Page 1

Florida Department of Citrus - Economic and Market Research

Florida Department of Citrus Economic & Market Research

605 East Main Street • P.O. Box 9010 • Bartow, FL 33831-9010 Phone: 863-537-3959 • Fax: 877-352-2487 www.fdocgrower.com

NIELSEN RETAIL SALES OJ, GJ and OJ/GJ Beverages Monthly Topline Report Report #1 of 2013-14 season (4 weeks ending 10/26/13)


Florida Department of Citrus - Economic and Market Research

Florida Department of Citrus Economic & Market Research

605 East Main Street • P.O. Box 9010 • Bartow, FL 33831-9010 Phone: 863-537-3959 • Fax: 877-352-2487 www.fdocgrower.com

Week Ending 10/26/13 Report 1 of 13/14 Season

Expanded All Outlets Combined (xAOC) - Nielsen Retail Sales Summary 4 WEEKS ENDING 10/26/13 GALLONS PRICE DOLLARS Total OJ Ref NFC OJ Ref Recon OJ Total GJ Ref NFC GJ Shelf Stable GJ OJ Drinks OJ Blend Drinks GJ Cocktail

-5.4% -3.4% -6.5% -12.5% -7.5% -22.4% -7.7% -3.0% -9.7%

-0.7% -1.4% -1.3% 2.3% -1.2% 8.8% 2.8% -0.8% 6.6%

-6.1% -4.7% -7.8% -10.5% -8.6% -15.6% -5.1% -3.8% -3.8%

SEASON YEAR-TO-DATE GALLONS PRICE DOLLARS -5.4% -3.4% -6.5% -12.5% -7.5% -22.4% -7.7% -3.0% -9.7%

-0.7% -1.4% -1.3% 2.3% -1.2% 8.8% 2.8% -0.8% 6.6%

-6.1% -4.7% -7.8% -10.5% -8.6% -15.6% -5.1% -3.8% -3.8%

Page 2 of 16


Florida Department of Citrus - Economic and Market Research

Florida Department of Citrus Economic & Market Research

605 East Main Street • P.O. Box 9010 • Bartow, FL 33831-9010 Phone: 863-537-3959 • Fax: 877-352-2487 www.fdocgrower.com

Week Ending 10/26/13 Report 1 of 13/14 Season

Report Highlights This is the first report of the 2013-14 season. The annual report for the 2012-13 season will be distributed in December. Please note: Our Nielsen data was recently refreshed and some products were re-classified. You may notice a change from previous reports, depending on the product category and channel you are reviewing. This affects two years of data. In most cases, the adjustments are minimal. When compared to previously published reports, the categories showing the most change are categories with small volume and include: • Shelf Stable OJ • Shelf Stable GJ • OJ Drinks (0-39.99%) • OJ Drinks (% not stated) • GJ BL (100% Juice) Walmart data is no longer being reported individually. Walmart is included in xAOC and FDMW. Orange Juice (OJ) at xAOC: • Total OJ gallon sales are down 5.4% and dollar sales are down 6.1% for the period. • At $6.16/gallon, average OJ price at retail is down 0.7% year-over-year. • NFC OJ gallon sales are down 3.4% for the period and Recon OJ gallon sales are down 6.5%. Grapefruit Juice (GJ) at xAOC: • Total GJ gallon sales are down 12.5% and dollar sales are down 10.5% for the period. • Average GJ price at retail is $7.02 per gallon and is six cents lower than the all time high of $7.08 in August.

Page 3 of 16


Florida Department of Citrus ORANGE JUICE SALES Expanded All Outlets Combined (xAOC)

Economic and Market Research Report

NIELSEN SCANTRACK (Gallons and Revenues in Millions) Report Ending Date: 10/26/13 Issue Date: 11/12/13 Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC OJ Gallons Price/Gal ($) Revenues ($)

24.52 7.25 177.67

23.39 7.25 169.44

22.68 7.27 164.82

22.30 7.25 161.58

21.98 7.24 159.13

22.65 7.19 162.87

23.35 7.15 167.03

23.69 7.15 169.29

-3.4% -1.4% -4.7%

24.52 7.25 177.67

23.69 7.15 169.29

-3.4% -1.4% -4.7%

16.43 4.86 79.80

16.04 4.74 76.10

15.06 4.78 71.95

15.08 4.77 71.91

14.65 4.75 69.54

14.77 4.78 70.56

15.02 4.79 71.87

15.37 4.79 73.61

-6.5% -1.3% -7.8%

16.43 4.86 79.80

15.37 4.79 73.61

-6.5% -1.3% -7.8%

40.95 6.29 257.48

39.43 6.23 245.54

37.74 6.27 236.78

37.38 6.25 233.50

36.63 6.24 228.67

37.41 6.24 233.44

38.37 6.23 238.90

39.06 6.22 242.91

-4.6% -1.1% -5.7%

40.95 6.29 257.48

39.06 6.22 242.91

-4.6% -1.1% -5.7%

2.26 4.62 10.42

2.00 4.77 9.56

1.94 4.83 9.38

1.93 4.81 9.30

1.82 4.87 8.86

1.78 4.91 8.72

1.83 4.82 8.83

1.80 4.86 8.74

-20.2% 5.2% -16.1%

2.26 4.62 10.42

1.80 4.86 8.74

-20.2% 5.2% -16.1%

0.06 8.54 0.52

0.06 8.17 0.52

0.06 8.23 0.46

0.05 8.53 0.42

0.05 8.66 0.42

0.05 8.51 0.46

0.07 8.20 0.53

0.06 8.47 0.51

-2.1% -0.9% -2.9%

0.06 8.54 0.52

0.06 8.47 0.51

-2.1% -0.9% -2.9%

43.27 6.20 268.42

41.50 6.16 255.62

39.74 6.21 246.62

39.36 6.18 243.22

38.49 6.18 237.95

39.24 6.18 242.62

40.27 6.17 248.26

40.92 6.16 252.16

-5.4% -0.7% -6.1%

43.27 6.20 268.42

40.92 6.16 252.16

-5.4% -0.7% -6.1%

RECON OJ Gallons Price/Gal ($) Revenues ($) Refrigerated OJ Gallons Price/Gal ($) Revenues ($) Frozen OJ Gallons Price/Gal ($) Revenues ($) Shelf Stable OJ Gallons Price/Gal ($) Revenues ($) Total Orange Juice Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

xAOC

Florida Department of Citrus; P.O.Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

