and Shopper Trends Pacific 2010 The latest in retailing and shopper trends for the FMCG industry August 2010 About The Nielsen Company

We are a leading global information and measurement company that provides clients with a comprehensive understanding of consumers and consumer behavior. We deliver critical media and marketing information, analytics and industry expertise about what consumers watch (consumer interaction with television, online and mobile) and what consumers buy on a global and local basis. Our information, insights and solutions help our clients maintain and strengthen their market positions and identify opportunities for profitable growth. We have a presence in approximately 100 countries, including many developing and emerging markets, and hold leading market positions in many of our services and geographies. Based on the strength of the Nielsen brand, our scale and the breadth and depth of our solutions, we believe we are the global leader in measuring and analyzing consumer behavior in the segments in which we operate.

BUY WATCH Our Buy segment provides retail transactional Our Watch segment provides viewership data and measurement data, consumer behavior information analytics primarily to the media and advertising and analytics primarily to businesses in the consumer industries across television, online and mobile screens. packaged goods industry. Our extensive database of retail and consumer information, combined with Within our Watch segment, our ratings are the primary our advanced analytical capabilities, helps generate metrics used to determine the value of programming strategic insights that influence our clients’ key and advertising in the U.S. total television advertising business decisions. marketplace. In addition to the United States, we measure television viewing in 29 countries. We also We track billions of sales transactions per month in measure markets that account for approximately 80% retail outlets in approximately 100 countries around of global internet users and offer mobile measurement the world and our data is used by our clients to measure services in 10 countries, including the United States, their sales and market share. We are the only company where we are leader. offering such extensive global coverage for consumer packaged goods. Our Watch data is used by our media clients to understand their audiences, establish the value of their Our Buy products and services also enable our clients advertising inventory and maximize the value of their to better manage their brands, uncover new sources content, and by our advertising clients to plan and of demand, launch and grow new products, analyze optimize their spending. their sales, improve their marketing mix and establish stronger consumer relationships.

2 Contents

Executive Summary Country Highlights • Retail & Shopper Trends in Asia Pacific 2010 4 Pacific • Australia 16 Regional Highlights • New Zealand 17

• Grocery Share of Trade in Asia 8 North Asia • Share of trade for modern self-service outlets 8 • 19 • Share of trade for modern self-service outlets 9 • 21 • Total FMCG Nominal Growth in 2009 9 • 23 • Total FMCG Growth in 2009 9 • Korea 25 • Grocery store numbers in Asia Pacific 10 • Traditional grocery trade 2009 v 2000 10 South-East Asia • % of Male Shoppers in South/ • 27 South-East Asia (2009 vs. 2002) 11 • % of Main Shoppers who are Housewives 11 • 29 • % of Urban Shoppers Using • 31 Regularly 12 • 33 • Frequency of Visiting Hypermarkets 12 • 35 • % of Urban Shoppers Using Regularly 13 • 37 • Frequency of Visiting Supermarkets 13 South Asia • % of Shoppers Focused on Promotions 14 • India 39 • Trade Concentration Share for Top 5 Chains 14 • Trade Concentration Share for Top 5 Chains 15 • Sri Lanka 41 • Private Label Share of Total Market 15 Country Highlights include:

• Retail Structure – Store Numbers

• Shoppers Usage of Modern Trade Store Types

• Modern Trade Retailers – Banner Names and Numbers

• Share of Trade

3 The big increase in the consumer index for the Asia Pacific Executive Summary region was led by Vietnam (+18) and Singapore (+5). The region also took 6 of the top 10 spots globally, in terms of consumer confidence: India (129), Indonesia (119), Vietnam Retail & Shopper Trends 2010 (119) The Philippines (113), Singapore (112) and Australia (108). Peter Gale Of these countries, India and Indonesia occupied the top 2 positions globally. Managing Director – Retailer Services Asia Pacific, Middle East & Africa In Q2 2010, 43% of consumers in the region felt good about The Nielsen Company spending on items they want and need over the next 12 months, compared to 36% in Q3 2009. While consumers are also saying 2009 a tough year for retailers in most Asia that they plan to change their spending to save on household Pacific markets but light appearing at the end expenses, they plan to spend their spare cash in areas including Clothes and New Technology which should be positive for of the tunnel the channel, which suffered from the cut back Volume growth down in 2009: Throughout the Asia Pacific in general merchandise sales during 2009. They also plan to region, countries experienced a lower level of grocery sales increase spending on out-of- home entertainment which may growth in 2009 compared to the very strong performance be less positive for the grocery trade, particularly in developed in 2008. Discounting the effects of lower inflation on absolute markets, where the move to entertaining at home had a positive sales dollars, volume growth was significantly lower in effect on grocery sales in 2009. many markets. The “2000’s” - a decade of change for grocery The strongest performing markets in 2009 were India and Vietnam, where sales values increased by nearly 15% compared retailing in Asia to 2008. In China and Indonesia, markets that had consistently Over the last 10 years we saw a massive change to the grocery enjoyed double-digit growth over the last 5 years, the growth retail business across Asia, driven by retailer investment in new rate slowed down to +3% and +5% respectively. China has seen stores. The number of modern trade stores has been growing by a strong recovery though since Q4 2009 and is now back to 11% over 16,000 stores a year with the total store count increasing growth in Q1 driven by a strong demand for food categories. from less than 50,000 to close to 220,000.

In the more developed markets of Hong Kong, Singapore and Modern trade on the rise: Across the region, the modern trade Korea, where grocery sales had benefited from the economic now accounts for 53% of the packaged grocery sales tracked difficulties as consumers spent less on eating out, we saw by Nielsen, from the 35% share in 2000. This shift of consumer growth rates slowing down in the 2nd half of 2009 as consumer spending of nearly 2% per annum has been strongest in North sentiment became more positive. In Singapore where the sales of Asia – led by China where the importance of modern trade basic groceries such as cooking oil grew strongly in 2009 we are increased on average by 3% now seeing growth switching back to personal care, health and more premium products. Both New Zealand and Australia also China and Korea are fastest changing markets: While there showed continued steady sales growth of over 6% last year. has been significant store growth in all markets, the biggest story of the decade was clearly the expansion seen in the Surging consumer confidence in 2010: The latest consumer China market. China alone accounted for over 100,000 new confidence index in the Asia Pacific region, as surveyed by stores or more than 60% of the total new store investment Nielsen globally, continued to improve in 2009 and reached and equivalent to a 1000% increase in a 10 year period. an index score of 101 in Q2 2010, an increase of 23 points from Subsequently the modern trade share increased from 34% to Q1 2009. Globally, the consumer confidence index reached its 64% during the decade with all formats driving that growth. highest level since Q3 2007, at 93 points in Q2 2010.

