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Market Data

Market Data. Best & Most Triq Competitors. TRIQ (Travel Retail Indicator Quarterly).

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Market Data

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  1. Market Data Best & Most Triq Competitors

  2. TRIQ(Travel Retail Indicator Quarterly) TRIQ produces category specific quarterly reports based upon input data from the suppliers / manufacturers themselves. The TRIQ reports provide data about the quarterly evolution of category sales in markets.

  3. We have a leading position with full distribution and an 18,6% value share in an increasingly competitive category Number One Company Number One Brand

  4. Value Sales World (TRIQ) – for internal use only • Kraft is number one! • But main competitors have gained (small) share in past years – unlike Kraft (Lindt +0.4%, Toms +0.8%, Nestlé +0.2%, Kraft -1.2%)

  5. Volume Sales World (TRIQ) – for internal use only • Masterfood is number one, but Kraft is only slightly behind • Nestlé has raised it‘s volume share 1% since 2002 • Masterfoods average supply price per kg is very low with 5.00 USD/kg(vs. Kraft 8.13 USD/kg; Nestlé 8.13 USD/kg; World Avg. 04 7.23 USD/kg)

  6. Best & Most

  7. Distribution Top 10 Houses (Best & Most 2004) 20042003 • Kraft Foods 97.8% (97.9%) • Nestlé 89.4% (90.1%) • Masterfoods ITR 88.0% (87.3%) • Cadbury Schweppes 80.8% (80.2%) • Toms Confectionery 70.2% (72.4%) • Lindt & Sprüngli 69.3% (64.3%) • Droste 65.6% (61.9%) • Ferrero 62.6% (56.5%) • Guylian 61.9% (64.7%) • Goldkenn Ltd. 62.6% (57.5%)

  8. Distribution Top 15 Brands (Best & Most 2004) • Toblerone 94.2% • Nestlé 89.4% • Mars 88.0% • Anthon Berg 69.6% • Lindt 69.3% • Droste 65.7% • Ferrero 62.6% • Milka 62.0% • Guylian 61.9% • Goldkenn 61.1% • Marabou 60.8% • Cadbury 55.4% • Chupa Chups 55.4% • Fazer 55.3% • Toms 54.8%

  9. Top 20 Lines (Best & Most 2004) Rank % Line Rank 03 % • 94.2% Toblerone “Toblerone” 1. 93.8% • 78.3% Mars “M&M” 4. 71.3% • 77.2% Nestlé “Smarties” 2. 77.1% • 73.8% Nestlé “Quality Street” 3. 72.1% • 68.0% Anthon Berg “Plum in Madeira” 5. 65.7% • 67.3% Lindt “Napolitains” 9. 57.3% • 64.7% Nestlé “After Eight” 6. 63.2% • 62.0% Ferrero “Rocher” 8. 59.2% • 62.0% Milka “Milka” 7. 60.3% • 60.3% Marabou “Daim” 10. 57.1% • 57.0% Nestlé “Nestlé” 11. 51.0% • 53.6% Droste “Droste” 12. 50.3% • 52.2% Fazer “Fazermint” 17. 47.7% • 52.1% Mars “Mars” 15. 49.7% • 50.9% Bassett “English Wine Gums” 16. 48.6% • 50.9% Bassett “Liquorice Allsorts” 33. 36.9% • 48.9% Goldkenn “Swiss Goldbar” 22. 42.9% • 47.7% Nestlé “Disney” 25. 40.9% • 46.5% Fazer “Dumle” 14. 49.8% • 46.0% Storck “Toffiffee” 26. 40.4%

  10. Top 40 Products 1-20 (Best & Most 2004) 2004Product2003 • 64.4% Toblerone Milk Gold 400g 1. 68.5% • 61.5% Lindt “Napolitains” Assorted 500g 4. 51.3% • 60.7% Mars “M&M” Peanuts 400g 3. 54.0% • 54.1% Nestlé “Quality Street” 480g 2. 54.3% • 53.6% Nestlé “After Eight” 400g 20. 36.5% • 50.9% Bassett “Liquorice Allsorts” 1.2kg 24. 33.5% • 50.2%A. Berg “Plum in Mad.” 300g 6. 47.8% • 50.1% Marabou “Daim” 12-Pack 336g 8. 45.1% • 49.6% Milka Milk 300g 5. 50.4% • 49.6% Nestlé “Smarties” 150g 19. 37.3% • 49.4% Nestlé Milk Chocolate 400g 12. 42.5% • 48.9% Goldkenn “Swiss Goldbar” 300g 11. 42.9% • 48.2% Ferrero “Rocher” 375g 9. 44.9% • 46.0% Storck “Toffifee” 400g 17. 40.4% • 45.9% Toblerone White 400g 15. 14.4% • 42.6% Mars “M&M” Minis 100g 23. 33.8% • 41.5% A. Berg “Strawb. in Ch.” 300g 7. 47.1% • 40.8% A. Berg “Kiwi i Cognac” 300g 10. 43.3% • 40.4% Toblerone Gold 6x100g 21. 36.0% • 39.6% Toblerone Bittersweet 400g 28. 33.4% 8 Products from Kraft

  11. Top 40 Products 21-40 (Best & Most 2004) 2004Product2003 • 38.1% Toms “Golden Toffé” 450g 16. 41.3% • 37.7% Fazer “Fazermint” 400g 13. 42.5% • 37.5% Bassett “Engl. Wine Gums” 1kg 14. 41.6% • 37.1% Nestlé “Smarties” 600g 46. 27.5% • 36.5% A. Berg “Cordial” 400g 33. 31.1% • 35.4% Milka Hazelnuts 300g 18. 38.7% • 35.4% Nestlé Whole Hazelnuts 400g 25. 33.4% • 35.1% A. Berg “Cherry in Rum” 300g 42. 29.3% • 34.4% Storck “Werthers Echte” 300g 40. 29.7% • 33.1% Mars “M&M” Travel Friend 170g 170. 15.7% • 32.5% Pingvin “Pingo Camera” 264g 30. 31.8% • 32.1% Guylian “Perles d’Océan” 500g 38. 29.8% • 32.0% Fazer “Wienernougat” 250g 22. 35.5% • 31.7% Pingvin “Tivoli Mix” 700g 52. 26.2% • 31.4% Mars “Snickers” Mini 400g 96. 19.9% • 31.3% Mars “M&M” Choco 400g 29. 32.1% • 31.1% V. Melle “Mentos” Fruit 228g 66. 24.3% • 33.4% V. Melle “Mentos” Mint 228g 65. 24.3% • 30.0% Pingvin “Pingo” 422g 37. 29.9% • 29.9% Toblerone Gold Minis 1kg 78. 22.0%

  12. Tax Free Sales Evolution (Best & Most 2004) Bio US$

  13. Tax Free Sales - Share by Product Group 2003 Confectionery 6.3% (6.4%) Gourmet Food 2.1% (1.9%) (8.3%) (19.1%) (24.0%) (36.8%) (11.6%) (Share 2002) Source: The Best’n’Most 2004

  14. Tax Free Sales - Share by Distribution Channel 2003 (34.2%) (48.2%) (7.2%) (10.4%) • Border shops, downtown shops, off-airport shop, military and diplomatic sales (Share 2002) Source: The Best’n’Most 2004

  15. Tax Free Sales - Share by Region 2003 (29.9%) (1.2%) (44.1%) (24.8%) (Share 2002) Source: The Best’n’Most 2004

  16. Confectionery Sales - Share by Distribution Cannel 2003 (22.6%) (47.1%) (25.4%) (4.9%) (Share 2002) • Airports most important channel for Confectionery as well as for whole Tax Free • Ferries‘ share much higher in Confectionery than in whole Tax Free (25.3% vs. 10.6%) Source: The Best’n’Most 2004

  17. Confectionery Sales - Share by Region 2003 (0.2%) (14.9%) (21.1%) (23.4%) (15%) (25.3%) (Share 2002) Europe = 64% (61.5%) • Europe is far and away the most important area for Confectionery with 64% (46.8% for whole Tax Free) and is the only growing area besides Africa • Americas is much smaller for Confectionery than for whole Tax Free (14.2% vs. 24.4%) Source: The Best’n’Most 2004

  18. Confectionery Sales Airports - Share by Region 2003 (0.3%) (4.9%) (10.3%) (16.0%) (31.5%) (37.1%) Europe = 63.1% (58%) (Share 2002) Source: The Best’n’Most 2004

