1. GREAT LAKES Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2016 vs. 2015
GREAT LAKES 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. Great Lakes Region: Highlights - YTD Q3
Overview based on the following geography:
The Great Lakes region captures the markets of Chicago, Cincinnati, Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in markets
2016 vs. 2015, avocado dollars in Great Lakes grew +8% outpaced Total U.S. (+7%)
Avocado dollars outpaced total produce by +3 points
During the same time, category volume grew +9%
Category average selling price (ASP) decreased -1% to $1.08/unit
Bagged Hass avocados drove dollar gains, adding +$9.5MM to the category
Bagged avocados also drove volume gains, up +48%, but was -39 points behind Total U.S.
Great Lakes posted the second lowest dollars and units per store per week
Great Lakes averaged $290 and 268 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Great Lakes: YTD Q3 - Avocados vs. Total Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2016 vs. 2015, avocado dollars grew +8%, outpacing total produce (+5%) by +3 points
Great Lakes held a 13% share of total produce dollars and a 11% share of avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Great Lakes: YTD Q3 Avocado Retail Overview
Avocados Volume Grew for Two Consecutive Years
2016 vs. 2015, Category dollars grew +8%, while volume grew +9%
Avocados posted volume growth for two consecutive years
2016 vs. 2015, Category average selling price (ASP) decreased -1% to $1.08/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Great Lakes vs. Total U.S. - YTD Q3 PLU Comparisons
Great Lakes Outpaced Total U.S. in Dollar Growth Rate
Avocado dollar sales in GL increased +8%, outpacing Total U.S. by +1 point
Volume increased %, but lagged Total U.S. (+12%) by -3 points
GL Bagged Hass avocados drove dollar and volume gains, +43% in dollars (+$9.5MM), but was -14 points behind the national average
Bagged avocados also drove volume gains, up +48%, but was -39 points behind Total U.S.
GL category ASP of $1.08/unit was +8% higher than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Great Lakes: YTD Q3 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 second slowest dollar velocity
Great Lakes averaged $290 per store per week through Q3 2016
Great Lakes had the second slowest unit velocity
Great Lakes averaged 268 units per store per week through Q3 2016
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Great Lakes: 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 55MM units when ASP was $1.01/unit
The lowest quarter was 2014-Q4 at 31MM units when ASP was at $1.09/unit
ASP
Lowest ASP to date occurred during 2016-Q1, $1.00/unit
Highest ASP to date occurred during 2014-Q2 at $1.28/unit