Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Questions about the Fresh Salad market in Australia6

Australian Fresh SaladReportYear To 04/10/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

Australian Fresh Salad Monthly ReportYear To September 2014

Analysis Parameters

Data Source: Nielsen Homescan

Market: Total Australia & States

Analysis Measure: Volume & Value

Periods: Year To 2014: 52 weeks to 04/10/2014 Year To 2013: 52 weeks to 05/10/2013

ObjectiveThe purpose of this report is to provide a monthly market overview for the Australian Fresh Salad category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report is part of a vegetable consumer purchase data project funded by HAL using the vegetable levy and matched funds from the Australian Government.

Research Methodology – Nielsen HomescanA Panel of 10,000 Australian householdsDemographically and geographically representative

Households electronically record their household purchases of all take-home grocery goods (fresh and packaged)

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

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Are more households buying Fresh Salad vs. last year in Australia?

Are households buying Fresh Salad more frequently?

Are Fresh Salad buyers purchasing/spending more?

How is the category evolving across different channels and retailers?

Is there a particular state driving the category performance?

How are Fresh Salad performing compared to other Vegetables in the market?

Note: This report highlights the top three demographic life stages by penetration.

Agenda

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82.6% 82.2%

Are more households buying Fresh Salad vs. last year in Australia?

PenetrationTotal Fresh SaladTotal Australia

Penetration trendTotal Fresh Salad4 weekly data

Year Ago This Year

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Source: Nielsen Homescan

Fresh Salad added 51,704 buying households this year

Bustling Families have contributed to this additional households for Fresh Salad

Opportunity lies if we regain the lost Fresh Salad buyers of Small Scale Families

Esta

blis

hed

Coup

les

Smal

l Sca

le

Fam

ilies

Bust

ling

Fam

ilies

MAT TO 05/10/2013

MAT TO 04/10/2014

77.2% 77.9%

83.2% 85.4%

80.5% 80.6%

SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP

31.1% 31.4%34.3%

36.3%34.4%

30.4% 29.2%25.8%

24.7%

23.1% 24.5%26.5%

28.7%

2013 2014

Year to 05/10/2013

Year to 04/10/2014

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Are households buying Fresh Salad more frequently?

FrequencyTotal Fresh SaladTotal Australia

Source: Nielsen Homescan

Average number of trips same period Year Ago

Quarterly Trend

QtrQtr - 1Qtr - 2Qtr - 3

Average number of trips This Year

Buyers have slightly increased the number of shopping trips they take to buy Fresh Salad

All the key demographic groups have showcased the same trend

Bustling Fam

iliesEstablished

CouplesSm

all Scale Fam

ilies2

3.1 Trips3.3 Trips

2.9 Trips 2.9 Trips

MAT TO 05/10/2013

MAT TO 04/10/2014

7.9 Trips 8.1 Trips

7.6 Trips

7.7 Trips

8.5 Trips

8.7 Trips

8.8 Trips

9.1 Trips

Year to 05/10/2013

Year to 04/10/2014

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0.3 Kgs 0.3 Kgs

$4.36 $4.49

0.3 Kgs 0.3 Kgs

$4.53 $4.69

0.3 Kgs 0.3 Kgs

$4.05 $4.19

Are Fresh Salad buyers purchasing/spending more?

Volume and Expenditure per tripTotal Fresh SaladTotal Australia

Established Couples

Source: Nielsen Homescan

Average volume KG purchased per trip

Average dollars spent per trip

Volume Consumption of Fresh Salad has remained stable vs. last year ...

… however, buyers are spending slightly more per trip on Fresh Salad compared to year ago.

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Small Scale Families

Bustling Families

MAT TO 05/10/2013

MAT TO 04/10/2014

0.3 Kgs 0.3 Kgs

$4.35 $4.46

Year to 05/10/2013

Year to 04/10/2014

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3%4%5%

8%

41%

39%

2%4%7%

8%

40%

39%

How is the category evolving across different channels and retailers?

Share of Trade (Kg)Total Fresh Salad

This Year

Source: Nielsen Homescan

Share of Trade ($)Total Fresh Salad

Volume vs. Year Ago Value vs. Year Ago

Fresh Salad witnessed growth in terms of both value and volume sales this year, driven by growth in all Supermarkets.

Woolworths performed better than Coles and grew by +12% in terms of volume sales and +9% in value sales of Fresh Salad.

This Year

-2%

27%

4%

8%

12%

6%

9%

-1%

27%

23%

11%

9%

4%

8%

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SA + NT (8%)

WA (11%)

VIC (23%)NSW (32%)

Is there a particular state driving the category performance?

QLD (21%)

Average annual KG per Buyer

Penetration Year Ago vs. This Year

( ) State share of Fresh Salad $ sales

Source: Nielsen Homescan

The number of buying households for Fresh Salad increased across all states this year.

Consumption of Fresh Salad increased in all the states across Australia except SA+NT.

78.0% 78.6%

2.3 Kgs 2.3 Kgs

80.2% 80.6%

2.6 Kgs 2.8 Kgs

77.0% 77.7%

2.4 Kgs 2.6 Kgs

75.5% 76.6%

2.2 Kgs 2.4 Kgs

73.8% 74.8%

2.3 Kgs

2.8 Kgs

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Market Share vs. Other VegetablesTotal Australia

All Vegetable Shoppers

How is Fresh Salad performing compared to other Vegetables in the market?

Source: Nielsen Homescan

Fresh Salad added buyers to the buyer base this year, resulting in increasing its volume share of market vs. other Vegetables.

All the key household groups contributed to this increase in the volume share.

Volume Sales Kg

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Established Couples

Small Scale Families

Bustling Families

Year Ago This Year

27.2% 27.1%

23.0% 22.5%

10.5% 10.9%

11.0% 10.7%

10.4% 10.1%

5.6% 5.8%5.5% 5.4%4.6% 5.2%2.1% 2.3%

28.3% 27.9%

21.9% 21.8%

10.9% 11.8%

9.4% 9.1%

10.4% 10.3%

5.5% 5.9%6.1% 5.6%5.9% 5.7%

1.8% 1.9%

26.7% 26.8%

22.2% 21.9%

12.5% 13.0%

10.3% 9.9%

9.2% 8.6%5.2% 5.5%8.1% 7.9%3.9% 4.4%

1.8% 2.0%

24.8% 24.2%

27.8% 27.4%

11.8% 12.3%

9.6% 9.5%

9.4% 9.4%

5.2% 5.4%5.5% 5.5%3.8% 3.9%2.2% 2.5%

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Highlights

Buyers are spending slightly more on Fresh Salad while their consumption per trip remained the same. The shopping frequency has increased this year.

Fresh Salad added 51,704 households to the buyer base this year, and increased its volume market share vs. other vegetables compared to last year.

Fresh Salad witnessed growth in both value and volume sales due to good performances across all Supermarkets.

All the three key demographic groups are contributing towards increase in spend by expanding their spend per trip and number of trips.

The number of buying households increased across all states this year. Buyers are consuming more Fresh Salad across all states except SA+NT.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.