REGIONAL
DATA REPORT
JAN - SEPT
2013 vs. 2012
GREAT LAKES Region
Regional Composite
Methodology
•
Sales and Market Data is obtained using CAST (Category Avocado Sales Trend)
– IRI gathers chain-wide sales across all RMAs (Retail Market Areas)
• Starting in 2013, the IRI Regions reflect an expanded retail data set which includes sales and
volume from Walmart, Sam’s Club, Target and BJ’s, in addition to traditional grocery retailers
– Data is entered into CAST system
– Using CAST, data is queried and reported approximately every 4 weeks
•
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: Total Avocados
Fruit = Total Fruit excluding Avocados
Produce = Total Produce including Avocados
•
Timeframe:YTD Q1, Q2 and Q3 (January – September) 2013
•
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
2
Great Lakes Region: Highlights - YTD through Q3
•
Overview based on the following geography:
– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand
Rapids and Indianapolis, plus additional cities not included in those Markets
•
Great Lakes Overview
– Through Q3 2013, Avocado retail dollars trended ahead of Fruit by +11 points and Produce by +10 points
– Category dollars were up +14% in 2012 and +17% in 2013 for a net growth of +34% over 2011
– Category units grew +39% in 2012 and +25% in 2013 for a net growth +74% over 2011
– Category average selling price (ASP) decreased -18% in 2012 and -6% in 2013 to $1.12/unit
•
Great Lakes Per Store Averages
– 2013 Average dollars of $8,778 per store were +14% higher than 2012 and +27% higher than 2011
– 2013 Average units of 7,831 per store were +21% higher than 2012 and +65% higher than 2011
•
Great Lakes versus Total U.S. trends
– GL category unit growth of +25% was +9 points higher than the national average
– GL category dollar trend of +17% was +4 points higher than the national average
– GL 2013 category ASP of $1.12/unit was +11% higher than the national average of $1.01/unit
3
Great Lakes:YTD through Q3
Retail Dollar Trend Comparisons
•
Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce
– 2012 versus 2011, Avocados dollar growth of +14% outpaced Fruit by +8 points and
Produce by +12 points
– 2013 versus 2012, Avocado dollar growth of +17% outpaced Fruit by +11 points and
Produce by +10 points
– 2013 versus 2011, Avocados dollar growth of +34% outpaced Fruit by +21 points and
Produce by +24 points
4
Great Lakes:YTD through Q3
Avocado Retail Overview
•
Category dollars were up +14% in 2012 and
+17% in 2013 for a net growth of +34% over
2011
•
Category units grew +39% in 2012 and +25%
in 2013 for net growth of +74% over 2011
•
Category average selling price (ASP)
decreased -18% in 2012 and -6% in 2013 to
$1.12/unit
5
Great Lakes vs. Total U.S. YTD through Q3
PLU Comparisons
–
•
–
•
GL growth was primarily
driven by PLU 4770 which
grew +7 million units
GL category dollar trend of
+17% was +4 points higher
than the national average
GL growth was primarily
driven by PLU 4770 which
grew +$10 million
GL 2013 category ASP of
$1.12/unit was +11% higher
than the national average of
$1.01/unit
Great Lakes
RETAIL UNITS
GL category unit growth of
+25% was +9 points higher
than the national average
J ANUARY - S EPTEMBER: 2012 vs 2013
•
PLU
Description
2012
2013
4046
S mall Has s #60 s izes & s maller
11,516,747
12,615,476
4225
Large Has s #40 & #48 s izes
47,161,744
4770
X-Large Has s #36 s izes & larger
4,255,063
Other
Total U.S.
Variance
2012
2013
Variance
+9.5%
392,473,289
403,058,039
+2.7%
53,469,876
+13.4%
384,742,694
460,064,178
+19.6%
11,536,543
+171.1%
21,044,455
43,246,317
+105.5%
Greens kins , P inkertons , non-Has s P LUs
919,031
875,409
-4.7%
20,850,556
22,135,926
+6.2%
Organic
All Organic P LUs
918,976
1,331,542
+44.9%
10,493,775
12,692,467
+21.0%
B ags
All bagged P LUs
12,371,265
16,623,613
+34.4%
108,160,738
146,979,935
+35.9%
77,142,826
96,452,459
+25.0%
937,765,507
1,088,176,862
+16.0%
TOTAL CATEGORY UNITS
Great Lakes
RETAIL DOLLARS
2012
2013
Total U.S.
