ACE DUCKS Alex Mcgovern, Brett Wilson, Chris Tanner, Kenny Clarke, Lailani Kings, Nick Schaefer, Sara Tabatabaei, Tom Bouregy Agenda

Home , Caramel corn, Cracker Jack

ACE DUCKS Alex McGovern, Brett Wilson, Chris Tanner, Kenny Clarke, Lailani Kings, Nick Schaefer, Sara Tabatabaei, Tom Bouregy Agenda

 Category Overview

 RTE Popcorn Segment

 Cracker Jack Consumers, Performance

 “Winning” Brands

 Recommendations

2 Total U.S. Salty Snack Sales Expected to Grow 21% Through 2019; Popcorn Represents the Largest Growing Segment Within the Category

Total US Sales and Fan Chart Forecast of Total US Retail Sales of Salty Snacks, by Salty Snacks, At Current Prices, 2009-19 Segment, At Current Prices, 2012 and 2014

• Salty Snack Sales Reached $5.6B in 2014, » Popcorn Experienced the Largest Growth of the Increasing 15% Since 2009, Likely Attributed to Snacking Segments, Increasing 21% From 2009-2014 More Frequent Snacking Occasions with 34% Expected Growth Through 2019, Likely Due • Mintel Predicts the Category will Grow 21% to Consumer Desire for “Better-For-You” Options and From 2014-2019 Newly Trending Flavors

Source: Salty Snacks – US – January 2015 Mintel Report 3 Ready-To-Eat Popcorn Outpaces Category Growth

Outpacing category growth by 4x! Total U.S. Sales Growth Versus YAgo Salty Snack Category, Segments

Dollar Sales % Chg YAgo Unit Sales % Chg YAgo

13.9%

8.9% 7.0% 5.5% 5.1% 3.1% 3.4% 3.6% 2.0% 1.8% 1.3% 0.2% 0.5% 0.2% 0.2% 0.2%

(2.3%)(2.6%)

PRETZELS

PORK RINDS PORK

CHIPS

SNACKS

CORN

POTATO CHIPS POTATO

CHEESE SNACKS CHEESE

OTHER SALTED OTHER

READY-TO-EAT

TORTILLA CHIPS) TORTILLA

TORTILLA/TOSTADA

CATEGORY - SALTY - CATEGORY

SNACKS (NO NUTS) (NO SNACKS

CORN SNACKS (NO SNACKS CORN POPCORN/CARAMEL

Source: IRI Reviews – Total US MULO- Latest 52 WE Jan 24, 2016 4 Trending . . .

“Snacking is a $1.2 trillion “Sixty-seven percent of market, and it's growing Popcorn – long dismissed as Americans are skeptical of everywhere around the a mature and rather boring the health claims they see world.” – Chicago Tribune, packaged food category on products. Although 2016 with minimal growth health is important, 63 potential – has burst back to percent agree that life. The resurgence is not in indulgent foods that are “Health-conscious the mainstream microwave not all that healthy are consumers still seek sweet popcorn market or movie sometimes worth it snacks. Snacking is at an bucket this time, but in the anyway.” – CPG Matters, all time high . . . [and are] pre-popped ready-to-eat 2016 seeking out healthier or (RTE) popcorn segment.” – better-for-you versions of PR Newswire, 2016 their favorite sweets.” – “Health is top of mind for BakingBusiness.com, 2016 consumers, but so is indulgence . . . “Portion control is increasing Manufacturers should “Small is beautiful. ‘Big’ isn't in popularity with American balance their offerings what it used to be. consumers.” – USA Today, between health and Consumers are showing their 2015 indulgence to meet growing love for smaller consumers’ wide variety brands and products from of product preferences.” – smaller companies. – CPG Mintel, 2015 Matters, 2016

5 WalMart and Cracker Jacks Consumer Demographics Gender Gender Education

Female/Mom Female WM: (Pen. 23.2%, Index 110) (Pen. 55%, Index 104) CJ: (Pen. 1.8%, Index 113) Education Income Income

High School – (Graduated) <$24,999-$49,999 WM: (Pen. 20.7%, Index 104) $75-200K+ (Pen. 43%, Index 125) WM: (Pen. 13.4%, Index 105) CJ: (Pen. 1.7%, Index 114) CJ: (Pen. 1.4%, Index 150) Marital Status Children Race

