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Do You Have a Sweet Tooth?

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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Do You Have a Sweet Tooth?

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  1. A Look at the Sugar Category Do You Have a Sweet Tooth? Isela Mercado-Ulloa

  2. 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

  3. Who Buys Sugar? • Private label bought by lower income • Sugar in the Raw & Florida Crystals – higher income • C & H – not much interesting

  4. Who Buys Sugar? Cont’d • FH Employed vs. FH Not Employed

  5. 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

  6. The game between C & H and private label • C & H found at all the retailers • Private label at their heels Playing Tug-a-War

  7. Depth in the Sugar Aisle

  8. What Sugar do you like?

  9. 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

  10. Gross Margins

  11. Private label is catching up! • C & H better watch out! • Wal-Mart • Harp’s • Target Private Label in the Sugar Aisle

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