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GRAPEFRUIT JUICE SALES Expanded All Outlets Combined (xAOC) (Gallons and Revenues in Millions) Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC GJ Gallons Price/Gal ($) Revenues ($)

0.83 7.52 6.27

0.83 7.53 6.27

0.79 7.60 6.00

0.79 7.52 5.93

0.77 7.52 5.82

0.78 7.46 5.80

0.77 7.48 5.78

0.77 7.43 5.73

-7.5% -1.2% -8.6%

0.83 7.52 6.27

0.77 7.43 5.73

-7.5% -1.2% -8.6%

0.08 5.89 0.44

0.08 6.08 0.48

0.08 6.05 0.48

0.08 6.07 0.47

0.07 6.33 0.44

0.07 6.19 0.43

0.07 6.17 0.43

0.07 6.19 0.41

-12.1% 5.0% -7.7%

0.08 5.89 0.44

0.07 6.19 0.41

-12.1% 5.0% -7.7%

0.91 7.38 6.71

0.91 7.41 6.75

0.87 7.45 6.48

0.87 7.39 6.40

0.84 7.42 6.26

0.85 7.36 6.23

0.84 7.37 6.21

0.84 7.33 6.14

-7.9% -0.7% -8.6%

0.91 7.38 6.71

0.84 7.33 6.14

-7.9% -0.7% -8.6%

0.03 4.44 0.14

0.03 4.45 0.14

0.03 4.41 0.13

0.03 4.44 0.13

0.03 4.51 0.12

0.03 4.59 0.13

0.03 4.56 0.12

0.03 4.56 0.12

-16.8% 2.7% -14.6%

0.03 4.44 0.14

0.03 4.56 0.12

-16.8% 2.7% -14.6%

0.41 5.90 2.42

0.38 6.11 2.34

0.38 6.05 2.30

0.36 6.34 2.30

0.35 6.46 2.23

0.34 6.42 2.19

0.34 6.31 2.13

0.32 6.42 2.05

-22.4% 8.8% -15.6%

0.41 5.90 2.42

0.32 6.42 2.05

-22.4% 8.8% -15.6%

1.35 6.87 9.28

1.33 6.96 9.24

1.28 6.97 8.91

1.26 7.02 8.82

1.22 7.08 8.62

1.22 7.03 8.55

1.21 7.01 8.46

1.18 7.02 8.30

-12.5% 2.3% -10.5%

1.35 6.87 9.28

1.18 7.02 8.30

-12.5% 2.3% -10.5%

RECON GJ Gallons Price/Gal ($) Revenues ($) Refrigerated GJ Gallons Price/Gal ($) Revenues ($) Frozen GJ Gallons Price/Gal ($) Revenues ($) Shelf Stable GJ Gallons Price/Gal ($) Revenues ($) Total Grapefruit Juice Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

xAOC

Florida Department of Citrus; P.O.Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 5 of 16


LESS THAN 100% OJ & GJ BEVERAGES Expanded All Outlets Combined (xAOC) (Gallons and Revenues in Millions) Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

OJ Drinks 0-39.99% Gallons Price/Gal ($) Revenues ($)

