1 Category Management Project
1
Category Management Project
2
KPI Scorecard and Goals
• Impact Group focus accounts are Kroger, Albertsons, and the “All Other” accounts for
growing TDPs
Product 1 Product 2 Product 3 Product 4
Set
Goals
and
Track
Set
Goals
and
Track
Set
Goals
and
Track
Set
Goals
and
Track
3Source: Mintel SNACK, NUTRITION AND PERFORMANCE BARS US, FEBRUARY 2019
Mintel Insights
▪ Sugar amount and price are increasing in attribute importance with consumers while protein amount
importance has declined slightly.
4
▪ Bars across segments are
judged as being “too high in
sugar” as compared to some
competitive categories
▪ Manufacturers are reducing
the grams of sugar across all
bar types
▪ Half of bar eaters want bars
with less than 9g sugar
Source: Mintel SNACK, NUTRITION AND PERFORMANCE BARS US, FEBRUARY 2019
Sugar Impacts Bar Choice
▪ 41% of bar eaters say sugar impacts their bar choice and manufacturers have taken notice by lowering
average sugar for all bar types.
5
▪ 74% of consumers surveyed
agree that a healthy diet
should be low in sugar
▪ More than half of consumers
are concerned about future
health issues
▪ Concerns about the effects of
blood sugar on mood and
cravings is becoming more
prominent with 38% noting this
as a reason for limiting sugar
Consumers are Limiting Sugar Intake
Source: Mintel SUGAR AND ALTERNATIVE SWEETENERS US, DECEMBER 2018
▪ Nearly nine in 10 consumers (87%) are limiting their sugar intake, listing disease prevention and weight
management as the key reasons behind their efforts to reduce consumption.
6
Buyer Survey Matrix to Inform Strategy By Account
Source: Impact Group Client Managers Dec 2019
• Gathered data from buyers at various retailers to understand barriers to closing gaps on
fair share of space, overall category concerns, and other relevant information our client
manages needed before finalizing selling presentation.
• Output was a matrix to understand the landscape of buyer focus areas and concerns
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
7
Space to Sales Automated Scorecard for Client Managers
▪Scorecard has all
Impact Group
managed accounts
▪Updated Monthly and
posted to sharepoint
▪Shows competition to
easily find brands that
should have less space
▪Added $/MM ACV
PER ITEM to highlight
productivity by item
▪Rolled out to client
managers to easily
identify brands to
recommend taking
space from• Total Points Cumulative Weeks – Total Points of Distribution by week, added up to a 52-week total. Illustrates number
of UPCs and weeks of distribution for a brand across the total time period.
• $ per $MM per item – Reports each item’s sales per million dollars of ACV. This measure helps normalize sales rates of
brands with varying levels of distribution and number of distributed SKUs.
• Insert Informational Nugget 1
• Insert Informational Nugget 2
ABSCO Corp-RMA - Food
Rank Brand
Brand
% of
Total $
Sales
Brand %
of TDP
Cume
Weeks
Abs % of
Shelf Space
Gap v. Sales
for Cume
Wks
% of
Under/
Over
Spaced
$ Sales
$ Sales %
Change
vs YA
Unit Sales
Unit
Sales %
Change
vs YA
Brand
Share of
Total
Unit
Sales
Total
Points
Cumulative
Weeks
Total
Points
Cumulative
Weeks %
Change vs
YA
$ per
$MM
per Item
$ per
$MM
per Item
%Change
vs YA
NUTRITIONAL/INTRINSIC HEALTH VALUE BARS $ 86,879,374 4.2% 40,234,783 -2.4% 351,596 0.2% $ 6.35 4.7%
1 CLIF 30.0% 30.2% 0.2% 0.6% $ 26,063,430 1.4% 13,348,935 -9.6% 33.2% 106,163 0.6% $ 6.81 2.8%
2 KIND 14.3% 11.8% -2.5% -21.5% $ 12,437,178 2.1% 7,920,023 0.5% 19.7% 41,428 -0.6% $ 7.15 -5.4%
3 GENERAL MILLS 10.1% 10.3% 0.2% 1.8% $ 8,775,306 0.7% 2,419,987 1.5% 6.0% 36,158 -7.7% $ 8.02 19.2%
