1 / 9

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

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

jaimin
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Avocado Regional Composite MidSouth 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. MidSouth: Region Highlights • Overview based on the following markets: • Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA • MidSouth Overview • The MidSouth was the only region to experience a year-over-year growth in volume and dollar • Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012 • Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012 • Category average selling price (ASP) experienced double-digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012 • The rolling 12-month average was 9.9 million units per month with an ASP of $0.99/unit • Volume peaked in Jan’12 with 14.5 million units sold, coinciding with when ASP was lowest at $0.82/unit • MidSouth Per Store Averages Overview • In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010 • In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010 • MidSouth versus Total U.S. trends • MidSouth’s category unit trend of +52% was +26 points above the national average of +26% • The MidSouth’s Bagged Avocados (#1 selling segment in units) was the main driver of its performance vs. the national average; its unit trend of +110% outperformed the national average by +63 points • MidSouth’s category dollar trend of +22% was +15 points above the national average of +7% • The MidSouth’s PLU 4046 (#2 selling segment in dollars) was the main driver of its performance vs. the national average; its dollar trend of +88% outperformed the national average by +52 points • MidSouth’s2012 category ASP of $0.84/unit was -4% lower than the national average

  4. MidSouth: Region Retail Sales Overview • Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012 • Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012 • Category average selling price (ASP) experienced consecutive double- digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  5. MidSouth: Per Store Averages • In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010 • ‘12 vs. ‘11: Units increased +52%, +2,800 units • ‘11 vs. ‘10: Units increased +26%, +1,100 units • In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010 • ‘12 vs. ‘11: Dollars increased +22%, +$1,200 • ‘11 vs. ‘10: Dollars increased +13%, +$650 +51.8% +25.9% +12.8% +21.8% Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  6. MidSouth vs. Total U.S.: PLU ComparisonsJanuary –March: 2011 vs. 2012 • MidSouth’s category unit trend of +52% was +26 points above the national average of +26% • MidSouth’s #1 selling size in units (Bagged Avocados) was the main driver to its category unit performance; its unit trend of +110% (+7.0 million units) outperformed the national average by +63 points • MidSouth’s category dollar trend of +22% was +15 points above the national average of +7% • MidSouth’s category dollar performance was driven by PLU 4046 (their #2 selling size in dollars) which increased +88% (+$5.1 million) over the prior year, outperforming the national average by +52 points • MidSouth’s 2012 category ASP of $0.84/unit was -4% lower than the national average of $0.88/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  7. MidSouthTotal Category by Month: Units to ASP(rolling 12-months) • The rolling 12-month average was 9.9 million units per month at $0.99/unit • The recent 6-months (Oct'11-Mar'12) showed an average of 10.4 million units each month, +11% above the prior 6-months average of 9.4 million units • ASP was lowest during Jan’12 at $0.82/unit, which coincides with when volume peaked at 14.5 million units sold • The recent 6-months (Oct'11-Mar'12) showed an ASP of $0.89/unit, was -21% lower than the prior 6-months which had an ASP of $1.11/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

  8. MidSouth: Region Highlights • Overview based on the following markets: • Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA • MidSouth Overview • The MidSouth was the only region to experience a year-over-year growth in volume and dollar • Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012 • Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012 • Category average selling price (ASP) experienced double-digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012 • The rolling 12-month average was 9.9 million units per month with an ASP of $0.99/unit • Volume peaked in Jan’12 with 14.5 million units sold, coinciding with when ASP was lowest at $0.82/unit • MidSouth Per Store Averages Overview • In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010 • In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010 • MidSouth versus Total U.S. trends • MidSouth’s category unit trend of +52% was +26 points above the national average of +26% • The MidSouth’s Bagged Avocados (#1 selling segment in units) was the main driver of its performance vs. the national average; its unit trend of +110% outperformed the national average by +63 points • MidSouth’s category dollar trend of +22% was +15 points above the national average of +7% • The MidSouth’s PLU 4046 (#2 selling segment in dollars) was the main driver of its performance vs. the national average; its dollar trend of +88% outperformed the national average by +52 points • MidSouth’s 2012 category ASP of $0.84/unit was -4% lower than the national average

  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 Symphony Information Research, Inc. Group (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

More Related