results and analysis of whole foods and wild oats...

Results and Analysis of Whole Foods and Wild Oats Shopper Survey

conducted for Whole Foods Market and Wild Oats Markets by the polling company™, inc.

I. METHODOLOGY

II. KEY FINDINGS

III. GENERAL GROCERY HABITS

IV. WHOLE FOODS SHOPPERS

V. WILD OATS SHOPPERS

VI. CROSS-SHOPPING WITHIN EIGHT CATEGORIES

A. Produce

B. Natural and Organic Foods

C. Organic Produce

D. Dairy Products

E. Fresh Meat and Fish

F. Prepared Foods

G. Breads, Rolls, and Other Bakery Items

H. Frozen Foods

VII. IN CONCLUSION

APPENDIX A: ZIP CODES SURVEYED

APPENDIX B: CALL DISPOSITION REPORT

APPENDIX C: MASTER SURVEY INSTRUMENT

APPENDIX D: TOPLINE DATA

the polling company™, inc. for Whole Foods and Wild Oats Results and Analysis of Shopper Survey July 2007

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I. METHODOLOGY The following data and analysis are based on telephone surveys of 1,600 adults aged 18 and older who reside in eight metropolitan areas across the United States and who qualified as either a “Frequent” or a “Cusp” shopper at Whole Foods Market (Whole Foods) and/or Wild Oats Markets (Wild Oats) as defined below. The surveys were conducted by the polling company™, inc. June 22-28, 2007. The zip codes to be surveyed within each of the eight metropolitan areas were provided to the polling company™, inc. prior to commencement of fielding. A full list of the zip codes surveyed within each area is attached as Appendix A to this report. These metropolitan areas represent geographically and demographically diverse cities of varying population sizes. Specifically, they included four “overlap” areas (where both Whole Foods and Wild Oats were present):

Portland, Maine; Medford and Saugus, Massachusetts; Hinsdale, Illinois; and, Los Angeles, Santa Monica, and Brentwood, California.

In addition, two areas were selected in which Whole Foods was present but where Wild Oats was not present:

Greater Washington, DC metro area, and West Bloomfield, Michigan.

In the final two areas Wild Oats was present, but Whole Foods was not present:

Memphis, Tennessee, and Salt Lake City, Utah.

In each area, 100 interviews with Frequent shoppers and 100 interviews with Cusp shoppers were collected. These quotas were set to ensure that there was adequate coverage of both the companies’ current regular shoppers as well as those who less frequently patronize them. This survey was not meant to represent the actual ratio of Frequent to Cusp shoppers in any particular geographic area. To qualify as a “Frequent” shopper of Whole Foods or Wild Oats, respondents had to report shopping there “more than once a week,” “once a week,” “a few times a month,” or “once a month.” To qualify as a “Cusp” shopper of Whole Foods or Wild Oats, respondents had to report shopping there “a few times a year,” “once a year or less,” or “have shopped there once or twice.”


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In the overlap areas, to qualify as a “Frequent” shopper overall, respondents had to meet the “Frequent” criteria for Whole Foods or Wild Oats and could be a Frequent, Cusp or non-shopper of the other company. To qualify as a “Cusp” shopper overall, respondents had to meet the “Cusp” criteria for Whole Foods or Wild Oats and could be a Cusp or non-shopper of the other company. All surveys were conducted at a Computer-Assisted Telephone Interviewing facility, Central Marketing Inc., using live callers. Central Marketing Inc. is a subcontracted phone bank that the polling company™, inc. has had a professional relationship with for over 10 years. All interviewers underwent training prior to administering the survey and had to successfully complete a practice interview with a supervisor prior to “going live” and speaking with actual survey respondents. The purpose and sponsor of the survey were not made known to the interviewers. After an interview was completed, but before a respondent ended the call, a supervisor overrode the phone line and confirmed that (1) the interview had taken place (2) with a qualified individual (in this case, that he or she met the Whole Foods and/or Wild Oats shopping requirements). Ninety percent of all completed interviews were validated by a supervisor in this way. A Random Digit Dial (RDD) sample was drawn based on the zip codes in the eight areas provided to the polling company™, inc. This was done by pulling all the listed household phone numbers for a particular zip code and then deleting the original final two digits of the phone number and replacing them with a new set of randomly-selected digits. This ensures that all households with telephones within the designated zip codes, including those with unlisted numbers, have an equal chance to be called. Additionally, respondents were also asked for their zip codes to confirm their eligibility for the survey. Overall the incidence of the survey – that is, the percentage of potential respondents who were reached via telephone and were willing to take the survey who actually qualified and were administered the full questionnaire – was approximately 33%. Respondents were promised anonymity in accordance with the American Association for Public Opinion Research (AAPOR) and the Council of American Survey Research Organizations (CASRO) industry standards. Survey respondents were not offered any rewards or incentives for their completing the survey. A total of 427,397 phone calls were placed during this research endeavor: 1,607 of these resulted in completed interviews, 3,197 were terminated because they did not qualify to take the survey, 23,404 were refusals (i.e., potential respondents said that they did not wish to be surveyed), and the rest were a combination of no answers, disconnected or not-in-service numbers, businesses, answering machines, and the like. A complete disposition of calls, broken down by area, is attached as Appendix B to this report.


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The master survey instrument contained 55 questions. The exact number of questions each respondent was asked depended on his or her answers given throughout the survey. Respondents in the non-overlap areas, for example, were only asked about the company (Whole Foods or Wild Oats) present in their area. Those in the overlap areas who reported shopping only at one company were only asked follow-up questions about it. The master survey instrument and topline data are attached as Appendices C and D to this report. As indicated above, the target populations for this survey are Frequent and Cusp Whole Foods and Wild Oats shoppers in each of the eight metropolitan areas defined by the zip codes provided to the polling company. The survey yielded 16 randomly-selected groups of shoppers fitting those criteria. The survey responses are reported for various groupings of respondents, including all respondents, as indicative of shopping patterns and shopper characteristics in the selected areas. Margin of error calculations are meaningful only for the 16 randomly-selected groups, and for percentages respecting those groups in the range of 50% the margin of error is approximately +/-10%. For percentages respecting those groups above or below the range of 50%, the margin of error is lower than 10%.


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II. KEY FINDINGS

Whole Foods and Wild Oats Shoppers Patronize a Number of Different Retailers for their Grocery Needs; For Most, Whole Foods and Wild Oats are Regarded as Secondary and Supplemental In each of the eight metropolitan areas surveyed, respondents who qualified as Whole Foods or Wild Oats shoppers were given the chance to name, in open-ended fashion without pre-given answer choices read by the interviewer, the stores from which they got their groceries. The lists volunteered by the approximately 200 respondents surveyed in each area were lengthy and contained between 21 and 49 total stores. Only in one area were Whole Foods or Wild Oats named by more than one-third of respondents. Furthermore, a 70%+ majority of shoppers of each company reported spending 20% or less of their total grocery budgets at either Whole Foods or Wild Oats and fewer than one-in-ten devoted a majority (51% or more) of their total grocery expenditure to these retailers. The logical reverse of that finding: most Whole Foods and Wild Oats shoppers do most of their grocery shopping elsewhere. In fact, even the most frequent and high-spending shoppers look to other stores for some, and in many cases most, of their grocery needs. Infrequent, Small Purchases Dominate Very few Whole Foods or Wild Oats shoppers surveyed visited the retailers on more than a monthly basis and in each case the single most common shopping frequency reported was “a few times a year.” In addition, the majority of even the most frequent shoppers in both overlap and non-overlap areas spent less than $50 in the typical visit to either company’s stores. Whole Foods and Wild Oats Customers Demonstrate High Cross-Shopping Tendencies, Even Within Specific Product Categories Within each of the eight product categories tested, namely produce, natural and organic foods, organic produce, dairy, fresh meat and fish, prepared foods, frozen foods, and bread and bakery items, cross-shopping was pervasive. The majority of shoppers surveyed, even those who dedicated large portions of their overall grocery budgets to Whole Foods or Wild Oats, bought each of the eight types of grocery items at more than one food retailer. This finding held true for shoppers in both overlap and non-overlap areas. Furthermore, the strong majority of both Whole Foods and Wild Oats shoppers revealed that Whole Foods and Wild Oats received less patronage than other more primary grocery stores.


