Onion Report Brand Health & Demographics Source: Nielsen Homescan data until 29 th October 2011 Nielsen Scantrack data (National Woolworths) until 23 rd October 2011

2 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Onion….. Almost 94% of Australian Households purchased Onions during the last MAT, spending on average $ 20.9 on 10.4 Kilos. Price spikes during this year natural disasters, however since July prices seem to return to similar levels than previous year. Value growth in Onion can be traced mostly from an increase in spend by Existing Onion buyers Penetration is high levels for all demographics groups, however still opportunity to improve performance at Independent Singles segment. WW & ALDI gained share of trade over the last year at expense of IGA and Green Grocers

3 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Homescan Overview

4 Copyright © 2011 The Nielsen Company. Confidential and proprietary. This report leverage two different types of information: 1) Retail Measurement Data (Scanning Sales) 2) Household Panel Information Complementary data sources, not substitutes for one another Address separate sets of business issues Volume & Share Tracking Promotion Execution & Effectiveness Price Sensitivity Account Performance Components of Sales Brand Loyalty & Repeat Demographics Buyer Analyses Cross Purchasing Switching/Source of Volume Store-Level Scanning SalesHousehold Panel Information

5 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Purchase data is automatically modemed back to Nielsen via the telephone line Nielsen processes the data together with stringent QC checking At home they scan the purchases via a barcode scanner - supplementing data from a barcode book for shopping trip info and non barcoded items Panel member buys products from any retail outlet and takes them home Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends. Start with a panel that is statistically representative of Australian households How does Household Panel Information (Homescan) work?

6 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Key Measures

7 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Source: Nielsen l Homescan Australia Over the last MAT more than 93% of Australian households purchased Onions, while spending $20.9 and purchasing a total average of 10.4 kilos. This chart compares Onion household reach (penetration) against other vegetables. Blue represents year ago while yellow represent current year This chart show the total average household spend across various vegetable commodities. This chart show the total average household volume purchase across various vegetable commodities.

8 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Households that buy Onions are purchasing the commodity slightly more often as a year ago (10.9 times) and are spending $0.3 more in each shopping trip. This chart compares how frequently Onion is purchased each year compared to other vegetable commodities Households are spending approximately $1.90 each time they purchase Onions Households are spending in total, approximately $21 per year in Onions

9 Copyright © 2011 The Nielsen Company. Confidential and proprietary. The total volume decrease was a result of a slight drop in the shopping frequency Source: Nielsen l Homescan Australia

10 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Average household spend on Vegetables peaked immediately following the natural disasters in February Cyclone Yasi QLD Floods This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after the natural disasters.

11 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Over a two year period we can see that average weight of purchase has increased over the Cyclone Yasi period and has remained at higher levels than a year ago. Cyclone Yasi QLD Floods During peak seasons, average household spend decreased (red line) as the number of households increased (blue bars) Onion peak season October - June

12 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Variation in $AWOP are linked to changes in the level of spend per shopping occasion Cyclone Yasi QLD Floods Green Line: how many times consumers buy it – it is stable. Yellow Line: How much they spend each time. For October, this index reached: $1.8 Onion peak season October - June

13 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Looking at Woolworths information, Onion volume declined by - 2.5%, however this was compensated by the increase of total value by 22% due to the effect of price rise (+0.65 $/Kg) during the same period

14 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen however, since July prices seem to be at similar levels than a year ago. Cyclone Yasi QLD Floods Blue Line: Price per Kg. $2.77 in latest period vs. $2.79 last year. Yellow Bar: Kgs sold by Woolworths during each period. Onion peak season October - June

15 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Value growth in Onion can be traced mostly from Existing buyers, while most switching to Onion came from Mushrooms, Fresh Salad and Potatoes. Most of the value growth (8.8%), came from existing onion buyers Those buyers that switched to Onions, used to buy Mushrooms, Fresh Salad & Potatoes. Category Expansion/Contraction

16 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Demographics

17 Copyright © 2011 The Nielsen Company. Confidential and proprietary. While average spend by Independent Singles have increased, this segment shows an opportunity to increase its penetration from its current level. The green bar represents the percent of each demographic purchasing in latest period with the red bar representing the percentage last year

18 Copyright © 2011 The Nielsen Company. Confidential and proprietary. While all households increased their spend on Onions, High Income households grew their share within this commodity Opportunity exists develop Low and Medium income households Low & Medium Income households have decreased their importance in value during the last year

19 Copyright © 2011 The Nielsen Company. Confidential and proprietary. 1-2 member households have had the most significant contribution to value sales within Onion, however still opportunity to increase reach within this household size 1-2 member household size is the most important demographic as they account for 55% of sales. Opportunity to increase reach as 1- 2 member household has the lowest penetration

20 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Share of Trade

21 Copyright © 2011 The Nielsen Company. Confidential and proprietary. WW & ALDI gained share of trade over the last year at expense of IGA and Green Grocers This pie chart shows how is the Onion value distribution among different retailers/channels of trade This show the actual sales values percentage growth/decline behind the share of trade changes

22 Copyright © 2011 The Nielsen Company. Confidential and proprietary. WW has gained share mostly due to the increase of average household spend.

23 Copyright © 2011 The Nielsen Company. Confidential and proprietary. WW variation in AWOP is a result of increases in spend per occasion, while ALDI showed increases in purchase frequency and the amount spent per occasion.

24 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Glossary

25 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Terms Penetration – The proportion of households purchasing a product in the specified period expressed as a percentage of all households. Average Weight of Purchase (AWOP) – The average volume/value/units of a product bought across all buyers of that product in the specified period. Occasions Per Buyer – The average no. of times each buyer purchases the specified product in a specified period. A product/date/shop combination, eg. a household purchasing 2 identical products on a shopping trip to Woolworths constitutes a single purchase occasion. Amount Per Occasion – Average value or units purchased on each purchase occasion. QTR – Quarter year; rolling 13 weeks. MAT – Moving annual total; a rolling yearly total which accumulates 52 weeks of data. PP – Prior Period YA – Year Ago.

26 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Lifestage Demographic Definitions Young Transitionals Adult households (no children <=17) Head of household <35 Small scale families Households with oldest child 6-11 years Start-up families Households with young children only, oldest child < 6 Bustling families Households with oldest child years Senior Couples Two (2) or more adults (No children <=17) Head of household 60 or over Independent singles One (1) person adult household (No children <=17) Head of household >=35 Established Couples Two (2) or more adults (No children <=17) Head of household 35-59

27 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Young Transitionals, 15% Start Up Families,9% Small Scale Families,11% Bustling Families,16% Independent Singles,17% Established Households, 18% Senior Couples, 14% Lifestage Distribution of Households

28 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

29 Copyright © 2011 The Nielsen Company. Confidential and proprietary. How to read a Source of Volume Chart New/Lost Category Buyers Households that purchased the category in one period but not the other and the focus brand was included in the category purchases. New/Lost Brand Buyers Gains or Losses within the Focus Brands by Households who added/omitted the focus brand to their category purchases. Existing brand buyers The Focus Brand experienced gains/losses from households who increased/decrea sed their purchases of the focus brand Switching Includes households who shifted their focus brand purchases from/to alternative category items.

30 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Appendix

31 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Whilst Woolworths increased its share of Onion to 34.7%, during the last quarter Coles showed a rise in its share for this commodity.