HONEY CATEGORY OVERVIEW · 137.3 Million L’s (16 Oz) sold at retail in 2018, Declines Fueled by Processed Honey VOLUME- EQ Units of 16 Oz (in Millions) Source: Nielsen Scantrak

2018

HONEY CATEGORY OVERVIEW

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95.5

101.3

105.9

110.6109.6

Latest 52 Wks4YA

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 WksYA

Latest 52 Wks

509.0

558.4595.0

621.7 630.2

Latest 52 Wks4YA

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 WksYA

Latest 52 Wks

DOLLARS (in Millions)

HONEY IS A $630 MILLION CATEGORY AT RETAILDollar Growth Leveling Off (+1.4%), Unit Growth Declined 0.9%

UNITS (in Millions)

Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience (Week Ending 12/01/2018)

↑ 6.0%

↑4.6%

↑ 4.5% 0.9%↑9.7%

↑6.5%↑4.5% ↑1.4% ↑

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102.5 108.4 110.4 111.7 105.5

12.916.1 21.3 27.9 31.8

Latest 52 Wks 4YA Latest 52 Wks 3YA Latest 52 Wks 2YA Latest 52 Wks YA Latest 52 Wks

HONEY VOLUME FALLS 1.6% IN 2018137.3 Million LB’s (16 Oz) sold at retail in 2018, Declines Fueled by Processed Honey

VOLUME- EQ Units of 16 Oz (in Millions)

Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience Week ending 12/01/2018

-1.6%↑7.9% ↑5.8%

↑6.0%

↑

Raw

Processed

↑5.7%

↑14.1%

↑1.2%↑1.9% -5.5%

↑

↑25% ↑32.3% ↑30.9%

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Pounds of Organic Honey Sold Grew by 2.8% in 2018, Compared to a loss of 2.0% for Non Organic Honey

Source: Nielsen Scantrak - Answers on Demand Core, (Data Through 12/1/2018)

ORGANIC CONTINUES TO DRIVE GROWTHOrganic Growth Flattens, Continues to Gain Share

34% 32%

24%

2.84%6.62%

4.19% 4.59% -2.04%

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 WksYA

Latest 52 Wks

EQ GROWTH (EQ % CHG)

8.90%

91.10%

2014EQ

SHARE

2018EQ

SHARE

Organic Non-Organic

EQ Share of Organic Honey has almost doubled over the last 5 years, as Organic Honey has accounted for 44% of all EQ Growth.

2018 Organic EQ Growth

+ 336,550 LBS2018 Non-Organic EQ Growth

-2,606,640 LBS

4.70%

95.30%

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FLAVORED HONEY $ GROWS 29.3% IN 2018Acacia, Blueberry Flavors Outperforming

Nielsen xAOC +Conv Latest 52 Weeks W/E 12/01/2018

2,927,938

3,526,333

4,470,189

4,458,733

5,764,075

Latest 52Wks 4YA

Latest 52Wks 3YA

Latest 52Wks 2YA

Latest 52Wks YA

Latest 52Wks

↑29.3%

↑26.8%

↑20.4%

-0.3%

↑

Description

Latest 52 Wks - W/E 12/01/18

$ $ Vol % Chg

HONEY 630,223,890 1.4

UNFLAVORED 624,459,815 1.2

FLAVORED 5,764,075 29.3

ACACIA 904,033 14.8

BLUEBERRY 700,589 294.8

CINNAMON 473,910 27.0

SWEET 438,084 171.3

ORANGE 406,993 -7.3

VANILLA BEAN 237,756 119.5

HUAJILLO 225,971 -15.0

PACIFIC NORTHWEST BLACKBERRY 222,949 -17.0

BLACKBERRY 211,079 40.9

LEMON 154,906 216.7

BERRY 129,999 396.0

VANILLA AND NUTMEG 120,121 -29.1

MESQUITE 119,527 -6.1

TRUFFLE 107,824 66.2

GALLBERRY 99,265 -1.6

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CONSUMER PURCHASING BEHAVIOR

PENETRATION

30.8% [ -1.5% ]

38,260 HHs* [ -1,678 HHs ]

BUYING RATE

$13.94 [ +$0.26]

40.4% 2+ Repeat Buyers [+0.0%)

PURCHASE FREQUENCY

2.0 TRIPS [ 0.0 TRIPS ]

3.6 TRIPS Amongst 2+ Buyers

[+.1 TRIPS ]

PURCHASE SIZE

$6.92 [ +$0.11 ]

1.1UNITS [ 0.0 UNITS ]

1.68 MM FEWER HOUSEHOLDS BUY HONEY

*Note: Households expressed in (000)

Source: Nielsen Homescan- 52 Weeks ending 12/01/2017

Households Spending More Per Trip

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PENETRATION DROPS, SPEND INCREASESTrips and % of 2+ Households Remains Flat

13.1513.68 13.94

2016 2017 2018

$ Per HH PRCH

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723 1,066 1,097 1,542 2,102 2,276 3,054 4,420 4,463 5,535 7,919 11,938 14,18324,314

42,239

99,755 102,689

202,048

CONVENTIONAL GROCERY AND CLUB LOSING SHARE OF HONEY $ IN 2018Value Grocery and Mass (excl Supers) Gaining Share

Source: Nielsen Homescan Latest 52 Weeks Ending 12/01/2018

↑4.4%

↑10%

↑78%

↑14 %

-9.8%

↑52%

↑16%

-1.3%

↑2%

↑23% ↑30%

-28%

-23%

-3.2%

-0.4%

Warehouse/Club

Conventional Grocery.4%

+1.1%

2%Value Grocery

4.4%

Mass Excl Super14%

10% 23% Drug Stores

Military

($ 000)

↑228%↑9%

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NIELSEN MARKETS

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$12,988

$9,400

$14,508

$6,691

$27,174

San Francisco xAOC

Salt Lake City Boise xAOC

Houston xAOC

Sacramento xAOC

Los Angeles xAOC

$15,145

$16,270

$5,653

$6,553

$17,546

Denver xAOC

Chicago xAOC

Birmingham xAOC

Cincinnati xAOC

Atlanta xAOC

$15,145

$16,270

$16,323

$17,546

$17,875

$18,289

$19,227

$19,294

$27,174

$41,110

Denver xAOC

Chicago xAOC

Washington DC xAOC

Atlanta xAOC

Boston xAOC

Dallas/Ft. Worth xAOC

Miami xAOC

Philadelphia xAOC

Los Angeles xAOC

New York xAOC

LOS ANGELES HONEY DECLINES BY 8%Atlanta Leads % $ Growth. Cincinnati, Birmingham, Chicago fuel Honey Gains

xAOC SMM- Latest 52 Weeks Ending 12/01/2018

Largest Honey $ Markets (000) Fastest $ Growth Markets (000)

↑7.0%

↑6.9%

↑6.4%

↑6.2%

↑5.1%

-0.8%

-8.0%

↑2.2%

↑3.0%

-0.5%

↑2.6%

↑7.0%

↑3.5%

↑6.2%

↑5.1%

Slowest $ Growth Markets (000)

-8.0%

-2.5%

-4.1%

-2.4%

-1.6%

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$136,544,636 -1.3%

$119,935,563 +4.4%

$258,924,079 +2.8%

$112,387,681 +0.7%

$143,437,271 +3.8%

$80,915,699 -3.4%

$82,762,032 +1.0%

$79,940,383 +0.2%

$77,674,792 +2.6%

$55,628,937 +3.6%

$42,260,772 +1.0%

$32,724,776 +3.4%

$32,447,298 +2.1%

South Atlantic

Pacific

W S Central

Mid Atlantic

E N Central

Mountain

W N Central

E S Central

New England

South

North Central

West

North East

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AVG PRICE GROWTH INCREASES 2.3% IN 2018