  19. Confectionery Sales Airlines - Share by Region 2003 (0.1%) (11.4%) (8.5%) (34.0%) (21.5%) (24.5%) Europe = 79.4% (80%) (Share 2002) Source: The Best’n’Most 2004

  20. Confectionery Sales Ferries - Share by Region 2003 (0.1%) (12.0%) (24.3%) (63.5%) Europe = 99.4% (99.8%) (Share 2002) Source: The Best’n’Most 2004

  21. Confectionery Sales Other Shops - Share by Region 2003 (1.3%) (4.8%) (15.8%) (42.4%) (35.7%) Europe = 16.1% (21.9%) (Share 2002) Source: The Best’n’Most 2004

  22. Confectionery – Number of Outlets 2003 (Best & Most 2004) Source: The Best’n’Most 2004

  23. Global Market Size = $25.0 B Regions Sales Change 2004 2003 Real in LCU Share Europe 11.199.4 9.604.0 3.7 % - 2.1 % Asia & Oceania 7.524.5 5.623.9 33.8 % + 2.7 % Americas 5.954.4 5.010.5 20.3 % - 0.6 % Africa 321.7 261.6 13.8 % 0.0 % Total 25.000.0 20.500.0 14.2 % 33.8% 20.3% 13.8 % 3.7% Market (Regions) Brand % Manufacturer Africa 1.3 % Americas 23.8 % Europe 44.8% Asia & Oceania 30.1 %

  24. 12 % 4 % 32 % 51 % 20 % 64 % 7 % 10 % Sector Mix Kraft Trade Sector Mix (2004 in %) Global Trade Sector Mix (2004 in %) Bordershops Free Zone/ Others Airports / Airlines Bordershops Airports / Airlines Ferries Free Zone/ Others Ferries

  25. Luxury Goods Wine & Spirits Tobacco Goods Perfumes & Cosmetics Confectionery & Gourmet Food Category Mix Global Category Mix (2004 in %) Global Category Growth (2004 in %) Confectionery & Gourmet Food 7.9% Tobacco Goods 10.9% US$ LCU 19.0% 18.4% Wine & Spirits 17.9% 12 % 4 % 7.1% 7.0% 7.9% Luxury Goods 36.3% 64 % Perfumes & Cosmetics 27%

  26. Confectionery Category Geographical Mix (Volume) Geographical Mix (Value) Africa & Middle East 8.6% Africa & Middle East 8% Asia Pacific 15.1% Asia Pacific 18.1% The Americas 7.3% The Americas 7.5% Europe 69.6% Europe 65.9% Total Sales: 72,651 tonnes Total Sales: US$ 531 million at MSP Source: TRIQ (Travel Retail Indicator Quarterly)

  27. Confectionery – Top 25 Airports 2003

  28. Confectionery – Top 25 Airlines 2003

  29. Confectionery – Top 25 Ferries 2003

  30. Competitors

  31. Situation Analysis: Competitive Nestlé • Vision: • “A Passion for Chocolate”  • “Double the sales of confectionery in travel retail over the next five years” • Key Strategies: • Category management champion with key accounts in all regions • Focus Core Four (Cailler, Kit Kat, Smarties, Nestlé) Value Sales - Nestlé 9.0% share Volume Sales – Nestlé 8.1% share

  32. Situation Analysis: Competitive Masterfoods • Vision: • “Global Power Brands” • Key Strategies: • Travel Retail = international brand platform • Grow “snacking” leadership = volume strategy • Enter “sharing” with Celebrations & Galaxy, Jewels Value Sales - Masterfoods 12.4% share Volume Sales – Masterfoods 18.2% share

  33. Situation Analysis: Competitive Cadbury • Vision: • “Making The World a Sweeter Place”   • Key Strategies: • Establish strong presence in core markets (Commonwealth markets) • Focus on chocolate (Dairy Milk in many formats), sugar and gum Value Sales - Cadbury 4.9% share Volume Sales – Cadbury 6.7% share

  34. Situation Analysis: Competitive Lindt Vision:“Maîtres Chocolatiers Suisses” Key Strategies: Focus on premium gifting/ informal gifting (sharing) with extensive Pralines assortments Key player in tablets segments with Gold/Silver Tablets range High quality products from the Swiss chocolate specialist” Value Sales – Lindt 6.4% share Volume Sales – Lindt 3.5% share

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