Progressive Grocer

JUN 2016

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Front End Market Intelligence By The Numbers Shelf Stoppers Fresh Produce Largest Sales Increases in Supermarkets by The Nielsen Co. (52 Weeks Ending March 12, 2016) Sales % Change Dollars % Change Units (Millions) 2016 2015 2016 2015 Kiwi $30.0 34.9% 20.0% 39.6% 11.7% Fruit-Remaining 3,741.7 12.0 11.2 15.0 12.5 Vegetables-Remaining 1,780.7 8.6 9.6 6.6 8.1 Garlic 55.3 7.0 8.2 -1.3 7.1 Spinach 466.9 6.8 10.7 5.0 7.6 Herbs 232.8 6.5 5.9 7.6 5.5 Tomatoes 1,012.2 6.2 3.1 2.5 0.5 Pre-cut Salad Mix 2,908.9 5.7 7.4 3.1 4.9 Oranges 320.2 5.3 -9.8 20.7 -12.6 Grapefruit 55.4 3.2 -8.3 0.9 -7.9 Total Category $18,785.2 3.9% 4.6% 2.1% 3.2% NielseN's Spotlight Consumption Index: Kiwi L I F E S T Y L E GROCERY'S TOP 10 DEEPER DIVE Dig up actionable research and additional intelligence at Progressivegrocer.com More ONLINE e a l Cosmopolitan Affluent Comfortable Struggling Modest Plain Rural % HHs Behavior Stage Centers Suburban Country Urban Working Living Total Top Stores Spreads Cores Towns wITH CHILDREN: startup Families 235 220 60 102 52 6 102 7.4% HHs with young children only <6 small-scale Families 216 220 63 97 48 6 97 7.5 small HHs with older children 6+ Younger Bustling Families 192 188 44 87 42 5 75 5.1 large HHs with Children (6+), HOH <40 Older Bustling Families 232 232 68 104 51 6 119 12.3 large HHs with children (6+), HOH 40+ NO CHILDREN: Young Transitionals 257 230 74 146 74 12 125 12.5 Any size HHs, no children, <35 independent singles 246 223 69 123 57 8 104 12.3 1-person HHs, no children, 35-64 senior singles 219 223 70 112 52 7 89 9.3 1-person HHs, no children, 65+ established Couples 231 206 56 110 49 6 95 9.9 2+-person HHs, no children, 35-54 empty-nest Couples 220 220 64 101 46 6 99 11.4 2+-person HHs, no children, 55-64 senior Couples 209 217 64 96 43 5 89 12.4 2+-person HHs, no children, 65+ Total 230 219 64 113 52 7 100 % HHs Top Stores 25.8% 39.7% 12.1% 10.4% 10.6% 1.4% Very High Consumption (150+) High Consumption (120-149) Average Consumption=100 Source: spectra Behaviorscape 16 | Progressive Grocer | Ahead of What's Next | June 2016 Households with higher incomes — $100,000- $149,000 and $150,000-plus — consume more kiwi than their counterparts, with those in the highest income bracket purchasing 93 percent more kiwi. looking at heads of households, homes with an Asian head of household consume 138 percent more kiwi than the average household. Cosmopolitan centers and affluent suburban spreads together account for more than 65 percent of kiwi sales, as grocery stores are plentiful in these areas and well stocked to cater to varying tastes. in those areas where kiwi is easy to purchase, the consumption is evenly spread out across all behavior stages. Those living in rural areas, meanwhile, account for less than 2 percent of sales, likely due to the fact that kiwi isn't readily available in smaller markets. The standouts of kiwi consumption are young transitionals and independent singles living in struggling urban cores, who overindex – 46 percent and 23 percent, respectively – compared with others living in the same areas. This could be related to young people who are moving out on their own for the first time, or to new areas for jobs and/ or school, and are seeking out specialty fruit. —Carman Allison, Nielsen

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