© Worldpanel TM division of TNS 2009 Edward Garner Communications Director Worldpanel – UK Middle-Years Consumers Staverton Park – July 2009

© WorldpanelTM division of TNS 2009

Edward GarnerCommunications Director Worldpanel – UK

Middle-Years Consumers Staverton Park – July 2009

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


Agenda

What are we like?

How we shop

What we buy

How we eat

Nutrition – Health v Hedonism

Impact of the Recession



Agenda

What are we like?

How we shop

What we buy

How we eat





Agenda

What are we like?

How we shop

What we buy

How we eat





Standard Definitions

BMI = Weight / (Height) 2 = Kg / m 2

BMI <18.5 Underweight

BMI 18.5-24.9 Healthy

BMI 25-29.9 Overweight

BMI ≥30 Obese



Underweight Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009

0

0.5

1

1.5

2

2.5

3

Class AB Class C1 Class C2 Class D Class E

Social Class

012345678

Age under28

Age 28-34 Age 35-44 Age 45-64 Age 65+

Housewife Age

0

0.5

1

1.5

2

2.5

3

1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH

Household Size

0

0.5

1

1.5

2

2.5

3

3.5

No Children 1 Child HH 2 Child HH 3+ Child HH

No. of Children



Healthy Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009

0

10

20

30

40

50


Social Class

0

10

20

30

40

50

60

Age under28

Age 28-34 Age 35-44 Age 45-64 Age 65+

Housewife Age

0

10

20

30

40

50


Household Size

0

10

20

30

40

50


No. of Children



Overweight Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009

05

10152025303540


Social Class

0

10

20

30

40

50

Age under28

Age 28-34 Age 35-44 Age 45-64 Age 65+

Housewife Age

05

1015

2025

3035

40


Household Size

05

10152025303540


No. of Children



Obese Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009

05

10152025303540


Social Class

0

5

10

15

20

25

30

35

Age under28

Age 28-34 Age 35-44 Age 45-64 Age 65+

Housewife Age

0

5

10

15

20

25

30


Household Size

0

5

10

15

20

25

30


No. of Children



People Regularly Smoke In My House 133I Believe In A Holistic Approach To Medical Treatment 115I Tend To Give My Children What They Want For Their Meals 114I Often Visit A Supermarket On The Way Home 112I'm Often On A Diet To Lose Weight 112I Buy Clothes For Comfort Not Style 112My Pet Is Very Choosy About What It Eats 110I Prefer Traditional Pubs To Trendy Bars 110I Regard Myself As A Connoisseur Of Food And Wine 110Divorce Is An Acceptable Part Of Life These Days 110I Often Look At The 'Price Per Kilo / Litre' And Not Just The Pack Price 108I Would Actively Avoid Genetically Modified Foods 108When Shopping, I Make Sure I Spend As Little Time As Possible In The Store 108I Find It Hard To Spend All The Money That I Earn 108I Enjoy Eating Foreign Food 107The Internet Has Been A Positive Innovation For Society 107I Should Do A Lot More About My Health 107I Am Actively Trying To Manage My Cholesterol Level 107Other Members Of My Household Often Influence Brands And Products That I Buy 106I Don't Tend To Compromise On Quality If I Can't Find What I Want 105

Lifestyle Indices - Age 45-64

Indexed on All Households 52 w/e Jun 14 2009



Lifestyle Indices - Age 65+

Indexed on All Households 52 w/e Jun 14 2009

I Am Actively Trying To Manage My Blood Pressure 210I Am Actively Trying To Manage My Cholesterol Level 194I Think Health Foods Are Only Bought By Fanatics 167I Stick With A Brand I Usually Buy Than Try Something I Am Not Very Sure Of 161I Like Talking To People When Shopping To Make It A More Sociable Experience 161I Make A Shopping List Before I Go Out And Stick To It 152I Always Pay My Credit Card Bills In Full 150Country Of Origin Is Important To Me When Choosing Groceries 148I Buy British Whenever I Can 147I Try To Buy Local Produce Whenever I Can 147The BBC Is An Institution That I Can Rely On 147I Try To Support Regional Food Producers 146It Is Important To Me Which Brand I Buy 143I Try To Avoid Products Containing Caffeine 142I Restrict How Much Sugary Food I Eat 141I Am Very Happy To Do Most Of My Shopping At Smaller Convenience Stores 141I Never Go Out Without Putting On My Makeup 141I Do Not Approve Of Gambling 140I Am A Level-Headed Shopper - Led By My Head More Than My Heart 139I Prefer To Buy Low Salt Products If They're Available 138



Agenda

What are we like?

