GROCERY LimitLESS Opportunity - Eby-Brown

The Grocery category in the con-

venience channel has seen some

challenges in recent years, and

overall, continues to struggle with a

loss in total US dollar sales of -4.3%.

Because of this downward trend,

many c-store retailers are choos-

ing to restrict or even eliminate

their Grocery offering. According

to John Roach, our Vice President

of Merchandising, “The trend is

that planograms are shrinking in

this category. You’re (the retailers)

not getting the turns you need so

planograms are being downsized.”

Roach goes on to explain that the

philosophy of limiting space for

Grocery does come with some risk,

because if you don’t offer the prod-

uct, you certainly won’t be able to

capture those fill-in, Grocery sales.

C-stores have long been a des-

tination for the fill-in trip when

customers need just a couple of

items to get them by. In fact, the

convenience channel is second

only to large grocery for the loca-

tion where fill-in trips are most

often made – 32% at large grocery

and 19% at a c-store. This tells us

that Grocery fill-in can do well for

your store, depending upon your

location.

Roach says, “Store location really

has an impact on this category. If

you’re in a rural area and you’re the

‘go to,’ you become a destination

for pantry fill-in. On the flip side,

in urban areas where large shop-

ping trips simply aren’t convenient,

there’s also a great need for pantry

fill-in.” He urges retailers to truly get

to know their customers’ needs

and to plan accordingly in their

stores.

So how do you optimize your

Grocery set to capture fill-in sales,

while still maintaining profitability?

Roach tells us that breadth, not

depth is the way to go in this cat-

egory. He says that you don’t need

multiple brands of each item, you

simply need the national brand

that shoppers recognize. In sup-

port of this, General Mills recom-

mends that you optimize your Gro-

cery set and then let the power of

the brands do the work. In our Eby

market, the top 10 brands account

for 30% of dollar sales in conve-

nience. This listing of top brands is

a simple way to verify that you’re

offering the items shoppers need.

As we mentioned earlier, the broad

category has been down slightly;

however, the bright spot has been

LimitLESS Opportunity

GROCERY

2nd QTR 2017

fruits and vegetables, which are

growing at 4.0% in dollar sales and

garner 9% of the overall, category

share. The hot item in this seg-

ment is Dole Fruit Cups, which can

actually be merchandised in two

areas of your c-store – Grocery and

Fresh. This items plays well to those

shoppers who are looking for the

healthy, better-for-you options that

can also meet the fill-in shopping

need.

The largest segment within Gro-

cery is meals at 40% share. From

“Be careful not to limit yourself in Grocery. When you begin to look at taking space away from this category, you limit opportunity.” – John Roach Vice President Merchandising, Grocery

39Category Insights™2nd QTR 2017

the Top 10 brands list, Campbell’s

Soup, Campbell’s Chunky Soup,

Chef Boyardee and Nissin Cup

Noodles are all big drivers. The

product type showing promise in

this segment is the single-serve,

heat-and-eat meal. These meals of-

fer convenience and speed of prep

for your Grocery shopper and are

available in both trays and cups.

When merchandising your Grocery

set, Roach recommends that you

display these meal solution items

prominently in the top two rows of

your planogram.

Condiments and sauces are sec-

ond in category share at 17% and

here’s an area where our breadth

vs. depth recommendation really

comes into play. Roach says, “If you

carry the #1 ketchup, the #1 mus-

tard and the #1 mayo, those SKUs

will perform well.” Jelly, peanut but-

GROCERY

2nd QTR 201740 Category Insights™

ening and oils. These items are

purchased by consumers in need

of speedy fill-in items to complete

a meal or recipe. To maximize

sales, block your baking items to-

gether on the lower shelves.

All-in-all, Roach believes the future

for Grocery is encouraging. He says,

“In the short term, I believe we

will see SKU reduction, but stron-

ger SKU productivity as retailers

optimize their Grocery sets.” At

Eby-Brown, we’re here to help you

through the process of choosing

the right, nationally recognized

brands to drive profits in your Gro-

cery offering.

Sources: GM Edible Grocery Category Insights, Dec. 30,

2016; Nielsen TTL C-Store data for 52 weeks ending 12/03/16;

Competitive Market: Midwest Conv. Syndicated Data; J.

Roach, personal communication, Jan. 17, 2017.

ter, relish, pickles, olives, dips, dress-

ings and steak sauces are the other

items that round out this offering.

For a larger, eight-foot grocery set,

place the “Big Three”, ketchup,

mustard and mayo, in the middle

of your condiments and sauces

shelf, which should be on the mid-

level shelves. In a smaller, four-foot

arrangement, place the “Big Three”

together on a secondary shelf with

other condiments and sauces un-

derneath them.

