- The document discusses collecting retail price data for avocados from stores in major Australian cities on a weekly basis to provide transparency on prices paid by consumers. - Consumer research was also conducted on the probability of purchase at different price points and how this varies by income. - Historical catalogue special pricing data from major supermarkets in Sydney, Brisbane, Melbourne and Perth from 2009 is presented to show pricing trends over time. - The collected price data will be reported weekly and linked with other industry data to provide a more complete picture of pricing and returns to growers.

1. Retail Price Surveys
What do avocados cost?
Antony Allen Avocados Australia

2. Background
Information needed to make more
informed marketing decisions
– Infocado – reporting of volume data
– Quality surveys – reporting level of quality
– Grower and consumer concern that prices paid
by consumers don’t reflect returns to growers
Need price data to complete picture and provide
transparency
• 1st step retail prices
• Next step wholesale prices

3. Collecting Retail Price Data
• 16 stores in Sydney,
Brisbane, Melbourne & Perth
• All varieties
• All pack types
• Weekly
• Electronic collection and
uploads

4. Consumer Research for price
points
Probability of purchase at different price points
100
Probability of purchase (%)
90
80
70
60
50
40
30
20
10
0
$0.89 $1.39 $1.99 $2.49
Price Points ($/piece fruit)

5. Price Points by Income
Price Point
Predicted
mean for
Family Income 0.89 1.39 1.99 2.49 Incomea
Under $20,000 89.52 77.62 57.06 34.21 64.6
$20,000 - $34,999 91.01 80.45 62.12 35.25 67.21
$35,000 - $54,999 91.66 80.54 60.31 37.5 67.5
$55,000 - $74,999 92.22 84.21 61.34 35.57 68.34
$75,000 - $99,999 92.89 85.84 64.84 44.61 72.05
$100,000 - $119,999 91.35 83.14 65.51 45.88 71.47
$120,000 or more 92.68 84.67 68.8 46.41 73.14
a
Predicted mean for price 91.62 82.35 62.86 39.92

6. $2.75 to $3
Overall NSW
most expensive $2 to $2.20
$2 to $2.50 $1.50 to $2

7. 2009 Catalogue specials - Sydney
NSW Coles & WW Catalogue Specials - loose avocados
2.5 Coles Woolworths
2
Price ($/unit)
1.5
1
0.5
0
9
09
9
09
9
09
09
09
09
09
09
9
09
9
00
00
00
00
00
20
20
20
20
20
20
20
20
20
2
/2
/2
/2
/2
1/
2/
3/
3/
4/
4/
5/
5/
6/
1/
02
03
06
07
0
/0
/0
/0
/0
/0
/0
/0
/0
/0
5/
2/
2/
8/
6/
19
16
16
30
13
27
11
25
22
Only includes loose fruit catalogue specials

8. $2 to $2.50
$1.75 to $2
$2 to $2.50
$1.50 to $1.75

9. 2009 Catalogue specials - Brisbane
Qld Coles & WW Catalogue Specials - loose avocados
2.5 Coles Woolworths
2
Price ($/unit)
1.5
1
0.5
0
9
09
9
09
9
09
09
09
09
09
09
9
09
9
00
00
00
00
00
20
20
20
20
20
20
20
20
20
/2
/2
/2
/2
/2
1/
2/
3/
3/
4/
4/
5/
5/
6/
01
02
03
06
07
/0
/0
/0
/0
/0
/0
/0
/0
/0
5/
2/
2/
8/
6/
19
16
16
30
13
27
11
25
22
Only includes loose fruit catalogue specials

10. $2.50 to $2.75
$1.75 to $2
$2.25 to $3
$1.50 to $2

11. 2009 Catalogue specials - Melbourne
Vic Coles & WW Catalogue Specials - loose avocados
2.5 Coles Woolworths
2
Price ($/unit)
1.5
1
0.5
0
9
09
9
09
9
09
09
09
09
09
09
9
09
9
00
00
00
00
00
20
20
20
20
20
20
20
20
20
/2
/2
/2
/2
/2
1/
2/
3/
3/
4/
4/
5/
5/
6/
01
02
03
06
07
/0
/0
/0
/0
/0
/0
/0
/0
/0
5/
2/
2/
8/
6/
19
16
16
30
13
27
11
25
22
Only includes loose fruit catalogue specials

12. $2.25 to $2.50
$1.75 to $2.25
$2.25 to $2.50
$1.25 to $1.75

13. 2009 Catalogue specials - Perth
WA Coles & WW Catalogue Specials - loose avocados
2.5 Coles Woolworths
2
Price ($/unit)
1.5
1
0.5
0
9
9
9
9
9
09
09
09
09
09
09
09
09
09
00
00
00
00
00
20
20
20
20
20
20
20
20
20
/2
/2
/2
/2
/2
1/
2/
3/
3/
4/
4/
5/
5/
6/
01
02
03
06
07
/0
/0
/0
/0
/0
/0
/0
/0
/0
5/
2/
2/
8/
6/
19
16
16
30
13
27
11
25
22
Only includes loose fruit catalogue specials

14. What do we do with the price data
• Weekly reports
• Links with Infocado figures
• Uploaded onto stand alone website
• Will be available on Avocados Australia
website
• Link with Quality data