4 numbers increased from just over 2000 to more than 11,500. It is now difficult in many cities to stand on a corner and not see at least 2 of these stores!! The impact of mini-markets on where people shop has been significant as their share of trade has increased nearly six-fold to over 17%. Indonesia is also a market where Hypermarkets have grown strongly but where there is still room for expansion with only 43% of shoppers using one on a regular basis.

2010: The start of the male shopper decade?

Over the last 10 years, we have also seen some change in who is taking responsibility for doing the grocery shopping. Across the Asia region, the proportion of men claiming to be the main Hypermarkets are the strongest modern trade channel shopper increased on average from 14% to 22%. The only accounting for 28% of packaged grocery sales. The importance exception was in China where the proportion of male “main” of Hypermarkets differ significantly by city though – in shoppers remained relatively flat at just 15%. Shanghai, 77% of shoppers claim to use them as their main store compared to just 45% in Beijing. The biggest growth In South and South-East Asia, men are generally more likely opportunity for this channel is now coming from the lower tier to be grocery shoppers – in most countries, we now see cities with the key cities generally reaching a relatively mature male shoppers accounting for more than 25% of the “main” level of development. shopper pie. Malaysia leads the way with 38% followed by the Philippines and India. Korea was another market where the speed of change has been rapid. Again, this is a market where Hypermarkets occupy a There are still two countries though, where things remain a very strong 31% share of trade. Convenience stores have also little more traditional – Korea and Vietnam. While there are expanded rapidly, achieving a 12.5% share and increasing from signs of change in Korea, likely due to the development of 3,000 to nearly 17,000 in numbers. Traditional grocery stores Hypermarkets, only 11% of men claim to be the main shopper have suffered most in Korea, with a closure rate of 5% per year for their families. In Vietnam, where only 3% of main shoppers or more than 50,000 stores during the decade. are males (from 1% a decade ago), the traditional Wet Market dominates with only 11% of packaged grocery sales going The speed of change has generally been slower in South-East through the modern trade channel. Asia, ranging from 0.6% in the Philippines, the only market in the region where there has been no significant foreign Housewives no longer dominate the (shopping) aisles: As investment, up to 1.9% in Malaysia. male shoppers become more involved in grocery shopping, the popular perception that grocery shopping is mainly done by Hypermarket growth, at 40% per annum, has been the stay-at-home housewives is now only applicable to a couple biggest driver of change in Malaysia’s grocery shopping scene. of markets. In particular, India and Indonesia are the only However, unlike China or Korea, we have not seen the same markets where more than 60% of the main shoppers claim to level of store closures for the traditional trade with overall be housewives. store numbers only down by a few thousand, and over 70% of shoppers still using them as frequently as 2 to 3 times per week. At the other end of the spectrum, China has the lowest number of shopping housewives at just 10%, followed by Thailand Indonesia was the second fastest developing market in South- at 27%. With a high proportion of working women in these East Asia with an annual share change of 1.6%. This is likely markets, a key challenge for retailers is to provide even more to continue to grow at a fast rate with modern trade still convenient solutions. In Thailand, we have seen very strong accounting for less than 40% of sales. The fastest growing growth over the last 12 months of smaller formats, particularly channel in Indonesia has been the mini-market, led by local convenience stores that now account for over 16% of packaged giants and . Over the decade, store grocery sales.

5 Hypermarket growth stalls: a short term effect? In Korea, 34% of shoppers’ choice of stores to patronize is influenced by the stores’ promotional leaflets, nearly 20% One of the clear effects of the 2009 economic downturn was more than the average for the region. The story is different in a halt in the forward march of Hypermarkets in many countries. Indonesia, where shoppers were less inclined to buy based on In a number of countries such as Korea and Taiwan, we saw promotional offers. As sales dropped sharply, shoppers were Hypermarkets lose as much as 1% share as shoppers used more likely to focus on buying the brands that they trusted them slightly less frequently. This was quite possibly an effort rather than risking their money on products they were not from shoppers to try to save money by avoiding the larger familiar with, even if these were priced competitively. Indonesia stores where they are faced with more non-discretionary is also the country where the highest proportion of shoppers spending temptations. (81%), claims to choose stores purely based on convenience (store location). This may well be due to the preponderance of At the same time, many countries saw a growth in the usage conveniently located mini-markets. of smaller supermarkets or mini-markets, stores that offer shoppers a more convenient local grocery shopping option and lower travelling costs. So, what is going to happen during the next decade? In Korea, the number of shoppers who used supermarkets as their main channel increased from 17% to 23%, reversing a Many of the trends we have seen over the last decade will declining trend we had seen for more then 10 years. Regular no doubt continue. use of Supermarkets also increased for the first time in many years in Taiwan, Indonesia and Thailand, markets that have Size matters: There will be further growth in large format had strong development of Hypermarkets. Whether this trend stores offering consumers low prices, a wide assortment and a continues through 2010, as consumer confidence returns and spacious shopping environment, particularly in the developing shoppers start to increase their spending, remains to be seen. markets. In countries where they are already dominant, there may well be a challenge from more convenient smaller format It is possible that Hypermarkets may find growth harder to stores and also a need for retailers to refresh their offer to come by in a number of markets, with retailers continuing to capture and/or keep the interest of shoppers. invest in smaller formats, offering shoppers more convenient “top-up” shopping. In many cases the smaller formats are Convenience: Convenience stores typified by 7-Eleven will being opened by the leading Hypermarket chains in an effort continue to grow strongly in all countries, with a big driver of to expand their footprint to smaller catchment areas that this likely to include an ever-expanding offer in food services cannot support a larger store, or to capture spending from as well as many other services aimed at making everyday life different shopping trips other than the main “stock-up” trip. even more convenient. The development of this multi-format strategy in Asia follows a Concentration of trade: Retailer concentration will increase retail trend we see being implemented globally. very much at the same rate that we saw over the last few years, shifting by 1 to 2% annually. The occasional bigger changes Shoppers become more focused on value in 2009 will be driven by mergers and acquisitions as retailers strive to drive profitability through size. A prominent impact of the economic downturn on shopper’s behavior was an increased focus on value across all markets. The traditional trade will remain an important retail channel This was partly due to the economic downturn, but was also in most developing markets, although they will lose share at retailer driven with the amount of retailer promotional activity a rate of about 1% per year. For the region, this is likely to be increasing sharply in a number of markets. slower than the preceding decade as there will not be the same size of impact from China. The proportion of shoppers who claim to be promotion seekers increased noticeably, particularly in some of the While India will have a lot of focus from a regional perspective developing markets such as Vietnam, India and China. Malaysia with investment being ramped up again over the next few years, was another market where promotions became even more the speed of change is unlikely to bear much resemblance to important despite it already having one the highest proportions what was experienced in China. While we still saw 16% growth of promotion-sensitive consumers.

