Overview of the European Market Basket
Presented by Empower IT
Heidelberg, Germany
August 2008
1
“Here are the groceries Mom. Now can I go out and play?”
2
Let’s begin by taking a look at
Europe's Performance vs ConUS
3
Total DeCA Sales ConUS vs Europe
Five-Year Trend (FY 2002 – 2007)
Despite store closures, Europe has sustained 5.3% growth in the past 5 years
600.0
6.00
500.0
5.00
400.0
4.00
300.0
3.00
200.0
Europe-Dollars
ConUS-Dollars
100.0
0.0
2.00
ConUS (Billions)
Europe (Millions)
DeCA Sales
FY07 vs FY03
Europe: +5.3%
ConUS: +9.7%
1.00
0.00
FY03
Source: American Logistics Association Site
FY04
FY05
FY06
FY07
4
DeCA Store Count
The majority of store closures during the past 6 years has occurred in Europe
Total number of stores open by year
308
308
303
302
295
286
286
273
268
266
266
82
79
79
80
80
77
75
74
70
63
57
FY97
FY98
FY99
FY00
FY01
FY02
FY03
FY04
FY05
FY06
FY07
DECA
Store count includes CDCs and Nexmarts
Source: DeCA Headquarters
Europe
In the European market there are currently 47 stores.
5
Europe
Average Dollar Sales per Store
…and average sales per store in Europe have increased dramatically
$6.32
FY04
$6.98
FY05
$7.46
FY06
$8.31
FY07
Europe Avg Sales Per Store (Millions of $)
Source: DeCA Headquarters & ALA Site
6
Sales Performance
ConUS vs Europe 52-Week Trends
52 Wk Trend vs YAG
$%
Chg
Europe
ConUS
30
28
26
24
22
20
18
16
14
12
10
8
6
4
4 Wk Pd. Ending:
-4.3%
-0.3%
(Millions)
350
300
250
200
150
ConUS
Europe
(Millions)
+0.8%
+4.8%
Pkg %
Chg
100
50
JUL 07
07
AUG SEP 01 SEP 29 OCT
04 07
07
07
27 07
NOV
24 07
Europe-Dollars
ConUS-Dollars
Source: TotCat 52 weeks ending 6/07/08
DEC JAN 19 FEB 16 MAR APR 12 MAY JUN 07
22 07
08
08
15 08
08
10 08
08
0
Europe-Packages
ConUS-Packages
7
Sales Performance
25% (12) of the European stores are
posting greater than 10% growth over
yago!
ConUS is showing similar trends in both
dollar and package growth in their top
stores.
8
Store Performance
Europe Store Ranking
Top six stores accounted for 40% of Europe dollar volume
Europe Store Ranking based on Dollar Volume
Store
Rank TOTAL CATEGORIES
EUROPE
1
RA-RAMSTEIN AB, GERMANY (E28)
2
UK-RAF LAKENHEATH, ENGLAND (E1H)
3
RA-VOGELWEH AB, GERMANY (E23)
4
RA-HEIDELBERG, GERMANY (E2M)
5
ME-AVIANO AB, ITALY (E5W)
6
WB-WIESBADEN, GERMANY (E24)
7
RA-PATCH BARRACKS, GERMANY (E4V)
8
ME-NAPLES, ITALY (E5X)
9
RA-MANNHEIM, GERMANY (E2T)
10 RA-BAUMHOLDER, GERMANY (E27)
11 WB-VILSECK, GERMANY (E41)
12 WB-GRAFENWOEHR, GERMANY (E4L)
13 WB-SCHWEINFURT, GERMANY (E3W)
14 UK-BITBURG AB, GERMANY (E2E)
15 UK-CHIEVRES, BELGIUM (E3K)
16 ME-VICENZA, ITALY (E5Q)
17 ME-SIGONELLA, ITALY (E5V)
18 UK-SCHINNEN, NTHRLND (E3V)
19 WB-HANAU, GERMANY (E3P)
20 WB-BAMBERG, GERMANY (E3E)
21 WB-ANSBACH, GERMANY (E4C)
22 UK-SPANGDAHLEM AB, GERMANY (E2Y)
23 ME-ROTA, SPAIN (E5U)
24 UK-RAF ALCONBURY, ENGLAND (E1B)
25 WB-HOHENFELS, GERMANY (E4S)
26 ME-INCIRLIK, TURKEY (E5Y)
Source: TotCat 52 weeks ending 6/07/08
Share of Total
Europe $s
10.0%
8.2%
7.0%
5.7%
4.4%
4.4%
4.1%
4.1%
3.9%
2.9%
2.7%
2.6%
2.6%
2.6%
2.4%
2.3%
2.1%
2.1%
2.0%
2.0%
1.9%
1.9%
1.7%
1.6%
1.6%
1.4%
$ Volume
323,049,536
32,276,634
26,617,618
22,707,668
18,495,194
14,279,532
14,231,178
13,280,908
13,182,632
12,649,116
9,410,792
8,618,887
8,482,330
8,446,152
8,358,079
7,660,814
7,318,807
6,784,543
6,623,360
6,414,362
6,330,677
6,292,892
6,268,359
5,627,439
5,188,616
5,079,732
4,481,338
$ % Chg
0.8%
4.7%
3.0%
6.1%
2.5%
10.2%
-1.8%
13.9%
11.1%
1.9%
6.3%
-24.9%
188.1%
36.3%
-4.2%
4.3%
-5.3%
4.4%
9.2%
-41.1%
9.4%
-2.3%
5.7%
6.7%
4.3%
6.9%
-7.2%
Store
Rank
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
TOTAL CATEGORIES
EUROPE
UK-LAJES FIELD, AZORES (E5L)
UK-RAF MENWITH HILL, ENGLAND (E1Q)
WB-WUERZBURG, GERMANY (E33)
WB-DARMSTADT, GERMANY (E2G)
UK-RAF CROUGHTON, ENGLAND (E1M)
ME-GARMISCH, GERMANY (E4J)
ME-CAIRO, EGYPT (E5B)
WB-ILLESHEIM, GERMANY (E4P)
ME-LIVORNO, ITALY (E5J)
UK-RAF MILDENHALL, ENGLAND (E1J)
RA-SEMBACH AB, GERMANY (E2Z)
UK-RAF FAIRFORD, ENGLAND (E1F)
ME-ANKARA, TURKEY (E5T)
ME-IZMIR, TURKEY (E5H)
ME-MINEO, ITALY (E6G)
WB-DEXHEIM, GERMANY (E2H)
ME-RIYADH, SAUDI (E5M)
RA-PANZER, GERMANY (E4U)
RA-KELLEY BARRACKS, GERMANY (E4Q)
WB-GIESSEN, GERMANY (E3Q)
RA-IDAR OBERSTEIN, GERMANY (E2N)
RA-NEUBRUECKE, GERMANY (E2U)
WB-BAD NAUHEIM, GERMANY (E2D)
WB-MCCULLY BARRACKS, GERMANY (E2S)
WB-BUEDINGEN, GERMANY (E3M)
WB-GELNHAUSEN, GERMANY (E3N)
WB-BABENHAUSEN, GERMANY (E2B)
Share of
Total Europe
$s
1.4%
1.3%
1.1%
0.9%
0.8%
0.7%
0.6%
0.6%
0.6%
0.6%
0.5%
0.5%
0.4%
0.3%
0.3%
0.3%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.0%
0.0%
0.0%
0.0%
0.0%
$ Volume
323,049,536
4,400,257
4,146,997
3,429,074
2,750,506
2,510,784
2,270,201
2,045,043
2,037,495
1,918,176
1,893,900
1,770,548
1,490,997
1,384,359
1,091,394
874,822
870,353
805,200
616,656
594,913
443,333
214,376
162,030
86,680
72,287
46,882
10,577
4,049
9
$ % Chg
0.8%
16.8%
9.9%
-48.8%
-38.1%
-5.4%
7.2%
-1.4%
3.9%
7.3%
-12.7%
-16.4%
-0.4%
17.2%
4.1%
0.3%
-8.7%
4.0%
33.0%
38.7%
-84.8%
-9.7%
24.4%
-92.2%
-62.4%
-89.9%
-89.8%
-95.4%
Category Performance
Power categories in Europe show dramatically
different shopping patterns from U.S. military
shoppers.
They shop the commissary for a taste of
home…something to snack on, a can of soda,
American chicken, and fish. They stock up for
baby needs and basic household items.
10
Commodity Ranking
Europe Overview
Top Commodities in Europe
Dollar Volume (millions)
43.8
FROZEN FOODS
42.4
REFRIGERATED FOODS
37.9
SHELF STABLE BEVERAGES
28.8
CANNED & BOTTLED GROCERIES
28.4
DRY GROCERIES
27.4
HEALTH & BEAUTY PRODUCTS
23.0
SNACK FOODS
16.6
PAPER & PLASTIC
14.9
BABY PRODUCTS
13.0
HOUSEHOLD CLEANERS
FRESH BAKERY
10.3
HOUSEHOLD SUPPLIES
10.3
7.4
CONFECTIONERY
PET FOODS
6.5
SPECIALTY FOODS
6.2
4.6
TOBACCO
PRODUCE
Source: TotCat 52 weeks ending 6/07/08
1.5
11
Commodity Performance
Europe Overview
Baby Products are twice as developed in Europe than in ConUS
$ Shr
Tobacco indexes only 47 compared to ConUS
$ % Chg
Europe
ConUS
FROZEN FOODS
REFRIGERATED FOODS
SHELF STABLE BEVERAGES
CANNED & BOTTLED GROCERIES
DRY GROCERIES
HEALTH & BEAUTY PRODUCTS
SNACK FOODS
PAPER & PLASTIC
BABY PRODUCTS
HOUSEHOLD CLEANERS
FRESH BAKERY
HOUSEHOLD SUPPLIES
CONFECTIONERY
PET FOODS
SPECIALTY FOODS
TOBACCO
PRODUCE
Source: TotCat 52 weeks ending 6/07/08
0.3
6.1
0.0
-0.6
0.7
-1.1
0.7
-1.6
3.5
-1.3
-3.0
-0.6
6.6
5.8
3.8
0.8
-25.0
5.1
14.2
5.1
3.2
5.3
0.4
5.1
2.4
0.2
0.2
6.9
1.3
5.6
3.5
5.2
-12.2
10.9
Index To
ConUS
127
79
110
92
100
100
103
96
209
93
97
128
128
69
119
47
36
12
Category Performance
Top 15 Categories by Dollars
Top three categories are Beverages followed by Salty Snacks
EUROPE
TOP 15 CATEGORIES
TOTAL ALL CATEGORIES
CARBONATED BEVERAGES
WATER/NEW AGE BEV
CANNED/BOTTLED JUICE/DRINKS
SALTY SNACKS
RTE CEREAL
CONFECTIONERY II
NON BRANDED MILK/CREAM
BISCUITS
NATURAL CHEESE
BREAD
FROZEN FISH/SHRIMP/SEAFOOD
DIAPERS/TRAINING PANTS
INFANT & TODDLER NUTRITIONALS
BATH TISSUE
HEAVY DUTY LAUNDRY DETERGENT
Source: TotCat 52 weeks ending 6/07/08
CONUS
$ % CHG
$ RANK $ VOLUME YAGO $ RANK $ VOLUME
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
323,049,554
11,546,925
8,756,101
8,736,028
7,775,463
7,677,032
7,402,380
7,113,075
6,749,395
6,745,635
6,698,883
6,121,184
6,120,675
4,906,056
4,761,752
4,575,690
0.8
-6.0
3.3
2.3
-0.6
1.3
6.6
1.5
0.0
10.8
-3.3
-1.0
5.8
0.0
4.7
0.6
2
8
7
9
6
11
3
5
10
4
26
41
42
12
15
3,938,738,432
104,446,288
87,305,008
90,766,264
82,164,400
93,221,016
72,023,008
103,900,488
93,584,680
79,401,208
95,886,624
36,452,780
27,800,638
27,744,738
66,203,040
60,809,524
SHR INDEX
$ % CHG EUROPE
YAGO VS CONUS
4.8
-2.4
7.6
10.4
5.7
2.8
5.7
27.7
4.9
18.2
8.2
4.0
-2.2
-0.1
6.1
2.8
135
122
117
115
100
125
83
88
104
85
205
268
216
88
92
13
An astounding 9.4% of European dollar
sales comes from only 50 SKUs!
