1. Katie Clark Reed Taylor

2. Introduction to Artificial Sweeteners $606 million in annual revenue 31.42% item penetration Category dominated by a few strong national brands and there is little private label activity.

3. Category Audit Findings 10 stores audited 66 SKUs found 18 brands found 44 unique SKUs found across the 5 main retailers

4. Category Depth RETAILERTOTAL SKUSUNIQUE SKUS WALMART4020 HARPS4018 WALGREENS92 TARGET81 MARVINS183 TOTAL6644 *SKUs may appear in more than one store

5. Category Definition

8. Category Role

9. Gross Margin %

10. Share of Gross Margin Percentages, Artificial Sweetners Manufacturer Walmart NHM- 412 East GM % Walmart NHM-Wedington GM %Harps- 412 East GM %Harp- Garland GM %Marvins IGA GM % Cumberland Packing- Sweet & Low Mean26.802% 32.677%30.766%28.724% % of Total N14.3% 21.2%17.9%22.2% N44774 McNeil Nutritionals- Splenda Mean38.175%34.140%45.634%43.686%49.533% % of Total N39.3%46.4%33.3%28.2%27.8% N111311 5 Merisant US- Equal Mean6.133% 31.721%32.200%36.718% % of Total N3.6% 15.2%15.4%16.7% N11563 Private LabelMean26.608%34.864%13.236%13.722%8.971% % of Total N14.3%21.4%12.1%12.8%11.1% N46452 Whole Earth Sweetener Co.- Skoopz= Unique SKU Mean 71.429%67.442%53.020% % of Total N 3.0%2.6%5.6% N 111 TotalMean26.007%29.600%36.227%33.048%33.981% % of Total N100.0% N28 333918

11. Share of Shelfspace

12. Share of Shelfspace, Artificial Sweetners Manufacturer Walmart NHM-412 East Facings Walmart NHM-Wedington FacingsHarps- 412 East FacingsHarps- Garland FacingsMarvins IGA Facings Cumberland Packing- Sweet & Low % of Total Sum9.4%6.7%19.6%18.6%23.3% % of Total N14.3%12.0%21.2%17.9%22.2% N43774 McNeil Nutritionals- Splenda % of Total Sum41.5%46.7%41.1%27.1%30.2% % of Total N39.3%48.0%33.3%28.2%27.8% N111211 5 Merisant US- Equal % of Total Sum7.5%4.4%12.5%13.6%18.6% % of Total N3.6%4.0%15.2%15.4%16.7% N11563 Private Label% of Total Sum13.2%31.1%8.9%11.9%9.3% % of Total N14.3%24.0%12.1%12.8%11.1% N46452 Whole Earth Sweetener Co. Skoopz % of Total Sum 1.8%1.7%2.3% % of Total N 3.0%2.6%5.6% N 111 Total% of Total Sum100.0% % of Total N100.0% N2825333918

13. Gross Margin Dollars

14. Share of Gross Margin Dollars, Artificial Sweetners ManufacturerWalmart NHM- 412 East GM $Walmart NHM-Wedington GM $Harps- 412 East GM $Harps- Garland GM $Marvins IGA GM $ Cumberland Packing- Sweet & Low % of Total Sum10.3%8.3%17.7%15.0%15.3% % of Total N14.3% 21.2%17.9%22.2% N44774 McNeil Nutritionals- Splenda % of Total Sum68.4%62.0%45.1%40.4%47.7% % of Total N39.3%46.4%33.3%28.2%27.8% N111311 5 Merisant US- Equal % of Total Sum1.1%0.8%11.9%12.5%16.5% % of Total N3.6% 15.2%15.4%16.7% N11563 Private Label% of Total Sum8.0%20.6%2.5%3.3%1.4% % of Total N14.3%21.4%12.1%12.8%11.1% N46452 Whole Earth Sweetener Co.- Skoopz= Unique SKU % of Total Sum 3.7%2.7%3.6% % of Total N 3.0%2.6%5.6% N 111 Total% of Total Sum100.0% % of Total N100.0% N28 333918

15. Future of Private Label Private Label is not that important to this category. Walmart places the private label brands next to the strong national brands in hope that consumers buy products based on price. Our recommendation to Walmart would be to decrease the role of private label. Give shelf space to either Splenda or Equal, and increase promotion on those brands.

16. Questions?