Annie Gasparro

speaker

127 appearances 3 recordings 1 series first heard Feb 2020 last heard Jul 2021

Annie Gasparro’s voice in public audio — every appearance, attributed to the second.

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Yes, we looked at General Mills because they have a big presence in the baking aisle with Bisquick and some other brands.

And that aisle has been disrupted in recent years by companies

a startup called Kodiak Cakes that is selling high protein pancake mix and other items that are higher protein for the amount of carbs.

And their stronger sales growth has awarded them more shelf space.

And that is upending companies like General Mills that have had a traditional large footprint in that aisle.

So it was a great example of how

the leverage is shifting to the smaller brands and the retailers themselves who have started stocking a lot more store brands.

There's always concern as to what to put on the bottom.

And

They're trying to find, you know, an upside.

And so in many cases, they'll put kids brands on the bottom because they are eye level then for the children.

So they're very strategic about even marketing toward kids when it comes to who's walking the aisles of the grocery store.

Walmart has a lot of power and they are implementing lots of new technology to try to elevate the science behind their shelves.

So they often are leading the way.

They have capabilities of heat maps, of foot traffic in the stores, and many stores are testing stocking technology with robots as well.

Walmart is really leading the way with some of their investments, and Kroger is not far behind.

The retailers who are selling generic products are growing.

starting to make more of them.

They are giving more shelf space to those brands because store brands have a higher profit margin for the stores.

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