Nielsen Finds Loyalty Programs Resonate with Shoppers

Nearly 60% of global respondents said that loyalty programs were available where they shopped, and of those, 84% said they were more likely to visit those retailers, according to a new study by Nielsen.

“Retailers can reverse the impact of falling basket values and lower trip frequencies by better connecting with the unique needs of their shoppers,” Julie Currie, SVP global loyalty, Nielsen stated. “While the concept of loyalty is nothing new, we are seeing a significant surge in retailers — and particularly those in developing economies — investing in loyalty programs that give them valuable insight into how to better meet customer needs,” she said. “Savvy retailers are mining the data and looking for new and innovative ways to achieve the benefits most important to their customers.”

Nielsen found that, on average, more respondents claimed to be not loyal than completely loyal to brands, service providers and retailers. Most respondents said they were mostly loyal, or unlikely to switch brands or providers without significant incentives. Nielsen information shows that nearly one-quarter (24%) of global respondents claimed complete loyalty to mobile phone brands, mobile service providers and financial institutions, the highest percentages reported globally across the 16 categories measured. Global respondents reported the lowest levels of loyalty to food and beverage categories measured and online retailers. Approximately 40% of global consumers surveyed said they were not loyal and likely to switch brands in the alcoholic beverages (43%), snacks (39%), carbonated beverages (38%) and cereal (37%) categories. As many as 39% of global respondents said they were not loyal to online retailers.

“There is a strong link between the way consumers describe their loyalty habits and the way they subsequently buy — so even comparatively small shifts in what consumers say can manifest in big changes in what they do,” Currie saud. “While there is some consistency around the world in loyalty sentiment within categories and across retailers and service providers, there are also notable differences — especially for consumable products and in the online retailing space, where the likelihood to switch is greater," she said.

“In markets where loyalty programs are long established, customers tend to be savvy about copy-cat promotional offerings that don’t offer unique advantages,” Currie noted. “Particularly in developed loyalty markets, retailers and manufacturers need to work together to offer exclusive awards that cut through the clutter. New and innovative concepts, especially in the online space, that connect with how consumers want to shop are proving to be most effective.”

According to Nielsen’s survey, 75% of global respondents said that discounted or free products was the most valuable loyalty program benefit. As many as 41% of global respondents said getting a better price would encourage them to switch brands, service providers or retailers, followed by better quality (26%), a better service agreement (15%), better selection (10%) and better features (8%).

Enhanced customer service and free shipping incentives were important to 44% and 42% of global respondents, respectively.

Good customer service was important to more than half of respondents in Latin America (59%) and Asia-Pacific (53%). Exclusive deals (41%) and special shopping hours (36%) mattered most among loyalty program participants in Asia-Pacific. Free shipping incentives were important for 46% of North Americans.

North Americans surveyed reported higher levels of loyalty for financial service providers (29%) and carbonated beverages (23%), compared to other regions.

The Nielsen Global Survey of Loyalty Sentiment polled more than 29,000 Internet respondents in 58 countries to evaluate consumer views on loyalty levels across 16 categories including fast-moving consumer goods, technology products and retail establishments.

Authored by: November 13, 2013 | By Michael Johnsen

Originally posted on RetailingToday and can be viewed at: 

http://www.retailingtoday.com/article/nielsen-finds-loyalty-programs-resonate-shoppers

Nielsen Partners With Credit-Check Giant Experian's Marketing Side

Online campaign ratings will parse demos even finer than before.

Ever gotten a credit report on yourself? If so, you probably used data mining company Experian to get the information. Now, the company will be providing specific consumer info to Nielsen for use in the latter's online campaign ratings (OCR), adding more measurements to Nielsen's data, which already includes info from Facebook. The partnership is with Experian's marketing side, Experian Marketing Services (their info is anonymized and uses a different data set from the credit report arm).

"Currently, Nielsen Online Campaign Ratings reports on the basis of age, gender and designated market area," the company said in a statement . "This effort will enable Nielsen to explore extending the solution to report campaign audience by additional demographic and lifestyle segments, such as estimated household income range, family size and education level."

Nielsen is currently locked in competition with analytics agency comScore, whose validated campaign essentials system has plenty of adherents among newer companies. TV networks frequently prefer the reliability that goes with the Nielsen brand, but as more pure digital market players choose VCE, Nielsen is obviously stepping up its game in order to attract a greater market share.

The program is in beta testing this fall, with a full release anticipated in 2014. “We are committed to bringing greater accountability to digital ad measurement, building upon the strong foundation of traditional demos as we respond to the industry’s need for television-like guarantees," said Megan Clarken, evp, global product leader for Nielsen.

Rarely has the industry shown a greater need for third-party measurement. Betweenquestionable traffic from sites that exist mostly on paper and outright fraud, reliable delivery guarantees are essential for a market without rampant inefficiencies. With the price of digital advertising so far below comparable content on television, the industry is trying to demonstrate to clients that its kinks are ironed out, and while companies like Nielsen can't afford to expand their panels much further without charging their clients yet more money, data gatherers like Acxiom and Experian are able to sell on their measurements while sustaining the cost of the panel infrastructure.

