Easter Cinco de Mayo amp Memorial Day HOLIDAYS amp EVENTS Q2 2019 Definitions This report looks at retail sales performance for the three holiday and event weeks listed below Easter week ending 4212019 ID: 816313
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Slide1
Avocado Holiday Retail Recap
Easter, Cinco de Mayo & Memorial Day
HOLIDAYS &EVENTSQ2 2019
Slide2Definitions
This report looks at retail sales performance for the three holiday and event weeks* listed below:
Easter – week ending 4/21/2019Cinco de Mayo – week ending 5/5/2019Memorial Day – week ending 5/26/2019
Category:
Avocados
Geographies:Total U.S.RegionsRetail POS data source: IRI / FreshLook
2
HAB's calculation is based in part on data reported by Information Resources, Inc. through its Freshlook Service for the Avocado category for Multi-Outlet (MULO). The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources.
*IRI data is provided in weekly increments, with each week ending on a Sunday. Weeks shown are the best fit for the holidays in this report.
Slide33
Easter
week ending 4/21/2019
Eggs weren’t the only oval shaped food in
Easter
shopping baskets in 2019
Nationally, avocado dollar sales increased +11% to $54MM. This gain was largely due to a +15% increase in average selling price
Slide4Easter dollar sales top $54MM
4
Easter week dollar sales have increased each year for the past four years, up +47% vs. 2016 to $54.0MM. 2019 Easter avocado volume declined -4% vs. 2018, but ASP increased +15% to $1.30/unit
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Source: IRI/FreshLook week ending 4/21/2019
ASP
Units
Dollars
Slide5Easter showed dollar gains in all regions
5
Nationally, Easter sales increased +11% vs. prior year to $54.0MM
California and Southeast posted the highest dollar gains in 2019 at +15%
On average, avocado retailers saw Easter week sales of $567 per store
Per store dollar sales were especially strong in West ($1,143) and California ($1,129)
Dollar Sales and % Change
Source: IRI/FreshLook week ending 4/21/2019
Total U.S.
$54.0MM
+11%
Dollars per Store SellingTotal U.S. Avg. = $567
Slide6Easter volume trends varied across regions
6
Total U.S.
41.6MM
-4%
Unit Sales and % Change
Nationally, Easter week avocado volume declined -4% to 41.6MM units
Three of eight regions posted volume growth, ranging from a high of +11% in Great Lakes to +1% in Midsouth
On average, avocado retailers saw sales of 436 units per store during Easter week
West led the regions in unit sales per store selling. California, West, and South Central units/store exceeded the national average
Source: IRI/FreshLook week ending 4/21/2019
Units per Store SellingTotal U.S. Avg. = 436
Slide7Great
Lakes
$1.28+1%
Plains
$1.25
+6%
Nationally, Easter prices increased +15%
7
South
Central
$1.04
+31%
Total U.S.
$1.30
+15%
high
low
Northeast
$1.55
+17%
West
$1.22
+12%
California
$1.43
+16%
Southeast
$1.36
+10%
Midsouth
$1.37
+12%
At the region level, average price changes ranged from an increase of +1% in Great Lakes to +31% in South Central
There was a wide range of prices across the regions, from a low of $1.04/unit in South Central to a high of $1.55/unit in Northeast
Source: IRI/FreshLook week ending 4/21/2019
Slide88
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
All regions contributed to the Easter week dollar gain of +$5.2MM. California posted the largest gain at +$1.2MM
Three of eight regions grew units, with Great Lakes (+0.4MM) and Southeast (+0.2MM) posting the greatest gains. South Central and Northeast posted the greatest declines (-1.3MM units and -0.8MM units, respectively)
Easter category dollars increased more than +$5.2MM
Source: IRI/FreshLook week ending 4/21/2019
Slide9Cinco de Mayo
week ending 5/05/2019
9
Shoppers continue to show that
Cinco de Mayo
and avocados are a winning combination
This year,
Cinco de Mayo
dollar sales reached $64.3MM, up +6% vs. prior year and +58% vs. 2016
Slide10Cinco de Mayo dollar sales top $64MM
10
Cinco de Mayo dollar sales have trended upward for four straight years. 2019 dollar sales increased +58% vs. 2016
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Source: IRI/FreshLook week ending 5/05/2019
Slide11Cinco de Mayo dollar sales grew in six of eight regions
11
Total U.S.
