SWEET CORN REGULAR ANALYSIS YEAR TO 01/11/2014. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 1. Market Overview 2. Demographics.

SWEET CORN REGULAR ANALYSISYEAR TO 01/11/2014

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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).

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HIGHLIGHTS

RECOMMENDATIONSApproximately half of Australian households don’t purchase Fresh Sweet Corn which highlights a big opportunity for growth. Households with no kids especially have much lower demographic reach than their Family counterparts. It would be good to understand barriers to purchase and whether these shoppers prefer the canned, frozen or packaged version of the vegetable .

Emphasis can be given on Coles, Woolworths as well as Non Supermarkets to increase the value sales of Sweet Corn. Monitor prices, potential over-supply or deep promotions.

Sweet Corn represents 2.0% of the value and volume market share. It’s buyer base has reduced significantly this year, however, there is rise in the spend per trip compared to last year.

Families are the core buyers for Sweet Corn; they account for more volume share than their share of buyers. Only Established Couples have witnessed an increase in the number of buyers.

Larger households (3 or more members) are important for Sweet Corn and account for 58% of it’s volume sales. All household sizes have witnessed buyer leakage this year.

Volume sales decline this year is mainly due to the loss of sales in Woolworths, IGA and Non Supermarkets. Coles posted significant growth in terms of volume sales while Aldi performed well in both the metrics.

Almost 56% Woolworths shoppers who buy Sweet Corn, prefer to purchase it at Woolworths stores, whereas this conversion rate is 53% for Coles.

All states except NSW and WA have seen a decline in the consumption of Sweet Corn this year. QLD and WA are the only states who added buying households to Sweet Corn buyer base.

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Market OverviewSweet Corn

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Share of Market VolumeOver Total VegetablesAustralia

Share of Market ValueOver Total VegetablesAustralia

Source: Nielsen Homescan

Last Year This Year

21.9% 22.0%

22.8% 22.4%

10.6% 11.0%

11.1% 10.6%

10.3% 10.1%

5.6% 5.3%

5.6% 5.8%

4.7% 5.2%3.1% 3.2%2.1% 2.3%2.1% 2.0%

Last Year This Year

38.4% 39.0%

12.0% 11.2%

4.8% 4.5%

13.6% 14.5%

4.4% 4.0%3.8% 4.2%2.9% 3.1%2.3% 2.6%7.9% 7.5%7.6% 7.4%

2.1% 2.0%

Sweet Corn declined slightly and now represents 2.0% of the volume and value market share of total Vegetables sales this year.

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Vegetables Sweet Corn Carrots Sweet Potato/Ku-

mara

Potatoes Pumpkin Broccoli/Broccol-ini

356.5

13.6 18.0 12.944.8

13.5 19.6

381.3

13.8 18.0 15.045.1

15.4 21.7


mara


89.3

3.310.0 6.4

21.4

6.5 5.3

87.9

3.310.2 7.0

20.76.7 5.1


mara


99.6

55.5

94.4

64.5

95.0

76.9 77.2

99.7

53.7

94.4

65.1

94.4

76.2 76.6

How many Households buy

annually?

How much (Kg) do they buy per year?

How much ($) do they spend per year?


This YearLast year

Sweet Corn lost 145,708 buying households this year, however, the buyers are spending more on Sweet Corn compared to last year.

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How much ($) do they spend per occasion?

How much (Kg) do they buy per occasion?

How often do they buy annually?



mara


50.5

5.311.4

5.612.4

6.3 10.0

50.7

5.211.3 6.0

12.0 6.3 9.9


mara


1.77

0.630.88

1.15

1.73

1.03

0.53

1.73

0.620.90

1.17

1.73

1.06

0.52


mara


7.06

2.581.58

2.31

3.62

2.14 1.96

7.52

2.651.60

2.49

3.78

2.43 2.20

This YearLast year

The rise in average spend on Sweet Corn is driven by increased spend in each trip; the shopping frequency has seen a nominal decline.

