Fathers Day Fourth of July amp Labor Day HOLIDAYS amp EVENTS Q3 2019 Definitions This report looks at retail sales performance for the three holiday and event weeks listed below Fathers Day week ending 6162019 ID: 816312
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Slide1
Avocado Holiday Retail Recap
Father’s Day, Fourth of July & Labor Day
HOLIDAYS &EVENTSQ3 2019
Slide2Definitions
This report looks at retail sales performance for the three holiday and event weeks* listed below:
Father’s Day – week ending 6/16/2019Fourth of July– week ending 7/7/2019Labor Day – week ending 9/1/2019
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
Father's Day
week ending 6/16/2019
What better way to celebrate with Dad than with avocados?
Nationally, avocado dollar sales increased +7% to $56MM. This gain was largely due to a +23% increase in average selling price
Slide4Father's Day dollar sales top $56MM
4
Father's Day week dollar sales have increased each year for the past four years, up +35% vs. 2016 to $56.2MM. 2019 Father's Day avocado volume declined -13% vs. 2018, but ASP increased +23% to $1.35/unit
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Source: IRI/FreshLook week ending 6/16/2019
ASP
Units
Dollars
Slide5Father's Day showed dollar gains in six of eight regions
5
Nationally, Father's Day sales increased +7% vs. prior year to $56.2MM
California and West posted the highest dollar gains in 2019 at +22% and +14%, respectively
On average, avocado retailers saw Father's Day week sales of $589 per store
Per store dollar sales were especially strong in West ($1,213) and California ($1,257)
Dollar Sales and % Change
Source: IRI/FreshLook week ending 6/16/2019
Total U.S.
$56.2MM
+7%
Dollars per Store SellingTotal U.S. Avg. = $589
Slide6Father's Day regional volume trends declined
6
Total U.S.
41.6MM
-13%
Unit Sales and % Change
Nationally, Father's Day week avocado volume declined -13% to 41.6MM units
Volume declines ranged from -8% in California to -15% in Plains, Northeast and Great Lakes
On average, avocado retailers saw sales of 436 units per store during Father's Day 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 6/16/2019
Units per Store SellingTotal U.S. Avg. = 436
Slide7Great
Lakes
$1.39+19%
West
$1.34
+31%
Southeast
$1.33
+20%
Nationally, Father's Day prices increased +23%
7
South
Central
$1.09
+24%
Total U.S.
$1.35
+23%
high
low
California
$1.53
+32%
Plains
$1.32
+16%
Northeast
$1.43
+18%
Midsouth
$1.40
+15%
At the region level, average price changes ranged from an increase of +15% in Midsouth to +32% in California
There was a wide range of prices across the regions, from a low of $1.09/unit in South Central to a high of $1.53/unit in California
Source: IRI/FreshLook week ending 6/16/2019
Slide88
Dollar Growth by Region
(in millions)
Unit Growth by Region
(in millions)
All regions contributed to the Father's Day week dollar gain of more than +$3.7M. California posted the largest gain at +$1.8MM
Units declined in each region, resulting in a Total U.S. decline of -6.1M units
Father's Day category dollars increased more than +$3.7M
Source: IRI/FreshLook week ending 6/16/2019
Slide9Fourth of July
week ending 7/7/2019
9
Avocados are the perfect addition to any Fourth of July dish, from grilled chicken sandwiches to potato salad
This year,
Fourth of July
dollar sales reached $62MM, up +16% vs. prior year and +38% vs. 2016
Slide10Fourth of July dollar sales top $62MM
10
Fourth of July dollar sales have trended upward for four straight years. 2019 dollar sales increased +38% vs. 2016
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Source: IRI/FreshLook week ending 7/7/2019
Slide11Fourth of July dollar sales grew in all regions
11
Total U.S.
$62.1MM
+16%
Nationally, Fourth of July sales increased +16% to $62.1MM
Regional dollar gains ranged from +3% in Northeast to +25% in California and Great Lakes
On average, avocado retailers saw sales of $650 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. = $650Source: IRI/FreshLook week ending 7/7/2019
Slide12Fourth of July volume trends declined
12
Total U.S.
