q1 2020 just egg category slides - amazon web …content.ju.st.s3.us-west-1.amazonaws.com/sell just...

Retail Data

JUST - Confidential - Do not copy or distribute

Jan ‘20 May ‘20Jan ‘20 May ‘20Jan ‘20 May ‘20Jan ‘20 May ‘20Jan ‘20 May ‘20 Jan ‘20 May ‘20


Source: IRI, units per store per week, Last 4 ending 5-17-20 vs 1-26-20; Whole Foods Last 4 ending 5-30-20 vs 2-2-20 via retailer portal

Total US Grocery

JUST Egg velocities are erupting this year Velocity in Grocery has grown 66% since January with large gains at top national and regional grocers

WalmartWegmansPublixKroger

+66%

+89%

+55%+97%

+66%

Whole Foods

+105%


$1

$2

$3

$4

$5

$6

$7

$8

$9

$10

14

28

42

56

70

5/5/19

5/12/19

5/19/19

5/26/19

6/2/19

6/9/19

6/16/19

6/23/19

6/30/197/7/19

7/14/19

7/21/19

7/28/19

8/4/19

8/11/19

8/18/19

8/25/199/1/19

9/8/19

9/15/19

9/22/19

9/29/19

10/6/19

10/13/19

10/20/19

10/27/19

11/3/19

11/10/19

11/17/19

11/24/19

12/1/19

12/8/19

12/15/19

12/22/19

12/29/19

1/5/20

1/12/20

1/19/20

1/26/20

2/2/20

2/9/20

2/16/20

2/23/20

3/1/20

3/8/20

3/15/20

3/22/20

3/29/20

4/5/20

4/12/20

4/19/20

4/26/20

5/3/20

5/10/20

5/17/20

5/24/20

Significant velocity increase following first price promotion in July

Source: Retailer portal; dates above are week ending, u/s/w based on stores selling; Top selling stores based on week ending 5/24/20Avg PriceUnits/Store/Week

$6.99 EDLP &X-mas seasonality

Top selling stores UnitsLake Grove (NY) 444Bayhill (FL) 277Brooklyn (NY) 231Newport News (VA) 228Schaumburg (IL) 214Uptown Charlotte (NC) 212Alamo Quarry (TX) 211Miami (FL) 209Galleria (MO) 203Evergreen Park (IL) 191Pembroke Pines (FL) 190Altamonte Springs (FL) 184Commack (NY) 180Ponce De Leon (GA) 176Schererville (IN) 173Blossom Hill (CA) 172Easton (OH) 168Fort Greene (NY) 168Harrison (CA) 167Boca Raton (FL) 165

$4.99 EDLP $3.99 Promo

At a top 5 supermarket, JUST Egg’s velocity has grown 10x since last year’s launch, reaching 69 u/s/w 21% of stores selling over 100 u/s/w

4/28/19 7/7/19 10/6/19 11/10/19 11/17/19 12/22/19 12/28/19 4/12/20 5/17/20

In a top 5 supermarket, JUST Egg continues to surpass top selling categories

Source: Nielsen, top 5 supermarket; all competitive items are based on avg units per store per week, 4 weeks ending 12/28/2019 due to data availability; $ growth 4 wks vs prior year; JUST data retrieved from retailer portal, excludes private label products and ACV < 10

14 u/s/w

surpassing plant-based yogurt

18 u/s/w

surpassing breakfast meals

21 u/s/w

surpassing cold cereal

22 u/s/w

surpassing liquid eggs

27 u/s/w

surpassing breakfast sandwiches

40 u/s/w

surpassing almond milk27 u/s/w

Highest dollar growth plant-based food protein

64 u/s/w

surpassing 80% of all egg skus

JUST Egg Launch

$ Growth

JUST Egg 12oz


Source: Nielsen, Top 5 Supermarket, Last 4 Weeks Ending 12/28/19, $ vs prior year; excludes private label and ACV<10; excludes beverage

