FreshLook Data
Fresh Mushroom Category Sales
NEW QUARTERLY REPORT:
The Mushroom Council has had a Quarterly Report for the past several years. But now Fusion Marketing has revised the report to provide you with easy-to-use quarterly retail sales information on a market-by-market basis. The report provides quarterly volume, sales, average sales price and Per Capita dollars for each market and compares retail performance to the same quarter, prior year. The time frame is the calendar quarter. The report will be updated every quarter until you have 4 quarters of data. This allows you to see retail sales trends by-market, by-quarter. There is also a summary page that provides you with the Year-to-Date Top 5 and Bottom 5 markets (based on retail sales).
WHY PER CAPITA INFORMATION IS IMPORTANT:
It is an “equalizing measurement” – that is, it allows you to see where the most dollars are spent on mushrooms on a “per person” basis. These are the measures that consumer packaged goods companies utilize.
Example: City A, with a population of one million consumes $1,000,000 of mushrooms, while City B, with a population on one million consumes $2,000,000 of mushrooms.
Possible conclusions: The consumers in City B are much more likely to buy mushrooms (and perhaps require less marketing and less promotion at retail, and are more likely to purchase a wider variety of mushrooms). Also, there may be a significant opportunity to develop additional mushroom sales in City A because the population may be under-consuming mushrooms. Perhaps City A is where you will want to utilize your marketing and sales dollars.
HOW IT CAN BENEFIT YOUR BUSINESS:
You can use this report to compare your sales in a marketplace against the total market. You may find that your sales have increased while the overall market has seen a decrease in sales OR that your sales have decreased while overall market sales have increased…both are obviously important to know. You can also use the report with your retail partners to help them measure their performance against the market. Determine if your product mix is on target with market and more.
WHY A PDF AND EXCEL FILE?
We have included a PDF that you may share with your sales staff, retailers and others. The Excel file is provided so that you may cut and paste some of the information into your own files or presentations.
We hope you find the new Quarterly Report useful to your business.
Quarter 2, 2012
Period ending 03/31/12
MC – Qtr by Market – Q2-2012 – Excel
MC – Qtr by Market – Q2-2012 – PDF
…
Quarter 1, 2012
Period ending 01/01/12
• Plains
• South Central
• Southeast
• Map No Color
…
Quarter 4, 2011
Period Ending 06/19/11
• Plains
• South Central
• Southeast
• California
• Great Lakes
• Midsouth
• Mountain
• Northeast
• Pacific Northwest
About This Report: Data reflected in this report includes Supermarket* sales only, and does not reflect Mass Merchandisers, Club Stores, or Drug Stores or Supercenters.
