1. NORTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – DEC
2014 vs. 2013
NORTHEAST Region
Regional Composite

2. 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 Q4 (January – December) 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.

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 and Pittsburgh, plus additional cities not included in Markets
Avocados (+15%) outpaced Total Produce (+3%) in retail dollar sales growth rate (2014 vs. 2013)
Northeast held a 20% share of Total Produce dollars and a 15% share of Avocado dollars
2014 vs. 2013, Avocado dollars in Northeast grew +15%, outpacing Total U.S. (+12%) by +3 points
Category dollars grew +15%, while volume grew +12%
Category average selling price (ASP) increased +3% to $1.32/unit
Bagged Hass avocados held the second largest dollar share in Northeast
Northeast bagged avocado dollar gain of +43% was +5 points ahead of the national average
Lower Dollars and Units Per Store Per Week in Northeast Presents Opportunity for Growth
Northeast averaged $306 and 231 units per store per week through Q4 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Northeast: YTD Q4 - Avocados vs. Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2014 vs. 2013, Avocado dollars grew +15%, +12 points ahead of Total Produce (+3%)
Northeast held a 20% 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 Avocado Dollar and Volume Sales Posted Double-Digit Growth
2014 vs. 2013, Category dollars grew +15%, while volume grew +12%
All quarters posted dollar and volume growth
2014 vs. 2013, Category average selling price (ASP) increased +3% to $1.32/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 and Volume Sales Growth Rates
Avocado dollar sales in NE increased +15%, +3 points ahead of Total U.S. (+12%)
Volume increased %, +7 points ahead of Total U.S.
NE bagged avocado dollar gain of +43% was +5 points ahead of the national average
Bagged avocados held the second largest dollar share in NE
NE category ASP of $1.32 was 19% higher than the national ASP of $1.11
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Northeast: YTD 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 $306 per store per week through Q4 2014
Northeast had a volume velocity lower than the national average
Northeast averaged 231 units per store per week through Q4 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Northeast: 2012 through Q4-2014 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 2014-Q2 at 3,195 units per store when ASP was $1.43/unit
The lowest quarter was 2012-Q4 at 1,967 units per store when ASP was at $1.25/unit
ASP
Lowest ASP to date occurred during 2013-Q1 at $1.16/unit
Highest ASP to date occurred during 2014-Q2 at $1.43/unit