1. NORTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
NORTHEAST 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. Northeast Region: Highlights - YTD Q3
Overview based on the following geography:
The Northeast region captures the markets of Albany, Boston, Buffalo, Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia, Pittsburgh and Syracuse, plus additional cities not included in markets
2016 vs. 2015, avocado dollars in Northeast grew +9%, outpacing Total U.S. (+7%) by +2 points
Category dollars outpaced total produce (+8%) by +1 point
Category volume grew +11%
Category average selling price (ASP) declined -2%, down to $1.24/unit
Bagged avocados drove dollar growth, adding +$7.2MM to the category
Large Hass held a 23% share of category dollars
Lower dollars and units per store per week in Northeast presents opportunity for growth
Northeast averaged $366 and 295 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Northeast: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2016 vs. 2015, avocado dollars grew +9% and outpaced total produce by +1 point
Northeast held a 20% share of total produce dollars and a 15% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Northeast: YTD Q3 Avocado Retail Overview
Northeast Avocado Volume Grew Double-Digits
2016 vs. 2015, Category dollars grew +9%
Volume grew double-digits, up +11%
2016 vs. 2015, Category average selling price (ASP) declined -2%, down to $1.24/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Northeast vs. Total U.S. - YTD Q3 PLU Comparisons
Northeast Outpaced Total U.S. in Dollar Sales Growth Rate
Avocado dollar sales in NE increased +9%, +2 points ahead of Total U.S. (+7%)
Volume increased %, -1 point behind Total U.S.
Bagged avocados drove dollar growth, adding +$7.2MM to the category
Large Hass held a 23% share of category dollars
NE category ASP of $1.24/unit was +24% higher than the national ASP of $1.00/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Northeast: YTD Q3 Category Per Store Per Week Averages
Lower Dollars and Units Per Store Per Week in Northeast Presents Opportunity for Growth
Northeast had a dollar velocity slightly lower than the national average
Northeast averaged $366 per store per week through Q3 2016
Northeast had a volume velocity lower than the national average
Northeast averaged 295 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Northeast: 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 66MM units when ASP was $1.16/unit
The lowest quarter was 2014-Q4 at 39MM units when ASP was at $1.28/unit
ASP
Lowest ASP to date occurred during 2016-Q1 at $1.14/unit
Highest ASP to date occurred during 2016-Q3 at $1.44/unit