Food & Groceries

Sarasota/Bradneton/Venice Market In Sarasota/Manatee/Charlotte

Despite the recession, sales held up, and are growing double digits.

Grocery Store Sales* ($Million) Sales of consumer staples such as food hold up well in good 2,946.2 times and bad. After 2,665.6 2,603.2 2,603.7 only two slow years, 2,464.0 2,402.9 2,464.4 2,499.2 2,241.2 they began growing 2,137.5 in 2010, hit an all- time high in 2011 1,363.1 and are on track to 1,272.9 beat that in 2012.

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 11TD 12TD

Source: Department of Revenue. To-Date (TD) is January-May. *Grocery sales at superstores were reclassified as Department & General Merchandise store sales between 2003 & 2004, causing the apparent drop in grocery store sales. In Sarasota/Manatee/Charlotte

Grocery Store Sales Performance

Annual Change in Grocery Store* Sales 2002-2012 Grocery stores, which came late to the recession and suffered a shorter slump, recovered in 13% 2010 and have been 12% 10% growing ever since. 8% 7% 3% 4%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 TD -2% -4%

-13%

Source: Florida Department of Revenue. To-Date (TD) is January- May. *Grocery sales at superstores were reclassified as Department & General Merchandise store sales between 2003 & 2004, causing the apparent drop in grocery store sales. In Sarasota/Manatee/Charlotte

Grocery store sales vary slightly with the influx of seasonal winter residents.

Grocery Store Sales by Month (%) Consistent year- round advertising allows grocers to support themselves through the summer and benefit from winter visitors. 9.8 8.8 9.3 8.4 8.2 8.5 8.2 8.6 7.8 7.7 7.3 7.5

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Source: Florida Department of Revenue, 2002-2011 In Sarasota/Bradenton/Venice

Herald-Tribune Media reach most grocery buyers – including the biggest spenders.

Three out of five Food & Grocery Reach people spend at SBV Herald-Tribune Media Group least $100 a week on groceries, and Total % In Print Online Total % Herald-Tribune Total Adults 579,000 100% 263,000 72,000 294,000 51% Media advertising Spent past week delivers them. Spent <$50 56,000 10% 22,000 3,000 23,000 41% HeraldTribune.com Spent $50-99 173,000 30% 77,000 17,000 86,000 50% is especially good at Spent $100-$149 166,000 29% 89,000 22,000 98,000 59% reaching the very Spent $150+ 181,000 31% 73,000 29,000 85,000 47% biggest spenders.

Source: Scarborough Research, 2011. Sarasota/Bradenton/Venice is Sarasota & Manatee counties. More than 1 in 4 readers read online. In Sarasota/Bradenton/Venice

Herald-Tribune Media reach most patrons at most grocery and convenience stores.

Food & Grocery Reach leads the SBV Herald-Tribune Media Group market, with Wal- Total % In Print Online Total % Mart, Sweetbay and Total Adults 579,000 100% 263,000 72,000 294,000 51% Sam’s Club next Shopped past week and other stores far Publix 476,000 82% 221,000 62,000 249,000 52% behind, but Herald- Wal-Mart Supercenter 339,000 59% 139,000 39,000 154,000 45% Tribune Media Sweetbay 160,000 28% 75,000 17,000 84,000 53% advertising feeds Sam's Club 143,000 25% 72,000 18,000 76,000 54% customers to them Wal-Mart Neighborhood Market 83,000 14% 39,000 8,000 43,000 52% all, whatever their Save-a-Lot 79,000 14% 33,000 6,000 34,000 43% market niche. 76,000 13% 48,000 9,000 50,000 66% Winn-Dixie 70,000 12% 30,000 9,000 32,000 45% SuperTarget 44,000 8% 21,000 7,000 25,000 57% 29,000 5% 24,000 2,000 24,000 85% BJ's Wholesale Club 17,000 3% 12,000 3,000 12,000 71% Any convenience store 310,000 54% 133,000 47,000 154,000 50%

Source: Scarborough Research, 2011. Sarasota/Bradenton/Venice is Sarasota & Manatee counties. More than 1 in 4 readers read online. In the Herald-Tribune

Major grocery stores run more than 13,000 inches of advertising a year.

Successful local Grocery Stores: 13,063 Inches businesses believe Top Advertisers Inches Digital in Herald-Tribune advertising because Publix 7,985 P they know it works. Richard's Whole Foods 1,204 P Several major Sweetbay 757 players also use Winn Dixie 712 Herald-Tribune Bulk-N-Natural Foods 630 digital advertising. Good Earth Natural Foods 516 Morton's Market 444 P Whole Foods Market 443 P Crescent Beach Grocery 131 The Granary 104

Source: Herald-Tribune Media Group Accounting Department, 2010 In the Herald-Tribune

Meat, fruit and produce markets run more than 2,900 inches of advertising a year.

Successful local Food Stores: 2,906 Inches businesses believe Top Advertisers Inches Digital in Herald-Tribune advertising because Nokomis Groves 973 P they know it works. Hunsader Farms Inc 220 P Several major Detwiler's Farm Market 197 P players also use Gregory's Groves 189 Herald-Tribune Caribbean Pie Co. 185 digital advertising. Twin Lobsters 159 Karl Ehmers Meats 150 Sarasota Deli Providers 138 Albritton Fruit Co 137 P Mixon Fruit Farms 96 P

Source: Herald-Tribune Media Group Accounting Department, 2010