© Worldpanel TM division of TNS 2006 Tomorrows Categories Daventry – October 2006 Edward Garner Communications Director Worldpanel – UK

© WorldpanelTM division of TNS 2006

Tomorrows CategoriesDaventry – October 2006

Edward GarnerCommunications Director Worldpanel – UK

http://www.fdin.co.uk/index.html


Agenda

Health

Enjoyment

Convenience

Pester Power

The Multi-Cultural Table

The Ethical Consumer



HEALTHHEALTH

ENJOYMENTENJOYMENT

PRACTICALITYPRACTICALITY

The core drivers of consumption



®

ENJOYMENT

PRACTICALITY

HEALTH

Worldpanel Usage In Home – Ann to May 2006

1995 200610 year trend

11%

34%

55%

BSE, Foot & Mouth, Sudan 1,Child Obesity, Jamie Oliver, Bird Flu,Supersize me, Salt & sugar content,

Functional Foods, 5 a day, Fruit for schools

Organics/ premium, Taste the difference,Sharing, Café culture, Eating out,

Debit Credit, Treating

Ready Meals, Light meals,Snacking, Budget, Microwave,

Individual portions, Quick to cook

23%

42%

35%

E

PH



®

ENJOYMENT

PRACTICALITYHEALTH

+4.7%

-0.5%

-1.9%

Macro Consumption Drivers….change in last year

25.2b occasions

30.1b occasions

16.1b occasions

Worldpanel Usage In Home – Ann to May 2006



In home snacking has seen a +5%

growth over the last 10 years

Worldpanel Usage In Home

But, in the last 3 years has seen a 4%

decline

Health affecting not just what we eat but how we eat!



+ 18%

+ 37%

+ 35%

Last 3 years

- 8%

- 7%

-10%

Worldpanel Usage In Home – Ann to Nov 2005

Last 10 years

Core ‘snacking’ categories at the heart of the declining occasions





23

19

10

2

1

1

36

32

76

80Vegetables/salad

Fruit

Fish

Bread/Cereals/Pasta/Rice/Potatoes

Nuts/Beans/Lentils/Chick Peas

Milk/Dairy Products

Meat

Salt

Food or Drinks containing Sugar

Foods containing Fat

“Foods should be eating more of…”

Source: FSA Consumer Attitudes to Food Standards conducted by TNS (3121, respondents 2003)

(0)

(0)

(+1)

(+2)

(+1)

(0)

(-2)

(+3)

(+2)

(+2)

() = % change from 2002



Health now accounts for 1 in 5 meal occasions within the homeas a primary reason for consumption. Fish is most aligned to this.

% of Individual Occasions consumed for Health

20.1

10.4

31.7

40.2

13.3

5.8

5.8

7.5

16

14.3

Total Foods

POULTRY/MEAT/FISH

Total Fresh Fish

Fresh Salmon

Smoked Salmon

Beef

Lamb

Pork

Chicken

Total Turkey

TNS Worldpanel Usage – 52 W/E November 2005 (% change v 2004)

% change consumed for

Health alone (2005 v 2004)



Fresh/Chilled Fish being consumed 17% more year on year by children across the UK, more so than any other protein.

16.1

8.7

21.6

18

14.4

15.4

14.4

24.3

23.3

23.7

3.7

17

-0.5

-0.6

8

-1.9

-6

-9.6

1.2

-6.1

Total Fish

Fresh/Chilled Fish

Frozen Fish (Total)

Beef

Lamb

Pork

Bacon

Sausages

Chicken (Total)

Total Turkey

% change in Kids eating occasions % accounted for by Kids


http://www.fidnet.com/~god1st/images/group%20children%20edit.jpg


Fresh fish also more likely to increase consumersfruit & vegetable intake.