3.92

4.71

4.46

5.10

Grocery

Drug

Convenience

4.76

4.68

6.06

7.51

AVG EQ PRICE 2018

Average Unit PricexAOC + Conv

11.59

5.15

6.06

6.12

6.56

6.44

18.85

11.77

Processed Raw

Latest 52 W/E 12/01/2018

4.80

5.00

5.20

5.40

5.60

5.80

Latest 52 Wks4YA

Latest 52 Wks3YA

Latest 52 Wks2YA

Latest 52 Wks YA Latest 52 Wks

Avg Unit Price Any Promo Price No Promo Price

-6.4%

-6.6%

-7.8%

-9.2%

-7.1%

Avg Promotional Discount dropping

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PROMOTION FLAT, INCREASES IN FEAT AD

Source: Nielsen AOD- Total U.S. xAOC+Conv- Latest 52 Weeks ending 12.1.2018

23.5% [+0%] of All $ on Promo

(25.1% of all Units [+0.0%])

7.5% [-0.1%] of All $ from Any

Display (7.6% of all Units[+0.0%])

15.4% [-0.9%] of all $ Sold on

TPR (17.7% of all Units[-0.9%]) 5.7% [+1.7%] of all

$ Sold on Feature Ad (5.4% of All Units [+1.2%])

Promotional activity

increased by $2.1MM over the past year

Consumer Perception of receiving

a deal Decreased

by .5% over the past

year

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HONEY PROMO PROVIDED LIFT

Source: Nielsen AOD Base and Incremental Facts- Total U.S. xAOC+ Conv, Latest 52 Weeks ending 12.01.2018

Any Promo

Feat w/o Display

Display w/o Feat

Feature & Display

Temporary Price Reduction

% of $% of Units

INCR.% $ Lift

23.5%

11.8%

1.5%

4.2%

6.1%

25.1%

13.2%

1.0%

4.4%

6.5%

$26.5MM

$15.4MM

$2.7MM

$5.9MM

$2.5MM

21.8%

26.2%

41.6%

28.6%

7.0%

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PLASTIC, BOTTLES/JUGS OUTPERFORM

12 oz Most Popular Size Bottles, Bear, Jug Drive Growth while Jars Underperform

$ Share Unit Share

DESCRIPTION Units Sold$ % Chg

YAUnits % Chg YA

HONEY 109,560,939 1.4 (0.9)

