2018: retail channel blueberry performance - …...through the retail channel. per capita...

Prepared for:

July 3, 2019

2018: Retail Channel Blueberry Performance -amended

Contents

Methodology page 3

Reading Key page 4

Executive Summary page 5

Fresh Fruits & Vegetables page 10

Fresh Berries page 19

Frozen Fruits & Vegetables page 36

Frozen Berries page 45

Wild Blueberries (Frozen) page 59

Mixed Berries (Frozen) page 74

Appendix page 80

2 Commissioned by:

Methodology

Data Source: Nielsen U.S. ScanGeographies: Total U.S. x AOCDate(s): Calendar Years

2015: 52-weeks ending 01/02/16 2016: 52-weeks ending 12/31/16 2017: 52-weeks ending 12/30/17 2018: 52-weeks ending 12/29/18

Fresh and Frozen “Fruits and Vegetables” differ from Nielsen definition of Total Produce and Total Frozen department. This way we can make like comparisons across fruit and vegetable categories in both departments.Terms:

CAGR = compound annual growth ratePounds=Volume=EQ: These are terms used interchangably throughout this presentation to reference the weight of an item(s) sold at retail.

3 Commissioned by:

How to Read This Presentation*

All retail sales numbers are Total U.S. unless specified otherwise

Purple in charts and graphs signifies All Berries/Total Berries

Green in charts and graphs signifies organic

Blue in charts and graphs signifies blueberries

Red in charts and graphs signifies strawberries

Darker color shades indicate reference to dollars

Lighter color shades indicate a reference to volume

*Some exceptions to this convention exist. Please pay careful attention to titles and labels when reviewing individual slides.

4 Commissioned by:

Executive Summary: fresh

5

Key Findings Perspective

Fresh blueberries gained +$139 million in 2018. By contrast the second biggest growth in actual dollars was raspberries at $48 million and strawberries gained nearly $43 million.

Fresh blueberries gained +9.3% in dollars versus the previous year. Fresh blueberries produced the highest year over year percentage dollar growth of any of the top 15 fresh fruit & vegetable categories.

Fresh blueberries have consistently produced dollar gains dating back to 2016.

The CAGR since 2016 is +8.2%. By contrast strawberry CAGR has been +2.3%.

Fresh blueberries have consistently produced volume gains dating back to 2016.

The CAGR since 2016 is +6.5%. By contrast strawberry CAGR has been +1.8%.

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6


Per capita consumption of fresh blueberries increased +4.4% vs. year ago.

Americans consume about 1.1 pounds of blueberries annually (purchased in the retail channel).

Organic sales across all berry segments combined were up +12.6%. Organic sales for all fresh fruits and vegetables were up +8.6%.Fresh berries gained a nearly 45% higher growth rate.

Fresh organic blueberries grew +33.7% in dollars. Fresh conventional blueberries grew +5.7% in 2018.

Fresh blueberries gained nearly +18 million pounds. About +8 million in conventional and +10 million in organic.

Fresh organic blueberries were responsible for more than half of all blueberry volume gains over the previous year.

Commissioned by:


7


Fresh organic blueberries gained almost 3 points of blueberry dollar share.

Organic 12.8 share in 2017; rose to 15.7 share in 2018. Fresh organic share gains do not appear to be as a result of cannibalization of conventional sales.

Organic blueberries’ pricing slipped the last two years declining -9.4% in 2018

During that same two-year period organic strawberries’ pricing increased +4.6%.

18 oz., 6oz., and 11oz. ranked #1, #2, #3 in pack sizes selling. The top 3 blueberry pack sizes captured 85.7% of dollars and 83.6% of blueberry volume in 2018.

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Executive Summary: frozen

8


Frozen blueberries produced $231 million in 2018. Blueberries were the #5 frozen fruit and vegetable segment…and the #1 frozen fruit segment.

Frozen blueberries were nearly flat (-0.2%) in dollars. Mixed Fruit made relatively large gains at +9.6%.

Frozen blueberries were up (+5.6%) in volume. Frozen blueberries percentage volume growth was higher than any other berry segment.

