1. TOTAL U.S. Regional Composite REGIONAL DATA REPORT JAN – MAR
2015 vs. 2014
TOTAL U.S.
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. Total U.S.: Highlights - YTD Q1
Overview based on the following Regions:
California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West
2015 vs. 2014, avocado dollars grew +14%, +11 points ahead of Total Produce (+3%)
Category volume grew +15%
Category average selling price (ASP) decreased -2% to $1.03/unit
Small Hass (4046) avocados and bags drove dollars, adding a combined +$34MM to the category
Small Hass and bags drove volume growth, adding a combined +42MM units to the category
Small Hass ASP declined -3% in 2015, but is 11% higher than 2013
Bagged ASP increased +4% in 2015 and is 12% higher than 2013
Total U.S. dollars per store per week increased +12% vs prior year, while units grew +14%
West posted the highest average dollars and units per store per week
West averaged $206 and 214 units per store per week
Great Lakes posted the lowest dollars per store per week at $65
Midsouth posted the lowest units per store per week at 57 units
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Total U.S.: YTD Q1 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2015 vs. 2014, avocado dollars grew +14%, +11 points ahead of total produce (+3%)
California had the largest share of avocados (18%), despite having the third smallest share of total produce (11%)
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Total U.S.: YTD Q1 Avocado Retail Overview
Total U.S. Avocado Dollars and Volume Posted Double-Digit Growth Rates (2015 vs. 2014)
2015 vs. 2014, Category dollars grew +14%, and volume increased +15%
Q1 Avocado dollars and volume grew for two consecutive years
2015 vs. 2014, Category average selling price (ASP) decreased -2% to $1.03/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Total U.S. - YTD Q1 PLU Comparisons
Small Avocados (4046) and Bags Drove Dollar and Volume Gains
Small Hass (4046) avocados and bags drove dollars, adding a combined +$34MM to the category
Small Hass avocados have the second largest dollar and volume share of category
Small Hass and bags drove volume growth, adding a combined +42MM units to the category
Small Hass ASP declined % in 2015, but was 11% higher than 2013
Bagged ASP increased +4% in 2015 and was +12% higher than 2013
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Total U.S.: YTD Q1 Category Per Store Per Week Averages
Total U.S. Average Dollars Per Store Per Week Increased +12% to $98
Total U.S. dollars per store per week increased +12% vs. prior year, while units grew +14%
West led the regions and averaged $206 per store per week, more than double the U.S. average
West averaged 214 units per store per week
Great Lakes posted the lowest dollars per store per week at $65
Midsouth posted the lowest units per store per week at 57 units
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Total U.S.: 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 442MM units when ASP was $1.03/unit
The lowest quarter was 2013-Q4 at 284MM units when ASP was at $1.13/unit
ASP
Lowest ASP to date occurred during 2013-Q1, $0.95/unit
Highest ASP to date occurred during 2014-Q3 at $1.18/unit