1. SWEET CORN REGULAR ANALYSIS YEAR TO 04/10/2014

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 HAL using the vegetable levy and matched funds from the Australian Government.

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 05/10/2013 – This year: 52 weeks To 04/10/2014 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 Approximately half of Australian households don’t purchase Fresh Sweet Corn which highlights a big opportunity for growth. Households with no kids especially have much lower demographic reach than their Family counterparts. It would be good to understand barriers to purchase and whether these shoppers prefer the canned, frozen or packaged version of the vegetable. Emphasis can be given on Coles to increase value sales of Sweet Corn. Monitor prices, potential over-supply or deep promotions. Non-supermarket’s decline could be related to sales shifting to modern trade channels. Improve value proposition in Green Grocers to remain competitive. Sweet Corn represents 1.9% of the value and 2.0% of the volume market share. It’s buyer base has reduced this year, however their average spend has seen no change as compared to last year. Families are important buyers for Sweet Corn; they account for more volume share than their share of buyers. Only Established Couples have witnessed an increase in their consumption. Larger households (3 or more Members) are the core buyers for Sweet Corn and account for almost 57% of it’s volume sales. All household sizes have witnessed buyer leakage this year. Both Value and Volume decline this year is mainly driven by Non Supermarkets and IGA. In contrast, Aldi posts excellent performance. More than 56% Woolworths shoppers who buy Sweet Corn, prefer to purchase it at Woolworths stores, whereas this conversion rate is only 52% for Coles. VIC accounts for 24% of national spend on Sweet Corn. Less households are buying and state buyers see a decline volume consumption this year.

5. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Market Overview Sweet Corn

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Over Total Vegetables Australia Share of Market Value Over Total Vegetables Australia Source: Nielsen Homescan Sweet Corn represents 2.0% of the volume and 1.9% of the value share of vegetables sales this year. Slight decline in value market share is observed.

7. 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? Source: Nielsen Homescan This Year Last year Sweet Corn lost 123,293 buying households this year, however, their average spend remained stable as compared to last year.

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 annually? Source: Nielsen Homescan This Year Last year Sweet Corn buyers are spending more per trip, however their number of trips has reduced compared to last year.

9. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan Kg Latest 2 months have seen a reverse trend compared to year ago, with a decline in the number of households as well as consumption.

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan Average 4-weekly $ spend has seen a significant increase of $0.60-$0.90 in the latest two months vs. same periods year ago.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan The spend per trip on Sweet Corn has increased compared to last year with purchase frequency remaining the same.

12. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 Demographics Sweet Corn

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 (20.9% of population) YOUNG TRANSITIONALS | Adults <35 with no children (9.2% of population) BUSTLING FAMILIES | Oldest Child 12-17 (13.9% 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 Distribution of Buyers Australia Distribution of Volume Australia Families are significant buyers of Sweet Corn, contributing 42% of the volume sales while only comprising 36% of buyers. Established Couples have increased their volume composition this year.

15. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy annually? How often do they buy annually? 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 Established Couples have added buying households along with increasing their number of trips and volume purchase per trip.

16. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Larger households (3 or more Members) are the core buyers accounting for 57% of volume sales with only 49% buyers. 4-Members households increased their volume consumption

17. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 How many Households buy annually? How often do they buy annually? 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 4-member households have seen an increase in consumption through a combination of increased trip and volume per trip although they lost 36,469 buying households.

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Retail Health Situation by state Sweet Corn

19. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailer This year vs. Last year T. Sweet Corn Sales vs. Last year This year vs. Last year T. Sweet Corn Other Supermarkets Non Supermarkets Volume Value Source: Nielsen Homescan Non-Supermarkets and IGA are driving the decline in volume and value sales of Sweet Corn. Aldi posting excellent results.

20. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets Drivers of Account Growth & Decline Year to 04/10/2014 vs Year Ago (YA) The value decline in Non Supermarkets for Sweet Corn is driven by drop in frequency and buying households.

21. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Account Shopper Conversion Year to 04/10/2014| Woolworths (WW) More than 56% of Woolworths shoppers are purchasing Sweet Corn on their shopping trips to Woolworths.

22. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan Account Shopper Conversion Year to 04/10/2014| Coles Conversion rate for Coles is lower than Woolworths with 52% of Coles shoppers buying Sweet Corn in Coles.

23. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (7%) WA (10%) VIC (24%) NSW (35%) QLD (21%) WA (10%) Average KG per Buyer Penetration This year vs. Last year ( ) State share of Sweet Corn $ sales Is there a particular state driving the category performance? Penetration has decreased across all states except QLD and WA. VIC accounts for 24% of national spend on Sweet Corn. Less households are buying and state buyers see a decline volume consumption this year. Source: Nielsen Homescan

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