Customer Insights - Sam M. Walton College of Business

Report
March 2013
Is Frozen Pizza Going the Way of
the Typewriter?
Category Review and
Recommendations for Frozen Pizza
Is Frozen Pizza Going the Way of the Typewriter?
• Health concerns work against pizza
– Health: Pizza is #2 source of saturated fat due to cheese, no credit as
protein source, sodium, fat, processed food
– Healthy means fresh, smaller portions, large pizzas do not work for small
households
• Multicultural America – ethnic foods sales are up, new flavors desired, shoppers
want customization
• Consumer redefining value to mean more than price
– It will take quality and value to compete with Takeout
• More people snacking, but pizza is not portable nor easy to prepare as are
microwavable or toaster snacks
1
Global Customer Insights & Analytics
Purpose: To Activate Shopper Insights to Drive Frozen Pizza
Category Results
A standard approach to answer the following questions
Key Questions Answered
Supportive Analyses
1. What is the Category?
Consumer Decision Tree or Hierarchy
2. How am I doing with the Category?
Dollar and Unit Sales Trends
All Shopper Scorecard
Walmart Shopper Cross-Purchase Scorecard
Volume Decomposition
3. What is the size of my opportunity?
Shopper & Dollar Distribution
Trip & Conversion Opportunity Assessment
4. Who is the shopper and who is
winning with my shopper? What is my
shopper looking for?
Shopper Shifting
Shopper Trends
Walmart Shopper Cross-Purchase Scorecard
5. On what trip types do shoppers buy
my category?
Trip Distribution
6. Is my price competitive?
Key Item Report
Lowest Price in Market Report
7. Do I have the right assortment?
Competitor-specific Assortment
Key Item Reports
New Item Trends
2
Global Customer Insights & Analytics
Frozen Pizza Product Hierarchy
* $ % chg. vs. YAG
** $ Contribution to Frozen Pizza
Single Serve Pizza
TTL US: $640.4MM (6.5%)* 15.7%**
TTL WMT: $111.8 MM (11.1%)* 11.0%**
SS Value
TTL US: $159.7MM (5.6%)* 3.9%**
TTL WMT: $6.8MM 23.8%* 0.7%**
Segment size
and hierarchy
Frozen Pizza
TTL US: $4.1 B (4.5%)*
TTL WMT: $1.0 B (5.3%)*
Multi Serve Pizza
TTL US: $3.4B (4.2%)* 84.1%**
TTL WMT: $902.1 MM (4.5%)* 89.0%**
Pizza Crust
TTL US: $11.0MM 23.9%* .3%**
TTL WMT: $29.5K 1442.9%* 0.0%**
MS Value
TTL US: $362.2 (2.6%)* 8.9%**
TTL WMT: $157.8MM (4.2%)* 15.6%**
SS Mainstream
TTL US: $296.9MM (3.9%)* 7.3%**
TTL WMT: $68.3MM (8.3%)* 6.7%**
MS Mainstream
TTL US: $1.2B (4.8%)* 28.7%**
TTL WMT: $304.0MM (4.3%)* 30.0%**
SS Premium
TTL US: $124.7MM (3.9%)* 3.1%**
TTL WMT: $29.9MM (7.3%)* 2.9%**
MS Premium
TTL US: $1.4B (3.9%)* 34.6%**
TTL WMT: $333.7 MM (2.8%)* 32.9%**
SS Unconventional
TTL US: $59.1 (23.3%)* 1.4%**
TTL WMT: $6.8MM (50.0%)* 0.7%**
MS Unconventional
TTL US: $338.5MM (1.6%)* 8.3%**
TTL WMT: $59.0MM (1.3%)* 5.8%**
Pizza Crust
TTL US: $11.0MM 23.9%* .3%**
TTL WMT: $29.5K 1442.9%* 0.0%**
• Frozen Pizza is declining
everywhere but it is
more severe at Walmart
• Walmart underperforms
vs. the market in Multiserve Value and Combo
segments and all Single
Serve segments
MS Combo
TTL US: $145.6MM (12.1%)* 3.6%**
TTL WMT: $47.6MM (20.0%)* 4.7%**
3
Global Customer Insights & Analytics Source: Nielsen Scan Data – 52 weeks ending 12/08/12 vs.YAG
Sales
Projections
Retail pizza sales did well moving into the recession; they, are
losing to foodservice pizza as the economy recovers
Price competitively with brands or
segments that compete most directly
with take-out?