Frozen blueberries sold nearly 69 million pounds. They were #3 in volume behind strawberries and mixed fruit.

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Executive Summary: frozen

9


Frozen blueberry per capita consumption is 0.21 lbs. per year through the retail channel.

Per capita consumption of frozen blueberries is about the same as strawberries, and increased +4.7% vs. year ago.

Organic blueberries grew +18.4% or +1.3 million pounds in volume in 2018.

This compared to conventional growth of +4.0% or +2.3 million pounds. Organic blueberries’ 16.0 share in 2017; rose to 17.7 share in 2018.

Conventional and organic prices have trended down since 2016, -6.0% and -6.8% respectively in 2018.

This downward trend is true for strawberries, raspberries and blackberries as well.

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FRESH FRUITS & VEGETABLES

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Fruits & Veg: fresh - trends

Dollars

+ 2.0%

Volume (EQ)

-0.1%

$59.9 billion in 2018

Source: Category Partners analysis powered by Nielsen US Scan, 52-weeks ending 12/29/1811 Commissioned by:

Fruits & Trends: fresh - organics

+ 8.6%


12 Source: Category Partners analysis powered by Nielsen US Scan, 52-weeks ending 12/29/18Commissioned

by:

Fruits & Veg: fresh - top 15 dollars

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Chg. vs. 2017 +1.6% -3.2% +2.4% +2.4% -1.0% -3.2% +1.6% +5.3% +3.0% +5.6% -4.2% +9.3% +0.4% +5.9% +0.5%

Blueberries had the highest year over year percentage dollar growth of any of the top fruit and vegetable categories.

Source: Category Partners analysis powered by Nielsen US Scan, 52-weeks ending 12/29/18Commissioned

by:

Blueberries exhibit relatively consistent year over year growth versus the top dollar generators.

Since 2016, Blueberries have been a top 3 percentage growth category.

Fruits & Veg: fresh - top 15 dollars


by:

Fruits & Veg: fresh - top 15 volume

15

Chg. vs. 2017 -2.4% -3.0% +1.6% -3.6% +1.5% -1.4% -2.1% +1.7% +5.9% +0.2% +0.8% +18.3% -4.5% -9.8% -1.1%

Only strawberries made the top 15 fruit and vegetable categories; blueberries were #26 in volume with 362M pounds sold in 2018.


by:

Fruits & Veg: fresh - top 15 volume

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Strawberries are the only berry segment in the top 15 volume generators, coming in at number 10.


by:

Fruits: fresh - top 15 dollars

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Chg. vs. 2017 -3.2% -1.0% -3.2% +1.6% +5.3% +5.6% +9.3% +0.4% +5.7% +6.0% -14.2% +6.7% -3.7% -0.2% +3.4%

Blueberries were the #7 top-selling fruit in 2018, with higher percentage growth than raspberries or strawberries.


by:

Fruits: fresh - top 15 volume

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Chg. vs. 2017 -2.4% +1.6% -3.6% -2.1% +5.9% +0.2% +18.3% -1.1% +2.8% -7.4% +12.1% +5.2% +0.7% +12.3% 0.0%

Up 5.2%, blueberries had the 5th highest percentage volume growth of any fresh fruit.


by:

FRESH BERRIES

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Blueberries percentage dollar growth was double that of the berry category and 50% higher than raspberries.

All Berries: fresh - 2018

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2018

Berries Dollars Dollars % Chg Dollar Share Volume Lbs Volume Lbs % Chg Volume Lbs Share

STRAWBERRIES $2,691,229,006 +1.6% 45.8% 1,042,325,166 +0.2% 63.7%

BLUEBERRIES $1,636,405,902 +9.3% 27.9% 361,967,083 +5.2% 22.1%

RASPBERRIES $842,152,266 +6.0% 14.3% 105,907,501 +2.9% 6.5%

BLACKBERRIES $529,103,074 +4.5% 9.0% 88,615,384 +3.1% 5.4%

A/0 BERRIES $122,725,616 +4.9% 2.1% 21,187,635 +14.3% 1.3%

CRANBERRIES $48,588,673 -1.3% 0.8% 17,533,896 -1.8% 1.1%

ALL BERRIES $5,870,204,537 +4.6% 100.0% 1,637,536,665 +1.7% 100.0%


by:

Blueberries generated more than 3 times the growth of strawberries in actual dollars in 2018 versus the previous year.

