1. “Grain” Milks Category Analysis Jordan Frevert Fall 2010

2. Grain Milks Soy Rice Silk 8 th & Continent Rice Dream Private Label – Walmart – Harps

3. Stores Walmart – 6 th Street Walgreen’s – 6 th Street – Doesn’t Stock Ozark Foods Marvin’s IGA – Downtown Target Sam’s Club Harp’s - Wedington

4. Category Depth ManufacturerHP-W_FWM-6_FOF_FIGA_FTarget_FSams_F Hain Celestial Group % of Total Sum 5.6%13.3%16.7% % of Total N 8.3%16.7% N 122 Harps (Ctl Br) % of Total Sum14.3% % of Total N18.2% N2 Stremick's Heritage Foods % of Total Sum21.4%5.6%20.0%25.0% % of Total N27.3%8.3%25.0% N3133 Walmart (Ctl Br) % of Total Sum 33.3% % of Total N 25.0% N 3 White Wave Foods % of Total Sum64.3%55.6%66.7%58.3%100.0% % of Total N54.5%58.3% 100.0% N677731

5. Demographics Silk8th Continent Control Brand (Private Label) Rice Dream REMAINING DRINKS & SHAKES- REFRIGERATED DOLLAR VOLUME INDEX N=RAW BUYERS DOLLAR VOLUME INDEX N=RAW BUYERS DOLLAR VOLUME INDEX N=RAW BUYERS DOLLAR VOLUME INDEX N=RAW BUYERS DOLLAR VOLUME INDEX N=RAW BUYERS TOTAL HOUSEHOLDS 100.06,686.0100.02,598.0100.02,601.0100.0348.0100.011,549.0 INC - <$20,000 66.5613.078.2242.0119.2302.026.632.075.41,117.0 INC - $20,000-29,999 92.5708.081.5281.098.0316.022.929.089.61,286.0 INC - $30,000-39,999 74.6823.085.7320.092.9347.046.849.079.11,487.0 INC - $40,000-49,999 73.1789.0130.2333.0114.1353.0148.252.091.31,431.0 INC - $50,000-69,999 116.11,350.0106.7534.0102.7505.064.873.0110.02,340.0 INC - $70,000-99,999 108.71,379.0114.7545.085.4465.0264.570.0112.62,288.0 INC - $100,000+ 144.71,024.0107.0343.090.5313.0118.143.0127.91,600.0 SIZE - 1 MEM 69.71,472.078.6540.088.1529.023.257.070.72,324.0 SIZE - 2 MEM 110.82,732.091.61,068.0107.4979.067.4120.0104.24,352.0 SIZE - 3-4 MEM 116.81,959.0124.1767.096.5825.0170.1125.0117.63,753.0 SIZE - 5+ MEM 93.4523.0109.0223.0117.0268.0186.946.0108.71,120.0 COSMOPOLITAN CENTERS 134.0954.069.8300.0117.1317.050.849.0119.11,559.0 AFFLUENT SUBURBAN SPREADS 124.81,466.0129.3566.0109.0475.0120.272.0124.12,369.0 COMFORTABLE COUNTRY 84.61,258.0119.8538.077.3507.052.374.087.72,206.0 STRUGGLING URBAN CORES 130.8597.075.7197.089.4192.0317.922.0122.0991.0 MODEST WORKING TOWNS 86.31,205.0112.8502.0111.5496.0123.869.095.02,140.0 PLAIN RURAL LIVING 68.41,152.071.8466.094.9588.030.159.071.42,189.0

6. Category Characteristics 20062007 ProductLocation ITEM $ (000) ITEM PENETRATION ITEM BUYERS (000) ITEM $ (000) ITEM PENETRATION ITEM BUYERS (000) REMAINING DRINKS & SHAKES- REFRIGERATED WEST SOUTH CENTRAL 45,582.717.82,276.549,441.216.62,158.6 REMAINING DRINKS & SHAKES- REFRIGERATED TOTAL U.S. 459,284.619.422,211.2510,771.019.022,009.4 8TH CONTINENTWEST SOUTH CENTRAL 5,388.53.3419.87,086.93.7477.8 8TH CONTINENTTOTAL U.S. 80,530.44.14,662.381,103.73.94,534.0 CTL BRWEST SOUTH CENTRAL 9,160.94.8611.58,180.14.3557.5 CTL BRTOTAL U.S. 45,156.33.43,855.366,689.74.04,631.4 RICE DREAMWEST SOUTH CENTRAL NA RICE DREAMTOTAL U.S. 8,761.60.4460.018,976.60.5610.0 SILKWEST SOUTH CENTRAL 23,268.49.01,149.823,427.58.51,098.9 SILKTOTAL U.S. 268,708.410.011,412.9295,537.910.512,146.8