PLU
Description
Variance
2012
4046
S mall Has s #60 s izes & s maller
$
11,459,177 $
12,261,827
+7.0%
$
313,509,184 $
303,722,520
-3.1%
4225
Large Has s #40 & #48 s izes
$
60,643,575 $
62,463,910
+3.0%
$
476,553,666 $
553,658,894
+16.2%
4770
X-Large Has s #36 s izes & larger
$
6,004,840 $
15,652,876
+160.7%
$
33,549,938 $
61,425,043
+83.1%
Other
Greens kins , P inkertons , non-Has s P LUs
$
1,654,850 $
1,546,896
-6.5%
$
34,436,282 $
36,589,227
+6.3%
Organic
All Organic P LUs
$
1,424,978 $
2,168,304
+52.2%
$
17,012,054 $
20,518,793
+20.6%
B ags
All bagged P LUs
$
11,091,757 $
14,008,097
+26.3%
$
96,100,844 $
126,844,119
+32.0%
TOTAL CATEGORY DOLLARS $
92,279,177 $
108,101,910
+17.1%
$
971,161,969 $ 1,102,758,596
+13.6%
Great Lakes
AVERAGE SELLING PRICE (ASP) / UNIT
2013
Variance
Total U.S.
PLU
Description
2012
2013
Variance
2012
2013
Variance
4046
S mall Has s #60 s izes & s maller
$1.00
$0.97
-2.3%
$0.80
$0.75
-5.7%
4225
Large Has s #40 & #48 s izes
$1.29
$1.17
-9.1%
$1.24
$1.20
-2.8%
4770
X-Large Has s #36 s izes & larger
$1.41
$1.36
-3.9%
$1.59
$1.42
-10.9%
Other
Greens kins , P inkertons , non-Has s P LUs
$1.80
$1.77
-1.9%
$1.65
$1.65
+0.1%
Organic
All Organic P LUs
$1.55
$1.63
+5.0%
$1.62
$1.62
-0.3%
B ags
All bagged P LUs
$0.90
$0.84
-6.0%
$0.89
$0.86
-2.9%
$1.20
$1.12
-6.3%
$1.04
$1.01
-2.1%
CATEGORY ASP ($/Unit)
6
Great Lakes:YTD through Q3
Category Per Store Averages
2011
2012
2013
2011
2012
2013
$8,778
7,831
$7,732
$6,928
6,463
4,741
+11.6%
+13.5%
Avg Retail Dollars Per Store
•
+36.3%
+21.2%
Avg Retail Units Per Store
In 2013, per store dollar and unit averages exhibited growth over the prior year
– 2013 Average dollars of $8,778 per store were +14% higher than 2012 and +27% higher
than 2011
– 2013 Average units of 7,831 per store were +21% higher than 2012 and +65% higher
than 2011
* Per store averages are based on stores selling
7
Great Lakes: 2011 through Q3-2013
Per Store Averages By Quarter - Units vs. ASP
•
Average Retail Units Per Store
– The peak quarter was 2013-Q2 at 2,905 units per store when ASP was $1.08/unit
– The lowest quarter was 2011-Q3 at 1,346 units per store when ASP was at its highest point,
$1.72/unit
•
ASP
– Lowest ASP to date occurred during 2013-Q1, $1.04/unit
– Highest ASP to date occurred during 2011-Q3, $1.72/unit
* Per store averages are based on stores selling
8
Great Lakes Region: Highlights - YTD through Q3
•
Overview based on the following geography:
– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand
Rapids and Indianapolis, plus additional cities not included in those Markets
•
Great Lakes Overview
– Through Q3 2013, Avocado retail dollars trended ahead of Fruit by +11 points and Produce by +10 points
– Category dollars were up +14% in 2012 and +17% in 2013 for a net growth of +34% over 2011
– Category units grew +39% in 2012 and +25% in 2013 for a net growth +74% over 2011
– Category average selling price (ASP) decreased -18% in 2012 and -6% in 2013 to $1.12/unit
•
Great Lakes Per Store Averages
– 2013 Average dollars of $8,778 per store were +14% higher than 2012 and +27% higher than 2011
– 2013 Average units of 7,831 per store were +21% higher than 2012 and +65% higher than 2011
•
Great Lakes versus Total U.S. trends
– GL category unit growth of +25% was +9 points higher than the national average
– GL category dollar trend of +17% was +4 points higher than the national average
– GL 2013 category ASP of $1.12/unit was +11% higher than the national average of $1.01/unit
9