Frozen Food: Aldi Market Share/Germany

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1 Frozen Food: Aldi Market Share/Germany Research done in May 2012 by i2k services GmbH, Ludwigstr. 32, Fürstenfeldbruck, Germany, Question: Sources used: Budget needed: Aldi market share in frozen food category in Germany LexisNexis German/English sources 1,5 hours = 142,50 / articles about 60,- (both excl. VAT) Frozen Processed Food in Germany... 2 Company Shares (by National Brand Owner) Frozen Processed Food - Germany - Retail Value RSP - % Data Removed from example Tauwetter in der Eistruhe... 4 The discounter last year sold nearly 10 percent less frozen food. The result: Aldi s share of the turnover of retail trade in this product category was only 15 percent (last year more than 17 percent)....4 TK-Branche zeigt gemischte Gefühle;... 5 Aldi comes to around 16 percent and the remaining discounter add to 29 percent of the frozen food sales. 5 Lidl sahnt mit Samstags-Aktionen ab;... 5 Aldi lost double digits and fell below 16 percent of industry sales. The situation is similar in

2 REMARKS ABOUT RESULTS 1. the client receives the original articles (in German) 2. the relevant segments/ information used for summary/translation are highlighted (yellow) in the text below 3. For clients who don t speak German: translation done with Google translator, edited to preserve original contents/ information of articles (Google translator gets it totally wrong sometimes). The text is not edited to be used directly in documents / presentations to save time and $$$. The text below shows this (highlighted in green). 4. copyright prevents us from including the original articles in this research example Euromonitor International Sector Capsules December 2011 Frozen Processed Food in Germany In 2011 category registers a current value decline of 1% to (EURO)6.2 billion while volume sales remain flat at around 1.6 million tonnes Natural products and convenience Content removed continue from to be example the most important trends Frozen meat substitutes the best performer in 2011 with current value growth of 21%, albeit from a low base Average unit price declines by 1% due to the low prices of private label products Iglo Deutschland GmbH the leading brand manufacturer with a value share of 10% in 2010 Frozen processed food expected to register an overall constant value decline of 8% but also enjoy volume growth of 5% over the forecast period Market Size Frozen Processed Food - Germany Data removed from example 2

3 Competitive Landscape Iglo Deutschland GmbH remained the leading brand manufacturer in frozen processed food in The company gained share in 2010 despite stiff competition from private label, mainly thanks to its heightened marketing activities, frequent new product launches and a wide distribution network. Content removed from example Iglo's marketing activities were not only important to the company's development but also the positive development of frozen processed food as a whole in Germany. Currently, Iglo is focused on several categories, namely frozen vegetables, fish, potatoes, sweet dumplings (other frozen products) as well as frozen processed meat and poultry, all of which have profited from its presence. Company Shares (by National Brand Owner) Frozen Processed Food - Germany - Retail Value RSP - % 2010 Data removed from example National Brand Owners and Their Brands Company Name (NBO) Aldi Einkauf GmbH & Co ohg Brand (GBO) Aldi (Private Label) Apetito Convenience GmbH & Co KG Apetito (Apetito Convenience GmbH & Co KG) Appel Meeresspezialitäten Content GmbH removed & Co KG from Costa example (Apetito Convenience GmbH & Co KG) Back & Frost GmbH Bofrost Dienstleistungs GmbH & Co KG Conditorei Coppenrath & Wiese GmbH & Co KG... Back & Frost (Back & Frost GmbH) Bofrost (Bofrost Dienstleistungs GmbH & Co KG) Coppenrath (Conditorei Coppenrath & Wiese GmbH & Co KG) 3

4 Definitions and Methodology Frozen Processed Food This is the aggregation of frozen processed red meat, processed poultry, processed fish/seafood, processed vegetables, meat substitutes, processed potatoes, bakery products, desserts, ready meals, pizza, soup, noodles and other frozen food. Note: All packaged products, including branded, private label as well as generic products are included. Generic frozen processed food products typically come in a plastic tray, covered with cellophane/clear wrapping. Such products usually only come with a price tag with the name of the retailer and/or manufacturer on the packaging. Methodology This report is derived from Euromonitor International's Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis Lebensmittel Zeitung 2. September 2011 Tauwetter in der Eistruhe Kaum noch Marktwachstum Ob das gelingt ist fraglich, zumal einer der erfolgreichsten Verkäufer in Sachen TKK schwächelt. Die Rede ist von Aldi. Denn für das vorjährige Tauwetter in den Tiefkühltruhen ist vor allem Aldi verantwortlich. Article removed from example Der Discounter setzte im vergangenen Jahr knapp 10 Prozent weniger Tiefkühlkost ab. Die Folge: Aldi Relevant part & translation highlighted trug nur mehr 15 Prozent zum Umsatz des Einzelhandels mit dieser Warengruppe bei (Vorjahr mehr als 17 Prozent). Dagegen konnten die Vollsortimenter (knapp 50 Prozent) und die anderen,,preisbrecher" (etwa 30 Prozent) ihre Umsatzanteile im ewigen Eis weitestgehend stabil halten. Offenbar trifft Tiefgefrorenes aus den Aldi-Truhen wie etwa Fertiggerichte von Primana, Kartoffelprodukte von Le Gusto und Pizzen mit dem Riggano-Label nicht so recht den Geschmack der Verbraucher. The discounter last year sold nearly 10 percent less frozen food. The result: Aldi s share of the turnover of retail trade in this product category was only 15 percent (last year more than 17 percent). In contrast, the full-range (around 50 per cent) and the other, price breakers "(30 percent) have maintained their share of sales in the ice largely stable. Apparently frozen food from Aldi, such as ready meals Primana, potato products from Le Gusto and pizzas Riggano-Label does not really meet the taste of consumers. 4

5 Lebensmittel Zeitung 10. Juni 2011 TK-Branche zeigt gemischte Gefühle; Energiebilanz und höherer Konsum lassen Hersteller aufatmen - Doch in den Truhen des Handels herrscht gnadenlose Verdrängung Wie berichtet, beeinflussen die Daueraktionen des Discounters Lidl seit September 2010 maßgeblich das Geschäft mit Tiefkühlkost. Verlierer mit jeweils rund zweistelligen Rückgängen beim Umsatz wie auch der verkauften Menge sind laut Zahlen der Marktforschung Aldi und die Heimdienste. Doch auch die Vollsortimenter mussten in diesem Article Umfeld removed Federn lassen. from example Knapp die Hälfte des Endverbraucher- Umsatzes entfällt auf Vollsortimenter. Relevant part Aldi kommt & translation auf rund highlighted 16 Prozent und die übrigen Discounter addieren 29 Prozent der Tiefkühlerlöse. Heimdienste erreichen laut Nielsen-Marktforschung mittlerweile nicht einmal mehr 9 Prozent im Wert und liegen im Hinblick auf die Gesamtmenge sogar unter 5 Prozent. As reported, continuous events of the discounter Lidl since September 2010 in the frozen food sector have significan effects on the frozen food business. Loser with around two-digit declines in sales as well as the quantity sold, according to figures from the research are Aldi and home services. But also the fullline showed losses. Nearly half of consumer sales are of full range. Aldi comes to around 16 percent and the remaining discounter add to 29 percent of the frozen food sales. Home services reached, according to Nielsen Market Research now not even 9 per cent in value and in volume even less than 5 percent. Lebensmittel Zeitung 3. Juni 2011 Lidl sahnt mit Samstags-Aktionen ab; Billig-Angebote bescheren dem Discounter erhebliche Zuwächse - Nicht nur Aldi hat das Nachsehen Einen Erdrutsch erlebt das Geschäft in den Tiefkühltruhen des deutschen Handels. Dieser Markt, der 2010 einschließlich der Heimdienste auf einen Gesamtumsatz von 6,8 Mrd. Euro kam, wird offensichtlich neu verteilt - nicht zuletzt getrieben durch die Lidl-Aktionen. So verlor Aldi hier gleich zweistellig und sackte unter 16 Prozent des Branchenumsatzes. Article removed Ähnlich from sieht example es auch 2011 aus. Nach Aussagen von Marktkennern weht vor allem Relevant der Nordschiene part & translation von Aldi zunehmend highlighted ein eisiger Wind entgegen. The business in the freezers of German retailers experienced a landslide. This market, which 2010, total turnover including home services was 6.8 billion, is apparently split up new - not least driven by the Lidl actions. Aldi lost double digits and fell below 16 percent of industry sales. The situation is similar in According to market experts, blowing mainly from the north rail of Aldi increasingly icy headwind. 5