Nielsen Homescan® Data and Retail Insights American Egg Board 52 Weeks Ending December 26, 2009

Nielsen Homescan® Panel 125,000 U.S. households Demographically balanced Statistically reliable Households scan all retail purchases Uploaded to Nielsen weekly

Channel * Facts How do consumers shop and buy the EGG category in a particular retailer? Examines opportunities and potential sales increase within a retail channel

Shopper Penetration % of households that purchased the category at least once and that shopped the retail channel

Channel Facts: Shopper Penetration 52 weeks ending Total Outlets Grocery Drug Warehouse Clubs Convenience / Gas Dollar Stores Trader Joes Mass Merchandise w/Supers Mass Merchandise w/o Supers Supercenters

Item Penetration Channel Importance What % of the business moves through the various channels? Which store do most buyers go to?

Channel Facts: Item Penetration 52 weeks ending Total Outlets Grocery82.7 Drug Warehouse Clubs Convenience / Gas Dollar Stores Trader Joes Mass Merchandise w/Supers Mass Merchandise w/o Supers Supercenters

Item Penetration: “Percent of U.S. Households that purchased fresh eggs at least once during the year”

Retailer Shoppers Projected number of shoppers for that item in the retailer (the potential)

Channel Facts: Retailer Shoppers (000) 52 weeks ending Total Outlets107, , ,904.2 Grocery106, , ,223.9 Drug 87, , ,128.6 Warehouse Clubs 55, , ,400.8 Convenience / Gas 43, , ,995.7 Dollar Stores 69, , ,325.2 Trader Joes 8, , ,198.6 Mass Merchandise w/Supers103, , ,834.0 Mass Merchandise w/o Supers 88, , ,442.8 Supercenters 70, , ,290.6

Item Buyers Projected number of buyers for that item in the retailer (the converted)

Channel Facts: Item Buyers (000) 52 weeks ending Total Outlets107, , ,904.2 Grocery 96, , ,040.5 Drug 5, , ,572.0 Warehouse Clubs 14, , ,730.8 Convenience / Gas 2, , ,099.5 Dollar Stores 3, , ,849.9 Trader Joes , ,158.5 Mass Merchandise w/Supers 44, , ,517.4 Mass Merchandise w/o Supers 8, , ,138.7 Supercenters 38, , ,930.9

Buyer Conversion The % of shoppers buying eggs by channel Answers the question: "how many shoppers do I convert to buy EGGS in my store?” Opportunity: convert shoppers into buyers

Channel Facts: Buyer Conversion 52 weeks ending Total Outlets100.0 Grocery Drug Warehouse Clubs Convenience / Gas Dollar Stores Trader Joes Mass Merchandise w/Supers Mass Merchandise w/o Supers Supercenters

Buyer Conversion: Grocery Channel “How many shoppers are converted to buy eggs in a particular channel” 92.4% 90.5% 91.5% 90.9%90.8%

Buyer Conversion: Trader Joe’s 9.5% 14.5% 12.6%

Retailer Trips Projected number of trips that EGG buyers made into the retailer in total

Channel Facts: Retailer Trips (000) 52 weeks ending Total Outlets17,810, ,580, ,352,624.0 Grocery 6,213, ,240, ,299,733.1 Drug 1,257, ,277, ,224,533.3 Warehouse Clubs 611, , ,289.4 Convenience / Gas 623, , ,751.0 Dollar Stores 859, ,854.5 Trader Joes 64, , ,375.1 Mass Merchandise w/Supers 3,280, ,232, ,227,989.3 Mass Merchandise w/o Supers 1,368, ,261, ,183,387.2 Supercenters 1,911, ,970, ,044,602.1

Item Trips Projected number of trips that EGG buyers made into the retailer for EGGS

Channel Facts: Item Trips (000) 52 weeks ending Total Outlets1,183,852.51,196,342.91,232,349.7 Grocery 810, , ,664.1 Drug 14, , ,364.2 Warehouse Clubs 58, , ,466.3 Convenience / Gas 5, , ,077.0 Dollar Stores 8, , ,994.1 Trader Joes 2, , ,602.3 Mass Merchandise w/Supers 232, , ,441.0 Mass Merchandise w/o Supers 19, , ,668.6 Supercenters 212, , ,772.4

Trip Conversion Percent of total retailer trips made by the EGG buyer that included EGGS

Channel Facts: Trip Conversion 52 weeks ending Total Outlets Grocery Drug Warehouse Clubs Convenience / Gas Dollar Stores Trader Joes Mass Merchandise w/Supers Mass Merchandise w/o Supers Supercenters

Item $ per Item Buyer How much the item buying household spends on EGGS in the retailer throughout the year

Channel Facts: Item $ per Item Buyer 52 weeks ending Total Outlets $ $ $ Grocery $ $ $ Drug $ 4.90 $ 6.20 $ 3.90 Warehouse Clubs $ $ $ Convenience / Gas $ 4.50 $ 5.60 $ 5.30 Dollar Stores $ 4.20 $ 3.80 $ 4.40 Trader Joes $ 5.60 $ 7.70 $ 6.20 Mass Merchandise w/Supers $ $ $ 9.80 Mass Merchandise w/o Supers $ 4.80 $ 5.80 $ 4.80 Supercenters $ $ $ 10.30

Total Retailer $ on Item Trip: The "in-basket market basket" value measure The $ per trip spent by item buying households in that retailer among all trips that included EGGS

Channel Facts: Total Retailer $ per Item Trip 52 weeks ending Total Outlets $ $ $ Grocery $ $ $ Drug $ $ Warehouse Clubs $ $ $ Convenience / Gas $ $ $ Dollar Stores $ $ $ Trader Joes $ $ $ Mass Merchandise w/Supers $ $ $ Mass Merchandise w/o Supers $ $ $ Supercenters $ $ $

Total Retailer $ When Item N-I-B The "out of-basket market basket" value measure The $ per trip spent by EGG buying households in that retailer among trips when EGGS were not in the basket

Channel Facts: Total Retailer $ When Item N-I-B 52 weeks ending Total Outlets $ $ Grocery $ $ $ Drug $ $ $ Warehouse Clubs $ $ $ Convenience / Gas $ $ $ Dollar Stores $ $ $ Trader Joes $ $ Mass Merchandise w/Supers $ $ $ Mass Merchandise w/o Supers $ $ $ Supercenters $ $ $ 59.40

Channel*Facts In-Basket vs N-I-B Value Dollars spent per Household per trip when eggs were in the basket vs dollars spent when eggs were not in the shopping cart

Channel*Facts: Eggs in Basket vs Eggs N-I-B $80.40 $27.80 $ $14.00 $72.30 $59.40 $42.80 $32.50

% of Egg Volume Sold on Deal The percent of item volume sold in conjunction with any consumer- perceived deal.

Channel Facts: % item $ on Deal 52 weeks ending Total Outlets18.0 %18.5 % Grocery19.6 %24.1 % Drug48.3 %45.5 % Warehouse Clubs1.7 %2.4 % Convenience / Gas7.8 %13.0 % Dollar Stores5.5 %6.8 % Trader Joes1.7 %1.6 % Mass Merchandise w/Supers4.2 %6.0 % Mass Merchandise w/o Supers7.7 %9.5 % Supercenters5.3 %5.6 %

% Egg Volume Sold on Deal in Grocery Channel 26.9% 21.9% 20.0% 19.6% 24.1%