6 in modern trade stores in 2009, it was definitely a year of popularity, the wealth of customer data and insights gained consolidation and the overall share of sales these stores will increasingly be central to the shopper engagement account for remained at only 5%. strategies for many leading chains.

Only 30% of urban shoppers use supermarkets or hypermarkets Private Labels: The private label concept is still undeveloped regularly, with only 14% claiming to usethem as their main in all Asian markets, with only Hong Kong having a share above store. During 2009 the average number of different chains used 5%. This opportunity will be developed over the next 10 years on a regular basis actually dropped from 2.4 to only 1.8. India but how quickly it will grow will be dependent on how much has probably the strongest traditional trade with its Kirana retailers invest, not just in product development and quality but stores successfully meeting shoppers’ needs for convenience also in actively marketing and selling the concept to shoppers. and personal service. As well as competition, there are a number of other issues modern retailers will need to overcome “Wired” shopping habits: Technology is the final trend which to be successful, particularly the development of an efficient is likely to fundamentally alter how and where shoppers spend and cost effective supply chain. their money and interact with retailers. Whether it is through TV shopping, on-line retailers, mobile phone applications or Retaining shoppers: Shopper loyalty and creating social networking sites, the application of technology is likely differentiated retail brands will be key themes in many of to be the area where we see some of the biggest changes by the more developed markets, where retailers have a strongly- the year 2020. established footprint and as competition between the leading chains becomes keener. We have started to see the launch of In Korea, the transformation has already begun. We now see many types of loyalty cards but the jury is out as to whether 4% of shoppers claiming to use the internet for the majority these cards will truly provide differentiation for retailers or of their grocery shopping needs, while 71% use the internet whether these cards will just be a different means for shoppers regularly to purchase groceries and personal care items. to obtain promotional offers. Regardless, these cards will say Another 30% use TV shopping channels… so watch this space!! a lot about shoppers. As the usage of such cards increase in

7 Regional Highlights

Grocery Share of Trade in Asia

53% of packaged grocery products are 48 47 now sold through modern self-service 56 54 52 50 48 65 61 59 stores across the Asia region

52 53 44 46 48 50 52 35 39 41

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Modern Self Service Trade Traditional Counter Service

Share of trade for modern 92 94 self-service outlets 87 82 86 86 86 China has been the most dynamic 74 market in the world during the last 63 63 64 10 years with the modern trade share increasing by 3% a year to 64% 34

HK Taiwan Korea China

2000 2008 2009

Based on FMCG categories tracked by The Nielsen Company China excluded villages

8 Share of trade for modern self-service outlets 91 92

In South and South East Asia, Malaysia 78 2000 2008 2009 and Indonesia showed the most rapid modern trade growth at over 1.5% 52 53 46 45 4343 per year for the last 10 years 38 34 36 37 37 22 15 16 10 11 5 5

Singapore Malaysia Thailand Philippines Indonesia Vietnam India Sri Lanka

Based on FMCG categories tracked by The Nielsen Company

Total FMCG Nominal Growth 7.5% in 2009 6.9% 6.9%

China’s FMCG growth dropped back 4.9% in 2009 while Taiwan improved after 3.4 5.6 showing declining sales for the last 7.5 3.0% couple of years 2.5% 5.6

3.5 1.3 2.0

1.3 1.2 1.0 -0.7 Australia NZ Taiwan Korea Hong Kong China

Volume Change Unit Value Change

Total FMCG Growth in 2009 17.2% In South and South-East Asia, India 14.6% and Vietnam continued to see strong sales growth while Indonesia saw 4.4 9.1 8.1% 8.2% volume sales decline in 2009 5.6% 6.8% 4.7% 2.5 3.9 3.3 10.2 8.1 5.6 7 6.1 3.5 4.3 -1.4 -1.4 Singapore Malaysia Thailand Philippines Indonesia India Vietnam

Volume Value

9 Grocery store numbers in 13.1 million Asia Pacific 11.9 million

Traditional grocery stores increased 217,318 by 1 million in the last decade but the modern trade store numbers grew by an average of 35% per annum

48,500

Traditional Grocery Modern Trade

2000 2009 2010

Source: Nielsen retail census

Traditional grocery trade Modern Trade Annual Share Growth Annual % Change in Traditional Stores 2009 vs. 2000 6.0%

In developing countries the number of 3.0% 2.0% 2.3% 2.0% 1.9% Traditional Stores continues to increase 1.4% 1.0% 1.0% 1.0% 1.6% 0.4% 0.3% 0.6% and in most countries Modern Trade share growth is significantly slower -1.0% -1.0% -2.0% -2.0% than developed markets -3.0% -5.0%

Korea Singapore Taiwan China Malaysia HK Thailand India Indonesia Philippines

Source: Nielsen retail census

10 % of Male Shoppers in South/ 38 South-East Asia (2009 vs. 2002) 2002 2009 32 Over the last decade the % of men who 29 27 are taking responsibility for grocery 27 26 23 shopping has increased in all South-East 22 Asian countries except Vietnam 20 18 19 18 15 15 15 13 13 11 7 3 1 1

India China Korea Taiwan Malaysia Thailand Indonesia Vietnam Philippines Singapore Hong Kong

% of Main Shoppers who are 3 11 15 15 Housewives 27 19 22 21 32 38 19 43 In the least developed markets (India, 10 28 49 19 53 Indonesia and Vietnam), traditional 23 68 75 housewives make up more than 50% of 63 62 54 50 49 all main grocery shoppers compared to 40 39 32 just 10% in China and New Zealand 11 10

HK NZ India Korea China Taiwan Indonesia Vietnam Malaysia Philippines

Housewife Other female Men

11 % of Urban Shoppers Using Hypermarkets Regularly 98 100 88 90 90 Hypermarket penetration has grown 86 81 most significantly in Korea, Malaysia 80 75 and Indonesia during the last 10 years, 71 while over 60% of shoppers in China 59 58 and Thailand now use them as their 60 main grocery channel 45