Grocery beverages, at 12% cat-

egory share, such as Folgers Coffee

and Coffee-Mate Creamer are an

important element of your Grocery

set. By offering these products, you

are giving your shopper a well-

rounded set of Grocery items to

choose from, and keeping that

shopper coming back for more.

At 10% share, the breakfast seg-

ment in Grocery consists of hot ce-

real, cold cereal, instant breakfast,

cereal bars, toaster pastries and

pancake mixes. With 96% brand

awareness, Kellogg’s Pop-Tarts is

the leader in toaster pastries, and

it truly goes hand-in-hand with the

on-the-go eating trend. Box cereal,

although it remains an important

pantry fill-in item, is on the de-

cline. To optimize your offering, we

recommend going with the most

recognized brands - Frosted Flakes,

Cinnamon Toast Crunch, Lucky

Charms, Honey Nut Cheerios and

Froot Loops. These items should

be merchandised on the lower

shelves of your Grocery offering.

Baking items carry the smallest

share at 7%, and include baking

supplies, sugar, flour, cake mixes,

marshmallows, baking soda, short-


DESCRIPTION

NISSIN TOP RAMEN CHICKEN 3 OZ

ARMOUR VIENNA SAUSAGE 4.6 OZ

GW GRANULAR SUGAR 2 LB

CAMPBELLS CHICKEN NOODLE 10 OZ

KRAFT EASYMAC TRIPLE CHEESE CUP

KRAFT EASYMAC ORIGINAL CUP

NISSIN SOUPER MEAL CHICKEN 4.3 OZ

NISSIN TOP RAMEN BEEF NOODLE 3 OZ

DOLE FRUIT BOWL PEACH 7 OZ

HEINZ KETCHUP EZ SQUEEZE 20 OZ

2016 Top 10 Grocery Items(Units Sold by Eby-Brown)

ITEM #

107037

989095

629162

64352

247890

248278

947507

107029

115741

615013

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Must Haves!!!

EBY Code Product 615013 Heinz Ketchup 20oz982991 Heinz Yellow Mustard 14oz733394 Kraft Real Mayo61838 Kraft Macaroni & Cheese 7.2oz

248278 Kraft Mac & Cheese Original Cup


GROCERY 8ft planogramITEM # DESCRIPTION

TOP SHELF79845479846210703710702994750794749979844779849611987511985987659935818446793657363446924746922146923947553349973

115485671263SECOND SHELF7637482478902482786183867413963124953224103309853161067408489785159499819850946725864352497754976749734356915356923

NSSN CHW-MEIN TERYKI BFNSSN CHW-MEIN CHICKENNSSN TOP RMN CHKN 3ZNSSN TOP RMN BF NDL 3ZNSSN SOUPER CHKN 4.3ZNSSN SOUPER BEEF 4.3ZNSSN BOWL NDLS CHKNNSSN BOWL NDLS SRMPNSSN CUPNDLE CHKN 2ZNSSN CUPNDLE SRMP 2ZNSSN CUPHMSTCHKN 2.82ZNISSIN CUP NOODLES BEEFCAMP SAH CHKN NDL 10ZCAMP MW CHKNDL R&W 15ZCAMP MWCHKY CHKNDL 15ZCAMP MW CKN DMPLN 15ZCAMP MW SIRL BRGR 15ZCAMP MW BF&BNCHILI 15ZDINTY MOORE BIG BOWLS BEEF STEWCBA MW BEEFARONI 14ZCBA MINI RAVIOLI MICR

KR VELVEETA CUP 2.39ZKR EASYMAC TRPLCHSCUPKR EASYMAC ORIG CUPKR MACARONI&CHEESE 7ZKR VELVEETA SHELL 12ZKR VLVTCHBL CHSBRG 9ZKR VLVTCHBL CHCKALF 9ZHORMEL RST BF&POT 10ZHORMEL BEEF STEW 9ZDM BEEF STEW 15ZHORML SPAM L/MEAT 12ZMK CORN BEEF HASH 15ZHORML CHILI W/BEAN 15ZHORML NOBEAN CHILI 15ZCAMP CHKY CHKN NDL 19ZCAMP CHKN NDL 10ZCAMP TOMATO SOUP 10ZCAMP CRM MUSH 10ZCAMP CRM CHKN 10ZCAMP SPAGETTI OS 15.8ZCAMP SPAG W MEAT 15.6Z

55145551375512997535782129797297949THIRD SHELF103671611926123458636995332

982991615013953568817639186078369246801087334027333948932481065679229646449575229550435874776607319890959890879890796169711044539578011052890191103176877621FOURTH SHELF613825504655053

