Mango Retail Performance Report 2017...Fruit and Tropical Fruit Overview Mango dollar growth...

Mango Retail Performance Report2017

1

Table of Contents

Pages 3 - 9 Executive Summary

Pages 10 - 15 Fruit and Tropical Fruit Performance

Pages 16 - 34 Whole Mango Performance

Pages 35 - 44 Organic Mango Performance

Pages 45 - 51 Fresh Cut Mango Performance

Pages 52 - 54 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 Central,.

• 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 Central 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 Central 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 Central 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 Central 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 Performance2017

10

Top 25 Fruit Dollars & Contribution

RANKDOLLARS/STORE

/WEEK% CHANGE

VS YAGODOLLAR

CONTRIBUTION% CHANGE

VS YAGOFruits $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%

Source: Nielsen FreshFacts® 2017 vs. YAGO

Fruit Sales YOY Change and Contribution

11

Mangos increased 3.8% in dollars/store/week, almost 4x better than the overall fruit category.

Mangos are in the 20th 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

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 15th position of the fruit ranking by volume.

Mango volume/store/week increased at a higher rate than 80% of the Top 25

Top 25 Fruit Volume & Contribution


Fruit Volume YOY Change and Contribution

12

RANK PRODUCTVOLUME

/STORE/WEEK% CHANGE VS

YAGO

VOLUME CONTRIBUTION TO

DEPARTMENT% CHANGE VS

YAGOFruits 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%

Tropical Fruit Performance2017

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/WeekTotal 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%

Source: Nielsen FreshFacts® 2017 vs YAGO; Produce Database - Whole14

Tropical Fruit Dollars Share

Tropical Fruit Dollars/Store/WeekTotal US, 2017

Mangos had the largest share of tropical fruit dollars at 36%.

The next three items combined (kiwi, papaya and dates) made up a 38% share.

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.

Source: Nielsen FreshFacts® 2017 vs YAGO; Produce Database - Whole

Mango36%

Kiwi20%Papaya

10%

Dates8%

Pomegranate6%

Tomatillo5%

Other Specialty Fruit

3%

Guava2%

Coconut2%

Figs2%

All Others6%

15

Whole Mango Performance2017

16

Whole mango volume increased to 238 mangos/store/week, up 5% .

Q1 provided the largest increase (+13%) to 171 mangos/store/week.

Q2 had the strongest mango volume, but in 2017, volume/store/week was down 3%, driven by reduced import volume.

Quarterly Volume/Store/Week

Quarterly Mango Volume/Store/WeekTotal US, Whole

152

355

286

117

227

171

345

313

123

238

0

50

100

150

200

250

300

350

400

Q1 Q2 Q3 Q4 2017

2016 2017

Source: Nielsen FreshFacts® 2017 vs YAGO

+13% -3% +9% +6% +5%

17

Monthly Volume/Store/Week

Monthly Mango Volume/Store/WeekTotal US, Whole

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.

14

4

15

8

15

2

23

0

37

9

43

3

42

5

31

1

15

5

22

4

12

1

12

1

22

7

13

9

17

2 19

7

28

7

37

8

36

3

41

6

35

1

20

0

23

8

10

6 13

1

23

8

0

50

100

150

200

250

300

350

400

450

500

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017

2016 2017


-3% +9% +30% +24% +0% -16% -2% +13% +29% +7% -12% +8% +5%

18

22

7

19

0

12

8

21

5

26

7

29

3

28

2

17

7

17

7

36

1

23

8

19

5

14

7

22

9

27

1

30

9

32

0

18

6

18

5

33

7

0

50

100

150

200

250

300

350

400

Total U.S. East NorthCentral

East SouthCentral

MidAtlantic

Mountain NewEngland

Pacific SouthAtlantic

WestNorth

Central

WestSouth

Central2016 2017

Volume/Store/Week by Sub-Region


+5% +3% +14% +6% +2% +6% +14% +5% +5% -7%

19

Mango volume was up compared to the prior year across all sub-regions, except West South Central.

The top sub-regions based on volume/store/week were West South Central (337), Pacific (320), and New England (309).

The sub-regions with the highest growth in volume were East South Central and Pacific, both up by 14% .

