CSN Fruit Snack IRI Analysis

Fruit Snacks Category Analysis
April 2014
Category Trends
•
•
The dry fruit snacks category is sizeable with
over $1 billion in sales.
The category continues to grow at 2.3%.
52 Week
Dollars Sales
*IRI MULO, L52 weeks ending 3/22/15
% Chg vs YA
4 Weeks
$83,309,561
-0.80%
13 Weeks
$261,066,813
1.2%
26 Weeks
$500,214,474
2.7%
52 Weeks
$1,017,339,010
2.3%
Category Channel
Trends
•
Food is the largest channel with a 91% share of the
category. Growth in the channel is flat.
•
Convenience has a 7% share of the category and is the
fastest growing channel with 5.7% growth.
•
Drug has under a 2% share of the category and is declining
at -11.90%
52 Week
Dollar Sales
*IRI MULO, L52 weeks ending 3/22/15
Food
$459,095,516
Conv
$37,528,875
Drug
$8,417,002
% Share
% Chg vs YA
91%
0.5%
7%
5.7%
1.7%
-11.90%
MULO – Top Brands &
Parent Companies
Top Brands
Dollar Sales
Parent Company
Betty Crocker
$387,586,744
General Mills Inc
Kellogg
$158,459,170
Welch’s
$144,368,249
Kellogg Co
The Promotion In
Motion Co
General Mills
$72,086,034
General Mills Inc
Private Label
$63,744,622
Private Label
% Chg vs YA
Dollar Share
General Mills
3%
49.68
Kellogg
3.9
16.39
Promotion in Motion
15%
14.20
Private Label
-6%
13.33
Ferrara Candy Co.
8.6%
2.69
Top Parent Companies
*IRI MULO, L52 weeks ending 3/22/15
•
The top 5 brands have
combined sales of
$826,244,819 MM which
accounts for nearly 81% of
total sales
•
Private label accounts for
6.3% of total sales
•
The top 3 parent companies
have a substantial share in
the category
•
With $459,672,778 in sales,
General Mills dominates the
category and is 3x the size
of the next largest company.
MULO - Top SKUs
•
With $192,911,491 MM in sales combined the top 10 SKUs account for
nearly 20% of total sales.
•
Of the Top 10 SKUS:
–
–
–
2 are Kellogg brands
3 are Promotion In Motion brands
5 are General Mills brands
Top 10 SKUS
PROMOTION IN MOTION WELCH‘S MIXED FRUIT PIECE
FRUIT SNACK 22 CT
KELLOGGS DISNEY PRINCESS ASSORTED FRUIT PIECE
FRUIT SNACK 10 CT
BETTY CROCKER SCOOBY DOO ASSORTED FRUIT
PIECE FRUIT SNACK 10 CT
KELLOGGS VARIETY PACK PIECE FRUIT SNACK 24 CT
*IRI MULO, L52 weeks ending 3/22/15
BETTY CROCKER FRUIT GUSHERS VARIETY PACK
PIECE FRUIT SNACK 6 CT
PROMOTION IN MOTION WELCH’S MIXED FRUIT PIECE
FRUIT SNACK 10 CT
GENERAL MILLS MOTTS MEDLEYS ASSORTED FRUIT
PIECE FRUIT SNACK 10 CT
BETTY CROCKER FRUIT ROLL UPS VARIETY PACK
ROLL FRUIT SNACK 10 CT
PROMOTION IN MOTION WELCH’S MIXED FRUIT PIECE
FRUIT SNACK 40 CT
BETTY CROCKER SCOOBY DOO ASSORTED FRUIT
PIECE FRUIT SNACK 20 CT
52 Week
Dollar Sales
% Chg vs YA
Avg. Retail
Price
$32,511,929
25.3%
$4.12
$23,097,738
65.7%
$2.15
$21,996,305
-18.3%
$2.10
$19,513,619
-8.1%
$6.89
$19,256,317
-6.3%
$2.14
$17,625,993
4.8%
$2.48
$15,697,020
5.9%
$2.13
$14,703,038
-5.7%
$2.15
$14,271,712
5.7%
$7.93
$14,237,821
-0.7%
$4.23
MULO –
What’s Growing?