Children: Any Married WM: (Pen. 11.3%, Index 106) (Pen. 50%, Index 108) CJ: (Pen. 1.0%, Index 124)

6 Source: Simmons Summer 2015 NHCS Adult Study 06-month – 02/01/2015 – 09/02/2015 Cracker Jacks Has The Third Highest Penetration Among Top Performing Brands At Walmart…

Trial : 6.7%

Repeat : 6.8%

Overall: 13.5%

Trial: 1.1%

Repeat: 0.4%

Overall: 1.5%

Source: CSIA – Total US – Walmart - Latest 52 WE Jan 24, 2016 7 …But Sales Are Suffering From A Loss Of Buyers

Could possibly suggest consumers are switching to alternative RTE popcorn brands

Buyers Change vs Product Current YA READY-TO-EAT POPCORN/CARAMEL CORN 16,398,172 (203,057) CRACKER JACK 1,825,675 (302,282) SIGNATURE BRANDS 1,871,270 SKINNYPOP 877,854 724,062 SMARTFOOD 3,931,404 1,139,814 SMARTFOOD DELIGHT 1,122,438 625,556 Source: CSIA – Total US – Walmart - Latest 52 WE Jan 24, 2016 GOURMET SELECT 8 1,347,484 12,407 Which RTE Popcorn Brands Are Driving Growth? 1. Seasonal Top 5 brands own 2. over 50% of total Better segment share For 3. You

Share Dollar Share Dollar Share 4. Growth Segment/Brand of Type Chg of Type Rank YAgo 1 SIGNATURE BRANDS 10.2 10.2 Gourmet 2 SMARTFOOD 24.2 7.6 5. 3 SKINNYPOP 6.0 5.0 4 SMARTFOOD DELIGHT 4.1 1.4 5 GOURMET SELECT 6.7 1.1 6 CAPE COD 3.3 0.3 7 KATHY KAYE 2.7 (0.8) 8 CRACKER JACK 4.4 (1.3) 9 CRUNCH N MUNCH 11.2 (3.1) 10 POPCORN INDIANA 5.0 (7.9)

Source: IRI Reviews – Walmart Corp RMA - Latest 52 WE Jan 24, 2016 9 What Merchandising Activity Do The Top Brands Employ? Most competitors experience the largest causal gains due to Display and TPR

Cracker Jacks % Dollars, DISP Only % Dollars, Prc Red Only % Dollars Incremental: 23.3% 7.3% 22.3% % Dollars, DISP Only 24.7%

% Dollars, DISP Only % Dollars, Prc Red Only % Dollars Incremental: 19.9% 12.4% 14.7% % Dollars, Prc Red Only % Dollars, DISP Only % Dollars, Prc Red Only % Dollars 15.0% Incremental: 39.2% 26.9% 31.1%

% Dollars % Dollars, DISP Only % Dollars, Prc Red Only % Dollars Incremental: Incremental: 22.7% 24.3% 8.6% 11.1%

% Dollars, Prc Red Only % Dollars, DISP Only % Dollars Incremental: 9.0% 3.1% 6.7%

Source: IRI Reviews – Walmart Corp RMA - Latest 52 WE Jan 24, 2016 10 Recommendations

11 Cracker Jack Consumers Favor Unhealthy Goods Top 15 Unique Basket Items

SNYDER OF BERLIN (121) AUNT SWEETIE'S BAKERY (121) BUD ICE (120) CLOVERHILL BAKERY (119) TANG SS (119) MEDALLION (119) MILLER GENUINE DRAFT (119) KEYSTONE LIGHT (119) NATURAL ICE (119) BUDWEISER (118) COUNTRY RICH (118) BUSCH (118) NICKLES (118) PET - IC (118) NECCO MIGHTY MALTS (118)

Source: Spectra Expanded CAM Household Demographics / Total Dollars / Penetration 12– W/E 01/17/2016 Households With Children Seek Convenience, Portion-Controlled Salty Snacks

• These households are also more likely to look for individual portion sizes (22%) and 100 calorie packs (15%). • They are also more prone to buying product advertised on social media/networking websites (WM: Index 113, CJ: Index 104)

FIGURE 6: BEHAVIORS RELATED TO SALTY SNACKS, TOP FIVE, OCTOBER 2014 “Which of the following statements about salty snacks, including popcorn, pretzels, and cheese-flavored snacks, do you agree with?”