Restaurant Pizza
Dominos
$4.99!
Retail Pizza including:
• Frozen pizza
• Refrigerated pizza
Crust/dough, kits
• Shelf-stable pizza crust
mixes, kits, sauce
• Take-and-bake-pizza
4
Global Customer Insights & Analytics
Frozen Pizza Sales Have Declined in Walmart and the
Remaining Market Over the Last Two Years
Frozen Pizza
Sales Trends
100000000
90000000
80000000
70000000
60000000
50000000
40000000
30000000
20000000
10000000
Week ending dates
0
5
FROZEN PIZZA Dollar Sales WM TTL US
FROZEN PIZZA Dollar Sales WM TTL US-ROM
FROZEN PIZZA Unit Sales WM TTL US
FROZEN PIZZA Unit Sales WM TTL US-ROM
Global Customer Insights & Analytics
Total US by $ per Buyer
Trips X
Annual Spend
Purchase Frequency & Annual
Spend of Frozen Categories
• Pizza is purchased about as
Total Walmart by $ per Buyer
•
6
Global Customer Insights & Analytics
frequently as snacks and less
often than Meals
This may imply that shoppers
think of Pizza less as a meal
alternative and more as a snack
or it could be due to Pizzas and
Snacks being on a separate
aisle
Know the shopper
Who buys the category?
On what trip missions do my shoppers purchase the category?
What consumer trends affect the category
Older People Eat Less Pizza than Younger Consumers, But
Shoppers age 55 + Represents a Large Proportion of Sales
Pizza
type by
age
• 53% of respondents 65+ and 62% of those age 55 to 64 indicate that their household
Frozen Pizza compared to about 70% of younger households
•
•
8
Mintel
BASE: TOTAL SAMPLE 2,000; AGE 18-24 – 260; 25-34 – 358; 35-44 – 370; 45-54 – 386; 55-64 – 292; 65+ – 334
Global Customer Insights & Analytics
Walmart Frozen Pizza Declines are Driven by Market
Contraction, Retained Buyers Buying Less, Shifting is Minimal
Shopper
Shifting
• Publix, Kroger, Dollar Channel, Sam’s and Save A Lot are gaining sales from Walmart
Walmart Banner – Total U.S. – Frozen Pizza Dollar Shifting
Walmart Banner Dollar trends are due to:
-1.8
-0.9
-10.5
-13.2
Total Chg.
9
Market
Category Net Shifting
Contraction Non-buyers
Global Customer Insights & Analytics
Dollar Gains & Losses (000
Publix
Kroger
Dollar
Sam's
Save A Lot
Target
Hy Vee
Drug
Safeway
HEB inc Pantry
Winn-Dixie
Albertsons LLC
Giant Eagle
Dominick's
Fred Meyer
ShopRite
Conv/Gas
Giant Landover
BJ'S
Food Lion
Meijer
Costco
Albertsons/Supervalu
Aldi
Giant Carlisle
King Soopers
Harris Teeter
Fry's Food Store
Ralphs
Stop + Shop
Military
Vons
All other -27,179
-6,249
-9,331
-2,427
-6,148
-2,561
-3,897
-1,757
-1,802
-2,430
-1,639
-2,473
-241
-904
-255
-315
-591
-447
-235
-566
-2,004
-1,074
-1,828
-2,106
-1,640
-231
-396
-349
-470
-140
-325
-661
-219
2,881
6,204
992
4,918
1,465
3,023
887
1,121
1,787
1,110
2,235
15
686
40
197
497
374
207
585
2,046
1,173
1,929
2,209
1,752
417
604
566
692
459
901
1,271
900
Source: Nielsen Homescan - Total US
52 weeks ending 11/24/2012
32,145
Net
Interact
Dollars Index
-3,368
138
-3,128
104
-1,436
219
-1,230
191
-1,096
216
-874
137
-870
88
-681
155
-643
83
-529
109
-239
154
-227
106
-218
81
-215
33
-119
43
-95
32
-73
237
-28
39
18
51
42
101
99
62
101
66
103
120
112
162
186
40
208
75
218
55
222
66
320
38
577
43
610
153
682
69
4,966
93
Trip Type
Distribution
Walmart is Losing Pizza Stock Up Trips Which Account For
82.5% Of All Frozen Pizza Trips ; Kroger is gaining all trip types
Change in Walmart’s Trip Share in the US 2012 Vs. 2011 – Frozen Pizza
Top 2 Banners by Trip Share
gain apart from Walmart
 Kroger
+1.2%
 Publix
+0.3%
 Kroger
+0.6%
 Publix
+0.6%
 Kroger
+1.8%
 WMT
Supercenters
+1.8%
 Stock Up Trips
-0.4%
 Immediate Needs
Trips
+0.4%
-0.3%
WM Total US
 Department
Destination Trips
+1.1%
NOTE: Competitors have been ordered in terms of Trip share
Trip share is computed for Walmart Supercenters
Confidential: Internal to Walmart only
10
Global Customer Insights & Analytics
Source: Walmart POS Data, IRI Trip Data : Period : Last Year
(Nov 2010 - Nov 2011) This Year (Nov 2011 - Nov 2012)
Walmart Is Losing Frozen Pizza Trips Across All Trip Types
•
•
•
•
•
Trip Type
Distribution
Walmart’s share of Pizza trips exceeds 19% but it is declining (.3%)
Walmart’s total box trips are increasing at 0.4% suggesting an issue with Pizza, not the box
83.6% of Pizza is purchased on stock-up trips; both sales and visits declined 7.5%
Immediate Needs (What’s for Dinner Tonight) are10.8% of sales but they are declining.
