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1 Avocado Regional Composite Great Lakes Region 2012 YTD Q2 (January – June) Prepared by: Fusion Marketing.

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Presentation on theme: "1 Avocado Regional Composite Great Lakes Region 2012 YTD Q2 (January – June) Prepared by: Fusion Marketing."— Presentation transcript:

1 1 Avocado Regional Composite Great Lakes Region 2012 YTD Q2 (January – June) Prepared by: Fusion Marketing

2 Methodology Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) –Symphony Information Resources Inc. Group (SymphonyIRI Group) gathers chain-wide sales across all RMAs (Retail Market Areas) Regional figures include data collected from all reporting retailers, as well as imputed data (non-reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area –Data is entered into CAST system –Using CAST, data is queried and reported 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 Analysis is based on a Calendar Quarters unless otherwise noted Total U.S. totals and averages utilized in comparisons includes all U.S. regions Retail data provided by SymphonyIRI Group / FreshLook Marketing Important Note: SymphonyIRI Group / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews 2

3 Great Lakes Region Highlights YTD Q2 Overview based on the following markets: –Chicago, IL; Cincinnati, OH; Cleveland, OH; Columbus, OH; Detroit, MI Great Lakes Overview –Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +6 points and 2010 Produce by +9 points –Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012 –Category units net growth from 2010 to 2012 was +21% –Category average selling price (ASP) in 2012 was -7% lower than the 2010 ASP Great Lakes Per Store Averages –2012 Average dollars of $2,668 per store were +14% higher than 2011 and +10% higher since 2010 –2012 Average units of 2,873 per store were +39% higher than 2011 and +19% higher than 2010’s average of 2,417 units per store Great Lakes versus Total U.S. trends –Great Lakes’ 2012 category dollar trend of +12% was +3 points higher than the national average –Great Lakes’ 2012 category unit growth of +37% was +1 point higher than the national average –Great Lakes’ 2012 category ASP of $0.93/unit was +2% higher than the national average of $0.91/ unit 3

4 Great Lakes YTD Q2 Retail Dollar Trend Comparisons Avocados vs. Fruit vs. Produce Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +6 points and 2010 Produce by +9 points –2011 versus 2010, Avocados underperformed Fruit by -3 points and Produce by -4 points –2012 versus 2011, Avocados outpaced Fruit by +10 points and Produce by +12 points –2012 versus 2010, Avocados dollars outpaced Fruit by +6 points and Produce by +9 points 4

5 Great Lakes YTD Q2 Avocado Retail Overview Category dollars grew for 2 consecutive years, +0.2% in 2011 and +12% in 2012 for a net growth of +12% over 2010 Category units declined -11% in 2011, but grew +37% in 2012 for a net growth +21% over 2010 Category average selling price (ASP) increased +13% in 2011, but declined -18% in 2012 to $0.93/unit –2012 ASP was -7% lower than the 2010 ASP 5

6 Great Lakes vs. Total U.S. YTD Q2 PLU Comparisons Great Lakes’ category unit growth of +37% was +1 point higher than the national average –Great Lakes’ growth was primarily driven by Bags which grew million units Great Lakes’ category dollar trend of +12% was +3 points higher than the national average –Great Lakes’ growth was primarily driven by PLU 4046 which grew +$4 million Great Lakes’ 2012 category ASP of $0.93/unit was +2% higher than the national average of $0.91/ unit 6

7 Great Lakes YTD Q2 Category Per Store Averages In 2012, per store dollar and unit averages exhibited growth from 2011 –2012 Average dollars of $2,668 per store were +14% higher than 2011 and +10% higher than 2010 –2012 Average units of 2,873 per store were +39% higher than 2011 and +19% higher than 2010’s average of 2,417 units per store 7

8 Great Lakes 2010 through Q Per Store Averages by Quarter: Units vs. ASP Average Retail Units Per Store –The peak quarter was 2012-Q2 at 2,767 units per store when ASP was $0.91/unit –The lowest quarter was 2010-Q4 at 1,593 units per store when ASP was $0.99/unit ASP –Lowest ASP to date occurred during 2012-Q2, $0.91/unit –Highest ASP to date occurred during 2011-Q3, $1.27/unit 8

9 Great Lakes Region Highlights YTD Q2 Overview based on the following markets: –Chicago, IL; Cincinnati, OH; Cleveland, OH; Columbus, OH; Detroit, MI Great Lakes Overview –Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +6 points and 2010 Produce by +9 points –Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012 –Category units net growth from 2010 to 2012 was +21% –Category average selling price (ASP) in 2012 was -7% lower than the 2010 ASP Great Lakes Per Store Averages –2012 Average dollars of $2,668 per store were +14% higher than 2011 and +10% higher since 2010 –2012 Average units of 2,873 per store were +39% higher than 2011 and +19% higher than 2010’s average of 2,417 units per store Great Lakes versus Total U.S. trends –Great Lakes’ 2012 category dollar trend of +12% was +3 points higher than the national average –Great Lakes’ 2012 category unit growth of +37% was +1 point higher than the national average –Great Lakes’ 2012 category ASP of $0.93/unit was +2% higher than the national average of $0.91/ unit 9

10 Appendix Retail scan data is collected and entered into CAST approximately every 4-6 weeks –Data collection began in 1997 –Data is collected and distributed by Symphony Information Research, Inc. Group (SymphonyIRI Group) / FreshLook Marketing –Data is scrubbed and reviewed for accuracy prior to entry Total U.S. totals and averages utilized in comparisons includes all U.S. regions Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel Analysis is based on a Calendar Quarters unless otherwise noted 10


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