1. Nielsen Homescan® Data and Retail Insights
American Egg Board
52 Weeks Ending
June 26, 2010

2. Nielsen Homescan® Panel
125,000 U.S. households
Demographically balanced
Statistically reliable
Households scan all retail purchases
Uploaded to Nielsen weekly

3. Channel * Facts
How do consumers shop and buy the EGG category in a particular retailer?
Examines opportunities and potential sales increase within a retail channel

4. Shopper Penetration
% of households that purchased the category at least once and that shopped the retail channel

5. Channel Facts: Shopper Penetration
52 weeks ending
Total Outlets
92.6
92.4
92.8
93.0
Grocery
91.4
91.0
91.3
91.8
Drug
75.7
75.2
74.4
73.8
Warehouse Clubs
47.9
46.9
47.6
Convenience / Gas
37.9
37.3
35.4
34.2
Dollar Stores
59.8
59.5
60.2
60.1
Trader Joes
7.3
7.9
7.8
8.3
Mass Merchandise w/Supers
88.8
88.3
88.5
Mass Merchandise w/o Supers
76.6
72.1
71.7
Supercenters
61.1
63.2
65.2
66.5

6. Item Penetration Channel Importance
What % of the business moves through the various channels? 
Which store do most buyers go to?

7. Channel Facts: Item Penetration
52 weeks ending
Total Outlets
92.6
92.4
92.8
93.0
Grocery
82.7
83.4
Drug
4.7
5.0
5.5
Warehouse Clubs
12.7
12.9
13.3
13.1
Convenience / Gas
2.0
1.8
1.6
Dollar Stores
3.0
2.2
3.2
3.5
Trader Joes
0.7
1.1
1.0
Mass Merchandise w/Supers
38.1
38.5
40.1
41.1
Mass Merchandise w/o Supers
7.2
7.0
7.7
8.6
Supercenters
33.1
33.6
34.5
35.1

8. Item Penetration:
94.9
94.7
94.3
94.0
94.5
94.1
93.3
93.0
92.6
92.4
92.8
“Percent of U.S. Households that purchased fresh eggs at least once during the year”

9. Retailer Shoppers
Projected number of shoppers for that item in the retailer (the potential)

10. Channel Facts: Retailer Shoppers (000)
52 weeks ending
Total Outlets
107,485.7
108,762.2
109,904.2
110,308.8
Grocery
106,078.1
107,148.1
108,223.9
108,988.4
Drug
87,920.3
88,458.1
88,128.6
87,563.4
Warehouse Clubs
55,574.9
55,206.3
56,400.8
56,520.4
Convenience / Gas
43,987.1
43,857.9
41,995.7
40,561.0
Dollar Stores
69,448.1
70,086.8
71,325.2
71,281.5
Trader Joes
8,465.6
9,255.4
9,198.6
9,856.5
Mass Merchandise w/Supers
103,084.7
103,906.7
104,834.0
105,020.9
Mass Merchandise w/o Supers
88,948.9
86,828.0
85,442.8
85,104.1
Supercenters
70,937.9
74,412.4
77,290.6
78,933.9

11. Item Buyers
Projected number of buyers for that item in the retailer (the converted)

12. Channel Facts: Item Buyers (000)
52 weeks ending
Total Outlets
107,485.7
108,762.2
109,904.2
110,308.8
Grocery
96,045.9
97,350.9
98,040.5
98,959.1
Drug
5,492.7
5,838.2
5,572.0
6,524.9
Warehouse Clubs
14,747.9
15,214.5
15,730.8
15,564.0
Convenience / Gas
2,280.3
2,112.8
2,099.5
1,906.1
Dollar Stores
3,487.2
2,633.3
3,849.9
4,127.5
Trader Joes
801.1
1,338.3
1,158.5
1,209.5
Mass Merchandise w/Supers
44,215.0
45,310.9
47,517.4
48,818.1
Mass Merchandise w/o Supers
8,304.0
8,218.8
9,138.7
10,165.8
Supercenters
38,445.1
39,550.2
40,930.9
41,617.9

13. Buyer Conversion The % of shoppers buying eggs by channel
Answers the question:  "how many shoppers do I convert to buy EGGS in my store?”
Opportunity: convert shoppers into buyers

14. Channel Facts: Buyer Conversion
52 weeks ending
Total Outlets
100.0
Grocery
90.5
90.9
90.6
90.8
Drug
6.3
6.6
7.5
Warehouse Clubs
26.5
27.6
27.9
27.5
Convenience / Gas
5.2
4.8
5.0
4.7
Dollar Stores
3.8
5.4
5.8
Trader Joes
9.5
14.5
12.6
12.3
Mass Merchandise w/Supers
42.9
43.6
45.3
46.5
Mass Merchandise w/o Supers
9.3
10.7
11.9
Supercenters
54.2
53.1
53.0
52.7

15. Buyer Conversion: Grocery Channel
92.4%
91.5%
90.5%
90.9%
90.6%
“How many shoppers are converted to buy eggs in a particular channel”

