Food and Food Prep: Better Together Presented by A.J. Riedel, Sr. Partner Riedel Marketing Group

Confidential: Property of GMDC About A.J. Riedel I help housewares product management and marketing executives grow their businesses by providing them with the data and insight they need to make informed decisions about which products to bring to market and how to position, package, and market them. I’ve been helping executives make better decisions at Cuisinart, Jarden, DKB, Bradshaw, Progressive, Chef’N, and many other housewares companies for over 25 years.

Confidential: Property of GMDC WHAT YOU’LL LEARN TODAY The natural synergy between the healthy eating trend and food prep products The product trends shaping the category The shopper segments and their needs and preferences The competitive advantage supermarkets have over mass merchandisers How supermarkets can leverage the opportunity for incremental sales and margin dollars

Confidential: Property of GMDC THE NATURAL SYNERGY BETWEEN THE HEALTHY EATING TREND AND FOOD PREP PRODUCTS The product trends shaping the category The shopper segments and their needs and preferences The competitive advantage supermarkets have over mass merchandisers How supermarkets can leverage the opportunity for incremental sales and margin dollars

Confidential: Property of GMDC Americans are Eating More Fresh Food and Cooking From Scratch

Confidential: Property of GMDC And Buying Cookware, Bakeware, and Kitchen Gadgets & Tools Source: Cookware Manufacturers Association (CMA)

Confidential: Property of GMDC Food Prep Is a Natural Complement to Food Purchases

Confidential: Property of GMDC New Recipes Stimulate the Purchase of Food Prep Products Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC The Natural Synergy Between The Healthy Eating Trend And Food Prep Products THE PRODUCT TRENDS SHAPING THE CATEGORY The Shopper Segments And Their Purchasing habits The Opportunity For Supermarkets How Supermarkets Can Leverage The Opportunity

Confidential: Property of GMDC Fry and saute pans and skillets are the most popular type of cookware Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Knife sets & spatulas/turners are the most popular kitchen gadgets Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Bakeware sets, baking dishes & roasting pans are the most popular bakeware items Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC The Natural Synergy Between The Healthy Eating Trend And Food Prep Products The product trends shaping the category THE SHOPPER SEGMENTS AND THEIR NEEDS AND PREFERENCES The Opportunity For Supermarkets How supermarkets can leverage the opportunity for incremental sales and margin dollars

Confidential: Property of GMDC Every One Buys Food Prep Products

Confidential: Property of GMDC All Ages Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Married and Single Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC From Single-Person Households To Large Families Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Households with No Children and Households with Children Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC All Household Income Levels Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Employed and Not Employed Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Food Prep Product Shopper Segments

Confidential: Property of GMDC Millennials Source: YPulse Survey June-July 2014

Confidential: Property of GMDC Especially Upscale Millennials Source: Nielsen Scarborough 2015

Confidential: Property of GMDC Casual and Serious Cooking Enthusiasts Source: Market Tracker, Riedel Marketing Group According to Mintel, a Cooking Enthusiast is a person who cooks at least one to two times per week, either “likes” or “loves” cooking, has at least basic cooking skills, and typically cooks because he or she wants to rather than out of need.

Confidential: Property of GMDC Time-Constrained Cooks and Leisurely Cooks Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Brick And Mortar and Online Shoppers Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Shoppers Who Buy at Different Types of Stores Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Impulse Shoppers and Planners Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Shoppers Who Know Exactly What They Are Going to Buy and Shoppers Who Make the Decision in The Store Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC Current Owners and First Time Buyers Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC The Natural Synergy Between The Healthy Eating Trend And Food Prep Products The Product Trends Shaping The Category The Shopper Segments And Their Purchasing Habits THE OPPORTUNITY FOR SUPERMARKETS How Supermarkets Can Leverage The Opportunity For Incremental Sales And Margin Dollars

Confidential: Property of GMDC “ There’s an opportunity in supermarkets, where we sell all the ingredients you need to make the wonderful dishes that you see on the Food Network, to sell the kitchenware that goes along it. I really think it’s solution selling to enhance the food experience.” Joe Kirby, Vice President, Retailer Sales & Category Management, Imperial Distributors Inc. of Auburn, MA. “This is a great category for incremental sales and margin dollars, and it’s a natural tie in with all the food items in a supermarket.” Anna Mancini, Vice President of Merchandising for Value Merchandising Company The Opportunity for Supermarkets

Confidential: Property of GMDC “Combining kitchen gadgets, cookware, bakeware and small appliances, it’s the No. 3 GM category in terms of sales. For us, the category grew 5% in 2015 following healthy growth in And it is a significant contributor to gross margin, even at promotional retail levels.” Anna Mancini, Vice President of Merchandising for Value Merchandising Company Merchandising food and food prep together leads to increased and profits

Confidential: Property of GMDC People Visit Grocery Store Almost Every Week Source: “Millennials In 2015: Retail Deep Dive”, The Nielsen Company

Confidential: Property of GMDC And Are Most Likely to Buy on Impulse When They Are in the Grocery Store Source: Market Tracker, Riedel Marketing Group

Confidential: Property of GMDC The Natural Synergy Between The Healthy Eating Trend And Food Prep Products The Product Trends Shaping The Category The Shopper Segments And Their Purchasing Habits The Opportunity For Supermarkets HOW SUPERMARKETS CAN LEVERAGE THE OPPORTUNITY

Confidential: Property of GMDC Cross merchandise food prep products with related food products in perimeter departments and food aisles.

Confidential: Property of GMDC Appeal to the Impulse Shopper

Confidential: Property of GMDC Leverage your loyalty programs

Confidential: Property of GMDC Use social media and mobile technology

Confidential: Property of GMDC Tear down the siloes between food and GM

Confidential: Property of GMDC Understanding the Food Prep Consumer Leveraging the Food Prep opportunity starts with understanding the people who buy food prep products. Riedel Marketing Group’s Market Tracker will help you gain a better understanding of your market and your consumer.

FOOD AND FOOD PREP GO BETTER TOGETHER. IT'S AS SIMPLE AS THAT. Research Supported by