HONEY CATEGORY OVERVIEW · Source: Nielsen Scantrak - Answers on Demand Core, (Data Through 12/1/2018) ORGANIC CONTINUES TO DRIVE GROWTH Organic Share Growth Accelerates, Adds 920,112

2019

HONEY CATEGORY OVERVIEW

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101.3

105.9

110.7

109.7

106.0

Latest 52 Wks4YA

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 WksYA

Latest 52 Wks

558.5

595.3

622.4

631.5

620.7

Latest 52 Wks4YA

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 WksYA

Latest 52 Wks

DOLLARS (in Millions)

HONEY IS A $620 MILLION CATEGORY AT RETAILDollar Growth Declines -1.7%, Unit Growth Declined -3.4%

UNITS (in Millions)

Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience (Week Ending 11/30/2019)

↑ 4.5%

↑4.5%

3.4%↑6.6%

↑4.6%↑1.5%

↑1.7%

↑ 0.9%

↑

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468.0 473.9 464.1 450.7 430.0

90.5 121.3 158.3 180.7 190.6

Latest 52 Wks 4YA Latest 52 Wks 3YA Latest 52 Wks 2YA Latest 52 Wks YA Latest 52 Wks

518.9 543.1 555.4 560.7 544.5

39.652.2 66.9 70.8 76.2


PROCESSED HONEY FALLS 4.6% BY $ IN 2019Raw and Organic Gaining Share

Dollars-(in Millions)

Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience Week ending 11/30/2019

1.7%↑6.6% ↑4.6%

↑

Organic

Non Organic ↑4.7%

↑7.6%

↑2.3% -2.9%

↑31.8%↑28.3% ↑5.7%

Processed

Raw↑34.1% ↑30.4% ↑14.2% ↑5.5%

↑1.3% -2.9% -4.6%

↑1.0%

-2.1%

↑1.5%

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117.3 122.2127.8 125.3 120.7

7.39.6

11.9 12.213.1


HONEY VOLUME FALLS 2.7% IN 2019134 Million LB’s (16 Oz) sold at retail in 2019, Raw and Organic Honey Still Growing

VOLUME- EQ Units of 16 Oz (in Millions)

Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience Week ending 11/30/2019

-2.7%↑5.8% ↑6.0%

↑

Organic

Non Organic

↑4.2%

↑7.5%

↑4.6% -3.7%

↑31.7%

↑24.1% ↑2.8%

-2.0%

-1.6%

↑

108.2 110.2 111.5 105.4 101.0

16.4 21.6 28.2 32.2 32.8


Processed

Raw ↑32.1% ↑30.5% ↑14.1% ↑1.8%

↑1.8% ↑1.2% -5.5% -4.1%

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9.8%

90.2%

5.80%

94.20%

Pounds of Organic Honey Sold Grew by 7.8% in 2019, Compared to a loss of 3.7% for Non Organic Honey

Source: Nielsen Scantrak - Answers on Demand Core, (Data Through 12/1/2018)

ORGANIC CONTINUES TO DRIVE GROWTHOrganic Share Growth Accelerates, Adds 920,112 LBS of growth in 2019

32%

24%

2.8%

7.5%

4.2% 4.6%

-2.0%-3.7%

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 WksYA

Latest 52 Wks

EQ GROWTH (EQ % CHG)

2015EQ

SHARE

2019EQ

SHARE

Organic Non-Organic

CAGR for Non Organic Honey Volume is .57% over the last 5 years, compared to 12.56% for Organic Honey. Organic Honey has accounted for 63% of all EQ

Growth over the last 5 years.

2019 Organic EQ Growth

+ 920,112 LBS2019 Non-Organic EQ Growth

-4,648,089 LBS

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L52 3YA L52 2YA L52 YA L52

Branded PRIVATE LABEL

$ % Change

269,352,892

273,868,017

300,608,644296,033,492

291,301,550

289,174,439321,396,380

321,758,049

335,471,825329,372,525

Latest 52 Wks4YA

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 WksYA

Latest 52 Wks

PRIVATE LABEL Branded

$ Share 2019

Branded46.9%

53.1%

BOTH BRANDED AND PRIVATE LABEL HONEY DECLINES

Source: Nielsen Scantrak - Answers on Demand Core xAOC+ Conv L 52 Weeks Ending 11/30/2019,