In the ConUS market, the top 50 best
selling items account for only 4.4% of all
ConUS dollar volume.
14
Store Performance
Assortment
Most of the top European stores carry close to the
full assortment of overall top items
% of
# of Top
Store
50 SKUS
Dollar Vol Stocked
Most stores have more than 9%
of their sales in the top 50 items.
Only Lakenheath shows a
considerably lower % of volume
generated by the top items.
RA-RAMSTEIN AB, GERMANY (E28)
9.8
50
UK-RAF LAKENHEATH, ENGLAND (E1H)
7.0
46
RA-VOGELWEH AB, GERMANY (E23)
9.7
50
RA-HEIDELBERG, GERMANY (E2M)
8.6
50
WB-WIESBADEN, GERMANY (E24)
9.5
49
10.3
49
RA-MANNHEIM, GERMANY (E2T)
9.9
50
ME-NAPLES, ITALY (E5X)
8.7
47
RA-PATCH BARRACKS, GERMANY (E4V)
8.7
50
WB-VILSECK, GERMANY (E41)
9.9
49
11.6
50
WB-HANAU, GERMANY (E3P)
9.8
49
UK-BITBURG AB, GERMANY (E2E)
9.2
50
UK-CHIEVRES, BELGIUM (E3K)
8.8
47
ME-VICENZA, ITALY (E5Q)
9.8
50
WB-SCHWEINFURT, GERMANY (E3W)
9.4
49
ME-SIGONELLA, ITALY (E5V)
9.5
46
WB-ANSBACH, GERMANY (E4C)
9.8
47
UK-SCHINNEN, NTHRLND (E3V)
9.4
49
11.0
49
ME-AVIANO AB, ITALY (E5W)
RA-BAUMHOLDER, GERMANY (E27)
WB-BAMBERG, GERMANY (E3E)
Source: Empower IT, 52 Weeks End Dec 2007
15
Store Performance
Dollar Ranking
Top 25 European Items - Dollars
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
UPC
Category
008321720517 MLKFRSH 64Z LF 2BF
Milk
008321720501 MLKFRSH 64Z 3.25BF
Milk
008321720518 MLKFRSH SKM 64Z
Milk
004130054107 WONDERBREAD 24Z ORG
Bread
030087127341 ENFAMIL LIPIL 12.9Z PWD
Infant Nutritionals
004900002890*CC CLS COKE 12/12P
Soda
004900001278 CC CLS COKE 12/24P
Soda
001210001030 TYSON 40Z BLS/SKNLS BR
Frz Chicken
072019605401 SAN BENEDTO MNRL 16Z 6P
Water
008321720727 MLKFRSH 64Z LF 1 PER HLF G
Milk
002370060984 TYSON 64Z BLS/SKNL BR
Frz Chicken
004500012508 HOMEPRIDE 24Z ORG
Bread
004500011199 WONDERBREAD 1C ORG
Bread
072019615401 SAN BENEDTO 50.7Z
Water
002820010690 MARLBORO LT NM KGS BX FT RV 1C Cigarettes
061429965967 CULLIGAN 16.9Z 12P
Water
001210009605*TYSON 80Z HT WNGS
Frz Chicken
002370003803 TYSON 28Z CRSP CK STRP
Frz Chicken
002840004577 LAYS VRTY PK 1.12Z 24P
Salty Snacks
004900001063 DT COKE 12/24P CO
Soda
002370047652 TYSON 40Z BLS/SKNL TNDR
Frz Chicken
007007455958 SIMILAC 12.9Z PWD W/I ADV
Infant Nutritionals
002820010012 MARLBORO NM KGS BX FT RV 1C
Cigarettes
061126910802 REDBULL 8.3Z 4P
Energy Drinks
001200080996 MOUNTAIN DEW 12/12P
Soda
Source: Empower IT, 52 Weeks End Dec 2007
Of the top 50 items…
•
•
•
•
•
•
•
•
•
9 Soda
5 Milk
5 Bread
5 Frz Chicken
4 Water
3 Salty Snacks
3 Infant Nutritionals
3 Chill Juice
2 Cigarettes
•
•
•
•
•
•
•
•
2 Charcoal
2 Bacon
1 Toilet Paper
1 Sour Cream
1 Frz Fish
1 Energy Drink
1 Cheese
1 Butter
• These 25 items generate 6.4%
of all Europe dollar volume
• The top 50 generate 9.3%
16
Store Performance
Package Ranking
Top 25 European Items - Packages
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
UPC
008321720517 MLKFRSH 64Z LF 2BF
008321720501 MLKFRSH 64Z 3.25BF
004130054107 WONDERBREAD 24Z ORG
008321720518 MLKFRSH SKM 64Z
004500011199 WONDERBREAD 1C ORG
072019605401 SAN BENEDTO MNRL 16Z 6P
008321720727 MLKFRSH 64Z LF 1 PER HLF G
004500012508 HOMEPRIDE 24Z ORG
004500011286 WONDERBREAD 1C ORG
003915301218 SAN BENEDTO MNRL 16.9Z
007878300108 GRIMMWAY BABY CRTS 8.75Z
007047000650 YOPLAIT LT 6Z STRAWBERRY
007066201003 TOP RAMEN 3Z 1P CHK
007047000654 YOPLAIT LT 6Z STRAW BANANA
004178900211 RAMEN 3Z 1P CHK
072019615401 SAN BENEDTO 50.7Z
007342000011 DAISY SOUR CREAM 16Z
002840001390 SANTITAS 10Z
004900002890*CC CLS COKE 12/12P
007047000652 YOPLAIT LT 6Z BLUEBERRY
002100065883 KRAFT MAC/CHS 7.25Z ORIGINAL
007047000655 YOPLAIT LT 6Z PEACH
002100061223 PHILLY CREAM CHS BRK 8Z
007047000653 YOPLAIT LT 6Z CHERRY
004500012504 HOMEPRIDE 24Z ORG
Source: Empower IT, 52 Weeks End Dec 2007
Category
Milk
Milk
Bread
Milk
Bread
Water
Milk
Bread
Bread
Water
Packaged Produce
Yogurt
Oriental Noodles
Yogurt
Oriental Noodles
Water
Sour Cream
Salty Snacks
Soda
Yogurt
Prep Dinners
Yogurt
Cream Cheese
Yogurt
Bread
17
Key Category
Performance Indicators
Let’s examine Key Category Performance Indicators in
the European Power Categories
•
•
•
•
•
•
•
•
•
Carbonated Beverages
Water & New Age Beverages
Canned Bottled Juices
Salty Snacks
RTE Cereal
Confectionery
Biscuits
Infant/Nutritional
Diapers
18
Carbonated Beverages
Category Ranking Europe - #1
Category Development within Top 20 Stores
Top 20 Europe ACV Stores
$ VOLUME
CONUS (INC AK/HI)
EUROPE
RA-RAMSTEIN AB, GERMANY (E28)
UK-RAF LAKENHEATH, ENGLAND (E1H)
RA-VOGELWEH AB, GERMANY (E23)
RA-HEIDELBERG, GERMANY (E2M)
ME-AVIANO AB, ITALY (E5W)
WB-WIESBADEN, GERMANY (E24)
RA-PATCH BARRACKS, GERMANY (E4V)
ME-NAPLES, ITALY (E5X)
RA-MANNHEIM, GERMANY (E2T)
RA-BAUMHOLDER, GERMANY (E27)
WB-VILSECK, GERMANY (E41)
WB-GRAFENWOEHR, GERMANY (E4L)
WB-SCHWEINFURT, GERMANY (E3W)
UK-BITBURG AB, GERMANY (E2E)
UK-CHIEVRES, BELGIUM (E3K)
ME-VICENZA, ITALY (E5Q)
ME-SIGONELLA, ITALY (E5V)
UK-SCHINNEN, NTHRLND (E3V)
WB-HANAU, GERMANY (E3P)
WB-BAMBERG, GERMANY (E3E)
104,446,288
11,546,925
1,126,177
993,852
743,436
660,738
455,213
503,416
402,151
414,960
507,104
383,051
237,287
308,072
302,520
253,602
293,640
199,176
230,393
254,626
308,704
242,321
Store
Ranking
Within
Category
1
2
3
4
7
6
9
8
5
10
19
12
13
17
15
22
20
16
11
18
Cat Share
Cat Shr
Category
$ SHR TOTAL Development Development
Rank within
ALL
Index to
Index to
Store
CATEGORIES Europe
CONUS
1
1
1
1
2
1
1
1
1
1
2
1
1
1
1
2
2
1
1
1
2.7
3.6
3.5
3.7
3.3
3.6
3.2
3.5
3.0
3.1
4.0
4.1
2.8
3.6
3.6
3.0
3.8
2.7
3.4
3.8
4.8
3.8
100
97
103
92
100
89
97
83
86
111
114
78
100
100
83
106
75
94
106
133
106
100
133
130
137
122
133
119
130
111
115
148
152
104
133
133
111
141
100
126
141
178
141
Avg # Items
Stocked
Index to
Europe
100
121
113
106
105
108
93
104
105
106
101
95
99
105
112
81
97
104
101
98
93
stores outside of the Europe Top 20 which are top 20 in Carbonated Beverage
UK-SPANGDAHLEM AB, GERMANY (E2Y)
301,152
14
19
Carbonated Beverages
Category Quick Facts:
• Carb Bev $ sales in Europe -6.0% 52 wks, with ConUS trends down substantially less at -2.4%. The weak U.S. dollar
has been a key driver for dollar volume losses, as U.S. bottled product average price has fallen substantially compared
to Foreign bottled competitive product.
• With Average price down more than 11% across the category, Package sales are growing at a rapid pace , up 5.6% in
52-wk and +14.4% YTD. These trends are far outperforming the U.S. market, where package sales remain in
negative growth.
