1. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Pumpkin market in Australia 6 Australian Pumpkin Report Year To 29/11/2014

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Pumpkin Monthly Report Year To November 2014 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: Year To 2014: 52 weeks to 29/11/2014 Year To 2013: 52 weeks to 30/11/2013 Objective The purpose of this report is to provide a monthly market overview for the Australian Pumpkin category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report 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 Pumpkin excluding Canned Pumpkin). 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)

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (17.6% of population) ESTABLISHED COUPLES | 2 or more adults 35-59 (22.3% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (20.8% of population) Senior Couples | Adults <35 with no children (9.3% of population) Senior Couples | Oldest Child 12-17 (13.9% of population) Bustling Families | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.6% of population)

4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 1 2 3 4 5 6 Are more households buying Pumpkin vs. last year in Australia? Are households buying Pumpkin more frequently? Are Pumpkin buyers purchasing/spending more? How is the category evolving across different channels and retailers? Is there a particular state driving the category performance? How are Pumpkin performing compared to other Vegetables in the market? Note: This report highlights the top three demographic life stages by penetration. Agenda

5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 Are more households buying Pumpkin vs. last year in Australia? Penetration Total Pumpkin Total Australia Penetration trend Total Pumpkin 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Year to 02/11/2014 Year to 29/11/2014 Start Up Families Bustling Families Senior Couples Pumpkin has lost 20,702 buying households compared to last year Bustling Families are adding more households this year Opportunity lies with Senior Couples and Start Up Families if we regain the lost buyers

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Pumpkin more frequently? Frequency Total Pumpkin Total Australia Source: Nielsen Homescan Average number of trips same period Year Ago Quarterly Trend QtrQtr - 1Qtr - 2Qtr - 3 Average number of trips This Year 2 Year to 02/11/2014 Year to 29/11/2014 Bustling Families Senior Couples Start Up Families Frequency has remained stable for Pumpkin this year Bustling Families are buying Pumpkin at the same rate Start Up and Senior Couples have reduced their number of trips to buy Pumpkin

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Pumpkin buyers purchasing/spending more? Volume and Expenditure per trip Total Pumpkin Total Australia Senior Couples Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip 3 Start Up Families Bustling Families Year to 02/11/2014 Year to 29/11/2014 Consumption of Pumpkin has increased as compared to last year... … Spend per occasion on Pumpkin witnessed significant growth this year.

8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Pumpkin This Year Source: Nielsen Homescan Share of Trade ($) Total Pumpkin Volume vs. Year Ago Value vs. Year Ago This Year 4 Pumpkin has grown by +4% in volume which is predominantly driven by growth in all retailers except WW. Value growth is at a higher rate mainly driven by growth in Coles, WW and Aldi.

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (8%) WA (10%) VIC (28%) NSW (30%) Is there a particular state driving the category performance? QLD (20%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Pumpkin $ sales Source: Nielsen Homescan 5 With only 10% of Pumpkin sales, WA has the highest state level penetration. Consumption for Pumpkin has increased across states except WA and VIC, whilst penetration has increased only in QLD and WA.

10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How are Pumpkin performing compared to other Vegetables in the market? Source: Nielsen Homescan Volume Sales KG 6 Senior Couples Start Up Families Bustling Families With consumption expanding across buyers, Pumpkin has seen an increase in their volume share of market vs. other Vegetables. Positive trend can be seen in terms of volume share of Vegetables from key demographic groups.

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are spending more per trip with the same level of purchase frequency, with an increase in their consumption as compared to last year. Total Pumpkin has witnessed a buyer leakage of 20,702 households. However, it has seen an increase in their volume market share vs. last year. Total Pumpkin recorded +4% volume gain which is mainly due to growth in Coles and Non- supermarkets. Value sales grew at a much higher rate of +14% indicating inflation. Senior Couples have seen a significant drop in their penetration this year. $0.5M opportunity lies if we are able to re-gain these lost buyers. QLD is the only state to witness both penetration and consumption increase this year.

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.