Mango Volume/Store/WeekTotal US, Sub-Regions, Whole

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%.

Quarterly Volume Sold on Promotion

Quarterly Mango Volume % Sold on Promotion

Total US, Whole

35.8%

31.7%29.8%

34.9%

32.2%33.4%

29.7%31.3% 32.3%

31.2%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Q1 Q2 Q3 Q4 2017

2016 2017


-2.4 pts -2.1 pts +1.5 pts -2.6 pts -1.0 pts

20

32

.2%

40

.4%

32

.5%

28

.8%

39

.0%

25

.0%

42

.7%

23

.9%

26

.5%

28

.8%

31

.2%

39

.4%

24

.5%

28

.5% 3

4.2

%

26

.7%

42

.2%

22

.1%

27

.5%

29

.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%


East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Volume Sold on Promotion by Sub-Region


-1.0 pts -.9 pts -8.1pts -.3 pts -4.8 pts +1.7 pts -.5 pts -1.8 pts +.9 pts +.6 pts

21

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 Central sub-region decreased the most, down 8.1 points.

Mango Volume % Sold on PromotionTotal US, Sub-Regions, Whole

The average retail price for whole mangos decreased slightly from $.96 to $.95.

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.

Quarterly Average Retail Price

Mango Quarterly Average Retail PriceTotal US, Whole

$1.18

$0.85$0.89

$1.17

$0.96

$1.12

$0.88$0.86

$1.13

$0.95

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

Q1 Q2 Q3 Q4 2017

2016 2017


-5% +4% -4% -3% -1%

22

Monthly Average Retail Price

Mango Monthly Average Retail PriceTotal US, Whole

$1

.11 $

1.2

0

$1

.23

$1

.06

$0

.84

$0

.76

$0

.73

$0

.89

$1

.24

$0

.96

$1

.16

$1

.12

$0

.96

$1

.16

$1

.13

$1

.09

$0

.92

$0

.87

$0

.84

$0

.74

$0

.84

$1

.07

$0

.95

$1

.22

$1

.01

$0

.95

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2017

2016 2017


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.

The largest increase in average retail price was in June.

+4% -5% -11% -13% +4% +11% +1% -6% -14% -1% +6% -10% -1%

23

Average Retail Price by Sub-Region

The West South Central sub-region had the lowest average retail price at $.73, up 1%.

All sub-regions average retail price decreased, with the exception of three; East North Central (5%), Mountain (1%), and West South Central (1%).

$0

.96

$1

.00

$1

.06 $

1.1

7

$0

.75

$1

.07

$0

.93

$1

.06

$1

.11

$0

.72

$0

.95 $

1.0

5

$1

.01

$1

.15

$0

.76

$1

.01

$0

.90 $

1.0

3

$1

.08

$0

.73

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

Total U.S. EastNorth

Central

East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Mango Average Retail PriceTotal US, Sub-Regions, Whole


-1% +5% -5% -2% +1% -5% -3% -3% -3% +1%

24

Overall decrease in promotional average retail price was 2% to $.80.

Promotional average retail price declined in all quarters except Q2, which had an increase of 5%.

Quarterly Promotional Retail Price

Quarterly Mango Promotional Average Retail Price

Total US, Whole

$1.02

$0.71 $0.73

$0.99

$0.81

$0.92

$0.75$0.71

$0.94

$0.80

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

Q1 Q2 Q3 Q4 2017

2016 2017


-9% +5% -2% -4% -2%

25

Promotional Retail Price by Sub-Region

East North Central 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.

$0

.81

$0

.82 $

0.9

2 $1

.01

$0

.61

$0

.97

$0

.77

$0

.95

$0

.89

$0

.67

$0

.80 $0

.86 $

0.9

3

$0

.98

$0

.60

$0

.86

$0

.74

$0

.94

$0

.90

$0

.64

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20


Central

East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Mango Promotional Average Retail PriceTotal US, Sub-Regions, Whole


-2% +5% +1% -3% -3% -11% -3% -2% +0% -4%

26

Non-promo average retail price declined in all quarters except Q2 which saw a slight increase of 2%.

