1. CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN – MAR
2017 vs. 2016
CALIFORNIA 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. California Region: Highlights - YTD Q1
Overview based on the following geography:
The California region captures the markets of Los Angeles, Sacramento, San Diego and San Francisco, plus additional cities not included in markets
2017 vs. 2016, avocado dollars in California grew +8%, and lagged Total U.S. by -7 points
Avocado dollars outpaced total produce (-1%) by +9 points
Category units declined -1%
Category average selling price (ASP) increased +9% to $0.94/unit
Small Hass (4046) drove dollar growth, adding +$3.8MM to the category
Small Hass also helped curb the volume decline in California
Small Hass ASP increased +2.5% to $0.70/unit
California posted the second highest dollars and units per store per week
California averaged $825 and 874 units per store per week through Q1 2017
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. California: YTD Q1 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate (2017 vs. 2016)
2017 vs. 2016, avocado dollars grew +8%, outpacing total produce (-1%) by +9 points
California held an 11% share of total produce dollars and a 16% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. California: YTD Q1 - Avocado Retail Overview
California Avocado Dollars Grew +8% on a +9% Price Increase (2017 vs. 2016)
2017 vs. 2016, Category dollars grew +8%
Units declined -1%
2017 vs. 2016, Category average selling price (ASP) increased +9% to $0.94/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. California vs. Total U.S. - YTD Q1 PLU Comparisons
California Lagged Total U.S. in Dollar and Volume Growth
Avocado dollar sales in CA increased +8%, lagging Total U.S. by -7 points
Volume declined -1%, points behind Total U.S.
Small Hass (4046) drove dollar growth, adding +$3.8MM to the category
Small Hass also helped curb the volume decline in California
Small Hass ASP increased +2.5% to $0.70/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. California: YTD Q1 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 nearly double the U.S. average
California averaged $825 per store per week through Q1 2017
California had the second fastest unit velocity at more than double the U.S. average
California averaged 874 units per store per week through Q1 2017
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. California: 2015-Q1 through 2017-Q1 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2016-Q1 at 92MM units when ASP was $0.87/unit
The lowest quarter was 2016-Q4 at 62MM units when ASP was at $1.24/unit
ASP
Lowest ASP to date occurred during 2016-Q1, $0.87/unit
Highest ASP to date occurred during 2016-Q4 at $1.24/unit