mango performance benchmark report · tropical fruits sales share and trends source: nielsen...

MANGO PERFORMANCE BENCHMARK

REPORT 2014-2015

Approach and Data Set Parameters Page 5 Overview and Mango Trend-Spotting Page 11 Fruit and Tropical Fruit Trends Page 14 Whole Mango Trends Total U.S. 6 Whole Mango Trends Nine Sub-Regions Page 35 Organic Mango Trends Page 44 Fresh-Cut Mango Trends

TABLE OF CONTENTS

| 2

In order to conduct the following category review, Nielsen Perishables Group analyzed mango sub-category sales trends to create a historical reference for performance benchmarks

Areas of focus include: • Overall category trends (including contribution to department, dollar sales,

volume and pricing) • Category contribution and trends by segment • Seasonality • Sales performance by geographic sub-region • Fresh-cut mango only and mix sales trends • PLU mango sales trends • Organic mango sales trends

APPROACH

| 3

National Mango Board Custom Hierarchy • The analysis primarily examines whole mango in Total US market for the 2015

calendar year, unless otherwise noted • Fresh-cut mango only is separated from whole mango results • Volume is measured in units; for those retailers who sell mangos by the pound, a

conversion rate is used

About the Nielsen Perishables Group Data Set • The data represents retail census sales data of total U.S. grocery store chains with

more than $2 million sales annually • Data is captured in a universe called the Fresh Coverage Area (FCA) and

includes ~18,000 stores nationwide • Not included in the data set are small independent chains and alternative format

retailers such as Whole Foods Market and Trader Joe’s • The data represents fruit items sold in the produce department including UPC, PLU

and system-2 coded items

APPROACH

| 4

OVERVIEW AND MANGO TREND-SPOTTING 2014-2015

Tropical fruit category back on track • After a 2% decline in 2014, tropical fruit dollars grew 11% in 2015

• Mangos are the category captain of tropical fruit with 44% of category dollars

Mangos roar back in 2015 after a difficult year in 2014 • Mango dollars per store/week increased 6% in 2015 after an 8% decline in 2014

• Mango volume per store/week increased 16% in 2015 after a 13% decline in 2014

• Mango dollars and volume increased in every quarter in 2015 except Q1(dollars and volume declined by 15% and 19% respectively in Q1 2015)

• Average retail price per mango decreased in 2015, down 8% to $ .98 each

Most sub-regions experienced mango increases in dollars and volume • Only New England declined in both dollars and volume compared to 2014

• East North Central had the largest dollar increase, up 13% to $173 mango dollars per store per week

• West South Central had the largest mango dollar contribution to department sales at 0.52%, up from .47% in 2014

TREND-SPOTTING: TROPICAL FRUIT AND WHOLE MANGOS

Source: Nielsen Perishables Group FreshFacts®

More mango volume sold on promotion • 35% of mango volume was sold on promotion in 2015, up from 33% in 2014

• Q2 had the highest share sold on promotion at 38%

With abundant volume, retail mango prices drop • Average retail price dropped 8% to $ .98 each in 2015

• Promoted average retail price dropped 11% to $ .77

• Non-promoted average retail price dropped 6% to $1.09

Most sub-regions experienced mango increases in dollars and volume • All sub-regions except Pacific had a decline in average mango price

• East North Central sub-region saw a 21% decline in average retail price to $ .97

• West South Central sub-region had the lowest average retail price at $ .76 each

• Mid Atlantic sub-region had the highest average retail price at $1.22 per mango

TREND-SPOTTING: PROMOTION AND PRICING


Organic mango share hold steady, pricing increases • Organic mangos account for 3% of mango dollars, which is a 0.4 percentage increase

from 2014

• The Pacific sub-region has the greatest support for organic mangos, with an 8% share of dollars for 2015

• In the West South Central and West North Central sub-regions, organic mangos accounted for less than 1% share of mango dollars

• Average retail price for organic mangos increased 6% to $2.05 each, compared to a 8% decrease for conventional fruit to $0.96 each

• Organic mango pricing was highest in the Mid Atlantic sub-region at $3.05 each and lowest in the Mountain sub-region at $1.68

TREND-SPOTTING: ORGANIC MANGOS


Fresh-cut mangos perform with strong growth and huge potential • Fresh-cut mango dollars increased 29% to $59.2 million in 2015