Blueberries gained +$139 million in 2018.

All Berries: fresh – dollars by year


by:

65% of berry category volume growth was generated by blueberries in 2018.

Year over year strawberries were flat.

All Berries: fresh – volume by year


by:

All Berries: fresh - pricing

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Blueberries experienced the highest percentage price increase versus the previous year at +3.9%


by:

Per capita consumption of fresh blueberries increased 4.4% vs. year ago.

All Berries: fresh - per capita consumption

*Per capita figures are calculated using volume sales and U.S. census data, thus only provide a directional measure of consumption

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Consumption 2017 2018 % Chg

ALL BERRIES 4.94 lbs. 4.99 lbs. +1.1%

STRAWBERRIES 3.19 lbs. 3.18 lbs. -0.5%

BLUEBERRIES 1.05 lbs. 1.10 lbs. +4.4%

RASPBERRIES 0.32 lbs. 0.32 lbs. +2.3%

BLACKBERRIES 0.26 lbs. 0.27 lbs. +2.4%

A/O BERRIES 0.06 lbs. 0.06 lbs. +12.0%

CRANBERRIES 0.05 lbs. 0.05 lbs. -2.4%


by:

Blueberries: fresh - share

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Dollar Sales 2015 2016 2017 2018

BLUEBERRIES $1.29B $1.39B $1.50B $1.64B

TOTAL BERRIES $5.11B $5.47B $5.61B $5.87B

Blueberry contribution to both total berries and total fruits and vegetables has increased steadily

Dollar Sales 2015 2016 2017 2018

BLUEBERRIES $1.29B $1.39B $1.50B $1.64B

TOTAL FRUITS/VEG $56.58B $58.35B $58.73B $59.88B


by:

All Berries: fresh – organic – dollars & volume

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Organic berry growth outpaced total organic fruits and vegetables in dollars by nearly 45%, up +12.6%

Change vs. YAGO 2016 2017 2018

CONVENTIONAL +5.0% +0.3% +3.4%

ORGANIC +27.7% +21.9% +12.6%



ORGANIC +30.0% +18.2% +10.4%


by:

All Berries: fresh - volume - organic

2018

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Organic blueberries grew nearly +48% in volume in 2018.

Organic blueberries were responsible for more than half of all blueberry volume gains over the previous year.


by:

Blueberries: fresh – organic – dollars & volume

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Organic blueberries have had steady growth in recent years with 2018 volume growth at almost 50%.



ORGANIC +37.3% +26.8% +33.7%



ORGANIC +36.9% +30.0% +47.7%


by:

Blueberries: fresh – organic share

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Organic blueberries gained almost 3 points of blueberry dollar share.

Organic share gains do not appear to be as a result of cannibalization of conventional sales.

Dollars 2017 2018

CONVENTIONAL $1,305,286,261 $1,379,437,720

ORGANIC $192,130,487 $256,968,182


by:

Blueberries: fresh – organic share

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Organic blueberries gained +2.4 points of blueberry dollar share.

Organic share gains do not appear to be as a result of cannibalization of conventional sales.

Volume 2017 2018

CONVENTIONAL 323,216,925 331,159,959

ORGANIC 20,863,324 30,870,124


by:

Blueberries: fresh – pricing by organic

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Conventional blueberry prices edged up +3.2% versus last year.

Organic blueberries’ pricing slipped the last two years declining -9.4% in 2018.


by:

Blueberries: fresh - pack size

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The top 3 blueberry pack sizes captured 85.7% of dollars and 83.6% of blueberry volume in 2018.

2018 2018


by:


33

18 oz. and 11 oz. pack sizes generated the greatest actual dollar gains versus the previous year.


by:


34

Relatively small pack sizes deliver the highest retail dollars per pound


by:

FROZEN FRUITS & VEGETABLES

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Fruits & Veg: frozen - trends

Dollars

+ 4.1%

Volume (EQ)

+3.3%



by:

89.9%

10.1%

Dollar Share

Conventional Organic

Fruits & Veg: frozen - organics

+ 12.3%

$320 million in 2018


by:

Fruits & Veg: frozen - top 15 dollars

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Blueberries were the top-selling frozen berry in 2018.