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9Source: Nielsen Homescan

4 W

/E 0

1/12

/201

2

4 W

/E 2

9/12

/201

2

4 W

/E 2

6/01

/201

3

4 W

/E 2

3/02

/201

3

4 W

/E 2

3/03

/201

3

4 W

/E 2

0/04

/201

3

4 W

/E 1

8/05

/201

3

4 W

/E 1

5/06

/201

3

4 W

/E 1

3/07

/201

3

4 W

/E 1

0/08

/201

3

4 W

/E 0

7/09

/201

3

4 W

/E 0

5/10

/201

3

4 W

/E 0

2/11

/201

3

4 W

/E 3

0/11

/201

3

4 W

/E 2

8/12

/201

3

4 W

/E 2

5/01

/201

4

4 W

/E 2

2/02

/201

4

4 W

/E 2

2/03

/201

4

4 W

/E 1

9/04

/201

4

4 W

/E 1

7/05

/201

4

4 W

/E 1

4/06

/201

4

4 W

/E 1

2/07

/201

4

4 W

/E 0

9/08

/201

4

4 W

/E 0

6/09

/201

4

4 W

/E 0

4/10

/201

4

4 W

/E 0

1/11

/201

4

14.5 14.1

17.816.2 16.3

17.5

14.8

17.516.0

17.9

15.317.4

15.7

12.5 12.915.0

16.918.7 19.3

17.9

13.9 14.7

12.0

15.4 14.9

17.7

0.9 0.8

0.9 1.0 0.9

0.8

0.90.8

0.8

0.9

0.8

0.9 0.9

0.8

0.90.8

1.01.0 1.0

0.80.8 0.8

0.8

0.9

0.8

0.9

Penetration of households Average volume per household every 4 weeks

Kg

More households are buying Sweet Corn in the latest month than the same period year ago. The volume consumption has remained the same.

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4 W

/E 0

1/12

/201

2

4 W

/E 2

9/12

/201

2

4 W

/E 2

6/01

/201

3

4 W

/E 2

3/02

/201

3

4 W

/E 2

3/03

/201

3

4 W

/E 2

0/04

/201

3

4 W

/E 1

8/05

/201

3

4 W

/E 1

5/06

/201

3

4 W

/E 1

3/07

/201

3

4 W

/E 1

0/08

/201

3

4 W

/E 0

7/09

/201

3

4 W

/E 0

5/10

/201

3

4 W

/E 0

2/11

/201

3

4 W

/E 3

0/11

/201

3

4 W

/E 2

8/12

/201

3

4 W

/E 2

5/01

/201

4

4 W

/E 2

2/02

/201

4

4 W

/E 2

2/03

/201

4

4 W

/E 1

9/04

/201

4

4 W

/E 1

7/05

/201

4

4 W

/E 1

4/06

/201

4

4 W

/E 1

2/07

/201

4

4 W

/E 0

9/08

/201

4

4 W

/E 0

6/09

/201

4

4 W

/E 0

4/10

/201

4

4 W

/E 0

1/11

/201

4

14.5 14.1

17.816.2 16.3

17.5

14.8

17.516.0

17.9

15.317.4

15.7

12.5 12.915.0

16.918.7 19.3

17.9

13.9 14.7

12.0

15.4 14.9

17.7

3.93.7

3.4 3.4 3.4 3.43.6

3.3

3.7 3.63.7

3.53.7 3.8 3.7 3.6

3.33.2 3.1

3.4

3.93.6

4.7

4.3 4.4

3.8

Penetration of households Average $ spend per household every 4 weeks

From a value perspective, 4-weekly average dollar spend has seen a nominal rise compared to last year. However, it is normalising gradually after reaching a peak in August.

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4 W

/E 0

1/12

/201

2

4 W

/E 2

9/12

/201

2

4 W

/E 2

6/01

/201

3

4 W

/E 2

3/02

/201

3

4 W

/E 2

3/03

/201

3

4 W

/E 2

0/04

/201

3

4 W

/E 1

8/05

/201

3

4 W

/E 1

5/06

/201

3

4 W

/E 1

3/07

/201

3

4 W

/E 1

0/08

/201

3

4 W

/E 0

7/09

/201

3

4 W

/E 0

5/10

/201

3

4 W

/E 0

2/11

/201

3

4 W

/E 3

0/11

/201

3

4 W

/E 2

8/12

/201

3

4 W

/E 2

5/01

/201

4

4 W

/E 2

2/02

/201

4

4 W

/E 2

2/03

/201

4

4 W

/E 1

9/04

/201

4

4 W

/E 1

7/05

/201

4

4 W

/E 1

4/06

/201

4

4 W

/E 1

2/07

/201

4

4 W

/E 0

9/08

/201

4

4 W

/E 0

6/09

/201

4

4 W

/E 0

4/10

/201

4

4 W

/E 0

1/11

/201

4

3.9 3.73.4 3.4 3.4 3.4 3.6

3.33.7 3.6 3.7

3.53.7 3.8 3.7 3.6

3.3 3.2 3.13.4

3.93.6

4.74.3 4.4

3.8

2.77 2.752.52 2.54 2.46 2.46 2.60 2.47

2.73 2.60 2.692.51

2.70 2.77 2.77 2.76

2.35 2.27 2.282.48

2.902.62

3.363.06 3.07

2.76

1.4 1.3 1.3 1.4 1.4 1.4 1.4 1.4 1.3 1.4 1.4 1.4 1.4 1.4 1.3 1.3 1.4 1.4 1.4 1.4 1.3 1.4 1.4 1.4 1.4 1.4

Average $ spend per household every 4 weeks $ spend per purchase occasionAverage purchase occasions every 4 weeks

Inflation might have been the reason for slight rise in spend per trip on Sweet Corn, this year.

