Webinar Recap – Presented by Susan Viamari
If you missed this week’s Thought Leadership webinar titled, “Center Store – At Center Stage for Future CPG Success,” you can still download the archived event. Based on November’s Times & Trends report, I discussed center store sales and share trends, as well as strategies CPG marketers are leveraging in an effort to protect and grow share of this valuable piece of the CPG pie.
Here are a few slides from the webinar:
If you aren’t already following @SymphIRI on Twitter, chances are you missed the live Tweets from the webinar. This recap of the 13 Tweets that we posted throughout the webinar provides a high-level overview of what was covered…and what you missed:
1. Recommended Action for All CPG Marketers: Re-evaluate pricing strategies to ensure that everyday price is value-oriented but still in alignment with corporate and partner margin goals.
2. CPG manufacturers should collaborate w/ retailers and PL manufacturers to develop multi-tiered and/or complimentary CPG solutions targeted at primary and target trip missions.
3. Despite an uptick in center store unit sales over the last year, high levels of promotional activity resulted in largely flat dollar sales trends.
4. Center store categories outperforming center store average include: chocolate, salty snacks, crackers, and bottled water.
5. Under-performing center store categories include: soup, toilet tissues, carbonated beverages.
6. Center store FASTEST GROWING categories include: sports drinks, nuts, vitamins, Mexican foods… (Driven by health & home-based eating).
7. Some of the center store categories that had the BIGGEST PRICE INCREASE? Dog food, cat food, toothpaste, spices, baby formula, paper towels…
8. PRIVATE LABEL and heavy promotional activity drove prices down in some center store categories, including shortening, trash bags, batteries, and pasta.
9. Center Store categories w/ the BIGGEST INCREASE in MERCHANDISING ACTIVITY include doughnuts, rice, gum, vitamins and soap.
10. Private Label has a solid footing across center store and strong growth in non-edible departments, including healthcare, home care and beauty care.
11. ADVICE TO MANUFACTURERS: Secure optimal shelf space and placement by demonstrating category/brand value in basket building.
12. Manufacturers MUST explore collaborative marketing & merchandising plans w/ key retail partners 2 design affordable solutions.
13. Retailers: Analyze share shifts to identify emerging ops & ensure adequate shelf space w/ optimal assortment in high-growth center store categories.
For more great insights, visit our webinar archive here: http://www.symphonyiri.com/Insights/ArticleDetail/tabid/117/ItemID/1193/View/Details/Default.aspx
