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Margaritaville Nielsen Analysis Nielsen Data through 4/01/06.

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Presentation on theme: "Margaritaville Nielsen Analysis Nielsen Data through 4/01/06."— Presentation transcript:

1 Margaritaville Nielsen Analysis Nielsen Data through 4/01/06

2 Distribution Trend by Market (% ACV)

3 Distribution Trend Growth by Market (% ACV)

4 U.S. Distribution Trend by Item (%ACV) 4 wk 12/31 4 wk 1/28 4 wk 2/25 4 wk 4/01 10 oz. Cal. Coconut24252732 8 oz. Island Lime19212327 8 oz. Jammin Jerk21232429 8 oz. Suns. Scampi8101116 13 oz. Captains Calamari4445 10 oz. Surfside Skewers2213 *Source: ACNielsen thru 4/01/06

5 U.S. $ Per Point Trend by Item 4 wk 12/31 4 wk 1/28 4 wk 2/25 4 wk 4/01 10 oz. Cal. Coconut$14.5$13.2$12.8$16.1 8 oz. Island Lime$10.5$11.0$11.3$14.1 8 oz. Jam. Jerk$11.1$10.8$11.3$13.5 8 oz. Suns. Scampi$12.4$11.4 $13.5 13 oz. Captains Calamari$12.1$11.6$11.3$13.8 10 oz. Surfside Skewers$7.0$8.2$9.5$8.2 *Source: ACNielsen thru 4/01/06

6 Dollar Sales Trend by Market *Source: ACNielsen thru 4/01/06

7 Unit Sales Trend by Market *Source: ACNielsen thru 4/01/06

8 U.S. Dollar Sales Trend by Item 4 wk 12/31 4 wk 1/28 4 wk 2/25 4 wk 4/01 10 oz. Cal. Coconut$346.0$333.2$352.6$509.9 8 oz. Island Lime$202.8$229.0$255.1$381.8 8 oz. Jam. Jerk$230.0$248.4$275.4$386.2 8 oz. Suns. Scampi$95.8$117.6$124.1$210.0 13 oz. Calamari Strips$51.6$43.7$49.2$68.2 10 oz. Shrimp Skewers$12.3$14.2$13.1$25.3 Total Margaritaville$944.6$990.8$1,074.9$1,584.3 *Source: ACNielsen thru 4/01/06

9 U.S. Sales & Av. Price by Item 4 wk 4/01 4 wk Units 4/01 Average Price 10 oz. Cal. Coconut$509.978.7$6.67 8 oz. Island Lime$381.857.7$6.81 8 oz. Jam. Jerk$386.257.6$6.87 8 oz. Suns. Scampi$210.032.0$6.59 13 oz. Calamari Strips$68.211.0$6.28 10 oz. Shrimp Skewers$25.34.3$7.10 Total Margaritaville$1,584.3241.4$6.72 *Source: ACNielsen thru 4/01/06

10 Key Category Rankings Top 10 Value Added Coconut Shrimp 13 weeks thru 4/01/06 $ VolumeUnit Volume ACV$ per point of dist. (000) Total US Market over $2 million$3,906,488693,962 Margaritaville Coconut Shrimp w/ Mango Chutney Sc 10 oz.$1,282,412184,49928$45.2 SeaPak Coconut Shrimp w/ Tangy Citrus Sc 10 oz.$734,425143,23719$37.0 Private Label Coconut Shrimp w/ sauce 10 oz.$644,941137,89612$54.3 Contessa Lightly Breaded Coconut Shrimp w/ sauce 12 oz.$546,78994,26315$36.6 Phillips Coconut Shrimp 12s 7 oz.$244,79142,7266$42.4 Black Tie Breaded Coconut Shrimp w/ Sauce 9 oz.$61,92519,4971$36.4 World Catch Coconut w/ citrus sauce 12 oz.$59,4099,3481$43.6 Black Tie Butterfly Breaded Coconut Shrimp w/ Sauce 9 oz.$52,77111,2531$43.8 Private Label Coconut Shrimp 7 oz.$47,4416,8151$47.4 Private Label Coconut Shrimp – butterfly 16 oz.$43,3607,5372$26.3

11 Key Category Rankings Top 10 Shrimp Scampi 13 weeks thru 4/01/06 $ VolumeUnit VolumeACV$ per point of dist. (000) Total US Market over $2 million$9,135,0192,054,694 SeaPak Shrimp Scampi 12 oz.$2,709,899527,17233$80.4 Gortons Shrimp Temptations Shrimp Scampi 12 oz.$2,709,697512,18740$64.1 Contessa Shrimp Scampi 12 oz.$1,632,697272,06331$53.4 Michelinas Lean Gourmet Shrimp Scampi 8 oz.$592,527485,55826$22.5 Margaritaville Shrimp Scampi 8 oz.$491,70871,73012$39.4 Healthy Choice Shrimp Scampi 8 oz.$246,92343,4529$27.5 Private Label Shrimp Scampi Garlic & wine 20 oz.$219,15525,3824$52.2 Private Label Shrimp Scampi Garlic & Herb 10 oz.$137,53923,3735$29.8 Private Label Shrimp Scampi 12 oz.$107,07116,5883$36.8 Lean Gourmet Shrimp Scampi 8 oz.$57,31140,0484$14.6

