U.S. Retail Coffee Joe Stanziano Senior Vice President and General Manager, Coffee 1
Our Coffee Vision Build BELOVED COFFEE BRANDS that ignite the senses and inspire passions every day. OUR STRATEGIC PRIORITIES IDENTIFY & SOLVE UNMET CONSUMER NEEDS INVEST IN OUR BRANDS DEVELOP WORLD-CLASS MARKETING OFFER DIFFERENTIATED TASTE & QUALITY DRIVE COST EFFICIENCY & AGILITY 2
Why We Coffee 80% OF AMERICANS Drink Coffee 4 OUT OF 5 Cups are Consumed At-Home vs. Away $13.5 BILLION Spent Annually in the Retail Coffee, Tea and Complements Aisle 10 TH LARGEST Edible Category in Retail 70% OF DOLLARS In the Coffee, Tea and Complements Aisle come from Coffee GROWING CATEGORY With low barriers for new brands and products Source: National Coffee Drinking Trends 2018, National Coffee Association; Smucker Internal Multi-Outlet Share Report 52 weeks ended June 7, 2018 3
Coffee Consumer Segments LOYAL, HIGH CONSUMPTION Using INSIGHTS to understand the DIVERSE HABITS of coffee consumers ADVENTUROUS, LOW CONSUMPTION PREMIUMIZATION OF COFFEE BRINGING THE CAFÉ HOME ONE CUP OF THE FUTURE 4
Total At-Home Coffee Category CY14 CY19 Instant 8% RTD 16% Mainstream 26% RTD 24% Mainstream 19% One Cup 25% Premium 25% Instant 6% One Cup 32% Premium 19% Source: Smucker Internal Multi-Outlet Share Report 52 weeks ended April 30, 2014 and September 23, 2018 5
Smucker Coffee Portfolio Instant 10% FY14 FY19E Instant 8% One Cup 15% Premium 16% Mainstream 59% One Cup 26% Mainstream 51% Premium 15% 6
Coffee Segment Roles 50M HOUSEHOLDS MAINSTREAM ROAST AND GROUND Highest Buyer Count Strongest Loyalty Brewed in Most Popular Machine (ADC) 40M HOUSEHOLDS 40M HOUSEHOLDS PREMIUM Offers Gourmet Brands in a Roast and Ground Form Brewed in Most Popular Machine (ADC) ONE CUP Highest Dollar Share Delivers Convenience and Personalization 30M HOUSEHOLDS INSTANT Highest Consumption among Hispanic and Older Households Least Price Sensitive of all Segments 35M HOUSEHOLDS READY-TO-DRINK Dynamic Growth Segment Bringing Younger Consumers into the Category Source: IRI Panel Data; Smucker Internal Multi-Outlet Share Report 52 weeks ended September 9, 2018 7
Our Leading Coffee Brands Folgers $1.5 BILLION ANNUAL SALES 1850 ~$50 MILLION* ANNUAL SALES Dunkin Donuts $580 MILLION ANNUAL SALES Café Bustelo $150 MILLION ANNUAL SALES Note: Retail Sales *Sales estimated based on current velocities Source: Smucker Internal Multi-Outlet Share Report 52 weeks ended September 9, 2018 8
Importance of Folgers #1 POSITION IN COFFEE With 26% volume share MOST TRUSTED BRAND in the entire category HIGHEST TOP OF MIND in Brand Awareness 1 in 3 COFFEE HOUSEHOLDS Purchase Folgers Mainstream Coffee 6 MILLION of these buyers are exclusive to the brand (2x more than competition) Sources: : Smucker Internal Multi-Outlet Share Report 52 weeks ended August 12, 2018, Brand Awareness Brand Equity Custom JMS Study, Vol Share of Requirements, Traditional Roasted Coffee, 2017 Coffee Habits & Practices, Directions Research 9