40 26 22 20 16

0

Korea China Taiwan Thailand Malaysia Indonesia Singapore

2002 2009

Frequency of Visiting Hypermarkets 6.8 6.5 6.5 Across the region shoppers tended 5.8 2008 2009 to visit Hypermarkets less frequently during 2009 as they tried to limit their overall spending and use more 3.1 3.1 2.9 convenient alternatives 2.4 2.3 2.1 1.9 1.9

China Korea Thailand Malaysia Indonesia Taiwan

12 % of Urban Shoppers Using 100 93 Supermarkets Regularly 89 86 83 81 In Thailand, Indonesia, Taiwan and 78 78 75 77 76 Korea we saw penetration 80 70 improve after a decade of losing 61 shoppers 56 60 54 43 42 41 40 32

20

0

Korea China Taiwan Malaysia Thailand Indonesia 2002 2008 2009

Frequency of Visiting Supermarkets 9.1 8.7 Shoppers used the more convenient 2008 2009 Supermarkets more frequently during 6.6 6.7 6.5 6.5 2009 in a number of countries, including Thailand and Taiwan

3.2 3.1 2.8 2.5 2.2 2.2 2.1 2.2

Hong Kong Singapore China Malaysia Thailand Taiwan Indonesia

13 % of Shoppers Focused on 82 81 Promotions 79 72 During 2009 more shoppers were 70 77 66 attracted by promotional activities, 74 69 61 61 particularly in Vietnam, China and India 65 68 62 61 54 53 59 57 49 54 52

China India Korea Taiwan Vietnam Malaysia Thailand Singapore Philippines Hong Kong Indonesia 2008 2009

Trade Concentration Share for 100 97 97 95 95 Top 5 Chains 93 91 Both Korea and Taiwan had a 2% increase 80 76 76 in trade concentration during 2009 72

60 55 57

40 34 32 30

20 12 8 9 2 0

Korea China Taiwan Australia Hong Kong New Zealand

2008 2009 2009

Based on FMCG categories tracked by The Nielsen Company

14 Trade Concentration Share for Top 5 Chains 80 70 64 65 Trade concentration continues to 61 2000 2008 2009 grow in South-East Asian countries 60 with 2% increases seen in Thailand and Indonesia 50 36 40 33 29 30 25 26 24 22 20 15 11 10 10 6 7

0

Thailand Malaysia Singapore Indonesia Philippines

Based on FMCG categories tracked by The Nielsen Company

Private Label Share 8 of Total Market 7.2% 7 Private label share of sales increased in 6 2008 2009 a number of countries in 2009 but it still remains less than 5% other than 5 in Hong Kong 4 3.1% 3 2.6% 2.8% 2.3% 2 1.6%

1 0.7%

0

Korea Taiwan Indonesia Thailand Malaysia Singapore Hong Kong

15 Pacific Country Highlights – Australia

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2009 2010 SUPERMARKETS 2009 2010 GROCERY STORES Woolworths 798 818 Traditional Grocery Stores 19,537 19,537 Coles 709 737 Convenience Stores 2,655 2,725 Franklins 81 84 Supermarkets 4,361 4,406 204 225 Hypermarkets 2 2 Ritchies - IGA 57 57 Warehouse Clubs 1 1 Drakes - IGA 42 42 TOTAL GROCERY OUTLETS 26,556 26,671 IGA 1,288 1,288 Tasmania Independent Retailers 231 227 DRUG STORES Food Works 710 708 Independent Drugstores 3,167 3,337 Aust 241 220 Chain Drugstores 1,949 2,053 TOTAL DRUG OUTLETS 5,116 5,390 CONVENIENCE STORES 7 Eleven 384 395 BP (Corp. & Buying group)) 390 394 Coles Express (formerly Shell) 618 621 (Quix & Buying group) 140 149 Caltex 641 662 Night Owl 50 58 Gull 27 27 Woolworths Petrol 405 419

FMCG Growth Trend 9.2% in Australia 10% 8% 6.8% 6.9% 6.9% 5.7% 7.1% 6.3% 0.8% 2.7% 6% 3.5% 1.8% 5.1% 3.5%

2.3% 2.9% 4% 0.4%

2% 6.0% 3.4% 5.1% 3.5% 4.4% 2.8% 2.8% 2.5% 0% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Unit value change Volume change Nominal growth

16 Pacific Country Highlights – New Zealand

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2009 2010 SUPERMARKETS 2009 2010 GROCERY STORES Pak'N Save 47 48 Dairies 2897 2897 New World 134 134 Convenience Stores 1435 1460 29 20 Supermarkets 381 388 Countdown 63 103 TOTAL GROCERY OUTLETS 4,713 4,745 Super Value 52 54 Woolworth's 56 29 DRUG STORES Pharmacies 962 931 CONVENIENCE STORES TOTAL DRUG OUTLETS 5,116 5,390 Caltex 115 109 BP Connect/Express 78 78 Mobil Pegasus/On the Run 86 86 Shell Select 214 203 Gull 35 35

17 FMCG Growth Trend 10% 8.9% in New Zealand 7.3% 8% 6.9% 0.4% 1.4% 7.2%

6% 1.3% 1.7% 5.2%

4% 2.1% 2.9%

2% 1.5% 5.6% 6.9% 7.5% 5.5% 3.1% 1.4% 0% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store 99 Types in New Zealand 2009 89

% that spend most money vs. used 70 in the last month 64 61 50 36 28 21 4 1 1 1 1 0 1

Supermarkets Large Discount Convenience Convenience Fruit & Butcher Fish Shop Online Stores in Petrol Excl. Petrol Veggie shop Stations Stations.