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III. GENERAL GROCERY HABITS

A common thread throughout the survey results was the self-reported behavior among all respondents that they rely upon a variety of retailers for the purchase of their groceries. From a list of seven possible “types of stores,” nearly everyone surveyed (94%) cited a “supermarket or grocery store” as a place where they satisfy their needs for food and other household items. Interestingly, among this survey population of Whole Foods and Wild Oats shoppers, comparable numbers said that they buy groceries at a “specialty, organic or ethnic store” (34%) or a warehouse or super store (31%). More than one-quarter (26%) patronize other sources like farmer’s markets or food co-ops, and 22% traverse discount clubs. Convenience stores were accessed by 12% for groceries. Only 2% relied upon the Internet for the purchase of food, an inherently sensory experience.

Sizable numbers of every group emerged as likely to shop at a supermarket or grocery store. With respect to those who named a “specialty, organic, or ethnic store,” adults aged 55-64 as well as higher-income households earning more than $70,000 annually were especially apt to report this store type as a grocery resource.

Both Whole Foods and Wild Oats Frequent shoppers (those who shop at the companies’ stores at least once a month) were more apt than most to say that they patronize a specialty, organic, or ethnic store (43% and 46%, respectively). The same was true for Whole Foods and Wild Oats Heavy shoppers (defined as those who spend at least half of their grocery budget at either company), a significant proportion of whom selected this as a store type they choose (50% and 49%, respectively). Still, at least one-half of these Frequent and Heavy Whole Foods and Wild Oats shoppers did not report buying their groceries at an organic market, suggesting many may perceive Whole Foods and Wild Oats more as a supermarket or grocery store than as a specialty, organic or ethnic store.

At which of the following types of stores do you buy groceries? (ACCEPTED MULTIPLE RESPONSES)

94% A SUPERMARKET OR GROCERY STORE 34% A SPECIALTY, ORGANIC, OR ETHNIC STORE 31% A WAREHOUSE OR SUPER STORE 26% A FARMER’S MARKET OR FOOD CO-OP 22% A DISCOUNT CLUB 12% A CONVENIENCE STORE OR MINI-MART 2% AN INTERNET GROCER


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Like many Americans, respondents living in the eight areas surveyed have multiple options when it comes to purchasing groceries. This was most pointedly revealed in response to the open-ended question wherein respondents who qualified as Whole Foods or Wild Oats shoppers were asked to name the specific stores they patronize for groceries. The chart below indicates the number of different store names mentioned within each area, and the percentage of respondents that volunteered either Whole Foods or Wild Oats.

Another data point emerging from this question was that, even within a survey universe of Whole Foods and/or Wild Oats shoppers, neither company was the first or second most frequently mentioned destination for these consumers. With the exception of Frequent and Cusp shoppers in Washington, D.C. and Portland, Maine, fewer than three-in-ten (30%) of those reporting that they have shopped at either company in the past volunteered “Whole Foods” or “Wild Oats” as a grocery resource.

Could you please tell me the names of the stores at which you buy groceries? (Open-ended)

Area Number of Stores

Volunteered Whole Foods

Volunteered Wild Oats

Los Angeles, CA 49 18% 1%

Medford/Saugus, MA 45 28% 1%

Hinsdale, IL 43 25% 5%

Washington, DC 41 45% -

Memphis, TN 29 - 25%

Salt Lake City, UT 29 - 25%

Bloomfield, MI 28 27% -

Portland, ME 21 31% 29%


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IV. WHOLE FOODS SHOPPERS

The Whole Foods shoppers surveyed were split evenly between “Frequent” and “Cusp” shoppers – as defined by the nearby text box.1 Overall, just 17% of shoppers said they visit the Whole Foods at least once a week. The most common single shopping frequency selected was “a few times a year.”

There was very little difference between Frequent and Cusp shoppers with respect to any of the demographic attributes collected: age, gender, race, household size, marital status, children in the household, or household income.

Though the plurality of Whole Foods shoppers earned $90,000 per year or more, they were otherwise spread across the income spectrum:

Frequent Cusp <$30K 12% 11% $30-$50K 13% 12% $50-$70K 14% 13% $70-$90K 11% 9% $90K+ 28% 29%

Small Purchases Dominate Whole Foods Transactions Nearly seven-in-ten (69%) Whole Foods shoppers spend $50 or less in a typical visit to the retailer, and 36% of them spend $25 or less. The mean dollars spent was $46.30 per trip. By comparison, 27% reported spending $51 or more and just 2% fell into the highest category of $201 or more per visit.

As demonstrated in the adjacent chart, those who visit Whole Foods most often also tend to spend more per visit, with Frequent shoppers reporting larger typical expenditures than Cusp shoppers ($55.90 per trip versus $36.70 per trip).

1 To qualify to be administered the survey, respondents had to be Frequent or Cusp Shoppers of either Whole Foods or Wild Oats. Those who report “never” shopping at Whole Foods are not included in statements referring to “Whole Foods Shoppers.” Respondents were not asked to label themselves “Frequent” or “Cusp” shoppers, nor were those distinctions known to them.

How often do you shop at Whole Foods Market? 46% TOTAL FREQUENT (NET) 6% MORE THAN ONCE A WEEK 11% ONCE A WEEK 14% A FEW TIMES A MONTH 15% ONCE A MONTH

46% TOTAL CUSP (NET) 28% A FEW TIMES A YEAR 8% ONCE A YEAR OR LESS 10% HAVE SHOPPED THERE ONCE OR TWICE

9% NEVER

How much do you typically spend on a single visit to Whole Foods Market?

(OPEN-ENDED. PRE-CODED LIST.)

Total Freq. Cusp $46.30 $55.90 $36.70 MEAN 11% 4% 18% $10 OR LESS 25% 22% 28% $11-$25 33% 33% 33% $26-$50 10% 14% 6% $51-$75 9% 11% 6% $76-$100 3% 4% 2% $101-$125 2% 3% 1% $126-$150 * 1% * $151-$175 1% 1% * $176-$200 2% 3% 1% $201 OR MORE 4% 3% 4% DO NOT KNOW 1% 1% * REFUSED


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There was very little difference between shoppers in overlap and non-overlap areas with respect to dollars spent per typical trip to Whole Foods Market. The mean per trip expenditure in overlap areas was $44.90 compared to $48.70 among those in non-overlap area.

Most Devote a Very Small Portion of Overall Grocery Budget to Whole Foods A significant majority (71%) of Whole Foods patrons allocate less than one of every five total dollars spent on groceries to Whole Foods, and 58% spend less than one out of every ten. In fact the mean percentage spent was just 19.2%. As is demonstrated in the adjacent text box, those who spent less than 20% of their total grocery budget at Whole Foods were identified as “Light Shoppers,” while respondents who allocated between 21% and 50% of their grocery budget were characterized as “Moderate Shoppers.” Individuals who spent more than 51% of their grocery dollars at a Whole Foods were considered “Heavy Shoppers.”2

Though a much smaller percentage, a majority of even Frequent Whole Foods shoppers qualified as “Light” shoppers when it comes to actual register sales, as 53% of them said they spend 20% or less of their grocery budget at the Whole Foods. A full 89% of Cusp shoppers met this definition.

Only 14% of Frequent shoppers also qualified as “Heavy” shoppers, reinforcing the finding that even the most loyal and regular Whole Foods patrons still dedicate most of their food and goods dollars to other grocers.

Whole Foods shoppers in overlap and non-overlap areas allocated very similar portions of their total grocery budgets to Whole Foods (18.3% and 20.7%, respectively).

2 Respondents were not asked to label themselves as “Light,” “Moderate,” or “Heavy” shoppers, nor were those distinctions known to them.

What percentage of your total grocery budget do you spend at Whole Foods Market? (OPEN-

ENDED. PRE-CODED LIST.) 19.2% MEAN 71% TOTAL LIGHT SHOPPERS 58% 10% OR LESS 13% 11%-20%

15% TOTAL MODERATE SHOPPERS 8% 21%-30% 3% 31%-40% 4% 41%-50%

7% TOTAL HEAVY SHOPPERS 2% 51%-60% 1% 61%-70% 2% 71%-80% 1% 81%-90% 1% 91%-100%


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Whole Foods Shoppers Have a Variety of Reasons for Shopping There Whole Foods shoppers were asked in a follow-up question to identify their top motivation for shopping at Whole Foods. In the context of the survey, respondents were offered a predetermined list of five choices from which to indicate the one answer that best reflected their reason for shopping at a Whole Foods. Respondents were not asked to rank or weight the five listed reasons describing why they patronize a Whole Foods. Product quality (33%), unique offerings (31%), and selection (15%) were cited as the top reasons for shopping at Whole Foods. Another 11% chose convenience and 4% said affordability as their number one reason.