In a top 5 supermarket, JUST Egg provided the most growth of any plant-based food protein

Source: Nielsen, Top 5 Supermarket, Last 4 Weeks Ending 12/28/19, $ store selling; excludes private label

In a top 5 supermarket,JUST Egg sells in the top 1/3 of all egg SKUs

$194 ($/Store/Week)

JUST $194


$ store selling

JUST Egg 12oz

In a top 5 supermarket,JUST Egg is outselling all branded almond and soy milks

Source: Nielsen, Top 5 Supermarket, Last 4 Weeks, $ store selling; excludes private label and ACV<10

Almondmilk Soymilk


Jun ‘19 Sep ‘19 Dec ‘19 Feb ‘20 May ‘20

9,5648,9678,737

7,111

5,594

Source: IRI, Rolling 12 Week Periods; ACV refers to Total-US Food (Grocery Channel)

JUST Egg Liquid is sold in over 9k grocery doors (55% ACV)


$1

$2

$3

$4

$5

$6

$7

$8

$9

$10

2

4

6

8

10

12

3/27/20 4/3/20 4/10/20 4/17/20 4/24/20 5/1/20 5/8/20 5/15/20 5/22/20

Source: Retailer Portal; units per store selling per week, last 2 monthsAvg PriceUnits/Store/Week

At a leading national mass grocery store, JUST Egg velocities doubled in the last 2 months

Velocity – 11.0 u/s/w

At a leading national grocer, JUST Egg velocities have nearly doubled


$1

$2

$3

$4

$5

$6

$7

$8

$9

$10

3

4

5

6

7

8

Jan ‘20 Feb ‘20 Mar ‘20 Apr ‘20 May ‘20

Source: Retailer portal; units per store selling per week; rolling 4 week periods ending 5/23/20Avg PriceUnits/Store/Week


Source: IRI, Total US-Multi Outlet, Egg Substitutes category, Week Ending 5/17/2020; Dollars per Store per Week, all items with ACV> 10, excludes private label

JUST Egg is #1 in the category

Avg. weekly $ per store selling

JUST Egg 12oz

Egg Beaters 32oz

Egg Beaters 30oz

Egg Beaters 16oz

Egg Beaters 15oz

$36.33

$12.34

$12.89

$25.27

$33.67


Top 10 selling stores Units/Week

Chandler (AZ) 160

Alamo Quarry (TX) 92

Columbus (OH) 89

Schererville (IN) 80

Virginia Beach (VA) 74

Lynnwood (WA) 67

Birmingham (AL) 65

Midtown Houston (TX) 65

Lake Grove (NY) 62

Commack (NY) 59

In a top 5 supermarket, JUST Egg Folded velocity quadrupled since launch After two months, JUST Egg Folded is the #1 egg patty and #2 frozen breakfast

Source: Retailer Portal, Units/Store/Week; Top stores selling week ending 5/24/20

$1

$2

$3

$4

$5

$6

$7

$8

5

10

15

20

3/29/20 4/5/20 4/12/20 4/19/20 4/26/20 5/3/20 5/10/20 5/17/20 5/24/20 5/31/20

Avg PriceUnits/Store/Week

Cracking the waffle monopoly: JUST Egg Folded is #3 in frozen breakfast at a top 5 supermarket

Source: Buyer report, ending week of 4/20 Frozen frittatasFrozen frittatas Omelet bites Omelet Bites

Breakfastsandwich

Breakfastsandwich

Breakfastsandwich

Breakfastsandwich

Gluten-free waffles

Gluten-free waffles

Gluten-free waffles

Classic waffles

Classic waffles

Classic waffles

Classic waffles

Classic waffles

Classic waffles

Multigrain waffles

Multigrain waffles

Multigrain waffles

Gluten-free breakfastsandwich

Breakfast bowl

Breakfastsandwich

Breakfastsandwich

Breakfastsandwich

Breakfastsausages

Breakfastsausages

Egg White BowlEgg white patties

Made from plants (not chickens)