• Diet Sodas have outperformed Regular Calorie items, up +11.7% 52-wk, compared to only +2.7% for regular calorie.
YTD both Diet and Regular segments have growth of greater than 12%.
20
Carbonated Beverages
The top 20 selling UPCs account for more than 63% of total category sales.
Top 20 Carb Bev UPC's - Europe
$
VOLUME
004900001278 CC CLS COKE 12/24P CO
913,994
004900002890*CC CLS COKE 12/12P FRGPK
893,623
004900004748 CC DT COKE BLND 12/12P CO
546,844
004900001063 CC DT CLS COKE 12/24P CO
491,656
001200080996 PC MTDW 12/12P CTR FRGMT
441,168
007800008216 DP DRPPR 12/12P PPR FRGPK
426,031
001200000017 PC PEPSI 12/24P CO
401,482
001200000088 PC MTDW 12/24P CTR
389,179
001200080994 PC PEPSI 12/12P CO FRGMT
348,514
004900004255 CC DT COKE ZERO 12/12P CO FRG 310,969
PK
001200000053 PC DT PEPSI 12/24P CO
267,245
007800008316 DP DT DRPPR 12/12P PPR CLPK
257,312
001200080995 PC DT PEPSI 12/12P CO FRGMT
250,353
004900002892*CC SPRITE 12/12P LL FRGPK
228,904
007800008213 DP DRPPR 12/24P PPR
228,284
007686000495 DP WLCHRY 12/12P GRP FRGPK 203,667
004900001938 CC SPRITE 12/24P LL
190,651
001200080997 PC DT MTDW 12/12P CTR FRGMT 190,154
007800011316 DP SNKST 12/12P ORNG FRGPK
171,404
007800005216 DP A&W 12/12P RTBR FRG PK
161,773
$ % CHG
YAGO
6.2
-10.1
535.8
12.5
-7.6
-6.0
-12.6
-2.4
-12.8
120.0
-18.0
-13.5
-11.2
-11.6
9.6
0.1
50.6
-13.3
-2.9
-2.3
$ SHR
CAT
7.9
7.7
4.7
4.3
3.8
3.7
3.5
3.4
3.0
2.7
2.3
2.2
2.2
2.0
2.0
1.8
1.6
1.6
1.5
1.4
$ SHR PT
CHG CAT
PKG %
YAGO
CHG YAGO
0.9
-0.3
4.0
0.7
-0.1
0.0
-0.3
0.1
-0.2
1.5
-0.3
-0.2
-0.1
-0.1
0.3
0.1
0.6
-0.1
0.1
0.1
1.5
-10.1
663.2
21.6
-7.5
-6.2
-14.8
12.2
-12.9
121.9
-7.9
-13.0
-1.1
-11.7
3.5
0.0
45.8
-13.8
-2.9
-2.5
21
Carbonated Beverages
Many stores were able to post
Dollar and Package growth
for the year, outpacing
Total Europe trends
Stongest Performing Stores - Carb Bev
WB-GRAFENWOEHR, GERMANY (E4L)
RM-KELLEY BARRACKS, GERMANY (E4Q)
RM-PANZER, GERMANY (E4U)
RM-NEUBRUECKE, GERMANY (E2U)
ME-ANKARA, TURKEY (E5T)
WB-SCHWEINFURT, GERMANY (E3W)
RM-PATCH BARRACKS, GERMANY (E4V)
UK-LAJES FIELD, AZORES (E5L)
ME-IZMIR, TURKEY (E5H)
ME-MINEO, ITALY (E6G)
RM-BAUMHOLDER, GERMANY (E27)
UK-SCHINNEN, NTHRLND (E3V)
WB-BAMBERG, GERMANY (E3E)
ME-NAPLES, ITALY (E5X)
UK-CHIEVRES, BELGIUM (E3K)
ME-ROTA, SPAIN (E5U)
ME-GARMISCH, GERMANY (E4J)
UK-RAF ALCONBURY, ENGLAND (E1B)
ME-SIGONELLA, ITALY (E5V)
ME-LIVORNO, ITALY (E5J)
$ % CHG
YAGO
126.3
52.5
32.0
31.9
29.9
29.0
19.1
9.4
8.9
6.7
5.7
5.5
5.1
5.1
4.1
2.9
2.1
1.8
0.9
0.7
$ CHG
ACTUAL
171,907
6,905
6,812
2,188
12,569
68,036
64,566
11,215
5,047
2,086
20,776
13,186
11,816
19,966
11,507
5,040
1,501
3,542
2,052
420
PKG % CHG
YAGO
202.9
121.6
53.1
7.4
49.5
32.8
33
7.0
29.9
72.6
12.3
11.5
9.7
22.3
12.5
16.7
24.3
6.0
49.3
4.9
Stores with Both Dollar and Package
$ % CHG
YAGO
Declines
ME-RIYADH, SAUDI (E5M)
-52.7
WB-WUERZBURG, GERMANY (E33)
-46.6
WB-DARMSTADT, GERMANY (E2G)
-35.4
WB-VILSECK, GERMANY (E41)
-43.0
WB-HANAU, GERMANY (E3P)
-33.1
ME-CAIRO, EGYPT (E5B)
-20.3
ME-VICENZA, ITALY (E5Q)
-17.1
RM-IDAR OBERSTEIN, GERMANY (E2N)
-23.1
RM-SEMBACH AB, GERMANY (E2Z)
-26.6
WB-ANSBACH, GERMANY (E4C)
-14.0
UK-RAF FAIRFORD, ENGLAND (E1F)
-16.9
ME-INCIRLIK, TURKEY (E5Y)
-18.9
UK-BITBURG AB, GERMANY (E2E)
-16.1
UK-RAF MENWITH HILL, ENGLAND (E1Q)
-2.9
UK-RAF CROUGHTON, ENGLAND (E1M)
-6.4
Dollar Declines, Maintaining Growth in
$ % CHG
YAGO
Package Sales
WB-ILLESHEIM, GERMANY (E4P)
-0.3
RM-HEIDELBERG, GERMANY (E2M)
-0.8
UK-SPANGDAHLEM AB, GERMANY (E2Y)
-1.3
WB-WIESBADEN, GERMANY (E24)
-1.3
UK-RAF LAKENHEATH, ENGLAND (E1H)
-1.4
ME-AVIANO AB, ITALY (E5W)
-3.0
RM-MANNHEIM, GERMANY (E2T)
-3.3
WB-HOHENFELS, GERMANY (E4S)
-3.7
RM-VOGELWEH AB, GERMANY (E23)
-6.2
WB-DEXHEIM, GERMANY (E2H)
-6.6
RM-RAMSTEIN AB, GERMANY (E28)
-8.5
UK-RAF MILDENHALL, ENGLAND (E1J)
-13.9
$ CHG
ACTUAL
PKG % CHG
YAGO
(5,169)
(122,727)
(59,218)
(179,020)
(152,553)
(13,252)
(41,050)
(3,070)
(27,714)
(35,824)
(13,416)
(42,129)
(48,787)
(4,610)
(6,870)
$ CHG
ACTUAL
-53.8
-43.2
-32.4
-30.7
-26.3
-23.1
-20.7
-20.7
-17.4
-7
-5.9
-5.7
-3.4
-1.7
-0.5
PKG % CHG
YAGO
-289
-5,330
-3,945
-6,628
-14,190
-13,989
-17,169
-7,127
-49,051
-3,359
-105,140
-16,701
22
11.6
1.6
17.2
2.7
9.4
18.9
13.6
8.6
10.6
1.8
8.9
7.3
Water & New Age Beverages
Category Ranking Europe - #2
Category Development within Top 20 Stores
Store
Ranking
Within
$ VOLUME Category
CONUS (INC AK/HI)
87,305,008
EUROPE
8,756,101
RA-RAMSTEIN AB, GERMANY (E28)
972,466
UK-RAF LAKENHEATH, ENGLAND (E1H) 683,322
RA-VOGELWEH AB, GERMANY (E23)
565,917
RA-HEIDELBERG, GERMANY (E2M)
528,141
ME-AVIANO AB, ITALY (E5W)
647,103
WB-WIESBADEN, GERMANY (E24)
365,561
RA-PATCH BARRACKS, GERMANY (E4V) 347,550
ME-NAPLES, ITALY (E5X)
287,780
RA-MANNHEIM, GERMANY (E2T)
369,103
RA-BAUMHOLDER, GERMANY (E27)
254,847
WB-VILSECK, GERMANY (E41)
201,837
WB-GRAFENWOEHR, GERMANY (E4L)
262,506
WB-SCHWEINFURT, GERMANY (E3W)
245,219
UK-BITBURG AB, GERMANY (E2E)
205,010
UK-CHIEVRES, BELGIUM (E3K)
151,915
ME-VICENZA, ITALY (E5Q)
182,951
ME-SIGONELLA, ITALY (E5V)
261,964
UK-SCHINNEN, NTHRLND (E3V)
132,613
WB-HANAU, GERMANY (E3P)
167,986
WB-BAMBERG, GERMANY (E3E)
153,425
Category
Rank within
Store
1
2
4
5
3
7
8
9
6
12
15
10
13
14
22
17
11
23
18
21
stores outside of the Europe Top 20 which are top 20 in Water / New Age Bev
UK-SPANGDAHLEM AB, GERMANY (E2Y) 199,683
16
WB-ANSBACH, GERMANY (E4C)
161,007
19
WB-HOHENFELS, GERMANY (E4S)
154,940
18
2
2
4
4
2
1
3
2
10
3
5
6
2
2
3
9
4
1
8
6
5
$ SHR TOTAL Cat Share
ALL
Development
CATEGORIES Index - Europe
2.2
2.7
3
2.6
2.5
2.9
4.5
2.6
2.6
2.2
2.9
2.7
2.3
3.1
2.9
2.5
2
2.5
3.9
2
2.6
2.4
100
111
96
93
107
167
96
96
81
107
100
85
115
107
93
74
93
144
74
96
89
Cat Shr
Development
Index to
CONUS
100
123
136
118
114
132
205
118
118
100
132
123
105
141
132
114
91
114
177
91
118
109
Avg # Items
Stocked
Index
Europe
100
119
104
109
112
109
108
111
108
111
100
104
89
110
112
85
104
99
87
92
66
23
Water & New Age Beverages
Category Quick Facts:
• TTL category sales for Europe are up +3.3% and for ConUS +7.6% , current 52-wk. YTD category growth
in Europe is explosive at +13.3%.
• TTL Category growth is being driven by one key segment -- Energy Drinks, which have increased in sales
by 141% YTD and share + 15 pts vs yago to 28.4% of total category sales.
• Currently Energy Drinks hold a 24% share of the distribution points among all New Age Beverages, yet
account for 50% of all New Age Beverage sales. Juice Based NAB and RTD Teas are very heavy in
distribution share ( 19.5 and 41% respectively) while accounting for only 7% and 28% of NAB sales. Is your
store taking full advantage of the growth surge in Energy Drinks?
