Mango Retail Performance Report 2017 1
Table of Contents Pages 3-9 Pages 10-15 Pages 16-34 Pages 35-44 Pages 45-51 Pages 52-54 Executive Summary Fruit and Tropical Fruit Performance Whole Mango Performance Organic Mango Performance Fresh Cut Mango Performance Approach and Data Parameters 2
Executive Summary 3
Fruit and Tropical Fruit Overview Mango dollar growth outpaced total fruit in 2017. Fruit dollars/store/week grew about 1% to $24,658. Staple fruits, like apples, oranges and melons had declining sales, driving the slow growth of total fruit. Mangos grew 4% to $226/store/week and 5% to 238 in volume/store/week. Mangos remain in #20 position sales and #15 in volume. Tropical fruit category continues to grow at steady pace. Tropical fruit dollars/store/week grew 4% in 2017. Mangos represent one third of tropical fruit with 36% of category dollars. Of the top five tropical fruits only mangos and dates had growth in 2017. 4
Whole Mango Overview Mango sales growth continued in 2017. Mango volume /store /week increased 5% to 238 mangos. Mango dollars/store /week increased 4% to $226 Mango volume increased in every quarter except Q2 (-3%) due to slower imports in May and June driving up retail price. Despite a supply gap in Q2 for two straight years, mango dollars and volume were still higher in Q2 than any other quarter. Mango dollars and volume increased in 2017 in all regions, except West South,. New England had the highest dollar sales, $314 /store/week, followed by Pacific at $289/store/week It s important to note that the Pacific was the only sub-region with double digit growth. Only the West South sub-region decreased in dollars/store/week, down 5%, driven by substantial volume index declines in the Houston (-24) and Dallas (-22) markets. 5
Whole Mango Promotion and Pricing Overview Slightly less mango volume was sold on promotion in 2017. 31% of mango volume was sold on promotion, down 1 point from prior year. Q2 had the least volume sold on promotion at 30%. Both promo and non-promo pricing dropped in 2017 Average retail price decreased from prior year in all quarters, except Q2. Average retail price dropped 1% to $.95. Promotional average retail price decreased 2% to $.80, and non-promotional average retail price dropped 1% to $1.02. Related to the supply gap, the average retail price for mangos increased in May, June and July when mangos are historically priced the lowest. Most sub-regions posted lower average retail prices. West South and Mountain sub-regions had the lowest retail price at $.73 and $.76 respectively, both increasing 1% from last year. Mid-Atlantic sub-region had the highest average retail price at $1.15 per mango, a 2% drop from last year. Both East South and New England saw a 5% decline in average retail price to $1.01 each. 6
Organic Mango Overview Organic mango share remains at 3% of whole mango dollars. Organic mango dollars and volume both grew double digits in 2017, up 12% and 28% respectively. Q2 and Q3 had the strongest organic mango sales in 2017, accounting for $1.9 million dollars in sales each quarter. The Pacific sub-region had the strongest organic mango sales with 37% share of dollars in 2017. Organic mangos were priced nearly 2x times higher than all mangos, Average retail price for organic mangos dropped 12% to $1.81. In Q1, the average retail price for organic mangos declined 27%, to $1.93. Organic mango pricing was highest in New England at $2.49 each and lowest in West North at $1.41 each. 7