Chg. vs. 2017 +3.5% +5.4% +3.9% 0.0% -0.2% -1.8% +9.6% +35.6% -0.2% -2.0% -0.9% -2.6% +2.9% +4.0% -2.4%


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Fruits & Veg: frozen - top 15 dollars

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Blueberries rank number 5 in dollars amongst all frozen fruits and vegetables categories.

Strawberries rank number 10 in dollars amongst all frozen fruits and vegetables categories.


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Fruits & Veg: frozen - top 15 volume

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Frozen blueberry volume was up nearly 6% vs. 2017.

Chg. vs. 2017 +3.6% +3.3% +2.7% -0.4% -1.5% 0.0% +0.3% +12.0% +5.6% +25.8% -3.5% +2.8% +5.0% -3.5% +2.3%


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Fruits & Veg: frozen - top 15 volume

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Blueberries rank number 9 in volume amongst all frozen fruits and vegetables categories.

Strawberries rank number 7 in volume amongst all frozen fruits and vegetables categories.


by:

Fruits: frozen - top 15 dollars

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Blueberries were the top-selling frozen fruit in dollar sales for 2018, and berries accounted for four of the top 6 categories.

Chg. vs. 2017 -0.2% +9.6% -2.0% -0.9% +2.7% -5.2% +5.8% -2.0% -1.8% -4.8% +13.1% +138.2% -19.1% +26.7% +9.3%


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Fruits: frozen - top 15 dollars

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While blueberries were #1 in dollars sold in 2018, they were #3 in volume.

Chg. vs. 2017 +0.3% +12.0% +5.6% +2.8% +3.2% +3.8% -1.1% +12.9% +2.5% -3.4% +10.0% -23.4% +4.5% +147.9% -1.1%


by:

FROZEN BERRIES

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All Berries: frozen

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2018

Berries Dollars Dollars % Chg Dollar Share Volume Lbs Volume Lbs % Chg Volume Lbs Share

BLUEBERRIES $230,582,572 -0.2% 35.1% 68,880,279 +5.6% 33.4%

STRAWBERRIES $195,652,045 -2.0% 29.8% 72,904,902 +0.3% 35.4%

A/O BERRIES $174,039,365 -0.9% 26.5% 50,558,116 +2.8% 247.5%

RASPBERRIES $41,040,992 -5.2% 6.2% 9,240,834 +2.5% 4.5%

BLACKBERRIES $13,400,744 -4.8% 2.0% 3,912,748 -3.4% 1.9%

CRANBERRIES $2,654,342 +9.3% 0.4% 685,459 +4.5% 0.3%

ALL BERRIES $657,370,060 -1.3% 100.0% 206,182,388 +2.7% 100.0%

Frozen blueberries dollar sales were flat versus 2017.

Frozen blueberries percentage volume growth was higher than any other berry.


by:

All Berries: frozen – dollars

46

Blueberries outperformed the other berry segments (cranberries excluded) in year over year percentage change in 2018.


by:

Blueberries outperformed the other berry segments in year over year percentage and actual growth in 2018.

Blueberries generated +3.6 million additional pounds in 2018.

All Berries: frozen – volume


by:

Per capita consumption of frozen blueberries is about the same as strawberries, and increased +4.7% vs. year ago.

All Berries: frozen – per capita consumption

*Per capita figures are calculated using volume sales and U.S. census data, thus only provide a directional measure of consumption

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Consumption 2017 2018 % Chg

ALL BERRIES 0.62 lbs. 0.63 lbs. 2.0%

STRAWBERRIES 0.22 lbs. 0.22 lbs. -0.3%

BLUEBERRIES 0.20 lbs. 0.21 lbs. 4.7%

A/O BERRIES 0.15 lbs. 0.15 lbs. 2.2%

RASPBERRIES 0.03 lbs. 0.03 lbs. 1.8%

BLACKBERRIES 0.01 lbs. 0.01 lbs. -4.2%

CRANBERRIES 0.00 lbs. 0.00 lbs. 3.7%


by:

All Berries: frozen - organic

49

Conventional dollars decreased slightly, while organics increased +9.0% in dollars.


