Retail Category Trends – Total U.S.
DATA ENDING 1/22/17
Source: IRI/Freshlook
©2017 California Strawberry Commission
1
Top 10 Produce Categories - Dollars
Total U.S.
Dollars (Billions) and Dollar Share of Total Produce
Ranking of Top 10 Categories
52 Weeks Ending 1/22/17
$6.3
$4.3
$4.1
$3.7
$3.5
$3.2
$3.0
$2.9
$2.7
$2.2
$ Share
+9.5%
+4.5%
- 3.5%
+2.0%
- 2.7%
- 6.6%
+9.0%
+3.6%
+4.6%
+3.6%
Berries
Apples
Lettuce
Tomatoes
Grapes
Bananas
Strawberries
Potato
Melons
Onions
10.1%
6.9%
6.6%
5.8%
5.5%
5.1%
4.8%
4.6%
4.4%
3.4%
With $6.3 billion in annual sales, the berry category ranks #1 in total produce.
t At $3.0 billion, strawberries rank #7 in produce, and 4th among individual fruits.
t Berries and strawberries contribute 10.1% (+0.5%) and 4.8% (+0.2%) to total produce sales, respectively.
t The top 10 categories account for 52.2% of total produce dollars.
t
Source: IRI/Freshlook
©2017 California Strawberry Commission
2
Top 10 Produce Categories - Volume
Total U.S.
Pounds (Billions) and Pound Share of Total Produce
Ranking of Top 10 Categories
52 Weeks Ending 1/22/17
5.6
4.4
4.1
2.5
1.8
1.8
1.7
1.6
1.6
1.1
LBS Share
- 4.9%
+4.2%
- 0.6%
- 1.4%
+2.9%
+7.8%
+2.6%
- 1.5%
- 4.5%
+6.5%
Bananas
Melons
Potato
Apples
Onions
Berries
Tomatoes
Lettuce
Grapes
Strawberries
13.7%
10.8%
9.9%
6.1%
4.4%
4.3%
4.2%
4.0%
3.8%
2.8%
With 1.8 billion in annual pounds, the berry category ranks #6 in total produce.
t At 1.1 billion pounds, strawberries rank #10 in produce, and 5th among individual fruits.
t Berries & strawberries contribute 4.3% (0.3%) and 2.8% (0.1%) to total produce pounds, respectively.
t The top 10 categories account for 61.1% of total produce volume.
t
Source: IRI/Freshlook
©2017 California Strawberry Commission
3
Berries - Dollars
Total U.S.
Total U.S.
Berry Category by Segment
Retail Dollar Trends
52 Weeks Ending 1/22/2017
Berry Category by Segment
Retail Dollar Trends
52 Weeks Ending 1/22/2017
3.0%
8.7%
A/O Berries
$6,313,100,010
Dollar Share by Segment
14.5%
Blackberries
26.1%
Raspberries
$3,009,968,382
Blueberries
$1,649,701,719
47.7%
$914,039,322
Strawberries
$548,512,175
$190,878,412
Current 52 Weeks
Berries
+9.5%
t
t
Strawberries are the largest segment, accounting for 47.7% of berry dollar sales.
Blueberries and raspberries rank 2nd and 3rd, respectively.
Source: IRI/Freshlook
©2017 California Strawberry Commission
t
t
Strawberries Blueberries Raspberries Blackberries A/O Berries
+9.0%
+10.3%
+4.9%
+15.3%
+18.2%
Berry dollars are up 9.5% versus year ago; strawberry dollars are up 9.0%.
Varietal berries are showing sales increases.
4
Berries - Volume
Total U.S.
Total U.S.
Berry Category by Segment
Retail Volume Trends
52 Weeks Ending 1/22/2017
Berry Category by Segment
Retail Volume Trends
52 Weeks Ending 1/22/2017
2.4%
5.2%
A/O Berries
1,781,220,394
Pound Share by Segment
7.3%
20.6%
Blackberries
1,149,143,538
Raspberries
64.5%
Blueberries
366,834,043
Strawberries
129,422,725
Current 52 Weeks
Berries
+7.8%
t
t
Strawberries are the largest segment, accounting for 64.5% of berry pound sales.
Blueberries and raspberries rank 2nd and 3rd, respectively.
Source: IRI/Freshlook
©2017 California Strawberry Commission
t
t
93,509,685
42,310,403
Strawberries Blueberries Raspberries Blackberries A/O Berries
+6.5%
+13.7%
-3.4%
+18.2%
+14.2%
Berry pounds are up 7.8% vs. year ago; strawberry pounds are up 6.5%.