Frequent shoppers were more likely than Cusp shoppers to select the quality of its products as the top reason to shop at Whole Foods (38%-28%).

No One Product Category was Purchased by All Whole Foods Shoppers; None was Completely Ignored Either When asked which types of foods they had ever bought at Whole Foods, shoppers’ responses spanned the gamut of nine possible categories. Produce was the most popular purchase, at 64%, while frozen foods were the least common, with 23%. Other perishables placed respectably, and a full one-quarter (25%) stated that their past purchases at Whole Foods included beverages. Moreover, Whole Foods shoppers were equally likely to have bought prepared foods and dry goods there (35% each). Less than half (48%) reported to having purchased “natural” or “organic” foods at Whole Foods.

Which of the following best describes why you shop at Whole Foods Market?

33% QUALITY OR FRESHNESS OF PRODUCTS 31% HAS PRODUCTS NOBODY ELSE HAS 15% WIDE VARIETY OF PRODUCTS 11% CONVENIENT TO WHERE I LIVE OR WORK 4% PRICES FIT MY BUDGET

Which of the following types of foods have you ever bought at Whole Foods Market? (READ AND ROTATED. ACCEPTED MULTIPLE RESPONSES.)

64% FRESH PRODUCE LIKE FRUITS AND VEGETABLES 48% NATURAL AND ORGANIC FOODS 45% BREAD, ROLLS, OR OTHER BAKERY ITEMS 43% FRESH MEAT AND FISH 42% DAIRY PRODUCTS LIKE MILK, CHEESE, AND EGGS 35% PREPARED FOODS LIKE ROTISSERIE CHICKEN OR PRE-MADE SANDWICHES OR SALADS 35% DRY GOODS LIKE RICE, PASTA, FLOUR, AND COFFEE BEANS 25% CANNED OR BOTTLED BEVERAGES 23% FROZEN FOODS LIKE ICE CREAM, FROZEN PIZZA, OR FROZEN ENTREES 2% NONE OF THE ABOVE (VOLUNTEERED)


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Not surprisingly, Frequent Whole Foods shoppers were more likely than Cusp shoppers to have bought every product type listed.

Heavy shoppers were also considerably more likely than most to have at least sampled Whole Foods offerings in every category.

V. WILD OATS SHOPPERS

The Wild Oats shoppers surveyed were more apt to be “Cusp” than “Frequent,” a fact that is related to lower patronage in the overlap areas and by extension, a smaller portion of respondents overall. A full 53% of those in areas where there was both a Whole Foods and a Wild Oats said they had never shopped at Wild Oats.3

There were more differences between Frequent and Cusp Wild Oats shoppers than between the two groups of Whole Foods shoppers.

The Frequent Wild Oats shopper group contained a higher percentage of non-Whites than the Cusp cohort.

Frequent Wild Oats shoppers tended to live in slightly larger households than Cusp shoppers and were a bit more likely than the norm to have children in the home.

Roughly one-in-five of both Frequent (21%) and Cusp (20%) Wild Oats shoppers have annual household incomes of $90,000 or more. The remaining were spread across the income spectrum:

Frequent Cusp <$30K 18% 17% $30-$50K 19% 15% $50-$70K 10% 16% $70-$90K 12% 8% $90K+ 21% 20%

3 To qualify to be administered the survey, respondents had to be Frequent or Cusp Shoppers of either Whole Foods or Wild Oats. Those who reported “never” shopping at Wild Oats are not included in statements referring to “Wild Oats Shoppers.” Respondents were not asked to label themselves as “Frequent” or “Cusp” Shoppers, nor were those distinctions made known to them.

How often do you shop at Wild Oats Market?

29% TOTAL FREQUENT (NET) 3% MORE THAN ONCE A WEEK 7% ONCE A WEEK 8% A FEW TIMES A MONTH 11% ONCE A MONTH

36% TOTAL CUSP (NET) 18% A FEW TIMES A YEAR 9% ONCE A YEAR OR LESS 9% HAVE SHOPPED THERE ONCE OR TWICE

35% NEVER


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Total Wild Oats Grocery Bills Are Low Three-fourths (75%) of Wild Oats shoppers typically spend less than $50 during a single visit to the retailer, and 47% spend $25 or less. By comparison, just 19% said they spent in excess of $51 and less than one-half of 1% of all shoppers fit into the highest category of $201 or more.

As indicated by the adjacent chart, there is a notable correlation between how often Wild Oats customers shop and how much they typically spend when there, with Frequent shoppers reporting larger average tallies than Cusp shoppers ($47.30 versus $27.80).

Wild Oats shoppers in overlap and non-overlap areas reported similar spending per typical trip to Wild Oats. Those in overlap areas spent an average of $34.70 per trip and those in non-overlap areas spent an average of $38.60.

A Limited Portion of the Overall Grocery Budget is Assigned to Wild Oats A large majority (77%) of Wild Oats shoppers report spending less than 20% of their total grocery budget, or less than one of every five dollars, at Wild Oats with a mean expenditure of just 16.7%. In fact, two-thirds (66%) spend less than one out of every ten grocery dollars there. A paltry 5% of Wild Oats shoppers allocate more than half of their grocery budget to Wild Oats.

Among Wild Oats Frequent shoppers, 62% spend less than 20% of their total grocery budget at the store, and 9% allocate more than half (51% or more) of their grocery dollars there, qualifying them as “Heavy” shoppers.

Wild Oats shoppers in overlap and non-overlap areas were similar in the percent of their grocery budget allocated to Wild Oats (14.6% and 18.7%, respectively).

What percentage of your total grocery budget do you spend at Wild Oats Market? (OPEN-

ENDED. PRE-CODED LIST.) 16.7% MEAN 77% TOTAL LIGHT SHOPPERS 66% 10% OR LESS 11% 11%-20%

12% TOTAL MODERATE SHOPPERS 7% 21%-30% 3% 31%-40% 2% 41%-50%

5% TOTAL HEAVY SHOPPERS 1% 51%-60% 1% 61%-70% 1% 71%-80% 1% 81%-90% 1% 91%-100%

How much do you typically spend on a single visit to Wild Oats Market? (OPEN-ENDED.

PRE-CODED LIST.)

Total Freq. Cusp $36.80 $47.30 $27.80 MEAN 18% 9% 26% $10 OR LESS 29% 24% 33% $11-$25 28% 34% 23% $26-$50 8% 11% 6% $51-$75 7% 12% 2% $76-$100 2% 3% 1% $101-$125 1% 1% 1% $126-$150 * 1% - $151-$175 1% 1% * $176-$200 * 1% - $201 OR MORE 5% 3% 6% DO NOT KNOW 1% 1% 1% REFUSED


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Wild Oats Shoppers Have a Variety of Reasons for Shopping There Respondents were once again asked to state the reason that best reflected their motivation for shopping at Wild Oats. From a predetermined list of five answer choices, the availability of unique products (38%) and product quality (22%) were the most frequent answers. Product selection (11%) and convenience (11%) were the next most often cited responses. “Price” was reported by 6% of shoppers as the top reason to shop Wild Oats. Respondents were not asked to rank or weight these five predetermined reasons for shopping at Wild Oats.

Wild Oats Frequent shoppers were more likely than their Cusp counterparts to say that the product quality mattered most in choosing Wild Oats as a grocery resource (28%-17%). Cusp Wild Oats shoppers did not emerge as significantly more likely than Frequent customers to list any of the five alternative reasons.

Which of the following best describes why you shop at Wild Oats Market?

