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2012 AvoScore Card - CONFIDENTIAL -

Tampa

REGION

Southeast

Add '000s to

SALES1 DOLLAR SALES1 AVG SELLING $/UNIT

RANK1

DATE THRU:

20

SymphonyIRI Group retail sales data represents DMA markets.

Q1

2012

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 INDEX

2012

2011

Variance %

(to 2011 YTD)

3,331

3,331

2,854

+16.7%

117%

$4,111

$4,111

$4,301

-4.4%

96%

$1.23

$1.23

$1.51

-18.1%

Units and Dollars

UNIT

2012 YEAR-TO-

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.

MARKET

Tampa

2011 VOLUME

Q1

Q2

Q3

Q4

PER STORE UNIT SALES1 Q1

Tampa

Q2

Q3

PER STORE DOLLAR SALES1 Q4

Tampa

Q1

2011

1,051

2011

$1,584

2012

1,209

2012

$1,493

% Variance

-5.8%

% Variance

+15.0%

Q2

Q3

Q4

PLU

UNITS

UNITS

VARIANCE

UNITS

2011

2012

YTD

2011

2012

%

YTD

% of TTL

% of TTL

4046

415

957

+130 6% +130.6%

4046

14 5% 14.5%

28 7% 28.7%

- 4046 Small Hass (#60 & smaller)) (#60s

4225

1,632

1,537

-5.8%

4225

57.2%

46.2%

- 4225 Large Hass (#40 & #48)

4770

21

19

-8.7%

4770

0.7%

0.6%

Other

514

454

-11.6%

Other

18.0%

13.6%

Organic

6

7

+18.5%

Organic

0.2%

0.2%

Bags

267

356

+33.2%

Bags

9.4%

10.7%

Retail Dollar Trends (2011 vs 2012)

Fruit Produce

PLU List

- 4770 X-Large Hass (#36 & larger) - Other includes Unknown, Pinkertons, Greenskins, etc. - Organic includes all sizes

Q1

Q2

-3.6% -3.5%

-

Q3

Q4

Comments / Analysis:

- YTD through '12-Q1, the Tampa market's retail volume (+16.7%) and dollar (-4.4%) trends underperformed the Southeast region's category trends by -9 points in volume, and -6 points in dollars - YTD through '12-Q1, AVOCADO retail dollar trend of -4.4% underperformed the FRUIT and PRODUCE trends by more than -0.5 points - YTD through '12-Q1, AVOCADO advertisements decreased -13% to 20 ads from 23 ads in the prior year

AD ACTIVITY2

YTD

2012

-3.6% -3.5%

2011

YTD

- Bags includes all bagged UPCs

20 23

TOP REPORTING DMA MARKETS (based on 2011 Total Volume)1 1

Los Angeles

11

Portland

2

San Francisco

12

Boston

3

Houston

13

San Diego

4

Dallas

14

Philadelphia

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

Chicago

20

Tampa

Sources:

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.

For more information: Contact Hass Avocado Board (949) 341-3250

10

© 2012 Hass Avocado Board

2012_AvoScore_Cards_Q1_Region_Market_Level_TAMPA  
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