Walmart’s share of Seasonal/Party trips is 28.7%; only 1.7% of Pizza is sold on these trips
11
Global Customer Insights & Analytics
In Walmart Total, FZ Handheld Entrees and Fz/Rfg Processed Chicken are the top 2 of the top 10
affinity products in Fz Pizza baskets; representing over a 4 million dollar opportunity each if Fz
Pizza increased by 1% in each of their baskets.
Top 10 Affinity Products in Fz Pizza basket in Walmart Total ranked by Total Opportunity Dollars*
% of Row Product
Trips w/ Fz Pizza
% of All Trips
w/ Fz Pizza
Global Customer Insights & Analytics
Fz Pizza
$/Trip
22.1
4.3
515
$7.74
21.9
4.3
511
$6.90
21.7
4.3
508
$6.85
21.1
4.3
493
$7.17
20.6
4.3
481
$6.08
20.1
4.3
469
$8.61
19.6
4.3
458
$6.63
19.6
4.3
458
$6.01
19.5
4.3
455
$6.88
19.5
4.3
455
$7.36
*Dollar Opportunity if get Fz Pizza into an additional 1% of Row Product baskets
12
Trip
Index
SIG Syndicated Reviews ILD ConsumerNetwork Household data;
Current 52 Weeks Ending 12-30-2012; 52wk static; Walmart Total
Summary of Recommendations – Fz Pizza in Walmart Total
Convenient Meal Solutions/Snacks & Stock up Items
Finding
Fz Pizza Walmart trips are more likely
than average to include


CoPromotion
Ideation








Fz Handheld Entrees (Non-Breakfast)
Processed Fz/Rfg Chicken/Chicken Sub
Fz Appetizers/Snack Rolls
Dry Dinner Mixes With Meat
Fz Ravioli
Fz Onion Rings
Fz Pretzels
Fz Breaded Vegetables
Fz Tortellini/Tortelloni
Fz Cookie Dough
Recommendations
Offerings in the above categories to this consumer group should address the need gap/need state around quick meal
solutions and stock-up needs; offering options that deliver on convenience needs for a busy household.
Focus on convenient, yet satisfying or flavorful attributes of the offerings and various ways the products can be used to
satisfy meal and snack cravings. Appeal to the desire for quick, easy meals. Focus on convenience as ways to meet their
needs. Convey the promotions as a quick, easy way to incorporate convenient products into their hectic schedule.