Top Growing SKUS
26 Week
Dollar Sales
% Chg vs
YA
KELLOGGS FROOT LOOPS ASSORTED FRUIT PIECE FRUIT SNACK 10
CT 8 OZ - 0038000119141
$2,665,987
NEW
BETTY CROCKER FRUIT GUSHERS MOUTHMIXERS ASSORTED FRUIT
PIECE FRUIT SNACK 3 CT 16.2 OZ - 0016000348461
$1,049,325
NEW
PROMOTION IN MOTION WELCH’S PB & J PEANUT BTTR STRWBRRY
PIECE FRUIT SNACK 8 CT 6.4 OZ - 0034856908351
$853,998
1764.8%
PROMOTION IN MOTION WELCH’S PB & J PEANT BTTR CNCRD GRP
PIECE FRUIT SNACK 8 CT 6.4 OZ - 0034856908361
$898,452
1509.8%
IRI MULO, L26 weeks ending 3/22/15; UPCs > $500k in sales
Channel Pricing
Comparison
*IRI L52 weeks ending 3/22/15
Food
Conv
Drug
BETTY CROCKER
SCOOBY DOO
ASSORTED FRUIT
PIECE FRUIT SNACK
10 CT 8 OZ
$2.14
$3.22
$2.85
PROMOTION IN
MOTION WELCH’S
MIXED FRUIT PIECE
FRUIT SNACK 1 CT
5 OZ (large pack)
$1.43
$1.80
$1.67
FOOD
Food
(91% Cat. Share)
Top 10 SKUS in Food
Top Sku: Promotion
in Motion
*IRI Food, L52 weeks ending 3/22/15
PROMOTION IN MOTION WELCH’S MIXED FRUIT PIECE FRUIT SNACK 10 CT
9 OZ
KELLOGGS DISNEY PRINCESS ASSORTED FRUIT PIECE FRUIT SNACK 10 CT
8 OZ
PROMOTION IN MOTION WELCH’S MIXED FRUIT PIECE FRUIT SNACK 40 CT
36 OZ
BETTY CROCKER SCOOBY DOO ASSORTED FRUIT PIECE FRUIT SNACK 10
CT 8 OZ
BETTY CROCKER FRUIT GUSHERS VARIETY PACK PIECE FRUIT SNACK 6 CT
5.4 OZ
BETTY CROCKER FRUIT ROLL UPS VARIETY PACK ROLL FRUIT SNACK 10 CT
5 OZ
BETTY CROCKER FRUIT BY THE FOOT VARIETY PACK ROLL FRUIT SNACK 6
CT 4.5 OZ
BETTY CROCKER FRUIT GUSHERS TROPICAL FRUIT PIECE FRUIT SNACK 6
CT 5.4 OZ
GENERAL MILLS MOTTS MEDLEYS ASSORTED FRUIT PIECE FRUIT SNACK 10
CT 8 OZ
PROMOTION IN MOTION WELCH’S BERRIES N CHERRIES PIECE FRUIT SNACK
10 CT 9 OZ
Dollar Sales
52 Week
Sales
% Chg vs
YA
$16,602,390
4.1%
$14,600,645
73.8%
$14,228,196
5.4%
$13,693,803
-14.4%
$12,191,099
-6.7%
$10,927,360
-7.1%
$10,406,326
-12.6%
$9,575,492
-4.3%
$8,918,186
9.7%
$8,908,250
-2.7%
New & Notable in
Food
Product
GENERAL MILLS FIBER ONE ASSORTED FRUIT PIECE
FRUIT SNACK 10 CT 8 OZ - 0016000414161
CLIF KID Z FRUIT + VEGGIE ORGANIC CHEERY CHRRY
ROPE FRUIT SNACK 5 CT 3.2 OZ - 0722252381311
HORIZON ORGANIC BERRY MEDLEY PIECE FRUIT SNACK
5 CT 4.75 OZ - 0742365004981
White Wave
•
Horizon Organic introduced
a new line of fruit snacks in
March 2015
- 32mg of DHA Omega-3 per serving
- Majority of sales within the food
channel.
*IRI Food, L52 weeks ending 3/22/15
52 Week
Dollar Sales
% Chg vs YA
$4,687,322
372.80%
$529,270
691.70%
$248,555
NEW
General Mills
Clif Bar & Co.
Food
Promotion Trends
•
•
45% of category volume in food is
sold on promotion, in line with last
year.
Price Reductions
Only
Feature
Only
Display
Only
Feature and
Display
45%
27%
19%
8%
PIM focuses promotion spend
heavily on price reductions.