38% HAS PRODUCTS NOBODY ELSE HAS 22% QUALITY OR FRESHNESS OF PRODUCTS 11% WIDE VARIETY OF PRODUCTS 11% CONVENIENT TO WHERE I LIVE OR WORK 6% PRICES FIT MY BUDGET


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VI. CROSS-SHOPPING WITHIN EIGHT CATEGORIES Whole Foods and Wild Oats shoppers of all frequencies and spending levels selected one or both companies as one of the many places where they buy their groceries. In fact, the data reveal they patronize many different types of retailers, and they buy the same types of products at more than one retail outlet. Respondents were queried on their buying and spending habits across several different product categories, including produce, natural and organic foods,4 dairy, fresh meat and fish, prepared foods, bread and bakery items, and frozen foods. The following chart provides an overview of how Whole Foods and Wild Oats Frequent shoppers shopped within each of these categories. In each case, a sizable portion of these shoppers bought at least half, if not most, of each product category at another grocer.

4 Respondents were not asked the questions displayed in the chart regarding organic produce, but they were asked a different series of questions about the product category comparing their purchase of organic produce at Whole Foods and Wild Oats versus another grocer.

Whole Foods Frequent Shoppers Wild Oats Frequent Shoppers Only at

Whole Foods

Mostly at Whole Foods

Half and Half

Only/Mostly at Another

Grocer

Only at Wild Oats

Mostly at Wild

Oats

Half and Half


Grocer

Produce 11% 17% 25% 42% 9% 17% 22% 45%

Natural and Organic Foods 16% 25% 19% 22% 19% 24% 18% 22%

Dairy Products 7% 12% 19% 52% 5% 10% 15% 53%

Fresh Meat and Fish 9% 14% 17% 47% 6% 10% 14% 52%

Prepared Foods 9% 15% 13% 33% 7% 10% 14% 40%

Breads, Rolls, and Other Bakery Items 7% 14% 23% 46% 7% 10% 15% 51%

Frozen Foods 5% 7% 15% 49% 5% 6% 11% 46%


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As indicated in the following two charts, cross-shopping was similarly high in overlap and non-overlap areas among Frequent shoppers of each retailer.

Whole Foods Frequent Shoppers OVERLAP AREAS NON-OVERLAP AREAS

Only at Whole Foods


Half and Half


Grocer

Only at Whole Foods


Half and Half


Grocer Produce 8% 19% 26% 41% 17% 12% 24% 44% Natural and Organic Foods 14% 24% 19% 23% 19% 26% 19% 19% Dairy Products 5% 12% 19% 53% 11% 13% 19% 49% Fresh Meat and Fish 8% 13% 16% 50% 11% 15% 20% 43% Prepared Foods 8% 14% 14% 33% 10% 16% 11% 34% Breads, Rolls, and Other Bakery Items 6% 14% 21% 48% 11% 15% 26% 44% Frozen Foods 3% 8% 17% 48% 8% 6% 12% 51%

Wild Oats Frequent Shoppers OVERLAP AREAS NON-OVERLAP AREAS

Only at Wild Oats

Mostly at Wild Oats

Half and Half


Grocer

Only at Wild Oats

Mostly at Wild Oats

Half and Half


Grocer Produce 5% 15% 19% 50% 12% 18% 24% 41% Natural and Organic Foods 10% 19% 18% 28% 26% 27% 18% 18% Dairy Products 3% 9% 15% 53% 7% 12% 15% 54% Fresh Meat and Fish 4% 13% 11% 53% 8% 9% 16% 51% Prepared Foods 5% 7% 8% 38% 9% 12% 18% 41% Breads, Rolls, and Other Bakery Items 4% 10% 16% 48% 9% 11% 15% 53% Frozen Foods 2% 8% 8% 42% 8% 5% 13% 51%


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A. PRODUCE As demonstrated in the adjacent chart, most respondents (73%) to this survey reported spending $100 or less on produce each month, with the most common dollar amount falling between $26 and $50.

Respondents who reported shopping for groceries at specialty or organic stores were especially likely to spend over $100 per month on produce.

Whole Foods and Wild Oats Frequent shoppers were more likely than Cusp shoppers at either retailer to spend $101 or more monthly on fruits and vegetables.

Respondents were asked in two separate questions to reveal their produce buying habits at Whole Foods (as applicable, depending on the area in which they lived). First, they were asked to choose which of five descriptors best described how often they purchased fresh fruits and vegetables at Whole Foods:

Only at Whole Foods and never at another grocer; Mostly at Whole Foods and rarely at another grocer; Half of the time at Whole Foods and half the time at another grocer; Mostly at another grocer and rarely at Whole Foods; or, Only at another grocer and never at Whole Foods.

Later in the survey they were given the chance to report the exact percentage of their overall monthly spending on produce that was spent at Whole Foods. These two questions were also asked about Wild Oats (again, if applicable, depending on the area in which they lived).

In a typical month, how much would you estimate you spend on all the

produce you buy?

5% $10 OR LESS 13% $11-$25 25% $26-$50 15% $51-$75 15% $76-$100 5% $101-$125 4% $126-$150 1% $151-$175 4% $176-$200 6% $201 OR MORE 7% DO NOT KNOW 1% REFUSED


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WHOLE FOODS:

Fresh Produce Like Fruits and Vegetables Total WF

Cusp5 WF

Frequent6 WF

Heavy7

Only at Whole Foods 6% 2% 11% 33%

Mostly at Whole Foods 10% 4% 17% 35%

Half and Half 17% 9% 25% 19% Only/Mostly at Another Grocer 59% 77% 42% 12%

Only 6% of all Whole Foods shoppers surveyed reported Whole Foods as their sole provider of fresh fruits and vegetables. A majority (59%) revealed buying all or most of their produce elsewhere.

While Heavy Whole Foods shoppers reported buying produce only at Whole Foods, a clear majority (66%) remain cross-shoppers, getting their fresh fruits and vegetables at other outlets at least some of the time.

When asked to more specifically enumerate what percentage of their produce budget was spent at Whole Foods, the strong majority (64%) said 10% or less, with half of them (32%) stating they do not buy produce at Whole Foods. Only 7% of respondents devoted at least half of all their produce dollars to Whole Foods and 2% reported they buy all or almost all of their fruits and vegetables at Whole Foods.

Whole Foods Frequent shoppers were more likely than Cusp shoppers to spend at least half of their produce dollars at Whole Foods (17% vs. 1%). Still, only 5% of Frequent shoppers reported 91% to 100% of their produce budget was spent at Whole Foods.

5 WF Cusp shoppers are defined as those who report shopping at Whole Foods “a few times a year,” “once a year or less,” or “have shopped there once or twice.” N=547. 6 WF Frequent shoppers are defined as those who report shopping at Whole Foods “once a month,” “a few times a month,” “once a week,” or “more than once a week.” N=545. 7 WF Heavy shoppers are defined as those who report spending 51% or more of their total grocery budget at Whole Foods. N=80. It is important to note that this is a very small sample size and, as such, it is more difficult to draw solid conclusions about these shoppers.

What percentage of the money you spend on produce do you spend at

WHOLE FOODS MARKET

32% 0%/NONE 32% 1%-10% 9% 11%-20% 5% 21%-30% 3% 31%-40% 5% 41%-50% 1% 51%-60% 1% 61%-70% 2% 71%-80% 1% 81%-90% 2% 91%-100%

5% DO NOT KNOW 1% REFUSED


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Predictably, Heavy Whole Foods shoppers (5% of the total survey population; N=80) tended to allocate more of the money they spent on produce to Whole Foods; 56% of them said they bought more than half of their fruits and vegetables at Whole Foods and 20% bought at least 91% there. Nonetheless, a considerable portion of these shoppers still reported shopping at stores other than Whole Foods for a majority of their produce purchases.

WILD OATS:

Fresh Produce Like Fruits and Vegetables Total WO

Cusp8 WO

Frequent9 WO

Heavy10

Only at Wild Oats 6% 3% 9% 28%

Mostly at Wild Oats 9% 2% 17% 28%


Wild Oats shoppers surveyed also revealed that Wild Oats is just one of the many grocery retailers they visit for fresh fruits and vegetables. Six-in-ten (61%) reported they buy most if not all of their produce at a store other than Wild Oats – ten times more than the 6% who buy it from Wild Oats exclusively.

Again, Heavy Wild Oats shoppers were more apt to rely solely on Wild Oats for their produce. Still, with 28% reporting they buy their fruits and vegetables only at Wild Oats, this segment of Heavy shoppers were in the minority even among this highest spending group.

