Asian Vegetables Report Brand Health & Demographics Source: Nielsen Homescan data until 24 th of December 2011 Nielsen Scantrack data (National Woolworths)

Asian Vegetables ReportBrand Health& Demographics

• Source: • Nielsen Homescan data until 24th of December 2011• Nielsen Scantrack data (National Woolworths) until 18th December 2011

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Copyright © 2012 The Nielsen Company. Confidential and proprietary.

32.9 % of Australian Households purchased Asian Vegetables; spending on average of $ 9.6 which equates to 4.3 shopping trips with $ 2.3 spend per shopping trip during the last year

Asian Vegetables…..

While Asian Vegetables shopper tend to be more affluent households and skew towards Start up families, Young Transitional and

Established Couple life stages

Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment.

In the latest 4-week period, Average household spend on Total Vegetables and penetration has shown a positive spike

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Homescan Overview

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This report leverage two different types of information: 1) Retail Measurement Data (Scanning Sales) 2) Household Panel Information

• Complementary data sources, not substitutes for one another• Address separate sets of business issues

• Volume & Share Tracking• Promotion Execution & Effectiveness• Price Sensitivity• Account Performance

• Components of Sales• Brand Loyalty & Repeat• Demographics• Buyer Analyses• Cross Purchasing• Switching/Source of Volume

Store-Level Scanning Sales Household Panel Information

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Purchase data is automatically modemed back to Nielsen via

the telephone lineNielsen processes the data together with stringent QC

checking

At home they scan the purchases via a barcode scanner - supplementing data

from a barcode book for shopping trip info and non barcoded items

Panel member buys products from any retail outlet and takes

them home

Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends.

Start with a panel that is statistically representative of

Australian households

How does Household Panel Information (Homescan) work?

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Key Measures

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W h at is dr iv ing ho w m uch m y con sum ers b uy? - Brand Health - Va lueA US | M A T TO 24 /1 2 /20 11 | B ased on V a lue ($000s)/1000

S o urc e : AC N ielse n H o m e s ca n A us tra lia

Source: Nielsen l Homescan Australia

Asian vegetables penetration has decreased by 1.5%, while Asian vegetables buyers are spending $9.6 per year and purchasing about 1.5 kilos of the commodity per household.

This chart compares Asian vegetables household reach (penetration) against

other vegetables.

This chart show the total average household spend across various

vegetable commodities.

This chart show the total average household volume purchase across

various vegetable commodities.

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W h at is dr iv ing ho w m uch m y con sum ers b uy? - Brand Health - Va lueA LL S HO P P E RS - A US - M A T TO 24 /1 2 /20 11 - B A S E D O N V A LUE ($000 'S )/1000


Asian vegetables buyers are purchasing the commodity more often than a year ago, and are slightly more in each shopping trip ($2.3)

This chart compares how frequently Asian vegetables is purchased each year compared to other

vegetable commodities

Households are spending approximately $2.30 each time they purchase Asian vegetables

Households are spending in total, approximately $9.6 per year in Asian vegetables

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W h at is dr iv ing ho w m uch m y con sum ers b uy? - Brand Health - Va lueA US | M A T TO 24 /1 2 /20 11 | B ased on V a lue ($000s)/1000


The total volume increase is a result of an increase in the shopping frequency and volume per occasion.

Source: Nielsen l Homescan Australia

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How are th e key con sum er dr ivers of sales ch an gin g o ver t ime? - Bran d H ealth - ValueA LL S HO P P E RS - A US - TO TA L V E G E TA B LE S - B A S E D O N V A L UE ($ 0 0 0 'S )/10 0 0

S o urc e : A C N ielse n H o m e s ca n A us tra lia

In the latest period average household spend on Vegetables has show a spike, while penetration grew as well.

Cyclone Yasi

QLD Floods

This chart shows that the average household increased their spend (red line) on Vegetables in the latest 4-week period

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How are the key consum er drivers of sales changing over t ime? - Brand H ealth - ValueAL L S H O P P E RS - A U S - TO T AL A S IA N V E G ET AB L E S - B A S E D O N V A L U E ($ 0 0 0 'S )/1 0 0 0


Average household spend has increased in the latest 4-week period, whilst penetration decreased for Asian vegetables

Cyclone Yasi

QLD Floods

Average household spend increased (red line) although the number of households decreased

(blue bars)

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W hat is d riv ing how much m y consumers buy over tim e? - Brand Health - Va lueAL L S H O P P E RS - A U S - TO T AL A S IA N V E G ET AB LE S - B A S E D O N V A LU E ($0 00 'S )/10 00


Variation in $AWOP are linked to changes in the level of spend per shopping occasion

Cyclone Yasi

QLD Floods

Green Line: how many times consumers buy it – it is stable.