12 Key Category Rankings Top 10 Value Added Unbreaded Shrimp 13 weeks thru 4/01/06 $ VolumeUnit Volume ACV$ per point of dist. (000) Total US Market over $2 million$10,246,8843,844,311 Healthy Choice Shrimp in Garlic Cream Sauce 11.5 oz.$1,927,822792,92659$32.7 Gortons Shrimp Temptations Lemon Butter Shrimp 12 oz.$1,493,892280,20533$43.0 Weight Watchers Low Calorie Low Fat Marinated Shrimp 9 oz.$1,374,441724,53735$38.9 Contessa Sweet & Sour Shrimp 24 oz.$1,047,173187,73627$39.3 Margaritaville Jammin Jerk 8 oz.$976,357137,83025$38.3 Margaritaville Island Lime 8 oz.$932,894133,40223$39.3 Gourmet Dining Garlic Shrimp 32 oz.$551,307120,08014$38.2 Phillips Shrimp with Buffalo Sauce 12S 8 oz.$245,52745,3027$36.6 Contessa Shrimp w/ Cajun/Whiskey Flavored Sauce 12 oz.$187,57034,1976$29.5 Sea Pak Shrimp Cesar Parmesan Marinated 10 oz.$169,38834,3065$32.1

13 Frozen Seafood Category ($ Millions) 4/01 13 wk sales Sales % Change vs. YA 4/01 52 wk sales Sales % Change vs. YA Shrimp Un-Breaded$58.6+40%$179.8+39% Shrimp Breaded$32.9+8%$101.8+12% Shrimp Coconut$3.9+26%$11.7+32% Unbreaded Fish$45.6+15%$141.6+20% Breaded Fish$108.9-13%$345.8-6% Crab Cakes$5.9-1%$21.4+3% Calamari$1.1+21%$4.2+23% *Source: ACNielsen thru 4/01/06

14 Frozen Seafood Category Key Item Movement Rates 4 WK ($000) Item:Avg. Price 4/014 wk sales $ % ACV$ per point Phillips Crab Cake 6 oz.$7.56$433.918$24.1 SeaPak Brd. Shr. 9 oz.$5.20$1,529.149$31.2 MVille Coconut 10 oz.$6.67$509.932$16.1 SeaPak Scampi 12 oz.$5.14$1,091.237$29.4 Stouffers Tuna Ndl. 10 oz.$2.14$1,058.974$14.4 MVille Jerk 8 oz.$6.87$386.229$13.5 Gortons Gr Fish Fil 7.6 oz.$2.63$910.870$13.1 MVille Lime 8 oz.$6.81$381.827$14.1 SeaPak Coc Shrimp 10 oz.$5.16$274.022$12.6 Mrs. Pauls Shr. Scampi 11 oz.$8.21$5.11$4.2 MVille Shr. Scampi 8 oz.$6.59$210.016$13.5 Contessa Shr. Scampi 12 oz.$6.11$485.431$15.5 World Catch Chipotle & Lime 10 oz.$6.50$5.81 World Catch Coconut 12 oz.$6.32$19.91 World Catch Shr. Scampi 10 oz.$6.32$13.51 Yankee Trader Crab Cake 10 oz.$5.64$6.21 *Source: ACNielsen thru 4/01/06

15 Frozen Seafood Category Key Item Movement Rates 13 WK ($000) *Source: ACNielsen thru 4/01/06 Item:Avg. Price 1/28 13 wk sales $ % ACV$ per point Phillips Crab Cake 6 oz.$7.53$1,404.018$76.8 SeaPak Brd. Shr. 9 oz.$5.59$4,221.848$87.4 MVille Coconut 10 oz.$7.19$1,282.428$45.2 SeaPak Scampi 12 oz.$5.52$2,709.933$80.4 Stouffers Tuna Ndl. 10 oz.$2.20$3,252.373$44.4 MVille Jerk 8 oz.$7.29$976.425$38.3 Gortons Gr Fish Fil 7.6 oz.$2.78$2,728.368$40.1 MVille Lime 8 oz.$7.21$932.923$39.3 SeaPak Coc Shrimp 10 oz.$5.48$734.419$37.0 Mrs. Pauls Shr. Scampi 11 oz.$8.18$23.11 MVille Shr. Scampi 8 oz.$7.04$491.712$39.4 Contessa Shr. Scampi 12 oz.$6.08$1,632.731$53.4 World Catch Chipotle & Lime 10 oz.$6.68$24.41 World Catch Coconut 12 oz.$6.47$59.41 World Catch Shr. Scampi 10 oz.$6.48$45.81 Yankee Trader Crab Cake 10 oz.$5.62$24.11

16 52 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US79151164 Albany528192144 Baltimore352714128 Boston4221821012 Hartford3192511012 New York420321933 Philadelphia411238125 Pittsburgh4812113211 Washington D.C.452916138 *Source: ACNielsen thru 4/01/06

17 13 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US87131195 Albany531182156 Baltimore361812223 Boston5201821114 Hartford317162923 New York420123932 Philadelphia69138223 Pittsburgh6812114210 Washington D.C.462913135 *Source: ACNielsen thru 4/01/06

18 4 Wk.Market $ Rank by Brand Frozen Seafood Entrees MarketMargaritavilleSeaPakGortonsContessaMatlawsPhillipsPrivate Label Total US54161298 Albany335182157 Baltimore451812223 Boston3211841314 Hartford219163921 New York418123933 Philadelphia761310220 Pittsburgh3712114212 Washington D.C.462812133 *Source: ACNielsen thru 4/01/06


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