% of Fish occasions consumed with Fresh Fruit and Vegetables

76.3

52.6

Fresh/ChilledFish

Frozen Fish

+13.4%

-2.7%

TNS Worldpanel Usage – 52 W/E November 2005 (% change v 2004)

Note: Not a standard deliverable


Overall Market Sizes

Measures = £ Millions 52 w/e Aug

14 2005 52 w/e Aug

13 2006 % ChangeFruit 3,304 3,523 6.6Vegetables 3,738 3,801 1.7

Dessert Apples 629 627 0Banana 560 587 5Tomato 530 526 -1Berries+Currants 420 512 22Easy Peelers 264 274 4Grape-White 248 262 6Pears 163 173 6Orange 146 145 -1Grape-Red 126 137 9Melons 107 108 1Nectarines 88 100 14Plums 86 88 2Cherries 63 70 11Avocado 45 49 9Kiwi Fruit 45 48 7Peaches 45 45 0Grapefruit 47 44 -5Mango 39 44 11Lemon 37 38 2Pineapples 27 37 35Grape-Mixed Pack 26 36 41Cooking Apples 30 29 -2Apricot 17 18 9Dates 14 15 8

2.50.041.491.46Price per Vol

0.60.011.61.5Trip Vol

3.10.072.322.25Trip Spend

3.93.6596.993.3AWP (Vol per Buyer)

6.58.86144.60135.74AWP (Spend per Buyer)

3.32.0162.360.2Purchase Frequency

-0.1-0.0699.199.2Penetration %

4.09135623614952270139Volume (000s Units)

6.621941435234083303995Expenditure (£000s)

% Change

Actual Change

52 w/e 13 Aug 06

52 w/e 14 Aug 05

2.50.041.491.46Price per Vol

0.60.011.61.5Trip Vol

3.10.072.322.25Trip Spend



3.32.0162.360.2Purchase Frequency

-0.1-0.0699.199.2Penetration %

4.09135623614952270139Volume (000s Units)

6.621941435234083303995Expenditure (£000s)

% Change

Actual Change

52 w/e 13 Aug 06

52 w/e 14 Aug 05

0 50000 100000 150000 200000 250000

Penetration % Purchase Frequency

Trip Vol Price per Vol

Key Performance Indicators for Total Fruit - Value up 6.6% worth £219.4m

Expenditure (£000s)

Volume (000s Units)

Penetration % *

Purchase FrequencyTrip Vol

AWP (Vol per Buyer)

Price per Vol

£3523.4m +6.6%

Increase of £219.4m

2361.5m vol +4%

Contribution = £134.8m

99.1% -0.1%

Contribution = £3712k

62.3 trips +3.3%


1.6 vol +0.6%


96.9 vol +3.9%


£1.49 +2.5%


* Pen Contribution includes Population

growth of 0.2%

© WorldpanelTM division of TNS 2006MATs to July

Fresh Proteins – 10 year trends

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

Sp

en

d (

£0

00

s)

Fresh Beef Fresh Lamb Fresh Pork

Fresh Poultry Fresh Sausages Fresh Fish

Chilled fish is the fastest growing fresh protein sector overtaking pork during 1997, now reaching similar levels to beef and poultry



Frozen Proteins – 10 year trendsFrozen Fish, the dominant sector, is the only sector to show growth over the last 10 years. Poultry has experienced the most significant decline.

MATs to July

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

Sp

en

d (

£0

00

s)

Frozen Beef Frozen Fish Frozen Lamb

Frozen Pork Frozen Poultry Frozen Sausages



5 A Day ConsumptionYounger adults have driven the growth in the last year although some way to go until they reach the level of older consumers

2.5

1.8

2.72.6

1.9

2.72.7

2.0

2.9

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

ALL CONSUMERS Children Adults

Ann SA 02 Ann SA 04 Ann SA 05



13647.514826.2 15359.9 16079.5

2003 2004 2005 2006

Health +9%

6803.1 6766.7 7298 7241.9

2003 2004 2005 2006

Indulgence +7%

TNS Worldpanel Usage – 52 W/E May 2006

Indulgence (Craving, Something Special/Treat, Social/Entertaining)

Its not all about healthGrowth in indulgence


Treaters are more likely than the average person to also

choose foods for health reasons.

Both drivers don’t have to be in the same product

Credit / Debit lifestyle.


-41

-25

-18

-5

-3

-2

-2

-1

-1

3

9

64

66

72

-116

-150 -100 -50 0 50 100

Total Crisps

Sweet Biscuits

Countlines

Non-Choc Confectionery

Chocolate Confectionery

Ice Cream /Lollies

Cakes/Tarts/Pastries

Yoghurts

Snack Biscuits

Total Nuts

Savoury Biscuits

Cereal Bars

All Sandwiches

Fruit

Dried Fruit

Out of home crisps occasionsWhere have the lost occasions gone?