Yellow Line: How much they spend each time. For DEC this

index reached: $2.5

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T ab le R ep ort | N at W oo lwo rth s - T . Asian V eg etables | T . F resh F ru it and Veg etablesU n its of M ea su re : Un its = S ystem Un its (0 0 0 's ) | V o lu m e = K ilog ra m s(0 0 0 's ) | V alu e = $ (0 0 0 's )

M AT T o 1 8 /1 2 /20 1 1 M AT T o 19 /1 2 /2 0 1 0

Kilo g ra m s (0 0 0 's )

$ (0 0 0 's )

Pr ic e p e r V ol (Kg )

2 ,3 0 8 .8

1 9 ,7 7 8 .5

$ 8 .5 7

2 ,2 6 8 .1

1 8 ,4 4 7 .9

$ 8 .1 3

S OU R C E: N ie ls e n A ust ra lia S ca nT ra ck (H AL _ FR E S H _ FR U IT _ VE GE T A BL E S )

Looking at Woolworths information, Asian vegetables volume has increased by 1.7%, while value by 7.2% due to increase in price by $0.44.

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T ab le R ep ort | N at W oo lwo rth s - T . Asian V eg etables | T . F resh F ru it and Veg etablesU n its of M ea su re : Un its = S ystem Un its (0 0 0 's ) | V o lu m e = K ilog ra m s(0 0 0 's ) | V alu e = $ (0 0 0 's )

S OU R C E: N ie ls e n A ust ra lia S ca nT ra ck (H AL _ FR E S H _ FR U IT _ VE GE T A BL E S )

Looking at trended Woolworths information, comparing the latest 4 week period vs a year ago, prices have increased, while traded volume shows a small decrease

Cyclone Yasi

QLD Floods

Blue Line: Price per Kg. $8.49 in latest period vs.

$8.31 last year.

Yellow Bar: Kgs sold by Woolworths during each

period.

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Demographics

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Wh o b uys m y bran d? (Lifestage ) - D emo graph ics - V alu eA US - TO TA L A S IA N V E G E TA B LE S - M A T TO 24 /12 /2011 - B A SE D O N V A LUE ($000 'S )/1000


While most segments show positive results, there is opportunity to improve penetration on Young Transitionals and Senior Couples.

The green bar represents the percent of each demographic

purchasing in latest period with the red bar representing the

percentage last year

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W ho bu ys my b rands? ( Income) - Dem ograp hics - V alu eA US - TO TA L A S IA N V E G E TA B LE S - M A T TO 24 /12 /2011 - B A SE D O N V A LUE ($000 'S )/1000


From a Household income perspective, Asian Vegetables are performing much better than Total Vegetables on the High Income household segment

High Income households have increased their importance in value at expense of Low and

medium income during the last year

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W ho buys my b ran ds? (H ouseho ld Size) - Demo graph ics - Va lueA US - TO TA L A S IA N V E G E TA B LE S - M A T TO 24 /12 /2011 - B A SE D O N V A LUE ($000 'S )/1000


1-2 member households have had the most significant contribution to value sales within Asian vegetables , however still opportunity to increase reach within this household size

1-2 member household size is the most important demographic as they

account for 53.2% of sales.

Opportunity to increase reach as 1- 2 member household has the lowest

penetration

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Share of Trade

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Share of Trade - Share o f TradeALL SH O P PE RS - MA T TO 24/12/2011 - TO TAL AS IA N V E GE TA BLE S - B AS ED O N V ALU E ($000'S)/1000

S o urc e : A C N ielse n | H o m e sc a n A ust ra lia

Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment.This pie chart shows how the Asian

vegetables value distribution is among different retailers/channels of trade

This show the actual sales values percentage growth/decline behind the share

of trade changes

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ALL SHOPPERS - TOTAL ASIAN VEGETABLES Consumer KPI'sValue Basis: VALUE ($000'S) Source: Nielsen Homescan

Green Grocers and Independent Supermarkets have increased their share of trade, at expense of Coles, which also showed a drop in the penetration of this segment.

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W h at is dr iv ing ho w m uch m y con sum ers b uy? - Brand Health - Va lueA LL S HO P P E RS - A US - M A T TO 24 /1 2 /20 11 - B A S E D O N V A LUE ($000 'S )/1000


Buyers have increased their average total spend for all Channel/Retailers with the exception of ALDI

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Glossary

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Terms• Penetration – The proportion of households purchasing a product in the

specified period expressed as a percentage of all households.

