Grove SPAC Presentation Deck
123
2.
% HH Penetration (1)
12.4%
24
Total HH Cleaners
% of Basket (3)
1
24.2%
Clorox
4.6%
Grove Co.
Drano
Exceptional Target Launch Results Provide
Proof Points for Retail Opportunity
1.5% 1.5%
Method
Select Household Cleaner Brand Performance at Target from 4/18 ā 7/25
Mr. Clean
Method
Total HH Cleaners
0.5% of HH cleaner customers
purchased Grove Co., ahead of
Mrs. Meyer's and Seventh Generation
0.9%
Lysol
0.7% 0.6%
Windex
Mrs. Meyer's Clean...
Clorox
Drano
0.5% 0.5% 0.4%
Grove Co.
#1 Brand in % of Basket - Of all baskets that
contained Grove Co. HH cleaner, Grove Co.
represented 24% of the basket - strong indication
that Grove Co. drives incremental baskets at Target
9.5% 9.1%
7.6% 6.5% 6.3% 6.3% 6.2% 5.9%
Pine-Sol
Windex
Mrs. Meyer's Clean Day
Seventh Generation
Grove Co.
26% Digital Penetration
+600 bps vs. Overall Target digital penetration (5)
Pine-Sol
Mr. Clean
Fabuloso
0.3% 0.2%
Seventh Generation
5.9%
5.2%
Fabuloso
Natural
Notes:
% HH Penetration: % of households purchasing out of total households purchasing Household Cleaners at Target
% Repeat HH: % of households repeat purchasing the brand or category in a given time period at Target
3. % of Basket: % of total Target basket made up of a given category or brand at checkout at Target
4. Units Per Trip: # of units bought in each trip to Target
4.5%
Lysol
% Repeat HH (2)
29.9% 28.7%
Total HH Cleaners
Grove Co.
Units per Trip (4)
2.5
Conventional
Grove Co.
Total HH Cleaners
5.
6.
1.6
18.1% 16.7%
#1 Brand in Repeat Rate - Nearly 30% of
Grove Co. shoppers purchased again in the 3M
period, almost 2x Method and Clorox, 3x Lysol,
14x Seventh Generation
Method
Method
Clorox
14.1%
Fabuloso
Clorox
11
Mr. Clean
10.6% 10.1% 9.4% 8.1%
ā
Mrs. Meyer's Clean Day
1.2
Total HH Cleaners - Target
Lysol
Mr. Clean
#1 Brand in Units per Trip - Grove Co. shoppers
bought 2.5 units, more than any other brand and the 1.6
average, thus driving basket size and spend per trip
1.3
1.3
1.3
1.2
1.1
1.I
Seventh Generation
Mrs. Meyer's Clean Day
Pine-Sol
Lysol
7.6%
Windex
Drano
5.1%
Windex
Fabuloso
Seventh Generation
I.I
2.7%
Pine-Sol
I.I
Increase in Brand Awareness from 27% (QI'21) to 31% (Q2'21)
Among shoppers who purchase natural products (6)
Drano
Based on Numerator data as of July 2021
Online survey from June 18th through June 27th, 2021 based on 1,023 natural shoppers that have purchased natural and intend
to purchase again
Source: Numerator Household Cleaners Category at Target from 4/18/21 - 7/25/21
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