Fresh Cut Mango Overview Fresh cut mango continues to outpace both whole mango and fresh cut fruit growth. Fresh cut mango remains ranked at #6 of total fresh cut fruit, while fresh cut mango mix was #11. Similar to whole mangos, Q2 had the strongest fresh cut mango sales with $79/store/week. 90% of stores sold mango only, fresh-cut items in 2017, down 5.5 points from prior year. 8
Mango Going Mainstream Continuous mango growth suggests more Americans are including mangos in their diet One of the top Google searches for food continues to be how to cut a mango with hundreds of how tos and videos available. Fruit selection and preparation are the obstacles consumers face with whole mangos. The growth of fresh cut is helping to bridge that challenge. Mangos comprise more than one third of tropical fruit sales, indicating that we may need to consider moving mangos to a separate category. Mangos are found as an ingredient everywhere, from meal kits to fine dining, signature cocktails to juice bars. Mangos are a part of the mainstream social conversation; in the summer of 2018 consumers will be able to share their passion for mangos with the release of the mango emoli! 9
Fruit Category Performance 2017 10
Top 25 Fruit Dollars & Contribution Fruit Sales YOY Change and Contribution Mangos increased 3.8% in dollars/store/week, almost 4x better than the overall fruit category. Mangos are in the 20 th position of the fruit ranking by dollars and have held that position since 2013. Fruit as a contributor to the produce department slipped slightly (-.2%), while mangos remained flat. Mango dollars/store/week increased at a higher rate than two thirds of the Top 25 RANK DOLLARS/STORE /WEEK % CHANGE VS YAGO DOLLAR CONTRIBUTION % CHANGE VS YAGO Fruits $24,658 0.9% 46.7% -0.2% Apples 1 $3,040-4.8% 5.8% -0.4% Grapes 2 $2,768 0.4% 5.2% -0.0% Bananas 3 $2,621 0.6% 5.0% -0.0% Strawberries 4 $2,212-0.0% 4.2% -0.1% Avocados 5 $1,654 12.9% 3.1% 0.3% Mandarins 6 $1,421 10.9% 2.7% 0.2% Blueberries 7 $1,277 5.2% 2.4% 0.1% Oranges 8 $798-5.8% 1.5% -0.1% Cherries 9 $780 11.3% 1.5% 0.1% Watermelon 10 $760-4.4% 1.4% -0.1% Raspberries 11 $678-1.7% 1.3% -0.0% Lemons 12 $564 4.0% 1.1% 0.0% Peaches 13 $448-0.9% 0.8% -0.0% Blackberries 14 $444 8.5% 0.8% 0.1% Pears 15 $343-9.3% 0.6% -0.1% Limes 16 $342 4.1% 0.6% 0.0% Cantaloupe 17 $305-11.7% 0.6% -0.1% Pineapples 18 $275-3.7% 0.5% -0.0% Nectarines 19 $248-6.5% 0.5% -0.0% Mango 20 $226 3.8% 0.4% 0.0% Plums 21 $186 0.3% 0.4% -0.0% Grapefruit 22 $166 2.5% 0.3% 0.0% Kiwi 23 $125 0.2% 0.2% -0.0% Honeydew 24 $76-2.2% 0.1% -0.0% Papaya 25 $64-7.6% 0.1% -0.0% 11 Source: Nielsen FreshFacts 2017 vs. YAGO
Top 25 Fruit Volume & Contribution Mangos increased 4.9% in volume/store/week, while the overall fruit category had a slight decrease in volume/store/week (-.5%). Mangos are in the 15 th position of the fruit ranking by volume. Mango volume/store/week increased at a higher rate than 80% of the Top 25 Fruit Volume YOY Change and Contribution RANK VOLUME CONTRIBUTION TO DEPARTMENT PRODUCT VOLUME /STORE/WEEK % CHANGE VS YAGO Fruits 17,962-0.5% 52.1% -0.4% 1 Bananas 4,753 2.1% 13.8% 0.3% 2 Watermelon 1,888-10.2% 5.5% -0.6% 3 Apples 1,855-2.6% 5.4% -0.2% 4 Avocados 1,294-2.8% 3.8% -0.1% 5 Grapes 1,269 3.2% 3.7% 0.1% 6 Limes 835 11.4% 2.4% 0.2% 7 Strawberries 754 3.3% 2.2% 0.1% 8 Oranges 686-4.0% 2.0% -0.1% 9 Lemons 617 7.1% 1.8% 0.1% 10 Blueberries 381 4.1% 1.1% 0.0% 11 Cantaloupe 364-1.9% 1.1% -0.0% 12 Mandarins 297 11.7% 0.9% 0.1% 13 Cherries 263 23.0% 0.8% 0.1% 14 Kiwi 244-10.1% 0.7% -0.1% 15 Mango 238 4.9% 0.7% 0.0% 16 Peaches 235-12.0% 0.7% -0.1% 17 Pears 221-9.2% 0.6% -0.1% 18 Raspberries 201-7.4% 0.6% -0.0% 19 Blackberries 156 6.4% 0.5% 0.0% 20 Nectarines 123-13.4% 0.4% -0.1% 21 Pineapples 107-2.6% 0.3% -0.0% 22 Grapefruit 101-1.8% 0.3% -0.0% 23 Plums 88-4.9% 0.3% -0.0% 24 Honeydew 62 1.9% 0.2% 0.0% 25 Tangerines 46-4.2% 0.1% -0.0% % CHANGE VS YAGO Source: Nielsen FreshFacts 2017 vs. YAGO 12
