Foods of the WorldRanging & Merchandising Advice 2010
• FOTW is worth £122,631,440 and is growing at 12.6%
• Wet Cooking Sauce is the largest sector with 48% share
• Rice is the fastest growing sector at 17.2%
Foods of the World
All data is IRI total convenience 52 w/e 3rd October 2009
Mars 33.0%
Own Label 20.0%
Other 15.0%
Premier 12.0%
ABF 6%
Unilever 4.0%
General Mills 4.0%
Nestlé 3.0%
Tilda 2.0%
HP 1.0%
Foods of the World Value Share
Manufacturer % Value Share Of Foods of the World
% Value growthShare
Sector value share of FOTW
Foods of the World 100.0% 12.6%
Wet cooking sauces 47.9% 11.3%
Rice exc. savoury 22.8% 17.2%
Accoms & kits 15.2% 9.0%
Pasta exc. savoury 14.0% 13.7%
Wet cooking sauces
Rice exc. savoury
Accomps & kits
Pasta exc. savoury
TOPTIPS
Must Stock LinesRice
Italian WCS & Pasta
Uncle Ben’s® Express Egg Fried 250g
Uncle Ben’s Express Long Grain 250g
Uncle Ben’s Long Grain Boil in Bag 250g
Uncle Ben’s Express Basmati 250g
Tilda Basmati 500g
Uncle Ben’s Express Pilau 250g
Dolmio® Original Bolognese 500g
Napolina Spaghetti 500g
Sacla Classic Green Pesto 190g
Dolmio Extra Mushroom Bolognese 500g
Loyd Grossman Tomato/Chilli 350g
Napolina Fusilli 500g
Dolmio Light Bolognese 500g
Dolmio Extra Onion/Garlic Bolognese 500g
Ragu Lasagne White Sauce 475g
Napolina Lasagne 375g
Dolmio Extra Spicy Bolognese 500g
Dolmio Stir-in Sundried Tomato 150g
Ragu Original Bolognese 500g
Uncle Ben’s Sweet & Sour 500g
Uncle Ben’s Medium Chilli 500g
Uncle Ben’s Medium Curry 500g
Sharwood’s Green Label Chutney 360g
Old El Paso Fajita Dinner Kit 500g
Uncle Ben’s Sweet & Sour 500g Extra Pineapple
Sharwood’s Puppodums Plain x 8 72g
Homepride Can Curry Sauce 500g
Sharwood’s Korma 420g
Blue Dragon Medium Egg Noodles 300g
Colman’s Cheddar Cheese Sauce 40g
Heritage Plain Naan Breads x2
Colman’s Chilli Con Carne Mix 50g
Sharwood’s Tikka Masala 420g
Amoy Dark Soy Sauce 150ml
Colman’s White Sauce 25g
Napolina Tomato Puree 200g
Colman’s Sausage Casserole Mix 40g
Colman’s Parsley Sauce 20g
Ethnic WCS & Meal Kits/Accomps
Wet Cooking Sauce
£4,500,000
£4,000,000
£3,500,000
£3,000,000
£2,500,000
£2,000,000
£1,500,000
£1,000,000
£500,000
-£500,000
£0
Italian Oriental Indian Family Favourites
Mexican Other
• Block by ethnicity
• 1/2 of FOTW fixture should be WCS
• 1/2 of WCS should be Italian
• Total Mexican (inc. meal kits and accomps) should have more space than family favourites due to level of growth and pack sizes
• Italian WCS and pasta should be merchandised together to create complete meal occasions
• Dolmio has over 53% share of Italian WCS
Italian
Oriental
Indian
Family Favourites
Mexican
Other
Wet Cooking Sauces 100.0% 11.3%
Italian 56.5% 13.2%
Oriental 15.1% 13.7%
Indian 13.7% 10.7%
Family Favourites 6.3% -6.5%
Mexican 3.2% 19.3%
Other 5.1% 7.1%
% Value growthShareWet Cooking Sauces
WCS Actual Value Growth
WCS Value Share
TOPTIPS
Rice• Over 1/2 of rice space should be microwave
• Merchandise rice alongside ethnic WCS to create complete meal occasions
• Uncle Ben’s® has 89% share of micro rice sector and value is growing at 32%
Rice Value Share
Microwavable
Basmati loose
Long grain rice
BITB
Wholegrain
Speciality & other
£5,000,000
£4,000,000
£3,000,000
£2,000,000
£1,000,000
-£1,000,000
£0
Microwavable Basmati loose
Long grain loose
BITB Wholegrain Loose
Speciality loose
Other
Rice exc. savoury 100% 17.2%
Microwavable 54.6% 36%
Basmati loose 18.5% -13.4%
Long grain loose 15.1% 16.9%
BITB 7.3% 19.2%
Wholegrain loose 2.3% 8.1%
Speciality loose 1.2% -23.2%
Other 1% -4%
% Value growthShareRice
Rice Actual Value Growth
TOPTIPS
6 Shelf Planogram
™/®/designs/© Mars 2010
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