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Dog Treats Category Tim Nguyen Tony Nguyen

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Dog Treats Category. Tim Nguyen Tony Nguyen. Category Overview/Depth. Number of SKUS: 898 Number of Manufacturers: 50 Number of Brands: 83 Stores Audited:. Ad Hoc Demo. Ad Hoc Base. Private Label. Small segment within dog treats category Private Label will remain stable - PowerPoint PPT Presentation

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Page 1: Dog Treats Category

Dog Treats Category

Tim NguyenTony Nguyen

Page 2: Dog Treats Category

Category Overview/Depth• Number of SKUS:

– 898• Number of Manufacturers:

– 50• Number of Brands:

– 83• Stores Audited:

Stores Petco(Walnut)

Petsmart(Pinnacle

Hills)Walmart

(MLK)Target

(Shiloh)Dollar

General(School)

WalmartMarket

(Wedington)Walgreens

(School)Family Dollar

(College)Walgreens

(Thompson)Ozark Natural

Foods

SKUs 516 225 154 95 42 41 38 34 32 18

Unique SKUs 362 114 76 39 32 5 16 20 6 15

Page 3: Dog Treats Category

Ad Hoc DemoTOTAL U.S. - 52 WEEKS ENDING 12/27/03 and TOTAL U.S. - 52 WEEKS ENDING 12/29/07

CTL BR - DOG & CAT TREATS GREENIES - DOG & CAT TREATS MILK- BONE - DOG & CAT TREATS PUP- PERONI - DOG & CAT TREATS PURINA BEGGIN' STRIPS - DOG & CAT TREATS

DOLLAR VOLUME INDEX 03

DOLLAR VOLUME INDEX 07

DOLLAR VOLUME INDEX 03

DOLLAR VOLUME INDEX 07

DOLLAR VOLUME INDEX 03

DOLLAR VOLUME INDEX 07

DOLLAR VOLUME INDEX 03

DOLLAR VOLUME INDEX 07

DOLLAR VOLUME INDEX 03

DOLLAR VOLUME INDEX 07

TOTAL HOUSEHOLDS 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0INC - <$20,000 97.0 93.4 43.0 37.8 61.1 64.4 82.1 86.9 76.3 72.8

INC - $20,000-29,999 109.5 97.3 78.4 93.8 71.5 77.1 79.4 63.7 91.4 98.4INC - $30,000-39,999 102.3 108.8 54.5 74.1 88.5 95.2 112.3 86.6 104.1 87.6INC - $40,000-49,999 100.8 103.9 55.4 42.9 112.4 81.8 103.5 93.0 88.4 83.7INC - $50,000-69,999 101.3 115.0 126.0 100.0 132.8 107.3 104.1 100.6 114.2 144.8

INC - $70,000+ 90.5 NA 216.0 NA 135.6 NA 121.5 NA 122.8 NAINC - $70,000-99,999 NA 103.9 NA 136.4 NA 127.8 NA 145.0 NA 107.1

INC - $100,000+ NA 84.1 NA 177.1 NA 131.4 NA 110.4 NA 97.6SIZE - 1 MEM 80.4 79.8 107.6 113.3 76.0 77.4 84.8 82.7 98.2 93.2SIZE - 2 MEM 123.8 127.2 138.6 147.9 121.7 135.9 133.9 138.3 140.0 142.8

SIZE - 3-4 MEM 102.4 100.1 75.0 62.5 101.4 95.4 99.9 90.1 82.3 78.8SIZE - 5+ MEM 69.4 66.8 36.5 29.2 89.2 59.4 35.2 54.6 34.1 47.4

AGE FH - UNDER 35 57.5 53.0 55.3 74.8 52.8 53.2 31.1 33.0 20.8 39.9AGE FH - 35-44 106.9 106.9 111.3 69.9 100.4 90.9 101.9 81.8 78.3 67.0AGE FH - 45-54 134.1 135.8 132.8 96.8 129.6 131.9 141.3 146.2 123.9 123.9AGE FH - 55+ 112.2 108.0 74.9 112.6 125.9 129.3 149.5 118.7 137.5 152.5