Private Label loses $4.7 Million To Category, Branded Loses $6.1 Million

Branded and Private Label Decline Private Label Discount Deepens

↑4.3%

↑9.8%

↑0.1%↑1.7%

↑11.1%

-1.5%

Private Label

$ VOL

-14.9% -16.6%

-24.4%

-21.9%

-24.5%

L52 4YA L52 3YA L52 2YA L52 YA L52

*Price Discount Per LB

-1.8% -1.6%

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CONSUMER PURCHASING BEHAVIOR

PENETRATION

29.4% [ -1.8% ]

36,821 HHs* [ -1,439 HHs* ]

BUYING RATE

$13.57 [ -$0.37]

38.7% 2+ Repeat Buyers -1.9%)

PURCHASE FREQUENCY

2.0 TRIPS [ 0.0 TRIPS ]

3.5 TRIPS Amongst 2+ Buyers

[-0.1 TRIPS ]

PURCHASE SIZE

$6.91 [ -$0.01 ]

1.1UNITS [ 0.0 UNITS ]

1.44 MM FEWER HOUSEHOLDS BUY HONEY

*Note: Households expressed in (000)

Source: Nielsen Homescan- 52 Weeks ending 11/30/2019

Households Spending Less Per Trip, Purchasing Less Frequently

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MOST SHOPPER METRICS DROPHoney Penetration Drops 3.2% from 2017-2019

32.631.2

29.4

2017 2018 2019

HONEY PENETRATION

13.7814.08

13.57

2017 2018 2019

$ PER HH PRCH

40.6 40.638.7

2017 2018 2019

% 2+ Buyers

Nielsen Homescan W/E 11/30/2019

2.01 2.021.97

2017 2018 2019

TRIPS PER HH PRCH

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1,051 1,171 1,192 1,485 2,101 3,017 3,301 5,292 5,733 7,633 9,518 13,54322,931

36,514

94,657105,017

182,524

CONVENTIONAL GROCERY AND VALUE GROCERY DROP PRECIPITOUSLY

Premier Fresh Grocery, Supercenters gaining Share

Source: Nielsen Homescan Latest 52 Weeks Ending 11/30/2019

↑1.7%

↑5.7 %

-13%

↑36

-18%

↑1.0%-48.6% -28%

-10.8%

Warehouse/Club

Conventional Grocery11%

+1.1%

1.7%Value Grocery

Premier Fresh Grocery5.7%

13% 21% Drug Stores

SuperCenters

($ 000)

-3.7% -0.0% -6.3% -25%-12.6% ↑18%-4.6%-21%

18%

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NIELSEN MARKETS

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11xAOC SMM- Latest 52 Weeks Ending 11/30/2019

$6,374

$26,259

$8,481

$39,395

$13,721

Cincinnati xAOC

Los Angeles xAOC

New Orleans Mobile xAOC

New York xAOC

Houston xAOC

$18,341

$13,366

$5,064

$15,606

$8,181

Boston xAOC

San Francisco xAOC

Las Vegas xAOC

Denver xAOC

St Louis xAOC

$15,606

$16,390

$16,528

$17,538

$18,123

$18,341

$18,940

$18,948

$26,259

$39,395

Denver xAOC

Washington DC xAOC

Chicago xAOC

Atlanta xAOC

Dallas/Ft. Worth xAOC

Boston xAOC

Miami xAOC

Philadelphia xAOC

Los Angeles xAOC

New York xAOC

7 OF TOP TEN MARKETS EXPERIENCE DECLINESSt Louis grows 9.4%, while Houston falls 5.5%

Largest Honey $ Markets (000) Fastest $ Growth Markets (000)

↑9.4%

↑2.9%

↑2.5%

↑2.5%

↑2.4%

-4.7%

-3.8%

↑2.4%

-2.6%

↑0.9%

↑2.9%

Slowest $ Growth Markets (000)