Millions of occasionsGains / Loss Net Balance Chart – Usage Migration Analysis

Annual Year Nov 2004 to Year Nov 2005



Frozen Chips & Potato Products



Chips & Potato Products Market Trends

14 15 1913 14 1631 22 17

36 34 33

178 179 179

185 183 171

456 446435

0

50

100

150

200

250

300

350

400

450

500

52 w/e Aug 15 04 52 w/e Aug 14 05 52 w/e Aug 13 06

£m

Potato Products

Oven Chips

Microchips

Fry Chips

Coated Oven/FryProductsThree Way CookChips

-2.0%

+0.6%

-2.5%

+0.2%

-6.4%-1.2%



-5.6-0.030.510.54Price per Vol

7.00.142.12.0Trip Vol

0.90.011.071.06Trip Spend



-0.10.004.94.9Purchase Frequency

-23.2-4.0113.317.3Penetration %

-17.8-73043375941063Volume (000s Units)

-22.4-49491712622075Expenditure (£000s)

% Change

Actual Change

52 w/e 13 Aug 06

52 w/e 14 Aug 05

-5.6-0.030.510.54Price per Vol

7.00.142.12.0Trip Vol

0.90.011.071.06Trip Spend



-0.10.004.94.9Purchase Frequency

-23.2-4.0113.317.3Penetration %

-17.8-73043375941063Volume (000s Units)

-22.4-49491712622075Expenditure (£000s)

% Change

Actual Change

52 w/e 13 Aug 06

52 w/e 14 Aug 05

-8000 -6000 -4000 -2000 0 2000

Penetration % Purchase Frequency

Trip Vol Price per Vol

Key Performance Indicators for Fry Chips –Value down 22.4% worth £4949k

Expenditure (£000s)

Volume (000s Units)

Penetration % *

Purchase FrequencyTrip Vol

AWP (Vol per Buyer)

Price per Vol

£17.1m -22.4%

Decrease of -£4949k

33.8m vol -17.8%

Contribution = -£3685k

13.3% -23.2%


4.9 trips -0.1%


2.1 vol +7%


10.3 vol +6.9%


£0.51 -5.6%


* Pen Contribution includes Population

growth of 0.2%





Agenda

Health

Enjoyment

Convenience

Pester Power





Take Home Market Sizes - £m

8,2547,480

7,0296,164

3,8283,6343,558

2,6602,527

1,8811,767

1,6831,675

1,5641,3811,364

1,2731,235

1,061932

Alcohol Fruit+Veg+Salads

Dairy Products Chilled Convenience

Household & Cleaning Prds Ambient Bakery Products

Fresh Meat Take Home Soft Drinks

Frozen Prepared Foods Take Home Confectionery

Biscuits Fresh Poultry+Game

Canned Goods Packet Breakfast

Savoury Home Cooking Pet Care

Hot Beverages Take Home Savouries

Bathroom Toiletries Fresh Fish

52 w/e Aug 13 2006



Top 4 Grocers Share of Total Alcohol

50

55

60

65

70

75

2002 2003 2004 2005 2006



Share of Total Grocers - Alcohol

27.1

16.3

14.1

12.0

6.3

4.2

4.5

3.0

2.9

2.3

1.7

2.4

0.9

0.8

28.6

16.3

14.8

10.8

6.5

4.9

3.3

2.9

2.8

2.4

1.6

1.5

1.1

0.9

Tesco

Sainsbury

Asda

Morrisons Tot

Total Co-op

Somerfield

Tot Indepts

Waitrose

Aldi

Lidl

M & S

Kwik Save

Netto

Iceland

52 w/e Aug 13 200652 w/e Aug 14 2005



Top 4 Share of Beer+Lager

5

10

15

20

25

30

Sep

14

2003

Oct

12

2003

No

v 09

200

3

Dec

07

2003

Jan

04

2004

Feb

01

2004

Feb

29

2004

Mar

28

2004

Ap

r 25

200

4

May

23

2004

Jun

20

2004

Jul 1

8 20

04

Au

g 1

5 20

04

Sep

12

2004

Oct

10

2004

No

v 07

200

4

Dec

05

2004

Jan

02

2005

Jan

30

2005

Feb

27

2005

Mar

27

2005

Ap

r 24

200

5

May

22

2005

Jun

19

2005

Jul 1

7 20

05

Au

g 1

4 20

05

Sep

11

2005

Oct

09

2005

No

v 06

200

5

Dec

04

2005

Jan

01

2006

Jan

29

2006

Feb

26

2006

Mar

26

2006

Ap

r 23

200

6

May

21

2006

Jun

18

2006

Jul 1

6 20

06

Au

g 1

3 20

06

Weekly 3 Point Centred Moving Average

Sh

are

(E

xp

en

dit

ure

)