• Approximately 20% of total category $ volume is driven by promotion. For the PET water segment, that
number jumps to almost 30%. However in the last 52-week promoted volume in PET water was down -16%
dollars and -32.5% packages. Have fewer water promotions been a possible source of lost revenue
opportunity for stores?
• PET Water remains one of the strongest growth categories in the ConUS market and is a key category for
Europe. U.S. sales grew 6% last year, while Europe sales were down -9.6%. Flavored/Enhanced waters are
driving growth in the U.S., but in Europe have not been as well received. Flavored Enhanced in Europe has
23% of category sales, but 71% of category distribution points and sales are down -13%. On the other hand,
purified water products have 48% of category sales in Europe, but only 18% of distribution points and sales
are down far less at -5%. Water products in some regions are likely to be much more “locally” driven. Strong
European brands such as Vera, San Benedetto, and Culligan may not be reflected in the POS sales for DeCA,
and likely explain low index for stores such as Naples.
24
Water & New Age Beverages
Opportunities abound for growth in Water; Energy drinks perform well in most all stores. Few stores
lack overall category growth.
Dollar Growth Stores - Water/NAB Category
EUROPE
WB-GRAFENWOEHR, GERMANY (E4L)
WB-SCHWEINFURT, GERMANY (E3W)
UK-LAJES FIELD, AZORES (E5L)
ME-IZMIR, TURKEY (E5H)
RM-NEUBRUECKE, GERMANY (E2U)
RM-KELLEY BARRACKS, GERMANY (E4Q)
RM-PANZER, GERMANY (E4U)
UK-SCHINNEN, NTHRLND (E3V)
ME-RIYADH, SAUDI (E5M)
ME-GARMISCH, GERMANY (E4J)
ME-ANKARA, TURKEY (E5T)
UK-SPANGDAHLEM AB, GERMANY (E2Y)
UK-RAF ALCONBURY, ENGLAND (E1B)
RM-PATCH BARRACKS, GERMANY (E4V)
ME-SIGONELLA, ITALY (E5V)
ME-MINEO, ITALY (E6G)
ME-NAPLES, ITALY (E5X)
UK-RAF LAKENHEATH, ENGLAND (E1H)
UK-RAF MENWITH HILL, ENGLAND (E1Q)
ME-ROTA, SPAIN (E5U)
WB-HOHENFELS, GERMANY (E4S)
ME-AVIANO AB, ITALY (E5W)
WB-BAMBERG, GERMANY (E3E)
RM-VOGELWEH AB, GERMANY (E23)
RM-RAMSTEIN AB, GERMANY (E28)
RM-MANNHEIM, GERMANY (E2T)
ME-LIVORNO, ITALY (E5J)
WB-ILLESHEIM, GERMANY (E4P)
UK-CHIEVRES, BELGIUM (E3K)
RM-HEIDELBERG, GERMANY (E2M)
UK-BITBURG AB, GERMANY (E2E)
UK-RAF FAIRFORD, ENGLAND (E1F)
TOTAL WATER/NEW AGE
BEV
$ % CHG
YAGO
$ CHG YAGO
6.0
225.1
76.7
50.6
33.4
28.3
27.5
25.5
24.0
23.6
22.6
22.1
20.9
17.3
16.8
15.8
15.2
14.0
14.0
13.6
13.6
13.3
11.8
10.4
9.4
9.2
7.3
7.0
6.9
6.8
6.6
6.2
3.1
504,079
198,799
111,410
29,719
4,461
1,348
5,329
4,677
26,144
1,584
10,414
3,897
36,556
13,861
51,369
35,928
4,558
36,177
84,978
8,243
13,159
18,536
69,373
14,961
49,902
83,555
26,119
4,956
4,426
9,767
33,077
12,375
836
ENERGY
$ % CHG
YAGO
100.5
548.6
425.6
272.4
70.9
103.3
105.3
54.2
172.2
290.6
168.9
121.0
194.3
155.7
99.4
78.5
55.6
116.3
120.6
166.2
85.6
83.9
94.8
68.9
120.5
108.0
209.5
61.2
71.4
80.3
134.5
87.7
74.7
WATER
PET
$ % CHG
YAGO
(9.6)
191.6
34.2
14.4
(25.8)
0.3
17.6
5.0
2.9
(16.1)
25.8
37.9
(6.9)
10.8
10.4
(9.2)
(13.4)
(2.6)
1.0
(12.0)
(21.7)
(2.5)
(14.2)
12.6
(8.1)
(1.8)
(21.4)
15.7
(9.5)
0.5
(2.3)
(14.2)
(9.9)
Dollar Decline stores - Water / NAB Category
RM-BAUMHOLDER, GERMANY (E27)
ME-INCIRLIK, TURKEY (E5Y)
WB-WIESBADEN, GERMANY (E24)
ME-CAIRO, EGYPT (E5B)
WB-ANSBACH, GERMANY (E4C)
UK-RAF MILDENHALL, ENGLAND (E1J)
RM-SEMBACH AB, GERMANY (E2Z)
UK-RAF CROUGHTON, ENGLAND (E1M)
WB-DEXHEIM, GERMANY (E2H)
ME-VICENZA, ITALY (E5Q)
WB-VILSECK, GERMANY (E41)
WB-DARMSTADT, GERMANY (E2G)
RM-IDAR OBERSTEIN, GERMANY (E2N)
WB-HANAU, GERMANY (E3P)
WB-WUERZBURG, GERMANY (E33)
WATER
PET
$ % CHG
YAGO
TOTAL WATER/NEW AGE
ENERGY
BEV II
$ % CHG
$ CHG
$ % CHG
YAGO
YAGO
YAGO
(0.1)
(0.3)
(0.5)
(4.1)
(6.0)
(7.7)
(10.1)
(10.5)
(10.9)
(11.9)
(30.9)
(32.6)
(32.8)
(41.8)
(44.6)
-311
-317
-1,771
-908
-10,369
-4,322
-8,098
-3,890
-4,788
-24,809
-85,918
-45,367
-3,060
-112,816
-79,080
43.7
30.4
128.4
(27.0)
72.1
45.4
95.3
73.1
54.5
83.0
19.2
29.6
(48.0)
24.4
9.9
25
(13.5)
(26.9)
(16.3)
13.3
(21.7)
(2.4)
(24.6)
(32.8)
(31.8)
(20.1)
(41.8)
(44.2)
(36.3)
(56.2)
(53.0)
Canned/Bottled Juice Drinks
Category Ranking Europe - #3
Category Development within Top 20 Stores
$ VOLUME
Store Ranking Category
Within
Rank within
Category
Store
CONUS (INC AK/HI)
90,766,264
EUROPE
8,736,028
3
RA-RAMSTEIN AB, GERMANY (E28)
886,735
1
3
UK-RAF LAKENHEATH, ENGLAND (E1H)
721,079
2
2
RA-VOGELWEH AB, GERMANY (E23)
605,474
3
2
RA-HEIDELBERG, GERMANY (E2M)
503,147
4
3
ME-AVIANO AB, ITALY (E5W)
391,314
5
3
WB-WIESBADEN, GERMANY (E24)
343,746
7
4
RA-PATCH BARRACKS, GERMANY (E4V)
300,217
9
6
ME-NAPLES, ITALY (E5X)
316,546
8
5
RA-MANNHEIM, GERMANY (E2T)
373,097
6
2
RA-BAUMHOLDER, GERMANY (E27)
294,792
10
3
WB-VILSECK, GERMANY (E41)
208,889
13
5
WB-GRAFENWOEHR, GERMANY (E4L)
250,024
11
3
WB-SCHWEINFURT, GERMANY (E3W)
243,759
12
3
UK-BITBURG AB, GERMANY (E2E)
207,939
14
2
UK-CHIEVRES, BELGIUM (E3K)
205,369
15
2
ME-VICENZA, ITALY (E5Q)
196,773
18
3
ME-SIGONELLA, ITALY (E5V)
204,944
16
3
UK-SCHINNEN, NTHRLND (E3V)
176,551
20
2
WB-HANAU, GERMANY (E3P)
168,631
22
5
WB-BAMBERG, GERMANY (E3E)
201,821
17
2
stores outside of the Europe Top 20 which are top 20 in Canned / Bottled Juice Drinks
WB-ANSBACH, GERMANY (E4C)
186,700
19
Cat Share
$ SHR TOTAL Development
ALL
Index CATEGORIES Europe
2.3
2.7
2.7
2.7
2.7
2.7
2.7
2.4
2.3
2.4
2.9
3.1
2.4
2.9
2.9
2.5
2.7
2.7
3
2.7
2.6
3.2
100
100
100
100
100
100
89
85
89
107
115
89
107
107
93
100
100
111
100
96
119
Cat Shr
Developme
nt Index to
CONUS
100
117
117
117
117
117
117
104
100
104
126
135
104
126
126
109
117
117
130
117
113
139
Avg #
Items
Stocked
Index
Europe
100
111
111
110
109
108
109
109
110
109
104
106
89
107
110
100
107
107
91
96
68
26
Canned/Bottled Juice Drinks
Category Quick Facts:
• The largest segment in shelf stable juices and drinks is Juice Blends at 35%, followed by
Sports Drinks at 22.3% of dollar sales.
• Sports Drinks are driving strong dollar and package growth in the category in the ConUS
market (+12% and +46%). Again, the weak U.S. dollar has hampered dollar growth, but
package sales for Europe are up 19.2% and share of sales in the category are up +3.9 pts.
The launch of new Sports drinks such as Gatorade G2 and Accelerade appear to have
brought new buyers into the segment.
• Both Juice Blends and Apple Juice show dollar increases of 3%, due a great deal to rising
average product prices as production/food prices climb. Package sales fell -2.5% and -7%
respectively. These trends follow closely the trends in the ConUS market.
• Promotion is extremely important to the success of the shelf stable juice category,
accounting for more than 30% of category dollar volume and 37% of package volume. For
Sports Drinks, the number is even greater, at 35% of dollar volume and 47% of package
sales. Promoted dollars in Sports Drinks are up 39% YTD in 2008.
