a look at the sugar category isela mercado-ulloa
TRANSCRIPT
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DO YOU HAVE A SWEET TOOTH?A Look at the Sugar Category
Isela Mercado-Ulloa
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CAN I BUY A CUP OF SUGAR FROM YOU?
Stores WMT SPR WMT MLK WMT
Campus Harp’s Har-
Ber Harp’s
Garland Target Sam’s
• SKUs– 25– 33– 2– 21– 20– 5– 7
• Change in SKUs– ?– +10– ?– ?– +3– +2– ?
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WHO BUYS SUGAR? SUGAR IN THE RAW - SUGAR- GRANULATED C AND H - SUGAR- GRANULATED CTL BR - SUGAR- GRANULATED FLORIDA CRYSTALS - SUGAR- GRANULATED
52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07
TOTAL HOUSEHOLDS
100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
INC - <$20,000 45.2 66.4 81.0 96.4 124.7 128.0 77.0 80.7INC - $20,000-
29,999 63.9 49.2 92.2 88.0 117.3 121.1 67.9 54.2INC - $30,000-
39,999 84.4 82.0 110.1 102.9 108.9 118.2 126.0 27.2INC - $40,000-
49,999 133.9 44.1 107.6 98.9 103.5 108.1 86.4 47.1INC - $50,000-
69,999 143.7 113.5 113.4 109.2 83.9 102.3 107.4 61.7INC - $70,000-
99,999 137.5 138.0 101.0 101.2 65.1 80.9 135.0 118.2INC - $100,000+ 137.5 163.3 101.0 101.4 65.1 58.5 135.0 240.4
• Private label bought by lower income• Sugar in the Raw & Florida Crystals – higher income
• C & H – not much interesting
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WHO BUYS SUGAR? CONT’D
SUGAR IN THE RAW - SUGAR- GRANULATED C AND H - SUGAR- GRANULATED
CTL BR - SUGAR- GRANULATED
FLORIDA CRYSTALS - SUGAR- GRANULATED
52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07
EMP - FH EMPLOYED 122.3 90.7 108.6 95.2 102.9 97.1 106.1 87.9
EMP - FH EMP. FULL TIME 113.5 98.0 96.3 87.1 98.2 91.0 104.3 109.3
EMP - FH EMP. PART TIME 144.3 70.8 139.7 117.7 114.7 113.8 110.6 28.5
EMP - FH NOT EMPLOYED 82.9 124.2 108.5 122.5 127.1 124.8 98.0 151.4
EMP - NO FEMALE HEAD 75.5 77.1 62.8 70.0 43.2 61.7 88.6 34.0
• FH Employed vs. FH Not Employed
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WHO BUYS SUGAR? CONT’D
SUGAR IN THE RAW - SUGAR- GRANULATED C AND H - SUGAR- GRANULATED
CTL BR - SUGAR- GRANULATED
FLORIDA CRYSTALS - SUGAR- GRANULATED
52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07
RACE - CAUCASIAN 89.5 78.4 88.8 89.0 93.9 98.7 96.8 102.7RACE - NON-CAUCASIAN 139.6 175.8 142.2 138.6 123.2 104.7 112.1 90.7
RACE - AFRICAN AMER. 123.8 122.6 97.2 86.3 151.1 130.3 124.8 94.0
RACE - ASIAN 122.6 344.2 195.3 170.3 43.3 36.9 70.1 136.3RACE - OTHER
RACE 169.4 199.4 199.5 205.4 100.7 89.0 103.3 71.0ETH - HISPANIC 154.6 123.1 200.1 174.2 94.2 87.2 195.3 105.6
• Private label – pretty bland except with African Americans
• Asian – increase in all brands, except in private label• Hispanics – still strong in brand name sugars
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PLAYING TUG-A-WAR
The game between C & H and private label C & H found at all the retailers Private label at their heels
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DEPTH IN THE SUGAR AISLE
Retailer Total SKUs Unique SKUs
WMT SPR 25 2
WMT MLK 33 8
WMT Campus 2 0
Harp's Har-Ber 21 3
Harp's Garland 20 1
Target 5 4
Sam's 7 3
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WHAT SUGAR DO YOU LIKE? ITEM $ (000) DOLLAR
SHAREITEM
PENETRATIONITEM $ PER
ITEM BUYERITEM TRIPS PER
ITEM BUYER% REPEAT
BUYERS (% 2+ TIME BUYERS)
LOYALTY (SHARE OF $
REQ.)
% ITEM $ ON DEAL
% DOLLARS WITH
MANUFACTURER COUPON
C AND H - SUGAR- GRANULATED
TOTAL U.S.
98,219.6 10.1 12.4 $6.80 2.1 44.1 51.9 24.4 7.0
WEST SOUTH CENTRAL
8,329.7 7.2 11.5 $5.59 1.9 35.8 33.5 21.4 11.5
CTL BR - SUGAR- GRANULATED
TOTAL U.S.
605,998.3 62.2 50.6 $10.32 3.8 65.1 73.3 13.6 0.1
WEST SOUTH CENTRAL
75,877.3 65.7 52.7 $11.08 4.2 69.1 75.3 8.7 0.1
FLORIDA CRYSTALS - SUGAR- GRANULATED
TOTAL U.S.
1,927.3 0.2 0.3 $5.92 2.0 29.5 29.7 15.7 10.2
WEST SOUTH CENTRAL
NA NA NA NA NA NA NA NA NA
SUGAR IN THE RAW - SUGAR- GRANULATED
TOTAL U.S.
13,255.6 1.4 1.2 $9.36 2.5 37.1 50.6 10.3 6.0
WEST SOUTH CENTRAL
664.8 0.6 0.8 $6.27 1.8 30.6 45.3 6.9 6.4
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THE SUGAR CAPTAIN
C&H is the leader in the category with presence across retailers Deals
Private Label gaining presence also Controlled through shelf space
WMT
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GROSS MARGINS
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PRIVATE LABEL IN THE SUGAR AISLE
Private label is catching up! C & H better watch out!
Wal-Mart Harp’s Target