CONVENTIONAL -0.7% -7.2% -3.2%

ORGANIC +13.5% +0.5% +9.0%


CONVENTIONAL +0.3% -5.0% +1.3%

ORGANIC +20.9% +1.0% +14.3%


by:

All Berries: frozen - volume - organic

50

Organic blueberries grew +18.4% in volume in 2018.

2018


by:

Blueberries: frozen - organic

51

Both conventional and organic frozen berries experienced volume growth in 2018.


CONVENTIONAL -0.2% -5.8% -2.2%

ORGANIC +11.8% +3.7% +10.4%


CONVENTIONAL +1.4% -2.0% +4.0%

ORGANIC +19.3% +6.8% +18.4%


by:

Blueberries: frozen – organic share

52

Organic blueberries dollar growth failed to offset the dollar declines in conventional blueberries.

Volume for conventional and organic blueberries gained ground.

Dollars 2017 2018

CONVENTIONAL $193,948,155 $189,714,422

ORGANIC $37,005,771 $40,868,151


by:

Blueberries: frozen – organic share

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Both conventional and organic blueberries grew versus the previous year. However, organics gained +1.3 pts. of volume share.

Volume 2017 2018

CONVENTIONAL 58,232,330 60,577,163

ORGANIC 7,014,723 8,303,115


by:

Blueberries: frozen – pack size

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The top 3 blueberry pack sizes captured 63.6% of dollars and 64.3% of blueberry volume in 2018.


by:


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40 oz., 64 oz. and 8 oz. sizes generated the greatest dollar and volume gains versus the previous year.


by:


56

Relatively smaller pack sizes like 10oz. And 8 oz. generated the highest price per pound.


by:

All Berries: frozen - pricing

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Blueberries pricing has trended down over the last four years. That downward trend is increasing. Volume gains have not offset the pricing declines, leading to fewer dollars to the segment in 2018.


by:

Blueberries: frozen – pricing by organic

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Conventional and organic prices have trended down since 2016.


by:

WILD BLUEBERRIES

(FROZEN)

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Wild BBs: frozen

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Wild blueberries gained ground in dollar and volume sales versus 2017.

AO blueberries gained volume over the previous year but dollars declined during the same period.

Source: Category Partners analysis powered by Nielsen US Scan, 52-weeks ending 12/29/18

Frozen Berry Dollars Dollars % Chg Dollar Share Volume Lbs Volume Lbs % Chg Volume Lbs Share

AO BLUEBERRIES 175,414,310$ -2.4% 76% 53,211,106 3% 77%

WILD BLUEBERRIES 55,168,263$ 7.5% 24% 15,669,174 13% 23%

ALL FRZ BLUEBERRIES 230,582,572$ -0.2% 100% 68,880,279 5% 100%

2018

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Wild BBs: frozen – dollars

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AO blueberries are flat to down in each of the past three years.

Wild blueberries achieved +5% growth each year with a +7.5% increase in 2018.


by:

Wild BBs: frozen – dollars

62

Wild blueberries are gaining in actual dollars and share of dollars of the frozen blueberry segment.


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Wild BBs: frozen – dollar share

63

Overall frozen berries have experienced dollar declines in recent years in large part due to dips in strawberry and AO blueberry sales.

Wild BBs have been a ‘winner’ in terms of dollar share growth.


by:

Wild BBs: frozen – volume

64

Wild blueberries’ annual volume growth increased each year.

AO blueberries posted a +3% gain in 2018 but has not yet rebounded to its 2016 peak volume year.


by:

Wild BBs: frozen – volume

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Wild blueberries are gaining in actual volume and share of volume of the frozen blueberry segment.


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Wild BBs: frozen – volume share

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Every segment of frozen berries gained volume in 2018 exceptblackberries.

AO blueberries maintained volume share while Wild BBs gained +0.8 pts. in 2018 versus 2017.


by:

Wild BBs: frozen – pricing

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Prices for Wild and AO blueberries continued their annual downward trend again in 2018, dipping -$0.13 and -$0.18, respectively.


2015 2016 2017 2018

ALL FRZ BLUEBERRIES 3.71$ 3.66$ 3.54$ 3.35$

AO BLUEBERRY 3.67$ 3.61$ 3.48$ 3.30$

WILD BLUEBERRY 3.90$ 3.89$ 3.75$ 3.52$

Average Retail Price/Lb.

Commissioned by:

Wild BBs: frozen – pack size

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The 48 ounce pack is the highest volume and dollar pack size capturing nearly half of Wild BB volume and dollars.


by:

Wild BBs: frozen – pack size

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The 40 ounce pack size (third in segment share) gained the most ground in volume and dollars vs. the previous year.


by:

Wild BBs: frozen – organic dollars

70

Organics were a bright spot for AO blueberries’ dollar sales as they continued their 3-year growth trend.

Wild blueberries primarily relied on conventional product to drive its dollar growth.


by:

Wild BBs: frozen – organic volume

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Volume trends essentially mirrored dollars when reviewing the conventional/organic segments. However, conventional AO blueberries did exhibit a “slight” upward tick in volume in the most recent year.


by:

Dollar Share Volume Share Avg. $/Lb.

AO BLUEBERRY - Conv. 78.9% 85.5% 3.04$

AO BLUEBERRY - Organic 21.1% 14.5% 4.79$

WILD BLUEBERRY - Conv. 92.9% 96.2% 3.40$

WILD BLUEBERRY - Organic 7.1% 3.8% 6.61$

2018

Wild BBs: frozen – organic share

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Organics captured nearly 3x the dollar share and more than 4x the volume share in AO blueberries as compared to Wild BBs.

Organic Wild BBs are priced +$1.82/lb. higher than organic AO blueberries.


3x 4x

Commissioned by:

Wild BBs: frozen – pricing by conv./org.

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Only organic Wild BBs have maintained a relatively (2018 vs. 2017) steady price/lb.


2015 2016 2017 2018

ORGANIC BLUEBERRIES 5.80$ 5.44$ 5.28$ 4.92$

AO BLUEBERRY 5.62$ 5.32$ 5.17$ 4.79$

WILD BLUEBERRY 7.00$ 6.86$ 6.62$ 6.61$

Organic Price/Lb.

2015 2016 2017 2018

CONV. BLUEBERRIES 3.52$ 3.46$ 3.33$ 3.13$

AO BLUEBERRY 3.48$ 3.38$ 3.24$ 3.04$

WILD BLUEBERRY 3.70$ 3.77$ 3.64$ 3.40$

Conventional Price/Lb.

Commissioned by:

MIXED BERRIES

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Mixed Berries: frozen – critical notes

75

The bulk of mixed berries’ volume is driven by items that do not explicitly state if blueberries are included.

Category Partners believes these items likely contain blueberries based on product descriptions.

Category Partners built a custom aggregate for Mixed Berries – w/ Blueberries that includes these “likely items.” The mixed berry aggregates are listed and defined in the Appendix.

Dollars and volume in this section should be viewed as directional only. Specific volume and dollar sales cannot be determined as the data do not reveal, for example, what percent of a mixed 40 ounce package are blueberries.


by:

Mixed Berries: frozen

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From 2015 to 2018 Mixed Berries – w/ Blueberries has grown +3.6% in volume each year.


Dollars Dollar % Chg. Dollar Share Volume Volume % Chg. Volume Lbs Share

MIXED BERRIES - W/ BLUEBERRIES 167,173,420$ 0.7% 98.1% 49,135,192 5.1% 98.2%

AO MIXED BERRIES 3,254,428$ -51.6% 1.9% 907,381 -55.0% 1.8%

MIXED BERRIES 170,427,848$ -1.3% 100% 50,042,573 2.6% 100%

2018

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Mixed Berries: frozen – share

77

Mixed berry items that, likely, contain blueberries have maintained a steady (near) monopoly on segment volume and dollars since 2015.


by:

Mixed Berries: frozen – pricing

78

During the last three years, prices for Mixed Berries – w/ Blueberries have declined $0.15/lb. each year.


2015 2016 2017 2018

MIXED BERRIES - W/ BLUEBERRIES 3.80$ 3.70$ 3.55$ 3.40$

AO MIXED BERRIES 3.53$ 3.40$ 3.33$ 3.59$

MIXED BERRIES 3.79$ 3.69$ 3.54$ 3.41$

Average Retail Price/Lb.

Commissioned by:

Adam Brohimer402.578.4494

[email protected]

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APPENDIX

All Berries: fresh – pricing by organic


by:



by:

All Berries: frozen – pricing by organic


by:

Mixed Berries: frozen – item classification

85 Source: Category Partners analysis powered by Nielsen US Scan, 52-weeks ending 12/29/18

MIXED BERRIES - W/ BLUEBERRIES

x TRIPLE BERRY BLEND

x BERRY MEDLEY

x MIXED BERRY

x TRIPLE BERRY MIX

x TRIPLE BERRY

x TRIPLE BERRY MEDLEY

x BERRY BLEND

x FOUR BERRY MIX

STRAWBERRY AND BLUEBERRY MIX

x MIXED BERRY BLEND

BLUEBERRY CHERRY CRANBERRY STRAWBERRY

x BERRY MIX

x TRIPLE BERRY BLASTER

x BERRY TRIO

x BERRY BASKET BLEND

x BERRY EXTREME

BLACKBERRY BLUEBERRY RASPBERRY STRWB

x SUMMER BERRY BLEND

BLUEBERRY STRAWBERRY

BLACKBERRY BLUEBERRY RASPBERRY

x BERRY JUBILEE

x WILD BERRY BLEND

BLUEBERRY RASPBERRY BLEND

x SUMMER HARVEST BERRY BLEND

BANANA BLUEBERRY CRANBERRY MANGO STRWB

CRANBERRY AND BLUEBERRY

x HEALTH BERRY BLEND

x THREE BERRY MIX

BLUEBERRY CRANBERRY

BLUEBERRY RASPBERRY STRAWBERRY

x TRIPLE BERRY BLISS

ACAI BERRY BLUEBERRY STRAWBERRY

BLUEBERRY MARIONBERRY RASPBERRY

x FOUR BERRY BLEND

AO MIXED BERRIES

MIXED BERRY POMEGRANATE

HARVEST BERRIES

ACAI BERRY STRAWBERRY

FOREST BERRY

CRANBERRY BLEND

An ‘X’ next to an item denotes an item that was moved into the custom blueberry aggregate and assumed to contain blueberries.

Commissioned by:

Item Reclassification

In March, 2019, Category Partners delivered a multi-year overview of blueberry sales performance in the retail data channel using Nielsen U.S. Scan, 52-weeks ending 12/28/18 as the source.

The data revealed that Total U.S. pound sales of fresh blueberries were approximately 362 million pounds and were up +5.2% in 2018 vs. the previous year.

As a result of questions from the original presentation, Category Partners purchased from Nielsen, on behalf of USHBC, some additional data detail (time periods) for the 2018 and 2017 calendar years.

Between the delivery of the first data set (and presentation) and the second data purchase, Nielsen received some revised item descriptions (pack size changes). As a result Nielsen made retroactive adjustments to their data coding which revised (downward) their EQ volume/pound numbers.

The data set, necessary, for this Season Analysis contained the exact same Total U.S. geography and 2018 calendar year time period. By contrast the restatement revealed pound sales of about 320 million pounds with a year-over-year growth of +6.4%.

The next slide shows an actual illustration of the changes that Nielsen made and that Category Partners researched and uncovered.

Category Partners is continuing to review these changes to determine if any conclusions should be altered in the original presentation. To-date, it appears as though trends, observations and conclusions remain intact, despite this data restatement and the resulting changes to some of the volume totals.

Should you, the reader, or USHBC have any questions, please contact Category Partners.

86 Commissioned by:

Item Reclassification

87 Commissioned by:

2018: retail channel blueberry performance - …...through the retail channel. per capita...

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