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Avocado Regional Composite Southeast Region January – March: 2011 vs. 2012

Avocado Regional Composite Southeast Region January – March: 2011 vs. 2012. Methodology. Sales and Market Data is obtained using CAST (Category Avocado Sales Trend)

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Avocado Regional Composite Southeast Region January – March: 2011 vs. 2012

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  1. Avocado Regional Composite Southeast Region January – March: 2011 vs. 2012

  2. Methodology • Sales and Market Data is obtained using CAST • (Category Avocado Sales Trend) • Symphony Information Resources Inc. Group (SymphonyIRI Group) gathers chain-wide sales across all RMAs (Retail Market Areas) • Regional figures include data collected from all reporting retailers, as well as imputed data (non-reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area • Data is entered into CAST system • Using CAST, data is queried and reported • 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 • Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted • Market compositions are provided by SymphonyIRI Group • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • Retail data provided by SymphonyIRI Group / FreshLook Marketing • Important Note: Due to the fact that SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews

  3. Southeast: Region Highlights • Overview based on the following markets: • Atlanta, GA; Charlotte, SC; Columbia, SC; Jacksonville, FL; Miami, FL; Orlando, FL; Tampa / St. Petersburg, FL • Southeast Overview • Category units declined -2% in 2011, but grew +25% in 2012 • Category dollars experienced consecutive growth of +22% in 2011, and +1% in 2012 • Category average selling price (ASP) increased +24% to $1.49/unit in 2011, but decreased -19% to $1.21/unit in 2012 • The rolling 12-month average was 8.4 million units per month with an ASP of $1.42/unit • ASP was the lowest during Feb’12 at $1.09/unit, • Volume peaked during Jul’11 at 11.5 million units • Southeast Per Store Averages • In 2012, per store unit average of 6,800 has grown +22% (+1,200 units) since 2010 • In 2012, per store dollar average of $8,200 has grown +23% (+$1,500) since 2010 • Southeast versus Total U.S. trends • Southeast’s category unit trend of +25% was -1 point lower than the national average • Southeast’s category dollar trend of +1% was -6 points lower than the national average • Southeast’s 2012 category ASP of $1.21/unit was +37% higher than the national average of $0.88/unit

  4. Southeast: Region Retail Sales Overview • Category units declined -2% in 2011, but grew +25% in 2012 • Category dollars experienced growth of +22% in 2011, and +1% in 2012 • Category average selling price (ASP) grew +24% to $1.49/unit in 2011, but declined -19% to $1.21/unit in 2012 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  5. Southeast: Per Store Averages • In 2012, per store unit average of 6,800 has grown +22% (+1,200 units) since 2010 • ‘12 vs. ‘11: Units increased +25%, +1,300 units • ‘11 vs. ‘10: Units decreased -2%, -100 units • In 2012, per store dollar average of $8,200 has grown +23% (+$1,500) since 2010 • ‘12 vs. ‘11: Dollars increased +1%, +$100 • ‘11 vs. ‘10: Dollars increased +22%, +$1,400 -2.2% +25.2% +21.5% +1.1% Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  6. Southeast vs. Total U.S.: PLU ComparisonsJanuary – March: 2011 vs. 2012 • Southeast’s category unit trend of +25% was -1 point lower than the national average of +26% • Southeast’s PLU 4225 (their #1 selling segment) unit trend of -4% underperformed the national average by -16 points • Southeast’s category dollar trend of +1% was -6 points lower than the national average of +7% • Southeast’s PLU 4225 (their #1 selling segment) dollar trend underperformed the national average by -24 points • Southeast’s 2012 category ASP of $1.21/unit was +37% higher than the national average of $0.88/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  7. SoutheastTotal Category by Month: Units to ASP(rolling 12-months) • The rolling 12-month average was 8.4 million units per month at $1.42/unit • The recent 6-months (Oct'11-Mar'12) showed an average of 9.0 million units each month, +15% higher than the prior 6-months average of 7.8 million units • Jul’11 was the peak of the 12 months observed with 11.5 million units sold • ASP was the lowest during Feb’12 at $1.09/unit • The recent 6-months (Oct'11-Mar'12) showed an ASP of $1.25/unit, -23% lower than the prior 6-months which had an ASP of $1.63/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  8. Southeast: Region Highlights • Overview based on the following markets: • Atlanta, GA; Charlotte, SC; Columbia, SC; Jacksonville, FL; Miami, FL; Orlando, FL; Tampa / St. Petersburg, FL • Southeast Overview • Category units declined -2% in 2011, but grew +25% in 2012 • Category dollars experienced consecutive growth of +22% in 2011, and +1% in 2012 • Category average selling price (ASP) increased +24% to $1.49/unit in 2011, but decreased -19% to $1.21/unit in 2012 • The rolling 12-month average was 8.4 million units per month with an ASP of $1.42/unit • ASP was the lowest during Feb’12 at $1.09/unit, • Volume peaked during Jul’11 at 11.5 million units • Southeast Per Store Averages • In 2012, per store unit average of 6,800 has grown +22% (+1,200 units) since 2010 • In 2012, per store dollar average of $8,200 has grown +23% (+$1,500) since 2010 • Southeast versus Total U.S. trends • Southeast’s category unit trend of +25% was -1 point lower than the national average • Southeast’s category dollar trend of +1% was -6 points lower than the national average • Southeast’s 2012 category ASP of $1.21/unit was +37% higher than the national average of $0.88/unit

  9. Appendix • Retail scan data is collected and entered into CAST approximately every 4-6 weeks • Data collection began in 1997 • Data is collected and distributed by SymphonyIRI Group / FreshLook Marketing • Data is scrubbed and reviewed for accuracy prior to entry • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel • Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted

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