Tropical Fruit Performance 2017 13
Tropical Fruit Dollars/Store/Week Overall mango dollars/store/week increased 4% to $226. Mangos were on pace with the growth of the overall tropical fruit category. The largest tropical growth rates were seen in the low volume fruit like guava, figs and dates. Tropical Fruit Dollars/Store/Week Total US, 2017 DOLLARS /STORE/WEEK % CHANGE vs YAGO Total Tropical Fruit $619 +4% Mango $226 +4% Kiwi $125 +0% Papaya $64-8% Dates $52 +25% Pomegranate $39-16% Tomatillo $33 +6% Other Specialty Fruit $18 +33% Guava $15 +81% Coconut $15 +9% Figs $11 +25% ; Produce Database - Whole 14
Tropical Fruit Dollars Share Mangos had the largest share of tropical fruit dollars at 36%. Tropical Fruit Dollars/Store/Week Total US, 2017 The next three items combined (kiwi, papaya and dates) made up a 38% share. Coconut 2% Figs 2% All Others 6% This is an indicator that mangos are moving to the mainstream and may need to be separated from tropical fruit to be represented as a stand alone category, similar to the pineapple category. Other Specialty Fruit 3% Tomatillo 5% Guava 2% Mango 36% Pomegranate 6% Dates 8% Papaya 10% Kiwi 20% ; Produce Database - Whole 15
Whole Mango Performance 2017 16
Quarterly Volume/Store/Week Whole mango volume increased to 238 mangos/store/week, up 5%. Q1 provided the largest increase (+13%) to 171 mangos/store/week. 400 350 300 Quarterly Mango Volume/Store/Week Total US, Whole 355 345 286 313 Q2 had the strongest mango volume, but in 2017, volume/store/week was down 3%, driven by reduced import volume. 250 200 150 152 171 117 123 227 238 100 50 0 +13% -3% +9% +6% +5% Q1 Q2 Q3 Q4 2017 2016 2017 17
Monthly Volume/Store/Week The largest increases in volume/store/week were observed in March (+30%), September (+29%), and April (+24%). Significant decrease (-16%) in movement in June, drove the volume in Q2. This aligned with reduced import volume in May and June 2017. 500 450 400 350 300 250 200 150 100 50 144 139 158 172 Monthly Mango Volume/Store/Week Total US, Whole 152 197 230 287 379 378 433 363 425 416 311 351 155 200 224 238 121 106 121 131-3% +9% +30% +24% +0% -16% -2% +13% +29% +7% -12% +8% +5% 227 238 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 2016 2017 18
Volume/Store/Week by Sub-Region Mango volume was up compared to the prior year across all sub-regions, except West South. The top sub-regions based on volume/store/week were West South (337), Pacific (320), and New England (309). The sub-regions with the highest growth in volume were East South and Pacific, both up by 14%. 400 350 300 250 200 150 100 50 227 238 190 195 Mango Volume/Store/Week Total US, Sub-Regions, Whole 128 147 215 229 267 271 293 309 282 320 177 186 177 185 +5% +3% +14% +6% +2% +6% +14% +5% +5% -7% 361 337 0 Total U.S. East North East South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 19 West South
Quarterly Volume Sold on Promotion 31% of whole mangos were sold on promotion during 2017, down 1 point from prior year. Q2 had the smallest portion of volume sold on promotion at 30%. Q1 had the largest share of volume sold on promotion at 33%. 40.0% 35.0% 30.0% 25.0% 20.0% Quarterly Mango Volume % Sold on Promotion Total US, Whole 35.8% 33.4% 31.7% 29.7% 31.3% 29.8% 34.9% 32.3% 32.2% 31.2% 15.0% 10.0% 5.0% 0.0% -2.4 pts -2.1 pts +1.5 pts -2.6 pts -1.0 pts Q1 Q2 Q3 Q4 2017 2016 2017 20