-5.5%

-4.3%

-4.7%

-3.8%

3.3%

-2.0%

-0.1%

-1.4%

-3.2%

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$137,413,144 -0.3%

$121,452,996 -0.6%

$255,366,934 -2.0%

$110,898,219 -2.0%

$143,119,877 -1.0%

$80,783,174 -1.4%

$79,988,451 -3.6%

$77,811,689 -3.4%

$76,991,819 -1.4%

$56,629,970 +1.2%

$44,461,178 +0.7%

$33,086,530 +1.4%

$32,258,607 -2.5%

South Atlantic

Pacific

W S Central

Mid Atlantic

E N Central

Mountain

W N Central

E S Central

New England

South

North Central

West

North East

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5.64

5.75 5.75

5.88

5.93

5.01

5.18

5.25

5.39

5.62

5.51

5.625.62

5.76

5.86

5.00

5.10

5.20

5.30

5.40

5.50

5.60

5.70

5.80

5.90

6.00

L52 Wks 4YA L52 Wks 3YA L52 Wks 2YA L52 Wks YA L52 Wks

Avg Unit Price Any Promo Price No Promo Price

AVG UNIT PRICE GROWTH INCREASES 1.8% IN 2019

4.24

4.66

4.66

5.64

Grocery

Drug

Convenience

4.95

4.48

6.41

9.64

AVG EQ PRICE 2019

Average Unit PricexAOC + Conv

9.70

5.16

6.88

6.69

5.50

6.37

7.43

13.89

Non-Organic

Organic

Latest 52 W/E 11/30/2019

-5.2%

-8.4%

-8.6%

-9.9%

-11.2%

Avg Promotional Discount Diminishing

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PROMOTIONAL ACTIVITY DECREASES AMONGST ALL FORMS

Source: Nielsen AOD- Total U.S. xAOC+Conv- Latest 52 Weeks ending 11/30/2019

23.1% [-0.4%] of All $ on Promo

(24% of all Units -1.1%])

7.3% [-0.2%] of All $ from Any

Display (7.1% of all Units [-0.5%])

15.8% [-0.4%] of all $ Sold on

TPR (17.4% of all Units[-0.3%]) 5.7% [+1.7%] of all

$ Sold on Feature Ad (4.5% of All Units [-0.9%])

Promotional activity

Decreased by $5.2MM

over the past year

Consumer Perception of receiving

a deal Decreased by .1% over

the past year

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HONEY PROMO PROVIDED LIFT

Source: Nielsen AOD Base and Incremental Facts- Total U.S. xAOC+ Conv, Latest 52 Weeks ending 11/30/2019

