OATMEAL CATEGORY AUDIT

FALL 2013Amy Stringer Layne Parker

Affluent Suburban Spreads

Cosmopolitan Centers

Young TransitionalsAny size HHs, No Children, < 35

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

Small Scale FamiliesSmall HHs with Older Children 6+

Start-Up FamiliesHHs with Young Children Only < 6

TotalPlain Rural Living

Modest Working Towns

Struggling Urban Cores

Comfortable Country

Total

Senior Couples2+ person HHs, No Children, 65+

Empty Nest Couples2+ person HHs, No Children, 55-64

Established Couples2+ person HHs, No Children, 35-54

Senior Singles1 person HHs, No Children, 65+

Independent Singles1 person HHs, No Children, 35-64

97

110

135

10099 107 103 97 96 98

87

108

127

70

68

87

125 128 135 125 133 149

114 115 107 113 102 110

107 103 94 106 89 90

88 88 85 83 82 91

68 76 67 69 66 62

68 63 72 70 77 66

137 134 117 137 130 107

132 115 111 91 105 105

90 83 101 93 84 75

TOTAL HOT (CEREAL) 16 OZ. Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage

109 121 121 132 110 89 113

  Quaker Better Oats Private label McCann's Mom's Best

Demographic Variables % Volume Index % Volume Index % Volume Index % Volume Index % Volume Index

1 Person 17.4% 64 15.7% 58 20.5% 76 23.1% 86 23.2% 86

2 Persons 30.5% 94 35.1% 108 33.3% 103 46.7% 144 31.2% 96

3 Persons 17.2% 106 18.7% 116 15.9% 98 9.4% 58 18.1% 112

4 Persons 17.2% 130 16.9% 128 15.1% 114 10.9% 83 12.3% 93

5+ Persons 17.7% 159 13.6% 122 15.2% 137 9.8% 88 15.1% 136

Household Income                    

Under $10,000 5.9% 75 2.5% 32 7.3% 92 1.6% 21 13.2% 167

$10,000 - $19,999 8.8% 75 4.3% 37 12.4% 106 4.4% 38 16.4% 142

$20,000 - $29,999 7.4% 65 9.0% 79 12.7% 112 5.5% 49 13.2% 117

$30,000 - $39,999 7.8% 74 9.2% 87 11.4% 109 10.0% 95 8.9% 85

$40,000 - $49,999 8.5% 91 6.1% 66 10.4% 113 6.5% 70 7.9% 85

$50,000 - $74,999 17.1% 95 21.6% 119 18.5% 102 16.1% 89 18.1% 100

$75,000 - $99,999 14.2% 121 16.5% 140 11.1% 95 14.0% 119 9.5% 81

$100,000 - $149,999 17.8% 156 17.3% 151 10.3% 90 23.7% 207 9.6% 84

$150,000 or More 12.5% 155 13.5% 168 5.9% 73 18.3% 227 3.1% 39

Age of Head of Household                    

Age 18 - 24 7.4% 171 4.7% 108 3.6% 84 2.1% 48 5.2% 121

Age 25 - 34 20.5% 136 21.8% 145 13.8% 92 7.7% 51 20.8% 138

Age 35 - 44 19.6% 111 18.6% 106 17.4% 99 17.8% 101 15.3% 87

Age 45 - 54 19.8% 97 25.9% 127 19.4% 95 17.2% 84 16.3% 80

Age 55 - 64 16.9% 89 17.0% 89 18.8% 99 22.9% 120 20.1% 106

Age 65 - 74 9.2% 71 7.5% 58 13.1% 102 11.1% 86 12.0% 93

Age 75 or More 6.6% 62 4.5% 42 13.9% 130 21.2% 199 10.2% 96

Age and Presence of Children                    

Age < 6 12.2% 163 9.0% 120 7.7% 103 3.9% 52 16.4% 219

Age 6 - 17 23.1% 124 22.3% 120 20.3% 109 14.9% 80 14.1% 76

Age < 6 & 6 - 17 5.9% 90 10.3% 156 8.4% 127 4.6% 69 10.1% 153

No Children 58.8% 87 58.4% 87 63.6% 95 76.7% 114 59.4% 88

ASSIGNING A ROLE TO THE CATEGORY

STORES AUDITED, DEPTH, AND UNIQUE SKUS

Store Location Unique SKUs SKUs Audited byWM Supercenter MLK 9 69 Amy, LayneWM Supercenter Joyce 1 57 LayneWM Neighborhood Market Wedington 2 45 AmyWalgreens MLK 0 6 AmyWalgreens College 0 9 LayneHarp's Garland 5 47 LayneHarp's Wedington 4 39 LayneTarget Fayetteville 1 17 Amy, LayneTarget Fort Smith 0 14 AmyAldi's Fayetteville 0 2 AmyAldi's Fort Smith 0 2 AmyBraum's Fayetteville 0 2 AmyBraum's Fort Smith 0 2 Amy

E

MARKET STOCKING RATES

F

G

ROLL OUT THE PLAN : RECOMMENDATIONS

WalmartDemography Reference #144 #359 #5737  % HHs HHs Index %HHs HHs Index % HHs HHsIndex %HHs HHs IndexRace of Head of Household                     White 69.20% 100 77.7% 112 76.3% 110 82.0% 119     Black 12.00% 100 7.2% 60 4.3% 36 5.9% 49     Hispanic 12.40% 100 5.7% 46 12.6% 101 4.7% 38     Asian 4.30% 100 5.2% 120 3.9% 91 3.8% 88     Other 2.20% 100 4.2% 192 2.9% 132 3.6% 168

Number of Persons                     1 Person 27.00% 100 47.7% 177 35.6% 132 43.3% 160

     2 Persons 32.50% 100 31.3% 96 31.4% 97 32.4% 100     3 Persons 16.20% 100 11.4% 71 14.4% 89 13.0% 81     4 Persons 13.20% 100 6.3% 48 10.1% 77 7.6% 57     5+ Persons 11.10% 100 3.2% 29 8.4% 76 3.7% 33Household Income                     Under $10,000 7.90% 100 24.0% 302 10.5% 132 18.0% 227

     $10,000 - $19,999 11.60% 100 25.8% 222 18.6% 160 22.7% 196

     $20,000 - $29,999 11.30% 100 16.7% 148 15.6% 138 15.8% 140

     $30,000 - $39,999 10.50% 100 10.6% 101 13.4% 128 11.0% 105     $40,000 - $49,999 9.30% 100 7.1% 77 8.9% 96 7.3% 79     $50,000 - $74,999 18.10% 100 9.0% 50 13.5% 75 10.6% 59     $75,000 - $99,999 11.70% 100 3.1% 27 7.3% 62 5.3% 45     $100,000 - $149,999 11.40% 100 2.5% 22 7.4% 65 5.2% 46     $150,000 or More 8.10% 100 1.2% 14 4.7% 58 3.9% 49

CATEGORY REVIEW : CHANGES IN CATEGORY

Wlmt MLK Facings