8 WO Cusp shoppers are defined as those who report shopping at Wild Oats “a few times a year,” “once a year or less,” or “have shopped there once or twice.” N=350. 9 WO Frequent shoppers are defined as those who report shopping at Wild Oats “once a month,” “a few times a month,” “once a week,” or “more than once a week.” N=430. 10 WO Heavy shoppers are defined as those who report spending 51% or more of their total grocery budget at Wild Oats. N=39. It is important to note that this is a very small sample size and, as such, it is more difficult to draw solid conclusions about these shoppers.


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Wild Oats receives only a small portion of the total produce spending from most of its shoppers. More than one-half stated produce simply is not on their Wild Oats grocery list and another 22% spend 10% or less of their total fruit and vegetable budget there. Just 4% of shoppers committed at least half of their produce spending to Wild Oats.

Wild Oats Frequent shoppers were more likely than most to spend at least half of their produce dollars at Wild Oats, but still, only 15% did so.

Heavy Wild Oats shoppers were even more prone to spending a large portion of their total produce budget at Wild Oats: 67% reported at least half of their produce money goes to Wild Oats and 21% said they buy 91%+ of their fruits and vegetables at Wild Oats. It is important to note that these “Heavy” shoppers are represented by just 39 people in the entire survey and are therefore a very small population from which to draw conclusions.

Respondents were then asked to reveal where else they typically buy produce. As shown in the nearby text box, by far the most popular alternate (or in most cases, primary) retailer for fruits and vegetables was other supermarkets or grocery stores, selected by three-quarters of respondents (75%). This was nearly three-times the next most popular selection – farmer’s markets or co-ops (26%).

Supermarkets and grocery stores were the top selection for produce across all subgroups including Cusp, Frequent, and Heavy Whole Foods and Wild Oats shoppers. Among Heavy Whole Foods customers, 56% reported buying produce at another supermarket and 41% of Heavy Wild Oats shoppers said the same.

Among Whole Foods shoppers who bought at least some of their produce at Whole Foods,11 73% also reported buying produce at another grocery store or supermarket. Three-quarters (75%) of Wild Oats shoppers who purchased at least some of their produce at Wild Oats said the same.

11 “Some” defined as those who reported allocating 1% to 100% of their total spending on produce to Whole Foods.

What percentage of the money you spend on produce do you spend at

WILD OATS MARKET

54% 0%/NONE 22% 1%-10% 5% 11%-20% 4% 21%-30% 1% 31%-40% 2% 41%-50% 1% 51%-60% * 61%-70% 1% 71%-80% 1% 81%-90% 1% 91%-100%


At which, if any, of the following other stores or types of stores do you buy produce in the typical month? (READ AND ROTATED. ACCEPTED MULTIPLE RESPONSES.)

75% A SUPERMARKET OR GROCERY STORE 26% A FARMER’S MARKET OR FOOD CO-OP 12% A WAREHOUSE OR SUPER STORE 11% A SPECIALTY, ORGANIC, OR ETHNIC STORE 8% A DISCOUNT CLUB 3% A CONVENIENCE STORE OR MINI-MART 1% AN INTERNET GROCER 3% NONE OF THE ABOVE


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Overall, fresh produce proved to be a product category that even the most loyal and frequent Whole Foods and Wild Oats shoppers bought from several different grocery retailers. Cross-shopping was pervasive, with the majority of shoppers surveyed spending the majority of their total produce budget NOT at Whole Foods or Wild Oats. B. NATURAL AND ORGANIC FOODS Another important product category is natural and organic foods. As was the case with produce, respondents were asked to relate how often they bought natural and organic products at either store versus another grocer: only, mostly, half of the time, rarely, or never.

WHOLE FOODS:

Natural and Organic Foods Total WF

Cusp WF

Frequent WF

Heavy




A full 51% of Whole Foods shoppers reported buying organic or natural foods from a non-Whole Foods grocer at least half the time. Only 11% relied solely on Whole Foods as their organic and natural supplier. In addition, 21% said that they do not purchase natural and organic foods at all.

Frequent and Heavy Whole Foods shoppers were more likely than respondents overall to buy organic and natural foods “only” at Whole Foods (16% and 33%, respectively), but the strong majority of both groups were still clearly cross-shoppers.

WILD OATS:

Natural and Organic Foods Total WO

Cusp WO

Frequent WO

Heavy





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Among Wild Oats shoppers, Wild Oats was mentioned as just one of the places they patronize for natural and organic foods. Just under half bought at least half of their natural and organic purchases at other grocers, while only 14% shopped for these items exclusively at Wild Oats.

Frequent and Heavy Wild Oats shoppers were more inclined to rely on the retailer for a larger portion of their organic and natural purchases (19% and 31%, respectively, bought such products only at Wild Oats). Nonetheless, a sizeable portion of them reported going elsewhere for organics and naturals at least some of the time.

Cross-shopping for organic and natural foods was prevalent, as few allocated the majority of their spending in this category to a Whole Foods or Wild Oats. C. ORGANIC PRODUCE A subset of the organic category is organic produce. While the earlier questions in the survey queried respondents on their general buying habits with respect to “produce” and “natural and organic foods,” follow-up questions on the percentage of their total organic dollars spent at both Whole Foods and Wild Oats focused specifically on organic produce. Almost two-thirds (65%) of shoppers surveyed reported that they buy organic fruits and vegetables, though with varying frequency: 35% said less than 10% of all the produce they buy is organic. Another 13% pegged the organic portion at between 11% and 30% of all produce and 17% reported 31% or more. And 2% of respondents said more than 90% of all the fruits and vegetables they buy are “organic.” Those 65% who reported ever buying organic produce were asked a few follow-up queries about how much they spend and where. As shown in the nearby text box, the vast majority (75%) of organic produce buyers spend less than $75 monthly on this category, with a majority (31%) saying they spend $10 or less.

Frequent Whole Foods and Wild Oats shoppers were more likely than Cusp shoppers to spend more than $75 per month on organic produce.

Respondents were also asked how much of their total spending on organic produce occurs at Whole Foods and Wild Oats.

In a typical month, how much would you estimate you spend on all the organic produce you buy?

31% $10 OR LESS 25% $11-$25 19% $26-$50 6% $51-$75 6% $76-$100 1% $101-$125 2% $126-$150 * $151-$175 2% $176-$200 3% $201 OR MORE 6% DO NOT KNOW * REFUSED


22

WHOLE FOODS: Few respondents spent a substantial portion of their organic produce budget at Whole Foods. As seen in the box at left, 29% reported buying no organic fruits and vegetables at Whole Foods whatsoever, and another 30% allotted 10% or less of their monies there. By comparison, just 19% spent more than half of all their organic produce dollars at Whole Foods.

One-third of Whole Foods Frequent shoppers who bought organic produce spend at least half of their dollars on it at Whole Foods (32%). Just 13% of Frequent shoppers reported that 91%+ of their organic produce spending occurred at Whole Foods.

A notably higher portion of Heavy Whole Foods shoppers spent a large percentage of their organic produce budget at Whole Foods:

65% allocated 51% or more and 28% allocated 91% or more. Still, it is clear that few rely solely on Whole Foods for this category.

WILD OATS: Wild Oats received an even smaller portion of all organic produce spending. Among Wild Oats shoppers who bought the special fruits and vegetables, nearly half (49%) said they never did so at Wild Oats. Another 21% spent 10% or less of their organic produce budget at the retailer. By comparison, just 11% allocated at least half of their organic produce spending to Wild Oats and a paltry 6% spent 91% or more there.

Wild Oats Frequent shoppers who bought organic produce were more apt than most to commit 51%+ of all their organic produce spending to Wild Oats (28%). Just 16% of them said they spent upwards of 91% of this portion of their budget at the Wild Oats.

Sixty-two percent of Heavy Wild Oats shoppers who bought organic produce said they spent half of their money on such fruits and vegetables at Wild Oats and 38% reported spending 91% of their total organic produce dollars. However, this subset is comprised of just 34 individuals and therefore it is difficult to draw conclusions about this small group.

What percentage of the money you spend on organic produce do you

spend at WHOLE FOODS MARKET

29% 0%/NONE 30% 1%-10% 8% 11%-20% 4% 21%-30% 1% 31%-40% 6% 41%-50% 2% 51%-60% 1% 61%-70% 5% 71%-80% 3% 81%-90% 8% 91%-100%


What percentage of the money you spend on organic produce do you spend at WILD OATS MARKET

49% 0%/NONE 21% 1%-10% 6% 11%-20% 4% 21%-30% 1% 31%-40% 3% 41%-50% * 51%-60% 1% 61%-70% 2% 71%-80% 2% 81%-90% 6% 91%-100%



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As was the case with produce generally, shoppers surveyed were likely to turn to another grocery store or supermarket as an alternative to Whole Foods or Wild Oats for organic produce. In fact, 60% indicated also buying these specialty fruits and vegetables at another supermarket.

