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Grape Juice. By Michael Sheffield. Overall. Grape juice as a category in 2007 had sales of $340,435.10. Private label accounts for 30.9% of total grape juice sales ($105,262.08). Private label brands continues to be the second largest contributor to the category (behind Welch’s).

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grape juice

Grape Juice

By Michael Sheffield

overall
Overall
  • Grape juice as a category in 2007 had sales of $340,435.10.
  • Private label accounts for 30.9% of total grape juice sales ($105,262.08).
  • Private label brands continues to be the second largest contributor to the category (behind Welch’s).
  • Private label has allowed the retail to have more power within the category for shelf space.
category assessment
Category Assessment
  • Audited total of 6 stores:
    • Wal-Mart Supercenter (6th street)
    • Harps (Weddington street)
    • Target (Fayetteville)
    • Aldis (College street)
    • Walgreens (6th street)
    • Neighborhood Wal-Mart Market (Weddington street)
demographics
Demographics
  • According to the selling year of 2007, there is a positive trend in family size with the purchase of grape juice.
  • The most dollar volume purchased was in 5+ sized families and an income of $50,000+ for Private Label.
  • Private label is mostly bought with female between age 35-44.
category role
Category Role
  • Grape juice maintains margins anywhere from 11% to 62% for the leading two brands. Walgreens had the highest GM% at 36%.
  • According to 2007 data Apple Juice had a penetration percentage of 25%
  • This breakdown seems to describe what would be considered a “cash machine”.
  • Deal was not a significant factor in major brands. Welch’s sold 19% on deal. This was more significant in smaller brands, such as Langers (26%).
dominating brands
Dominating Brands
  • The category was primarily dominated by both Private Label and Welch’s.
  • Private label appeared on 30 SKU’s during the store audit (35%) while Welch contained 24 SKU’s (28%).
  • Together, these two took up a total of 64% of the entire shelf space for grape juice.
dominating brands continued
Dominating Brands Continued
  • Target (Market Pantry, 33%) gave the largest amount of shelf space to private label at 33%.
  • Welch’s was the leading brand at every store except for Aldis (Nature’s Nectar).
  • Welch’s owned 40% of the entire category depth. They were also the only brand present at each store audited.
private label
Private Label
  • Private label dominated the grape juice category throughout the audit and gave the power to the retailer.
  • Aldis had the largest percentage of private label facings at 62%.
  • Harps had the smallest percentage of private label facings at 11%.
  • The most SKU’s (10) in Private Label were found at both Wal-Marts audited (Great Value).
private label opportunity
Private Label Opportunity
  • Private label already has a dominant roll within the grape juice category. There is no reason to believe that the category can’t or won’t grow larger with private label.
  • Harps should consider increasing their number of private label offerings. Currently, they only offer 3 SKU’s in private label with good margins (10%)
  • Ad Hoc Base shows that private label % repeat buyers is highest in the category in private label (43%).
  • Loyalty is also second in the entire category at 63%.
  • This means that once people begin to buy private label grape juice, they are likely to continue to purchase the product. The quality seems to satisfy the customer base for grape juice.
private label continued
Private Label Continued
  • From 2011-2012, total SKU’s has increased in grape juice from 79 to 86 (+8% increase).
  • During the same time period, Private Label has increased from 23 to 30 total SKU’s (+23% increase).
  • Compared to the total category, private label is growing at a faster rate than the average brand.
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