Male: 53% Female: 47% Avg. age: 44.8 Median income: $64.6K B Married: 46% Children: 31%

1. Profiles Of Shopper Types: Demographics WFM Shopper Supp Purch (C) WFM Shopper Uses Supps Non Purch (D) WFM Reg Shopper (A) WFM Non- Shopper (B) • Male: 53% • Female: 47% • Avg. age: 44.8 • Median income: $64.6KB • Married: 46% • Children: 31% • College grad+: 45%B • Ethnicity • White: 52% • African American: 19%B • Hispanic: 15% • Avg # supps/day: 3.0 • $ Spend on VHMS/ month: $40.80B Male: 48% Female: 52% Avg. age: 45.2 Median income: $38.1K Married: 52% Children: 42%A College grad+: 21% Ethnicity White: 70%AD African American: 10% Hispanic: 12% Avg # supps/day: 2.0 $ Spend on VHMS/ month: $23.90 Male: 56% Female: 44% Avg. age: 41.9 Median income: $61.7KB Married: 50% Children: 31% College grad+: 44%B Ethnicity White: 59% African American: 12% Hispanic: 15% Avg # supps/day: 3.7 $ Spend on VHMS/ month: $43.35B Male: 46% Female: 54% Avg. age: 47.5 C Median income: $63.3KB Married: 45% Children: 33% College grad+: 41%B Ethnicity White: 53% African American: 22%B Hispanic: 13% Avg # supps/day: 3.2 $ Spend on VHMS/ month: $37.45 Capital letters indicate statistical significance between groups