CBA SPAG&MEATBALL 15ZCBA BEEFARONI 15ZCBA BEEF RAVIOLI 15ZCBA MINI RAVIOLI 15ZCBA MW BEEFARONI 7ZCBA MW SPAG&MTBALL 7ZCBA MW BF RAVIOLI 7Z

PACE PICANTE MED 16ZA-1 STEAK SAUCE 5ZFRANKS HOT SAUCE 5ZMC TABASCO SAUCE 2ZSWEET BABY RAYS BBQ SCE MAPLEHEINZ YLW MUSTARD 14ZHEINZ KETCH EZSQ 20OZVL KOSH DILLSPEAR 24ZNUTELLA 13ZJIF CREAMY PNTBTR 16ZSMKR GRAPE SQUZ JELLYBUSYBEE HONEY SQZ 12ZKR MIR WHIP SQEZE 12ZKR SQEEZE MAYO 12ZKR ZESTY ITALIAN 8ZHIDDENVALLEY RANCH 8ZSTRKST LUNCHTOGO LT 4ZBBEE TUNA SALAD 3.5ZBBEE CHNK LGHT WTR 5ZSTRKST LT TUNA WTR 5ZB/CLF SARD-OIL 3.75ZARMR POTTED MEAT 3ZARMR VIENA SSAGE 4.6ZARMR BBQ SAUSAGE 4.6ZARMR HT&SPCY SSG 4.6ZVANCMP BEENE WIENE 7ZBUSH BAKED BEANS 28ZHUNTS TOMATO SAUCE 15ZPREGO SPAGSC REG 24ZPREGO SPAGSC MEAT 24ZCRMETE SPAGHETTI 16ZKR PARMESAN CHEESE 3Z

PTART FRST STRWBRY 8SPTART CHERRY 8SPTART B/SUG CINN 8S

55723616305497364832929935963462963439889907192484

64147120006982322889345641965952758941767855948083115741468751548131823706149961473BOTTOM SHELF87810887803364303889148780908628037796752659834960500395004755160629162641705007050591640715006259667

PTART SMORES 8SPTART CHOC FUDGE 8SQKR QUICK OATS 18ZMR COFFEE FILTER 50SMAXHSE ACM COFEHZ 11.5FOLG CAF SPRST 10.3ZFOLG CAF CLSRST 11.3ZFOLG CAF INST REG 3ZMCCAFE PREM ROAST MD K-CUPCOFFEMATE 6ZSWEET-N-LOW PKT 50CTLIPTON TEA BAGS 20SMORT SALT&PEPPER 2PKMORT IODIZED SALT 26ZHERSH SYRUP SQZ 24ZKR JET PUF MARSH 10ZREALEMON JUICE 8ZMOTTS APPLESAUCE 24ZDOLE FRT BWL PEACH 7ZDOLE FRT BOWL MAND 7ZDOLE MXD FRT BWL 7ZDEL FRUIT COCKTAIL 8ZDEL KERNEL CORN 15ZDEL GREEN BEANS 14Z

FROSTED FLAKES 10.5ZKEL RAISIN BRAN 13.7ZFROOT LOOPS 8.7ZLUCKY CHARMS 11.5ZCINN TOAST CRNH 12.2ZHONEYNUT CHEERIOS 12ZNES SS MORSELS 12ZBC FDGE BRWNE MX 18.3ZBC YELLOW CK MX 15.25ZBC CHOC FROSTING 16ZBC VANILA FROSTNG 16ZA&H BAKING SODA 16ZGW GRAN SUGAR 2LBGOLD MEDAL FLOUR 2LBBISQUICK 20ZPANCAKE SYRUP 12ZHEINZ WHT VINEGAR 16ZCRISCO VEG OIL 16ZCARN EVAPOR MILK 12Z

Planogram photo follows on pages 44-45

ITEM # DESCRIPTION ITEM # DESCRIPTION


GROCERY 8ft planogram


Item listings are on previous page 43





TOP SHELF798454947507119875119859107037573634469247469239475533115485671263

SECOND SHELF2482782478906183867413853161104454998161697643524977549767551295513755145

THIRD SHELF995332

61234982991615013918607

NSSN CHW-MEIN TERYKI BFNSSN SOUPER CHKN 4.3ZNSSN CUPNDLE CHKN 2ZNSSN CUPNDLE SRMP 2ZNSSN TOP RMN CHKN 3ZCAMP MW CHKNDL R&W 15ZCAMP MWCHKY CHKNDL15ZCAMP MW SIRL BRGR 15ZCAMP MW BF&BNCHILI 15ZCBA MW BEEFARONI 14ZCBA MINI RAVIOLI MICR

