1. SOUTH CENTRAL Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
SOUTH CENTRAL 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. South Central Region: Highlights - YTD Q3
Overview based on the following geography:
The South Central region captures the markets of Dallas, Houston and New Orleans, plus additional cities not included in markets
2016 vs. 2015, avocado dollars in South Central grew +6%, but lagged Total U.S. (+7%) by -1 point
Category dollars outpaced total produce by +3 points
Category volume grew +7%
Category average selling price (ASP) decreased -1% to $0.82/unit
Bagged avocados drove dollar growth, adding +$14.6MM to the category
Bagged avocados also drove volume growth, adding +27.3MM units
South Central posted above average dollars and units per store per week
South Central averaged $437 and 536 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. South Central: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Dollar Sales Growth Rate (2016 vs. 2015)
2016 vs. 2015, avocados grew +6%, +3 points ahead of total produce
South Central held a 11% share of total produce dollars and a 13% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. South Central: YTD Q3 Avocado Retail Overview
South Central Avocado Dollars Grew +6%, While Units Grew +7% (2016 vs. 2015)
2016 vs. 2015, Category dollars grew +6%, while units grew +7%
South Central avocado sales have increased for two straight years
2016 vs. 2015, Category average selling price (ASP) decreased -1% to $0.82/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. South Central vs. Total U.S. - YTD Q3 PLU Comparisons
South Central Lagged Total U.S. in Dollar and Volume Sales Growth Rates
Avocado dollar sales in SC increased +6%, -1 point behind Total U.S.
Volume increased %, -5 points behind Total U.S.
Bagged avocados drove dollar growth, adding +$14.6MM to the category
Bagged avocados also drove volume growth, adding +27.3MM units
SC ASP was $0.82/unit, -18% lower than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. South Central: YTD Q3 Category Per Store Per Week Averages
South Central Posted Above Average Dollars and Units Per Store Per Week
South Central had the third highest dollar velocity
South Central averaged $437 per store per week through Q3 2016
South Central had the third highest volume velocity
South Central averaged 536 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. South Central: 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 89MM units when ASP was $0.77/unit
The lowest quarter was 2014-Q4 at 55MM units when ASP was at $0.87/unit
ASP
Lowest ASP to date occurred during 2016-Q2, $0.77/unit
Highest ASP to date occurred during 2014-Q3 at $0.97/unit