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Private Label Overview

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Private Label Overview

  1. 1. Private Label in the U.S.
  2. 2. Questions to Address <ul><li>How do rising food prices affect private label? </li></ul><ul><li>In which market is private label strongest/weakest? </li></ul><ul><li>Which categories have the highest PL dollar sales ? </li></ul><ul><li>Which categories have the highest PL growth ? </li></ul><ul><li>What are the top-selling private label items ? </li></ul><ul><li>What are the top health & wellness trends in the US? </li></ul><ul><li>How has the economy affected sales of organics ? </li></ul><ul><li>What are the top private label organic items ? </li></ul><ul><li>How do key retailers address their own private label? </li></ul><ul><li>What are some opportunities to grow private label? </li></ul>
  3. 3. Private Label Growth And The U.S. Economy
  4. 4. 5 Years of Private Label Share Trends Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart Private Label Share of Total Store Dollars for Each 4-Week Period The increase in Private Label dollar share is driven more by commodity pricing than a shift away from brands. Private label UNIT share is relatively flat. Starting Aug-07
  5. 5. Private Label Sales Vs. Year Ago Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart Private Label Share of Total Store Dollars for Each 4-Week Period Private Label UNIT sales remain relatively flat vs. year ago.
  6. 6. Top Growth Categories <ul><li>Dollar % Chg Unit % Chg </li></ul><ul><li>Category Vs. Year Ago Vs. Yr Ago </li></ul><ul><li>Eggs-Fresh +33% -2% </li></ul><ul><li>Diet Aids +29% +1% </li></ul><ul><li>Milk +14% -3% </li></ul><ul><li>Flour +13% +0% </li></ul><ul><li>Fresh Meat +13% +8% </li></ul><ul><li>Tea +11% +8% </li></ul><ul><li>Family Planning +11% +2% </li></ul><ul><li>Gum +10% -3% </li></ul><ul><li>Dessert/Fruit/Tops-Frzn +9% +1% </li></ul><ul><li>Bottled Water +9% +6% </li></ul><ul><li>Snacks/Spreads/Dip-Dairy +9% +4% </li></ul><ul><li>Breakfast Foods +9% +7% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08, Some smaller categories are excluded. For many categories, unit sales remain flat.
  7. 7. Total Private Label Across the Store <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>Grocery Channel $49.8 Billion +8.2% 17.3% </li></ul><ul><li>Drug Channel $5.0 Billion +8.9% 12.7% </li></ul><ul><li>Wal-Mart $17.5 Billion +9.8% 15.3% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08
  8. 8. Private Label Share Across Grocery Markets Source: Nielsen Strategic Planner, Grocery Channel, 52 Weeks Ending 3/22/08 San Antonio has the highest private label for any U.S. market.
  9. 9. Key Private Label Categories
  10. 10. Largest Private Label Food Categories <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>PL Milk $7.8 Billion +19% 59% </li></ul><ul><li>PL Bread & Baked Goods $3.6 Billion +5% 26% </li></ul><ul><li>PL Cheese $3.2 Billion +12% 33% </li></ul><ul><li>PL Eggs-Fresh $2.3 Billion +36% 71% </li></ul><ul><li>PL Fresh Produce $2.0 Billion +10% 15% </li></ul><ul><li>PL UPC-Coded Deli $1.4 Billion +14% 26% </li></ul><ul><li>PL Packaged Meat $1.3 Billion +3% 13% </li></ul><ul><li>PL Unprep Meat/Seafd-Fzn $1.3 Billion +7% 42% </li></ul><ul><li>PL Bottled Water $1.1 Billion +11% 22% </li></ul><ul><li>PL Vegetables-Frozen $1.1 Billion +2% 33% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08
