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Margaritaville Nielsen Analysis Nielsen Data through 11/26/05.

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Presentation on theme: "Margaritaville Nielsen Analysis Nielsen Data through 11/26/05."— Presentation transcript:

1 Margaritaville Nielsen Analysis Nielsen Data through 11/26/05

2 Distribution Trend by Market (% ACV)

3 U.S. Distribution Trend by Item (%ACV) 4 wk 8/27 4 wk 10/1 4 wk 10/29 4 wk oz. Cal. Coconut oz. Island Lime oz. Jammin Jerk oz. Suns. Scampi oz. Captains Calamari oz. Surfside Skewers1122 *Source: ACNielsen thru 11/26/05

4 U.S. $ Per Point Trend by Item 4 wk 8/27 4 wk 10/1 4 wk 10/29 4 wk 11/26 10 oz. Cal. Coconut$15.4$12.3$14.6$ oz. Island Lime$17.6$10.2$12.3$ oz. Jam. Jerk$13.6$10.9$12.1$ oz. Suns. Scampi$14.7$13.3 $ oz. Captains Calamari$9.4$10.7$11.9$ oz. Surfside Skewers$6.1$10.0$10.1$7.1 *Source: ACNielsen thru 11/26/05

5 Dollar Sales Trend by Market *Source: ACNielsen thru 11/26/05

6 Unit Sales Trend by Market *Source: ACNielsen thru 11/26/05

7 U.S. Dollar Sales Trend by Item 4 wk 8/27 4 wk 10/1 4 wk 10/29 4 wk 11/26 10 oz. Cal. Coconut$315.0$260.4$340.4$ oz. Island Lime$317.2$194.5$260.3$ oz. Jam. Jerk$264.6$207.8$270.0$ oz. Suns. Scampi$51.4$66.5$96.0$ oz. Calamari Strips$7.1$21.4$44.6$ oz. Shrimp Skewers$4.6$10.0$22.8$12.4 Total Margaritaville$983.7$781.6$1,054.8$874.3 *Source: ACNielsen thru 11/26/05

8 U.S. Sales & Av. Price by Item 4 wk 11/26 4 wk Units 10/29 Average Price 10 oz. Cal. Coconut$ $ oz. Island Lime$ $ oz. Jam. Jerk$ $ oz. Suns. Scampi$ $ oz. Calamari Strips$ $ oz. Shrimp Skewers$ $7.69 Total Margaritaville$ $7.47 *Source: ACNielsen thru 11/26/05

9 Frozen Seafood Category ($ Millions) 11/26 13 wk sales Sales % Change vs. YA 10/1 52 wk sales Sales % Change vs. YA Shrimp Un-Breaded$ %$ % Shrimp Breaded$ %$ % Shrimp Coconut$2.7+28% % Unbreaded Fish$ %$ % Breaded Fish$84.9-3%$ % Crab Cakes$5.4+8%$20.6+4% Calamari$.9+38%$3.3+20% *Source: ACNielsen thru 11/26/05

10 Frozen Seafood Category Key Item Movement Rates 13 WK Item:Avg. Price 10/29 13 wk sales $ % ACV$ per point Phillips Crab Cake 6 oz.$7.48$418,22617$24,602 SeaPak Brd. Shr. 9 oz.$5.81$2,947,04344$67,592 MVille Coconut 10 oz.$7.28$952,14422$43,279 SeaPak Scampi 12 oz.$5.60$1,651,35725$66,054 Stouffers Tuna Ndl. 10 oz.$2.18$2,925,69971$41,207 MVille Jerk 8 oz.$7.38$749,28521$35,680 Gortons Gr Fish Fil 7.6 oz.$3.07$1,519,72459$25,758 MVille Lime 8 oz.$7.33$721,85920$36,093 SeaPak Coc Shrimp 10 oz.$5.62$484,12515$32,275 Mrs. Pauls Shr. Scampi 11 oz.$7.41$65,2563$21,752 MVille Shr. Scampi 8 oz.$6.91$268,6666$44,778 Contessa Shr. Scampi 12 oz.$5.92$1,361,97626$52,384 World Catch Chipotle & Lime 10 oz.$5.96$46,1222$23,061 World Catch Coconut 12 oz.$6.16$80,5922$40,296 World Catch Shr. Scampi 10 oz.$6.06$70,0622$35,031 Yankee Trader Crab Cake 10 oz.$5.58$19,0791 *Source: ACNielsen thru 11/26/05

