1. SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
SOUTHEAST 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. Southeast Region: Highlights - YTD Q3
Overview based on the following geography:
The Southeast region captures the markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those markets
2016 vs. 2015, avocado dollars grew +13% in Southeast and outpaced Total U.S. (+7%) by +6 points
Category dollars outpaced total produce (+7%) by +6 points
Volume increased +24%, +12 points ahead of Total U.S.
Category average selling price (ASP) declined -9% to $1.03/unit
Large Hass (4225) avocados drove dollar growth, adding +$18.6MM to the category
Bagged avocados drove volume growth, adding +23.3MM units to the category
SE Large Hass (4225) ASP was -12% lower than the national average at $1.15/unit
Lower dollars and units per store per week in Southeast presents opportunity for growth
Southeast averaged $310 and 301 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Southeast: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2016 vs. 2015, avocado dollars grew +13%, +6 points ahead of total produce (+7%)
Southeast held a 15% share of total produce dollars and a 12% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Southeast: YTD Q3 Avocado Retail Overview
Southeast Avocado Dollars and Volume Grew Double-Digits
2016 vs. 2015, Category dollars grew +13%, and units increased +24%
Southeast avocado dollars and volume grew double-digits in all time periods
2016 vs. 2015, Category average selling price (ASP) declined -9% to $1.03/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Southeast vs. Total U.S. - YTD Q3 PLU Comparisons
Southeast Outpaced Total U.S. in Dollar and Volume Sales Growth Rates
Avocado dollar sales in SE increased +13%, +6 points ahead of Total U.S. (+7%)
Volume increased +24%, +12 points ahead of Total U.S.
Large Hass (4225) avocados drove dollar growth, adding +$18.6MM to the category
Bagged avocados drove volume growth, adding MM units to the category
SE Large Hass (4225) ASP was -12% lower than the national average at $1.15/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Southeast: YTD Q3 Category Per Store Per Week Averages
Lower Dollars and Units Per Store Per Week in Southeast Presents Opportunity for Growth
Southeast had the third lowest dollar velocity
Southeast averaged $310 per store per week through Q3 2016
Southeast had the third lowest volume velocity
Southeast averaged 301 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Southeast: 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 61MM units when ASP was $0.95/unit
The lowest quarter was 2014-Q4 at 34MM units when ASP was at $1.13/unit
ASP
Lowest ASP to date occurred during 2016-Q2 at $0.95/unit
Highest ASP to date occurred during 2014-Q2 at $1.30/unit