Folgers Winning Strategy CELEBRATE THE CORE EXPAND COMPLEMENTS ACCELERATE ONE CUP CONSUMER COMMUNICATION #1 Roast & Ground #1 Instant #1 Colombian Item 53% OF SALES 47% OF SALES Growth in all Share Periods Source: Smucker Internal Multi-Outlet Share Report 52 weeks ended September 9, 2018 10
1850 1 ST FOLGERS MAJOR LAUNCH IN PREMIUM OVER-INDEXING WITH MILLENNIALS HIGHLY EFFECTIVE MARKETING Source: IRI Panel Data; Smucker Internal Multi-Outlet Share Report 52 weeks ended September 9, 2018; 8451 Data ended September 8, 2018; AceMetrix August 13, 2018 Ace Score (latest 2 yrs Coffee and Tea Category) 11
Dunkin At-Home Growth Continues $ in millions $700 $600 $500 $400 $300 $200 $100 $- Note: Retail Sales Source: Smucker Internal Multi-Outlet Share Report 52 weeks ended September 9, 2018 FY10 FY11 FY15 FY16 FY17 FY18 FY19E Launch Seasonals Launch Bakery Series Launch K-Cups Launch Cold Brew 13
Dunkin Premium Coffee NIELSEN 2018 INNOVATION BREAKTHROUGH WINNER #1 SELLING Premium Bag across 3 sizes #1 SELLING K-Cup Pod #1 SELLING Item in 5 Flavor Spaces #1 SELLING Cold Brew Kit Source: IRI Equity Tracker May 2018; Smucker Internal Multi-Outlet Share Report 52 week dollar sales ended September 9, 2018 14
The Dunkin Consumer GOAL: INCREASE DUAL SHOP AND RETAIL CONSUMERS DUAL USERS ARE LOYAL & VALUABLE More frequent trips Higher basket/tickets, $ multiple items AT- H O M E H o u s e h o l d s S H O P U S E R H o u s e h o l d s R E T A I L A T - HOME C O F F E E B U Y E R S 15
Dunkin Breakthrough Marketing FIRST TINY HOME FUELED BY SPENT COFFEE GROUNDS 16
Dunkin Regional Expansion AT HOME PRODUCT DEVELOPMENT INDEX IS DIRECTLY CORRELATED TO SHOP PRESENCE SHOPS AT HOME 90% of next 1,000 Shop openings outside NE 68% of At-Home $ Sales in Northeast & South South & West expansion focus in next decade Source: dunkindonuts.com; Dunkin Brands Investor Day 2/8/18; IRI Unify L52 W/E 9/8/18; ArcGIS.com South (+12% $ sales) West (+4% $ sales) 18
Café Bustelo Momentum $ in millions $160 $140 $120 $100 $80 $60 $40 $20 DOUBLED size of business since FY14 $- FY14 FY15 FY16 FY17 FY18 FY19E Note: Retail Sales Source: Smucker Internal Multi-Outlet Share Report 52 weeks ended September 9, 2018 19
Café Bustelo Growth Drivers CONSUMER ENGAGEMENT & EXPERIENCES DISTRIBUTION & ASSORTMENT EXPANSION INNOVATION 20
Café Bustelo Brand Building ECOMMERCE & DIRECT TO CONSUMER LIFESTYLE ITEMS CONSUMER EXPERIENCES DIGITAL, SOCIAL MEDIA, & INFLUENCER MARKETING COMMUNITY ENGAGEMENT LIMITED EDITION ITEMS TIED TO SCHOLARSHIP AWAY FROM HOME ACTIVATIONS 21
Deep Coffee Expertise GREEN COFFEE SUPPLY CHAIN RESEARCH & DEVELOPMENT AGILITY IN MANUFACTURING 22
Green Coffee Sustainability Strategy RESPONSIBLE SOURCING SMALLHOLDER SUPPORT ENVIRONMENTAL EFFORTS 23
We Are Evolving to Meet Growth Areas GROWTH AREAS INNOVATION CONSUMER ENGAGEMENT Premium One Cup RTD 24
Result Deliver on our Strategy PROJECTED COFFEE NET SALES GROWTH OF 2% BASE BUSINESS FUNDAMENTALS & AGILITY ACCELERATE GROWTH BRANDS DEVELOP WORLD-CLASS MARKETING PLATFORM INNOVATION 25