Proposal and Executive Summary Images

Questions aboutthe AsianVegetablesmarket inAustralia

Australian Asian Vegetables

Report

Year To 24/01/2015

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Asian Veg: Pak Choi, Buk Choi, ChineseBroccoli, Choy Sum, ChineseCabbage/Wombok, Gai Choy and Ong Choi

Australian Asian Vegetables

Monthly Report

Year To January 2015

Analysis Parameters

Data Source: Nielsen Homescan

Market: Total Australia & States

Analysis Measure: Volume & Value

Periods:

This Year : 52 weeks to 24/01/2015

Last Year : 52 weeks to 25/01/2014

Objective

The purpose of this report is to provide a monthly market overview for theAustralian Asian Vegetables category. The approach seeks to answer 6fundamental questions including the key performance indicators (KPIs) fortotal category and target demographic audiences.

The report is part of a vegetable consumer purchase data project funded byHIA using the vegetable levy and matched funds from the AustralianGovernment. This report captures only Fresh Vegetables and excludesprocessed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn;Fresh Beans excluding Canned Beans).

Research Methodology – Nielsen Homescan

A Panel of 10,000 Australian households

Demographically and geographically representative

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

Demographic GroupsDefinition

View your consumer according to….

LIFESTAGE

SENIOR COUPLES | 2 or more adults 60+

(18.0% of population)

Bustling Families | 2 or more adults 35-59

(22.6% of population)

INDEPENDENT SINGLES | 1 adult >35 with no children

(21.0% of population)

YOUNG TRANSITIONALS | Adults <35 with no children

(8.6% of population)

Small Scale Families | Oldest Child 12-17

(13.6% of population)

SMALL SCALE FAMILIES | Oldest Child 6-12

(9.6% of population)

START UP FAMILIES | Oldest Child <6

(6.5% of population)

Are more households buying AsianVegetables vs. last year in Australia?

Are households buying AsianVegetables more frequently?

Are Asian Vegetables buyerspurchasing/spending more?

How is the category evolving acrossdifferent channels and retailers?

Is there a particular state driving thecategory performance?

How are Asian Vegetables performingcompared to other Vegetables in themarket?

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

Agenda

This Year

Are more households buying Asian Vegetablesvs. last year in Australia?

Penetration

Total Asian Vegetables

Total Australia

Penetration trend

Total Asian Vegetables

4 weekly data

Year Ago

Source: Nielsen Homescan

Asian Vegetables overall hasseen a drop in their buyerbase with a loss of 47,115buying households this year

Start Up Families & YoungTransitionals have addedbuying households this year

Opportunity lies with SmallScale Families if we regaintheir lost buyers

Year to25/01/2014

Year to24/01/2015

Start UpFamilies

Small ScaleFamilies

YoungTransitionals

Are households buying Asian Vegetables morefrequently?

Frequency

Total Asian Vegetables

Total Australia

Source: Nielsen Homescan

Average number of trips sameperiod Year Ago

Quarterly Trend

Qtr

Qtr - 1

Qtr - 2

Qtr - 3

Average number of trips ThisYear

The average number of timesshoppers purchase AsianVegetables has increased this year

Young Transitionals are driving thisrise in purchase occasions.

Room to increase Start Up & SmallScale Families’ consumption byencouraging more frequentpurchase of Asian Vegetables.

Year to25/01/2014

Year to24/01/2015

Small ScaleFamilies

YoungTransitionals

Start Up

Families

Are Asian Vegetables buyerspurchasing/spending more?

Volume and Expenditure per trip

Total Asian Vegetables

Total Australia

YoungTransitionals

Source: Nielsen Homescan

Average volume KGpurchased per trip

Average dollarsspent per trip

Volume per trip of AsianVegetables witnessed slightgrowth vs. last year ...

…further, a nominal rise inaverage dollar spend per trip isseen compared to year ago.

Start UpFamilies

Small ScaleFamilies

Year to25/01/2014

Year to24/01/2015

How is the category evolving across differentchannels and retailers?

Share of Trade (Kg)

Total Asian Vegetables

This Year

Source: Nielsen Homescan

Share of Trade ($)

Total Asian Vegetables

Volume vs. Year Ago

Value vs. Year Ago

This Year

The Asian Vegetablescategory has grown +4%in value and +6% involume driven mainly byNon Supermarkets.

Coles increased itsvolume sales whiledeclined in value sales,whereas, Woolworthsdeclined in both metrics.

SA + NT (9%)

WA (9%)

VIC (29%)

NSW (35%)

Is there a particular state driving the categoryperformance?

QLD (15%)

Average annual KGper Buyer

Penetration YearAgo vs. This Year

( )

State share of AsianVegetables $ sales

Source: Nielsen Homescan

Consumption witnessedgrowth across all statesexcept WA this year.

QLD accounts for 15% oftotal $ spend on AsianVegetables, and is the onlystate to add 28,958 AsianVegetables-buyinghouseholds.

Market Share vs. Other Vegetables

Total Australia

All Vegetable Shoppers

How is Asian Vegetables performing comparedto other Vegetables in the market?

Source: Nielsen Homescan

Although Asian Vegetablesdeclined in household reach,its volume market share vs.other Vegetables remainedstable this year.

Start Up Families decreasedthe proportion of AsianVegetables allocated to theirtotal vegetable purchases.Whereas, Young Transitionalsincreased its volume share.

Volume Sales KG

YoungTransitionals

Start UpFamilies

Small ScaleFamilies

Highlights

Buyers are visiting the stores more often to buy AsianVegetables and their consumption per trip increasedslightly. There is also a nominal rise in their average spendper trip.

Asian Vegetables has witnessed a buyer reduction of 47,115households however, their volume market share vs. othervegetables remained stable compared to last year.

Asian Vegetables records +4% value growth and+6% volume growth driven mainly by NonSupermarkets. Coles increased its volume saleswhile declining in value sales; Woolworthsdeclined in both value and volume sales.

Start Up and Small Scale Families arebuying less frequently than last year.There is a combined opportunity of$0.2M if we are able to get them to buyat same frequency as last year.

QLD was the only state wherethe number of Asian Vegetablesbuyers increased this year.Consumption of AsianVegetables increased across allstates except WA.