Pulse Report Ambient Q3 2013

PULSE REPORT
IRI Pulse Report Ambient

Welcome to the Pulse Q3 2013 edition for ambient. We hope you find it useful. Please do not hesitate to contact us if you have any uestions or comments at !".#ar$etin%&IRI'orld'ide.com.
Q3 2013
IRI'orld'ide.eu
PULSE REPORT
About the Report

(his ambient report is one of 10 super)cate%ory reports desi%ned to sho' a hi%h)level comparison and analysis of retail mar$ets across ma*or countries in !urope. (his report contains data %athered from around !urope. +ate%ories include,
: : : : : : : :
2helf)stable ve%etables 2helf)stable fruits 2helf)stable meat 2helf)stable fish 2'eet and savoury biscuits +risps and snac$s 7on%)life mil$ and dairy products ;read<ba$ed products
: : : : : : : : :
;a$in% in%redients 2'eet spreads and sauces 2avoury spreads .ry soups Wet soups Rice Pasta and noodles 2helf)stable ready) meals 2helf)stable desserts
: : : : : : :
2u%ars and s'eeteners 2easonin%s +ondiments 2auces<mi=es >il<vine%ar .ried fruits .ried beans and ve%etables
(he report hi%hli%hts $ey metrics- such as total sales fi%ures- mar$et trends- cate%ory share- and 'inners and losers for !urope and for individual countries. (he data has been sourced from IRI Retail .atabases and !urostat- the statistical branch of administration for the !uropean +ommission. (he countries included in the report are, /rance- 0ermany- Italy- the 1etherlands- 2pain and the "nited 3in%dom 4".3.5. (he mar$et channels used for each country in this report are as follo's, Country "3 !2 .! 17 I( /R Channels used 6ypermar$etssupermar$ets- dru% stores and impulse outlets 6ypermar$etssupermar$ets- hard discounters and dru% storesincludin% the +anary Islands 6ypermar$etssupermar$ets- hard discounters and dru% stores 6ypermar$etssupermar$ets- hard discounters and dru% stores 6ypermar$etssupermar$ets- small self )vice- hard discounters and dru% stores 6ypermar$ets and supermar$ets
/or analytical purposes- the data sourced from available retail databases has been consolidated to provide consistent results. 6o'ever- for some countries- it has not been possible to source data pertainin% to certain cate%ories. When this is the case- it is documented in the 8notes9 section found at the end of the report.
PULSE REPORT
>n the Radar
(he %ro'th of ambient cate%ories is mostly due to price inflation and hi%her promotional activity. 2imultaneously- private label is 'innin% share in most countries. It 'ill be increasin%ly challen%in% for companies to stay profitable in these conditions.
ECONOMIC FI URES INFLUENCIN
CONSUMER !E"#$IOR
#$ER# E 12 MONT"S INFL#TION R#TES
POPUL#TION IN MILLIONS ?an. 2012 Fran+e er3any Italy Netherlands S5a6n Un6ted 76n8do3 ,-.3 20.3 -0.3 1,.1 4,.2 ,3.4 ?an. 2013 ,-., 20.-0., 1,.2 4,.1 ,3.2
UNEMPLO%MENT &'( 2ep. 2013 11.1 -.2 12.1.0 2,., 1.Avera%e 2012 10.2 -.10.1 -.3 2-.0 1.0
)P IN MILLIONS &*( 2013 4!stimate5 2 0-0 3-2 2 ,04 400 1 -,2 322 ,04 4-0 1 0-1 01, 1 2-4 020
2ep. 2013 /1.2 /1.2 /1.2 /3.1 /2.3 /2.1
Avera%e 2012 /2./2.4 /3./2.2 /2.3 /3.1
2012 2 032 201 2 ,44 200 1 -,- 01, ,00 ,32 1 040 -21 001 001
2ource, !urostat- 2eptember 2013
PULSE REPORT
07>;A7 (R!1.2
TOT#L #M!IENT $#LUE S#LES #N) ' C"#N E $S. PRIOR %E#R
/2.-' /2.0' /2.0'

$#LUE S#LES IN MILLIONS &*( Total EU )E U7 02 000 24 104 20 ,20< 12 --3 12=1-1 12 224 ,1,
/2.-'
IT FR ES NL
/3.4' /0.1'
@based on an e=chan%e rate of A1.1B0 to the pound
TOT#L EUROPE /2.3' TOT#L #M!IENT $#LUE S#LES FOR T"E L#ST SI> QU#RTERS
30 000
M6ll6ons
2- 000
4 --1 4 434
20 000
4 -,1
Fran+e 4 -34 402 er3any
4 312 , 312 , 101
- 201- 000
- ,30 4 03, 1 200 3 232
- 211
- 124
Italy Netherlands S5a6n U.7.
4 -12
10 000
4 324 1 021 3 021 4 224

