Census 2008

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StoreUniverse Estimation

Census 2008

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2 Copyright Information Resources, Inc., 2008. Confidential and Proprietary

Contents

Background

Greek Retail Trade Layout

Geographical Areas Covered

Measures Delivered

Census Data 2008

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IRI executes on a yearly basis a rolling samplingcensus of the FMCG retail outlets covering themainland of Greece (including Evia) and the islandof Crete.

For Super/Hyper Market trade sector, IRI keepsand updates detailed address list of stores.

Background

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Greek Retail Trade Layout

Tobacco StoresFood StoresConvenience

Stores Drug Stores

ConvenienceStores

Psilika (smallcorner stores)

Kiosks

Pharmacies

Cosmetic Stores

All Formats

Super/HyperMarkets

Discount Stores

Traditional FoodStores

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Stores with a range of FMC Goods that consist mainly of groceries(food, household care, personal care, drinks, dairy, bakery,

confectionery products, etc.)

Food Stores

Super/Hyper Markets Discount Stores Traditional Food Stores

Self-service storescarrying mainly groceriesin limited range with theemphasis on own label

products and low prices.

Traditional independent storeswith a central check out area (1

cash register) carryinggroceries in a limited range.

Greek Retail Trade Layout Definition Food Stores

Self-service departmentretail stores with a centralcheck-out area (at least 2cash registers) offering a

large variety of groceries as

well as consumer durablesand consumer goods mostlyfor a short to middle for ashort to middle term use.

Hypermarkets are storeswith large selling spaces(over 2500 sqm) and even

broader range of products.

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Neighborhood stores, open at least 10 hours a day. Their corebusiness is coming from dairy/bakery products, alcoholic and nonalcoholic drinks and confectionery products (chocolates, chewing

gums, etc).

Convenience Stores

Convenience Stores

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Small neighborhood stores, open at least 10 hours a day. Their corebusiness is coming from tobacco products, press, magazines andconfectionery products (chocolates, chewing gums, etc).

Tobacco stores

Psilika Kiosks

Tobacco Stores

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/

Drug Stores

Drug Stores

Pharmacies Cosmetic Stores

Stores mainly selling prescribedmedicines and OTC medicines/

products

Stores mainly selling personalcare products, cosmetics and

perfumeries

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Greek Geographical Areas Covered

-

Attica(county)

Total Greece

Salonica(county) North Centre Peloponnese Crete

Macedonia

Thrace

CentralGreece

Thessaly

Epirus

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Measures Delivered

Measures DeliveredNumber of Stores

Estimated Sales Turnover

Numerical Contribution: the participation of everyshop type across the specified areas, expressed asa percentage of the total number of storesoperating in the areas described.

Weighted Contribution: the importance of everyshop type across the specified areas, expressed asa percentage of the total sales turnover.

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Census Data 2008

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Retail Trade LayoutNumber of Stores by Store Format

Number of Stores

Food Stores 17,038

Convenience Stores 12,807

Tobacco Stores 17,739Drug Stores 10,668

TTL Stores 58,252

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Retail Trade LayoutNumber of Stores by Geographical Area

Number of stores

Attica 19,853

Salonica 6,140

North 10,454

Centre 11,554

Peloponnese 6,079

Crete 4,172

TTL Stores 58,252

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Food StoresEstimated Turnover by Store Format

Estimated Turnover(mio Euros)

Super/Hyper Markets 8,653

Discount Stores 1,383

Traditional Food Stores 686

TTL Food Stores 10,722

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Food StoresContribution by Store Format

14.88%

80.70%

3.18%

12.90%

6.40%

81.95%

Numeric Weighted

TraditionalFood Stores

Discount Stores

Super / Hyper Markets

Contribution

Number of Stores

Super / Hyper Markets 2,535

Discount Stores 541

Traditional Food Stores 13,962

TTL Food Stores 17,038

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Food StoresContribution by Geographical Area

