Confidential & Proprietary Copyright © 2007 The Nielsen Company

“People, Places and Effecting Change in the consumption of Fruit and Vegetables”

Ron LemaireRon Lemaire5 to 10 a day, for better health!5 to 10 a day, for better health!

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Objectives

Eating Well With Canada’s Food Guide provides clear recommendations for fruit and vegetable consumption. The 5 to 10 a Day program has been promoting the consumption of fruit and vegetables to Canadians since the early nineties through its partners the Heart and Stroke Foundation of Canada, the Canadian Cancer Society and the Canadian Produce Marketing Association. The program clearly indicates the health benefits of consuming the recommended number of servings per day. Despite these efforts, the vast majority of Canadians are not eating the recommended amounts of fruits and vegetables per day. Canadian Community Health Survey data indicate variation of fruit and vegetable consumption by age, gender and socioeconomic status.

This presentation will: • Review demographic variation in fruit and vegetable consumption and its relationship to public health. • Analyze prices and price variances for the top ten fruits and vegetables sold in Canada on a national and regional level and place these within the context of food security issues. • Identify opportunities and challenges in implementing interventions to address the increased consumption of fruit and vegetables in Canada.

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Awareness among both men and women is now at record high levels. More than half of adult Canadian women are aware of the program (51% combined).

40%37%

35%33%

22%18%

55%51%52%

44%

34%28%

0%

10%

20%

30%

40%

50%

60%

2001 2002 2003 2005 2007 2008

Males

Females

Source: Nielsen “5 to 10 a day for better health” survey results for 2001, 2002, 2003, 2005, 2007 and 2008.

Gender - National Awareness of the “5 to 10 per day” campaignGender - National Awareness of the “5 to 10 per day” campaign

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Although general awareness of the campaign is encouraging and growing, still less than a quarter of Canadians actually consume the recommended daily servings of

fruits/vegetables.

26% 25% 25% 26%24%

2002 2003 2005 2007 2008

National % of Canadian Head of HHLD Who National % of Canadian Head of HHLD Who Consume at least the required 5 to 10 per dayConsume at least the required 5 to 10 per day

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While a large group of Canadians are not reaching their consumption objectives we have a large group one serving away from our 5 a day goal.

National % of Canadian Head of HHLD Who National % of Canadian Head of HHLD Who Consume less than 5 to 10 per dayConsume less than 5 to 10 per day

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Provincial 5 a day winners!

21%24% 23% 23% 24% 25%

Maritimes Quebec Ontario Man/Sask Alberta BC

National % of Canadian Head of HHLD Who National % of Canadian Head of HHLD Who Consume at least the required 5 to 10 per day Consume at least the required 5 to 10 per day

by Provinceby Province

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Does Income matter?

National % of Canadian Head of HHLD Who National % of Canadian Head of HHLD Who Consume produce by serving Consume produce by serving

44 43

37 3634

30

39 38 39

43 42 43

1719

2421

2427

under$20k

$20-$29k $30-$39k $40-$49k $50-$69k $70k+

less than 3

3 to 4 Servings

more than 5

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Consumption by Province

0

5

10

15

20

25

30

35

40

45

50

Mar

itim

es PQ ON

Man

/Sas

k AB BC

Less than 3 servings

3-4 servings

More than 5

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Serving consumed by Age

0

10

20

30

40

50

60

70

80

90

Hhage18-24

Hhage25-34

Hhage35/44

Hhage<40

Hhage45/54

Hhage55/64

Hhage65+

Less than 5

More than 5

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Quality and price are also the greatest influencing factors when choosing which fruits or vegetables to buy.

77% 77%

52%43%

39% 36%

10% 9% 8%

Quality Price Preference ofhousehold

Produce issold loose

HealthBenefits

Produce islocally grown

Produce isorganic

Other Produce issold pre-packaged

National – Choice InfluencersNational – Choice Influencers

Source: Nielsen “5 to 10 a day for better health” survey results for 2008.

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Interestingly, price sensitivity doesn’t seem to be higher for lower income households. All income brackets seem equally as sensitive to price when

choosing which fruit or vegetable to purchase.

79% 75% 76% 79% 76% 76%

under $20k $20-$29k $30-$39k $40-$49k $50-$69k $70k+

Source: Nielsen “5 to 10 a day for better health” survey results for 2008.

National – Price sensitivity amongst income groupsNational – Price sensitivity amongst income groups

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Where we Shop?

0

10

20

30

40

50

60

70

80

90

100

U$20K $20-$29K

$30-$39K

$40-$49K

$50-$69K

$70K+

TRADITIONAL GROCERYSUPERMARKET

WAREHOUSE CLUBOUTLET

PRODUCE SPECIALITYSTORE

OTHER

DO NOT PURCHASE ANYFRESH FRUITS ORVEGETABLES

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The principle reason I shop at this location is because

of the fresh fruits and vegetables sold there.

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

U$20K $20-$29K $30-$39K $40-$49K

FALSE

TRUE

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Feeding Canada

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Feeding the North – F&V

Food Mail SuccessFood Mail SuccessFunded by INAC Funded by INAC

Federal Government SubsidizedFederal Government SubsidizedCanada Post SupportCanada Post Support

LobbyingLobbyingHealth CanadaHealth CanadaDiabetes foundationDiabetes foundationNorth West CompanyNorth West Company

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Comparative Food Price Increases

Inflation Feb 2008• Fruit, -6.7%• Veggies, -11.6%

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Top 5 Fresh FruitsAvg Retail Selling Price/Kg - National GB

Source: Nielsen FreshTrack, National Grocery Banner, Top 5 Fresh Fruits, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, 2007.

