Mango performance benchmark report · National Mango Board Custom Hierarchy • The analysis primarily examines whole mango in Total US market for the 2016 and 2015 calendar years,

MANGO PERFORMANCE BENCHMARK

REPORT2015-2016

Page 3 Approach and Data Set Parameters

Page 5 Overview and Mango Trend-Spotting

Page 12 Fruit and Tropical Fruit Trends

Page 15 Whole Mango Trends Total U.S.

Page 27 Whole Mango Trends Nine Sub-Regions

Page 36 Organic Mango Trends

Page 46 Fresh-Cut Mango Trends

| 2

TABLE OF CONTENTS

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trends to create a historical reference for performance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

• Organic mango sales trends

• Fresh-cut mango only organic mango only and mix sales

trends| 3

APPROACH

National Mango Board Custom Hierarchy

• The analysis primarily examines whole mango in Total US market for the 2016

and 2015 calendar years, unless otherwise noted

• Fresh-cut mango only is separated from whole mango results

• Whole mango 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

| 4

APPROACH

OVERVIEW AND MANGO

TREND-SPOTTING

2015-2016

TREND-SPOTTING:

FRUIT AND TROPICAL FRUIT

Source: Nielsen Perishables Group FreshFacts®

All fruit and mangos grew at a similar pace

• Fruit dollars per store per week grew 4% in 2016 to $24,416

• Mangos grew at the same 4% pace to $217 per store per week in 2016

• Mangos maintained the #20 position, consistent with 2015, 2014 and 2013

• Declining categories include grapes, bananas, oranges, pears,

cantaloupe, nectarines, plums, grapefruit and honeydew

• Biggest increases were in blackberries at 15% growth, limes at 14% growth

and mandarins at 11% growth

Tropical fruit category on track in 2016

• Tropical fruit dollars per store per week grew 5% in 2016

• Mangos are the category captain of tropical fruit with 37% of category

dollars

• For most retailers, success in tropical fruit will depend upon success in

mangos

| 6

Mango growth continued into 2016, but slowed

• Mango dollars per store per week increased 4% in 2016, while it increased 6% in 2015

• Mango volume per store per week increased 7% in 2016, while it increased 16% in

2015

• Mango dollars and volume increased in every quarter except Q2 2016 (dollars and

volume declined by 13% and 18% respectively in Q2 2016) due to a delayed crop

which caused a supply gap

• Despite the Q2 supply gap, mango dollars and volume Q2 were still higher than the

other quarters, leading to a more gentle curve, with volume and dollars spread out

more into the late summer, fall and winter seasons

• Average retail price per mango decreased in 2016, down 2% to $ .96 each

In most sub-regions, mango sales increased in dollars and volume

• The New England sub-region had both the highest dollars per store per week

average and the largest dollar increase, up 14% to $312 mango dollars per store per

week

• Only the Mountain sub-region experienced a decline in dollars compared to 2015,

while the Pacific and South Atlantic sub-region sales were flat

TREND-SPOTTING:

WHOLE MANGOS

Source: Nielsen Perishables Group FreshFacts® | 7

TREND-SPOTTING:

PROMOTION AND PRICING


Less mango volume was sold on promotion in 2016

• 32% of mango volume was sold on promotion in 2016, down from 35% in 2015

• The New England sub-region percent sold on promotion decreased the most, down

10.6 pts

Lower non-promoted price drove an overall decline in average retail

price

• Average retail price dropped 2% to $ .96 each in 2016

• Promoted average retail price increased 5% to $ .81

• Non-promoted average retail price dropped 6% to $1.03

Most sub-regions saw a decline in average retail price

• West South Central sub-region had the lowest average retail price at $ .72 each, while

Mid Atlantic sub-region had the highest average retail price at $1.17 per mango

• Only the East North and New England sub-regions increased average retail price,

while Pacific and West North sub-regions remained stable compared to the prior year

• East South Central and Mountain sub-regions saw a 7% decline in average retail price

to $1.06 and $.75 each, respectively

| 8

TREND-SPOTTING:

ORGANIC MANGOS


Organic mango share held steady even with price increase

• Organic mangos account for 3% of total whole mango dollars, same as

2015

• Despite a 30% decrease in organic mango dollar sales in Q2 2016, organic

mango sales were up 3% in 2016 versus prior year

• Q2 and Q3 had the strongest organic mango sales in 2016 accounting for

$1.7 million in sales each quarter

• The Pacific sub-region had strongest organic mango sales with 7% share of

dollars for 2016

• Average retail price for organic mangos increased 2% to $2.10 each,

compared to a 2% decrease for total whole mangos to $0.96 each

• Organic mango pricing was highest in the West South Central sub-region at

$3.57 each and lowest in the Mountain sub-region at $1.66

TREND-SPOTTING:

FRESH-CUT MANGOS ONLY


Fresh-cut mango results mixed compared to 2015

• Mango only fresh-cut ranked #6 in fresh-cut fruit sales, behind mixed fruit, pineapple,

watermelon, apples and cantaloupe

• Mango mix fresh-cut ranked #12 in fresh-cut fruit sales

• Mango only fresh-cut mango dollar sales slightly decreased in 2016, down 1% to

$59.1 million

• Q1 2016 had the strongest mango only fresh-cut sales at $16.3 million, up 38% from

