Place Picture Here Taiwan FMCG Monitor 2014 Quarter 1.

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1 Place Picture Here Taiwan FMCG Monitor 2014 Quarter 1

2 2014 Q1 KEY ECONOMIC INDICATORS - VS. A YEAR AGO
+3.1% GDP +1% CPI 4.0% Unemployment rate +3.0% Total FMCG Latest statistics has shown moderate recovery for macro economy, however similar trend was not observed for the FMCG market. The CPI in Food category grew stronger than total market, combined with the Food safety issue, has lead to more conservative spending from the end consumers. As a result, the Food category remained on declining trend, while Non-Food category enjoyed slow growth, driven by high price tier products. Key retailers has shown steady growth, except Costco.

3 TAIWAN TOTAL FMCG 52 WEEK ROLLING EVOLUTION
-1% +3% TAIWAN TOTAL FMCG 52 WEEK ROLLING EVOLUTION VSLY Spending GR Unit GR Total market shows stagnant growth in Q1. Although the macro economy index show recovery, the consumer shopping frequency didn’t increase which means FMCG market has not regain the sales yet. Oil, Electricity Price Up Tainted Soy Sauce, Starch Tainted Cooking Oil. 09 10 11 12 13 Without Diaper and BBC Value VSLQ: +1% 2014 資料來源:家戶指數

4 TAIWAN FOOD CATEGORY 52 WEEK ROLLING EVOLUTION
-2% +1% TAIWAN FOOD CATEGORY 52 WEEK ROLLING EVOLUTION VSLY Spending GR Unit GR Influenced by both price inflation and food safety issue, food category shopping frequency has shown continual decline in trend Oil, Electricity Price Up Tainted Soy Sauce, Starch Tainted Cooking Oil. 09 Without Diaper 、 BBC 、Cigarette、Alcohol volume (unit) VSLY-2%/VSLQ-1% Value VSLQ: -0% 購買頻率下滑較多的品類：冷藏甜點、湯類、速食泡麵等。 10 11 12 13 2014 資料來源:家戶指數

5 TAIWAN NON-FOOD CATEGORY 52 WEEK ROLLING EVOLUTION
+1% +6% TAIWAN NON-FOOD CATEGORY 52 WEEK ROLLING EVOLUTION Non-food market showed a premiumisation trend which drove the consumer spending expand. VSLY Spending GR Unit GR 09 Without Diaper and BBC volume (unit) VSLY+1%/VSLQ+1% Value VSLQ: +1% 10 11 12 13 2014 資料來源:家戶指數

6 FOOD CATEGORIES ADULT MP INSTAND TEA TEA TO-GO COOKING OIL
INSTANT NOODLES ADULT MP INSTAND TEA 食品市場： 食用油：由於屬於必需品，在去年食用油事件過後，消費者曾經歷過一波汰換，目前第一季觀察，對整體食用油的需求沒有太大影響。 泡麵：消費者購買頻率持續減少。 （需要進到廚房烹煮的原料如油、醬油、鹽等是成長的，但有粉末、油包等品類如泡麵，或半成品如快煮湯、即時湯等市場仍在下滑，但有趣的是，消費者對方便的需求仍在，調理食品、冷凍蔬菜、雞塊成長佳。） 成人奶粉：仍然面對市場買者流失的問題。在奶粉價格不斷上升之下，消費者不喝或改喝鮮奶等相關乳製品，離開成人奶粉市場。 即飲茶：與外帶杯市場競爭，購買頻率下滑，連鎖便利店掉最多。由於台灣外帶杯市場成長非常好，瓜分消費者對於茶飲料的購買頻率，讓即飲茶的購買頻率減少。 TEA TO-GO Growth>5% 0.5%<Growth<5% Growth<-0.5%

7 HOT NON-FOOD CATEGORIES
DETERGENT ORAL CARE PREMIUM SHAMPOO INTERFOLD PAPER 非食品市場表現較佳的產品為主： 洗衣精： 軍公教、量販店表現很好，在好市多的Persil搭配試用品、廣告以及好市多護照，成長非常快速。另外，網路購物的成長幅度也很大，南僑、衣桔棒表現很好。 牙膏: 具功能性的產品表現佳，美白、抗敏感受青睞。 洗髮精:在PCS、網路的高價位小品牌成長多，如Dr. Formula, Elastine 帶動花費金額成長。 衛生紙：先前因為特價引起消費者囤貨，衛生紙前幾季連續衰退，本季觀察下滑幅度已漸漸減緩，消費者差不多要回到市場了。 Growth>5% 0.5%<Growth<5% Growth<-0.5%

8 KEY CHANNEL SNAPSHOT – VALUE %
Hyper maintained while PX mart underperformed in Non-food market lead to market share dropped. TTL FMCG Food Category Non Food Category 全聯社在個人用品市場如洗髮精、保養品銷售不如市場。

9 KEY CHANNEL SNAPSHOT – VALUE %
C4 market share dropped in food market. RT is still slipping. Costco raised its importance in food category. TTL FMCG Food Category Non Food Category 家樂福：整體成長率-0.3%，雖然持平但不如整體市場表現。 好市多：各品類表現佳，尤其乳品、冷凍蔬菜雞塊等成長更為明顯，提升好市多在食品類的重要性。

10 Source: Kantar Worldpanel Taiwan Household Panel
RETAILER HEALTH – TRAFFIC vs. BASKET VALUE Store Number M13Q1 M14Q1 GR% Carrefour 61 62 +2% RT Group 26 +0% A Mart 19 Costco 9 10 +11% Wellcome 280 256 -+9% Matsusei 71 Simple Mart 318 346 +9% PX Mart 645 700 7-11 4830 4943 Family Mart 2852 2898 Hi-Life 1290 1301 +0.85% OK 900 880 -+2% Watson's 442 471 +7% Poya 75 88 +17% Cosmed 362 361 M12Q1 M13Q1 M14Q1 Costco RT Group Carrefour Watson’s Cosmed A Mart POYA Matsusei Wellcome 7-ELEVEN PX Mart Family Mart 最近一年除了好市多仍朝右上方成長之外，各零售商表現大多停滯。 寶雅的衛生棉、保養品跟洗髮精品類成長很好。 Simple Mart Source: Kantar Worldpanel Taiwan Household Panel