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SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013.

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Presentation on theme: "SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013."— Presentation transcript:

1 SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013

2 Methodology 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 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, Produce = Total Produce including Avocados Timeframe: YTD Q1 (January – March) 2014 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 2

3 Southeast: Region Highlights - YTD Q1 Overview based on the following geography: – The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets Southeast Overview – Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends – Category dollars grew +23% in 2013 and +20% in 2014 for a net growth of +47% over 2012 – Category units grew +24% in 2013 and +21% in 2014 for a net growth +51% over 2012 – Category average selling price (ASP) declined -1% in 2013 and -1% in 2014 to $1.18/unit Southeast Per Store Averages – 2014 Average dollars of $3,177 per store were +19% higher than 2013 and +44% higher than 2012 – 2014 Average units of 2,688 per store were +20% higher than 2013 and +47% higher than 2012 Southeast versus Total U.S. trends – SE category unit growth of +21% was +13 points higher than the national average – SE category dollar trend of +20% was in line with the national average – SE 2014 category ASP of $1.18/unit was +13% higher than the national average of $1.05/unit 3

4 Southeast: YTD Q1 Retail Dollar Trend Comparisons Avocados vs. Produce Avocado retail dollar trends through Q outpaced Produce retail dollar trends – 2013 versus 2012, Avocados outpaced Produce by +14 points – 2014 versus 2013, Avocados outpaced Produce by +14 points – 2014 versus 2012, Avocado dollars grew +47% which outpaced Produce by +32 points 4

5 Southeast: YTD Q1 Avocado Retail Overview Category dollars grew +23% in 2013 and +20% in 2014 for a net growth of +47% over 2012 Category units grew +24% in 2013 and +21% in 2014 for a net growth +51% over 2012 Category average selling price (ASP) declined -1% in 2013 and -1% in 2014 to $1.18/unit 5

6 Southeast vs. Total U.S. YTD Q1 PLU Comparisons SE category unit growth of +21% was +13 points higher than the national average – SE growth was primarily driven by PLU 4046, which grew +9 million units SE category dollar trend of +20% was in line with the national average – SE growth was also primarily driven by PLU 4046, which added +$9 million to the category SE 2014 category ASP of $1.18/unit was +13% higher than the national average of $1.05/unit – PLU 4046 has an ASP of $1.11/unit, 37% higher than the national average 6

7 Southeast: YTD Q1 Category Per Store Averages In 2014, per store dollar and unit averages exhibited growth over the prior years – 2014 Average dollars of $3,177 per store were +19% higher than 2013 and +44% higher than 2012 – 2014 Average units of 2,688 per store were +20% higher than 2013 and +47% higher than

8 Southeast: 2012 through Q Per Store Averages By Quarter - Units vs. ASP Average Retail Units Per Store – The peak quarter was 2014-Q1 at 2,688 units per store when ASP was at it’s lowest, $1.18/unit – The lowest quarter was 2012-Q1 at 1,829 units per store when ASP was $1.21/unit ASP – Lowest ASP to date occurred during 2014-Q1, $1.18/unit – Highest ASP to date occurred during 2013-Q3, $1.34/unit 8

9 Southeast: Region Highlights - YTD Q1 Overview based on the following geography: – The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets Southeast Overview – Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends – Category dollars grew +23% in 2013 and +20% in 2014 for a net growth of +47% over 2012 – Category units grew +24% in 2013 and +21% in 2014 for a net growth +51% over 2012 – Category average selling price (ASP) declined -1% in 2013 and -1% in 2014 to $1.18/unit Southeast Per Store Averages – 2014 Average dollars of $3,177 per store were +19% higher than 2013 and +44% higher than 2012 – 2014 Average units of 2,688 per store were +20% higher than 2013 and +47% higher than 2012 Southeast versus Total U.S. trends – SE category unit growth of +21% was +13 points higher than the national average – SE category dollar trend of +20% was in line with the national average – SE 2014 category ASP of $1.18/unit was +13% higher than the national average of $1.05/unit 9


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