mango performance and... · 2019. 1. 10. · q1 2016 q1 2017 source: nielsen ... • 2% decline in...

MANGO PERFORMANCE

Retail Scanner Data and Ad Tracking Trends

Q1 2017

RETAIL SCANNER DATA

Q1 2017

• The data is provided by Nielsen-Perishables Group (N-PG)

• The data represents retail census sales data of total U.S. grocery store chains with more the $2 million sales annually

• Data is captured in a universe called the Fresh Coverage Area

(FCA) and includes approximately 18,000 stores nationwide

• Data is collected by week, by store, by item with 117 weeks in the

active database

• Not included in the data set are small independent chains and

alternative format retailers such as Whole Foods and Trader Joe’s

• The data represents fruit items sold in the produce department including UPC, PLU and system-2 coded items

| 3

ABOUT THE N-PG DATA SET

• Geography:

• Total U.S.

• Nine sub-regions

• Time Period:

• Monthly and quarterly, compared to the same period in the prior year

• Products:

• Mango sub-category, whole mango segment

• Measurement:

• Volume is measured in units, one mango = one unit

| 4

DATA PARAMETERS

• Slow start to Q1, with strong results for February and March

• 13% increase in volume per store per week for all of Q1

• 3% decline in volume per store per week in January 2017

• 9% increase in volume per store per week in February 2017

• 30% increase in volume per store per week in March 2017

• Average retail price decreased 5% in Q1

• Regional highlights

• Volume per store per week increased in all sub-regions in Q1, except

West South Central (-8%)

• Largest Q1 increases were observed in the Pacific (+32%), Mountain

(+27%), East South Central (+27%) and West North Central (+22%) sub-

regions

• All comparisons are to the same period on the prior year| 5

EXECUTIVE SUMMARY

MANGO CONTRIBUTION TO

PRODUCE DEPT. SALES

| 6

0.3

0%

0.3

6%

0.3

5%

0.3

1%

0.3

7%

0.4

1%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

0.45%

January

Febru

ary

Marc

h

April

May

June

July

August

Septe

mber

Octo

ber

Nove

mber

December

2017

Mango Contribution to Produce Department Sales Total U.S., Whole Mangos, Monthly

2016 2017

Source: Nielsen Perishables Group FreshFacts®

+.01

pts+.01

pts+.06

pts


PRODUCE DEPT. SALES

| 7

0.3

4%

0.3

6%

0.33%

0.34%

0.34%

0.35%

0.35%

0.36%

0.36%

0.37%

Q1 Q2 Q3 Q4 2017

Mango Contribution to Produce Department Sales Total U.S., Whole Mangos, Quarterly

2016 2017


+.02 pts

| 8

144

158

152

139

172

197

0

50

100

150

200

250

January

Febru

ary

Marc

h

April

May

June

July

August

Septe

mber

Octo

ber

November

December

2017

Mango Average Volume Per Store Per Week Total U.S., Whole, Monthly

2016 2017

-3% +9% +30%

MANGO AVG. VOLUME PER

STORE PER WEEK


| 9

152

171

140

145

150

155

160

165

170

175

Q1 Q2 Q3 Q4 2017

Mango Average Volume Per Store Per Week Total U.S., Whole, Quarterly

2016 2017

+13%

MANGO AVG. VOLUME PER

STORE PER WEEK


$1.1

1

$1.2

0

$1.2

3

$1.1

6

$1.1

3

$1.0

9

$1.00

$1.05

$1.10

$1.15

$1.20

$1.25

January

Febru

ary

Marc

h

April

May

June

July

August

Septe

mber

Octo

ber

November

December

2017

Mango Average Retail Price Total U.S., Whole, Monthly

2016 2017

| 10

MANGO AVG. RETAIL PRICE


+4% -5% -11%

$1.18

$1.12

$1.09

$1.10

$1.11

$1.12

$1.13

$1.14

$1.15

$1.16

$1.17

$1.18

$1.19

Q1 Q2 Q3 Q4 2017

Mango Average Retail Price Total U.S., Whole, Quarterly

2016 2017

| 11



-5%

MANGO AVG. DOLLARS PER

STORE PER WEEK

| 12

$16

0 $1

89

$18

6

$16

1 $

194

$214

$0

$50

$100

$150

$200

$250

January

Febru

ary

Marc

h

April

May

June

July

August

Septe

mber

Octo

ber

November

December

2017

Mango Average Dollars Per Store Per Week Total U.S., Whole, Monthly

2016 2017


+0% +3% +15%

MANGO AVG. DOLLARS PER

STORE PER WEEK

| 13

$179

$192

$170

$175

$180

$185

$190

$195

Q1 Q2 Q3 Q4 2017

Mango Average Dollars Per Store Per Week Total U.S., Whole, Quarterly

2016 2017


+7%

| 14

MAP OF SUB-REGIONS

Pacific

Mountain

West

North

Central

West

South

Central

East

North

Central

East

South

Central

Mid-

Atlantic

New

England

South

Atlantic


DEPT. SALES BY SUB-REGION

| 15

0.2

9%

0.2

2%

0.3

2%

0.2

9%

0.4

0%

0.4

0%

0.3

4%

0.2

8%

0.4

1%

0.3

4%

0.3

3%

0.2

5%

0.3

7%

0.3

2%

0.4

2% 0

.47

%

0.3

3%

0.3

5% 0.3

9%

0.3

6%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

0.45%

0.50%

East North

Central

Sub-region

East South

Central

Sub-region

Mid

Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific

Sub-region

South

Atlantic

Sub-region

West North

Central

Sub-region

West South

Central

Sub-region

Total U.S.

Mango Contribution to Produce Department Sales

By Sub-Region, Whole Mangos

Q1 2016 Q1 2017


+.04

pts+.03

pts+.05

pts

+.03

pts+.02

pts+.07

pts

-.01

pts+.07

pts-.02

pts+.02

pts

MANGO AVG. VOLUME PER STORE

PER WEEK BY SUB-REGION

| 16

13

3

77

16

6

132

228

198

12

8

98

20

5

15

2

152

98

19

4

16

7

251

260

13

0

11

9

18

9

17

1

0

50

100

150

200

250

300

East North Central

Sub-region

East South Central

Sub-region

Mid Atlantic

Sub-region

Mountain Sub-region

New England

Sub-region

Pacific Sub-region

South Atlantic

Sub-region

West North Central

Sub-region

West South Central

Sub-region

Total U.S.

Mango Average Volume Per Store Per Week By Sub-Region, Whole Mangos

Q1 2016 Q1 2017


+14% +27% +17% +27% +10% +32% +1% +22% -8% +13%


BY SUB-REGION

| 17

$1.2

1 $1

.38

$1.2

9

$1.1

9

$1.1

4

$1.1

9

$1.2

0

$1.4

5

$0.9

5

$1.1

8

$1.1

7

$1.2

2

$1.2

4

$1.0

5

$1.0

9

$1.0

3

$1.1

8

$1.4

8

$0.9

4 $1

.12

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

East North Central

Sub-region

East South Central

Sub-region

Mid Atlantic

Sub-region

Mountain Sub-region

New England

Sub-region

Pacific Sub-region

South Atlantic

Sub-region

West North Central

Sub-region

West South Central

Sub-region

Total U.S.

Mango Average Retail Price By Sub-Region, Whole Mangos

Q1 2016 Q1 2017


-3% -12% -4% -11% -4% -13% -2% +2% -1% -5%

MANGO AVG. SALES PER STORE

PER WEEK BY SUB-REGION

| 18

$1

61

$10

7

$2

14

$1

57

$25

9

$2

34

$1

54

$14

2

$19

5

$1

79

$17

8

$1

20

$24

0

$17

6

$27

4

$26

9

$15

4 $17

7

$17

8

$1

92

$0

$50

$100

$150

$200

$250

$300

East North Central

Sub-region

East South Central

Sub-region

Mid Atlantic

Sub-region

Mountain Sub-region

New England

Sub-region

Pacific Sub-region

South Atlantic

Sub-region

West North Central

Sub-region

West South Central

Sub-region

Total U.S.

Mango Average Sales Per Store Per Week By Sub-Region, Whole Mangos

Q1 2016 Q1 2017


+11% +12% +12% +13% +6% +15% +0% +25% -8% +7%

AD TRACKING DATA

Q1 2017

• Data is pulled from the USDA-AMS Market News portal retail report

• The USDA Retail Report is based on a weekly survey of 500 retailers comprising more than 29,000 individual stores with online weekly

advertised features

• The information represents advertised prices at major retail

supermarket outlets

• Ad frequency follows a seasonal curve and responds to market and

volume variations

• Usually, when we see a big difference in the year to year ad

frequency trend, it can be related directly to mango volume and price at that time

• Advertising decisions are made weeks or even months in advance,

so good crop information is critical

| 20

AD TRACKING

METHODOLOGY

• All comparisons are to the same period in prior year

• 2% decline in stores on ad in January 2017

• 28% increase in stores on ad in February 2017

• 73% increase in stores on ad in March 2017

• 29% increase in stores on ad for Q1 2017

| 21

EXECUTIVE SUMMARY

JANUARY 2017 WEEKLY ADS

| 22Source: USDA-AMS Market News Retail Report

Week

Ending

Organic

Y/NUnit

2016

Number of

Stores on

Ad

2016

Average

Weighted

Ad Price

2017

Number of

Stores on Ad

2017

Average

Weighted

Ad Price

Store Count

% Change

Ad Price

% Change

1/6/17 each 6,070 0.95 7,157 1.11 18% 17%

1/6/17 per pound 24 1.99 35 3.15 46% 58%

1/6/17 Y each 74 2 653 1.56 782% -22%

1/13/17 each 6,527 1.11 5,984 0.97 -8% -13%

1/13/17 per pound 30 2.94 64 3.18 113% 8%

1/13/17 Y each 420 1.85 670 1.85 60% 0%

1/20/17 each 6,088 1.02 5,269 1.05 -13% 3%

1/20/17 per pound 51 2.52 61 2.99 20% 19%

1/20/17 Y each 466 1.86 692 1.4 48% -25%

1/27/17 each 7,190 1.13 6,017 1.06 -16% -6%

1/27/17 per pound 85 2.15 3 2.49 -96% 16%

1/27/17 Y each 509 1.92 269 1.6 -47% -17%

Totals All All 27,534 26,874 -2%

FEBRUARY 2017 WEEKLY ADS


Week

Ending

Organic

Y/NUnit

2016

Number of

Stores on Ad

2016

Average

Weighted

Ad Price

2017

Number of

Stores on Ad

2017

Average

Weighted

Ad Price

Store Count

% Change

Ad Price

% Change

2/3/17 each 4,097 1.25 5,037 0.99 23% -21%

2/3/17 per pound 64 2.97 61 3.21 -5% 8%

2/3/17 Y each 673 1.79 884 1.47 31% -18%

2/10/17 each 3,503 1.22 5,024 1.07 43% -12%

2/10/17 per pound 61 3.21 61 3.21 0% 0%

2/10/17 Y each 1,090 1.91 934 1.47 -14% -23%

2/17/17 each 5,030 1.16 6,201 0.96 23% -17%

2/17/17 per pound 37 2.91 27 3.49 -27% 20%

2/17/17 Y each 924 1.78 906 1.75 -2% -2%

2/24/17 each 4,406 1.22 6,118 1.06 39% -13%

2/24/17 per pound 63 3.14 61 3.21 -3% 2%

2/24/17 Y each 294 1.67 647 1.53 120% -8%

Totals All All 20,242 25,961 28%

MARCH 2017 WEEKLY ADS


Week

Ending

Organic

Y/NUnit

2016

Number of

Stores on Ad

2016

Average

Weighted

Ad Price

2017

Number of

Stores on Ad

2017

Average

Weighted

Ad Price

Store Count

% Change

Ad Price

% Change

3/3/17 each 5,745 1.23 6,100 1.06 6% -14%

3/3/17 per pound 64 3.18 27 3.49 -58% 10%

3/3/17 Y each 539 1.58 533 1.45 -1% -8%

3/10/17 each 3,006 1.15 3,888 1.04 29% -10%

3/10/17 per pound 34 2.99 66 3.01 94% 1%

3/10/17 Y each 844 1.86 573 1.51 -32% -19%

3/17/17 each 3,785 1.3 4,093 0.88 8% -32%

3/17/17 per pound 39 2.78 60 2.29 54% -18%

3/17/17 Y each 170 1.14 728 1.61 328% 41%

3/24/17 each 1,556 1.16 7,220 1.05 364% -9%

3/24/17 Y each 510 1.44

3/24/17 Y per pound 57 1.5

3/31/17 each 4,164 1.01 10,139 1.06 143% 5%

3/31/17 per pound 3 1.99 47 2.48 1467% 25%

3/31/17 Y each 299 1.27 1,088 1.22 264% -4%

Totals All All 20,248 35,129 73%

2017 MONTHLY NUMBER OF

STORES ON AD

Jan Feb March April May June July Aug Sept Oct Nov Dec

2016 27,534 20,242 20,248

2017 26,874 25,961 35,129

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

2017 Monthly Number of Stores on Ad

| 25

87,964 stores on ad from January to March 2017 compared to 68,024 on ad during

this period in 2016, which is a 29% increase

-2% +73%+28%

Source: USDA-AMS Market News Retail Report

mango performance and... · 2019. 1. 10. · q1 2016 q1 2017 source: nielsen ... • 2% decline in...

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