Most varietal berries are increasing in volume.
5
Strawberries – 52 Weeks
Total U.S.
Strawberries
Retail Dollar and Volume (LBS) Trends
52 Weeks Ending 1/22/2017
Total U.S.
Dol l a rs
US DLS
US LBS
Stra wberri es
1# Conv
23.3%
1# Org
21.3%
20.2%
2# Conv
% Chg vs YA
Al l Other
Pounds
13.3%
Stra wberri es
10.0%
1# Conv
9.0%
1# Org
6.5%
6.5%
2# Conv
5.8%
5.2%
Al l Other
52 Wk
Sha re
100.0
$ 3,009,968,382
65.4
$ 1,968,533,266
1# Conv
1# Org
2# Conv
All Other
t
The 1 lb. conventional package accounts for 65% of sales, up 6.5% vs. YA.
t
With a 21% share, the 2 lb. package is up 10.0% vs. YA.
t
The average 1 lb. price is $2.56, 1 lb. organic $4.25, and 2 lb. is $4.63.
Source: IRI/Freshlook
©2017 California Strawberry Commission
9.0%
6.5%
8.2
$
247,182,069
21.3%
21.0
$
632,402,298
10.0%
5.4
$
161,850,749
20.2%
52 Wk
Sha re
% Chg
vs YA
52 Weeks
100.0
1,149,143,538
6.5%
66.9
768,431,654
5.2%
5.1
58,133,598
23.3%
23.8
273,270,000
5.8%
4.3
49,308,285
13.3%
Avera ge Reta i l ($/uni t)
Strawberries
% Chg
vs YA
52 Weeks
% Chg
vs YA
52 Weeks
Stra wberri es
$3.00
2.3%
1# Conv
$2.56
1.2%
1# Org
$4.25
-1.7%
2# Conv
$4.63
4.0%
6
Strawberries – 13 Weeks
Total U.S.
Strawberries
Retail Dollar and Volume (LBS) Trends
13 Weeks Ending 1/22/2017
Total U.S.
Dol l a rs
US DLS
US LBS
Stra wberri es
1# Conv
83.4%
79.8%
1# Org
2# Conv
70.9%
Al l Other
13 Wk
Sha re
% Chg
vs YA
13 Weeks
100.0
$
515,578,772
21.9%
73.6
$
379,438,412
13.4%
8.2
$
42,278,432
70.9%
14.6
$
75,049,247
58.9%
3.6
$
18,812,682
14.7%
% Chg vs YA
58.9%
Pounds
Stra wberri es
1# Conv
35.5%
1# Org
26.8%
2# Conv
21.9%
14.7%
13.4%
17.6%
Al l Other
13 Wk
Sha re
100.0
145,019,038
35.5%
76.1
110,348,532
26.8%
4.9
7,033,557
79.8%
16.7
24,221,249
83.4%
2.4
3,415,699
17.6%
Avera ge Reta i l ($/uni t)
Strawberries
1# Conv
1# Org
2# Conv
All Other
t
The 1 lb. conventional package accounts for 74% of sales, up 13.4% vs. YA.
t
With a 15% share, the 2 lb. package is up 58.9% vs. YA.
t
The average 1 lb. price is $3.44, 1 lb. organic $6.01, and 2 lb. is $6.20.