Article Written by Sam Thielman
Read More here: http://www.adweek.com/news/technology/nielsen-partners-credit-check-giant-experian-153279

ConAgra Looks to Big Data for Sales Growth

You already know grocery and big box stores are collecting data on your shopping habits — what you buy, when, how often, and for how much.

But behind the scenes, Omaha's ConAgra Foods and other consumer product manufacturers that sell to these stores have become even bigger and more sophisticated players in the “big data” game.

They're now borrowing shopper-specific data directly from retailers and crunching it in new ways to better understand consumers and respond to their needs. That's in addition to how they use internal data to forecast demand and increase sales, and use aggregate retail data to plan promotions and strengthen supply chains.

“It's a gold mine of insights and knowledge that nobody has tapped into in a big way,” said Bob Nolan, ConAgra's vice president of customer insights and analytics.

ConAgra, behind brands such as Hunt's, Orville Redenbacher and Marie Callender's, is now studying individual shopper habits at several major U.S. grocery retailers and big box stores. The retailers don't share a shopper's name, demographics or financial information, but do provide all the purchase information associated with a particular customer number.

Now, ConAgra can see how often Shopper 1234 comes into a store, how often she buys a certain product and what products she tends to buy together — pasta and tomato sauce, for example, or seemingly unrelated items, like tomato sauce and diapers. ConAgra can learn how loyal the shopper is to a certain brand, and what makes her switch among brands. And the firm can sort shopper habits by individual store location, seeing differences among neighborhoods.

Now well into its 2014 fiscal year, ConAgra is intently focused on sales growth after a disappointing 46 percent decline in first-quarter profits.

The solution will involve being more competitive on price and investing more in promotions, CEO Gary Rodkin told analysts last week.

Data analytics can help the company target exactly where promotions and discounts are working.

“We need to bend the trends on our market share. It is a market share gain. It's category by category, customer by customer. We've got smarter analytics, and we've got to put them to better use,” Rodkin said.

Consumer goods manufacturers that use data analytics to understand shoppers outperform competitors that don't, according to Progressive Grocer, citing two IBM studies published in July.

“In an increasingly competitive marketplace, the ability to detect subtle shifts that were previously indiscernible is imperative,” found one study, by the IBM Center for Applied Insights and Kantar Retail.

That's because consumers today are not only bargain-conscious, but they're also no longer limited to a few retailers. Consumers, empowered by technology, have more choices — not just the neighborhood grocery, but also the warehouse club, the dollar store, the pharmacy or Amazon.

“The best way of winning their business is not to try managing them: it's to listen to them, understand them and serve them as discrete individuals,” authors of the IBM/Kantar study found. “That requires considerable analytical horsepower, though, and two-thirds of consumer products companies don't have enough.”

To boost its own horsepower, ConAgra made a big investment in its data analytics capabilities starting in early 2012. The firm hired Nolan, a former PepsiCo. executive, for a newly created position. Under his management, ConAgra added a new business function called customer analytics to the same department that houses two existing areas: shopper insights, a group started in 2006 that studies shopper behavior and needs, and category leadership, where the firm works with retailers and other manufacturers to improve the selection and display of various products. The group employs about 125 people.

Under the new customer analytics area, ConAgra has hired a dozen new employees, recruiting from other consumer goods companies and market research firms. Hiring is competitive as retailers and other manufacturers are also stepping up hiring of data analysts.

“These are different skills than we would have hired for in the past,” Nolan said. Some of the employees work in ConAgra offices, while others are deployed directly to retailers' corporate headquarters.

The firm has also leaned on its IT department to expand its in-house data center to handle the additional terabytes of information now coming its way.

With the new data enabling it to drill down to shopper-level habits, ConAgra can put a finer point on work it is already doing to understand the shopper needs and emotions that drive decisions.

Walmart also has amped up its capabilities. Even though the retailer doesn't use a loyalty card program outside of Sam's Club, it has a unique ability to correlate geography with purchase information because it has so many outlets, including Supercenters, Sam's Club, Neighborhood Markets and its online store, CEO Bill Simon said in September at a Goldman Sachs Global Retailing Conference.

“We think that gives us a competitive advantage that others would really struggle to get to,” he said.

A recent Deloitte Consulting analysis of manufacturers' use of big data analytics found that most of these firms lag in developing their analytical maturity, even though their competitive advantage depends on it. The Grocery Manufacturers Association, which sponsored the study, this fall will host its first conference designed to help retailers and manufacturers take a shared approach.

What ConAgra will do with retailers' data depends in part on what its retail customer wants out of the partnership. ConAgra declined to name its data-sharing partners but said the first retailer to share data in February wanted to better understand how people shopped in its frozen food aisles. Frozen food sales are stalled industrywide, and both retailers and manufacturers like ConAgra are eager to see that change.

One early finding was that people who buy one kind of single-serving frozen food tend to buy several kinds of single-serving frozen food. ConAgra could suggest to the retailer that it group smaller portions together, instead of stocking single-serve pizzas by family-size pizzas, for example.