Majorities of both Frequent and Cusp Whole Foods and Wild Oats shoppers said they also bought organic produce at another grocery store or supermarket. Forty percent of Heavy Whole Foods shoppers and 29% of Heavy Wild Oats shoppers said the same.

Among those who reported purchasing at least some organic produce at Whole Foods, 57% said they also bought it at another supermarket or grocery store. Of shoppers who bought any organic produce at Wild Oats, 59% also purchased it at an alternate grocery store.

While shoppers tended to spend a slightly higher percentage of their organic produce budgets at Whole Foods and/or Wild Oats than they did on produce generally, it is clear that neither company can claim a significant share of this category. Most Wild Oats and Whole Foods shoppers, including many of the frequent patrons, seek organic produce at more than one food retailer. D. DAIRY PRODUCTS As indicated in the adjacent chart, the majority of those surveyed reported spending $50 or less on the purchase of dairy products monthly, with the plurality allotting between $26 and $50.

Those who patronize specialty and organic

markets emerged as more likely than non-specialty and organic shoppers to spend in excess of $26 on purchases of dairy (82%-54%).

At which, if any, of the following other stores or types of stores do you buy organic produce in the typical month? (READ AND ROTATED. ACCEPTED MULTIPLE RESPONSES.)

60% A SUPERMARKET OR GROCERY STORE 23% A FARMER’S MARKET OR FOOD CO-OP 18% A SPECIALTY, ORGANIC, OR ETHNIC STORE 6% A WAREHOUSE OR SUPER STORE 4% A DISCOUNT CLUB 2% A CONVENIENCE STORE OR MINI-MART 1% AN INTERNET GROCER 13% NONE OF THE ABOVE


dairy products you buy?

11% $10 OR LESS 26% $11-$25 33% $26-$50 9% $51-$75 8% $76-$100 2% $101-$125 2% $126-$150 * $151-$175 2% $176-$200 1% $201 OR MORE 6% DO NOT KNOW * REFUSED


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WHOLE FOODS: Respondents were once again asked to specify their purchasing behavior at Whole Foods, this time as it relates to dairy. The following chart reveals the degree to which they said such dairy items are purchased at a Whole Foods.

Dairy Products Like Milk, Cheese, and Eggs Total WF

Cusp WF

Frequent WF

Heavy




Of all Whole Foods shoppers surveyed, just 4% pegged the retailer as their only source for dairy products. Two-thirds (66%) reported they purchase dairy at other stores more often, if not exclusively.

While a larger percentage of Heavy Whole Foods shoppers reported they buy dairy only at the retailer, the majority (52%) cross-shopped at other non-Whole Foods merchants as well.

When asked to calculate a percentage of their overall dairy budget that was spent at Whole Foods, one-half (50%) reported buying these items entirely at other retailers. Another 25% spent between 1% and 10% in the Whole Foods dairy section, and a combined 20% spent more than 11% of their dairy dollars there.

Whole Foods Frequent shoppers were more likely than their Cusp counterparts to spend more of their dairy budget on Whole Foods items. Still, just 5% of these Frequent shoppers allocated more than 91% of their dairy budget to Whole Foods.

More than one-half (52%) of Whole Foods Heavy shoppers spent less than 50% of their dairy budget at Whole Foods, compared to a combined 42% that spent more than 50%. Of these, just 21% exhausted nearly all (91% or more) of their dairy account at Whole Foods.

What percentage of the money you spend on dairy products do you

spend at WHOLE FOODS MARKET

50% 0%/NONE 25% 1%-10% 6% 11%-20% 4% 21%-30% 1% 31%-40% 3% 41%-50% 1% 51%-60% * 61%-70% 1% 71%-80% 2% 81%-90% 2% 91%-100%



25

WILD OATS:

Dairy Products Like Milk, Cheese, and Eggs Total WO

Cusp WO

Frequent WO

Heavy




Those who patronize Wild Oats once again declared that they did the bulk of their dairy product purchases at other retailers. Specifically, two-thirds (66%) said that most if not all of their dairy product purchases occurred in non-Wild Oats stores; in contrast, 3% said Wild Oats is their exclusive dairy provider.

Wild Oats’ Heavy shoppers tended to rely upon the merchant more for their dairy needs. Even so, just 18% of Heavy shoppers relied exclusively upon Wild Oats to stock dairy in their refrigerators.

In a separate question, Wild Oats shoppers revealed that they are minimally, if at all, dependent upon the retailer when it comes to shopping for dairy products. A clear majority (69%) said that they do not use Wild Oats for dairy purchases at all, and another 15% said they spend only between 1% and 10% of their dairy budget at the Wild Oats. Just 1% reported spending more than half of their dairy money at Wild Oats.

Wild Oats Frequent shoppers were more apt than the Cusp cohort to spend at least some of their dairy budget at Wild Oats. Conversely, Cusp shoppers emerged as more likely than Frequent shoppers to shop entirely at other retailers for dairy products (75%-40%).

Heavy Wild Oats shoppers – a total of 41 individuals – reported relying upon the company more so than others when shopping within the dairy category. Still, a full 63% of Heavy shoppers went elsewhere to purchase these items.

What percentage of the money you spend on dairy products do you spend at WILD OATS MARKET

69% 0%/NONE 15% 1%-10% 3% 11%-20% 2% 21%-30% 1% 31%-40% 1% 41%-50% * 51%-60% * 61%-70% * 71%-80% * 81%-90% 1% 91%-100%



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In the follow-up query, respondents were asked to name other types of stores they patronize for dairy products. As indicated in the next text box, more than eight-in-ten (81%) of Wild Oats shoppers utilize another supermarket or grocery store for dairy items, nine times the number of those who dairy shop at the next most popular merchant: a farmer’s market or co-op (9%). Just 7% said that they visit specialty, organic, or ethnic stores for their dairy needs.

While supermarkets and grocery stores were popular dairy destinations for all groups, Whole Foods and Wild Oats Cusp shoppers were more apt than Frequent shoppers of both companies to patronize them. A full 61% of Heavy Whole Foods customers and 44% of Heavy Wild Oats shoppers also visited other supermarkets for the purchase of dairy products.

Of Whole Foods shoppers who said they bought any of their dairy products at Whole Foods, 78% of them also bought dairy at a different supermarket. Among Wild Oats shoppers who purchased dairy at Wild Oats, 77% also patronized other grocery stores for those same items.

Dairy was another category in which most shoppers revealed that Whole Foods and Wild Oats were NOT their primary resource for these items. E. FRESH MEAT AND FISH The amount of money most consumers allot to the purchase of fresh meat and fish naturally tends to be greater than other food categories. As evidenced in the nearby text box, the cost of meat and fish skews higher than other products, with most shoppers spending between $26 and $100 each month on these items. The plurality spent between $26 and $50 monthly on meat and fish – a price point higher than the other four product categories for which this question was asked.

Those who reported that they did not shop at specialty and organic markets were 25% more likely than specialty/organic patrons to spend $26 to $50 each month on meat and fish (24%-18%).

At which, if any, of the following other stores or types of stores do you buy dairy products in the typical month? (READ AND

ROTATED. ACCEPTED MULTIPLE RESPONSES.) 81% A SUPERMARKET OR GROCERY STORE 9% A FARMER’S MARKET OR FOOD CO-OP 8% A WAREHOUSE OR SUPER STORE 7% A SPECIALTY, ORGANIC, OR ETHNIC STORE 5% A DISCOUNT CLUB 5% A CONVENIENCE STORE OR MINI-MART 1% AN INTERNET GROCER 4% NONE OF THE ABOVE


fresh meat and fish you buy?

9% $10 OR LESS 13% $11-$25 22% $26-$50 15% $51-$75 14% $76-$100 4% $101-$125 4% $126-$150 1% $151-$175 4% $176-$200 6% $201 OR MORE 7% DO NOT KNOW 1% REFUSED


27

WHOLE FOODS: The following chart indicates the extent to which respondents said they rely upon Whole Foods for their fresh meat and fish purchases.

