1. BEANS REGULAR ANALYSIS YEAR TO 04/10/2014

2. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 2 1. Market Overview 2. Demographics 3. Retail Health Situation by State Agenda This analysis is part of a vegetable consumer purchase data project funded by HAL using the vegetable levy and matched funds from the Australian Government.

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 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 grocery goods (fresh and packaged)

4. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Market Overview Beans

5. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Copyright © 2014 The Nielsen Company. Confidential and proprietary. HIGHLIGHTS RECOMMENDATIONS Contracting buyer base is of a concern potentially due to reduced awareness for the crop and trend of rising recalled spend (Colmar Brunton June 2014 vs previous wave). Arrest the loss in households across all other lifestages apart from Senior Couples. Understand barriers and reasons for lapsing. Are reasons related to value, preparation knowledge, or versatility of the crop? Given Coles and Aldi performance is behind that of Woolworths and Non-Supermarkets, investigate which in-store levers are lagging in this retailer compared to the other banners. Beans represent 2.1% of the total value and 1.3% of total volume market share. It’s buyer base has reduced this year, however, buyers are spending more in each trip. Senior Couples are becoming more important to Beans. They account for 27% of volume share while comprising 19% of the buyers and have further increased their volume share this year. This is mainly driven by addition of buying households and an increase in their number of trips. Smaller households (1-2 members) are the core buyers for Beans, accounting for 53% of the volume sales and gaining contribution. Coles has witnessed growth in value sales of Beans however, declined in terms of volume. Woolworths accounting for almost one-third of both value and volume sales has grown in both the metrics. Almost 55% of Woolworths shoppers who buy Beans, prefer to purchase it at Woolworths stores, whereas this conversion rate is 53% for Coles. Eastern Sea Board accounts for more than three-fourth of Beans’ national sales however they have lost buying households this year. Victoria accounting for 26% of value sales of Beans, is affected by both dwindling buyer base and average consumption.

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Beans represents 1.3% of volume and 2.1% of value market share, this year. Stable share position versus last year. Source: Nielsen Homescan

7. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 How many Households buy annually? How much (Kg) do they buy per year? How much ($) do they spend per year? This Year Last year Source: Nielsen Homescan Beans lost 108,180 buying households this year, however, the average spend has increased compared to last year. There has been no change in consumption.

8. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 8 How much ($) do they spend per occasion? How much (Kg) do they buy per occasion? How often do they buy annually? Source: Nielsen Homescan The increase in average spend is mainly due to rise in the spend per trip on Beans compared to last year. Slight increase in frequency can also be seen. This Year Last year

9. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan *http://www.fredsfruit.com/market-update/ The number of households buying Beans has increased in the last 4 weeks compared to last year, coupled with a slight increase in their consumption. This could be related to good quality *bean supply in Sept 2014. Kg

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan The average $ spend on Beans has seen significant change in the last 8 weeks compared to last year. This potentially suggests a different supply trend versus same months year ago.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan Slight increase in frequency is offset by the decline in the spend per trip on Beans resulting in stable average spend for the latest 4-weeks.

12. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 Demographics Beans

13. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 13 Copyright © 2014 The Nielsen Company. Confidential and proprietary. 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…

14. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 14 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Senior Couples are important buyers of Beans. They comprise of 19% of the buyers but contribute disproportionately 27% of volume sales. They have increased their volume share this year.

15. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy annually? 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 How often do they buy annually? How much (Kg) do they buy per occasion? Senior Couples group is the only demographic to add 25,762 households this year along with a slight rise in their shopping trips. Young Transitionals and Independent Singles post the greatest decline in households. This Year Last year

16. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Smaller households (1-2 members) are the core buyers for Beans, accounting for 53% of the volume sales and gaining contribution.

17. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 How many Households buy annually? How often do they buy annually? How much (Kg) do they buy per occasion? All the households sizes have lost buyers this year. 1-2 member and 4- members households increased their number of trips compared to last year. 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

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Retail Health Situation by State Beans

19. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This Year Beans Sales vs. Last Year This year vs. Last year Beans Other Supermarkets Non - Supermarkets Volume Value Overall Beans’ volume sales has been stable with huge drop in Aldi and IGA. Price gains result in an increase in value sales driven by Woolworths, Coles and Non-supermarkets. Source: Nielsen Homescan

20. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets The average spend per trip on Beans has increased across all retailers. The number of trips contract for Bean shoppers in Coles and IGA, compared to last year. Drivers of Account Growth & Decline Year to 04/10/2014

21. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan 55% of Woolworths shoppers that buy Beans are purchasing the vegetable in their shopping trips to Woolworths. This conversion rate fairs well with other comparable vegetables. Account Shopper Conversion Year to 04/10/2014 | Woolworths (WW)

22. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan More than 53% of Coles shoppers that buy Beans, prefer to buy it from Coles. Account Shopper Conversion Year to 04/10/2014 | Coles

23. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (7%) VIC (26%) NSW (34%) QLD (17%) WA (13%) Average KG per Buyer Penetration this year vs. last year ( ) State share of Beans $ sales consumption Is there a particular State driving the category performance? Source: Nielsen Homescan The number of households buying Beans have gone down across all states except WA. Victoria accounting for 26% of value sales of Beans, is affected by both dwindling buyer base and average consumption.

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