That strategy might work well in one store but not in another, depending on demographics, and any suggestion to change displays would have to be easy for the retailer to execute, Nolan said. “You can't make things more complicated.”

The data may also reveal other shopping “affinities,” for example that people buying pizzas also love buffalo wings, and the retailer might decide to produce a buffalo-flavor pizza, said Christopher Durham, a private brand consultant based in Omaha.

By sharing and studying the data, he said, retailers can use it to inform private brand product development, another area where ConAgra could benefit considering its acquisition this year of private-label manufacturer Ralcorp.

“With retailers, it's not about big data, it's about big answers,” Durham said. “You can have piles and piles of data, but if there's nothing actionable coming out of it, it doesn't matter.”

It may seem strange that a grocery chain or big-box retailer would give up its information, for free, to a supplier. And strange, too, that a supplier would, for free, work with the numbers and offer advice on how the store could improve sales. Historically, retailers were reluctant to share this information, fearing that manufacturers might give the data to a competitor, or use it themselves to enter the market.

But sharing is becoming more widespread as the value of studying the data becomes clear.

Nolan said sharing information takes a sensitive approach. While ConAgra is the one crunching the numbers, the focus has to be on mutual benefit, not just what ConAgra can gain. “It's almost like being a consultant. We want to become the indispensable partner to our customers.”

Then, if ConAgra foods fit into a larger sales plan, he'll talk about how his canned tomatoes or frozen pastas can help the store.

“If they do a better job of managing their frozen department, and get more people down the aisle, ConAgra will get our share of it,” Nolan said.

Contact the writer: Barbara Soderlin

barbara.soderlin@owh.com    |   402-444-1336

Barbara Soderlin covers food safety, ConAgra, technology and employment/unemployment issues.

Data Table: Supermarket Product Categories by Dollar, Unit Sales (2013 - 52 Weeks)

Data Table: Supermarket Categories by Dollar, Unit Sales

Below are the top supermarket product categories by dollar sales and unit sales for the 52 weeks ending June 16, 2013. 

Click arrows below to order by volume.

Source: Infoscan Reviews, Information Resources Inc., a Chicago-based market research firm.