• Looking back further, fresh-cut mango dollars have shot up 47% from 2013 to 2015

• Fresh-cut mango dollars increased in 2015 in all nine sub-regions and in every quarter except Q1

• 96% of stores in the Fresh Coverage Area data set sold fresh-cut mango at some point in 2015, which is the highest distribution on record

• Three sub-regions had growth of more than 40% in fresh-cut sales in 2015 over 2014, West South Central (+54%), West North Central (+44%) and East South Central (+41%)

TREND-SPOTTING: FRESH-CUT MANGOS


Recent growth and future potential make mangos a focus item for retailers • Historically, the strongest mango performance has been concentrated in areas with

large Hispanic populations. In 2015, the East North Central sub-region (what would be considered the mid-western states) showed the strongest growth with a 43% increase in mango volume per store per week, bringing the mango mania to the heartland

• The number of stores promoting mangos on ad increased 52% from 2010 to 2015 (source: USDA AMS Retail Market Report)

• The likelihood of buying mangos is strongest amongst younger consumers (21 to 39) and those with the highest incomes ($100k+) according the The Packer’s Fresh Trends 2016 report

• With exposure to mangos starting with baby foods, the next generation will likely be more familiar, moving mangos from the “specialty fruit” role to a mainstream staple

TREND-SPOTTING: MANGOS GOING MAINSTREAM


FRUIT AND TROPICAL FRUIT TRENDS FOR TOTAL U.S. 2014-2015

Overall, dollars per store/week for fruits increased, but contribution to the department decreased very slightly • Apples had the largest

contribution to the department

• Mangos increased in dollars per store/week, and maintained position #20 in the fruit ranking, the same position held by mangos in 2014 and 2013

TOP 25 FRUIT SALES & CONTRIBUTION TO PRODUCE

Source: Nielsen Perishables Group FreshFacts®, All Stores, 2015 vs. YAGO

Fruit Sales and Contribution Trends

Product Rank Dollars per Store/Week

% Change vs YAGO

% Dollar Contribution to

Department

%Change vs. YAGO

Fruit $23,532 3.3% 46.8% -0.1% Apples 1 $2,961 -3.7% 5.9% -0.4% Grapes 2 $2,881 4.1% 5.7% 0.0%

Bananas 3 $2,690 -1.0% 5.4% -0.2% Strawberries 4 $2,098 4.1% 4.2% 0.0% Avocados 5 $1,347 13.0% 2.7% 0.2% Mandarins 6 $1,144 21.6% 2.3% 0.3% Blueberries 7 $1,112 6.8% 2.2% 0.1% Oranges 8 $851 0.1% 1.7% -0.1%

Watermelon 9 $779 1.7% 1.6% 0.0% Raspberries 10 $647 8.5% 1.3% 0.1%

Cherries 11 $636 2.2% 1.3% 0.0% Lemons 12 $499 9.6% 1.0% 0.1% Peaches 13 $448 -7.1% 0.9% -0.1%

Pears 14 $394 -6.9% 0.8% -0.1% Cantaloupe 15 $358 0.0% 0.7% 0.0% Blackberries 16 $353 11.8% 0.7% 0.1%

Limes 17 $286 -2.8% 0.6% 0.0% Pineapples 18 $279 -4.3% 0.6% 0.0% Nectarines 19 $272 -2.1% 0.5% 0.0%

Mango 20 $209 6.3% 0.4% 0.0% Plums 21 $196 0.4% 0.4% 0.0%

Grapefruit 22 $173 3.0% 0.3% 0.0% Kiwi 23 $118 11.8% 0.2% 0.0%

Honeydew 24 $79 2.2% 0.2% 0.0% Papaya 25 $67 13.2% 0.1% 0.0%

Overall, tropical fruits increased in dollars per store/week in 2015, up by 11% over the prior year • Mangos had the largest sub-category share at 44% and increased dollars per

store/week by 11% versus 2014

• Kiwi had the second highest share and had double-digit dollars per store/week growth, up 12%

• Most tropical fruit sub-categories grew in dollars per store/week over the prior year with the exception of pomegranate and persimmon, which declined

