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Natural Products Overview

Dear WholeFoods Reader:
Welcome to the 2010 natural products retailer survey! This annual survey (with results published in our December 2010 issue) was designed with you in mind. We hope it will be easy and comfortable for you to provide information about how you run your store. These data will give all our readers valuable information about our industry and, most importantly, our retailers. Please remember:
* All answers will be kept strictly confidential.
* Answers should reflect the store’s previous 12-month period (Sept. 1, 2009-Aug. 31, 2010)
* Please be as complete as possible. If you can’t answer a question, please skip it and move to the next one.
* You can also submit this form by Fax. Download a PDF of the survey form by clicking here.

Thanks for your help!
 

years
years
years
Total
% of total sales.
% of total sales.
% of total sales.
% of total sales.
% of total sales from all perishable foods combined

This includes frozen, refrigerated, dairy and non-dairy, fresh produce, prepared foods and grab-and-go, bakery, deli, cheese, coffee/juice/smoothie bar.

square feet of retail space
new store(s).
square feet.
square feet.
store(s).
square feet.
$
square feet
% of total sales.
% of total sales.

(Note: total of cogs + gpm = 100% of your sales.)
EXAMPLE:
Total sales (income): $1.00
Cost of goods sold (cogs): $0.65
Gross profit margin (gpm): $0.35
Your cogs is 65% and your gpm is 35%.

We have about $ net profit left over after all direct store expenses at the end of the year.

EXAMPLE:
Gross profit margin (gpm): $0.35
Direct store expenses: $0.29
Net profit (before taxes): $0.06
Your direct store expenses are 29% and pre-tax profit is 6%.

+ %
- %
+ %
- %
customers/day.
days/week.
$
$
a) We spend about $ per week in salaries and wages on direct store labor.
people
people
$ per year.
%
%
%
%
%
%
%
%
%

TOTAL = 100%

We spend $ per month on advertising/marketing
$
people