REGIONAL
DATA REPORT
JAN – SEP
2014 vs. 2013
CALIFORNIA Region
Regional Composite
Methodology
•
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
•
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, Produce = Total Produce including Avocados
•
Timeframe:YTD Q3 (January – September) 2014
•
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
California Region: Highlights - YTD Q3
•
Overview based on the following geography:
–
•
2014 vs. 2013, Avocado dollars in California grew +8% and lagged Total U.S. (+13%) by
-5 points
–
–
–
–
•
Category dollars grew +8%, despite an -8% decline in units
Category average selling price (ASP) increased +18% to $1.11/unit
Large Hass avocados (4225) held the largest dollar share in both California and Total U.S.
In California, large avocado dollars declined -9% and trailed the national average by -13 points
2014 vs. 2013, Avocado dollars grew +8%, outpacing Total Produce (+7%) by +1 point
–
•
The California Region captures the Markets of Los Angeles, Sacramento, San Diego and San Francisco, plus
additional cities not included in Markets
California held an 11% share of Total Produce dollars and an 18% share of Avocado dollars (the largest of
any region)
California posted the second highest dollars and units per store per week
–
California averaged $742 and 671 units per store per week through Q3 2014
3
California: YTD Q3 - Avocados vs. Produce
Avocados Kept Pace With Total Produce in Retail Dollar Sales Growth Rate (2014 vs. 2013)
•
2014 vs. 2013, Avocado dollars grew +8%, outpacing Total
Produce (+7%) by +1 point
•
California held an 11% share of Total Produce dollars and an
18% share of Avocado dollars
4
California: YTD Q3 Avocado Retail Overview
California Avocado Dollars Grew +8%, Despite an -8% Decline in Units (2014 vs. 2013)
•
2014 vs. 2013, Category dollars grew +8%,
despite an -8% decline in Units
–
•
All quarters posted dollar growth vs. prior year
2014 vs. 2013, Category average selling
price (ASP) increased +18% to $1.11/unit
5
California vs. Total U.S. - YTD Q3 PLU Comparisons
California Lagged Total U.S. in Dollar and Volume Sales Growth Rates
RETAIL UNITS
Avocado dollar sales in CA
increased +8%, -5 points
behind Total U.S. (+13%)
–
•
Volume decreased
-8%, -10 points behind
Total U.S.
CA large Hass avocados
(4225) dollars declined -9%
and trailed the national
average by -13 points
–
–
Large avocados held the
largest dollar share in
CA and Total U.S.
CA large avocado ASP
increased +21% to
$1.39/unit, +4% higher
than the national average
JANUARY - SEPTEMBER: 2013 vs 2014
•
California
Total U.S.
PLU
Description
2013
2014
2013
2014
4046
Small Hass #60 sizes & smaller
94,762,145
99,050,217
+4.5%
404,455,575
425,853,668
4225
Large Hass #40 & #48 sizes
99,405,214
74,879,281
-24.7%
461,288,310
431,465,559
-6.5%
4770
X-Large Hass #36 sizes & larger
5,897,745
3,544,615
-39.9%
45,323,815
29,683,716
-34.5%
Other
Greenskins, Pinkertons, non-Hass PLUs
Organic
All Organic PLUs
Bags
All bagged PLUs
TOTAL CATEGORY UNITS
Variance
59,606
41,794
-29.9%
22,199,126
22,431,907
+1.0%
3,946,962
+31.5%
12,798,655
17,129,180
+33.8%
17,548,838
21,730,348
+23.8%
145,008,096
187,387,206
+29.2%
220,674,465
203,193,216
-7.9%
1,091,073,578
1,113,951,235
+2.1%
California
Description
4046
Small Hass #60 sizes & smaller
$
4225
4770
Other
+5.3%
3,000,916
RETAIL DOLLARS
PLU
Variance
Total U.S.
2013
2014
2013
66,018,431 $
86,806,231
+31.5%
2014
$
305,460,562 $
377,559,536
Large Hass #40 & #48 sizes
$ 113,923,343 $
103,784,613
X-Large Hass #36 sizes & larger
$
8,810,287 $
8,187,909
-8.9%
$
556,019,497 $
579,308,733
+4.2%
-7.1%
$
63,954,696 $
55,207,153
-13.7%
Greenskins, Pinkertons, non-Hass PLUs
$
98,005 $
60,948
-37.8%
$
36,626,529 $
37,813,022
+3.2%
Organic
All Organic PLUs
$
Bags
All bagged PLUs
$
4,705,128 $
6,442,091
+36.9%
$
20,737,656 $
29,664,629
+43.0%
13,986,185 $
19,419,977
+38.9%
$
127,899,167 $
179,442,092
TOTAL CATEGORY DOLLARS $ 207,541,379 $
+40.3%
224,701,768
+8.3%
$ 1,110,698,106 $ 1,258,995,166
+13.4%
AVERAGE SELLING PRICE (ASP) / UNIT
Variance
California
Variance
+23.6%
Total U.S.
PLU
Description
2013
2014
Variance
2013
2014
Variance
4046
Small Hass #60 sizes & smaller
$0.70
$0.88
+25.8%
$0.76
$0.89
+17.4%
4225
Large Hass #40 & #48 sizes
$1.15
$1.39
+20.9%
$1.21
$1.34
+11.4%
4770
X-Large Hass #36 sizes & larger
$1.49
$2.31
+54.6%
$1.41
$1.86
+31.8%
Other
Greenskins, Pinkertons, non-Hass PLUs
$1.64
$1.46
-11.3%
$1.65
$1.69
+2.2%
Organic
All Organic PLUs
$1.57
$1.63
+4.1%
$1.62
$1.73
+6.9%
Bags
All bagged PLUs
$0.80
$0.89
+12.1%
$0.88
$0.96
+8.6%
$0.94
$1.11
+17.6%
$1.02
$1.13
+11.0%
CATEGORY ASP ($/Unit)
6
California: YTD Category Per Store Per Week Averages
California Posted the Second Highest Dollars and Units Per Store Per Week
•
California had the second
fastest dollar velocity and
more than double the U.S.
average
–
•
California averaged $742
per store per week
through Q3 2014
California had the second
fastest unit velocity and
more than double the U.S.
average
–
California averaged 671
units per store per week
through Q3 2014
7
California: 2012 through Q3-2014 Per Store Averages
By Quarter - Units vs. ASP
•
•
Average Retail Units Per Store
– The peak quarter was 2013-Q2 at 10,221 units per store when ASP was $0.93/unit
– The lowest quarter was 2013-Q4 at 7,890 units per store when ASP was at $1.05/unit
ASP
– Lowest ASP to date occurred during 2012-Q1, $0.87/unit
– Highest ASP to date occurred during 2014-Q3 at $1.19/unit
8