1. ASIAN VEGETABLES REGULAR ANALYSIS YEAR TO 24/01/2015

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). Asian Veg: Pak Choi, Buk Choi, Chinese Broccoli, Choy Sum, Chinese Cabbage/Wombok, Gai Choy and Ong Choi

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 25/01/2014 – This Year :52 weeks To 24/01/2015 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 HIGHLIGHTS RECOMMENDATIONS Activate awareness and recipe ideas for Asian Vegetables through the rising influence of food media and innovative Asian restaurants in home cuisine. This can help expand the appeal of the crop among Bustling Families who are lapsing out of the vegetable, especially since they consume the most on average. Asian Vegetables represent 1.0% of the total value market share of Vegetables. Its buyer base has reduced this year to less than one-third of Australian households, however, they have increased their spend and frequency of purchase. Established Couples are gaining relevance for Asian Vegetables as they have increased their contribution to volume sales substantially from 24% to 31%. Bustling families are also important accounting for 19% of the volume sales. Smaller (1-2 member) households account for almost half of the volume sales. They have lost Asian Vegetable buying households this year but have witnessed rise in number of trips and consumption this year. Non-supermarkets represent 38% of Asian Vegetables value sales and 58% of volume sales and have witnessed growth in terms of both metrics. Almost half of Woolworths shoppers are purchasing Asian Vegetables on their visit to Woolworths stores. Headroom to elevate conversion to levels enjoyed by Cucumber, Fresh Salad, and Broccoli. Consumption of Asian Vegetables increased across all states except WA. However, the number of buying households have reduced across all states except QLD. Non-supermarkets and Green Grocers still dominate the trade access for Asian Vegetables. Coles and Woolworths can compete better and leverage the growing positive consumer sentiment for the crop (Colmar Brunton Wave 16) As Asian Vegetables increase penetration among Ready to Eat Meals (Colmar Brunton Wave 16) and convenience formats, marketing programs can be steered towards suggested uses for in-home consumption.

5. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Market Overview Asian Vegetables

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Asian Vegetables maintained 0.6% of total volume and 1.0% of total value market share of Vegetables over the last year. Source: Nielsen Homescan

7. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 How many Households buy annually? How much (Kg) do they buy per year? How much ($) do they spend per year? This Year Last year Source: Nielsen Homescan Asian Vegetables lost 47,115 buying households while their consumption and average spend have increased 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 annually? Source: Nielsen Homescan The rise in average spend is due to an increase in both spend per trip and number of trips for Asian Vegetables compared to last year. Furthermore, there is also a slight increase in volume per trip this year. This Year Last year

9. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan The number of buying households as well as consumption has witnessed some growth in the latest 4 weeks compared to same period last year. Kg

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan The average spend for Asian Vegetables has increased by $0.50 January 2015 compared to the same period year ago. It is normalising after reaching a 2-year high in December 2014.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan This month’s greater average spend on Asian Vegetables compared to last year is driven by the higher spend per trip as shopping occasions remain stable.

12. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 Demographics Asian Vegetables

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 (22.6% 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 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.5% of population) HOUSEHOLD SIZE 1-2 MEMBER HOUSEHOLDS (58.7% 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 Established Couples continue to be valuable buyers of Asian Vegetables and have significantly increased their consumption contribution this year. Bustling Families are also important for Asian Vegetables.

15. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 15 How many Households buy annually? 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 annually? How much (Kg) do they buy per occasion? Whilst Established Couples have lost 28,923 households from this consumer group increased their number of trips and consumption per trip of Asian Vegetables. Bustling Families lost 33,391 buying households this year but post the highest consumption across lifestages. 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 Smaller (1-2 member) households are important buyers for Asian Vegetables, further increasing their consumption to account for almost half of the volume sales.

17. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 17 How much (Kg) do they buy per occasion? Smaller households (1-2 Members) have witnessed buyer leakage this year but are the only household group to have increased both their consumption and number of trips. 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 How many Households buy annually? How often do they buy annually?

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Retail Health Situation by State Asian Vegetables

19. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 19 Share by Retailers This Year Asian Vegetables Sales vs. Last Year This year vs. Last year Asian Vegetables Other Supermarkets Non Supermarkets Volume Value Non Supermarkets have performed well and are driving the overall value and volume sales growth of Asian Vegetables. Coles posted growth in terms of volume sales but declined in value, while Woolworths posted a drop in both value and volume sales. Source: Nielsen Homescan

20. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 Other Supermarkets Non Supermarkets Drivers of Account Growth & Decline Year to 24/01/2015 The value decline in Woolworths and Coles is mainly due to a drop in buying households purchasing Asian Vegetables. Value growth in Non- Supermarkets is due to expansion across all three purchase metrics.

21. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 21 Source: Nielsen Homescan Almost 50% of Woolworths shoppers purchasing Asian Vegetables anywhere chose to buy the vegetable at Woolworths. Headroom to drive better conversion and achieve levels of other green vegetables. Account Shopper Conversion Year to 24/01/2015 | Woolworths (WW)

22. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 22 Source: Nielsen Homescan Almost 42% of Coles shoppers that buy Asian Vegetables, prefer to buy it while shopping at Coles. Opportunity to drive better conversion relative to Woolworths and achieve levels of Cucumber, Fresh Salad and Broccoli. Account Shopper Conversion Year to 24/01/2015 | Coles

23. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 23 SA + NT (9%) VIC (29%) NSW (35%) QLD (15%) WA (9%) Average KG per Buyer Penetration this year vs. last year ( ) State share of Asian Vegetables $ sales consumption Is there a particular State driving the category performance? Source: Nielsen Homescan Consumption has increased across all the Australian states except WA. However, the number of buyers have declined for all the states except in QLD, where they added 28,958 buying households.

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