Confidential & Proprietary Copyright © 2007 The Nielsen Company “People, Places and Effecting Change in the consumption of Fruit and Vegetables” Ron Lemaire 5 to 10 a day, for better health!

Footer Objectives Eating Well With Canada’s Food Guide provides clear recommendations for fruit and vegetable consumption. The 5 to 10 a Day program has been promoting the consumption of fruit and vegetables to Canadians since the early nineties through its partners the Heart and Stroke Foundation of Canada, the Canadian Cancer Society and the Canadian Produce Marketing Association. The program clearly indicates the health benefits of consuming the recommended number of servings per day. Despite these efforts, the vast majority of Canadians are not eating the recommended amounts of fruits and vegetables per day. Canadian Community Health Survey data indicate variation of fruit and vegetable consumption by age, gender and socioeconomic status. This presentation will: Review demographic variation in fruit and vegetable consumption and its relationship to public health. Analyze prices and price variances for the top ten fruits and vegetables sold in Canada on a national and regional level and place these within the context of food security issues. Identify opportunities and challenges in implementing interventions to address the increased consumption of fruit and vegetables in Canada.

Footer Awareness among both men and women is now at record high levels. More than half of adult Canadian women are aware of the program (51% combined). Source: Nielsen “5 to 10 a day for better health” survey results for 2001, 2002, 2003, 2005, 2007 and Gender - National Awareness of the “5 to 10 per day” campaign

Footer Although general awareness of the campaign is encouraging and growing, still less than a quarter of Canadians actually consume the recommended daily servings of fruits/vegetables. National % of Canadian Head of HHLD Who Consume at least the required 5 to 10 per day

Footer While a large group of Canadians are not reaching their consumption objectives we have a large group one serving away from our 5 a day goal. National % of Canadian Head of HHLD Who Consume less than 5 to 10 per day

Footer Provincial 5 a day winners! National % of Canadian Head of HHLD Who Consume at least the required 5 to 10 per day by Province

Footer Does Income matter? National % of Canadian Head of HHLD Who Consume produce by serving

Footer Consumption by Province

Footer Serving consumed by Age

Footer Quality and price are also the greatest influencing factors when choosing which fruits or vegetables to buy. National – Choice Influencers Source: Nielsen “5 to 10 a day for better health” survey results for 2008.

Footer Interestingly, price sensitivity doesn’t seem to be higher for lower income households. All income brackets seem equally as sensitive to price when choosing which fruit or vegetable to purchase. Source: Nielsen “5 to 10 a day for better health” survey results for National – Price sensitivity amongst income groups

Footer Where we Shop?

Footer The principle reason I shop at this location is because of the fresh fruits and vegetables sold there.

Footer Feeding Canada

Footer Feeding the North – F&V Food Mail Success Funded by INAC Federal Government Subsidized Canada Post Support Lobbying Health Canada Diabetes foundation North West Company

Footer Comparative Food Price Increases Inflation Feb 2008 Fruit, -6.7% Veggies, -11.6%

Footer Top 5 Fresh Fruits Avg Retail Selling Price/Kg - National GB Source: Nielsen FreshTrack, National Grocery Banner, Top 5 Fresh Fruits, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, 2007.

Footer Source: Nielsen FreshTrack, National Grocery Banner, Bottom 5 Fresh Fruits, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, Bottom 5 Fresh Fruits Avg Retail Selling Price/Kg - National GB

Footer What is 1KG of fruit? Apples: $2.87 Pears $3.41 Bananas $1.31 Oranges $ servings of Fruit - Total: 10.69

Footer Top 5 Fresh Vegetables Avg Retail Selling Price/Kg - National GB Source: Nielsen FreshTrack, National Grocery Banner, Top 5 Fresh Vegetables, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, 2007.

Footer Bottom 5 Fresh Vegetables Avg Retail Selling Price/Kg - National GB Source: Nielsen FreshTrack, National Grocery Banner, Bottom 5 Fresh Vegetables, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, 2007.

Footer What is 1kg of Veggies? Carrots loose: $1.29 OR Baby Carrots: $1.99 Tomato: $4.01 Mushrooms loose: $6.49 Red Peppers: $5.71

Footer What is 1kg of Veggies? Broccoli $3.98 White Onions: $2.51 Cucumbers: $ servings of Veggie Total: Potatoes: $2.31 Head lettuce $2.58

Footer The Total Impact 13kg of food is approx 113 servings of F&V - Total Cost of $42.64 (Ottawa) 113 servings can feed a family of four for one week with the recommended number of servings per day

Footer Opportunity 41% of Canadians between 3 to 4 servings. – Need for more social and environment reform to support access issues Provide Target programs to core groups (kids and lower SES) Changes in regulatory environment to support more fruit and vegetable consumption through labelling regs, access etc. Changing cultural and social environments towards fruit and vegetables. 5 to 10 a day message is beginning to penetrate market (we need to work together – 5 to 10 a day - gov’t and public health)

Footer How do we work together? What tools

Footer Confidential & Proprietary Copyright © 2007 The Nielsen Company Contact CPMA for more information