Sainsbury Tesco Asda Morrisons



Top 4 Share of Sparkling Wine

0

5

10

15

20

25

30

35

40

45

Sep

14

2003

Oct

12

2003

No

v 09

200

3

Dec

07

2003

Jan

04

2004

Feb

01

2004

Feb

29

2004

Mar

28

2004

Ap

r 25

200

4

May

23

2004

Jun

20

2004

Jul 1

8 20

04

Au

g 1

5 20

04

Sep

12

2004

Oct

10

2004

No

v 07

200

4

Dec

05

2004

Jan

02

2005

Jan

30

2005

Feb

27

2005

Mar

27

2005

Ap

r 24

200

5

May

22

2005

Jun

19

2005

Jul 1

7 20

05

Au

g 1

4 20

05

Sep

11

2005

Oct

09

2005

No

v 06

200

5

Dec

04

2005

Jan

01

2006

Jan

29

2006

Feb

26

2006

Mar

26

2006

Ap

r 23

200

6

May

21

2006

Jun

18

2006

Jul 1

6 20

06

Au

g 1

3 20

06

Weekly 3 Point Centred Moving Average

Sh

are

(E

xp

en

dit

ure

)

Sainsbury Tesco Asda Morrisons



Agenda

Health

Enjoyment

Convenience

Pester Power





Light meals

Snacking

Solus eating

De-skilling

Family meals

Formality

Preparation

Components

The diminishing importance of ‘serious’ food



All meals are becoming lighter

33

46

33

14

38

50

40

16

5351

29

47

5761

3942

Breakfast Lunch Teatime Evening Meal

1993 1997 2003 2005

Proportion of occasion defined by the consumer as a “light meal”



Convenience mega trend

1994

Eating alone 34.4%

Time to prepare main meal 30 mins

Snacks 16.3%

Light meals 23.3%

Homemade Foods 17.8%

2004

51.1%

19 mins

22.9%

36.1%

12.1%



We are changing from this……



To this……



TNS Family Food Panel 2004

Eat now (Unplanned) Eat later (Planned)

• Today

•Top-up/Impulse Shopping

• Focus on Practicality

• Pay for convenience

• Solutions

• Lunchtime fixture

• Handipacks/portable

•Shopping Missions

• Tomorrow

• Main Shop

• Focus on Enjoyment

• Value aware

• Home warehousing

• All occasions

• Large packs/multibuys

•Shopping Lists

Chilled Frozen



Chilled v. Frozen Trends - Value

100

150

200

250

300

350

400

450

500

550

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

£m

Frozen Prepared Foods



Chilled v. Frozen Trends - Value

100

150

200

250

300

350

400

450

500

550

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

£m

Chilled Convenience Frozen Prepared Foods



Healthier Option

Flora Margarine std 250g

£0.63

Flora Pro-Activ low fat spread 250g

£1.96 210% more

Convenient Option

Iceberg Lettuce£0.35

Bagged Iceberg lettuce 300g

£0.99 185% more

Prices taken from Tesco Price check.com 09/08/05

Price premiums for key drivers



19.8 20.5

32.936.3

46.041.5

0%

20%

40%

60%

80%

100%

2004 2005

In theLounge/LivingRoom

In the DiningRoom

In the Kitchen

Where are families having their Evening Meals?Returning ‘back to the table’

TNS Worldpanel Usage – 52 W/E to November 2005HH with Kids only

For one day this week, our family day, aah bisto!!



A decline of 1.1m adults y.o.y

Agreeing to“I have my main meal in

front of the TV”



Consumers looking for convenient foods whilst retaining control over family intake



Agenda

Health

Enjoyment

Convenience

Pester Power





-10%

-5%

-3%

-11%

-10%

-9%

-8%

-7%

-6%

-5%

-4%

-3%

-2%

-1%

0%

1%

Child Adult Male Adult Female

Children are rapidly reducing their consumption of ‘traditional’ snacks and

are moving to healthier foods that are more permissible to Mum.

