The Woman of Tomorrow 2011 Canadian Results

1. The Woman of Tomorrow 2011Canadian Results Insights from Nielsen’s study of women, their spending habits and what makes them the most powerful consumers on the planet Carman Allison Director of Consumer Insights, Canada

2. Her global spending is equivalent to the size of the total United States GDP Women control almost $12 trillion of the $18 trillion in global consumer spending

3. It is why Nielsen undertook an important research study South Korea 3/8-16 South Africa 4/14-4/19 Germany 2/24-28 Malaysia 3/28-4/13 Australia 2/25-3/1 Thailand 3/28-4/12 Sweden 3/3-10 Canada 2/24-3/1 Nigeria 3/23-4/4 Mexico 3/23-4/4 France 2/24-28 Russia 3/28-3/30 Turkey 3/22-25 Japan 2/25-3/2 China 3/19-22 Spain 3/2-14 Brazil 3/23-4/4 India 3/25-30 U.K. 2/18-23 U.S. 2/22-25 Italy 2/25-3/1

4. The women of tomorrow will have a profound effect on social, political and economic conditions “Women's roles are becoming more and more complex and comprehensive, meaning they have to do it all.” -- Canada “We are just as smart as the women who raised us, and the women who raised them, but we now have the opportunity to use those brains to do good.” -- U.S.A.

5. 80% of all consumer goods purchases in the Canada are influenced and/or made by women Why is she so important? Why is she so important? 5

6. Hear is what we learned about the Women of Tomorrow • Changing for the better • Empowered, yet stressed • In the know • It’s a matter of trust • Quality = loyalty • Make it social and relevant • Leveling the playing field • Reaching out and reaching in • Advancing, but still jumping hurdles • Connected, but different

7. The ties that bind Common threads • Based on our research we know that she is … Aspirational & Optimistic connected/ community Shared responsibility Voracious about seeking information burdened empowered

8. Satisfying Need States Emergence Women in developed markets Complex need states Desire convenience to ease mounting stress Seek to effectively manage the budget Engage with social and relevant communities that are sourced from personal and virtual means Women in emerging markets Focused need states Responsible for satisfying In-home dynamics Aspire to take on more responsibilities outside the home Engage with social and relevant communities that are sourced from personal means

9. Income, Marriage & Children

10. The majority of female households have more than one income – increasing purchasing power Female Households - # of Incomes 1 income 2 incomes >2 incomes

11. One Income Two Incomes More Than Two Incomes In most developed countries, the number of one and two income households are evenly split. In your household, is there one income, two incomes, or more than two incomes? (%)

12. Canadian women contribute a greater percentage to a household’s income than their American neighbours Female Contribution to Household’s Income 60% 51% 100% Approx 75% Approx 50% Approx 25% None

13. The majority of women in developed countries contribute 50% or more of their household’s income. Developed Countries 57%

14. Females contribution to household income has increased in one third of homes – more so in Canada How has female contribution to household income changed? Past 5 Years Past 1 Year Increase No Change Decrease

15. More Canadian women expect their contribution to household income to increase than women in the US How will female contribution to household income changed? Next 1 Year Next 5 Years Increase No Change Decrease

16. Women in the Unites States are more likely to get married than women in Canada At what age did you first or at what age do you intend to get married?

17. More Canadian women intended to have children at later age or not at all versus American women At what age did you first or at what age do you intend to have children?

18. Changing and changing for the better

19. The majority of women feel their roles will continue to evolve into the future – more so than men Do you think gender roles will change in the future? Role of Women Role of Men No Yes

20. Today’s Canadian women feel their daughters will have similar opportunities and challenges 79% Access to technology 53% Higher education levels 51% Opportunity to travel 47% Chose own career path 47% Participate in sports Greater opportunities for their daughter 16% Retire when I chose 15% Own a home 14% Reduce daily stress 13% Ability to eliminate debt 12% Achieve financial stability Fewer opportunities for their daughter North America Rollup

21. Today’s Canadian women feel they had more opportunities than Americans for… Education (+7 pts) Opportunity to travel (+5 pts) Chose career path (+5 pts) Personal fulfillment (+4 pts) Ability to retire (+3 pts) Pt change versus US women More opportunities than your mother

22. Today’s Canadian women feel their daughters will have similar opportunities and challenges 79% Access to technology 53% Higher education levels 51% Opportunity to travel 47% Chose own career path 47% Participate in sports Greater opportunities for their daughter 16% Retire when I chose 15% Own a home 13% Reduce daily stress 12% Ability to eliminate debt 10% Achieve financial stability Fewer opportunities for their daughter