Related Story: SN Category Guide

CATEGORIES	DOLLAR SALES	DOLLAR SALES % CHG YAGO	UNIT SALES	UNIT SALES % CHG YAGO

CATEGORIES	DOLLAR SALES	DOLLAR SALES % CHG YAGO	UNIT SALES	UNIT SALES % CHG YAGO
ADULT INCONTINENCE	$266,785,600	4.48	28,518,270	3.68
AIR FRESHENERS	$522,999,200	3.69	211,414,700	3.05
ALL OTHER BREAKFAST FOOD	$96,566,020	(0.85)	18,172,110	(1.46)
ALL OTHER SAUCES	$776,019,600	4.17	342,249,400	2.51
ALL OTHER TOBACCO PRODUCTS	$37,943,110	(8.54)	6,081,212	(13.53)
ANTI-SMOKING PRODUCTS	$64,268,140	4.31	2,076,195	12.29
ASEPTIC JUICES	$808,265,900	(1.44)	323,941,600	(6.79)
ASIAN FOOD	$463,727,600	3.11	213,556,200	2.09
AUTOMOBILE FLUIDS/ANTIFREEZE	$63,155,650	1.22	14,545,210	1.17
AUTOMOBILE WAXES/POLISHES	$22,024,000	0.81	4,171,945	(2.22)
BABY ACCESSORIES	$144,623,400	(1.26)	29,369,390	(5.73)
BABY FOOD	$768,638,500	2.21	629,952,900	(2.27)
BABY FORMULA/ELECTROLYTES	$2,065,204,000	0.81	143,247,000	(6.30)
BABY NEEDS	$140,383,300	0.13	41,475,860	(0.32)
BAKED BEANS/CANNED BREAD	$499,813,000	(3.71)	323,419,600	(5.84)
BAKED GOODS - RFG	$258,308,000	1.32	80,048,780	(0.69)
BAKERY SNACKS	$1,115,768,000	(2.73)	540,650,300	(4.00)
BAKING CUPS/PAPER	$45,229,110	(3.67)	31,428,500	(5.81)
BAKING MIXES	$1,122,926,000	(0.37)	676,574,300	(2.49)
BAKING NEEDS	$1,270,343,000	1.80	522,176,400	(0.34)
BAKING NUTS	$572,974,800	1.78	117,667,500	(1.46)
BARBEQUE SAUCE	$422,993,600	(0.95)	226,350,900	(1.68)
BATH PRODUCTS	$30,849,420	5.80	9,068,927	1.33
BATH/BODY SCRUBBERS/MASSAGERS	$30,147,380	4.06	15,076,540	11.52
BATTERIES	$570,124,700	4.08	101,981,900	(0.49)
BEER/ALE/ALCOHOLIC CIDER	$8,939,454,000	3.38	1,017,212,000	3.82
BLADES	$534,922,200	1.83	65,091,090	0.05
BLANK AUDIO/VIDEO MEDIA	$6,212,267	(33.61)	752,368	(32.40)
BLEACH	$236,821,300	0.01	110,679,000	(5.96)
BOTTLED JUICES - SS	$3,248,494,000	(4.32)	1,380,672,000	(3.66)
BOTTLED WATER	$4,382,025,000	4.10	2,269,249,000	3.28
BOTTLES	$61,232,100	19.50	16,394,760	2.68
BREADCRUMBS/BATTERS	$274,320,500	(0.97)	130,873,400	(1.20)
BREAKFAST MEATS	$3,458,482,000	1.75	926,164,700	2.23
BREATH FRESHENER SPRAYS/DROPS	$4,094,100	5.28	1,325,860	10.87
BUTTER	$1,445,858,000	(1.16)	497,977,300	3.58
CANDLES	$329,561,300	0.54	140,122,900	(1.22)
CANNED JUICES - SS	$512,833,500	5.58	319,358,500	9.99
CANNED/BOTTLED FRUIT	$1,541,881,000	2.47	886,587,100	(1.46)
CARBONATED BEVERAGES	$11,372,450,000	(2.38)	5,104,436,000	(2.51)
CAT FOOD	$2,040,003,000	0.16	1,409,728,000	(2.89)
CAT/DOG LITTER	$646,127,900	2.91	100,139,100	(2.42)
CHARCOAL	$369,378,500	(3.19)	57,451,800	(6.00)
CHARCOAL LIGHTER FLUIDS	$56,715,920	(5.47)	15,821,660	(8.77)
CHEESECAKES	$128,050,800	3.11	16,757,130	1.07
CHILDRENS ART SUPPLIES	$78,966,880	(2.06)	33,415,000	(2.28)
CIGARETTES	$3,955,191,000	(5.12)	540,145,300	(3.33)
CIGARS	$106,831,300	(7.10)	36,216,080	(0.49)
CLEANING TOOLS/MOPS/BROOMS	$456,948,900	(0.29)	82,670,740	(3.28)
CLOTH DYE	$5,354,847	(10.56)	1,786,900	(11.40)
COCKTAIL MIXES	$150,670,200	(0.96)	34,086,450	(2.51)
COFFEE	$4,308,703,000	4.65	656,740,500	7.44
COFFEE CREAMER - SS	$313,329,400	2.70	88,856,690	3.44
COFFEE FILTERS	$121,036,000	0.96	53,644,770	(4.19)
COLD CEREAL	$5,656,581,000	(2.65)	1,805,120,000	(2.23)
COLD/ALLERGY/SINUS LIQUIDS	$227,833,200	15.20	34,932,410	7.97
COLD/ALLERGY/SINUS TABLETS	$771,079,200	6.74	91,478,760	3.21
COMPUTER DISKS FRMTD/UNFRMTD	$103	(92.02)	36	(91.56)
