Rob Lovejoy Category: Green Beans - Canned

Overview Total category sales for canned green beans in 2007 was $448, total category sku’s 27% Item dollars on deal – promote shop Private label accounts for 37% of category sales Private label the only brand carried at all retailers audited Private label averaged 52% of retailer facings Category penetration 52% with private label the highest 32% Most dominant national brand Del Monte found at 6 of 8 Retailer is in control of category

Overview Main retail competitors WM, PC, FD, Harps Depth important in category – due to private label strength (shop) Prevalent national brands Del Monte Green Giant Libby’s

Who is the Green Bean Buyer? Demographics Significance by income is sporadic Income not as vital as household composition

Who is the Green Bean Buyer? Demographics Green bean consumer household has 3+ children Households with only 1 member probably eating out

Who is the Green Bean Buyer? Demographics Consumer household has children

Who is the Green Bean Buyer? Demographics A little variance but most consistent : Age Probably correlated with children in the household

Dominant Brands Leading Brands Del Monte leading national brand – 30.4% of shelf space Private label – 51.5% of shelf space

Dominant Brands Leading Brands Private label: highest % of shelf space – 13.57% stocking rate Del Monte: highest stocking rate of 42.5% Green Giant stocking rate 30% and had the lowest shelf allotment High reproducibility

Dominant Brands Leading Brands Private label: highest % of shelf space – 13.57% stocking rate Del Monte: highest stocking rate of 42.5% Green Giant stocking rate 30% and had the lowest shelf allotment High reproducibility

Margins All retailers appear to give facings to volume not margins This is consistent to the role of the category: Core Traffic

Recommendation Recommendations to Target If they want to be competitive with grocers they need to increase depth Not particular emphasis on Private label or National brands – (due to shop and brand loyalty)