1. © Worldpanel TM division of TNS 2005 Edward Garner Communications Director Superpanel Fairtrade - The Market Opportunity Daventry - November 2005

2. © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

3. © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

4. © Worldpanel TM division of TNS 2005

6. Price isn’t everything

7. © Worldpanel TM division of TNS 2005 Price isn’t everything

8. © Worldpanel TM division of TNS 2005 Bread

9. © Worldpanel TM division of TNS 2005

10. Premium

11. © Worldpanel TM division of TNS 2005 Value Super-premium Organic

12. © Worldpanel TM division of TNS 2005

13. Tomatoes

14. © Worldpanel TM division of TNS 2005

17. Fresh Soup

18. © Worldpanel TM division of TNS 2005

20. Mineral Water

21. © Worldpanel TM division of TNS 2005

22. Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

23. © Worldpanel TM division of TNS 2005 Private Label

25. Tesco - Thailand

26. © Worldpanel TM division of TNS 2005 Categories containing Tesco Value

27. © Worldpanel TM division of TNS 2005

28. © Worldpanel TM division of TNS 2005 Categories containing Tesco Finest

29. © Worldpanel TM division of TNS 2005 Categories containing JS TTD

30. © Worldpanel TM division of TNS 2005 Categories containing Asda Extra Special

31. © Worldpanel TM division of TNS 2005 Categories containing Sway/Morrisons The Best

32. © Worldpanel TM division of TNS 2005

41. TNS Lifestyles – Tesco Finest RST Share indexed on All Shoppers – 52 w/e July 17 2005

42. © Worldpanel TM division of TNS 2005 TNS Lifestyles – Tesco Value RST Share indexed on All Shoppers – 52 w/e July 17 2005

43. © Worldpanel TM division of TNS 2005 Tesco PL Lifestyle Indices Tesco Finest Tesco Value “I regard myself as a connoisseur of food and wine” 18073 “Price is the most important factor when buying a product” 75116 Share indexed on Total RST3 – 52 w/e July 17 2005

44. © Worldpanel TM division of TNS 2005 Sainsbury PL Lifestyle Indices Sainsbury TTD Sainsbury Low Price “I regard myself as a connoisseur of food and wine” 18096 “Price is the most important factor when buying a product” 66115 Share indexed on Total Trade – 52 w/e July 17 2005

45. © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

46. © Worldpanel TM division of TNS 2005

48. Long-Term Share of Till Roll Grocers 0 2 4 6 8 10 12 14 16 18 20 22 19921993199419951996199719981999200020012002200320042005 Share (Expenditure) Co-op

49. © Worldpanel TM division of TNS 2005

51. The facts.... Over the last 52 weeks, the total Spend on Fair Trade Products has risen from £91 Million to £117 Million The key to this has been three fold – Increased Penetration – More people are buying Fair Trade Products Frequency – Consumers are buying Fair Trade products more often Quantity – Consumers are buying more Fair Trade products when they shop

52. © Worldpanel TM division of TNS 2005 Fair trade Fortnights – build-up to March 2004 & 2005

53. © Worldpanel TM division of TNS 2005

54. Lifestyle Indices – Total Fairtrade Share indexed on Total Food – 52 w/e Oct 9 2005

55. © Worldpanel TM division of TNS 2005

60. Lifestyle Indices – Café Direct Share indexed on Total Market – 52 w/e Jul 17 2005

61. © Worldpanel TM division of TNS 2005

64. Lifestyle Indices – Fairtrade Bananas Share indexed on Total Market – 52 w/e Jul 17 2005

65. © Worldpanel TM division of TNS 2005

68. Lifestyle Indices – Green & Blacks Chocolate Share indexed on All Buyers – 52 w/e Jul 18 2004

69. © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

70. © Worldpanel TM division of TNS 2005 Hens Eggs

71. © Worldpanel TM division of TNS 2005

78. Lifestyle Indices – Free Range Hens Eggs Share indexed on Total Market – 52 w/e Jul 17 2005

79. © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

80. © Worldpanel TM division of TNS 2005 £m’s Total Organic Products Annualised Value = £910m

81. © Worldpanel TM division of TNS 2005

84. Outlet Shares within the Organic Market

85. © Worldpanel TM division of TNS 2005 Outlet Shares within the Organic Market

86. © Worldpanel TM division of TNS 2005

87. Lifestyle Indices – Total Organic Products Share indexed on All Households – 52 w/e Jul 17 2005

88. © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

89. © Worldpanel TM division of TNS 2005 Superpanel Lifestyles - Waitrose Share Index Till Roll Share indexed on All Shoppers – 52 w/e Aug 14 2005

90. © Worldpanel TM division of TNS 2005 Superpanel Lifestyles - Sainsbury Share Index Till Roll Share indexed on All Shoppers – 52 w/e Aug 14 2005

91. © Worldpanel TM division of TNS 2005

93. Lifestyle Indices – The Unimportance of Price Share indexed on All Buyers – 52 w/e Jul 17 2005

94. © Worldpanel TM division of TNS 2005

96. Reminders

97. © Worldpanel TM division of TNS 2005 Reminders The Price Paradox

98. © Worldpanel TM division of TNS 2005 The Price Paradox Reminders Private Label Segmentation

99. © Worldpanel TM division of TNS 2005 Private Label Segmentation The Price Paradox Fairtrade Reminders

100. © Worldpanel TM division of TNS 2005 Private Label Segmentation The Price Paradox Fairtrade Reminders Free Range

101. © Worldpanel TM division of TNS 2005 Free Range Private Label Segmentation The Price Paradox Fairtrade Reminders Organic

102. © Worldpanel TM division of TNS 2005 Free Range Private Label Segmentation Retailers The Price Paradox Fairtrade Reminders Organic

103. © Worldpanel TM division of TNS 2005 Thank you ed.garner @tns-global.com