2013 JANUARY

Category ReviewDairy Products

2013 JANUARY

Dairy Fresh split by Retailer 2013 JANUARY (WUM2)

Retailers PCT WU SKUXXL MEGA DISCOUNT 59 59 63BILLA 47 47 47SELGROS 46 46 47PENNY MARKET 42 42 48CORA 41 42 43KAUFLAND 36 36 42METRO 35 35 37REAL 35 37 39CARREFOUR 31 31 31LIDL 13 13 16MEGA IMAGE 12 12 12PENNY XXL 9 9 9CARREFOUR M 8 8 8PROFI 1 1 1Other Retailers 22 24 25

2013 JANUARY

Dairy Fresh category split by Producer 2013 JANUARY (WUM2)

PRODUCERS PCT WU SKUDANONE 70 70 84ALBALACT 59 59 59REWE 49 49 53FRIESLAND 46 47 49MOLKEREI MÜLLER 20 21 22UNICARM 18 19 19COVALACT 17 17 19DORNA LACTATE 15 15 15OLYMPUS 13 13 13LIDL 12 12 15METRO 11 13 13CARREFOUR 11 11 11DELACO 7 7 7KAUFLAND 7 7 7REAL 6 6 6MEGA 2 2 2OTHERS 74 74 74

2013 JANUARY

Share of Producers inside retailers Dairy Fresh category 2013 JANUARY (WUM2)

2013 JANUARY

Brands Typology distribution Dairy Fresh Category 2013 JANUARY (WUM2)

NATIONAL BRANDS WU*M2DANONE 21.00%ALBALACT 16.40%FRIESLAND 15.40%MULLER 6.50%DORNA 6.40%OLYMPUS 6.20%COVALACT 5.10%LACTATE HARGHITA 3.40%LACTAPROD 2.60%DELACO 1.70%LACTALIS 1.10%OTHERS 13.70%

PRIVATE LABEL WU*M2KAUFLAND 24.10%REWE 22.70%LIDL 14.60%CARREFOUR 13.30%METRO 9.50%REAL 8.40%CORA 4.10%BILLA 3.30%MEGA IMAGE 0.10%

2013 JANUARY

TOP 5 most promoted SKU in Dairy Fresh category (sorted by qty. of promotions)

2013 JANUARY

Producer Brand Article Packaging Qty.

article KAUFLAND METRO CARREFOUR CORA SELGROS OTHERS

ALBALACT DE ALBALACT UNT 65% GRASIME 1 BUC. 200 GR 8 2 1 1 4ALBALACT ZUZU LAPTE CONSUM 3.5% GRASIME 1 BUC. 1 L 7 2 1 1 3ALBALACT DE ALBALACT SMANTANA 12% GRASIME 1 BUC. 900 GR 7 1 2 1 3DORNA LADORNA LAPTE UHT 3.5% GRASIME 1 BUC. 1 L 5 1 1 1 2ALBALACT ZUZU LAPTE 1.5% GRASIME 1 BUC. 1 L 5 1 2 2

2013 JANUARY

UNT 65% GRASIME – DE ALBALLACT – 200 GR

PRODUCT SESONALITYThis SKU was promoted 65 times in the last 12 months, in 18 Retailers, 6 different distribution channels.

2012 FEBRUARY - 2013 JANUARY

Price evolution during the last 12 months

2013 JANUARY

LAPTE CONSUM 3.5% GRASIME – ZUZU – 1 L

PRODUCT SESONALITYThis SKU was promoted 34 times in the last 12 months, in 13 Retailers, 4 different distribution channels.

Price evolution during the last 12 months

2012 FEBRUARY - 2013 JANUARY

2013 JANUARY

2012 FEBRUARY - 2013 JANUARY

SMANTANA 12% GRASIME – DE ALBALACT – 900 GR

PRODUCT SESONALITYThis SKU was promoted 29 times in the last 12 months, in 13 Retailers, 6 different distribution channels.

Price evolution during the last 12 months

2013 JANUARY

LAPTE UHT 3.5% GRASIME – LADORNA – 1 L

PRODUCT SESONALITYThis SKU was promoted 52 times in the last 12 months, in 13 Retailers, 4 different distribution channels.

Price evolution during the last 12 months

2012 FEBRUARY - 2013 JANUARY

2013 JANUARY

LAPTE CONSUM 1.5% GRASIME – ZUZU – 1 L

PRODUCT SESONALITYThis SKU was promoted 19 times in the last 12 months, in 9 Retailers, 4 different distribution channels.

Price evolution during the last 12 months

2012 FEBRUARY - 2013 JANUARY

2013 JANUARY

Thank you for your attention

Florentina VasileLeaflet Monitor Director Romaniaflorentina.vasile@hiper-com.com+40 (0) 743 216 282

I remain at your disposal for further information or a life demo

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