Q1 2015

• Mango only fresh-cut sales declined across all sub-regions, except Mountain and

New England sub-region

• The highest dollar sales were in the South Atlantic sub-region at $15.9 million in 2016

• Organic mango only fresh-cut dollar sales increased by a factor of 90, from $4000 in

2015 to $361,000 in 2016

• Mango mixed fresh-cut dollar sales increased by 32%, with the largest increase of

50% in Q1

| 11

TREND-SPOTTING:

MANGOS GOING MAINSTREAM


Recent growth and future potential make mangos a focus item

for retailers

• CPG manufacturers continue launch mango flavored items such as baby

food, yogurt, snacks and beverages introducing mango flavored foods to

a broader set of consumers

• In June 2016, Trader Joe’s named mango the official flavor of summer with

promotions that featured different varieties of fresh mangos and

introduced 15 limited time mango flavored offerings, like cookies, crackers,

candy and even pizza

• The biggest obstacle consumers face when consuming fresh mangos is

preparing the fruit. A quick google search will populate hundreds of

‘hacks’ and videos from knife tricks and kitchen tools to using the rim of a

glass as a peeler

• In 2016, Google search identified “How to cut a mango” as the #1 “how

to” search for food

FRUIT AND SPECIALTY

FRUIT TRENDS FOR

TOTAL U.S.

2015-2016

Overall, dollars per

store/week for fruits

increased and contribution

to the department

increased 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 was held by

mangos in 2015, 2014 and 2013

TOP 25 FRUIT DOLLARS &

CONTRIBUTION TO PRODUCE

Source: Nielsen Perishables Group FreshFacts®, All Stores, 2016 vs. YAGO

Fruit Sales and Contribution Trends

Product RankDollars per

Store/Week

% Change

vs YAGO

% Dollar

Contribution to

Department

%Change

vs. YAGO

Fruits $24,416 3.8% 46.9% 0.1%

Apples 1 $3,195 7.8% 6.1% 0.2%

Grapes 2 $2,753 -4.4% 5.3% -0.4%

Bananas 3 $2,602 -3.2% 5.0% -0.4%

Strawberries 4 $2,210 5.4% 4.2% 0.1%

Avocados 5 $1,464 8.6% 2.8% 0.1%

Mandarins 6 $1,279 11.1% 2.5% 0.2%

Blueberries 7 $1,210 8.8% 2.3% 0.1%

Oranges 8 $846 -0.7% 1.6% -0.1%

Watermelon 9 $794 2.0% 1.5% -0.0%

Cherries 10 $702 10.4% 1.3% 0.1%

Raspberries 11 $692 6.9% 1.3% 0.0%

Lemons 12 $541 8.2% 1.0% 0.0%

Peaches 13 $452 1.4% 0.9% -0.0%

Blackberries 14 $407 15.4% 0.8% 0.1%

Pears 15 $379 -3.7% 0.7% -0.1%

Cantaloupe 16 $346 -3.1% 0.7% -0.0%

Limes 17 $327 14.4% 0.6% 0.1%

Pineapples 18 $287 2.9% 0.6% -0.0%

Nectarines 19 $265 -2.1% 0.5% -0.0%

Mango 20 $217 3.8% 0.4% 0.0%

Plums 21 $185 -5.3% 0.4% -0.0%

Grapefruit 22 $161 -6.5% 0.3% -0.0%

Kiwi 23 $125 6.2% 0.2% 0.0%

Honeydew 24 $77 -1.7% 0.1% -0.0%

Papaya 25 $70 3.5% 0.1% -0.0%

Overall, tropical fruits increased in dollars per store/week in 2016, up by 5% from the prior year

• Mangos had the largest sub-category share at 37% and increased dollars per

store/week by 4% versus 2015

• Kiwi had the second highest share at 21% and dollars per store/week growth, up 6%

• Most top tropical fruit sub-categories grew in dollars per store/week from 2015, with

the exception of pomegranate

TROPICAL FRUIT DOLLAR

SHARE AND TRENDS


Dollars per

Store/Week

Dollars per

Store/Week %

Change vs YAGO

Total Tropical Fruits $594 5%

Mango $217 4%

Kiwi $125 6%

Papaya $70 4%

Pomegranate $47 -22%

Dates $41 32%

Tomatillo $31 1%

Coconut $14 3%

Other Specialty Fruit $13 102%

Figs $9 3%

Guava $8 85%

| 14

Mango

37%

Kiwi

21%

Papaya

12%

Pomegranate

8%

Dates

7%

Tomatillo

5%

Coconut

2%

Other

Specialty Fruit

2%

Figs

2%Guava

1%All Others

3%

Share of Category Dollars per Store/Week

Tropical Fruits

Total U.S., 2016

WHOLE MANGO

TRENDS FOR TOTAL

U.S.

2015-2016

Volume velocity increased 7% compared to 2015

• Volume velocity peaked during Q2 at 354 units per store per week, yet Q2 was the

only quarter that had a decline (18%)

• A decline at the peak with increases in late summer/fall/winter resulted in a smoother

curve and an overall increase

| 16

MANGO VOLUME

PER STORE PER WEEK


130

430

203

90

213

151

354

285

117

227

0

50

100

150

200

250

300

350

400

450

500

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Volume Per Store Per WeekTotal U.S., Whole

+17% -18% +41% +30% +7%

Volume per store per week increased in all months except March, April

and May

• Largest increases were observed in September (85%), January (66%) and February

(60%)

MANGO VOLUME

PER STORE PER WEEK

Source: Nielsen Perishables Group FreshFacts®, All Stores, 2016 vs. YAGO | 17

87 99

18

9

36

9

49

3

42

9

34

1

21

3

84

71 77

11

5

21

3

14

4

15

8

15

2

23

0

37

9

43

3

42

4

31

0

15

5

10

7

12

1

12

1

22

7

0

100

200

300

400

500

600

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec 2016

Mango Volume Per Store Per Week

Total U.S., Whole

2015 2016

+7%+66% +60% -20% -38% -23% +1% +24% +46% +85% +51% +57% +5%

32% of whole mangos were sold on promotion during 2016, down from

35% of volume sold on promotion in 2015

• Q3 had the smallest portion of volume sold on promotion at 30% in 2016

MANGO % OF VOLUME

SOLD ON PROMOTION


32.9%

37.6%

30.0%

34.1% 34.7%35.9%

31.8%29.8%

33.1% 32.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Volume % Sold On PromotionTotal U.S., Whole

+3.0 pts -5.8 pts -0.2 pts -1.0 pts -2.7 pts

The average retail price (ARP) for whole mangos slightly decreased from $0.98 to $0.96 in 2016

• ARP increased in Q2 compared to the prior year

• ARP decreased the most during Q3 by 14% to $0.89 per mango and Q4 by 15% to $1.17 per mango

| 19

MANGO AVG RETAIL PRICE


$1.21

$0.80

$1.04

$1.37

$0.98

$1.18

$0.85 $0.89

$1.17

$0.96

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Average Retail PriceTotal U.S., Whole

-3% +6% -14% -15% -2%

Average retail prices were higher compared to the previous year from

March through May, which was consistent with lower available volume

| 20

MANGO AVG RETAIL PRICE


$1

.37

$1

.46

$1

.05

$0

.87

$0

.78

$0

.78

$0

.83

$1

.07

$1

.67

$1

.69

$1

.49

$1

.14

$0

.98

$1

.11

$1

.20

$1

.23

$1

.06

$0

.84

$0

.76

$0

.73

$0

.89

$1

.24

$1

.24

$1

.16

$1

.12

$0

.96

$-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

$1.80


Mango Average Retail Price

Total U.S., Whole

2015 2016

-2%-19% -13% +17% +22% +8% -3% -12% -17% -26% -27% -22% -2%

Non-promo average retail price for mangos decreased by 6% but the

promotional average increased by 5%

MANGO NON-PROMO/PROMO

AVG RETAIL PRICE


$1.09$1.03

$0.77 $0.81

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

2015 2016

Mango Promo and Non Promo Average Retail Price

Total U.S., Whole

Non-Promo Average Retail Promotional Average Retail

-6% +5%

$0.32 difference

$0.22 difference

Non-promoted average retail price increased over prior year in Q2 by

just 1% but declined in all other quarters in 2016

• Q4 had the largest decline by 18% when compared to prior year

MANGO NON-PROMOTED

AVG RETAIL PRICE


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

| 22

$1.35

$0.90

$1.12

$1.53

$1.09

$1.27

$0.91$0.96

$1.26

$1.03

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

$1.80

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Non-Promo Average Retail PriceTotal U.S., Whole

-6% +1% -14% -18% -6%

$0.94

$0.65

$0.86

$1.05

$0.77

$1.02

$0.71 $0.73

$0.99

$0.81

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Promo Average Retail PriceTotal U.S., Whole

Promotional average retail price increased during Q1 and Q2;

overall increase for 2016 was 5% to $0.81

MANGO PROMOTED

AVG RETAIL PRICE


+9% +10% -16% -5% +5%

Dollars per store per week for 2016 increased 4% compared to 2015

• Dollar velocity peaked during Q2 at $300 per store per week

• Q2 was the only quarter that decreased dollars per store per week from the prior

year

MANGO DOLLARS

PER STORE PER WEEK


$158

$345

$211

$123

$209

$179

$300

$254

$136

$217

$0

$50

$100

$150

$200

$250

$300

$350

$400

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Dollars Per Store Per WeekTotal U.S., Whole

+14% -13% +20% +11% +4%

Mango dollars per store per week were lower than the prior year from

March through June 2016

MANGO DOLLARS

PER STORE PER WEEK


$1

19

$1

45

$1

99

$3

20

$3

84

$3

34

$2

84

$2

28

$1

40

$1

20

$1

14

$1

31

$2

09

$1

60

$1

89

$1

86

$2

44

$3

20

$3

29

$3

11

$2

75

$1

92

$1

33

$1

40

$1

35

$2

17

$0

$50

$100

$150

$200

$250

$300

$350

$400

$450


Mango Dollars Per Store Per Week

Total U.S., Whole

2015 2016

+4%+35% +31% -13% -24% -17% -1% +10% +21% +37% +11% +23% +3%

Overall, mango dollar contribution to the produce department

remained stable compared to the prior year

• The peak mango contribution to the department was during Q2, yet declined from

2015

MANGO CONTRIBUTION TO

DEPARTMENT SALES

Source: Nielsen Perishables Group FreshFacts®, All Stores, 2016 vs. YAGO | 26| 26