Source: Salty Snacks – US – January 2015 Mintel Report Simmons 6-Month Study 13 Direct Merchandising Recommendations

• Implement a support pallet in action alley that splits halfway with either beer (Bud Ice) or soda (depending on state restrictions) – Place pallet adjacent to bakery/bread items because Cracker Jack consumer buys all of these products in one trip • Implement a sidecap in the powdered beverage aisle where cross-merchandising is possible • Reassess distribution of top-selling SKU’s

Norwalk, CT store:

14 How To Grow Dollar Sales & Share

• Implement the use of Price Pack Architecture – Innovate packaging to increase consumer awareness and willingness to buy – Cracker Jack is already innovating packaging to convey patriotism and stand out in-aisle • Use 12 smaller portion-controlled, to-go bags in a larger bulk, “family size” bag – Price it at $3.99 (Smartfood is at $3.98) • Positions Cracker Jack as premium brand • Gives consumers exactly what they want • If low prices were effective, they’d be working • EDLP model takes advantage of consumer naivety • Weber’s Law • “Power of number 9” • With increase in incremental dollar, an opportunity exists to build an emotional consumer connection with a new generation of shoppers – Social Media opportunities – Better advertising – The most efficient way to grow business

15 Food for Thought . . . “Celebrating 120 years with 120 calories.”

16 Estimated Retailer Volume/Cost During 10 Week Ad Suggested Regular Retail: $1.99 Suggested Roll Back: $1.74 Discount: $ 0.25 % Price Discount: 13% Estimated Total Units Sold: 79,077 Units per Week Estimated Total Price Discount Cost: $19,769

Ad & Display Cost: $ 681,400 Social Media Boost: $ 3,000 Total Other Cost: $ 684,400

Estimated Base Units: 60,707 Units Sold Per Week Estimated Incremental Units: 18,370 Units Sold Per Week Estimated Lift: 30%

Estimated Total Promotion Units Sold: 869,847 Units Estimated Total Promo Cost: $ 901,861 Estimated Total Dollar Sales During Promotion: $1,569,238

17 Questions?

18 Appendix

19 Top Brand Performance, Distribution, & Pricing

Source: IRI Reviews – Walmart Corp RMA - Latest 52 WE Jan 24, 2016 20 Top SKU Performance, Distribution, & Pricing