Egg

4 folded plant eggsServing suggestionPerishable – Keep Frozen

NET WT 8 OZ (227g)


Egg


NET WT 8 OZ (227g)

Frozen frittatasFrozen frittatas Omelet bites Omelet bites

Breakfast bowlBreakfast bowl Breakfast bowl Breakfast bowl

Gluten-free waffles

Gluten-free waffles

Gluten-free waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Blueberry waffles

Blueberry waffles

Blueberry waffles

Chia Quinoa waffles

Chia Quinoa waffles

Chia Quinoa waffles

Belgian waffles

Belgian waffles

Belgian waffles

French toast waffles



Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles


Breakfast bowl

Breakfastburrito

Breakfastburrito

Breakfastburrioto

Breakfastburrito

Breakfastburrito

Breakfastburrioto


Frozen frittatasFrozen frittatas Omelet bites Omelet Bites

Breakfastsandwich

Breakfastsandwich

Breakfastsandwich

Breakfastsandwich

Gluten-free waffles

Gluten-free waffles

Gluten-free waffles

Classic waffles

Classic waffles

Classic waffles

Classic waffles

Classic waffles

Classic waffles

Multigrain waffles

Multigrain waffles

Multigrain waffles


Breakfast bowl

Breakfastsandwich

Breakfastsandwich

Breakfastsandwich

Breakfastsausages

Breakfastsausages



Egg


NET WT 8 OZ (227g)


Egg


NET WT 8 OZ (227g)

Frozen frittatasFrozen frittatas Omelet bites Omelet bites

Breakfast bowlBreakfast bowl Breakfast bowl Breakfast bowl

Gluten-free waffles

Gluten-free waffles

Gluten-free waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Homestyle waffles

Blueberry waffles

Blueberry waffles

Blueberry waffles

Chia Quinoa waffles

Chia Quinoa waffles

Chia Quinoa waffles

Belgian waffles

Belgian waffles

Belgian waffles




Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles

Protein waffles


Breakfast bowl

Breakfastburrito

Breakfastburrito

Breakfastburrioto

Breakfastburrito

Breakfastburrito

Breakfastburrioto


Foodservice Data



Source: Reuters The Fiscal Times

There are many plant-based burgers, but only one JUST Egg

Each year, McDonald’s USA buys approximately 1 billion pounds of beef, and 2 billion eggs

Plant-based Burger Plant-based Egg

Awesome / Incredible (Nestle) JUST EggLightlifeImpossibleBeyondDr. Praeger’sGardeinMorningstar Farms

https://www.reuters.com/article/us-mcdonalds-eggs-idUSKCN0R91SJ20150909

https://www.thefiscaltimes.com/Articles/2012/04/30/13-Disturbing-Facts-About-McDonalds


JUST Egg Frittata outsold the egg equivalent by 25%• Since launch, JUST Egg velocity has grown 20% • 55% of customers are purchasing in the afternoon

Source: Operator, sales of conventional egg frittata during representative period


JUST Egg #1 breakfast item at Gregory’s CoffeeCase Study: Gregory’s Coffee (30 location, New York-based coffee chain)

Performance • JUST Egg #1 breakfast item chain-wide • Accounts for 40% of all breakfast sandwich sales, outselling

conventional egg options including the popular “New Yorker” • Selling 2x spicy avocado toast, the former top selling breakfast item

Growth • JUST Egg sales didn’t cannibalize other items • Average check size increased

1. New sandwich sales to people formerly only ordering coffee 2. Price premium increasing average purchase price

• During recent World Vegan Day promo, JUST Egg sales increased 10x while high traffic stores sold out by noon

Customers • JUST Egg customers are loyal – while sales of other items fluctuate based on traffic, JUST Egg sales are consistent and growing