Volume Sold on Promotion by Sub-Region The Pacific sub-region had the highest share of volume on promotion at slightly over 42%. The New England sub-region increased the most, up 1.7 points. The East South subregion decreased the most, down 8.1 points. 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 32.2% 31.2% 40.4% Mango Volume % Sold on Promotion Total US, Sub-Regions, Whole 39.4% 32.5% 24.5% 28.8% 28.5% 39.0% 34.2% 25.0% 26.7% 42.7% 42.2% 23.9% 22.1% 26.5% 27.5% 28.8% 29.4% 10.0% -1.0 pts -.9 pts -8.1pts -.3 pts -4.8 pts +1.7 pts -.5 pts -1.8 pts +.9 pts +.6 pts 5.0% 0.0% Total U.S. East NorthEast South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 21 West South
Quarterly Average Retail Price The average retail price for whole mangos decreased slightly from $.96 to $.95. $1.40 Mango Quarterly Average Retail Price Total US, Whole In Q2, average price increased 4% to $.88, as a result of reduced import volume. Average retail price decreased in all other quarters. Q1 had the largest decrease (-5%) to $1.12. This aligns with the increase in both imports and retail volume in Q1. $1.20 $1.00 $0.80 $0.60 $1.18 $1.12 $0.88 $0.85 $0.89 $0.86 $1.17 $1.13 $0.96$0.95 $0.40 $0.20 $0.00-5% +4% -4% -3% -1% Q1 Q2 Q3 Q4 2017 2016 2017 22
Monthly Average Retail Price Overall average retail price decreased by 1%, to $.95. Corresponding with increased volume, the largest price decreases were also in September (-14%), April (-13%) and March (-11%) from prior year. $1.40 $1.20 $1.00 $0.80 $1.11 $1.16 $1.20 $1.13 Mango Monthly Average Retail Price Total US, Whole $1.23 $1.09 $1.06 $0.92 $0.84 $0.87 $0.76 $0.84 $0.73 $0.74 $0.89 $0.84 $1.24 $1.07 $0.96 $0.95 $1.16 $1.22 $1.12 $1.01 $0.96 $0.95 The largest increase in average retail price was in June. $0.60 $0.40 $0.20 +4% -5% -11% -13% +4% +11% +1% -6% -14% -1% +6% -10% -1% $0.00 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2017 2016 2017 23
Average Retail Price by Sub-Region The West South subregion had the lowest average retail price at $.73, up 1%. All sub-regions average retail price decreased, with the exception of three; East North (5%), Mountain (1%), and West South (1%). $1.40 $1.20 $1.00 $0.80 $0.96 $0.95 $1.00 $1.05 Mango Average Retail Price Total US, Sub-Regions, Whole $1.06 $1.01 $1.17 $1.15 $0.75 $0.76 $1.07 $1.01 $0.93 $0.90 $1.06 $1.03 $1.11 $1.08 $0.72 $0.73 $0.60 $0.40 $0.20-1% +5% -5% -2% +1% -5% -3% -3% -3% +1% $0.00 Total U.S. East North East South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 24 West South
Quarterly Promotional Retail Price Overall decrease in promotional average retail price was 2% to $.80. Quarterly Mango Promotional Average Retail Price Total US, Whole Promotional average retail price declined in all quarters except Q2, which had an increase of 5%. $1.20 $1.00 $1.02 $0.92 $0.99 $0.94 $0.80 $0.75 $0.71 $0.73 $0.71 $0.81 $0.80 $0.60 $0.40 $0.20 $0.00-9% +5% -2% -4% -2% Q1 Q2 Q3 Q4 2017 2016 2017 25
Promotional Retail Price by Sub-Region East North sub-region had the largest promotional average retail price growth, up 5% to $.86. New England sub-region had the largest decline of 11%, to $.86. $1.20 $1.00 $0.80 $0.60 $0.81 $0.80 Mango Promotional Average Retail Price Total US, Sub-Regions, Whole $0.82 $0.86 $0.92 $0.93 $1.01 $0.98 $0.61 $0.60 $0.97 $0.86 $0.77 $0.74 $0.95 $0.94 $0.89 $0.90 $0.67 $0.64 $0.40 $0.20-2% +5% +1% -3% -3% -11% -3% -2% +0% -4% $0.00 Total U.S. East North East South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 26 West South
