Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Cucumber market in Australia 6 Australian Cucumber Report Year To 24/01/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Cucumber Monthly Report Year To January 2015 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: This Year : 52 weeks to 24/01/2015 Last Year : 52 weeks to 25/01/2014 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) Objective The purpose of this report is to provide a monthly market overview for the Australian Cucumber category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report 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).

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (18.0% of population) Bustling Families | 2 or more adults (22.6% 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) Small Scale Families | Oldest Child (13.6% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.5% of population)

Copyright ©2013 The Nielsen Company. Confidential and proprietary Are more households buying Cucumber vs. last year in Australia? Are households buying Cucumber more frequently? Are Cucumber buyers purchasing/spending more? How is the category evolving across different channels and retailers? Is there a particular state driving the category performance? How are Cucumber performing compared to other Vegetables in the market? Note: This report highlights the top three demographic life stages by penetration. Agenda

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 Are more households buying Cucumber vs. last year in Australia? Penetration Total Cucumber Total Australia Penetration trend Total Cucumber 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Overall household reach for Cucumber witnessed a slight upward trend this year. However, all the key demographic groups lost Cucumber-buying households. Opportunity lies if we are able to regain these lost Cucumber buyers. Small Scale Families Bustling Families Senior Couples Year to 25/01/2014 Year to 24/01/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Cucumber more frequently? Frequency Total Cucumber Total Australia Source: Nielsen Homescan Average number of trips same period Year Ago Quarterly Trend QtrQtr - 1Qtr - 2Qtr - 3 Average number of trips This Year Average purchase frequency for Cucumber has gone down this year. All key demographics have reduced their trips to purchase Cucumber. Bustling Families Senior Couples Small Scale Families 2 Year to 25/01/2014 Year to 24/01/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Cucumber buyers purchasing/spending more? Volume and Expenditure per trip Total Cucumber Total Australia Senior Couples Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Consumption per trip of Cucumber is slightly down vs last year... … however, there is rise in the average $ spend per trip compared to year ago. 3 Small Scale Families Bustling Families Year to 25/01/2014 Year to 24/01/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Cucumber This Year Source: Nielsen Homescan Share of Trade ($) Total Cucumber Volume vs. Year Ago Value vs. Year Ago Cucumber witnessed significant value growth of +15% driven by dollar gains across all retailers except IGA. However, volume sales dropped by -5% mainly driven by Kg sales contraction in Coles and Woolworths. This Year 4

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (11%) WA (11%) VIC (23%) NSW (34%) Is there a particular state driving the category performance? QLD (17%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Cucumber $ sales Source: Nielsen Homescan Consumption of Cucumber has declined across all states this year. VIC and WA account for 35% of total national spend on Cucumber and have witnessed a decline of 29,811 Cucumber-buying households this year. 5

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Cucumber performing compared to other Vegetables in the market? Source: Nielsen Homescan With the decline in frequency and consumption per trip of Cucumber, there is a drop in the volume market share for Cucumber vs. other Vegetables this year. All key demographic groups are showing the same repertoire trend. Volume Sales KG 6 Senior Couples Small Scale Families Bustling Families

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are spending considerably more on Cucumber while their consumption per trip dipped vs. last year. They are also visiting the stores less frequently. Cucumber witnessed a nominal growth to their buyer base in the current year, however they declined in their volume market share compared to last year. Cucumber recorded +15% dollar growth due to growth across all retailers except IGA. Coles and Woolworths witnessed drop in their volume sales driving the KG decline for total Cucumber. Small Scale Families and Senior Couples have together lost 33,247 buying households this year. There is an opportunity worth $0.8M if we are able to regain these buyers. Consumption of Cucumber has declined across all Australian states. The number of Cucumber buying households have declined in VIC and WA.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.