Displaying the merchandise.
The chart on the opposite page came from the most recent Promotrac data, a quarterly stocking study that provides competitive merchandising information within chain and independent retail outlets across 25 metro markets. The study has been conducted for over 25 years and includes a panel of 900 retail locations four times per year. Metrics reported include incidence of brand-level display, product size promoted, number of cases in display, price on display, location of display and presence of manufacturer POS.
First we looked at the share of cases on display for beer, wine and spirits at each retail channel. Wine commands a disproportionate share of the display space in each store type, though that difference is less pronounced in liquor stores than in drug or grocery retailers.
Liquor stores command the largest share of spirits, while grocery stores skew more toward beer than the other two channels. However, all three channels are displaying more wine than the other two categories (between 45 and 50 percent).
In this particular study, 44 drug stores, 145 grocery stores and 361 liquor stores were found to have product on display. Of those 550 total outlets, 502 displayed spirits, 485 displayed beer and 493 displayed wine. The average number of cases displayed within a location varied greatly (18.5 spirits, 12.4 beer, 27.3 wine).
Looking at the category share in stores found to have product on display. wine is the most prevalent alcohol category found in drug stores, beer is most common in grocery stores and spirits found most often in liquor stores. Overall in stores with displays, all three categories were on display more than 88 percent of the time.
For more about Promotrac and other products offered by the Beverage Information & Insights Group, please visit www.albevresearch.com and www.bevinfostore.com.
SHARE OF DISPLAY BY CATEGORY AND CHANNEL Category Share of Total Number of Displays by Channel Channel Spirits Beer Wine Total Share Share Share Cases Cases Cases Cases Spirits Beer Wine Drug 429 432 724 1.585 27.1 % 27.3% 45.7% Grocery 2.012 1.732 3.730 7.474 26.9 % 23.1% 49.9% Liquor 6.834 3.850 8.991 19.673 34.7% 19.6% 45.7% TOTALS 9.275 6.014 13.445 28.734 32.3% 20.9% 46.8% Channel Total Share* Drug 100.1% Grocery 100.0% Liquor 100.0% TOTALS 100.0% * Totals may not equal 100% due to rounding Category Share of Stores with Display by Channel Channel Stocking Stocking Stocking Display Count Count Splrils Beer Wine Hase spirits Beer Drug 88.6% 88.6% 93.2% 44 39 39 Grocery 86.9% 97.9% 97.2% 145 126 142 Liquor 93.4% 84.2% 86.1% 361 337 304 TOTALS 91.3% 88.2% 89.6% 550 502 485 Channel Count Spirits Beer Wine Wine Cases Cases Cases Drug 41 429 432 724 Grocery 141 2.012 1.732 3.730 Liquor 311 6.834 3.850 8,991 TOTALS 493 9.275 6.014 13.445 SOURCE: The Beverage Information & Insights Group's Promoting quarterly study, comprising 900 retail locutions in 25 metro markets For More information visit www.albevresearch.com and www.bevinfostore.com.