Kellogg
Price Reductions
Only
39%
Feature
Only
24%
Display
Feature and
Only
Display
24%
13%
General Mills
Price Reductions
Only
43%
Feature
Only
35%
Display
Feature and
Only
Display
13%
8%
Promotion in Motion (PIM)
*IRI Food, L52 weeks ending 3/22/15
Price Reductions
Only
65%
Feature
Only
16%
Display
Feature and
Only
Display
13%
6%
 54% of category volume is sold on
promotion, up 9.7% from last year.
 47% of category volume is sold on
promotion, down -2.7%.
 33% of category volume is sold on
promotion with 12% growth from last
year.
CONVENIENCE
Convenience
(7% Share)
2½ times the size
of the next SKU
Top 10 SKUS in Convenience
Promotion in
Motion Co.
52 Week Sales
% Chg vs
YA
PROMOTION IN MOTION WELCH’S MIXED FRUIT PIECE FRUIT SNACK 1 CT
5 OZ - 0034856050981
$16,535,606
14.6%
PROMOTION IN MOTION WELCH’S STRAWBERRY PIECE FRUIT SNACK 1 CT
5 OZ - 0034856050961
$6,299,208
-5.2%
PROMOTION IN MOTION WELCH’S BERRIES N CHERRIES PIECE FRUIT
SNACK 1 CT 5 OZ - 0034856050921
$4,401,179
37.7%
PROMOTION IN MOTION WELCH’S ISLAND FRUITS PIECE FRUIT SNACK 1
CT 5 OZ - 0034856050911
$2,293,440
31.6%
PROMOTION IN MOTION WELCH’S TANGY FRUIT PIECE FRUIT SNACK 1 CT
5 OZ - 0034856050971
$1,366,821
17.7%
$937,429
6.0%
$725,397
-24.1%
$511,164
NEW
$467,920
-19.5%
$451,768
-11.3%
PROMOTION IN MOTION WELCH’S CONCORD GRAPE PIECE FRUIT SNACK
1 CT 5 OZ - 0034856050941
KELLOGGS MIXED BERRIES PIECE FRUIT SNACK 1 CT 2.5 OZ 0038000296651
PROMOTION IN MOTION WELCH’S PB & J PEANT BTTR CNCRD GRP PIECE
FRUIT SNACK 4 CT 4.25 OZ - 0034856122361
KELLOGGS STRAWBERRY PIECE FRUIT SNACK 1 CT 2.5 OZ 0038000296681
KELLOGGS CHERRY PIECE FRUIT SNACK 1 CT 2.5 OZ - 0038000296711
*IRI Convenience, L52 weeks ending 3/22/15
Dollar Sales
Leaders in
Convenience
•
The Promotion in Motion Welch’s brand leads the
convenience category.
•
These six SKUS have a combined total sales of
$31,833,682 million which accounts for 84% of total
convenience sales.
$16,535,606
$6,299,208
*IRI Convenience, L52 weeks ending 3/22/15
$4,401,179
$2,293,440
$1,366,821
$937,429
New & Notable in
Convenience
•
Promotion in Motion introduced the
Apple Orchard Medley in February
2015
•
Sales are currently focused in the
Mid-South convenience region
Product
52 Week
Dollar Sales
% Chg vs YA
PROMOTION IN MOTION WELCH’S APPLE
ORCHARD MEDLEY PIECE FRUIT SNACK 1CT 5 OZ
- 0034856050791
$48,383
NEW
*IRI Convenience, 52 weeks ending 3/22/15
Geographical Trends
- Convenience
52 Week
% Chg vs
Dollar Sales
YA
52 Week Sales - Convenience
$8,000,000
$7,000,000
Northeast
$7,030,782
-0.4%
Southeast
$6,395,635
5.20%
$5,000,000
Mid-South
$6,231,169
10.7%
$4,000,000
South
Central
Great Lakes
$6,000,000
$3,000,000
$4,954,224
$4,511,591
13.7%
0.9%
$2,000,000
$1,000,000
$0
West
$3,708,670
-4.70%
California
$2,494,917
12.8%
Plains
$2,201,886
21.6%
*IRI Convenience, L52 weeks ending 3/22/15
Sales
Conv Distribution
& Velocity
Convenience stores have 78% distribution with 75%
of stores selling.