• Average Weight of Purchase (AWOP) – The average volume/value/units of a product bought across all buyers of that product in the specified period.

• Occasions Per Buyer – The average no. of times each buyer purchases the specified product in a specified period. A product/date/shop combination, eg. a household purchasing 2 identical products on a shopping trip to Woolworths constitutes a single purchase occasion.

• Amount Per Occasion – Average value or units purchased on each purchase occasion.

• QTR – Quarter year; rolling 13 weeks.

• MAT – Moving annual total; a rolling yearly total which accumulates 52 weeks of data.

• PP – Prior Period

• YA – Year Ago.

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Lifestage Demographic Definitions

Young TransitionalsAdult households (no children <=17)Head of household <35

Small scale familiesHouseholds with oldest child 6-11 years

Start-up familiesHouseholds with young children only, oldest child < 6

Bustling familiesHouseholds with oldest child 12-17 years

Senior CouplesTwo (2) or more adults (No children <=17)Head of household 60 or over

Independent singlesOne (1) person adult household (No children <=17)

Head of household >=35Established Couples

Two (2) or more adults (No children <=17)Head of household 35-59

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Young Transitionals,

15%

Start Up Families,9%

Small Scale Families,11%

Bustling Families,16%

Independent Singles,17%

Established Households,

18%

Senior Couples,

14%

Lifestage Distribution of Households

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Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

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Source of Growth / Decline - Bulla Premium Family Tubs | Based on UnitsFor Period MAT to 19/02/2011 vs YA | Relative to Total Ice Cream

Incremental / Lost Category Sales

65.5

1.1

18.1

27.8

18.5

Total %Change in

Volume

New/LostCategoryBuyers

Cat Exp/Cont- Retained

BrandBuyers

Cat Exp/Cont- New/Lost

BrandBuyers

SwitchingTotal

% Change In Volume Due To Switching To/From…

-0.5-0.5-0.2-0.1-0.1

-0.10.10.10.10.10.10.20.20.20.30.40.40.50.50.50.60.60.80.91.21.21.41.5

1.86.2

-0.1-0.1

PL MPs (79) Billabong MPs (163.6)

Magnum Temptation MPs (191.8) Magnum Other MPs (127.2)

Bulla Creamy Classic MPs (102.3) Paddle Pop Regular MPs (208.6)

Splice MPs (204.2) Connoisseur Tubs (154.9)

Bulla Premium Family Tubs (112.5) W eiss MPs (117.1)

Calippo MPs (138.8) Sara Lee Tubs (115.4)

Bulla Health Tubs (151.6) Blue Ribbon Regular Tubs (84.7)

Icy Pole MPs (129.8) Maxibon MPs (92.7)

Bulla Fruit & Yog MPs (159.2) Weis Tubs (144.3)

Bulla Bars MPs (253.7) Gaytime MPs (134.4)

Blue Ribbon Light Tubs (143.9) Paddle Pop W ater Ice MPs (116.6)

Frosty Fruit MPs (137.6) Magnum Minis MPs (97.6)

Bulla Splitz MPs (114.9) Heaven MPs (135.3)

Cornetto MPs (121.9) PL Tubs (76)

Drumstick MPs (112.2) Bulla Everyday Family Tubs (146.7)

Other Nestle MPs (121.1) All Other (74.4)

Source: ACNielsen | Homescan® (Australia) - Issue # 467940

How to read a Source of Volume Chart

New/Lost Category Buyers Households that purchased the category in one

period but not the other and the

focus brand was included in the

category purchases.

New/Lost Brand Buyers

Gains or Losses within the Focus

Brands by Households who

added/omitted the focus brand to their category

purchases.

Existing brand buyers

The Focus Brand experienced gains/losses

from households who

increased/decreased their

purchases of the focus brand

SwitchingIncludes

households who shifted their focus

brand purchases

from/to alternative

category items.

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Appendix

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W hat is d riv in g g ro cery sales? (Accoun t C om parison) - Bigger Pic ture - Va lueA LL S H O P P E RS - T O TA L A S IA N V E G E TA B L E S - S HA R E O F TR AD E ($ )

S ourc e : AC N ielse n | H om e sc an A ust ra lia

During the last moths, Green grocers have over performed WW in the trade of Asian vegetables

Documents

Asian Vegetables Report Brand Health & Demographics Source: Nielsen Homescan data until 24 th of December 2011 Nielsen Scantrack data (National Woolworths)