0.31%

0.65%

0.41%

0.25%

0.41%

0.34%

0.54%

0.48%

0.28%

0.41%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Dollar Contribution to DepartmentTotal U.S., Whole

+0.03 pts -0.11 pts +0.07 pts +0.03 pts +0.00 pts

WHOLE MANGO

TRENDS BY SUB-

REGION

2015-2016

| 28

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 U.S.

Dollar Contribution 0.41%

Dollars per Store/Week $217

Volume per Store/Week 227

Average Retail Price $0.96

0.34%

$190

188

$1.01

0.29%

$136

128

$1.06

0.38%

$252

215

$1.17

0.37%

$200

267

$0.75

0.47%

$312

293

$1.07

0.45%

$262

282

$0.93

0.42%

$187

177

$1.06

0.38%

$197

177

$1.11

0.56%

$261

362

$0.72


21

3

17

8

11

7

19

0

26

0

26

0 28

2

17

2

16

0

31

8

22

7

18

8

12

8

21

5

26

7 29

3

28

2

17

7

17

7

36

2

0

50

100

150

200

250

300

350

400

Total U.S. East North

Central

Sub-region

East South

Central

Sub-region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central

Sub-region

West South

Central

Sub-region

2015 2016

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

Mango volume velocity was up compared to the prior year across all

sub-regions, except Pacific

• The top sub-regions based on volume per store per week in 2016 were West South

Central, New England, Pacific and Mountain

• The sub-region with the highest growth in volume was West South Central, up by 14%

MANGO VOLUME PER STORE

PER WEEK BY SUB-REGION


+6% +6% +10% +13% +2% +12% 0% +3% +10% +14%

34

.7%

38

.8%

28

.1%

32

.8%

34

.9%

35

.3%

46

.6%

27

.1%

28

.7%

32

.1%

32

.0%

40

.6%

32

.4%

28

.7%

38

.8%

24

.7%

42

.3%

23

.6%

26

.5%

28

.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%


Central Sub-

region

East South

Central Sub-

region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central Sub-

region

West South

Central Sub-

region

2015 2016

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

The percent of volume sold on promotion increased for mangos across

three of the nine sub-regions

• The New England sub-region % on promotion decreased the most, down 10.6 pts

• While the East South Central sub-region increased the most, up 4.3 points compared

to the prior year

MANGO VOLUME SOLD ON

PROMOTION BY SUB-REGION


-2.7

pts+1.9

pts

+4.3

pts-4.1

pts+3.9

pts-10.6

pts-4.3

pts-3.4

pts

-2.3

pts-3.5

pts

$0

.98

$0

.97 $

1.1

5

$1

.22

$0

.81

$1

.06

$0

.93 $1

.09

$1

.11

$0

.76$

0.9

6

$1

.01

$1

.06

$1

.17

$0

.75

$1

.07

$0

.93 $1

.06

$1

.11

$0

.72

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40


Central Sub-

region

East South

Central Sub-

region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central Sub-

region

West South

Central Sub-

region

2015 2016

Mango Average Retail PriceTotal U.S., Sub-Regions, Whole

-2% +4% -7% -4% -7% +1% 0% -3% 0% -5%

The West South Central sub-region had the lowest average retail price

for whole mangos, down 5% over prior year

• Only the East North and New England sub-regions increased in average retail price

for whole mangos, while Pacific and West North sub-regions remained stable

compared to the prior year

MANGO AVG RETAIL

PRICE BY SUB-REGION


Non-promo average retail price declined across the board in 2016

• The West South Central had the lowest non-promoted average retail price at $0.74,

down 8% from the prior year

$1

.09

$1

.15

$1

.22

$1

.32

$0

.89

$1

.15

$1

.13

$1

.15

$1

.23

$0

.81

$1

.03

$1

.13

$1

.13

$1

.23

$0

.84

$1

.09

$1

.05

$1

.09

$1

.20

$0

.74

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40


Central Sub-

region

East South

Central Sub-

region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central Sub-

region

West South

Central Sub-

region

2015 2016

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

MANGO NON-PROMO AVG

RETAIL PRICE BY SUB-REGION


-6% -2% -8% -6% -6% -5% -7% -5% -3% -8%

$0

.77

$0

.69

$0

.95

$1

.02

$0

.65

$0

.88

$0

.70 $

0.9

1

$0

.84

$0

.66$0

.81

$0

.83

$0

.92

$1

.01

$0

.61

$0

.98

$0

.77 $

0.9

5

$0

.89

$0

.67

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20


Central Sub-

region

East South

Central Sub-

region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central Sub-

region

West South

Central Sub-

region

2015 2016

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

Promotional average retail price increased in six of nine sub-regions in

2016

• Four of these six sub-regions had an increase in promotional average retail pricing of

greater than 5%

• East North Central sub-region had the largest promotional average retail price

growth, up 20% to $0.83

MANGO PROMO AVG RETAIL

PRICE BY SUB-REGION


+5% +20% -3% -1% -6% +11% +11% +4% +6% +2%

Mango sales per store/week increased by 4% in 2016

• The top three sub-regions based on dollars per store per week in 2016 were New England,