11 Frozen Seafood Category Key Item Movement Rates 4 WK *Source: ACNielsen thru 11/26/05 Item:Avg. Price 10/1 4 wk sales $ % ACV$ per point Phillips Crab Cake 6 oz.$7.35$405,20818$22,512 SeaPak Brd. Shr. 9 oz.$5.99$920,67245$20,460 MVille Coconut 10 oz.$7.49$291,06123$12,655 SeaPak Scampi 12 oz.$5.79$495,87926$19,072 Stouffers Tuna Ndl. 10 oz.$2.29$863,73071$12,165 MVille Jerk 8 oz.$7.61$217,51621$10,358 Gortons Gr Fish Fil 7.6 oz.$3.13$436,03258$7,518 MVille Lime 8 oz.$7.16$216,44920$10,822 SeaPak Coc Shrimp 10 oz.$5.78$135,35915$9,024 Mrs. Pauls Shr. Scampi 11 oz.$7.89$16,0872$8,044 MVille Shr. Scampi 8 oz.$6.99$93,1948$11,649 Contessa Shr. Scampi 12 oz.$6.38$382,28327$14,159 World Catch Chipotle & Lime 10 oz.$5.93$13,9272$6,964 World Catch Coconut 12 oz.$5.92$27,2023$9,067 World Catch Shr. Scampi 10 oz.$5.91$25,9173$8,639 Yankee Trader Crab Cake 10 oz.$5.45$5,8431

12 52 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 11/26/05

13 13 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 11/26/05

14 4 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US Albany Baltimore Boston Hartford New York Philadelphia Pittsburgh Washington D.C *Source: ACNielsen thru 11/26/05

15 Key Category Rankings Top 10 Value Added Coconut Shrimp 13 weeks thru 11/26/05 $ VolumeUnit Volume ACV$ per point of dist. Total US Market over $2 million$2,710,739461,232 Margaritaville Coconut Shrimp w/ Mango Chutney Sc 10 oz.$952,144133,78922$43,279 SeaPak Coconut Shrimp w/ Tangy Citrus Sc 10 oz.$484,12590,68815$32,275 Private Label Coconut Shrimp w/ sauce 10 oz.$461,68395,73510$46,168 Contessa Lightly Breaded Coconut Shrimp w/ sauce 12 oz.$316,85756,9338$39,607 Phillips Coconut Shrimp 12s 7 oz.$205,29136,7205$41,058 World Catch Coconut w/ citrus sauce 12 oz.$80,59213,1752$40,296 Private Label Coconut Shrimp 7 oz.$43,6066,2711$43,606 Private Label Coconut Shrimp – butterfly 16 oz.$27,4794,5892$13,740 Private Label Asian Shrimp Trio 10 oz.$23,1063,8361$23,106 Sea Best Breaded Coconut Shrimp 9 oz.$22,5315,1041$22,531

16 Key Category Rankings Top 10 Value Added Unbr Shrimp - Scampi 13 weeks thru 11/26/05 $ VolumeUnit VolumeACV$ per point of dist. Total US Market over $2 million$5,112,3411,039,360 SeaPak Shrimp Scampi 12 oz.$1,651,357318,25125$66,054 Contessa Shrimp Scampi 12 oz.$1,361,976233,51126$52,384 Gortons Shrimp Scampi 12 oz.$710,693111,75114$50,764 Margaritaville Shrimp Scampi 8 oz.$268,66639,8826$44,778 SeaPak Shrimp Scampi 12 oz.$239,88744,1298$29,986 Lean Gourmet Shrimp Scampi 8 oz.$222,417181,0969$24,713 Healthy Choice Shrimp Scampi 8 oz.$135,02224,3894$33,756 Private Label Shrimp Scampi 10 oz.$111,88618,9994$27,972 Private Label Shrimp Scampi 12 oz.$109,47516,5203$36,492 World Catch Shrimp Scampi 10 oz.$70,06212,6462$35,031

17 Key Category Rankings Top 10 Value Added Unbr Shrimp – Seasoned/Sauced/Marinated 13 weeks thru 11/26/05 $ VolumeUnit Volume ACV$ per point of dist. Total US Market over $2 million$8,914,7052,400,683 Healthy Choice Shrimp in Garlic Cream Sauce 11.5 oz.$1,806,168717,60462$29,132 Contessa Mediterranean Shrimp 24 OZ.$1,136,447206,11126$43,710 Weight Watchers Low Calorie Low Fat Marinated Shrimp 9 oz.$1,081,324560,98935$30,895 Contessa Sweet & Sour Shrimp 24 oz.$887,523169,25924$36,980 Margaritaville Jammin Jerk 8 oz.$749,285103,57921$35,680 Margaritaville Island Lime 8 oz.$721,859100,32420$36,093 Gourmet Dining Garlic Shrimp 32 oz.$447,16490,58012$37,264 Gortons Shrimp Temptations Lemon Butter Shrimp 12 oz.$379,50459,43910$37,950 Phillips Shrimp with Buffalo Sauce 12S 8 OZ.$206,45238,1966$34,409 SeaPak Cesar Parmesan Marinated Shrimp 10 oz.$149,48830,5155$29,898 (18) Margaritaville Surfside Shrimp Skewers 10 OZ.$47,5417,3092$23,771


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