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

2. Methodology Categories: Timeframe: YTD Q4 (January – December) 2015
Avocados
Total produce: Includes avocados
Timeframe: YTD Q4 (January – December) 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. Northeast Region: Highlights - YTD Q4
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
2015 vs. 2014, avocado dollars in Northeast grew +15%, +1 point ahead of the Total U.S. growth rate
Avocado dollar growth rate outpaced total produce (+3%) by +12 points
During the same time, category volume grew +23%
Category average selling price (ASP) decreased -6% to $1.24/unit
Large Hass avocados (4225) drove category dollar growth, adding nearly +$38MM
Large Hass avocados also drove volume growth adding over +40MM units to the category
Northeast posted the dollar and volume velocities lower than the national average
Northeast averaged $337 and 272 units per store per week through Q4 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Northeast: YTD Q4 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate (All Periods)
2015 vs. 2014, avocado dollars grew +15%, outpacing total produce (+3%) by +12 points
Northeast held a 19% share of total produce dollars and a 15% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Northeast: YTD Q4 Avocado Retail Overview
Northeast Posted Double-Digit Growth in Dollars and Units
(2015 vs. 2014)
2015 vs. 2014, category dollars grew +15%
Units grew +23%
2015 vs. 2014, category average selling price (ASP) decreased -6% to $1.24/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Northeast vs. Total U.S. - YTD Q4 PLU Comparisons
Northeast Outpaced Total U.S. in Dollar Sales Growth Rate. Large Hass Drove Growth
Avocado dollar sales in NE increased +15%, +1 point ahead of the Total U.S. growth rate
Large Hass avocados (PLU 4225) drove dollar growth in NE, adding nearly +$38MM to the category
Volume increased %, +1 point ahead of Total U.S.
Large Hass avocados also drove category units adding over +40MM units
Large Hass avocado ASP decreased -9% to $1.28/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Northeast: YTD Q4 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 $337 per store per week through Q4 2015
Northeast had a volume velocity lower than the national average
Northeast averaged 272 units per store per week through Q4 2015
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Northeast: 2013-Q1 through 2015-Q4 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2015-Q3 at 58MM units when ASP was $1.21/unit
The lowest quarter was 2013-Q4 at 34MM units when ASP was at $1.35/unit
ASP
Lowest ASP to date occurred during 2015-Q4, $1.15/unit
Highest ASP to date occurred during 2014-Q2 at $1.43/unit