% change in Snacks Consumption

% Growth in Foods consumed for Health reasons

+5% +4%+7%

% Change vs LY

Based on Total Snacks consumed (Biscuits + Bagged

Snacks + Confectionery + Cakes & Pastries)

TNS Worldpanel Usage In Home consumption



% of Occasions consumed for Health alone

Health is more important for younger children, primarily driven by parental

control

13.4

17.2

14.7

9.5

15.8

17.3

15.2

14.7

Total Children

Child 0-5

Child 6-10

Child 11-16

Total Children

Child 0-5

Child 6-10

Child 11-16 To

tal F

oo

d

T

ota

l Dri

nk

TNS Worldpanel Usage

Total Consumption, 52 W/E to November 2005



Parental control increasing?Parents are buying healthier foods for children and less so what children demand

10

20

30

40

50

60

70

80

Buy healthyrange of foods

Child shouldeat what given

Organic saferfor children

Buy whatchildren want

Eat wellbalanced meals

6 months to end of November 2003

6 months to end of November 20046 months to end of November 2005

% in Households with children agreeing to

the statement

Usage Household Attitudinal data 2005 vs. 2004 / 2003



Parental impact on Kids eating habits

Usage 52 w/e Nov 2005 - Based on the actual eating behaviours of children and the Influential impact of the food attitudes of their parents.

Healthy kidsFruit & Vegetables

Dieting /Sensible

Health Parents

5-a-Day Kids

Too youngTo worryParents

Sweet tooth andFast food Kids

Am I Bothered

Fast foodKids

BingerbalancerParents

Fast Food Feasters

Sweet tooth andsnacking kids

Health in Later years

Parents

Pester Power kids

Snacking Kids

Sceptic /Disinterested

Parents

Snacks R Us



Agenda

Health

Enjoyment

Convenience

Pester Power





The boundaries between

in and out of home are blurring…


http://www.tesco.com/r?from=GrocHealthyLivingBrand1&url=/superstore/p/finest.htm


®

Consumers involvement with Poultry (and other proteins) is changing…

From this….

To this….

To this….



Until the mid 90’s UK population growth was mainly due to natural increase. Between 2001 and 2004, 2/3rds of the increase in population was due to net migration

1 in 12 people in the UK are born overseas. In 2001 4.9 million (8.3% of the population) were born overseas – more than double the 2.1 million in 1951

Estimated number of people arriving to live in the UK increased to a record 582,000 in 2004

2004 also saw the highest recorded migration of British Citizens abroad to 208,000