  11. 11. Food Categories with Highest PL Share <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>PL Eggs-Fresh $2,256 MM +36% 71% </li></ul><ul><li>PL Milk $7,793 MM +19% 59% </li></ul><ul><li>PL Sugar/Sugar Substitutes $606 MM -5% 43% </li></ul><ul><li>PL Unprep Meat/Seafd-Fzn $1,268 MM +7% 42% </li></ul><ul><li>PL Cot Chs/Sr Crm/Topng $814 MM +9% 36% </li></ul><ul><li>PL Dessert/Fruit/Tops-Fzn $364 MM +7% 35% </li></ul><ul><li>PL Cheese $3,244 MM +12% 33% </li></ul><ul><li>PL Fruit-Canned $445 MM +1% 33% </li></ul><ul><li>PL Vegetables-Frozen $1,118 MM +2% 33% </li></ul><ul><li>PL Juices/Drinks-Frozen $148 MM +6% 33% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08
  12. 12. Food Categories with Highest PL Growth <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>PL Eggs-Fresh $2,256 MM +36% 71% </li></ul><ul><li>PL Baby Food $56 MM +33% 1% </li></ul><ul><li>PL Soft Drinks-Non Carb $88 MM +21% 8% </li></ul><ul><li>PL Prepared Foods-Frzn $606 MM +20% 7% </li></ul><ul><li>PL Milk $7,793 MM +19% 59% </li></ul><ul><li>PL UPC-Coded Deli $1,422 MM +14% 26% </li></ul><ul><li>PL Baked Goods-Frozen $170 MM +13% 12% </li></ul><ul><li>PL Cheese $3,244 MM +12% 33% </li></ul><ul><li>PL Ice $128 MM +12% 23% </li></ul><ul><li>PL Breakfast Foods-Frozen $169 MM +12% 12% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08, Some smaller categories are excluded.
  13. 13. PL Dollar Growth Vs. Unit Growth <ul><li>52-Week Chg Vs UNIT </li></ul><ul><li>Category Dollars Sales Yr Ago %Chg </li></ul><ul><li>PL Eggs-Fresh $2,256 MM +36% -3% </li></ul><ul><li>PL Baby Food $56 MM +33% +3% </li></ul><ul><li>PL Soft Drinks-Non Carb $88 MM +21% +19% </li></ul><ul><li>PL Prepared Foods-Frzn $606 MM +20% +16% </li></ul><ul><li>PL Milk $7,793 MM +19% -1% </li></ul><ul><li>PL UPC-Coded Deli $1,422 MM +14% +10% </li></ul><ul><li>PL Baked Goods-Frozen $170 MM +13% +13% </li></ul><ul><li>PL Cheese $3,244 MM +12% -1% </li></ul><ul><li>PL Ice $128 MM +12% +0% </li></ul><ul><li>PL Breakfast Foods-Frozen $169 MM +12% +8% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08, Some smaller categories are excluded.
  14. 14. Top Private Label Food Items <ul><li>52-Week </li></ul><ul><li>Category Dollars Sales </li></ul><ul><li>PL 2% Milk, 1 Gallon $2,046 Million </li></ul><ul><li>PL Whole Milk, 1 Gallon $1,705 Million </li></ul><ul><li>PL 1% Milk, 1 Gallon $737 Million </li></ul><ul><li>PL Skim Milk, 1 Gallon $607 Million </li></ul><ul><li>PL Eggs, Grade A Lrg, 12-Ct $538 Million </li></ul><ul><li>PL Whole Milk, 64 oz. $305 Million </li></ul><ul><li>PL Eggs, Grade A Lrg, 18-Ct $285 Million </li></ul><ul><li>PL Eggs, Grade AA Lrg, 12-Ct $272 Million </li></ul><ul><li>PL Eggs, Grade AA Lrg, 18-Ct $270 Million </li></ul><ul><li>PL 2% Milk, 64 oz. $174 Million </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08 The top Private Label items are all from the Dairy Department.