Quarterly Non-Promo Retail Price

Mango Quarterly Non-Promo Average Retail Price

Total US, Whole

$1.27

$0.91$0.96

$1.27

$1.03

$1.22

$0.93$0.92

$1.22

$1.02

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

Q1 Q2 Q3 Q4 2017

2016 2017


-4% +2% -4% -3% -1%

27

Non-Promo Retail Price by Sub-Region

Only East North Central (4%), West South Central(3%)and Mountain (1%) sub-regions increased in average non-promo retail prices.

Although the West South Central had the lowest non-promoted average retail price at $.77, it grew by 3% from the prior year.

$1

.03

$1

.12

$1

.13 $

1.2

3

$0

.84

$1

.10

$1

.05

$1

.09

$1

.20

$0

.74

$1

.02

$1

.17

$1

.03

$1

.21

$0

.84

$1

.07

$1

.02

$1

.06 $1

.15

$0

.77

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40


Central

East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Mango Non-Promo Average Retail PriceTotal US, Sub-Regions, Whole


-1% +4% -9% -2% +1% -2% -4% -3% -4% +3%

28

Dollars/store/week increased 4% to $226.

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.

Quarterly Dollars/Store/Week

Quarterly Mango Dollars/Store/WeekTotal US, Whole

$179

$300

$254

$136

$217

$192

$302

$268

$140

$226

$0

$50

$100

$150

$200

$250

$300

$350

Q1 Q2 Q3 Q4 2017

2016 2017


+7% +1% +5% +3% +4%

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.

Monthly Mango Dollars/Store/WeekTotal US, Whole


$1

60 $

18

9

$1

86

$2

44

$3

20

$3

29

$3

11

$3

11

$1

93 $

21

5

$1

40

$1

35

$2

17

$1

61

$1

94

$2

14

$2

65

$3

30

$3

06

$3

09

$3

51

$2

15

$2

27

$1

30

$1

32

$2

26

$0

$50

$100

$150

$200

$250

$300

$350

$400

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017

2016 2017

+0% +3% +15% +9% +3% -7% -1% +13% +11% +5% -7% -2% +4%

30

Dollars/Store/Week by Sub-Region

The top three sub-regions based on dollars/store/week in 2017 were New England ($314), Pacific ($289) and Mid Atlantic ($263).

West South Central was the only sub-region to decrease mango dollars/store/week, down 5%, but still remained in the top four sub-regions.

Mango Dollars/Store/WeekTotal US, Sub-Regions, Whole

$2

17

$1

91

$1

36

$2

52

$2

00

$3

12

$2

62

$1

87

$1

97

$2

61

$2

26

$2

05

$1

48

$2

63

$2

06

$3

14

$2

89

$1

92

$2

00 $

24

7

$0

$50

$100

$150

$200

$250

$300

$350


East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017


+4% +7% +8% +4% +3% +1% +10% +3% +1% -5%

31

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%).

Contribution to Department SalesQuarterly Mango Dollar Contribution to

DepartmentTotal US, Whole

0.34%

0.54%

0.48%

0.28%

0.41%

0.37%

0.53%0.50%

0.28%

0.42%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

Q1 Q2 Q3 Q4 2017

2016 2017


+.03 pts -.01 pts +.02 pts +.00 pts +.01 pts

32

Dollar Contribution to Produce by Sub-Region

Although the West South Central 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.

0.4

1%

0.3

4%

0.2

9%

0.3

8%

0.3

7%

0.4

7%

0.4

5%

0.4

2%

0.3

9%

0.5

6%

0.4

2%

0.3

6%

0.3

1%

0.4

0%

0.3

7%

0.4

6%

0.4

9%

0.4

2%

0.3

8%

0.5

4%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%


East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Mango Dollar Contribution to DepartmentTotal US, Sub-Regions, Whole