019o+t.912
4 ,22 1 111 3 204
4 -01 1-1 3 2-,
4 424 1 012 3 121 4 0-1
1 133 121
- 000
4 014
0 019:u6l.912
- 331
309d;+.912
- 331
3193ars913
- 0,1
309:u6n913
209se5t.913 Per6od End6n8
2ource, IRI retail databasesC Period endin% 2D 2eptember 2013
PULSE REPORT
!urope
C#TE OR% $#LUE S#LES IN T"E L#ST %E#R
(>P 10
1,=000
1E 3EF
Euros= 6n M6ll6ons
14=000 12=000 10=000 2=000 ,=000 4=000 2=000 0
11 BFG
H BF0
F FD0 G D03 B 3B2 E H03
3 DDG
3 D00
3 H3H
;read<;a$ed Products 2'eet and 2avoury ;iscuits 2helf 2table Je%etables >il<Jine%ar 2'eet 2preads and 2auces
S"#RE OF $#LUE IN T"E %E#R
+risps and 2nac$s 7on% 7ife #il$ I .airy Products 2helf 2table /ish +ereals Pasta and 1oodles
7E% TREN)S Ambient cate%ory %ro'th across !urope escalated to 2.3K durin% Q3 2013. 0ro'th in 2pain 'as particularly stron% and 0ermany also did 'ell. (he $ey driver of this %ro'th 'as stron% price increases and increased promotional efforts. (he economic outloo$- 'ith the e=ception of 0ermany- 'ill continue to support solid performance of ambient cate%oriesparticularly o'n labels and %ro'th 'ithin discounters.
;read<;a$ed Products +risps and 2nac$s 2'eet and 2avoury ;iscuits 7on% 7ife #il$ and .airy Products 2helf 2table Je%etables 2helf 2table /ish >il<Jine%ar +ereals 2'eet 2preads and 2auces Pasta and 1oodles 2auces<#i=es ;a$in% In%redients +ondiments 2helf 2table Ready #eals Wet 2oups 2easonin%
1E.BK 11.FK H.FK F.DK F.0K B.EK E.DK E.0K 3.DK 3.DK 3.FK 3.BK 2.FK 2.BK 2.EK 2.3K
!urope includes, /rance- 0ermany- Italy- 1etherlands- 2pain and "nited 3in%dom 2ource, IRI retail databasesC Period endin% 2D 2eptember 2013
PULSE REPORT
!urope
TOP @INNERS? $#LUE S#LES C"#N E $S. %R. # O &*(

M6ll6ons
0 100 200 300 400 -00
TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

.
ShelE StaFle Meat ShelE StaFle $e8etaFles Pasta and Noodles ShelE StaFle Ready Meals
M6ll6ons
9,0 9-0 940 930 920 910 0
Cr6s5s and Sna+As
EE1.2
!readB!aAed Produ+ts
3G0.H
) D.D
SCeet and SaDoury !6s+u6ts
2F3.B
) 1G.B
O6lB$6ne8ar
203.G
) 22.F
ShelE StaFle F6sh
1D2.0
) B1.2
TOP - C#TE ORIES? E$OLUTION