27
Canned/Bottled Juice Drinks
Stores with heavily declining category sales are consistently
showing strong declines in Sports Drinks
Dollar Growth Stores
EUROPE
WB-GRAFENWOEHR, GERMANY (E4L)
ME-RIYADH, SAUDI (E5M)
WB-SCHWEINFURT, GERMANY (E3W)
RM-KELLEY BARRACKS, GERMANY (E4Q)
RM-PANZER, GERMANY (E4U)
RM-PATCH BARRACKS, GERMANY (E4V)
UK-RAF MENWITH HILL, ENGLAND (E1Q)
RM-NEUBRUECKE, GERMANY (E2U)
ME-GARMISCH, GERMANY (E4J)
ME-LIVORNO, ITALY (E5J)
ME-NAPLES, ITALY (E5X)
UK-SCHINNEN, NTHRLND (E3V)
ME-CAIRO, EGYPT (E5B)
RM-RAMSTEIN AB, GERMANY (E28)
WB-BAMBERG, GERMANY (E3E)
ME-AVIANO AB, ITALY (E5W)
ME-SIGONELLA, ITALY (E5V)
UK-SPANGDAHLEM AB, GERMANY (E2Y)
WB-ILLESHEIM, GERMANY (E4P)
RM-VOGELWEH AB, GERMANY (E23)
ME-ANKARA, TURKEY (E5T)
WB-HOHENFELS, GERMANY (E4S)
UK-RAF LAKENHEATH, ENGLAND (E1H)
UK-CHIEVRES, BELGIUM (E3K)
ME-ROTA, SPAIN (E5U)
UK-RAF ALCONBURY, ENGLAND (E1B)
UK-RAF FAIRFORD, ENGLAND (E1F)
RM-HEIDELBERG, GERMANY (E2M)
UK-LAJES FIELD, AZORES (E5L)
TOTAL
CANNED/BOTTLED
$ % CHG
$ CHG
YAGO
ACTUAL
(0.2)
184.8
141.4
35.6
33.6
26.2
26.2
15.3
14.3
13.6
12.4
11.0
10.1
9.3
7.6
7.3
7.2
6.4
6.3
6.3
6.0
4.9
4.5
4.4
4.4
4.3
3.1
1.2
0.9
0.0
-23,778
205,195
8,600
76,693
4,836
4,786
74,160
17,377
704
7,787
6,034
38,360
20,249
4,837
72,870
17,315
29,191
14,248
12,075
4,899
40,692
1,483
7,551
35,902
10,620
7,723
5,147
566
5,054
55
SPORTS
DRINKS
$ % CHG
YAGO
(1.5)
135.9
170.2
28.0
24.5
20.8
41.4
4.7
(9.4)
31.4
23.4
13.2
6.0
(1.3)
9.5
(11.6)
3.5
21.7
19.6
(10.1)
2.1
19.8
(14.1)
19.2
3.8
7.3
8.1
(2.8)
5.0
(12.8)
JUICE BL
$ % CHG
YAGO
3.0
206.1
206.1
39.3
49.1
30.1
28.8
31.3
18.3
14.6
13.5
12.8
15.3
16.9
13.1
11.5
10.9
3.4
4.9
16.0
5.5
1.3
18.1
3.5
5.2
9.5
4.4
4.9
2.4
8.8
Dollar Decline Stores
RM-BAUMHOLDER, GERMANY (E27)
RM-MANNHEIM, GERMANY (E2T)
WB-ANSBACH, GERMANY (E4C)
ME-IZMIR, TURKEY (E5H)
WB-WIESBADEN, GERMANY (E24)
UK-BITBURG AB, GERMANY (E2E)
ME-INCIRLIK, TURKEY (E5Y)
UK-RAF CROUGHTON, ENGLAND (E1M)
ME-VICENZA, ITALY (E5Q)
ME-MINEO, ITALY (E6G)
RM-SEMBACH AB, GERMANY (E2Z)
WB-DEXHEIM, GERMANY (E2H)
UK-RAF MILDENHALL, ENGLAND (E1J)
RM-IDAR OBERSTEIN, GERMANY (E2N)
WB-VILSECK, GERMANY (E41)
WB-HANAU, GERMANY (E3P)
WB-DARMSTADT, GERMANY (E2G)
WB-WUERZBURG, GERMANY (E33)
TOTAL
CANNED/BOTTLED
$ % CHG
$ CHG
YAGO
ACTUAL
(0.6)
(1.2)
(2.3)
(5.0)
(5.6)
(5.9)
(10.7)
(11.4)
(11.4)
(13.6)
(15.7)
(17.8)
(19.3)
(23.4)
(34.1)
(43.5)
(46.9)
(52.4)
-2,071
-5,260
-5,116
-1,590
-24,275
-15,159
-19,258
-8,421
-29,940
-4,515
-10,656
-6,513
-16,657
-2,432
-126,417
-146,549
-70,828
-103,887
SPORTS
DRINKS
$ % CHG
YAGO
JUICE BL
$ % CHG
YAGO
(1.9)
(5.5)
(10.5)
(9.3)
(10.8)
(6.8)
(19.9)
(19.6)
(25.2)
(19.8)
(5.2)
(20.2)
(29.9)
(43.4)
(49.6)
(50.8)
(45.3)
(50.4)
28
1.2
5.7
(0.1)
(9.5)
(4.8)
0.6
0.7
0.3
(10.8)
(15.7)
(20.1)
(4.5)
(4.0)
(9.8)
(26.4)
(38.0)
(46.6)
(49.6)
Salty Snacks
Category Ranking Europe - #4
Category Development within Top 20 Stores
$ VOLUME
CONUS (INC AK/HI)
82,164,400
EUROPE
7,775,463
RA-RAMSTEIN AB, GERMANY (E28)
791,595
UK-RAF LAKENHEATH, ENGLAND (E1H)
594,907
RA-VOGELWEH AB, GERMANY (E23)
554,682
RA-HEIDELBERG, GERMANY (E2M)
440,341
ME-AVIANO AB, ITALY (E5W)
339,863
WB-WIESBADEN, GERMANY (E24)
333,778
RA-PATCH BARRACKS, GERMANY (E4V)
296,960
ME-NAPLES, ITALY (E5X)
302,618
RA-MANNHEIM, GERMANY (E2T)
309,354
RA-BAUMHOLDER, GERMANY (E27)
243,275
WB-VILSECK, GERMANY (E41)
183,417
WB-GRAFENWOEHR, GERMANY (E4L)
220,104
WB-SCHWEINFURT, GERMANY (E3W)
204,091
UK-BITBURG AB, GERMANY (E2E)
193,394
UK-CHIEVRES, BELGIUM (E3K)
181,930
ME-VICENZA, ITALY (E5Q)
160,831
ME-SIGONELLA, ITALY (E5V)
168,367
UK-SCHINNEN, NTHRLND (E3V)
159,033
WB-HANAU, GERMANY (E3P)
178,008
WB-BAMBERG, GERMANY (E3E)
161,043
stores outside of the Europe Top 20 which are top 20 in Salty Snacks
UK-SPANGDAHLEM AB, GERMANY (E2Y)
162,386
Store
Ranking
Within
Category
1
2
3
4
5
6
9
8
7
10
14
11
12
13
15
20
17
21
16
19
Category
Rank
within
Store
5
7
5
4
5
6
7
8
4
6
9
4
4
5
6
7
5
5
3
4
$ SHR
TOTAL
ALL
CATEGOR
IES
Cat Share
Development
Index Europe
Cat Shr
Development
Index to
CONUS
2.1
2.4
2.5
2.2
2.4
2.4
2.4
2.3
2.2
2.3
2.4
2.6
2.1
2.6
2.4
2.3
2.4
2.2
2.5
2.4
2.8
2.5
100
104
92
100
100
100
96
92
96
100
108
88
108
100
96
100
92
104
100
117
104
100
114
119
105
114
114
114
110
105
110
114
124
100
124
114
110
114
105
119
114
133
119
Avg #
Items
Stocked
Index
Europe
100
109
108
108
106
107
108
107
101
107
102
106
93
108
110
97
106
108
97
96
73
18
29
Salty Snacks
Category Quick Facts:
• Salty Snacks dollar volume in Europe fell -0.6% and package sales fell -2.3% for curr 52wk. ConUS sales grew +5.6% dollars and package sales are flat.
• Potato Chips segment showed very positive growth, increasing in both dollars +2.3%
and packages +2.2%, but the highest growth rates have come from the Multi-Grain
segment ( +14.3% dollars and +19.1% packages), as patrons seek healthier snack
alternatives.
• Processed Chips have also contributed heavily to dollar volume gains ( +11.6% ), but
package sales remain down -3.5% for the segment .
-
+
Brands Driving Growth in Salty Snacks
Brand
SEGMENT
Frito-Lay
Kettle Foods
Andersons
Pringles
Sunchips
Rold Gold
Chee-tos
Ruffles
Snack Mix
Potato Chip
Pretzel
Processed Chip
Multi-Grain
Pretzel
Cheese Puff
Potato Chip
$ % CHG
YAGO
155.1
35.1
21.1
17.8
15.3
12.4
6.4
0.6
PKG %
CHG
YAGO
166.9
15.5
(4.8)
0.0
19.1
17.0
5.2
3.4
Brands Driving Declines in Salty Snacks
TDP %
CHG YAGO
265.5
22.8
6.4
8.6
34.5
(10.6)
13.2
(2.3)
Brand
SEGMENT
Lays
Doritos
Chex Mix
Stax
Snyder's of Hanover
Lays
Variety Pack
Tortilla Chip
Snack Mix
Processed Chip
Pretzel
Potato Chip
$ % CHG
YAGO
(19.3)
(11.6)
(11.4)
(8.5)
(5.8)
(4.2)
PKG % CHG TDP % CHG
YAGO
YAGO
(16.8)
(9.0)
(25.8)
(12.5)
(10.2)
(1.6)
(0.3)
2.9
(2.8)
8.7
1.1
5.8
30
Salty Snacks
A majority of stores outperform Europe in dollar and package trends
Dollar Growth Stores Salty Snacks
$ % CHG YAGO
EUROPE
(0.6)
WB-GRAFENWOEHR, GERMANY (E4L)
156.1
RM-NEUBRUECKE, GERMANY (E2U)
34.8
RM-KELLEY BARRACKS, GERMANY (E4Q)
33.2
WB-SCHWEINFURT, GERMANY (E3W)
29.8
RM-PANZER, GERMANY (E4U)
24.9
UK-LAJES FIELD, AZORES (E5L)
23.6
RM-PATCH BARRACKS, GERMANY (E4V)
17.7
ME-ANKARA, TURKEY (E5T)
17.6
UK-RAF MENWITH HILL, ENGLAND (E1Q)
11.5
ME-AVIANO AB, ITALY (E5W)
9.4
ME-NAPLES, ITALY (E5X)
8.0
UK-RAF FAIRFORD, ENGLAND (E1F)
7.0
UK-SCHINNEN, NTHRLND (E3V)
6.5
RM-RAMSTEIN AB, GERMANY (E28)
6.2
ME-GARMISCH, GERMANY (E4J)
5.9
ME-ROTA, SPAIN (E5U)
5.6
RM-VOGELWEH AB, GERMANY (E23)
5.3
UK-SPANGDAHLEM AB, GERMANY (E2Y)
4.9
ME-SIGONELLA, ITALY (E5V)
4.7
UK-RAF ALCONBURY, ENGLAND (E1B)
4.0
RM-BAUMHOLDER, GERMANY (E27)
4.0
WB-BAMBERG, GERMANY (E3E)
3.7
UK-CHIEVRES, BELGIUM (E3K)
2.3
ME-LIVORNO, ITALY (E5J)
1.6
RM-MANNHEIM, GERMANY (E2T)
1.3
ME-CAIRO, EGYPT (E5B)
0.6
WB-HOHENFELS, GERMANY (E4S)
0.5
ME-MINEO, ITALY (E6G)
0.2
$ CHG
YAGO
-47,448
134,157
1,282
3,969
46,890
4,078
23,135
44,673
4,511
9,923
29,104
22,528
2,435
9,708
46,469
3,485
6,735
28,152
7,630
7,518
4,604
9,250
5,675
4,072
697
4,021
266
628
47
PKG %
CHG
YAGO
(2.3)
149.1
32.9
17.2
23.5
27.3
31.2
15.6
15.2
8.4
6.7
6.7
4.0
5.4
3.5
1.3
2.6
3.3
3.9
7.2
0.3
0.5
4.5
2.4
1.8
0.5
(1.3)
(0.6)
2.2
Dollar Decline Stores Salty Snacks
WB-WUERZBURG, GERMANY (E33)
WB-HANAU, GERMANY (E3P)
WB-VILSECK, GERMANY (E41)
WB-DARMSTADT, GERMANY (E2G)
ME-RIYADH, SAUDI (E5M)
RM-IDAR OBERSTEIN, GERMANY (E2N)
RM-SEMBACH AB, GERMANY (E2Z)
ME-INCIRLIK, TURKEY (E5Y)
UK-RAF MILDENHALL, ENGLAND (E1J)
