2012 YEAR-TO-DATE THRU:
MARKET Q1
REGION
Add '000s toUnits and Dollars 2012 INDEX
California Q1 Q2 Q3 Q4 2012 2011 Variance % (to 2011 YTD)
UNITSALES1 95,619 95,619 79,775 +19.9% 120%
DOLLARSALES1 $72,825 $72,825 $73,014 -0.3% 100%
AVG SELLING $/UNIT $0.76 $0.76 $0.92 -16.8%
California Q1 Q2 Q3 Q4 California Q1 Q2 Q3 Q4
2011 5,333 2011 $4,881
2012 6,359 2012 $4,843
% Variance +19.2% % Variance -0.8%
PLU UNITS UNITS VARIANCE UNITS 2011 2012YTD 2011 2012 % YTD % of TTL % of TTL
4046 21,582 38,228 +77.1% 4046 27.1% 40.0%
4225 39 959 39 575 -1 0% 4225 50 1% 41 4%
2012 AvoScore Card- CONFIDENTIAL -
SymphonyIRI Group regional retail sales data is imputed to represent reporting and non-reporting
retailers within the region.Los Angeles, Sacramento, San
Diego, San Francisco
California
2012 YEAR - TO - DATE
PER STORE UNIT SALES1 PER STORE DOLLAR SALES1
PLU List
- 4046 Small Hass (#60s & smaller)
- 4225 Large4225 39,959 39,575 -1.0% 4225 50.1% 41.4%
4770 635 534 -16.0% 4770 0.8% 0.6%
Other 6 14 +130.8% Other 0.0% 0.0%
Organic 471 1,050 +123.3% Organic 0.6% 1.1%
Bags 17,122 16,217 -5.3% Bags 21.5% 17.0%
Retail Dollar Trends(2011 vs 2012)
Q1 Q2 Q3 Q4 YTD AD ACTIVITY2 YTD
Fruit -0.9% - -0.9% 2012 n/aProduce -5.0% - -5.0% 2011 n/a
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
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, AVOCADO retail volume sales of 95.6 million units indexed to 120% of YTD through '11-Q1- YTD through '12-Q1, AVOCADO retail dollar trend of -0.3% was slightly higher than the FRUIT trend and outperformed PRODUCE by more than +4 points- PLU 4046 category volume share increased +12.9 points to 40.0% from 27.1% in the prior year, the largest share growth of all PLUs
- 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
Contact Hass Avocado Board (949) 341-3250 © 2012 Hass Avocado Board