13
Global Customer Insights & Analytics
Pizza Buyers are Distributed Across Demo Groups: Walmart Wins
with Lower Income Pizza Buyers as do Dollar and Save A Lot Stores
Buyer &
Dollar
Distribution
Income: Frozen Pizza Buyer & Dollar Distribution by Retailer/Channel
Income $70000 - $99999
17.2
11.2
14.1
Income $50000 - $69999
15.4
16.8
Income $40000 - $49999
Income $30000 - $39999
16.7
11.5
10.5
11.7
Income $20000 - $29999
Income Under $20000
0.0
% of HHs
Income $100000 +
13.2
15.3
13.2
15.7
17.5
15.2
14.4
17.6
11.7
12.6
14.2
14.4
17.8
11.8
14.3
16.7
16.9
16.0
21.1
13.1
11.0
13.3
11.8
12.4
11.4
13.2
16.1
13.3
16.0
9.9
11.6
8.9
13.4
15.3
12.9
16.5
11.6
20.1
10.0
12.1
24.1
24.9
37.6
11.0
12.5
23.1
12.9
13.2
18.9
7.3
13.4
17.0
18.2
18.9
13.2
29.9
11.3
18.7
21.1
19.8
19.8
16.7
10.0
10.9
15.9
11.0
8.5
8.6
7.7
11.4
6.5
7.8
5.7
6.2
7.0
10.9
5.2
9.3
13.1
16.3
10.1
10.2
13.2
12.7
19.7
18.9
18.9
29.5
% of Dollars
17.0
10.2
13.8
16.0
16.9
17.4
10.9
Breaks with fewer
than 50 raw buyers
in the
Channel/Retailer are
excluded
14
11.7
14.2
TOTAL
U.S.
17.3
12.4
16.8
15.7
12.2
WALMART KROGER
Global Customer Insights & Analytics
15.0
15.2
20.5
13.2
17.9
19.7
15.1
12.7
11.6
12.9
14.2
9.4
19.3
17.8
16.9
12.1
9.2
10.0
17.9
11.6
19.3
13.2
16.3
17.8
12.1
15.8
PUBLIX
ALDI
15.8
10.3
11.6
11.9
15.7
12.9
13.1
12.4
25.9
25.4
38.2
21.5
10.0
21.1
29.6
17.5
12.4
8.1
11.7
27.9
12.1
6.6
8.3
SAVE A
LOT
TARGET
TOTAL
9.8
14.6
9.9
MEIJER
FOOD
LION
H-E-B
Source: Nielsen Homescan - Total US
52 weeks ending 11/24/2012
16.3
10.3
7.3
10.1
14.1
12.9
6.1
6.2
5.5
7.4
7.5
SAM'S
COSTCO
7.7
11.0
12.8
12.1
7.1
11.5
9.8
19.6
16.4
21.6
23.8
9.2
11.8
11.7
16.5
0.0
9.3
9.8
19.2
19.2
DRUG
STORES
31.0
DOLLAR
STORES
Buyer &
Dollar
Distribution
26% of US Pizza Consumers are Over Age 55, They Account for
only 20% of Pizza Dollars
Age: Frozen Pizza Buyer & Dollar Distribution by Retailer/Channel
% of HHs
No Female Head Age
18.1
Age 65 and Over
11.6
Age 55 to 64
14.5
21.6
Age 45 to 54
14.5
Age 35 to 44
Age Under 35
19.7
15.1
10.6
13.7
23.0
16.3
21.4
19.0
10.0
11.6
19.7
16.5
23.2
17.7
12.9
12.9
11.5
12.7
13.3
17.7
14.8
23.5
23.6
17.3
22.0
16.1
10.4
15.4
21.9
16.8
13.7
17.3
10.1
7.5
12.5
15.9
21.5
16.1
15.6
23.1
17.7
14.6
21.6
16.5
17.8
20.3
13.3
5.9
8.9
19.1
20.0
14.7
27.1
14.7
17.9
9.4
7.6
14.9
14.5
25.8
25.6
16.7
12.5
15.6
14.5
16.5
18.7
21.9
14.9
16.0
10.4
20.3
18.4
23.9
25.3
32.8
15.6
20.1
13.0
16.4
% of Dollars
17.7
16.0
18.5
18.3
8.2
8.6
7.6
10.2
10.0
12.0
24.0
Breaks with fewer
16.6
than 50 raw buyers in
the Channel/Retailer
21.4
are excluded
TOTAL
U.S.
15
12.4
24.0
17.2
20.4
16.7
12.9
20.0
14.5
15.4
9.2
6.8
12.6
12.8
23.8
35.0
17.1
15.0
18.9
17.2
20.8
15.1
19.3
19.1
7.8
4.8
10.0
10.6
4.3
7.2
7.8
6.9
13.3
19.2
14.2
13.4
22.5
21.0
12.7
20.8
24.7
18.4
15.2
21.8
26.6
WALMART KROGER
Global Customer Insights & Analytics
23.8
PUBLIX
15.9
ALDI
24.1
20.7
MEIJER
FOOD
LION
16.8
H-E-B
SAVE A
LOT
11.1
24.9
26.5
14.5
17.1
10.2
19.3
17.1
22.8
SAM'S
COSTCO
33.2
28.8
12.4
19.0
13.1
16.1
12.8
14.7
TARGET
TOTAL
Source: Nielsen Homescan - Total US
52 weeks ending 11/24/2012
17.5
26.9
11.5
DRUG
STORES
15.6
DOLLAR
STORES
Know the competition
Have shoppers shifted purchases to other retailers?