Source: IRI/Freshlook
©2017 California Strawberry Commission
% Chg
vs YA
13 Weeks
% Chg
vs YA
13 Weeks
Stra wberri es
$3.83
-7.5%
1# Conv
$3.44
-10.5%
1# Org
$6.01
-5.0%
2# Conv
$6.20
-13.4%
7
Strawberries – By Region – 13 & 52 Weeks
13 Weeks Ending 1/22/2017
Geography
RMA Dollars
RMA
Dollars,
Prior Yr
% C hg
RMA Pounds
RMA
Pounds,
Prior Yr
% C hg
52 Weeks Ending 1/22/2017
RMA
Price/Lbs
RMA
Price/Lbs,
Prior Yr
C hg
RMA Dollars
RMA
Dollars,
Prior Yr
% C hg
RMA Pounds
RMA
RMA
Pounds,
Price/Lbs,
Prior Yr
RMA
Prior Yr
% C hg Price/Lbs
C hg
C alifornia - MULO
$52,671,514
13.0%
13,200,257
27.0%
$
3.99
$
(0.49)
$304,528,090
6.9%
107,760,691
3.1%
$
2.83
$
0.10
Great Lakes - MULO
$71,032,875
29.3%
22,484,141
48.0%
$
3.16
$
(0.46)
$433,635,277
9.8%
185,317,689
7.3%
$
2.34
$
0.05
Midsouth - MULO
$60,915,794
18.1%
17,377,758
29.7%
$
3.51
$
(0.35)
$366,376,504
7.6%
139,398,069
4.1%
$
2.63
$
0.09
$104,439,839
22.0%
27,439,262
29.5%
$
3.81
$
(0.23)
$636,915,912
11.4%
222,210,942
10.9%
$
2.87
$
0.01
Plains - MULO
$37,076,724
14.8%
9,703,822
32.8%
$
3.82
$
(0.60)
$232,233,619
7.7%
86,884,902
6.1%
$
2.67
$
0.04
South C entral - MULO
$56,668,366
14.6%
17,119,883
32.4%
$
3.31
$
(0.52)
$318,491,230
7.7%
131,615,315
5.4%
$
2.42
$
0.05
Southeast - MULO
$80,634,493
35.8%
22,355,684
42.2%
$
3.61
$
(0.17)
$407,575,288
11.9%
150,836,473
7.4%
$
2.70
$
0.11
West - MULO
$52,139,168
21.2%
15,338,231
40.6%
$
3.40
$
(0.55)
$310,212,464
5.5%
125,119,459
3.5%
$
2.48
$
0.05
$515,578,772
21.9%
145,019,038
35.5%
$
3.56
$
(0.40) $3,009,968,382
9.0%
1,149,143,538
6.5%
$
2.62
$
0.06
Northeast - MULO
Total U.S. - MULO
Source: IRI/Freshlook
©2017 California Strawberry Commission
8
Strawberries – Package & Region – Dollars
Strawberries By Package
Dollars ($) and Share
52 Weeks Ending 1/22/2017
California
Strawberries
1# Conv
1# Org
2# Conv
All Other
$
$
$
$
$
Northeast
Strawberries
1# Conv
1# Org
2# Conv
All Other
$
$
$
$
$
Southeast
Strawberries
1# Conv
1# Org
2# Conv
All Other
$
$
$
$
$
Dollars
% Chg
vs YA
304,528,090
175,822,293
38,025,410
74,130,521
16,549,866
Chg
vs YA
Great Lakes
Dollars
6.9% 100.0 1.4% 57.7 (3.1)
9.8% 12.5 0.3
14.8% 24.3 1.7
32.9%
5.4 1.1
Strawberries
1# Conv
1# Org
2# Conv
All Other
$ 433,635,277
$ 314,583,359
$ 29,229,171
$ 67,541,983
$ 22,280,765
Dollars
% Chg
vs YA
Plains
636,915,912
390,402,253
60,268,758
152,935,133
33,309,767
11.4% 100.0 10.7% 61.3 (0.3)
18.3%
9.5 0.6
10.5% 24.0 (0.2)
11.0%
5.2 (0.0)
Strawberries
1# Conv
1# Org
2# Conv
All Other
Dollars
% Chg
vs YA
West
407,575,288
304,793,998
29,194,242
58,467,299
15,119,749
11.9% 100.0 7.4% 74.8 (3.2)
53.1%
7.2 1.9
9.9% 14.3 (0.3)
88.0%
3.7 1.5
Source: IRI/Freshlook
©2017 California Strawberry Commission
Share
Share
Share
Chg
vs YA
Chg
vs YA
Strawberries
1# Conv
1# Org
2# Conv
All Other
Dollars
$ 232,233,619
$ 127,703,085
$ 13,248,822
$ 71,434,412
$ 19,847,300
Dollars
$ 310,212,464
$ 191,934,957
$ 31,057,148
$ 71,447,221
$ 15,773,138
% Chg
vs YA
Share
Chg
vs YA
Midsouth
9.8% 100.0 9.9% 72.5 0.1
24.3%
6.7 0.8
5.4% 15.6 (0.6)
5.4%
5.1 (0.2)
Strawberries
1# Conv
1# Org
2# Conv
All Other
% Chg
vs YA
South Central
Share
Chg
vs YA
7.7% 100.0 2.4% 55.0 (2.8)
9.9%
5.7 0.1
17.7% 30.8 2.6
9.0%
8.5 0.1
Strawberries
1# Conv
1# Org
2# Conv
All Other
% Chg
vs YA
Total U.S.
