1. SWEET POTATO REGULAR ANALYSIS YEAR TO 01/11/2014

2. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 1. 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).

3. Copyright ©2012 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 02/11/2013 – This year: 52 weeks To 01/11/2014 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)

4. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4 HIGHLIGHTS RECOMMENDATIONS Established Couples is one of the significant buyers for Sweet Potato. Recruiting lost buyers back is an opportunity as their spend per trip is higher as compared to other groups. Sweet Potato increased both its value and volume market share this year. The buyer base has expanded along with a rise in consumption and average spend. Couples (Senior + Established) are the key buyers for Sweet Potato; they account for 49% volume share while representing 43% of buyers. They are shopping more often and buying more volume in each trip. Smaller households (1-2 members) are important buyer group for Sweet Potato and account for 54% of it’s volume sales. They increased their buyer base as well as their trips and consumption compared to last year. All the retailers witnessed growth in terms of both value and volume sales, however, Aldi declined in terms of volume sales this year. Almost half of Woolworths shoppers who buy Sweet Potato, prefer to purchase it at Woolworths stores, whereas this conversion rate is 52% for Coles. Consumption of Sweet Potato increased across all states, whereas, the number of buying households went down in SA+NT and QLD. VIC, accounting for 21% of the total national spend on Sweet Potato, has less number of buying households as well as lower consumption than QLD and NSW in ESB. Concentrating on this state may bring added revenues to Sweet Potatoes.

5. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 5 Market Overview Sweet Potato/Kumara

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Sweet Potato has grown this year to attain 5.2% of volume market share and 2.6% of value market share within Vegetables category. Source: Nielsen Homescan

7. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 How many Households buy? How much (Kg) do they buy per year? How much ($) do they spend per year? Source: Nielsen Homescan This Year Last year Sweet Potato recruited 47,773 households to its buyer base and has witnessed a rise in both consumption and average spend.

8. 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? Sweet Potato buyers are shopping more often, purchasing more volume and spending more $ in every visit compared to last year. Source: Nielsen Homescan This Year Last year

9. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan Kg Number of households purchasing Sweet Potato is on a decline in the latest quarter, similar to the trend last year. Consumption remains steady in the last quarter, whereas last year it was on an upward trend during the same period.

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan However, the average spend on Sweet Potato is showing a steady rise since July, reaching a 2-year high.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan The rise in average spend is being driven by higher spend per shopping trip as the number of trips remain same.

12. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 Demographics Sweet Potato/Kumara

13. 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 35-59 (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 12-17 (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) 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…

14. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 14 Source: Nielsen Homescan Sweet Potato Distribution of Buyers Australia Sweet Potato Distribution of Volume Australia Couples (Senior + Established) account for 49% of volume sales and are the key buyers of Sweet Potato; they have increased their consumption this year.

15. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy? Established Couples witnessed buyer leakage while their shopping trips and spend per trip on Sweet Potato increased, this year. Senior Couples has seen growth in all parameters. How often do they buy? How much (Kg) do they buy per occasion? 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

16. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Smaller Households (1-2 members) account for 54% of the volume sales of Sweet Potato, increasing their volume share compared to last year. Sweet Potato Distribution of Buyers Australia Sweet Potato Distribution of Volume Australia

17. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 How many Households buy? How often do they buy? How much (Kg) do they buy per occasion? 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 The increase in Smaller Households (1-2 members) is driven by 40,682 additional buyers purchasing Sweet Potato with an increase in both volume consumption and average trips, compared to last year.

18. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 18 Retail Health Situation by State Sweet Potato/Kumara

19. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This year Sweet Potato Sales vs. Last year This year vs. Last year Sweet Potato Volume Value Source: Nielsen Homescan All retailers are performing well in terms of both value and volume sales, resulting in corresponding growth for Sweet Potato, however, Aldi is the only retailer that has lost volume. Other Supermarkets Non Supermarkets

20. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 The value growth in all retailers is mainly driven by rise in spend per trip along with an increase in the shopping trips. Drivers of Account Growth & Decline Year to 01/11/2014 Other Supermarkets Non Supermarkets

21. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Woolworths has achieved to convert almost 50% of their shoppers to buy Sweet Potato at Woolworths. However, the conversion rate is less compared to other comparable vegetables. Account Shopper Conversion Year to 01/11/2014| Woolworths

22. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan Coles converts slightly more with almost 52% of the Sweet Potato shoppers choosing to purchase it during their visit to Coles. Account Shopper Conversion Year to 01/11/2014| Coles

23. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (6%) VIC (21%) NSW (34%) QLD (21%) WA (15%) Average KG per Buyer Penetration of households This year vs. Last year ( ) State share of Sweet Potato $ sales Is there a particular State driving the category performance? All states have witnessed an increase in consumption of Sweet Potato, this year. WA, accounts for 15% of the national spend on Sweet Potato, and has witnessed a steep rise in consumption along with additional 34,087 households. Source: Nielsen Homescan

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