20.68%

46.73%8.13%

10.54%

23.52%

13.73%26.18%

15.64%12.23%

8.49%9.27% 4.86%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

Contribution

Number of Stores

Attica 3,523

Salonica 1,385

North 4,007

Centre 4,460

Peloponnese 2,084 Crete 1,579

TTL Greece 17,038

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Super/Hyper MarketsContribution by Store Format (Size)

43.00%

17.56%

33.81%

31.97%

21.30%

34.11%

1.89%

16.35%

Numeric Weighted

Hyper SM(>2500sqm)

Large SM(1000-2499 sqm)

Medium SM(400-999 sqm)

Small SM(2500 sqm) 48 Large SM (1000 - 2499 sqm) 540

Medium SM (400 - 999 sqm) 857

Small SM (

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Super / Hyper Markets Contribution by GeographicalArea

32.61%

51.48%

11.09%

10.46%17.27%

10.81%19.53%

14.16%

12.64%7.65%

6.85% 5.44%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

Number of Stores

ContributionAttica 822

Salonica 281

North 435

Centre 502

Peloponnese 318

Crete 177

TTL Greece 2,535

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Discount StoresContribution by Geographical Area

30.87% 36.73%

11.28%10.60%

20.70%21.23%

19.96%18.54%

11.65%11.07%

5.55% 1.82%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

Number of Stores

ContributionAttica 167 Salonica 61

North 112

Centre 108

Peloponnese 63

Crete 30

TTL Greece 541

T di i l F d S

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Traditional Food StoresContribution by Geographical Area

18.16% 19.02%

7.47% 10.07%

24.78% 22.30%

27.57% 27.39%

12.20% 9.73%

9.83% 11.49%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

Number of Stores

ContributionAttica 2,534 Salonica 1,043

North 3,460

Centre 3,850

Peloponnese 1,703

Crete 1,372

TTL Greece 13,962

C i S

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Convenience StoresContribution by Geographical Area

31.92%41.81%

12.94%

12.32%18.61%

12.82%

20.07% 15.63%

10.49% 11.14%

5.97% 6.28%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

Number of Stores

ContributionAttica 4,091

Salonica 1,659

North 2,386

Centre 2,573

Peloponnese 1,344

Crete 754

TTL Greece 12,807

P ilik

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PsilikaContribution by Geographical Area

51.65% 47.77%

10.23%8.54%

10.28%14.52%

12.36% 13.95%

8.65% 7.43%

6.83% 7.79%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

3,275

1,147

1,178

1,471

797

689

8,557

Number of Stores

Contribution

Attica 4,591

Salonica 909

North 914

Centre 1,112

Peloponnese 769

Crete 607

TTL Greece 8,902

Ki k

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KiosksContribution by Geographical Area

36.15% 41.78%

9.41%8.26%

17.16%14.90%

20.83% 15.93%

9.84% 11.94%

6.60% 7.19%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

Contribution

Number of Stores

Attica 3,195 Salonica 832

North 1,516

Centre 1,841

Peloponnese 870

Crete 583

TTL Greece 8,837

Ph i

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PharmaciesContribution by Geographical Area

41.44% 42.23%

12.45% 12.94%

16.31% 13.88%

15.26% 15.68%

8.88% 10.17%

5.66% 5.10%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

Attica

Number of Stores

ContributionAttica 4,028

Salonica 1,195

North 1,443

Centre 1,455

Peloponnese 858 Crete 501

TTL Greece 9,480

Cosmetic Stores

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Cosmetic StoresContribution by Gerographical Area

35.77%

54.69%

13.47%

10.10%15.82%

6.51%9.51%9.99%

12.96%9.70%

12.46% 9.02%

Numeric Weighted

Crete

Peloponnese

Centre

North

Salonica

AtticaNumber of Stores

ContributionAttica 425 Salonica 160

North 188

Centre 113

Peloponnese 154 Crete 148

TTL Greece 1,188

Documents

Census 2008