Jeffrey Harmening
Chairman and Chief Executive Officer at General Mills
Yeah, on the on-shelf availability, when we put our guidance together for this year, I mean, we grew at 10% last year and original guidance was 3% to 4% this year. And so we knew that on-shelf availability would be a headwind for us because, frankly, our supply chain held up a lot better than our competition did a year ago. And so we calculate, we factored that into our guidance for this year. But the fact of the matter is on-shelf availability for our competition increased a lot faster, particularly private label on small players, faster than we had anticipated. Importantly, they're now catching up to our on-shelf availability. And so we've actually improved our on-shelf availability this year. So it's not as if we have gone backward. Our on-shelf availability is higher now. And you can see that out because we've reduced our disruption costs. It's just that our competitors have increased quite a bit now have kind of drawn even with us after trailing for like four years. So that's the first part of the question. We anticipated it, but not the rate of change.
In terms of the -- and we'll lap, we'll start lapping that really in kind of late April and May of this year. So that's when we started to see this impact. In terms of distribution, one of the things -- our teams across the board, certainly in North America Retail are really executing well. Our share of distribution is actually up. And so there's not a problem with our distribution. In fact, the opposite, our distribution looks good. And I will say that I'm really excited about our innovation in the back of this year, which I'm hoping we'll bolster that further.
We've got good innovation in cereal, we've got good innovation in yogurt, and soup, and Old El Paso and Haagen-Dazs. And so as I look across our big billion dollar businesses, our innovation lineup is really good and frankly better than it was last year. And so as we look to the next half of the year, I think we can see our distribution continuing to build. As to what it means to promotional -- the promotional environment, it's been a very rational promotional environment against some thoughts to the contrary. We have seen the number of promotions pick up this year, as we expected, because of on-shelf availability. Importantly, we've also seen the quality of the merchandising, specifically the quality of merchandising that we get, has also accelerated. And because the quality of merchandising has improved for us, we've seen the list we received, but also the ROIs we received have been better than they were a year ago.
But importantly, and this is a really important point, even though the level of merchandising has increased in frequency, it has not increased in depth. And even the frequency is still below where it was before the pandemic and the depth of the promotion is well below. So yes, we're seeing increased levels of promotion. We expected that. And frankly, the returns are better because of the quality of merchandising that we're seeing.