Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Fresh Salad market in Australia 6 Australian Fresh Salad Report Year To 27/12/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Fresh Salad Monthly Report Year To December 2014 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: Year to 2014: 52 weeks to 27/12/2014 Year to 2013: 52 weeks to 28/12/2013 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) Objective The purpose of this report is to provide a monthly market overview for the Australian Fresh Salad category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Pumpkin excluding Canned Pumpkin).

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (18.1% of population) ESTABLISHED COUPLES | 2 or more adults (22.7% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults <35 with no children (8.5% of population) BUSTLING FAMILIES | Oldest Child (13.7% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.7% of population) START UP FAMILIES | Oldest Child <6 (6.4% of population)

Copyright ©2013 The Nielsen Company. Confidential and proprietary Are more households buying Fresh Salad vs. last year in Australia? Are households buying Fresh Salad more frequently? Are Fresh Salad buyers purchasing/spending more? How is the category evolving across different channels and retailers? Is there a particular state driving the category performance? How are Fresh Salad performing compared to other Vegetables in the market? Note: This report highlights the top three demographic life stages by penetration. Agenda

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 Are more households buying Fresh Salad vs. last year in Australia? Penetration Total Fresh Salad Total Australia Penetration trend Total Fresh Salad 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Fresh Salad added 60,631 buying households this year Bustling Families and Established Couples have contributed to this gain in households for Fresh Salad Opportunity lies if we regain the lapsed Fresh Salad buyers who are Small Scale Families Established Couples Small Scale Families Bustling Families Year to 28/12/2013 Year to 27/12/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Fresh Salad more frequently? Frequency Total Fresh Salad Total Australia Source: Nielsen Homescan Average number of trips same period Year Ago Quarterly Trend QtrQtr - 1Qtr - 2Qtr - 3 Average number of trips This Year Buyers have slightly increased the number of shopping trips they take to buy Fresh Salad Bustling Families and Established Couples have exhibited the same trend Bustling Families Established Couples Small Scale Families 2 Year to 28/12/2013 Year to 27/12/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Fresh Salad buyers purchasing/spending more? Volume and Expenditure per trip Total Fresh Salad Total Australia Established Couples Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Volume Consumption of Fresh Salad has remained stable vs. last year... … however, buyers are spending slightly more $ per trip on Fresh Salad compared to year ago. 3 Small Scale Families Bustling Families Year to 28/12/2013 Year to 27/12/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Fresh Salad This Year Source: Nielsen Homescan Share of Trade ($) Total Fresh Salad Volume vs. Year Ago Value vs. Year Ago Fresh Salad witnessed growth in terms of both value and volume sales this year, driven by expansion across all retailers and channels. Aldi’s growth has out- performed Coles and Woolworths in terms of both value and volume sales. This Year 4

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (8%) WA (11%) VIC (24%) NSW (32%) Is there a particular state driving the category performance? QLD (21%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Fresh Salad $ sales Source: Nielsen Homescan The number of buying households for Fresh Salad increased in VIC, QLD and WA. Consumption of Fresh Salad also increased in these states. 5

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Fresh Salad performing compared to other Vegetables in the market? Source: Nielsen Homescan Fresh Salad’s increase in buyer base, resulted in an increase in its volume share of market vs. other Vegetables. All the key household groups also allocated a greater proportion of their Vegetable volume consumption to Fresh Salad. Volume Sales Kg 6 Established Couples Small Scale Families Bustling Families

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are spending slightly more on Fresh Salad while their consumption per trip remained the same. The shopping frequency has increased by 0.1 this year. Fresh Salad added 60,631 households to the buyer base this year, and subsequently increased its volume market share vs. other vegetables compared to last year. Fresh Salad witnessed growth in both value and volume sales due to good performances across all retailers. Aldi has specifically performed well with +24% value and +9% volume growth. Small Scale Families have lost Fresh Salad buying households this year. There is a $0.8M opportunity if we are able to regain these lost buyers. VIC, QLD and WA witnessed an increase in the number of Fresh Salad buying households as well as increasing their consumption this year.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.