Avg Avg Weekly Avg Avg Avg Dollar Unit Sales Weekly Items Base Weekly Promoted Weekly Dollar Sales Sales % Unit Sales % Chg Items Per Price ACV Wtd Price Per ACV Wtd Chg YAgo YAgo Per Store Per Unit Dist Chg Unit Dist Store Chg YAgo YAgo READY-TO-EAT POPCORN/CARAMEL CORN $145,507,984 10.0% 58,850,576 (1.4%) 27.4 1.6 $2.56 $2.58 100.0% (0.0) SMARTFOOD WHITE CHEDDAR CHEESE RTE POPCORN 9OZ 2840008359 $15,671,565 137.2% 4,762,333 157.6% 1.0 0.0 $3.55 $3.10 87.7% 45.1 SKINNYPOP REGULAR RTE POPCORN ZERO TRANS FAT 4.4OZ 5025100400 $5,468,491 502.3% 1,936,793 528.5% 1.0 0.0 $2.86 $2.80 76.3% 67.5 SMARTFOOD WHITE CHEDDAR CHEESE RTE POPCORN 11.5OZ 2840008306 $4,750,096 66.1% 1,226,481 66.2% 1.0 0.0 $3.88 $3.83 28.6% 7.5 SMARTFOOD WHITE CHEDDAR CHEESE RTE POPCORN 7.5OZ 2840001109 $4,667,679 56.9% 1,173,391 56.9% 1.0 0.0 $3.98 $3.94 42.5% 17.5 SMARTFOOD WHITE CHEDDAR CHEESE RTE POPCORN 2.25OZ 2840043789 $4,315,527 3,373,045 1.0 1.0 $1.28 $1.28 67.3% 67.3 SMARTFOOD DELIGHT WHITE CHEDDAR RTE POPCORN 50% REDUCED FAT 6.5OZ 2840023158 $3,288,135 80.1% 1,016,270 99.0% 1.0 0.0 $3.55 $3.07 55.4% 22.2 SMARTFOOD DELIGHT REGULAR RTE POPCORN 30% REDUCED FAT 5.5OZ 2840023154 $2,675,406 55.2% 835,337 73.2% 1.0 0.0 $3.55 $3.07 55.4% 14.8 CRACKER JACK ORIGINAL CARAML PNTS RTE POPCORN 8.5OZ 2840009971 $2,487,268 (17.5%) 1,401,617 (13.6%) 1.0 0.0 $1.88 $1.61 88.0% (0.8) SIGNATURE BRANDS CARAMEL & CHS & BTR RTE POPCORN 24OZ 7116923358 $2,228,143 458,220 1.0 1.0 $5.05 $4.66 14.5% 14.5 SIGNATURE BRANDS CARAMEL & CHS & BTR RTE POPCORN 24OZ 7116923359 $2,227,255 456,279 1.0 1.0 $5.04 $4.64 14.6% 14.6 SIGNATURE BRANDS CARAMEL & CHS & BTR RTE POPCORN 24OZ 7116923360 $2,227,144 457,068 1.0 1.0 $5.05 $4.68 14.2% 14.2 SIGNATURE BRANDS CARAMEL & CHS & BTR RTE POPCORN 24OZ 7116923356 $2,203,980 447,832 1.0 1.0 $5.05 $4.78 14.8% 14.8 SIGNATURE BRANDS CARAMEL & CHS & BTR RTE POPCORN 24OZ 7116923357 $2,196,825 447,091 1.0 1.0 $5.05 $4.76 14.9% 14.9 SIGNATURE BRANDS CARAMEL & CHS & BTR RTE POPCORN 24OZ 7116923355 $2,185,617 450,470 1.0 1.0 $5.05 $4.64 14.4% 14.4 GOURMET SELECT CARAMEL & CHS & BTR RTE POPCORN 18OZ 1162702146 $1,968,411 397,216 1.0 1.0 $5.03 $4.85 15.2% 15.2 GOURMET SELECT CARAMEL & CHS & BTR RTE POPCORN 18OZ 1162702094 $1,954,590 396,268 1.0 1.0 $5.06 $4.81 14.5% 14.5 GOURMET SELECT CARAMEL & CHS & BTR RTE POPCORN 18OZ 1162702093 $1,944,551 395,813 1.0 1.0 $5.08 $4.80 14.2% 14.2 GOURMET SELECT CARAMEL & CHS & BTR RTE POPCORN 18OZ 1162702092 $1,917,341 393,850 1.0 1.0 $5.05 $4.69 14.0% 14.0 SKINNYPOP REGULAR RTE POPCORN TRANS FAT FREE 3.9OZ 5025100402 $1,850,857 437.5% 373,288 437.3% 1.0 0.0 $4.97 $4.43 32.8% 28.2 CRACKER JACK CARAMEL PEANUT RTE POPCORN 4.125OZ 2840017251 $1,656,470 (27.7%) 1,302,855 (27.6%) 1.0 0.0 $1.27 $1.27 63.5% (12.0) SMARTFOOD WHITE CHEDDAR CHEESE RTE POPCORN 5OZ 2840007122 $1,545,484 (45.1%) 623,569 (44.9%) 1.0 0.0 $2.48 $2.46 15.3% (13.7) SMARTFOOD KETTLE CORN RTE POPCORN 10.5OZ 2840000359 $1,531,205 47.3% 450,308 54.7% 1.0 0.0 $3.57 $3.22 30.6% 6.4 SMARTFOOD MOVIE THEATER BUTTER RTE POPCORN 7.5OZ 2840000358 $1,419,358 123.7% 432,796 143.9% 1.0 0.0 $3.51 $3.12 33.9% 16.3 SKINNYPOP WHITE CHEDDAR RTE POPCORN ZERO TRANS FAT 4.4OZ 5025100417 $1,363,053 7405796.8% 482,941 7819334.4% 1.0 0.2 $2.83 $2.81 34.7% 34.7

Source: IRI Reviews – Walmart Corp RMA - Latest 52 WE Jan 24, 2016 21 Panel Measures Effecting Cracker Jacks Growth Less CJ’s $ Sales Less Product households Declining Trips shopping (4.1%)

Source: CSIA – Total US – Walmart - Latest 52 WE Jan 24, 2016 22 Demand for RTE Popcorn Peaks In The Winter Months

Can be somewhat attributed to “holiday themed” RTE Popcorn tins; Late summer months also see a spike in demand

Source: IRI Reviews – Total US MULO- Latest 104 WE Dec 27, 2015 23 Cracker Jack Sales Peak During The Baseball Season April through September, Cracker Jacks experience the highest demand, even more so in the Summer months

Source: IRI Reviews – Total US MULO- Latest 104 WE Dec 27, 2015 24 Cracker Jack’s Image Aligns With Consumer Reasons For Purchasing Salty Snacks

FIGURE 5: REASONS FOR BUYING SALTY SNACKS, OCTOBER 2014 “For which of the following reasons do you buy salty snacks, including popcorn, pretzels, and cheese-flavored snacks?”