1.96 3.64 7.15

1.78 3.81 6.79

1.89 3.78 7.13

1.99 3.70 7.38

1.82 3.75 6.84

1.88 3.78 7.12

1.83 3.79 6.96

1.72 3.81 6.55

-12.6% 4.7% -8.5%

1.96 3.64 7.15

1.72 3.81 6.55

-12.6% 4.7% -8.5%

1.60 7.28 11.69

1.61 7.26 11.71

1.55 7.24 11.21

1.47 7.25 10.69

1.38 7.36 10.13

1.42 7.25 10.32

1.55 7.13 11.07

1.61 7.07 11.38

0.3% -3.0% -2.7%

1.60 7.28 11.69

1.61 7.07 11.38

0.3% -3.0% -2.7%

0.22 3.66 0.80

0.19 3.74 0.72

0.18 3.78 0.68

0.19 3.63 0.67

0.19 3.53 0.66

0.19 3.75 0.71

0.19 3.83 0.73

0.17 4.21 0.71

-22.0% 15.0% -10.3%

0.22 3.66 0.80

0.17 4.21 0.71

-22.0% 15.0% -10.3%

3.79 5.19 19.64

3.59 5.36 21.92

3.62 5.26 19.02

3.65 5.13 18.75

3.39 5.21 17.63

3.50 5.19 18.14

3.58 5.24 18.76

3.50 5.33 18.64

-7.7% 2.8% -5.1%

3.79 5.19 19.64

3.50 5.33 18.64

-7.7% 2.8% -5.1%

16.89 3.06 51.71

16.46 3.15 51.83

16.40 3.10 50.90

16.16 3.12 50.42

16.31 3.00 49.00

16.72 3.06 51.15

16.72 3.05 50.96

16.38 3.04 49.75

-3.0% -0.8% -3.8%

16.89 3.06 51.71

16.38 3.04 49.75

-3.0% -0.8% -3.8%

3.03 6.85 20.77

3.33 6.85 22.84

3.16 6.90 21.80

3.14 6.86 21.54

3.03 6.82 20.71

3.00 6.85 20.58

3.05 6.84 20.85

2.96 6.86 20.30

-2.4% 0.2% -2.3%

3.03 6.85 20.77

2.96 6.86 20.30

-2.4% 0.2% -2.3%

0.90 5.33 4.80

0.90 5.46 4.93

0.88 5.55 4.89

0.90 5.59 5.06

0.90 5.57 5.00

0.88 5.70 5.00

0.87 5.57 4.87

0.81 5.68 4.62

-9.7% 6.6% -3.8%

0.90 5.33 4.80

0.81 5.68 4.62

-9.7% 6.6% -3.8%

0.21 5.44 1.16

0.19 5.58 1.08

0.19 5.52 1.06

0.17 5.90 1.00

0.15 6.01 0.88

0.15 5.97 0.88

0.14 5.88 0.84

0.13 5.99 0.81

-36.7% 10.0% -30.4%

0.21 5.44 1.16

0.13 5.99 0.81

-36.7% 10.0% -30.4%

OJ Drinks 40-99.99% Gallons Price/Gal ($) Revenues ($) OJ Drinks - % not stated Gallons Price/Gal ($) Revenues ($) Total OJ Drinks Gallons Price/Gal ($) Revenues ($) OJ BL Drinks Gallons Price/Gal ($) Revenues ($) OJ BL (100% Juice) Gallons Price/Gal ($) Revenues ($) GJ Cocktail Gallons Price/Gal ($) Revenues ($) GJ BL (100% Juice) Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

xAOC

Florida Department of Citrus; P.O.Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 6 of 16


Florida Department of Citrus ORANGE JUICE SALES Food, Drug, Mass + Walmart NIELSEN SCANTRACK

Economic and Market Research Report

(Gallons and Revenues in Millions) Report Ending Date: 10/26/13 Issue Date: 11/12/13 Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC OJ Gallons Price/Gal ($) Revenues ($)

22.91 7.30 167.25

21.66 7.33 158.83

21.03 7.35 154.55

20.71 7.32 151.71

20.49 7.32 149.88

21.07 7.27 153.13

21.70 7.24 157.08

22.07 7.21 159.24

-3.7% -1.2% -4.8%

22.91 7.30 167.25

22.07 7.21 159.24

-3.7% -1.2% -4.8%

15.06 4.77 71.87

14.64 4.67 68.30

13.74 4.70 64.56

13.81 4.69 64.79

13.44 4.67 62.78

13.54 4.70 63.63

13.76 4.71 64.78

14.10 4.71 66.40

-6.3% -1.4% -7.6%

15.06 4.77 71.87

14.10 4.71 66.40

-6.3% -1.4% -7.6%

37.97 6.30 239.13

36.30 6.26 227.14

34.76 6.30 219.11

34.53 6.27 216.50

33.93 6.27 212.66

34.61 6.26 216.76

35.45 6.26 221.87

36.18 6.24 225.64

-4.7% -1.0% -5.6%

37.97 6.30 239.13

36.18 6.24 225.64

-4.7% -1.0% -5.6%

2.14 4.66 9.99

1.90 4.83 9.17

1.85 4.88 9.02

1.84 4.87 8.93

1.73 4.93 8.52

1.68 4.97 8.38

1.74 4.88 8.49

1.71 4.91 8.42

-20.0% 5.3% -15.8%

2.14 4.66 9.99

1.71 4.91 8.42

-20.0% 5.3% -15.8%

0.06 8.87 0.50

0.06 8.66 0.49

0.05 8.59 0.44

0.05 8.84 0.41

0.05 8.81 0.41

0.05 8.76 0.44

0.06 8.52 0.51

0.06 8.71 0.49

0.6% -1.9% -1.3%

0.06 8.87 0.50

0.06 8.71 0.49

0.6% -1.9% -1.3%

40.17 6.21 249.62

38.26 6.19 236.80

36.66 6.23 228.57

36.41 6.20 225.84

35.71 6.21 221.59

36.34 6.21 225.58

37.26 6.20 230.86

37.95 6.18 234.55

-5.5% -0.5% -6.0%

40.17 6.21 249.62

37.95 6.18 234.55

-5.5% -0.5% -6.0%

RECON OJ Gallons Price/Gal ($) Revenues ($) Refrigerated OJ Gallons Price/Gal ($) Revenues ($) Frozen OJ Gallons Price/Gal ($) Revenues ($) Shelf Stable OJ Gallons Price/Gal ($) Revenues ($) Total Orange Juice Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

FDM+Walmart

Florida Department of Citrus; P.O. Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 7 of 16


GRAPEFRUIT JUICE SALES Food, Drug, Mass + Walmart (Gallons and Revenues in Millions) Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC GJ Gallons Price/Gal ($) Revenues ($)

