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FRENCH MARKET PRESENTATION for : FEVIA from : Sophie Delcroix – Elise Deroo – Green Seed France Date : 19Th June, 2014

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FRENCH MARKET PRESENTATION for : FEVIA from : Sophie Delcroix – Elise Deroo – Green Seed France Date : 19Th June, 2014 FRENCH MARKET PRESENTATION For : FEVIA From : Sophie Delcroix – Elise Deroo – Green Seed France Date : 19th June, 2014 FEVIA 1 I. GREEN SEED GROUP : WHO WE ARE II. MARKET BACKGROUND AND CONSUMER TRENDS III. THE FRENCH RETAIL SECTOR IV. KEY RETAILERS PROFILES V. FOODSERVICE VI. KEY LEARNINGS VII. CASE STUDIES FEVIA 2 Green Seed Group Having 25 years of experience, the Green Seed Group is a unique international network of 11 offices in Europe, North America and Australia, specializing in the food & beverage sector OUR MISSION Advise both French and foreign food and beverage companies or marketing boards, on how to develop a sustainable and profitable position abroad Green Seed France help you to develop your activity in France using our in-depth knowledge of the local food and beverage market and our established contacts within the trade FEVIA 3 A growing and unique international network Germany (+ A, CH) The Netherlands Scandinavia U.S.A./Canada Great Britain Belgium France Portugal Spain Italy 11 offices covering 18 countries Australasia FEVIA 4 The Green Seed model Over the last decade, one of the most important trends in the French food & drink trade has been for retailers to deal with their suppliers on a direct line. Green Seed France has developed its business model around this trend. We act as business facilitators ensuring that every step of the process is managed with maximum efficiency. From first market visit, to launch as well as the ongoing relationship that follows. We offer a highly cost-effective solution of “flexible local sales and marketing management support” aimed at adding value. Strategic management & contacts, financial administration and business ownership remain entirely with the manufacturer. French retailers and food service operators have appreciated our involvement and added value in the context of our common projects for the last 20 years. From a small seed a mighty trunk may grow. Aeschylus FEVIA 5 Green Seed is different… FEVIA 6 The Green Seed Concept Through our specialist international food and drink expertise, we create Harvest value for our client’s brands and products. Grow Incubate Seed We help business to grow, from the seed to the fruit FEVIA 7 Our Services: Strategic and Operational Trade & Consumer Insight Market Entry Strategy Opportunity Assessment Product Proposition Evaluation Trends & Developments Sales & Profitability Projections Quantitative research Partner Search & Introduction (Scanner data, Nielsen…) Brand Planning Sales Strategy & Planning Trade & Consumer Market Entry Support Promotion Trade introductions & Event Management management Public Relations Channel & Category Planning Web & social media Key Account Management We Advise, We Execute & We Deliver FEVIA 8 The Facilitator Clients Objectives GSG Consumer Trade Aspirations Needs Green Seed is the facilitator: Combination of understanding of trade needs, consumer aspirations and client objectives lead to effective and original campaigns FEVIA 9 Doing business since 1991 Country representational Industry sector Local trade EU supported projects FMCG Producers bodies organisations partners FEVIA 10 I. GREEN SEED GROUP : WHO WE ARE II. MARKET BACKGROUND AND CONSUMER TRENDS III. THE FRENCH RETAIL SECTOR IV. KEY RETAILERS PROFILES V. FOODSERVICE VI. KEY LEARNINGS VII. CASE STUDIES FEVIA 11 France is… Food is an Strong culinary Large Food important part of tradition industry French life style 85% of French French Cuisine is consumers inscribed on 15 000 French believe that UNESCO's World manufacturers “health is in the Heritage List plate” since 2010 FEVIA 12 What is said … When French people are not eating, they are talking about food FEVIA 13 International Context Top 10 Western European Markets Top 10 Global Markets Country Grocery Retail Country Grocery Retail Market Market (€bn) (US$bn) 1. France 208.17 1. USA 881.84 2. Germany 162.46 2. China 789.91 3. United Kingdom 161.96 3. Japan 359.96 4. Italy 129.56 4. India 350.38 5. Spain 97.05 5. Brazil 289.92 6. Switzerland 39.77 6. France 276.04 7. Belgium 34.92 7. Russia 256.38 8. Netherlands 34.46 8. Germany 215.43 9. Sweden 24.55 9. United 214.60 10. Greece 23.72 Kingdom 10. Italy 171.80 France is n°1 in the European Market for Grocery Retail market and 6th in the Top 10 Global markets Source: Retail Analysis Datacentre, calculated in 2011 FEVIA 14 The Economy • 66 million inhabitants, almost 60% are between 20-64 years old* • Inflation : +2.3%* • Unemployment rate in France: 10% • The VAT rate standard is 5.5 %. 