Asian Vegetables Report Brand Health & Demographics

Asian Vegetables Report

Brand Health

& Demographics

•

•

• Source:

Nielsen Homescan data until 24 th of December 2011

Nielsen Scantrack data (National Woolworths) until 18 th December 2011

Asian Vegetables…..

32.9 % of Australian Households purchased Asian Vegetables; spending on average of $ 9.6 which equates to 4.3 shopping trips with $ 2.3 spend per shopping trip during the last year

In the latest 4-week period, Average household spend on Total

Vegetables and penetration has shown a positive spike

While Asian Vegetables shopper tend to be more affluent households and skew towards Start up families, Young Transitional and

Established Couple life stages

Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment.

2

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Homescan Overview


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This report leverage two different types of information:

1) Retail Measurement Data (Scanning Sales)

2) Household Panel Information

• Complementary data sources, not substitutes for one another

• Address separate sets of business issues

Store-Level Scanning Sales Household Panel Information

• Volume & Share Tracking

• Promotion Execution & Effectiveness

• Price Sensitivity

• Account Performance

•Components of Sales

•Brand Loyalty & Repeat

•Demographics

•Buyer Analyses

•Cross Purchasing

•Switching/Source of Volume


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How does Household Panel Information (Homescan) work?

Start with a panel that is statistically representative of

Australian households

Panel member buys products from any retail outlet and takes them home

At home they scan the purchases via a barcode scanner - supplementing data from a barcode book for shopping trip info and non barcoded items

Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends.

Nielsen processes the data together with stringent QC checking

Purchase data is automatically modemed back to Nielsen via the telephone line


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Key Measures


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Asian vegetables penetration has decreased by 1.5%, while Asian vegetables buyers are spending $9.6 per year and purchasing about

1.5 kilos of the commodity per household.

What is driving how much my consumers buy? - Brand Health - Value

AUS | MAT TO 24/12/2011 | Based on Value ($000s)/1000

This chart compares Asian vegetables household reach (penetration) against other vegetables.

Source : AC Nielsen Homescan Australia

This chart show the total average household volume purchase across various vegetable commodities.

This chart show the total average household spend across various vegetable commodities.

Source: Nielsen l Homescan Australia


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Asian vegetables buyers are purchasing the commodity more often than a year ago, and are slightly more in each shopping trip ($2.3)


ALL SHOPPERS - AUS - MAT TO 24/12/2011 - BASED ON VALUE ($000'S)/1000 This chart compares how frequently

Asian vegetables is purchased each year compared to other vegetable commodities

Households are spending approximately $2.30 each time they purchase Asian vegetables

Households are spending in total, approximately $9.6 per year in Asian vegetables



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The total volume increase is a result of an increase in the shopping frequency and volume per occasion.


AUS | MAT TO 24/12/2011 | Based on Value ($000s)/1000


Source: Nielsen l Homescan Australia


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In the latest period average household spend on Vegetables has show a spike, while penetration grew as well.

How are the key consumer drivers of sales changing over time? - Brand Health - Value

ALL SHOPPERS - AUS - TOTAL VEGETABLES - BASED ON VALUE ($000'S)/1000

QLD

Floods

Cyclone

Yasi

This chart shows that the average household increased their spend (red line) on Vegetables in the latest 4-week period


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Average household spend has increased in the latest 4-week period, whilst penetration decreased for Asian vegetables

How are the key consumer drivers of sales changing over time? - Brand Health - Value

ALL SHOPPERS - AUS - TOTAL ASIAN VEGETABLES - BASED ON VALUE ($000'S)/1000

QLD

Floods

Cyclone

Yasi

Average household spend increased (red line) although the number of households decreased

(blue bars)


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Variation in $AWOP are linked to changes in the level of spend per shopping occasion

What is driving how much my consumers buy over time? - Brand Health - Value

ALL SHOPPERS - AUS - TOTAL ASIAN VEGETABLES - BASED ON VALUE ($000'S)/1000

Green Line: how many times consumers buy it – it is stable.

Yellow Line: How much they spend each time. For DEC this index reached: $2.5

QLD

Floods

Cyclone

Yasi


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Looking at Woolworths information, Asian vegetables volume has increased by 1.7%, while value by 7.2% due to increase in price by $0.44.

Table Report | Nat Woolworths - T. Asian Vegetables | T. Fresh Fruit and Vegetables

Units of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)

Kilograms(000's)

$ (000's)

Price per Vol (Kg)

SOU RCE: Nielsen Australia ScanTrack (H AL_FRESH_FRUIT_VEGETABLES )

M AT To 18/12/2011

2,308.8

19,778.5

$8.57

MAT To 19/12/2010

2,268.1

18,447.9

$8.13

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Looking at trended Woolworths information, comparing the latest 4 week period vs a year ago, prices have increased, while traded volume shows a small decrease

Table Report | Nat Woolworths - T. Asian Vegetables | T. Fresh Fruit and Vegetables

Units of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)

Blue Line: Price per Kg.

$8.49 in latest period vs.

$8.31 last year.

QLD

Floods

Cyclone

Yasi

Yellow Bar: Kgs sold by

Woolworths during each period.

SOU RCE: Nielsen Australia ScanTrack (H AL_FRESH_FRUIT_VEGETABLES )

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Demographics

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While most segments show positive results, there is opportunity to improve penetration on Young Transitionals and Senior Couples.

Who buys my brand? (Lifestage) - Demographics - Value

AUS - TOTAL ASIAN VEGETABLES - MAT TO 24/12/2011 - BASED ON VALUE ($000'S)/1000

The green bar represents the percent of each demographic purchasing in latest period with the red bar representing the percentage last year


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From a Household income perspective, Asian Vegetables are performing much better than Total Vegetables on the High Income household segment

Who buys my brands? (Income) - Demographics - Value


High Income households have increased their importance in value at expense of Low and medium income during the last year


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1-2 member households have had the most significant contribution to value sales within Asian vegetables , however still opportunity to increase reach within this household size

Who buys my brands? (Household Size) - Demographics - Value


1-2 member household size is the most important demographic as they account for 53.2% of sales.