$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

4wk O

ct 30

2004

4wk D

ec 2

5 20

04

4wk F

eb 1

9 2005

4wk A

pr 16 2

005

4wk J

une 1

1 200

5

4wk A

ug 06 2

005

4wk O

ct 01

2005

4wk N

ov 26

2005

4wk J

an 2

1 200

6

4wk M

ar 1

8 2006

4wk M

ay 13

200

6

4wk J

uly

08 2

006

4wk S

ept 0

2 2006

4wk O

ct 28

2006

4wk D

ec 2

3 20

06

4wk F

eb 1

7 2007

4wk A

pr 14 2

007

4wk J

une 0

9 200

7

4wk A

ug 04 2

007

4wk S

ept 2

9 2007

APPLES GRAPES BANANAS STRAWBERRIES ORANGES

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$0.00

$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$35.00

$40.00

$45.00

$50.00

4wk O

ct 30

2004

4wk D

ec 2

5 20

04

4wk F

eb 1

9 2005

4wk A

pr 16 2

005

4wk J

une 1

1 200

5

4wk A

ug 06 2

005

4wk O

ct 01

2005

4wk N

ov 26

2005

4wk J

an 2

1 200

6

4wk M

ar 1

8 2006

4wk M

ay 13

200

6

4wk J

uly

08 2

006

4wk S

ept 0

2 2006

4wk O

ct 28

2006

4wk D

ec 2

3 20

06

4wk F

eb 1

7 2007

4wk A

pr 14 2

007

4wk J

une 0

9 200

7

4wk A

ug 04 2

007

4wk S

ept 2

9 2007

TANGERINES/CLEMENTINES CHERRIES PEARS WATERMELON BLUEBERRIES

Source: Nielsen FreshTrack, National Grocery Banner, Bottom 5 Fresh Fruits, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, 2007.

Bottom 5 Fresh FruitsAvg Retail Selling Price/Kg - National GB

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What is 1KG of fruit?

Apples: $2.87

Pears $3.41Bananas $1.31

Oranges $3.10

21 servings of Fruit - Total: 10.69

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Top 5 Fresh VegetablesAvg Retail Selling Price/Kg - National GB

Source: Nielsen FreshTrack, National Grocery Banner, Top 5 Fresh Vegetables, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, 2007.

$0.00

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

4wk O

ct 30

2004

4wk D

ec 2

5 20

04

4wk F

eb 1

9 2005

4wk A

pr 16 2

005

4wk J

une 1

1 200

5

4wk A

ug 06 2

005

4wk O

ct 01

2005

4wk N

ov 26

2005

4wk J

an 2

1 200

6

4wk M

ar 1

8 2006

4wk M

ay 13

200

6

4wk J

uly

08 2

006

4wk S

ept 0

2 2006

4wk O

ct 28

2006

4wk D

ec 2

3 20

06

4wk F

eb 1

7 2007

4wk A

pr 14 2

007

4wk J

une 0

9 200

7

4wk A

ug 04 2

007

4wk S

ept 2

9 2007

TOMATOES POTATOES PEPPERS CARROTS ONIONS

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Bottom 5 Fresh VegetablesAvg Retail Selling Price/Kg - National GB

Source: Nielsen FreshTrack, National Grocery Banner, Bottom 5 Fresh Vegetables, Avg retail selling price / FT equiv KG, 3 year 4 weekly period ending September 29th, 2007.

$0.00

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

4wk O

ct 30

2004

4wk D

ec 2

5 20

04

4wk F

eb 1

9 2005

4wk A

pr 16 2

005

4wk J

une 1

1 200

5

4wk A

ug 06 2

005

4wk O

ct 01

2005

4wk N

ov 26

2005

4wk J

an 2

1 200

6

4wk M

ar 1

8 2006

4wk M

ay 13

200

6

4wk J

uly

08 2

006

4wk S

ept 0

2 2006

4wk O

ct 28

2006

4wk D

ec 2

3 20

06

4wk F

eb 1

7 2007

4wk A

pr 14 2

007

4wk J

une 0

9 200

7

4wk A

ug 04 2

007

4wk S

ept 2

9 2007

LETTUCE MUSHROOMS CUCUMBERS BROCCOLI CELERY

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What is 1kg of Veggies?

Carrots loose:2 @ $1.29

OR

Baby Carrots: $1.99

Tomato: $4.01

Mushrooms loose: $6.49

Red Peppers: $5.71

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What is 1kg of Veggies?

Broccoli $3.98

White Onions:$2.51

Cucumbers: $2.37

61 servings of Veggie Total: 31.95

Potatoes: $2.31

Head lettuce $2.58

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The Total Impact

13kg of food is approx 113 servings of F&V - Total Cost of $42.64 (Ottawa)

113 servings can feed a family of four for one weekwith the recommended number of servings per day

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Opportunity

• 41% of Canadians between 3 to 4 servings.– Need for more social and environment reform to support access

issues

• Provide Target programs to core groups (kids and lower SES)• Changes in regulatory environment to support more fruit

and vegetable consumption through labelling regs, access etc. • Changing cultural and social environments towards fruit

and vegetables.• 5 to 10 a day message is beginning to penetrate market

(we need to work together – 5 to 10 a day - gov’t and public health)

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How do we work together? What tools

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