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Dips: although they account for a fraction of sales in the produce department, dips remain popular with consumers.

CONSUMERS CONTINUE TO PURCHASE CONVENIENCE FOOD ITEMS to help save time. Like other fresh department convenience items, produce dips gained weekly dollars and volume during latest 52 weeks ended Aug. 25. Weekly dollar sales for produce dips increased 6.2%, while weekly volume increased 2.9%. The produce dips category includes vegetable dips, fruit dips and other clips. Vegetable dips include dips such as salsa, ranch, dill and spinach, while fruit dips include caramel, chocolate and cream cheese.

Produce dips contributed 0.7% to produce department dollar sales for the tracked time period, a slight increase from the previous year. Nationally, produce dips averaged $317 per store per week, a 6.2% increase.

Compared to the previous year, produce dips' average weekly dollar sales grew across all regions. The Central region had the highest average weekly dollar sales with $429 per store, or 35.4% above the national average. The South region posted the largest percentage growth in weekly dollar sales, up 9.4% to $278. The East region ranked second in weekly dollar sales for produce dips with $393 per store, an increase of 2.9% from the previous year.

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The category's highest sales nationally occurred during the week of the Super Bowl (week ended Feb. 11), with $432 per store and 14% growth compared to the week of the Super Bowl in 2011. In addition to the Super Bowl, sales peaked during the Fourth of July and Christmas holiday weeks. Vegetable dips were a popular choice amongst shoppers, as retailers increased promotions during these holiday weeks. During the week of Christmas, average dollar sales for vegetable dips increased 43.1% compared to the prior week. For the Fourth of July, weekly dollar sales increased 25.9% from the previous week. The percentage of volume sold on promotion for vegetable dips during these holidays ranged between 35% and 43%, while an average of 21% of vegetable dip volume was sold on promotion during the 52-week period.

Within produce dips, vegetable dips accounted for 79.2% of category sales nationally, followed by fruit dips at 18.7%. Other dips represented the remaining 2.1% of annual dollar sales.

Vegetable dips had the largest dollar and volume growth in the produce dips category. Dollar share for vegetable dips increased 1.3%. Vegetable dip dollar sales increased in all regions. Li
Produce dips average weekly dollar sales per store by region

 52 weeks ended 52 weeks ended
 08/25/12 08128/11

CENTRAL $429 $414

EAST $393 $382

SOUTH $278 $254

WEST $257 $243

TOTAL U.S. $317 $298

Note: Table made from bar graph.

Produce dips dollar contribution to total produce dollar
sales by region

 52 weeks ended 52 weeks ended
 08/25/12 08/28/11

CENTRAL 92% 90%

EAST 67% 62%

SOUTH 68% 73%

WEST 59% 55%

TOTAL U.S. 72% 68%

Note: Table made from bar graph.

Produce dips dollar share by sub-category

 52 weeks ended 08/25/12

Other 2.1%

Vegetable 79.2%

Fruit 18.7%

Note: Table made from pie chart.


This soles review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement, analytics, marketing communications, category development, promotional best practices and shopper insights. Reported results are for Aug 28, 2011, through Aug 25, 2012. Results were compiled from key U.S. grocery, mass/supercenter and club chains, including 17,000 stores nationwide. For more information, contact Perishables Group: Kehl Becket, 773.929.7013; email: Kelli.Beckearlielsen.com.
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Title Annotation:SALES REVIEW
Author:Daftari, Amish
Publication:Grocery Headquarters
Date:Dec 1, 2012
Words:582
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