Daniel S. Jaffee
Analyst · Robert Smith of Center for Performance Investing
Doing very well. And yes, we are still adding distribution. So I've printed out some IRI information. And just to put it in context, this is food, drug and mass but x Wal-Mart. Wal-Mart is though, now going to start providing top line information. And so in September, we'll actually get to roll that in, which as you know, we've always been -- that's always been our biggest customer. So it will help our numbers when that starts to get rolled in. But to give you a macro look, let's start on a 52-week basis. So this gives you an annual snapshot, and some of this will help you understand what's going on in Mounds as well. So on a 52-week basis, food, drug and mass, x Walmart, the category is showing sales of $827 million at retail, okay? These are retail sales. Of that scoopable, is $600 million; coarse grind is $155 million; and then, alternatives is about $74 million. So if you look at coarse grind, which 21 years ago represented 100% of the category, it now represents 19% of the dollars and 35% of the units. So obviously, it's a lower ring item. The value and growth has come on the scoopable side. So that just gives you a macro look. Category is about flat over a year ago, but scoopable is up 2%; coarse grind, up 7% from a year ago; and alternative is relatively flat, which is interesting in and of itself. So now total Cat's Pride scoopable, remember the category, scoopable category, is up 2%, Cat's Pride is up 7.2%. And just to give you some other things, so total Tidy Cat scoop, which is Nestle Purina, they're up 7%, 7.8%. Fresh Step scoopable is up 5%, and Arm & Hammer scoopable is down 3.7%. So you can see we're performing right towards the top end of the branded players. Fresh & Light is continuing to build volume and build share. In the quarter, we got distribution in Safeway, SUPERVALU, Schnucks in St. Louis, Giant Eagle. And you'll recall SUPERVALU is like Jewel, Safeway and Shaw's and Kobin [ph] and accounts like that, ACME in Philadelphia, Safeway, Dominex here in Chicago. And so it's -- we'll continue to put on distribution. We're continuing to see what's called our ACV, our all commodity volume, grow on Fresh & Light. And we're continuing to see the velocity grow. So that's -- on a 52-week basis, I gave you the snapshot. Let's just look at -- I like to then zero in on 24 and even 12. And you can kind of see is you momentum building or is it slowing. So recall, we were up 7% on total Cat's Pride scoopable for the 52-week period. For the 24-week period, total Cat's Pride is showing up 14.7%. So clearly, faster in the most recent 24 weeks than in the most recent 52 weeks. The other guys, Tidy Cat scoop, up 3%; Fresh Step, scoop up 1%; Arm & Hammer scoop, down 7.7%. So on a 24-week basis, the Cat's Pride scoopables are the fastest-growing in the United States. And that's very important because I'm counting Fresh & Light, obviously, which is coming off a 0 base. But there was always the concern how much cannibalization will we experience, and so this is rolling in, cat's Pride scoopable and Cat's Pride Complete and Cat's Pride natural, our other scoopable entrees that were on the market prior to the Fresh & Light launch. So it's a 24-week look. And then a 12-week -- let me just give you 12-week, and our scoopables, total Cat's Pride scoop is up 23% for the 12 weeks. And the other guys: Tidy scoop for the 12 weeks, down 3.9%; Fresh Step scoop, up 4.9%; and Arm & Hammer scoop, down 9.3%. So you kind of see-- you get that feel the momentum is building. So we were up 7%, we were -- at the 52-week. We're up 14% when you go back 24 weeks. We're up 23-ish percent when you go back 12 weeks. So clearly, you can see the momentum is continuing to build. And if you want a 4-week snapshot, I got that. We're up 31% on the 4-week. So Ethan, you can see that clearly the snowball is continuing to roll and continuing to gain momentum. Does that help?