REGIONAL
DATA REPORT
JAN – SEP
2016 vs. 2015
CALIFORNIA Region
Regional Composite
Methodology
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Categories:
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Avocados
Total produce: Includes avocados
•
Timeframe: YTD Q3 (January – September) 2016
•
Average Selling Price (ASP) is not Advertised Retail Price
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•
Average selling price = Dollars/Volume (Units) = Average price per unit
Retail data provided by IRI / FreshLook Marketing
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–
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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California Region: Highlights - YTD Q3
•
Overview based on the following geography:
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•
2016 vs. 2015, California avocado dollars grew +4%, but lagged Total U.S. by -3 points
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–
–
–
–
•
The California region captures the markets of Los Angeles, Sacramento, San Diego and San Francisco, plus
additional cities not included in markets
Avocado dollars outpaced total produce (+2%) by +2 points
Category units increased +10%
Category average selling price (ASP) decreased -5% to $0.98/unit
Bagged avocados drove dollar and volume growth, adding +$24.7MM and +53.5MM units to the category
Bagged avocado ASP decreased -33% to $0.60/unit, -20% lower than the national average
California posted the second highest dollars and units per store per week
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California averaged $845 and 866 units per store per week through Q3 2016
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California: YTD Q3 - Avocados vs. Total Produce
Avocado Dollar Growth Outpaced Total Produce (2016 vs. 2015)
•
2016 vs. 2015, avocado dollars grew +4% and outpaced
total produce (+2%) by +2 points
•
California held an 11% share of total produce dollars and an
17% share of avocado dollars
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California: YTD Q3 Avocado Retail Overview
California Avocado Sales Posted Double-Digit Growth in Units (2016 and 2015)
•
2016 vs. 2015, Category volume grew
+10%
–
•
Dollars grew +4%
2016 vs. 2015, Category average selling
price (ASP) decreased -5% to $0.98/unit
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California vs. Total U.S. - YTD Q3 PLU Comparisons
California Lagged Total U.S. in Dollar and Volume Growth
RETAIL DOLLARS
Avocado dollar sales in CA
grew +4%, lagging Total U.S.
by -3 points
–
•
Volume increased
+10%, -2 points behind
Total U.S.
Bagged avocados drove
dollar and volume growth,
adding +$24.7MM and
+53.5MM units to the
category
–
Bagged avocado ASP
decreased -33% to
$0.60/unit, -20% lower
than the national average
JANUARY - SEPTEMBER: 2015 vs 2016
•
California
2015
Total U.S.
PLU
Description
2015
2016
4046
Small Hass #60 sizes & smaller
$
91,903,956 $
2016
62,020,578
Variance
-32.5%
$
415,512,713 $
370,444,562
Variance
4225
Large Hass #40 & #48 sizes
$
108,493,317 $
120,042,250
+10.6%
$
634,435,138 $
644,253,323
+1.5%
4770
X-Large Hass #36 sizes & larger
$
16,998,739 $
22,198,974
+30.6%
$
69,348,225 $
90,855,868
+31.0%
Other
-23.4%
-10.8%
Greenskins, Pinkertons, non-Hass PLUs
$
2,508,479 $
95,500
-96.2%
$
36,569,679 $
28,021,099
Organic
All Organic PLUs
$
8,089,609 $
8,653,608
+7.0%
$
34,696,875 $
36,481,214
+5.1%
Bags
All bagged PLUs
$
23,113,909 $
47,764,744
+106.6%
$
218,622,670 $
342,338,672
+56.6%
TOTAL CATEGORY DOLLARS $
251,108,008 $
260,775,653
+3.8%
$ 1,409,185,299 $ 1,512,394,739
+7.3%
RETAIL UNITS
California
Total U.S.
PLU
Description
2015
2016
4046
Small Hass #60 sizes & smaller
119,658,409
87,070,256
4225
Large Hass #40 & #48 sizes
79,567,388
4770
X-Large Hass #36 sizes & larger
7,441,707
Other
Variance
2015
2016
-27.2%
525,153,919
476,366,910
Variance
85,067,399
+6.9%
496,118,489
496,504,134
+0.1%
10,925,743
+46.8%
38,681,323
54,632,162
+41.2%
-9.3%
Greenskins, Pinkertons, non-Hass PLUs
5,875,686
203,104
-96.5%
26,084,432
14,388,819
-44.8%
Organic
All Organic PLUs
5,018,831
4,424,801
-11.8%
20,831,493
19,940,796
-4.3%
Bags
All bagged PLUs
25,973,702
79,473,587
+206.0%
244,537,116
457,712,042
+87.2%
243,535,723
267,164,890
+9.8%
1,351,406,771
1,519,544,864
+12.4%
TOTAL CATEGORY UNITS
AVERAGE SELLING PRICE (ASP) / UNIT
California
Total U.S.
PLU
Description
2015
2016
Variance
2015
2016
4046
Small Hass #60 sizes & smaller
$0.77
$0.71
-7.3%
$0.79
$0.78
Variance
-1.7%
4225
Large Hass #40 & #48 sizes
$1.36
$1.41
+3.5%
$1.28
$1.30
+1.5%
4770
X-Large Hass #36 sizes & larger
$2.28
$2.03
-11.1%
$1.79
$1.66
-7.2%
Other
+38.9%
Greenskins, Pinkertons, non-Hass PLUs
$0.43
$0.47
+10.1%
$1.40
$1.95
Organic
All Organic PLUs
$1.61
$1.96
+21.3%
$1.67
$1.83
+9.8%
Bags
All bagged PLUs
$0.89
$0.60
-32.5%
$0.89
$0.75
-16.3%
$1.03
$0.98
-5.3%
$1.04
$1.00
-4.6%
CATEGORY ASP ($/Unit)
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California: YTD Q3 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 at
double the U.S. average
–
•
California averaged $845
per store per week
through Q3 2016
California had the second
fastest unit velocity at
more than double the U.S.
average
–
California averaged 887
units per store per week
through Q3 2016
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California: 2014-Q1 through 2016-Q3
Units vs. ASP
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•
Retail Units
– The peak quarter was 2016-Q1 at 92MM units when ASP was $0.87/unit
– The lowest quarter was 2014-Q4 at 63MM units when ASP was at $1.02/unit
ASP
– Lowest ASP to date occurred during 2016-Q1, $0.87/unit
– Highest ASP to date occurred during 2014-Q3 at $1.18/unit
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