TROPICAL FRUITS SALES SHARE AND TRENDS


Mango 44%

Kiwi 18%

Papaya 11%

Pomegranate 9%

Dates 5%

Tomatillo 5%

Coconut 2%

Figs 1%

Other Tropical Fruit 1%

Persimmon 1% All Others

3%

Share of Category Dollars per Store/Week Tropical Fruits

Total U.S., 2015

Dollars per Store/Week %

Change vs YAGO

Total Tropical Fruit 11% Mango 11%

Kiwi 12% Papaya 13.2%

Pomegranate -1% Dates 24%

Tomatillo 7% Coconut 11%

Figs 6% Persimmon -5% | 13

WHOLE MANGO TRENDS FOR TOTAL U.S. 2014-2015

Overall, mango dollar contribution to the produce department slightly increased compared to the prior year • The peak mango contribution to the department was during Q2

0.36%

0.59%

0.40%

0.23%

0.40%

0.30%

0.64%

0.43%

0.25%

0.41%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

Q1 Q2 Q3 Q4 2015

2014 2015

Mango Dollar Contribution to Department Total U.S., Whole

MANGO CONTRIBUTION TO DEPARTMENT SALES


-0.06 pts +0.05 pts +0.03 pts +0.02 pts +0.01 pts

| 15 | 15

$175

$303

$202

$107

$197

$148

$341

$225

$121

$209

$0

$50

$100

$150

$200

$250

$300

$350

$400

Q1 Q2 Q3 Q4 20152014 2015

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

Dollars per store per week for 2015 increased 6% compared to 2014 • Dollar velocity peaked during Q2 at $341 per store per week, an increase of 13% from

the prior year

• Q1 was the only quarter that decreased dollars per store per week from the prior year

MANGO AVG DOLLARS PER STORE PER WEEK SALES


-15% +13% +11% +12% +6%

| 16

Mango dollars per store per week were lower than the prior year from January until April 2015

MANGO WEEKLY DOLLAR SALES PER STORE

Source: Nielsen Perishables Group FreshFacts®, All Stores, 2015 vs. YAGO | 17

$0$50

$100$150$200$250$300$350$400$450$500

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

2015 2014

Volume velocity increased 16% compared to 2014 • Volume velocity peaked during Q2 at 421 units per store per week, an increase of 32%

from the prior year

• Q1 was the only time period that had an decrease in volume per store per week compared to the prior year

147

319

195

79

185

119

421

227

86

213

0

50

100

150

200

250

300

350

400

450

Q1 Q2 Q3 Q4 20152014 2015

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

MANGO AVG VOLUME SALES PER STORE PER WEEK


-19% +32% +16% +9% +16%

| 18

Volume per store per week increased during April through August compared to the previous year • The greatest decrease in volume per store per week over the prior year occurred in

January

MANGO WEEKLY AVG VOLUME SALES PER STORE


0

100

200

300

400

500

600

Mango Volume Per Store Per Week Total U.S., Sub-Region, Total US

2015 2014

$1.19

$0.95 $1.04

$1.37

$1.07

$1.25

$0.81

$0.99

$1.41

$0.98

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

Q1 Q2 Q3 Q4 20152014 2015

Mango Average Retail Price Total U.S., Whole

The average retail price (ARP) for whole mangos decreased by $0.09 to $0.98 for 2015 • ARP increased in Q1 and Q4 compared to the prior year

• ARP decreased the most during Q2 by 14% to $0.81 per mango

MANGO AVERAGE RETAIL PRICE


+5% -14% -4% +3% -8%

| 20

Average retail prices were lower compared to the previous year during March through August

MANGO WEEKLY AVERAGE RETAIL PRICE


$0.00$0.20$0.40$0.60$0.80$1.00$1.20$1.40$1.60$1.80$2.00

Mango Average Retail Price Total U.S., Whole

2015 2014

Non-promo average retail price for mangos decreased by 11% and the promotional average decreased by 6%

MANGO NON-PROMO/PROMO AVERAGE RETAIL PRICE


$1.16 $1.09

$0.87 $0.77

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

2014 2015

Non-Promo Average Retail Promotional Average Retail

$0.32 difference

Mango Promo and Non Promo Average Retail Price Total U.S., Whole

-11% -6%

$0.29 difference

| 22

Non-promoted average retail price for mangos declined over prior year in Q2 by 14% and declined in Q3 by 4% • Q4 had the largest average non-promoted retail price, up by 5% to $1.57

