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we all know when you throw a rock into.the water it creates ripples.that move away from where it landed.but being distracted by those ripples.sometimes.we forget that the water close to the.surface.rushes back to fill in the space that it.left behind.so what exactly does this have to do.with.retailing within the functional cpg.categories.especially active nutrition.so for me to explain this analogy a.little bit.i think it's important for us to kind of.set what's been happening over the last.about.decade within the active nutrition.category of functional cpg.so if we take a snapshot of the four.biggest pure play nutritional.supplements.sports nutrition active nutrition.functional cpg.specialty retailers these were names.like.gnc the vitamin shop bodybuilding.com.and vitamin world so is there a key.similarity.between them obviously if we're looking.at this from an hindsight 2020.perspective.these retailing names have obviously.struggled immensely in the market to at.the least.sustain relevancy and business.continuity.issues at worst so just to kind of run.down.these four names if you're not all that.familiar about what's been happening.over the last.decade or so vitamin world at its peak.in the 2010s it had 450 locations.it was sold by the long-time owner nbty.to a private equity firm in 2016..that private equity firm filed chapter.11 in september of 2017 and it's now.owned by.a chinese dairy conglomerate and now.only operates around.65 locations so it's a shell of what it.used to be.we moved this into bodybuilding.com at.its peak in the 2010s it had.revenue of somewhere around 500 million.dollars.during the decade it was passed from its.owner liberty media.to expedia group and now to.private equity and now their revenue.base is somewhere around a hundred and.fifty million dollars.the vitamin shop arguably has fared the.best.over the last 10 years and at the peak.of the 2010s they had.a little over 900 locations and did just.around 1.3 billion dollars.in revenue late last year it was.acquired by the.franchise group and the vitamin shop.announced that they would close.somewhere around five percent of their.store fleet and now.operates somewhere around 720 locations.and.is on track in 2020 for about 1 billion.dollars in revenue and then gnc the.largest.specialty retailer in these categories.at its peak in the 2010s it had.around 9 100 global locations.and had revenues of around 2.7 billion.dollars.over the last about a year year and a.half they've announced several rounds.of store closures and just had.continuously kind of sliding.revenue they announced officially in.late june of 2020 that they were going.to.voluntarily filed chapter 11 bankruptcy.and they currently now operate around 6.700 global locations and.is on track for about 1.4 billion.dollars in revenue this year.now if you look at the top four.specialty.retailers in the category pure play.retailers.you would kind of think to yourself wow.obviously.the category as a whole is struggling.but that's not the case.if you look at just the compounded.annual growth rate over the last decade.it's continuously been.in the high single digits so what is.happening here like where is the buying.power.going and i took this slide from a.presentation that dan lorenko.the co-founder and ceo of ghost.lifestyle and i.have put together and talked about in a.few of our presentations.at supply side west and we call this the.walmazon effect now in reality the.walmazon effect is actually a little bit.more broad than that.you can break down the shifts in.categorical consumer spending.and the new dollars that are coming into.the category into.three buckets the hardest one to kind of.pinpoint exactly how many dollars are.flowing into.is through direct to consumer products.and brands within.the vitamins minerals supplements active.nutrition sports nutrition functional.cpg categories.and this is the death by a thousand cuts.kind of effect.you have so many small players that are.kind of taking their little shares and.though as an.aggregate they are making huge impacts.each one.at times you know a million here a.million there really goes unnoticed.and a lot of this is happening with.entrepreneurs or businesses.that are extremely good at pulling one.of the demand levers.like affiliate marketing influencer.marketing.or paid social media marketing.and they're really like kind of in the.shadows you don't really know.a lot of these names i've come across a.few that you know are doing hundreds of.millions of dollars.but if you would ask a industry insider.about this brand if they know this brand.they would probably have.total blank stairs now another bucket.and arguably probably one of the easiest.ones.to spot is amazon that is the one that.everybody goes to and says they're the.reason why all these other retailers are.struggling and.a lot of that is definitely true but.it's not the whole story and the third.bucket is.this mass retailing and walmazon with.walmart and i also include target into.this.now i know mass retailing can be.rolled up into a discussion a bigger.discussion around the merchandising.growth of all large retail channels like.grocery stores convenience stores.wholesale clubs.drug stores but i'm gonna save those.probably for their own videos because.there are nuances to each one of