AGE FH - 55-64 132.3 138.1 83.2 121.2 149.0 151.4 180.7 146.7 156.1 174.4AGE FH - 65+ 96.1 77.2 68.3 103.8 107.3 106.7 124.6 90.1 122.6 130.1

AGE FH - NO FEMALE HEAD 78.3 88.6 131.7 131.5 73.5 74.8 44.9 100.4 111.5 80.7KIDS - NONE < 18 112.7 113.3 124.1 132.2 116.8 117.9 125.7 123.4 127.7 126.1KIDS - ANY < 18 75.0 75.3 52.5 40.2 66.8 66.7 49.5 56.5 45.4 51.5KIDS - ANY < 6 55.8 44.9 27.1 28.3 57.8 45.5 33.9 37.3 28.0 34.5

KIDS - ANY 6-12 65.2 63.6 51.3 32.5 48.4 53.6 32.1 37.4 27.5 41.3KIDS - ANY 13-17 92.8 94.4 61.6 49.0 82.8 78.9 64.0 68.2 62.7 61.6

COSMOPOLITAN CENTERS NA 53.4 NA 163.3 NA 82.5 NA 60.8 NA 87.7AFFLUENT SUBURBAN SPREADS NA 68.5 NA 136.3 NA 104.1 NA 90.6 NA 89.9

COMFORTABLE COUNTRY NA 127.4 NA 111.4 NA 120.3 NA 136.9 NA 122.5STRUGGLING URBAN CORES NA 49.1 NA 104.0 NA 71.9 NA 40.2 NA 59.5MODEST WORKING TOWNS NA 99.1 NA 45.0 NA 112.3 NA 113.2 NA 94.5

PLAIN RURAL LIVING NA 157.4 NA 71.3 NA 92.0 NA 118.1 NA 109.9START UP FAMILIES NA 49.6 NA 35.6 NA 56.3 NA 53.2 NA 44.9

SMALL SCALE FAMILIES NA 81.3 NA 46.1 NA 78.1 NA 68.6 NA 66.4YOUNGER BUSTLING FAMILIES NA 57.6 NA 38.7 NA 38.9 NA 20.1 NA 30.4

OLDER BUSTLING FAMILIES NA 104.8 NA 38.9 NA 90.3 NA 83.1 NA 62.2YOUNG TRANSITIONALS NA 60.7 NA 139.4 NA 71.7 NA 44.9 NA 60.2INDEPENDENT SINGLES NA 91.8 NA 158.1 NA 82.3 NA 105.1 NA 94.8

SENIOR SINGLES NA 70.7 NA 35.9 NA 84.8 NA 64.5 NA 100.7ESTABLISHED COUPLES NA 165.5 NA 145.1 NA 149.9 NA 163.0 NA 151.0EMPTY NEST COUPLES NA 157.2 NA 139.7 NA 176.6 NA 169.8 NA 172.2

SENIOR COUPLES NA 82.1 NA 145.5 NA 117.4 NA 145.9 NA 155.6EMP - FH EMPLOYED 107.7 107.0 109.9 82.8 109.4 113.5 107.6 99.8 88.4 93.1

EMP - FH EMP. FULL TIME 110.3 107.6 120.5 91.0 122.0 123.6 120.1 109.0 95.0 99.6EMP - FH EMP. PART TIME 101.4 105.3 83.1 60.3 77.6 85.6 76.0 74.3 71.7 75.0EMP - FH NOT EMPLOYED 101.3 97.6 69.2 104.2 101.7 97.0 119.7 100.1 109.6 119.3EMP - NO FEMALE HEAD 78.3 88.6 131.7 131.5 73.5 74.8 44.9 100.4 111.5 80.7

ED - FH NOT HIGH SCH GRAD 101.6 90.9 45.4 23.0 99.8 84.9 107.0 81.5 92.9 99.0ED - FH HIGH SCH GRAD 127.8 132.4 59.0 98.6 117.8 127.9 108.9 117.6 109.5 132.6ED - FH SOME COLLEGE 99.4 98.7 87.9 71.8 99.8 97.4 130.8 105.9 90.1 98.5ED - FH COLLEGE GRAD 79.4 68.1 161.6 121.2 98.9 89.7 94.4 71.4 90.2 73.6ED - NO FEMALE HEAD 78.3 88.6 131.7 131.5 73.5 74.8 44.9 100.4 111.5 80.7