$1.28

$1.05 $1.12

$1.49

$1.16

$1.39

$0.91

$1.07

$1.57

$1.09

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

$1.80

Q1 Q2 Q3 Q4 20152014 2015

Mango Non-Promo Average Retail Price Total U.S., Whole

MANGO NON-PROMOTED AVERAGE RETAIL PRICE


+8% -14% -4% +5% -6%

| 23

$1.01

$0.76

$0.86

$1.10

$0.87

$0.97

$0.66

$0.81

$1.07

$0.77

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

Q1 Q2 Q3 Q4 20152014 2015

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

Promotional average retail price decreased during all four quarters; overall decline for 2015 was 11% to $0.77

MANGO PROMOTED AVERAGE RETAIL PRICE


-4% -13% -6% -3% -11%

| 24

31.9% 34.2%

32.1% 31.7% 32.9% 33.4%

38.4%

30.4% 32.4%

35.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

Q1 Q2 Q3 Q4 2015

2014 2015

Mango Volume % Sold On Promotion Total U.S., Whole

35% of whole mangos were sold on promotion during 2015, up from 33% of volume sold on promotion in 2014

• Q3 had the smallest portion of volume sold on promotion at 30%, down from 32% volume sold on promotion in Q3 2014

MANGO % OF VOLUME SOLD ON PROMOTION


+1.5 pts +4.2 pts -1.7 pts +0.8 pts +2.1 pts

| 25

WHOLE MANGO TRENDS BY SUB-REGION 2014-2015

| 27

REGIONAL MANGO PERFORMANCE

Pacific

Mountain

West North Central

West South Central

East North Central

East South Central

Mid-Atlantic

New England

South Atlantic

Legend Total U.S. Dollar Contribution 0.41%

Dollars per Store/Week $209 Volume per Store/Week 213

Average Retail Price $0.98

0.33% $173 178

$0.97

0.29% $134 117

$1.14

0.38% $231 189

$1.22

0.41% $209 260

$0.81

0.43% $274 260

$1.05

0.47% $262 282

$0.93

0.43% $187 173

$1.08

0.36% $178 160

$1.11

0.52% $241 317

$0.76


The West South Central had the greatest percentage of dollar contribution to the produce department during 2015, contributing 0.52%, up from 0.47% in 2014 • East North Central had the largest dollar contribution to department growth, up 13.8%

to 0.33% in 2015

0.40

%

0.29

%

0.30

% 0.

39%

0.42

%

0.44

%

0.45

%

0.42

%

0.34

%

0.47

%

0.41

%

0.33

%

0.29

% 0.

38%

0.41

%

0.43

%

0.47

%

0.43

%

0.36

%

0.52

%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

Total U.S. East NorthCentral

Sub-region

East SouthCentral

Sub-region

Mid AtlanticSub-region

MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic

Sub-region

West NorthCentral

Sub-region

West SouthCentral

Sub-region

2014 2015

Mango Dollar Contribution to Department Total U.S., Sub-Regions, Whole

SUB-REGION MANGO CONTRIBUTION TO PRODUCE


+0.01 pts

+0.04 pts

-0.01 pts

-0.01 pts

-0.01 pts

-0.01 pts

+0.02 pts

+0.01 pts

+0.02 pts

+0.05 pts

| 28

$197

$153

$135

$225

$206

$283

$235

$176

$167

$221

$209

$173

$134

$231

$209

$274

$262

$187

$178

$241

$0

$50

$100

$150

$200

$250

$300


Sub-region

East SouthCentral

Sub-region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic

Sub-region

West NorthCentral

Sub-region

West SouthCentral

Sub-region

2014 2015

Mango Dollars Per Store Per Week Total U.S., Sub-Regions, Whole

Every sub-region had a increase in dollars per store/week in 2015 except East South Central and New England • The top three sub-regions, based on dollars per store/week in 2015 were New

England, Pacific and West South Central

MANGO SALES PER STORE/ WEEK BY SUB-REGION


6% 13% 0% 2% 2% -3% 11% 6% 6% 9%

| 29

Trends for volume velocity growth were up compared to the prior year across all sub-regions except New England • The top sub-regions based on volume per store/week in 2015 were West South Central,

Pacific, New England, and Mountain

• The sub-region with the highest growth in volume was East North Central, up by 43%

