costcutter booklet

Foods of the WorldRanging & Merchandising Advice 2010

• FOTW is worth £122,631,440 and is growing at 12.6%

• Wet Cooking Sauce is the largest sector with 48% share

• Rice is the fastest growing sector at 17.2%

Foods of the World

All data is IRI total convenience 52 w/e 3rd October 2009

Mars 33.0%

Own Label 20.0%

Other 15.0%

Premier 12.0%

ABF 6%

Unilever 4.0%

General Mills 4.0%

Nestlé 3.0%

Tilda 2.0%

HP 1.0%

Foods of the World Value Share

Manufacturer % Value Share Of Foods of the World

% Value growthShare

Sector value share of FOTW

Foods of the World 100.0% 12.6%

Wet cooking sauces 47.9% 11.3%

Rice exc. savoury 22.8% 17.2%

Accoms & kits 15.2% 9.0%

Pasta exc. savoury 14.0% 13.7%

Wet cooking sauces

Rice exc. savoury

Accomps & kits

Pasta exc. savoury

TOPTIPS

Must Stock LinesRice

Italian WCS & Pasta

Uncle Ben’s® Express Egg Fried 250g

Uncle Ben’s Express Long Grain 250g

Uncle Ben’s Long Grain Boil in Bag 250g

Uncle Ben’s Express Basmati 250g

Tilda Basmati 500g

Uncle Ben’s Express Pilau 250g

Dolmio® Original Bolognese 500g

Napolina Spaghetti 500g

Sacla Classic Green Pesto 190g

Dolmio Extra Mushroom Bolognese 500g

Loyd Grossman Tomato/Chilli 350g

Napolina Fusilli 500g

Dolmio Light Bolognese 500g

Dolmio Extra Onion/Garlic Bolognese 500g

Ragu Lasagne White Sauce 475g

Napolina Lasagne 375g

Dolmio Extra Spicy Bolognese 500g

Dolmio Stir-in Sundried Tomato 150g

Ragu Original Bolognese 500g

Uncle Ben’s Sweet & Sour 500g

Uncle Ben’s Medium Chilli 500g

Uncle Ben’s Medium Curry 500g

Sharwood’s Green Label Chutney 360g

Old El Paso Fajita Dinner Kit 500g

Uncle Ben’s Sweet & Sour 500g Extra Pineapple

Sharwood’s Puppodums Plain x 8 72g

Homepride Can Curry Sauce 500g

Sharwood’s Korma 420g

Blue Dragon Medium Egg Noodles 300g

Colman’s Cheddar Cheese Sauce 40g

Heritage Plain Naan Breads x2

Colman’s Chilli Con Carne Mix 50g

Sharwood’s Tikka Masala 420g

Amoy Dark Soy Sauce 150ml

Colman’s White Sauce 25g

Napolina Tomato Puree 200g

Colman’s Sausage Casserole Mix 40g

Colman’s Parsley Sauce 20g

Ethnic WCS & Meal Kits/Accomps

Wet Cooking Sauce

£4,500,000

£4,000,000

£3,500,000

£3,000,000

£2,500,000

£2,000,000

£1,500,000

£1,000,000

£500,000

-£500,000

£0

Italian Oriental Indian Family Favourites

Mexican Other

• Block by ethnicity

• 1/2 of FOTW fixture should be WCS

• 1/2 of WCS should be Italian

• Total Mexican (inc. meal kits and accomps) should have more space than family favourites due to level of growth and pack sizes

• Italian WCS and pasta should be merchandised together to create complete meal occasions

• Dolmio has over 53% share of Italian WCS

Italian

Oriental

Indian

Family Favourites

Mexican

Other

Wet Cooking Sauces 100.0% 11.3%

Italian 56.5% 13.2%

Oriental 15.1% 13.7%

Indian 13.7% 10.7%

Family Favourites 6.3% -6.5%

Mexican 3.2% 19.3%

Other 5.1% 7.1%

% Value growthShareWet Cooking Sauces

WCS Actual Value Growth

WCS Value Share

TOPTIPS

Rice• Over 1/2 of rice space should be microwave

• Merchandise rice alongside ethnic WCS to create complete meal occasions

• Uncle Ben’s® has 89% share of micro rice sector and value is growing at 32%

Rice Value Share

Microwavable

Basmati loose

Long grain rice

BITB

Wholegrain

Speciality & other

£5,000,000

£4,000,000

£3,000,000

£2,000,000

£1,000,000

-£1,000,000

£0

Microwavable Basmati loose

Long grain loose

BITB Wholegrain Loose

Speciality loose

Other

Rice exc. savoury 100% 17.2%

Microwavable 54.6% 36%

Basmati loose 18.5% -13.4%

Long grain loose 15.1% 16.9%

BITB 7.3% 19.2%

Wholegrain loose 2.3% 8.1%

Speciality loose 1.2% -23.2%

Other 1% -4%

% Value growthShareRice

Rice Actual Value Growth

TOPTIPS

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