1. Confidential & Proprietary Copyright © 2009 The Nielsen Company Consumer responses to questions on the environment and sustainability Jonathan Banks January 2010

2. Confidential & Proprietary Copyright © 2009 The Nielsen Company Consumer confidence index Source: Nielsen Global Online Surveys to December 2009 Global average GB

3. Confidential & Proprietary Copyright © 2009 The Nielsen Company Financial concerns override most others... What is your biggest+2 nd biggest concern in the next 6 months? Source: NielsenGlobal online survey UK results December 2009

4. Confidential & Proprietary Copyright © 2009 The Nielsen Company Little change in degree of concern since 2007 How concerned are you about the environment? 74% 75% Source: Nielsen Global online surveys UK results

5. Confidential & Proprietary Copyright © 2009 The Nielsen Company Little change in degree of concern since 2007 How concerned are you about Climate change/global warming Source: Nielsen Global online surveys UK results 66% 65%

6. Confidential & Proprietary Copyright © 2009 The Nielsen Company Climate change top environmental concern but it’s in ‘competition’ with others How concerned are you about the following environmental issues? Source: Nielsen Global online survey UK results September 2009 Base: the 74% who are “concerned about the environment”

7. Confidential & Proprietary Copyright © 2009 The Nielsen Company What do you think are the biggest contributions society can make to combat global warming/climate change? 4 of the top 5 responses put the responsibility on government There should be major government-led initiative for research into scientific and technological solutions People should recycle consumer waste when possible Governments should restrict companies' emissions ofCO 2 and other pollutants There should be major government investment inimproved public transport There should be government incentives (tax breaks orsubsidies) to individuals behaviour for good, less- or non-polluting People should save electricity, such as by lowering the temperature in their homes or washing clothes at lowertemperatures People should take care not to buy excess food that will be wasted There should be a change to more energy efficient lightbulbs/fixtures/appliances People should purchase local goods whenever possible (e.g. local seasonal foods) Source: Nielsen Global online surveys UK results top responses – September 2009 = relevant to food manufacturers

8. Confidential & Proprietary Copyright © 2009 The Nielsen Company What do you think are the biggest contributions society can make to combat global warming/climate change? Lowest responses: There should be incentives for climate-friendly corporate behaviour People should reduce air travel People should use private cars less Homeowners should insulate their homes Governments should tax individuals for polluting behaviour People should choose supermarkets and shops that are ethically supportive of global warming/climate change People should eat less meat People should buy more organically produced food Source: Nielsen Global online surveys UK results September 2009 = relevant to food manufacturers

9. Confidential & Proprietary Copyright © 2009 The Nielsen Company Thinking about the manufacture of grocery products, how important is it to you personally that raw materials aren't harmful to the environment Source: Nielsen Global online surveys UK results 71% 76%

10. Confidential & Proprietary Copyright © 2009 The Nielsen Company Consumers need choice editing by manufacturers and retailers on their behalf... Source: Nielsen Global online surveys UK results September 2009

11. Confidential & Proprietary Copyright © 2009 The Nielsen Company All countries should reduce their emissions per person equally Source: Nielsen Global Online Survey 2009

12. Confidential & Proprietary Copyright © 2009 The Nielsen Company All countries should reduce emissions – and wealthy countries should reduce their emissions the most Source: Nielsen Global Online Survey 2009

13. Confidential & Proprietary Copyright © 2009 The Nielsen Company Conclusions... Consumer confidence is low Economic concerns > social/environmental No increase in level of concern since AIT spike Climate change: one of several environmental concerns Government responsibility Personal action gets few votes Consumer confusion Choice editing by retailers and manufacturers data available for over 50 countries jonathan.banks@nielsen.com