25 Better-For-You And Indulgence

Issue: What impact do health concerns have?

Insight: Health is top of mind for consumers, but so is indulgence

Despite concerns about the ingredients and nutritional content of salty snacks, 76% agree there are more healthier options than there used to be.

While BFY snack options (including those with low fat, low sodium, or no artificial ingredients) are important to many consumers, consumers are also driven by taste and want to indulge occasionally. Manufacturers should balance their offerings between health and indulgence to meet consumers’ wide variety of product preferences.

26 • Food and Health: While 7 in 10 Americans are making some changes in order to live healthier, 67 percent are skeptical of the health claims they see on products. Although health is important, 63 percent agree that indulgent foods that are not all that healthy are sometimes worth it anyway • Permissive indulgence. Consumers are hard-wired to indulge; they are also hard wired to feel guilty about indulging. Now there is a solution to that conundrum. Adding healthful, “better for you” iconic health ingredients to indulgent foods is a new trend that is gaining momentum

http://www.cpgmatters.com/Products-Solutions0216.html Better Homes and Gardens Selects Best New CPG Products http://www.cpgmatters.com/Internatio nal0216.html Top Ten Things to Watch in Fast-Moving Consumer Goods 27 Which RTE Popcorn Brands Are Driving Growth Nationally? 1.

Top 4 brands own 50% of 2. Better total segment For share 3. You 4.

Dollar Dollar Sales Dollar Unit Sales % Share of $ Rank Segment/Brand Dollar Sales % Chg Unit Sales Share of Chg YAgo Type Chg YAgo Type YAgo

READY-TO-EAT POPCORN/CARAMEL CORN $885,347,008 13.9% 332,601,664 8.9% 100.0 0.0 1 SKINNYPOP READY-TO-EAT POPCORN/CARAMEL CORN $179,196,208 47.8% 47,679,612 48.4% 20.2 4.6 2 SMARTFOOD READY-TO-EAT POPCORN/CARAMEL CORN $159,912,464 27.9% 61,396,124 23.6% 18.1 2.0 3 ANGIES BOOM CHICKA POP READY-TO-EAT POPCORN/CARAMEL CORN $54,745,136 41.4% 16,881,022 35.3% 6.2 1.2 4 POPCORN INDIANA READY-TO-EAT POPCORN/CARAMEL CORN $48,673,672 (20.0%) 14,195,435 (24.1%) 5.5 (2.3) 5 PRIVATE LABEL READY-TO-EAT POPCORN/CARAMEL CORN $46,527,736 3.7% 23,061,908 9.8% 5.3 (0.5) 6 SMARTFOOD DELIGHT READY-TO-EAT POPCORN/CARAMEL CORN $36,725,792 72.4% 11,367,298 77.2% 4.1 1.4 7 CRUNCH N MUNCH READY-TO-EAT POPCORN/CARAMEL CORN $30,219,148 (8.8%) 23,055,820 (4.6%) 3.4 (0.8) 8 CRACKER JACK READY-TO-EAT POPCORN/CARAMEL CORN $27,443,472 (9.9%) 17,900,002 (1.5%) 3.1 (0.8) 9 WISE READY-TO-EAT POPCORN/CARAMEL CORN $18,647,556 (8.5%) 10,435,619 (12.5%) 2.1 (0.5) 10 SIGNATURE BRANDS READY-TO-EAT POPCORN/CARAMEL CORN $16,111,883 20645.5% 3,250,147 21811.8% 1.8 1.8

Source: IRI Reviews – Total US MULO- Latest 52 WE Jan 24, 2016 28 Category Cross Purchasing Behavior

% of Shopper Group Purchasing

3.5

2.5

1.5 PercentChange

0.5

0 WalMart Kroger Albertsons Target WinCo Giant Eagle Publix Ahold 2014 3.9 0.7 0.6 0.9 0.1 0.1 0.5 0.4 2015 2.9 0.8 0.6 0.6 0.1 0.1 0.6 0.5 WalMart has the highest % of Shopper Group Purchasing Salty Snacks amongst all other retailers.

