KIDNEY/RED BEANS

Dustin Cain

OVERVIEW In 2007, Kidney/Red

Beans had sales of 127 million dollars.

Of those sales, Private Label accounted for about 57 million dollars.

It is basically a battle between Bush’s and the Private Labels.

AUDITED STORES Wal-Mart (6th St.) Wal-Mart (Joyce) Harps (Weddington) Harps (Garland) Target Price Cutter Marvins Super Store

Store SKU's Dominating BrandWal-Mart (6th St.) 6 BushsWal-Mart (Joyce) 7 Great Value

Harps (Weddington) 9 BushsHarps (Garland) 8 Best Choice

Target 2 Market PantryPrice Cutter 8 Best Choice

Marvins Super Store 8 Shur Fine

DEMOGRAPHICS In the competition between Bush’s and Private

Label, there are some interesting, varying demographic traits

BothINC $40,000-70,000

AGE 45-64Caucasian

Private LabelINC< $40,000

4+ Mem. Household

Kids Any <18

Busch's2-4 Mem. Household

NO Kids

TOTAL U.S. - DOLLAR VOLUME INDEX

52 WEEKS ENDING 12/27/0352 WEEKS ENDING

12/29/0752 WEEKS ENDING 12/27/03

52 WEEKS ENDING 12/29/07

TOTAL HOUSEHOLDS 100.0 100.0 100.0 100.0

INC - <$20,000 70.6 52.3 86.0 79.4

INC - $20,000-29,999 100.9 79.2 111.5 91.5

INC - $30,000-39,999 90.9 80.6 109.6 103.7

INC - $40,000-49,999 108.2 104.3 100.8 103.3

INC - $50,000-69,999 115.8 113.1 96.6 114.5

SIZE - 1 MEM 61.4 53.1 57.4 59.9

SIZE - 2 MEM 131.9 135.1 107.4 108.5

SIZE - 3-4 MEM 103.9 103.6 115.8 118.2

SIZE - 5+ MEM 86.7 98.2 136.7 120.5

AGE FH - UNDER 35 82.5 116.8 99.7 105.8

AGE FH - 35-44 98.5 86.8 107.7 104.4

AGE FH - 45-54 111.1 101.9 108.2 102.5

AGE FH - 55+ 126.6 117.0 111.3 108.9

AGE FH - 55-64 135.2 126.1 116.8 120.9

AGE FH - 65+ 119.7 107.7 106.9 96.7

AGE FH - NO FEMALE HEAD 66.8 69.6 68.3 76.3

KIDS - NONE < 18 104.0 99.8 93.0 93.8

KIDS - ANY < 18 92.1 100.4 113.8 111.6

KIDS - ANY < 6 79.8 119.6 109.6 110.3

KIDS - ANY 6-12 94.8 99.9 113.3 107.6

KIDS - ANY 13-17 87.2 95.2 119.0 119.5

RACE - CAUCASIAN 112.9 111.5 112.0 112.4

RACE - NON-CAUCASIAN 51.1 59.8 54.8 56.4

RACE - AFRICAN AMER. 42.1 51.2 44.5 46.9

RACE - ASIAN 64.5 63.9 82.9 62.3

RACE - OTHER RACE 61.7 71.2 63.5 68.5

ETH - HISPANIC 63.9 55.4 51.7 59.5

BUSH'S BEST - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

CTL BR - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

CATEGORY ROLE Overall the canned vegetable category is high

volume, high sales, low margins.

Every household is buying canned vegetables and multiple cans each trip.

The category can afford to have low margins because of the VOLUME!!!!

2/3 of the households are buying private label

52 Weeks Ending 12/29/07

ITEM $ (000) DOLLAR SHARE ITEM BUYERS (000)

ITEM PENETRATION

ITEM UNITS PER ITEM TRIP

% REPEAT BUYERS (% 2+ TIME BUYERS)

LOYALTY (SHARE OF $ REQ.)

VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 127,909.9 100.0 37,066.4 31.9 2.1 55.2 100.0

BLUE RUNNER - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 2,195.5 1.7 361.3 0.3 2.1 47.1 88.5

BUSH'S BEST - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 17,280.9 13.5 7,923.7 6.8 1.8 26.8 52.8

BUTTER KERNEL - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 336.6 0.3 126.3 0.1 4.5 17.9 55.8

CTL BR - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 56,759.8 44.4 22,705.7 19.6 2.2 45.2 70.1

EDEN - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 573.0 0.5 172.4 0.2 1.6 18.6 58.3

GOYA - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 10,606.4 8.3 3,704.7 3.2 1.9 38.3 64.4

HANOVER - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 8,359.3 6.5 2,691.7 2.3 1.9 39.6 63.9

IBERIA - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 408.5 0.3 238.7 0.2 1.7 21.9 33.5

JOAN OF ARC - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 8,042.5 6.3 2,879.6 2.5 1.9 33.1 59.0

KUNER'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 1,037.2 0.8 393.9 0.3 2.0 44.9 56.4

LIBBY'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 316.7 0.3 169.5 0.2 1.7 13.7 40.5

LUCK'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 317.0 0.3 208.1 0.2 2.2 10.9 45.3

MRS. GRIMES - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 243.1 0.2 161.6 0.1 1.7 22.4 41.9

PROGRESSO - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 5,347.8 4.2 2,106.3 1.8 1.8 26.2 49.8

RIENZI - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 837.4 0.7 483.8 0.4 1.8 18.2 34.8

S & W - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 9,033.6 7.1 2,655.0 2.3 1.8 35.3 63.9

SUN VISTA - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 211.5 0.2 191.7 0.2 1.4 12.8 36.9

THE ALLENS - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 271.5 0.2 187.0 0.2 1.6 10.6 35.7

VAN CAMP'S - VEGETABLES- BEANS- KIDNEY/ RED- CANNED

TOTAL U.S. 849.9 0.7 461.5 0.4 2.3 30.6 56.0

WESTBRAE NATURAL - VEGETABLES- BEANS- KIDNEY/

TOTAL U.S. 876.6 0.7 263.2 0.2 1.7 12.5 52.4

BRAND DOMINATION Bush’s was found at 6 of the 7 stores Every store had a Private Label presence Private Label ruled the shelves in 5 of the 7 stores

SHARE of FACINGS by MANUFACTURER

GROSS MARGINS Overall, the category is considered one with low

margins. However, through my audits, I have discovered

that the kidney/red beans portion of the category is one that produces fairly strong gross margins.

It could potentially grow into a cash machine

GROSS MARGINS

RECCOMENDATIONS Increase Bush’s presence and Decrease Private

Label presence because of the gross margins for Bush’s.

The volume will still come with the Private Label