How we shop

What we buy

How we eat





Annual Shopping ExpenditureTill Roll Grocery Expenditure per Household

2000

2500

3000

3500

4000

4500


52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09

Social Class

2000

2500

3000

3500

4000

4500

Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+


Hwife Age

2000

2500

3000

3500

4000

4500

1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09

Household Size

2000

2500

3000

3500

4000

4500



Child Presence



Annual Shopping FrequencyTill Roll Visits per Household within Demographic Group

120

140

160

180

200

220

240

260



Social Class

120

140

160

180

200

220

240

260



Hwife Age

120

140

160

180

200

220

240

260


Household Size

120140160180200220240260



Child Presence



Shopping Basket SizeTill Roll Grocery Expenditure per Household per Visit

5

10

15

20

25



Social Class

5

10

15

20

25



Hwife Age

5

10

15

20

25


Household Size

5

10

15

20

25



Child Presence



Till Roll Demographics Ranked on Age of Housewife - 4 w/e May 17 2009

11 9 8 8 6 7 7 8 6 5 4 5 4 5 3

14 14 12 12 11 9 10 98 7 6 6 7 7

5

25 2524 23

22 23 20 1917 18 19 16 16 15

15

3735

36 3738 43

38 4241

37 41 39 43 4639

13 17 20 20 23 1924 22

2834 30 34 30 28

38

Asd

a

Te

sco

Icel

an

d

To

t Gro

cers

Sa

insb

ury

Fa

rm F

ood

s

Mo

rris

ons

Net

to

To

tal C

o-o

p

Wa

itro

se

Ald

i

Lid

l

So

me

rfie

ld

To

t In

de

pts

M &

S

Sp

en

d P

rofi

le %

Hwife Aged under 28 Hwife Aged 28-34 Hwife Aged 35-44

Hwife aged 45-64 Hwife Aged 65+



Grocery Outlet Indices by Age

Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+Tot Indepts 79 60 70 117 126Netto 87 69 96 112 103Somerfield 61 61 75 111 136Aldi 59 65 82 109 131Co-operative 74 62 76 109 134Farm Foods 89 83 102 107 98Lidl 51 59 71 104 155Morrisons 96 90 94 102 108M & S 42 48 70 101 170Sainsbury 83 100 96 101 107Iceland 99 102 98 100 101Asda 140 123 117 98 64Waitrose 47 62 78 96 162Tesco 114 119 112 94 85

52 w/e Jun 14 2009



Agenda

What are we like?