  15. 15. Largest Private Label NON-Food Categories <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>PL Paper Products $2,427 MM +3% 24% </li></ul><ul><li>PL Medications/Remedies $1,462 MM +8% 20% </li></ul><ul><li>PL Wrapping Materials/Bags $906 MM +2% 35% </li></ul><ul><li>PL Vitamins $727 MM -1% 20% </li></ul><ul><li>PL Cough & Cold Remedies $723 MM +9% 19% </li></ul><ul><li>PL First Aid $532 MM +10% 31% </li></ul><ul><li>PL Pain Remedies $518 MM +5% 21% </li></ul><ul><li>PL Kitchen Gadgets $408 MM +1% 24% </li></ul><ul><li>PL Disposable Diapers $352 MM -5% 15% </li></ul><ul><li>PL Laundry Supplies $349 MM -2% 16% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08
  16. 16. NON-Food Categories with Highest PL Share <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>PL Wrapping Materials Bags $906 MM +2% 35% </li></ul><ul><li>PL First Aid $532 MM +10% 31% </li></ul><ul><li>PL Buckets/Bins/Bath/Accs $312 MM -15% 29% </li></ul><ul><li>PL Charcoal/Logs/Accs $169 MM +0% 24% </li></ul><ul><li>PL Paper Products $2,427 MM +3% 24% </li></ul><ul><li>PL Kitchen Gadgets $408 MM +1% 24% </li></ul><ul><li>PL Pain Remedies $518 MM +5% 21% </li></ul><ul><li>PL Vitamins $727 MM -1% 20% </li></ul><ul><li>PL Medications/Remedies $1,462 MM +8% 20% </li></ul><ul><li>PL Candles/Incense & Accs $152 MM -15% 19% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08
  17. 17. NON-Food Categories with Highest PL Growth <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>PL Fragrances - Women $23 MM +40% 5% </li></ul><ul><li>PL Baby Food $56 MM +33% 1% </li></ul><ul><li>PL Personal Soap/Bath Needs $150 MM +20% 8% </li></ul><ul><li>PL Skin Care Preparations $165 MM +20% 5% </li></ul><ul><li>PL Motor/Vehicle Care/Acc $26 MM +13% 9% </li></ul><ul><li>PL Sanitary Protection $141 MM +12% 10% </li></ul><ul><li>PL Hair Care $85 MM +12% 2% </li></ul><ul><li>PL Battery/Flashlight/Chrgr $234 MM +11% 13% </li></ul><ul><li>PL Grooming Aids $99 MM +10% 9% </li></ul><ul><li>PL First Aid $532 MM +10% 31% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08, Some smaller categories are excluded.
  18. 18. Top Private Label NON-Food Items <ul><li>52-Week </li></ul><ul><li>Category Dollars Sales </li></ul><ul><li>Paper Towels, 2-Ply, 8-Ct $66 Million </li></ul><ul><li>Aluminum Foil, Standard, 75 SqFt $53 Million </li></ul><ul><li>Paper Plates, White, 9-Inch, 100-Ct $45 Million </li></ul><ul><li>Toilet Tissue, 2-Ply, 352-Sheet, 12-Ct $38 Million </li></ul><ul><li>Bathroom Rug, 1-Ct $38 Million </li></ul><ul><li>Aluminum Foil, Standard, 200 SqFt $33 Million </li></ul><ul><li>Aluminum Foil, Standard, 25 SqFt $32 Million </li></ul><ul><li>Toilet Tissue, 2-Ply, 200-Sheet, 12-Ct $28 Million </li></ul><ul><li>Toilet Tissue, 1-Ply, 1000-Sheet, 12-Ct $27 Million </li></ul><ul><li>Aluminum Foil, Hvy Duty, 50 SqFt $26 Million </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08
  19. 19. Health & Wellness
  20. 20. 5 Years of Healthy Eating Trends – Organic Foods Source:Nielsen LabelTrends, Total U.S. Grocery/Drug/Mass Excluding Wal-Mart Organic sales continue to grow despite the struggling economy 4-Week Period End Dates
  21. 21. 5 Years of Healthy Eating Trends – Natural Foods Source:Nielsen LabelTrends, Total U.S. Grocery/Drug/Mass Excluding Wal-Mart Natural foods have grown at a slower rate than organics, but generate nearly five times the dollar sales. 4-Week Period End Dates