185

124

111

181

237 26

6

254

149

136

247

213

178

117

189

260

260 28

2

173

160

317

0

50

100

150

200

250

300

350


Sub-region

East SouthCentral

Sub-region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic

Sub-region

West NorthCentral

Sub-region

West SouthCentral

Sub-region

2014 2015

Mango Volume Per Store Per Week Total U.S., Sub-Regions, Whole

MANGO VOLUME PER STORE/ WEEK BY SUB-REGION


15% 43% 5% 4% 10% -2% 11% 16% 18% 28%

| 30

$1.0

7 $1.2

3

$1.2

1

$1.2

5

$0.8

7

$1.0

6

$0.9

3

$1.1

8

$1.2

3

$0.8

9

$0.9

8

$0.9

7 $1.1

4

$1.2

2

$0.8

1

$1.0

5

$0.9

3 $1.0

8

$1.1

1

$0.7

6

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40


Sub-region

East SouthCentral

Sub-region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic

Sub-region

West NorthCentral

Sub-region

West SouthCentral

Sub-region

2014 2015

Mango Average Retail Price Total U.S., Sub-Regions, Whole

The West South Central sub-region had the lowest average retail price for whole mangos, down 15% over prior year • Only the Pacific sub-region had a very slight increase in average retail price for whole

mangos compared to the prior year; all other sub-regions decreased ARP from 2014

MANGO AVERAGE RETAIL PRICE BY SUB-REGION


-8% -21% -6% -2% -7% -1% 0% -8.2% -10% -15%

| 31

$1.1

6 $1.3

3

$1.2

6

$1.3

2

$1.0

1

$1.1

1

$1.0

7 $1.2

3

$1.3

3

$0.9

7 $1.0

9

$1.1

6

$1.2

2

$1.3

2

$0.8

9

$1.1

5

$1.1

3

$1.1

5

$1.2

2

$0.8

1

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60


Sub-region

East SouthCentral

Sub-region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic

Sub-region

West NorthCentral

Sub-region

West SouthCentral

Sub-region

2014 2015

Mango Non-Promo Average Retail Price Total U.S., Sub-Regions, Whole

Non-promo average retail price declined across the board except Mid Atlantic, New England and Pacific • The West South Central had the lowest non-promoted average retail price at $0.81,

down $0.16 from the prior year

MANGO NON-PROMO AVG RETAIL PRICE BY SUB-REGION


-6% -13% -3% 2% -12% 4% 6% -7% -8% -17%

| 32

$0.8

7 $1.0

2

$1.0

7

$1.0

9

$0.6

5

$0.9

7

$0.7

1

$1.0

4

$0.9

8

$0.7

2

$0.7

7

$0.6

8

$0.9

5

$1.0

2

$0.6

5

$0.8

8

$0.7

0

$0.9

1

$0.8

4

$0.6

6

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20


Sub-region

East SouthCentral

Sub-region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic

Sub-region

West NorthCentral

Sub-region

West SouthCentral

Sub-region2014 2015

Mango Promo Average Retail Price Total U.S., Sub-Regions, Whole

Promotional average retail price decreased in eight of nine sub-regions in 2015 • Seven of these eight sub-regions had a decrease in promotional average retail pricing

of greater than 5%

• East North Central sub-region had the largest promotional decrease, down 33% to $0.68

MANGO PROMO AVG RETAIL PRICE BY SUB-REGION


-11% -33% -11% -6% 0.2% -10% -2% -12% -14% -10%

| 33

32.9

%

33.3

%

27.2

%

31.2

% 39

.1%

35.1

%

40.2

%

26.6

%

28.8

%

30.3

%

35.0

%

39.0

%

28.7

%

33.1

%

35.1

%

35.9

%

46.6

%

27.6

%

28.8

%

32.2

%

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%

Total U.S. East NorthCentral Sub-

region

East SouthCentral Sub-

region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic Sub-

region

West NorthCentral Sub-

region

West SouthCentral Sub-

region

2014 2015

Mango Volume % on Promotion Total U.S., Sub-Regions, Whole

The percent of volume sold on promotion increased for whole mangos across eight of the nine sub-regions • The Mountain sub-region decreased volume % on promotion

• The Pacific sub-region % on promotion increased the most, up 6.4 points compared to the prior year

