Perimeter Round Perimeter Round TableTable
DeCA Overview
Tim BrownVP, Business SolutionsEmpower IT, Inc.
Perimeter Overview• Total Perimeter category dollars +5.4% 2011 vs 2010• Perishable categories outpacing total Edible categories• DeCA Perishable growth slightly ahead of retail, but Chill/Frozen
outperforming
Department Dollar Sales(millions)
Dollar % Chg vs. YAGO
Retail Dollar % Chg vs.
YAGO
TOTAL DeCA 5,669.9 2.8%
Total Edible (1) 4,408.6 4.2% 3.7%
Chill 768.8 7.6% 0.1%
Frozen 510.8 1.6% 0.0%
Total Perishable (2) 1,113.1 5.7% 5.1%
Produce 481.9 4.4% 4.4%
Meat 443.3 7.6% 5.4%
Deli 140.9 6.0% 6.9%
Bakery 47.0 .9% 4.3%
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Perimeter - 2 Year Sales Trends by Period
Perishables sales increased 2011 vs. 2010 in each period
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Bakery, Deli, Meat, Produce
8.6 8.7 7.2 6.3 8.5 8.0 6.9
$0
$20
$40
$60
$80
$100
$120
2010 Total Perishable 2011 Total Perishable
Perimeter - 2 Year Sales Trends by Period
Total Perimeter sales also increased each period 2011 vs. 2010.
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11 – June number represents average of scan periods 6 & 7.Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Total Perimeter (Perishable+Fzn+Chill)
5.8 5.7 6.4 5.77.9 7.4
8.0
$0
$50
$100
$150
$200
$250
2010 2011
Perimeter contribution to Edible dollar sales has continued to increase
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
% of Total Edible Dollars
46.3% 45.7%
53.7% 54.3%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011
Non-Perimeter Perimeter
+ .6 pts vs YAGO
*Estimated % of Total Edible $ in Retail: 53.2%
Perimeter increases have been greatest in…
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11
Bakery Deli Meat Produce Frozen Chill
201031.5%18.1%
201132.1%18.5%
% Chill% Meat
+.7+.4
Perimeter sales highest in December, but peak periods vary by department
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
-
50
100
150
200
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11
Mill
ions
Bakery Deli Meat Produce Frozen Chill
Perimeter sales highest in December, but peak periods vary by department
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
16.8
26.8
36.8
46.8
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Mill
ions
Meat
17.222.227.232.237.242.2
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Mill
ions
Produce
16.521.526.531.536.541.5
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Mill
ions
Frozen
27.2
47.2
67.2Ja
n-11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Mill
ions
Chill
5.1
7.1
9.1
11.1
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Mill
ions
Deli
1.9
2.9
3.9
4.9
Jan-
11
Feb-
11
Mar
-11
Apr
-11
May
-11
Jun-
11
Jul-1
1
Aug
-11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Mill
ions
Bakery
Peak: Dec
Peak: Mar, July
Peak: Mar, J-A, Dec
Peak: Feb, Dec
Peak: July, Dec
Peak: Dec
Perimeter Top 25 Categories by Dollar Sales(91% of Total Perimeter)
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
All but 4 have increased dollar sales vs. year ago.