Pacific and West South Central

• Mountain was the only sub-regions with mango sales per store per week decline, down 5%

MANGO DOLLARS PER STORE

PER WEEK BY SUB-REGION


$2

09

$1

73

$1

34

$2

32

$2

10

$2

75

$2

62

$1

87

$1

79

$2

42

$2

17

$1

90

$1

36

$2

52

$2

00

$3

12

$2

62

$1

87

$1

97

$2

61

$0

$50

$100

$150

$200

$250

$300

$350


Central

Sub-region

East South

Central

Sub-region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central

Sub-region

West South

Central

Sub-region

2015 2016

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

+4% +9% +2% +9% -5% +14% 0% 0% +10% +8%

The West South Central had the greatest dollar contribution to the

produce department during 2016, contributing 0.56%, up from 0.52% in

2015

• Overall, Total U.S remained stable in 2016 when compared to prior year

0.4

1%

0.3

2%

0.2

9%

0.3

8%

0.4

1%

0.4

3%

0.4

7%

0.4

3%

0.3

6%

0.5

2%

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

8%

0.5

6%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%


Central Sub-

region

East South

Central Sub-

region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central Sub-

region

West South

Central Sub-

region

2015 2016

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

-0.01

pts+0.00

pts

+0.02

pts+0.00

pts

+0.00

pts

-0.04

pts

+0.04

pts-0.02

pts

+0.03

pts+0.04

pts

MANGO CONTRIBUTION TO

PRODUCE BY SUB-REGION


ORGANIC MANGO

TRENDS

2015-2016

544

1,407

776

163

2,889

635

943 893

443

2,914

0

500

1000

1500

2000

2500

3000

3500

Q1 Q2 Q3 Q4 2016

2015 2016

Organic Mango Volume in Thousands

Total U.S., Whole

Organic mango volume sales were up 1% in 2016 compared to the

prior year

• Volume peaked during Q2 2016, yet only Q2 had a decrease (-33%) in organic

mango volume from the prior year

ORGANIC MANGO VOLUME


+17% -33% +15% +172% +1%

The average price for organic mangos increased 2% in 2016

• In Q1 and Q2, organic mango prices increased 6% and 5%, respectively

$2.48

$1.76

$2.09

$2.95

$2.05

$2.62

$1.84$1.94

$2.21 $2.10

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Q1 Q2 Q3 Q4 2016

2015 2016

Organic Mango Average Retail PriceTotal U.S., Whole

ORGANIC MANGO

AVG RETAIL PRICE


+6% +5% -7% -25% + 2%

On average organic mangos were price about $1.16 higher than

conventional

• The largest difference in price happened occurred Q1 with a $1.47 difference

between organic and conventional

$1.16

$0.84 $0.88

$1.15

$0.94

$2.62

$1.84$1.94

$2.21$2.10

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

Q1 Q2 Q3 Q4 2016

Conventional Organic

Whole Mango Average Retail PriceTotal U.S., Organic vs. Conventional

ORGANIC/CONVENTIONAL

AVG RETAIL PRICE


$1,348

$2,472

$1,618

$480

$5,918

$1,668 $1,732 $1,732

$979

$6,111

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

Q1 Q2 Q3 Q4 2016

2015 2016

Organic Mango Dollars in ThousandsTotal U.S., Whole

In 2016, organic mango dollar sales were up 3% compared to the prior

year

• Only Q2 had a decrease (-30%) in organic mango dollars from the prior year

ORGANIC MANGO DOLLARS


+24% -30% +7% +104% +3%

2,889

26252

254388

136

1,540

17924 55

2,914

32387

260416

148

1,267

28935 88

0

500

1,000

1,500

2,000

2,500

3,000

3,500


Central Sub-

region

East South

Central Sub-

region

Mid Atlantic

Sub-region

Mountain

Sub-region

New England

Sub-region

Pacific Sub-

region

South

Atlantic Sub-

region

West North

Central Sub-

region

West South

Central Sub-

region2015 2016

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

Organic mango volume sales increased by 1% from 2015 to 2016

• The pacific sub-region had the strongest volume sales, but volume decreased by 18%