Fresh Meat and Fish Total WF

Cusp WF

Frequent WF

Heavy




Among Whole Foods customers, 5% reported that Whole Foods was their exclusive destination when it comes to buying fresh meat and fish. The clear majority (62%) utilized other retailers either most or all of the time when purchasing in this food category. Whole Foods Frequent shoppers did emerge as more apt to patronize it for meat and fish, yet just 23% “mostly” or “only” bought this category at Whole Foods.

Whole Foods’ segment of “Heavy” consumers depended more upon the retailer when it came to the purchase of meat and fish. Still, just one-quarter (25%) used Whole Foods as their exclusive source for these products.

In a separate question, Whole Foods shoppers were asked to estimate the percentage of their fresh fish and meat purchases that are made at a Whole Foods store. More than one-half (55%) responded that they buy no meat or fish there. Another 18% reported spending less than 10% of their meat and fish budget at Whole Foods. A full 22% were evenly divided between spending 11% and 100% of their money on meat and fish at the retailer.

Whole Foods Cusp shoppers were nearly twice as likely as their Frequent counterparts to seek out other non-Whole Foods merchants for fresh meat and fish (69%-35%). Still, 7% of Frequent Whole Foods patrons allotted more than 91% of their meat and fish dollars to Whole Foods.

Among Whole Foods Heavy shoppers, 25% assigned 91%+ of their fresh meat and fish budget to Whole Foods. Another 18% never spent a dime for these items at a Whole Foods store.

What percentage of the money you spend on fresh meat and fish do you spend at WHOLE FOODS MARKET

55% 0%/NONE 18% 1%-10% 5% 11%-20% 4% 21%-30% 2% 31%-40% 3% 41%-50% 1% 51%-60% 1% 61%-70% 2% 71%-80% 1% 81%-90% 3% 91%-100%



28

WILD OATS:

Fresh Meat and Fish Total WO

Cusp WO

Frequent WO

Heavy




Wild Oats shoppers also reported that a minimal amount of their fresh meat and fish purchases are made at one of the Wild Oats locations. Of those surveyed overall, 63% purchased meat and fish always or mostly at non-Wild Oats grocer – more than 15 times the number of those who buy these items exclusively at a Wild Oats store and three and one-half times the number that purchase them “only,” “mostly” and “half the time” at Wild Oats.

The Wild Oats Cusp cohort tended to engage in more cross-shopping than did the company’s Frequent patrons. However, the majority of the latter (52%) said that they still purchased fresh meat and fish at other grocers more than they did at Wild Oats.

Wild Oats Heavy shoppers showed greater distribution in the frequency with

which they purchase meat and fish at Wild Oats. Still, the number of Heavy shoppers who bought these items more often or exclusively at another retailer outnumbered those who bought them only at a Wild Oats by 13 points (28%-15%).

In another question, Wild Oats shoppers were asked to reveal the percentage of their meat and fish budget that is spent at Wild Oats stores. A full 73% reported they did not allocate any of their meat or fish dollars to Wild Oats, but shopped elsewhere for the purchases of these items. The second-largest segment (10%) spent only between 1% and 10% of their meat and fish budget at Wild Oats, and a paltry 1% actually spent more than 91%.

What percentage of the money you spend on fresh meat and fish do you

spend at WILD OATS MARKET

73% 0%/NONE 10% 1%-10% 3% 11%-20% 1% 21%-30% * 31%-40% 2% 41%-50% 1% 51%-60% * 61%-70% * 71%-80% 1% 81%-90% 1% 91%-100%



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Respondents identified as Wild Oats Cusp shoppers were more apt than Wild Oats Frequent customers to patronize other retailers to buy fresh meat or fish (78%-49%). Even then, just 3% of these Frequent shoppers spend 91%+ of their meat and fish budget at Wild Oats.

More than half (52%) of Wild Oats Heavy shoppers spent 51% or more of their

meat and fish budget at a Wild Oats location. However, the plurality of these shoppers (23%) maintained that they went to non-Wild Oats stores to purchase these items.

Finally, these Wild Oats and Whole Foods shoppers were asked to identify the other kinds of merchants where they typically purchase fresh meat and fish in the average month. Responses indicate that other supermarkets and grocery stores continue to be the most frequent alternate destination for these items, with more than three-fourths (76%) of respondents patronizing them for this purpose. An equal 11% also named either farmer’s markets/ food co-op or a specialty, organic, or ethnic stores – the only other responses to garner double-digit mention, as indicated in the adjacent text box.

Whole Foods and Wild Oats Cusp shoppers were more inclined than each company’s Frequent shoppers to seek out supermarkets or grocery stores when buying fresh meat and fish (Whole Foods: 81% vs. 67%; Wild Oats: 86% vs. 73%).

Three-quarters (75%) of Whole Foods shoppers who bought at least some fresh meat and fish at Whole Foods also reported buying this category at another grocery store or supermarket. Similarly, 76% of Wild Oats shoppers who bought meat or fish at Wild Oats also bought the products at another grocery store.

Fresh meat and fish represented a higher price point product category than the others tested, but shoppers largely behaved the same way – allocating just a part (and usually a small one at that) of their overall budget for these perishables to either Whole Foods or Wild Oats.

At which, if any, of the following other stores or types of stores do you buy fresh meat and fish in the typical month? (READ AND ROTATED. ACCEPTED MULTIPLE RESPONSES.)

76% A SUPERMARKET OR GROCERY STORE 11% A FARMER’S MARKET OR FOOD CO-OP 11% A SPECIALTY, ORGANIC, OR ETHNIC STORE 9% A WAREHOUSE OR SUPER STORE 4% A CONVENIENCE STORE OR MINI-MART 1% A DISCOUNT CLUB 1% AN INTERNET GROCER 7% NONE OF THE ABOVE


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F. PREPARED FOODS Most Whole Foods and Wild Oats shoppers surveyed do not spend a great deal of money on prepared foods each month; 40% said this cost runs them $10 or less. Another 20% spend between $11 and $25.

There were not many notable differences in spending on prepared foods based on other shopping habits (such as frequency of patronizing Whole Foods or Wild Oats).

Respondents were then probed on their frequency of purchasing these products at Whole Foods or Wild Oats. WHOLE FOODS: Just 6% of all Whole Foods shoppers said they buy their pre-made entrees, sides or snacks only at Whole Foods, while the majority (54%) bought half or more from another grocer. A full 30% said they never bought these foods from any retailer.

Frequent Whole Foods shoppers spend slightly more on prepared foods at Whole Foods than respondents overall, but still obviously went elsewhere for these items as well.

Even among Heavy Whole Foods shoppers, cross-shopping in this category was strong, as just 16% reported relying solely on Whole Foods for prepared meals and snacks.

Prepared Foods Total WF

Cusp WF

Frequent WF

Heavy




In a typical month, how much would you estimate you spend on all the prepared foods you buy?

40% $10 OR LESS 20% $11-$25 16% $26-$50 5% $51-$75 5% $76-$100 1% $101-$125 1% $126-$150 * $151-$175 1% $176-$200 1% $201 OR MORE 8% DO NOT KNOW 3% REFUSED


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Whole Foods shoppers allocate very little of what is already a low prepared foods budget to Whole Foods. In fact, more than half (57%) said none of their dollars dedicated to prepared foods are spent at Whole Foods and another 18% said 10% or less of their prepared foods spending went to the retailer.

Frequent Whole Foods shoppers were a bit more likely than most to spend 51% or more of their total prepared foods budget at Whole Foods (15% vs. 2% of Cusp shoppers and 7% overall). Just 6% of Frequent shoppers committed 91%+ of their overall spending on prepared foods to Whole Foods.

Just over one-third (35%) of Heavy Whole Foods shoppers allocated 51%+ of their prepared foods money to Whole Foods and 16% said they buy 91%+ of the pre-made items at Whole Foods.

WILD OATS: Six-in-ten (60%) of all Wild Oats Shoppers revealed they got their prepared foods from non-Wild Oats grocers at least half, if not most, of the time. By comparison, 4% patronized Wild Oats exclusively for prepared foods. An additional 27% said they never bought pre-made foods from any grocery entity.

There was little difference between all Wild Oats shoppers and Frequent shoppers, only 7% of whom bought prepared foods only at Wild Oats.

