1. TOTAL U.S. Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
TOTAL U.S.
Regional Composite

2. Methodology Categories: Timeframe: YTD Q3 (January – September) 2016
Avocados
Total Produce: Includes avocados
Timeframe: YTD Q3 (January – September) 2016
Average Selling Price (ASP) is not Advertised Retail Price
Average selling price = Dollars/Volume (Units) = Average price per unit
Retail data provided by IRI / FreshLook Marketing
HAB's calculation based in part on data reported by Information Resources, Inc. through its Freshlook Service for the Avocado category for Multi-Outlet (MULO). Multi-outlet reporting includes an aggregation of the following channels: grocery, mass, club, drug, dollar and military. The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources.
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. Total U.S.: Highlights - YTD Q3
Overview based on the following Regions:
California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West
2016 vs. 2015, avocado dollars grew +7%, +2 points ahead of total produce (+5%)
Category volume grew +12%
Category average selling price (ASP) decreased -5% to $1.00/unit
Bagged avocados added +$123.7MM and MM units to the category
Bagged avocados had the lowest ASP and declined -16% to $0.75/unit
Total U.S. dollars per store per week increased +6% vs prior year, while units grew +11%
West posted the highest average dollars and units per store per week
West averaged $849 and 974 units per store per week
Midsouth posted the lowest dollars per store per week at $289 and the lowest units per store per week at 255 units
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Total U.S.: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2016 vs. 2015, avocado dollars grew +7%, +2 points ahead of total produce (+5%)
California had the largest share of avocados (17%), despite having a small share of total produce (11%)
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Total U.S.: YTD Q3 Avocado Retail Overview
Total U.S. Avocado Dollars Grew +7%, While Volume Grew +13% (2016 vs. 2015)
2016 vs. 2015, Category dollars grew +7%, and volume increased +13%
Total U.S. volume grew double-digits for two consecutive years
2016 vs. 2015, Category average selling price (ASP) decreased -5% to $1.00/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Total U.S. - YTD Q3 PLU Comparisons
Bagged Avocados Drove Dollar and Volume Gains
Bagged avocados added +$123.7MM and MM units to the category
Bagged avocados held the third largest dollar and volume share of the category
Bagged avocados had the lowest ASP and declined % to $0.75/unit
Small Hass (4046) avocados held the largest volume share and declined -9%
Small Hass ASP declined -1.7% to $0.78/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Total U.S.: YTD Q3 Category Per Store Per Week Averages
Total U.S. Average Dollars Per Store Per Week Increased +6% to $420
Total U.S. dollars per store per week increased +6% vs. prior year, while units grew +11%
West led the regions and averaged $849 per store per week, more than double the U.S. average
West averaged 974 units per store per week
Midsouth posted the lowest dollars per store per week at $289
Midsouth posted the lowest units per store per week at 255 units
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Total U.S.: 2014-Q1 through 2016-Q3 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2016-Q2 at 539MM units when ASP was $0.94/unit
The lowest quarter was 2014-Q4 at 323MM units when ASP was at $1.05/unit
ASP
Lowest ASP to date occurred during 2016-Q1, $0.92/unit
Highest ASP to date occurred during 2014-Q2 and 2014-Q3 at $1.17/unit