Olive Oil Dominique Scott Steven Marx. Category Snapshot TOTAL OLIVE OIL (SHORTENING, OIL) OZ. Total Dollars BehaviorScape Framework LifeStyle BehaviorStage

Olive OilDominique Scott

Steven Marx

Category SnapshotTOTAL OLIVE OIL (SHORTENING, OIL) OZ. Total Dollars BehaviorScape Framework

LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns

Plain Rural Living

Total

Start-Up FamiliesHHs with Young Children Only < 6 116 130 99 121 106 84 109

Small Scale FamiliesSmall HHs with Older Children 6+ 116 118 96 106 89 75 98

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 131 117 114 89 80 85 99

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 134 140 106 120 112 83 117

Young TransitionalsAny size HHs, No Children, < 35 90 100 77 86 71 66 81

Independent Singles1 person HHs, No Children, 35-64 73 67 67 72 63 42 63

Senior Singles1 person HHs, No Children, 65+ 92 83 72 87 68 64 75

Established Couples2+ person HHs, No Children, 35-54 125 123 99 143 85 80 106

Empty Nest Couples2+ person HHs, No Children, 55-64 154 143 114 115 108 98 120

Senior Couples2+ person HHs, No Children, 65+ 153 151 140 135 118 106 131

Total 114 122 102 104 88 79 100

Private Label Da Vinci Star BertolliDemographic Variables % Total $ Index % Total $ Index % Total $ Index % Total $ Index

Race of Head of Household

White 64.6% 93 84.4% 122 67.8% 98 67.1% 97

Black 12.1% 101 5.6% 47 12.9% 107 11.5% 96

Hispanic 15.4% 125 5.7% 46 11.8% 95 15.2% 123

Asian 5.5% 127 2.5% 57 4.6% 107 4.0% 93

Other 2.4% 109 1.9% 86 2.9% 135 2.2% 102

Number of Persons

1 Person 16.0% 59 25.8% 96 22.8% 84 17.2% 64

2 Persons 35.9% 110 40.1% 123 36.1% 111 39.3% 121

3 Persons 19.2% 119 17.0% 105 16.5% 102 17.8% 110

4 Persons 14.8% 112 8.7% 66 10.6% 80 12.7% 96

5+ Persons 14.2% 128 8.4% 75 14.0% 126 13.0% 117

Household Income

Under $10,000 5.7% 72 5.6% 71 7.4% 93 4.7% 59

$10,000 - $19,999 9.3% 80 11.0% 95 8.5% 73 5.9% 51

$20,000 - $29,999 9.1% 80 16.6% 146 8.5% 75 7.2% 64

$30,000 - $39,999 10.5% 100 7.0% 66 10.6% 100 9.4% 90

$40,000 - $49,999 8.2% 88 9.3% 100 8.5% 91 8.6% 93

$50,000 - $74,999 19.4% 107 16.8% 93 19.9% 110 20.1% 111

$75,000 - $99,999 13.3% 114 11.7% 99 13.3% 113 15.4% 131

$100,000 - $149,999 14.8% 130 12.4% 109 13.3% 116 15.2% 133

$150,000 or More 9.6% 119 9.8% 121 10.2% 126 13.5% 167

Company Snapshot

GM of Category LeadersGM of Category Leaders

ManufacuterDG Elkins Facings

DG Garland Facings

WmCross Facings

WmCamp Facings

WMMLK Facings

HPSCross Facings HPSElkFacings

HPSGar Facings

WGCros Facings

WGTown Facings

Bertolli Mean 55.93% 69.67% 36.05% 66.66% 35.79%

N 5 6 6 3 6

Carapelli Mean 65.77% 63.74% 51.52% 70.61% 70.61%

N 2 4 1 1 1

Crisco Mean 36.09% 57.47% 34.47% 54.98% 34.47%

N 2 4 3 2 3

Private Label Mean 66.00% 66.00% 53.50% 57.29% 69.66% 69.65% 69.66%

N 1 1 6 1 5 5 5

Total Mean 66.00% 66.00% 48.22% 57.29% 59.34% 54.59% 58.04% 51.03% 68.39% 71.09%

N 1 1 24 1 31 26 19 27 2 2

Carapelli has highest margin.

