1. SOUTH CENTRAL Region Regional Composite REGIONAL DATA REPORT JAN – MAR
2015 vs. 2014
SOUTH CENTRAL Region
Regional Composite

2. Methodology
IRI gathers chain-wide sales across all RMAs (Retail Market Areas)
Regional Composite Reports reflect multi-outlet retail data. Multi-outlet reporting includes an aggregation of the following channels: grocery, mass, club, drug, dollar and military
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:
Avocados
Total Produce: Includes avocados
Timeframe: YTD Q1 (January – March) 2015
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. South Central Region: Highlights - YTD Q1
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
2015 vs. 2014, avocado dollars in South Central grew +11% and lagged Total U.S. (+12%) by -1 point
Category dollars outpaced total produce (+2%) by +9 points
Category volume grew +16%
Category average selling price (ASP) decreased -4% to $0.81/unit
Small Hass avocados (4770) drove dollar and volume growth, adding +$3.5MM and +6.7MM units to the category
SC Small Hass avocado ASP was $0.58/unit, -27% lower than the national average
South Central posted above average dollars and units per store per week
South Central averaged $103 and 127 units per store per week through Q1 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. South Central: YTD Q1 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Dollar Sales Growth Rate (2015 vs. 2014)
2015 vs. 2014, avocados grew +11%, +9 points ahead of total produce (+2%)
South Central held a 10% 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 Q1 Avocado Retail Overview
South Central Avocado Dollars Grew +11%, While Units Grew +16% (2015 vs. 2014)
2015 vs. 2014, Category dollars grew +11%, while units grew +16%
South Central avocado sales have increased for two straight years
2015 vs. 2014, Category average selling price (ASP) decreased -4% to $0.81/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. South Central vs. Total U.S. - YTD Q1 PLU Comparisons
South Central Lagged Total U.S. in Dollar Sales Growth Rate
Avocado dollar sales in SC increased +11%, -1 point behind Total U.S. (+12%)
Volume increased %, +11 points ahead of Total U.S.
Small Hass avocados (4770) drove dollar and volume growth, adding +$3.5MM and +6.7MM units to the category
Small Hass avocados held the second largest share of dollars and largest share of volume
SC Small Hass avocado ASP was $0.58/unit, % lower than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. South Central: YTD Q1 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 $103 per store per week through Q1 2015
South Central had the third highest volume velocity
South Central averaged 127 units per store per week through Q1 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. South Central: 2013-Q1 through 2015-Q1 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2015-Q1 at 75MM units when ASP was $0.81/unit
The lowest quarter was 2013-Q4 at 49MM units when ASP was at $0.93/unit
ASP
Lowest ASP to date occurred during 2013-Q1, $0.80/unit
Highest ASP to date occurred during 2014-Q3 at $0.97/unit