  22. 22. Top Health & Wellness Claims <ul><li>Change Change </li></ul><ul><li>52-Week Vs. Vs. 4 </li></ul><ul><li>Product Label Claim $ Sales Year Ago Years Ago </li></ul><ul><li>Fat Claim $44.7 Billion +12% +29% </li></ul><ul><li>Natural $20.9 Billion +11% +35% </li></ul><ul><li>Calorie Claim $17.0 Billion +6% +27% </li></ul><ul><li>Salt/Sodium Claim $15.9 Billion +3% +8% </li></ul><ul><li>Preservative Free $11.4 Billion +4% +16% </li></ul><ul><li>Cholesterol Free $10.6 Billion +6% +10% </li></ul><ul><li>Whole Grain $10.1 Billion +8% +31% </li></ul><ul><li>Sugar Claim $9.7 Billion +8% +35% </li></ul><ul><li>Calcium Presence $9.4 Billion +3% +9% </li></ul><ul><li>Caffeine Free $5.7 Billion -2% -3% </li></ul><ul><li>Organic (UPC-Coded) $4.3 Billion +25% +142% </li></ul><ul><li>Hormone/Antibiotic Free $2.2 Billion +17% +66% </li></ul>Source: Nielsen LabelTrends, Total U.S. Food/Drug/Mass excluding Wal-Mart, 52 Weeks Ending 2/23/08
  23. 23. Health & Wellness Claims to Watch <ul><li>Change Change </li></ul><ul><li>52-Week Vs. Vs. 4 </li></ul><ul><li>Product Label Claim $ Sales Year Ago Years Ago </li></ul><ul><li>Absence of Specific Fat $11.4 Billion +31% +148% </li></ul><ul><li>Organic $4.3 Billion +25% +142% </li></ul><ul><li>Fiber Claim $3.2 Billion +15% +70% </li></ul><ul><li>Hormone/Antibiotic Free $2.2 Billion +17% +66% </li></ul><ul><li>Antioxidants $1.7 Billion +31% +138% </li></ul><ul><li>Gluten Free $1.3 Billion +21% +84% </li></ul><ul><li>Omega Claim $1.2 Billion +16% +49% </li></ul><ul><li>Probiotic $1.1 Billion +44% +246% </li></ul><ul><li>(Live Microorganisms) </li></ul><ul><li>GMO Free $662 MM +14% +128% </li></ul><ul><li>(Genetic Modification) </li></ul>Source: Nielsen LabelTrends, Total U.S. Food/Drug/Mass excluding Wal-Mart, 52 Weeks Ending 2/23/08
  24. 24. Topco’s “Full Circle” Line <ul><li>Private Label Brand Focused on Organic & Natural </li></ul><ul><li>Available at Several Major Retailers </li></ul><ul><li>500 Products in 50 Categories </li></ul><ul><li>Includes Vitamins, Mineral & Supplements </li></ul>
  25. 25. Hannaford’s “Guiding Stars” <ul><li>Storewide nutrition navigation system </li></ul><ul><li>At-a-glance tool to help find the most nutritious foods </li></ul><ul><li>The more Guiding Stars, </li></ul><ul><li>the more nutritional value </li></ul>
  26. 26. Top Private Label Items Labeled “Organic” <ul><li>52-Week </li></ul><ul><li>Category Dollars Sales </li></ul><ul><li>PL Organic 2% Milk, 64 oz. $35.6 Million </li></ul><ul><li>PL Organic Fat Free Milk, 64 oz. $32.1 Million </li></ul><ul><li>PL Organic Brown Eggs, 12-Ct $28.2 Million </li></ul><ul><li>PL Organic Whole Carrots, 16 oz. $18.7 Million </li></ul><ul><li>PL Organic Spring Salad Mix, 16 oz. $12.7 Million </li></ul><ul><li>PL Organic Romaine Lettuce, 3-Ct $11.7 Million </li></ul><ul><li>PL Organic Spinach, 5 oz. $8.5 Million </li></ul><ul><li>PL Organic Tomatoes, 16 oz. $8.2 Million </li></ul><ul><li>PL Organic Brown Eggs, 12-Ct $7.7 Million </li></ul><ul><li>PL Organic Mixed Baby Greens, 5 oz. $7.7 Million </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 3/22/08
  27. 27. Private Label Execution and Opportunities
