Green Tea-Northwest Arkansas Danielle Dotson

Stores Audited Ozark Natural Foods – 32 varieties Walgreen’s on Township – 3 varieties Harps on Garland – 23 varieties Marvin’s IGA – 37 Walmart on Joyce – 38 Target – 7 Walmart on Campus – total sku’s From retailer’s observed, the supplier seems to be in control, few private label offerings.

Dominating Brands  Unilever Lipton  Hain Celestial Celestial Seasonings  Golden Temple Yogi  Bigelow

TOTAL U.S. BIGELOW - TEA - BAGS CELESTIAL SEASONINGS - TEA - BAGS GOOD EARTH - TEA - BAGS LIPTON - TEA - BAGS NUMI - TEA - BAGS 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/ WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/0 7 TOTAL HOUSEHOLDS INC - <$20, INC - $20,000-29, INC - $30,000-39, INC - $40,000-49, INC - $50,000-69, SIZE - 1 MEM SIZE - 2 MEM SIZE MEM SIZE - 5+ MEM AGE FH - UNDER AGE FH AGE FH AGE FH AGE FH AGE FH AGE FH - NO FEMALE HEAD KIDS - NONE < KIDS - ANY < KIDS - ANY < KIDS - ANY KIDS - ANY

ITEM $ (000)DOLLAR SHAREITEM PENETRATION ITEM $ PER ITEM TRIP % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) % ITEM $ ON DEAL % DOLLARS WITH MANU COUPON TEA - BAGSTOTAL U.S. $628, $ WEST SOUTH CENTRAL $ 69, $ BIGELOW - TEA - BAGSTOTAL U.S. $ 59, $ WEST SOUTH CENTRAL $ 4, $ BIGELOW HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 19, $ CELESTIAL SEASONINGS - TEA - BAGS TOTAL U.S. $ 28, $ WEST SOUTH CENTRAL $ 2, $ CELESTIAL SEASONINGS HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 49, $ WEST SOUTH CENTRAL $ 3, $ CELESTIAL SEASONINGS TTMR HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 3, $ CTL BR - TEA - BAGSTOTAL U.S. $ 72, $ WEST SOUTH CENTRAL $ 6, $ CTL BR HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 2, $ GOOD EARTH HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 3, $ LIPTON - TEA - BAGSTOTAL U.S. $221, $ WEST SOUTH CENTRAL $ 30, $ PRINCE OF PEACE - TEA - BAGSTOTAL U.S. $ 2, $ SALADA - TEA - BAGSTOTAL U.S. $ 21, $ STASH - TEA - BAGSTOTAL U.S. $ 13, $ STASH HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 5, $ TAZO - TEA - BAGSTOTAL U.S. $ 9, $ THE REPUBLIC OF TEA HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 2, $ TRADITIONAL MEDICINALS HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 16, $ TWININGS - TEA - BAGSTOTAL U.S. $ 23, $ YOGI TEA - TEA - BAGSTOTAL U.S. $ 4, $ YOGI TEA HRBL - TEA - HERBAL BAGS TOTAL U.S. $ 9, $

IncludedTotal NPercentN ONF-facings * Manuf IGA-Fac * Manuf HarpsG-Fac * Manuf Walgreens * Manuf Target-face * Manuf WMJoyceface * Manuf WM campus- Face * Manuf Share of facings IGA and Walmart on Joyce had the most facings and SKU’s.

ManufONF-facingsIGA-FacHarpsG-FacTarget-faceWMJoyceface Best Choice% of Total Sum.2 % of Total N.1 N 2 Beverage Marketing, USA (Arizona) % of Total Sum.1 % of Total N.1 N 3 Bigelow Family% of Total Sum % of Total N N 8615 Golden Temple, Inc (Yogi) % of Total Sum.4.0 % of Total N.4.0 N121 1 Great Value% of Total Sum.1 % of Total N.1 N 2 Hain Celestial% of Total Sum % of Total N N74116 Market Pantry% of Total Sum.1 % of Total N.1 N 1 Numi% of Total Sum.0 % of Total N.0 N1 1 Shur Fine% of Total Sum.1 % of Total N.1 N 2 Starbucks (Tazo) % of Total Sum % of Total N N2 111 Stash% of Total Sum.1.0 % of Total N.2.0 N 5 1 Twinings% of Total Sum.0 % of Total N.1.0 N 2 1 Unilever (Lipton) % of Total Sum.2.4 % of Total N N Total% of Total Sum1.0 % of Total N1.0 N

Frequency of brands

Market Scoreboard ManufONFIGAHarpsTargetWalmart UnileverGM %22%26%50%29% Facings Inv %19%30%43%39% Hain CelestialGM %4%7%3% 5% Facings74116 Inv %22%11%4%14%16% Golden TempleGM %43%5%9% Facings Inv %38%3% BigelowGM %24%25%16%19% Facings8615 Inv % 22%26%14%13%

Private Label Overall, private label sales of green tea is somewhat significant. TOTAL U.S. $ 72, WEST SOUTH CENTRAL $ 6, Retailers could benefit with more facings of private label, and placing it next to national brands.