0.83 7.53 6.24

0.83 7.55 6.24

0.78 7.61 5.97

0.78 7.54 5.90

0.77 7.53 5.79

0.77 7.48 5.77

0.77 7.49 5.75

0.77 7.44 5.71

-7.4% -1.2% -8.5%

0.83 7.53 6.24

0.77 7.44 5.71

-7.4% -1.2% -8.5%

0.08 5.89 0.44

0.08 6.08 0.48

0.08 6.05 0.48

0.08 6.07 0.47

0.07 6.33 0.44

0.07 6.19 0.43

0.07 6.17 0.43

0.07 6.19 0.41

-12.1% 5.0% -7.7%

0.08 5.89 0.44

0.07 6.19 0.41

-12.1% 5.0% -7.7%

0.90 7.40 6.68

0.91 7.42 6.72

0.86 7.47 6.45

0.86 7.40 6.37

0.84 7.43 6.23

0.84 7.37 6.21

0.84 7.38 6.18

0.83 7.34 6.11

-7.8% -0.8% -8.5%

0.90 7.40 6.68

0.83 7.34 6.11

-7.8% -0.8% -8.5%

0.03 4.45 0.14

0.03 4.45 0.14

0.03 4.42 0.13

0.03 4.44 0.13

0.03 4.52 0.12

0.03 4.59 0.13

0.03 4.56 0.12

0.03 4.57 0.12

-16.3% 2.7% -14.0%

0.03 4.45 0.14

0.03 4.57 0.12

-16.3% 2.7% -14.0%

0.40 5.92 2.37

0.38 6.12 2.31

0.37 6.05 2.27

0.36 6.35 2.26

0.34 6.46 2.20

0.34 6.42 2.16

0.33 6.31 2.09

0.31 6.43 2.02

-21.5% 8.6% -14.7%

0.40 5.92 2.37

0.31 6.43 2.02

-21.5% 8.6% -14.7%

1.33 6.89 9.19

1.31 6.98 9.16

1.27 6.98 8.85

1.25 7.03 8.76

1.21 7.09 8.56

1.21 7.04 8.49

1.20 7.02 8.40

1.17 7.04 8.25

-12.1% 2.2% -10.2%

1.33 6.89 9.19

1.17 7.04 8.25

-12.1% 2.2% -10.2%

RECON GJ Gallons Price/Gal ($) Revenues ($) Refrigerated GJ Gallons Price/Gal ($) Revenues ($) Frozen GJ Gallons Price/Gal ($) Revenues ($) Shelf Stable GJ Gallons Price/Gal ($) Revenues ($) Total Grapefruit Juice Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

FDM+Walmart

Florida Department of Citrus; P.O. Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 8 of 16


LESS THAN 100% OJ & GJ BEVERAGES Food, Drug, Mass + Walmart (Gallons and Revenues in Millions) Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

OJ Drinks 0-39.99% Gallons Price/Gal ($) Revenues ($)

1.82 3.68 6.71

1.64 3.87 6.36

1.72 3.85 6.63

1.82 3.77 6.87

1.66 3.84 6.37

1.72 3.83 6.60

1.68 3.85 6.47

1.57 3.86 6.08

-13.7% 4.4% -9.8%

1.82 3.68 6.71

1.57 3.86 6.08

-13.7% 4.9% -9.4%

1.57 7.31 11.45

1.57 7.29 11.41

1.50 7.27 10.92

1.43 7.29 10.42

1.34 7.40 9.89

1.38 7.28 10.05

1.51 7.16 10.78

1.59 7.08 11.25

1.4% -3.1% -1.7%

1.57 7.31 11.45

1.59 7.08 11.25

1.4% -3.1% -1.7%

0.21 3.71 0.78

0.19 3.80 0.71

0.17 3.85 0.66

0.18 3.69 0.66

0.18 3.60 0.65

0.18 3.82 0.70

0.19 3.88 0.72

0.17 4.22 0.71

-20.1% 13.7% -9.2%

0.21 3.71 0.78

0.17 4.22 0.71

-20.1% 13.7% -9.2%

3.60 5.26 18.94

3.39 5.45 18.47

3.40 5.36 18.21

3.43 5.23 17.95

3.18 5.32 16.91

3.28 5.28 17.35

3.37 5.33 17.97

3.33 5.42 18.04

-7.5% 2.9% -4.8%

3.60 5.26 18.94

3.33 5.42 18.04

-7.5% 2.9% -4.8%

14.96 3.00 44.82

14.55 3.08 44.87

14.54 3.04 44.18

14.26 3.05 43.42

14.46 2.93 42.38

14.88 2.99 44.43

14.92 2.98 44.42

14.59 2.99 43.65

-2.4% -0.2% -2.6%

14.96 3.00 44.82

14.59 2.99 43.65

-2.4% -0.2% -2.6%

2.82 6.85 19.35

3.11 6.86 21.32

2.96 6.90 20.43

2.94 6.87 20.23

2.84 6.84 19.43

2.81 6.87 19.31

2.85 6.87 19.56

2.77 6.88 19.06

-1.9% 0.5% -1.5%

2.82 6.85 19.35

2.77 6.88 19.06

-1.9% 0.5% -1.5%

0.74 5.58 4.10

0.74 5.73 4.24

0.73 5.82 4.24

0.75 5.88 4.40

0.74 5.87 4.37

0.73 5.98 4.37

0.72 5.89 4.25

0.67 5.97 4.02

-8.7% 7.2% -2.2%

0.74 5.58 4.10

0.67 5.97 4.02

-8.7% 7.2% -2.2%

0.19 5.53 1.08

0.18 5.69 1.00

0.18 5.58 1.00

0.16 6.00 0.94

0.14 6.13 0.83

0.14 6.07 0.82

0.13 5.97 0.79

0.12 6.12 0.76

-36.3% 10.6% -29.5%

0.19 5.53 1.08

0.12 6.12 0.76

-36.3% 10.6% -29.5%

OJ Drinks 40-99.99% Gallons Price/Gal ($) Revenues ($) OJ Drinks - % not stated Gallons Price/Gal ($) Revenues ($) Total OJ Drinks Gallons Price/Gal ($) Revenues ($) OJ BL Drinks Gallons Price/Gal ($) Revenues ($) OJ BL (100% Juice) Gallons Price/Gal ($) Revenues ($) GJ Cocktail Gallons Price/Gal ($) Revenues ($) GJ BL (100% Juice) Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

FDM+Walmart

Florida Department of Citrus; P.O. Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 9 of 16


Florida Department of Citrus ORANGE JUICE SALES FOOD ($2MM+ GROCERY)

Economic and Market Research Report

NIELSEN SCANTRACK (Gallons and Revenues in Millions) Report Ending Date: 10/26/13 Issue Date: 11/12/13 Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC OJ Gallons Price/Gal ($) Revenues ($)

