Nielsen Homescan®
Data and Retail Insights
American Egg Board
52 Weeks Ending
December 26, 2009
Nielsen Homescan® Panel
•
•
•
•
•
125,000 U.S. households
Demographically balanced
Statistically reliable
Households scan all retail purchases
Uploaded to Nielsen weekly
Channel * Facts
•
How do consumers shop and buy the
EGG category in a particular retailer?
•
Examines opportunities and potential
sales increase within a retail channel
Shopper Penetration
•
% of households that purchased the
category at least once and that shopped
the retail channel
Channel Facts:
Shopper Penetration
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
Total Outlets
92.6
92.4
92.8
Grocery
91.4
91.0
91.3
Drug
75.7
75.2
74.4
Warehouse Clubs
47.9
46.9
47.6
Convenience / Gas
37.9
37.3
35.4
Dollar Stores
59.8
59.5
60.2
7.3
7.9
7.8
Mass Merchandise w/Supers
88.8
88.3
88.5
Mass Merchandise w/o Supers
76.6
73.8
72.1
Supercenters
61.1
63.2
65.2
Trader Joes
Item Penetration
Channel Importance
•
What % of the business moves through
the various channels?
•
Which store do most buyers go to?
Channel Facts:
Item Penetration
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
Total Outlets
92.6
92.4
92.8
Grocery
82.7
82.7
82.7
4.7
5.0
4.7
12.7
12.9
13.3
Convenience / Gas
2.0
1.8
1.8
Dollar Stores
3.0
2.2
3.2
Trader Joes
0.7
1.1
1.0
38.1
38.5
40.1
7.2
7.0
7.7
33.1
33.6
34.5
Drug
Warehouse Clubs
Mass Merchandise w/Supers
Mass Merchandise w/o Supers
Supercenters
Item Penetration: 1999 - 2009
100
94.9
94.7
94.3
94.0
94.5
94.1
93.3
93.0
92.6
92.4
92.8
90
80
70
60
50
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
“Percent of U.S. Households that purchased fresh eggs at least once during the year”
Retailer Shoppers
•
Projected number of shoppers for that
item in the retailer (the potential)
Channel Facts:
Retailer Shoppers (000)
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
Total Outlets
107,485.7
108,762.2
109,904.2
Grocery
106,078.1
107,148.1
108,223.9
Drug
87,920.3
88,458.1
88,128.6
Warehouse Clubs
55,574.9
55,206.3
56,400.8
Convenience / Gas
43,987.1
43,857.9
41,995.7
Dollar Stores
69,448.1
70,086.8
71,325.2
8,465.6
9,255.4
9,198.6
103,084.7
103,906.7
104,834.0
Mass Merchandise w/o Supers
88,948.9
86,828.0
85,442.8
Supercenters
70,937.9
74,412.4
77,290.6
Trader Joes
Mass Merchandise w/Supers
Item Buyers
•
Projected number of buyers for that item
in the retailer (the converted)
Channel Facts:
Item Buyers (000)
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
107,485.7
108,762.2
109,904.2
96,045.9
97,350.9
98,040.5
5,492.7
5,838.2
5,572.0
14,747.9
15,214.5
15,730.8
Convenience / Gas
2,280.3
2,112.8
2,099.5
Dollar Stores
3,487.2
2,633.3
3,849.9
801.1
1,338.3
1,158.5
44,215.0
45,310.9
47,517.4
8,304.0
8,218.8
9,138.7
38,445.1
39,550.2
40,930.9
Total Outlets
Grocery
Drug
Warehouse Clubs
Trader Joes
Mass Merchandise w/Supers
Mass Merchandise w/o Supers
Supercenters
Buyer Conversion
•
The % of shoppers buying eggs by
channel
•
Answers the question: "how many
shoppers do I convert to buy EGGS
in my store?”
•
Opportunity: convert shoppers into buyers
Channel Facts:
Buyer Conversion
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
100.0
100.0
100.0
90.5
90.9
90.6
6.3
6.6
6.3
26.5
27.6
27.9
Convenience / Gas
5.2
4.8
5.0
Dollar Stores
5.0
3.8
5.4
Trader Joes
9.5
14.5
12.6
42.9
43.6
45.3
9.3
9.5
10.7
54.2
53.1
53.0
Total Outlets
Grocery
Drug
Warehouse Clubs
Mass Merchandise w/Supers
Mass Merchandise w/o Supers
Supercenters
Buyer Conversion:
Grocery Channel
100
92.4%
91.5%
90.5%
90.9%
90.8%
90
80
70
60
50
2005
2006
2007
2008
2009
“How many shoppers are converted to buy eggs in a particular channel”
Buyer Conversion: Trader Joe’s
20
14.5%
12.6%
9.5%
10
0
2007
2008
2009
Retailer Trips
•
Projected number of trips that EGG
buyers made into the retailer in total
Channel Facts:
Retailer Trips (000)
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
17,810,486.7
17,580,085.9
17,352,624.0
Grocery
6,213,879.9
6,240,516.1
6,299,733.1
Drug
1,257,821.7
1,277,715.1
1,224,533.3
Warehouse Clubs
611,533.0
616,606.8
643,289.4
Convenience / Gas
623,678.3
582,358.2
545,751.0
Dollar Stores
859,952.7
888.233.5