Jalue sales 4A5 and K chan%e vs. year a%o
C#TE OR% INSI "TS +risps and snac$s 'as the fastest)%ro'in% ambient se%ment in Q2 2013. (he cate%ory 'as particularly stron% in 0ermany. >il and vine%ar did really 'ell 'ithin 2pain. (he reason for this %ro'th is increased prices. L6orse%ateM continued to sho' its effects throu%h stron% declines- especially 'ithin 0ermany. (he 'arm 'eather in ?uly caused %ood results in shelf)stable fish. (una especially is doin% really 'ell as an in%redient of many salads.
1E 3EF 11 BFG M6ll6ons H BF0
F FD0 G D03
2.G ;read<;a$ed Products +risps and 2nac$s
E.0
3.3 2'eet and 2avoury ;iscuits
1.D 7on% 7ife #il$ I .airy Products 2helf 2table Je%etables
)0.2
(otal A 2ales
K A vs. NA
PULSE REPORT
/rance
(>P 10
3.000
2 BBG
Euros= 6n M6ll6ons
2.-00
2 03G
2.000
1 G31
1.-00
1 E23 1 2F3 DGG HFH H2E FH3
1.000
F23
-00
;read<;a$ed Products 2'eet and 2avoury ;iscuits 2helf 2table Je%etables 2helf 2table /ish >il<Jine%ar
7on% 7ife #il$ I .airy Products +risps and 2nac$s ;a$in% In%redients 2'eet 2preads and 2auces Pasta and 1oodles
7E% TREN)S Ambient remained positive in units and value in Q3 4O1.HK in units and O3.0K in value in Q3- versus O1.2K in units and O2.GK in value since the be%innin% of the year5. Whereas ambient sho'ed a better trend than /#+0 in Q1 and Q2- the trends are the same for ambient and /#+0 in Q3. ?uly has been 'arm- 'hich benefited /#+0 overall more than ambient. (here 'as no inflation- both in ambient and /#+0- but more valoriPation. Promotion played a small role in Q3contributin% less than 1DK of the %ro'th of the cate%ory. Private labels are still losin% mar$et share in ambient 4Q0.E points at 2D.EK in value in Q35 faster than in total /#+0 4)0.2 points at 33.3K in value in Q35. 2hare trends 'ithin the drive channel 'ere similar to /#+0 industry avera%e. 2hare 'as 2.BK of unit sales in hypermar$etssupermar$ets and the drive channel 4O0.H points versus prior year5.
;read<;a$ed Products 7on% 7ife #il$ I .airy Products 2'eet and 2avoury ;iscuits +risps and 2nac$s 2helf 2table Je%etables ;a$in% In%redients 2helf 2table /ish 2'eet 2preads and 2auces >il<Jine%ar 2helf 2table Ready #eals 2auces<#i=es +ereals 2helf 2table /ruit 2u%ar and 2'eeteners +ondiments
1E.1K 11.2K D.0K F.HK F.0K B.3K E.HK E.BK E.3K 3.DK 3.BK 3.3K 3.3K 2.GK 2.BK
PULSE REPORT
/rance

M6ll6ons
0 20 40 ,0 20 100

.
ShelE StaFle )esserts Cereals Lon8 L6Ee M6lA G )a6ry Produ+ts ShelE StaFle Ready Meals
M6ll6ons
930 92- 920 91- 910 90
D1.D
Cr6s5s and Sna+As
GB.0
) 0.G
G0.3
) G.G
!aA6n8 In8red6ents
EE.B
) D.0
SCeet S5reads and Sau+es
EE.B
) 2F.D

C#TE OR% INSI "TS +ate%ories that fueled %ro'th 'here driven by %ood 'eather conditions. Positive trends in ambient 'ere fuelled by aperitif products- especially crisps 4O12.1K in units in Q35. 2helf)stable tuna fish also benefitted from the 'arm ?uly 'eather and sho'ed a OH.EK unit %ro'th in Q3. 2u%ar for *am also sho'ed very positive trends 4O3H.EK in units on Q35. Prepared meals still sho'ed a stron% decrease- especially because of canned pasta dishes 4)1H.GK in units5 that suffered from 8horse%ate9. Plain mil$ continued to stru%%le- 'hile alternative products- such as mil$ 'ithout lactose- e=perienced sales momentum.
2 BBG 2 03G M6ll6ons 1 G31 1 E23 1 2F3
3.F ;read<;a$ed Products
)0.E 7on% 7ife #il$ I .airy Products
3.H +risps and 2nac$s 2'eet and 2avoury ;iscuits
E.H 2helf 2table Je%etables
0.H
(otal A 2ales
K A vs. NA
PULSE REPORT
0ermany
(>P 10
3.-00
3 0DB
Euros= 6n M6ll6ons
3.000
2 GHB
2.-00
2.000
1 D1B
1 FBH
1 BH3
1.-00
1 E12 1 1EB 1 0HG 1 0E3 1 02G
1.000
-00
;read<;a$ed Products 7on% 7ife #il$ I .airy Products 2'eet and 2avoury ;iscuits +ondiments >il<Jine%ar
+risps and 2nac$s 2helf 2table Je%etables 2'eet 2preads and 2auces 2easonin% 2helf 2table /ish
7E% TREN)S Increased prices helped ambient in re%isterin% positive %ro'th in value- irrespective of a sli%ht decline in volume sales. Ambient sho'ed a decline in promotional sales- 'hich 'as compensated by the %ro'th in normal sales- resultin% in overall %ro'th. Private labels sho'ed a hi%her %ro'th rate compared to national brands- 'hereas in volume- both private labels and national brands sho'ed decline. Private labels 'ere the $ey %ro'th drivercontributin% FEK of value %ro'th for ambientC 'ith an increase of 1 point- private labels held around E3K of the ambient mar$et by value. Ambient sho'ed positive development across all channels- 'ith hypermar$ets 41-B00)E-DDD s uare meter5 and hard discounters demonstratin% the stron%est %ro'th. +risps and snac$s sho'ed the most %ro'thdue to double di%it %ro'th in nuts<seeds<nuts and raisins mi=.
;read<;a$ed Products +risps and 2nac$s 7on% 7ife #il$ I .airy Products 2helf 2table Je%etables 2'eet and 2avoury ;iscuits 2'eet 2preads and 2auces +ondiments 2easonin% >il<Jine%ar 2helf 2table /ish ;a$in% In%redients 2auces<#i=es Wet 2oups Pasta and 1oodles +ereals 2helf 2table /ruit
12.HK 11.1K F.DK F.3K G.GK B.DK E.HK E.BK E.3K E.3K E.2K E.0K 3.GK 3.EK 3.2K 2.GK
PULSE REPORT
0ermany
M6ll6ons
0 -0 100 1-0 200 92920 91-