CONTRACEPTIVES	$69,675,720	(1.93)	8,188,810	(0.23)
COOKIES	$3,940,665,000	3.01	1,504,822,000	3.02
COSMETIC - ACCESSORIES	$67,108,380	8.37	17,849,640	4.00
COSMETIC STORAGE	$4,747,496	(10.37)	627,609	(20.43)
COSMETICS - EYE	$210,454,800	2.88	38,923,530	2.41
COSMETICS - FACIAL	$164,800,900	4.05	21,975,770	3.05
COSMETICS - LIP	$76,298,060	0.27	15,375,260	(0.30)
COSMETICS - NAIL	$152,353,300	6.86	47,716,990	4.65
COTTAGE CHEESE	$806,532,500	(4.17)	317,652,500	(0.46)
COTTON BALLS/SWABS	$106,350,400	0.72	47,533,360	1.66
COUGH DROPS	$171,398,700	9.02	88,005,790	8.46
COUGH SYRUP	$122,168,400	15.48	18,901,000	9.45
CRACKERS	$4,134,384,000	2.76	1,568,923,000	2.74
CREAM CHEESE/CR CHS SPREAD	$989,951,600	(3.09)	480,499,600	0.74
CREAMS/CREAMERS	$1,989,679,000	2.91	729,608,700	1.56
CROUTONS	$160,490,900	(0.33)	107,014,100	(0.26)
CUPS & PLATES	$1,148,965,000	(1.20)	442,322,500	(2.68)
DENTURE PRODUCTS	$100,779,900	0.59	21,675,570	(1.39)
DEODORANT	$564,500,800	1.03	179,616,500	(0.54)
DESSERT TOPPINGS	$264,187,100	(1.61)	103,756,000	(3.46)
DESSERTS - RFG	$455,164,600	(9.85)	209,265,900	0.23
DIAPERS	$918,162,300	(4.12)	71,812,770	(5.63)
DINNER SAUSAGE	$2,048,212,000	1.15	564,373,500	3.58
DIP/DIP MIXES - SS	$318,360,200	0.35	121,909,600	(0.43)
DISH DETERGENT	$996,531,400	2.68	321,563,500	2.20
DISPOSABLE TABLEWARE	$171,448,100	(0.24)	108,088,500	0.56
DOG FOOD	$3,080,498,000	0.83	830,879,200	(1.68)
DOUGH/BISCUIT DOUGH - RFG	$1,319,005,000	(0.07)	642,261,200	0.39
DRIED FRUIT	$614,936,600	1.31	201,889,000	0.10
DRIED MEAT SNACKS	$271,097,900	6.04	81,064,940	1.62
DRINK MIXES	$601,498,800	0.85	693,059,300	(4.14)
DRY BEANS/VEGETABLES	$376,956,600	6.51	176,218,300	0.88
DRY FRUIT SNACKS	$452,436,700	1.75	219,145,600	1.44
DRY PACKAGED DINNERS	$1,255,384,000	(2.05)	803,133,100	(3.29)
ELECTRONIC SMOKING DEVICES	$7,656,091	247.18	665,004	268.35
ENERGY DRINKS	$1,009,598,000	5.96	394,566,100	8.23
ENGLISH MUFFINS	$515,852,400	1.85	201,946,300	(0.43)
EVAPORATED/CONDENSED MILK	$299,987,800	(1.08)	226,500,200	(0.63)
EXTERNAL ANALGESIC RUBS	$71,573,900	4.54	12,791,570	4.78
EYE/CONTACT LENS CARE PRODUCT	$323,158,600	4.18	44,212,610	1.18
FABRIC SOFTENER LIQUID	$349,798,700	(1.66)	79,973,710	(1.85)
FABRIC SOFTENER SHEETS	$207,116,300	0.79	55,899,580	(1.51)
FACIAL TISSUE	$626,796,500	0.20	355,089,300	(0.62)
FAMILY PLANNING	$48,692,360	0.56	4,840,190	2.45
FEMININE NEEDS	$117,406,200	2.20	20,763,640	6.12
FIRELOG/FIRESTARTER/FIREWOOD	$159,719,200	9.33	24,666,000	7.23
FIRST AID ACCESSORIES	$210,827,700	0.51	62,683,600	(0.34)
FIRST AID TREATMENT	$227,181,300	2.87	63,828,780	1.82
FLASHLIGHTS	$16,355,230	(3.05)	2,546,627	(5.76)
FLOOR CLEANERS/WAX REMOVERS	$62,438,860	1.42	11,301,300	(2.67)
FLOUR/MEAL	$685,998,500	1.42	257,238,500	(0.86)
FOIL PANS	$247,692,700	0.54	100,569,200	2.61
FOILS & WRAPS	$516,864,600	(2.09)	179,229,300	(3.24)
FOOD & TRASH BAGS	$1,470,717,000	(0.95)	427,998,100	(1.15)
FOOT CARE PRODUCTS	$131,094,700	(1.59)	22,361,270	(2.40)
FRAGRANCES - WOMEN'S	$45,553,600	(4.16)	7,670,341	(4.97)
FRANKFURTERS	$1,688,909,000	(2.19)	666,662,100	(2.49)
FRESH BREAD & ROLLS	$9,334,361,000	(2.07)	4,074,785,000	(2.11)
FROSTING	$280,155,200	(6.19)	145,094,200	(3.85)
FRT & VEG PRESERVATIVE/PECTIN	$32,364,890	(7.54)	10,635,780	(11.03)
FURNITURE POLISH	$58,479,600	(6.00)	14,787,430	(7.36)
