1. Strictly Private & Confidential MOMS Ireland Survey Amárach / Edelman MOMS Ireland Survey Mothers Opinions Mean Something May 2004

2. IOI Presentation Structure Project Background Amárach’s Approach & Methodology Key Findings Conclusions

3. IOI Project Background Why the Amárach research was generated Supplement a larger survey - Edelman’s study of Moms in eight countries (U.S., UK, France, Germany, Canada, Australia, China, Mexico) to provide information and insight around a core demographic – Mothers. It was also to provide proprietary materials for:  Current and future Edelman & Amárach clients  Media publicity recognizing Edelman & Amárach as thought leaders Relevance to those in the Pharmaceutical Industry

4. IOI A total of 1651 mothers worldwide were interviewed as part of this research project. This consisted of:  201 in Ireland  400 in the United States  150 in the United Kingdom, France, Germany, Canada, Mexico, Australia, and China (Beijing, Shanghai, and Guangzhou) Mothers of children from newborns to those under 18 years of age, currently living in their household were interviewed. The sampling method was limited to mom’s with household telephones. Amárach’s Approach & Methodology

5. IOI Amárach Data Collection For this research project Amárach utilised its Island of Ireland telephone omnibus “ANSWER” as its research vehicle. ANSWER uses a nationally representative sample of 1200 consumers across the Island of Ireland with quota controls placed on gender, age and social class. For this project, it was decided to only talk to mothers of children aged under 18 that resided at the address the interviewer rang. Participants in the survey were telephoned at their homes and were asked to take place in the survey. Out of a sample of 1200, 201 participants had children aged under 18, representing 716,000 mothers across the Island of Ireland. Ireland Fieldwork was carried out by Amárach between April 23rd and May 11th, 2004.

6. IOI Key Findings – The Headlines Irish MOM’s HIgh Obesity Concerns : Irish MOM’s are above average in allowing concerns over obesity to influence their decisions to purchase certain food products – with 56% of MOM’s in Ireland allowing concerns about obesity to influence the kind of food products they purchase for their family. Responsibility for Obesity in Ireland is clearly seen by MOM’s to be levelled at the parents and children themselves rather than at institutions such as schools or government. Solutions to Obesity in Ireland Two-thirds of Irish MOM’s are very concerned about the availability of vending machines and fast food in schools. Three in every four Irish MOM’s would like to see limitations placed on the advertising of fast food and snacks to Children. However relative to global indicators, Irish MOM’s are much less likely to point the finger heavily at advertising for this social issue – with 38% blaming advertising for obesity in Ireland, compared with 50% across the 9 nine markets in the study and 60% of MOM’s in the UK. A ban on fast food marketing communications ranks higher on the priority lists of Irish MOM’s than on soft drinks.

7. IOI Key Findings – The Headlines Best Medicine – Irish MOMs Draw the Brand Loyalty line at Stomach 4 in 10 Irish MOM’s displayed loyalty to non-prescription cold & allergy medicines and 1 in every 2 are loyal to the brand of non-prescription pain medicines they use. Meanwhile just 1 in 5 MOM’s (19%) are loyal to non-prescription stomach medicines – compared to 44% in the USA and 29% in the UK. Who MOM’s Turn To for Healthcare Advice? While 16% of Irish MOM’s are very satisfied with the care they receive from the Health service across the Island of Ireland, a more significant 1 in 3 expressed some degree of dissatisfaction in this regard. Complimenting this finding was the supporting fact that Irish MOM’s are clearly turning to alternative solutions to addressing their overall well-being – with for example 1 in 4 Irish MOM’s having tried homeopathy While in other markets doctors are identified by MOM’s as most influential when choosing non-prescription medicines for themselves or their husband’s / partners, Irish MOM’s are most likely to identify their pharmacist as most influential in this regard with doctors rating much lower in this regard in Ireland compared with other markets.

8. IOI Worldwide: 50% of moms have one child living in the household with the other half (50%) of moms having multiple children living in their household 74% of moms are married, 26% are unmarried. 65% of moms have advanced educations with 37% being college or post-college graduates and another 11% graduating from a vocational school 31% of moms have high school educations or less 62% of moms are working full or part-time and 37% do not work Ireland 30% of Ireland’s moms survey participants have one child living in the household, with 58% having 2-3 children and 10% having 4 or more children under 18 living in their household. 77% of Ireland’s moms are married, and 23% classified themselves as single. 62% of moms were employed, 20% were Homemakers, 3% were students, with 14% classifying their working status as “other”. 42% of moms surveyed do their main shop in Tesco, 17% in Dunnes Stores, 12% in Super Valu, with the remainder distributed among the rest of the multiples operating in Ireland. Who Are Mothers Today?

9. IOI Number of Children

10. IOI Married

11. IOI Employment

12. IOI Nutrition – Concern about Obesity In general, when making food purchase, how much does concern about obesity influence the kind of food products you purchase for your family? Is it extremely influential, very influential, somewhat influential, not very influential or not at all influential?