Share
Chg
vs YA
5.5% 100.0 2.5% 61.9 (1.8)
11.4% 10.0 0.5
6.7% 23.0 0.3
31.3%
5.1 1.0
Strawberries
1# Conv
1# Org
2# Conv
All Other
$
$
$
$
$
$
$
$
$
$
Dollars
% Chg
vs YA
366,376,504
246,593,953
24,884,309
75,682,606
19,215,635
7.6% 100.0 4.9% 67.3 (1.8)
21.6%
6.8 0.8
10.7% 20.7 0.6
17.1%
5.2 0.4
Dollars
% Chg
vs YA
318,491,230
216,699,369
21,274,210
60,763,122
19,754,529
7.7% 100.0 5.6% 68.0 (1.4)
39.0%
6.7 1.5
3.6% 19.1 (0.8)
20.6%
6.2 0.7
Dollars
% Chg
vs YA
$ 3,009,968,382
$ 1,968,533,266
$ 247,182,069
$ 632,402,298
$ 161,850,749
Share
Share
Share
Chg
vs YA
Chg
vs YA
Chg
vs YA
9.0% 100.0 6.5% 65.4 (1.5)
21.3%
8.2 0.8
10.0% 21.0 0.2
20.2%
5.4 0.5
9
Strawberries – Per Capita By Region
Strawberries
Dollars - Volume (LBS) - Per Capita by Region
52 Weeks Ending 1/22/2017
Population
Dollars
Per
Capita $
California
38,199,831
$304,528,090
$7.97
$ Per
Capita
Index
82.8
Great Lakes
46,614,532
$433,635,277
$9.30
96.6
185,317,689
3.98
108.2
$2.34
Midsouth
38,180,416
$366,376,504
$9.60
99.7
139,398,069
3.65
99.3
$2.63
Northeast
55,741,108
$636,915,912
$11.43
118.7
222,210,942
3.99
108.5
$2.87
Plains
20,791,274
$232,233,619
$11.17
116.0
86,884,902
4.18
113.7
$2.67
South Central
37,720,993
$318,491,230
$8.44
87.7
131,615,315
3.49
94.9
$2.42
Southeast
41,880,029
$407,575,288
$9.73
101.1
150,836,473
3.60
98.0
$2.70
West
33,545,627
$310,212,464
$9.25
96.1
125,119,459
3.73
101.5
$2.48
Total U.S.
312,673,810
$3,009,968,382
$9.63
100.0
1,149,143,538
3.68
100.0
$2.62
Region
Source: IRI/Freshlook
©2017 California Strawberry Commission
107,760,691
Per
Capita
LBS
2.82
LBS Per
Capita
Index
76.8
Volume (LBS)
Avg $/lb.
$2.83
10
Appendix
Total U.S. Fruit Sales
Total U.S. Fruit Trends
52wk
time period
3.7%
0.8%
13wk
time period
Dollars
Pounds
YAGO
$29,897,328,164
22,061,638,870
Current 52wks
$31,001,591,920
22,229,294,113
•
3.6%
52 weeks, fruit dollars grew +3.7%;
fruit pounds are up +0.8%.
•
2.6%
4wk
time period
Dollars
Pounds
YAGO
$6,585,537,872
4,353,047,334
Current 13wks
$6,825,549,708
4,467,248,121
2.5%
13 weeks, fruit dollars increased +3.6%;
fruit pounds were up +2.6%.
•
Source: IRI/Freshlook
©2017 California Strawberry Commission
1.6%
Dollars
Pounds
YAGO
$2,153,133,716
1,400,345,662
Current 4wks
$2,188,449,695
1,435,923,263
Current 4 weeks, fruit dollars are up
+1.6%, while pounds gained +2.5%.
12
A ll Other
15.3%
Berries
20.4%
Total U.S. Fruit - Dollars
Pineapple
2.6%
Cherries
2.6%
•
•
Oranges
3.5%
The berry category accounts for
20.4% of total fruit dollar sales.
Tangerines
5.2%
Berries posted a +9.5% increase
vs. year ago.