7. Category Role

8. Brand Analysis ManufacturerBrandVarietyCount White Wave FoodsSilkPlain (64 oz)5 White Wave FoodsSilkPlain (128 oz)1 White Wave FoodsSilkVanilla (64oz)5 White Wave FoodsSilkVanilla (128 oz)2 White Wave FoodsSilkVanilla (192 oz)1 White Wave FoodsSilkVery Vanilla (64 oz)4 White Wave FoodsSilkLight Chocolate (64oz)4 White Wave FoodsSilkChocolate (64 oz)5 White Wave FoodsSilkPlus Omega 3 (64 oz)2 White Wave FoodsSilkHeart Health (64)4 Stremick's Heritage Foods8th ContinentOriginal (64oz)3 Stremick's Heritage Foods8th ContinentVanilla (64oz)2 Stremick's Heritage Foods8th ContinentChocolate (64oz)2 Stremick's Heritage Foods8th ContinentLight Original (64oz)1 Stremick's Heritage Foods8th ContinentLight Vanilla (64oz)1 Stremick's Heritage Foods8th ContinentLight Chocolate (64oz)1 WalmartGreatValueVanilla (64oz)1 WalmartGreatValueChocolate (64 oz)1 WalmartGreatValueOriginal (64 oz)1 Hain Celestial GroupRice DreamOriginal (64 oz)2 Hain Celestial GroupRice DreamVanilla (64 oz)3 HarpsBest ChoiceVanilla (64 oz)1 HarpsBest ChoiceChocolate (64 oz)1

9. Approximate GM BrandVarietySize (oz.) H_GM$H_GM%W6_GM$W6_GM% OF_GM $ OF_GM% IGA_GM $ IGA_GM % T_GM$T_GM%S_GM$S_GM% SilkPlain64 $0.7623.4%$0.7523.2%$0.2910.5%$0.8926.4%$0.4916.5% SilkPlain128 $0.5610.9% SilkVanilla64 $0.7623.4%$0.7523.2%$0.2910.5%$0.8926.4%$0.4916.5% SilkVanilla128 $0.5711.0%$0.5310.4% SilkVanilla192 $0.8412.0% SilkVery Vanilla64 $0.8325.4%$0.8225.2%$0.3612.8%$0.9628.3% SilkLight Chocolate64 $0.8325.4%$0.8225.2%$0.3612.8%$0.9628.3% SilkChocolate64 $0.8325.4%$0.8225.2%$0.3612.8%$0.9628.3%$0.5618.7% SilkPlus Omega 364 $0.2910.5%$1.1932.4% SilkHeart Health64 $0.2910.5%$1.1932.4% 8th ContinentOriginal64 $0.3111.2%$2.3649.2%$2.6251.8% 8th ContinentVanilla64 $0.449.3%$0.7013.9% 8th ContinentChocolate64 $0.449.3%$0.7013.9% 8th ContinentLight Original64 $0.289.2% 8th ContinentLight Vanilla64 $0.289.2% 8th ContinentLight Chocolate64 $0.289.2% GreatValueVanilla64 $0.7628.4% GreatValueChocolate64 $0.7628.4% GreatValueOriginal64 $0.7628.4% Rice DreamOriginal64 $1.8945.0%$1.9946.3% Rice DreamVanilla64 $0.3914.3%$1.8945.0%$1.9946.3% Best ChoiceVanilla64 $0.7126.2% Best ChoiceChocolate64 $0.7126.2%

10. Private Label Growth Walmart & Harps Opportunity for retailers Ctl Br’s most popular with low income families GM approx. over 25% Recommendations: – Target carry private label at Fayetteville store