Bertolli and private label also show strong margin.

NA NA NA

52 WEEKS ENDING 12/29/07 ITEM $ (000) DOLLAR SHARE ITEM BUYERS (000) ITEM PENETRATION ITEM $ PER ITEM

BUYERITEM TRIPS PER

ITEM BUYERITEM $ PER ITEM

TRIPITEM UNITS PER

ITEM TRIPN=RAW BUYERS PURCHASE CYCLE

(IN ELAPSED DAYS)% REPEAT BUYERS

(% 2+ TIME BUYERS)

LOYALTY (SHARE OF $ REQ.)

OLIVE OIL TOTAL U.S. 722,133.60 100 43,881.00 37.8 16.5 2 8.1 1.1 25,812.00 84.7 45.7 100

WEST SOUTH CENTRAL 58,942.90 100 4,233.00 32.6 13.9 1.9 7.4 1.1 2,788.00 87.7 41.6 100

BERTOLLI - OLIVE OIL

TOTAL U.S.124,829.20 17.3 8,808.10 7.6 14.2 1.4 10.4 1.1 5,483.00 102 23 59.6

WEST SOUTH CENTRAL 15,919.80 27 933 7.2 17.1 1.5 11.4 1.1 653 102.3 29.9 76.9

CAPATRITI - OLIVE OIL

TOTAL U.S.9,741.10 1.4 609.4 0.5 16 1.5 10.9 1.2 303 94 23.3 44.5

WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA NA NA

CARAPELLI - OLIVE OIL

TOTAL U.S.38,341.90 5.3 3,841.20 3.3 10 1.4 7.2 1.2 2,271.00 86.1 22.9 41.1

WEST SOUTH CENTRAL 2,024.10 3.4 226.7 1.7 8.9 1.5 6.2 1 164 79.9 21.2 48.4

COLAVITA - OLIVE OIL

TOTAL U.S.10,948.10 1.5 771.3 0.7 14.2 1.3 11.2 1.1 470 81.9 16.5 42.9


CRISCO - OLIVE OIL

TOTAL U.S.9,057.90 1.3 1,326.10 1.1 6.8 1.2 5.6 1.1 888 100.9 15.7 42.7

WEST SOUTH CENTRAL 3,000.20 5.1 454.9 3.5 6.6 1.2 5.3 1 307 104.6 17.1 61

DA VINCI - OLIVE OIL

TOTAL U.S.3,472.10 0.5 413.5 0.4 8.4 1.2 7.3 1 301 100.3 11.2 45.8


DELALLO - OLIVE OIL

TOTAL U.S.2,910.60 0.4 298.6 0.3 9.8 1.1 9 1.1 206 99.7 4.4 42.5


FILIPPO BERIO - OLIVE OIL

TOTAL U.S.95,816.30 13.3 7,330.00 6.3 13.1 1.4 9.2 1.1 4,106.00 94.3 24.3 52.4

WEST SOUTH CENTRAL 1,207.20 2.1 159.6 1.2 7.6 1.3 5.9 1 137 91.1 17.6 42.3

GOYA - OLIVE OIL TOTAL U.S.6,735.30 0.9 930.8 0.8 7.2 1.4 5.1 1.1 305 76.7 25.1 42.8


POMPEIAN - OLIVE OIL

TOTAL U.S.48,891.90 6.8 4,388.00 3.8 11.1 1.4 8 1.2 2,585.00 90.3 23.1 49.2

WEST SOUTH CENTRAL 5,924.10 10.1 547.6 4.2 10.8 1.4 7.6 1.1 363 102.7 24.9 61.7

SPECTRUM NATURALS - OLIVE OIL

TOTAL U.S.

4,244.20 0.6 228.4 0.2 18.6 1.4 13 1.1 151 85.5 29.4 57.9


STAR - OLIVE OIL TOTAL U.S.37,322.30 5.2 3,450.70 3 10.8 1.3 8.2 1.1 2,151.00 101.6 19.4 51.6

WEST SOUTH CENTRAL 3,972.30 6.7 435.3 3.4 9.1 1.4 6.5 1.1 329 84.1 20.9 51.8

Flagship Cash Machine Maintain

Core Traffic Under Fire Rehab

Category RollsGross Margin %

High Medium

Low

Hig

hLo

w

Sales Dollar Volume

Category Role Size, in U.S. Sales

$722,133,600 in sales 2007

$1 Billion > Olive Oil > $100 Million

Medium sized category

Average 1 Unit per trip

On Average 45.7% buy the same product each time.

Bertolli is the strongest brand

SKU BreakdownStore SKU % of Cat

WM(Cross) 24 32.43%

WM(MLK) 31 41.89%

WM(Campus) 1 1.35%

Hrp(Cross) 26 35.14%

Hrp(Elk) 19 25.68%

Hrp(Gar) 27 36.49%

Wlg(Cross) 2 2.70%

Wlg(Town) 2 2.70%

DG(Elk) 1 1.35%

DG(Gar) 1 1.35%

• Walmart on MLK has highest %: 41.89%

• Walmart on campus only carries one sku that is private label

• Harps on Garland carries 2nd highest number of skus

• Less depth in Elkins

Local DemographicsDemography

2 mile Ring Elkins Harps 2 mile Ring Crossover Harps/Wmt 2 mile Ring Garland Harps 2 mile Ring Walmart MLK 2 mile Ring Walmart Joyce

% HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index

Race of Head of Household White 92.5% 134 90.4% 131 83.4% 121 80.4% 117 85.6% 124

Black 1.3% 11 3.4% 29 6.8% 57 6.6% 55 5.6% 47 Hispanic 2.2% 18 2.1% 17 4.7% 38 4.9% 39 3.6% 29 Asian 1.6% 37 1.6% 38 2.4% 56 4.6% 108 1.9% 45 Other 2.4% 108 2.4% 105 2.7% 118 3.5% 156 3.3% 145

Number of Persons 1 Person 20.3% 75 32.5% 120 36.3% 134 47.7% 176 43.1% 159

2 Persons 37.2% 115 35.7% 110 35.1% 108 33.2% 103 32.2% 100 3 Persons 16.7% 103 15.9% 98 14.8% 91 10.4% 64 13.7% 84 4 Persons 15.7% 119 11.0% 83 8.4% 63 5.9% 45 7.2% 55 5+ Persons 10.1% 91 5.0% 45 5.4% 49 2.8% 25 3.7% 34Household Income Under $10,000 6.5% 84 8.2% 107 20.2% 264 26.4% 345 12.4% 162

$10,000 - $19,999 14.7% 132 11.7% 104 18.2% 162 24.7% 221 12.4% 110 $20,000 - $29,999 8.1% 74 11.9% 110 9.7% 89 12.2% 112 13.3% 123

$30,000 - $39,999 10.7% 106 12.9% 127 10.2% 100 10.3% 102 18.9% 186

$40,000 - $49,999 7.9% 88 6.1% 68 8.3% 93 8.0% 89 6.5% 72 $50,000 - $74,999 18.3% 102 9.9% 55 12.2% 68 9.0% 50 13.8% 77 $75,000 - $99,999 9.0% 76 10.6% 89 7.4% 63 3.2% 27 7.2% 60 $100,000 - $149,999 12.9% 105 15.7% 128 10.6% 86 4.2% 34 8.7% 70 $150,000 or More 11.9% 132 13.0% 144 3.2% 35 1.9% 21 7.0% 78Age of Head of Household Age 18 - 24 3.3% 78 7.2% 171 21.7% 515 25.4% 604 10.8% 258

Age 25 - 34 12.6% 83 19.8% 131 31.0% 205 29.2% 193 23.1% 153

Age 35 - 44 16.8% 97 16.9% 97 16.7% 96 14.4% 83 16.5% 95 Age 45 - 54 21.8% 109 17.2% 86 11.3% 56 10.7% 53 13.9% 69 Age 55 - 64 21.4% 111 18.8% 97 10.1% 52 10.9% 56 14.2% 73 Age 65 - 74 14.6% 111 11.8% 90 5.1% 39 5.4% 41 8.3% 63 Age 75 or More 9.6% 89 8.2% 77 4.1% 39 3.9% 37 13.1% 122

Facings by % of TotalFacings

ManufacuterDG Elkins Facings

DG Garland Facings

WmCross Facings

WmCamp Facings

WMMLK Facings

HPSCross Facings HPSElkFacings

HPSGar Facings

WGCros Facings

WGTown Facings

Bertolli Mean 1.80 2.50 2.00 2.00 2.00

N 5 6 6 3 6

% of Total N 20.8% 19.4% 23.1% 15.8% 23.1%

Carapelli Mean 1.50 2.00 2.00 1.00 2.00

N 2 4 1 1 1

% of Total N 8.3% 12.9% 3.8% 5.3% 3.8%

Crisco Mean 2.50 2.00 2.00 4.00 2.00

N 2 4 3 2 3

% of Total N 8.3% 12.9% 11.5% 10.5% 11.5%

Private Label Mean 2.00 2.00 2.50 3.00 1.80 2.00 2.40

N 1 1 6 1 5 5 5

% of Total N 100.0% 100.0% 25.0% 100.0% 19.2% 26.3% 19.2%

Total Mean 2.00 2.00 2.04 3.00 1.74 1.88 2.00 2.12 1.00 1.50

N 1 1 24 1 31 26 19 26 2 2

% of Total N 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

High % of private labels in the category. Bertolli is another major player in the category. Carapelli had highest margin but has lower amount of facings. Only private label at Walmart Campus

Category Health YOY

102 Skus reported Fall 2013

Facings 2013

Manufacuter New

Walmart Joyce # of Facings

Walmart NGHB # of

FacingsHarps # of Facings

Bertolli Mean 1.00 1.00 1.00N 3 2 3% of Total N 23.1% 5.6% 12.5%

Crisco Mean 1.00 1.00 1.00N 5 3 2% of Total N 38.5% 8.3% 8.3%

Lucini Mean 1.00 1.00 N 3 2 % of Total N 23.1% 5.6%

Pompeian Mean 1.00 1.00N 7 1% of Total N 19.4% 4.2%

Private Label Mean 1.00 1.00 1.00N 2 6 5% of Total N 15.4% 16.7% 20.8%

Total Mean 1.00 1.00 1.00N 13 36 24% of Total N 100.0% 100.0% 100.0%

Facings 2014

ManufacuterWmCross Facings

HPSCross Facings

HPSElkFacings

HPSGar Facings

Bertolli Mean 1.8 2 2 2

N 5 6 3 6

% of Total N 20.80% 23.10% 15.80% 23.10%

Carapelli Mean 1.5 2 1 2

N 2 1 1 1

% of Total N 8.30% 3.80% 5.30% 3.80%

Crisco Mean 2.5 2 4 2

N 2 3 2 3

% of Total N 8.30% 11.50% 10.50% 11.50%

Private Label

Mean 2.5 1.8 2 2.4

N 6 5 5 5

% of Total N 25.00% 19.20% 26.30% 19.20%

Total Mean 2.04 1.88 2 2.12

N 24 26 19 26

% of Total N 100.00% 100.00% 100.00% 100.00%

74 Skus reported Spring 2014 Bertolli has gained more share and Lucini has disappeared.

Private label has become stronger.

Olive Oil

Documents

Olive Oil Dominique Scott Steven Marx. Category Snapshot TOTAL OLIVE OIL (SHORTENING, OIL) OZ. Total Dollars BehaviorScape Framework LifeStyle BehaviorStage