.
ShelE StaFle Meat Cond63ents Pasta and Noodles Sau+esBM6Hes ShelE StaFle Ready Meals
M6ll6ons
910 90
Cr6s5s and Sna+As Lon8 L6Ee M6lA G )a6ry Produ+ts ShelE StaFle F6sh
1G3.1
) 1.B
113.B
) 3.1
G0.F
) G.3
EG.1
) 10.H
EE.2
) 1D.0

C#TE OR% INSI "TS Around G0K of the %ro'th for crisps and snac$s came throu%h the nuts<nut mi= sector- 'hich sa' double di%it %ro'th in all channels. ;oth 'et and dry ready meals declined heavily- driven by national brands. Possiblyconsumers s'itched to froPen ready meals 'hich %re' by 3B million A. "6( mil$ 'as the %ro'th driver for lon% life mil$ and dairy products. .iscounters contributed more than half of the value %ro'th for "6( mil$. Instant sauces demonstrated si%nificant declines 'ithin sauces<mi=es- 'hich resulted in the overall decline of the cate%ory. 2almon<salmon spare and preserved tuna 'ere the %ro'th drivers for shelf)stable fish. 6ypermar$ets 'ere the ma*or %ro'th contributor for salmon<salmon spare 'hile preserved tuna sho'ed the most %ro'th in discounters. Private labels declined only in pasta and noodles- 'hereas they %re' heavily in lon% life mil$ and dairy products.
3 0DB 2 GHB M6ll6ons 1 D1B
1 FBH 1 BH3
1-2 ;read<;a$ed Products +risps and 2nac$s G-B G-3 7on% 7ife #il$ I .airy Products 2helf 2table Je%etables 1-F 3-0 2'eet and 2avoury ;iscuits
(otal A 2ales
K A vs. NA
10
PULSE REPORT
Italy
(>P 10
2.-00
Euros= 6n M6ll6ons
2 03D
2.000
1 DD1 1 GD3 1 G2G 1 G1F 1 EBF 1 EB3 1 3HB
1.-00
1.000
HB2
FHF
-00
+risps and 2nac$s Pasta and 1oodles 7on% 7ife #il$ I .airy Products >il<Jine%ar ;a$in% In%redients
;read<;a$ed Products 2helf 2table Je%etables 2'eet and 2avoury ;iscuits 2helf 2table /ish 2'eet 2preads and 2auces
7E% TREN)S In Italy- the ambient sector performed better than /#+0 in terms of value %ro'th 4year)to)date O0.EK versus an avera%e /#+0 decline of )0.DK5. Italian families are no lon%er able to sustain ta= increases and they are thus reducin% resources for essential consumption. In t'o years- due to ta=es increases- a billion !uros in purchases 'ere lost. >nly the constant promotional offers helped to reduce the lost volumes. Private label is sho'in% momentum across all ambient sectors- 'ith value %ro'th of more than OBK and volume %ro'th of O1.BK. At the same time- the promotion rate 'as stable versus a year a%o.
+risps and 2nac$s ;read<;a$ed Products Pasta and 1oodles 2helf 2table Je%etables 7on% 7ife #il$ I .airy Products 2'eet and 2avoury ;iscuits >il<Jine%ar 2helf 2table /ish ;a$in% In%redients 2'eet 2preads and 2auces .ried /ruits 2u%ar and 2'eeteners +ereals 2easonin% Rice 2auces<#i=es
11.0K 10.FK D.1K H.HK H.FK F.DK F.HK F.BK E.GK E.2K 3.3K 2.EK 2.1K 1.HK 1.HK 1.EK
11
PULSE REPORT
Italy
M6ll6ons
0 20 40 ,0 20 940 930 920