16. Buyer Conversion: Trader Joe’s
14.5%
12.6%
9.5%

17. Retailer Trips
Projected number of trips that EGG buyers made into the retailer in total

18. Channel Facts: Retailer Trips (000)
52 weeks ending
Total Outlets
17,810,486.7
17,580,085.9
17,352,624.0
17,036,279.8
Grocery
6,213,879.9
6,240,516.1
6,299,733.1
6,355,626.1
Drug
1,257,821.7
1,277,715.1
1,224,533.3
1,198,609.9
Warehouse Clubs
611,533.0
616,606.8
643,289.4
649,269.1
Convenience / Gas
623,678.3
582,358.2
545,751.0
509,837.0
Dollar Stores
859,952.7
909,854.5
891,311.9
Trader Joes
64,910.0
69,483.5
71,375.1
77,993.7
Mass Merchandise w/Supers
3,280,352.3
3,232,617.1
3,227,989.3
3,185,046.3
Mass Merchandise w/o Supers
1,368,359.7
1,261,998.5
1,183,387.2
1,138,245.4
Supercenters
1,911,992.7
1,970,618.7
2,044,602.1
2,046,801.0

19. Item Trips
Projected number of trips that EGG buyers made into the retailer for EGGS

20. Channel Facts: Item Trips (000)
52 weeks ending
Total Outlets
1,183,852.5
1,196,342.9
1,232,349.7
1,219,477.2
Grocery
810,695.4
822,722.6
848,664.1
853,849.0
Drug
14,115.8
14,597.3
11,364.2
14,124.3
Warehouse Clubs
58,811.6
58,332.2
62,466.3
62,304.4
Convenience / Gas
5,122.3
4,820.7
5,077.0
4,668.8
Dollar Stores
8,868.3
5,024.0
9,994.1
9,646.6
Trader Joes
2,550.4
4,429.9
3,602.3
3,848.1
Mass Merchandise w/Supers
232,794.3
235,044.0
238,441.0
238,319.2
Mass Merchandise w/o Supers
19,964.9
20,442.2
22,668.6
23,153.1
Supercenters
212,829.4
214,601.8
215,772.4
215,166.1

21. Trip Conversion
Percent of total retailer trips made by the EGG buyer that included EGGS

22. Channel Facts: Trip Conversion
52 weeks ending
Total Outlets
6.7
6.8
7.1
7.2
Grocery
13.1
13.2
13.5
13.4
Drug
1.1
0.9
1.2
Warehouse Clubs
9.6
9.5
9.7
Convenience / Gas
0.8
Dollar Stores
1.0
0.6
Trader Joes
3.9
6.4
5.0
4.9
Mass Merchandise w/Supers
7.3
7.4
7.5
Mass Merchandise w/o Supers
1.5
1.6
1.9
2.0
Supercenters
11.1
10.9
10.6
10.5

23. Item $ per Item Buyer
How much the item buying household spends on EGGS in the retailer throughout the year

24. Channel Facts: Item $ per Item Buyer
52 weeks ending
Total Outlets $ $ $ $
Grocery $ $ $ $
Drug $ $ $ $
Warehouse Clubs $ $ $ $
Convenience / Gas $ $ $ $
Dollar Stores $ $ $ $
Trader Joes $ $
Mass Merchandise w/Supers $ $ $ $
Mass Merchandise w/o Supers $ $ $
Supercenters $ $ $ $

25. Total Retailer $ on Item Trip:
The "in-basket market basket" value measure
The $ per trip spent by item buying households in that retailer among all trips that included EGGS

26. Channel Facts: Total Retailer $ per Item Trip
52 weeks ending
Total Outlets $ $ $ $
Grocery $ $ $ $
Drug $ $ $
Warehouse Clubs $ $ $ $
Convenience / Gas $ $ $ $
Dollar Stores $ $ $ $
Trader Joes $ $ $
Mass Merchandise w/Supers $ $ $ $
Mass Merchandise w/o Supers $ $ $ $
Supercenters $ $ $ $

27. Total Retailer $ When Item N-I-B
The "out of-basket market basket" value measure
The $ per trip spent by EGG buying households in that retailer among trips when EGGS were not in the basket

28. Channel Facts: Total Retailer $ When Item N-I-B
52 weeks ending
Total Outlets $ $ $
Grocery $ $ $ $
Drug $ $ $ $
Warehouse Clubs $ $ $ $
Convenience / Gas $ $ $ $
Dollar Stores $ $ $ $
Trader Joes $ $ $
Mass Merchandise w/Supers $ $ $ $
Mass Merchandise w/o Supers $ $ $ $
Supercenters $ $ $ $

29. Channel*Facts In-Basket vs N-I-B Value
Dollars spent per Household per trip when eggs were in the basket vs dollars spent when eggs were not in the shopping cart

30. Channel*Facts: Eggs in Basket vs Eggs N-I-B
$103.30
$80.40
$72.30
$59.40
$42.80
$32.50
$27.80
$14.00

31. % of Egg Volume Sold on Deal
The percent of item volume sold in conjunction with any consumer-perceived deal.

32. Channel Facts: % item $ on deal
52 weeks ending
Total Outlets
18.0 %
18.5 %
17.3%
Grocery
19.6 %
24.1 %
22.3%
Drug
48.3 %
45.5 %
51.6%
Warehouse Clubs
1.7 %
2.4 %
2.7%
Convenience / Gas
7.8 %
13.0 %
10.8%
Dollar Stores
5.5 %
6.8 %
4.9%
Trader Joes
1.6 %
1.6%
Mass Merchandise w/Supers
4.2 %
6.0 %
5.9%
Mass Merchandise w/o Supers
7.7 %
9.5 %
11.4%
Supercenters
5.3 %
5.6 %
5.4%

33. % Egg Volume Sold on Deal in Grocery Channel
26.9%
24.1%
21.9%
20.0%
19.6%