1. CABBAGE 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 ©2013 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 Activate the suitability and versatility of Cabbage for meals apart from weeknight dinners to drive greater purchase frequency at par with other comparable vegetables. Promote recipes that the whole family will enjoy, including children to broaden the appeal of Cabbage among families with older kids. These households display a drop in buying households and/or frequency. Collaborate with Coles and Woolworths to raise the profile of Cabbage in-store and to realise better conversion rates compared to other crops. Cabbage represents just over 1% of both value and volume market share. The number of households buying Cabbage grew this year with a rise in their average spend compared to year ago. Senior and Established Couples are the key buyers for Cabbage; they account for more volume share than their share of buyers. Established Couples increased their volume share substantially this year. Smaller households (1-2 members) are the key buyers for Cabbage and account for 57% of it’s volume sales. Households having 1-4 members have added buyers to the buyer base this year. All retailers except Coles have grown in terms of value sales of Cabbage this year and all retailers except Woolworths and Non-Supermarkets have grown in terms of volume sales. 47% of Woolworths shoppers who buy Cabbage, prefer to purchase it at Woolworths stores, whereas this conversion rate is only 37% for Coles. WA enjoys highest state level penetration with highest consumption rates. VIC accounts for a quarter of the total national spend on Cabbage but has witnessed the highest drop in its buying households.

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

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Cabbage has gained value share in the current year and represents 1.2% of the total vegetable sales, however volume share remains flat at 1.3%. 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? This Year Last year Source: Nielsen Homescan Buyer base for Cabbage has increased by 31,174 households in the current year. Although average consumption remains flat for Cabbage, buyers have increased their average spend.

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 Increase in average spend is driven by increased spend per shopping trip. Slight increase is also witnessed in volume purchased per trip. This Year Last year

9. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan More households bought Cabbage in Feb ‘15 as compared to same period last year, however, the average consumption remained stable. Kg

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan Average monthly spend on Cabbage has dipped slightly after reaching a 2- year high in December, however, it is still considerably higher than last year’s level.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan The higher average spend in Feb ‘15 is due to rise in the spend per trip as the purchase frequency remains the same as last year.

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

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 Cabbage Distribution of Buyers Australia Cabbage Distribution of Volume Australia Cabbage appeals more amongst Couples (Senior + Established) and they contribute to more than half of the volume sales. Established Couples increased their volume share this year.

15. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy annually? 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 How often do they buy annually? How much (Kg) do they buy per occasion? Senior Couples added households to the buyer base, however, their consumption & trips declined. On the other hand, Established Couples witnessed buyer leakage but there was a rise in their consumption & trips. This Year Last year

16. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Smaller households (1-2 members) are the key buyers for Cabbage and account for 57% of the volume sales. This contribution to sales has increased compared to last year. Cabbage Distribution of Buyers Australia Cabbage 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? Households having between 1 to 4 Members has witnessed an increase in the number of buyers as well as consumption. 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

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Retail Health Situation by State Cabbage

19. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This year Cabbage Sales vs. Last Year This year vs. Last year Cabbage Other Supermarkets Non Supermarkets Volume Value Woolworths witnessed a dip in volume sales however growth in value sales. Opposite trend is seen for Coles where it remained flat in dollars sales but has grown in volume. Massive gains from Aldi though coming from a small share of trade base. Source: Nielsen Homescan

20. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets The rise in the spend per occasion and shopping frequency in Coles is offset by the decline in the household reach. Spend per occasion increased across all retailer except ALDI. Drivers of Account Growth & Decline Year to 21/02/2015 vs Year Ago (YA)

21. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan The conversion rate in Woolworths is lower for Cabbage compared to other comparable Vegetables. Only 47% of the Woolworths shoppers buy Cabbage in this retailer. Account Shopper Conversion Year to 21/02/2015 | Woolworths (WW)

22. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan The conversion rate in Coles is even lower compared to Woolworths with only 37% of the Coles shoppers buy Cabbage in the retailer. Account Shopper Conversion Year to 21/02/2015 | Coles

23. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (9%) VIC (25%) NSW (27%) QLD (21%) WA (13%) Average KG per Buyer Penetration of households this year vs. last year ( ) State share of Cabbage $ sales consumption Is there a particular State driving the category performance? Source: Nielsen Homescan Consumption in WA declined this year, however, it is still more than the other states in Australia. QLD and VIC together account for 46% of the national spend on Cabbage and has witnessed a drop of 34,748 buying households.

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