Prepared Foods Total WO

Cusp WO

Frequent WO

Heavy




What percentage of the money you spend on prepared foods do you spend

at WHOLE FOODS MARKET

57% 0%/NONE 18% 1%-10% 4% 11%-20% 3% 21%-30% 1% 31%-40% 3% 41%-50% * 51%-60% * 61%-70% 2% 71%-80% 1% 81%-90% 4% 91%-100%



32

Heavy Wild Oats shoppers were a bit more inclined to patronize Wild Oats for their prepared foods, but still, only 13% did so exclusively.

Wild Oats received even a smaller portion of its shoppers’ prepared foods spending than did Whole Foods. A full seven-in-ten (72%) Wild Oats patrons said not a penny of their budget for the pre-made foods went to Wild Oats, while just 2% spent 91%+ there.

Just 8% of Frequent Wild Oats shoppers spent at least one-half of their dollars for prepared foods at Wild Oats.

That number jumped to 20% when speaking of Heavy Wild Oats shoppers. Nonetheless, it is clear few consumers use Wild Oats as their only choice in this product category.

When asked directly, more than half of respondents (55%) indicated they shop at grocery stores and supermarkets other than Whole Foods and Wild Oats for prepared foods along with a smattering of other types of stores.

Forty-six percent of Frequent Whole Foods shoppers and 53% of Frequent Wild Oats shoppers also sought prepared foods at other grocery stores. This was also true of 35% of Heavy Whole Foods shoppers and 38% of Heavy Wild Oats patrons.

Of those who bought prepared foods at Whole Foods, 62% also bought them at

other grocery stores or supermarkets. Among those who bought prepared foods at Wild Oats, 66% also sought the items at other grocery stores.

Most shoppers surveyed reported spending very little on prepared foods overall. Of that small pie, a relatively thin piece was allocated to either Whole Foods or Wild Oats.

What percentage of the money you spend on prepared foods do you spend

at WILD OATS MARKET

72% 0%/NONE 11% 1%-10% 3% 11%-20% 1% 21%-30% 1% 31%-40% 1% 41%-50% * 51%-60% * 61%-70% * 71%-80% * 81%-90% 2% 91%-100%


At which, if any, of the following other stores or types of stores do you buy prepared foods in the typical month? (READ AND

ROTATED. ACCEPTED MULTIPLE RESPONSES.) 55% A SUPERMARKET OR GROCERY STORE 9% A WAREHOUSE OR SUPER STORE 9% A SPECIALTY, ORGANIC, OR ETHNIC STORE 6% A DISCOUNT CLUB 3% A CONVENIENCE STORE OR MINI-MART 3% A FARMER’S MARKET OR FOOD CO-OP * AN INTERNET GROCER 24% NONE OF THE ABOVE


33

G. BREADS, ROLLS, AND OTHER BAKERY ITEMS Survey respondents were asked to relate how often they bought breads, rolls, and bakery items at either Whole Foods or Wild Oats versus another grocer: only, mostly, half of the time, rarely, or never. WHOLE FOODS: Whole Foods was not cited as the primary (or even secondary) purchase point for bakery items. Only 4% of shoppers surveyed said they bought all of their breads and rolls at the retailer. By comparison, 62% purchased such items only or mostly at other grocers.

Even Frequent and Heavy Whole Foods shoppers revealed themselves to be cross-shoppers within the bakery category. They were a bit more likely to rely solely on Whole Foods for their bread, but a relatively small percentage of each group did so (7% of Whole Foods Frequent and 14% of Whole Foods Heavy customers), indicating that most shoppers patronized a variety of different stores for these items.

WILD OATS: Wild Oats shoppers followed a similar pattern as Whole Foods shoppers in that they did not rely heavily on Wild Oats for their breads and rolls. In fact, just 4% of Wild Oats patrons overall said Wild Oats was their only source of such items, compared to 65% who bought all or most of their bakery products at other grocers.

Breads, Rolls, and Other Bakery Items Total WF

Cusp WF

Frequent WF

Heavy




Breads, Rolls, and Other Bakery Items Total WO

Cusp WO

Frequent WO

Heavy





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Frequent Wild Oats shoppers were more likely than most to buy bread only at Wild Oats, but still, only 7% did so. Even among Heavy Wild Oats shoppers, just 15% said they bought all their bakery items at Wild Oats, whereas the rest patronized other establishments at least sometimes.

Among Frequent and Cusp Whole Foods and Wild Oats shoppers, these retail outlets were one of many places where they purchase their baked goods. H. FROZEN FOODS

Frozen foods encompass a variety of items in the refrigerator aisles, from pizza and entrees, to ice cream, frozen fruits and vegetables and the like. As with other food categories queried to respondents, those surveyed were asked to describe the extent to which they utilized Whole Foods or Wild Oats for the purchase of frozen foods.

WHOLE FOODS:

Frozen Foods Like Ice Cream, Frozen Pizza, or Frozen Entrees

Total WF Cusp

WF Frequent

WF Heavy




Of those who reported purchasing frozen food like ice cream, frozen pizza, or frozen entrees (77% of the entire survey population), a full 61% of them reported buying these items mostly, if not entirely from a retailer other than Whole Foods. A full 23% said they do not buy these products at all, and just 3% relied exclusively upon Whole Foods for these items.

Frequent and Heavy Whole Foods shoppers were more likely than respondents overall to shop at Whole Foods for frozen food products, as Heavy shoppers were more apt than all other shopper groups to do so. Still, of this cohort, just 30% relied mostly or only upon Whole Foods for these items.


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WILD OATS:

Frozen Foods Like Ice Cream, Frozen Pizza, or Frozen Entrees

Total WO Cusp

WO Frequent

WO Heavy




Among Wild Oats shoppers, it was once again revealed that Wild Oats comprises one of many retailers on a supply-chain spectrum, this time with respect to frozen food. Six-in-ten (60%) Wild Oats shoppers bought the majority, and in some cases the entirety, of their frozen food items at a non-Wild Oats merchant. This is 20 times the number that buy these products only at Wild Oats (3%).

Frequent and Heavy Wild Oats shoppers were more apt to rely upon the retailer for their frozen food purchases (5% and 21%, respectively, bought these items only at Wild Oats). Nevertheless, 30% of the former and 15% of the latter reported always going elsewhere for frozen foods.

Frozen food items emerged as another category in which shoppers maintained that Whole Foods and Wild Oats were not their primary resources for these items.

JUL-A9-?OA7 17: 3? Fr omr 1 c=?E?467655I P , ? / ?

VII. IN CONCIUSIONMost Whole Foodr a:Y

lvild ()ats shoytpers relard thore rerti,ih,r,!t Lt,t.iur-r nne (nr two) oJthc many sk,res at which rhey h4v theii gro.teries" Furrhern prr,, u riu+ mlirity tt!shoppen of each cilmlnny_r.ry;tud spindins zlofr;rre:rtt'iitnri, tatar grocerl hutrgegat cither l{hole lroods or wril oatr, meantrrg r*rt-wnru"iirils and lfitil onttslroyners. do most rtf their groeery :hoppln! ilsewhere, In,ftigt ,ht, tlttta ruvualecl thatrheir visils are lypiculty ir{rerluent "riinuin "per-hu-tk:et" iifiun,liturus relativel.i Imv.

Nol 1.tnly do they visit muny dilferent retail grocery autleu, htit thuy ulso huy the sama rtr$nilur pruductt at each qt' tltt+m ln categiries at ditter,su a,t'prrtrluc'e, organics, meatand ̂fish, frozen footl,s, and ilair.y, the majirin of fiopper-,r suw,e.ve4 rpent tt ;uh#ranrialpo-rtiun' uml qfientim::":n,n:t' of thtir hudgci fnr the'particulul uttagitr.v out.ricle the ai.slesotwhole lroods and wild oati, whote .tnods and witclouts,tli,l ,ut u'merg,e ar rhttprimary.plnry oJ purrhust.for uny oJ the pruduct rtutegories l,Esrr,r/ I'his iiclel uucamong both Frequenl ancl c'nrp shultltus of euth .ttori' as n,r1i ,,^ in rnerlup sncl nan,overlap areus.

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lqsul$ nltd Analysis of Shopper Survcy -_--July 2007 /

T TLrrL [a_+W.ryPresiden\.dL CF;O, thc polUqg conrpanynrr, inc.

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results and analysis of whole foods and wild oats...

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