A pples
13.9%
A vocados
6.4%
Melons
8.8%
$7,000,000,000
4.6%
10.4%
8.1%
Tangerines
-2.8% -6.2%
Avocados
4.6%
Melons
9.5%
Apples
$5,000,000,000
Berries
$6,000,000,000
-0.3% 10.5%
7.5%
$4,000,000,000
$3,000,000,000
$2,000,000,000
$1,000,000,000
Source: IRI/Freshlook
©2017 California Strawberry Commission
Pineapple
Cherries
Oranges
Bananas
Grapes
$0
Dollars
Berries
Apples
Grapes
Bananas
Melons
Avocados
Tangerines
Oranges
Cherries
Pineapple
Total Fruit
Bananas
10.2%
Grapes
11.2%
Current 52wks % Chg
$6,311,059,081
9.5%
$4,294,770,154
4.6%
$3,457,129,357 -2.8%
$3,150,159,205 -6.2%
$2,731,931,524
4.6%
$1,991,871,945 10.4%
$1,605,256,585
8.1%
$1,099,620,808 -0.3%
$811,213,488 10.5%
$804,155,358
7.5%
$31,001,591,920
3.7%
13
Bananas
25.1%
A ll Other
10.9%
Total U.S. Fruit - Pounds
Lemons
1.6%
Pineapple
3.1%
•
•
Bananas account for 25.1% of total fruit
pound sales, and are down -4.4% versus
year ago.
A vocados
3.9%
Oranges
4.4%
Tangerines
4.8%
Berries have a 8.0% share of total fruit
volume; berry volume is up 7.8%
compared to last year.
Grapes
7.0%
Berries
8.0%
6,000,000,000
-4.4%
4.2%
-1.3%
7.8%
-4.6%
5.9%
3.7%
9.2%
6.3%
7.9%
Bananas
Melons
Apples
Berries
Grapes
Tangerines
Oranges
Avocados
Pineapple
Lemons
5,000,000,000
4,000,000,000
3,000,000,000
2,000,000,000
1,000,000,000
-
Source: IRI/Freshlook
©2017 California Strawberry Commission
Melons
19.9%
Pounds
Bananas
Melons
Apples
Berries
Grapes
Tangerines
Oranges
Avocados
Pineapple
Lemons
Total Fruit
A pples
11.2%
Current 52wks
5,575,624,027
4,430,143,538
2,483,383,064
1,780,472,085
1,550,104,401
1,077,150,439
984,299,423
869,719,334
690,889,047
365,531,946
22,229,294,113
14
% Chg
-4.4%
4.2%
-1.3%
7.8%
-4.6%
5.9%
3.7%
9.2%
6.3%
7.9%
0.8%
Total U.S. Fruit – Dollar Trends By Region
•
The Northeast region accounts for 19.7% of Total U.S. fruit dollar sales, and is growing fruit
sales +7.6% versus year ago.
Total U.S.
+3.7%
% Chg
vs YA
YAGO
+7.6%
+7.6%
+3.8%
Northeast
Southeast
Great Lakes
+4.6%
Midsouth
-1.2%
California
-0.6%
West
+2.3%
South Central
+0.6%
Plains
$5,552,223,106 $4,232,901,261 $4,009,964,612 $3,485,577,579 $3,430,442,352 $3,386,775,277 $3,234,937,685 $2,129,679,515
Current 52wks $5,984,697,139 $4,577,344,951 $4,184,296,090 $3,665,399,862 $3,418,058,914 $3,364,725,747 $3,343,475,142 $2,151,994,426
Source: IRI/Freshlook
©2017 California Strawberry Commission
15
Definitions of Terms and Concepts
ACV
All Commodity Volume - ACV includes all sales run through store registers for all stores withing a specific geography not just food sales, (grocery, non-grocery goods and services).
Average Weekly Index
An index that measures whether a particular week is above or below the annual 52-week average. An index of 100 is
average or normal. For example, an index of 120 means sales for that week are above the annual average.
CHG
Change - Difference between 2 time periods or 2 data points.
Dollars
Sales expressed in dollars for a particular region or geography.
MULO
Multi Outlet (MULO) Data: Includes retail scan data from Total Grocery, Mass Merch w/ Supers, and Warehouse Club
stores. All data included in retail category trends reports is 'MULO' data.
Pounds
Volume sold expressed in pounds for stores in a particular region or geography.
Price
Retail price is calculated as the dollar sales divided by the pounds sold ($/LB), or dollar sales divided by purchases
($/unit). This is a "blended price" including sales at the regular price, feature price, and loyalty card priced sales.
Strawberries
Fresh strawberries only - includes stem, organic, conventional, pints, clamshells, all brands, all origins. Does not
include processed, frozen, juice, etc.
Total Produce
All items sold in the produce department. This includes fruit, vegetables, juice, packaged salads, party trays, etc.
Volume
Same as pounds (LBS).
YA / YAGO
Year Ago - A time reference used in conjunction with specific dates.
% Chg
Percent Change - This is the percent difference between 2 time periods or 2 data points.
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