4 ATKINS 7.5% 5.6% -1.8% -32.6% $ 6,504,382 33.2% 817,582 34.9% 2.0% 19,857 27.4% $ 8.38 15.7%
5 POWER CRUNCH 6.0% 5.1% -0.9% -17.0% $ 5,177,874 11.1% 3,057,856 11.1% 7.6% 17,904 13.5% $ 9.57 -3.5%
6 QUEST 5.4% 4.8% -0.6% -12.6% $ 4,663,017 17.2% 2,194,295 30.3% 5.5% 16,752 10.5% $ 9.01 13.3%
7 RX BAR 4.5% 4.7% 0.2% 4.5% $ 3,893,866 2.6% 1,791,232 3.2% 4.5% 16,500 16.5% $ 6.24 -20.5%
8 THINK THIN 3.7% 4.3% 0.6% 14.8% $ 3,171,536 -7.2% 1,583,565 -9.1% 3.9% 15,071 -4.3% $ 4.80 -11.0%
9 GATORADE 1.8% 2.0% 0.2% 10.0% $ 1,533,680 -10.0% 693,466 -23.1% 1.7% 6,899 -13.4% $ 5.39 1.2%
10 KELLOGG 1.3% 1.4% 0.1% 6.3% $ 1,100,585 -14.0% 220,528 -19.9% 0.5% 4,752 -29.7% $ 5.29 35.4%
ALL OTHER BARS 15.6% 19.9% 4.3% 21.7% $ 13,558,521 -11.2% 6,187,312 -16.6% 15.4% 70,110 -11.8% $ 3.98 -3.6%
IRI / Unify Data, 26 Weeks Ending 12/29/19Account 1
Top 10 Bar
brands plus All
other
WE IMPACT
YOUR BRAND
8
Brand A Sales and TDP Trends by Impact Group Account
▪ Largest sales growth is at Smiths, QFC, Roundy’s, ABSCO Southwest, ABSCO IM, ABSCO Portland, ABSCO Seattle, and
Meijer who all showed > 40% growth versus last year
▪ Total Albertsons Corporate and Kroger Corporate dollar sales are growing faster than US Food
▪ TDPs are growing across for all retailers except for Save Mart
▪ Specific account wins will be shared later in the presentation
Source: IRI Latest 52 weeks ending ?/??/??
Masked
sales
dollars
9
Brand X Deep Dive
10
Brand X Space to Sales for Top Retailers
▪ Sub Brand 1 is under spaced in bars across almost every retailer. Sub Brand B is close to fair share for category--risk of losing space during reviews.
Source: IRI Latest 52 weeks ending ?/??/??
Masked
sales
dollars
Masked
sales
dollars
Sub brand 1 Sub brand 2
11
Brand X Overview by Retailer
Source: IRI Latest 52 weeks through ?/??/??
▪ Brand X’s largest Food retailers are Kroger, Publix, Ahold, Albertsons and Wakefern
▪ Growth rates are 10-14% at these retailers except Wakefern which is only growing at 3.7%
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Wakefern Deep Dive
▪ Brand X at Wakefern is underperforming vs ROM MULO
• Subcat 2 is posting largest gap. Brand is declining -3.1% while rest of market is +4.8%. Opportunity exists to reverse these trends.
3.7%11.0%
-3.1%
26.6% 29.6%
3.9%
-8.3%
11.0%17.9%
4.8%
21.0%
32.4%
4.7%
-30.5%-40.0%
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
Brands 1 and 2Wakefern Wakefern ROM MULO
Total
Brand X
Brand X subcat1 Brand X
subcat2
Brand X subcat 3 Brand X
subcat 4
Brand X
subcat 5
Brand X
subcat 6
Source: IRI Latest 52 weeks ending ?/??/??
13
11.4%
9.0%
9.3%
7.2%
6.6%
3.8%
4.8%
5.0%
4.2%3.3%
Brand 112.9%
Brand 211.3%
Brand 37.7%Brand 4
7.0%
Brand 55.7%
Brand 64.8%
Brand 74.7%
Brand X4.5%
Brand 94.1%
Brand 103.3%
TY vs LY $ SHARENUTRITIONS/LIQUIDS/POWDER
Subcategory Share Changes
▪ Brand X has a 4.5 share at Wakefern
but is -0.5 points versus last year • Decline driven by 4ct (-11.8%), while 8ct is
growing(+21.4%)
▪ Brand1&2 total brand has grown
dollar share by +3.6pts• Growth driven by 6ct
▪ Brand 6 has also grown share by 1.0
pt• Growth driven by 4ct
▪ Most other brands are losing share
*Outside ring = TY / Inside ring = LY
Source: IRI Latest 52 weeks ending ?/??/??
14
Shopper Overlap
▪ Shopper behavior shows that Brand X is most likely not losing consumers to Brand 1 and 2 due to the low
overlap. It is much more likely that Brand X consumers interact more with Brand 6 or Brand 10.
▪ It is much more likely that Wakefern’s merch support of Brands 1&2 is the main driver for growth and the
decline of other brands.