FZ / RFG POULTRY	$2,303,802,000	10.61	401,623,200	5.18
FZ APPETIZERS/SNACK ROLLS	$945,437,800	(1.10)	262,083,100	(1.42)
FZ BABY FOOD	$624,761	(43.97)	145,847	(51.54)
FZ BREAD/FZ DOUGH	$723,353,700	0.53	249,368,200	(0.60)
FZ BREAKFAST FOOD	$1,690,455,000	3.65	564,776,700	1.93
FZ COFFEE CREAMER	$2,713,139	(24.77)	1,262,557	(24.93)
FZ COOKIES	$435,927	3.43	74,110	(6.06)
FZ CORN ON THE COB	$98,745,660	(6.23)	30,791,430	(11.38)
FZ DESSERTS/TOPPING	$489,785,900	(2.31)	212,792,700	(2.94)
FZ DINNERS/ENTREES	$5,464,809,000	(4.47)	2,099,476,000	(4.51)
FZ FRUIT	$452,178,300	14.41	115,567,500	9.07
FZ MEAT	$1,458,056,000	4.42	344,359,200	4.88
FZ NOVELTIES	$2,690,700,000	(2.29)	851,863,700	(3.97)
FZ PASTA	$268,014,500	(1.42)	89,560,750	(3.72)
FZ PIES	$500,808,300	2.46	137,802,600	1.40
FZ PIZZA	$2,801,740,000	(2.45)	906,395,300	(0.68)
FZ PLAIN VEGETABLES	$1,792,176,000	0.26	1,057,198,000	0.62
FZ POT PIES	$305,012,000	6.45	185,111,300	0.65
FZ POTATOES/ONIONS	$1,047,614,000	(0.84)	379,386,000	1.83
FZ PREPARED VEGETABLES	$239,442,500	(6.78)	125,420,300	(4.93)
FZ SEAFOOD	$2,362,931,000	2.24	333,033,000	0.38
FZ SIDE DISHES	$233,391,700	1.41	95,761,700	4.60
GASTROINTESTINAL - LIQUID	$195,195,200	(6.30)	32,970,590	(4.87)
GASTROINTESTINAL - TABLETS	$641,440,300	(0.96)	90,240,040	(0.97)
GELATIN/PUDDING PRD AND MIXES	$505,022,700	(2.80)	484,024,400	(2.25)
GLAZED FRUIT	$10,703,740	(1.08)	3,039,703	(4.50)
GLOVES	$72,903,590	6.36	26,159,720	1.24
GRAVY/SAUCE MIXES	$846,088,200	0.40	755,770,300	1.08
GUM	$714,480,600	(6.09)	489,579,100	(7.35)
HAIR ACCESSORIES	$143,258,200	0.92	49,136,500	(2.24)
HAIR COLORING	$282,718,500	(1.11)	41,876,820	(0.46)
HAIR CONDITIONER	$392,522,000	3.39	102,764,000	(0.71)
HAIR GROWTH PRODUCTS	$10,092,130	(1.29)	355,968	(1.04)
HAIR SPRAY/SPRITZ	$153,690,100	(2.04)	39,722,280	(3.37)
HAIR STYLING GEL/MOUSSE	$197,344,800	(1.16)	41,799,620	(4.65)
HAND & BODY LOTION	$294,457,300	5.66	55,907,280	4.00
HOME HEALTH CARE/KITS	$34,159,150	2.90	2,453,177	(2.54)
HOME PERMANENT/RELAXER KITS	$6,611,546	(6.81)	1,077,355	(4.52)
HOT CEREAL	$804,468,700	3.30	291,017,000	4.65
HOUSEHOLD CLEANER	$997,257,800	(1.53)	317,965,100	(3.46)
HOUSEHOLD CLEANER CLOTHS	$158,824,800	3.70	44,172,600	0.85
HOUSEHOLD LUBRICANTS	$5,432,346	7.25	1,216,661	0.98
HOUSEHOLD PLASTICS	$27,352,380	(0.93)	4,279,511	(2.42)
ICE CREAM CONES/MIXES	$83,666,060	(0.00)	42,108,380	(1.51)
ICE CREAM/SHERBET	$4,256,452,000	0.36	1,194,494,000	2.15
INSTANT POTATOES	$304,191,100	(1.55)	214,041,400	1.55
INTERNAL ANALGESICS	$803,422,100	(0.32)	148,954,000	(1.28)
JELLIES/JAMS/HONEY	$947,364,500	2.11	287,516,300	(0.63)
JUICE/DRINK CONCENTRATE - SS	$12,175,040	22.29	2,782,618	6.58
JUICES - FROZEN	$281,756,700	(11.44)	149,971,500	(12.31)
KITCHEN STORAGE	$297,325,800	(2.09)	78,295,740	(2.91)
LARD	$4,117,671	6.97	1,021,862	8.66
LAUNDRY CARE	$322,235,300	0.81	70,334,620	(2.73)
LAUNDRY DETERGENT	$2,324,113,000	(4.56)	362,249,200	(5.07)
LIGHT BULBS	$272,397,500	(1.81)	79,031,360	(6.94)
LIGHTERS	$78,403,720	2.84	29,925,580	0.73
LUNCHEON MEATS	$3,407,567,000	(2.63)	1,133,149,000	(1.88)
LUNCHES - RFG	$801,553,200	2.87	388,648,400	4.24
MARGARINE/SPREADS/BUTTER BLEN	$1,258,409,000	(7.96)	557,943,900	(6.86)
MARSHMALLOWS	$134,653,000	(0.85)	91,612,610	(0.82)
MAYONNAISE	$1,236,175,000	(4.59)	354,618,400	(3.85)