KR EASYMAC ORIG CUPKR EASYMAC TRPLCHSCUPKR MACARONI&CHEESE 7ZKR VELVEETA SHELL 12ZHORMEL BEEF STEW 9ZBUSH BAKED BEANS 28ZHORML CHILI W/BEAN 15ZVANCMP BEENE WIENE 7ZCAMP CHKN NDL 10ZCAMP TOMATO SOUP 10ZCAMP CRM MUSH 10ZCBA BEEF RAVIOLI 15ZCBA BEEFARONI 15ZCBA SPAG&MEATBALL 15Z

SWEET BABY RAYS BBQ SCE MAPLEFRANKS HOT SAUCE 5ZHEINZ YLW MUSTARD 14ZHEINZ KETCH EZSQ 20OZJIF CREAMY PNTBTR 16Z

8369247334027333941065679229650435989095989087989079889345

FOURTH SHELF6138255053648329634396414712000659527589414687511157415516064196

BOTTOM SHELF8781088780908628050591500707526596291626417050062

SMKR GRAPE SQUZ JELLYKR MIR WHIP SQEZE 12ZKR SQEEZE MAYO 12ZHIDDENVALLEY RANCH 8ZSTRKST LUNCHTOGO LT 4ZSTRKST LT TUNA WTR 5ZARMR VIENA SSAGE 4.6ZARMR BBQ SAUSAGE 4.6ZARMR HT&SPCY SSG 4.6ZMORT SALT&PEPPER 2PK

PTART FRST STRWBRY 8SPTART B/SUG CINN 8SMR COFFEE FILTER 50SFOLG CAF CLSRST 11.3ZCOFFEMATE 6ZSWEET-N-LOW PKT 50CTHERSH SYRUP SQZ 24ZKR JET PUF MARSH 10ZDOLE FRT BOWL MAND 7ZDOLE FRT BWL PEACH 7ZA&H BAKING SODA 16ZMORT IODIZED SALT 26Z

FROSTED FLAKES 10.5ZCINN TOAST CRNH 12.2ZHONEYNUT CHEERIOS 12ZPANCAKE SYRUP 12ZBISQUICK 20ZBC FDGE BRWNE MX 18.3ZGW GRAN SUGAR 2LBGOLD MEDAL FLOUR 2LBCRISCO VEG OIL 16Z

ITEM # DESCRIPTION





TOP SHELF947507119875107037573634469247475533115485671263

SECOND SHELF79845424827861838674139229664352497675512955145

THIRD SHELF982991615013918607733394

NSSN SOUPER CHKN 4.3ZNSSN CUPNDLE CHKN 2ZNSSN TOP RMN CHKN 3ZCAMP MW CHKNDL R&W 15ZCAMP MWCHKY CHKNDL 15ZCAMP MW BF&BNCHILI 15ZCBA MW BEEFARONI 14ZCBA MINI RAVIOLI MICR

NSSN CHW-MEIN TERYKI BFKR EASYMAC ORIG CUPKR MACARONI&CHEESE 7ZKR VELVEETA SHELL 12ZSTRKST LUNCHTOGO LT 4ZCAMP CHKN NDL 10ZCAMP CRM MUSH 10ZCBA BEEF RAVIOLI 15ZCBA SPAG&MEATBALL 15Z

HEINZ YLW MUSTARD 14ZHEINZ KETCH EZSQ 20OZJIF CREAMY PNTBTR 16ZKR SQEEZE MAYO 12Z

1065675043598908798909561697115741468751

FOURTH SHELF61382550536483296343964147120006589415952750062

BOTTOM SHELF8781088780908628062916264170889345

HIDDENVALLEY RANCH 8ZSTRKST LT TUNA WTR 5ZARMR BBQ SAUSAGE 4.6ZARMR VIENA SSAGE 4.6ZVANCMP BEENE WIENE 7ZDOLE FRT BWL PEACH 7ZDOLE FRT BOWL MAND 7Z

PTART FRST STRWBRY 8SPTART B/SUG CINN 8SMR COFFEE FILTER 50SFOLG CAF CLSRST 11.3ZCOFFEMATE 6ZSWEET-N-LOW PKT 50CTKR JET PUF MARSH 10ZHERSH SYRUP SQZ 24ZCRISCO VEG OIL 16Z