In 2004 there were an estimated 59.8 million people living in the UK

The UK is an increasingly diverse society with ever changing tastes

Sources: ONS



Agenda

Health

Enjoyment

Convenience

Pester Power





I want to do right by the world and feel good about it



Real Household Disposable Income Per Head

0

50

100

150

200

250

1970

1971

1972

1973

1974

1975

1976

1977

1978

1979

1980

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

Constant Prices - Indexed on 1970Source: ONS Series IHXZ



Food and Drink as a Proportion of UK Household Expenditure %

0

5

10

15

20

25

19

63

19

64

19

65

19

66

19

67

19

68

19

69

19

70

19

71

19

72

19

73

19

74

19

75

19

76

19

77

19

78

19

79

19

80

19

81

19

82

19

83

19

84

19

85

19

86

19

87

19

88

19

89

19

90

19

91

19

92

19

93

19

94

19

95

19

96

19

97

19

98

19

99

20

00

20

01

20

02

20

03

20

04

20

05

Source: ONS Series ABQI / ABZV



Free Range



Hens Eggs - 'Free Range' Share Trends

28

30

32

34

36

38

40

42

44

46

48

50

52

19

98

19

99

20

00

20

01

20

02

20

03

20

04

20

05

20

06

Free Range

Share - £%



Free Range Eggs - Performance Analysis

39.4 40.6 41.7

46.149.0

147140 135 133 131

20

25

30

35

40

45

50

55

52 w/e Jul 21 2002

52 w/e Jul 20 2003

52 w/e Jul 18 2004

52 w/e Jul 17 2005

52 w/e Jul 16 2006

Sh

are

£%

100

150

200

250

Pri

ce p

er V

olu

me

Ind

ex

Share of Eggs Price per Volume Index



Lifestyle Indices – Free Range Hens Eggs

Share indexed on Total Market – 52 w/e Aug 13 2006

I am prepared to pay more for organic food 153I buy free range products whenever I can 143Country of origin is important to me when choosing groceries 126I try to support regional food producers 123I regard myself as a connoisseur of food and wine 122I try to buy environmentally friendly products 121I feel good about buying fair trade products 120I believe in a holistic approach to medical treatment 120I try to buy local produce whenever I can 120I am prepared to pay more for quality ingredients 119I think we should all try to buy more fair trade products 118I would actively avoid genetically modified foods 117I read the ingredients on the pack before buying 117The BBC is an institution that I can rely on 115I would choose locally grown produce if I had the option 113I don't mind paying for quality 113I think supermarkets are becoming too powerful 112I look out for the 'healthy' products 112I try to avoid products containing caffeine 111I try to buy a healthy range of foods these days 111



Fairtrade



Fairtrade Coffee - Performance Analysis

5.76.0

6.5

113

125123

3

4

5

6

7


Sh

are

£%

100

120

140

160

Pri

ce p

er V

olu

me

Ind

ex

Share of Total Coffee Price per Volume Index



Lifestyle Indices – Fairtrade Coffee


I am prepared to pay more for organic food 253I feel good about buying fair trade products 195I believe in a holistic approach to medical treatment 183Country of origin is important to me when choosing groceries 177I try to buy environmentally friendly products 175I try to support regional food producers 172I think we should all try to buy more fair trade products 168I regard myself as a connoisseur of food and wine 163I buy free range products whenever I can 161I try to buy local produce whenever I can 158The BBC is an institution that I can rely on 153I read the ingredients on the pack before buying 150I would actively avoid genetically modified foods 144I am prepared to pay more for quality ingredients 142I regularly take active exercise 138I do not approve of gambling 135I think supermarkets are becoming too powerful 134I try to buy a healthy range of foods these days 133Inner wellbeing is important to me 132I would choose locally grown produce if I had the option 131My diet is very important to me 131



Fairtrade Bananas - Performance Analysis

2.5

3.6

4.4

6.8

7.9

117

146 144136155

0

1

2

3

4

5

6

7

8

9

52 w/e Jul 21 2002

52 w/e Jul 20 2003

52 w/e Jul 18 2004

52 w/e Jul 17 2005

52 w/e Jul 16 2006

Sh

are

£%

100

150

200

250

Pri

ce p

er V

olu

me

Ind

ex

Share of Bananas Price per Volume Index



Lifestyle Indices – Fairtrade Bananas


I am prepared to pay more for organic food 181I feel good about buying fair trade products 160I try to support regional food producers 151The BBC is an institution that I can rely on 147I try to buy environmentally friendly products 146I think we should all try to buy more fair trade products 142Country of origin is important to me when choosing groceries 141I buy free range products whenever I can 141I try to buy local produce whenever I can 132I believe in a holistic approach to medical treatment 129I would actively avoid genetically modified foods 127I read the ingredients on the pack before buying 125I regard myself as a connoisseur of food and wine 125I buy British whenever I can 120I think supermarkets are becoming too powerful 120I eat out regularly 120I'm prepared to pay more for products that make life easier 119I am prepared to pay more for quality ingredients 119I would choose locally grown produce if I had the option 116I do not approve of gambling 116I look out for the 'healthy' products 114



Organic



0

10

20

30

40

50

60

70

801998

1999

2000

2001

2002

2003

2004

2005

2006

£m’s

Total Organic Products

Annualised Value = £990m



Total Organics-£ Spend by Frequency Group

20

39

6

15

7

14

17

12

69

1

% Homes Buying % Spend

27+

13-26 Occasions

7-12 Occasions

2-6 Occasions

1 Occasion

20% of Organic buyers purchase once during the year & account for only 1% of spend12% of Organic buyers represent 69% of money spent on Organics

52 w/e Aug 13 2006



Lifestyle Indices – Total Organic Products

Share indexed on All Households – 52 w/e Aug 13 2006

I am prepared to pay more for organic food 331I believe in a holistic approach to medical treatment 207I buy free range products whenever I can 179Country of origin is important to me when choosing groceries 173I try to buy environmentally friendly products 172I read the ingredients on the pack before buying 169I try to support regional food producers 168I would actively avoid genetically modified foods 166I feel good about buying fair trade products 165I try to avoid products containing caffeine 164I regard myself as a connoisseur of food and wine 163I think we should all try to buy more fair trade products 156I am prepared to pay more for quality ingredients 154I try to buy local produce whenever I can 152A natural approach to medicine is the best method 144My diet is very important to me 140I look out for the 'healthy' products 137I try to buy a healthy range of foods these days 137I think supermarkets are becoming too powerful 136Inner wellbeing is important to me 136



Green & Blacks Chocolate - Performance Analysis

1.0

1.61.9

2.9

3.7

122130

171181

194

0

1

2

3

4

52 w/e Jul 212002

52 w/e Jul 202003

52 w/e Jul 182004

52 w/e Jul 172005

52 w/e Jul 162006

Sh

are

£%

100

150

200

250

300

Pri

ce

pe

r V

olu

me

Ind

ex

Share of Defined Chocolate Price per Volume Index



Lifestyle Indices – Green & Blacks Chocolate

Share indexed on All Buyers – 52 w/e Aug 13 2006

I am prepared to pay more for organic food 267I regard myself as a connoisseur of food and wine 216I believe in a holistic approach to medical treatment 184I buy free range products whenever I can 165I feel good about buying fair trade products 162Country of origin is important to me when choosing groceries 162I try to support regional food producers 161I try to avoid products containing caffeine 157I think we should all try to buy more fair trade products 154I try to buy environmentally friendly products 153I read the ingredients on the pack before buying 153I try to buy local produce whenever I can 152The BBC is an institution that I can rely on 150A natural approach to medicine is the best method 149I am prepared to pay more for quality ingredients 148I would actively avoid genetically modified foods 146I/my partner enjoy cooking to entertain friends and family 138I like to keep myself in shape 136I think supermarkets are becoming too powerful 135I try to lead a healthy lifestyle 134I try to buy a healthy range of foods these days 133



Environmentally Friendly



Ecover Washing-Up Liquid - Performance Analysis

2.42.7

3.6

128 131125

0

1

2

3

4


Sh

are

£%

100

150

200

Pri

ce p

er V

olu

me

Ind

ex

Share of Washing-Up Liquids Price per Volume Index



Lifestyle Indices – Ecover

Share indexed on All Buyers – 52 w/e Aug 13 2006

I am prepared to pay more for organic food 298I believe in a holistic approach to medical treatment 226I try to buy environmentally friendly products 211Country of origin is important to me when choosing groceries 199I try to support regional food producers 187I buy free range products whenever I can 181I feel good about buying fair trade products 176I try to buy local produce whenever I can 168I read the ingredients on the pack before buying 167The BBC is an institution that I can rely on 162I think we should all try to buy more fair trade products 159I would actively avoid genetically modified foods 153A natural approach to medicine is the best method 152I try to avoid products containing caffeine 151I make a shopping list before I go out and stick to it 141I do not approve of gambling 141I think supermarkets are becoming too powerful 140I look out for the 'healthy' products 139I am prepared to pay more for quality ingredients 136My diet is very important to me 135I regard myself as a connoisseur of food and wine 135



Waitrose Share Index

Free Range Hens Eggs 188

Fairtrade Coffee 218

Fairtrade Bananas 195

Total Organic Products 482

Green & Blacks Choc. 646

Ecover 365

Share within Waitrose Indexed on All Grocers52 w/e Aug 13 2006



Sainsbury Share Index


Fairtrade Coffee 150




Ecover 140

Share within Sainsbury Indexed on All Grocers52 w/e Aug 13 2006



Lifestyle Indices – The Unimportance of Price

Share indexed on All Buyers – 52 w/e Jul 17 2005


Fairtrade Coffee 53




Ecover 61

I Consider That Price Is The Most ImportantFactor When Buying A Product - Norm=100



Reminders



Health

Reminders



Enjoyment

Reminders

Health



Convenience

Reminders

Health

Enjoyment



PesterPower

Reminders

Health

Enjoyment

Convenience



Reminders

Multi-CulturalTable

Health

Enjoyment

ConveniencePesterPower



TheEthical

Consumer

Reminders

Health

Enjoyment

ConveniencePesterPower

Multi-CulturalTable



Thank you

[email protected]


Documents

© Worldpanel TM division of TNS 2006 Tomorrows Categories Daventry – October 2006 Edward Garner Communications Director Worldpanel – UK