MANGO VOLUME SOLD ON PROMOTION BY SUB-REGION


2.1 pts 5.7 pts 1.5 pts 1.9 pts -4.0 pts 0.8 pts 6.4 pts 1.1 pts 0.1 pts 1.9 pts

| 34

ORGANIC MANGO TRENDS 2014-2015

$1,513 $1,564 $1,356

$340

$4,773

$1,245

$2,447

$1,706

$509

$5,907

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

Q1 Q2 Q3 Q4 2015

2014 2015

Organic Mango Dollars in Thousands Total U.S., Whole

Organic mango in Q2 2015 had the largest dollar sales and were up by 57% compared to the prior year • Dollars peaked during Q2 at $2.45M

• Only Q1 had a decrease (-18%) in organic mango dollars from the prior year

ORGANIC MANGO SALES


-18% 57% 26% 50% 24%

| 36

816 828 691

127

2,460

498

1,373

839

170

2,880

0

500

1000

1500

2000

2500

3000

3500

Q1 Q2 Q3 Q4 20152014 2015

Organic Mango Volume in Thousands Total U.S., Whole

Organic mango in Q2 2015 had the largest volume sales and were up by 66% compared to the prior year • Volume peaked during Q2 at 1.37M units

• Only Q1 had a decrease (-39%) in organic mango volume from the prior year

ORGANIC MANGO VOLUME


-39% 66% 22% 34% 17%

| 37

$1.85 $1.89 $1.96

$2.69

$1.94

$2.50

$1.78 $2.03

$3.00

$2.05

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Q1 Q2 Q3 Q4 2015

2014 2015

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

Organic mango ARP in 2015 increased 6% over 2014 • Organic mango ARP increased over prior year for each quarter of 2015 except Q2

ORGANIC MANGO AVERAGE RETAIL PRICE


35% -6% 4% 12% 6%

| 38

Organic mangos are consistently priced higher than conventional mangos throughout the year • The largest difference in price happened during Q4 with a $1.09 difference between

organic and conventional

ORGANIC/CONVENTIONAL AVERAGE RETAIL PRICE


$1.23

$0.80 $0.98

$1.39

$0.96

$2.50

$1.78 $2.03

$3.00

$2.05

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Q1 Q2 Q3 Q4 2015Conventional Organic

Mango Average Retail Price Total U.S., Organic vs. Conventional

$4,773

$347 $73

$798 $526

$254

$2,206

$435 $61 $72

$5,907

$483 $106

$775 $653 $311

$2,928

$468

$51 $132

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000


region


region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic Sub-

region


region


region

Organic Mango Dollars in Thousands Total U.S., Sub-Regions, Whole

Organic mango increased in total dollar sales from 2014 to 2015 by 24% • The largest dollar sales were in the Pacific sub-region, which increased by 33%

compared to the prior year

ORGANIC MANGO DOLLARS BY SUB-REGION


39% 45% -3% 24% 22% 33% 8% -17% 83% 24%

| 40

2,460

213 33

269 321 133

1,259

168 31 33

2,880

261 52

254 388

135

1,537

176 24 54

0

500

1000

1500

2000

2500

3000

3500


Sub-region

East SouthCentral

Sub-region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic

Sub-region

West NorthCentral

Sub-region

West SouthCentral

Sub-region

Organic Mango Volume in Thousands Total U.S., Sub-Regions, Whole

Organic mango increased in total volume sales from 2014 to 2015 by 17% • The largest volume sales were in the Pacific sub-region, which increased by 22%

compared to the prior year

ORGANIC MANGO VOLUME BY SUB-REGION


17% 23% 56% -6% 21% 1% 22% 5% -22% 64%

| 41

All sub-regions except East South Central drove the national organic mango pricing increase of 6% in 2015 • Average retail price decreased for conventional mangos by 8% in 2015

ORGANIC/CONVENTIONAL ARP BY SUB-REGION


Mango Average Retail Price Total U.S., Sub-Regions,

Organic vs. Conventional

Organic vs. Conventional Mango Average Retail Prices Geography 2014 2015 Total U.S. Conventional $1.05 $0.96 Organic $1.94 $2.05 East North Central Sub-region Conventional $1.22 $0.96 Organic $1.63 $1.85 East South Central Sub-region Conventional $1.21 $1.13 Organic $2.22 $2.06 Mid Atlantic Sub-region Conventional $1.22 $1.20 Organic $2.96 $3.05 Mountain Sub-region Conventional $0.86 $0.79 Organic $1.64 $1.68 New England Sub-region Conventional $1.05 $1.04 Organic $1.91 $2.31 Pacific Sub-region Conventional $0.90 $0.89 Organic $1.75 $1.90 South Atlantic Sub-region Conventional $1.17 $1.08 Organic $2.59 $2.66 West North Central Sub-region Conventional $1.23 $1.11 Organic $1.99 $2.14 West South Central Sub-region Conventional $0.89 $0.76 Organic $2.17 $2.43

