CUCUMBER REGULAR ANALYSIS YEAR TO 27/12/2014

Copyright ©2012 The Nielsen Company. Confidential and proprietary Market Overview 2. Demographics 3. Retail Health Situation by State Agenda This analysis 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).

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 Data Source – Nielsen Homescan Market – Total Australia – States of Australia – Retailers Analysis Measure – Value – Volume Periods – Last Year : 52 weeks To 28/12/2013 – This Year :52 weeks To 27/12/2014 ANALYSIS PARAMETERS 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 ©2012 The Nielsen Company. Confidential and proprietary. 4 HIGHLIGHTS RECOMMENDATIONS Aim to regain lost demographic buyers especially Senior Couples, Small Scale Families, and Bustling Families who have high propensity to consume. Raise the relevance of Cucumbers for healthy snacking, salads, and other fresh applications, especially in Spring/ Summer season. Supermarkets are outperforming Non-supermarkets in value growth. Green Grocers need to adopt winning strategies employed by the majors such as pre-pack, pre-wash, or highlighting the quality of crop. Investigate crop supply or quality in WA and Vic, the only 2 states suffering from reduced Cucumber buyers. Cucumber represents 5.3% of volume and 4.2% of value market share. Its buyer base has increased this year, with a rise in average $ spend on Cucumber compared to last year. Families contribute to 39% of Cucumber volume sales while representing 32% of buyer base. Bustling and Start Up Families witnessed buyer leakage this year. Larger households (3+ members) are the key buyers for Cucumber and account for more than half of its volume sales. Households with up to 4 members have added households to their buyer base this year. All retailers contributed to the value sales growth of Cucumber this year. Aldi’s momentum is strongest while Woolworths, Coles and Non-supermarkets which account for three-fourths of Cucumber volume sales declined. Almost 64% of Woolworths shoppers who buy Cucumber, prefer to purchase it at Woolworths stores, whereas this conversion rate is 62% for Coles. Consumption of Cucumber declined across Australia. VIC and WA lost Cucumber buying households from the buyer base this year.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Market Overview Cucumber

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Cucumber increased its market share to represent 4.2% of total value sales of Vegetables while volume market share declined to 5.3% this year. Source: Nielsen Homescan

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 How many Households buy annually? How much (Kg) do they buy per year? How much ($) do they spend per year? This Year Last year Source: Nielsen Homescan Cucumber added 15,158 buying households this year and their average spend has also increased significantly compared to last year. However, the consumption has dipped.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 8 How much ($) do they spend per occasion? How much (Kg) do they buy per occasion? How often do they buy annually? Source: Nielsen Homescan Spend per trip on Cucumber rises $0.31 cents compared to last year. However, volume per trip is slightly down by 0.03 kg. This could indicate a shift to smaller Cucumber varieties. This Year Last year

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan` December data shows lesser Cucumber buying households than the same period in Average kg consumption has remained the same. Kg

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan Average 4 weekly spend has also remained the same as last year.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan * The spend per household in the latest 4 weeks has also normalised after reaching a peak in September. Good supply and prices for Lebanese cucumbers have been noted*. The number of shopping trips in December has remained stable as last year.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 Demographics Cucumber

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 13 Copyright © 2014 The Nielsen Company. Confidential and proprietary. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (18.1% of population) ESTABLISHED COUPLES | 2 or more adults (22.7% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults <35 with no children (8.5% of population) BUSTLING FAMILIES | Oldest Child (13.7% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.7% of population) START UP FAMILIES | Oldest Child <6 (6.4% of population) HOUSEHOLD SIZE 1-2 MEMBER HOUSEHOLDS (58.7% of population) 3 MEMBER HOUSEHOLDS (15.9% of population) 4 MEMBER HOUSEHOLDS (15.6% of population) 5 MEMBER HOUSEHOLDS (9.8% of population) View your consumers according to…

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 14 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Families are the key buyers for Cucumber as they account for 39% of the volume sales while representing 32% of the buyers.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy annually? Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan How often do they buy annually? How much (Kg) do they buy per occasion? Bustling & Small Scale Families witnessed a drop in Cucumber-buying households whereas Start Up Families added to the buyer base. All Families households reducedtheir consumption this year. This Year Last year

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Larger households (3+ members) are the key buyers for Cucumber and account for 55% of the volume sales while comprising of 45% of buyer base.

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 How many Households buy annually? How often do they buy annually? How much (Kg) do they buy per occasion? Households with up to 4 members added Cucumber buying households this year. Drop in consumption and buying frequency was consistent across all household sizes. This Year Last year Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Retail Health Situation by State Cucumber

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This Year Cucumber Sales vs. Last Year This year vs. Last year Cucumber Other Supermarkets Non Supermarkets Volume Value Coles, Woolworths & IGA witnessed a decline in Cucumber volume sales Aldi posted a strong performance in both value and volume sales. Source: Nielsen Homescan

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets The value growth across all retailers is primarily due to an increase in spend per trip for Cucumbers. Aldi is growing in all three parameters. Drivers of Account Growth & Decline Year to 27/12/2014 vs Year Ago (YA)

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Almost two-thirds of Woolworths shoppers are purchasing Cucumber on their trips to Woolworths. This conversion rate fairs well with other comparable vegetables except Tomatoes, Carrots and Fresh Salad. Account Shopper Conversion Year to 27/12/2014| Woolworths (WW)

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan Coles conversion rate is similar to Woolworths’ with 62% of Coles buyers preferring to buy Cucumbers in this retailer. Account Shopper Conversion Year to 27/12/2014 | Coles

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (11%) WA (10%) VIC (24%) NSW (34%) QLD (17%) WA (11%) Average KG per Buyer Penetration this year vs. last year ( ) State share of Cucumber $ sales consumption Is there a particular State driving the category performance? Source: Nielsen Homescan Consumption decreased across all states with WA witnessing the sharpest decline. VIC and WA together account for one- third of total spend on Cucumber and witnessed buyer leakage of 32,350 households.

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