Any Promo

Feat w/o Display

Display w/o Feat

Feature & Display

Temporary Price Reduction

% of $% of Units

INCR.% $ Lift

23.1 %

12.2%

0.9%

3.5%

6.4%

24.0%

13.1%

0.7%

3.8%

6.4%

$26.3MM

$17.5MM

$1.4MM

$5.4MM

$2.0MM

22.5%

29.9%

33.7%

32.8%

5.2%

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GLASS JARS DROP, PLASTIC BOTTLES SEE GROWTH

12 oz Most Popular Size Bottles Outperform, Bear and Jar Underperform

$ Share Unit Share

26.62%

21.02%

16.23%

13.58%

12.18%

10.37%

12 Oz - 12.99 Oz

16 Oz - 16.99 Oz

Other

24 Oz- 24.99 Oz

32 Oz- 32.99 Oz

40 Oz - 40.99 Oz

41.8%

21.5%

11.8%

11.7%

7.9%5.2%

12 Oz - 12.99 Oz

16 Oz - 16.99 Oz

Other

24 Oz- 24.99 Oz

32 Oz- 32.99 Oz

40 Oz - 40.99 Oz

$$ %

Chg YAUnits

Units %

Chg YA

Avg Unit

Price

HONEY 620,674,075 -1.7 105,975,215 -3.4 5.86

PLASTIC 503,346,598 0.4 90,260,970 -1.6 5.58

GLASS 113,813,796 -10.0 15,365,599 -12.5 7.41

METAL 1,416,047 -6.0 103,854 13.2 13.64

COATED PAPER 292,653 11.4 37,871 -3.8 7.73

CARDBOARD 289,081 -41.2 47,789 -57.7 6.05

Description

Latest 52 Wks - W/E 11/30/19

$$ % Chg

YAUnits

Units %

Chg YA

Avg Unit

Price

HONEY 620,674,075 -1.7 105,975,215 -3.4 5.86

BOTTLE 357,686,266 1.1 59,215,353 -2.5 6.04

JAR 128,366,964 -7.7 17,621,629 -9.0 7.29

BEAR 105,956,966 -3.0 26,156,449 -1.5 4.05

JUG 16,935,286 -0.4 1,299,439 -0.2 13.03

TUB 3,276,203 -14.0 598,597 -12.9 5.47

BAG 2,243,153 4.7 345,757 3.3 6.49

CAN 1,333,897 -5.7 97,019 15.5 13.75

ENVELOPE 1,005,057 10.4 122,060 30.0 8.23

BEEHIVE 574,293 -9.4 122,276 -6.8 4.70

BOX 494,726 -34.2 46,568 -56.0 10.62

Description

Latest 52 Wks - W/E 11/30/19

Description

Latest 52 Wks - W/E 11/30/19

Units $ % Chg YAUnits % Chg YA

12 Oz to 12.99 Oz 44,295,667 2.0% 1.4%

16 Oz to 16.99 Oz 22,827,102 -0.5% -2.1%

24 Oz - 24.99 Oz 12,433,146 -8.7% -10.5%

32 Oz - 32.99 Oz 8,404,515 6.8% 5.1%

40 Oz to 40.99 Oz 5,497,703 2.4% 2.8%

48 Oz - 48.99 Oz 2,047,445 -11.6% -11.3%

44 Oz to 44.99 Oz 1,563,218 -21.3% -20.5%

80 Oz- 80.99 Oz 1,432,484 4.2% 8.0%

8 Oz - 8.99 Oz 4,263,244 -12.8% -30.2%

22 Oz- 22.99 Oz 670,095 -10.5% -6.7%

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18.1

-57.2

7.8

-0.3 -0.6

2.1

-1.7

55%

23%

22%

0% 0%0%

SUGAR

SUGAR SUBSTITUTES

HONEY

SUGAR & SUGAR SUBSTITUTEBLENDS

SUGAR SUBSTITUTE BLENDS

SUGAR AND SWEETENERSCOMBINATION PACKS

HONEY UNDERPERFORMS SUGAR, SWEETENERSSweetener’s $ Vol Fell 0.3% in 2019, compared to a loss of 1.7% for Honey

Nielsen Total U.S. xAOC+Conv, W/E 11/30/2019

$ % Chg Vs Yago

Sweeteners Total

SugarSugar Subst

Honey

Sugar & Subst. Blend

Subst. Blend

Sugar& Sweetener

$ Share

$$ % Chg

YAUnits

Units %

Chg YA

SUGAR AND SWEETENERS 2,868,294,278 -0.3 912,074,694 -1.5

SUGAR 1,588,660,689 -0.6 665,694,746 -1.4

SUGAR SUBSTITUTES 653,204,122 2.1 139,378,251 -0.1

HONEY 620,674,075 -1.7 105,975,215 -3.4

SUGAR & SUGAR SUBSTITUTE BLENDS 4,431,844 18.1 744,724 14.8

SUGAR SUBSTITUTE BLENDS 1,028,939 -57.2 248,584 -56.3

SUGAR AND SWEETENERS COMBINATION PACKS 294,609 7.8 33,173 9.6

Description

Latest 52 Wks - W/E 11/30/19

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HONEY DEMOGRAPHICS- INCOME & SIZEMiddle Income increases 8.59%, Larger Families consume more Honey

Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019

Households Earning less than $20,000 annually are 15% less likely than the average consumer to purchase honey, down 8.6 points from 2018.

Households with 5 or more members are 20% more likely than the average household to consume honey, while single member households are 22% less likely.

Household Income

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Under $20,000 11.2 13.2 85 -8.60

[02] - $20,000 - $29,999 11.2 10.8 104 14.56

[03] - $30,000 - $39,999 9.0 8.8 102 -8.39

[04] - $40,000 - $49,999 7.8 8.3 94 4.93

[05] - $50,000 - $69,999 14.6 13.7 106 8.59

[06] - $70,000 - $99,999 15.4 15.5 99 -3.41

[07] - $100,000+ 30.8 29.6 104 -3.16

Household Size

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Single Member 21.3 27.2 78 5.49

[02] - Two Members 34.0 32.4 105 -0.12

[03] - 3-4 Members 31.5 29.3 107 -3.76

[04] - 5 or more Members 13.2 11.0 120 -3.29

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HONEY DEMOGRAPHICS- CHILDRENHouseholds With Children Consumer More Honey, Though Most $’s are From Households With No Children.