Rank Category $ Volume$ % Chg YAGO
% of Perishables
Avg Number Items
Carried
1 PRODUCE 481,902,747 4.4 20.1 n/a
2 FRESH MEAT 443,306,131 7.6 18.5 n/a
3 MILK PRODUCTS 146,489,010 8.2 6.1 117.0
4 DELI 140,863,940 6.0 5.9 n/a
5 CHEESE 126,187,827 7.3 5.3 205.7
6 FROZEN DINNERS 79,558,629 (1.5) 3.3 387.9
7 COLD CUTS 78,548,313 2.3 3.3 189.4
8 BREAKFAST MEATS 58,240,658 15.7 2.4 73.1
9 FROZEN FISH/SHRIMP/SEAFOOD 54,954,776 6.4 2.3 119.7
10 YOGURT 52,782,792 8.1 2.2 140.0
11 BAKERY 47,025,117 0.9 2.0 n/a
12 FROZEN PIZZA 42,710,736 0.2 1.8 94.9
13 BUTTER/MARGARINE 42,226,770 11.8 1.8 69.9
14 JUICE/DRINKS - CHILLED 40,989,131 1.8 1.7 77.4
15 EGGS 39,478,848 10.5 1.7 12.2
16 FROZEN VEGETABLES 36,892,837 1.9 1.5 168.0
17 DINNER SAUSAGE 33,541,559 9.4 1.4 61.8
18 ICE CREAM 33,044,183 5.8 1.4 191.8
19 FROZEN BREAKFAST 32,428,913 12.4 1.4 118.8
20 FROZEN RAW CHICKEN 31,224,222 (3.9) 1.3 18.9
21 FROZEN PREPARED CHICKEN 30,286,494 (3.3) 1.3 55.7
22 FROZEN MEAT 27,688,941 1.8 1.2 67.6
23 FROZEN FAST FOOD/SNACKS 26,037,009 (2.4) 1.1 92.0
24 FRANKFURTERS 23,247,662 5.8 1.0 41.0
25 FROZEN NOVELTIES 22,533,323 1.6 0.9 119.6
Importance of Perimeter Categories to Edible $ Sales
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
EDIBLE CATEGORIES
All Categories(millions)
Top 25 (millions)
% of Sales # of Cats +5% $ vs YAGO
Non-Perimeter $2,016.0 $ 1,008.8 50.0% 2
Perimeter $1,279.6 $ 799.1 62.4% 7
$36,892,837$39,478,848
$40,989,131$42,226,770$42,710,736
$52,782,792$54,954,776
$58,240,658$78,548,313$79,558,629
$126,187,827$146,489,010
$36,409,867$40,207,463
$42,420,028$45,206,381
$52,612,451$72,419,972
$91,261,205$93,024,430
$102,756,728$105,291,619$106,131,336
$109,609,066$111,480,319
FROZEN VEGETABLESEGGS
JUICE/DRINKS - CHILLEDBUTTER/MARGARINE
FROZEN PIZZAYOGURT
FROZEN FISH/SHRIMP/SEAFOODBREAKFAST MEATS
COLD CUTSFROZEN DINNERS
CHEESEMILK PRODUCTS
RICECOOKING/SALAD/OLIVE OIL
WATERNUTRITIONAL SNACKS
SOUPJUICE/DRINKS - SHELF STABLE
TOTAL COFFEECONFECTIONERY
BREADRTE CEREAL
SALTY SNACKSBISCUITS
CARBONATED BEVERAGES
PerimeterNon-Perimeter
> +5% Growth vs YAGO
Top Perimeter Categories Price Comparison2011 vs. 2010
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Average Category Price
Based on 52 week total dollar and package sales. Actual items carried in each channel may vary by size and by year. Promotional activity will also effect average price comparisons.
DeCA RetailCategory 2011 2010 Change % Change 2011 % ChgMILK PRODUCTS $2.45 $2.26 0.19 8.4% $2.94 11.0%FROZEN DINNERS $2.06 $2.04 0.02 1.0% $2.59 3.6%COLD CUTS $2.05 $1.95 0.10 5.1% $3.00 5.0%BREAKFAST MEATS $2.61 $2.36 0.25 10.6% $3.73 8.8%FROZEN FISH/SHRIMP/SEAFOOD $5.70 $5.30 0.40 7.5% $6.80 4.2%YOGURT $1.04 $0.92 0.12 13.0% $1.17 12.4%FROZEN PIZZA $2.70 $2.66 0.04 1.5% $3.16 4.7%JUICE/DRINKS - CHILLED $2.45 $2.44 0.01 0.4% $2.85 3.7%EGGS $1.80 $1.65 0.15 9.1% $2.18 9.3%DINNER SAUSAGE $2.52 $2.33 0.19 8.2% $3.69 5.4%ICE CREAM $2.76 $2.59 0.17 6.6% $3.58 9.9%FROZEN BREAKFAST $2.02 $1.89 0.13 6.9% $2.89 5.8%FROZEN MEAT $3.90 $3.51 0.39 11.1% $4.29 5.5%FROZEN FAST FOOD/SNACKS $2.63 $2.58 0.05 1.9% $3.60 3.1%FRANKFURTERS $1.75 $1.71 0.04 2.3% $2.48 5.6%
Top 25 Stores - Perimeter Index to ConUS
CLASS
Mai
nDair
yFr
ozen
Lunc
hmea
t
Tot $
Ran
k
Perim
eter
Rank TOTAL $
(millions)Perimeter $
(millions) % Perimeter
Perimeter Index to ConUS
CONUS (INC AK/HI) $4,042.5 $2,055.5 50.8%
HI-PEARL HARBOR, HI(WHW) 4 4 4 4 3 2 $65.8 $41.2 62.6% 123.1
NE-NEWPORT NETC, RI(NFE) 2 2 2 2 112 101 $13.3 $8.1 61.0% 120.0HI-HICKAM AFB, HI(WHU) 4 4 4 4 43 28 $35.4 $21.3 60.3% 118.6NW-BREMERTON, WA(WGN) 2 1 1 1 111 102 $13.3 $8.0 60.1% 118.2AK-KODIAK, AK(WJ1) 1 1 1 1 162 158 $3.5 $2.1 59.5% 117.0NE-SARATOGA SPRINGS (SCOTIA), NY(NE5) 1 1 1 1 158 152 $4.3 $2.5 59.4% 116.8SO-MERIDIAN NAS, MS(SKH) 1 1 1 2 153 147 $4.9 $2.9 59.4% 116.8NE-PATUXENT RIVER NAS, MD(NAB) 2 2 2 2 89 76 $18.5 $10.9 58.7% 115.5CN-PORTSMOUTH NSY, VA(CBK) 2 2 2 2 94 82 $17.2 $10.1 58.6% 115.2SO-PARRIS ISLAND MCRD, SC(SKP) 2 2 1 2 126 110 $11.6 $6.8 58.6% 115.2MW-CORPUS CHRISTI NAS, TX(MCY) 1 1 2 1 140 138 $7.5 $4.4 58.4% 114.9SO-WHITING FIELD NAS, FL(SJS) 1 1 1 1 151 146 $5.1 $3.0 58.3% 114.6SO-MAYPORT NS, FL(SJ5) 3 4 4 4 76 68 $21.7 $12.7 58.2% 114.5NE-DAHLGREN NSWC, VA(NFK) 1 1 1 1 167 162 $2.9 $1.7 58.0% 114.2SO-NEW ORLEANS NSA, LA(SJQ) 2 3 2 3 135 129 $9.2 $5.3 58.0% 114.1NW-BANGOR NSB, WA(WGM) 2 4 3 4 71 62 $23.8 $13.8 58.0% 114.0
SO-JACKSONVILLE NAS, FL(SJL) 5 5 5 5 19 10 $47.5 $27.5 57.8% 113.7
HI-KANEOHE BAY, HI(WHV) 3 3 3 3 54 43 $30.7 $17.5 57.1% 112.3MW-LAUGHLIN AFB, TX(MC7) 1 1 1 1 166 163 $2.9 $1.7 56.9% 111.9SO-ALBANY MCLB, GA(SJU) 1 1 1 1 155 150 $4.5 $2.6 56.9% 111.8SO-MOODY AFB, GA(SJ7) 2 2 3 2 122 108 $12.4 $7.0 56.7% 111.5NE-FORT DETRICK, MD(NFN) 1 1 2 1 131 128 $9.9 $5.6 56.6% 111.4
HI-SCHOFIELD BARRACKS, HI(WHX) 4 4 4 4 8 5 $54.7 $30.6 55.9% 110.0
NW-WHIDBEY ISLAND, WA(WGU) 3 3 3 3 67 56 $25.5 $14.3 55.9% 110.0SO-KINGS BAY NSB, GA(SJ4) 2 2 2 2 118 107 $12.9 $7.1 55.3% 108.8
• 4 Stores generate 10% more from Perimeter sales than ConUS average• Of the Top 25 stores by Perimeter Index, 18 are class 1 or 2 stores
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
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