1. Asian Vegetables Report Brand Health & Demographics
Source:
Nielsen Homescan data until 24th of December 2011
Nielsen Scantrack data (National Woolworths) until 18th December 2011 1

2. Asian Vegetables…..
32.9 % of Australian Households purchased Asian Vegetables; spending on average of $ 9.6 which equates to 4.3 shopping trips with $ 2.3 spend per shopping trip during the last year
In the latest 4-week period, Average household spend on Total Vegetables and penetration has shown a positive spike
While Asian Vegetables shopper tend to be more affluent households and skew towards Start up families, Young Transitional and Established Couple life stages
Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment. 2

3. Homescan Overview

4. Store-Level Scanning Sales Household Panel Information
This report leverage two different types of information: ) Retail Measurement Data (Scanning Sales) 2) Household Panel Information
Complementary data sources, not substitutes for one another
Address separate sets of business issues
Store-Level Scanning Sales
Household Panel Information
Database name
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

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

6. Key Measures

7. Source: Nielsen l Homescan Australia
Asian vegetables penetration has decreased by 1.5%, while Asian vegetables buyers are spending $9.6 per year and purchasing about 1.5 kilos of the commodity per household.
This chart compares Asian vegetables household reach (penetration) against other vegetables.
This chart show the total average household volume purchase across various vegetable commodities.
This chart show the total average household spend across various vegetable commodities.
Source: Nielsen l Homescan Australia 7

8. Asian vegetables buyers are purchasing the commodity more often than a year ago, and are slightly more in each shopping trip ($2.3)
This chart compares how frequently Asian vegetables is purchased each year compared to other vegetable commodities
Households are spending approximately $2.30 each time they purchase Asian vegetables
Households are spending in total, approximately $9.6 per year in Asian vegetables 1
1.5 8

9. Source: Nielsen l Homescan Australia
The total volume increase is a result of an increase in the shopping frequency and volume per occasion.
Source: Nielsen l Homescan Australia 9

10. In the latest period average household spend on Vegetables has show a spike, while penetration grew as well.
QLD Floods
Cyclone Yasi
This chart shows that the average household increased their spend (red line) on Vegetables in the latest 4-week period

11. Average household spend has increased in the latest 4-week period, whilst penetration decreased for Asian vegetables
Average household spend increased (red line) although the number of households decreased (blue bars)
QLD Floods
Cyclone Yasi

12. Green Line: how many times consumers buy it – it is stable.
Variation in $AWOP are linked to changes in the level of spend per shopping occasion
Green Line: how many times consumers buy it – it is stable.
Yellow Line: How much they spend each time. For DEC this index reached: $2.5
QLD Floods
Cyclone Yasi

13. Looking at Woolworths information, Asian vegetables volume has increased by 1.7%, while value by 7.2% due to increase in price by $0.44.

14. Looking at trended Woolworths information, comparing the latest 4 week period vs a year ago, prices have increased, while traded volume shows a small decrease
Blue Line: Price per Kg. $8.49 in latest period vs. $8.31 last year.
Yellow Bar: Kgs sold by Woolworths during each period.
QLD Floods
Cyclone Yasi

15. Demographics

16. While most segments show positive results, there is opportunity to improve penetration on Young Transitionals and Senior Couples.
The green bar represents the percent of each demographic purchasing in latest period with the red bar representing the percentage last year

17. From a Household income perspective, Asian Vegetables are performing much better than Total Vegetables on the High Income household segment
High Income households have increased their importance in value at expense of Low and medium income during the last year

18. 1-2 member households have had the most significant contribution to value sales within Asian vegetables , however still opportunity to increase reach within this household size
1-2 member household size is the most important demographic as they account for 53.2% of sales.
Opportunity to increase reach as 1- 2 member household has the lowest penetration

19. Share of Trade

20. Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment.
This show the actual sales values percentage growth/decline behind the share of trade changes
This pie chart shows how the Asian vegetables value distribution is among different retailers/channels of trade

21. Green Grocers and Independent Supermarkets have increased their share of trade, at expense of Coles, which also showed a drop in the penetration of this segment. 21

22. Buyers have increased their average total spend for all Channel/Retailers with the exception of ALDI1
1.5 22 22

23. Glossary

24. 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.