Growth in Honey Consumption in Households with Multi-Age children.

Households with young children under 6 and Children aged 6-12 fall 19.14 points.

Age and Presence of Children

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Under 6 Only 5.8 5.1 114 -4.21

[02] - 6-12 Only 8.3 7.8 106 9.82

[03] - 13-17 Only 8.7 7.8 112 3.90

[04] - Under 6 & 6-12 4.5 4.2 107 -19.14

[05] - Under 6 & 13-17 0.6 0.7 93 5.74

[06] - 6-12 & 13-17 4.6 4.3 107 -7.17

[07] - Under 6, 6-12 & 13-17 1.1 0.9 119 10.13

[08] - No Children 66.3 69.0 96 0.41

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HONEY DEMOGRAPHICS- AGEOlder Gen-X Women (45-54) consume Less Honey.


33.2% of all honey dollars come from women above 55.

Women under 25 purchase the least amount of honey.

Men Under 30 continue to see significant growth, and have the highest propensity to consume honey.

Significant declines in consumption occur in Men 35-50.

Female Head of Household Age

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Under 25 0.5 0.7 73 -1.89

[02] - 25-29 4.2 4.0 105 6.03

[03] - 30-34 10.5 10.3 102 -0.89

[04] - 35-39 6.8 7.1 95 -10.36

[05] - 40-44 8.3 7.5 112 14.48

[06] - 45-49 8.1 8.0 101 -13.29

[07] - 50-54 8.4 8.7 96 -12.68

[08] - 55-64 16.5 16.7 99 7.14

[09] - 65+ 16.7 16.2 103 1.42

Male Head of Household Age

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Under 25 0.4 0.3 128 20.37

[02] - 25-29 2.6 2.3 112 9.06

[03] - 30-34 7.5 7.2 104 -3.68

[04] - 35-39 7.2 7.0 103 -11.03

[05] - 40-44 7.0 6.5 108 -12.49

[06] - 45-49 6.6 7.0 94 -6.17

[07] - 50-54 8.7 8.0 108 -1.66

[08] - 55-64 14.4 14.9 97 -1.85

[09] - 65+ 18.2 15.8 116 2.00

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HONEY DEMOGRAPHICS- FEMALE EMPLOYMENTRetired and Unemployed women are strongest honey consumers, Growth with Members of the Military.


Female HH Employment Occupation

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Professional 17.8 17.2 103 1.80

[02] - Prop, Managers, Officials 10.5 9.9 106 -0.39

[03] - Clerical 4.9 6.0 83 4.72

[04] - Sales 3.8 4.6 83 -3.59

[05] - Craftsman / Foreman (Skilled) 1.0 1.2 85 4.15

[06] - Operative (Semi-Skilled) 1.2 1.5 80 -8.00

[07] - Service Workers & Private HH Workers 5.8 5.7 102 4.21

[08] - Farm Owners, Managers, Foremen & Laborers 0.1 0.2 50 -6.47

[09] - Laborers 0.1 0.2 37 -10.33

[10] - Military 0.1 0.1 95 8.27

[11] - Students Employed < 30 Hours 0.5 0.6 91 -2.19

[12] - Retired & Unemployed 34.3 32.0 107 -2.63

Female HH Employment Status

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Employed - Part Time 15.1 14.0 108 7.09

[02] - Employed - Full Time 30.2 32.6 93 -1.34

[03] - Not Employed 34.7 32.6 107 -2.54

[04] - No Female Head 20.0 20.9 96 1.52

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HONEY DEMOGRAPHICS- MALE EMPLOYMENTMale Head of Households in the Military are strongest Male Honey Consumers. Significant growth in Professional Males, whom are 10% more likely than the average Household to purchase honey.


