1. BROCCOLI/BROCCOLINI REGULAR ANALYSIS YEAR TO 21/02/2015

2. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 1. Market Overview 2. Demographics 3. Retail Health Situation by State Agenda This analysis is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans).

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 Data Source – Nielsen Homescan Market – Total Australia – States of Australia – Retailers Analysis Measure – Value – Volume Periods – Last year: 52 weeks To 22/02/2014 – This year: 52 weeks To 21/02/2015 ANALYSIS PARAMETERS RESEARCH METHODOLOGY NIELSEN HOMESCAN A Panel of 10,000 Australian households Demographically and geographically representative Households electronically record their household purchases of all take-home grocery goods (fresh and packaged)

4. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4 Copyright © 2014 The Nielsen Company. Confidential and proprietary. HIGHLIGHTS RECOMMENDATIONS Volume performance can be improved by enhancing the overall appeal and versatility of Broccoli not just for weekday dinners but for everyday meals as well. Expanding its appeal to broader family groups and Established Couples to regain dwindling shopper base given their high purchase frequency. Recent March market reports* are pointing improvements in supply of Broccoli, thus easing the price constraint. Ride on this wave to aggressively promote the crop and advertise its uses/versatility. *https://www.sydneyfresh.com.au/4_fresh-fruit-and-veg-market-update.htm http://fredsfruit.com/market-update/ Broccoli represents 4.3% of value and 4.4% volume market share. Its buyer base has reduced this year, however, they are spending more on Broccoli compared to last year. Senior and Established Couples are key buyers for Broccoli; together, they account for 45% volume share while representing 42% buyers. Senior Couples have added buyers while their purchase frequency declined. Larger households (3 or more members) are significant buyers for Broccoli and account for half of its volume sales. All household groups witnessed buyer contraction with 4-member households being the only group who increased their number of shopping trips. All retailers except IGA have grown in terms of value sales of Broccoli this year. Broccoli declined by -2% in volume sales due to drop in Woolworths, IGA, ALDI and Non-Supermarkets. Just over 60% of both Woolworths’ and Coles’ shoppers who buy Broccoli, prefer to purchase it at their respective retailers. NSW, accounts for one-third of the national Broccoli sales and have added 40,266 buying households this year. However, this is offset by significant buyer leakage in QLD.

5. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Market Overview Broccoli/Broccolini

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Value market share remains stable at 4.3% for Broccoli, however, volume share reduced down to 4.4%, this year. Source: Nielsen Homescan

7. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 How many Households buy? How much (Kg) do they buy per year? How much ($) do they spend per year? This Year Last year Source: Nielsen Homescan Broccoli witnessed a loss of 31,174 buying households this year along with a decline in their consumption. However, average annual spend has risen substantially compared to last year.

8. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 8 How much ($) do they spend per occasion? How much (Kg) do they buy per occasion? How often do they buy? Source: Nielsen Homescan The growth in average spend is due to an increase in the spend per trip on Broccoli compared to last year, despite a slight dip in frequency of purchase. This Year Last year

9. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan Less households are buying Broccoli in the last 4 weeks compared to the same time last year. Their volume consumption has stabilised after peaking in August ‘14. Kg

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan The average spend on Broccoli is considerably higher in Feb ‘15 compared to same period an year ago. The average spend is on a consistent upward trend since Oct ‘14.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan The rise in average monthly spend on Broccoli is driven by the shoppers spending more in each trip compared to same time last year.

12. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 Demographics Broccoli/Broccolini

13. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 13 Copyright © 2014 The Nielsen Company. Confidential and proprietary. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (18.0% of population) ESTABLISHED COUPLES | 2 or more adults 35-59 (22.5% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults <35 with no children (8.6% of population) BUSTLING FAMILIES | Oldest Child 12-17 (13.6% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.7% of population) START UP FAMILIES | Oldest Child <6 (6.6% of population) HOUSEHOLD SIZE 1-2 MEMBER HOUSEHOLDS (58.8% of population) 3 MEMBER HOUSEHOLDS (15.9% of population) 4 MEMBER HOUSEHOLDS (15.6% of population) 5+ MEMBER HOUSEHOLDS (9.8% of population) View your consumers according to…

14. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 14 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Senior Couples are 19% of the buyers, yet disproportionately contribute 22% of Broccoli volume sales, further demonstrating growth from last year. Established Couples are also important consumer groups for Broccoli.

15. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy? Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan How often do they buy? How much (Kg) do they buy per occasion? All lifestages except Senior Couples & Young Transitionals have lost Broccoli buyers this year. Established Couples are the only group to have increased their shopping frequency. This Year Last year

16. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 16 Source: Nielsen Homescan Distribution of Buyers Australia Distribution of Volume Australia Larger households (3 or more members) are the key buyers as they represent 44% of the buyers yet contribute to half of Broccoli volume sales.

17. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 How many Households buy? How often do they buy? How much (Kg) do they buy per occasion? All household sizes have witnessed buyer leakage this year. 4-members households posted the biggest decline in their buyer base but are the only group to increase their purchase frequency. This Year Last year Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Retail Health Situation by State Broccoli/Broccolini

19. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This Year Broccoli/Broccolini Sales vs. Last Year This year vs. Last year Broccoli/Broccolini Other Supermarkets Non - Supermarkets Volume Value Broccoli has grown +5% in value but declined in terms of volume sales, mainly driven by corresponding performance in Woolworths, ALDI and Non Supermarkets. Source: Nielsen Homescan

20. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets Drivers of Account Growth & Decline Year to 21/02/2015 Major value growth driver in Coles, ALDI and Other Supermarkets is the rise in the household penetration whereas for Woolworths and Non Supermarkets, the growth is due to rise in spend per trip.

21. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Just above 60% of Woolworths’ shoppers that buy Broccoli are purchasing it on their shopping trips to Woolworths. Account Shopper Conversion Year to 21/02/2015| Woolworths (WW)

22. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan The conversion rate for Coles is also similar to that of Woolworths. Account Shopper Conversion Year to 21/02/2015| Coles

23. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (8%) VIC (28%) NSW (32%) QLD (18%) WA (11%) Average KG per Buyer Penetration this year vs. last year ( ) State share of Broccoli/Broccolini $ sales consumption Is there a particular State driving the category performance? Source: Nielsen Homescan Consumption for Broccoli has declined across all the Australian states except VIC. NSW, accounts for one-third of the total Broccoli sales and has added 40,266 buying households this year. However, this is offset by significant buyer leakage in QLD.

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