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DemographicsSweet Corn

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Distribution of BuyersAustralia

Distribution of VolumeAustralia

Last Year This Year

8% 8%

13% 12%

16% 16%

9% 9%

15% 14%

23% 24%

17% 17%

Last Year This Year

11% 11%

15% 14%

16% 17%

6% 6%

12% 11%

19% 21%

20% 20%

Families are significant buyers of Sweet Corn; contributing 42% of the volume sales while comprising only 36% of buyers. Established Couples & Bustling Families have increased their consumption this year.

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annually?



ALL SHOPPERS START UP FAM-ILIES

SMALL SCALE FAMILIES

BUSTLING FAMILIES

YOUNG TRANSITION-

ALS

INDEPENDENT SINGLES

ESTABLISHED COUPLES

SENIOR COUPLES

55.5

70.9 70.363.2

56.6

38.1

56.7 55.053.767.5 66.9

60.751.3

36.0

58.0 52.6



BUSTLING FAM-ILIES

YOUNG TRANSITION-

ALS

INDEPENDENT SINGLES

ESTABLISHED COUPLES

SENIOR COUPLES

5.3

6.76.2

5.5

4.1 4.34.8

5.95.2

6.45.8 5.5

4.1 4.14.9

5.9



BUSTLING FAM-ILIES

YOUNG TRANSITION-

ALS

INDEPENDENT SINGLES

ESTABLISHED COUPLES

SENIOR COUPLES

0.630.69 0.64 0.62

0.550.63

0.580.670.62

0.67 0.64 0.650.57 0.61 0.59 0.63

This YearLast 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

Increase in Established Couples consumption is driven by an increase in buying households, number of trips and volume per trip. All other household groups have lost buyers this year.

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Distribution of BuyersAustralia

Distribution of VolumeAustralia

Last Year This Year

51% 51%

18% 18%

19% 19%

12% 12%

Last Year This Year

44% 42%

20% 20%

22% 24%

14% 14%

Larger households (3 or more members) are the key buyers for Sweet Corn, accounting for 58% of volume sales with only 49% buyers. 4-members households are buying more volume compared to year ago.

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annually?



ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS

55.548.4

62.268.4 66.7

53.746.9

60.3 65.4 64.8


5.34.7

5.8 5.9 5.75.24.6

5.8 6.25.4


0.63 0.60 0.65 0.63 0.680.62 0.58

0.64 0.650.71

This YearLast 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

All household sizes have lost buyers this year. However, 4-members households have seen an increase in consumption through a combination of increased trips and volume per trip.

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Retail HealthSituation by stateSweet Corn

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Share by RetailerThis year vs. Last yearT. Sweet Corn

Sales vs. Last yearThis year vs. Last yearT. Sweet Corn

Other Supermarkets

Non Supermarkets

Volu

me

Valu

e


17%

3%

11%

5%

40%

25%

26%

4%

10%

12%37%

19%

-17%

3%6%

-20%

-3%

22%

-3%

-4%

13%16%

-16%

-1%0%0%

Sweet Corn has witnessed decline in volume sales caused by loss of sales in Woolworths and Non Supermarkets despite huge growth in Coles. Aldi posted significant growth in terms of value sales of Sweet Corn.

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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 01/11/2014

Copyright © Page 1 of 1

Homescan isights v3.0 .Dictionary v1.5


Account Shopper ConversionYear to 01/11/2014| Woolworths (WW)

Almost 56% of Woolworths shoppers are purchasing Sweet Corn on their shopping trips to Woolworths. This is lower rate than that of comparable vegetables like Carrots, Potatoes and Broccoli.

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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 01/11/2014

Copyright © Page 1 of 1

Homescan isights v3.0 .Dictionary v1.5


Account Shopper ConversionYear to 01/11/2014| Coles

Conversion rate for Coles is lower than Woolworths with 53% of Coles shoppers buying Sweet Corn in Coles.

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53.3 51.0

3.33.0

SA + NT (6%)

VIC (24%)

NSW (34%)

QLD (22%)

WA (10%)

Average KG per Buyer

Penetration This year vs. Last year

( ) State share of Sweet Corn $ sales

Is there a particular state driving the category performance?Consumption of Sweet Corn has decreased across all states except NSW and WA.

QLD accounts for 22% of the national spend and has the highest penetration, further increased by 19,438 households, this year.


55.2 57.1

2.93.3

51.1 49.3

3.3 3.2

58.4 59.7

3.22.9

57.4 53.0

3.5 3.7

THANK YOU

SWEET CORN REGULAR ANALYSIS YEAR TO 01/11/2014. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 1. Market Overview 2. Demographics.

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