• Customers skew toward millennials, health & wellness focused; 51% female, 49% male

Source: ERP Data & Management interview conducted Jan 2020


JUST Egg helps Silver Diner grow faster than the competitionSilver Diner, the largest diner chain in the US, is a leading plant-based menu innovator

JUST Eggs Benedict

JUST Egg Performance • Over 150 JUST Egg servings per location per week • Sales have doubled in last 6 months, expanding to

3 menu items • Major driver of sales & customer growth

Plant-based growth • 2/3rds of all new menu items are plant-based • Double digit annual growth while competition shrank

due to doubling their plant-based menu sales

JUST Egg Consumer



5/19/19 6/16/19 7/14/19 8/11/19 9/8/19 10/6/19 11/3/19 12/1/19 12/29/19 1/26/20 2/23/20 3/22/20 4/19/20 5/17/20 6/14/20

0.36%

0.32%

0.28%0.26%

0.23%0.22%

0.19%0.17%0.17%

0.14%0.13%

0.12%

0.09%0.08%

0.07%

455k406k

351k327k

294k271k

238k213k206k

177k160k144k116k98k87k

0.36%

0.32%

0.28%0.26%

0.23%0.22%

0.19%0.17%0.17%

0.14%0.13%

0.12%

0.09%0.08%

0.07%

Source: IRI Panel Data, Total US – All Outlets; Latest 52 Weeks Ending 6/14/20

JUST Egg household penetration continues to grow, over 450K HH’s are using JUST Egg Household Penetration, Rolling 52 week periods

% HH Pen# HHs


JUST Egg appeals to young, well-educated females and brings new consumers into the category

Source: Opt-in survey respondents using SurveyMonkey.com, n=295 (out of 440 respondents indicating “Likely” or “Very Likely” to purchase JUST Egg)

Younger females • 50% between 21-39 • 45% have children

Higher Income • Nearly 40% with household income of $100K+

Well-Educated • 72% have college degrees • 22% have masters degrees

Heavily frequent grocery stores, natural, and online • >40% Shop at Mass Retailers • >70% Shop at Traditional Grocery • >80% shop in Natural / Specialty • >30% are buying online


Source: National Institute of Health Study of 29,694 US adults

Female

Women Men 20–30 31–50 51–70 1.85 1.31–1.85 0–1.3 Post-secondary High School <High School

27.223.9

22.125.424.5

22.125.225.2

22.4

29.0

19.6

Younger Wealthier (income-to-poverty ratio)

Higher Education

JUST Egg grows the category because its core consumers buy the fewest eggs Mean consumption (grams/day)

19.622.4 23.7 23.2

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5409672/


Conventional Eggs Animal Proteins Plant-based Meat

90%94%

76%

Source: Nielsen, Total US Market Basket Report; Total Outlets, 52 Weeks Ending 5/16/20; Egg Substitutes excludes JUST

JUST Egg consumers are primarily animal protein consumers, including 76% buying fresh eggs % of households buying JUST Egg

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Chicken eggs Animal meat / protein Plant-based substitutes

22%34%64%


JUST Egg is purchased over conventional proteins

47% said the animal protein they’d replace was “healthy” vs 82% for JUST Egg Source: 303 Panel Respondents via SurveyMonkey

Chicken eggs • Conventional (47%) • Cage free / free range (30%) • Pasture raised / organic (18%)

Animal meat / protein • Beef (45%) • Chicken (26%) • Pork (16%)

Plant-based • Substitutes: Tofu, tempeh (49%) • Meat: Veggie burgers, sausage (49%)

What would you buy JUST Egg instead of?

Top reasons for choosing JUST Egg over animal protein: • Health (38%) • Weight management (18%) • Energy (14%) • Sustainability (13%) • Animal welfare (11%)

q1 2020 just egg category slides - amazon web …content.ju.st.s3.us-west-1.amazonaws.com/sell just...

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