17.76 7.28 129.25

16.85 7.34 123.64

16.42 7.36 120.92

16.13 7.34 118.32

15.90 7.33 116.57

16.23 7.28 118.15

16.59 7.26 120.43

16.81 7.23 121.55

-5.3% -0.6% -6.0%

17.76 7.28 129.25

16.81 7.23 121.55

-5.3% -0.6% -6.0%

10.56 4.74 50.06

10.45 4.63 48.39

9.71 4.67 45.40

9.82 4.67 45.87

9.64 4.63 44.60

9.61 4.66 44.76

9.73 4.65 45.29

9.89 4.66 46.04

-6.4% -1.8% -8.0%

10.56 4.74 50.06

9.89 4.66 46.04

-6.4% -1.8% -8.0%

28.32 6.33 179.32

27.30 6.30 172.03

26.14 6.36 166.33

25.95 6.33 164.19

25.53 6.31 161.17

25.84 6.30 162.91

26.32 6.30 165.72

26.70 6.28 167.59

-5.7% -0.9% -6.5%

28.32 6.33 179.32

26.70 6.28 167.59

-5.7% -0.9% -6.5%

1.50 4.93 7.41

1.34 5.07 6.77

1.31 5.06 6.64

1.33 5.02 6.68

1.25 5.09 6.39

1.22 5.14 6.28

1.28 5.00 6.41

1.26 5.05 6.34

-16.4% 2.3% -14.4%

1.50 4.93 7.41

1.26 5.05 6.34

-16.4% 2.3% -14.4%

0.05 8.97 0.47

0.05 8.81 0.45

0.05 8.75 0.40

0.04 9.06 0.36

0.04 9.02 0.36

0.04 8.95 0.40

0.05 8.64 0.47

0.05 8.84 0.46

-0.3% -1.4% -1.7%

0.05 8.97 0.47

0.05 8.84 0.46

-0.3% -1.4% -1.7%

29.88 6.27 187.19

28.68 6.25 179.24

27.50 6.30 173.37

27.32 6.27 171.24

26.83 6.26 167.92

27.11 6.26 169.60

27.66 6.24 172.60

28.01 6.23 174.40

-6.3% -0.6% -6.8%

29.88 6.27 187.19

28.01 6.23 174.40

-6.3% -0.6% -6.8%

RECON OJ Gallons Price/Gal ($) Revenues ($) Refrigerated OJ Gallons Price/Gal ($) Revenues ($) Frozen OJ Gallons Price/Gal ($) Revenues ($) Shelf Stable OJ Gallons Price/Gal ($) Revenues ($) Total Orange Juice Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

Food

Florida Department of Citrus; P.O.Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 10 of 16


GRAPEFRUIT JUICE SALES FOOD ($2MM+ GROCERY) (Gallons and Revenues in Thousands) Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC GJ Gallons Price/Gal ($) Revenues ($)

695.57 7.60 5,288.12

686.11 7.64 5,241.31

649.85 7.72 5,018.60

649.03 7.63 4,954.82

641.61 7.62 4,887.82

638.36 7.57 4,832.18

637.29 7.58 4,829.09

635.99 7.52 4,785.35

-8.6% -1.0% -9.5%

695.57 7.60 5,288.12

635.99 7.52 4,785.35

-8.6% -1.0% -9.5%

75.37 5.89 443.80

79.53 6.07 483.10

79.41 6.05 480.72

77.49 6.07 470.03

69.51 6.33 439.96

70.19 6.19 434.16

69.78 6.17 430.56

66.25 6.18 409.69

-12.1% 5.0% -7.7%

75.37 5.89 443.80

66.25 6.18 409.69

-12.1% 5.0% -7.7%

770.95 7.43 5,731.91

765.63 7.48 5,724.41

729.26 7.54 5,499.32

726.52 7.47 5,424.85

711.12 7.49 5,327.78

708.55 7.43 5,266.34

707.08 7.44 5,259.65

702.23 7.40 5,195.04

-8.9% -0.5% -9.4%

770.95 7.43 5,731.91

702.23 7.40 5,195.04

-8.9% -0.5% -9.4%

12.35 5.12 63.23

12.69 5.07 64.30

11.91 5.02 59.79

12.12 5.07 61.46

11.40 5.07 57.84

12.12 5.15 62.43

11.22 5.11 57.38

10.73 5.14 55.19

-13.1% 0.5% -12.7%

12.35 5.12 63.23

10.73 5.14 55.19

-13.1% 0.5% -12.7%

274.76 6.32 1,735.97

265.02 6.58 1,742.66

267.78 6.46 1,730.75

254.62 6.78 1,725.81

240.41 6.93 1,664.91

236.33 6.87 1,622.55

234.34 6.70 1,571.05

219.63 6.88 1,510.19

-20.1% 8.8% -13.0%

274.76 6.32 1,735.97

219.63 6.88 1,510.19

-20.1% 8.8% -13.0%

1,058.06 7.12 7,531.11

1,043.34 7.22 7,531.37

1,008.94 7.23 7,289.85

993.26 7.26 7,212.11

962.93 7.32 7,050.53

957.00 7.26 6,951.32

952.64 7.23 6,888.08

932.59 7.25 6,760.42

-11.9% 1.8% -10.2%

1,058.06 7.12 7,531.11

932.59 7.25 6,760.42

-11.9% 1.8% -10.2%

RECON GJ Gallons Price/Gal ($) Revenues ($) Refrigerated GJ Gallons Price/Gal ($) Revenues ($) Frozen GJ Gallons Price/Gal ($) Revenues ($) Shelf Stable GJ Gallons Price/Gal ($) Revenues ($) Total Grapefruit Juice Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

Food

Florida Department of Citrus; P.O.Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 11 of 16


