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Midsouth Region Avocado Market Report Q1 2013 vs 2012: Trends and Insights

This report presents an analysis of avocado sales in the Midsouth region for Q1 2013, comparing it to the same period in 2012. Utilizing data from CAST and IRI, the report highlights significant growth trends in avocado retail sales and volume, with a notable increase in dollars and units sold. The average selling price (ASP) has slightly declined, reflecting competitive pricing strategies, while per-store averages have risen significantly. This overview also contrasts Midsouth trends with national averages, indicating regional market strength.

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Midsouth Region Avocado Market Report Q1 2013 vs 2012: Trends and Insights

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  1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2013 vs. 2012

  2. Methodology • Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) • 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 • Data is entered into CAST system • Using CAST, data is queried and reported approximately every 4 weeks • 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, Fruit = Total Fruit excluding Avocados, Produce = Total Produce including Avocados • Timeframe: YTD Q1 (January – March) 2013 • 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

  3. Midsouth: Region Highlights - YTD Q1 • Overview based on the following geography: • TheMidsouthRegion captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in Markets • Midsouth Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars grew +16% in 2012 and +15% in 2013 for a net growth of +33% over 2011 • Category units grew +24% in 2012 and +19% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -7% in 2012 and -3% in 2013 to $1.08/unit • Midsouth Per Store Averages • 2013 Average dollars of $2,831 per store were +7% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,624 per store were +11% higher than 2012 and +28% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +19% was +2 points higher than the national average • MS category dollar trend of +15% was +1 point higher than the national average • MS 2013 category ASP of $1.08/unit was +14% higher than the national average of $0.95/unit

  4. Midsouth: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends • 2012 versus 2011, Avocados outpaced Fruit and Produce by +16 points • 2013 versus 2012, Avocados outpaced Fruit by +11 points and Produce by +10 points • 2013 versus 2011, Avocados outpaced Fruit and Produce by +29 points

  5. Midsouth: YTD Q1 Avocado Retail Overview Category dollars grew +16% in 2012 and +15% in 2013 for a net growth of +33% over 2011 Category units grew +24% in 2012 and +19% in 2013 for a net growth +48% over 2011 Category average selling price (ASP) decreased -7% in 2012 and -3% in 2013 to $1.08/unit

  6. Midsouth vs. Total U.S.YTD Q1 PLU Comparisons • MS category unit growth of +19% was +2 points higher than the national average • MS growth was primarily driven by PLU 4225, which grew by over 5 million units or +71% • MS category dollar trend of +15% was +1 point higher than the national average • MS growth was again, primarily driven by PLU 4225, which grew +$6 million • MS 2013 category ASP of $1.08/unit was +14% higher than the national average of $0.95/unit

  7. Midsouth: YTD Q1 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior years • 2013 Average dollars of $2,831 per store were +7% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,624 per store were +11% higher than 2012 and +28% higher than 2011

  8. Midsouth: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q1 at 2,624 units per store when ASP was $1.08/unit • The lowest quarter was 2011-Q3 at 1,749 units per store when ASP was at its highest, $1.60/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.08/unit • Highest ASP to date occurred during 2011-Q3, $1.60/unit

  9. Midsouth: Region Highlights - YTD Q1 • Overview based on the following geography: • TheMidsouthRegion captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in Markets • Midsouth Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars grew +16% in 2012 and +15% in 2013 for a net growth of +33% over 2011 • Category units grew +24% in 2012 and +19% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -7% in 2012 and -3% in 2013 to $1.08/unit • Midsouth Per Store Averages • 2013 Average dollars of $2,831 per store were +7% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,624 per store were +11% higher than 2012 and +28% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +19% was +2 points higher than the national average • MS category dollar trend of +15% was +1 point higher than the national average • MS 2013 category ASP of $1.08/unit was +14% higher than the national average of $0.95/unit

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