.
M6ll6ons
910 0
SCeet S5reads and Sau+es SCeet and SaDoury !6s+u6ts )r6ed Fru6ts
G0.2
) 1E.F
Su8ar and SCeeteners Lon8 L6Ee M6lA G )a6ry Produ+ts
B3.D
) 1B.G
E1.H
) 1H.F
ShelE StaFle $e8etaFles
ShelE StaFle F6sh
3B.B
) 1D.0
Cereals
!aA6n8 In8red6ents
3B.1
) 3F.E
Pasta and Noodles
C#TE OR% INSI "TS (he best performers 'ere canned tuna- driven by a price increase- dried fruit- than$s to a stron% 'ell)bein% concept that led uite a numbers of se%ments- li$e products 'ith 'hole 'heat flour- soy and lo' fat- to %ro'- and cheap brea$fast products 4biscuits- rus$s- *am and bread5- 'hich are less e=pensive than cereals or s'eet snac$s. Pasta- canned ve%etables and cereals sa' the sharpest declines. Pasta sho'ed a decline in the 1orth re%ion- 'here it 'as replaced 'ith other products- such as fresh or froPen meals and piPPa. /or canned ve%etables- only beans performed 'ell as a form of cheap protein'hile other varieties 'ere attac$ed by 'ell) performin% froPen ve%etables. Private label 'as a $ey driver of %ro'th across most ambient se%ments. (he success of these products 'as also due to the Italian economic situation and the continuous search for convenience by consumers.

2 03D
1 DD1 1 GD3 1 G2G 1 G1F
M6ll6ons
0.1 ;read<;a$ed Products +risps and 2nac$s
1.2 Pasta and 1oodles
)2.2 2helf 2table Je%etables
)1.1
)1.0 7on% 7ife #il$ I .airy Products
(otal A 2ales
K A vs. NA
12
PULSE REPORT
1etherlands
(>P 10
200 100 ,00 -00
GH3
GFG
Euros= 6n M6ll6ons
E13
400 300 200 100 0
3FF 33E 330 32F
1H0
1G1
1B2
+risps and 2nac$s 2auces<#i=es 2helf 2table Je%etables 7on% 7ife #il$ I .airy Products 2helf 2table #eat
2'eet and 2avoury ;iscuits ;read<;a$ed Products 2'eet 2preads and 2auces Wet 2oups 2easonin%
7E% TREN)S (he total .utch economy declined )0.GK in Q3 2013 versus the same time period prior year. .urin% the same time period- the ambient sector %re' 1.2K- in line 'ith the rate of %ro'th for the /#+0 industry as a 'hole of 1.FK. Promotional sales increased a%ain- both for private labels and branded sectors.
+risps and 2nac$s 2'eet and 2avoury ;iscuits 2auces<#i=es ;read<;a$ed Products 2helf 2table Je%etables 2'eet 2preads and 2auces 7on% 7ife #il$ I .airy Products Wet 2oups 2helf 2table #eat 2easonin% +ereals 2helf 2table Ready #eals Pasta and 1oodles >il<Jine%ar .ry 2oups ;a$in% In%redients
1E.HK 1E.GK H.DK H.2K F.2K F.2K F.1K 3.DK 3.BK 3.3K 2.DK 2.BK 2.BK 2.0K 1.HK 1.FK
13
PULSE REPORT
1etherlands
.

M6ll6ons
920 91910 90
10
1-
20
1B.B
12.B
) 0.3
SaDoury S5reads
Pasta and Noodles
H.2
) 0.G
ShelE StaFle )esserts )r6ed !eans and $e8etaFles SCeet and SaDoury !6s+u6ts
Sau+esBM6Hes
F.F
) 1.0
@et Sou5s
G.1
) 1E.0

C#TE OR% INSI "TS 0ro'in% se%ments all sa' an uplift in promotional sales. Pasta and noodles also sa' a rise in prices and an overall %ro'in% !astern se%ment.
GH3
GFG
M6ll6ons
E13
3FF
33E
0.G +risps and 2nac$s
)2.0 2auces<#i=es 2'eet and 2avoury ;iscuits
1.D ;read<;a$ed Products
3.E 2helf 2table Je%etables
1.1
(otal A 2ales
K A vs. NA
M6ll6ons
14
PULSE REPORT
2pain
(>P 10
2.000 1.200
1 H10
1 F30 1 3DD 1 3H3 1 2GE
Euros= 6n M6ll6ons
1.,00 1.400 1.200 1.000 200 ,00 400 200 0
HG1
HBE
EH2
E21
3EG
;read<;a$ed Products 2helf 2table /ish >il<Jine%ar 2helf 2table Je%etables 2helf 2table /ruit
7on% 7ife #il$ I .airy Products +risps and 2nac$s 2'eet and 2avoury ;iscuits +ondiments 2helf 2table .esserts
7E% TREN)S In 2pain- the evolution of sales sta%nated. Private label ambient solutions %ained mar$et share. (here has been a chan%e in trend. +onsumption declined and prices roseeven for private labels. Promotional activity declined sli%htly across most ambient cate%ories.
;read<;a$ed Products 7on%)7ife #il$ I .airy Products 2helf)2table /ish +risps and 2nac$s >il<Jine%ar 2'eet and 2avoury ;iscuits 2helf)2table Je%etables +ondiments 2helf)2table /ruit 2helf)2table .esserts +ereals 2'eet 2preads and 2auces Wet 2oups 2u%ar and 2'eeteners Rice ;a$in% In%redients
1E.0K 13.EK 10.DK 10.FK D.HK G.FK G.GK 3.FK 3.3K 2.FK 2.FK 2.EK 1.DK 1.DK 1.FK 1.BK
1-
PULSE REPORT
2pain
M6ll6ons
0 -0 100 1-0 92920 91910

.
ShelE StaFle Meat ShelE StaFle $e8etaFles Cereals ShelE StaFle Fru6t
M6ll6ons
90
O6lB$6ne8ar Lon8 L6Ee M6lA G )a6ry Produ+ts Cr6s5s and Sna+As
131.B
B2.B
) 3.B
ED.2
) F.F
ShelE StaFle F6sh SCeet and SaDoury !6s+u6ts
3D.D
) D.H
3D.F
) 1E.3

C#TE OR% INSI "TS (he increase in sales e=perienced by oil 'as the result of the escalatin% cost of ra' materials. Jolume sales of mil$ increased- driven by non)added)value mil$s. Price increases drove value sales %ro'th across shelf)stable fish. In this cate%oryprivate label and branded sectors %re' at a similar pace.
1 H10 1 F30 1 3DD

M6ll6ons
1 3H3
1 2GE
2.0 ;read<;a$ed Products
3.1 7on% 7ife #il$ I .airy Products 2helf 2table /ish
2.D +risps and 2nac$s
3.F >il<Jine%ar
11.G
(otal A 2ales
K A vs. NA
1,
PULSE REPORT
"nited 3in%dom
(>P 10
-=000 4=-00
E B1H
Euros= 6n M6ll6ons
4=000 3=-00 3=000 2=-00 2=000 1=-00 1=000 -00 0
3 3G2
2 3G1 1 FEB 1 3B2 1 0BH 1 003 GBG BD3 BD3
;read<;a$ed Products +ereals 2helf 2table Ready #eals 2helf 2table /ish
+risps and 2nac$s 2auces<#i=es 2helf 2table .esserts
2'eet and 2avoury ;iscuits 2helf 2table Je%etables Wet 2oups
7E% TREN)S Whilst the ".3. economy remains fra%ileforecasts in ?une started to loo$ more optimistic. 6o'ever- a si%nificant proportion of ".3. shoppers are still feelin% the impact of the recession and continue to loo$ for 'ays to cut do'n on everyday food e=penditures. Inflation 'as evident across most ambient food cate%oriesparticularly 'ithin 'heat) based products- such as cereal and home ba$in%. /allin% prices across some private label cate%ories 4e.%. beans and canned meat5 'ill increasin%ly drive shoppers to'ards private label alternatives. Promotional activity has helped to drive volume %ro'th in cate%ories such as ambient soup- but manufacturers are startin% to uestion ho' they can %ro' sales in more profitable 'ays- as cate%ory volume %ro'th starts to slo'.
;read<;a$ed Products +risps and 2nac$s 2'eet and 2avoury ;iscuits +ereals 2auces<#i=es 2helf 2table Je%etables 2helf 2table Ready #eals 2helf 2table .esserts Wet 2oups 2helf 2table /ish Rice ;a$in% In%redients +ondiments 2helf 2table #eat Pasta and 1oodles .ried /ruits
21.HK 1G.3K 11.EK H.EK G.BK B.1K E.DK 3.2K 2.DK 2.DK 2.2K 1.DK 1.HK 1.FK 1.FK 1.3K
11
PULSE REPORT
"nited 3in%dom
M6ll6ons
0 -0 100 1-0 200 9-0 940 930