5.5% 11.3%
Source: ABSCO Shopper 360 CMR CHHP 52 W/E 2020.XX
14.1%
* one-time buyers excluded; subcat2 only. Using ABSCO shopper dynamics to infer consumer behavior at Wakefern
Brand 10Brand XBrand 6Brand XBrands 1&2Brand X
15
Brand 6 lost Merch Support at Wakefern leading to slower growth than other retailers
▪Wakefern has increased merch support on Brands 1 to 5 while Brand 8’s
support has decreased significantly.
$2,473,249
$600,187
$397,280
$376,166
$286,068
-$12,883
-$86,227
-$159,995
-$218,873
-$381,235
-$1,000,000 -$500,000 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000
Ensure
Pediasure
Premier Protein
Muscle Milk
Core Power
Pure Protein
Slim Fast
Boost
Atkins
Glucerna
Dollar Sales Any Merch Change vs YA
Source: IRI Latest 52 weeks ending X/XX/XX
• Merch sales at Wakefern are -39% vs year ago
• Any Merch ACV from 65% to 34%
• Avg weighted weeks of support from 34 to 18
Brand X
Brand 7
Brand 6
Brand 5
Brand 4
Brand 3
Brand 2
Brand 1
Brand 9
16
Promo Sales by Brand
▪Brand X has the lowest
percent sold on merch of any of the top 10 brands
▪Decrease in merch support
has affected Brand X’s sales
trends at Wakefern (-3.7% vs
ya while ROM +4.8%)
▪Recommend Wakefern to invest more merch support in
Brand X to reverse share
declines and slower growth
rates than other retailers
Source: IRI Latest 52 weeks ending X/XX/XX
Brand 9
Brand 8
Brand 7
Brand 6
Brand X
Brand 4
Brand 3
Brand 2
Brand 1
17
Kroger Growth Rates by Banner- Brand X
▪ Kroger is the largest Food retailer for Brand X and most banners are growing >10% vs year ago.
▪ Ralphs is the largest banner that has less than 10% growth rate. Sales are growing 5.6% vs year ago but there is an opportunity for faster growth.
Division by Dollar Sales
Division by Growth Rate
Source: IRI Latest 52 weeks ending X/XX/XX
18
Brand X’s Growth Trends are Slowing at Ralphs
5.6%
10.7%
-26.5%
-1.4%
1.6%
-24.6%
TTL $ % Chg Base $ % Chg Incremental $ % Chg
Brand X Ralphs $ % Chg
52 Wks 26 Wks
▪The majority of Brand X’s sales at Ralphs are base sales, but the steep declines in
incremental sales are offsetting base sales growth rates in the past year
▪Growth rates in the latest 26 weeks are slowing when compared to 52-week trends and
are being driven by declines in TDPs from the latest reset
90%
10%
Brand X Dollar Sales
by Type at Ralphs
Source: IRI Latest 26 and 52 weeks ending X/XX/XX
Incremental $
Base $
19
Brand X Decomp Tree for Ralphs- Latest 52 weeks
▪In the past year Brand X has -22% in incremental dollars versus prior year. This is dragging down the gains that
have been made in base sales. Brand X is getting approximately the same amount of merch support, but the
activity has switched from Display to Feature Only.
▪TDPs (-0.8%) are just starting to show declines in # of items selling.
Source: IRI Latest 52 weeks ending X/XX/XX
20
Brand X Decomp Tree for Ralphs- Latest 26 weeks
▪In the latest 26 weeks the Brand X’s TDP declines accelerate and are -6.5%.
▪In the Diet Category P9 review, Brand X gained 2 items, but lost 9 items which is affecting base sales trends.
▪Shorter term merch activity (26wks) is showing growth versus year ago.
Source: IRI Latest 52 weeks ending X/XX/XX
21
Ralphs Opportunities
▪There is an opportunity to optimize assortment.
• Ralphs is missing 3 of the top 20 items in MULO and Ralphs ROM (large packs)
▪Address the losses during the last review.
• TDP’s are down at Ralphs.
• Brand X lost a net 7 items at Ralphs in the last review.
▪Recommend to analyze where these dollars and households went by utilizing Stratum.
▪Ralphs has switched display support for feature only support which is driving lower incremental sales than prior year.
▪Merch support weeks are flat, but tactic has shifted from display to feature.
Source: IRI Latest 52 weeks ending X/XX/XX
22
Albertsons Growth Rates by Division- Brand X
▪All of Albertsons Divisions are
growing except for Acme and
United.
▪Albertsons is +8.5% vs year
ago.
