Dog Treats Category Tim Nguyen Tony Nguyen. Category Overview/Depth Number of SKUS: – 898 Number of Manufacturers: – 50 Number of Brands: – 83 Stores.

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Presentation transcript:

Dog Treats Category Tim Nguyen Tony Nguyen

Category Overview/Depth Number of SKUS: – 898 Number of Manufacturers: – 50 Number of Brands: – 83 Stores Audited: Stores Petco (Walnut) Petsmart (Pinnacle Hills) Walmart (MLK) Target (Shiloh) Dollar General (School) Walmart Market (Wedington) Walgreens (School) Family Dollar (College) Walgreens (Thompson) Ozark Natural Foods SKUs Unique SKUs

Ad Hoc Demo TOTAL U.S WEEKS ENDING 12/27/03 and TOTAL U.S WEEKS ENDING 12/29/07 CTL BR - DOG & CAT TREATSGREENIES - DOG & CAT TREATSMILK- BONE - DOG & CAT TREATSPUP- PERONI - DOG & CAT TREATSPURINA BEGGIN' STRIPS - DOG & CAT TREATS DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 TOTAL HOUSEHOLDS INC - <$20, INC - $20,000-29, INC - $30,000-39, INC - $40,000-49, INC - $50,000-69, INC - $70, NA216.0NA135.6NA121.5NA122.8NA INC - $70,000-99,999 NA103.9NA136.4NA127.8NA145.0NA107.1 INC - $100,000+ NA84.1NA177.1NA131.4NA110.4NA97.6 SIZE - 1 MEM SIZE - 2 MEM SIZE MEM SIZE - 5+ MEM AGE FH - UNDER AGE FH AGE FH AGE FH AGE FH AGE FH AGE FH - NO FEMALE HEAD KIDS - NONE < KIDS - ANY < KIDS - ANY < KIDS - ANY KIDS - ANY COSMOPOLITAN CENTERS NA53.4NA163.3NA82.5NA60.8NA87.7 AFFLUENT SUBURBAN SPREADS NA68.5NA136.3NA104.1NA90.6NA89.9 COMFORTABLE COUNTRY NA127.4NA111.4NA120.3NA136.9NA122.5 STRUGGLING URBAN CORES NA49.1NA104.0NA71.9NA40.2NA59.5 MODEST WORKING TOWNS NA99.1NA45.0NA112.3NA113.2NA94.5 PLAIN RURAL LIVING NA157.4NA71.3NA92.0NA118.1NA109.9 START UP FAMILIES NA49.6NA35.6NA56.3NA53.2NA44.9 SMALL SCALE FAMILIES NA81.3NA46.1NA78.1NA68.6NA66.4 YOUNGER BUSTLING FAMILIES NA57.6NA38.7NA38.9NA20.1NA30.4 OLDER BUSTLING FAMILIES NA104.8NA38.9NA90.3NA83.1NA62.2 YOUNG TRANSITIONALS NA60.7NA139.4NA71.7NA44.9NA60.2 INDEPENDENT SINGLES NA91.8NA158.1NA82.3NA105.1NA94.8 SENIOR SINGLES NA70.7NA35.9NA84.8NA64.5NA100.7 ESTABLISHED COUPLES NA165.5NA145.1NA149.9NA163.0NA151.0 EMPTY NEST COUPLES NA157.2NA139.7NA176.6NA169.8NA172.2 SENIOR COUPLES NA82.1NA145.5NA117.4NA145.9NA155.6 EMP - FH EMPLOYED EMP - FH EMP. FULL TIME EMP - FH EMP. PART TIME EMP - FH NOT EMPLOYED EMP - NO FEMALE HEAD ED - FH NOT HIGH SCH GRAD ED - FH HIGH SCH GRAD ED - FH SOME COLLEGE ED - FH COLLEGE GRAD ED - NO FEMALE HEAD RACE - CAUCASIAN RACE - NON-CAUCASIAN RACE - AFRICAN AMER RACE - ASIAN RACE - OTHER RACE ETH - HISPANIC JOB - PROF/MANAGERIAL

52 WEEKS ENDING 12/29/07 ITEM $ (000) DOLLAR SHARE ITEM BUYERS (000) ITEM PENETRATI ON ITEM $ PER ITEM BUYER ITEM TRIPS PER ITEM BUYER ITEM $ PER ITEM TRIP ITEM UNITS PER ITEM TRIP N=RAW BUYERS LOYALTY (SHARE OF $ REQ.) % ITEM $ ON DEAL % DOLLARS WITH MFR COUPON CTL BR - DOG & CAT TREATS TOTAL U.S. 242, , , WEST SOUTH CENTRAL 31, , , GREENIES - DOG & CAT TREATS TOTAL U.S. 58, , , WEST SOUTH CENTRAL 4, MILK- BONE - DOG & CAT TREATS TOTAL U.S. 152, , , WEST SOUTH CENTRAL 16, , PUP- PERONI - DOG & CAT TREATS TOTAL U.S. 77, , , WEST SOUTH CENTRAL 12, PURINA BEGGIN' STRIPS - DOG & CAT TREATS TOTAL U.S. 121, , , WEST SOUTH CENTRAL 13, WAGGIN' TRAIN - DOG & CAT TREATS TOTAL U.S. 88, , , WEST SOUTH CENTRAL 18, Ad Hoc Base

Private Label Small segment within dog treats category Private Label will remain stable Gross Margins are lower in pet specialty channel vs. grocery/mass channel