How we shop

What we buy

How we eat





Purchasing Indices of Age 45-64 - 52 w/e June 14 2009

0

20

40

60

80

100

120

140

160

Smok

ing C

essa

tion

Cold T

reat

ments

Cider

Wine

Nuts

Froze

n Fla

vour

ed M

eats

Non A

lcoho

lic B

eer

Pot P

ourri

+Scente

d Can

dles+

Oil

Ambie

nt Chr

istm

as P

uddin

g

Mine

ral W

ater

Inco

ntine

nce P

rodu

cts

Cat L

itter

Laxa

tives

Total T

ooth

brus

hes

Oral A

nalge

sics

Crack

ers &

Cris

pbre

ads

Bath

Additiv

es

Razor

Blad

es

Fruit F

illing

Furnit

ure

Polish

Ambn

t Sala

d Acc

ompa

nimet

Herbs

+Spices

Total M

ilk

Lmsc

le Rm

vrs/W

ater

Sof

tene

r

Fabs

Vinega

r

Food

Drinks

Packe

t Sou

p

Prese

rves

Ambie

nt One

Sho

t Drin

ks

Savou

ry Sna

cks

Canne

d Pas

ta P

rodu

cts



Fruit

9197

88 90

131


Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009



Vegetables

93 9389

98

118





Alcohol

74 78

91

115

101





Smoking Cessation

62

81 81

142

67





Hair Colourants

7480

100

134

61





Mens Hairsprays

30

3

19

129

188





Pet Care

8579

91

114

98





Hot Beverages

71 7383

107

124





Total Frozen

120111 108

9689





Fromage Frais

164

245

181

50

27





Toaster Pastries

165183

204

61

15





Upset Stomach Remedies

6056

68

121 125





Denture Cleaners/Fixature

12 10 16

119

208





Incontinence Products

16 23 28

104

215





Agenda

What are we like?

How we shop

What we buy

How we eat




© WorldpanelTM division of TNS 2009 Worldpanel on-line questioningSource: TNS Worldpanel On line Interviews March 2008

A year ago Consumers claimed that if forced to, the first thing they would cut down on would be eating out

20.3 19.9

17

10.38.8

6.75.5

4.1 3.5 3.1

0.8

18.5

12.510.7 10.5 11.3

12.4

3.84.9 5.4

6.8

3

Eating out

Clothing & Footwear

Alcohol & Tobacco

Music Entertainment S

kyTV

Mobile phone

Leisure facilities

Miscellaneous

Housing/hhold bills

Food & drink

Transport Petro

l

Health/PersnlCare/Toil

1st choice

2nd choice

“If you were now forced to, which of the following items would you actually cut back spending on ?”


© WorldpanelTM division of TNS 2009% Change in Heads through the doorSource: NPD GROUP/ CREST

By the end of last year we were voting with our feet as the number of us eating out in pubs and restaurants declines

+0

+4

+3

+2

+2

-1

+3

+2

-1

-4

+1

+2+2

+1

-3

Q3 '07 Q4 '07 Q1 '08 Q2 '08 Q3 '08

Quick Serv Rest

Pubs

Full Service Rest

YonY Qtr change% Ch in Traffic


© WorldpanelTM division of TNS 2009Total FoodsSource: WorldPanel Usage

As we are eating out less, so the number of in home meals has been on the increase

15

.9

10

.6

6.6

12

.9

8.5

3.7

7.3

16

.0

10

.5

6.4

13

.0

8.3

3.8

6.7

16

.1

10

.7

6.4

13

.2

8.3

3.8

5.8

16

.3

10

.9

6.5

13

.5

8.5

3.9

5.6

Breakfast Lunch Teatime Evening Meal In HomeSnacks

Lunchbox Out of homesnacks

12 m/e Feb 2006 12 m/e Feb 2007 12 m/e Feb 2008 12 m/e Feb 2009Billions ofOccasions

1 in 4meals


© WorldpanelTM division of TNS 2009Total FoodsSource: WorldPanel Usage

1 in 4 meals are consumed by 45-64’s

8 8 8 9 6 8 5 9

7 7 49

5 6 12 78 8

5

9

77

118

9 8

7

8

9 8

1012

13 13

12

11

15 12

1816

14 13

13

1315

13

19

13

24 24

27

21 2625

22

22

18 1924

19 17 22

313

0

20

40

60

80

100

Total Breakfast Lunch Teatime EveningMeal

In HomeSnacks

Lunchbox Out ofHome

Snacking

Adults 65+

Adults 45-64

Adults 35-44

Adults 25-34

Adults 17-24

Child 11-16

Child 6-10

Child 0-5

% Occasions



4500

4600

4700

4800

4900

5000

5100

5200

12 m/eNov2005

12 m/eFeb2006

12 m/eMay2006

12 m/eAug2006

12 m/eNov2006

12 m/eFeb2007

12 m/eMay2007

12 m/eAug2007

12 m/eNov2007

12 m/eFeb2008

12 m/eMay2008

12 m/eAug2008

12 m/eNov2008

12 m/eFeb2009

In Home MealsLunch, Teatime and Evening MealSource: WorldPanel Usage

Homemade M’s Meal Occasions

Homemade meals in particular are showing recent growth

+7%


© WorldpanelTM division of TNS 2009In home foodsSource: WorldPanel Usage

As the Recession has kicked in, 45-64’s are one of the fastest growing consumers of home made food