Spend Most Used in the Last Month

18 North Asia Country Highlights – China

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 Hypermarket 2008 2009 GROCERY STORES 134 156 Grocery Stores 1,962,873 2,139,315 Wal-Mart (Supercenter) 123 175 Kiosks A.best 105 109 Convenience Stores 14,484 17,353 Trust Mart 104 104 Minimarkets 80,728 84,363 Shanghai RT-Mart 101 121 Supermarkets 9,224 11,591 Centurymart 86 86 Hypermarkets 1,912 2,108 Lotus 76 77 TOTAL GROCERY OUTLETS 2,069,201 2,254,730 JiaShiJie Group Co. Ltd 63 65 61 79 OTHERS Wuhan Wushang 53 75 Cosmetic 128,307 140,096 WuHan ZhongShang 31 32 General store 848,240 847,872 31 35 Soft Drinks and Ice Cream Store 60,757 46,317 HuNan Apolo (Jia run duo) 13 15 TOTAL OTHER OUTLETS 1,037,307 1,034,285 Aeon( Jusco) 18 21 Multiple Formats CRV (Vanguard) 2,698 2,926 Modern Trade Retailers – Banner Names & Numbers Wu-mart 1,975 2,298 Supermarket 2008 2009 Shangdong Jiajia Yue 456 489 Shanghai Lianhua 3,932 4,138 RenRenLe 73 90 Shanghai Hualian 1,946 1,461 Extra Times 67 68 ChengDu RedFlag 858 980 Fujian XinHuaDu 52 75 SiChuan HuHui 800 1,200 PARKnSHOP 43 54 Shanghai JieQiang 394 412 Beijing MeiLianMei 32 35 ZheJiang RenBen 387 599 WenFeng Co. Ltd 913 978 FuJian Yonghui 205 268 Beijing Hualian 65 85 HuNan BuBuGao 110 123 Shanghai Nong Gong Shang (NGS) 3,330 3,331 NingBo SanJiang 106 127 JiangSu SuoGuo 1,802 1,852 MinRun 97 113 Wuhan Zhongbai 626 674 Qingdao Li Qun Group 866 890 Beijing Ji Ke Long 243 247 Warehouse Club Metro 38 42 8 8 Sam’s Club 3 3

19 FMCG Growth Trend in China 12% 11.0% 9.2% 10% 8.8% 8% 6% 3.0% 8.2% 4% 1.0% 1.1% 1.7% 0.6% 0.2% 2% 1.3% 2.0% 2.9% 2.2% 0% 0.9% 1.0% -0.7% -2% -1.2% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store 90 Types in China 2009 77 % that spend most money vs. used 62 in the last month 20 26 8 1 0

Hypermarkets Supermarkets Convenience Stores Personal Care/ Drugstores

Spend Most Used in last Month

China Share of Trade 36.7 36.7 36.7 35.6 In China, Hypermarkets gained 1% share of market during 2009 as the traditional 26.6 27.7 trade continued to slowly lose share

Hypermarket Other Modern Trade Traditional Grocery

2008 2009 Based on FMCG categories tracked by The Nielsen Company

20 North Asia Country Highlights – Taiwan

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2009 2010 CONVENIENCE STORES Mar 2009 Mar 2010 GROCERY STORES 7-11 4,823 4,751 Traditional Grocery Stores 17,855 16,947 Family Mart 2,331 2,429 Convenience Stores 9,187 9,234 Hi-Life 1,253 1,242 Supermarket 1,832 2213 OK 828 835 Hypermarkets 112 119 TOTAL GROCERY OUTLETS 28,986 28,513 DRUGSTORES 395 399 DRUG STORES Cosmed 295 314 Drugstores 7,716 7,817 Chain Personal Care Stores 775 812 HYPERMARKETS TOTAL DRUG OUTLETS 8,491 8,629 Carrefour 59 61 RT-Mart 20 20 OTHERS a.mart (AiMai) 15 17 Liquor Stores 883 885 Dollars 1 1 Kiosk 36,645 38,371 Save&Safe 4 4 TOTAL OTHER OUTLETS 37,528 39,256 SUPERMARKETS PX Store 457 522 241 299 Simple Mart 171 186 SongChin 76 82 Sinon 38 40 Carrefour Super 1 3

WAREHOUSE CLUBS 5 6

21 FMCG Growth Trend 6% in Taiwan 0.5% 2.9% 3.2% 3.0% 4% 2.5% 0.0% 0.7% 0.6% 4.4% 1.8% 2% 1.2% 4.3% 1.2% 4.6% 2.9% 3.9% 0% 1.3% -1.3% -0.7% -0.6% -1.1% -2% -3.9% -6.2% -1.6% -4% -6% -8% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store Types in Taiwan 2009 95

% that spend most money vs. used 59 63 in the last month 40 44 27 17 21 7 3

Hypermarkets Supermarkets Convenience Personal Care/ Post Exchange Stores Drugstores

Spend Most Used in the Last Month * Taipei, Kaohsiung, Taichung,

Taiwan Share of Trade 28.7 28.8 Chain supermarkets and modern 22.9 22.3 19.9 personal care stores continued to show 18.2 the strongest performance in Taiwan 11.9 12.4 9.6 9.0 during 2009 6.8 6.0 1.9 1.6

Hypermarkets Chain Other Convenience Drugstores Traditional Other Super Super Store

2008 2009

Based on FMCG categories tracked by The Nielsen Company

22 North Asia Country Highlights – Hong Kong

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 CONVENIENCE STORES 2009 2010 GROCERY STORES PARKNSHOP Express 5 6 Traditional Grocery Stores 2,565 2,565 7-11 964 977 Convenience Stores 1,120 1,336 301 303 Supermarkets 649 688 Caltex 43 44 Superstores 74 74 Vango 23 25 TOTAL GROCERY OUTLETS 4,408 4,663 DRUGSTORES DRUG STORES 301 305 Traditional Drugstore 1,386 1,386 Watson's 157 159 Chain Drugstores 406 458 TOTAL DRUG OUTLETS 1,792 1,844 SUPERMARKETS Wellcome 271 272 Park'N Shop 246 241 CRV 96 96 Jusco 11 11

23 FMCG Growth Trend 14% 12.3% in Hong Kong 10.8% 12% 5.0% 8.9% 10% 3.2% 8% 1.7% 5.9% 4.9% 4.3% 6% 2.7% 2.5% 0.9% 4% 2% 7.6% 5.6% 7.3% 7.2% 6.5% 3.8% 3.7% 3.4% 0% -0.6% -2% -0.7% -1.1% -1.2% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern 92 Store Types in Hong Kong 2009 89 83 % that Spend most money vs. used 61 in the Last Month 47

21 8 7 0 4

Superstores Supermarkets Convenience Personal Care/ Online Stores Drugstores

Spend Most Used in the Last Month

Hong Kong Share of Trade 56.4 55.5 In Hong Kong, the strongest performing 2008 2009 channel continues to be drugstores, which gained 1.3% share in 2009

26.2 27.5

15.4 15

1.9 2

Chain Convenience Drugstores Open Trade Supermarkets & Ind. Smkt

Based on FMCG categories tracked by The Nielsen Company

24 North Asia Country Highlights –

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 HYPERMARKETS 2009 2010 GROCERY STORES E-Mart 127 127 Traditional Grocery Stores 51,961 49,053 Lotte Mart 69 70 Convenience Stores 14,333 16,738 Homeplus 114 115 Small Supermarkets 16,151 17,706 New Core Outlet 17 17 National Cooperative 2,083 2,141 GS Mart 14 14 Large Supermarkets 3,619 4,045 Hanaro Club 17 17 Warehouse Club 6 6 Mega Mart 10 10 Hypermarkets 346 363 Grand Mart 6 6 TOTAL GROCERY OUTLETS 88,499 90,052 Big Mart 3 3