.
Pasta and Noodles Sau+esBM6Hes SaDoury S5reads ShelE StaFle Ready Meals ShelE StaFle $e8etaFles
M6ll6ons
920 910 0
1G1.1
) B.B
Cr6s5s and Sna+As
1BH.H
) H.G
HF.B
) 13.2
Cereals
BG.3
) 1B.G
)r6ed Fru6ts
22.E
) 32.D

C#TE OR% INSI "TS Near)to) date- ambient food sales are %ro'in% 4O3.2K5- but price increases impacted ambient food more than chilled. Jolume sales %ro'th in Q2 'as *ust O1.2K. Jalue sales %ro'th 'as stron%est across e=pandable treat cate%ories- such as chocolate and biscuits. Jalue sales %ro'th in 'heat)based cate%ories 'as driven by inflation. 2everal ambient cate%ories- such as the easy eatin% cate%ory- 'ere ne%atively impacted by 'arm 'eather. Private label %ained share in many cate%oriesparticularly 'ithin canned %oods and 'heat)based cate%ories- 'here inflation drove shoppers into cheaper alternatives. 2i%nificant innovations this year included .airy #il$ ?elly Poppin% +andy- Wal$ers .eep Rid%ed +risps- #altesers (easers ;loc$#uller .e 7u=e +orner- demonstratin% that shoppers are buyin% treats 'hen promotions %rab their attention.
E B1H 3 3G2
M6ll6ons
2 3G1 1 FEB 1 3B2
3.F ;read<;a$ed Products +risps and 2nac$s
B.0
3.H +ereals 2'eet and 2avoury ;iscuits
3.3 2auces<#i=es
)0.G
(otal A 2ales
K A vs. NA
12
PULSE REPORT
/inal 1otes
Notes on Cate8ory )eE6n6t6ons Eor Countr6es .ue to the diverse products found in individual countries across this mar$et- it 'as necessary to consolidate the available data into the cate%ories in this report. In some cases- it 'asnMt possible to ali%n products across all si= countries. (hose e=ceptions are listed belo',
ShelE9staFle Eru6ts (he ".3. data in this report only includes mincemeat for this cate%ory.
SCeet and saDoury F6s+u6ts (he ".3 da.ta in this report only includes biscuits and does not include crac$ers or 'afers for this cate%ory.
!readBFaAed 5rodu+ts (he 1etherlands data in this report only includes shelf)stable bread and no other ba$ed %oods.
SCeet s5reads and sau+es (he 0erman and 1etherlands data in this report both include peanut butter and other nut spreadsC the other countries do not.
SaDoury s5reads (he /rance data in this report does not include this cate%ory.
)ry sou5s (he Italy data in this report also includes some risotto and pasta products.
Su8ar and sCeeteners (he ".3. data in this report does not include su%ar- 'hereas the other countries do.
10
PULSE REPORT
Resources
(o %ain insi%ht into opportunities across specific cate%ories- se%ments- channels or retailerscontact your IRI client service representative re%ardin% custom analyses levera%in% the follo'in% resources, IRI InEoS+an CensusJ is a syndicated retail trac$in% service that enables manufacturers and retailers to ac uire industry insi%hts used to ma$e better business decisions. IRI Info2can +ensus utiliPes the data that IRI collects from %rocery- dru%- and mass merchandise retailers to provide the most comprehensive and accurate syndicated data offerin% in the /#+0 sector. With access to accurate- %ranular detail by cate%ory%eo%raphy- measure- and time period- clients have the tools needed to develop mar$etin% and sales strate%ies based on product performance- distribution- and promotion responsiveness. All data about ambient comes from IRI InEoS+an CensusJ. IRI Consult6n8 provides strate%ic insi%hts and advice levera%in% a variety of data sourcespredictive analytics- enablin% technolo%ies- and business analyses to help /#+0 manufacturers and retailers address si%nificant sales and mar$etin% issues effectively.
/>R #>R! I1/>R#A(I>1 Please contact Wouter Raadsen- ;usiness Insi%hts #ana%er IRI at @outer.RaadsenIIRICorldC6de.+o3 or O31 E1H BF0HF1 'ith uestions or comments about this report.
#Fout IRI. IRI is a leader in deliverin% po'erful mar$et and shopper information- predictive analysis and the foresi%ht that leads to action. We %o beyond the data to i%nite e=traordinary %ro'th for our clients in the +P0- retail and over) the)counter healthcare industries by pinpointin% 'hat matters and illuminatin% ho' it can impact their businesses across sales and mar$etin%. #ove your business for'ard at IRICorldC6de.eu Arlin%ton 2 uare- .o'nshire Way- ;rac$nell- ;er$shire R012 1WA- (el OEE 405 13EE FEG000
+opyri%ht R2013 Information Resources- Inc. 4IRI5. All ri%hts reserved. IRI- the IRI lo%o and the names of IRI products and services referenced herein are either trademar$s or re%istered trademar$s of IRI. All other trademar$s are the property of their respective o'ners.
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Pulse Report Ambient Q3 2013

