1. © Kantar Worldpanel Potato Market Change – Retail Influences David Berry – Commercial Director, Kantar Worldpanel

2. © Kantar Worldpanel Agenda 1.The grocery landscape 2.Potato category importance 3.Potato category performance 4.Consumer purchasing trends

3. © Kantar Worldpanel Key themes in the grocery marketplace Stability Inflation Trading Down Smaller Trips Store Choice

4. © Kantar Worldpanel Stability

5. © Kantar Worldpanel Take Home Grocery Market Value 2001 to 2008 saw average 7% growth and overall 58% +8%+6% +7%+8% Annual value of take home grocery (€b) Source: Kantar Worldpanel, Dec 2011

6. © Kantar Worldpanel The market declined in 2010 but has now stabilised +8%+6% +7%+8%+1%-6%+1% Annual value of take home grocery (€b) Source: Kantar Worldpanel, Dec 2011

7. © Kantar Worldpanel Inflation

8. © Kantar Worldpanel Trended Total Grocery Price Inflation Year on year like for like change in prices Consistency Correction Increase Over Heating Source: Kantar Worldpanel, Dec 2011

9. © Kantar Worldpanel Trading Down

10. © Kantar Worldpanel 20072008200920102011 42% 43% 44% 45% 46% Shoppers are increasingly turning to Private Label Christmas 2011: Branded Sales: -1% Private Label: +6% Private Label Share Of Grocery Market Source: Kantar Worldpanel, Dec 2011

11. © Kantar Worldpanel

12. Smaller Shopping Trips

13. © Kantar Worldpanel 2011 = 2 more trips 2011 = 1 fewer item 2011 = €26 trip size, €3 less 2011 = €100+ occasions down 13% Clear attempt to manage how much is spent Christmas 2011 vs. 2010 Source: Kantar Worldpanel, Dec 2011

14. © Kantar Worldpanel Store Choice

15. © Kantar Worldpanel 2001 75% Total Sales 2006 83% Total Sales 2011 87% Total Sales Multiple retailers continue to capture more of the market Source: Kantar Worldpanel, Dec 2011

16. © Kantar Worldpanel Lidl now has more shoppers than SuperValu Retailer Penetration 82% 67% 60% 58% 50% 24% Source: Kantar Worldpanel, Dec 2011

17. © Kantar Worldpanel Retailer performance over the past decade – Total Grocery Market Source: Kantar Worldpanel, Dec 2011

18. © Kantar Worldpanel 209 stores 63 new stores since 2007 131 stores 34 new 196 stores 12 new 100 stores 6 new 24 stores 1 new Store numbers play a big part in market share growth Source: Desk Research

19. © Kantar Worldpanel Agenda 1.The grocery landscape 2.Potato category importance 3.Potato category performance 4.Consumer purchasing trends

20. © Kantar Worldpanel From a shopper perspective we are the 8 th most important category in store 100% shoppers99% 98%97% 96% Source: Kantar Worldpanel, Dec 2011

21. © Kantar Worldpanel €23 €44 10% of all shopping trips feature potatoes These trips contribute 20% of all sales Source: Kantar Worldpanel, Dec 2011

22. © Kantar Worldpanel Within our competitive set we are a clear number 1 40% of value & 70% of volume sales €000’sKG000’s Source: Kantar Worldpanel, Dec 2011

23. © Kantar Worldpanel Agenda 1.The grocery landscape 2.Potato category importance 3.Potato category performance 4.Consumer purchasing trends

24. © Kantar Worldpanel Potatoes vol & val sales trended over the past 5 years Volume decline has slowed considerably since 2008 Source: Kantar Worldpanel, Dec 2011

25. © Kantar Worldpanel Potatoes growth/decline trended over the past 4 years Value currently declining faster than volume Source: Kantar Worldpanel, Dec 2011

26. © Kantar Worldpanel Fresh Potato Share Within Carbohydrate Category Source: Kantar Worldpanel, Dec 2011

27. © Kantar Worldpanel Competitive Carbohydrate Category Shares Rice, Pasta & Pizza have gained ground Source: Kantar Worldpanel, Dec 2011

28. © Kantar Worldpanel Value VolumePrice -32%-25%*-9% +62%+45%**+115% Carbohydrate category 5 year performance (06 – 11) +6%+12%*-5% +59%+38%*+16% Source: Kantar Worldpanel, Dec 2011 **Measured by number of packs as a percentage * Measured by kilo volume weight as a percentage

29. © Kantar Worldpanel Complementary Vegetable Category Sales Performance Growth in value and volume sales Source: Kantar Worldpanel, Dec 2011

30. © Kantar Worldpanel Vegetable Category Value Share by Type Some change, but no fundamental shift Source: Kantar Worldpanel, Dec 2011

31. © Kantar Worldpanel Agenda 1.The grocery landscape 2.Potato category importance 3.Potato category performance 4.Consumer purchasing trends

32. © Kantar Worldpanel Fresh Potato Volume Sales Per Household (KG) Clear trend of consumers cutting down Potato consumption Source: Kantar Worldpanel, Dec 2011

33. © Kantar Worldpanel Pack Size Share Within Total Potatoes (volume) Moving to smaller backs will have led to cutting back Source: Kantar Worldpanel, Dec 2011

34. © Kantar Worldpanel Potato Carbohydrate Share By Age Resonance among younger shoppers is a key challenge Increasing share in younger age groups vital to current and future category health Source: Kantar Worldpanel, Dec 2011

35. © Kantar Worldpanel Key themes Vital Category Drive Footfall Key to high € trips More & More Choice Changing tastes Convenience & Health Connecting with Consumers Younger = Less Consumption Vital for Future Growth

36. © Kantar Worldpanel david.berry@kantarworldpanel.com Tel: 0860 438 090