Q2 2021 EMERGING GROWTH POCKETS - IRI
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August
IRI Leaderboard 05
2021
Q2 2021 EMERGING
GROWTH POCKETS
Executive The CPG Demand Curve
• At home, food and beverage consumption levels remain elevated from 2019 levels, while nonedible sales
Summary are down.
• COVID-19 cases eased until the end of Q2 2021, and increased mobility was reflected in increased activity
Inflation is up in retail and recreation, transit, and workplaces.
• E-commerce’s total store dollar sales are slipping as consumers regain confidence to shop in-store.
and the level of
Market Factors
vaccinations is • Child tax credits begin landing in July and will give a boost to many American households.
stalling in Q2 2021. • Inflation was nearly 5% in May and hit 5.4% in June. Manufacturers announce price increases and consumers
are seeing higher prices.
• While the Delta variant is surging in states with the lowest incidence of vaccination, these same areas are also
The CPG reporting an increase in vaccinations.
marketplace is • Despite a slide in home-care product sales, the market continues to make room for trusted and new brands.
Cosmetics are experiencing a bump in sales as consumers drop their masks.
seesawing between
Implications
increasing mobility • Fluctuations in mobility due to the Delta variant will lead to variations in category demand.
and fear of • The 46% of the working population indicating they’ll continue to work from home at least one day a week will
help keep food and beverage CPG sales elevated, particularly for breakfast and lunch occasions. Continue to
the Delta variant. deliver ideas for affordable, wholesome and easy-to-prepare family meals.
• Retailers and brands should answer the call of consumers seeking to socialize. Amp up occasion-based
Bright spots include merchandising and promote party trays, desserts and beverages as a convenient way to elevate gatherings.
Continue to promote cost savings vs. restaurant meals.
child tax credits • With category demands uncertain due to rise of the Delta variant, retailers and brands can reassure consumers
all their needs will be met, whether at home or outside the home.
and return to work • Retailers should promote both online and in-store shopping, balancing in-store experiences with the
and school. convenience of online shopping.
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 2
Consumer Confidence Is On the Rebound, at 88.3 in Q2 2021, Up From 81.5 a Year Ago
June 2021
economic population
unemployment rate growth
5.9%
+6.7%
9.8% are Q2 2021
underemployed
June 2021 June 2021
retail sales
inflation
0.6% 332.8MM
0.9%* June 2021
average price
$3.49 per gallon 0.6%
annual growth
up from $2.39 in Jan. 2021
Economic Recovery Continues, Spurred by the Reopening of Businesses
Sources: IRI Consumer Connect Survey Q2 2021, *Note: Compared with previous month. Source: U.S. Census Bureau, U.S. Bureau of Labor Statistics
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 3
Vaccinations Have Been the Trigger for Increased Consumer
Mobility, Notably Transportation, Retail & Recreation
States With Highest and Lowest Vaccination Rates Total U.S. Consumer Mobility vs. COVID-19
Highest Rate Lowest Rate Rates Average Daily Value by Month
of Vaccinations of Vaccinations
Residential Grocery Retail & Recreation
Transit Workplaces Avg. New COVID-19
Cases per Day
ME 63.2% 50
% chg. vs. Jan.-Feb. 2020 baseline
40
ID 37.2% VT 67.3 NH 58% 30
MA 63.6% 20
WY 36.4% NJ 57.6% 10 ID
CT 62.9%
0 3.7% WY
MD 58.4% 1.3%
-10
-20
GA 38%
AR 6% -30
AL 34.1% -40
MS 34.2% 1.9%
-50 AR
LA 36.6% MS AL
March
January
May
February
June
April
2.1%
During Q2 2021, transit, grocery, retail and recreation activity
were on the rise, and average new cases of COVID-19 declined.
Sources: Google Mobility June 2021, Becker’s Hospital Review.
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 4
At-Home Food Costs Are Up and
They Are Expected to Creep Higher
Contributing factors to increased prices:
⎯ Fewer promotions with higher demand
⎯ Increased gas prices
⎯ Supply chain issues
⎯ Cost of raw materials
⎯ Labor costs / worker shortages
⎯ Retail pandemic-related safety measure costs
CPI % Change YA
6% All items Food Food at home Food away from home
5.4%
5%
4.2%
4%
3% 2.4%
2%
0.9%
1%
0%
Jul-19
Jul-20
Feb-19
Feb-20
Feb-21
Jan-19
Jun-19
Jan-20
Jun-20
Jan-21
Jun-21
Apr-19
Oct-19
Apr-20
Oct-20
Apr-21
Ma y-19
Ma y-20
Ma y-21
Aug-19
Sep-19
Nov-19
Dec-19
Aug-20
Sep-20
Nov-20
Dec-20
Ma r-19
Ma r-20
Ma r-21
https://www.bls.gov/charts/consumer-price-index
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 5
Consumers Report on How They
Almost Half Are Getting Their Restaurant Meals
of Consumers Indoor Dining 46%
Take Out 50%
Have Dined
Home Delivery 20%
Inside at a Outdoor Dining 17%
Restaurant in Haven’t Gotten Food
from a Restaurant in
19%
the Recent the Past Few Weeks
Period and
Plans After the Vaccine Has Been Widely Distributed One-Quarter
vs. What You Have Been Doing the Past Few Months
Plan to Dine at
Go to a Restaurants
coffee shop 15% 73% 13%
More Often
Dine at
restaurants 18% 61% 22%
Will Do Less Often About the Same Will Do Mo re Often
Source: IRI Survey among IRI Consumer Network™ Panel representing Total U.S. Primary Grocery Shoppers, June 2021
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 6
Will the Anticipated U.S. Consumer Mobility vs. Food & Beverage At-Home Volume
Decline of In-Home Food % Chg. From Pre-COVID-19 (Jan. to mid-Feb. 2020) Base
4-Week Rolling Average, Estimated Total Omnichannel
& Beverage Occur as
Delta Variant Spikes? 40 2020 F&B volume
~+8%
~+10-12% vs. Jan-Feb 2020 vs. Jan-Feb +6%
30 2020 vs. Jan-Feb +3%
Ups and Downs of Mobility 2020 vs. Jan-Feb +3%
2020 vs. Jan-Feb
• As pre-pandemic behaviors 20 Median 2020
resume, in-home consumption Forecast
F&B Volume
of food and beverage is 10
expected to decline, but the
0
rise of the Delta variant could
1/1/2020
4/1/2020
7/1/2020
1/1/2021
4/1/2021
7/1/2021
10/1/2020
10/1/2021
delay mobility.
-10 Workplace
• In early July, communities in Mobility
both California and Nevada are -20
Forecast
reinstating mask mandates.
-30
• Vaccinations are increasing in
some states where COVID-19
Q2 ‘21
Q1 ‘21
Q4 ‘21
Q3 ‘21
-40
cases are soaring, including
Arkansas, Florida, Missouri and -50
Nevada.
Significant Spikes in Everyday Price May Suppress Demand Further
Omnichannel = MULO+C + Costco + eCom – Overlap. Source: Google Mobility – Workplace. IRI POS data. IRI Strategic Analytics models. IRI analysis.
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 7
Home Meals Will Retain Their
Importance – Consumers Are
Still Cooking More From Scratch
vs. Pre-COVID-19, Although Not
as Much as a Year Ago
Likely to Work From Home in the Next Month
Rarely / Never
54%
Work from Home
1 day 3%
2 days 4%
3 days 5%
4 days 4%
average shoppers’ meals of those employed plan
made and eaten in the home, to work from home at 5 days or more 30%
compared to 48% in 2019 least one day a week
Source: IRI Survey among IRI Consumer Network™ Panel representing Total U.S. Primary Grocery Shoppers, June 2021
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 8
Compared to Two Years Ago, Edible Sales Remain
Elevated, But Nonedible Unit Sales Are Down
MULO+C / Rolling 4 Weeks / % Change vs. 2 YA $ Sales % Change Unit Sales % Change
EDIBLE
15.9% 16.4% 15.8% 15.4% 15.6%
14.1% 13.9% 14.9% 13.9%
13.4% 13.0% 12.9%
11.6%
5.7% 6.4%
4.6% 3.7% 4.5% 3.6% 4.2% 4.2% 3.9%
3.4% 3.4% 3.1% 2.1%
NONEDIBLE 11.0%
8.5% 8.6% 8.3%
7.8% 7.8% 7.4%
6.1% 6.8%
5.4% 5.8%
3.0% 2.7%
1.5%
-0.2% -0.1%
-1.0% -1.0% -1.3%
-2.0% -2.2% -1.9% -2.3%
-2.8%
-4.7% -5.0%
08-09-20 09-06-20 10-04-20 11-01-20 11-29-20 12-27-20 01-24-21 02-21-21 03-21-21 04-18-21 05-16-21 06-13-21 07-11-21
Source: IRI POS, MULO+C, Latest 13 Quad Weeks
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 9
Year-Ago Comparisons Show Declines of
Both Edible and Nonedible CPG Unit Sales
MULO+C / Rolling 4 Weeks / % Change vs. YA $ Sales % Change Unit Sales % Change
EDIBLE
12.6% 10.6% 10.7% 10.7% 10.8% 12.7% 12.0%
9.3%
4.6% 4.6% 5.5% 5.0% 0.3% 1.7%
3.4% 4.0% 4.3% 3.8%
-1.4% -1.2%
-5.5% -5.5%
-3.8% -5.1%
-19.1%
-14.5%
NONEDIBLE
9.3%
6.7% 5.1% 6.0% 6.9%
3.2% 4.7%
1.4% 1.4% 1.3% 0.4%
1.2% 1.0% 2.1%
-1.4%
0.1% 0.3% -3.6% -4.2% -4.1%
1.0%
-0.3% -5.2% -3.5%
-16.2%
-20.6%
08-09-20 09-06-20 10-04-20 11-01-20 11-29-20 12-27-20 01-24-21 02-21-21 03-21-21 04-18-21 05-16-21 06-13-21 07-11-21
Source: IRI POS, MULO+C, Latest 13 Quad Weeks
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 10Top Growth Categories
Across the Store Reflect a Return to
Seasonal Activities and Socializing
Top Growing Total Store Categories by Dollar Sales % Change vs. YA
COLD/ALLERGY/SINUS LIQUIDS 65.3%
COUGH SYRUP 52.0%
LUNCHES - RFG 36.4%
SUNTAN PRODUCTS 34.3%
COSMETICS - EYE 33.7%
COSMETICS - LIP 32.0%
PREMIXED COCKTAILS/COOLERS 30.3%
BREATH FRESHENERS 29.6%
CHEESECAKES - RFG 29.6%
WE IGHT CONTROL 29.3%
Source: IRI POS, MULO+C, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 11Refrigerated Food Sales Reflect a Penchant for
Socializing, With Increased Sales of Cheesecakes,
Desserts, Dips and Whipped Topping
Top Growing Refrigerated Categories Top Growing Refrigerated Categories
by Dollar Sales % Change vs. YA by Dollar Sales % Change vs. 2 YA
LUNCHES - RFG 36.4% CHEESECAKES - RFG 48.0%
CHEESECAKES - RFG 29.6% SEAFOOD - RFG 44.2%
SIDE DISHES - RFG 27.9% SIDE DISHES - RFG 37.1%
ENTRÉES - RFG 27.1% PICKLES/RELISH - RFG 35.9%
DESSERTS - RFG 16.1% TEA/COFFEE - RFG 30.2%
TEA/COFFEE - RFG 13.1% ENTRÉES - RFG 28.7%
BAKED GOODS - RFG 9.4% BAKED GOODS - RFG 25.6%
PICKLES/RELISH - RFG 8.0% DESSERTS - RFG 25.5%
SEAFOOD - RFG 4.9% DIPS - RFG 21.8%
4.7% WHIPPED TOPPINGS -
YOGURT
RFG 21.7%
Source: IRI POS, MULO+C, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 12Deli and Bakery Departments
Are Rebounding, With Sales
of Social Offerings Surging
Top Growing Fresh Categories
by Dollar Sales % Change vs. YA
FRESH PRODUCE PARTY TRAYS &
GIFTS
97.5%
DELI TRAYS 92.5%
FRESH MIXED FRUIT 59.8%
DELI ENTRÉES 50.0%
DELI SANDWICHES 44.7%
Top Growing Fresh Departments
by Dollar Sales % Change vs. YA DELI SOUPS & CHILI 36.6%
PERIMETER DONUTS 34.1%
17.8%
of shoppers plan to socialize DELI BREAKFAST 31.5%
more with friends and family,
29.3%
the most popular post- DELI SALADS
4.0% PERIMETER
lockdown activity BROWNIES/SQUARES/BARS 25.1%
DEPT-DELI DEPT-BAKERY
Sources: IRI Shopper Survey June 2021; IRI Syndicated Integrated Fresh, MULO+C, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 13With More Consumers Interacting in Person, Sales of Breath
Fresheners Are Increasing Among Most Generations
Edible Purchase Gains Across All Household Demographics / Growing Categories by $/1000 HH % Change vs. YA
Millennials
ENTRÉES - RFG
ENTRÉES - RFG
ENTRÉES - RFG ENTRÉES - RFG
ENTRÉES - RFG
Source: IRI Shopper Loyalty, All Shopper Loyalty Food Stores, 13 WE 06/30/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 14Nonedible Categories Also Reflect Increase in Consumer Mobility, With
Strong Sales of Cold / Allergy / Sinus Relief Products, Ice and Hair Spray
Nonedible Purchase Gains Across All Household Demographics / Growing Categories by $/1000 HH % Change vs. YA
Millennials
Source: IRI Shopper Loyalty, All Shopper Loyalty Food Stores, 13 WE 06/30/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 15Retail Sales of Beverage Alcohol Decline Overall,
Led by Gen X, Millennials and Gen Z
Liquor $ Share $ Share Change vs. YA Dollar Sales % Change vs. YA
0.3
37.5
0.2 Total Liquor -14.2%
32.8
20.6
0.0
-0.1
-10.1%
6.7
2.5 -13.7%
-14.5%
-15.0% -15.1%
-0.4
Gen Z Millenials Gen X Boomers Seniors and Retirees
Source: IRI Shopper Loyalty, All Shopper Loyalty Food Stores, 13 WE 06/30/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 16In Home Care, Small Companies Are Experiencing a Larger
Percentage Sales Growth Than Medium or Large Companies
Top Growing Home Care Parent Company by Small / Medium / Large Dollar Sales, % Change vs. 2 YA
Small Company Brands Medium Company Brands Large Company Brands
FREUDENBERG PROCTER &
HOUSEHOLD PROD S 55.8% RECKIT T BENCKISER INC 41.4% 27.4%
GAMBLE
RIMPORTS USA LLC 54.1% CLOROX CO 13.4%
UNILEVER 9.1%
BISSELL HOMECARE INC 42.0% 3M 5.9%
JULIUS SAMANN LTD 37.5% CHURCH & DWIGHT CO
4.3%
INC
THE LIBMAN CO 36.1% S C JOHNSON & SON IN C 3.9%
BRADSHAW HOME 22.8%
Large Parent companies >$6.0 B Total Store MULO+C sales, Medium >$1 B, Small >$100M L52 Week Ending 06/27/21 / Source: IRI POS, MULO+C, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 17Many Top Home Home Care Brands Home Care Home Care
Care Brands by $ Sales by $ Sales Chg. vs. YA by $ Sales Chg. vs. 2 YA
Continue to Grow TIDE $909.5M
TIDE $110.9M 13.9% LYSOL $147.4M 81.3%
Sales vs. YA; GAIN GAIN $68.5M 14.6% TIDE $115.2M 14.5%
$537.7M
the Home Care DOWNY $62.9M 19.1% DOWNY $112.7M 40.3%
CLOROX $407.4M
Category Continues
FEBREEZE $28.6M 9.1% GAIN $106.7M 24.8%
to Welcome DOWNY $392.3M
New Brands FEBREZE $344.M
ALL $18.1M 16.1% FEBREEZE $103.8M 43.2%
PERSIL
LYSOL $10.3M 20.2% DAWN $82.8M 41.5%
$328.8M PRO CLEAN
ARM &
DAWN $10.3M 4.1% SWIFFER $63.8M 31.6%
$282.1M HAMMER
SWIFFER DAWN $9.8M 3.6% CLOROX $63.3M 18.4%
$265.8M
LITTLE
ARM & HAMMER $7.6M 15.3% CASCADE $39.8M 22.5%
$264.M TREES
CASCADE DREFT $7.M 23.6% AIR WICK $29.2M 21.6%
$217.1M
Top Selling New Home Care Brands by Dollar Sales
Direct-to-Consumer Brand Grove Co. Made the Leap to Physical Retail Through a Partnership with Target
New Brands Sales >$10K L26 Week Ending 6/27/21 and No Sales in Prior Period L26 Week Ending 6/27/21 / Source: IRI POS, MULO+C, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 18Beauty Brands From Companies of All Sizes Are Attracting Buyers vs. Year Ago
Brands by Buyers Change vs. YA
Small Company Brands Medium Company Brands Large Company Brands
E LF 3.3M CERAVE 3.7M MAYBELLINE 4.7M
WET N WILD 2.5M AVEENO 2.2M
NEUTROGENA 2.5M
COVER GIRL 1.4M
BANANA BOAT 2.4M
CETAPHIL 1.3M
OLD SPICE 2.2M
COPPERTONE 2.4M
KISS 1.3M DOVE 984.8K
SUN BUM 2.M
PANT ENE 1.1M
NYX 1.9M CLINIQUE 712.9K
TRESEMME 1.1M
L A C OLORS 1.2M
CONAIR 988.8K GILLETTE 681.K
JERGENS 906.5K
EST ÉE 852.3K L'ORÉAL 267.5K
LOVE BEAUTY & PLANET 764.5K OGX 230.3K
Large Parent companies >$6.0 B Total Store MULO+C sales, Medium >$1 B, Small >$100M L52 Week Ending 06/27/21. Source: IRI PNL, All Outlets, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 19Top Growing Beauty Brands Come From Companies of All Sizes
Brands by Dollar Sales % Change vs. YA
Small Company Brands Medium Company Brands Large Company Brands
COPPERTONE 38.0% CERAVE 65.7% MAYBELLINE 37.4%
COVER GIRL 29.3%
NYX 30.6%
NEUTROGENA 22.8%
DEGREE 15.6%
CETAPHIL 29.8%
OLD SPICE 15.4% DOVE 14.1%
BANANA BOAT 29.4% AVEENO 14.8%
GILLETTE 9.7%
HARRYS 27.4% SECRET 12.9%
REVLON 12.7% L'ORÉAL 3.4%
EUCER IN 24.1%
KISS 12.6%
E LF 21.0%
CONAIR 8.6%
NEXXUS 19.6%
TRESEMME 1.7%
Large Parent companies >$6.0 B Total Store MULO+C sales, Medium >$1 B, Small >$100M L52 Week Ending 06/27/21. Source: IRI POS, MULO+C, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 20Vicks Cough / Cold / Allergy and Premier Foot Care Are
Among Growing Health Brands Across Most Generations
Growing Brand Franchise by $/1000 HH % Change vs. YA
Millennials
Source: IRI Shopper Loyalty, All Shopper Loyalty Food Stores, 13 WE 06/30/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 21E-Commerce Sales Surge, but Mass and Club
Also Post Growth Over Prior Year Trends
Dollar Share Change vs. YAGO
Q2 2019 Q2 2020 Q2 2021
3.1
All Outlets 18.0
(1.0)
1.5
Food 23.2
(8.5)
0.4
Drug (3.5)
6.7
3.7
Mass + Super 5.1
4.7
16.0
Dollar 24.3
(7.5)
5.1
Club 20.0
3.3
14.6
Internet 125.1
0.8
Source: IRI National Consumer Panel
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 22Along With the Incidence of Vaccinations, Comfort Shopping
In-Store Increases, But Shorter Store Visits Are Likely to Persist
of shoppers have
been vaccinated
(+29pts since April)
of shoppers report they felt
relaxed shopping in-store
during their last visit
(+37pts since May)
of shoppers spent less time
shopping during similar trips
before COVID-19
Source: IRI Survey among IRI Consumer Network™ Panel representing Total U.S. Primary Grocery Shoppers, June 2021
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 23Nonedible Sales Growth Across Channels Illustrates Destination
Opportunities; E-Commerce Shows Most Dramatic Growth vs. Two Years Ago
% Growth by Category Channel, Nonedible vs. 2 YA
Convenience E-Commerce
Source: IRI POS, E-Market Insights, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 24E-Commerce
Increased
Share of
Omnichannel
VERSUS TWO YEARS AGO
Edible Sales
vs. Year Ago
Source: Syndicated Omnichannel, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 25While E-Commerce Levels the Playing Field for Smaller Companies, Medium
and Large Brands Are Also Growing Their Brands’ Sales Online vs. Year Ago
Nonedible E-Commerce Dollar Sales % Change vs. YA
Small Companies Medium Companies Large Companies
MATTEL INC POST HOLDINGS IN C 37.2%
36.1% NEST LÉ S A
SWITZ ERLAND 23.5%
KIDS II 30.9% NEWELL BRANDS 25.3%
COLGATE PALMOLIVE CO MARS INC 21.9%
GLANBIA PLC 25.8% 23.7%
GARDEN OF LIF E LLC 20.0% ABBOT T LABS INC 18.8% THE J M SMUCKER CO 16.6%
PHILIPS ELECTRONICS CHURCH & DWIGHT CO
NORTH AMERICAN CORP 19.2% INC 15.9%
UNILEVER 13.0%
DOREL JUVENILE GRP 15.1% SANOFI AVENTIS US LLC 14.9%
REVLON INC 15.0% BAYER AG PROCT ER & GAMBLE
11.1% 12.4%
HELEN OF TROY INC 12.8% EDGEWELL PERSONAL
CARE 10.8%
GENERAL MILLS INC 8.2%
KAO CORP OF JAPAN 9.0% BIC USA INC 10.1%
CONAIR CORP 8.0% ENERGIZER HOLDINGS KIMBERLY CLARK CORP 0.5%
INC 6.3%
Source: E-Market Insights, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 26E-Commerce Sales of Top Nonedible
Brands Continue to Grow, Even on Top
of Huge Gains Made in 2020
Top Growing E-Commerce Major Brands / Top Growing E-Commerce Major Brands /
Nonedible by $ Sales Change vs. YA Nonedible by $ Sales Change vs. 2 YA
PURINA $79.M 37.9% PURINA $164.7M 134.2%
DOLLAR SHAVE CLUB $64.8M 395.8% GR ACO $135.5M 99.2%
GR ACO $59.1M 27.8% BAT H & BODY WORKS $113.3M 71.5%
ROYAL CANIN $44.2M 28.4% ROYAL CANIN $88.9M 80.1%
AMWAY CORP $39.1M 41.1% HILLS SCIENCE D IET $82.2M 106.7%
HILLS $37.8M 43.3% BLUE $79.6M 54.4%
MAR Y KAY INC $37.3M 15.6% DOLLAR SHAVE CLUB $75.1M 1254.6%
HILLS SCIENCE D IET $29.7M 22.9% AMWAY CORP $67.8M 102.1%
PURINA ONE $27.9M 38.5% MAR Y KAY INC $63.7M 29.9%
NUTRO $26.1M 83.2% PURINA F ANCY FEAST $60.6M 97.3%
Source: ???
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 27West Coast and Southern Regions Show Strongest
Total Store Sales Growth in Multi-Outlet +
Convenience vs. Two Years Ago
Top Growing Regions / Total Store Top Growing Markets / Total Store
Dollar Sales % Change vs. 2 YA Dollar Sales % Change vs. 2 YA
Northeast 9.3% Charlotte, NC 19.1%
Las Vegas, NV 17.8%
Plains 9.7%
Houston, TX 16.3%
California 10.3%
Richmond/Norfolk, VA 15.9%
Great Lakes 12.2% South Carolina 15.6%
Mid -S outh 13.7% Atlanta, GA 15.4%
Jacksonville, FL 14.7%
South Central 14.3%
Dallas/Ft. Worth, TX 14.5%
Southeast 14.5%
We st Texas/New Mexico 14.4%
We st 15.4%
Raleigh/Greensboro, NC 14.4%
Source: IRI POS, MULO+C, 13 WE 06/27/21
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 28Guidance for Navigating From Q2 2021
More Emphasis on Forward-Looking Insights as Consumer Behaviors, Lifestyles Shift
• Closely monitor real-time consumer and shopper data and analytics to adapt to changing consumption,
both in-home and out-of-home based on restrictions associated with COVID-19.
• Use latest data to predict and fulfill demand more granularly based on COVID-19 transmission level by market.
• Monitor competitive promotions and leverage pricing strategies as pricing actions pick up.
• Make brands more relevant for everyday moments via understanding and extending usage; partner with
winning retailers and others to drive growth.
Leverage Heightened Role of the Home in Consumers’ Lives
• Promote solutions for social gatherings, including holidays and small events, to cater to omnichannel shoppers.
• Flex to meet enduring and reverting trends and partner with retailers to drive trips based on local mobility.
• Accelerate go-to-market timing and effectiveness.
• Monitor e-commerce evolution in your categories and work to successfully fulfill omnichannel shopper demand.
• Highlight trusted brands that appeal to everyone in the household.
Continued Focus
• Invest in omnichannel shoppers to gain greater share of wallet.
• Balance health and wellness vs. taste; appeal to a broader array of health and wellness goals.
• Showcase value propositions.
• Drive relevant and faster innovation; introduce variety on attributes that matter to consumers.
• Raise digital media investments, with an emphasis on search, to build and scale brands (retail media, paid
search, social media, shopping apps).
• Embrace a variety of ways to get products to the consumer, e.g., omnichannel, flexible routes.
Source: Team analysis; IRI 2020 Growth Leaders in CPG Webinar – Panel Discussions
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