+.01 pts

+.02 pts

+.02 pts

+.02 pts

+.00 pts

-.01 pts

+.04 pts

+.00 pts

-.01 pts

-.02 pts

33

Mango Performance by Sub-Region

PACIFIC

MOUNTAIN

WEST NORTH CENTRAL

WEST SOUTH CENTRAL

EAST NORTH CENTRAL

EAST SOUTH CENTRAL

MID-ATLANTIC

NEW ENGLAND

SOUTH ATLANTIC


Legend Total US

Dollars Contribution 0.42%

Dollars per Store/Week $226

Volume per Store/Week 238

Average Retail Price $0.95

0.49%

$289

320

$ .90

0.37%

$206

271

$ .76

0.38%

$200

185

$1.08

0.54%

$247

337

$ .73

0.31%

$148

147

$1.01

0.36%

$205

195

$1.05

0.42%

$192

186

$1.03

0.46%

$314

309

$1.01

0.40%

$263

229

$1.15

34

Organic Mango Performance 2017

35

Organic mango volume movement was up 28%.

Similar to whole mangos, organic mangos follow a seasonal volume trend peaking in Q2 and Q3, with lower volumes in Q1 and Q2.

All four quarters had substantial increases in organic mango volume. The largest increases were in Q3 (+36%) and Q4 (+35%)

Quarterly Organic Volume

Quarterly Organic Mango Volume in Thousands

Total US, Whole

634

939 876

443

2,891

805

1,112 1,191

596

3,704

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

Q1 Q2 Q3 Q4 2017

2016 2017


+27% +18% +36% +35% +28%

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 Central and Mid Atlantic (+75% each), West South Central (+73%) and Mountain (+53%) sub regions.

2,8

91

30

1

87 2

61 41

6

14

8

1,2

67

28

9

33 8

8

3,7

04

37

3

15

2 45

7 63

5

17

1

1,3

74

34

9

39 1

53

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500


East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Organic Mango Volume in ThousandsTotal US, Sub-Regions, Whole


+28% +24% +75% +75% +53% +15% +8% +20% +17% +73%

37

Organic mangos continue to be a very small part of the overall mango volume.

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 Central and West South Central sub regions.

Organic/Conventional Volume Share by Sub-Region 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%

1.7% 1.7% 2.0% 2.1% 2.9% 1.2% 3.2% 0.7% 0.5% 0.5%

Conventional Organic

38

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.

Organic Average Retail Price

Organic Mango Average Retail PriceTotal US, Whole

$2.63

$1.82 $1.86

$2.21$2.07

$1.93$1.74

$1.64

$2.14

$1.81

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

Q1 Q2 Q3 Q4 2017

2016 2017


-27% -5% -12% -3% -12%

39

Organic mangos were priced nearly 2x times higher than all mangos.

The largest difference in price occurred during Q4 2017 with a $1.01 difference between organic mangos and all mangos.

Organic vs All Mangos Retail Price

Organic vs All Mangos Average Retail Price

Total US, Whole

$1.12

$0.88 $0.86

$1.13

$0.95

$1.93

$1.74$1.64

$2.14

$1.81

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

Q1 Q2 Q3 Q4 2017

All Organic

Source: Nielsen FreshFacts® 2017 vs YAGO40

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.

Organic vs All Mangos Retail Price by Sub-Region Organic vs All Mangos

Average Retail PriceTotal US, Sub-Regions, Whole


$0.95$1.05 $1.01

$1.15

$0.76

$1.01$0.90

$1.03 $1.08

$0.73

$1.81

$1.51 $1.50

$2.30

$1.51

$2.49

$1.83$1.95

$1.41$1.52

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

All Organic

41

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.

Organic Dollars

Organic Mango Dollars in ThousandsTotal US, Whole

$1,664 $1,713 $1,630

$980

$5,987

$1,551

$1,934 $1,956

$1,273

$6,714

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

Q1 Q2 Q3 Q4 2017

2016 2017


-7% +13% +20% +30% +12%

42

$5

,98

7

$4

90

$1

77 $

77

7

$6

88

$4

10

$2

,39

6

$6

65

$6

6 $3

16

$6

,71

4

$5

63

$2

28 $1

,05

1

$9

57

$4

26

$2

,52

2

$6

79

$5

5 $2

32

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000


Central

East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Organic Dollars by Sub-Region Organic Mango Dollars in Thousands



+12% +15% +29% +35% +39% +4% +5% +2% -17% -26%

43

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 Central (-26%) and West North Central (-17%)

Organic mangos were 3.3% of total mango dollars.