909,854.5
64,910.0
69,483.5
71,375.1
Mass Merchandise w/Supers
3,280,352.3
3,232,617.1
3,227,989.3
Mass Merchandise w/o Supers
1,368,359.7
1,261,998.5
1,183,387.2
Supercenters
1,911,992.7
1,970,618.7
2,044,602.1
Total Outlets
Trader Joes
Item Trips
•
Projected number of trips that EGG
buyers made into the retailer for EGGS
Channel Facts:
Item Trips (000)
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
1,183,852.5
1,196,342.9
1,232,349.7
810,695.4
822,722.6
848,664.1
Drug
14,115.8
14,597.3
11,364.2
Warehouse Clubs
58,811.6
58,332.2
62,466.3
Convenience / Gas
5,122.3
4,820.7
5,077.0
Dollar Stores
8,868.3
5,024.0
9,994.1
Trader Joes
2,550.4
4,429.9
3,602.3
232,794.3
235,044.0
238,441.0
19,964.9
20,442.2
22,668.6
212,829.4
214,601.8
215,772.4
Total Outlets
Grocery
Mass Merchandise w/Supers
Mass Merchandise w/o Supers
Supercenters
Trip Conversion
•
Percent of total retailer trips made by the
EGG buyer that included EGGS
Channel Facts:
Trip Conversion
52 weeks ending
12.29.2007
Total Outlets
12.27.2008
12.26.2009
6.7
6.8
7.1
13.1
13.2
13.5
Drug
1.1
1.1
0.9
Warehouse Clubs
9.6
9.5
9.7
Convenience / Gas
0.8
0.8
0.9
Dollar Stores
1.0
0.6
1.1
Trader Joes
3.9
6.4
5.0
Mass Merchandise w/Supers
7.1
7.3
7.4
Mass Merchandise w/o Supers
1.5
1.6
1.9
11.1
10.9
10.6
Grocery
Supercenters
Item $ per Item Buyer
•
How much the item buying household
spends on EGGS in the retailer
throughout the year
Channel Facts:
Item $ per Item Buyer
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
Total Outlets
$
24.30
$
28.10
$
23.80
Grocery
$
18.50
$
21.20
$
17.90
Drug
$
4.90
$
6.20
$
3.90
Warehouse Clubs
$
13.90
$
15.30
$
14.20
Convenience / Gas
$
4.50
$
5.60
$
5.30
Dollar Stores
$
4.20
$
3.80
$
4.40
Trader Joes
$
5.60
$
7.70
$
6.20
Mass Merchandise w/Supers
$
10.60
$
12.30
$
9.80
Mass Merchandise w/o Supers
$
4.80
$
5.80
$
4.80
Supercenters
$
11.20
$
12.90
$
10.30
Total Retailer $ on Item Trip:
•
The "in-basket market basket" value
measure
•
The $ per trip spent by item buying
households in that retailer among all
trips that included EGGS
Channel Facts:
Total Retailer $ per Item Trip
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
Total Outlets
$
77.80
$
81.00
$
80.40
Grocery
$
70.30
$
72.90
$
72.30
Drug
$
26.30
$
26.90
$
26.90
Warehouse Clubs
$
130.70
$
132.90
$
137.20
Convenience / Gas
$
23.40
$
27.00
$
25.90
Dollar Stores
$
24.90
$
36.90
$
32.50
Trader Joes
$
36.90
$
43.70
$
47.50
Mass Merchandise w/Supers
$
97.20
$
102.90
$
100.50
Mass Merchandise w/o Supers
$
75.70
$
73.80
$
73.70
Supercenters
$
99.30
$
105.60
$
103.30
Total Retailer $ When Item N-I-B
•
The "out of-basket market basket" value
measure
•
The $ per trip spent by EGG buying
households in that retailer among trips
when EGGS were not in the basket
Channel Facts:
Total Retailer $ When Item N-I-B
52 weeks ending
12.29.2007
12.27.2008
12.26.2009
Total Outlets
$
41.90
$
42.80
$
42.80
Grocery
$
35.90
$
37.10
$
27.80
Drug
$
23.70
$
23.90
$
24.00
Warehouse Clubs
$
94.30
$
97.00
$
94.50
Convenience / Gas
$
17.80
$
19.30
$
19.80
Dollar Stores
$
13.40
$
13.70
$
14.00
Trader Joes
$
32.60
$
33.70
$
33.70
Mass Merchandise w/Supers
$
54.00
$
55.90
$
54.90
Mass Merchandise w/o Supers
$
48.20
$
48.90
$
47.80
Supercenters
$
58.60
$
60.80
$
59.40
Channel*Facts
In-Basket vs N-I-B Value
•
Dollars spent per Household per trip
when eggs were in the basket vs dollars
spent when eggs were not in the
shopping cart
Channel*Facts:
Eggs in Basket vs Eggs N-I-B
$103.30
100
90
$80.40
80
$72.30
70
$59.40
60
50
$42.80
$32.50
40
$27.80
30
20
$14.00
10
0
Total US
Grocery
Supercenter
Dollar
% of Egg Volume Sold on Deal
•
The percent of item volume sold in
conjunction with any consumerperceived deal.
Channel Facts:
% item $ on Deal
52 weeks ending
12.27.2008
12.26.2009
Total Outlets
18.0 %
18.5 %
Grocery
19.6 %
24.1 %
Drug
48.3 %
45.5 %
Warehouse Clubs
1.7 %
2.4 %
Convenience / Gas
7.8 %
13.0 %
Dollar Stores
5.5 %
6.8 %
Trader Joes
1.7 %
1.6 %
Mass Merchandise w/Supers
4.2 %
6.0 %
Mass Merchandise w/o Supers
7.7 %
9.5 %
Supercenters
5.3 %
5.6 %
% Egg Volume Sold on Deal
in Grocery Channel
30
26.9%
24.1%
25
21.9%
20.0%
19.6%
20
15
10
5
0
2005
2006
2007
2008
2009