Division by Dollar Sales
Division by Growth Rate
Source: IRI Latest 52 weeks ending X/XX/XX
23
Albertsons Shopper Insights Drivers- Brand X
Brand X growth is driven by an
11.7% increase in Baskets
Household Penetration is up
7.6% to 1.2% HH pen
Total Category HH pen is 16%
Baskets/Household are up 4%-
more shoppers are buying
Brand X more often
Source: ABSCO Shopper 360 RSC All HHs 52 W/E 2020.XX
Brand X
24
Albertsons Shopper Insights Drivers- Brand X Subcat 1
Brand X Subcat 1 are the only
segment that is down. Subcat 1
are 25% of total Brand X sales
The decline is caused by a 7.1%
decrease in household
penetration
HH Penetration is down for all
shopper segments: E/B -5.1%,
Good, -7.5%, Occasional, -6.9%
Source: ABSCO Shopper 360 RSC All HHs 52 W/E 2020.XX
HH Penetration is down in
all but 3 divisions – Jewel,
Shaw’s and Portland
Brand X Subcat 1
25
Albertsons Shopper Insights Drivers- Brand X Subcat 1
It’s important to focus on
regaining the Elite & Best
Households lost because they are
Brand X’s biggest shopper base
with 41% share
They make up 54% of sales and
they spend 43% more per
Household than Good Shoppers
and over double what
Occasional Shoppers spend per
year on Brand X
If Brand X changed the 5%
decline in E/B HH Pen to a 5%
increase, nearly $130,000 would
be gained
Source: ABSCO Shopper 360 RSC All HHs 52 W/E 2020.XX
Brand X Subcat 1 Brand X Subcat 1
Brand X Subcat 1
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▪ The loss of households is weighted
towards Shoppers who left both the
brand and the Category – a net loss of -
8.5%
▪ Brand X also lost shoppers who stopped
buying Brand X Subcat 1 but continue to
buy in the category – a net lost of -5.6%.
These shoppers will be easier to regain
▪ The opportunity lies with cross-promoting
Brand X Subcat 1 with other Brand X
Subcats
▪ All other segments have double-digit
gains in New Households
▪ There’s less than 6% overlap in
households purchasing any of the
segments, so there’s opportunity to get
Brand X Subcat 1 to buy other segments
too
Source: ABSCO Shopper 360 CPR & CMR 10% Sample All HHs 52 W/E 2020.03
38.6% New to Brand X
Subcat 1 s & new to
Category
46.3% New to Brand X
Subcat 1, not new to
Category
15.1% New to Brand X
Subcat 1& new to
Category & ABSCO
Albertsons Shopper Insights Drivers
41.7% Lapsed from Brand
X Subcat 1 & Subcat 1
48.3% Lapsed from Brand
X subcat 1 but stayed in
Category
10% Lapsed from Brand
X Subcat 1, Subcat 1
and ABSCO
Household Overlap – Excluding 1 Time Buyers
Brand XSubcat 1
Brand XSubcat 2
Brand XSubcat 3
Brand XSubcat 4
Subcat 1 Subcat 2 Subcat 3 Subcat 4
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Deep Dive Recos for Brand X
▪Leverage shopper insights to develop retailer strategy. Households and baskets per household are growing at ABSCO with Brand X.
▪Promote Brand X across multiple segments to encourage multi-segment baskets. Brand X subcats 1 and 2 are the highest HH pen and fastest growing so these can be leveraged to turn around business with co-promotion.
▪Review Stratum data to make a case for increased distribution on key Brand X items to reverse trends from P9 reset.
▪Evaluate larger pack assortment items for distribution at Ralphs based on success in ROM.
▪Leverage bump chart to show lift and incremental sales for display activity versus feature.
▪Recommend to Wakefern to ensure promotional strategy covers the various consumer groups. Currently Wakefern is over supporting Brand 1 at the expense of low carb/low sugar brands such as Brands X and Y.
▪Wakefern is losing to ROM for all Brand X segments, but especially subcat 1.
Evaluate price points, promo activity, and counts versus ROM.
Source: IRI Latest 52 weeks ending X/XX/XX
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Syndicated Data Solutions
▪ Total Store for Edibles and Non-Edibles▪ All releasable retailers/Channels
except Walmart and Sam’s Club
▪ Whole Foods and Smart & Final data
▪ TDLinx to drive retail
▪ Natural Enhanced and Conventional
Channel Trends▪ Spins defined attributes/hierarchy
▪ Numerator Promotions Intelligence
▪ Category/Consumer Trends
Note: Impact Group complies with all data sharing policies and restrictions. Our data is not a
replacement for your own data contract. We leverage data to uncover insights to drive growth.