$1.05 $0.96

$1.94 $2.05

2014 2015

Conventional Organic

-8% 6%

Nationally, organic mango dollars accounted for 3% of total whole mango sales during 2015, increasing 0.4 percentage points from the previous year

ORGANIC/CONVENTIONAL SHARE BY SUB-REGION


Whole Mango Dollar Share Total U.S., Sub-Regions,

Organic vs. Conventional

Organic vs. Conventional Whole Mango Total Dollar Share Geography 2014 2015 Total U.S. Conventional 97.4% 97.0% Organic 2.6% 3.0% East North Central Sub-region Conventional 98.1% 97.6% Organic 1.9% 2.4% East South Central Sub-region Conventional 98.9% 98.5% Organic 1.1% 1.5% Mid Atlantic Sub-region Conventional 96.7% 96.7% Organic 3.3% 3.3% Mountain Sub-region Conventional 96.8% 96.1% Organic 3.2% 3.9% New England Sub-region Conventional 98.0% 97.5% Organic 2.0% 2.5% Pacific Sub-region Conventional 93.1% 91.7% Organic 6.9% 8.3% South Atlantic Sub-region Conventional 99.1% 99.1% Organic 0.9% 0.9% West North Central Sub-region Conventional 99.2% 99.3% Organic 0.8% 0.7% West South Central Sub-region Conventional 99.6% 99.4% Organic 0.4% 0.6%

| 43

97.4% 97.0%

2.6% 3.0%

2014 2015

Conventional Organic

FRESH-CUT MANGO PERFORMANCE Total U.S. and Nine Sub-Regions 2014-2015

• Segment details:

• Mango only fresh-cut includes mango product that is sold in a fresh-cut pack that is only mango, no other items

• Mango only fresh-cut does not include mixed bowls or trays that include mango

• Because of the variation in unit size, this report is focused on dollar sales for mango only fresh-cut, rather than volume

• Distribution:

• 96.3% of stores in the FCA sold mango only fresh-cut items in 2015

• Distribution of mango only fresh-cut has increased 36 percentage points since 2011

DATA PARAMETERS

Mango only fresh-cut dollars per store/week increased in three quarters in 2015 compared to the prior year, overall experiencing an increase of 28%

| 46

MANGO FRESH-CUT AVG. DOLLARS PER STORE PER WEEK

$52.7 $59.3

$44.0 $41.8

$49.4 $49.5

$70.1 $70.0 $64.1 $63.4

$0.0

$10.0

$20.0

$30.0

$40.0

$50.0

$60.0

$70.0

$80.0

Q1 Q2 Q3 Q4 20152014 2015

Mango Dollars Per Store Per Week Total U.S., Fresh-Cut


-6% 18% 59% 53% 28%

$12.2 $13.7 $10.2 $9.8

$45.9

$11.6

$16.4 $16.4 $14.9

$59.2

$0.0

$10.0

$20.0

$30.0

$40.0

$50.0

$60.0

$70.0

Q1 Q2 Q3 Q4 2015

Mango Dollars in $MM Total U.S., Fresh-Cut

2014 2015

Mango only fresh-cut dollars per million increased in three quarters in 2015 compared to the prior year, overall experiencing an increase of 29%

MANGO ONLY FRESH-CUT DOLLARS


-5% 20% 61% 53% 29%

88.3%

91.2% 91.6%

93.5%

95.1%

93.3%

95.2% 95.5% 95.4% 96.3%

84.0%

86.0%

88.0%

90.0%

92.0%

94.0%

96.0%

98.0%

Q1 Q2 Q3 Q4 20152014 2015

Mango % Stores Selling Total U.S., Fresh-Cut

The percentage of stores selling mango only fresh-cut grew 1.2 percentage points from 2014 to 2015 • The largest growth was in Q1 (+5.0 pts) and Q2 (+4.1 pts)

