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Topline Retail Trend Sales Data

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Period Ending 4/21/2013
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*** Please Read This Before Opening The Excel File ***
Important Changes:
This is the first Topline Report that incorporates our newly expanded retail data.
This new data reflects sales and volume from major produce retailers such as Walmart, Sam’s Club, Target and BJ’s. This new data is being united with the traditional grocery data we have utilized in previous reports. This new combined data is called MULO, which stands for Multi-Outlet stores. In addition to new retailers reflected in the report, we also now have an expanded list of markets.

What does this mean to you?
More retail data and more markets means you now see a more comprehensive view of the produce market and that the sales numbers reflected in many markets will appear larger or different than in the previous reports. You may even witness a new direction in some retail trends with the expansion of this data set. Because of these changes, you cannot easily compare these new reports to reports of the past.

Other Points:

To help build awareness of these changes, we have added the word “MULO” throughout the report. This is your reminder that you are viewing a report with the expanded data set.
Finally, for this report you will note that the tab with the list of retailers has been locked. This is because we are planning to update this tab with new information (to reflect our new data). This task however will not be completed until the next report.

We will continue to refine and expand this report and will keep you informed of any other significant changes that occur.

Total Mushrooms – 4 Weeks

The Total U.S. dollar sales trend of +4.4% lags Total Produce’s growth trend (+9.2%) by -4.8 points
All Regions posted positive dollar sales trends with Southeast leading at +9.3% followed by Plains at +7.9%
On a Market basis, Milwaukee delivered the top dollar sales trend at +21.2% (a large gain on a smaller base). Portland showed the largest decline at -5.1%
Volume in pounds for the Total U.S. increased by +3.8%. Great Lakes was the only region to show a decrease in volume at -2.8%
At the Market level, Milwaukee showed the largest increase in volume at +22.1%. Grand Rapids showed a double digit decrease of -13.7%

Segment/Variety – 4 Weeks

Total U.S. dollar sales of the White segment fell slightly (-0.5%), while Brown mushrooms grew +13.1% overall. Both Creminis and Portabellas showed strong growth, up +6.2% and +34.2%, respectively
On a Regional basis, the dollar sales trends for the White segment were mixed. Southeast delivered the top dollar sales trend (+6.3%), while Northeast fell -3.8%
The Brown segment saw double-digit growth in six of eight Regions while Northeast fell -0.9%. South Central led with dollar gains of +34.0%
At the Market level, White segment dollar trends were mixed, ranging from +11.4% in Jacksonville to a drop of -13.2% in New York. Eighteen markets declined in White mushroom dollar sales. Conversely, 39 of 48 Markets turned in strong gains in the Brown segment, including Omaha (+48.3%) and Salt Lake City (+46.9%)
Total U.S. volume in pounds for the White segment decreased slightly at -0.3% while the Brown segment saw overall volume growth of +12.4%, led by Portabella mushrooms at +28.1% and Creminis at +7.7%
On a regional basis, 4 of 8 regions in the white segment increased with Southeast leading (+6.6%), while Great lakes had the largest decline of -7.9%. In contrast, 7 of 8 regions in the brown segment increased, with South Central leading the Regions at +47.1%. California was the only segment to decrease at -4.2%

Total Mushrooms – 52 Weeks

The Total U.S. dollar sales trend of +3.8% lags the Total Produce growth trend of +6.4% by -2.6 points
On a Regional basis, all Regions were up vs. the prior 52-week period. Northeast holds the largest dollar share (21.1%) and grew +3.3% while Southeast (13.3% share) leads the Regions with the top dollar sales trend of +6.7%
At the Market level, most Markets experienced dollar growth, notably Cleveland (+13.4%), Columbus (+11.5%) and New Orleans/Mobile (+11.4%)
Total U.S. mushroom volume in pounds grew +3.6%.
All Regions witnessed volume growth, led by West at +7.9 % and Plains at+7.1%
Only seven of 48 Markets saw downward volume trends including New York (-4.7%), Houston (-1.2%) and San Francisco (-1.2%)

Segment/Variety – 52 Weeks

Total U.S. dollar sales for the White segment decreased by -1.0% with most Regions posting losses. In the Brown segment, dollar sales were up +14.4%. All Regions posted positive trends with seven Regions in the double digits
- Brown segment trends were driven by Cremini mushrooms, which hold a 73.4% dollar share of Browns and delivered sales growth of +11.9%
At the Market level, dollar sales trends in the White segment varied greatly, ranging from an increase of +13.1% in Cleveland to a -16.5% decline in Milwaukee
- The Brown segment saw very strong dollar sales gains across nearly every Market, except San Francisco which declined -3.0%
Total U.S. volume in pounds of White mushrooms was also down -1.0%, but gains were seen in California (+3.9%), Plains (+1.4%) and West (+1.4%). Total U.S. volume in pounds of Brown mushrooms grew +16.7%, led by the West, which grew volume +35.3%
- Brown segment volume growth trends were driven by Cremini mushrooms which have a 76.0% volume share of Browns and delivered volume growth of +14.4%
As with dollars, the Market level volume trends for the White segment were mixed, with 24 Markets trending downward including New York (-12.5%) and Milwaukee (-11.8%)
The volume trend of Brown mushrooms fared significantly better, with only San Francisco (-10.4%) and Grand Rapids (-3.9%) posting downward trends
- Strong volume increases in the Brown segment occurred in these Markets: Phoenix/Tucson (+55.8%), New Orleans/Mobile (+52.2%) and Salt Lake City (+46.6%)