7% on some products to take away France has been badly hit by the economic downturn and French consumers are conscious of their reduced purchasing power * INSEE January 2013 FEVIA 15 French population A concentrated population in Ile de France (Paris and suburbs) - 19% of the activity (12M pers) - world's 4th and Europe's wealthiest and largest regional economy Significant difference between Paris & large cities (innovation) and rest of France (more traditional) Map of the main French cities > 400 000 inhabitants • cities > 5 000 inhabitants /km² FEVIA 16 Key Consumer Trends • Increase in the prices of food and drink (raw materials) – Renewed interest in shopping at proximity stores and local markets – Development of value line ranges + improvement of the PL (quality, nber of skus, NPDs…) • Origins & label certifications – Information, Labels (IGP, AOP “terroirs” regional specialities, Label Rouge…) and certificates appreciated by the French Consumers – The “clean label”: more precise and transparent information about the product, distrust regarding additives Intermarché PL of white wine with mango FEVIA 17 Key Consumer Trends • Healthy eating & nutritional products: – Rise of obesity development of products offering well being, balanced diets, healthy positioning – Nationwide advertising campaigns to eat “5 fruits & vegetables per day” – Favourable to low-fat, low-sugar, anti-cholesterol, probiotic, gluten free ranges,etc. • Natural: Naturality is a growing trend. Consumers are going back to “manger-vrai” Simple manufacturing processes and simple marketing speech FEVIA 18 Key Consumer Trends • Sensory experience Fun foods can provide a moment of escapism from daily struggles. High development in texture/flavor/taste experience…. But also search for authencity. - Texture inclusions - Larger/smaller pieces - Traditional and authentic experiences *Innova Market Insights 2013 FEVIA 19 Key Consumer Trends • Convenience Covering all categories of products, Convenience is a in-depth trend which can revolutionize a market *Innova Market Insights 2013 FEVIA 20 I. GREEN SEED GROUP : WHO WE ARE II. MARKET BACKGROUND AND CONSUMER TRENDS III. THE FRENCH RETAIL SECTOR IV. KEY RETAILERS PROFILES V. FOODSERVICE VI. KEY LEARNINGS VII. CASE STUDIES FEVIA 21 Overview of the French Retail Sector • High concentration and unbalanced power: 7 major large scale Retailers ... and 36 000 suppliers • Retailer groups either have a decentralised (Leclerc, Intermarché…) or very centralized organisation (Carrefour, Auchan, Monoprix…) • Internationalisation: Carrefour and Auchan generate approx 50% of their turnovers outside France…opportunities to be listed abroad through central buying French office • After a strong development of hard discounters, their market share is slightly decreasing (12,2% in 2013 vs 14,1% in 2009)* FEVIA 22 * Nielsen Jan - 2014 The Buying Process in France Buyer Expectations and Considerations • Buyers time is highly demanded • Solid sales numbers/projections and await for real USP’s • High GM on product (Category dependent – 35% to 50% ) • Products adapted to the French market (name / taste/ ingredient list…) • Specific budget for the launch : free samples, promotion, in-stores tasting, or sales force (brands) • Stable price for minimum 18 months from launch • Agreement with the Marketing Manager is needed Buying process is often very long (3 months to 1 year) FEVIA 23 Overview of the French Retail Sector Hypermarkets format still represent +50% of the retail business MS in value of the distribution networks vs last year HYPERMARKETS 52,2 + 0,1pt SUPERMARKETS 26,4 - 0,7pt HARD DISCOUNT 12,7 - 0,6pt CONVENIENCE 5,8 0,0pt CLICK&COLLECT 2,6 + 1,1pt WEB 0,3 + 0,1pt Kantar worldpanel – YoY March 2013 0 10 20 30 40 50 60 FEVIA 24 Retail Groups : Market Share 25 YtD 2013 In % Retailers market shares, 100% HM-SM-HD-e-commerce incl drive Carrefour = CRF Hyper + CRF Super U = Hyper U + Super U 19,4 Casino = Géant Casino + Casino Super 18,5 Nielsen 20 (+0,9pt) (-0,5pt) 13,1 15 (+0,3 pt) 9,9 (+0,3 pt) 8,4 10 (-0,2pt) 4,6 4,4 (=) (-0,4pt) 5 2,4 2,4 2,5 2,1 1,7 (=) (-0,1pt) (=) 0,7 (=) (=) (=) 0 Leclerc Carrefour Intermarché Système U Auchan Lidl Casino Simply Leader Price Cora Monoprix Franprix Match Market Fierce battle between Carrefour and Leclerc to gain the Leadership FEVIA 25 Retailers : Price Index on branded products 115 112,1 110 108,05 105,05 105 103,35 99,9 100 98 98 96,9 96,9 94,5 95 93,1 90 85 GEANT HM LECLERC CARREFOUR AUCHAN SIMPLY CASINO MONOPRIX INTERMARCHE SYSTEME U CARREFOUR CORA MARKET MARKET SM Source : Lineairesprix – 2nd sem 2013 – based on 136 food products FEVIA 26 LME: Branded products focus Since 2008, Loi de Modernisation de l’Economie (LME) Economy Modernization Law, an exception in the EU • The aim of this law is to restore a fair balance between suppliers and retailers = 7 retailing groups and 36 000 suppliers (97% SME’s ) • Marketing budget, RSP and margin calculation are highly regulated • Rules are changing every year ! FEVIA 27 LME: Branded products focus SUPPLIER SIDE Conditions Générales de Vente (General Sales Conditions) : • The “CGV” are mandatory for any company established in France, and highly recommended for foreign companies: logistic conditions, payment terms, discounts, promotional budget payment… Public Annual Tariff • The Public Tariff must be the same for any distributor of the same category (Cash & Carry, Online Business, Retail, Food Service…).
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