MEAT PIES	$21,066,360	(0.75)	3,724,692	(2.35)
MEXICAN FOODS	$1,699,297,000	1.81	806,995,800	0.79
MEXICAN SAUCE	$1,011,285,000	1.18	384,365,400	0.67
MILK	$10,534,380,000	(2.51)	3,588,690,000	(2.10)
MILK FLAVORING/COCOA MIXES	$294,767,400	1.24	107,003,100	(0.67)
MISC HEALTH REMEDIES	$263,983,600	5.92	72,461,890	3.81
MISC HEALTH REMEDY TABLETS	$13,474,060	4.55	3,026,706	5.10
MISC. SNACKS	$416,323,500	13.89	122,249,400	10.94
MOIST TOWELETTES	$353,066,400	(0.29)	113,112,300	1.52
MOTOR OIL	$60,210,480	1.99	12,442,080	(1.91)
MOUTHWASH	$328,621,100	0.96	76,019,500	0.60
MULTI TASK SHEETS (SOLUT	$-	(100.00)	-	(100.00)
MUSTARD & KETCHUP	$756,643,100	(2.03)	395,161,300	(2.28)
NASAL PRODUCTS	$130,141,200	(4.76)	22,132,230	(1.05)
NATURAL CHEESE	$8,072,374,000	1.58	2,498,628,000	2.87
NON-FRUIT DRINKS - SS	$355,953,900	7.38	162,870,900	8.73
OFFICE PRODUCTS	$130,318,800	3.18	48,356,480	(0.02)
OTHER FROZEN FOODS	$79,247,390	0.14	23,732,610	(2.85)
OTHER GROOMING SUPPLIES	$43,642,730	8.79	5,442,641	5.97
OTHER RFG PRODUCTS	$338,357,300	8.00	101,067,800	9.52
OUTDOOR/LAWN FRTLZR/WDKLLR	$36,892,010	(4.36)	4,235,612	(11.49)
PANCAKE MIXES	$238,519,200	4.44	95,184,440	2.65
PANTYHOSE/NYLONS	$40,994,800	(9.30)	11,730,350	(9.97)
PAPER NAPKINS	$324,693,600	(4.68)	158,360,200	(4.56)
PAPER TOWELS	$1,873,714,000	(0.91)	495,248,400	(2.65)
PASTA	$1,604,969,000	(1.59)	1,180,136,000	0.72
PASTA - RFG	$230,966,600	1.44	53,298,140	1.28
PASTRY/DOUGHNUTS	$1,652,091,000	0.02	608,297,900	(1.46)
PEANUT BUTTER	$1,234,050,000	10.58	336,639,500	4.61
PERSONAL THERMOMETERS	$16,768,500	13.04	2,065,169	6.61
PEST CONTROL	$249,972,100	(2.68)	55,517,950	(2.40)
PET SUPPLIES	$743,989,200	6.05	145,332,300	0.78
PHOTOGRAPHY SUPPLIES	$10,214,790	(32.41)	1,335,649	(35.67)
PICKLES/RELISH - RFG	$171,567,400	(0.35)	48,550,140	(1.59)
PICKLES/RELISH/OLIVES	$1,513,506,000	(0.77)	695,805,500	(1.60)
PIES & CAKES	$993,936,800	1.68	179,615,500	1.53
PIZZA - RFG	$229,789,100	(4.73)	61,445,150	(2.52)
PIZZA PRODUCTS	$98,653,850	2.33	58,925,960	1.48
PLAYING CARDS	$12,644,940	(4.85)	3,814,444	(6.90)
POOL/SPA CHEMICALS	$29,659,690	(5.27)	3,719,051	(6.42)
POPCORN/POPCORN OIL	$601,321,900	(0.32)	222,870,500	(4.43)
POWDERED MILK	$49,449,520	(1.19)	6,998,541	2.26
PREMIXED COCKTAILS/COOLERS	$227,291,000	(0.87)	49,551,060	13.74
PROCESSED CHEESE	$2,002,776,000	(5.21)	609,418,800	(5.38)
PROCESSED FZ / RFG POULTRY	$1,869,169,000	10.47	361,363,200	8.34
PRODUCE RINSE	$3,543,026	(3.25)	648,367	(4.44)
RAZORS	$68,323,480	(10.14)	7,616,576	(11.53)
RFG DIPS	$475,575,300	1.69	176,860,900	1.57
RFG ENTREES	$866,338,400	4.06	174,908,500	4.31
RFG FRESH EGGS	$3,543,659,000	3.70	1,518,151,000	(1.16)
RFG JUICES/DRINKS	$4,305,073,000	2.32	1,474,728,000	1.32
RFG MEAT	$1,191,216,000	13.10	198,515,900	9.64
RFG SALAD/COLESLAW	$3,009,059,000	4.92	1,110,447,000	3.57
RFG SIDE DISHES	$1,514,596,000	4.94	426,936,400	(0.10)
RFG TEAS/COFFEE	$577,686,200	20.74	254,211,100	15.17
RFG TORTLLA/EGGRLL/WONTN WRAP	$114,105,900	(2.38)	53,715,270	(5.08)
RFG WHIPPED TOPPINGS	$479,190,700	0.92	173,341,500	1.49
RICE	$1,435,979,000	(0.26)	667,513,700	(1.33)
RICE/POPCORN CAKES	$149,181,000	(5.51)	71,178,580	(6.68)
RUG/UPHOLSTERY/FABRIC TREATMT	$200,351,700	(8.43)	38,601,200	(9.68)
SALAD DRESSING - RFG	$275,724,400	5.39	78,889,110	5.42
SALAD DRESSINGS - SS	$1,440,802,000	(1.88)	594,427,800	(1.69)
