REGIONAL
DATA REPORT
JAN – DEC
2016 vs. 2015
PLAINS Region
Regional Composite
Methodology
•
Categories:
–
–
Avocados
Total produce: Includes avocados
•
Timeframe: YTD Q4 (January – December) 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
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Plains Region: Highlights - YTD Q4
•
Overview based on the following geography:
–
•
2016 vs. 2015, avocado dollars in Plains grew +13%, and outpaced Total U.S. (+10%) by
+3 points
–
–
–
–
•
The Plains region captures the St. Louis market, plus additional cities not included in markets
Category dollars outpaced total produce (+2%) by +11 points
Category volume grew +14%
Category average selling price (ASP) decreased -1% to $1.08/unit
Bagged avocados drove dollar and volume growth, adding +$8.3MM and +12.4MM units to the category
Lower dollars and units per store per week in Plains presents opportunity for growth
–
Plains averaged $304 and 280 units per store per week through Q4 2016
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Plains: YTD Q4 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
•
2016 vs. 2015, avocado dollars grew +13%, +11 points ahead
of total produce (+2%)
•
Plains held a 7% share of total produce dollars and a 5%
share of avocado dollars
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Plains: YTD Q4 Avocado Retail Overview
Plains 2016 YTD Q4 Avocado Dollars and Volume Grew Double-Digits
•
2016 vs. 2015, Category dollars grew +13%
and volume grew +14%
•
2016 vs. 2015, Category average selling
price (ASP) decreased -1% to $1.08/unit
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Plains vs. Total U.S. - YTD Q4 PLU Comparisons
Plains Outpaced Total U.S. in Dollar and Volume Growth Rates
RETAIL DOLLARS
Avocado dollar sales in PL
increased +13%, +3 points
ahead of Total U.S. (+10%)
–
•
•
Volume increased
+14%, +4 points ahead
of Total U.S.
Bagged avocados drove
dollar and volume growth,
adding +$8.3MM and
+12.4MM units to the
category
PL category ASP of
$1.08/unit was +5% higher
than the national average
JANUARY - DECEMBER: 2015 vs 2016
•
Plains
2015
Total U.S.
PLU
Description
2015
2016
4046
Small Hass #60 sizes & smaller
$
42,623,906 $
2016
40,843,176
Variance
-4.2%
$
510,279,224 $
485,849,537
Variance
-4.8%
4225
Large Hass #40 & #48 sizes
$
34,828,935 $
39,396,302
+13.1%
$
811,180,113 $
828,929,684
+2.2%
4770
X-Large Hass #36 sizes & larger
$
2,212,872 $
1,597,915
-27.8%
$
90,644,083 $
105,124,427
+16.0%
Other
-10.5%
Greenskins, Pinkertons, non-Hass PLUs
$
466,202 $
2,037,967
+337.1%
$
45,760,396 $
40,970,051
Organic
All Organic PLUs
$
2,203,725 $
2,850,379
+29.3%
$
43,447,070 $
46,940,465
+8.0%
Bags
All bagged PLUs
$
14,897,477 $
23,165,251
+55.5%
$
278,944,587 $
458,453,178
+64.4%
TOTAL CATEGORY DOLLARS $
97,233,117 $
109,890,991
+13.0%
$ 1,780,255,474 $ 1,966,267,341
+10.4%
RETAIL UNITS
Plains
2015
Total U.S.
PLU
Description
2016
4046
Small Hass #60 sizes & smaller
44,714,512
41,612,527
4225
Large Hass #40 & #48 sizes
25,316,317
27,627,380
4770
X-Large Hass #36 sizes & larger
914,806
788,997
Other
Greenskins, Pinkertons, non-Hass PLUs
Variance
2015
2016
Variance
-6.9%
644,536,979
590,104,022
+9.1%
648,981,962
609,766,736
-6.0%
-13.8%
53,183,827
60,502,205
+13.8%
-32.2%
-8.4%
268,633
1,039,602
+287.0%
31,372,831
21,260,752
Organic
All Organic PLUs
1,081,046
1,363,011
+26.1%
25,589,997
24,741,909
-3.3%
Bags
All bagged PLUs
16,439,634
28,887,651
+75.7%
320,203,642
589,371,811
+84.1%
88,734,948
101,319,169
+14.2%
1,723,869,237
1,895,747,436
+10.0%
TOTAL CATEGORY UNITS
AVERAGE SELLING PRICE (ASP) / UNIT
Plains
Total U.S.
PLU
Description
2015
2016
Variance
2015
2016
Variance
4046
Small Hass #60 sizes & smaller
$0.95
$0.98
+3.0%
$0.79
$0.82
+4.0%
4225
Large Hass #40 & #48 sizes
$1.38
$1.43
+3.7%
$1.25
$1.36
+8.8%
4770
X-Large Hass #36 sizes & larger
$2.42
$2.03
-16.3%
$1.70
$1.74
+1.9%
Other
Greenskins, Pinkertons, non-Hass PLUs
$1.74
$1.96
+13.0%
$1.46
$1.93
+32.1%
Organic
All Organic PLUs
$2.04
$2.09
+2.6%
$1.70
$1.90
+11.7%
Bags
All bagged PLUs
$0.91
$0.80
-11.5%
$0.87
$0.78
-10.7%
$1.10
$1.08
-1.0%
$1.03
$1.04
+0.4%
CATEGORY ASP ($/Unit)
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Plains: YTD Q4 Category Per Store Per Week
Averages
Lower Dollars and Units Per Store Per Week in Plains Presents Opportunity for Growth
•
Plains had a slightly lower
dollar velocity than the
national average
–
•
Plains averaged $304 per
store per week through
Q4 2016
Plains had a slightly lower
volume velocity than the
national average
–
Plains averaged 280 units
per store per week
through Q4 2016
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Plains: 2014-Q1 through 2016-Q4
Units vs. ASP
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•
Retail Units
– The peak quarter was 2016-Q2 at 31MM units when ASP was $0.95/unit
– The lowest quarter was 2014-Q4 at 15MM units when ASP was at $1.10/unit
ASP
– Lowest ASP to date occurred during 2016-Q2, $0.95/unit
– Highest ASP to date occurred during 2016-Q4 at $1.30/unit
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