Quarterly Non-Promo Retail Price Non-promo average retail price declined in all quarters except Q2 which saw a slight increase of 2%. $1.40 $1.20 $1.27 $1.22 Mango Quarterly Non-Promo Average Retail Price Total US, Whole $1.27 $1.22 $1.00 $0.91 $0.93 $0.96 $0.92 $1.03 $1.02 $0.80 $0.60 $0.40 $0.20 $0.00-4% +2% -4% -3% -1% Q1 Q2 Q3 Q4 2017 2016 2017 27
Non-Promo Retail Price by Sub-Region Only East North (4%), West South (3%)and Mountain (1%) sub-regions increased in average nonpromo retail prices. Although the West South had the lowest nonpromoted average retail price at $.77, it grew by 3% from the prior year. $1.40 $1.20 $1.00 $0.80 $0.60 $1.03 $1.02 Mango Non-Promo Average Retail Price Total US, Sub-Regions, Whole $1.12 $1.17 $1.13 $1.03 $1.23 $1.21 $0.84 $0.84 $1.10 $1.07 $1.05 $1.02 $1.09 $1.06 $1.20 $1.15 $0.74 $0.77 $0.40 $0.20-1% +4% -9% -2% +1% -2% -4% -3% -4% +3% $0.00 Total U.S. East North East South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 28 West South
Quarterly Dollars/Store/Week Dollars/store/week increased 4% to $226. $350 Quarterly Mango Dollars/Store/Week Total US, Whole Dollars peaked during Q2 at $302/store/week, a 1% increase from prior year. These results are aligned with the typical seasonal trends for mango dollars. $300 $250 $200 $192 $179 $300 $302 $268 $254 $226 $217 $150 $140 $136 $100 $50 $0 +7% +1% +5% +3% +4% Q1 Q2 Q3 Q4 2017 2016 2017 29
Monthly Dollars/Store/Week August had the highest dollar velocity with $351 mangos sold /store/week. March (+15%), August (+13%) and September (+11%) had largest increases in dollar velocity. $400 $350 $300 $250 $200 $150 $160 $161 $189 $194 Monthly Mango Dollars/Store/Week Total US, Whole $186 $214 $244 $265 $320 $330 $329 $306 $311 $309 $311 $351 $193 $215 $215 $227 $140 $130 $135 $132 $217 $226 $100 $50 +0% +3% +15% +9% +3% -7% -1% +13% +11% +5% -7% -2% +4% $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 2016 2017 30
Dollars/Store/Week by Sub-Region Mango Dollars/Store/Week Total US, Sub-Regions, Whole The top three sub-regions based on dollars/store/week in 2017 were New England ($314), Pacific ($289) and Mid Atlantic ($263). West South was the only sub-region to decrease mango dollars/store/week, down 5%, but still remained in the top four sub-regions. $350 $300 $250 $200 $150 $100 $217 $226 $191 $205 $136 $148 $252 $263 $200 $206 $312 $314 $262 $289 $187 $192 $197 $200 $261 $247 $50 +4% +7% +8% +4% +3% +1% +10% +3% +1% -5% $0 Total U.S. East North East South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 31 West South
Contribution to Department Sales Overall, mango dollar contribution to the produce department increased marginally compared to the prior year. The peak mango contribution to the department was during Q2 (.53%) and the lowest contribution was during Q4 (.28%). 0.60% 0.50% 0.40% 0.30% Quarterly Mango Dollar Contribution to Department Total US, Whole 0.37% 0.34% 0.54% 0.53% 0.50% 0.48% 0.28% 0.28% 0.42% 0.41% 0.20% 0.10% 0.00% +.03 pts -.01 pts +.02 pts +.00 pts +.01 pts Q1 Q2 Q3 Q4 2017 2016 2017 32
Dollar Contribution to Produce by Sub-Region Although the West South sub region had the largest dollar contribution to produce at.54% the region declined by.02 pts from prior year. Mango dollar contribution grew the most in the Pacific sub-region, up.04 points. 0.70% 0.60% 0.50% 0.40% 0.30% 0.41% 0.42% Mango Dollar Contribution to Department Total US, Sub-Regions, Whole 0.34% 0.36% 0.29% 0.31% 0.38% 0.40% 0.37% 0.37% 0.47% 0.46% 0.45% 0.49% 0.42% 0.42% 0.39% 0.38% 0.56% 0.54% 0.20% 0.10% +.01 pts +.02 pts +.02 pts +.02 pts +.00 pts -.01 pts +.04 pts +.00 pts -.01 pts -.02 pts 0.00% Total U.S. East NorthEast South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 33 West South
Mango Performance by Sub-Region PACIFIC 0.49% $289 320 $.90 Legend Total US Dollars Contribution 0.42% Dollars per Store/Week $226 Volume per Store/Week 238 MOUNTAIN 0.37% $206 271 $.76 WEST NORTH CENTRAL 0.38% $200 185 $1.08 WEST SOUTH CENTRAL 0.54% $247 337 $.73 EAST NORTH CENTRAL 0.36% $205 195 $1.05 EAST SOUTH CENTRAL 0.31% $148 147 $1.01 MID- ATLANTIC 0.40% $263 229 $1.15 SOUTH ATLANTIC 0.42% $192 186 $1.03 NEW ENGLAND 0.46% $314 309 $1.01 Average Retail Price $0.95 34
Organic Mango Performance 2017 35
Quarterly Organic Volume Organic mango volume movement was up 28%. 4,000 Quarterly Organic Mango Volume in Thousands Total US, Whole 3,704 Similar to whole mangos, organic mangos follow a seasonal volume trend peaking in Q2 and Q3, with lower volumes in Q1 and Q2. 3,500 3,000 2,891 All four quarters had substantial increases in organic mango volume. The largest increases were in Q3 (+36%) and Q4 (+35%) 2,500 2,000 1,500 1,000 500 0 1,112 1,191 805 939 876 634 596 443 +27% +18% +36% +35% +28% Q1 Q2 Q3 Q4 2017 2016 2017 36
Organic Volume by Sub- Region The Pacific sub-region moved more than a third of total organic mango volume. All other sub-regions showed a double digit increase in organic mango volume, with the largest increases in East South and Mid Atlantic (+75% each), West South (+73%) and Mountain (+53%) sub regions. 4,500 4,000 3,500 3,000 2,500 2,000 1,500 2,891 3,704 Organic Mango Volume in Thousands Total US, Sub-Regions, Whole +28% +24% +75% +75% +53% +15% +8% +20% +17% +73% 1,267 1,374 1,000 500 301 373 87 152 261 457 416 635 148 171 289 349 33 39 88 153 0 Total U.S. East NorthEast South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North West South 37
Organic/Conventional Volume Share by Sub- Region Organic mangos continue to be a very small part of the overall mango volume. Organic vs Conventional Mango Volume Share Total US, Sub-Regions, Whole 98.3% 98.3% 98.0% 97.9% 97.1% 98.8% 96.8% 99.3% 99.5% 99.5% Organic mango share of volume ranges from a a high of 3.2% in the Pacific sub region to a low of.5% in the West North and West South sub regions. 1.7% 1.7% 2.0% 2.1% 2.9% 1.2% 3.2% 0.7% 0.5% 0.5% Conventional Organic 38
Organic Average Retail Price The average price for organic mangos decreased by 12%. Average prices were less than prior year in all four quarters. In Q1, the average retail price for organic mangos decreased 27%, to $1.93. $3.00 $2.50 $2.00 $1.50 Organic Mango Average Retail Price Total US, Whole $2.63 $1.93 $1.82 $1.86 $1.74 $1.64 $2.21 $2.14 $2.07 $1.81 $1.00 $0.50 $0.00-27% -5% -12% -3% -12% Q1 Q2 Q3 Q4 2017 2016 2017 39
Organic vs All Mangos Retail Price Organic mangos were priced nearly 2x times higher than all mangos. $2.50 Organic vs All Mangos Average Retail Price Total US, Whole The largest difference in price occurred during Q4 2017 with a $1.01 difference between organic mangos and all mangos. $2.00 $1.93 $1.74 $1.64 $2.14 $1.81 $1.50 $1.12 $1.13 $1.00 $0.88 $0.86 $0.95 $0.50 $0.00 Q1 Q2 Q3 Q4 2017 All Organic 40
Organic vs All Mangos Retail Price by Sub-Region New England had the highest retail price for organic mangos at $2.49, followed by Mid- Atlantic at $2.30. Mid-Atlantic was also the only sub-region to have conventional mangos selling for over $1.00 each. New England had the largest spread between organic and all mangos, a difference of $1.48. $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $0.00 $0.95 $1.81 $1.05 $1.01 Organic vs All Mangos Average Retail Price Total US, Sub-Regions, Whole $1.51 $1.50 $1.15 $2.30 $0.76 $1.51 $1.01 $2.49 $0.90 $1.83 $1.95 $1.03 $1.08 $1.41 $0.73 $1.52 All Organic 41
Organic Dollars Organic mango dollar sales were up 12% compared to prior year. Q1 had a decrease of 7% in organic mango dollars. The other three quarters showed an increase. $8,000 $7,000 $6,000 $5,000 Organic Mango Dollars in Thousands Total US, Whole $5,987 $6,714 $4,000 $3,000 $2,000 $1,000 $0 $1,934 $1,956 $1,664 $1,713 $1,551 $1,630 $1,273 $980-7% +13% +20% +30% +12% Q1 Q2 Q3 Q4 2017 2016 2017 42
Organic Dollars by Sub-Region The Pacific sub-region had the strongest sales and also increased by 5% compared to the prior year. Two regions had declines in organic dollars. These were West South (-26%) and West North (-17%) $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $5,987 $6,714 Organic Mango Dollars in Thousands Total US, Sub-Regions, Whole +12% +15% +29% +35% +39% +4% +5% +2% -17% -26% $2,396 $2,522 $2,000 $1,000 $490 $563 $177 $228 $777 $1,051 $688 $957 $410 $426 $665 $679 $66 $55 $316 $232 $0 Total U.S. East North East South Mid Atlantic Mountain 2016 2017 New England Pacific South Atlantic West North 43 West South
Organic/Conventional Dollar Share by Sub-Region Organic mangos were 3.3% of total mango dollars. Organic vs Conventional Mango Dollar Share Total US, Sub-Regions, Whole Organic mangos had the largest dollar share in Pacific (6.5%) and Mountain (6.1%) sub-regions. 96.7% 97.4% 96.8% 95.6% 93.9% 97.0% 93.5% 98.6% 99.3% 99.0% The smallest dollar share for organic mangos was in the West North (.7%) sub region. 3.3% 2.6% 3.2% 4.4% 6.1% 3.0% 6.5% 1.4% 0.7% 1.0% Conventional Organic 44
Fresh Cut Mango Performance 2017 45
Fresh Cut Fruit Dollars and Contribution Fresh cut mangos increased 11.4% in dollars/store/week, and remained in the 6 th position in the fresh cut fruit ranking. Each of the items listed are that fruit only (Mango only, Pineapple only, etc.) unless specified as mixed. Throughout this report, fresh cut mango refers to mango only items. Fresh Cut Fruit Sales and Contribution RANK DOLLARS /STORE/WEEK % CHANGE VS YAGO DOLLAR CONTRIBUTION % CHANGE VS YAGO Fresh Cut Fruit $2,110 0.4% 4.0% 0.9% Mixed Fruit 1 $773 0.6% 1.5% 1.1% Pineapple 2 $348 1.6% 0.7% 2.1% Watermelon 3 $330-3.5% 0.6% -3.1% Apples 4 $265-4.1% 0.5% -3.7% Cantaloupe 5 $106-4.4% 0.2% -4.0% Mango Only 6 $71 11.4% 0.1% 16.6% Strawberry 7 $52 14.4% 0.1% 14.9% Mixed Melons 8 $48-11.6% 0.1% -11.2% Other VA Fruit 9 $38 14.4% 0.1% 14.9% Grapes 10 $27 9.0% 0.1% 9.5% Mango Mix 11 $26 47.6% 0.0% 48.2% Honeydew 12 $18-9.4% 0.0% -9.0% Orange 13 $1 150.5% 0.0% 151.0% Papaya 14 $1-38.8% 0.0% -38.5% Grapefruit 15 $0-63.3% 0.0% -63.1% Peach 16 $0-87.2% 0.0% -86.8% Pear 17 $0-86.5% 0.0% -86.0% Source: Nielsen FreshFacts 2017 vs. YAGO 46
Fresh Cut Mango % Stores Selling The percentage of stores selling fresh cut mango declined 5.5 points, to 90%. The percentage of stores selling declined in all four quarters. 98.0% 96.0% 94.0% 92.0% 94.4% % Stores Selling Total US, Fresh Cut Mango 91.4% 95.3% The largest decline was 11 pts. in Q1. 90.0% 88.0% 87.6% 88.8% 87.3% 87.8% 86.8% 89.8% 86.0% 84.0% 83.4% 82.0% 80.0% 78.0% 76.0% -11.0 pts -3.8 pts -1.5 pts -1.0 pts -5.5 pts Q1 Q2 Q3 Q4 2017 2016 2017 47
