3. June
13th
2013
1. Low price – Industrial production – Commodity
- Heinz
- Private Label
- Conventional
- Non Organic
- No Mother or bits
2. Mid Range – Semi Industrial production – Remedy
- Braggs
- Spectrum/Eden/365
- Natural and some Conventional distribution
- Organic/Non GMO
- Mother and bits are key selling Feature
3. Premium– Hand Crafted – Taste and Refinement
- Gingras/Maille
- Specialty, Conventional and some Natural
- Non Organic/Non GMO
- Mother, some small bits and age claim t
4. June
13th
2013
1. Low Price – Just want Apple Cider Vinegar at the best price.
- Traditional Eaters – Just need something for the marinade
- “Going in a Marinade so it doesn’t matter “
- “It’s a staple in the cupboard”
- “Boiling eggs”
2. Mid Range – All about the mother, read about the benefits.
- Self healers – looking for Organic brands that have mother
- “My grandma took it and lived to 98”
- “Braggs has the most mother”
- “The bits are good for you”
3.
Premium – Packaging appeal, Recommendation and Trade up.
- Home Gourmets shopping vinegar category
- “I always use good ingredients”
- “Good vinegar makes a salad”
- “It tastes Fresh “
5. June
13th
2013
- Rising awareness of the benefits and versatility of Apple Cider Vinegar is
translating into growth in the category
- Braggs OOS last summer
- Regularly featured on DR OZ
- Increasing selection at all price points
- Clear category leaders in Apple Cider Vinegar
- Low price – Heinz
- Mid Range – Braggs
- Premium – Gingras
- Very little innovation in the Apple Cider Vinegar category
- New lines are often based on reduced price v’s existing players
- Similar packaging and labelling
- Is the retailer gaining more value from increasing the range v’s existing players ?
- Speciality vinegar as a category is seeing a decline in value and rise in volume
- Rebalancing of shelf sets as slower premium priced slower moving lines are de-listed
- Challenge remains to get turns on +$10 vinegar in conventional grocery
- Private label is becoming more prevalent in Balsamic and wine vinegars at all price points
- In Branded well priced and promoted sub $10 branded premium vinegar is providing some growth
6. June
13th
2013
Low Price
- Market Leader Heinz
- Private Label opportunity excellent
- Pricing activity - TPR’s – lowest price wins the volume
Mid Range
- Market Leader Braggs
- Private Label opportunity modest
- Other SKU’s to consider Eden, Spectrum
- Pricing activity – TPR all SKU’s – Braggs has a loyal customer base so low
switching opportunity
Premium
- Market Leader Gingras
- Private Label opportunity low
- Other SKU’s to consider Katz, O Vinegars
- Pricing activity – TPR at key holiday periods when consumers looking to trade
up, Shippers for gifting opportunity if November/December
8. June
13th
2013
Offering consumers a trade up opportunity in a stable category.
- Authenticity
- Award winning eye Catching packaging
- A tightly focused range of unique flavors
Recipe hub at cidervinegar.com – Cider Vinegar for gourmets.
- Major overhaul of the website for Fall 2013
- Explains the versatility and and offers some exciting ways to enjoy cider vinegar
Gingras Key Targets
1. Conventional channel - Raspberry & Original -- stores that have rotation on $6.99+ 375ml
Balsamic and wine vinegars
2. Specialty retailers – All SKU’s
3. Natural Cross over stores – Raspberry and Original
10. June
13th
2013
- Versatile and interesting category.
- 3 clearly defined subsets.
1. Low price – Industrial production – Commodity.
2. Mid Range – Semi Industrial production – Remedy.
3. Premium– Hand Crafted – Taste and Refinement.
- 3 clearly defined consumer purchase occasions.
1. Low price – Just want Apple Cider Vinegar at the best price.
2. Mid Range – All about the mother, read about the benefits.
3. Premium–
Packaging appeal, Recommendation and Trade up.
- Growth opportunity in all categories.
- Clear retailer/consumer proposition.
- Benchmark manufactures in all 3 categories.
