1. WEST Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
WEST 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. West Region: Highlights - YTD Q3
Overview based on the following geography:
The West region captures the markets of Boise, Denver, Las Vegas, Phoenix, Portland, Salt Lake City, Seattle, Spokane and West Texas/New Mexico, plus additional cities not captured in those markets
2016 vs. 2015, avocado dollars grew +4% and was -3 points behind Total U.S. (+7%)
Category dollars outpaced total produce (+2%) by +2 points
Category volume grew +17%
Category average selling price (ASP) decreased -10% to $0.87/unit
Bagged avocados drove dollar and volume growth, adding +$42.4MM and +69.0MM units to the category
Bagged avocados held the second largest dollar share in West at 30%
West posted the highest dollars and units per store per week
West averaged $833 and 1055 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. West: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2016 vs. 2015, avocados grew +4%, +2 points ahead of total produce
West held a 11% share of total produce dollars and a 16% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. West: YTD Q3 Avocado Retail Overview
West Avocado Dollars Grew +4%, While Units Grew +17% (2016 vs. 2015)
2016 vs. 2015, Category volume grew double-digits for two consecutive years
Dollars were up +4% in 2016
2016 vs. 2015, Category average selling price (ASP) decreased -10% to $0.87/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. West vs. Total U.S. - YTD Q3 PLU Comparisons
West Lagged Total U.S. in Dollar Growth, But Outpaced Total U.S. in Volume Growth
West avocado dollar sales increased +4%, -3 points behind Total U.S. (+7%)
Volume increased +17%, +5 points ahead of Total U.S.
Bagged avocados drove dollar and volume growth, adding +$42.4MM and MM units to the category
Bagged avocados held the second largest dollar share in West at 30%
Category ASP declined % to $0.69/unit and was -12% lower than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. West: YTD Q3 Category Per Store Per Week Averages
West Posted the Highest Average Dollars and Units Per Store Per Week
West had the highest dollar velocity, more than double the U.S. average
West averaged $849 per store per week through Q3 2016
West had the highest volume velocity, more than double the U.S. average
West averaged 974 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. West: 2014-Q3 through 2016-Q3 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarters were 2016-Q1 and Q2 at 100MM units when ASP was $0.79/unit and $0.84/unit, respectively
The lowest quarter was 2014-Q4 at 59MM units when ASP was at $0.95/unit
ASP
Lowest ASP to date occurred during 2016-Q1, $0.79/unit
Highest ASP to date occurred during 2014-Q3 at $1.13/unit