PowerPoint Presentation

SWEET CORNREGULAR ANALYSISYEAR TO 04/10/2014

1. Market Overview

2. Demographics

3. Retail Health Situation by State

Agenda

This analysis is part of a vegetable consumer purchasedata project funded by HAL using the vegetable levy andmatched funds from the Australian Government.

•Data Source

–Nielsen Homescan

•Market

–Total Australia

–States of Australia

–Retailers

•Analysis Measure

–Value

–Volume

•Periods

–Last year: 52 weeks To 05/10/2013

–This year: 52 weeks To 04/10/2014

ANALYSIS PARAMETERS

RESEARCH METHODOLOGY

NIELSEN HOMESCAN

•A Panel of 10,000 Australian households

•Demographically and geographically representative

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

HIGHLIGHTS

RECOMMENDATIONS

Approximately half of Australian households don’t purchase Fresh Sweet Corn which highlights a big opportunityfor growth. Households with no kids especially have much lower demographic reach than their Familycounterparts. It would be good to understand barriers to purchase and whether these shoppers prefer the canned,frozen or packaged version of the vegetable .

Emphasis can be given on Coles to increase value sales of Sweet Corn. Monitor prices, potential over-supply ordeep promotions. Non-supermarket’s decline could be related to sales shifting to modern trade channels. Improvevalue proposition in Green Grocers to remain competitive.

Sweet Corn represents 1.9% of the value and 2.0% of the volume market share. It’s buyer base has reduced this year,however their average spend has seen no change as compared to last year.

Families are important buyers for Sweet Corn; they account for more volume share than their share of buyers. OnlyEstablished Couples have witnessed an increase in their consumption.

Larger households (3 or more Members) are the core buyers for Sweet Corn and account for almost 57% of it’svolume sales. All household sizes have witnessed buyer leakage this year.

Both Value and Volume decline this year is mainly driven by Non Supermarkets and IGA. In contrast, Aldi postsexcellent performance.

More than 56% Woolworths shoppers who buy Sweet Corn, prefer to purchase it at Woolworths stores, whereas thisconversion rate is only 52% for Coles.

VIC accounts for 24% of national spend on Sweet Corn. Less households are buying and state buyers see a declinevolume consumption this year.

Market Overview

Sweet Corn

Share of Market

Volume

Over Total Vegetables

Australia

Share of Market

Value

Over Total Vegetables

Australia

Source: Nielsen Homescan

Sweet Corn represents 2.0% of the volume and 1.9% of the value share ofvegetables sales this year. Slight decline in value market share isobserved.

How manyHouseholds buyannually?

How much (Kg) dothey buy per year?

How much ($) do theyspend per year?

Source: Nielsen Homescan

This Year

Last year

Sweet Corn lost 123,293 buying households this year, however, theiraverage spend remained stable as compared to last year.

How much ($) do theyspend per occasion?

How much (Kg) do theybuy per occasion?

How often dothey buyannually?

Source: Nielsen Homescan

This Year

Last year

Sweet Corn buyers are spending more per trip, however their number oftrips has reduced compared to last year.

Source: Nielsen Homescan

Latest 2 months have seen a reverse trend compared to year ago, with adecline in the number of households as well as consumption.

Source: Nielsen Homescan

Average 4-weekly $ spend has seen a significant increase of $0.60-$0.90in the latest two months vs. same periods year ago.

Source: Nielsen Homescan

The spend per trip on Sweet Corn has increased compared to last yearwith purchase frequency remaining the same.

Demographics

Sweet Corn

LIFESTAGE

SENIOR COUPLES | 2 or more adults 60+

(17.6% of population)

ESTABLISHED COUPLES | 2 or more adults 35-59

(22.4% of population)

INDEPENDENT SINGLES | 1 adult >35 with no children

(20.9% of population)

YOUNG TRANSITIONALS | Adults <35 with no children

(9.2% of population)

BUSTLING FAMILIES | Oldest Child 12-17

(13.9% of population)

SMALL SCALE FAMILIES | Oldest Child 6-12

(9.6% of population)

START UP FAMILIES | Oldest Child <6

(6.4% of population)

HOUSEHOLD SIZE

1-2 MEMBER HOUSEHOLDS

(58.7% of population)

3 MEMBER HOUSEHOLDS

(15.9% of population)

4 MEMBER HOUSEHOLDS

(15.6% of population)

5+ MEMBER HOUSEHOLDS

(9.8% of population)

View your consumers according to…

Source: Nielsen Homescan

Distribution of Buyers

Australia

Distribution of Volume

Australia

Families are significant buyers of Sweet Corn, contributing 42% of thevolume sales while only comprising 36% of buyers. Established Coupleshave increased their volume composition this year.

How manyHouseholds buyannually?

How often dothey buyannually?

How much (Kg) do theybuy per occasion?

This Year

Last year

Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point.

Source: Nielsen Homescan

Established Couples have added buying households along with increasingtheir number of trips and volume purchase per trip.

Source: Nielsen Homescan

Distribution of Buyers

Australia

Distribution of Volume

Australia

Larger households (3 or more Members) are the core buyers accountingfor 57% of volume sales with only 49% buyers. 4-Members householdsincreased their volume consumption

How manyHouseholds buyannually?

How often dothey buyannually?

How much (Kg) do theybuy per occasion?

This Year

Last year

Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point.

Source: Nielsen Homescan

4-member households have seen an increase in consumption through acombination of increased trip and volume per trip although they lost36,469 buying households.