$64.3MM
+6%
Nationally, Cinco de Mayo sales increased +6% to $64.3MM
Regional dollar gains ranged from +1% in Plains to +17% in Southeast
On average, avocado retailers saw sales of $675 per store for the holiday week
West and California posted per store dollar sales that were above the national average
Dollar Sales and % Change
Dollars per Store Selling
Total U.S. Avg. = $675Source: IRI/FreshLook week ending 5/05/2019
Slide12Cinco de Mayo volume trends declined
12
Total U.S.
51.9MM
-22%
Unit Sales and % Change
Units per Store Selling
Total U.S.
Avg. = 544
Nationally, Cinco de Mayo volume declined -22% to 51.9MM units
Volume trends declined in all regions
On average, avocado retailers saw sales of 544 units per store during the holiday weekWest, California and South Central posted per store volume sales that were above the national averageSource: IRI/FreshLook week ending 5/05/2019
Slide13Great
Lakes
$1.26+41%
Nationally, average price increased significantly for
Cinco de Mayo
Midsouth
$1.21
+30%
13
South
Central
$0.98
+37%
Total U.S.
$1.24
+36%
high
low
Northeast
$1.45
+28%
West
$1.19
+28%
Southeast
$1.34
+40%
Plains
$1.27
+37%
California
$1.32
+52%
Average price for Cinco de Mayo ranged from a low of $0.98/unit in South Central to a high of $1.45/unit in Northeast
Average price increased across all eight regions and ranged from an increase of +28% in West and Northeast to an increased of +52% in California
Source: IRI/FreshLook week ending 5/05/2019
Slide1414
Dollar Growth by Region
(in millions)Unit Growth by Region(in millions)
Dollar sales increased by +$3.7MM nationally. Six out of eight regions posted dollar gains
Unit sales were down across all regions, resulting in incremental sales of -14.5MM units
Cinco de Mayo posted incremental dollars of +$3.7MM
Source: IRI/FreshLook week ending 5/05/2019
Slide1515
Memorial Day
week ending 5/26/2019
Shoppers celebrated the start of summer with record avocado sales
In 2019,
Memorial Day
avocado dollar sales topped $57MM, up +8% vs. prior year
Slide16Memorial Day avocado sales top $57MM
16
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Source: IRI/FreshLook week ending 5/26/2019
Benefiting from higher prices, dollar sales surged in 2019, up +41% vs. 2016
2019 volume declined vs. 2018, but was +7% higher than 2016
Slide17Memorial Day dollar trends were up in all regions
17
Total U.S.
$57.1MM
+8%
Nationally, Memorial Day sales increased +8% vs. prior year to $57.1MM
Each of the eight regions showed dollar growth, led by Southeast at +14%
On average, avocado retailers saw sales of $599 per store during the holiday week
Per store sales were especially strong in West ($1,199) and California ($1,150)
Dollar Sales and % Change
Dollars per Store Selling
Total U.S. Avg. = $599Source: IRI/FreshLook week ending 5/26/2019
Slide18Memorial Day volume declined in most regions
18
Total U.S.
42.8MM
-15%
Unit Sales and % Change
Units per Store Selling
Total U.S.
Avg. = 448
Nationally, Memorial Day volume declined -15% to 42.8MM units, with declines in all regions except Southeast
Southeast volume increased +4%
On average, avocado retailers saw sales of 448 units per store during the holiday weekWest, California and South Central had per store unit sales above the national averageSource: IRI/FreshLook week ending 5/26/2019
Slide19Great
Lakes
$1.41+19%
Average prices increased for Memorial Day
19
South
Central
$1.03
+39%
Plains
$1.32
+33%
Total U.S.
$1.34
+26%
high
low
California
$1.55
+32%
West
$1.27
+22%
Midsouth
$1.37
+15%
Northeast
$1.53
+32%
Nationwide, average price for Memorial Day week increased +26% to $1.34/unit
Average price increased in all regions, with the largest increases in South Central (+39%) and Plains (+33%)
Source: IRI/FreshLook week ending 5/26/2019
Southeast
$1.31
+10%
Slide2020
Dollar Growth by Region
(in millions)Unit Growth by Region(in millions)
All eight regions contributed to Total U.S. dollar growth of +$4.0MM. California posted the highest incremental dollar sales at +$1.1MM
All regions except Southeast declined in volume, resulting in incremental volume sales of -7.3MM units
All regions contributed to Memorial Day incremental dollars
Source: IRI/FreshLook week ending 5/26/2019