Cucumber Report Brand Health & Demographics Source: Nielsen Homescan data until 3 rd of September 2011 Nielsen Scantrack data (National Woolworths) until 28 th August 2011

2 Copyright © 2011 The Nielsen Company. Confidential and proprietary % of Australian Households purchased Cucumbers; spending on average $ 17 in the last year, which equates to 9.4 shopping trips and $1.8 spent per shopping trip Cucumber….. Looking at trended information we can see that price spikes during this year natural disasters, have remained higher than previous year levels. However, during the last 2 periods, prices per kilo have started to decrease, closing the gap with previous year’s

3 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Cucumber….. Woolworths has held the dominant share of the Cucumber trade, whilst Coles has share gains at expense of IGA, Independents and Green Grocers Despite Cucumber price increase, most household segments remained purchasing it; however “Bustling Families” (HH with children above 12yo) segment was the only one where cucumber decreased its penetration. Most of the cucumber’s additional value come from current cucumber buyers, while those who decided not to buy it more are spending more in Pumpkin & Tomato

4 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Homescan Overview

5 Copyright © 2011 The Nielsen Company. Confidential and proprietary. This report leverage two different types of information: 1) Retail Measurement Data (Scanning Sales) 2) Household Panel Information Complementary data sources, not substitutes for one another Address separate sets of business issues Volume & Share Tracking Promotion Execution & Effectiveness Price Sensitivity Account Performance Components of Sales Brand Loyalty & Repeat Demographics Buyer Analyses Cross Purchasing Switching/Source of Volume Store-Level Scanning SalesHousehold Panel Information

6 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Purchase data is automatically modemed back to Nielsen via the telephone line Nielsen processes the data together with stringent QC checking At home they scan the purchases via a barcode scanner - supplementing data from a barcode book for shopping trip info and non barcoded items Panel member buys products from any retail outlet and takes them home Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends. Start with a panel that is statistically representative of Australian households How does Household Panel Information (Homescan) work?

7 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Key Measures

8 Copyright © 2011 The Nielsen Company. Confidential and proprietary. During the last year the number of Australian Households purchasing c ucumbers decrease by 96k, however those who keep purchasing, spent $2.1 more than previous year in the commodity. * New Nielsen Scanning guides began capturing loose Asian Vegetables, Celery and Capsicum purchasing despatched to panel in Sept 2009 *NB - Fresh Salads contain all pre-packed salads Nielsen Homescan data until 3 rd September 2011 This chart compares Cucumber household reach (penetration) against some other vegetables. Blue represents year ago while yellow represent current year This chart show the average household spend across various vegetable commodities.

9 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Households that buy Cucumbers are purchasing the commodity less often, 9.4 times compared to 9.6 times last year, however they are spending $0.3 more in every shopping trip. * New Nielsen Scanning guides began capturing loose Asian Vegetables, Celery and Capsicum purchasing despatched to panel in Sept 2009 *NB - Fresh Salads contain all pre-packed salads Nielsen Homescan data until 3 rd September 2011 This chart compares how frequently Cucumber is purchased each year compared to other vegetable commodities Households are spending approximately $1.80 each time they purchase Cucumber.

10 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Average household spend on Vegetables peaked immediately following the natural disasters in February Cyclone Yasi QLD Floods Nielsen Homescan data until 3 rd September 2011 This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after the natural disasters.

11 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Over a two year period we can see that average weight of purchase has increased over the Cyclone Yasi period and has remained at higher levels than a year ago. Cyclone Yasi QLD Floods Nielsen Homescan data until 3 rd September 2011 During peak seasons, average household spend decreased (red line) as the number of households increased (blue bars) Cucumber peak season November- April

12 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Growth in $AWOP are linked to increases in spend per shopping occasion Cyclone Yasi QLD Floods Nielsen Homescan data until 3 rd September 2011 Green Line: how many times consumers buy it – it is stable. Yellow Line: How much they spend each time. It increased in the last period to $2.3

13 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Looking at Woolworths information, Cucumber volume sales have declined by -5.9%, however total value grew more than 19% due to the effect of price increase (+2.9 $/Kg) Nielsen ScanTrack data until 28 th August 2011

14 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen, however during the last two periods, prices started to close the gap with levels from a year ago. Cyclone Yasi QLD Floods Nielsen ScanTrack data until 28 th August 2011 Blue Line: Price per Kg. $19.90 in latest period vs. $ last year. Yellow Bar: Kgs sold by Woolworths during each period.

15 Copyright © 2011 The Nielsen Company. Confidential and proprietary. The overall positive value change during the last 52 weeks can be traced mostly from Existing Cucumber buyers, while most of the lost value went to Pumpkin & Tomatoes Most of the value growth (4.1%), come from existing buyers and in a smaller proportion from new cucumber buyers Those few households that stop buying cucumber, increase their spend mostly in Tomatoes & Pumkin Category Expansion/Contraction

16 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Demographics

17 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Despite penetration is even in most demographics groups, Bustling Families segment show an excellent opportunity to recover its previous level and capitalise the increase it has on spend. Nielsen Homescan data until 3 rd September 2011 The green bar represents the percent of each demographic purchasing in latest period with the red bar representing the percentage last year

18 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Low & Medium income households decreased their value importance for cucumber, while High income households accounts for almost half of cucumber value Opportunity exists develop Low and Medium income households Nielsen Homescan data until 3 rd September 2011 Low & Medium Income households have decreased their importance in value during the last year

19 Copyright © 2011 The Nielsen Company. Confidential and proprietary. 1-2 member households have had the most significant contribution to value sales within Cucumbers, however still opportunity to increase reach within this household size Nielsen Homescan data until 3 rd September 2011 By far, 1-2 member household size is the most important demographic as they account for 48.4% of sales. Opportunity to increase reach as 1- 2 member household has the lowest penetration

20 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Share of Trade

21 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Coles has gained 1.9% share points over the last year growing at 22% at expense of IGA, Independents and Green Grocers Nielsen Homescan data until 3 rd September 2011 This pie chart shows how is the Cucumber value distribution among different retailers/classes of trade This show the actual sales values percentage growth/decline behind the share of trade changes

22 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Coles has gained share through increasing average household spend and penetration Nielsen Homescan data until 3 rd September 2011

23 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Coles variation in AWOP is a result of increases in spend per occasion, while Aldi also show increases in purchase frequency Nielsen Homescan data until 3 rd September 2011

24 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Glossary

25 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Terms Penetration – The proportion of households purchasing a product in the specified period expressed as a percentage of all households. Average Weight of Purchase (AWOP) – The average volume/value/units of a product bought across all buyers of that product in the specified period. Occasions Per Buyer – The average no. of times each buyer purchases the specified product in a specified period. A product/date/shop combination, eg. a household purchasing 2 identical products on a shopping trip to Woolworths constitutes a single purchase occasion. Amount Per Occasion – Average value or units purchased on each purchase occasion. QTR – Quarter year; rolling 13 weeks. MAT – Moving annual total; a rolling yearly total which accumulates 52 weeks of data. PP – Prior Period YA – Year Ago.

26 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Lifestage Demographic Definitions Young Transitionals Adult households (no children <=17) Head of household <35 Small scale families Households with oldest child 6-11 years Start-up families Households with young children only, oldest child < 6 Bustling families Households with oldest child years Senior Couples Two (2) or more adults (No children <=17) Head of household 60 or over Independent singles One (1) person adult household (No children <=17) Head of household >=35 Established Couples Two (2) or more adults (No children <=17) Head of household 35-59

27 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Young Transitionals, 15% Start Up Families,9% Small Scale Families,11% Bustling Families,16% Independent Singles,17% Established Households, 18% Senior Couples, 14% Lifestage Distribution of Households

28 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

29 Copyright © 2011 The Nielsen Company. Confidential and proprietary. How to read a Source of Volume Chart New/Lost Category Buyers Households that purchased the category in one period but not the other and the focus brand was included in the category purchases. New/Lost Brand Buyers Gains or Losses within the Focus Brands by Households who added/omitted the focus brand to their category purchases. Existing brand buyers The Focus Brand experienced gains/losses from households who increased/decrea sed their purchases of the focus brand Switching Includes households who shifted their focus brand purchases from/to alternative category items.

30 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Appendix

31 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Whilst Woolworths has held a dominating share of Cucumbers with 32.9% share, Cucumbers are well developed in both Coles and Green Grocers. Coles is rapidly closing the gap with WW. Nielsen Homescan data until 3 rd September 2011