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About the Report

>n the Radar

ECONOMIC FI URES INFLUENCIN

2ep. 2013 /1.2 /1.2 /1.2 /3.1 /2.3 /2.1

Avera%e 2012 /2./2.4 /3./2.2 /2.3 /3.1

2ource, !urostat- 2eptember 2013

/2.-' /2.0' /2.0'

Fran+e 4 -34 402 er3any

4 312 , 312 , 101

- ,30 4 03, 1 200 3 232

Italy Netherlands S5a6n U.7.

4 324 1 021 3 021 4 224

4 ,22 1 111 3 204

4 -01 1-1 3 2-,

4 424 1 012 3 121 4 0-1

209se5t.913 Per6od End6n8

2ource, IRI retail databasesC Period endin% 2D 2eptember 2013

14=000 12=000 10=000 2=000 ,=000 4=000 2=000 0

F FD0 G D03 B 3B2 E H03

TOP @INNERS? $#LUE S#LES C"#N E $S. %R. # O &*(

TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

Cr6s5s and Sna+As

SCeet and SaDoury !6s+u6ts

ShelE StaFle F6sh

TOP - C#TE ORIES? E$OLUTION

1E 3EF 11 BFG M6ll6ons H BF0

2.G ;read<;a$ed Products +risps and 2nac$s

3.3 2'eet and 2avoury ;iscuits

1.D 7on% 7ife #il$ I .airy Products 2helf 2table Je%etables

1 E23 1 2F3 DGG HFH H2E FH3

2ource, IRI retail databasesC Period endin% 2D 2eptember 2013

TOP @INNERS? $#LUE S#LES C"#N E $S. %R. # O &*(

TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

Cr6s5s and Sna+As

SCeet and SaDoury !6s+u6ts

SCeet S5reads and Sau+es

TOP - C#TE ORIES? E$OLUTION

2 BBG 2 03G M6ll6ons 1 G31 1 E23 1 2F3

3.F ;read<;a$ed Products

)0.E 7on% 7ife #il$ I .airy Products

3.H +risps and 2nac$s 2'eet and 2avoury ;iscuits

E.H 2helf 2table Je%etables

2ource, IRI retail databasesC Period endin% 2D 2eptember 2013

1 E12 1 1EB 1 0HG 1 0E3 1 02G

2ource, IRI retail databasesC Period endin% 2D 2eptember 2013

TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

SCeet and SaDoury !6s+u6ts

SCeet S5reads and Sau+es

TOP - C#TE ORIES? E$OLUTION

3 0DB 2 GHB M6ll6ons 1 D1B

1 DD1 1 GD3 1 G2G 1 G1F 1 EBF 1 EB3 1 3HB

2ource, IRI retail databasesC Period endin% 2D 2eptember 2013

TOP LOSERS? $#LUE S#LES C"#N E $S. %R. # O &*(

Su8ar and SCeeteners Lon8 L6Ee M6lA G )a6ry Produ+ts

ShelE StaFle $e8etaFles

ShelE StaFle F6sh

Pasta and Noodles

TOP - C#TE ORIES? E$OLUTION

1 DD1 1 GD3 1 G2G 1 G1F

0.1 ;read<;a$ed Products +risps and 2nac$s

1.2 Pasta and 1oodles

)2.2 2helf 2table Je%etables