1. © Worldpanel TM division of TNS 2008 Edward Garner Communications Director Worldpanel – UK Ethical Consumption – Market Trends Birmingham – April 2008

2. © Worldpanel TM division of TNS 2008 Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

3. © Worldpanel TM division of TNS 2008 Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

4. © Worldpanel TM division of TNS 2008

7. Tesco PL Lifestyle Indices Tesco Finest Tesco Value “I regard myself as a connoisseur of food and wine” 15875 “Price is the most important factor when buying a product” 76133 Share indexed on Total Trade – 52 w/e Apr 22 2007

8. “We are seeing a shift away from value-for-money to what we call [Prof. Tim Lang, City University Jan 2007] ‘values-for-money’ ….”

9. © Worldpanel TM division of TNS 2008

13. 34% 11% 55% 40% 23% 37% Usage occasions by stated reasons 1995 2007 Source: TNS Worldpanel Usage, Foods Consumption Year to August 2007

14. © Worldpanel TM division of TNS 2008 Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

15. © Worldpanel TM division of TNS 2008 £m’s Total Organic Products Annualised Value = £1,300m

17. © Worldpanel TM division of TNS 2008

19. Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

20. © Worldpanel TM division of TNS 2008

23. Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

25. © Worldpanel TM division of TNS 2008

26. Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

27. © Worldpanel TM division of TNS 2008

30. Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

31. © Worldpanel TM division of TNS 2008

38. Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

39. © Worldpanel TM division of TNS 2008 Worldpanel Lifestyles - Waitrose Share Index Till Roll Share indexed on All Shoppers – 52 w/e Feb 24 2008

40. © Worldpanel TM division of TNS 2008 Till Roll Share indexed on All Shoppers – 52 w/e Feb 24 2008 Worldpanel Lifestyles - Sainsbury Share Index

41. © Worldpanel TM division of TNS 2008

43. The Olive Index

44. © Worldpanel TM division of TNS 2008

47. 13.5 C2DE Large households Younger With children

48. © Worldpanel TM division of TNS 2008

49. Strong performance in Organic

50. © Worldpanel TM division of TNS 2008 Promotion Trends

51. © Worldpanel TM division of TNS 2008

59. Store sell-offs Now stable

60. © Worldpanel TM division of TNS 2008

62. Morrisons Shoppers – London Lifestyles Till Roll Share indexed on All Shoppers – 52 w/e Mar 25 2007

63. © Worldpanel TM division of TNS 2008 In the opinion of Londoners……… =

64. © Worldpanel TM division of TNS 2008

74. Agenda Background Organic Overview Organic Markets Fairtrade Overview Fairtrade Markets Free Range Retail Aspects Markets & Lifestyles

75. © Worldpanel TM division of TNS 2008

81. % of French homes buying ‘organic ’ 20052007 % of French homes buying ‘fair trade’ 20052007

82. © Worldpanel TM division of TNS 2008

83. Reminders

84. © Worldpanel TM division of TNS 2008 Reminders Background

85. © Worldpanel TM division of TNS 2008 Organic Reminders Background

86. © Worldpanel TM division of TNS 2008 Background Fairtrade Reminders Organic

87. © Worldpanel TM division of TNS 2008 Free Range Background Reminders Organic Fairtrade

88. © Worldpanel TM division of TNS 2008 Background Reminders Retail Aspects Organic Fairtrade Free Range

89. © Worldpanel TM division of TNS 2008 Markets & Lifestyles Background Reminders Organic Fairtrade Free Range Retail Aspects

90. © Worldpanel TM division of TNS 2008 thank you ed.garner @tns-global.com