1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
MIDSOUTH Region
Regional Composite

2. Methodology Categories: Timeframe: YTD Q3 (January – September) 2016
Avocados
Total produce: Includes avocados
Timeframe: YTD Q3 (January – September) 2016
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. Midsouth Region: Highlights - YTD Q3
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
2016 vs. 2015, avocado dollars in Midsouth grew +10% and outpaced Total U.S. (+7%) by +3 points
Category dollars outpaced total produce (+5%) by +5 points
Category volume grew +12%
Category average selling price (ASP) decreased -2% to $1.13/unit
Large Hass (4225) avocados drove category sales growth, adding +$12.1MM to the category
Midsouth posted the lowest dollars and units per store per week
Midsouth averaged $289 and 255 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Midsouth: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2016 vs. 2015, avocado dollars grew +10%, +5 points ahead of total produce (+5%)
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 Q3 Avocado Retail Overview
Midsouth Avocado Dollars and Volume Up Double-Digits
2016 vs. 2015, Category dollars grew +10%, while volume grew +12%
Midsouth avocado dollars and volume grew double-digits during all time periods
2016 vs. 2015, Category average selling price (ASP) decreased -2% to $1.13/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Midsouth vs. Total U.S. - YTD Q3 PLU Comparisons
Midsouth Outpaced Total U.S. in Dollar Sales Growth Rate
Avocado dollar sales in MS increased +10%, +3 points ahead of Total U.S. (+7%)
Volume increased %, in-line with Total U.S.
Large Hass (4225) avocados drove category sales growth, adding +$12.1MM to the category
Large Hass also drove volume growth, adding +9.2MM units to the category
Midsouth ASP declined -2% down to $1.13/unit, but was +13% higher than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Midsouth: YTD Q3 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 $289 per store per week through Q3 2016
Midsouth also had the slowest unit velocity
Midsouth averaged 255 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Midsouth: 2014-Q1 through 2016-Q3 Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Retail Units
The peak quarter was 2016-Q2 at 45MM units when ASP was $1.08/unit
The lowest quarter was 2014-Q4 at 26MM units when ASP was at $1.15/unit
ASP
Lowest ASP to date occurred during 2016-Q1, $1.05/unit
Highest ASP to date occurred during 2014-Q2 at $1.30/unit