How do I compare (benchmark) against others?
Shopper
Scorecard
Most Retailers Convert More of their Pizza Shoppers than
Walmart
Increasing shopper conversion by 10 points is a $165 MM opportunity
1 extra trip from our shoppers is a $159 MM opportunity
Opportunity Calculations:
• Conversion = (25MM Walmart buyers / 36.9% conversion) * 10% * $24.39 = $165 million
• Trip = (1 trips / buyer) * $6.37 per trip * 25MM Walmart shoppers = $159 million
All Category Buyers:
Volume Driver by Key Competitors
Walmart Kroger
Food Lion
Woodmans
All Outlets Banner Banner Publix Aldi
Meijer Banner
H-E-B Corp Save A Lot Target Total Sams Club Costco Food Market
11/27/11 - 11/24/12
79,909 25,088 9,500 4,171 2,727 2,534
2,677
2,074
2,584
6,377
3,688 3,375
346
% Chg. YAG
-2.5
-5.5
2.2
5.2 -10.2 -16.9
-6.2
3.3
4.3
3.8
16.6 -17.2
2.5
% Household Penetration 11/27/11 - 11/24/12
67.1
21.1
8.0
3.5
2.3
2.1
2.2
1.7
2.2
5.4
3.1
2.8
0.3
Chg. YAG
-1.8
-1.2
0.2
0.2
-0.3
-0.4
-0.2
0.1
0.1
0.2
0.4
-0.6
0.0
% Household Conversion 11/27/11 - 11/24/12
100.0
36.9
62.7 53.1
17.7 43.2
42.3
60.6
31.3
13.0
17.9 22.1
47.6
Chg. YAG
0.0
-1.4
2.8
3.2
-2.8
-6.0
-0.7
-0.8
0.0
1.0
3.1
-3.6
-3.7
Frozen Pizza
Buying Households (000)
Dollar Share
Dollars per Buyer
Dollars per Occasion
Purchase Frequency
Purchase Cycle (Days)
% Dollar Volume on Deal
Raw Buyers (N=)
17
11/27/11 - 11/24/12
Chg. YAG
11/27/11 - 11/24/12
% Chg.
11/27/11 - 11/24/12
% Chg.
11/27/11 - 11/24/12
% Chg.
11/27/11 - 11/24/12
% Chg.
11/27/11 - 11/24/12
Chg. YAG
11/27/11 - 11/24/12
100.0
0.0
42.37
-3.15
6.96
0.57
6.1
-3.7
36.8
2.4
39.1
1.9
38,815
18.1
-0.4
24.39
-2.21
6.37
0.18
3.8
-2.4
41.0
-1.7
12.2
0.0
11,354
Global Customer Insights & Analytics
8.0
3.5
0.8
0.8
0.7
-0.5
28.36 28.77 10.17
2.34 11.41 -36.08
6.55 7.33
4.61
1.52 5.33 -4.50
4.3
3.9
2.2
0.8
5.8 -33.1
42.9 44.2
51.7
1.6
2.6
25.5
47.8 56.5
5.8
-0.5 10.3
4.8
4,645 2,234 1,490
1.9
-0.1
25.63
5.61
7.01
7.77
3.7
-2.0
45.7
-0.4
58.2
6.1
1,567
1.9
-0.1
24.38
-4.10
6.49
-9.13
3.8
5.5
43.7
0.2
47.7
2.5
1,286
1.5
0.1
23.91
-3.20
5.33
-6.43
4.5
3.5
40.5
-2.8
21.3
4.6
881
1.0
0.1
13.48
4.49
4.99
5.84
2.7
-1.3
45.5
-4.8
9.2
-2.0
1,149
Source: Nielsen Homescan - Total US
52 weeks ending 11/24/2012
2.7
0.5
14.59
10.34
6.70
6.61
2.2
3.5
52.1
-4.0
42.0
1.0
2,605
3.1
0.5
28.70
-2.97
12.50
-0.92
2.3
-2.1
63.3
4.3
6.3
3.8
1,924
2.7
-0.3
27.56
2.77
11.82
-0.11
2.3
2.9
70.2
9.6
37.5
6.7
1,774
0.4
0.0
37.86
-12.87
9.45
0.86
4.0
-13.6
42.5
4.6
30.6
-3.1
218
Tactics - pricing
Is my pricing competitive?