FROSTED FLAKES 10.5ZCINN TOAST CRNH 12.2ZHONEYNUT CHEERIOS 12ZGW GRAN SUGAR 2LBGOLD MEDAL FLOUR 2LBMORT SALT&PEPPER 2PK

ITEM # DESCRIPTION


Kellogg

Dates - Open Buy WindowOrder dates: 3/27/17 - 4/21/17

Date for in-store promotion: 3/27/17 - 4/21/17

GROCERY

14.7 OZ14.7 OZ14.7 OZ14.7 OZ8.7 OZ

13.7 OZ10.5 OZ1 BOX

DESCRIPTIONUPC SZ

5024555053613825504664303

87803387810855368

PKITEM #

038000310102038000311109038000317101038000318108038000391255038000596650038000596445038000052200

PTART BLUEBERRY 8SPTART B/SUG CINN 8SPTART FRST STRWBRY 8SPTART CHERRY 8SFROOT LOOPS 8.7 OZKEL RAISIN BRAN 13.7 OZFROSTED FLAKES 10.5 OZKEL FUN PAK CEREAL 8S

11111111

$0.25$0.25$0.25$0.25$0.30$0.30$0.35$0.30

SRPOIAllowance

$3.89 $3.89 $3.89 $3.89 $5.69 $5.29 $6.29 $5.69


16 OZ16 OZ12 OZ20 OZ16 OZ1 LB

10.3 OZ11.3 OZ

3 OZ

DESCRIPTIONUPC SZ

91860791861561804

8369245006250054

963637963421889907

PKITEM #

051500255162051500255377051500000953

00051500057117051500243923051500239131025500003849025500003658025500200835

JIF CREAMY PNTBTR JIF CRUNCH PNTBTR SMKR STRAW PRESRV SMKR GRAPE SQUZ JELLYCRISCO VEG OIL CRISCO SHORTENING FOLG CAF GR COL FOLG CAF CLSRST FOLG CAF INST REG

111111111

$0.10$0.10$0.10$0.10$0.10$0.10$0.15$1.05$0.15

SRPOIAllowance

$3.99 $3.99 $3.49 $2.89 $4.19 $3.49 $7.29 $7.39 $5.19

GROCERY

Smuckers




GROCERY

Campbell’s



10 OZ10 OZ10 OZ10 OZ10 OZ10 OZ10 OZ19 OZ19 OZ19 OZ19 OZ15 OZ15 OZ15 OZ15 OZ15 OZ15 OZ

DESCRIPTIONUPC SZ

49478497834973449742497674977564352

103614103655467258545186469247469239469221475533475541573634

PKITEM #

051000025500051000012319051000010315051000010513051000012616051000000118051000012517051000005502051000005564051000038852051000155474051000148803051000148797051000149190051000159045051000159052051000134592

CAMP BEEF GRAVY CAMP VEG BEEF CAMP CRM CHKN CAMP CHKN RICE CAMP CRM MUSH CAMP TOMATO SOUP CAMP CHKN NDL CAMP CHKY BEEF CAMP CHKY SRLOIN CAMP CHKY CHKN NDLCAMP CHKY CHLI BF CAMP MWCHKY CHKNDLCAMP MW SIRL BRGR CAMP MW CKN DMPLN CAMP MW BF&BNCHILICAMP MW SPCY CHILICAMP MW CHKNDL R&W

11111111111111111

$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05

SRPOIAllowance

$2.19 $2.59 $2.09 $2.39 $2.09 $2.19 $2.49 $3.69 $3.69 $3.69 $3.69 $3.49 $3.49 $3.49 $3.49 $3.49 $2.69


GROCERY

Campbell’s



10 OZ10 OZ

15.8 OZ15.6 OZ

DESCRIPTIONUPC SZ

104299467936356915356923

PKITEM #

051000137364051000149824051000232830051000233141

CAMP SAH TOMATO CAMP SAH CHKN NDL CAMP SPAGETTI OSCAMP SPAG W MEAT

1111

$0.05$0.05$0.05$0.05

SRPOIAllowance

$2.49 $2.49 $1.59 $1.99


Hormel20 OZ15 OZ12 OZ9 OZ

15 OZ10 OZ

DESCRIPTIONUPC SZ

4997349981848978531698509

103309

PKITEM #

037600215831037600223188037600138727037600070607037600241939037600085298

DM BEEF STEW HORMEL CHILI WITH BEANS HORMEL SPAM HORMEL BEEF STEW HRML NO BEAN CHILI HRML RST BE&POT

111111

$0.05$0.05$0.10$0.05$0.05$0.05

SRPOIAllowance

$3.99 $2.69 $4.59 $4.29 $3.39 $4.29



GROCERY

Documents

GROCERY LimitLESS Opportunity - Eby-Brown