Daniel Jaffee
Analyst · Ascend Wealth Advisors
Sure. And thanks, John. It's a good question and definitely at the top of our mind. And really what we look at it from the heavy to the lightweight, so not really the course. From course to scoop, it's continuing to migrate towards scoop, where course is a much smaller -- the non-clumping is a much smaller segment of the category. And then as those who invest [indiscernible] right now back in 2011, we invented and patented lightweight cat litter, rolled out our first Fresh & Light items and really, it was all then selling scoopable cat litter instead of on a per pound basis, selling it on a volumetric basis. So that's the backdrop. And then what happens, as the brand starts to build, the retailers then come in with private label. So let me just take a step back and then I'll get to your specific answer to your question. So back in 2011, when we launched Fresh & Light, at the end of that year, in our retail division, 99% of our scoopable of our sales were non-lightweight and 1% were lightweight because we didn't do much that first year. Fast forward now to 2017 and then in this past year, 37% of the sales in the consumer division are in lightweight and 63% are in heavy. So the heavy has come down, the lightweight is going. And the reason why that's a very important transition is because we're basic in lightweight. That's where our minerals are and we have the lowest delivered cost because our plants are geographically situated throughout the U.S. And so our overall margins on heavy were dramatically lower than the company average. Our margins on lightweight are dramatically higher than the company average. So as we -- I'll keep talking about that shift, but you can see it's gone from 99% heavy and 1% light and 63% heavy and 37% light. And then, John, your specific question was on private label. And so private-label lightweight really started to hit in 2015 and we saw our sales double in '16 and then doubled again in '17 from '16. So the snowball is still very much going in private-label lightweight. And as we've executed this line pricing strategy, where our retail partners now, our -- are retailing the lightweight scoopable offerings at the exact same retail price as the heavy. So for instance, at accounts that before, and I'm not going to name all the accounts and I probably shouldn't anyway, but I'll just anecdotally tell you when accounts before the transition, the heavy results selling the lightweight 10:1. Now that it's the line price and it's pretty quick as it's just been through the last 6 months or so with most accounts, it's 2:1. Meaning, 1/3 of the sales are now on lightweight and 2/3 are on heavy, whereas 90% plus were in heavy before. So we believe that over time, when you talk to consumers and our predominant buyer of cat litter is women 25 to 54, that all things being equal, now that they can get the product they want at the price they want, they will choose lightweight. They will not choose to carry home twice as much weight. They just have to believe they're getting the performance and the price. The price is now there. Now they got to get the performance. We know it's there, but they need to believe it and that takes time. So we're very, very excited about this transition. Our retail partners are all in because it's good for them. Easier to stock their shelves. They're seeing their velocity grow. Our retail partners who have done this are seeing their private-label category outpace category growth. So we're seeing that this is a very much a winning strategy and that they are stealing business from the only couple of private-label partners we don't have that are out there at $8.99 on a relative basis instead of $6.99. So their products are not moving. They are still seeing that 10:1 ratio and our partners are starting to really win, and so it's great for everybody. Great for the consumer, great for the environment, great for our partners and great for all of us.