Catalina Mid-Year Performance Report Finds Challenging Market for Many of Top 100 CPG Brands
Total Sales Volume Flat for Top 100 Brands, with Volume Declines for 62 Top Brands
St. Petersburg, Fla. (September 30, 2015) – Catalina, the personalized digital media company, today announced findings of its Mid-Year Performance Report on the Top 100 CPG brands. The results show a slight decline in sales volume despite growth in every major category in which these brands compete. The study underscores the highly competitive nature of today’s CPG marketplace.
“The Top 100 review shows just how competitive today’s CPG marketplace is for major brands,” said Todd Morris, President of Catalina U.S. “Maintaining and increasing category share versus a growing range of national and private label competitors is as challenging as it has ever been, particularly at a time with increased fragmentation of consumer preferences and growing diversification of product choices in many categories.”
Total sales volume declined 0.8 percent for the Top 100 brands at grocery, drug and mass stores within the Catalina network for the 52-week period ending June 30, 2015. Sixty-two of the top brands declined in sales volume by an average of 4.4 percent, while 38 of the brands grew by an average of 5.5 percent. However, on average, even gainers in the Top 100 grew less than the categories in which they competed, according to the report, entitled “A Tough Road to Growth. The 2015 Mid-Year Review: How the Top 100 CPG Brands Performed.”
The study found that brand shifting within categories was the single biggest negative impact on sales volume for the Top 100, while increased consumption per buyer was the biggest driver for growth. Growth in consumption accounted for a 5.0 percent increase in volume for growing brands in the Top 100, while brand shifting accounted for a 4.4 percent decrease in volume for declining brands.
Among key findings in the report:
- Sales volume for the Top 100 brands in Catalina’s network was $56.8 billion during the 52-week period ending June 30, 2015, compared with $57.3 billion in the previous 52-week period.
- Across all 14 mega-category segments in which the Top 100 compete, category growth significantly outpaced the performance of Top 100 brands.
- Ninety of the Top 100 brands lost category share during the 52-week period.
Catalina has developed two metrics pertaining to gaining and losing buyers. The first, a Brand Shifting Interaction Index, looks at sales volume switching between brands. When a brand shifting index score exceeds 120, a brand is considered highly substitutable. In 12 of 14 mega-categories, the brand shifting index between Top 100 brands and Private Label brands averaged 158, meaning that Top 100 brands exchanged volume with Private Label 58 percent more than would be expected based on a normalized share.
The New Buyer Attraction Index looks at how well brands perform in attracting new buyers to a category. In the New Buyer Attraction Index, Top 100 brands scored higher than their share of the category in six of 14 mega-categories, while Private Label brands also scored higher than their fair share in 6 categories.
The 2015 Mid-Year Top 100 Brands Performance Review looks at the sales and loyalty performance of the Top 100 Brands from a sample of the Catalina network that spans across 26,000 food, drug, and mass retailers. Although this does not include all retailers within the Catalina network, the conclusions in this report are generally in line with national network results. The study examines sales volume and loyalty changes between the 52-week periods ending June 30th.
A copy of the full study can be found at https://www.catalina.com/?p=6229
Catalina’s personalized digital media drives lift and loyalty for the world’s leading CPG retailers and brands. Catalina personalizes the consumer’s path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world. Catalina is based in St. Petersburg, FL, with operations in the United States, Europe and Japan. To learn more, please visit www.catalina.com or follow us on Twitter @Catalina.