DRUG STORES SUPERMARKETS Independent Drugstores 19,456 20,790 GS Super 134 149 Cosmetic Stores 7,695 7,695 Kims Mart 44 46 TOTAL DRUG OUTLETS 27,151 28,485 Lotte Super 185 181 Homeplus Express 159 199 Seowon Stores 70 70

CONVENIENCE STORES 7-11 2,213 2,329 Family Mart 4,596 4,837 GS 25 3,744 3,941 1,192 1,255 1,360 1,431 Joy Mart 230 242 OK Mart 317 334 C-Space 144 152

WAREHOUSE CLUBS Costco Korea 7 7

25 FMCG Growth Trend 10% 8.9% 6.1% 8.7% 8.4% in South Korea 7.5% 7.6% 8% 9.1% 7.7% 5.8% 6% 5.3% 4.3% 7.5% 8.9% 1.2% 4% 2% 0.0% 2.3% 4.1% 4.6% 0% -0.2% -2.8% 1.0% -2% -4% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern 98 Store Types in Korea 2009 89 71 % that spend most money vs. used 58 59 60 in the last month 23 1 0 4

Hypermarket Supermarket Convenience Pharmacy Online Store Spend most money Used in the last Month

Korea Share Of Trade 2008 2009 Chain supermarkets and convenience 31.6 30.6 stores gained share in Korea while Hypermarkets lost 1 share point in 2009 12.5 12.5 12.3 13.9 13.7 9.4 10.2 10.1 10.1 11.8 10.6 10.6

Hypermarkets Chain Independent Convenience Minimarkets National Traditional Supermarkets Supermarkets Trade

Based on 71 FMCG categories tracked by The Nielsen Company

26 South-East Asia Country Highlights – Singapore

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 HYPERMARKETS Mar 2009 Feb 2010 GROCERY STORES Giant 8 8 Traditional Grocery Stores 1,675 1,639 Carrefour 2 2 Convenience Stores 449 492 FairPrice Xtra 3 3 Petrol Convenience Stores 200 200 Supermarkets 239 253 SUPERMARKETS Minimarket 503 503 NTUC FairPrice 85 94 Hypermarkets 12 12 Cold Storage 41 45 TOTAL GROCERY OUTLETS 3,078 3,099 Shop N Save 50 50 22 23 DRUG STORES Traditional Medical Stores 312 304 CONVENIENCE STORES Chain Drugstore 264 279 7-Eleven (Petrol Mart) 64 64 TOTAL DRUG OUTLETS 576 583 7-Eleven 367 420 SPC 38 38 Caltex 30 30 Cheers 65 75 Cheers by FairPrice 48 44 FairPrice Xpress 19 21

MINIMARKET Econ Minimart 3 0 i-econ 97 94

DRUGSTORES Guardian 117 126 Watson's 100 103 Unity Healthcare 39 43

27 FMCG Growth Trend 11.4% in Singapore 12% 10% 8.9% 8.1% 6.4% 8% 7.2% 5.8% 5.4% 4.7% 5.2% 6% 4.1% 0.0% 4% 3.3% 2% 3.4% 5.0% 3.1% 3.1% 1.9% 5.4% 0% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store Types in Singapore 2009 87 74 % that spend most money vs. used 55 in the last month 44 22 8 4 2

Hypermarkets Supermarkets Convenience Personal Care/ Stores Drugstores

Spend Most Used in Last Month

Singapore Share of Trade 64.1 65.9 Supermarkets performed strongly in Singapore in 2009 while convenience 2008 2009 stores share dropped back after a decade of strong growth

12.4 11.9 14.9 14.1 8.6 8

Supermarkets/ Convenience Drugstores Open Trade Hypermarkets Store & minimarts

Based on FMCG categories tracked by The Nielsen Company

28 South-East Asia Country Highlights – Malaysia

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 HYPERMARKETS 2009 2010 GROCERY STORES Giant 32 36 Provision Shops 30,611 30,357 Carrefour 17 22 Convenience Stores 3,184 3,293 Sunshine 1 1 Supermarket 735 753 Tesco 21 24 Hypermarkets 84 96 Tesco Extra 8 8 TOTAL GROCERY OUTLETS 34,614 34,499 SUPERMARKETS DRUG STORES The Store 74 52 Traditional Medical Store 2,476 2,322 Billion 32 30 Chain/Independent Drugstore 1,925 2,012 Sunshine 5 3 Sundry toiletry stores 3,009 2,782 Ngiu Kee 10 9 TOTAL DRUG OUTLETS 7,410 7,116 Jusco 21 25 Giant 63 65 Cold Storage 22 19

CONVENIENCE STORES 7-Eleven 998 1,016 550 579 Shell Select 283 336 Caltex Starmart 211 203 Mobil 201 201 BHP 165 145 Esso 164 164

DRUGSTORES Guardian 331 343 Watsons 208 209 PharmaCare 16 9

MINIMARKET 99 Speedmart 123 174

29 FMCG Growth Trend 20% in Malaysia 15% 11.8% 3.8% 10% 5.6% 17.2% 4.4% 5% 3.4% 10.3% 0.5% 1.7% 0.9% 7.0% 4.3% 0.4% 5.3% 0% -5.4% -0.9% -0.8% -0.4% -0.9% -1.4% -6.5% -5% -4.1% -0.4% -2.4% -10% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store 78 Types in Urban Malaysia 2009 71

% that spend most money vs. used 50 in the last month 37 36 25

4 1

Hypermarkets Supermarkets Convenience Stores Personal Care/ Drugstores

Spend Most Used in the Last Month

Malaysia Share of Trade 45.8 42.9 44.1 44.5 All modern trade formats continued to gain share in Malaysia in 2009

5.4 5.5 3.4 3.7 2.5 2.2

Convenience Supemarkets/ Drugstores Traditional Chinese Store Hypermarkets Trade Medical Halls

