NEW YORK -- On the following pages Chain Drug Review and Information Resources Inc. present data on the sales of 25 categories of non-perishables in supermarkets, drug stores and discount outlets. In most cases the data presented is for the 52. weeks ended September 13, 1998.
In all categories supermarkets represent by far the greatest source of retail distribution. Moreover, with the exception of a few categories--notably candy, gum and some beverages-- drug stores account for a minuscule share of the mass market, usually well under 5%. Discount outlets, on the other hand, have managed to enlarge their slice of the pie in most categories, in some quite dramatically.
One of the segments generating a high level of excitement at present is salty snack items, represented by pack aged nuts, potato chips, pretzels, tortilla/tostada chips and other salted snacks. While pretzels saw sales slide in the period, the other categories showed at least solid growth, while packaged nuts staged an impressive comeback and potato chips comprised one of the few categories to turn in double-digit sales gains.
The reason is not difficult to fathom. During the past year there has been a good deal of anticipation and some controversy over the potential of nonfat snacks incorporating Olean, the olestra-based fat substitute developed by Procter & Gamble Co. Last year the company introduced its first Olean based snack; Ruffles Wow! potato chips, in selected markets. Frito-Lay Inc. weighed in with its own Lay's Wow! Olean product.
Distribution has. been expanded only recently, but the results have been dramatic Lay's Wow! has shot to the No. 3 spot in the category with over $96 million in sales, while Ruffles Wow! has moved to the No.5 spot with sales of $67 million. It remains to be seen whether these numbers merely reflect the initial surge of consumer trials or whether they will be sustained in the future. If they are, the category is likely to undergo significant expansion.
Salty snacks are often cross merchandised with beverages to generate maximum impulse sales, and suppliers in the latter field have been busy bring mg out new products and promotions to keep the excitement level high.
While nondiet soft drinks have recorded solid midrange single-digit sales increases, most of the recent attention has been focused on the diet soft drink arena. That segment, which has lagged in the past, recently has been revitalized with the introduction of Pepsi One by. Pepsi-Cola Co. The item is positioned as an alternative to, rather than a replacement for, regular Diet Pepsi. It contains a new artificial sweetener, Sunett (acesulfame potassium, or Ace K), which has a sweetness profile closer to sugar than aspartame, Monsanto Co.'s sugar substitute, which is sold under the Nutrasweet name.
Ready-to-drink tea, which includes bottled and canned products, demonstrated one of the best-sales performances presented here, with dollar volume up over 12%. Makers have expanded their lines with a host of fruit-flavored offerings. that are proving to be popular with consumers.
Mistic Brands Inc., a member of the Triarc Beverage Group, which also owns Royal Crown Co; and Snapple Beverage Corp., recently introduced its latest entry, diet peach iced tea. It joins Mistic's ginseng, lemon and diet lemon flavors. "The peach flavor is a consistent favorite among consumers," remarks Mistic vice president of marketing Matt Sawyer.
Consumer interest in low-fat products has not hurt the overall candy category, but it does appear to be affecting the chocolate segment. Both subcategories represented here, chocolate bars and boxed/bagged chocolate candy, suffered declines in unit and dollar volume for the period.
Manufacturers seem unfazed, however, and continue to roll out new products at a rapid pace. Russell Stover Candies, a well known name in the boxed candy field, recently broadened its foothold in the candy bar segment by teaming up with Welch Foods Inc. to introduce Russell Stover Peanut Butter and Jelly Cups. The company touts the item as the first candy bar of its kind, combining three flavors: peanut butter, grape and milk chocolate.
The new entry was the inspiration of company copresident Tom Ward, who was reminded of the appeal of peanut butter and jelly in the course of raising his children. "Market studies have shown that not only would eight out of 10 consumers purchase new Russell Stover Peanut Butter and Jelly. Caps based on the packaging alone, but after trying one, many also predicted the product would become one of their favorite candy bars," comments vice president of marketing Brian Berish.
Berish contends that peanut butter candy has tremendous potential, pointing out that sales of candy bars with peanut butter have risen 9% over the past year to reach $544 million.
NONPERISHABLE FOOD CATEGORIES BY DOLLAR VOLUME Dollar Description [Sales.sup.*] Soft drinks/nondiet $9.53 bil. Cereal/ready-to-eat 7.55 bil. Cookies 4.42 bil. Juice/bottled 3.39 bil. Crackers 3.38 bil. Coffee/ground 2.43 bil. Potato chips 2.23 bil. Tartilla/tostanda chips 1.79 bil. Other salted snacks 1.35 bil. Candy/chocolate (box/bag) 1.34 bil. Baby formula/powder 1.28 bil. Water/noncarbonated 1.26 bil. Baby formula/liquid 1.01 bil. Gum/nonsugarless 1.01 bil. Nuts/packaged 1.01 bil. Bakery snacks 939.70 mil. Candy/chocolate (bar) 719.10 mil. Coffee/Instant 641.10 mil. Pretzels 596.60 mil. Toaster pastries 529.50 mil. Water/carbonated 510.20 mil. Tea/ready-to-drink 474.30 mil. Coffee creamer 293.90 mil. Tea/Instant 288.80 mil. Coffee/Instant (decaffelnated) 196.90 mil. Source: Information Resources Inc. NONPERISHABLE FOOD CATEGORY BY UNIT SALES Unit Description [Sales.sup.*] Soft drinks/nondiet 6.16 bil. Cereal/ready-to-eat 2.68 bil. …
Комментариев нет:
Отправить комментарий