Opportunity to increase reach as 1- 2 member household has the lowest penetration

Source : ACNielsen Homescan Australia 18


Share of Trade

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Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment.

This pie chart shows how the Asian vegetables value distribution is among different retailers/channels of trade

This show the actual sales values percentage growth/decline behind the share of trade changes

Share of Trade - Share of Trade

ALL SHOPPERS - MAT TO 24/12/2011 - TOTAL ASIAN VEGETABLES - BASED ON VALUE ($000'S)/1000

Source : AC Nielsen | H omescan Australia 20


Green Grocers and Independent Supermarkets have increased their share of trade, at expense of Coles, which also showed a drop in the penetration of this segment.

ALL SHOPPERS - TOTAL ASIAN VEGETABLES Consumer KPI's

Value Basis: VALUE ($000'S)

Source: Nielsen Homescan

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Buyers have increased their average total spend for all

Channel/Retailers with the exception of ALDI


ALL SHOPPERS - AUS - MAT TO 24/12/2011 - BASED ON VALUE ($000'S)/1000


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Glossary

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Terms

• Penetration – The proportion of households purchasing a product in the specified period expressed as a percentage of all households.

• Average Weight of Purchase (AWOP) – The average volume/value/units of a product bought across all buyers of that product in the specified period.

• Occasions Per Buyer – The average no. of times each buyer purchases the specified product in a specified period. A product/date/shop combination, eg. a household purchasing 2 identical products on a shopping trip to

Woolworths constitutes a single purchase occasion.

• Amount Per Occasion – Average value or units purchased on each purchase occasion.

• QTR – Quarter year; rolling 13 weeks.

• MAT – Moving annual total; a rolling yearly total which accumulates 52 weeks of data.

• PP – Prior Period

• YA – Year Ago.

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Lifestage Demographic Definitions

Young Transitionals

Adult households (no children <=17)

Head of household <35

Small scale families

Households with oldest child 6-11 years

Start-up families

Households with young children only, oldest child < 6

Bustling families

Households with oldest child 12-17 years

Senior Couples

Two (2) or more adults (No children <=17)

Head of household 60 or over

Independent singles

One (1) person adult household (No children <=17)

Head of household >=35

Established Couples

Two (2) or more adults (No children <=17)

Head of household 35-59

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Established

Households,

18%

Lifestage

Distribution of

Households

Senior

Couples,

14%

Young

Transitionals,

15%

Start Up

Families,9%

Small Scale

Families,11%

Independent

Singles,17%

Bustling

Families,16%

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Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

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Source of Growth / Decline - Bulla Premium Family Tubs | Based on Units

For Period MAT to 19/02/2011 vs YA | Relative to Total Ice Cream

How to read a Source of Volume Chart

65.5

% Change In Volume Due To Switching To/Fr om…

1.1

18.1

27.8

18.5

Total %

Change in

Volume Buyers purchased the category in one period but not the other and the focus brand was included in the category

Brand

Buyers gains/losses from households who increased/decrea sed their purchases of the

Brand

Buyers

Brands by

Households who added/omitted the focus brand to their category purchases.

households who shifted their focus brand purchases from/to alternative category items.

All Othe r (74.4)

Othe r Ne stle MPs (121.1)

Bul la Eve ryda y Fam il y Tubs (146.7)

Drumstick MPs (112.2)

PL Tubs (76)

Cornetto MPs (121.9)

Hea ve n MPs (135.3)

Bull a Spli tz MPs (114.9)

Ma gnum Mi nis MPs (97.6)

Frosty Frui t MPs (137.6)

Pa ddl e Pop W a te r Ice MPs (116.6)

Blue Ri bbon Li ght Tubs (143.9)

Ga ytime MPs (134.4)

Bull a Ba rs MPs (253.7)

We i s Tubs (144.3)

Bul la Fruit & Yog MPs (159.2)

Ma x i bon MPs (92.7)

I cy Pole MPs (129.8)

Bl ue Ribbon Re gul a r Tubs (84.7)

Bull a He a lth Tubs (151.6)

Sa ra Le e Tubs (115.4)

Ca li ppo MPs (138.8)

W ei ss MPs (117.1)

Bul la Pre mi um Fam il y Tubs (112.5)

Connoisse ur Tubs (154.9)

Spl ice MPs (204.2)

Pa ddle Pop Re gula r MPs (208.6)

Bull a Cre a m y Cla ssic MPs (102.3)

Ma gnum Othe r MPs (127.2)

Ma gnum Te mpta tion MPs (191.8)

Bi ll a bong MPs (163.6)

PL MPs (79)

-0.1

-0.1

-0.1

-0.1

-0.1

-0.2

0.2

0.2

0.1

0.1

0.1

0.1

0.1

1.8

1.5

0.6

0.5

0.5

0.5

0.4

0.4

0.3

0.2

1.4

1.2

1.2

0.9

0.8

0.6

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Source: ACNielsen | Homescan

® (Australia)

- Issue # 467940

6.2

Appendix

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During the last moths, Green grocers have over performed WW in the trade of Asian vegetables

What is driving grocery sales? (Account Comparison) - Bigger Picture - Value

ALL SHOPPERS - TOTAL ASIAN VEGETABLES - SHARE OF TRADE ($)

Source : AC Nielsen | H omescan Australia 30


Asian Vegetables Report Brand Health & Demographics

Asian Vegetables Report

Brand Health

& Demographics