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ROI GROCERY MARKET REVIEW – Data to 18 th March 2012 © Kantar Worldpanel ROI GROCERY MARKET REVIEW – Data to 18 th March 2012 © Kantar Worldpanel

OVERVIEW Market Overview • The annual market sales are ahead of last year, with OVERVIEW Market Overview • The annual market sales are ahead of last year, with growth of +0. 2% year-on-year. • Over the shorter term, market value has declined 0. 5% as shoppers buy more volume despite price inflation, and compensate by purchasing on offer and trading down to cheaper lines. • Consumers are making more shopping trips, but the average spend per trip has reduced by 3. 7%. • Private label continues to be important as a method of reducing spend with a market share at 35. 4%. © Kantar Worldpanel

The Irish grocery market is in growth over 52 w by just +0. 2%. The Irish grocery market is in growth over 52 w by just +0. 2%. Over 12 w, the grocery market is in decline of -0. 5% in comparison to same period last year. Total Grocery - market value & Yo. Y %chg -0. 7% +0. 2% +0. 9% -0. 5% KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Quarterly, the majority of markets falls back while Alcohol has a strong performance this Quarterly, the majority of markets falls back while Alcohol has a strong performance this quarter 12 w Total Grocery - sectors value shares & Yo. Y %chg Share of total trolley Ambient Food 28% Household 7% Fresh & Chilled Produce 49% Frozen 5% Toiletries 4% Healthcare 2% Alcohol 6% Total Trolley -0. 5% value KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Hot Beverages, Fresh Fish and Chilled Drinks have performed best year on year. 12 Hot Beverages, Fresh Fish and Chilled Drinks have performed best year on year. 12 w Total Grocery - value % chg by category KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Alcohol, Drinks and Snacks have the highest proportion of packs sold on deal. Staples Alcohol, Drinks and Snacks have the highest proportion of packs sold on deal. Staples such as Dairy, Bakery and Canned Goods have lower promotional levels 12 w Total Grocery - pack % sold on deal by category KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

While inflation is still very evident, it begins to fall back slightly, impacting on While inflation is still very evident, it begins to fall back slightly, impacting on consumer spend 12 w Total Grocery – proportion of markets in growth & decline KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Change in Household Spend and Inflation rate Household Spend has dropped back by -0. Change in Household Spend and Inflation rate Household Spend has dropped back by -0. 5% Yo. Y as inflation rate slows % change year on year – 12 weekly period KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

With less disposable income, shoppers are looking for ways to cut back in any With less disposable income, shoppers are looking for ways to cut back in any way they can and grocery is no exception The average individual disposable income is € 21, 010 as we enter 2012. € 3, 370 less than in 2008, and € 1, 150 less than last year (2010). Source: CSO Household Budget Survey KANTAR WORLDPANEL: DATA TO 18 th March 20129 © Kantar Worldpanel

Shoppers are buying more volume this year, in order to reduce spend, they are Shoppers are buying more volume this year, in order to reduce spend, they are purchasing on offer and trading down product lines 12 w Total Grocery - consumer coping strategies trended KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Strong growth in budget products as shoppers trade down price tier Grocery Volume Growth Strong growth in budget products as shoppers trade down price tier Grocery Volume Growth by Price Brand Growth in Grocery sales (Volume) Change in sales Share of sales KANTAR WORLDPANEL: DATA TO 18 th March 2012 11 © Kantar Worldpanel