12 Oz - 12.99 Oz 43,610,574 2.75 2.39

16 Oz - 16.99 Oz 23,279,718 1.73 (0.56)

24 Oz- 24.99 Oz 13,881,860 (1.23) (3.11)

32 Oz- 32.99 Oz 7,986,905 5.48 2.63

40 Oz - 40.99 Oz 5,343,293 (21.47) (23.46)

44 Oz- 44.99 Oz 1,962,039 500.80 521.04

48 Oz - 48.99 Oz 2,308,967 7.86 3.81

80 Oz - 80.99 Oz 1,326,645 (0.91) 2.97

8 Oz - 8.99 Oz 6,100,119 (0.76) (9.57)

22 Oz- 22.99 Oz 714,774 (18.85) (19.49)

Description

Latest 52 Wks - W/E 12/01/18

$$ % Chg

YAUnits

Units % ChgYA

Avg Unit Price

HONEY 630,223,890 1.4 109,560,939 -0.9 5.75

BOTTLE 350,342,522 3.0 59,939,458 -0.5 5.85

JAR 138,460,336 -3.0 19,287,927 -4.3 7.18

BEAR 112,388,045 1.9 27,252,740 0.6 4.12

JUG 17,003,420 3.7 1,301,331 5.5 13.07

TUB 3,810,726 -7.5 687,245 -8.1 5.55

BAG 2,073,612 -15.7 325,773 -15.4 6.37

CAN 1,415,422 -11.4 84,080 -19.9 16.83

ENVELOPE 910,734 143.1 93,910 151.0 9.70

BOX 751,368 7.5 105,941 12.5 7.09

BEEHIVE 633,670 -6.6 131,146 -4.5 4.83

25.67%

20.77%

17.74%

14.64%

11.21%

9.96%

12 Oz - 12.99 Oz

16 Oz - 16.99 Oz

Other

24 Oz- 24.99 Oz

32 Oz- 32.99 Oz

40 Oz - 40.99 Oz

25.7%

21.2%14.1%

12.7%

7.3%4.9%

12 Oz - 12.99 Oz

16 Oz - 16.99 Oz

Other

24 Oz- 24.99 Oz

32 Oz- 32.99 Oz

40 Oz - 40.99 Oz

Description

Latest 52 Wks - W/E 12/01/18

$$ % Chg

YAUnits

Units % Chg YA

Avg Unit Price

HONEY 630,223,890 1.4 109,560,939 -0.9 5.75

PLASTIC 500,497,195 2.8 91,648,992 -0.1 5.46

GLASS 126,101,117 -3.8 17,517,001 -4.9 7.20

METAL 1,507,518 -12.0 91,826 -20.1 16.42

CARDBOARD 490,379 -9.0 112,757 -9.3 4.35

COATED PAPER 262,753 89.4 39,365 50.7 6.68

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-1.7 -4.31.9 1.4

51.9

-19.22.4

HONEY GAINS SHARE OF SWEETENERS ($)Sweetener’s $ Vol Fell 1.7% in 2018

Nielsen Total U.S. xAOC+Conv, W/E 12/01/18

$ % Chg Vs Yago

56%

22%

22%

0% 0%0%

SUGAR

SUGAR SUBSTITUTES

HONEY

SUGAR & SUGAR SUBSTITUTEBLENDS

SUGAR SUBSTITUTE BLENDS

SUGAR AND SWEETENERSCOMBINATION PACKS

Sweeteners Total

SugarSugar Subst

HoneySugar & Subst. Blend

Subst. Blend

Sugar& Sweetener

$ Share

$ $ % Chg YA Units Units % Chg YA

SUGAR AND SWEETENERS 2,872,410,394 -1.7 924,994,739 -1.9

SUGAR 1,597,329,561 -4.3 674,873,300 -2.6

SUGAR SUBSTITUTES 638,428,490 1.9 139,313,165 0.7

HONEY 630,223,890 1.4 109,560,939 -0.9

SUGAR & SUGAR SUBSTITUTE BLENDS 3,748,616 51.9 647,717 36.6

SUGAR SUBSTITUTE BLENDS 2,406,667 -19.2 569,355 -12.5

SUGAR AND SWEETENERS COMBINATION PACKS 273,170 2.4 30,264 -1.1

DescriptionLatest 52 Wks - W/E 12/01/18

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HONEY DEMOGRAPHICSGrowth in Lower income levels. 45.9% of All Honey $ from Households making $70k +

Consumer Facts- Syndicated Demographics- 52 Weeks Ending 12/01/2018

Honey Makes Gains with Lower Income Families making between $30,000-$40,000 Annually, and those making $70,000-$100,000 Annually. Middle Class declining.

Honey consumption increased in single member households,

% $ in

Demographic

% HH in

Demographic$ / HH Index Change

[01] - Under $20,000 12.5 13.5 92 -3.7

[02] - $20,000 - $29,999 10.2 11.3 90 0.9

[03] - $30,000 - $39,999 10.2 9.2 111 15.3

[04] - $40,000 - $49,999 7.6 8.5 89 -8.5

[05] - $50,000 - $69,999 13.6 13.9 98 -2.4

[06] - $70,000 - $99,999 15.9 15.5 102 3.3

[07] - $100,000+ 30.0 28.1 107 -3.0

Household Incomoe

Latest 52 - W/E 12/01/18

% $ in

Demographic

% HH in


[01] - Single Member 19.6 27.3 72 1.1

[02] - Two Members 34.2 32.4 106 -1.3

[03] - 3-4 Members 32.7 29.3 112 1.2

[04] - 5 or more Members 13.4 11.1 121 -2.2

Household Size

Latest 52 - W/E 12/01/18

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HONEY DEMOGRAPHICS65.8% of Honey $’s come from Households with no Children


Growth in Honey Consumption in Households with Children Under the age of 6

% $ in

Demographic

% HH in


[01] - Under 6 Only 6.5 5.5 118 9.6

[02] - 6-12 Only 7.3 7.6 95 -6.9

[03] - 13-17 Only 8.3 7.6 109 5.5

[04] - Under 6 & 6-12 5.5 4.4 125 -0.1

[05] - Under 6 & 13-17 0.5 0.6 89 -36.4

[06] - 6-12 & 13-17 5.0 4.5 111 -20.4

[07] - Under 6, 6-12 & 13-17 1.1 1.1 107 9.0

[08] - No Children 65.8 68.7 96 0.9

Age & Presence of Children

Latest 52 - W/E 12/01/18

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HONEY DEMOGRAPHICSYoung Gen-X Women consume Less Honey. Significant increases in Millennial Men


31.6% of all Honey Dollars come from women above 55, Growth with older Gen X Women (50-54). Women under 25 purchase the least amount of honey.

Men Under 30 see significant growth, while middle aged Men (40-44) are 20% more likely than the average consumer to purchase honey

% $ in

Demographic

% HH in


[01] - Under 25 0.5 0.7 76 -2.8

[02] - 25-29 4.0 4.0 100 0.7

[03] - 30-34 10.7 10.4 103 3.5

[04] - 35-39 7.8 7.4 106 -3.1

[05] - 40-44 7.0 7.3 97 -14.2

[06] - 45-49 8.8 8.0 109 -0.1

[07] - 50-54 9.8 9.0 109 12.5

[08] - 55-64 15.4 16.7 92 -7.1

[09] - 65+ 16.2 15.8 103 0.2

AGE OF FEMALE HH

Latest 52 - W/E 12/01/18

% $ in

Demographic

% HH in


[01] - Under 25 0.4 0.4 99 11.5

[02] - 25-29 2.8 2.7 104 8.0

[03] - 30-34 8.0 7.4 108 -1.4

[04] - 35-39 7.7 6.8 113 -2.4

[05] - 40-44 7.5 6.2 120 8.7

[06] - 45-49 7.0 7.1 99 -0.2

[07] - 50-54 9.4 8.5 111 11.0

[08] - 55-64 14.9 15.0 99 0.0

[09] - 65+ 17.0 15.0 114 0.9

AGE OF MALE HH

Latest 52 - W/E 12/01/18

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HONEY DEMOGRAPHICSStart Up Families, Young Bustling Families, and Senior Singles remain Strong


Affluent Suburban Spreads remain strong, while families in Plain-Rural living Lifestyles are the weakest segment.

Older Bustling Families and Empty Nest Couples experience declines in honey consumption

% $ in

Demographic

% HH in


[01] - Start-up Families 6.5 5.5 118 9.6

[02] - Small Scale Families 6.8 7.8 87 -15.7

[03] - Younger Bustling Families 10.4 8.4 124 11.8

[04] - Older Bustling Families 10.5 9.6 109 -10.0

[05] - Young Transitionals 6.2 7.7 81 -0.4

[06] - Independent Singles 9.2 14.0 66 -1.6

[07] - Senior Singles 8.3 10.2 81 4.9

[08] - Established Couples 14.6 13.6 108 6.9

[09] - Empty Nest Couples 13.4 12.7 105 -7.0

[10] - Senior Couples 14.1 10.5 135 2.6

BehaviorStage

Latest 52 - W/E 12/01/18

% $ in

Demographic

% HH in


[01] - Struggling Urban Cores 11.6 11.0 105 -0.1

[02] - Cosmopolitan Centers 14.6 13.8 106 3.4

[03] - Affluent Suburban Spreads 19.5 17.7 110 -3.2

[04] - Plain Rural Living 16.8 19.4 87 0.8

[05] - Modest Working Towns 19.3 19.8 98 -1.2

[06] - Comfortable Country 16.9 16.9 100 0.8

LifeStyle

Latest 52 - W/E 12/01/18

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HONEY DEMOGRAPHICSRetired and Unemployed women are strongest honey consumers


