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Source: Spectra BehaviorScape: Total Dollars/Spectra 2013 Sep (Spectra)/Homescan Product Library
TOTAL BAGS - TALL KITCHEN (WRAP MATERIALS & BAGS) CT. Total Dollars BehaviorScape Framework
LifeStyle
BehaviorStage
113 137 135 104 124 120 123
105 119 119 95 110 101
125 124 123 125 140 159
134 136 132 150 131 137
80 82 81 67 70 83
57 65 66 63 64 69
55 59 64 56 59 68
117 110 118 105 109 117
101
107 106 115 94 108 112
135
136
76
64
61
92 97 100 100 97
113
109
98
10094 106 106 92 96 104Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural
Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Affluent Suburban Spreads
Cosmopolitan Centers
109
A.C. Nielsen Product Snapshot
% Index % Index % Index % Index % Index % Index
70.0% 101 63.7% 92 72.4% 105 71.8% 104 67.5% 98 71.0% 10310.7% 90 17.2% 143 10.2% 85 13.8% 115 11.4% 95 9.2% 7714.1% 114 10.5% 85 11.5% 93 10.4% 84 13.5% 109 14.5% 1172.6% 59 5.4% 125 3.5% 82 2.0% 47 5.1% 119 3.6% 842.6% 119 3.3% 150 2.5% 113 2.0% 91 2.5% 113 1.8% 83
17.9% 66 20.2% 75 13.8% 51 12.9% 48 16.9% 62 15.9% 5935.8% 110 38.0% 117 34.0% 105 31.2% 96 32.2% 99 32.8% 10119.4% 120 15.0% 93 19.8% 122 19.8% 123 17.5% 108 18.8% 11615.0% 113 17.9% 135 17.2% 130 19.4% 147 16.9% 128 17.1% 12911.9% 107 9.0% 81 15.3% 138 16.7% 150 16.5% 149 15.5% 139
10.0% 126 6.1% 77 4.1% 51 2.4% 30 6.6% 83 5.3% 6614.2% 123 6.4% 55 6.1% 53 5.7% 49 10.3% 89 8.6% 7415.9% 141 4.4% 38 7.1% 62 10.8% 95 9.2% 81 9.2% 8212.4% 117 18.9% 179 8.5% 80 9.6% 91 8.6% 82 9.5% 9110.9% 118 12.0% 130 9.1% 98 9.5% 103 11.5% 124 9.2% 10017.3% 96 15.0% 83 19.1% 105 18.4% 101 21.8% 120 20.0% 1118.2% 70 14.7% 125 14.9% 127 14.2% 121 12.0% 102 14.0% 1196.6% 58 10.7% 94 17.1% 150 16.8% 147 10.2% 90 14.1% 1244.3% 54 11.9% 148 14.1% 175 12.7% 157 9.8% 122 10.0% 124
GLAD HANDLE TIE GLAD FORCE FLEX PRIVATE LABELHEFTY GRIPPERHEFTY EASY
FLAPS
$20,000 - $29,999 $30,000 - $39,999
OtherNumber of Persons 1 Person 2 Persons 3 Persons 4 Persons
RUFFIES
5+ PersonsHousehold Income Under $10,000 $10,000 - $19,999
Demographic VariablesRace of Head of Household White Black Hispanic Asian
$40,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999 $150,000 or More
Brand Demographics
Store Location SKUs Unique SKUs Audited By
Lowes E. Zion 8 7 S. Trefren
Office Depot College 6 3 S. Trefren
Target Shiloh Dr. 34 31 S. Trefren
Home Depot Joyce Blvd. 6 6 S. Trefren
Wal-Mart S-C MLK 56 7 S. Trefren
Wal-Mart S-C N. Mall Ave. 53 4 S. Trefren
Walgreens S. Thompson 15 8 S. Trefren
K-Mart Sunset Ave. 28 17 S. Trefren
Harps Sunset Ave. 26 15 S. Trefren
Complete Audit 161 98
LOZ-Face TAM-Face WGS-Face BKS-Face HGS-FaceWMSCMA-
Face
% of Total Sum 6.70%
% of Total N 3.60%
N 2
% of Total Sum 30.00% 48.40% 42.10% 48.30% 30.60% 28.20%
% of Total N 25.00% 42.90% 43.80% 53.30% 31.00% 30.40%
N 2 15 7 16 9 17
% of Total Sum 2.50% 12.50% 21.10% 13.30% 16.30% 22.80%
% of Total N 12.50% 22.90% 18.80% 13.30% 27.60% 30.40%
N 1 8 3 4 8 17
% of Total Sum 1.30%
% of Total N 1.80%
N 1
% of Total Sum 36.20%
% of Total N 28.60%
N 16
% of Total Sum 67.50% 28.10% 36.80% 38.30% 38.80%
% of Total N 62.50% 25.70% 37.50% 33.30% 31.00%
N 5 9 6 10 9
% of Total Sum 10.90% 14.30% 4.70%
% of Total N 8.60% 10.30% 5.40%
N 3 3 3
Other
Pvt Lbl
Ruffies
MFR
Brawny
Glad
Hefty
Husky
SSPS Share of Display
LOZ-%GM TAM-%GMWGS-%GM
BKS-%GM HGS-%GMWMSCMA-
%GM
Mean 35.42%
% of Total N 3.60%
N 2
Mean 24.89% 29.29% 36.27% 33.15% 29.39% 32.39%
% of Total N 25.00% 41.70% 43.80% 53.30% 31.00% 30.40%
N 2 15 7 16 9 17
Mean 22.96% 30.17% 37.38% 40.15% 28.06% 33.76%
% of Total N 12.50% 22.20% 18.80% 13.30% 27.60% 30.40%
N 1 8 3 4 8 17
Mean 41.20%
% of Total N 1.80%
N 1
Mean 37.26%
% of Total N 28.60%
N 16
Mean 22.00% 35.68% 32.54% 32.34% 37.00%
% of Total N 62.50% 27.80% 37.50% 33.30% 31.00%
N 5 10 6 10 9
Mean 34.46% 23.41% 38.00%
% of Total N 8.30% 10.30% 5.40%
N 3 3 3
Mean 22.84% 31.69% 35.08% 33.81% 30.77% 34.76%
% of Total N 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
N 8 36 16 30 29 56
Other
Pvt Lbl
Ruffies
Total
MFR
Brawny
Glad
Hefty
Husky
SSPS % Gross Margin Dollars
LOZ-$GM TAM-$GM WGS-$GM BKS-$GM HGS-$GMWMSCMA-
$GM
% of Total Sum 0.40%
% of Total N 3.60%
N 2
% of Total Sum 40.50% 43.30% 53.50% 53.70% 42.30% 31.60%
% of Total N 25.00% 42.90% 43.80% 53.30% 31.00% 30.40%
N 2 15 7 16 9 17
% of Total Sum 17.30% 22.70% 20.20% 18.70% 33.50% 32.50%
% of Total N 12.50% 22.90% 18.80% 13.30% 27.60% 30.40%
N 1 8 3 4 8 17
% of Total Sum 3.30%
% of Total N 1.80%
N 1
% of Total Sum 29.80%
% of Total N 28.60%
N 16
% of Total Sum 42.20% 32.00% 26.30% 27.50% 17.50%
% of Total N 62.50% 25.70% 37.50% 33.30% 31.00%
N 5 9 6 10 9
% of Total Sum 2.10% 6.70% 2.40%
% of Total N 8.60% 10.30% 5.40%
N 3 3 3
% of Total Sum 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
% of Total N 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
N 8 35 16 30 29 56
Other
Pvt Lbl
Ruffies
Total
MFR
Brawny
Glad
Hefty
Husky
SSPS % Gross Margin
% HHsHHs
Index% HHs
HHs Index
% HHsHHs
Index% HHs
HHs Index
% HHsHHs
Index
Race of Head of Household
White 69.2% 100 80.2% 116 85.6% 124 86.4% 125 81.9% 118
Black 12.0% 100 6.1% 51 5.0% 42 4.7% 39 5.9% 49
Hispanic 12.4% 100 5.5% 44 4.2% 34 3.7% 30 4.6% 38
Asian 4.3% 100 4.6% 106 2.0% 46 2.4% 57 4.1% 96
Other 2.2% 100 3.7% 170 3.3% 152 2.8% 128 3.4% 157
Under $10,000 7.9% 100 24.8% 313 10.1% 127 8.5% 108 13.3% 167
$10,000 - $19,999 11.6% 100 23.2% 200 17.2% 148 10.2% 88 21.2% 183
$20,000 - $29,999 11.3% 100 14.7% 130 16.9% 149 17.6% 155 17.1% 151
$30,000 - $39,999 10.5% 100 10.5% 100 15.0% 142 15.3% 145 12.3% 117
$40,000 - $49,999 9.3% 100 8.1% 87 8.2% 88 8.1% 87 6.9% 75
$50,000 - $74,999 18.1% 100 10.9% 60 14.0% 77 16.9% 93 12.1% 67
$75,000 - $99,999 11.7% 100 3.5% 30 6.2% 53 7.5% 64 5.9% 50
$100,000 - $149,999 11.4% 100 2.7% 24 7.6% 67 9.6% 84 6.8% 59
$150,000 or More 8.1% 100 1.6% 20 4.9% 60 6.3% 78 4.5% 55
DemographyReference #144 #359 #1470 #5768
Roll Out the Plan: Recommendations