35

1

36

2

39

1

40

3

28

4

29

5

29

9

30

536

2

35

7

38

1

36

3

40

3

41

6

43

3

43

7

68

2

68

9

72

2

72

2

71

7

73

4

75

4

75

2

16

22

16

33

16

75

16

90

16

17

16

11

16

18

16

11

0

500

1000

1500

2000

12 m/e May 2008 12 m/e Aug 2008 12 m/e Nov 2008 12 m/e Feb 2009

Child 0-5

Child 6-10

Child 11-16

Adults 17-24

Adults 25-34

Adults 35-44

Adults 45-64

Adults 65+

Millions of Mealsfeaturing something home made

+0.7% +3.2% +4.2%Growth for 45-64’s vs May 2008



38.4

37.4

37.2

34.6

34.6

34.4

34.2

34.1

33.7

32.8

32.7

32.4

32

31.8

31.8

31.6

31.2

31

30.9

30.4

Wholegrain Mustard

Horseradish Sauce

Offal

Apple Sauce

Tartare Sauce

Pate

Pork Pies

Cold Beef

Tomatoes

French Mustard

Chutney

Tub Salads

Roast Lamb Joints

English Mustard

Fresh Fish

Sprouts

Brown Sauce

Quiche/Savoury Flan

Gravy Granules

Salad Vegetables

In Home Foods12 me Feb ‘09Source: WorldPanel Usage

Key Foods for 45-64’s% Consumption by 45-64’s



Is it party time when the kids leave?


In Home Foods12 me Feb ‘09Source: WorldPanel Usage

Once the kids are gone it’s time for a fry up and less pasta, cooking sauces and chips

Foods more likely to be consumed by 45-64’sin households without kids

Foods more likely to be consumed by 45-64’sin households with kids

180

146

143

125

120

117

117

117

115

83

83

83

83

83

81

72

65

61

Sweet Spreads

Tomatoes

Savoury Spreads

Salad Vegetables

Microwaved Foods

Eggs

Mushrooms

Fish

Yellow Fats

Prepared Vegetables

Chipped Potatoes

Gravy Powder

Table Sauces

Whole Chicken

Sausages

Cooked Cheese

Cooking Sauces

Dry Pasta

Index of foods consumed by 45-64’s in HH with kids vs HH without kids

© WorldpanelTM division of TNS 20092008 attitudes StudySource: WorldPanel Usage

45-64’s are the less likely to be Vegetarian …

% Vegetarian

4.9 4.8

8.6

5.6

3.9

2.6

ADULTS Adults 17-24 Adults 25-34 Adults 35-44 Adults 45-64 Adults 65+



… But they are cutting back on meat

% Eating Less meat

12.9

5.8

7.9

10.1

15.4

20


2008 attitudes StudySource: WorldPanel Usage



45-64’s like to make their breakfast slightly healthier

6 5 6 57 7

9

4

75

1014

14

6

910

16

23

0

10

20

30

40

50


Fresh Fruit

Dried Fruit

Yoghurt

% having on their breakfast cereal




45-64’s still like a drink …

% Teetotal

21.9

20.3

17.6

22.121.1

27.6





… But tend not to smoke

% Smoking

13.5

15.5

17.1

15.5

13.1

7.8





Activity wise, 45-64’s prefer Gardening

% taking part in each week


77.6

65.6

50.1

30.3

13.7 12.8 12.6 12.28.2 8.1

3.7

79.4

68.9

63.3

31.7

10.3 8.512 10.3

7.23.9 2.1

Walking Housework Gardening Activity partof job

OtherSports

Gym Cycling Swimming ExerciseClass

Jogging RacquetSport

ADULTS

Adults 45-64



Are you getting your x a day?

