dog treats category
DESCRIPTION
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 PresentationTRANSCRIPT
Dog Treats Category
Tim NguyenTony Nguyen
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
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
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
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