December 2014 SWEET POTATO OPPORTUNITY CALCULATOR YEAR TO 01/11/2014

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 OPPORTUNITY CALCULATOR This tool helps to define (as a guide) retail opportunities by highlighting the gaps between one specific demographic group and the average national totals. For this opportunity calculator the period MAT To 01/11/2014 was used.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 3 OPPORTUNITIES Start Up Families and Established Couples have lost number of households that buy Sweet Potato compared to last year. Focusing on bringing these ‘lost’ households back to Sweet Potato provides an opportunity of $0.6M. Established Couples make up the bulk of this opportunity. We need to understand what is driving the drop in households for the mentioned consumer groups. Understanding and overcoming these purchase barriers may have positive impact on sales. This Opportunity Calculator 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 ©2012 The Nielsen Company. Confidential and proprietary. 4 SENIOR COUPLES | 2 or more adults 60+ (17.6% of population) ESTABLISHED COUPLES | 2 or more adults (22.4% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (20.8% of population) YOUNG TRANSITIONALS | Adults <35 with no children (9.2% of population) BUSTLING FAMILIES | Oldest Child (14.0% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.4% of population) LIFESTAGE DEMOGRAPHICS

Copyright ©2012 The Nielsen Company. Confidential and proprietary % 79.7% 67.8% 66.0% 57.9% 51.9% 68.5% 70.3% Start Up Families Small Scale Families Bustling Families Young Transitionals Independent Singles Established Couples Senior Couples Penetration Last Year AUSTRALIA < 6 yr 6-11 yr +12 yr <35 yr +35 yr yr +60 yr Opportunity exists in regaining the buyers that have lapsed out of Sweet Potato this year. Source: Nielsen Homescan 65.1% 77.0% 68.2% 66.1% 60.2% 53.5% 67.1% 72.1% Penetration This Year

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 6 Start Up Families Established Couples Number of households lost Number of trips per year 13,6045.9$213K An opportunity of $0.6M exists by encouraging lost buyers to re-try Sweet Potato again. The majority of the opportunity sits within Established Couples. Source: Nielsen Homescan Spend per trip $2.66 Value of opportunity 24,5646.2$386K$2.53 TOTAL $0.6M **Note: The numbers are rounded up

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 7 Young Transitionals and Independent Singles are under-penetrated for Sweet Potato this year. Couples (Established + Senior) and Families have higher than expected demographic reach. Source: Nielsen Homescan Demographic Penetration: Percentage of households in the lifestage group that bought the crop at least once in the last MAT. Demographic Penetration | MAT To 01/11/2014

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 8 Number of Occasions | MAT To 01/11/2014 Senior Couples are visiting more often to purchase Sweet Potato, while the purchase frequency for Young Transitionals, Independent Singles and Families is well below national average. Source: Nielsen Homescan Number of Occasions: Average times a buyer in the lifestage group buys the vegetable in the last MAT. Also known as Average Frequency.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 9 Demographic Penetration Distribution of Buyers Buyer Index Avg Spend Per Buyer ($ AWOP) Avg Occasions Per Buyer Expend ($) Per Occasion Total Panel % Start-up Families 77.08% Small Scale Families % Bustling Families % Young Transitional 60.28% Independent Singles % Established Couples % Senior Couples % Total Sweet Potato| MAT To 01/11/2014 Buyer Index: Demographic Penetration of Lifestage/ Total Panel *100 AWOP $: Average $ the lifestage group spends on the vegetable for the last MAT. Calculated as Avg Occasions per buyer * Expend per Occasion Avg Occasions: Average times a buyer in the lifestage group buys the vegetable in the last MAT. Also known as Average Frequency. Expend per Occasion: Average Spend $ per trip on the vegetable.

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