Male HH Employment Occupation

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Professional 21.4 19.5 110 5.87

[02] - Prop, Managers, Officials 13.0 12.8 102 -0.22

[03] - Clerical 3.4 4.3 81 5.68

[04] - Sales 5.6 6.3 88 -0.57

[05] - Craftsman / Foreman (Skilled) 9.7 9.2 106 -2.85

[06] - Operative (Semi-Skilled) 6.1 6.0 102 3.79

[07] - Service Workers & Private HH Workers 4.8 5.9 81 -13.06

[08] - Farm Owners, Managers, Foremen & Laborers 0.2 0.4 48 -8.35

[09] - Laborers 1.1 1.3 88 9.71

[10] - Military 1.1 1.0 117 -6.79

[11] - Students Employed < 30 Hours 0.4 0.5 67 -12.03

[12] - Retired & Unemployed 33.1 33.0 101 -1.51

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HONEY DEMOGRAPHICS- EDUCATIONThe Least Educated households consume the least amount of honey, experience large growth.


Female Head of Household Education

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Grade School 0.4 0.5 86 25.60

[02] - Some High School 2.0 1.9 106 -2.06

[03] - Graduated High School 23.8 25.5 93 -1.25

[04] - Some College 25.3 24.6 103 -0.80

[05] - Graduated College 19.1 17.5 109 5.21

[06] - Post College Grad 9.4 9.1 103 -9.38

[07] - No Female Head of Household 20.0 20.9 96 1.52

Male Head of Household Education

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Grade School 0.5 0.6 92 3.05

[02] - Some High School 3.3 3.0 109 10.39

[03] - Graduated High School 21.4 21.5 99 -0.57

[04] - Some College 20.5 19.8 104 -13.76

[05] - Graduated College 18.2 16.2 113 3.06

[06] - Post College Grad 8.7 8.0 110 0.13

[07] - No Male Head of Household 27.4 30.9 89 6.31

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HONEY DEMOGRAPHICS-ETHNICITYAsian Consumption Declines, Caucasian/African American flat


Caucasian Americans are the lowest indexing ethnic group-10% less likely than the average household to purchase honey.

African American’s have the highest propensity to consumer- 38% more likely than the average household..

Hispanic Consumption drops 10%.

Ethnicity

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Caucasian 66.8 74.6 90 -1.79

[02] - African American 17.4 12.6 138 8.26

[03] - Asian 5.5 4.6 120 2.44

[04] - Other 10.4 8.2 126 1.45

Hispanic (Yes/No)

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Yes 13.8 13.3 104 -9.24

[02] - No 86.2 86.7 99 1.39

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HONEY DEMOGRAPHICS-BEHAVIORSTAGE & LIFESTYLESenior Couples strongest consumers- Consumption declining.


Affluent Suburban Spreads and Cosmopolitan Centers remain strong, while families in Plain-Rural living Lifestyles are the weakest segment.

Younger bustling Families experience significant decline-while young transitionalsincrease consumption by 12.6 Points.

Behavior Stage

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Start-up Families 5.8 5.1 114 -4.21

[02] - Small Scale Families 7.0 7.6 92 5.27

[03] - Younger Bustling Families 8.9 8.2 108 -15.26

[04] - Older Bustling Families 12.0 10.1 119 8.35

[05] - Young Transitionals 7.2 7.8 92 12.60

[06] - Independent Singles 9.4 13.4 70 2.83

[07] - Senior Singles 8.9 10.4 85 4.81

[08] - Established Couples 12.6 13.4 94 -12.50

[09] - Empty Nest Couples 14.1 13.0 109 3.55

[10] - Senior Couples 13.9 10.9 128 -6.02

Lifestyle

Latest 52 - W/E 11/30/19

% $ in Demographic

% HH in Demographic

$ / HH Index CHANGE

[01] - Struggling Urban Cores 9.7 9.3 104 -1.52

[02] - Cosmopolitan Centers 12.9 11.8 109 0.81

[03] - Affluent Suburban Spreads 16.7 15.4 109 -1.19

[04] - Plain Rural Living 14.3 16.4 87 1.18

[05] - Modest Working Towns 17.3 16.8 103 5.64

[06] - Comfortable Country 13.8 14.7 94 -5.06

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HONEY DEMOGRAPHICS- LIFESTYLE EXPLAINED

Nielsen Spectra 2019

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HONEY DEMOGRAPHICS- BEHAVIORSTAGE EXPLAINED

Nielsen Spectra 2019

HONEY CATEGORY OVERVIEW · Source: Nielsen Scantrak - Answers on Demand Core, (Data Through 12/1/2018) ORGANIC CONTINUES TO DRIVE GROWTH Organic Share Growth Accelerates, Adds 920,112

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