1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – JUN
2015 vs. 2014
MIDSOUTH 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 Q2 (January – June) 2015
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). 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. Midsouth Region: Highlights - YTD Q2
Overview based on the following geography:
The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in Markets
2015 vs. 2014, avocado dollars in Midsouth grew +12%, on par with the Total U.S. growth rate
Avocado dollars outpaced total produce (+3%) by +9 points
During the same time, category volume grew +21%
Category average selling price (ASP) decreased -8% to $1.15/unit
Bagged avocados drove dollar growth, adding over +$3MM to the category
Bagged avocado volume also increased by over +4MM units
Midsouth posted the lowest dollar and volume velocities
Midsouth averaged $269 and 233 units per store per week through Q2 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Midsouth: YTD Q2 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate (All Periods)
2015 vs. 2014, avocado dollars grew +12%, outpacing total produce (+3%) by +9 points
Midsouth held a 12% share of total produce dollars and a 10% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Midsouth: YTD Q2 Avocado Retail Overview
Midsouth Avocado Sales Posted Double-Digit Growth in Dollars and Units
(2015 vs. 2014)
2015 vs. 2014, Category dollars grew +12%
Units grew +21%
2015 vs. 2014, Category average selling price (ASP) decreased -8% to $1.15/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Midsouth vs. Total U.S. - YTD Q2 PLU Comparisons
Midsouth Slightly Outpaced Total U.S. in Volume Sales Growth Rate
Avocado dollar sales in MS increased +12%, on par with the Total U.S. growth rate
Volume increased %, +1 point ahead of Total U.S.
Bagged avocados drove dollar growth in MS, adding over +$3MM to the category
Bagged avocados also drove category units adding over +4MM units
Bagged avocados had the lowest ASP at $0.87/unit, a decline of -4% vs. prior year
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Midsouth: YTD Q2 Category Per Store Per Week Averages
Lower Dollars and Units Per Store Per Week in Midsouth Presents Opportunity for Growth
Midsouth had the slowest dollar velocity
Midsouth averaged $269 per store per week through Q2 2015
Midsouth had the slowest unit velocity
Midsouth averaged 233 units per store per week through Q2 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Midsouth: 2013-Q1 through 2015-Q2 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2015-Q2 at 40MM units when ASP was $1.15/unit
The lowest quarter was 2013-Q4 at 22MM units when ASP was at $1.29/unit
ASP
Lowest ASP to date occurred during 2013-Q1, $1.07/unit
Highest ASP to date occurred during 2014-Q2 at $1.30/unit