midsouth region regional composite regional data report jan - jun 2013 vs. 2012
TRANSCRIPT
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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 and Q2 (January – June) 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
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Midsouth Region: Highlights - YTD through Q2
• Overview based on the following geography:– The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville,
Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in those Markets
• Midsouth Overview– Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +9 points and
Produce by +11 points– Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36%
over 2011– Category units grew +34% in 2012 and +24% in 2013 for a net growth +65% over
2011– Category average selling price (ASP) decreased -14% in 2012 and -4% in 2013 to
$1.11/unit
• Midsouth Per Store Averages– 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22%
higher than 2011– 2013 Average units of 5,720 per store were +15% higher than 2012 and +48%
higher than 2011
• Midsouth versus Total U.S. trends– MS category unit growth of +24% was +3 points higher than the national average– MS category dollar trend of +19% was +5 points higher than the national average– MS 2013 category ASP of $1.11/unit was +14% higher than the national average of
$0.97/unit
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Midsouth: YTD through Q2Retail Dollar Trend Comparisons
• Avocado retail dollars through Q2 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +15% outpaced Fruit by
+11 points and Produce by +14 points– 2013 versus 2012, Avocado dollar growth of +19% outpaced Fruit by
+9 points and Produce by +11 points– 2013 versus 2011, Avocados dollar growth of +36% outpaced Fruit by
+22 points and Produce by +27 points
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Midsouth: YTD through Q2 Avocado Retail Overview
• Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36% over 2011
• Category units grew +34% in 2012 and +24% in 2013 for net growth of +65% over 2011
• Category average selling price (ASP) decreased -14% in 2012 and -4% in 2013 to $1.11/unit
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Midsouth vs. Total U.S. YTD through Q2 PLU Comparisons
• MS category unit growth of +24% was +3 points higher than the national average
– MS growth was primarily driven by PLU 4225 which grew +11 million units
• MS category dollar trend of +19% was +5 points higher than the national average
– MS growth was primarily driven by PLU 4225 which grew +$11 million
• MS 2013 category ASP of $1.11/unit was +14% higher than the national average of $0.97/unit
RETAIL UNITS
PLU Description 2012 2013 Variance 2012 2013 Variance
4046 Small Hass #60 sizes & smaller 17,611,886 12,346,748 -29.9% 272,046,564 263,969,000 -3.0%
4225 Large Hass #40 & #48 sizes 16,626,500 28,105,970 +69.0% 245,887,799 324,453,638 +32.0%
4770 X-Large Hass #36 sizes & larger 2,619,321 4,769,941 +82.1% 11,254,402 32,886,064 +192.2%
Other Greenskins, Pinkertons, non-Hass PLUs 601,383 736,554 +22.5% 9,853,191 12,048,976 +22.3%
Organic All Organic PLUs 506,844 539,219 +6.4% 6,838,820 8,435,774 +23.4%
Bags All bagged PLUs 8,529,010 11,015,903 +29.2% 69,720,218 99,372,194 +42.5%
46,494,944 57,514,335 +23.7% 615,600,994 741,165,646 +20.4%
RETAIL DOLLARS
PLU Description 2012 2013 Variance 2012 2013 Variance
4046 Small Hass #60 sizes & smaller 18,111,403$ 11,872,233$ -34.4% 216,007,559$ 188,736,395$ -12.6%
4225 Large Hass #40 & #48 sizes 21,605,880$ 33,004,102$ +52.8% 304,290,527$ 371,669,375$ +22.1%
4770 X-Large Hass #36 sizes & larger 5,005,818$ 7,429,645$ +48.4% 19,675,457$ 42,944,115$ +118.3%
Other Greenskins, Pinkertons, non-Hass PLUs 1,130,252$ 1,388,996$ +22.9% 18,355,050$ 20,426,770$ +11.3%
Organic All Organic PLUs 976,394$ 1,001,464$ +2.6% 11,080,266$ 13,234,753$ +19.4%
Bags All bagged PLUs 6,898,843$ 8,990,750$ +30.3% 60,889,533$ 81,833,924$ +34.4%
53,728,591$ 63,687,190$ +18.5% 630,298,392$ 718,845,332$ +14.0%
AVERAGE SELLING PRICE (ASP) / UNIT
PLU Description 2012 2013 Variance 2012 2013 Variance
4046 Small Hass #60 sizes & smaller $1.03 $0.96 -6.5% $0.79 $0.71 -10.0%
4225 Large Hass #40 & #48 sizes $1.30 $1.17 -9.6% $1.24 $1.15 -7.4%
4770 X-Large Hass #36 sizes & larger $1.91 $1.56 -18.5% $1.75 $1.31 -25.3%
Other Greenskins, Pinkertons, non-Hass PLUs $1.88 $1.89 +0.3% $1.86 $1.70 -9.0%
Organic All Organic PLUs $1.93 $1.86 -3.6% $1.62 $1.57 -3.2%
Bags All bagged PLUs $0.81 $0.82 +0.9% $0.87 $0.82 -5.7%
$1.16 $1.11 -4.2% $1.02 $0.97 -5.3%
JANU
ARY
- JU
NE: 2
012
vs 2
013
Midsouth Total U.S.
TOTAL CATEGORY UNITS
Midsouth Total U.S.
TOTAL CATEGORY DOLLARS
Midsouth Total U.S.
CATEGORY ASP ($/Unit)
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Midsouth: YTD through Q2 Category Per Store Averages
• In 2013, per store dollar and unit averages exhibited growth over the prior year
– 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22% higher than 2011
– 2013 Average units of 5,720 per store were +15% higher than 2012 and +48% higher than 2011
$5,203$5,736
$6,334
+10.2% +10.4%
Avg Retail Dollars Per Store
2011 2012 2013
3,875
4,964 5,720
+28.1% +15.2%
Avg Retail Units Per Store
2011 2012 2013
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Midsouth: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP
• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 3,102 units per store when ASP was $1.13/unit– The lowest quarter was 2011-Q3 at 1,749 units per store when ASP was at its
highest point, $1.60/unit
• ASP– Lowest ASP to date occurred during 2013-Q1, $1.08/unit– Highest ASP to date occurred during 2011-Q3, $1.60/unit
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Midsouth Region: Highlights - YTD through Q2
• Overview based on the following geography:– The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville,
Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in those Markets
• Midsouth Overview– Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +9 points and
Produce by +11 points– Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36%
over 2011– Category units grew +34% in 2012 and +24% in 2013 for a net growth +65% over
2011– Category average selling price (ASP) decreased -14% in 2012 and -4% in 2013 to
$1.11/unit
• Midsouth Per Store Averages– 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22%
higher than 2011– 2013 Average units of 5,720 per store were +15% higher than 2012 and +48%
higher than 2011
• Midsouth versus Total U.S. trends– MS category unit growth of +24% was +3 points higher than the national average– MS category dollar trend of +19% was +5 points higher than the national average– MS 2013 category ASP of $1.11/unit was +14% higher than the national average of
$0.97/unit