CUCUMBER REGULAR ANALYSIS YEAR TO 29/11/2014

Copyright ©2012 The Nielsen Company. Confidential and proprietary Market Overview 2. Demographics 3. Retail Health Situation by State Agenda This analysis 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 Beans excluding Canned Beans).

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 30/11/2013 – This Year :52 weeks To 29/11/2014 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)

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4 HIGHLIGHTS RECOMMENDATIONS Aim to regain lost demographic buyers especially Senior Couples, Small Scale Families, and Bustling Families who have high propensity to consume. Raise the relevance of Cucumbers for healthy snacking, salads, and other fresh applications. Supermarkets are outperforming Non-supermarket in value growth. Green Grocers to adopt winning strategies employed by the majors such as pre-pack, pre-wash, or highlighting the quality of crop. Adopt winning tactics employed in NSW to other states, as it is the only state growing buyer base and consumption for Cucumbers. Cucumber represents 5.4% of volume and 4.3% of value market share. Its buyer base has increased this year, with a rise in average $ spend on Cucumber compared to last year. Senior and Established Couples overall contribute 41% of Cucumber volume sales. Note that there is a drop in Cucumber-buying Senior Couple, Bustling Families, Small Scale Families and Young Transitional households. Larger households (3+ members) are the key buyers for Cucumber and account for more than half of it’s volume sales. Smaller Households (1-2 members) have added households to their buyer base this year. All retailers contributed to the value sales growth of Cucumber this year. Aldi’s momentum is strongest while Woolworths, Coles and Non-supermarkets which account for 77% of Cucumber volume sales are lagging behind. Almost two-thirds of Woolworths shoppers who buy Cucumber, prefer to purchase it at Woolworths stores, whereas this conversion rate is almost 61% for Coles. NSW is the only state where consumption of Cucumber has seen an increase this year with also 6,953 additional households in their buyer base this year.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Market Overview Cucumber

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Cucumber increased its market share to represent 4.3% of total value sales of Vegetables while total volume market share has declined to 5.4% this year compared to last year. Source: Nielsen Homescan

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 Cucumber added 17,534 households this year and their average spend has also increased significantly compared to last year.

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 Spend per trip on Cucumber rises $0.33 compared to last year. However, volume per trip is down 0.03 kg. Could this be driven by a shift to smaller cucumber varieties? This Year Last year

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan` Recent November shows more cucumber buying households than the same month in Average kg consumption has seen no change. Kg

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan Average spend has seen a slight $0.10 increase in the latest month compared to same period year ago.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan The spend per household in the latest 4 weeks has normalised after reaching a peak in September this year.

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

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 (22.3% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (20.8% of population) YOUNG TRANSITIONALS | Adults <35 with no children (9.3% of population) BUSTLING FAMILIES | Oldest Child (13.9% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.6% 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…

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 14 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Couples (Senior + Established) households overall contribute 41% of Cucumber volume sales with Senior Couples accounting for slightkly more this year.

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? Bustling Families post the highest drop in Cucumber-buying households which is offset by a rise in their average trips This Year Last year

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Larger households (3+ members) are the key buyers for Cucumber and account for 55% of the volume sales while comprising of 45% of buyer base.

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? Despite the dominance of larger households, Smaller Households (1-2 members) added 16,384 Cucumber households to its buyer base. 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

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

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This Year Cucumber Sales vs. Last Year This year vs. Last year Cucumber Other Supermarkets Non Supermarkets Volume Value Coles and Woolworths witnessed a decline of in their volume sales of Cucumber. Note Aldi’s strong momentum while Green Grocers are lagging behind. Source: Nielsen Homescan

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets The value growth across retailers is primarily due to an increase in spend per trip for Cucumbers. Drivers of Account Growth & Decline Year to 29/11/2014 vs Year Ago (YA)

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Almost two-thirds of Woolworths shoppers are purchasing Cucumber on their trips to Woolworths. This conversion rate fairs well with other comparable vegetables except Tomatoes, Fresh Salad and Carrots. Account Shopper Conversion Year to 29/11/2014| Woolworths (WW)

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan Coles is able to convert 61% of their grocery buyers to purchase Cucumber while shopping in Coles. Account Shopper Conversion Year to 29/11/2014 | Coles

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (11%) WA (10%) VIC (23%) NSW (35%) QLD (17%) WA (12%) Average KG per Buyer Penetration this year vs. last year ( ) State share of Cucumber $ sales consumption Is there a particular State driving the category performance? Source: Nielsen Homescan Consumption has decreased across all states except NSW. All the states have seen stable or an increase in number of households buying Cucumber.

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