Dustin Cain. In 2007, Kidney/Red Beans had sales of 127 million dollars. Of those sales, Private...
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Transcript of Dustin Cain. In 2007, Kidney/Red Beans had sales of 127 million dollars. Of those sales, Private...
KIDNEY/RED BEANS
Dustin Cain
OVERVIEW In 2007, Kidney/Red
Beans had sales of 127 million dollars.
Of those sales, Private Label accounted for about 57 million dollars.
It is basically a battle between Bush’s and the Private Labels.
AUDITED STORES Wal-Mart (6th St.) Wal-Mart (Joyce) Harps (Weddington) Harps (Garland) Target Price Cutter Marvins Super Store
Store SKU's Dominating BrandWal-Mart (6th St.) 6 BushsWal-Mart (Joyce) 7 Great Value
Harps (Weddington) 9 BushsHarps (Garland) 8 Best Choice
Target 2 Market PantryPrice Cutter 8 Best Choice
Marvins Super Store 8 Shur Fine
DEMOGRAPHICS In the competition between Bush’s and Private
Label, there are some interesting, varying demographic traits
BothINC $40,000-70,000
AGE 45-64Caucasian
Private LabelINC< $40,000
4+ Mem. Household
Kids Any <18
Busch's2-4 Mem. Household
NO Kids
TOTAL U.S. - DOLLAR VOLUME INDEX
52 WEEKS ENDING 12/27/0352 WEEKS ENDING
12/29/0752 WEEKS ENDING 12/27/03
52 WEEKS ENDING 12/29/07
TOTAL HOUSEHOLDS 100.0 100.0 100.0 100.0
INC - <$20,000 70.6 52.3 86.0 79.4
INC - $20,000-29,999 100.9 79.2 111.5 91.5
INC - $30,000-39,999 90.9 80.6 109.6 103.7
INC - $40,000-49,999 108.2 104.3 100.8 103.3
INC - $50,000-69,999 115.8 113.1 96.6 114.5
SIZE - 1 MEM 61.4 53.1 57.4 59.9
SIZE - 2 MEM 131.9 135.1 107.4 108.5
SIZE - 3-4 MEM 103.9 103.6 115.8 118.2
SIZE - 5+ MEM 86.7 98.2 136.7 120.5
AGE FH - UNDER 35 82.5 116.8 99.7 105.8
AGE FH - 35-44 98.5 86.8 107.7 104.4
AGE FH - 45-54 111.1 101.9 108.2 102.5
AGE FH - 55+ 126.6 117.0 111.3 108.9
AGE FH - 55-64 135.2 126.1 116.8 120.9
AGE FH - 65+ 119.7 107.7 106.9 96.7
AGE FH - NO FEMALE HEAD 66.8 69.6 68.3 76.3
KIDS - NONE < 18 104.0 99.8 93.0 93.8
KIDS - ANY < 18 92.1 100.4 113.8 111.6
KIDS - ANY < 6 79.8 119.6 109.6 110.3
KIDS - ANY 6-12 94.8 99.9 113.3 107.6
KIDS - ANY 13-17 87.2 95.2 119.0 119.5
RACE - CAUCASIAN 112.9 111.5 112.0 112.4
RACE - NON-CAUCASIAN 51.1 59.8 54.8 56.4
RACE - AFRICAN AMER. 42.1 51.2 44.5 46.9
RACE - ASIAN 64.5 63.9 82.9 62.3
RACE - OTHER RACE 61.7 71.2 63.5 68.5
ETH - HISPANIC 63.9 55.4 51.7 59.5
BUSH'S BEST - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
CTL BR - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
CATEGORY ROLE Overall the canned vegetable category is high
volume, high sales, low margins.
Every household is buying canned vegetables and multiple cans each trip.
The category can afford to have low margins because of the VOLUME!!!!
2/3 of the households are buying private label
52 Weeks Ending 12/29/07
ITEM $ (000) DOLLAR SHARE ITEM BUYERS (000)
ITEM PENETRATION
ITEM UNITS PER ITEM TRIP
% REPEAT BUYERS (% 2+ TIME BUYERS)
LOYALTY (SHARE OF $ REQ.)
VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 127,909.9 100.0 37,066.4 31.9 2.1 55.2 100.0
BLUE RUNNER - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 2,195.5 1.7 361.3 0.3 2.1 47.1 88.5
BUSH'S BEST - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 17,280.9 13.5 7,923.7 6.8 1.8 26.8 52.8
BUTTER KERNEL - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 336.6 0.3 126.3 0.1 4.5 17.9 55.8
CTL BR - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 56,759.8 44.4 22,705.7 19.6 2.2 45.2 70.1
EDEN - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 573.0 0.5 172.4 0.2 1.6 18.6 58.3
GOYA - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 10,606.4 8.3 3,704.7 3.2 1.9 38.3 64.4
HANOVER - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 8,359.3 6.5 2,691.7 2.3 1.9 39.6 63.9
IBERIA - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 408.5 0.3 238.7 0.2 1.7 21.9 33.5
JOAN OF ARC - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 8,042.5 6.3 2,879.6 2.5 1.9 33.1 59.0
KUNER'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 1,037.2 0.8 393.9 0.3 2.0 44.9 56.4
LIBBY'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 316.7 0.3 169.5 0.2 1.7 13.7 40.5
LUCK'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 317.0 0.3 208.1 0.2 2.2 10.9 45.3
MRS. GRIMES - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 243.1 0.2 161.6 0.1 1.7 22.4 41.9
PROGRESSO - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 5,347.8 4.2 2,106.3 1.8 1.8 26.2 49.8
RIENZI - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 837.4 0.7 483.8 0.4 1.8 18.2 34.8
S & W - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 9,033.6 7.1 2,655.0 2.3 1.8 35.3 63.9
SUN VISTA - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 211.5 0.2 191.7 0.2 1.4 12.8 36.9
THE ALLENS - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 271.5 0.2 187.0 0.2 1.6 10.6 35.7
VAN CAMP'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED
TOTAL U.S. 849.9 0.7 461.5 0.4 2.3 30.6 56.0
WESTBRAE NATURAL - VEGETABLES- BEANS- KIDNEY/
TOTAL U.S. 876.6 0.7 263.2 0.2 1.7 12.5 52.4
BRAND DOMINATION Bush’s was found at 6 of the 7 stores Every store had a Private Label presence Private Label ruled the shelves in 5 of the 7 stores
SHARE of FACINGS by MANUFACTURER
GROSS MARGINS Overall, the category is considered one with low
margins. However, through my audits, I have discovered
that the kidney/red beans portion of the category is one that produces fairly strong gross margins.
It could potentially grow into a cash machine
GROSS MARGINS
RECCOMENDATIONS Increase Bush’s presence and Decrease Private
Label presence because of the gross margins for Bush’s.
The volume will still come with the Private Label