2012_avoscore_cards_q1_region_market_level_rich
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2011 VOLUME RANK1
2012 YEAR-TO-DATE THRU:
MARKET 36 Q1
REGION
Add '000s toUnits and Dollars 2012 INDEX
Richmond Q1 Q2 Q3 Q4 2012 2011 Variance % (to 2011 YTD)
UNITSALES1 1,001 1,001 658 +52.1% 152%
DOLLARSALES1 $803 $803 $600 +33.8% 134%
AVG SELLING $/UNIT $0.80 $0.80 $0.91 -12.0%
Richmond Q1 Q2 Q3 Q4 Richmond Q1 Q2 Q3 Q4
2011 850 2011 $775
2012 1,228 2012 $986
% Variance +44.4% % Variance +27.1%
PLU UNITS UNITS VARIANCE UNITS 2011 2012YTD 2011 2012 % YTD % of TTL % of TTL
4046 301 424 +40.8% 4046 45.7% 42.3%
2012 AvoScore Card- CONFIDENTIAL -
Richmond
SymphonyIRI Group retail sales data represents DMA markets.
DMA (Designated Market Area)DMA® is a registered service mark of Nielsen Media Research, Inc., used pursuant to a license
form Nielsen Media Research, Inc., all rights reserved.
DMA includes a group of counties in the United States that are covered by a specific group of television stations. The term was coined by Nielsen Media Research, and they control the
trademark on it. There are 205 DMAs in the United States.
MidSouth
2012 YEAR - TO - DATE
PER STORE UNIT SALES1 PER STORE DOLLAR SALES1
PLU List
- 4046 Small Hass (#60s & smaller)301 424 40.8% 45.7% 42.3%
4225 140 167 +19.3% 4225 21.3% 16.7%
4770 0 0 +93.8% 4770 0.0% 0.0%
Other 8 9 +23.7% Other 1.2% 0.9%
Organic 8 13 +62.6% Organic 1.2% 1.3%
Bags 202 388 +92.5% Bags 30.6% 38.8%
Retail Dollar Trends(2011 vs 2012)
Q1 Q2 Q3 Q4 YTD AD ACTIVITY2 YTD
Fruit +4.1% - +4.1% 2012 35Produce +2.2% - +2.2% 2011 6
Comments / Analysis:
1 Los Angeles 11 Portland
2 San Francisco 12 Boston
3 Houston 13 San Diego
4 Dallas 14 Philadelphia
Sources: 5 New York 15 Atlanta
1 Retail Data from SymphonyIRI Group/FreshLook Marketing v15 6 Phoenix 16 Las Vegas
2 Advertising activity obtained from Market Track 7 Sacramento 17 Detroit
8 Denver 18 New England
9 Seattle 19 Miami
For more information: 10 Chicago 20 Tampa
Contact Hass Avocado Board (949) 341-3250 © 2012 Hass Avocado Board
Important Note: Due to the fact that SymphonyIRI Group/FreshLook recently restated all retail data, these AvoScore cards cannot be compared or used in conjunction with prior AvoScore cards.
TOP REPORTING DMA MARKETS(based on 2011 Total Volume)1
- YTD through '12-Q1, the Richmond market's retail volume (+52.1%) and dollar (+33.8%) trends slightly outperformed the MidSouth region's volume trend, but outperformed its dollar trend by +12 points- YTD through '12-Q1, AVOCADO retail dollar trend of +33.8% outperformed the FRUIT and PRODUCE trends by more than +29 points- Bagged Avocados experienced the largest category share growth over the prior year; its category share increased +8.2 share points to 38.8% in the current year
(#60s & smaller)
- 4225 Large Hass (#40 & #48)
- 4770 X-Large Hass (#36 & larger)
- Other includes Unknown, Pinkertons, Greenskins, etc.
- Organic includes all sizes
- Bags includes all bagged UPCs
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