LESS THAN 100% OJ & GJ BEVERAGES FOOD ($2MM+ GROCERY) (Gallons and Revenues in Thousands) Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

OJ Drinks 0-39.99% Gallons Price/Gal ($) Revenues ($)

1,365.93 3.81 5,203.82

1,239.76 4.03 4,999.84

1,321.16 3.99 5,277.18

1,424.28 3.88 5,531.56

1,279.03 3.98 5,091.71

1,325.85 3.95 5,235.17

1,275.22 3.97 5,056.66

1,190.89 3.98 4,740.81

-12.8% 4.5% -8.9%

1,365.93 3.81 5,203.82

1,190.89 3.98 4,740.81

-12.8% 4.5% -8.9%

1,174.38 7.31 8,579.94

1,216.15 7.35 8,944.42

1,158.44 7.34 8,502.25

1,115.13 7.35 8,193.54

1,032.03 7.49 7,727.91

1,077.36 7.34 7,903.02

1,144.08 7.25 8,299.30

1,186.33 7.20 8,544.25

1.0% -1.4% -0.4%

1,174.38 7.31 8,579.94

1,186.33 7.20 8,544.25

1.0% -1.4% -0.4%

205.05 3.73 764.54

181.17 3.83 694.18

167.66 3.88 650.05

174.49 3.71 647.82

175.48 3.63 636.66

176.63 3.86 682.34

181.36 3.92 710.11

166.16 4.22 701.04

-19.0% 13.2% -8.3%

205.05 3.73 764.54

166.16 4.22 701.04

-19.0% 13.2% -8.3%

2,745.37 5.30 14,548.30

2,637.08 5.55 16,314.03

2,647.27 5.45 14,429.48

2,713.90 5.30 14,372.92

2,486.55 5.41 13,456.28

2,579.84 5.36 13,820.53

2,600.66 5.41 14,066.07

2,543.38 5.50 13,986.11

-7.4% 3.8% -3.9%

2,745.37 5.30 14,548.30

2,543.38 5.50 13,986.11

-7.4% 3.8% -3.9%

8,960.23 2.83 25,383.06

9,097.24 3.03 27,540.87

9,222.01 2.99 27,530.04

8,747.06 3.03 26,468.04

9,245.52 2.86 26,428.91

9,062.97 2.95 26,702.83

9,236.56 2.93 27,041.58

8,868.09 2.94 26,049.48

-1.0% 3.7% 2.6%

8,960.23 2.83 25,383.06

8,868.09 2.94 26,049.48

-1.0% 3.7% 2.6%

2,108.21 6.93 14,602.07

2,354.23 6.97 16,407.77

2,233.27 7.04 15,719.94

2,217.75 7.01 15,545.15

2,156.79 6.96 15,018.40

2,105.68 7.00 14,737.63

2,128.21 6.99 14,880.32

2,033.49 7.02 14,265.53

-3.5% 1.3% -2.3%

2,108.21 6.93 14,602.07

2,033.49 7.02 14,265.53

-3.5% 1.3% -2.3%

429.67 6.29 2,704.32

447.37 6.50 2,906.06

450.87 6.57 2,963.47

454.40 6.76 3,069.79

459.16 6.62 3,041.88

447.27 6.72 3,003.73

436.82 6.56 2,867.66

392.08 6.78 2,657.97

-8.7% 7.7% -1.7%

429.67 6.29 2,704.32

392.08 6.78 2,657.97

-8.7% 7.7% -1.7%

120.35 5.90 710.55

107.08 6.17 661.11

112.50 5.96 670.09

94.52 6.55 619.11

80.14 6.72 538.26

79.05 6.65 525.37

77.91 6.45 502.38

68.94 6.78 467.67

-42.7% 14.9% -34.2%

120.35 5.90 710.55

68.94 6.78 467.67

-42.7% 14.9% -34.2%

OJ Drinks 40-99.99% Gallons Price/Gal ($) Revenues ($) OJ Drinks - % not stated Gallons Price/Gal ($) Revenues ($) Total OJ Drinks Gallons Price/Gal ($) Revenues ($) OJ BL Drinks Gallons Price/Gal ($) Revenues ($) OJ BL (100% Juice) Gallons Price/Gal ($) Revenues ($) GJ Cocktail Gallons Price/Gal ($) Revenues ($) GJ BL (100% Juice) Gallons Price/Gal ($) Revenues ($)

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

Food

Florida Department of Citrus; P.O.Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 12 of 16


Florida Department of Citrus ORANGE JUICE PROMOTIONS FOOD ($2MM+ Grocery Stores) NIELSEN SCANTRACK

(Prices in dollars and Promotion in %ACV) Report Ending Date:

10/26/13

Economic and Market Research Report

Issue Date: 11/12/13 Report 1 of 13/14 Season

Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC OJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp

6.46 93 42 32 90

6.61 95 42 37 90

6.61 95 41 36 90

6.52 94 39 32 90

6.51 93 36 30 86

6.50 95 42 31 89

6.44 93 37 32 92

6.41 92 38 34 92

-0.8% -1.1% -9.5% 6.3% 2.2%

6.46 93 42 32 90

6.41 92 38 34 92

-0.8% -1.1% -9.5% 6.3% 2.2%

4.05 83 19 23 69

4.13 85 25 26 67

3.96 81 13 22 64

3.97 84 20 26 72

3.86 78 19 24 65

3.91 78 13 20 64

3.98 82 13 18 64

4.11 73 21 19 71

1.5% -12.0% 10.5% -17.4% 2.9%

4.05 83 19 23 69

4.11 73 21 19 71

1.5% -12.0% 10.5% -17.4% 2.9%

5.64 96 46 41 93

5.71 98 49 46 92

5.77 97 45 44 93

5.65 96 44 45 93

5.59 96 44 41 91

5.69 97 45 39 92

5.69 95 41 39 95

5.70 94 45 42 93

1.1% -2.1% -2.2% 2.4% 0.0%

5.64 96 46 41 93

5.70 94 45 42 93

1.1% -2.1% -2.2% 2.4% 0.0%

3.98 39 1 2 17

4.44 45 0 1 12

4.52 55 0 1 11

4.31 48 2 1 21

4.47 53 0 1 19

4.64 47 1 1 10

4.27 52 1 1 12

4.25 53 0 1 11

6.8% 35.9% -100.0% -50.0% -35.3%

3.98 39 1 2 17

4.25 53 0 1 11

6.8% 35.9% -100.0% -50.0% -35.3%

6.62 7 0 0 0

7.28 22 0 1 5

6.74 13 0 0 6

7.08 10 0 0 4

7.08 7 0 0 2

7.67 8 0 0 9

7.14 17 0 0 2

7.14 6 0 0 3

7.9% -14.3%

6.62 7 0 0 0

7.14 6 0 0 3

7.9% -14.3%

5.60 96 46 41 94

5.69 98 49 47 92

5.74 97 45 44 93

5.62 97 45 46 93

5.57 96 44 42 91

5.67 97 45 40 92

5.66 96 41 40 95

5.67 95 45 43 93

1.3% -1.0% -2.2% 4.9% -1.1%

5.60 96 46 41 94

5.67 95 45 43 93

1.3% -1.0% -2.2% 4.9% -1.1%

RECON OJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Refrigerated OJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Frozen OJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Shelf Stable OJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Total OJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

Food-Promotions

Florida Department of Citrus; P.O. Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 13 of 16


GRAPEFRUIT JUICE PROMOTIONS FOOD ($2MM+ Grocery Stores) (Prices in dollars and Promotion in %ACV) Report 1 of 13/14 Season Four Weeks Ending 10/27/12

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4 weeks Year Ago

Season-to-Date 2012-13

2013-14

% Change

NFC GJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp

6.66 64 5 6 42

6.72 69 4 7 48

6.80 65 3 5 48

6.66 67 3 5 47

6.69 69 3 8 44

6.63 74 4 9 45

6.71 72 4 7 47

6.50 68 3 8 40

-2.4% 6.3% -40.0% 33.3% -4.8%

6.66 64 5 6 42

6.50 68 3 8 40

-2.4% 6.3% -40.0% 33.3% -4.8%

5.51 7 0 0 0

6.10 16 0 1 0

5.78 15 0 0 0

5.57 11 0 0 0

6.44 2 0 0 0

5.65 14 0 0 1

5.71 14 0 1 0

6.61 6 0 0 0

20.0% -14.3%

5.51 7 0 0 0

6.61 6 0 0 0

20.0% -14.3%

6.61 69 5 6 42

6.68 73 4 8 48

6.71 70 3 6 48

6.59 74 3 5 47

6.69 69 3 8 44

6.58 78 4 9 46

6.65 76 4 8 47

6.51 70 3 9 40

-1.5% 1.4% -40.0% 50.0% -4.8%

6.61 69 5 6 42

6.51 70 3 9 40

-1.5% 1.4% -40.0% 50.0% -4.8%

4.58 3 0 0 0

4.16 3 0 0 1

4.31 5 0 0 1

4.36 5 0 0 0

4.56 3 0 0 1

4.33 4 0 0 0

4.35 4 0 0 0

4.88 5 0 0 0

6.6% 66.7%

4.58 3 0 0 0

4.88 5 0 0 0

6.6% 66.7%

5.10 46 4 3 24

5.45 49 1 3 12

5.47 61 1 2 13

5.87 49 1 2 8

5.97 39 0 1 5

5.89 48 0 1 4

5.82 51 0 2 12

6.05 40 0 2 20

18.6% -13.0% -100.0% -33.3% -16.7%

5.10 46 4 3 24

6.05 40 0 2 20

18.6% -13.0% -100.0% -33.3% -16.7%

6.27 80 9 8 55

6.45 81 5 11 51

6.41 83 4 8 53

6.48 84 4 7 50

6.60 80 3 9 47

6.48 83 4 10 46

6.49 82 4 9 52

6.45 80 4 10 48

2.9% 0.0% -55.6% 25.0% -12.7%

6.27 80 9 8 55

6.45 80 4 10 48

2.9% 0.0% -55.6% 25.0% -12.7%

RECON GJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Refrogerated GJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Frozen GJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Shelf Stable GJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp TL GJ Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

Food-Promotions

Florida Department of Citrus; P.O. Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 14 of 16


LESS THAN 100% OJ & GJ BEVERAGES PROMOTIONS FOOD ($2MM+ Grocery Stores) (Prices in dollars and Promotion in %ACV) Four Weeks Ending 10/27/12 OJ Drinks 0-39.99% Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp OJ Drinks 40-99.99% Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp OJ Drinks - % not stated Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp Total OJ Drinks Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp OJ BL Drinks Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp OJ BL (100% Juice) Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp GJ Cocktail Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp GJ BL (100% Juice) Average Promo Price Price Reduction Feature & Disp Display w/o Fea Feature w/o Disp

