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Do You Have a Sweet Tooth? - PowerPoint PPT Presentation


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A Look at the Sugar Category. Do You Have a Sweet Tooth?. Isela Mercado-Ulloa. Stores WMT SPR WMT MLK WMT Campus Harp’s Har-Ber Harp’s Garland Target Sam’s. Can I buy a cup of sugar from you?. Change in SKUs ? +10 ? ? +3 +2 ?. SKUs 25 33 2 21 20 5 7. Who Buys Sugar?.

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can i buy a cup of sugar from you

Stores

    • WMT SPR
    • WMT MLK
    • WMT Campus
    • Harp’s Har-Ber
    • Harp’s Garland
    • Target
    • Sam’s
Can I buy a cup of sugar from you?
  • Change in SKUs
    • ?
    • +10
    • ?
    • ?
    • +3
    • +2
    • ?
  • SKUs
    • 25
    • 33
    • 2
    • 21
    • 20
    • 5
    • 7
who buys sugar
Who Buys Sugar?
  • Private label bought by lower income
  • Sugar in the Raw & Florida Crystals – higher income
    • C & H – not much interesting
who buys sugar cont d
Who Buys Sugar? Cont’d
  • FH Employed vs. FH Not Employed
who buys sugar cont d1
Who Buys Sugar? Cont’d
  • Private label – pretty bland except with African Americans
  • Asian – increase in all brands, except in private label
  • Hispanics – still strong in brand name sugars
playing tug a war

The game between C & H and private label

    • C & H found at all the retailers
    • Private label at their heels
Playing Tug-a-War
the sugar captain

C&H is the leader in the category with presence across retailers

    • Deals
  • Private Label gaining presence also
    • Controlled through shelf space
      • WMT
The Sugar Captain
private label in the sugar aisle

Private label is catching up!

    • C & H better watch out!
  • Wal-Mart
  • Harp’s
  • Target
Private Label in the Sugar Aisle