SOUTHEAST Region

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SOUTHEAST Region. Regional Composite. REGIONAL DATA REPORT JAN SEPT 2013 vs. 2012. Methodology. Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) IRI gathers chain-wide sales across all RMAs (Retail Market Areas) - PowerPoint PPT Presentation

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<p>HAB - 2012 YTD Q4 Regional Composite</p> <p>SOUTHEAST RegionRegional CompositeREGIONALDATA REPORT</p> <p>JAN SEPT2013 vs. 20121MethodologySales 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, Sams Club, Target and BJs, in addition to traditional grocery retailersData is entered into CAST systemUsing CAST, data is queried and reported approximately every 4 weeks</p> <p>Average Selling Price (ASP) is not Advertised Retail PriceAverage 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</p> <p>Categories: Total Avocados Fruit = Total Fruit excluding Avocados Produce = Total Produce including Avocados</p> <p>Timeframe: YTD Q1, Q2 and Q3 (January September) 2013</p> <p>Retail data provided by IRI / FreshLook Marketing</p> <p>Important Note: IRI / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews2This report is based on a Calendar Quarters.</p> <p>Note: We are looking for TRENDS that can assist the retailer to grow their avocado category. Trends are the most important factor in reviewing the category. Also, there may be some discrepancies between this data and the data the retailer uses internally for their reports. This can be due to a number of reasons including timing issues, Distribution Center transfers, Club Cards, internal department charges, etc.</p> <p>2Southeast Region: Highlights - YTD through Q3Overview based on the following geography:The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets</p> <p>Southeast OverviewThrough Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 pointsCategory dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit</p> <p>Southeast Per Store Averages2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 20112013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011</p> <p>Southeast versus Total U.S. trendsSE category unit growth of +26% was +10 points higher than the national averageSE category dollar trend of +22% was +8 points higher than the national averageSE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit3Prepared by: Fusion MarketingData Source: IRI / FreshLook Marketing</p> <p>3Southeast: YTD through Q3Retail Dollar Trend ComparisonsAvocado retail dollars through Q3 2013 trended ahead of Fruit and Produce 2012 versus 2011, Avocado dollar growth of +7% outpaced Fruit by +2 points and Produce by +4 points2013 versus 2012, Avocado dollar growth of +22% outpaced Fruit by +11 points and Produce by +12 points2013 versus 2011, Avocados dollar growth of +30% outpaced Fruit by +14 points and Produce by +18 points4</p> <p>Prepared by: Fusion MarketingData Source: IRI / FreshLook Marketing</p> <p>4Southeast: YTD through Q3 Avocado Retail OverviewCategory dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011</p> <p>Category units grew +36% in 2012 and +26% in 2013 for net growth of +72% over 2011</p> <p>Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit</p> <p>5</p> <p>Prepared by: Fusion MarketingData Source: IRI / FreshLook Marketing</p> <p>5Southeast vs. Total U.S. YTD through Q3 PLU ComparisonsSE category unit growth of +26% was +10 points higher than the national averageSE growth was primarily driven by PLU 4046 which grew +13 million units</p> <p>SE category dollar trend of +22% was +8 points higher than the national averageSE growth was primarily driven by PLU 4046 which grew +$18 million</p> <p>SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit6</p> <p>Prepared by: Fusion MarketingData Source: IRI / FreshLook Marketing</p> <p>6Southeast: YTD through Q3 Category Per Store AveragesIn 2013, per store dollar and unit averages exhibited growth over the prior year2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 20112013 Average units of 8,530 per store were +22% higher than 2012 and +60% higher than 2011</p> <p>7</p> <p>* Per store averages are based on stores sellingPrepared by: Fusion MarketingData Source: IRI / FreshLook Marketing</p> <p>7Southeast: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASPAverage Retail Units Per StoreThe peak quarter was 2013-Q2 at 2,978 units per store when ASP was $1.15/unitThe lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its highest point, $1.67/unit</p> <p>ASPLowest ASP to date occurred during 2013-Q1 and 2013-Q2, $1.15/unitHighest ASP to date occurred during 2011-Q2, $1.67/unit8</p> <p>* Per store averages are based on stores selling8Prepared by: Fusion MarketingData Source: IRI / FreshLook MarketingSoutheast Region: Highlights - YTD through Q3Overview based on the following geography:The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets</p> <p>Southeast OverviewThrough Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 pointsCategory dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit</p> <p>Southeast Per Store Averages2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 20112013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011</p> <p>Southeast versus Total U.S. trendsSE category unit growth of +26% was +10 points higher than the national averageSE category dollar trend of +22% was +8 points higher than the national averageSE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit9Prepared by: Fusion MarketingData Source: IRI / FreshLook Marketing</p> <p>9</p>