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    2012 AvoScore Cards Q2 Region Market Level LA

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    nbt1234
    - The document summarizes avocado sales data for the Los Angeles DMA region in 2012. - Key findings include retail avocado volume in Los Angeles grew 39% in 2012 compared to 2011, though average selling price declined 26%. Total retail avocado dollar sales in the region grew only 3%. - The top selling avocado products in Los Angeles were small Hass avocados, followed by large Hass, though small Hass saw a larger sales increase of 90% compared to 7% for large Hass. - Los Angeles retail volume trends outperformed the state average but dollar sales growth lagged the state slightly, potentially due to lower average prices.

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    2012 AvoScore Cards Q2 Region Market Level LA

    Uploaded by

    nbt1234
    9 views1 page
    - The document summarizes avocado sales data for the Los Angeles DMA region in 2012. - Key findings include retail avocado volume in Los Angeles grew 39% in 2012 compared to 2011, though average selling price declined 26%. Total retail avocado dollar sales in the region grew only 3%. - The top selling avocado products in Los Angeles were small Hass avocados, followed by large Hass, though small Hass saw a larger sales increase of 90% compared to 7% for large Hass. - Los Angeles retail volume trends outperformed the state average but dollar sales growth lagged the state slightly, potentially due to lower average prices.

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    2012 AvoScore Cards Q2 Region Market Level LA

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    - The document summarizes avocado sales data for the Los Angeles DMA region in 2012. - Key findings include retail avocado volume in Los Angeles grew 39% in 2012 compared to 2011, though average selling price declined 26%. Total retail avocado dollar sales in the region grew only 3%. - The top selling avocado products in Los Angeles were small Hass avocados, followed by large Hass, though small Hass saw a larger sales increase of 90% compared to 7% for large Hass. - Los Angeles retail volume trends outperformed the state average but dollar sales growth lagged the state slightly, potentially due to lower average prices.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    9 views1 page

    2012 AvoScore Cards Q2 Region Market Level LA

    Uploaded by

    nbt1234
    - The document summarizes avocado sales data for the Los Angeles DMA region in 2012. - Key findings include retail avocado volume in Los Angeles grew 39% in 2012 compared to 2011, though average selling price declined 26%. Total retail avocado dollar sales in the region grew only 3%. - The top selling avocado products in Los Angeles were small Hass avocados, followed by large Hass, though small Hass saw a larger sales increase of 90% compared to 7% for large Hass. - Los Angeles retail volume trends outperformed the state average but dollar sales growth lagged the state slightly, potentially due to lower average prices.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 1

    2012 AvoScore Card

    - CONFIDENTIAL -

    MARKET

    Los Angeles

    REGION

    California

    Add '000s to

    UNIT
    SALES1
    DOLLAR
    SALES1
    AVG SELLING
    $/UNIT

    Los Angeles

    DATE THRU:

    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.

    Q2

    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.

    YEAR - TO - DATE

    2012 YTD INDEX

    2011

    Variance %

    (to 2011 Total)

    45,021

    90,038

    64,933

    +38.7%

    72%

    $31,997 $35,602

    $67,599

    $65,964

    +2.5%

    53%

    $0.75

    $1.02

    -26.1%

    Q2

    45,018

    $0.71

    Q3

    Q4

    $0.79
    PER STORE RETAIL UNITS

    Q1

    Q2

    2011

    5.4

    4.6

    2012

    6.9

    7.1

    % Variance

    RANK1

    SymphonyIRI Group retail sales data represents DMA markets.

    2012

    Q1

    Add '000s to
    Units and Dollars

    2012 YEAR-TO-

    2012

    Units and Dollars

    Los Angeles

    2011 VOLUME

    Q3

    PER STORE RETAIL DOLLARS


    Q4

    Los Angeles

    Q1

    Q2

    2011

    $5.0

    $5.1

    2012

    $4.9

    $5.6

    -1.9%

    +8.7%

    % Variance

    +27.0% +55.2%

    Q3

    Q4

    PLU

    UNITS

    UNITS

    VARIANCE

    UNITS

    2011

    2012

    Share Pt.

    YTD

    2011

    2012

    YTD

    % of TTL

    % of TTL

    Chg. vs PY

    4046

    24,330

    46,179

    +89.8%

    4046

    37.5%

    51.3%

    +13.8

    4225

    25,830

    27,547

    +6.6%

    4225

    39.8%

    30.6%

    -9.2

    4770

    1,041

    933

    -10.4%

    4770

    1.6%

    1.0%

    -0.6

    Other

    11

    +131.6%

    Other

    0.0%

    0.0%

    +0.0

    Organic

    289

    640

    +121.2%

    Organic

    0.4%

    0.7%

    +0.3

    Bags

    13,438

    14,728

    +9.6%

    Bags

    20.7%

    16.4%

    -4.3

    Q1

    Q2

    Q3

    AD ACTIVITY2

    YTD

    Fruit

    -0.6%

    +6.9%

    +3.3%

    2011

    90

    Produce

    -4.9%

    -0.2%

    -2.5%

    2012

    163

    Retail Dollar Trends


    (2011 vs 2012)

    Q4

    Comments / Analysis Year to date through Q2:

    YTD

    PLU List
    - 4046 Small Hass
    (#60s & smaller)
    - 4225 Large Hass
    (#40 & #48)
    - 4770
    0 X-Large
    a ge
    Hass (#36 & larger)
    - Other includes
    Unknown,
    Pinkertons,
    Greenskins, etc.
    - Organic includes
    all sizes
    - Bags includes all
    bagged UPCs

    TOP REPORTING DMA MARKETS


    (based on 2011 Total Volume)1

    - AVOCADO retail dollar growth of +3% was slightly lower than the FRUIT trend but
    outpaced the PRODUCE trend by +5 points

    Los Angeles

    11

    Portland

    - AVOCADO retail volume grew +39% which may have been positively influenced by
    the ASP decline of -26% to $0.75/unit

    San Francisco

    12

    Boston

    - Los Angeles' retail volume trend of +39% was +4 points above the California average,
    but its retail dollar trend of +3% was -2 points below the California average

    Houston

    13

    San Diego

    Dallas

    14

    Philadelphia

    New York

    15

    Atlanta

    1 Retail Data from SymphonyIRI Group/FreshLook Marketing v15

    Phoenix

    16

    Las Vegas

    2 Advertising activity obtained from Market Track

    Sacramento

    17

    Detroit

    Denver

    18

    New England

    Seattle

    19

    Miami

    20

    Tampa

    Sources:

    Important Note: Due to the fact that SymphonyIRI Group/FreshLook periodically restates retail data, these AvoScore cards cannot be
    compared or used in conjunction with prior AvoScore cards.

    For more information:


    Contact Hass Avocado Board (949) 341-3250

    10

    Chicago

    2012 Hass Avocado Board. Prepared by: Fusion Marketing.

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