1. GREAT LAKES Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2015 vs. 2014
GREAT LAKES Region
Regional Composite

2. Methodology Categories: Timeframe: YTD Q3 (January – September) 2015
Avocados
Total Produce: Includes avocados
Timeframe: YTD Q3 (January – September) 2015
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 Marketing
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 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. Great Lakes Region: Highlights - YTD Q3
Overview based on the following geography:
The Great Lakes Region captures the Markets of Chicago, Cincinnati, Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in Markets
2015 vs. 2014, avocado dollars in Great Lakes grew +19% and outpaced Total U.S. (+14%) by +5 points
Avocado dollar growth rate outpaced total produce (+3%) by +16 points
During the same time, category volume grew +32%
Category average selling price (ASP) decreased -10% to $1.10/unit
Great Lakes Large Hass avocados (4225) drove category dollar growth, adding nearly +$16MM
Great Lakes Large Hass avocado (4225) volume gain of +32% was +9 points ahead of the national average
Great Lakes posted the second lowest dollar and volume velocity
Great Lakes averaged $276 and 251 units per store per week through Q3 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Great Lakes: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate (All Periods)
2015 vs. 2014, avocado dollars grew +19%, outpacing total produce (+3%) by +16 points
Great Lakes held a 13% share of total produce dollars and a 11% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Great Lakes: YTD Q3 Avocado Retail Overview
Great Lakes Avocado Sales Posted Double-Digit Growth in Dollars and Units
(2015 vs. 2014)
2015 vs. 2014, Category dollars grew +19%
Units grew +32%
2015 vs. 2014, Category average selling price (ASP) decreased -10% to $1.10/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Great Lakes vs. Total U.S. - YTD Q3 PLU Comparisons
Great Lakes Outpaced Total U.S. in Dollars and Volume Growth Rates
Avocado dollar sales in GL increased +19%, trending +5 points ahead of Total U.S.
Volume increased %, +9 points ahead of Total U.S.
Large Hass avocados (PLU 4225) drove dollar growth in GL, adding nearly +$16MM to the category
Large Hass avocados also drove category units adding over +18MM units
Large Hass avocado ASP decreased -9% to $1.20/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Great Lakes: YTD Q3 Category Per Store Per Week Averages
Lower Dollars and Units Per Store Per Week in Great Lakes Presents Opportunity for Growth
Great Lakes had the second slowest dollar velocity
Great Lakes averaged $276 per store per week through Q3 2015
Great Lakes had the second slowest unit velocity
Great Lakes averaged 251 units per store per week through Q3 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Great Lakes: 2013-Q1 through 2015-Q3 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2015-Q2 at 47MM units when ASP was $1.12/unit
The lowest quarter was 2013-Q4 at 24MM units when ASP was at $1.28/unit
ASP
Lowest ASP to date occurred during 2013-Q1, $1.02/unit
Highest ASP to date occurred during 2013-Q4 and 2014-Q2 at $1.28/unit