What is happening in-store now in terms of product mix and the battle for shelf space?
Dan Hegarty: For the first time in many years, retailers are taking a significant look at their product mix and shelf space. Those that are adding categories, are doing it with fewer SKUs and a better mix of proven brand SKUs, innovative category expansion SKUs and private label SKUs. Look-alike SKUs are feeling the brunt of their actions. The result is that consumers are responding by purchasing more of what they want and leaving the store with a greater perception of the retailer and its assortment of products. What should retailers do to maximize sales potential and minimize cost? Retailers need to cut costs wherever possible and turn every dollar into a working dollar. The retailers that are winning in this economy are vigilantly focused on cutting costs in their supply chains, turning all trade dollars into working trade dollars and investing those dollars into consumer driven insight actions. What is Kraft doing to help? Kraft is leveraging its tremendous resources to help retail