Nielsen Answers – Homescan Roadmaps – Report 3 – Where are consumers shopping in the market? – 11/07/2015 vs 11/08/2014 29 Consumer Purchasing Behavior

$450,000 100% $400,000 90% $350,000 80% $300,000 70% 60% $250,000 50% $200,000 40% $150,000 30% $100,000 20% $50,000 10%

$- 0%

1 Week Ending Jul… Ending Week 1 Jul… Ending Week 1

1 Week Ending Jun… Ending Week 1 Jun… Ending Week 1 Jun… Ending Week 1

1 Week Ending Apr… Ending Week 1 Apr… Ending Week 1 Apr… Ending Week 1

1 Week Ending Jan… Ending Week 1 Jan… Ending Week 1 Jan… Ending Week 1

1 Week Ending Feb… Ending Week 1 1 Week Ending Feb… Ending Week 1 Feb… Ending Week 1

1 Week Ending Sep… Ending Week 1 Sep… Ending Week 1

1 Week Ending Oct… Ending Week 1 Oct… Ending Week 1 Oct… Ending Week 1

1 Week Ending Mar… Ending Week 1 Mar… Ending Week 1 Mar… Ending Week 1

1 Week Ending Nov… Ending Week 1 Nov… Ending Week 1 Nov… Ending Week 1

1 Week Ending Aug… Ending Week 1 Aug… Ending Week 1 Aug… Ending Week 1 Aug… Ending Week 1

1 Week Ending Dec… Ending Week 1 Dec… Ending Week 1 Dec… Ending Week 1

1 Week Ending May… Ending Week 1 May… Ending Week 1 May… Ending Week 1

Dollar Sales % Lift (Dollars)

Cracker Jack sales spike during fall months at WalMart

IRI: 104 Week Base Dollar Sales Trends W/E 01/17/2016 30 Purchase Frequencies Trips Per Buyer Compared To Other Outlets

2.5

1.5

1 PercentChange

0.5

0 WalMart Kroger Albertsons Target WinCo Giant Eagle Publix Ahold 2014 1.7 1.9 2 1.5 1.4 1.4 1.5 2.2 2015 1.8 1.9 1.9 1.4 1.9 1.7 1.7 1.8 WinCo has seen the largest increase of trips within the Salty Snack Category. However, an increase of 1 trip per shopper would increase WalMart’s volume by +$12,498k

Nielsen Answers – Homescan Roadmaps – Report 5 – Are shopping trips up or down across outlets? – 11/07/2015 vs 11/08/2014 31 Dollar Per Buyer Dollars Per Buyer

6 Axis Axis Title

0 WalMart Kroger Albertsons Target WinCo Giant Eagle Publix Ahold 2014 7.14 7.18 8.95 5.29 3.48 5.7 6.84 11.64 2015 6.25 7.95 9.08 5.36 5.57 7.45 7.45 7.57

WalMart has a lower Dollars Per Buyer than Albertsons, however if WalMart had the same Dollars Per Buyer as Albertsons , then they can see a +$9,854k increase within Total US.

Nielsen Answers – Homescan Roadmaps – Report 4–Is Shopper Spending32 Up or Down Across Outlets? – 11/07/2015 vs 11/08/2014 Dollars Per Trip Dollars Per Trip

3 Axis Axis Title

0 WalMart Kroger Albertsons Target WinCo Giant Eagle Publix Ahold 2014 4.11 4.45 3.86 3.49 2.56 4.07 4.42 5.25 2015 3.57 4.83 4.3 3.88 2.93 4.47 4.26 4.27 WalMart has lower Dollars Per Trip than Albertsons, however if WalMart had a 10% increase in Dollars Per Trip, then they can potentially increase volume by +$2,191k

Nielsen Answers – Homescan Roadmaps – Report 6–Is Spending Per Trip33 Up or Down Across Outlets? – 11/07/2015 vs 11/08/2014 Where Are Consumers Shopping In The Market?

34 Number Of Trips

35 Dollar Per Buyer

36 Dollars Per Trip

37 Basket Analysis

Nielsen Spectra: 38