Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Capsicum market in Australia 6 Australian Capsicum Report Year To 21/02/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Capsicum Monthly Report Year To February 2015 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: This Year : 52 weeks to 21/02/2015 Year ago : 52 weeks to 22/02/2014 Objective The purpose of this report is to provide a monthly market overview for the Australian Capsicum 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 Beans excluding Canned Beans). 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 ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (18.0% of population) ESTABLISHED COUPLES | 2 or more adults (22.5% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults <35 with no children (8.6% of population) BUSTLING FAMILIES | Oldest Child (13.6% of population) \ SMALL SCALE FAMILIES | Oldest Child 6-12 (9.7% of population) START UP FAMILIES | Oldest Child <6 (6.6% of population)

Copyright ©2013 The Nielsen Company. Confidential and proprietary Are more households buying Capsicum vs. last year in Australia? Are households buying Capsicum more frequently? Are Capsicum 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 Capsicum 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 Capsicum vs. last year in Australia? Penetration Total Capsicum Total Australia Penetration trend Total Capsicum 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Capsicum witnessed a slight increase in the households this year. However, all three key demographic groups witnessed buyer contraction. The biggest decline was witnessed amongst Bustling Families. Start Up Families Small Scale Families Bustling Families Year to 22/02/2014 Year to 21/02/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Capsicum more frequently? Frequency Total Capsicum 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 are visiting less frequently to purchase Capsicum this year. Bustling Families reduced their purchase frequency this year. Small Scale Families are visiting more often to purchase Capsicum this year. Small Scale Families Bustling Families Start Up Families 2 Year to 22/02/2014 Year to 21/02/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Capsicum buyers purchasing/spending more? Volume and Expenditure per trip Total Capsicum Total Australia Bustling Families Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Consumption of Capsicum remained stable this year.. … However, the $ spend per trip increased as compared to last year. 3 Start Up Families Small Scale Families

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Capsicum This Year Source: Nielsen Homescan Share of Trade ($) Total Capsicum Volume vs. Year Ago Value vs. Year Ago Capsicum witnessed growth in both value & volume sales driven by expansion across all retailers except IGA. Coles and ALDI outperformed Woolworths across both metrics. This Year 4

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (9%) WA (14%) VIC (24%) NSW (32%) Is there a particular state driving the category performance? QLD (16%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Capsicum $ sales Source: Nielsen Homescan Annual Consumption of Capsicum increased across Australia except WA and QLD. Growth in buyer base in VIC is countered by contraction across QLD, WA & SA+NT. 5

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Capsicum performing compared to other Vegetables in the market? Source: Nielsen Homescan The volume market share of Capsicum vs. other Vegetables increased slightly this year. Its volume repertoire share increased among Start Up and Small Scale Families and dropped among Bustling Families. Volume Sales KG 6 Bustling Families Start Up Families Small Scale Families

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers’ consumption per trip remained stable as compared to last year, however, their number of shopping trips have gone down. The $ spend per trip increased this year. Capsicum slightly increased its buyer base this year. Consequently, nominal improvement was witnessed in its volume market share vs. last year. Both value and volume sales are growing for Capsicum driven by all retailers except IGA. Coles and ALDI outperformed Woolworths in both the metrics. Bustling Families are visiting stores less frequently to purchase Capsicum compared to last year. There is an opportunity of $1.0M if we are able to get these buyers to buy at the same frequency. VIC accounts for a quarter of total $ spend on Capsicum and added the most Capsicum-buying households to the buyer base.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.