Past 6 Month VMS Purchasing“Trip” frequency  Non-traditional channels have the smallest number of shoppers of all channels – but their shoppers tend to shop more frequently than those other channel shoppers. 1 Mass Merchandise Stores Drug/Pharmacy Stores Supermarket/Grocery Stores Club Stores Vitamin Stores Health Food/Natural Food Stores Online Q6a. At which of the following stores or other sources have you purchased VMS in the past 6 months? Q7a1. You mentioned you have bought VMS at the following stores/sources in the past 6 months. How frequently do you buy VMS at each of the following stores/sources? Base: 5012

OVERALL EXPERIENCE OF STORES SHOPPED/BUYING VMS 2 Overall Experience Of Store Shopped (Shopped Store For Anything P6M) ExcellentExcellent/Very Good Q.4b. How would you rate your overall experience with each of these? (SELECT ONE FOR EACH STORE SHOPPED IN P6M). Q.7b How would you rate your experience buying an (AMV/Calc/Other Supps) at each of these stores/websites? RED=75 or less/GREEN=125+ (VMS Base: varies per store)  While overall relationships with retailers often don’t extend to VMS, none of the alt-channel retailers are weak in EITHER overall experience OR VMS experience.. Amazon.com Costco Trader Joe's Target CLUB STORE Kroger Sam's Publix Whole Foods Walmart FOOD ON-LINE STORE MASS MERCHANDISER BJ's Walgreen's Safeway CVS GNC Vitamin Shoppe Walmart.com Target.com TV DRUG VITAMIN SPECIALTY Albertson's Drugstore.com Mail Order Personal Sales Representative Rite-Aid Walgreens.com CVS.com DOLLAR STORES Kmart Average Experience Of Buying VMS (Shopped Store For VMS P6M) Top Box Index Top 2 Box Index Top Box Index Top 2 Box Index

People who buy VMS in “alt-channels: are not at all exclusive to those channels, overall OR when shopping for VMS. 3 Stores Where Shopped Need some measure of exclusivity within channel – so of the natural food buyers, how many buy Exclusively within natural foods (and, by default, how many buy natural food plus elsewhere)

 The alt-channel experience tends to be better than the “typical” retail experience – in terms of the experience overall and/or the VMS specific experience. Rating Of Overall Experience (Shopped Store for VMS P6M) Rating Of VMS Experience 4 4b. How would you rate your overall experience with each of these? 7b. How would you rate your experience buying an adult multivitamin at each of these stores/websites? Online Health Food/Natural Food Stores Club Stores Mass Merchandise Stores Supermarket/Grocery Stores Drug/Pharmacy Stores Vitamin Specialty Stores +Caution: small base

CONVERSION RATES* (% of P6M Store Shoppers Who Bought AMV/Calcium/Other Supps At Store P6M) 5 Q.3a How frequently have you shopped for anything at each of the following stores/websites in the past 6 months? Q.6a At which of the following stores or other sources have you purchased (AMV/Calc/Other Supps) in the past 6 months? VMS = 5012 Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 *P6M (specific VMS) store shopper divided by P6M bought anything store shopper  Vitamin specialty conversion is extremely high, while Online retailers convert relatively few shoppers. Health/Natural Food store conversion lags behind “traditional” grocery. These conversion rates represent an average across the 3 specific segments.

NUMBER OF VMS TRIPS MADE AT STORE OF LAST 5 VMS TRIPS (Among Respective VMS Store Shoppers) 6 Q.10a Now please think of the stores in which you made your last 5 (AMV/Calc/Other Supps) purchases. If you can’t recall exactly, think about where you probably bought your (AMV/Calc/Other Supps).  Alt Channel shoppers are not particularly loyal to their alt-channels when it comes to VMS purchase.

“Alt Channel” VMS shoppers are at least as likely as average to shop for VMS in traditional stores – AND they are at least as likely to be converted. 7

VMS shoppers who shop elsewhere tend to shop in those OTHER stores more often than average --so the Natural Food shopper who shops VMS at Walmart does so 23 times a year – almost twice as often as the “typical” Walmart VMS shopper. 8

9  Alt-outlet VMS sellers provide a superior shopping experience to heavy VMS buyers. Recheck the “overall rating of store” line – it might make sense to change that into TWO lines, one overall rating of store in general vs, overall rating of store for VMS

“Alt Channel” VMS shoppers are more involved in supplementation than average - - they use more types of VMS and they buy more often… 10 Is this the TOTAL number of VMS purchase occasions per year, regardless of outlet (my guess– yes) OR is this the number of occasions per year within the outlet?

“Alt Channel” VMS shoppers are younger and more likely to have higher incomes than the typical VMS shopper. 11

There are things that can be done to attract Alt-Channel shoppers to enhance their VMS shopping experience - -and they tend to have potential among ALL VMS shoppers. 12