Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Asian Vegetables market in Australia 6 Australian Asian Vegetables Report Year To 24/01/2015 Asian Veg: Pak Choi, Buk Choi, Chinese Broccoli, Choy Sum, Chinese Cabbage/Wombok, Gai Choy and Ong Choi

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Asian Vegetables 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 Objective The purpose of this report is to provide a monthly market overview for the Australian Asian Vegetables 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). 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)

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 Asian Vegetables vs. last year in Australia? Are households buying Asian Vegetables more frequently? Are Asian Vegetables 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 Asian Vegetables 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 This Year Are more households buying Asian Vegetables vs. last year in Australia? Penetration Total Asian Vegetables Total Australia Penetration trend Total Asian Vegetables 4 weekly data Year Ago 1 Source: Nielsen Homescan Asian Vegetables overall has seen a drop in their buyer base with a loss of 47,115 buying households this year Start Up Families & Young Transitionals have added buying households this year Opportunity lies with Small Scale Families if we regain their lost buyers Year to 25/01/2014 Year to 24/01/2015 Start Up Families Small Scale Families Young Transitionals

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Asian Vegetables more frequently? Frequency Total Asian Vegetables 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 The average number of times shoppers purchase Asian Vegetables has increased this year Young Transitionals are driving this rise in purchase occasions. Room to increase Start Up & Small Scale Families’ consumption by encouraging more frequent purchase of Asian Vegetables. 2 Year to 25/01/2014 Year to 24/01/2015 Small Scale Families Young Transitionals Start Up Families

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Asian Vegetables buyers purchasing/spending more? Volume and Expenditure per trip Total Asian Vegetables Total Australia Young Transitionals Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Volume per trip of Asian Vegetables witnessed slight growth vs. last year... …further, a nominal rise in average dollar spend per trip is seen compared to year ago. 3 Start Up Families Small Scale 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 Asian Vegetables This Year Source: Nielsen Homescan Share of Trade ($) Total Asian Vegetables Volume vs. Year Ago Value vs. Year Ago This Year 4 The Asian Vegetables category has grown +4% in value and +6% in volume driven mainly by Non Supermarkets. Coles increased its volume sales while declined in value sales, whereas, Woolworths declined in both metrics.

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (9%) WA (9%) VIC (29%) NSW (35%) Is there a particular state driving the category performance? QLD (15%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Asian Vegetables $ sales Source: Nielsen Homescan Consumption witnessed growth across all states except WA this year. QLD accounts for 15% of total $ spend on Asian Vegetables, and is the only state to add 28,958 Asian Vegetables-buying households. 5

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Asian Vegetables performing compared to other Vegetables in the market? Source: Nielsen Homescan Although Asian Vegetables declined in household reach, its volume market share vs. other Vegetables remained stable this year. Start Up Families decreased the proportion of Asian Vegetables allocated to their total vegetable purchases. Whereas, Young Transitionals increased its volume share. Volume Sales KG 6 Young Transitionals Start Up Families Small Scale Families

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are visiting the stores more often to buy Asian Vegetables and their consumption per trip increased slightly. There is also a nominal rise in their average spend per trip. Asian Vegetables has witnessed a buyer reduction of 47,115 households however, their volume market share vs. other vegetables remained stable compared to last year. Asian Vegetables records +4% value growth and +6% volume growth driven mainly by Non Supermarkets. Coles increased its volume sales while declining in value sales; Woolworths declined in both value and volume sales. Start Up and Small Scale Families are buying less frequently than last year. There is a combined opportunity of $0.2M if we are able to get them to buy at same frequency as last year. QLD was the only state where the number of Asian Vegetables buyers increased this year. Consumption of Asian Vegetables increased across all states except WA.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.