2008 2009

Based on FMCG categories tracked by The Nielsen Company

30 South-East Asia Country Highlights – Thailand

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 HYPERMARKETS 2009 2010 GROCERY STORES 67 67 Traditional Grocery Stores 310,823 317,961 Tesco Lotus 110 116 Convenience Stores 7,361 7,754 Carrefour 34 39 Supermarkets 542 545 Hypermarkets 207 222 SUPERMARKETS Warehouse Clubs 41 44 Tesco Lotus Supermarket 56 66 TOTAL GROCERY OUTLETS 318,974 326,526 TOPS 95 96 Jusco 9 11 DRUG STORES Foodland 11 11 Traditional Drugstores 10,195 11,093 Home (The Mall) 9 10 Chain Drugstores 297 333 TOTAL DRUG OUTLETS 10,492 11,426 CONVENIENCE STORES 7-Eleven 4,900 5,256 Tiger Mart 110 97 Family Mart 548 567 Jiffy 146 146 Select 102 106 Suria 101 99 Tesco Express 420 487 Tops Daily 14 24 Mini Big C 11 11

PERSONAL CARE Watsons 148 156 Boots 152 164

WAREHOUSE CLUB Makro 41 45

31 FMCG Growth Trend 12% 10.9% in Thailand 9.6% 10% 7.7% 8.0% 6.8% 8% 5.8% 5.0% 6.1% 6.1% 5.3% 6% 3.5% 4.5% 4.5% 3.0% 3.8% 4% 2.3%

2% 5.1% 3.3% 4.6% 3.2% 3.1% 3.0% 3.5% 2.3% 0% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store Types in Urban Thailand 2009 90 86

% that spend most money vs. used 64 61 in the last month 22 12 5 0

Hypermarkets Supermarkets Convenience Stores Personal Care/ Drugstores Spend Most Used in Last Month

Thailand Share of Trade 54.8 53.5 Convenience stores in Thailand remain 2008 2009 one the fastest growing trade channels in the region, reaching 16.3% in 2009 30.5 30.1

14.7 16.3

Super/Hypermarket Open Trade

Based on FMCG categories tracked by The Nielsen Company excluding cigarettes

32 South-East Asia Country Highlights – Indonesia

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 CONVENIENCE STORES 2009 2010 GROCERY STORES Circle K 238 259 Traditional Grocery Stores 2,469,465 2,520,757 Mini Mart 36 36 Convenience Stores 267 358 Am/pm 28 28 Minimarket 10,607 11,569 Alfa Express 32 Supermarket 1,571 1,146 7-Eleven 3 Hypermarkets 127 141 Warehouse Clubs 26 26 PETROL STORES TOTAL GROCERY OUTLETS 2,482,063 2,533,997 Bright () 42 96 Select (Shell) 36 45 DRUG STORES Surya (Petronas) 21 Traditional Drugstores 18,193 18,597 Bonjour (Total) 3 Chain Drugstores 419 463 TOTAL DRUG OUTLETS 18,612 19,060 DRUG STORES Century 193 208 Modern Trade Retailers – Banner Names & Numbers Guardian 189 196 SUPERMARKETS 2009 2010 Boston 51 53 Hero 52 41 Shop In 2 2 Giant 55 59 Watsons 4 4 Ramayana 93 93 Matahari / Foodmart 23 23 HYPERMARKETS 14 15 Carrefour 42 45 Yogya and Griya 56 57 Carrefour ex ALFA 16 16 Super Indo 64 65 Giant 26 34 Gelael 15 15 Hypermart 43 46 Borma 23 24 Macan Yaohan 8 13 MINIMARKETS Hardy's 11 13 Indomaret 3,312 3,892 Sri Ratu 8 7 Alfamart 2,896 3,422 Star Mart 122 124 WAREHOUSE CLUBS Yomart 177 220 Makro/Lotte 19 19 Alfa MIDI 60 109 Indogrosir 6 6 Goro 1 1

33 FMCG Growth Trend 25% 21.1% in Indonesia 20% 15.8% 6.3% 15% 1.0% 6.9% 8.4% 10% 4.7% 3.8% 3.0% 5% 2.0% 0.3% 6.2% 14.8% 6.1% 14.8% 10.4% 6.4% 2.7% 0% 3.4% 2.2% -1.4% -1.4% -5% -3.5% -2.6% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store 78 Types in Urban Indonesia 2009

% that spend most money vs. used 54 45 in the last month 30 24 15 13 0

Hypermarkets Supermakets Minimarts Personal Care Stores

Spend Most Used in the Last Month

* --Bekasi-Depok, Bandung, Surabaya and Makasar

Indonesia Share of Trade 63.5 61.8 The story remains the same in Indonesia 2008 2009 with the growth coming from the mini-market format which gained a further 2 share points to over 17% of total FMCG sales 21.1 20.9 15.4 17.2

Hyper/ Supermarkets Minimarkets Traditional Grocery

Based on FMCG categories tracked by The Nielsen Company

34 South-East Asia Country Highlights – Philippines

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 HYPERMARKETS 2008 2009 GROCERY STORES Shopwise 7 8 Sari-Sari Stores 661,065 694,057 SM Super Shopping Market 12 19 Market Stalls 37,619 36,694 SUPERMARKETS Grocery Store 5617 5,461 Rustans 22 21 Convenience Stores 2139 2,101 Gaisano (Chains) 39 44 Supermarkets 1218 1,273 SM-Shoemart(Supervalue) 38 50 Hypermarkets 19 27 Robinsons 37 49 Department Stores 527 529 Waltermart 14 14 TOTAL GROCERY OUTLETS 708,204 740,142 South Supermarkets 9 9 Tropical Food Hut Mart 6 6 TOTAL DRUG OUTLETS 10,971 11,045 Ever Supermarkets 15 16 Lopues 9 9 CONVENIENCE STORES 7-11 376 447 Mini Stop 233 271 Shell Select 160 158 Caltex Star Mart 81 0 Petron Treats 50 53 DEPARTMENT STORES Robinsons 23 25 Ever Gotesco 3 3 Isetann 3 3 SM Shoemart 35 38 DRUGSTORES Mercury Drug 700 741 Save More Drug 51 56 Rose Pharmacy 122 154 Watsons 181 206 HBC Your Personal Store 172 175 CASH & CARRY Makro 15 12

35 FMCG Growth Trend 16% 12.6% in the Philippines 14% 12.3% 12.6% 12% 8.2% 8.9% 8.0% 10% 6.8% 7.9% 8.0% 13.9% 8% 1.6% 6% 12.2% 4.3% 5.9% 4.7% 4% 2% 0.1% 3.9% 5.8% 2.0% 3.3% 7.3% 8.3% 0% -0.3% -2% -1.3% -4% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store Types in Urban Philippines 2009 57 41 % that spend most money vs. used in the last month 20 9 1 1