Fresh Cut Mango Dollars/Store/Week Fresh Cut Mango dollars/store/week increased to $71 in 2017, up 11% from prior year. $90 $80 Dollars/Store/Week Total US, Fresh Cut Mango $78 $79 Q2 reflected the largest increase (22%) at $79/store/week. $70 $60 $71 $61 $66 $67 $57 $60 $64 $71 $50 $40 $30 $20 $10 $0 +11% +28% +3% +4% +11% Q1 Q2 Q3 Q4 2017 2016 2017 48
Fresh Cut Mango Dollars/Store/Week by Sub-Region Dollars/Store/Week Total US, Sub-Regions, Fresh Cut Mango Mid-Atlantic sold the most fresh cut mango in dollars/store/week at $89, followed by Pacific at $84 and West South at $82. Most sub-regions had increased sales, except for East North and Mountain (both down 1% over prior year). $100 $90 $80 $70 $60 $50 $40 $30 $20 $64 $71 $47 $46 $47 $50 $76 $89 $58 $57 $70 $76 $78 $84 $59 $73 $56 $60 $79 $82 +11% - 1% +8% +18% - 1% +9% +8% +23% +6% +4% $10 $0 Total U.S. East North East South Mid Atlantic Mountain New England 2016 2017 Pacific South Atlantic West North 49 West South
Fresh Cut vs Whole Mango Share by Sub-Region In the universe of fresh cut and whole mangos combined, fresh cut contributes 24% of mango dollars. Fresh Cut vs Whole Mango Share Total US, Sub-Regions South Atlantic sub region had the largest share of dollars/store/week with 28%. 76% 82% 75% 75% 78% 81% 77% 72% 77% 75% The East North subregion had the lowest share at 18%. 24% 18% 25% 25% 22% 19% 23% 28% 23% 25% Whole Mango Only Fresh Cut 50
Fresh Cut Mango Performance by Sub-Region PACIFIC 0.14% $84 16 $5.21 Legend Total US Dollars Contribution 0.13% Dollars per Store/Week $71 Volume per Store/Week 15 Average Retail Price $4.72 MOUNTAIN 0.10% $57 12 $4.84 WEST NORTH CENTRAL 0.11% $60 13 $4.74 WEST SOUTH CENTRAL 0.17% $82 17 $4.70 EAST NORTH CENTRAL 0.08% $46 10 $4.46 EAST SOUTH CENTRAL 0.10% $50 12 $4.32 MID- ATLANTIC 0.13% $89 18 $5.08 SOUTH ATLANTIC 0.16% $73 16 $4.47 NEW ENGLAND 0.11% $76 16 $4.66 51
Approach and Data Parameters 2017 52
Approach and Data Parameters In order to conduct this category review, Nielsen Perishables Group analyzed mango volume, pricing and sales to create a summary of 2017 retail performance. Areas of focus: Overall category performance including volume, pricing, contribution to department and dollar sales. Category contribution and performance by category segment Whole mango Organic Fresh cut Performance by geographic sub-region Seasonality 53
Approach and Data Parameters National Mango Board Custom Hierarchy The analysis primarily examines and compares mango performance for the 2017 and 2016 calendar years, unless otherwise noted. Whole mango volume is measured in units, for those retailers who sell mangos by the pound, a conversion rate is used 1 lb. = 1 unit. Fresh Cut Mango includes mango products that are sold in a fresh-cut pack that is only mango, no other items. Because of the variation in fresh cut unit size, this report is focused on dollar sales for fresh-cut mango, rather than volume. About the Nielsen Perishables Group, FreshFacts, Data Set The summary represents retail data from grocery store chains and box stores that partner with Nielsen Perishables Group, and have more than $2 million annual sales/store. This data reflects approximately 70% of total sales and encompasses roughly 18,000 stores nationwide. The data represents fruit sold in the produce department including UPC, PLU and system-2 coded items packaged in store. 54