Progressive Grocer Product

Summer 2015

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4 0 Progressive Grocer Products Showcase / Summer 2015 food and certainly items that make household tasks like laundry and cleaning more effcient are in demand. Total sales in non-foods (inclusive of healthcare, beauty/personal care and general merchandise) reached almost $190 billion in the 52 weeks ended April 19, 2015, according to Chicago-based IRI. Many of the categories driving sales are those used by consumers to take care of themselves, including cold/allergy/sinus products and gastrointestinal tablets. Adult incontinence has experienced fast growth, likely attributable to an aging population. New Product Pacesetters Every year Chicago's IRI tracks and evaluates the consumer-packaged-goods industry's top-selling new product launches, recognizing products that hit a certain sales threshold and the infuence they have on market trends. In their frst year, brands highlighted throughout IRI's 2014 New Product Pacesetters (NPP) report earned an average of $35 million, across IRI's multi-outlet geography. In non-foods, key NPP products and insights include: cold/allergy/siNus • Nasacort Allergy 24HR ($139.2) Cold/Allergy/Sinus Liquids • DayQuil/NyQuil SEVERE ($91.9) Cold/Allergy/Sinus Liquids, Cold/Allergy/Sinus Tablets • BENADRYL Allergy ($24.5) Cold/Allergy/Sinus Tablets Source: IRI New Product Pacesetters; Year-One Sales, MULO, $ Millions A key driver for Cold/Allergy/Sinus was the Rx-to-OTC switch of Nasacort Allergy 24HR, which commands a price premium (versus average price per unit for cold/allergy/sinus tablets/ liquids as a whole). The brand also achieved above-average share of volume with promotional support (support was used to drive awareness/ trial). A notable 50% of year-one volume was sold with support, which is signifcantly higher versus NON-FOODS FaS teSt-GrowinG CateGorieS $ ChanGe vs. Year aGo volume ChanGe vs. Year aGo Col D/allerGY/s Inus l IQuIDs $1,392,930,093 25.1% aDulT InConTInenCe $1,573,402,478 8.3% FI rsT aID aCCessorIes $1,824,788,548 7.4% lIGhT BulBs $1,253,787,524 7.0% GasTroInTesTInal - TaBleTs $3,149,635,169 6.3% Note: Cold/Allergy/Sinus Tablets +5.6% dollar sales Source: IRI MarketAdvantage, 52 weeks ended 4/19/15 and same period year ago; among 50 largest categories Notable NoN-FoodS CategorieS

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