13. IOI Concern about Vending Machines & Fast Food in Schools I am very concerned about the availability of vending machines and fast food in schools (Agree) Top 2 box Showing “strongly/somewhat agree”

14. IOI Limitations on Advertising of Fast Food to Children Top 2 box Showing “strongly/somewhat agree” I would like to see limitations placed on the advertising of fast food and snacks to Children (Agree)

15. IOI Responsibility for Obesity I am going to read you a list of people and institutions. Please tell me how responsible you think they are for causing the problem of obesity in [IRELAND]. Please use a 10-point scale where 1 means not responsible at all and 10 means extremely responsible. Total Respondents from 9 countries Top 3 box showing “very responsible”

16. IOI Responsibility for Obesity – Obese People & Parents Top 3 box showing “very responsible”

17. IOI Responsibility for Obesity – Food Industry & Advertising Top 3 box showing “very responsible”

18. IOI Responsibility for Obesity – Food Industry & Advertising Top 3 box showing “very responsible”

19. IOI Obesity and brand communications

20. IOI Brand Loyalty – Summary Table For each of the following types of products, please tell me how regularly you purchase the same brand. If you don’t purchase this product, just let me know and we’ll go on to the next one. Do you always, often, sometimes, rarely or never purchase the same brand? ALWAYS / OFTEN Total Respondents Top 2 box showing “always/often”

21. IOI Brand Loyalty – Non prescription Cold & Allergy Medicines

22. IOI Brand Loyalty – Non prescription Cold & Allergy Medicines

23. IOI Brand Loyalty – Non prescription Cold & Allergy Medicines

24. IOI Brand Loyalty – Non prescription Stomach Medicines

25. IOI Brand Loyalty – Non prescription Stomach Medicines

26. IOI Brand Loyalty – Non prescription Stomach Medicines

27. IOI Brand Loyalty – Non prescription Pain Medicines

28. IOI Brand Loyalty – Non prescription Pain Medicines

29. IOI Brand Loyalty – Non prescription Pain Medicines

30. IOI Health Service - Ireland

31. IOI Alternative medicine - Ireland Anticipating that a number of Mom’s would not be content with the Health Service provided by the state, we set out to establish how many mom’s have tried complementary therapies.

32. IOI Alternative medicine - Ireland Amárach research highlighted how Irish mom’s as a segment were much more inclined to try alternative therapy when compared to the population as a whole. Of particular interest to the pharmacutical Industry is the high number of Mom’s who have tried homeopathy. 26% of Irish mothers representing 188,000 consumers across the island, appear to be open to a therapy that favours a holistic and natural approach based on plants, minerals and metals. This trend is reflected in the increasing awareness of the link between diet and health, with many consumers opting for preventative as opposed to curative medicines and treatments. This shifting emphasis will challenge the traditional standing of global pharmacuticals, with many now looking to respond with holistic and “lifestyle” non-prescription products.

33. IOI Influencers – Non prescription Medicines for Adults When choosing non-prescription medicines for yourself or your husband/partner, how influential are each of the following people and things? Please use a 10-point scale where 1 means not influential at all and 10 means extremely influential in deciding which medicines to choose for yourself or your husband/partner. Total Respondents Top 3 box showing “very influential”

34. IOI Immediate Family Influencers – Non prescription Medicines for Adults Top 3 box showing “very influential”

35. IOI Immediate Family Influencers – Non prescription Medicines for Adults

36. IOI Immediate Family Influencers – Non prescription Medicines for Adults Top 3 box showing “very influential”

37. IOI When choosing non-prescription medicines for yourself or your husband/partner, how influential are each of the following people and things? Please use a 10-point scale where 1 means not influential at all and 10 means extremely influential in deciding which medicines to choose for yourself or your husband/partner. Ranked by Total Total Respondents Top 3 box showing “very influential” Media Influencers – Non prescription Medicines for Adults

38. IOI Paid Media Influencers – Non prescription Medicines for Adults Top 3 box showing “very influential”

39. IOI Electronic Media Influencers – Non prescription Medicines for Adults Top 3 box showing “very influential”

40. IOI Earned Media Influencers – Non prescription Medicines for Adults Top 3 box showing “very influential”

41. Strictly Private & Confidential Headline Findings

42. IOI Key Findings – The Headlines Irish MOM’s High Obesity Concerns : Irish MOM’s are above average in allowing concerns over obesity to influence their decisions to purchase certain food products – with 56% of MOM’s in Ireland allowing concerns about obesity to influence the kind of food products they purchase for their family Responsibility for Obesity in Ireland is clearly seen by MOM’s to be levelled at the parents and children themselves rather than at institutions such as schools or government. Solutions to Obesity in Ireland Two-thirds of Irish MOM’s are very concerned about the availability of vending machines and fast food in schools Three in every four Irish MOM’s would like to see limitations placed on the advertising of fast food and snacks to Children However relative to global indicators, Irish MOM’s are much less likely to point the finger heavily at advertising for this social issue – with 38% blaming advertising for obesity in Ireland, compared with 50% across the 9 nine markets in the study and 60% of MOM’s in the UK. A ban on fast food marketing communications ranks higher on the priority lists of Irish MOM’s than on soft drinks.

43. IOI Key Findings – The Headlines Best Medicine – Irish MOMs Draw the Brand Loyalty line at Stomach 4 in 10 Irish MOM’s displayed loyalty to non-prescription cold & allergy medicines and 1 in every 2 are loyal to the brand of non-prescription pain medicines they use. Meanwhile just 1 in 5 MOM’s (19%) are loyal to non-prescription stomach medicines – compared to 44% in the USA and 29% in the UK. Who MOM’s Turn to for Healthcare Advice? While 16% of Irish MOM’s are very satisfied with the care they receive from the Health service across the Island of Ireland, a more significant 1 in 3 expressed some degree of dissatisfaction in this regard. Complimenting this finding was the supporting fact that Irish MOM’s are clearly turning to alternative solutions to addressing their overall well-being – with for example 1 in 4 Irish MOM’s having tried homeopathy. While in other markets doctors are identified by MOM’s as most influential when choosing non-prescription medicines for themselves or their husband’s / partners, Irish MOM’s are most likely to identify their pharmacist as most influential in this regard with doctors rating much lower in this regard in Ireland compared with other markets.

44. IOI John Trainor / Joe Lee Amárach Consulting 37 Northumberland Road,Dublin 4 Tel: 6605506 E. john.trainor@amarach.com joe.lee@amarach.com W. www.amarach.com To discuss, Contact: