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Snack Nuts and SeedsSub-Category Report H2 2013April 2014

Executive Summary

• Snack Nuts and Seeds accounted for 33% share of the global Snacks category tracked launches in H2 2013. Snack Nuts and Seeds launches witnessed a CAGR of 29% over the past 5 years, outperforming the Snacks category CAGR of 26%.

• Asia and Europe are the top 2 markets in terms of Snack Nuts and Seeds launches. H2 2013 launch activity increased YoY across all regions except Australia/New Zealand.

• Kraft is the market leader in H2 2013 Snack Nuts and Seeds launches tracked. The top 7 companies account for only 5% of the total H2 2013 sub-category launches tracked, indicating a highly competitive market.

• Top claims for Snack Nuts and Seeds vary widely across regions. Vegetarian, Ethical - Packaging and Low Cholesterol are the leading claims in Asia, Europe and North America, respectively.

• Peanut is the top flavor in Europe, Asia and Latin America, while Almond ranks first in North America and Australia/New Zealand.

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Methodology and Notes

• This report is a product launch analysis for Snack Nuts and Seeds sub-category andinitially presents a brief analysis of the Snacks category. The report also dives deeperinto the product launch, positioning and flavor trends in the Snack Nuts and Seedssub-category.

• For the purpose of semi-annual trends, the analysis covers the last 3 bi-annualperiods: H2 2012 to H2 2013, where H2 2013 represents second half of 2013.

• Geographic analysis covers six major regions - North America, Europe,Asia, Australia/New Zealand, Latin America, and Middle East/North Africa(MENA). MENA covers the following countries - Algeria, Bahrain, Egypt, Iran,Israel, Kuwait, Morocco, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkey,United Arab Emirates.

• Indexed product launch numbers are obtained by assigning ‘100’ to the start yearvalues and using 100 as the base calculating all later values in proportion to theactual product launch numbers. CAGR stands for Compounded Annual Growth Rate.

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www.innovadatabase.com

Category Analysis

Source: Innova Database product launches tracked

• Global tracked launches of Snack Nuts and Seeds have grown at 29% CAGR over the last 5 years. The growth is greater than Snacks category.

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• Snack Nuts and Seeds held about 32% share of overall Snacks category launches over the last 3 half years. Savory/Salty Snacks is the top sub-category.

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• Snack Nuts and Seeds' share of Snacks category launches is broadly similar across regions, highest being in Australia/New Zealand.

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• Australia/New Zealand shows a significant decrease in share of Snack Nuts and Seeds launches in overall Snacks category in H2 2013 versus H2 2012.

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Sub-category Analysis


• Global Snack Nuts and Seeds launches increased during the period H2 2011 to H2 2013. The semi-annual growth peaked at 23% in H1 2013.

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• Asia and Europe are the top 2 regions in terms of Snack Nuts and Seeds launches. All regions except Australia/New Zealand showed strong YoY growth in H2 2013 launch activity.

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• The regional distribution of Snack Nuts and Seeds launches has remained broadly stable over the last 3 half years.

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• Kraft is the market leader in H2 2013 tracked Snack Nuts and Seeds launches. Paramount Farms recorded the highest year-on-year growth.

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Focus on on-the-go packs, natural claims & exotic flavors

Kars Sweet N Salty Mix.(United States, Sep 2013)

Description: Eight single serve bags of sweet and salty snack mix with nuts, seeds and raisins. Perfect for on-the-go. 8 single serve bags. Good source of protein.

Gold Food Roasted Cashew.(Russia, Dec 2013)

Description: Roasted cashew kernels in a plastic bag. Premium Quality. Natural. Source of vitamins and minerals.

Blue Diamond Bold Almonds with Wasabi & Soy Sauce.(Denmark, Aug 2013)

Description: Roasted almonds with wasabi and soy sauce, in a 150g plastic container. Smart snacking.

