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"The Commissay - It's Worth the Trip"

Explore how consumers are changing their shopping habits to save money on food purchases by adopting new behaviors. Learn about the emergence of trends such as in-home eating occasions and increased coupon usage.

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"The Commissay - It's Worth the Trip"

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  1. "The Commissay - It's Worth the Trip" Brad McMinn Chief, Perishable Division

  2. Thank YOU! For Making It Happen

  3. Market Basket Change

  4. Outlook

  5. 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

  6. 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 6 Source: NGA, 2009 Consumer Panel Survey & Phil Lempert, Supermarket Guru & Mintel

  7. Fundamental Changes in the way Consumers are shopping today . . . Grocery Food Shopping Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009

  8. They are seeking deals to avoid trading down Grocery Food Shopping Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009

  9. 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 9

  10. 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!

  11. Club Packs – a BIG Success Story!

  12. Execution

  13. FYTD DeCA SalesJune 2009 ($K) * Sales through June 2009

  14. FYTD Europe SalesJune 2009 ($K) Sales through June 2009

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