RACE - CAUCASIAN 115.5 116.7 111.8 115.8 113.7 115.4 115.9 118.8 114.4 115.9RACE - NON-CAUCASIAN 41.5 41.4 55.4 44.7 48.1 46.2 40.1 34.2 45.4 44.3RACE - AFRICAN AMER. 29.3 28.3 35.1 12.7 33.2 37.1 29.0 24.9 26.1 38.7

RACE - ASIAN 42.4 34.5 35.4 44.4 30.4 23.3 19.1 27.9 8.0 35.8RACE - OTHER RACE 60.5 63.1 93.0 92.2 76.5 67.2 63.4 50.1 86.2 55.5

ETH - HISPANIC 60.8 57.0 138.5 118.6 79.4 77.9 72.5 63.4 69.6 63.7JOB - PROF/MANAGERIAL 84.1 84.0 188.5 94.2 104.4 96.4 88.7 93.9 99.9 79.1

Page 4: Dog Treats Category

52 WEEKS ENDING 12/29/07

ITEM $ (000)

DOLLAR SHARE

ITEM BUYERS

(000)

ITEM PENETRATI

ON

ITEM $ PER ITEM

BUYER

ITEM TRIPS PER ITEM

BUYERITEM $ PER ITEM TRIP

ITEM UNITS PER ITEM

TRIPN=RAW BUYERS

LOYALTY (SHARE OF

$ REQ.)% ITEM $ ON DEAL

% DOLLARS WITH MFR COUPON

CTL BR - DOG & CAT TREATS

TOTAL U.S.242,312.9 11.9 18,638.6 16.1 13.0 3.8 3.5 1.5 10,975.0 23.5 7.0 0.1

WEST SOUTH CENTRAL 31,349.9 14.4 2,392.9 18.4 13.1 4.1 3.2 1.5 1,443.0 26.7 3.5 0.0

GREENIES - DOG & CAT TREATS

TOTAL U.S.58,682.5 2.9 1,999.7 1.7 29.4 2.2 13.6 1.4 1,117.0 30.6 23.6 6.9

WEST SOUTH CENTRAL 4,178.2 1.9 159.2 1.2 26.3 2.0 13.5 1.4 104.0 30.9 38.3 5.7

MILK- BONE - DOG & CAT TREATS

TOTAL U.S.152,913.2 7.5 11,384.1 9.8 13.4 3.0 4.5 1.4 6,732.0 18.9 21.3 13.9

WEST SOUTH CENTRAL 16,512.7 7.6 1,394.5 10.7 11.8 2.8 4.2 1.3 830.0 19.2 15.2 10.9

PUP- PERONI - DOG & CAT TREATS

TOTAL U.S.77,192.2 3.8 4,103.5 3.5 18.8 3.0 6.2 1.3 2,364.0 16.5 15.1 5.0

WEST SOUTH CENTRAL 12,002.8 5.5 509.9 3.9 23.5 3.4 6.9 1.3 312.0 21.9 9.8 2.4

PURINA BEGGIN' STRIPS - DOG & CAT TREATS

TOTAL U.S.121,641.3 6.0 7,094.2 6.1 17.2 3.2 5.4 1.2 4,052.0 18.6 21.0 9.9

WEST SOUTH CENTRAL 13,664.4 6.3 803.3 6.2 17.0 3.1 5.5 1.2 518.0 20.6 15.3 9.4

WAGGIN' TRAIN - DOG & CAT TREATS

TOTAL U.S.88,423.9 4.4 2,261.0 2.0 39.1 3.3 11.7 1.3 1,344.0 29.1 1.4 0.1

WEST SOUTH CENTRAL 18,166.9 8.3 391.9 3.0 46.4 3.7 12.6 1.2 246.0 32.8 2.0 0.0

Ad Hoc Base

Page 5: Dog Treats Category
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Private Label• Small segment within dog treats category

• Private Label will remain stable

• Gross Margins are lower in pet specialty channel vs. grocery/mass channel