Organic mangos had the largest dollar share in Pacific (6.5%) and Mountain (6.1%) sub-regions.

The smallest dollar share for organic mangos was in the West North Central (.7%) sub region.

Organic/Conventional Dollar Share by Sub-Region Organic vs Conventional Mango Dollar Share



96.7% 97.4% 96.8% 95.6% 93.9% 97.0%93.5%

98.6% 99.3% 99.0%

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 Performance2017

45

Fresh Cut Fruit Dollars and Contribution

Fresh cut mangos increased 11.4% in dollars/store/week, and remained in the 6th

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

46

RANKDOLLARS

/STORE/WEEK% CHANGE VS

YAGODOLLAR

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%

The percentage of stores selling fresh cut mango declined 5.5 points, to 90%.

The percentage of stores selling declined in all four quarters.

The largest decline was 11 pts. in Q1.

Fresh Cut Mango % Stores Selling% Stores Selling

Total US, Fresh Cut Mango

94.4%

91.4%

88.8%87.8%

95.3%

83.4%

87.6%87.3%

86.8%

89.8%

76.0%

78.0%

80.0%

82.0%

84.0%

86.0%

88.0%

90.0%

92.0%

94.0%

96.0%

98.0%

Q1 Q2 Q3 Q4 2017

2016 2017


-11.0 pts -3.8 pts -1.5 pts -1.0 pts -5.5 pts

47

Fresh Cut Mango dollars/store/week increased to $71 in 2017, up 11% from prior year.

Q2 reflected the largest increase (22%) at $79/store/week.

Fresh Cut Mango Dollars/Store/WeekDollars/Store/Week

Total US, Fresh Cut Mango

$71

$61$66

$57

$64

$78 $79

$67

$60

$71

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

Q1 Q2 Q3 Q4 2017

2016 2017


+11% +28% +3% +4% +11%

48

$6

4

$4

7

$4

7

$7

6

$5

8

$7

0

$7

8

$5

9

$5

6

$7

9

$7

1

$4

6 $5

0

$8

9

$5

7

$7

6

$8

4

$7

3

$6

0

$8

2

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

$100


Central

East SouthCentral

MidAtlantic

Mountain NewEngland


WestNorth

Central

WestSouth

Central2016 2017

Mid-Atlantic sold the most fresh cut mango in dollars/store/week at $89, followed by Pacific at $84 and West South Central at $82.

Most sub-regions had increased sales, except for East North and Mountain (both down 1% over prior year).

Fresh Cut Mango Dollars/Store/Week by Sub-Region

Dollars/Store/WeekTotal US, Sub-Regions, Fresh Cut Mango


+11% - 1% +8% +18% - 1% +9% +8% +23% +6% +4%

49

In the universe of fresh cut and whole mangos combined, fresh cut contributes 24% of mango dollars.

South Atlantic sub region had the largest share of dollars/store/week with 28%.

The East North Central sub-region had the lowest share at 18%.

Fresh Cut vs Whole Mango Share by Sub-Region Fresh Cut vs Whole Mango Share

Total US, Sub-Regions


76%82%

75% 75%78% 81% 77%

72%77% 75%

24%18%

25% 25%22% 19% 23%

28%23% 25%

Whole Mango Only Fresh Cut

50

Fresh Cut Mango Performance by Sub-Region

PACIFIC

MOUNTAIN

WEST NORTH CENTRAL

WEST SOUTH CENTRAL

EAST NORTH CENTRAL

EAST SOUTH CENTRAL

MID-ATLANTIC

NEW ENGLAND

SOUTH ATLANTIC


Legend Total US

Dollars Contribution 0.13%

Dollars per Store/Week $71

Volume per Store/Week 15

Average Retail Price $4.72

0.14%

$84

16

$5.21

0.10%

$57

12

$4.84

0.11%

$60

13

$4.74

0.17%

$82

17

$4.70

0.10%

$50

12

$4.32

0.08%

$46

10

$4.46

0.16%

$73

16

$4.47

0.11%

$76

16

$4.66

0.13%

$89

18

$5.08

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

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