  28. 28. Wal-Mart’s Exclusive Brands <ul><li>Food/Beverage/HBC Brands (not available online) </li></ul><ul><ul><li>Great Value – Food & Beverage </li></ul></ul><ul><ul><li>Sam’s Choice – Premium Food & Beverage </li></ul></ul><ul><ul><li>Maxximum Nutrition – Premium Pet Food </li></ul></ul><ul><ul><li>Ol’ Roy – Dog Food </li></ul></ul><ul><ul><li>Special Kitty – Cat Food </li></ul></ul><ul><ul><li>Sunny Meadow – Eggs </li></ul></ul><ul><ul><li>Equate – HBC </li></ul></ul><ul><ul><li>Spring Valley – Vitamins </li></ul></ul><ul><li>Non-Food </li></ul><ul><ul><li>Ever Active – Batteries </li></ul></ul><ul><ul><li>Durabrand – Electronics </li></ul></ul><ul><ul><li>HomeTrends – Furniture & Appliances </li></ul></ul><ul><ul><li>Kid Connection – Toys </li></ul></ul><ul><ul><li>Mainstays – Home Fashion </li></ul></ul><ul><ul><li>Ozark Trail – Outdoor Equipment </li></ul></ul><ul><ul><li>Popular Mechanics – Tools </li></ul></ul><ul><ul><li>SuperTech - Automotive </li></ul></ul><ul><ul><li>White Cloud – Toilet Tissue & Diapers (bought from P&G) </li></ul></ul><ul><li>Over 15 Apparel brands including… </li></ul><ul><ul><li>George </li></ul></ul><ul><ul><li>Faded Glory </li></ul></ul><ul><ul><li>White Stag </li></ul></ul><ul><ul><li>Mary Kate & Ashley </li></ul></ul>This list will continue to expand with new Wal-Mart formats <ul><ul><li>Metro 7 </li></ul></ul><ul><ul><li>No Boundaries (or NoBo) </li></ul></ul><ul><ul><li>Simply Basic </li></ul></ul><ul><ul><li>Athletic Works </li></ul></ul><ul><ul><li>Life – Underwear </li></ul></ul><ul><ul><li>Puritan </li></ul></ul><ul><ul><li>Simply Basic </li></ul></ul><ul><ul><li>Get it Together – Furniture </li></ul></ul><ul><ul><li>Hometrends – Home Products </li></ul></ul><ul><ul><li>Everstart – Car Batteries </li></ul></ul><ul><ul><li>Holiday Time – Seasonal Items </li></ul></ul><ul><ul><li>ilo – Electronics </li></ul></ul><ul><ul><li>ReliOn – Medical Test Kits </li></ul></ul><ul><ul><li>SuperTech – Motor Oil </li></ul></ul>
  29. 29. Categories with Highest PL Share at Wal-Mart WM Private Label Share of Dollar Sales Category PL Milk $1,773 Million 71% PL Sugar/Sugar Substitutes $280 Million 62% PL Unprep Meat/Seafood - Frzn $501 Million 51% PL Cot Chs/Sour Crm/Topping $151 Million 41% PL Dessert/Fruit/Tops - Frzn $75 Million 40% PL Fruit - Canned $123 Million 39% PL Vegetables & Grains - Dry $66 Million 38% PL Shortening/Oil $177 Million 36% PL Cheese $725 Million 36% PL Juices/Drinks-Frzn $40 Million 36% Source:Nielsen Wal-Mart Channel, 52 Weeks Ending 12/29/07 Wal-Mart PL share is 15.3% across all Nielsen categories.
  30. 30. Categories Where Wal-Mart Private Label Out-Performs Grocery Channel Share of Category Grocery Share Wal-Mart Channel Gap PL Soft Drinks - Non Carb 28.6% 8.0% +21 Pts. PL Vitamins 35.2% 16.1% +19 Pts. PL Candles/Incense & Acces 22.7% 3.9% +19 Pts. PL Sugar/Sugar Substitutes 62.2% 43.8% +18 Pts. PL Snacks/Spreads/Dip-Dairy 30.9% 14.2% +17 Pts. PL Lawn And Garden 22.2% 9.6% +13 Pts. PL Bottled Water 33.7% 21.2% +13 Pts. PL Seafood-Canned 22.3% 10.4% +12 Pts. PL Disposable Diapers 27.9% 16.0% +12 Pts. PL Pkg'd Milks & Modifiers 28.4% 16.9% +12 Pts. Source:Nielsen Wal-Mart Channel, 52 Weeks Ending 12/29/07 Wal-Mart PL share can be a benchmark for other retailers.
