at 2,909 units per store when ASP was at its highest point, $1.51/unit
  • ASP
    • Lowest ASP to date occurred during 2013-Q1, $0.95/unit
    • Highest ASP to date occurred during 2011-Q3, $1.51/unit
total u s highlights ytd through q31
Total U.S.: Highlights - YTD through Q3
  • 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 Q3 outpaced Fruit and Produce retail dollar trends
      • 2013 versus 2012, Avocado dollars grew +14%, which outpaced both Fruit and Produce by +5 points
    • Total U.S. 2013 category units were +16% higher than prior year and +62% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew nearly +200 million units
    • Total U.S. 2013 category dollars were +14% higher than prior year and +24% higher than 2011
      • Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$137 million
    • Total U.S. 2013 category ASP of $1.01/unit was -2% lower than prior year and -24% lower than 2011
  • Total U.S. Per Store Averages
    • 2013 Average dollars of $15,106 per store were +12% higher than 2012 and +18% higher than 2011
    • 2013 Average units of 14,908 per store were +14% higher than 2012 and +55% higher than 2011