In climates such as the UK, we should drink approximately 1.2 litres (6 to 8 glasses) of fluid every day to stop us getting dehydrated


6

3

9

18

8

3

13

21

23

9

15

16

38

28

18

8

23

40

15

3

2014

75

27

Fruit & Veg Dairy Wholegrain Glasses of Water

None

One

Two

Three

Four

Five

Six

Seven

Eight

1 in 3 of us claim to be hitting the 5-a-day target. Similar level for Dairy but we are well behind on Wholegrain and Water

How many portions of the following do you normally eat or drink in a day?6 m/e Nov’08TNS WorldPanel Usage

36 36 13 7 = % Hitting Target

5 3 3 8 = Recommended Target

16 15.3 14.6 14.4

27.2 26.2 25.9 25.4

22.7 22.7 23.3 23

15.8 15.9 16.2 16.5

9.1 9.6 9.6 9.9

9.2 10.2 10.3 10.8

12 m/e Feb 2006 12 m/e Feb 2007 12 m/e Feb 2008 12 m/e Feb 2009

5 a day or more

4 a day but lessthan 5




Less than 1 aday

The reality is that only 1 in 10 of us now hitting the target

Average number of fruit & veg portions consumed per dayTNS WorldPanel Usage


1.9 1.92.1

2.8

3.3

2.12.3 2.4

3.1

3.5

2.0 2.0 2.1

2.8

3.4

2.32.4

2.3

3.1

3.5

Male 17-24

Male 25-34

Male 35-44

Male 45-64

Male 65+ Female17-24

Female25-34

Female35-44

Female45-64

Female65+

12 m/e Feb 2006 12 m/e Feb 2009

Only 65+’s have a higher score for 5-a-day consumption than 45-64’s

Average number of fruit & veg portions consumed per dayTNS WorldPanel Usage



Agenda

What are we like?

How we shop

What we buy

How we eat





Conundrum

The conundrum on health is that as consumers, we cite health as the reason for our choice of meals twice as often as we did 10 years ago. Yet as a nation, our obesity levels have increased by 50% over the same period – indeed, they have doubled since the mid-1980s.


12 year trend

ENJOYMENT

40%

HEALTH

22%

PRACTICALITY

38%

% Servings

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, Finest, Taste the difference, Sharing, Café culture, Eating out,Debit Credit, Treating

Ready Meals, Light meals,Snacking, Budget, Microwave, Individual portions, Quick to cook

20081996

11%

55%

34%


Salt

The TNS Worldpanel research shows that UK households on average buy the equivalent of nine 750g packs of salt a year. However, 87% of that 6.75kg of purchased salt is bought as an ingredient in other products. In other words, only 9% of our sale intake is in the form of salt added to a finished meal or in cooking.

Such a situation accounts for the reason why so much government effort is directed towards food manufacturers reducing the level of salt in their products.

Not everyone is equally ‘bad’, though. The statistics show that 10% of households account for 24% of salt purchased – so there would appear to be significantly high use in certain households.

Further analysis shows these tend to be smaller households (arguably more reliant on prepared/packaged foods) and older households (for similar reasons plus perhaps a lifestyle reason that they habitually tend to add salt to their meals).


