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"The Commissay - It's Worth the Trip". Brad McMinn Chief, Perishable Division. Thank YOU! For Making It Happen . Market Basket Change. Outlook. Consumers Adopting New Behavior to Save on Food. Consumers are economizing on food purchases: three trends have emerged in 2009:.

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"The Commissay - It's Worth the Trip"

Brad McMinn

Chief, Perishable Division


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Thank YOU!

For Making It Happen




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Consumers Adopting New Behavior to Save on Food

Consumers are economizing on food purchases:

three trends have emerged in 2009:

Saving money on eating out:switching from fine dining to fast foods and seeking supermarket meals solutions in place of restaurant fare

Saving in the store:buying more value brands, using coupons, buying basic ingredients and shopping with a plan

Switching store formats: buying at supercenters, warehouse clubs and limited assortment stores

Source: FMI Grocery Shopper Trends 2009


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Increased In-Home Eating Occasions

  • Pressures from the turbulent economy are changing consumers behavior…

  • Consumers are doing MORE of:

    • Going out of their way to find bargains

    • Shopping multiple stores for the best price

    • clipping & redeeming coupons

    • Eating out less and

    • Reading supermarket circulars

  • Consumers are doing LESS of:

    • Dining out for lunch & dinner

    • Buying less organic produce & meats

    • Buying less Starbucks Coffee

    • Buying less Premium dark chocolate

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Source: NGA, 2009 Consumer Panel Survey & Phil Lempert, Supermarket Guru & Mintel


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Fundamental Changes in the way Consumers are shopping today . . .

Grocery Food Shopping

Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009


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They are seeking deals to avoid trading down . . .

Grocery Food Shopping

Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009


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Patron Summary . . .

  • Capitalize on Increased In-Home Eating Occasions

    • Consumers and Patrons eating out less: Restaurant quality & Healthy meals, conveniently prepared at home

  • Saving Money is a Priority

    • Increased use of coupons

    • Buying products on sale

    • Provide multiple pricing for value and stock up

  • Consumers are Time Stressed

    • Provide convenient home meals solutions, in both Frozen and Shelf Stable Grocery

    • Key in on innovation and flavor profiles that meet the needs of the Patrons: Dining out “At Home”, Convenience, Healthy Fit

  • Importance of Variety

    • Patrons expressed satisfaction with DeCA’s strong variety offering

    • DeCA Point of difference versus Grocery & Club channels

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Club Packs Meet The Need! . . .

  • Economic Trends and DeCA Purchase Patterns

    FAVOR Club Packs!

    • Average 18 times a year – Stock Up

    • Perceived as Better Value

    • Value overrides variety & convenience

  • Create Excitement

    • Opportunity for COMMUNICATION!

    • REWARD EXECUTION!



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    Execution . . .


    Fytd deca sales june 2009 k l.jpg
    FYTD DeCA Sales . . .June 2009 ($K)

    * Sales through June 2009


    Fytd europe sales june 2009 k l.jpg
    FYTD Europe Sales . . .June 2009 ($K)

    Sales through June 2009


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