MANGO FRESH-CUT % OF STORES SELLING


+5.0 pts +4.1 pts +3.9 pts +2.0 pts +1.2 pts

| 48

Pacific

Mountain

West North Central

West South Central

East North Central

East South Central

Mid-Atlantic

New England

South Atlantic

SUB-REGION MANGO ONLY FRESH-CUT PERFORMANCE


Total U.S., 52 Weeks Ending 12/26/15

Dollar Contribution to Department Dollars per Store/Week % of Stores Selling

0.1% $63

96.3%

0.1% $78

96.6% 0.1% $56

95.4%

0.2% $84

97.4%

0.1% $58

97.8%

0.1% $48

97.6%

0.1% $40

88.4%

0.1% $60

99.4%

0.1% $74

95.3%

0.1% $69

96.8%

| 49

$45.9

$4.3 $1.8

$6.9 $3.4 $3.1

$7.8 $11.9

$1.8 $5.0

$59.2

$4.7 $2.5

$7.6 $4.5 $3.2

$10.6 $15.9

$2.5

$7.8

$0.0

$10.0

$20.0

$30.0

$40.0

$50.0

$60.0

$70.0


region


region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic Sub-

region


region


region2014 2015

Mango Dollars in $MM Total U.S., Sub-Regions, Fresh-Cut

Mango only fresh-cut grew across all sub-regions, increasing total dollar sales from 2014 to 2015 by 29% • The highest dollar sales were in the South Atlantic sub-region at $15.95MM, up 35%

MANGO ONLY FRESH-CUT DOLLARS BY SUB-REGION

10% 41% 10% 33% 2% 35% 35% 44% 54% +29%


Mango only fresh-cut’s share of total mango dollars increased 2.9 points over prior year, up to 22.2% of total mango dollars per store/week • Eight of the nine sub-regions increased fresh-cut mango share (East North Central only

decreased by 0.1 points)

MANGO ONLY FRESH-CUT SHARE BY SUB-REGION


Dollars per Store/Week % Change vs. YAGO

Mango Only Fresh-Cut 28% Whole 6%

Mango Only Fresh-Cut Share Dollars per Store/Week Total U.S., 2014-2015

Mango Dollars Per Store Per Week Total U.S., Sub-Regions, Fresh-Cut 2014-2015

Geography Mango 2014 2015 Total U.S. Mango Only Fresh-Cut 19.3% 22.2% Whole 76.7% 73.2% East North Central Sub-region Mango Only Fresh-Cut 18.2% 18.1% Whole 76.1% 78.8% East South Central Sub-region Mango Only Fresh-Cut 20.3% 26.1% Whole 78.9% 72.4% Mid Atlantic Sub-region Mango Only Fresh-Cut 21.5% 23.2% Whole 74.3% 71.8% Mountain Sub-region Mango Only Fresh-Cut 16.0% 19.5% Whole 77.8% 72.4% New England Sub-region Mango Only Fresh-Cut 19.5% 19.8% Whole 79.8% 78.4% Pacific Sub-region Mango Only Fresh-Cut 18.4% 21.2% Whole 74.9% 70.9% South Atlantic Sub-region Mango Only Fresh-Cut 20.0% 23.8% Whole 78.2% 74.2% West North Central Sub-region Mango Only Fresh-Cut 18.6% 23.3% Whole 77.4% 71.8% West South Central Sub-region

Mango Only Fresh-Cut 19.7% 24.6% Whole 76.1% 70.3%

76.7% 73.2%

19.3% 22.2%

2014 2015Whole Fresh Cut Mango Only

$49

$37 $35

$65

$42

$69

$58

$45 $40

$57 $63

$40

$48

$74

$56

$69

$78

$60 $58

$84

$0$10$20$30$40$50$60$70$80$90


region


region


MountainSub-region

NewEngland

Sub-region

Pacific Sub-region

SouthAtlantic Sub-

region


region


region

2014 2015

Mango Dollars Per Store Per Week Total U.S., Sub-Regions, Fresh-Cut

All sub-regions increased mango only fresh cut dollars per store/week over prior year • West South Central sub-region sold the most dollars per store/week at $84 (up 47%

over prior year), followed by the Pacific sub-region at $78

| 52

MANGO FRESH-CUT DOLLARS PER STORE PER WEEK BY SUB-REGION


+28% +9% +40% +14% +33% +0% +35% +33% +43% +47%

mango performance benchmark report · tropical fruits sales share and trends source: nielsen...

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