  31. 31. Marketside – Wal-Mart’s Newest Banner <ul><li>First Stores to Open This Summer </li></ul><ul><li>Rumored Locations of 4 Stores Near Phoenix, AZ </li></ul><ul><ul><li>Gilbert, Tempe, Mesa, and Chandler, Arizona </li></ul></ul><ul><ul><li>Some Near Tesco’s Fresh & Easy Locations </li></ul></ul><ul><li>15,000 Square Feet of Selling Space </li></ul><ul><ul><li>Half the Size of a Neighborhood Market </li></ul></ul><ul><li>Recent Trademarked Names for Possible Private Label: “City Thyme” and “Field & Vine” </li></ul>This new banner allows Wal-Mart to attract upscale shoppers without the Wal-Mart name or the “Big Box” image.
  32. 32. Retailers With a Private Label Focus ?
  33. 33. Tesco’s Fresh & Easy <ul><li>Opened first stores in November, 2007 </li></ul><ul><ul><li>Average 3,000 SKU’s Per Store </li></ul></ul><ul><ul><li>Average Store Size: 10,000 Square Feet </li></ul></ul><ul><li>Newsletters in both English and Spanish </li></ul><ul><li>61 Stores in Southern California, Arizona, & Nevada </li></ul><ul><li>Developing a Strong Environmental/Sustainability Image </li></ul><ul><li>Locations are mapped on web site: www.freshandeasy.com </li></ul><ul><li>Planned to open 100 stores by the end of 2008 </li></ul><ul><li>3/30 Announcement: Expansion plans on hold for now </li></ul>
  34. 34. Whole Foods <ul><li>Revenue (including Wild Oats): $6.8 Billion </li></ul><ul><li>270 stores in North America and the UK </li></ul><ul><ul><li>Includes “Wild Oats” stores </li></ul></ul><ul><ul><li>9 Distribution Centers </li></ul></ul><ul><li>Number of Employees: 54,000 </li></ul><ul><ul><li>On Forbes list of top 100 companies to work for (#5) </li></ul></ul><ul><li>Committed to Local Growers </li></ul><ul><li>Founded in Austin, Texas, in 1980 </li></ul><ul><li>Whole Foods Private Label: </li></ul>
  35. 35. Safeway Private Label <ul><li>Eating Right Brand </li></ul><ul><li>Over 100 SKU’s </li></ul>O Organics Brand Over 150 SKU’s
  36. 36. Private Label in Convenience Stores <ul><li> Dollar Share of Category </li></ul><ul><li>Category C-Store Grocery </li></ul><ul><li>Milk 14% 62% </li></ul><ul><li>Bottled Water 6% 21% </li></ul><ul><li>Cough & Cold 1% 16% </li></ul><ul><li>Juices/Drinks – Shelf Stable 1% 12% </li></ul><ul><li>Juices/Drinks – Refrigerated 12% 11% </li></ul><ul><li>RTE Cereal 5% 10% </li></ul><ul><li>Snacks 1% 6% </li></ul><ul><li>Carbonated Beverages 0.4% 6% </li></ul><ul><li>Tea – Liquid 5% 5% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Grocery, Drug, C-Store 52 Weeks Ending 3/22/08 For many key categories, Private Label is underdeveloped in C-Stores.
  37. 37. Categories with Private Label Potential <ul><li>52-Week Chg Vs Share of </li></ul><ul><li>Category Dollars Sales Yr Ago Category </li></ul><ul><li>PL Beer $1.0 MM +9% 0.01% </li></ul><ul><li>PL Wine $1.0 MM +20% 0.02% </li></ul><ul><li>PL Computer/Electronics $6.8 MM +9% 0.21% </li></ul><ul><li>PL Meal Starters-Frozen $0.2 MM +13% 0.37% </li></ul><ul><li>PL Gum $5.8 MM +10% 0.47% </li></ul><ul><li>PL Seasonal Gen Merch $1.0 MM +50% 1.39% </li></ul><ul><li>PL Baby Food $55.6 MM +33% 1.45% </li></ul><ul><li>PL Hair Care $85.3 MM +12% 1.92% </li></ul><ul><li>PL Detergents $174.9 MM +6% 3.78% </li></ul><ul><li>PL Candy $335.7 MM +8% 4.52% </li></ul>Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart 52 Weeks Ending 2/23/08
  38. 38. Private Label as an Exclusive Destination
  39. 39. Confidential & Proprietary • Copyright©2007 The Nielsen Company Thank you

Notas do Editor

  • Compare to share of category at specific retailer.
  • Compare to share of category at specific retailer.

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