Daniel S. Jaffee
Analyst · Robert Smith from Center for Performance Investing
All right. Let me take your questions in some order. Dan, I'm probably going to let you answer the third question, but I'll take the first 2. Interestingly enough, this is the first period where the IRI now captures Wal-Mart sales. So that's good. It increases the percent of the category that is now covered. So in the past, I think maybe 55% of the category was covered. Now I would say it's about 85% because the 52-week data I'm seeing shows the cat box filler category at $1.5 billion, and we think it's probably about $1.8 billion to $1.9 billion. So you still got the clubs who aren't reporting. Pet specialty, like PetSmart, is not reporting. But now with Wal-Mart being in there, you got a biggie. So we're now seeing a greater percentage of the pie. So that's good news. So you asked how was Fresh & Light doing, and did it or did it not cannibalize. I think one of the best ways to look at it is to look at what was our biggest item other than Fresh & Light, and that was our Cat's Pride Scoopable. And we finished the year, the 52-week period, the category grew by 2%. Cat's Pride Scoopable grew by 19%. So I would say the numbers speak for themselves; that no, it did not cannibalize, and in fact, it enhanced it. They gave us a greater shelf position. It gave us more importance to the retailers, and we were actually able to expand some distribution there. So Cat's Pride Scoopable grew to nearly $25 million at retail for the 52-week period and grew by 18%, far outpacing the category. Fresh & Light finished the year, the 52-week period, with $22 million at retail, so not quite Cat's Pride Scoopable but almost equaled it, up thousands of percent because there was just a little bit of prior year data. So when you put all of our scoopables together, we have Cat's Pride Complete, which was a smaller number, $9 million in sales, but that was up 4%, so that even outpaced the category. So all of our scoops together totaled $61 million at retail, which was up 56% from a year ago, which is pretty exciting. Still a very small share, still have a long way to go, but certainly, a lot of progress was made during the year. One of the things that we are most encouraged about with the Fresh & Light is the repeat sales, where there's -- we have a way through our metrics of IRI to measure repeat purchase in the first 12 months of launch and then compare it against some of the most recent competitive launches, so we can look how it did do against Fresh Step Extreme or Arm and Hammer's Double Duty. And interestingly enough, our repeat significantly exceeded theirs after 12 months after launch. So for instance, Fresh Step Extreme was showing 21.4% repeat purchase 12 months after launch; Double Duty, 30%; and Fresh & Light, 37.5%. So a full 22% more repeat than Double Duty and 75% more repeat than Fresh Step Extreme. Additionally, there's another metric where you try and see what percentage of your volume is coming from repeat purchase, and a consumer packaged goods standard is you want to have at least 50% of your sales coming from repeat buyers. And we are already above that. We're at 56%. So that's all the good news. So the bad news is, all right, well, if you're doing so great, how come the business isn't bigger? And that then gets to trial because when we get people to try it, they're clearly repeating at a much faster rate than others in our category have experienced historically. The problem for us as being a small challenger player is getting that trial. So clearly, our team is focused in fiscal '13 on incremental trial programs to get our product in the hands of consumers because we know when we do, that they, with confidence, they will come back and buy it because it truly is the best cat litter on the shelf. And the key is getting them to notice it and getting them to take it home. Dan, to the extent of media, I mean, we had a lot of onetime media spend in fiscal '12, things like slotting and creating the commercials and things like that, that will not repeat. So even though we will spend less than fiscal '13, it doesn't mean we're going to spend less trying to go after trial. It means a lot of onetime expenditures will not repeat, and now all of our dollars will actually be going towards performance and trying to incentivize trial.