1. NORTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – MAR
2015 vs. 2014
NORTHEAST Region
Regional Composite

2. Methodology
IRI gathers chain-wide sales across all RMAs (Retail Market Areas)
Regional Composite Reports reflect multi-outlet retail data. Multi-outlet reporting includes an aggregation of the following channels: grocery, mass, club, drug, dollar and military
Average Selling Price (ASP) is not Advertised Retail Price
Average 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
Categories:
Avocados
Total Produce: Includes avocados
Timeframe: YTD Q1 (January – March) 2015
Retail data provided by IRI / FreshLook Marketing
Important Note: IRI / FreshLook Marketing 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 and Pittsburgh, plus additional cities not included in Markets
2015 vs. 2014, avocado dollars in Northeast grew +13%, outpacing Total U.S. (+12%) by +1 point
Category dollars outpaced total produce (+4%) by +9 points
Category volume grew +13%
Category average selling price (ASP) was flat and remained at $1.27/unit
Large Hass (4225) avocados and bags drove dollar growth, adding a combined +$7.5MM to the category
Large Hass held the largest dollar share in NE
Lower dollars and units per store per week in Northeast presents opportunity for growth
Northeast averaged $86 and 67 units per store per week through Q1 2015
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
2015 vs. 2014, avocado dollars grew +13%, +9 points ahead of total produce (+4%)
Northeast held a 20% share of total produce dollars and a 15% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Northeast: YTD Q1 Avocado Retail Overview
Northeast Avocado Dollar and Volume Sales Posted Double-Digit Growth Rates
2015 vs. 2014, Category dollars and volume grew +13%
Avocado dollars and volume posted double-digit growth rates for all time periods
2015 vs. 2014, Category average selling price (ASP) remained at $1.27/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 and Volume Sales Growth Rates
Avocado dollar sales in NE increased +13%, +1 point ahead of Total U.S. (+12%)
Volume increased %, +8 points ahead of Total U.S.
Large Hass (4225) avocados and bags drove dollar growth, adding a combined +$7.5MM to the category
Large Hass held the largest dollar share in NE
NE category ASP of $1.27 was 24% higher than the national ASP of $1.03
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 $86 per store per week through Q1 2015
Northeast had a volume velocity lower than the national average
Northeast averaged 67 units per store per week through Q1 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Northeast: 2013-Q1 through 2015-Q1 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2015-Q1 at 54MM units when ASP was $1.27/unit
The lowest quarter was 2013-Q4 at 35MM units when ASP was at $1.35/unit
ASP
Lowest ASP to date occurred during 2013-Q1 at $1.16/unit
Highest ASP to date occurred during 2014-Q2 at $1.42/unit