Price Position,
Cause and
Effect
Increased Promotion Contributed to Lower Market Price
Implying Vendor Negotiation Opportunity
Avg. Price for WMT and the ROM
Avg. Price
$5.0
WMT
ROM
-77bps -207bps
$4.5
$4.33
$3.5
$3.85
% Unit Vol on deal ROM
$3.82
$2.5
03/26/2011
07/26/2011
11/26/2011
03/26/2012
07/26/2012
Percentage Unit Volume Sold on Deal ROM
100%
75%
50%
25%
45%
35%
0%
11/26/2010
03/26/2011
75
07/26/2011
11/26/2011
03/26/2012
07/26/2012
WMT Price Position
100
73
61
50
25
0
11/26/2010
19
$4.24
$3.0
WMT Price Position
-1597bps
ROM
$4.0
11/26/2010
2898bps
WMT
03/26/2011
Global Customer Insights & Analytics
07/26/2011
11/26/2011
03/26/2012
Source: Nielsen syndicated POS and Walmart POS data
for 104 weeks ending 11/16/2012
07/26/2012
But Deal Does Not Drive Incremental Sales – Implies Need for
Competitive EDLP Pricing and Vendor Negotiations
Base &
Incremental
Sales
Base $
Incr. $
18.4%
39% on deal
20.7% wasted
81.6%
Brands whose Price Position Worsened
Total USFROZEN PIZZA
20
Global Customer Insights & Analytics
•
•
•
•
•
Totinos
56th percentile to 48th
Totinos Party Pizza
55th percentile to 51st
Red Barron
75th percentile to 48th
Tony’s
90th percentile to 83rd
California Pizza Kitchen
85th percentile to 77th
Source: Nielsen Scan Data – 52 weeks ending 12/08/12
Our Price Position Declined Overall and with Totino’s, Red Baron, Tony’s
Price Position
by Brand
and California Kitchen; Some of our Highest Volume Brands
Rest of Market
Walmart
Price Position
Brand
Price
(First
Week)
Price
(Last
Week)
Price
Chg
(Bps)
Price
(First
Week)
Price
(Last
Week)
Price
Chg
(Bps)
Avg.
Unit
Vol
on
Deal
TY
All Brands
$4.09
$3.82
-660
$4.61
$4.24
-803
56%
15%
64
61
-424
Totino’s Party
Pizza
$1.32
$1.32
0
$1.40
$1.39
-71
43%
27%
55
51
-766
Di Giorno
$4.53
$4.50
-66
$5.02
$5.16
279
48%
10%
77
77
-56
Red Baron
$3.63
$3.65
55
$4.33
$3.75
-1339
67%
19%
75
48
-3649
Tombstone
$4.09
$3.75
-831
$4.48
$4.35
-290
70%
13%
55
63
1520
Tony’s
$2.50
$2.37
-520
$3.12
$2.65
-1506
62%
24%
90
83
-859
Celeste Pizza
for One
$1.11
$0.98
-1171
$1.10
$1.08
-182
54%
-4%
6
81
127755
Jack’s Original
$2.98
$2.75
-772
$3.06
$3.02
-131
68%
-1%
48
57
1838
Freschetta
$5.55
$4.86
-1243
$6.32
$5.31
-1598
71%
21%
71
73
298
California Pizza
Kitchen
$4.55
$4.58
66
$5.19
$5.21
39
48%
12%
85
77
-1017
Totinos
$1.43
$1.33
-699
$1.56
$1.35
-1346
42%
35%
56
48
-1355
Great Value /
Private Label
$4.26
$3.98
-657
$4.49
$4.65
356
47%
3%
53
93
7620
21
Global Customer Insights & Analytics
Chg in
Unit
Vol on
Deal
Price
Pos
(First
Week)
Price
Pos
(Last
Week)
Chg in
Price
Pos TY
Source: Nielsen syndicated POS and Walmart POS data
for 52 weeks ending 11/16/2012

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