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Published byGottlob Dieter Modified over 6 years ago
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GREAT LAKES Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2014 vs. 2013 GREAT LAKES Region Regional Composite
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Methodology IRI gathers chain-wide sales across all RMAs (Retail Market Areas) Starting in 2013, the IRI Regions reflect an expanded retail data set which includes sales and volume from Walmart, Sam’s Club, Target and BJ’s, in addition to traditional grocery retailers 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: Total Avocados, Produce = Total Produce including Avocados Timeframe: YTD Q3 (January – September) 2014 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.
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Great Lakes Region: Highlights - YTD Q3
Overview based on the following geography: The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in Markets 2014 vs. 2013, Avocado dollars in Great Lakes grew +16% and outpaced Total U.S. (+13%) by +3 points During the same time, category volume grew +5% Category average selling price (ASP) increased +11% to $1.22/unit Great Lakes small Hass avocado (4046) gain of +55% was +31 points ahead of the national average Avocados (+16%) outpaced Total Produce (+5%) in retail dollar sales growth rate (2014 v 2013) Great Lakes held a 14% share of Total Produce dollars and a 10% share of Avocado dollars Great Lakes posted the lowest dollars and second lowest units per store per week Great Lakes averaged $238 and 196 units per store per week through Q3 2014 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing
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Great Lakes: YTD Q3 - Avocados vs. Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate 2014 vs. 2013, Avocado dollars grew +16%, +11 points ahead of Total Produce (+5%) Great Lakes held a 14% share of Total Produce dollars and a 10% share of Avocado dollars Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing
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Great Lakes: YTD Q3 Avocado Retail Overview
Great Lakes Avocado Dollar Growth Outpaced Volume by +12 Points (2014 vs. 2013) 2014 vs. 2013, Category dollars grew +16%, while volume grew +4% All quarters posted dollar and volume growth 2014 vs. 2013, Category average selling price (ASP) increased +11% to $1.22/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing
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Great Lakes vs. Total U.S. - YTD Q3 PLU Comparisons
Great Lakes Outpaced Total U.S. in Dollar and Volume Growth Rates Avocado dollar sales in GL increased +16%, +3 points ahead of Total U.S. (+13%) Volume increased %, +3 points ahead of Total U.S. GL small Hass avocado (4046) dollar gain of +55% was +31 points ahead of the national average Small avocados held the second largest dollar share in GL and Total U.S. GL small avocado ASP of $1.08/unit was +21% higher than the national average Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing
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Great Lakes: YTD Category Per Store Per Week Averages
Low Dollars and Units Per Store Per Week in Great Lakes Presents Opportunity for Growth Great Lakes had the slowest dollar velocity Great Lakes averaged $238 per store per week through Q3 2014 Great Lakes had the second slowest unit velocity Great Lakes averaged 196 units per store per week through Q3 2014 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing
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Great Lakes: 2012 through Q3-2014 Per Store Averages By Quarter - Units vs. ASP
Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing Average Retail Units Per Store The peak quarter was 2013-Q2 at 2,865 units per store when ASP was $1.05/unit The lowest quarter was 2012-Q1 at 1,814 units per store when ASP was at $1.13/unit ASP Lowest ASP to date occurred during 2013-Q1, $1.02/unit Highest ASP to date occurred during 2014-Q2 at $1.28/unit
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