1. CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
CALIFORNIA Region
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. California Region: Highlights - YTD Q3
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
2016 vs. 2015, California avocado dollars grew +4%, but lagged Total U.S. by -3 points
Avocado dollars outpaced total produce (+2%) by +2 points
Category units increased +10%
Category average selling price (ASP) decreased -5% to $0.98/unit
Bagged avocados drove dollar and volume growth, adding +$24.7MM and +53.5MM units to the category
Bagged avocado ASP decreased -33% to $0.60/unit, -20% lower than the national average
California posted the second highest dollars and units per store per week
California averaged $845 and 866 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. California: YTD Q3 - Avocados vs. Total Produce
Avocado Dollar Growth Outpaced Total Produce (2016 vs. 2015)
2016 vs. 2015, avocado dollars grew +4% and outpaced total produce (+2%) by +2 points
California held an 11% share of total produce dollars and an 17% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. California: YTD Q3 Avocado Retail Overview
California Avocado Sales Posted Double-Digit Growth in Units (2016 and 2015)
2016 vs. 2015, Category volume grew +10%
Dollars grew +4%
2016 vs. 2015, Category average selling price (ASP) decreased -5% to $0.98/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. California vs. Total U.S. - YTD Q3 PLU Comparisons
California Lagged Total U.S. in Dollar and Volume Growth
Avocado dollar sales in CA grew +4%, lagging Total U.S. by -3 points
Volume increased %, -2 points behind Total U.S.
Bagged avocados drove dollar and volume growth, adding +$24.7MM and MM units to the category
Bagged avocado ASP decreased -33% to $0.60/unit, -20% lower than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. California: YTD Q3 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 double the U.S. average
California averaged $845 per store per week through Q3 2016
California had the second fastest unit velocity at more than double the U.S. average
California averaged 887 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. California: 2014-Q1 through 2016-Q3 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2016-Q1 at 92MM units when ASP was $0.87/unit
The lowest quarter was 2014-Q4 at 63MM units when ASP was at $1.02/unit
ASP
Lowest ASP to date occurred during 2016-Q1, $0.87/unit
Highest ASP to date occurred during 2014-Q3 at $1.18/unit