25. 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
Head of household 35-59

26. Lifestage Distribution of Households
Young
Transitionals,
15%
Start Up
Families,9%
Small Scale
Families,11%
Bustling
Families,16%
Independent
Singles,17%
Established
Households,
18%
Senior
Couples,14%
Families are obviously a key group but the older households are also key.
Young Transitionals (Any Size HHs, No Children, <35)
Hopping from uni classrooms to first jobs to “just married” this group is characterised by an abundance of freedom. With the majority between years in white collar professions, You will often find them with money to burn in the dance clubs, bars, shopping on the Internet or at local gyms. They enjoy physically active lifestyles, dining out and professional sporting events. This segment tends to live in rented apartment buildings and the internet is part of everyday life
Start-Up Families (HHs with Young Children Only < 6)
Characterised by households with 1-2 children and a mortgage to boot, Nappies, baby food and shelves overflowing with toys fill the home of the Start-Up Family. Entering a life of nappy changes and late night feedings, these consumers are starting their families. Dependent children and their impact on the lives of these ‘new’ parents sets these consumers apart from the other life stages.
Small Scale Families (HHs with Oldest Child 6-11)
Unlike the other life stages with children, the small size of these families often allows the adults to strike a balance between their children and pursuing their own interests. Whether they are single parent families with one or two children or two parent families with one child – time, convenience items, are of increasing importance as many of them work to pay the bills and pay off their mortgage.
Bustling Families (HHs with Children (Oldest 12+))
– A mix of younger and older families with the eldest child in their teens skewed toward households of 5 more people. These consumers’ lives are hives of activity. With most Heads of Households over 40 years of age, You’ll likely find these parents racing to pick up one child from soccer practice and then running to pick up another from school. With a higher prevalence of internet access than any other group and 3 or more TV sets running at any one time these households are embracing the information age. The children in these households are dependent on their parents for many things. At the peak of their earning power, these households work hard to afford their children the latest trend; which often means both parents are working.
Independent Singles (1 Person HHs, No Children, 35+)
Predominantly female households, split between older and younger consumers, most consumers get to this life stage either through divorce or from never having been married. 79% of this group over 50 years of age, paid off their mortgage, and typically have a lower than average annual income. In addition, this has the lowest levels of internet access than any group (39%).
Often found at their local church playing bingo, reading a book or dining out, these consumers are living the life of retirees with most of this group bringing in less than $24,000 annually.
With the 21% who are at the younger end of their life, you will find these consumers living in apartments, are often working in professional white collar established careers dining out with friends or working late in the office.
Established Couples (2+ Person HHs, No Children, 35 – 59)
This group is a mix of empty nesters, those who have not had children or those who still have adult children (>17) at home. Many are dual income families reaching their peak earning potential with above average household incomes split between those who own and are still mortgaging their home. They tend to live in large houses and can afford the often three TV’s, internet access and all the mod cons our busy lifestyles have become accustom to.
Senior Couples (2+ Person HHs, No Children, 60+)
Companionship, rather than age, most influences the behaviour of this group. You might find the husband reading the latest issue of Reader’s Digest as his wife knits in her chair. They are quite active, but not as active as Established Households. In addition, Senior Couples are more likely to still live in the family home, a larger house left over from family life with children. At 86%, this life stage has the highest level of home ownership. 26 26

27. Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

28. 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.
Existing brand buyers
The Focus Brand experienced gains/losses from households who increased/decreased their purchases of the focus brand
New/Lost Brand Buyers
Gains or Losses within the Focus Brands by Households who added/omitted the focus brand to their category purchases.
Switching
Includes households who shifted their focus brand purchases from/to alternative category items.

29. Appendix

30. During the last moths, Green grocers have over performed WW in the trade of Asian vegetables