ShopperScape ® Snapshot Shoppers Indicate Plans for Less Deal-Seeking, Limiting, and Trading Down in 2013 February 2013

© Kantar Retail Spend About the Same Spend Much/ Somewhat Less Spend Much/ Somewhat More Retail Spending Intentions in the Coming Month Compared with Same Time a Year Ago (three-month moving average, among all primary household shoppers) Source: Kantar Retail ShopperScape ®, June 2008–January 2013

© Kantar Retail Source: Kantar Retail ShopperScape ®, October 2011 and October 2012 Behavior Changes Type of Behavior Taking advantage of good sales/deals 54% 49%Deal-Seeking Buying only things I truly need 52% 45%Limiting Using more coupons 48% 41%Deal-Seeking Buying fewer things 42% 34%Limiting Doing more price comparisons before purchasing 38% 29%Deal-Seeking Shopping less often 34% 29%Limiting Using/keeping items longer before replacing 30% 25%Limiting Buying only items needed in the near term 28% 25%Limiting Shopping more at discount/value retailers 28% 25%Trading-Down Postponing more purchases 25% 19%Limiting Buying less expensive versions of products 24% 19%Trading-Down Buying fewer luxury items 22% 18%Limiting Buying more store brands vs. national brands 24% 18%Trading-Down Shopping online for more things 13% 14%Moving Online Shopping online more often 12% 13%Moving Online Trading down to less-expensive brands 16% 12%Trading-Down Using smart phone to compare prices while in stores 6% 7%Deal-Seeking Switching some purchasing to "auto-replenishment" programs 1% Moving Online Planned Changes in Shopping Behavior: 2012 vs Note: Yellow shading indicates a significant difference between 2012 and 2013 (90% CL)

© Kantar Retail Behavior Changes Have-Not Shoppers Have ShoppersType of Behavior Taking advantage of good sales/deals 49% Deal-Seeking Buying only things I truly need 50% 38%Limiting Using more coupons 42% 40%Deal-Seeking Buying fewer things 36% 31%Limiting Doing more price comparisons before purchasing 31% 27%Deal-Seeking Shopping less often 32% 25%Limiting Using/keeping items longer before replacing 26% 24%Limiting Buying only items needed in the near term 28% 21%Limiting Shopping more at discount/value retailers 28% 20%Trading-Down Postponing more purchases 20% 18%Limiting Buying less expensive versions of products 22% 14%Trading-Down Buying fewer luxury items 18% Limiting Buying more store brands vs. national brands 21% 14%Trading-Down Shopping online for more things 13% 14%Moving Online Shopping online more often 13% 14%Moving Online Trading down to less-expensive brands 14% 9%Trading-Down Using smart phone to compare prices while in stores 6% 9%Deal-Seeking Switching some purchasing to "auto-replenishment" programs 1% Moving Online Planned Changes in Shopping Behavior in 2013 Source: Kantar Retail ShopperScape ®, October 2012 *”Haves” are shoppers with an annual household income of $60k or more.; “Have-Not” are shoppers with incomes <$60 Note: Yellow shading indicates a significant difference between 2012 and 2013 (90% CL) Equally interested in online shopping

© 2013 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. Rachel McGuire Two Easton Oval Suite 500 Columbus, OH T T F