NIELSEN MAKE IT HEALTHY! Proposal for syndicated study with focus on healthy products Andrea Vozníková March, 2018

BACKGROUND Why are we doing this? We were approached by our clients from various of categories and you all have a similar need. To understand what consumers perceive as healthy product, what categories are associated with that and what can be done within categories to make them more healthy in consumer eyes. This is a very up-to-date and relevant topic, and that´s why Nielsen has created creating a syndicated study which will combine RMS data from various categories (including BIO) together with consumer research. In the study we also want to understand the role of super foods which are currently used as ingredients.

RMS+ global Nielsen reports Study design How are we going to do this? In order to fully explore these very broad topics we will use several data sources from which we will create a combined report. There are three main pillars: RMS+ global Nielsen reports We would like to extract all interesting data from internal sources what we have to cover the topic of healthy products/categories. We plan to use: RMS data for selected healthy categories (size & trends) Shopper Trends 2016, 2017, 2018 TOP30 categories Nielsen Global Consumer Confidence Index; 2005–2017 Nielsen Growth Reporter Nielsen Global Surveys Qualitative phase In order to understand consumers´ minds we would need to conduct a qualitative research which will help us shape the topics which then will be measured in quantitative phase. We plan to use on-line blog and assisted shopping trips to understand not only selection but also motivation to healthy product purchase and its shopper journey at the store. From this phase will have video which then will be used in creation of profile videos to Healthy Consumer Segments. Quantitative phase After exploring qualitatively all things connected with heathy living and healthy product categories, we will need to validate those findings in a quantitative survey. It will be an on-line survey with a rather large sample of 4000 respondents in order to be able to recruit from main questionnaire minimum of 100 users who will then evaluate in separate questionnaire selected categories / topic (in client specific sections). The main questionnaire will have 20 minutes and up to 3 open ended questions. The client specific questionnaire will be limited to 10 minutes with no open ended question.

RMS OVERVIEW What have we found so far? From RMS we can see what categories are growing already, and those are in-line with global healthy trend Nielsen report (this is just little taste what info will be included into the study). Lets look at some numbers: HEALTHY CATEGORIES: 2 YEARS TREND BIO CATEGORIES: BIO SHARE IN 2017 Non-dairy UHT Milk +81% Rice Puffed Bread 14% Muesli & Cereal Bars +35% MILK Fresh Milk 7% Packed Bread +19% Cooking Oils 2%

Survey specifications PHASE 1 PHASE 2 SAMPLE On-line blog – 20 respondents Assisted shopping trips – 10 AST N=4000 Client specific part minimal N=100,maximal N=300 METHODOLOGY On-line blog Consumers in age 20-45 y.o, who buy and consume healthy products, the blog will last 5 days, each day we will discuss different health related topic. Assisted shopping trips We will cover 3 main channels HM, health food specialized shops, farmers supermarket chain. The trip will last for 2 hours. Target group will be consumers 20-45 y.o, who buy and consume healthy products Online interviews using online panel Representative sample of Czech population in terms of age, gender, size of the settlement and region All who will claim they are buying some healthy products at least sometimes MAIN Questionnaire up to 20 minutes with 3 open ended question CLIENT SPECIFIC Questionnaire up to 10 minutes with no open ended questions TIMING Detailed timing will be discussed with clients who will choose to participate Final subscription date is 12.4.2018 Final delivery of the results will be July ADDITION Insights from both ad-hoc phases will be combined with all described Nielsen report data sources and RMS for selected categories PRICE PER CLIENT Main survey output – 260 000 CZK Main survey+ client specific part 1 category / topic - 340 000 CZK Price for adding 1 additional category / topic – 65 000 CZK