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Product Positioning Trends


• Ethical - Packaging is the top positioning for Snack Nuts and Seeds in H2 2013. Vegetarian ranks second but has been marginally losing share.

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Region Total Products Vegetarian Halal Ethical - Packaging

No Additives/Preser

vativesLow Cholesterol

North America 913 7% 1% 3% 14% 17%

Europe 2,135 14% 0% 22% 10% 1%

Asia 2,501 14% 13% 8% 7% 6%

Australia/New Zealand 155 7% 6% 2% 17% 10%

Latin America 448 0% 0% 25% 5% 8%

Middle East/NorthAfrica 327 8% 21% 20% 6% 12%

Positioning types as % of total sub-category product launches tracked per region (H2 2012 - H2 2013)

Top 5 positionings for Snack Nuts & Seeds, by region

Percentages may be greater than 100% due to multiple positionings per product

• Vegetarian, Ethical - Packaging and Low Cholesterol are the leading claims in Asia, Europe and North America, respectively.

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No added preservatives & natural claim launches expand

Sahale Crunchers Almond Snack: Parmesan Cheese + Herbs.(Philippines, Dec 2013)

Description: Parmesan cheese and herbs flavored fruit and almond snack in a plastic pouch. All natural. No trans fat. Cholesterol free. Kosher certified. Certified gluten free.

Von Goste Cuisine Natural Pistazienkerne: Natural Pistachio Nuts.(Germany, Dec 2013)

Description: Natural pistachio nuts in a 100g foil sachet. Premium. Natural. Pure without additives.

Tribu Linea Natura Mix Nativa (Almendras, Calabaza, Berries, Pasas, Soya): Native Mix with Almonds, Pumpkin, Berries, Raisins, and Soy.(Chile, Oct 2013)

Description: Native tribe mix almonds, pumpkin, berries, raisins, and soy. 100% natural. Functional food rich in fiber and antioxidants.

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Protein, fiber & antioxidant claims find more shelf space

Earths Bounty Snacks To Go Protein Mix.(Australia, Nov 2013)

Description: Six snack packs of dry roasted almonds, pepitas and peanuts, in a cardboard box.

Serena Mezcla Antioxidante: Antioxidant Blend of Fruit and Nuts.(Mexico, Nov 2013)

Description: A blend of cranberry, cherry, walnut, almond and peeled pistachio in a 60g resealable plastic pouch. 100% natural. Low sodium. Antioxidants help strengthen the body's defenses and cell function.

Klorophyll Caramel Glazed Puffs & Nutts.(Philippines, Jul 2013)

Description: Puffed millet and cashew nuts coated with caramelized coco sugar, in a plastic container. Low glycemic. High fiber snacks.

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Snacking indulgence with premium offerings

Nuevo Mundo Deli Snacks Frutos Secos Premium: Premium Nuts Oriental Mix.(Argentina, Dec 2013)

Description: Premium nuts oriental mix contain almonds and peanuts with sesame, soy sauce, a hint of salt, in a cardboard box.

Stoltzenberg Macadamias in Schale: Roasted and Salted Macadamia Nuts in Shell.(Germany, Nov 2013)

Description: Roasted and salted macadamia nuts in shell, in a 200g plastic container. Premium. From South Africa. With original macadamia nut knife inside the packaging.

Jumbo Happy Celebrations Premium Quality Dry Fruits Collection.(India, Oct 2013)

Description: A mix of almonds, cashew, pistachios, black kismis, dried dates and dried apricot, in a cardboard box. Premium quality. Healthy, convenient and good value. Cleaned, processed, and graded under strict supervision for superior quality. 100% vegetarian.

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Product Flavors Trends


• The top flavors distribution has remained stable during H2 2012-H2 2013, led by Peanut.

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• Peanut is the top flavor in Europe, Asia and Latin America, while Almond ranks first in North America and Australia/New Zealand.

