A Look at the Sugar Category Isela Mercado-Ulloa

 Stores  WMT SPR  WMT MLK  WMT Campus  Harp’s Har-Ber  Harp’s Garland  Target  Sam’s SKUs – 25 – 33 – 2 – 21 – 20 – 5 – 7 Change in SKUs – ? – +10 – ? – +3 – +2 – ?

SUGAR IN THE RAW - SUGAR- GRANULATEDC AND H - SUGAR- GRANULATEDCTL BR - SUGAR- GRANULATEDFLORIDA CRYSTALS - SUGAR- GRANULATED 52 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/07 TOTAL HOUSEHOLDS INC - <$20, INC - $20, , INC - $30, , INC - $40, , INC - $50, , INC - $70, , INC - $100, Private label bought by lower income Sugar in the Raw & Florida Crystals – higher income C & H – not much interesting

SUGAR IN THE RAW - SUGAR- GRANULATEDC AND H - SUGAR- GRANULATED CTL BR - SUGAR- GRANULATED FLORIDA CRYSTALS - SUGAR- GRANULATED 52 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/07 EMP - FH EMPLOYED EMP - FH EMP. FULL TIME EMP - FH EMP. PART TIME EMP - FH NOT EMPLOYED EMP - NO FEMALE HEAD FH Employed vs. FH Not Employed

SUGAR IN THE RAW - SUGAR- GRANULATEDC AND H - SUGAR- GRANULATED CTL BR - SUGAR- GRANULATED FLORIDA CRYSTALS - SUGAR- GRANULATED 52 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/0752 WEEKS ENDING 12/27/0352 WEEKS ENDING 12/29/07 RACE - CAUCASIAN RACE - NON- CAUCASIAN RACE - AFRICAN AMER RACE - ASIAN RACE - OTHER RACE ETH - HISPANIC Private label – pretty bland except with African Americans Asian – increase in all brands, except in private label Hispanics – still strong in brand name sugars

 The game between C & H and private label  C & H found at all the retailers  Private label at their heels

RetailerTotal SKUsUnique SKUs WMT SPR252 WMT MLK338 WMT Campus20 Harp's Har-Ber213 Harp's Garland201 Target54 Sam's73

ITEM $ (000)DOLLAR SHARE ITEM PENETRATION ITEM $ PER ITEM BUYER ITEM TRIPS PER ITEM BUYER % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) % ITEM $ ON DEAL % DOLLARS WITH MANUFACTURER COUPON C AND H - SUGAR- GRANULATED TOTAL U.S. 98, $ WEST SOUTH CENTRAL 8, $ CTL BR - SUGAR- GRANULATED TOTAL U.S. 605, $ WEST SOUTH CENTRAL 75, $ FLORIDA CRYSTALS - SUGAR- GRANULATED TOTAL U.S. 1, $ WEST SOUTH CENTRAL NA SUGAR IN THE RAW - SUGAR- GRANULATED TOTAL U.S. 13, $ WEST SOUTH CENTRAL $

 C&H is the leader in the category with presence across retailers  Deals  Private Label gaining presence also  Controlled through shelf space  WMT

 Private label is catching up!  C & H better watch out!  Wal-Mart  Harp’s  Target