05/11/13

06/08/13

07/06/13

08/03/13

08/31/13

09/28/13

10/26/13

% Change Latest 4 weeks vs. Similar 4

Report 1 of 13/14 Season Season-to-Date 2012-13

2013-14

% Change

3.52 77 10 31 54

3.60 79 14 30 58

3.60 82 17 36 63

3.59 78 22 39 74

3.72 76 17 40 61

3.61 79 19 45 68

3.62 76 15 39 59

3.63 76 14 35 60

3.1% -1.3% 40.0% 12.9% 11.1%

3.52 77 10 31 54

3.63 76 14 35 60

3.1% -1.3% 40.0% 12.9% 11.1%

6.59 69 12 12 53

6.60 78 11 16 52

6.66 82 13 13 54

6.72 79 11 13 54

6.74 68 4 11 37

6.62 78 11 13 54

6.47 77 7 13 39

6.49 72 10 10 52

-1.5% 4.3% -16.7% -16.7% -1.9%

6.59 69 12 12 53

6.49 72 10 10 52

-1.5% 4.3% -16.7% -16.7% -1.9%

3.44 4 0 2 1

3.43 6 0 2 1

3.42 5 0 2 2

3.42 4 0 2 1

3.20 6 0 2 1

3.20 6 0 2 2

3.45 6 0 1 1

3.84 5 0 1 0

11.6% 25.0%

3.84 5 0 1 0

11.6% 25.0%

-50.0% -100.0%

3.44 4 0 2 1

-50.0% -100.0%

5.13 88 21 39 81

5.11 92 24 42 75

5.01 94 28 45 79

4.92 94 31 47 82

4.96 92 21 47 68

4.95 92 28 54 79

4.98 91 21 47 68

5.19 90 23 43 75

1.2% 2.3% 9.5% 10.3% -7.4%

5.13 88 21 39 81

5.19 90 23 43 75

1.2% 2.3% 9.5% 10.3% -7.4%

2.30 94 29 64 71

2.52 95 32 79 70

2.52 95 37 77 75

2.63 96 25 77 69

2.36 96 40 77 73

2.51 95 41 80 82

2.52 96 32 78 79

2.47 95 28 74 74

7.4% 1.1% -3.4% 15.6% 4.2%

2.30 94 29 64 71

2.47 95 28 74 74

7.4% 1.1% -3.4% 15.6% 4.2%

6.13 89 11 16 63

6.31 89 14 18 76

6.29 91 10 17 70

6.21 88 14 17 72

6.10 86 12 17 67

6.36 89 11 18 75

6.38 90 16 19 77

6.23 88 12 18 73

1.6% -1.1% 9.1% 12.5% 15.9%

6.13 89 11 16 63

6.23 88 12 18 73

1.6% -1.1% 9.1% 12.5% 15.9%

5.22 63 1 12 6

5.66 74 2 18 11

5.98 72 4 18 22

6.40 74 5 19 24

5.86 66 3 18 19

6.14 70 3 18 21

5.80 74 2 15 18

5.94 57 2 14 23

13.8% -9.5% 100.0% 16.7% 283.3%

5.22 63 1 12 6

5.94 57 2 14 23

13.8% -9.5% 100.0% 16.7% 283.3%

4.74 33 3 3 25

5.01 35 1 1 13

5.07 47 1 1 9

5.39 33 1 1 6

5.52 28 0 0 5

5.62 33 0 1 2

5.63 36 0 1 9

5.49 19 0 1 15

15.8% -42.4% -100.0% -66.7% -40.0%

4.74 33 3 3 25

5.49 19 0 1 15

15.8% -42.4% -100.0% -66.7% -40.0%

Most recent four-week-period is preliminary 2013-14 STD: 09/29/13 - 10/26/13 2012-13 STD: 09/30/12 - 10/27/12

Source: Nielsen

Food-Promotions

Florida Department of Citrus; P.O. Box 9010; Bartow, FL 33831-9010 (863) 537-3999 http://www.fdocgrower.com

Page 15 of 16


FREQUENTLY ASKED QUESTIONS (FAQ)

What's new and different about the orange juice and grapefruit juice data? FDOC has purchased an enhanced data set from Nielsen that incorporates additional channels (club, dollar stores and military) and Walmart POS data. Previously, Walmart data were estimated from household panel data and referred to as “Walmart 4th Channel�. The accuracy of the data is improved and the view of the retail market place is broader. Previous FDOC Retail Universe Food Drug Mass Walmart 4th Channel

New FDOC Retail Universe Food Drug Mass Walmart POS Club Dollar Military/DECA

When will the enhanced data be available? The report ending 6/9/2012 (report #9 of the 2011-12 season) is the first topline report to include the new enhanced data. All periods in the report have been updated and restated, including season-to-date totals and % changes. Is the new data in the topline report compatible with previous reports? No, although in some cases there may not be much difference. The only channel that remains fundamentally the same is Food (also called $2mm Grocery), but all data were refreshed so there may even be small differences when comparing Food data in this report to previous toplines. What is the definition of Food? Food was formerly called $2mm Grocery. Food consists of POS (point of sale) data for U.S. grocery stores doing $2 million and greater annual sales. Nielsen now compiles most Food data by census (POS data for all stores in a chain) rather than sample (POS data from a representative of 10% of a chain's stores, then projected to the full chain). Thus, the Food data is more accurate than previously reported. What is the definition of FDM + Walmart? FDM + Walmart = Food, Drug, Mass + Walmart. FDM + Walmart data consists of POS data for U.S. grocery stores doing $2 million and greater annual sales, drug stores doing $1 million and greater annual sales, mass merchandisers (like Target) and Walmart. What is the definition of xAOC? xAOC = Expanded All Outlets Combined. xAOC data consists of POS data for U.S. grocery stores doing $2 million and greater annual sales, drug stores doing $1 million and greater annual sales, mass merchandisers (like Target), Walmart, club (Sam's and BJ's), dollar stores (Dollar General, Family Dollar and Fred's), and military/DECA. What is the definition of CDM? CDM = Club + Dollar + Military. CDM includes club (Sam's and BJ's), dollar stores (Dollar General, Family Dollar and Fred's), and military/DECA. Page 16 of 16

Retail #1 10/26/2013 - Nielsen FDOC  

Retail #1 10/26/2013 - Nielsen FDOC

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