those.large.retail channels in terms of how they are.approaching the functional.cpg category according to tabs analytics.which is a sales and marketing.cpg firm they've noted that walmart.target and amazon are the three biggest.beneficiaries in terms of total gained.category buyer counts and this is really.a decades-long.story gross story for walmart and target.in terms of like mass retailing.as they've slowly increased their.merchandising.in their active nutrition sections but.like anything that happens.slowly over time if you're not looking.at it through the right.time frame in terms of your analysis.you might not notice how truly.disruptive it has been.over the last 10 years specialty.retailers within the category are no.longer.the only game in town and i've made.continuous.comments on my channel on content.that i've produced across all of my.social media about.walmart specifically being the largest.supplement retailer.and how sports nutrition brand owners.have been.ignorant to just like the evolving.merchandising.in this retailer for years and i'll pop.up a video here that i did.in may of last year to give you a little.bit of an example of what i'm talking.about.but the amount of your crazy commentary.that i heard.from the sports nutrition industry over.these last several years because of this.commentary around specifically walmart.would give a guy a complex but honestly.the writing was on the wall for anybody.that was.paying close enough attention but all it.took was one.big rock to crash into the water for.everybody to start taking.a lot closer of a notice and this rock.is essentially the gnc bankruptcy but.propelled at a much faster pace.because of the covet 19 effect now if.you are a decision maker and you're.seeing the convergences that are.happening here.what exactly would you do first the.largest.specialty retailer in the category is.closing.around 1500 of their locations in the.united states this.merchandising category of the specialty.retailer is one that has been a great.growth engine.for your retailer over the last 10 years.now the covet 19.shopping behavior has created a ton of.attention and value towards omnichannel.because of the convenience and safety.aspects of.that way of shopping also the kova 19.shopping behavior.shows us that consumers are making less.frequent.total shopping trips but with a higher.total.cart size you start to put a lot of.those trends together and you start.really kind of forming a pretty strong.opinion on where you would go.if you are a leader of a mass retailer.i want you to take a quick listen to an.excerpt from.a two guys one shaker cup podcast.between.myself and aaron around walmart.and some of the evolving merchandising.trends that are going to be happening.there very soon ultimately we're not.going to change the way we do business.for a retailer even even uh you know i.don't know if i've been talking yet but.we'll be in walmart on october on the.shelves at walmart.and uh i wouldn't change when we met.with walmart we went to bentonville.you know it was a weird because it was a.weird meeting because i was really.worried that they were going to say.hey we can't take total war for for.example as.is it needs to be a cheaper formula or.it needs to be.something you know something different.and i would have i would have said no.and i was very happy and relieved that.they wanted they believe walmart is.ready for a premium brand that doesn't.have to lower the price you want to.change the formula enough to alter.anything about it.um because i think that even with the.walmart it had been really tough.to uh to water down the products because.that.would change what what the brand's even.about but um but yeah so.even with walmart you know we were.prepared to say no and walk away if it.didn't fit with.the rest of the business yeah the.walmart i mean i guess just.food drug mass convenience i think is.adapting and just evolving especially.when they.they kind of smell blood in the water.with gnc.and vitamin shop with the weakness in.that and saying hey there's a lot of.consumers that are looking to purchase.products and different channels we now.need to offer merchandising that matches.the expectation of the consumer it can.no longer be like this watered-down.effect and i think that that you guys.are going to really spearhead that.in walmart i think that that's going to.bring that category of merchandising.to be much stronger and then i think.overall it just matures our industry.even further.for us to be in those stores and also.make an impact in.the stores would be huge and not having.to.complicate your business even further by.creating.one-off skus and not being able then to.liquidate those skus after.things happen it helps you then in your.business.be able to support it much easier let's.go back to walmart for a second i.find it super interesting because many.brands iovate for instance creates a.separate line right for walmart kind of.we talked about that or.um pro subs create a separate formula.you guys are not and that's not.i guess that hasn't been the popular.choice in the past and you guys are able.to go into walmart with the.the total war formula that we see today.if you were not a 100 million dollar.brand.prior to walmart how how big is that.deal for you guys in your future.pretty big i think uh pretty big i mean.walmart is a huge.huge player