Artificial Sweeteners

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    21-Jan-2016
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Artificial Sweeteners. Andy Brown Tyler Clark. Summary. Introduction Category Depth Strength of Brands Private Label. Introduction to Artificial Sweeteners. Over $606m annual revenue 29.6% item penetration Mid level supplier control Category dominated by a few strong national brands - PowerPoint PPT Presentation

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Artificial SweetenersAndy BrownTyler ClarkSummaryIntroductionCategory DepthStrength of BrandsPrivate Label

Introduction to Artificial SweetenersOver $606m annual revenue29.6% item penetration

Mid level supplier control

Category dominated by a few strong national brands

Mid to low level private label activity

Category Depth RetailerTotal SKUsUnique SKUsWalmart4321Harps4822Walgreens102Target61Aldi33Total7549*Unique SKU found ONLY at one retailer, may appear in more than one store.Category Audit Findings10 stores audited75 SKUs found28 brands found49 unique SKUs found across 5 retailers

Slow growth of SKUsDriven growth in brands/trends

Harps on GarlandWalmart NHM on WeddingtonCategory DemographicsAd Hoc Demo Private LabelEqualFasweetSplendaSweetN Low20072007200720072007TOTAL HOUSEHOLDS100.0100.0100.0100.0100.0INC -