HealthFocus International ® 100 Second Avenue N, Suite 220, St. Petersburg, Florida HEALTHIER BRANDS FOR A HEALTHIER BUSINESS – FOOD & DRINK SUMMIT Seminar date : Thursday 17th March

2 “Fosbury Flop” 1968 Olympics

3 Source of Data

4  Dedicated to consulting and insights only in consumer health and nutrition both US and global.  Based in US and Europe  Member of Health and Wellness Advisory boards of many large packaged goods companies  Cornerstone of knowledge based on HealthFocus Trend Survey covering current and evolving topics in consumer health and nutrition in the USA and in other 32 Countries

5 HealthFocus Trend Survey Country History CountryYearsCountryYearsCountryYearsCountryYears Argentina Germany Netherlands Sweden Australia Greece 2003 Norway Thailand Belgium 2008 India Philippines Turkey 2003 Brazil Indonesia Poland Ukraine 2003 Canada Ireland 2007 Portugal 2003 United Kingdom China Italy Russia Denmark Japan Saudi Arabia USA Finland Malaysia Singapore France Mexico Spain Venezuela 2003

6 HFI Trend Survey Asks Shoppers About:  Attitudes Towards Health  Attitudes Toward Food  Nutrition Health Interests and Concerns  Factors that Make Up Well-being  Key Health Benefits of Interest  Food Related Concerns  Labeling  Organics  Attitudes towards cooking and eating out  Family and Child Nutrition and Health  Key Ingredients of Interest  Meal Habits  Product Usage  Shopping Patterns  Brand Usage  Weight  Sustainability  Foods used for health management  Food vs. Prescription usage  Exercise Habits  Segmentation of Shoppers  Segmentation of Parents  Demographics

HealthFocus Information is attitudinal to help understanding of Human Behavior and the Potential opportunity or need to fill. Perceptions Motivations Beliefs Behaviors

8 What Drives Health?

9 How Many of You Are Healthy? State of Mind

10 UK Health and Diet Personal Health Global 2010UK 2008UK 2010 Excellent/Very Good 45%41%37% Fair/Poor 18%24%25% Diet Very Healthy/Healthy 85%82%78% Unhealthy/Very Unhealthy 15%19%22%

11 Why Are We Healthy? Balanced Nutrition Physical Condition State of Mind Usually eat well and generally get the nutrients I need Pretty knowledgeable about what to avoid No major illnesses that aren’t under control Usually feel good except for the odd cold or flu Pretty active, no trouble moving around Pretty happy and satisfied Have family/friends/pets/other for support.

12 In Defining Wellbeing – A lot of the Pieces are Equally Important Please rate the importance of each in creating a feeling of total well-being or fulfillment. Followed by Spirituality for Some Physical Condition 76% (78%) Feelings of Contentment Or Happiness 78% (78%) Family Relationships 80% (81%) Financial Status 61% (69%) Satisfaction With Work or Career 53% (63%) Social Relationships 63% (69%) Spirituality Including Religion 25% (47%) Almost equal parts family support, good health, and feelings of satisfaction Followed by Friends, Money and Career UK country global

13 So What Does It Mean? Half of shoppers globally are notoriously inconsistent in their diet and health efforts as they move back and forth between other priorities. Strongly agree/agree Because achieving health means balancing life.

14 Primary reason for choosing healthy foods and beverages UK 2003 UK 2010 Change Global 2010 To ensure my future good health24%33% +9 pts 24% To enhance my daily health22%23%+1 pt22% To meet the health needs of family members14%18% +4 pts 15% To lose weight10%9%-1 pt4% To treat or control an existing health problem6% 0 pts7% To feel good11%5% -6 pts 11% To provide extra day-to-day energy and stamina -- an energy boost 3%2%-1 pt13% To improve my appearance2%1%-1 pt2% For spiritual or philosophical reasons---1% Primary Drivers to Eat Healthy

15 Who is Eating healthy?

16 Healers Everyone Strugglers Managers Unmotivated Disciples Investors

17 DisciplesManagersInvestorsHealersStrugglersUnmotivateds Believe diet is very important. Compulsive about their choices. See positive, daily results from better nutrition. Focus on daily health. Make healthy choices to ensure future good health. Focus on long term health. Feel compelled to eat healthier due to health problems. Yo-yo between healthy and unhealthy eating. Don’t believe diet impacts health. Include many vegetarians and health food shoppers. Know healthy eating makes them feel better now. Value quality over price. Influenced by environmental and social concerns. Tend to be older. Health interests are often one dimensional. Believe staying healthy is a matter of luck. Tend to be younger and male. High awareness of leading edge nutrition issues. Won’t give up taste or convenience for health benefits. Compromise taste and convenience for health benefits. Vulnerable to promises of quick fixes. Taste driven. Make weight loss choices, but for vanity, not health. PROACTIVE REACTIVE PASSIVE HFI Segments

18 Mapping our Segments to the HMT Model™...

19 Moms are controlling health for their children Nurturer Controller Overwhelmed Uninvolved Motivation Ability Opportunity

20 Global Gatekeeper Segmentation Nurturer Controller Overwhelmed Uninvolved 18 country totals

21 Healthy Innovation

22 Three Platforms of Healthy Innovation Commitment LoyaltyProfit Margin Functional Medical Purity Market Size Value, Taste, fit with current lifestyle, segment appropriate and benefit driven

23 4 topics every UK Food Manufacturer Should Understand Weight Schizophrenia Energy to everything Positive Aging “Immunity”

HealthFocus International ® 100 Second Avenue N, Suite 220, St. Petersburg, Florida For more information, please contact: Steven Walton HealthFocus International