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Artificial Sweetener

Artificial Sweetener. Katie Clark Reed Taylor. Introduction to Artificial Sweeteners. $606 million in annual revenue 31.42% item penetration Category dominated by a few strong national brands and there is little private label activity. Category Audit Findings. 10 stores audited

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Artificial Sweetener

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  1. Artificial Sweetener Katie Clark Reed Taylor

  2. Introduction to Artificial Sweeteners • $606 million in annual revenue • 31.42% item penetration Category dominated by a few strong national brands and there is little private label activity.

  3. Category Audit Findings • 10 stores audited • 66 SKUs found • 18 brands found • 44 unique SKUs found across the 5 main retailers

  4. Category Depth *SKUs may appear in more than one store

  5. Category Definition

  6. Category Definition

  7. Category Role

  8. Gross Margin %

  9. Gross Margin %

  10. Share of Shelfspace

  11. Share of Shelfspace

  12. Gross Margin Dollars

  13. Gross Margin Dollars

  14. Future of Private Label • Private Label is not that important to this category. Walmart places the private label brands next to the strong national brands in hope that consumers buy products based on price. • Our recommendation to Walmart would be to decrease the role of private label. Give shelf space to either Splenda or Equal, and increase promotion on those brands.

  15. Questions?

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