42.0MM
-17%
Unit Sales and % Change
Units per Store Selling
Total U.S.
Avg. = 439
Nationally, Fourth of July volume declined -17% to 42.0MM units
Volume trends declined in all regions
On average, avocado retailers saw sales of 439 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 7/7/2019
Slide13Southeast
$1.46
+25%
Nationally, average price increased significantly for
Fourth of July
Midsouth
$1.46
+26%
13
South
Central
$1.22
+56%
Total U.S.
$1.48
+40%
high
low
California
$1.69
+63%
Plains
$1.42
+31%
Great
Lakes
$1.57
+40%
West
$1.50
+42%
Northeast
$1.52
+23%
Average price for Fourth of July ranged from a low of $1.22/unit in South Central to a high of $1.69/unit in California
Average price increased across all eight regions and ranged from an increase of +23% in Northeast to an increase of +63% in California
Source: IRI/FreshLook week ending 7/7/2019
Slide1414
Dollar Growth by Region
(in millions)Unit Growth by Region(in millions)
Dollar sales increased by +$8.7MM nationally.
All regions contributed dollar growth
Unit sales were down across all regions, resulting in incremental sales of -8.5MM units
Fourth of July posted incremental dollars of +$8.7MMSource: IRI/FreshLook week ending 7/7/2019
Slide1515
Labor Day
week ending 9/1/2019
While white may be out after Labor Day, green avocados are in fashion all year round
In 2019,
Labor Day
avocado dollar sales neared $54MM, up +6% vs. prior year
Slide16Labor Day avocado sales near $54MM
16
Holiday Week Sales and Average Price by Year
(Dollars and Units in millions)
Units
Dollars
ASP
Source: IRI/FreshLook week ending 9/1/2019
Benefiting from higher prices, dollar sales surged in 2019, up +27% vs. 2016
2019 volume increased +12% vs. 2018, and was +16% higher than 2016
Slide17Labor Day dollars trended up in seven of eight regions
17
Total U.S.
$53.7MM
+6%
Nationally, Labor Day sales increased +6% vs. prior year to $53.7MM
Seven of eight regions showed dollar growth, led by Northeast at +12%
On average, avocado retailers saw sales of $562 per store during the holiday week
Per store sales were especially strong in West ($1,131) and California ($1,203)
Dollar Sales and % Change
Dollars per Store Selling
Total U.S. Avg. = $562Source: IRI/FreshLook week ending 9/1/2019
Slide18Labor Day volume trended up in seven of eight regions
18
Total U.S.
42.9MM
+12%
Unit Sales and % Change
Units per Store Selling
Total U.S.
Avg. = 450
Nationally, Labor Day volume increased +12% to 42.9MM units, with growth in all regions except Plains
Southeast volume increased +25%
On average, avocado retailers saw sales of 450 units per store during the holiday weekWest, California and South Central had per store unit sales above the national averageSource: IRI/FreshLook week ending 9/1/2019
Slide19Great
Lakes
$1.24-13%
Plains
$1.42
+10%
Average price trends were mixed for Labor Day
19
South
Central
$0.94
-10%
Total U.S.
$1.25
-5%
high
low
California
$1.47
-3%
Southeast
$1.07
-22%
West
$1.32
+2%
Northeast
$1.47
+4%
Nationwide, average price for Labor Day week declined -5% to $1.25/unit
Regionally, average price trends were mixed, ranging from a decline of -22% in Southeast to an increase of +10% in Plains
Source: IRI/FreshLook week ending 9/1/2019
Midsouth
$1.23
-4%
Slide2020
Dollar Growth by Region
(in millions)Unit Growth by Region(in millions)
Seven of eight regions contributed to U.S. dollar growth of +$3.0MM. Northeast posted the highest incremental dollar sales at +$0.9MM
Seven of eight regions also contributed to U.S. volume growth, resulting in incremental volume sales of +4.6MM units
Labor Day grew incremental dollar and volume sales
Source: IRI/FreshLook week ending 9/1/2019