ORGANIC MANGO VOLUME

BY SUB-REGION


+1% +23% +68% +2% +9% -18% +62% +48% +61%+7%

Five of nine sub-regions drove the national organic mango price

increase, up 2% in 2016

• Average retail price for conventional mangos decreased by 2% in 2016

ORGANIC/CONVENTIONAL AVG

RETAIL PRICE BY SUB-REGION


Whole Mango Average Retail Price

Total U.S., Sub-Regions,

Organic vs. Conventional

Organic vs. Conventional Mango Average Retail Prices

Geography 2015 2016

Total U.S. Conventional $0.97 $0.94

Organic $2.05 $2.10

East North Central Sub-region Conventional $0.96 $0.99

Organic $1.85 $1.87

East South Central Sub-region Conventional $1.14 $1.05

Organic $2.06 $2.04

Mid Atlantic Sub-region Conventional $1.19 $1.15

Organic $3.06 $2.98

Mountain Sub-region Conventional $0.79 $0.73

Organic $1.68 $1.66

New England Sub-region Conventional $1.04 $1.05

Organic $2.32 $2.77

Pacific Sub-region Conventional $0.89 $0.90

Organic $1.89 $1.89

South Atlantic Sub-region Conventional $1.08 $1.05

Organic $2.67 $2.30

West North Central Sub-region Conventional $1.11 $1.11

Organic $2.14 $2.22

West South Central Sub-region Conventional $0.76 $0.72

Organic $2.43 $3.57

$0.97 $0.94

$2.05 $2.10

2015 2016


+2%-2%

$5,918

$485$107

$778 $654$315

$2,918

$476 $51 $134

$6,111

$606$177 $776

$688

$410

$2,396

$665$78 $316

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000


Central Sub-

region

East South

Central Sub-

region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic Sub-

region

West North

Central Sub-

region

West South

Central Sub-

region

2015 2016

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

+25% +66% 0% +5% +30% -18% +40% +54% +136%+3%

Organic mango dollar sales increase by 3% from 2015 to 2016

• The pacific sub-region had the strongest sales, but sales decreased by 18%


ORGANIC MANGO DOLLARS

BY SUB-REGION


Nationally, organic mango dollars accounted for 3% of total whole mango sales during 2016, same as 2015

| 44

ORGANIC/CONVENTIONAL SHARE

IN DOLLARS BY SUB-REGION


Whole Mango Dollar Share



Organic vs. Conventional Whole Mango Total Dollar Share

Geography 2015 2016

Total U.S. Conventional 97.0% 97.0%

Organic 3.0% 3.0%

East North Central Sub-region Conventional 97.6% 97.3%

Organic 2.4% 2.7%

East South Central Sub-region Conventional 98.4% 97.5%

Organic 1.6% 2.5%

Mid Atlantic Sub-region Conventional 96.7% 96.7%

Organic 3.3% 3.3%

Mountain Sub-region Conventional 96.1% 95.7%

Organic 3.9% 4.3%

New England Sub-region Conventional 97.5% 97.1%

Organic 2.5% 2.9%

Pacific Sub-region Conventional 91.8% 93.2%

Organic 8.2% 6.8%

South Atlantic Sub-region Conventional 99.0% 98.7%

Organic 1.0% 1.3%

West North Central Sub-region Conventional 99.4% 99.1%

Organic 0.6% 0.9%

West South Central Sub-region Conventional 99.4% 98.7%

Organic 0.6% 1.3%

97.0% 97.0%

3.0% 3.0%

2015 2016


Nationally, organic mango volume accounted for 1.4% of total whole mango volume during 2016, same as 2015

| 45


IN VOLUME BY SUB-REGION


Whole Mango Volume Share



Organic vs. Conventional Whole Mango Total Volume Share

Geography 2015 2016

Total U.S. Conventional 98.6% 98.6%

Organic 1.4% 1.4%

East North Central Sub-region Conventional 98.8% 98.6%

Organic 1.2% 1.4%

East South Central Sub-region Conventional 99.1% 98.7%

Organic 0.9% 1.3%

Mid Atlantic Sub-region Conventional 98.7% 98.7%

Organic 1.3% 1.3%

Mountain Sub-region Conventional 98.1% 98.1%

Organic 1.9% 1.9%

New England Sub-region Conventional 98.9% 98.9%

Organic 1.1% 1.1%

Pacific Sub-region Conventional 96.0% 96.7%

Organic 4.0% 3.3%

South Atlantic Sub-region Conventional 99.6% 99.4%

Organic 0.4% 0.6%

West North Central Sub-region Conventional 99.7% 99.6%

Organic 0.3% 0.4%

West South Central Sub-region Conventional 99.8% 99.7%

Organic 0.2% 0.3%

98.6% 98.6%

1.4% 1.4%

2015 2016


FRESH-CUT MANGO

PERFORMANCE

Total U.S. and Nine Sub-Regions2015-2016

• Segment details:

• Mango only fresh-cut includes mango product that is sold in a fresh-cut

pack that is only mango, no other items

• Organic mango only fresh-cut includes only organic mango in a fresh-

cut pack

• Mango mix fresh-cut includes mixed bowls or trays that include mango

along with other items

• Because of the variation in unit size, this report is focused on dollar sales

for fresh-cut mango, rather than volume

• Distribution:

• 95.4% of stores in the FCA sold mango only fresh-cut items in 2016

• Distribution of mango only fresh-cut has increased 33 percentage

points since 2012

• 39.8% of stores in the FCA sold mango mix fresh-cut items in 2016

DATA PARAMETERS

| 47

Overall, dollars per

store/week for fresh cut fruit

increased, but contribution

to the department

increased very slightly

• Mixed Fruit has highest fresh cut

fruit sales at $763 stores/weeks

• Mango Mix (fresh cut with

mango plus other items)

increased in dollars per

store/week by 32.3% in 2016

FRESH CUT FRUIT DOLLARS AND

CONTRIBUTION TO PRODUCE


Fresh Cut Fruit Sales and Contribution Trends

Product RankDollars per

Store/Week

% Change

vs YAGO

% Dollar

Contribution to

Department

%Change

vs. YAGO

Fresh Cut Fruit $2,095 7.6% 1.3% 0.2%

Mixed Fruit* 1 $763 5.6% 0.3% 0.0%

Pineapple 2 $342 11.0% 0.3% 0.0%

Watermelon 3 $340 2.2% 0.4% 0.0%

Apples 4 $276 13.0% 0.1% 0.0%

Cantaloupe 5 $111 8.0% 0.1% 0.0%

Mango Only 6 $63 -1.1% 0.1% 0.0%Other

Melons/Mixed Melons 7 $55 4.2% 0.0% 0.0%

Strawberry 8 $45 12.2% 0.0% 0.0%Other Value Added Fruit 9 $34 30.8% 0.0% 0.0%

Grapes 10 $26 27.0% 0.0% 0.0%

Honeydew 11 $20 28.9% 0.0% 0.0%

Mango Mix 12 $17 32.3% 0.0% 0.0%

Papaya 13 $1 -22.0% 0.0% 0.0%

Grapefruit 14 $1 -13.2% 0.0% 0.0%

Orange 15 $1 -7.8% 0.0% 0.0%

Peach 16 $0 6.9% 0.0% 0.0%

Pear 17 $0 50.8% 0.0% 0.0%

*Excludes Mango Mix

| 48

The percentage of stores selling fresh cut mangos declined 0.9

percentage points from 2015 to 2016

• The largest growth was in Q1 2016 (+1.1 pts) when compared to prior year

MANGO ONLY FRESH-CUT %

OF STORES SELLING


93.2%

95.4% 95.4% 95.4%96.2%

94.4%

91.5%

88.9%

87.9%

95.4%

82.0%

84.0%

86.0%

88.0%

90.0%

92.0%

94.0%

96.0%

98.0%

Q1 Q2 Q3 Q4 2016

2015 2016

Mango % Stores SellingTotal U.S., Fresh-Cut


$11.8

$16.8 $16.2 $14.9

$59.6

$16.3$14.2 $15.2

$13.3

$59.1

$0.0

$10.0

$20.0

$30.0

$40.0

$50.0

$60.0

$70.0

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Dollars in $MM

Total U.S., Fresh-Cut

Mango only fresh-cut dollars decreased in three quarters in 2016

• Only Q1 increased dollars by 38% compared to the prior year

MANGO ONLY FRESH-CUT

DOLLARS


+38% -15% -6% -11% -1%

Mango only fresh-cut dollars per store/week increased in Q1 2016, up

39% from prior year

• Overall, mango slightly declined in 2016 by 1%

$50

$72$69

$64 $64

$70

$61$65

$57

$63

$0

$10

$20

$30

$40

$50

$60

$70

$80

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Dollars Per Store Per WeekTotal U.S., Fresh-Cut

| 51


DOLLARS PER STORE PER WEEK


+39% -15% -6% -12% -1%

In 2016, organic fresh-cut mango dollar sales increased by $356K from

the prior year

• All the four quarters had significant dollar sales in organic fresh cut mango from the

prior year

| 52

ORGANIC MANGO ONLY

FRESH-CUT DOLLARS


+7222% +19127% +8701% +5267% +8489%

$6 $6 $13 $17$42

$436

$1,104 $1,131$936

$3,607

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

Q1 Q2 Q3 Q4 2016

Hundreds

2015 2016

Organic Mango Dollars in HundredsTotal U.S., Fresh Cut Mango Only

Nationally, organic mango dollars accounted less than 1% of total fresh-cut mango sales during 2016

| 53


IN DOLLARS AND VOLUME


Fresh-Cut Mango Only Dollar Share

Total U.S


Fresh-Cut Mango Only Volume Share

Total U.S


100.0% 99.4%

0.0% 0.6%

2015 2016


100.0% 99.7%

0.0% 0.3%

2015 2016


Pacific

Mountain

West

North

Central

West

South

Central

East

North

Central

East

South

Central

Mid-

Atlantic

New

England

South

Atlantic

| 54


PERFORMANCE BY SUB-REGION


Total U.S., 2016

Dollar Contribution to Department

Dollars per Store/Week% of Stores Selling

0.12%

$63

95.4%

0.13%$78

94.6%0.10%$58

95.4%

0.16%

$79

96.4%

0.11%$56

88.7%

0.10%$47

97.9%

0.08%$45

88.1%

0.13%$59

98.7%

0.11%$75

96.3%

0.10%

$7096.3%

Mid-Atlantic, Mountain and New England sub-regions dollars per

store/week sales increased for fresh cut mango only versus year ago

• West South Central sub-region sold the most dollars per store/week at $79 (down 7%

over prior year), followed by the Pacific sub-region at $78 (down 1% over prior year)

| 55

MANGO ONLY F/C DOLLARS PER

STORE/WEEK BY SUB-REGION


$64

$46$49

$73

$55

$68

$79

$60 $58

$85

$63

$45 $47

$75

$58

$70$78

$59 $56

$79

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90


Central

Sub-region

East South

Central

Sub-region

Mid Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central

Sub-region

West South

Central

Sub-region

2015 2016

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

-2% -4% +3% +6% +3% -1% -1% -3% -7%-1%

Fresh-cut mango only’s share of total mango dollars decreased 0.8

points over prior year, down to 22.5% of total mango dollars per

store/week

• Eight of the nine sub-regions decreased fresh-cut mango share (Only Mountain sub-

region increased by 1.8 points)


SHARE BY SUB-REGION


Dollars per Store/Week % Change vs. YAGO

Mango Only Fresh-Cut -4%

Whole -1%

Mango Only Fresh-Cut Share Dollars per Store/Week

Total U.S., 2015-2016


Total U.S., Sub-Regions, Fresh-Cut 2015-2016

Geography Mango 2015 2016

Total U.S. Mango Only Fresh-Cut 23.4% 22.5%Whole 76.6% 77.5%

East North Central Sub-region Mango Only Fresh-Cut 20.9% 19.2%Whole 79.1% 80.8%

East South Central Sub-region Mango Only Fresh-Cut 26.7% 25.5%Whole 73.3% 74.5%

Mid Atlantic Sub-region Mango Only Fresh-Cut 24.0% 23.1%Whole 76.0% 76.9%

Mountain Sub-region Mango Only Fresh-Cut 20.7% 22.5%Whole 79.3% 77.5%

New England Sub-region Mango Only Fresh-Cut 19.8% 18.3%Whole 80.2% 81.7%

Pacific Sub-region Mango Only Fresh-Cut 23.1% 22.8%Whole 76.9% 77.2%

South Atlantic Sub-region Mango Only Fresh-Cut 24.2% 24.0%Whole 75.8% 76.0%

West North Central Sub-region Mango Only Fresh-Cut 24.5% 22.2%Whole 75.5% 77.8%

West South Central Sub-region Mango Only Fresh-Cut 25.9% 23.2%

Whole 74.1% 76.8%

76.6% 77.5%

23.4% 22.5%

2015 2016

Whole Mango Only Fresh-Cut

35.5%37.0% 37.7% 37.9%

45.4%

35.8% 36.6%

32.7%

26.4%

39.8%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

Q1 Q2 Q3 Q4 2016

2015 2016

Mango % Stores SellingTotal U.S., Fresh-Cut Mango Mix

The percentage of stores selling fresh-cut mango mix declined 5.6

percentage points from 2015 to 2016

• The largest decline was in Q4 2016 (-11.5 pts) compared to prior year

MANGO MIX FRESH-CUT %

OF STORES SELLING



$2.6$3.2 $3.4 $3.1

$12.2

$3.9 $4.1$4.6

$3.6

$16.2

$0

$2

$4

$6

$8

$10

$12

$14

$16

$18

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Dollars in $MMTotal U.S., Fresh-Cut Mango Mix

Mango mix fresh-cut dollars increased in all quarters in 2016

• Q1 had the largest increase in dollars by 50% compared to the prior year

MANGO MIX FRESH-CUT

DOLLARS


+50% +31% +37% +15% +32%

$11

$13$14

$14 $13

$17$18

$20

$15

$17

$0

$5

$10

$15

$20

$25

Q1 Q2 Q3 Q4 2016

2015 2016

Mango Dollars Per Store Per WeekTotal U.S., Fresh-Cut Mango Mix

Mango mix fresh-cut dollars per store/week increased in 2016, up 32%

from prior year

• Q3 2016 had the strongest fresh-cut mango mix sales

| 59

MANGO MIX FRESH-CUT DOLLARS

PER STORE PER WEEK


+50% +32% +36% +14% +32%

$1

3

$1

3

$1

$1

6

$2

4

$6

$2

9

$5

$1

0 $1

3

$1

7

$1

1

$0

$3

1

$2

7

$2

5

$3

8

$8

$1

2

$9

$0

$5

$10

$15

$20

$25

$30

$35

$40


Central

Sub-region

East South

Central

Sub-region

Mid

Atlantic

Sub-region

Mountain

Sub-region

New

England

Sub-region

Pacific Sub-

region

South

Atlantic

Sub-region

West North

Central

Sub-region

West South

Central

Sub-region

2015 2016


Total U.S., Sub-Regions, Fresh Cut Mango Mix

Pacific sub-region sold the most dollars per store/week at $38 (up 30% over

prior year), followed by the Mid Atlantic sub-region at $31 (up 90% over prior

year)

• East North, East South and West South sub-regions dollars per store/week sales

decreased for fresh-cut mango mix versus year ago

| 60

MANGO MIX FRESH-CUT DOLLARS

PER STORE/WEEK BY SUB-REGION


+32% -16% -48% +90% +15% +285% +30% +71% +18% -32%

Documents

Mango performance benchmark report · National Mango Board Custom Hierarchy • The analysis primarily examines whole mango in Total US market for the 2016 and 2015 calendar years,