Energy, unsurprisingly flat profile

90

100

110

Pre-Family YoungFamily

OlderFamily

Youngpost family

Older postfamily

SingleElderly

Energy

Energy, Index of purchasing composition vs Volume

Protein clearly biased towards older, ‘post family’ groups

90

100

110


OlderFamily

Youngpost family

Older postfamily

SingleElderly

Protein

Protein, Index of purchasing composition vs Volume

Fresh Red Meat & Eggs

Fibre, primary bias towards Pre Family groups

90

100

110


OlderFamily

Youngpost family

Older postfamily

SingleElderly

Fibre

Fibre, Index of purchasing composition vs Volume

Veg/Fruit – (pre packed), Frozen prepared food

Sugars, greater bias towards oldest single elderly group

90

100

110


OlderFamily

Youngpost family

Older postfamily

SingleElderly

Sugars

Sugars, Index of purchasing composition vs Volume

Fruit

Sugar

Biscuits

Breakfast Cereals

Fat, similar profile to Protein

90

100

110


OlderFamily

Youngpost family

Older postfamily

SingleElderly

Fat

Fat, Index of purchasing composition vs Volume

Fresh Red Meat

Yellow Fats

Saturated Fats, clear lifestage progression, biased towards oldest groups

90

100

110


OlderFamily

Youngpost family

Older postfamily

SingleElderly

Saturates

Sat Fat, Index of purchasing composition vs Volume

Fresh Red Meat

Yellow Fats

Fresh Red Meat

Biscuits

Salt, again, biased towards oldest groups

90

100

110


OlderFamily

Youngpost family

Older postfamily

SingleElderly

Sodium

Sodium, Index of purchasing composition vs Volume

Table Salt

Bread

Table Salt

Similar pattern across all of the ‘key focus’ nutrients

90

100

110


OlderFamily

Youngpost family

Older postfamily

SingleElderly

FatSaturatesSodium

Index of purchasing composition vs Volume

Fibre, Fruit and Vegetables the most marked discriminator

90

100

110


Fibre

Fibre, Index of purchasing composition vs Volume

Fruit and Vegetables

Large bias towards the lowest social class groups

90

100

110


Sugars

Sugars, Index of purchasing composition vs Volume

Biscuits

Sugar

Fat biased towards lower socio-economic groups

90

100

110


Fat

Fat, Index of purchasing composition vs Volume

Biscuits

Yellow Fats

More extreme picture on Saturated Fats, clearly lower socio economic groups less effective at managing diet

90

100

110


Saturates

Sat Fat, Index of purchasing composition vs Volume

Biscuits

Yellow Fats

Biscuits

Yellow Fats

Frozen Confectionery

Bread and Table salt the key discriminating factors in high salt purchasing amongst the lower socio-economic groups

90

100

110


Sodium

Sodium, Index of purchasing composition vs Volume

Table Salt

Table Salt

Bread

Again, a consistent view across the three key nutrients

90

100

110


FatSaturatesSodium

Index of purchasing composition vs Volume

Obese homes high purchase of salt, saturates and fat

80

85

90

95

100

105

110

115

Spend

Packs

Energ

y kca

l

Prote

inFibr

e

Carbo

hydr

ate

Sugar

sFat

Satur

ates

Sodium

Healthy Obese Index of purchasing composition vs Volume

6.2

3.1

3.8

7.72.6

1.72.8

2.3

1.4

Packs

Energy

Protein

Fibre

CarbohydrateSugars

Fat

Saturates

Sodium

Waitrose – Impressive profile, increases in fibre

Waitrose growth rates of Nutrients52we Year on Year


Agenda

What are we like?

How we shop

What we buy

How we eat








Grocery Price Inflation – TNS Calculation

Based on year-on-year comparisons of price paid for over 75,000 identical products including promotions and in the proportion that British households are purchasing them

12 w/e periods year-on-year

4.9 4.6 5.05.8

6.8

8.19.0 9.3

8.88.3 8.1 8.3 8.6

9.1 8.88.1

7.0

23-M

ar-0

820

-Apr

-08

18-M

ay-0

815

-Jun

-08

13-J

ul-0

810

-Aug

-08

07-S

ep-0

805

-Oct

-08

02-N

ov-0

830

-Nov

-08

28-D

ec-0

825

-Jan

-09

22-F

eb-0

922

-Mar

-09

19-A

pr-0

917

-May

-09

14-J

un-0

9

7.0

0.9 0.31.2

1.3

5.2

Inflation HHVolumeChange

StoreChoice

PromotionChoice

ProductChoice

HH SpendChange

Co

ntr

ibu

tio

ns

of

Ch

an

ge

%

Total RST – Key Dynamics to 14 June 2009

12 w/e 14 June 2009

Tesco

Morrisons

Sainsbury's

Waitrose

Somerfield

M&S

Asda

Lidl

Iceland

Aldi

Discount

Retailers

Premium

Retailers

Clear movement to the value end of the spectrum but Tesco is losing to Sainsbury’s more than to Asda.

