1. CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN – DEC
2014 vs. 2013
CALIFORNIA Region
Regional Composite

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 Q4 (January – December) 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
This report is based on a Calendar Quarters.
Note: We are looking for “TRENDS” that can assist the retailer to grow their avocado category. Trends are the most important factor in reviewing the category. Also, there may be some discrepancies between this data and the data the retailer uses internally for their reports.  This can be due to a number of reasons including timing issues, Distribution Center transfers, Club Cards, internal department charges, etc.

3. California Region: Highlights - YTD Q4
Overview based on the following geography:
The California Region captures the Markets of Los Angeles, Sacramento, San Diego and San Francisco, plus additional cities not included in Markets
2014 vs. 2013, Avocado dollars grew +8%, outpacing Total Produce (+6%) by +2 points
California held an 11% share of Total Produce dollars and an 18% share of Avocado dollars (the largest of any region)
2014 vs. 2013, Avocado dollars in California grew +8% and lagged Total U.S. (+12%) by -4 points
Category dollars grew +8%, despite a -5% decline in units
Category average selling price (ASP) increased +13% to $1.09/unit
Large Hass avocados (4225) held the largest dollar share in both California and Total U.S.
In California, large avocado dollars declined -7% and trailed the national average by -11 points
California posted the second highest dollars and units per store per week
California averaged $716 and 658 units per store per week through Q4 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. California: YTD Q4 - Avocados vs. Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate (2014 vs. 2013)
2014 vs. 2013, Avocado dollars grew +8%, outpacing Total Produce (+6%) by +2 points
California held an 11% share of Total Produce dollars and an 18% share of Avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. California: YTD Q4 Avocado Retail Overview
California Avocado Dollars Grew +7%, Despite an -5% Decline in Units (2014 vs. 2013)
2014 vs. 2013, Category dollars grew +7%, despite a -5% decline in Units
All quarters posted dollar growth vs. prior year
2014 vs. 2013, Category average selling price (ASP) increased +13% to $1.09/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. California vs. Total U.S. - YTD Q4 PLU Comparisons
California Lagged Total U.S. in Dollar and Volume Sales Growth Rates
Avocado dollar sales in CA increased +8%, -4 points behind Total U.S. (+12%)
Volume decreased %, -10 points behind Total U.S.
CA large Hass avocados (4225) dollars declined - 7% and trailed the national average by -11 points
Large avocados held the largest dollar share in CA and Total U.S.
CA large avocado ASP increased +16% to $1.35/unit, +3% higher than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. California: YTD Category Per Store Per Week Averages
California Posted the Second Highest Dollars and Units Per Store Per Week
California had the second fastest dollar velocity at more than double the U.S. average
California averaged $716 per store per week through Q4 2014
California had the second fastest unit velocity at more than double the U.S. average
California averaged 658 units per store per week through Q4 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. California: 2012 through Q4-2014 Per Store Averages By Quarter - Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Average Retail Units Per Store
The peak quarter was 2013-Q2 at 10,221 units per store when ASP was $0.93/unit
The lowest quarter was 2013-Q4 at 7,890 units per store when ASP was at $1.05/unit
ASP
Lowest ASP to date occurred during 2012-Q1, $0.87/unit
Highest ASP to date occurred during 2014-Q3 at $1.19/unit