1. NORTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – MAR
2017 vs. 2016
NORTHEAST Region
Regional Composite

2. Methodology Categories: Timeframe: YTD Q1 (January – March) 2017
Avocados
Total produce: Includes avocados
Timeframe: YTD Q1 (January – March) 2017
Average Selling Price (ASP) is not Advertised Retail Price
Average selling price = Dollars/Volume (Units) = Average price per unit
Retail data provided by IRI / FreshLook
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 periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews
This report is based on a Calendar Quarters.
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.

3. Northeast Region: Highlights - YTD Q1
Overview based on the following geography:
The Northeast region captures the markets of Albany, Boston, Buffalo, Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia, Pittsburgh and Syracuse, plus additional cities not included in markets
2017 vs. 2016, avocado dollars in Northeast grew +19%, outpacing Total U.S. (+14%) by +5 points
Category dollars outpaced total produce by +19 points
Category volume declined -2%
Category average selling price (ASP) increased +21%, up to $1.38/unit
Large Hass (4225) avocados drove dollar growth, adding +$5.2MM to the category
Large Hass ASP increased +21%, driving higher dollar sales
Lower dollars and units per store per week in Northeast presents opportunity for growth
Northeast averaged $401 and 291 units per store per week through Q1 2017
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Northeast: YTD Q1 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2017 vs. 2016, avocado dollars grew +19%, +19 points ahead of total produce
Northeast held a 19% share of total produce dollars and a 16% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Northeast: YTD Q1 Avocado Retail Overview
Northeast Avocado Dollars Grew +19% on a 21% Price Increase
2017 vs. 2016, Category dollars grew +19%
Volume declined -2%
2017 vs. 2016, Category average selling price (ASP) increased +21%, up to $1.38/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Northeast vs. Total U.S. - YTD Q1 PLU Comparisons
Northeast Outpaced Total U.S. in Dollar Sales Growth Rate
Avocado dollar sales in NE increased +19%, +5 points ahead of Total U.S. (+14%)
Volume declined -2%, lagging Total U.S. by -8 points
Large Hass (4225) avocados drove dollar growth, adding +$5.2MM to the category
Large Hass ASP increased +21%, driving their dollar growth rate
Small Hass (4046) avocados curbed the volume loss from other segments
Small Hass had the highest incremental volume at +2.7MM units
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Northeast: YTD Q1 Category Per Store Per Week Averages
Lower Dollars and Units Per Store Per Week in Northeast Presents Opportunity for Growth
Northeast had a dollar velocity slightly lower than the national average
Northeast averaged $401 per store per week through Q1 2017
Northeast had a volume velocity lower than the national average
Northeast averaged 291 units per store per week through Q1 2017
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Northeast: 2015-Q1 through 2017-Q1 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2016-Q2 at 66MM units when ASP was $1.16/unit
The lowest quarter was 2016-Q4 at 43MM units when ASP was at $1.53/unit
ASP
Lowest ASP to date occurred during 2016-Q1 at $1.14/unit
Highest ASP to date occurred during 2016-Q4 at $1.53/unit