obviously uh but also i.think you know you're getting in front.of a lot more people.um that's the big thing getting from a.ton more people.you're uh you have the ability to scale.quickly.i think that i think walmart uh as josh.mentioned walmart is.people are honestly kind of channel.agnostic now they're gonna buy.wherever it's easiest for them and so a.lot of people probably these days want.to stop.as few places as possible as well so you.walk into walmart to buy your groceries.being there at walmart where somebody's.buying their groceries or vacuum cleaner.or whatever.to have the product there in front of.them i think is a really really big deal.and i think back in the day uh if you.would have asked me when redcon.once started do i foresee red coin to be.a walmart i would have told you.definitely not.because i would i would think in my head.like that means you're not cool like.that's not cool.that cool move but i think that um that.things are really truly changing at this.point.and that uh that i think that while.walmart still might not be you know.cool uh i think that more and more.brands.are going to uh as they as we do well.you know.knock on wood as we do very well there i.think more and more people are gonna.wanna.we're gonna be pursue that and i know.that they're they are pursuing it i mean.that is one of the.biggest growth uh portions of the.walmart business you know the guy that.we deal with over there.uh his name is matt musgrave is uh.is like a stud over there because he's.one of the only departments right that.has significant like double-digit growth.that doesn't really happen at walmart.anymore.um so i know when uh the people over.there look at look at him like you know.he's the rock star because he's.he created significant growth and i.think it'll it'll continue to grow i.think that they'll.they will have um they'll refocus.because yeah i mean the gnc's of the.world.you know unfortunately you know things.aren't looking as bright you know as you.can tell from that two guys one shaker.cup podcast segment.walmart specifically and target i know.for sure.smells blood in the water you have.consumers that are already turning to.them.in waves over the last six or so months.for more of their shopping needs these.consumers.are eventually going to seek kind of an.evolution in the category they're gonna.be looking for things that maybe aren't.entry or trade down because of the store.closures on the specialty retailer side.there's less specialty retailers as a.whole for consumers and growth of sales.within an expanded merchandising sets.over the last 10 years.is giving you a ton of confidence to.expand it further to broaden it.across a larger spectrum of.consumer interests if you spend any time.in a target or a walmart's.active nutrition section you can already.tell they're inching towards.a more attractive merchandising mix.within their active nutrition.section for consumers across a wide.spectrum of wants and needs.i can also confirm that both of these.merchandising teams.are looking at the active nutrition.category as.a way to gain incremental customers.incremental dollars.and as aaron added extra validity to.that statement.redcon1 you know the fastest growing.large sports nutrition brand in the.industry has been asked by walmart to.come in to their stores not change up.their skus not change up any variants.at the price point that is competitive.across.all of their other sales channels and.what that means is.these mass retailers want to have more.than just the entry level consumers.they want a bigger piece of the whole.category.so the question now is does being.considered a.walmart or a target supplement brand.still have the same negative.but quite honestly always misplaced.connotation in 2020 that it had.maybe three years ago five years ago 10.years.ago thank you so much for watching this.video if you want to help support me.make sure you guys hit that thumbs up.button on this video if this is.the first time you've been introduced to.my videos would love for you guys to be.a part of my community by subscribing to.my channel.i upload several videos just like this.weekly and if you guys want to connect.further outside of this platform.i do include all of my social media.links down below i just want to thank.you guys again.for your time hopefully i gave you some.value in return.and we'll see you guys in the next video.

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For Mass Merchandisers FAQs

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Do military members have to pay any fee for leave or fiancee forms?

First off there are no fees for leaves or requests for leave in any branch of the United States military. Second there is no such thing as a fiancée form in the U.S. military. There is however a form for applying for a fiancée visa (K-1 Visa)that is available from the Immigration and Customs Service (Fiancé(e) Visas ) which would be processed by the U.S. State Department at a U.S. Consulate or Embassy overseas. However these fiancée visas are for foreigners wishing to enter the United States for the purpose of marriage and are valid for 90 days. They have nothing to do with the military and are Continue Reading

How can I fill out Google's intern host matching form to optimize my chances of receiving a match?

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