Celery Report Brand Health & Demographics

1. Celery ReportBrand Health& Demographics • Source: • Nielsen Homescan data until 29th October 2011 • Nielsen Scantrack data (National Woolworths) until 23rd October 2011

2. Celery….. During last year, 68% of Australian Households purchased Celery, spending on average $9 and buying approximately 2 kilos this commodity in the same period.. Celery buyers are purchasing it less ,however this was compensated by a slight increase in the amount spend per occasion Looking at Woolworths scanned information, Celery volume increased by 1%, while from a value perspective it grew by 3.5% While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year Opportunity to improve Celery penetration and average spend per year at Established Couples segment

3. Homescan Overview

4. This report leverage two different types of information:1) 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 • 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? At home they scan the purchases via a barcode scanner- supplementing data from a barcode book for shopping trip info and non barcoded items Panel member buys products from any retail outletand takes them home Start with a panel that isstatistically representative of Australian households Purchase data is automaticallymodemed back to Nielsen via the telephone line Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends. Nielsen processes the data together with stringent QC checking

6. Key Measures

7. During last year, Celery penetration has decreased by 1.3%, while Celery buyers are spending $9 per year and purchasing about 2 kilos of the commodity per household. This chart compares Celery household reach (penetration) against other vegetables. Blue represents year ago while yellow represent current year 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

8. Celery buyers are purchasing the commodity less often than a year ago (5times), however this was compensated by a slight increase in the amount spend during each shopping trip ($1.8) This chart compares how frequently Celery is purchased each year compared to other vegetable commodities Households are spending approximately $1.80 each time they purchase Celery Households are spending in total, approximately $9 per year in Celery

9. The total volume decrease was a result of a slight drop in the shopping frequency, while volume per occasion maintained its previous level. Source: Nielsen l Homescan Australia

10. Average household spend on Vegetables peaked immediately following the natural disasters in February Cyclone Yasi QLD Floods This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after the natural disasters.

11. Over a two year period we can see that average value weight of purchase has increased over the Cyclone Yasiperiod, however it has decreased at levels below than a year ago. During peak seasons, average household spend decreased (red line) as the number of households increased (blue bars) Cyclone Yasi QLD Floods Celery peak season January - August

12. 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 November, this index reached: $1.6 Cyclone Yasi QLD Floods Celery peak season January - August

13. Looking at Woolworths information, Celery volume increased by 1%, while value did by 3.5% as prices increased by 8 cents.

14. Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen however, prices have dropped at levels below than a year ago. Blue Line: Price per Kg. $2.36 in latest period vs. $3.03 last year. Yellow Bar: Kgs sold by Woolworths during each period. QLD Floods Cyclone Yasi Celery peak season January - August

15. Demographics

16. While most segments show mixed results, there is opportunity to improve performance at Established Couples on Penetration and average spend per year. 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, opportunities arise to recover penetration at Medium and High income households. High Income households have increased their importance in value at expense of Low income during the last year

18. 1-2 member households have had the most significant contribution to value sales within Celery, however still opportunity to increase reach within this household size 1-2 member household size is the most important demographic as they account for 58% of sales. Opportunity to increase reach as 1- 2 member household has the lowest penetration

19. Share of Trade

20. While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year. This pie chart shows how is the Celery value distribution among different retailers/channels of trade This show the actual sales values percentage growth/decline behind the share of trade changes

21. While Green Grocers and Coles increased their share, WW decline was a result of an important drop in the penetration for this commodity

22. Buyers have increased their total spend and spend per occasion for all Channel/Retailers.

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 12-17 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 Two (2) or more adults (No children <=17) Head of household 35-59

26. Young Senior Transitionals, Couples,14% 15% Start Up Families,9% Established Households, 18% Small Scale Families,11% Bustling Independent Families,16% Singles,17% Lifestage Distribution of Households

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