CABBAGE REGULAR ANALYSIS YEAR TO 21/02/2015 Copyright 2012 The Nielsen Company. Confidential and proprietary 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). 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) Copyright 2012 The Nielsen Company. Confidential and proprietary. 4 HIGHLIGHTS RECOMMENDATIONS Activate the suitability and versatility of Cabbage for meals apart from weeknight dinners to drive greater purchase frequency at par with other comparable vegetables. Promote recipes that the whole family will enjoy, including children to broaden the appeal of Cabbage among families with older kids. These households display a drop in buying households and/or frequency. Collaborate with Coles and Woolworths to raise the profile of Cabbage in-store and to realise better conversion rates compared to other crops. Cabbage represents just over 1% of both value and volume market share. The number of households buying Cabbage grew this year with a rise in their average spend compared to year ago. Senior and Established Couples are the key buyers for Cabbage; they account for more volume share than their share of buyers. Established Couples increased their volume share substantially this year. Smaller households (1-2 members) are the key buyers for Cabbage and account for 57% of its volume sales. Households having 1-4 members have added buyers to the buyer base this year. All retailers except Coles have grown in terms of value sales of Cabbage this year and all retailers except Woolworths and Non-Supermarkets have grown in terms of volume sales. 47% of Woolworths shoppers who buy Cabbage, prefer to purchase it at Woolworths stores, whereas this conversion rate is only 37% for Coles. WA enjoys highest state level penetration with highest consumption rates. VIC accounts for a quarter of the total national spend on Cabbage but has witnessed the highest drop in its buying households. Copyright 2012 The Nielsen Company. Confidential and proprietary. 5 Copyright 2014 The Nielsen Company. Confidential and proprietary. Market Overview Cabbage Copyright 2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Total Vegetables Australia Share of Market Value Total Vegetables Australia Cabbage has gained value share in the current year and represents 1.2% of the total vegetable sales, however volume share remains flat at 1.3%. Source: Nielsen Homescan Copyright 2014 The Nielsen Company. Confidential and proprietary. 7 How many Households buy annually? How much (Kg) do they buy per year? How much ($) do they spend per year? This Year Last year Source: Nielsen Homescan Buyer base for Cabbage has increased by 31,174 households in the current year. Although average consumption remains flat for Cabbage, buyers have increased their average spend. Copyright 2014 The Nielsen Company. Confidential and proprietary. 8 How much ($) do they spend per occasion? How much (Kg) do they buy per occasion? How often do they buy annually? Source: Nielsen Homescan Increase in average spend is driven by increased spend per shopping trip. Slight increase is also witnessed in volume purchased per trip. This Year Last year Copyright 2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan More households bought Cabbage in Feb 15 as compared to same period last year, however, the average consumption remained stable. Kg Copyright 2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan Average monthly spend on Cabbage has dipped slightly after reaching a 2- year high in December, however, it is still considerably higher than last years level. Copyright 2014 The Nielsen Company. Confidential and proprietary. 11 Source: Nielsen Homescan The higher average spend in Feb 15 is due to rise in the spend per trip as the purchase frequency remains the same as last year. Copyright 2014 The Nielsen Company. Confidential and proprietary. 12 Demographics Cabbage 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 (22.5% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults