Home ›

Natural Products Overview

Dear WholeFoods Reader:
Welcome to the 2013 natural products retailer survey!

This annual survey (with results published in our December 2013 issue) will give all our readers valuable information about our industry and, most importantly, our retailers.

Please remember:
* One lucky retailer who completes this survey will be randomly selected to receive $100 in cash!
* All answers will be kept strictly confidential.
* Answers should reflect the store’s previous 12-month period (June 1, 2012-June 30, 2013)
* 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!
 

Note: To move to the next field, hit the Tab key not the Enter key.

years
years
square feet of retail space
square feet of retail space
customers/day.
days/week.
$ per transaction
%
$
Total
% of total sales.
% of total sales.
% of total sales.
% of total sales.
% of total sales.
% of total sales.
% of total sales.
% of total sales.
% 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%.

% of total sales.
Our per-store net profit is % of total sales

EXAMPLE for Questions 19-21:

Total sales (income): $1.00
Cost of goods sold (cogs): $0.65
Gross profit margin (gpm): $0.35
Direct store expenses: $0.29
Net profit (before taxes): $0.06

 

Your cogs is 65% and you gpm is 35%. Your direct store expenses are 29% and pre-tax profit is 6%.

$ OR
$
- %
+ %
- %
+ %
new store(s).
square feet.
square feet.
store(s).
square feet.
$
square feet
%
%
%
%
%
%
%
%
%
%

TOTAL = 100%

We spend $ per month on advertising/marketing
a) We spend about $ per week in salaries and wages on direct store labor.
We spend about $ per month in salaries and wages on direct store labor.
We spend about $ per year in salaries and wages on direct store labor.
people
people
$
people