Supermarkets Convenience Stores Personal Care/Drugstores Use Most Often Used in the Last Month

* 13 urban cities across the Philippines

Philippines Share of Trade 2008 2009 Supermarkets gained 0.4% share during 2009 in the Philippines 47.3 46.8 39.9 40.3

9.5 9.1 1.9 1.9 0.9 1

Supermarkets Grocery/CVS Drugstores Open Trade Department Store

Based on FMCG categories tracked by The Nielsen Company

36 South-East Asia Country Highlights – Vietnam

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 SUPERMARKETS 2008 2009 GROCERY STORES Big C 5 5 Traditional Grocery 49,703 52,435 Citimart 17 16 Convenience & Minimarkets 239 343 Coop Mart 18 19 Supermarkets 119 135 Fivimart 14 14 Hypermarket 5 5 Maximark 2 2 Warehouse Club 5 5 Medicare 8 10 TOTAL GROCERY OUTLETS 50,071 52,923 Vissan 19 28 INTIMEX 5 6 OTHERS Street Vendors 1,181 924 CONVENIENCE STORES Market Stalls 6,727 5,922 G7 Mart 25 19 TOTAL OTHER OUTLETS 7,908 6,846 Coop 6 6 Hapro 19 23 Shop & Go 14 35

WAREHOUSE CLUB Metro 5 5

37 FMCG Growth Trend 45% 42.7% 37.7% in Vietnam 40% 35% 27.1% 30% 20.9% 28.7% 20.9% 25% 17.2% 19.9% 16.0% 22.1% 20% 6.8% 12.8% 15% 8.9% 8.1% 10% 6.8% 11.4% 5% 9.1% 14.0% 16.8% 14.1% 11.0% 6.0% 4.6% 5.0% 0% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store Types in Urban Vietnam 2009 100 90 80 % that spend most money vs. used in the last month 60 43 37 40 19 20 5 0 3 0 0 Supermarket Hypermarkets Convenience Store Personal Care Stores

Spend Most Used in the Last Month

Vietnam Share of Trade 2008 2009 90 89 The modern trade Vietnam now accounts for 11% of grocery sales

10 11

Modern Trade Traditional Trade Based on FMCG categories tracked by The Nielsen Company

38 South-East Asia Country Highlights – India

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2008 2009 SUPERMARKETS 2009 2010 GROCERY STORES Reliance Fresh 329 356 Provision Stores 3,998,261 4,022,155 Trinethra/Fabmall 378 403 Pan Bidi Outlets 1,787,269 1,830,984 Spencer's Daily 172 131 Food Stores 170,727 172,341 Spencer's Express 62 44 Supermarkets 5,242 6,056 Spencers Super 14 12 General Stores 1,073,418 1,096,938 Spencers Fresh 2 1 TOTAL GROCERY OUTLETS 7,034,917 7,128,474 Apna Bazar 125 135 More for You 266 246

DRUG STORES Sabka Bazar 75 60 Chemist 379,263 390,176 Foodworld 67 67 Spinach 45 35 Cosmetic Stores 184,383 186,686 Nilgiris 50 33 TOTAL DRUG OUTLETS 563,646 576,862 6TEN 499 270 LM365 44 49 Modern Trade Retailers – Banner Names & Numbers Fresh@ 75 75 HYPERMARKETS 2009 2010 Kendriya Bhandar 29 123 Big Bazaar 151 169 Arambagh 27 33 Spar Hyper 3 3 Vishal Megamart 141 145 Giant-Spencers Hyper 21 19 Wellness 137 156 Magna 61 65 CONVENIENCE STORES Smart 47 34 BPCL In & Out 73 133 Big Apple 44 42 Convenio 8 15 Patel Low Price 11 11 HP Speedmart 15 17 Total 4 4 Akbarallys 5 8 Kannan 7 9 Club HP 7 22 Hypercity 1 7 Kishore Biyanani's Fair Price 149 93 PHARMACY Amudham 26 27 Apollo Pharmacy 188 740 Maratha Stores 18 20 Health & Glow 61 65 Supplyco 4 17 Medplus Pharmacy 119 570 Janatha Bazar 8 8 Medicine Shoppe 18 210 Triveny 12 12 Raj Rajya Sahakari 36 35 Samavayika 10 15 Himalaya Ayurvedic 14 95 Dabur New U 7 10 Akbarallys 5 8 Basco 1 1

39 FMCG Growth Trend 25% in India 19.6% 20% 17.2% 17.1% 14.6% 15.5% 8.3% 11.5% 15% 10.4% 12.6% 10.2% 11.0% 9.2% 10% 10.2% 8.9% 5%

0.8% 9.2% 4.4% 8.9% 5.6% 2.9% 0.3% 0% 2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10

Unit value change Volume change Nominal growth

Shoppers Usage of Modern Store 92 Types in India 2009

% that spend most money vs. used 56 58 in the last month 28 17 7 9 2 1 0

Hypermarkets Supermarkets Convenience Personal Care/ Traditional Stores Drugstores

Spend Most Used in last Month

India Share of Trade 95 95 2008 2009 After the strong expansion of the modern trade over the last 5 years in India, 2009 was a year of consolidation with share remaining at 5%

5 5

Modern Trade Traditional Trade

Based on FMCG categories tracked by The Nielsen Company

40 South-East Asia Country Highlights – Sri Lanka

Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers TRADE SECTOR 2009 2010 SUPERMARKETS GROCERY STORES Cargills 138 142 Traditional Grocery Stores 105,392 115,490 Sathosa Retail 105 190 Supermarkets 510 958 Keells/Super Pola 40 61 TOTAL GROCERY OUTLETS 105,902 116,448 Arpico 10 13 Co-op City 263 365 DRUG STORES Traditional Drugstores 2,400 2,346 CONVENIENCE STORES TOTAL DRUG OUTLETS 2,400 2,346 Laugfs 22 31

Sri Lanka Share of Trade 85 84 In Sri Lanka, the modern trade continued to steadily gain share in 2009

2008 2009

15 16

Supermarkets Traditional Grocery

Based on FMCG categories tracked by The Nielsen Company

41 For more information, please contact:

Peter Gale Managing Director - Retailer Services Asia Pacific, Middle East & Africa The Nielsen Company

Phone: +66(0)2673-4660 Email: [email protected] www.nielsen.com

Copyright © 2010 The Nielsen Company. All rights reserved. Produced in the USA. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 2010/1724