ME-VICENZA, ITALY (E5Q)
UK-RAF CROUGHTON, ENGLAND (E1M)
WB-DEXHEIM, GERMANY (E2H)
WB-ILLESHEIM, GERMANY (E4P)
UK-BITBURG AB, GERMANY (E2E)
WB-ANSBACH, GERMANY (E4C)
WB-WIESBADEN, GERMANY (E24)
ME-IZMIR, TURKEY (E5H)
UK-RAF LAKENHEATH, ENGLAND (E1H)
RM-HEIDELBERG, GERMANY (E2M)
$ % CHG YAGO
(45.0)
(34.8)
(33.1)
(33.0)
(26.9)
(25.2)
(16.5)
(15.8)
(14.9)
(10.8)
(9.0)
(7.9)
(6.4)
(4.6)
(2.8)
(2.7)
(0.6)
(0.5)
(0.1)
$ CHG
YAGO
-76,279
-95,098
-90,603
-32,765
-4,750
-1,967
-9,561
-18,309
-11,359
-19,394
-5,749
-1,995
-3,352
-9,387
-4,470
-9,376
-143
-2,964
-604
PKG %
CHG
YAGO
(45.8)
(34.4)
(34.9)
(32.5)
(34.8)
(20.5)
(17.4)
(19.0)
(17.1)
(14.1)
(11.0)
(7.8)
(6.9)
(7.8)
(2.7)
(2.9)
0.2
(4.4)
(1.0)
31
RTE Cereal
Category Ranking Europe - #5
Category Development within Top 20 Stores
$ VOLUME
CONUS (INC AK/HI)
93,221,016
EUROPE
7,677,032
RA-RAMSTEIN AB, GERMANY (E28)
761,291
UK-RAF LAKENHEATH, ENGLAND (E1H)
690,735
RA-VOGELWEH AB, GERMANY (E23)
540,160
RA-HEIDELBERG, GERMANY (E2M)
420,643
ME-AVIANO AB, ITALY (E5W)
321,930
WB-WIESBADEN, GERMANY (E24)
336,978
RA-PATCH BARRACKS, GERMANY (E4V)
343,454
ME-NAPLES, ITALY (E5X)
315,953
RA-MANNHEIM, GERMANY (E2T)
291,036
RA-BAUMHOLDER, GERMANY (E27)
216,738
WB-VILSECK, GERMANY (E41)
201,757
WB-GRAFENWOEHR, GERMANY (E4L)
193,336
WB-SCHWEINFURT, GERMANY (E3W)
196,342
UK-BITBURG AB, GERMANY (E2E)
202,939
UK-CHIEVRES, BELGIUM (E3K)
195,839
ME-VICENZA, ITALY (E5Q)
182,080
ME-SIGONELLA, ITALY (E5V)
141,378
UK-SCHINNEN, NTHRLND (E3V)
171,508
WB-HANAU, GERMANY (E3P)
134,347
WB-BAMBERG, GERMANY (E3E)
151,864
stores outside of the Europe Top 20 which are top 20 in RTE Cereal :
UK-SPANGDAHLEM AB, GERMANY (E2Y)
145,159
Store
Ranking
Within
Category
1
2
3
4
7
6
5
8
9
10
12
15
13
11
14
16
20
17
23
18
Category
Rank
within
Store
7
3
6
5
7
5
3
6
6
7
7
7
5
4
3
5
9
3
9
6
Cat Share
$ SHR TOTAL Development
ALL
Index CATEGORIES Europe
2.4
2.4
2.4
2.6
2.4
2.3
2.3
2.4
2.6
2.4
2.3
2.3
2.3
2.3
2.3
2.4
2.6
2.5
2.1
2.6
2.1
2.4
100
100
108
100
96
96
100
108
100
96
96
96
96
96
100
108
104
88
108
88
100
Cat Shr
Development
Index to
CONUS
100
100
100
108
100
96
96
100
108
100
96
96
96
96
96
100
108
104
88
108
88
100
Avg #
Items
Stocked
Index
Europe
100
116
111
106
110
107
111
111
112
110
99
112
91
110
110
93
108
107
82
86
65
19
32
RTE Cereal
Category Quick Facts:
• In Europe, Total RTE Cereal is down -2.8% in packages, up +1.8% in dollars.
• Losses on the Kraft cereals are driving declines, with total Kraft down -17.1% in packages and -3.2% in
dollars vs year ago. Also down are Ralston (-14.4% dollars, -14.7% packages) and Malt-O-Meal (-7.3%
packages). Trends are similar for all players except Ralston, which is showing strong growth in ConUS.
• Ralston’s declines are being driven by deletions on a number of SKUs.
• 37% Of RTE Cereal dollars were sold on promotion during the latest 52-weeks.
>% Product Sold on Promotion
<% Product Sold on Promotion
RAMSTEIN AB, GERMANY (E28)
DEXHEIM, GERMANY (E2H)
BAMBERG, GERMANY (E3E)
VOGELWEH AB, GERMANY (E23)
ANSBACH, GERMANY (E4C)
VILSECK, GERMANY (E41)
INCIRLIK, TURKEY (E5Y)
MANNHEIM, GERMANY (E2T)
BITBURG AB, GERMANY (E2E)
SEMBACH AB, GERMANY (E2Z)
Source: Empower IT, 52-Week P/E July 5, 2008
43.1
42.3
42.0
42.0
40.8
40.5
39.0
39.0
38.9
38.7
KELLEY BARRACKS, GERMANY (E4Q)
LAJES FIELD, AZORES (E5L)
WUERZBURG, GERMANY (E33)
NEUBRUECKE, GERMANY (E2U)
MINEO, ITALY (E6G)
RAF MENWITH HILL, ENGLAND (E1Q)
RIYADH, SAUDI (E5M)
CAIRO, EGYPT (E5B)
LIVORNO, ITALY (E5J)
NAPLES, ITALY (E5X)
26.3
27.6
29.3
29.5
29.6
29.8
30.3
30.5
31.2
31.6
33
RTE Cereal
Among the larger stores, more stores outpaced total Europe performance; however,
several of the stores that declined posted significant declines.
EUROPE
WB-GRAFENWOEHR, GERMANY (E4L)
WB-SCHWEINFURT, GERMANY (E3W)
RM-PATCH BARRACKS, GERMANY (E4V)
UK-LAJES FIELD, AZORES (E5L)
ME-AVIANO AB, ITALY (E5W)
UK-SCHINNEN, NTHRLND (E3V)
ME-LIVORNO, ITALY (E5J)
ME-NAPLES, ITALY (E5X)
UK-RAF MENWITH HILL, ENGLAND (E1Q)
ME-SIGONELLA, ITALY (E5V)
RM-RAMSTEIN AB, GERMANY (E28)
WB-HOHENFELS, GERMANY (E4S)
RM-VOGELWEH AB, GERMANY (E23)
ME-ROTA, SPAIN (E5U)
UK-RAF ALCONBURY, ENGLAND (E1B)
UK-RAF LAKENHEATH, ENGLAND (E1H)
RM-MANNHEIM, GERMANY (E2T)
UK-CHIEVRES, BELGIUM (E3K)
UK-SPANGDAHLEM AB, GERMANY (E2Y)
WB-BAMBERG, GERMANY (E3E)
RM-BAUMHOLDER, GERMANY (E27)
ME-CAIRO, EGYPT (E5B)
ME-GARMISCH, GERMANY (E4J)
UK-RAF CROUGHTON, ENGLAND (E1M)
RM-HEIDELBERG, GERMANY (E2M)
UK-BITBURG AB, GERMANY (E2E)
WB-WIESBADEN, GERMANY (E24)
$%
Change
1.8
193.1
46.3
21.5
13.6
13.5
11.8
11.3
11.2
10.1
9.9
7.5
7.4
7.2
6.9
6.8
6.4
3.8
3.8
3.0
2.7
2.0
1.2
0.8
0.7
0.2
-0.8
-1.1
Source: Empower IT, 52-Week P/E July 5, 2008
$ Chg
134,951
137,898
63,878
61,990
11,840
39,033
18,217
4,677
32,038
11,156
12,814
53,862
7,855
36,449
8,418
8,989
41,837
10,771
7,236
4,226
3,960
4,147
513
458
457
676
-1,743
-3,621
EUROPE
ME-CAIRO, EGYPT (E5B)
ME-GARMISCH, GERMANY (E4J)
UK-RAF CROUGHTON, ENGLAND (E1M)
RM-HEIDELBERG, GERMANY (E2M)
UK-BITBURG AB, GERMANY (E2E)
WB-WIESBADEN, GERMANY (E24)
WB-ILLESHEIM, GERMANY (E4P)
WB-ANSBACH, GERMANY (E4C)
ME-VICENZA, ITALY (E5Q)
ME-INCIRLIK, TURKEY (E5Y)
WB-VILSECK, GERMANY (E41)
WB-DARMSTADT, GERMANY (E2G)
WB-HANAU, GERMANY (E3P)
WB-WUERZBURG, GERMANY (E33)
$%
Change
1.8
1.2
0.8
0.7
0.2
-0.8
-1.1
-2.3
-3.4
-5.3
-8.3
-32.2
-44.3
-46.3
-52.6
$ Chg
134,951
513
458
457
676
-1,743
-3,621
-1,101
-4,875
-10,288
-8,289
-91,212
-47,889
-107,918
-76,225
34
Confectionery
Category Ranking Europe - #6
Category Development within Top 20 Stores
$ VOLUME
CONUS (INC AK/HI)
72,023,008
EUROPE
7,402,380
RA-RAMSTEIN AB, GERMANY (E28)
776,939
UK-RAF LAKENHEATH, ENGLAND (E1H)
599,005
RA-VOGELWEH AB, GERMANY (E23)
425,709
RA-HEIDELBERG, GERMANY (E2M)
411,514
ME-AVIANO AB, ITALY (E5W)
313,859
WB-WIESBADEN, GERMANY (E24)
309,262
RA-PATCH BARRACKS, GERMANY (E4V)
284,374
ME-NAPLES, ITALY (E5X)
316,923
RA-MANNHEIM, GERMANY (E2T)
285,838
RA-BAUMHOLDER, GERMANY (E27)
192,393
WB-VILSECK, GERMANY (E41)
187,257
WB-GRAFENWOEHR, GERMANY (E4L)
186,707
WB-SCHWEINFURT, GERMANY (E3W)
186,364
UK-BITBURG AB, GERMANY (E2E)
186,885
UK-CHIEVRES, BELGIUM (E3K)
164,387
ME-VICENZA, ITALY (E5Q)
149,523
ME-SIGONELLA, ITALY (E5V)
151,938
UK-SCHINNEN, NTHRLND (E3V)
128,769
WB-HANAU, GERMANY (E3P)
174,322
WB-BAMBERG, GERMANY (E3E)
130,483
stores outside of the Europe Top 20 which are top 20 in Confectionary
WB-ANSBACH, GERMANY (E4C)
155,007
UK-LAJES FIELD, AZORES (E5L)
154,097
Store
Ranking
Within
Category
1
2
3
4
6
7
9
5
8
10
11
13
14
12
16
20
19
23
15
22
Cat Share
Category
$ SHR TOTAL Development
Rank within
ALL
Index Store
CATEGORIES Europe
6
6
13
7
8
9
8
4
7
11
8
8
9
7
8
11
7
10
4
13
1.8
2.3
2.4
2.3
1.9
2.2
2.2
2.2
2.1
2.4
2.3
2
2.2
2.2
2.2
2.2
2.1
2
2.2
1.9
2.7
2.1
100
104
100
83
96
96
96
91
104
100
87
96
96
96
96
91
87
96
83
117
91
Cat Shr
Development
Index to
CONUS
100
128
133
128
106
122
122
122
117
133
128
111
122
122
122
122
117
111
122
106
150
117
Avg #
Items
Stocked
Index
Europe
100
116
119
99
108
115
111
108
104
107
108
96
87
109
114
94
103
107
86
88
66
17
18
35
Confectionery
Category Quick Facts:
• Total Confectionery dollars are +6.3% on package growth of +1.3% in Europe. Growth is being driven by
Chocolate (+5.9% dollars), Gum (+5.9% dollars), and Non-Chocolate (++12.5% dollars). The only segment
posting decline is the very small Mints segment (-20.1% dollars).