Convenience sells $9/store/week.
FOOD
CONV
DRUG
*IRI L52 weeks ending 3/22/15
Avg Weekly Dollars
%Change
Current
vs YA
$278.54
0.8%
$9.02
-2.7%
$7.38
-14.1%
Avg Weekly Units
%Change
Current
vs YA
128.42
-3.0%
5.41
-8.5%
2.88
-5.9%
DRUG
Drug
(1.7% Cat. Share)
Top 10 SKUS in Drug
Top sku:
Ferrara Candy Co.
*IRI Drug, L52 weeks ending 3/22/15
Dollar Sales
52 Week
Sales
% Chg vs
YA
BLACK FOREST ASSORTED FRUIT PIECE FRUIT SNACK 28 CT 25.2 OZ 0041420746291
$1,639,107
-17.2%
BETTY CROCKER FRUIT ROLL UPS GUSHERS FRUIT BY THE FOOT VARIETY PACK
PIECE FRUIT SNACK 16 CT 10.6 OZ - 0016000170652
$1,030,591
-4.4%
BETTY CROCKER FRUIT GUSHERS TROPICAL FRUIT PIECE FRUIT SNACK 6 CT 5.4
OZ - 0016000240704
$731,657
-0.1%
BETTY CROCKER SCOOBY DOO ASSORTED FRUIT PIECE FRUIT SNACK 10 CT 8 OZ
- 0016000424191
$700,417
-10.9%
PRIVATE LABEL ASSORTED FRUIT PIECE FRUIT SNACK 10 CT 9 OZ - 194233499
$515,440
10.1%
PRIVATE LABEL BLUEBERRY & POMEGR#1 BAR FRUIT SNACK 5 CT 6.5 OZ 335721387
$449,009
NEW
KELLOGGS DISNEY PIXAR CARS ASSORTED FRUIT PIECE FRUIT SNACK 10 CT 8 OZ
- 0038000556472
$317,558
40.1%
BETTY CROCKER FRUIT BY THE FOOT VARIETY PACK ROLL FRUIT SNACK 6 CT 4.5
OZ - 0016000194301
$229,787
-34.8%
PROMOTION IN MOTION WELCH’S MIXED FRUIT PIECE FRUIT SNACK 1 CT 5 OZ 0034856050981
$221,361
541.1%
PRIVATE LABEL ASSORTED FRUIT PIECE FRUIT SNACK 6 CT 5.4 OZ - 190486459
$195,294
38.0%
New and Notable
in Drug
•
•
On trend with combining fruit and
vegetable juice into products for children.
Example: Capri Sun Super V
Product
BLACK FOREST BERRY COLLISION PIECE FRUIT SNACK
10 CT 8 OZ - 0041420476531
*IRI Drug, L52 weeks ending 3/22/15
52 Week
Dollar Sales
% Chg vs YA
$131,873
NEW
Drug
Promotion Trends
•
45% of category volume in
drug is sold on promotion,
and is declining at – 26.6%
Price Reductions
Only
Feature
Only
Display
Only
Feature and
Display
45%
29%
24%
2%
Ferrara Candy
Price Reductions
Only
37%
Feature
Only
17%
Display
Feature and
Only
Display
43%
2%
Private Label
Price Reductions
Only
58%
Feature
Only
15%
Display
Feature and
Only
Display
22%
4%
General Mills
Price Reductions
Only
38%
*IRI Drug, L52 weeks ending 3/22/15
Feature
Only
61%
Display
Feature and
Only
Display
1%
0.4%
 36% of category volume is sold on
promotion and is down -41.5%, nearly
half of what it was last year.
 30% of category volume is sold on
promotion. Category volume on
promotion has had 142% growth.
 18% of category volume is sold on
promotion and has a significant 29.1% decline from last year.
Drug Distribution
& Velocity
Despite its low sales, drug stores still have 97%
ACV, but only 75% of stores are selling.
•
The top two skus only have approx. 45% distribution each.
Drug stores only sell about three units/week, the
lowest across channels.
FOOD
CONV
DRUG
*IRI L52 weeks ending 3/22/15
Avg Weekly Dollars
%Change
Current
vs YA
$278.54
0.8%
$9.02
-2.7%
$7.38
-14.1%
Avg Weekly Units
%Change
Current
vs YA
128.42
-3.0%
5.41
-8.5%
2.88
-5.9%