ASIAN VEGETABLES 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). Asian Veg: Pak Choi, Buk Choi, Chinese Broccoli, Choy Sum, Chinese Cabbage/Wombok, Gai Choy and Ong Choi

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 Activate awareness and recipe ideas for Asian Vegetables through the rising influence of food media and innovative Asian restaurants in home cuisine. This can help expand the appeal of the crop among Bustling Families and Young Transitionals who are lapsing out of the vegetable, especially since they consume the most on average. Asian Vegetables represent 1.0% of the total value market share. It’s buyer base has reduced this year to about one- third of Australian households, however, they have increased their spend and frequency of purchase. Established Couples are gaining relevance for Asian Vegetables as they have increased their contribution to volume sales substantially this year from 21% to 28%. Smaller (1-2 member) households account for more than half of volume sales. Larger (3 or more members) households have reduced their consumption this year. Non-supermarkets represent almost 38% of Asian Vegetables volume share and have witnessed growth in terms of value and volume. Almost half of Woolworths shoppers are purchasing Asian Vegetables on their visit to Woolworths stores. Headroom to elevate conversion to levels enjoyed by Cucumber, Fresh Salad, and Broccoli. Consumption of Asian Vegetables increased across all states except in WA. However, the number of buying households have reduced for NSW, VIC and WA. Ensuring consistent quality and variety of supply of Asian Vegetables in Coles and Woolworths can help the majors compete with Asian Green Grocers and Non supermarkets which dominate the trade. This should help rebalance share of trade and achieve conversion rates that are better aligned with other crops. As Asian Vegetables increase penetration among Ready to Eat Meals (Colmar Brunton Wave 16) and convenience formats, marketing programs can be steered towards suggested uses for in-home consumption.

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

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Asian Vegetables represent 0.6% of total volume and 1.0% of total value market share of vegetables, both remaining stable over the 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 Asian Vegetables lost 52,602 buying households while their consumption and average spend has increased 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 The rise in average spend is due to an increase in both spend per trip and number of trips for Asian Vegetables compared to last year. There is also a slight increase in volume per trip this year. This Year Last year

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan There is a drop in number of buyers in the latest 4 weeks compared to same period last year. Nonetheless, latest month’s consumption is at a 2- year peak for Asian Vegetables. Kg

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan The average spend has increased $0.30 cents in the last 4 weeks compared to the same period year ago.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan This month’s increase in average spend on Asian Vegetables is driven by the higher spend per trip as the shopping occasions remain stable.

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

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 Established Couples continue to be valuable buyers of Asian Vegetables and have substantially increased their consumption contribution 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? Whilst Established Couples have lost 40,899 households from its buyer base, their number of trips and consumption per trip have increased more than any other lifestage. This Year Last year

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Smaller (1-2 member) households are important buyers for Asian Vegetables increasing their consumption to account for more than half of volume sales.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 How much (Kg) do they buy per occasion? Whilst Asian Vegetables lost 25,349 buyers amongst 4 member households, their consumption has increased this year and is highest amongst all households. 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 How many Households buy annually? How often do they buy annually?

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

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This Year Asian Vegetables Sales vs. Last Year This year vs. Last year Asian Vegetables Other Supermarkets Non Supermarkets Volume Value While Woolworths witnessed a significant -10% decline in its volume sales, it has rebounded in dollar terms posting a 2% increase value sales. Non Supermarkets have performed consistently well this year. Source: Nielsen Homescan

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets Drivers of Account Growth & Decline Year to 29/11/2014 The value growth in Woolworths is due to buyers purchasing Asian Vegetables more often and spending more per trip.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Almost 50% of Woolworths shoppers purchasing Asian Vegetables anywhere chose to buy at Woolworths. Headroom to drive better conversion and achieve levels of other vegetables. Account Shopper Conversion Year to 29/11/2014 | Woolworths (WW)

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan Almost 44% of Coles shoppers that buy Asian Vegetables, prefer to buy it while shopping at Coles. Opportunity to drive better conversion relative to Woolworths and achieve levels of Cucumber, Fresh Salad and Broccoli. Account Shopper Conversion Year to 29/11/2014 | Coles

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (9%) VIC (28%) NSW (35%) QLD (15%) WA (10%) Average KG per Buyer Penetration this year vs. last year ( ) State share of Asian Vegetables $ sales consumption Is there a particular State driving the category performance? Source: Nielsen Homescan Consumption has increased across all the Australian states except WA. However, the number of buyers have declined for NSW, VIC and WA.

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