• The Gondola portion of category sales accounts for 65% of total dollar sales and is posting growth of
+4.9%. Seasonal sales account for 27% of dollars and are posting growth of +15.2% v. year ago. Front End
Confectionery (-8.1% of dollars) is down -7.2% v. year ago.
• Five Highest Growth and Decline Brands (Actual Dollars):
CHOCOLATE MARS SNACKFOOD M & M`S
CHOCOLATE MARS SNACKFOOD DOVE
CHOCOLATE KRAFT FOODS PLANTERS
GUM WM WRIGLEY JR COMPANY ORBIT
GUM WM WRIGLEY JR COMPANY 5
Source: Empower IT, 52-Week P/E July 5, 2008
$ % Chg
23.7
78.7
662.4
41.3
0.0
$ Chg
142,629
74,741
73,231
65,466
55,015
CHOCOLATE FERRERO ROCHER
CHOCOLATE HERSHEY COMPANY KISSES
GUM CADBURY ADAMS TRIDENT
CHOCOLATE HERSHEY CO CHOCOLATE
MINTS WM WRIGLEY JR COMPANY ALTOIDS
$ % Chg
-72.9
-10.3
-27.0
-10.5
-54.4
$ Chg
-49,879
-36,442
-31,077
-29,355
-28,288
36
Confectionery
Most of the larger stores posted dollar gains – significant losses were seen
in only a select few stores
EUROPE
WB-GRAFENWOEHR, GERMANY (E4L)
WB-SCHWEINFURT, GERMANY (E3W)
RA-BAUMHOLDER, GERMANY (E27)
UK-LAJES FIELD, AZORES (E5L)
RA-VOGELWEH AB, GERMANY (E23)
UK-SCHINNEN, NTHRLND (E3V)
WB-BAMBERG, GERMANY (E3E)
WB-WIESBADEN, GERMANY (E24)
RA-HEIDELBERG, GERMANY (E2M)
ME-AVIANO AB, ITALY (E5W)
WB-HOHENFELS, GERMANY (E4S)
UK-RAF LAKENHEATH, ENGLAND (E1H)
ME-INCIRLIK, TURKEY (E5Y)
UK-RAF MENWITH HILL, ENGLAND (E1Q)
RA-RAMSTEIN AB, GERMANY (E28)
RA-MANNHEIM, GERMANY (E2T)
ME-LIVORNO, ITALY (E5J)
RA-PATCH BARRACKS, GERMANY (E4V)
ME-GARMISCH, GERMANY (E4J)
ME-CAIRO, EGYPT (E5B)
Source: Empower IT, 52-Week P/E July 5, 2008
$ % Chg $ Change
6.3 440,530
163.9 120,336
48.1
61,284
36.5
51,631
27.9
33,343
18.3
66,711
16.4
18,420
13.1
15,082
13.1
36,327
12.5
45,890
12.1
33,903
11.9
13,562
10.6
57,673
9.1
10,200
9.0
8,156
8.7
62,483
8.2
21,286
8.1
3,471
8.1
21,476
7.3
4,202
7.2
5,606
EUROPE
UK-RAF ALCONBURY, ENGLAND (E1B)
ME-NAPLES, ITALY (E5X)
ME-ROTA, SPAIN (E5U)
ME-SIGONELLA, ITALY (E5V)
UK-BITBURG AB, GERMANY (E2E)
ME-VICENZA, ITALY (E5Q)
UK-CHIEVRES, BELGIUM (E3K)
WB-ANSBACH, GERMANY (E4C)
WB-ILLESHEIM, GERMANY (E4P)
UK-SPANGDAHLEM AB, GERMANY (E2Y)
UK-RAF CROUGHTON, ENGLAND (E1M)
WB-VILSECK, GERMANY (E41)
WB-HANAU, GERMANY (E3P)
WB-DARMSTADT, GERMANY (E2G)
WB-WUERZBURG, GERMANY (E33)
$ % Chg $ Change
6.3 440,530
5.6
6,760
5.5
16,620
3.6
4,790
2.6
3,838
1.8
3,395
0.8
1,140
0.6
1,038
0.5
809
0.5
153
-3.2
-4,184
-8.2
-5,033
-16.6
-36,356
-27.2
-63,289
-28.5
-25,609
-42.2
-67,728
37
Biscuits
Category Ranking Europe - #8
Category Development within Top 20 Stores
Store
Ranking
Within
Category
$ VOLUME
CONUS (INC AK/HI)
EUROPE
RA-RAMSTEIN AB, GERMANY (E28)
UK-RAF LAKENHEATH, ENGLAND (E1H)
RA-VOGELWEH AB, GERMANY (E23)
RA-HEIDELBERG, GERMANY (E2M)
ME-AVIANO AB, ITALY (E5W)
WB-WIESBADEN, GERMANY (E24)
RA-PATCH BARRACKS, GERMANY (E4V)
ME-NAPLES, ITALY (E5X)
RA-MANNHEIM, GERMANY (E2T)
RA-BAUMHOLDER, GERMANY (E27)
WB-VILSECK, GERMANY (E41)
WB-GRAFENWOEHR, GERMANY (E4L)
WB-SCHWEINFURT, GERMANY (E3W)
UK-BITBURG AB, GERMANY (E2E)
UK-CHIEVRES, BELGIUM (E3K)
ME-VICENZA, ITALY (E5Q)
ME-SIGONELLA, ITALY (E5V)
UK-SCHINNEN, NTHRLND (E3V)
WB-HANAU, GERMANY (E3P)
WB-BAMBERG, GERMANY (E3E)
93,584,680
6,749,395
700,076
540,007
469,473
362,499
288,123
318,951
279,036
267,389
253,643
173,381
181,279
181,813
160,996
181,092
186,631
151,154
138,472
141,523
145,184
134,608
1
2
3
4
6
5
7
8
9
14
12
11
15
13
10
16
19
18
17
20
$ SHR
Cat Share
Category
TOTAL ALL Developme
Rank within CATEGORIE nt Index Store
S
Europe
Cat Shr
Developme
nt Index to
CONUS
2.4
2.1
2.2
2.0
2.1
2.0
2.0
2.2
2.1
2.0
2.0
1.8
2.1
2.1
1.9
2.2
2.4
2.1
2.0
2.1
2.3
2.1
100
88
92
83
88
83
83
92
88
83
83
75
88
88
79
92
100
88
83
88
96
88
8
9
8
11
9
7
9
11
11
12
10
11
13
8
5
10
10
7
7
10
100
105
95
100
95
95
105
100
95
95
86
100
100
90
105
114
100
95
100
110
100
Avg #
Items
Stocked
Index
Europe
100
116
113
113
112
111
108
107
108
110
102
109
86
101
113
99
107
110
93
96
54
38
Biscuits
Category Quick Facts:
• Pack sales movement is split exactly evenly between Cookies and Crackers in Europe. Pack losses in
Cookies (-4.9%) is driving Total Biscuit declines of -2.4%. Cracker pack sales are up nominally (+0.3%).
Dollar volume is off very slightly in both segments, resulting in category dollar declines.
• All manufacturers, except Pepperidge Farm, show pack declines in Europe vs year ago. More than 85% of
total category sales are moved by Nabisco and Kellogg’s. Nabisco shows dollar increases of +0.5% while
Kellogg’s is down -2.9%.