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Significant influence of ethnic flavors

Duyvis Heat & Eat Notenmix Aziatisch Gekruid: Asian Spiced Mixed Nuts.(Netherlands, Dec 2013)

Description: Microwaveable Asian spiced mixed nuts in a plastic bag held in a cardboard box.

Pataks Jalfrezi Flavor Jumbo Peanuts.(United Kingdom, Nov 2013)

Description: Jumbo peanuts flavored with Jalfrezi. The Pataks products have the potential to be one of the strongest branded propositions in the roasted nuts snacking market. Pataks Original, an authentic Indian recipe.

Choices Markets Natural Matcha Green Tea Almonds.(Canada, Oct 2013)

Description: Almonds covered with matcha green tea, in a clear resealable plastic bag.

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Opportunity for more yogurt & wasabi based launches

SnakClub A Treat in Itself Best Value Yogurt Nut Mix.(United States, Dec 2013)

Description: Yogurt nut mixin a 255g plastic bag. No cholesterol. No preservatives.

Kars Sensible Snacks: Yogurt Apple Nut Mix.(Philippines, Dec 2013)

Description: A healthy snacks of yogurt flavored raisins, honey peanuts and apple chips, in a 57g plastic sachet.

Rema 1000 Peanuts with Wasabi Flavor.(Denmark, Dec 2013)

Description: Roasted peanuts with wasabi flavor, in a 120g plastic cup.

Forest Feast Wasabi Peanuts.(Norway, Nov 2013)

Description: Wasabi flavored peanuts in a plastic bag.

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Grilled & smoked nuts launches trend on

Trader Joes Cashewnoten Ongezouten & Gegrild: Unsalted & Grilled Cashew Nuts.(Belgium, Nov 2013)

Description: Unsalted and grilled cashew nuts in a 150g tin. Without salt.

Byblos Roastery Amendoas Defumadas: Smoked Almonds.(Brazil, Sep 2013)

Description: Smoked almonds in a 260g plastic jar. Premium quality.

Tous Les Jours Cacahuetes Grillees Et Salees: Grilled And Salted Peanuts.(France, Nov 2013)

Description: Grilled and salted peanuts in a 400g plastic bag.

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More product applications for versatile combinations

SnakClub A Treat in Itself Best Value Tropical Mix.(United States, Dec 2013)

Description: Tropical mix (coconut, papaya, pineapple) of nuts and fruits, in a 255g resealable plastic bag. No cholesterol.

Seeberger Trail Mix Salzig Fruchtig Mit Rhabarber: Trail Mix with Salty Fruity Rhubarb.(Germany, Nov 2013)

Description: A mixture of roasted and salted nut kernels, dried and sweetened fruits (rhubarb and banana chips) in a 150g foil bag.

Living Intentions Sprouted Trail Mix Wild Berry.(United States, Oct 2013)

Description: A delicious snack to boost up your day. Includes Organic Raw Cashews, Organic Sprouted Pumpkin Seeds, Organic Mulberries, Wild Goldenberries, Wild Goji Berries, Organic Himalayan Gold Raisins, Organic Currants, Organic Sultanas and Wild Barberries.

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Niche launches with potential

Sahale Crunchers Fruit & Almond Snack: Cherries, Apples + Maple.(Philippines, Dec 2013)

Description: Light, crispy, and intensely flavorful, Sahale Crunchers are the perfect handful of healthy snacking goodness. Roasted sliced almonds are combined with naturally dried cherries and apples. This mix is lightly glazed with maple, and then finished with a touch of cinnamon.

Ai Hue Thanh Thanh Dau Phong Nuoc Cot Dua: Peanuts with Coconut Coating.(Vietnam, Nov 2013)

Description: Peanuts with coconut coating, in a 100g plastic bag.

Gepa Bio Joghurt Cashewkerne: Yoghurt Cashews.(Germany, Sep 2013)

Description: A bag of organic cashew nuts in white chocolate with yoghurt flavor, in a cardboard box. The fair trade company.

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