23. Empowered and Burdened

24. Canadian women are feeling the stresses of life but are managing well Rank

25. Versus their neighbors, Canadian women are better off financially and worry less about future opportunities Rank

26. In the next 5 years Canadian women are expected to spend more on vacations and clothes in addition to some fiscal responsibility Areas expected to allocate more money in the next 5 yrs. Top 5 Canadian Women

27. In the next 5 years Canadian women are expected to spend more than… Global women on… US women on… Vacations +19 Clothes +14 New home +11 Investments +10 Retirement savings +9 Paying off debt +16 Retirement savings +12 Clothes +9 Investments +6 Groceries +5

28. In the next 5 years Canadian women are expected to spend more than… Top 5 Mothers Grandmothers Non-Mothers Vacations Home Improvement Clothes Pay Off Debt Groceries Vacations Clothes Groceries General Savings Home Improvement Vacations Clothes General Savings Retirement Savings Pay Off Debt

29. In the next 5 years Canadian women are expected to spend more than… Top 5 Lesser Educated More Educated Pay Off Debt Clothes Vacation Groceries Home Improvement Vacations General Savings Clothes Retirement Savings Groceries

30. Learning about new stores and products is a mix of the old and the new

31. Word of mouth and television remain the primary source of information for new products and stores Top 3 sources of information New Products New Stores Television Direct Mail Word of Mouth Television Word of Mouth Internet Search Word of Mouth Television Newspaper Word of Mouth Direct Mail Television Canadian Women American Women

32. Reaching women is one thing – gaining their trust is another

33. Canadian women are more likely to trust recommendations from friends – less trusting of newer forms or advertising Top 5 Canadian Women – Trust forms of advertising Trust Completely Do No Trust At All Recommendations from people we know Consumer opinions posted online Emails signed-up for Ads on Radio Ads in Newspapers Text ads on mobile phones Ads on mobile devices Ads on social networks Online banner ads Products in TV shows

34. Canadian women are more likely to use the internet for leisure and social activities Rank

35. Canadian women wish they had more time to read and feel they are watching too much TV Rank

36. Women are less confident about the economic recovery then men

37. Canadian women are less optimistic as men but more hopeful than their US counterparts Consumer Confidence Index

38. Canadian women are also so optimistic about a future recovery – but twice the level of American women % who think the recession will be over in the next 12 months

39. Canadian women are most concerned about rising food costs more-so than rising fuel for men and Americans Top 3 Concerns Over the Next 3 Months Canada United States Rising Food Prices Health Debt Health Rising Fuel Prices Debt Economy Rising Fuel Prices Debt Economy Rising Fuel Prices Debt Women Men

40. Canadian women and men are aligned with paying off debt and savings but more likely to have ‘no spare cash’ Top 3 Activities For Spare Cash Canada United States Paying Debt No Spare Cash Savings Paying Debt Savings Vacations Savings Paying Debt No Spare Cash Savings Paying Debt No Spare Cash Women Men

41. Women and men in both Canada and the US will exercise similar saving strategies in the coming months Top 3 Activities Continuing to do to Save Money Canada United States Saved on Gas/Utilities Reduce Take-out Switch to Cheaper Brands Saved on Gas/Utilities Reduce Take-out Switch to Cheaper Brands Saved on Gas/Utilities Reduce Take-out Switch to Cheaper Brands Saved on Gas/Utilities Reduce Take-out Switch to Cheaper Brands Women Men Source: Nielsen Global Online Consumer Confidence Survey March 2011

42. Quality and value are the way to a women’s heart

43. Price dominates the decision influencers for Canadian women followed by value and trusted brand Top 3 Influencers When Deciding What to Buy – Canadian Women

44. When deciding where to shop, Canadian women are focused on getting value for the money Top 3 Influencers When Deciding Where to Shop – Canadian Women

45. Quality, trusted brand and familiarity drive brand loyalty for women regardless of life-stage and age Top 3 Drivers of Brand Loyalty – Canadian Women

46. Lowest Price is more important at driving product loyalty to American women than Canadian What makes you loyal to a particular product/brand?

47. Women want to share the responsibility for life’s decisions

48. When it comes to fast moving consumer goods men and women agree on the appropriate decision makers Who is the most appropriate decision maker? - Canada Both women and men think females are the better decision makers when it comes to Health & Beauty products

49. Other than clothing, when it comes to larger purchases women want to share the decision making Who is the most appropriate decision maker? - Canada Women and men are polarized when it comes to clothing and cars

50. When it comes to managing the home, both men and women want to share in the decision making Who is the most appropriate decision maker? - Canada Women rate themselves higher for managing child care in the home