1. PUMPKIN REGULAR ANALYSIS YEAR TO 21/02/2015

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 22/02/2014 – This year: 52 weeks To 21/02/2015 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 Pumpkin is posting promising growth and penetration momentum. Continue to leverage on this by focusing on delivering taste, variety, and ease of preparation (Colmar Brunton Project Harvest June 2014 – triggers for purchase). Further sales can be extracted from Young Transitionals and Independent Singles who are under- penetrated lifsetages for this vegetable. Suggest Pumpkin usage even outside winter months to capitalise on non-winter/autumn meal repertoires such as summer/ spring salads, soups, and pasta dishes. Woolworths has room to improve Pumpkin shopper conversion compared to Coles. Review in-store levers like supply, presentation, recipe suggestions, and price competitiveness. Homescan Price per kilo for Pumpkin sold in Woolworths is $1.10 more expensive than in Coles (MAT 21.03.15 vs YA) Pumpkin represents 5.9% volume share and 3.0% value share of total Vegetables this year. Its buyer base has grown along with increased spend and consumption compared to last year. Older Couples (Senior + Established) are the key buyers for Pumpkin; they account for more volume share than their share of buyers. Established Couples witnessed a decline in the number of Pumpkin buyers however, they increased their trips while Senior Couples exhibit the opposite trend. Larger households (3 or more members) account for 49% of volume share while representing 44% of buyers. 5+ Members households are the only group to have witnessed buyer leakage. Coles and Aldi witnessed double digit growth in value sales of Pumpkin, while Woolworths declined in terms of volume sales. Woolworths converts around 52% of their buyers that buy Pumpkin to purchase the vegetable in their stores while this conversion rate is just over 54% for Coles. WA is the only state where the consumption of Pumpkin has gone down this year, however, it has added the most number of Pumpkin buying households to the buyer base.

5. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 5 Market Overview Pumpkin

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Pumpkin has gained volume share and now represents 5.9% of total Vegetable volume. Its value market share remains stable at 3.0% this year. Source: Nielsen Homescan

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 Pumpkin witnessed a rise the number of buying households, annual $ spend as well as consumption 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? Rise in the average spend and consumption is due to the Pumpkin buyers purchasing greater volume and spending more $ in every trip, offsetting a slight decline in their purchase 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 More households purchased Pumpkin in Feb ‘15 compared to Feb ‘14, along with a slight rise in their consumption.

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan However the average monthly spend per household on Pumpkin remained stable in Feb ‘15, compared to same period last year.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan There is a $0.10 drop in spend per occasion, however, the number of monthly trips taken to purchase Pumpkin remain the same.

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

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+ (18.0% of population) ESTABLISHED COUPLES | 2 or more adults 35-59 (22.5% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults <35 with no children (8.6% of population) BUSTLING FAMILIES | Oldest Child 12-17 (13.6% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.7% of population) START UP FAMILIES | Oldest Child <6 (6.6% of population) HOUSEHOLD SIZE 1-2 MEMBER HOUSEHOLDS (58.8% 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 Pumpkin Distribution of Buyers Australia Pumpkin Distribution of Volume Australia Older Couples (Senior + Established) make up half of the volume sales with 43% of buyers and have increased their importance compared to last year.

15. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy annually? Senior Couples added buyers while Established Couples witnessed buyer leakage this year. Although there was a decrease this year, Senior Couples still visit the stores most often amongst all groups. Established Couples increased their purchase frequency. 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

16. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Larger households (3 or more members) make up 44% of the buyer base yet account for 49% of volume share of Pumpkin. Pumpkin Distribution of Buyers Australia Pumpkin Distribution of Volume Australia

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 YearLast 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 household erosion amongst 5+ Member households was offset by the buyer gains amongst other groups.

18. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 18 Retail Health Situation by State Pumpkin

19. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This year Pumpkin Sales vs. Last year This year vs. Last year Pumpkin Volume Value Source: Nielsen Homescan Pumpkin delivers +7% value growth driven by growth across all retailers. Woolworths declined in volume sales this year, curbing the overall Pumpkin growth to +4%. Other Supermarkets Non Supermarkets

20. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 The value sales growth across all retailers is mainly due to rise in the $ spend per trip on Pumpkin this year. Coles, ALDI and Other Supermarkets posted growth across all metrics. Drivers of Account Growth & Decline Year to 21/02/2015 vs Year Ago (YA) Other Supermarkets Non Supermarkets

21. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Woolworths is converting 52% of its Pumpkin-buying shoppers to purchase the crop within its stores. Account Shopper Conversion Year to 21/02/2015| Woolworths (WW)

22. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan Coles is performing a bit better as it is able to convert more than 54% of its Pumpkin-buying shoppers to buy it at their stores. Account Shopper Conversion Year to 21/02/2015| Coles

23. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (8%) WA (10%) VIC (28%) NSW (31%) QLD (20%) WA (10%) Average KG per Buyer Penetration of households This year vs. Last year ( ) State share of Pumpkin $ sales Is there a particular State driving the category performance? Source: Nielsen Homescan SA+NT, QLD and NSW state buyers of Pumpkin witnessed an increase in consumption, compared to last year. WA added the most number of Pumpkin- buying households this year, but has seen a sharp drop in average consumption due to the entry of lighter buyers.

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