SALAD TOPPINGS	$289,125,700	(0.84)	112,923,300	(0.50)
SALTY SNACKS	$8,980,026,000	2.68	3,632,419,000	1.69
SANITARY NAPKINS/TAMPONS	$625,672,400	(1.20)	145,710,500	(1.82)
SEAFOOD - RFG	$378,822,300	2.84	72,971,490	0.18
SEAFOOD -SS	$1,461,766,000	1.01	846,169,500	(6.16)
SHAMPOO	$628,688,100	0.66	174,795,100	(2.90)
SHAVING CREAM	$117,428,100	0.16	49,773,050	(2.69)
SHAVING LOTION/MENS FRAGRANCE	$83,313,730	(1.05)	16,086,970	(1.84)
SHOE POLISH & ACCESSORIES	$30,830,630	(1.18)	8,594,342	(3.39)
SHORTENING & OIL	$2,133,971,000	(1.01)	467,438,500	(0.83)
SKIN CARE	$513,048,200	0.70	71,034,080	0.87
SLEEPING REMEDIES	$103,319,200	58.66	26,590,830	74.77
SMOKELESS TOBACCO	$256,651,200	(0.47)	56,407,620	(1.85)
SMOKING ACCESSORIES	$14,366,340	7.70	7,276,555	2.88
SNACK BARS/GRANOLA BARS	$2,289,985,000	3.01	991,330,400	5.64
SNACK NUTS/SEEDS/CORN NUTS	$1,802,821,000	7.10	500,269,900	2.15
SOAP	$1,083,678,000	1.52	362,754,900	1.32
SOAP DISHES	$2,591,300	7.55	962,874	8.11
SOCKS	$91,408,440	0.59	18,538,170	(4.26)
SOUP	$3,839,508,000	2.16	2,930,038,000	(0.98)
SOUR CREAM	$793,991,000	(3.02)	436,049,800	0.37
SPAGHETTI/ITALIAN SAUCE	$1,550,593,000	(1.25)	723,277,400	(1.47)
SPECIALTY NUT BUTTER	$206,811,600	30.50	42,033,620	24.38
SPICES/SEASONINGS	$2,123,743,000	4.57	825,894,700	2.80
SPIRITS/LIQUOR	$2,864,917,000	13.77	190,303,300	12.77
SPONGES & SCOURING PADS	$230,475,800	(2.80)	96,991,990	(3.82)
SPORTS DRINKS	$1,637,000,000	2.05	1,083,372,000	(0.00)
SPREADS - RFG	$569,310,600	10.57	164,680,800	10.44
SS DINNERS	$1,246,787,000	0.27	864,184,400	(1.23)
SS EGG SUBSTITUTES	$2,439,184	19.57	445,327	37.16
SS MEAT & RFG HAM	$1,093,633,000	7.91	454,620,400	2.69
STEAK/WORCESTERSHIRE SAUCE	$216,768,900	(5.12)	73,023,270	(3.93)
STUFFING MIXES	$198,016,400	(5.29)	109,290,200	(2.20)
SUGAR	$1,209,024,000	(2.57)	478,286,000	0.29
SUGAR SUBSTITUTES	$369,801,900	(2.73)	86,071,370	(3.16)
SUNTAN PRODUCTS	$187,759,100	(6.08)	23,431,400	(6.10)
SYRUP/MOLASSES	$558,925,500	0.68	163,757,800	(1.09)
TEA - BAGS/LOOSE	$768,546,600	5.26	237,670,500	2.99
TEA - INSTANT TEA MIXES	$240,203,000	(2.01)	70,661,360	0.67
TEA/COFFEE READY-TO-DRINK	$1,272,572,000	0.02	544,128,000	2.52
TIGHTS	$16,443,080	99.59	2,738,570	76.83
TOASTER PASTRIES/TARTS	$426,212,200	(1.89)	187,501,800	(1.49)
TOILET TISSUE	$3,083,407,000	(0.90)	582,285,100	(3.32)
TOMATO PRODUCTS	$1,044,495,000	0.28	1,093,714,000	(0.31)
TOOTHBRUSH HOLDERS	$2,840,153	18.16	1,324,956	4.12
TOOTHBRUSH/DENTAL ACCESORIES	$432,177,900	1.79	138,474,700	1.12
TOOTHPASTE	$720,263,700	(0.29)	250,269,000	(1.65)
TOTAL CHOCOLATE CANDY	$3,290,442,000	3.72	1,717,252,000	(0.90)
TOTAL NON-CHOCOLATE CANDY	$1,519,080,000	3.89	936,378,900	1.06
VACUUM BAGS/BELTS	$7,615,797	(14.84)	1,486,231	(22.35)
VEGETABLES	$2,347,880,000	1.65	2,261,356,000	1.54
VINEGAR	$323,647,800	3.80	128,910,200	2.22
VITAMINS	$1,208,660,000	6.89	154,111,100	6.90
WATER FILTERS/DEVICES	$61,296,540	(0.44)	4,225,104	(0.19)
WATER SOFTENERS/TREATMENT	$66,940,090	(4.46)	12,518,310	(3.44)
WEIGHT CON/NUTRITION LIQ/PWD	$871,078,000	6.25	112,920,400	1.61
WEIGHT CONTROL CANDY/TABLETS	$45,600,900	7.85	2,974,217	6.46
WINE	$6,614,757,000	4.24	730,940,300	1.82
WRITING INSTRUMENTS	$74,143,720	0.50	32,365,790	(0.66)
YOGURT	$4,778,751,000	4.98	3,832,680,000	1.09

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