% $ in

Demographic

% HH in


[01] - Professional 17.2 16.9 102 3.6

[02] - Prop, Managers, Officials 10.3 9.7 107 1.2

[03] - Clerical 4.8 6.2 78 -9.9

[04] - Sales 4.0 4.6 88 -12.4

[05] - Craftsman / Foreman (Skilled) 1.0 1.2 83 -13.8

[06] - Operative (Semi-Skilled) 1.3 1.4 90 7.7

[07] - Service Workers & Private HH Workers 5.7 5.9 97 -3.3

[08] - Farm Owners, Managers, Foremen & Laborers 0.1 0.2 57 -17.1

[09] - Laborers 0.1 0.2 49 -14.6

[10] - Military 0.1 0.1 89 -16.9

[11] - Students Employed < 30 Hours 0.6 0.6 95 10.7

[12] - Retired & Unemployed 35.1 32.3 108 -0.1

Female Occupation

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% $ in

Demographic

% HH in


[01] - Employed - Part Time 14.0 13.9 101 -8.3

[02] - Employed - Full Time 30.6 32.5 94 1.4

[03] - Not Employed 35.6 32.9 108 0.0

[04] - No Female Head 19.8 20.7 95 3.5

Female Employment

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HONEY DEMOGRAPHICSMale Head of Households in the Military are strongest Male Honey Consumers


% $ in

Demographic

% HH in


[01] - Professional 20.2 19.3 105 4.3

[02] - Prop, Managers, Officials 12.9 12.6 102 -4.3

[03] - Clerical 3.2 4.4 74 -7.4

[04] - Sales 5.6 6.4 89 -6.4

[05] - Craftsman / Foreman (Skilled) 10.2 9.3 110 9.3

[06] - Operative (Semi-Skilled) 6.0 6.0 99 2.5

[07] - Service Workers & Private HH Workers 5.6 6.0 93 -5.4

[08] - Farm Owners, Managers, Foremen & Laborers 0.3 0.5 58 -72.3

[09] - Laborers 0.9 1.2 78 -25.3

[10] - Military 1.3 1.1 120 -1.6

[11] - Students Employed < 30 Hours 0.4 0.5 81 -11.9

[12] - Retired & Unemployed 33.4 32.8 102 1.5

Male Occupation

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HONEY DEMOGRAPHICSThe Least Educated households consume the least amount of honey


% $ in

Demographic

% HH in


[01] - Grade School 0.3 0.4 62 0.8

[02] - Some High School 2.1 1.9 110 -15.3

[03] - Graduated High School 24.9 26.3 95 -1.5

[04] - Some College 25.6 24.7 104 0.5

[05] - Graduated College 17.8 17.1 104 0.1

[06] - Post College Grad 9.6 8.9 108 -2.5

[07] - No Female Head of Household 19.8 20.7 95 3.5

Female Education

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% $ in

Demographic

% HH in


[01] - Grade School 0.5 0.6 91 6.8

[02] - Some High School 3.0 3.0 100 -5.1

[03] - Graduated High School 22.1 22.0 100 2.6

[04] - Some College 23.3 19.9 117 1.1

[05] - Graduated College 17.2 15.8 109 2.6

[06] - Post College Grad 8.5 7.8 109 7.0

[07] - No Male Head of Household 25.4 31.0 82 -4.8

Male Education

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HONEY DEMOGRAPHICSAsian Consumption Declines, Caucasian/African American flat


Caucasian Americans are the lowest indexing ethnic group, while African American’s and Asians consume more honey than the average household.

Hispanic Consumption remains Flat.

% $ in

Demographic

% HH in


[01] - Caucasian 68.7 74.8 92 0.3

[02] - African American 16.4 12.5 131 -2.8

[03] - Asian 5.0 4.4 114 -12.0

[04] - Other 9.9 8.2 120 6.9

Ethnicity

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% $ in

Demographic

% HH in


[01] - Yes 14.5 13.2 110 -1.7

[02] - No 85.5 86.8 98 0.2

Hispanic

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Documents

HONEY CATEGORY OVERVIEW · 137.3 Million L’s (16 Oz) sold at retail in 2018, Declines Fueled by Processed Honey VOLUME- EQ Units of 16 Oz (in Millions) Source: Nielsen Scantrak