• Five Highest Growth and Decline Brands by Segment (Actual Dollars):
$ % Chg
COOKIE NABISCO OREO
COOKIE NABISCO LORNA DOONE
COOKIE KEEBLER DUNKIN DELIGHTS
COOKIE KEEBLER FUDGE SHOPPE
COOKIE PEPPERIDGE FARM DISTINCTIVE
CRACKER NABISCO RITZ
CRACKER KELLOGGS BRAND ALL BRAN
CRACKER NABISCO TRISCUIT
CRACKER PEPPERIDGE FARM GOLDFISH
CRACKER NABISCO PREMIUM SOUP
Source: Empower IT, 52-Week P/E July 5, 2008
8.7
536.6
570.8
13.7
NEW
$ Chg
62,783
25,953
24,980
17,357
16,623
$ % Chg
$ Chg
12.6
61,275
457.4
35,969
10.1
23,889
9.0
20,115
752.0
19,424
COOKIE KEEBLER SOFT BATCH
COOKIE NABISCO SNACKWELL`S
COOKIE NABISCO NUTTER BUTTER
COOKIE KEEBLER EL FUDGE
COOKIE KEEBLER CHIPS DELUXE
$ % Chg
$ Chg
-46.7
(45,624)
-48.2
(35,624)
-24.2
(30,551)
-97.3
(19,502)
-9.3
(14,121)
CRACKER NABISCO HARVEST CRISPS
CRACKER NABISCO WHEAT THIN
CRACKER NABISCO PITA CHIPS
CRACKER NABISCO HONEY MAID
CRACKER CHEEZ-IT TWISTERZ
$ % Chg
$ Chg
-90.9
(30,383)
-9.0
(28,242)
-100.0
(26,684)
-9.5
(21,732)
-100.0
(19,477)
39
Infant/Toddler Nutritionals
Category Ranking Europe - #13
Category Development within Top 20 Stores
$ VOLUME
Store
Ranking
Within
Category
Cat Share
Category
$ SHR TOTAL Development
Rank within
ALL
Index Store
CATEGORIES Europe
CONUS (INC AK/HI)
27,744,738
EUROPE
4,906,056
RA-RAMSTEIN AB, GERMANY (E28)
419,803
1
UK-RAF LAKENHEATH, ENGLAND (E1H)
390,984
2
RA-VOGELWEH AB, GERMANY (E23)
363,331
3
RA-HEIDELBERG, GERMANY (E2M)
202,859
8
ME-AVIANO AB, ITALY (E5W)
208,459
7
WB-WIESBADEN, GERMANY (E24)
196,604
10
RA-PATCH BARRACKS, GERMANY (E4V)
125,598
17
ME-NAPLES, ITALY (E5X)
173,463
12
RA-MANNHEIM, GERMANY (E2T)
234,778
6
RA-BAUMHOLDER, GERMANY (E27)
273,902
4
WB-VILSECK, GERMANY (E41)
253,244
5
WB-GRAFENWOEHR, GERMANY (E4L)
198,185
9
WB-SCHWEINFURT, GERMANY (E3W)
187,758
11
UK-BITBURG AB, GERMANY (E2E)
134,741
15
UK-CHIEVRES, BELGIUM (E3K)
76,864
22
ME-VICENZA, ITALY (E5Q)
134,425
16
ME-SIGONELLA, ITALY (E5V)
88,267
19
UK-SCHINNEN, NTHRLND (E3V)
71,393
24
WB-HANAU, GERMANY (E3P)
69,317
25
WB-BAMBERG, GERMANY (E3E)
169,020
13
stores outside of the Europe Top 20 which are top 20 in Infant / Toddler Nutritionals :
WB-ANSBACH, GERMANY (E4C)
141,763
14
UK-SPANGDAHLEM AB, GERMANY (E2Y)
118,507
18
17
14
14
24
13
16
26
17
12
4
1
6
8
14
25
13
17
21
22
3
0.7
1.5
1.3
1.5
1.6
1.1
1.5
1.4
0.9
1.3
1.9
2.9
2.9
2.3
2.2
1.6
1
1.8
1.3
1.1
1.1
2.7
100
87
100
107
73
100
93
60
87
127
193
193
153
147
107
67
120
87
73
73
180
Cat Shr
Development
Index to
CONUS
100
214
186
214
229
157
214
200
129
186
271
414
414
329
314
229
143
257
186
157
157
386
Avg #
Items
Stocked
Index
Europe
100
125
124
125
122
105
115
101
110
123
111
110
95
102
104
93
97
78
76
80
78
40
Infant/Toddler Nutritionals
Category Quick Facts:
• Total Infant/Toddler Nutritionals is down -9.1% in package sales, but down only -0.1% in dollars for the
year. Trends show a distinct switch from traditional Milk and Soy Formulas to Mild Milk Based and
Specialty Formulas. That said, Milk Formula remains the largest overall segment. Toddler Formula and
Toddler Nutrition show strong pack and dollar gains.
• With space at a premium, it is not surprising that distribution levels on traditional Milk and Soy formulas
were reduced; however, given that consumer purchase of Mild Milk Based and Specialty Formulas have not
offset those declines, it may be that consumers are not finding their desired formula in the commissary.
INFANT & TODDLER NUTRITIONALS
MILK FORMULA
SOY FORMULA
MILD MILK BASED
TODDLER FORMULA
SPECIALTY FORMULA
TODDLER NUTRITION
FLUID REPLACEMENT
Source: Empower IT, 52-Week P/E July 5, 2008
$ Vol
$ % Chg
4,901,626
-0.1
3,290,900
-5.8
447,236
-12.2
429,589
44.8
277,841
41.0
206,681
16.6
184,523
7.2
64,857
8.3
$ Chg
-3,219
-201,364
-62,342
132,975
80,805
29,382
12,332
4,993
Pkg Vol Pkg % Chg
427,057
-9.1
280,921
-16
42,984
-13.7
38,176
35.1
19,368
15.5
11,213
11.1
20,419
14.7
13,976
7.3
Pkg Chg Cum ACV
-42,969
4,041
-53,372
1,647
-6,808
658
9,925
493
2,604
435
1,118
296
2,618
335
946
178
Cum ACV
% Chg
-4.8
-17.2
-5.1
13.0
17.7
11.6
5.1
1.8
41
Diapers
Category Ranking Europe - #12
Category Development within Top 20 Stores
$ VOLUME
CONUS (INC AK/HI)
27,800,638
EUROPE
6,120,675
RA-RAMSTEIN AB, GERMANY (E28)
550,163
UK-RAF LAKENHEATH, ENGLAND (E1H)
568,920
RA-VOGELWEH AB, GERMANY (E23)
457,726
RA-HEIDELBERG, GERMANY (E2M)
289,723
ME-AVIANO AB, ITALY (E5W)
266,031
WB-WIESBADEN, GERMANY (E24)
242,371
RA-PATCH BARRACKS, GERMANY (E4V)
244,329
ME-NAPLES, ITALY (E5X)
324,891
RA-MANNHEIM, GERMANY (E2T)
227,669
RA-BAUMHOLDER, GERMANY (E27)
202,709
WB-VILSECK, GERMANY (E41)
224,530
WB-GRAFENWOEHR, GERMANY (E4L)
185,004
WB-SCHWEINFURT, GERMANY (E3W)
195,786
UK-BITBURG AB, GERMANY (E2E)
167,991
UK-CHIEVRES, BELGIUM (E3K)
124,301
ME-VICENZA, ITALY (E5Q)
171,293
ME-SIGONELLA, ITALY (E5V)
142,574
UK-SCHINNEN, NTHRLND (E3V)
122,484
WB-HANAU, GERMANY (E3P)
90,320
WB-BAMBERG, GERMANY (E3E)
131,554
stores outside of the Europe Top 20 which are top 20 in Diapers
WB-ANSBACH, GERMANY (E4C)
17
Store
Ranking
Within
Category
2
1
3
5
6
8
7
4
9
11
10
13
12
15
19
14
16
20
25
18
$ SHR
TOTAL
Category
ALL
Rank within CATEGOR
Store
IES
12
8
10
12
10
12
12
2
14
9
3
10
7
10
12
6
8
11
13
12
0.7
1.9
1.7
2.1
2
1.6
1.9
1.7
1.8
2.5
1.8
2.2
2.6
2.2
2.3
2.0
1.6
2.3
2.1
1.8
1.4
2.1
Cat Share
Developme
nt Index Europe
Cat Shr
Developme
nt Index to
CONUS
100
89
111
105
84
100
89
95
132
95
116
137
116
121
105
84
121
111
95
74
111
100
271
243
300
286
229
271
243
257
357
257
314
371
314
329
286
229
329
300
257
200
300
Avg #
Items
Stocked
Index
Europe
100
118
111
110
111
110
110
113
105
104
100
106
86
114
112
96
110
110
97
95
71
139,105
42
Diapers
Category Quick Facts:
• Total Diapers/Training Pants is down -6.8% in packages and +5.8% in dollars. Diapers (-8.5% packages),
which account for 82% of the dollars and 75% of packages, is driving pack declines and dollar increases
(+7.2%). Training pants are down slightly in both packages (-1.3%) and dollars (-0.3%).
• P&G (-14.3% packagers, +3.1% dollars) is driving the category’s overall pack decline, while Kimberly Clark
has posted pack (+2.1%) and dollar (+10.0%) gains.
Source: Empower IT, 52-Week P/E June 7, 2008
43
Differences in Seasonality between ConUS and Europe
Seasonality in some highly seasonal categories is slightly off-shifted in
Europe. Traditional “summer” categories seem to begin their upward
shift much earlier, peak and then fall off before ConUS.
With the variance it is important to make sure that product displays are up
early (or retained later) and special pricing programs are available for
those early adopters.
44
Seasonality
Europe Weekly $ Sales Index
C/C/A/S Seasonality Looks Different in Europe, with Increased Sales
Lasting Longer into the Spring and Starting Later in the Winter
$ SDI—ConUS v. Europe
Cough/Cold/Allergy/Sinus
160
140
120
100
80
60
40
20
0
ConUS
Source: Empower IT, Inc. 2007 Weekly Sales
Europe
45
Seasonality
Europe Weekly $ Sales Index
While Suncare Presents Much More of a Balanced Bell Curve in ConUS
With Peak Sales around Memorial Day, European Suncare Sales are Much
More Strongly Concentrated in Mid/Late-April
$ SDI—ConUS v. Europe
Suncare
600
500
400
300
200
100
0
ConUS
Source: Empower IT, Inc. 2007 Weekly Sales
Europe
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Seasonality
Europe Weekly $ Sales Index
The High Season for Pest Control Starts Earlier in Europe as Well
$ SDI—ConUS v. Europe
Pest Control
300
250
200
150
100
50
0
ConUS
Source: Empower IT, Inc. 2007 Weekly Sales
Europe
47
Seasonality
Europe Weekly $ Sales Index
Hot Dogs Show Upward Sales Trends Beginning in March,
While ConUS Seasonality Starts in May
$ SDI—ConUS v. Europe
Frankfurters
160
140
120
100
80
60
40
20
0
ConUS
Source: Empower IT, Inc. 2007 Weekly Sales
Europe
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Key Market Facts
• Great performance in this marketplace, despite store closures. Growth in the
past 5 years, dollar sales are up 5.3%.
• Average sales per store are up to $8.3M.
• 25% (12) of the stores are posting more than 10% dollar growth
• The top 50 items in Europe are key, they represent more than 9.3% of the
dollar volume.
• 50% of the new age category sales comes from energy drinks, but only equate
to 24% of the distribution points.
• Water is locally driven by strong European brands such as Vera, San
Benedetto, and Culligan and may not be reflected in the sales. This would
explain the low index of sales for Naples and various stores in Italy.
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Key Market Facts Continued
• Off shelf promotions are key for growth in the canned and bottled drinks
category.
• In the salty snack category, potato chips and multi-grain chips are leading the
growth.
• 37% of dollars in the RTE Cereal category is sold off promotion.
• Confectionery is growing in all segments, with the exception of mints. The
gondola represents 65% of the dollar sales of the category. Seasonal candy
represents 27% of the category dollar sales and is up more than 15%.
• In the biscuit category there are two major players; Nabisco and Kellogg’s,
which represent more than 85% of the dollar sales.
• In infant formula and nutritional category, customers have switched from soy
based products to mild milk based products. The right SKU assortment is
essential.
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Vielen Dank!
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