M 20 ar 0 18 Apr 8 M 08 15 ay 0 Ju 8 M 20 ar 0 18 Apr 8 M 08 15 ay 0 Ju 8 13 n 0 8 10 Jul Au 08 07 g S 08 05 ep 0 O 8 02 ct No 08 30 v N 08 28 ov D 08 25 ec 0 J 8 22 an Fe 09 22 b M 09 19 ar 0 17 Apr 9 M 09 14 ay 0 Ju 9 12 n 0 9 09 Jul Au 09 06 g S 09 04 ep 0 O 9 01 ct No 09 29 v N 09 27 ov D 09 24 ec 0 J 9 21 an Fe 10 21 b M 10 18 ar 1 16 Apr 0 M 10 13 ay 1 Ju 0 11 n 1 0 08 Jul Au 10 05 g S 10 03 ep 1 O 0 31 ct O 10 28 ct N 10 26 ov D 10 23 ec 1 J 0 20 an Fe 11 20 b M 11 17 ar 1 15 Apr 1 M 11 12 ay 1 Ju 1 10 n 1 1 07 Jul Au 11 04 g S 11 02 ep 1 O 1 30 ct O 11 27 ct No 11 25 v D 11 22 ec 1 Ja 1 n 12 23 The prevalence of mechanics such as round euro pricing shows the importance of deals to the Irish grocery market 12. 0% 8. 0% Share of sales has stabilised over the last year averaging at 11% of Total Grocery 10. 0% % of sales accounted for by round € 6. 0% 4. 0% 2. 0% 0. 0% 12 w/e to 22 nd Jan 2012 KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Irish households are shopping more often this year, but spending an average of € Irish households are shopping more often this year, but spending an average of € 0. 80 less per trip as a result of promotions and trading down 12 w Total Grocery - changes in consumer shopping behaviour Average frequency increased by +3. 3% € 6 decrease in 12 w spend per HH (-0. 5%) Average basket spend reduced by -3. 7% KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Growth in the number of shopping trips across Ireland continues to put more emphasis Growth in the number of shopping trips across Ireland continues to put more emphasis on smaller basket shops 2010 58. 7% Trolley Basket 4 -9 items Destination 1 -3 items % of grocery spend 10+ items 2011 58. 5% 36. 9% 37. 3% 4. 4% 4. 2% KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Private label continues to be important as a method of reducing spend and now Private label continues to be important as a method of reducing spend and now sees the highest share in two years of Irish grocery 12 w Total Grocery – PL value% KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

What kind of consumer trends are we seeing evidence of? KANTAR WORLDPANEL: DATA TO What kind of consumer trends are we seeing evidence of? KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

In the current climate, more emphasis is placed on traditional values Health is becoming In the current climate, more emphasis is placed on traditional values Health is becoming more important in the minds of consumers 49%: family breakfast (32%) 87%: sunday lunch (72%) 76%: Saturday meal (60%) 62% agree: I try to buy local More emphasis on doing our bit for the economy and buying local More emphasis on in home occasions 61%: nutrition impacts % of shoppers agreeing to the statements Source: KWP lifestyle and attitudes survey 2011 KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

UK Market Overview KANTAR WORLDPANEL: DATA TO 18 th March 2012 18 © Kantar UK Market Overview KANTAR WORLDPANEL: DATA TO 18 th March 2012 18 © Kantar Worldpanel

UK CURRENT THEMES • Product choice is still the main strategy for trading down UK CURRENT THEMES • Product choice is still the main strategy for trading down • Inflation still evident in UK grocery and average spend per household is in growth • Value Own Label is now gaining from all other tiers • Own label still remains strong in UK KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Inflation is also a factor in UK grocery while average spend per household is Inflation is also a factor in UK grocery while average spend per household is in growth UK Inflation and household spend change KANTAR WORLDPANEL: DATA TO 18 th March 2012 20 © Kantar Worldpanel

Cheaper products remain the main way for shoppers to manage their spend TRADING UP Cheaper products remain the main way for shoppers to manage their spend TRADING UP AND TRADING DOWN STRATEGIES Total Grocery 12 we 18 Mar 2012 (KWP P 04) 21 KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel

Cheaper price tiers also seeing growth in UK Grocery Packs Growth by Price Band Cheaper price tiers also seeing growth in UK Grocery Packs Growth by Price Band Change in sales Growth in Grocery sales (Packs) Share of sales KANTAR WORLDPANEL: DATA TO 18 th March 2012 22 © Kantar Worldpanel

Shoppers trading down from brands and down the Own Label tiers NET SWITCHING THROUGH Shoppers trading down from brands and down the Own Label tiers NET SWITCHING THROUGH PRICE TIERS IN THE BIG 4 UK RETAILERS Premium Own Label Branded Standard Own Label Value Own Label Switching limited to Big 4 retailers and 4 tiers Total Grocery 12 we 18 Mar 2012 (KWP P 04) 23 KANTAR WORLDPANEL: DATA TO 18 th March 2012 © Kantar Worldpanel