2019 September Board Book

Retail Update

IRI Dashboard This dashboard covers the latest 52 weeks through July 14, 2019.

The top row of the dashboard includes dollar sales of major dairy categories. The left axis and bar denote actual dollar sales. The “dashes” and left axis denote percent change versus prior year. The exception is fluid milk, which is included at the bottom of the page under “California Top 15 RCM Brands”. The geographies are essentially self-explanatory. The second row is price / volume. The scales are the same for each geography, so it is easy to look across and see relative price differences by region of the country, as well as price change by percentage, on the left axis and denoted again by the dashes. The bottom half of the dashboard is California-specific data, or items with the Seal. The third row depicts a measure of distribution that captures both breadth and depth, called total distribution points. It essentially takes breadth of distribution (% ACV or all commodity volume) and multiplies it by Average Items Carried. This metric is usually used at a specific point in time, so to get a better idea of distribution over time IRI uses “cumulative weighed weeks”. The graphs to the right visually show mix of product categories, not by sales, but rather by total distribution. Finally, the bottom row lists the top 15 brands by each market, dollar sales, and absolute and percent change versus prior year. Please review the dashboard and bring your questions and comments to the board meeting.

Notes:

• Retail sales within California (not necessarily all of California origin) is still ahead of the national average growth rate and gaining momentum within natural cheese and butter. Our declines in yogurt and ice cream are steeper than the national average. Cottage cheese and fluid milk are on par. • Distribution of items with the Seal is relatively flat across the country as we now lap the year ago gains in the East. Distribution within CA is declining in all categories except butter.