Total Grocery 12we 17th May 2009

Significant (Top 20) grocery switching flows

Switching through price tiers in the Big 4Trading down a reality, but branded steals from standard OL

Standard Own Label

Branded

Value Own Label

Premium Own Label

Switching limited to Big 4 retailers and 4 tiers Total Grocery 12we 17th May 2009

Switching through price tiers in the Big 4


Total Grocery 4-weekly Targeted Own Label Shares

1

1.5

2

2.5

3

3.5

4M

ay 2

0 20

07

Jun

17

2007

Jul

15 2

007

Au

g 1

2 20

07

Sep

09

2007

Oct

07

2007

No

v 04

200

7

Dec

02

2007

Dec

30

2007

Jan

27

2008

Feb

24

2008

Mar

23

2008

Ap

r 20

200

8

May

18

2008

Jun

15

2008

Jul

13 2

008

Au

g 1

0 20

08

Sep

07

2008

Oct

05

2008

No

v 02

200

8

No

v 30

200

8

Dec

28

2008

Jan

25

2009

Feb

22

2009

Mar

22

2009

Ap

r 19

200

9

May

17

2009

Premium OL

Healthy OL



Total Grocery 4-weekly Targeted Own Label Shares

1

1.5

2

2.5

3

3.5

4M

ay 2

0 20

07

Jun

17

2007

Jul

15 2

007

Au

g 1

2 20

07

Sep

09

2007

Oct

07

2007

No

v 04

200

7

Dec

02

2007

Dec

30

2007

Jan

27

2008

Feb

24

2008

Mar

23

2008

Ap

r 20

200

8

May

18

2008

Jun

15

2008

Jul

13 2

008

Au

g 1

0 20

08

Sep

07

2008

Oct

05

2008

No

v 02

200

8

No

v 30

200

8

Dec

28

2008

Jan

25

2009

Feb

22

2009

Mar

22

2009

Ap

r 19

200

9

May

17

2009

Value OL

Premium OL

Healthy OL



Total Grocery Budget PL Trends - 4-wkly £m

0

20

40

60

80

100

120

Dec

31

2006

Jan

28

2007

Feb

25

2007

Mar

25

2007

Ap

r 22

200

7

May

20

2007

Jun

17

2007

Jul 1

5 20

07

Au

g 1

2 20

07

Sep

09

2007

Oct

07

2007

No

v 04

200

7

Dec

02

2007

Dec

30

2007

Jan

27

2008

Feb

24

2008

Mar

23

2008

Ap

r 20

200

8

May

18

2008

Jun

15

2008

Jul 1

3 20

08

Au

g 1

0 20

08

Sep

07

2008

Oct

05

2008

No

v 02

200

9

No

v 30

200

8

Dec

28

2008

Jan

25

2009

Feb

22

2009

Mar

22

2009

Ap

r 19

200

9

May

17

2009

Asda

Tesco

Sainsbury

Morrisons

Latest 12-wk % Change

+29%

+16%

+56%

+72%



Premium Private Label Sales Trends

0

10

20

30

40

50

60

70

80

90

2001

2002

2003

2004

2005

2006

2007

2008

2009

Sa

les

(E

xp

en

dit

ure

£m

)

Tesco Finest Sainsbury Taste the Difference Asda Extra Special Safeway/MorrisonsThe Best



Reminders



Reminders

What arewe like?



How weshop

Reminders

What arewe like?



What arewe like?

What webuy

Reminders

How weshop



How weeat

What arewe like?

Reminders

How weshop

What webuy



What arewe like?

Reminders

Nutrition

How weshop

What webuyHow we

eat



Recession

What arewe like?

Reminders

How weshop

What webuyHow we

eat

Nutrition



Thank you

ed.garner

@tns-global.com


Documents

© Worldpanel TM division of TNS 2009 Edward Garner Communications Director Worldpanel – UK Middle-Years Consumers Staverton Park – July 2009