Consumer and Market Insights: Ice Cream Market in Belgium

Consumer and Market Insights: Ice Cream Market in Belgium CS1923MF April 2015 1

Report scope This report brings together multiple data sources to provide a comprehensive overview of the Ice Cream sector in Belgium as part of our global coverage of the sector. This report draws on market data, analyzing value and volume data and category and channel distribution breakdown, also highlighting which categories are witnessing the biggest growth. Brand and Private Label analysis is also provided. It also contains top line foodservice transaction figures highlighting where the most opportunistic channels are for industry players in the country. Detailed packaging analysis is also provided, analyzing category trends and also packaging material and type Market data coverage The overall market value and volume included in the report is split on the basis of on-trade and off-trade volume and value. Category coverage: This report provides information on three Ice Cream categories including Artisanal Ice Cream, Impulse Ice Cream - Single Serve - Single Serve and Take-home and Bulk Ice Cream. More extensive brand coverage: The report provides more extensive brand share coverage. Brand share data is also validated by inputs from industry experts. Distribution channel: The Distribution data included in the report covers 11 distribution channels including Cash & Carries & Warehouse Clubs, Dollar Stores, Variety Stores & General Merchandise Retailers, Hypermarkets & Supermarkets, Convenience Stores Time period: The report provides overall market value and volume data, including category level data for the period 2009-2019. Distribution channel and brand share data is included for the year 2014. 6/4/2015 2 04/06/2015 6/4/2015 2

Table of Contents Country Context Market Overview Retail Landscape and Key Distribution Channels Packaging Brand and Private Label Share Appendix 3

Consumer Price Index GDP Per Capita (EUR) Annual growth (%) Population (Million) Annual Growth (%) Rise in GDP per capita and low inflation rate provides opportunities for marketers in the Belgium Ice Cream market Steady growth in GDP per capita during 2012-2014 and low inflation rate is driving demand for consumer packaged goods in Belgium. GDP Per Capita Population 40000 30000 20000 10000 GDP per capita grew in 2009 2011 at a CAGR of 3.2% and was EUR34,946.7 in 2014. Consumer Price Index 112 110 108 106 104 102 100 2009 2010 2011 2012 2013 2014 Consumer price inflation in Belgium increased at a steady pace during 2009-2014 growing at a CAGR of 2.0% during the same period. 4% 0% -4% 2009 2010 2011 2012 2013 2014 12 10 8 6 4 2 0 Population growth rate in Belgium witnessed a declining trend during 2011-2014 and reached 11.2 million in the year 2014. Age Profile 2009 2010 2011 2012 2013 2014 80+ 70-79 60-69 50-59 40-49 30-39 20-29 10-19 0-9 1.2% 1.0% 0.8% 0.6% 0.4% 0.2% 0.0% Belgium has a relatively large population of Mid - Lifers who are between 40 59 years of age. They accounted for 28.9% of the total population in 2014 4

The retail and foodservice markets in Belgium: an overview This slide provides an overview of the retail and foodservice markets in Belgium, in which industry players in the Ice Cream market operate: Retail Foodservice Country indicator Units Value Total value of Food market, 2014 US$ millions 26,117.4 Profit Total number of transactions in the Profit Sector, 2014: 1,740.2 million Total volume of Food market, 2014 Total Food volume growth 2009-2014 Proportion of Ice Cream as part of overall food volume, 2014 Biggest category within the Ice Cream market as part of overall volume, 2014 Private label penetration in Dairy market, 2014 Millions of Kg 3,494.4 CAGR 1.4% % 1.2% % Take-home and Bulk Ice Cream,62.2 % % 22.6% Largest channel in the Profit Sector and transactions, 2014: Restaurants, 1,055.6 million Cost Total number of transactions in the Cost Sector, 2014: 515.1 million Largest channel in the Cost Sector and transactions, 2014: Education, 329.2 million 5

Table of Contents Country Context Market Overview Retail Landscape and Key Distribution Channels Packaging Brand and Private Label Share Appendix 6

Ice Cream market in Belgium will register slow growth in volume terms during 2014-2019 The Ice Cream market in Belgium grew at a CAGR of 0.2% in US$ terms during 2009-2014 and is forecast to register a CAGR of -0.8% during 2014-2019. On-trade consumption will have a similar CAGR compared to off-trade consumption in value terms during 2014-2019. The volume consumption of Ice Cream products is forecast to grow from 62.0 Kg million in 2014 to 65.2 Kg million in 2019 to register growth at a CAGR of 1.0% during 2014-2019. Market value of Belgium s Ice Cream market, 2009-2019 Market volume of Belgium s Ice Cream market, (Millions of Kg), 2009-2019 Total(US$ million) Off-trade (US$ million) On-trade (US$ million) 2009 396.1 284.0 112.1 2014 399.5 286.3 113.2 Total Volume Off Trade On Trade 59.1 62.0 65.2 40.8 42.8 45.0 18.3 19.2 20.2 2019 383.7 275.0 108.7 CAGR 2009 2014 CAGR 2014 2019 0.2% 0.2% 0.2% -0.8% -0.8% -0.8% 2009 2014 2019 Total Off-trade On-trade CAGR 2009 2014 1.0% 1.0% 1.0% CAGR 2014 2019 1.0% 1.0% 1.0% 7

Belgium s Ice Cream market value growth during 2014-2019 is forecast to be marginally higher than 2009-2014 Growth Rate (%) The Ice Cream market in Belgium grew at a steady rate during 2009-2014 both in local currency terms and volume terms. It was worth EUR301.0 million (US$399.5 million) in 2014, and is forecast to register a CAGR of 1.2% in local currency terms during 2014-2019 to reach EUR318.9 million (US$383.7 million) in 2019. In US$ terms the Ice Cream market in Belgium was impacted due to the fluctuating exchange rates, resulting in variable growth rate during 2009-2014. On-trade transactions accounted for 28.3% of the market share of Ice Cream products value sales and 31.0% of volume sales in 2014. Per capita consumption increased marginally from 5.5 Kg in 2009 to 5.6 Kg in 2014. Market value (EUR m and US$ m) and volume growth of Belgium s Ice Cream market, 2009 2019 Market value (US$ m) and volume growth of Belgium s Ice Cream market, 2014 2019 Off-trade/on-trade 8% 6% Value (EUR m) Value (US$ m) Volume Kg m Value growth Off-trade Volume growth Value growth On-trade Volume growth 4% 2014 1.1% 1.0% 1.1% 1.0% 2% 0% -2% 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2015 1.1% 1.0% 1.1% 1.0% 2016 1.1% 1.0% 1.2% 1.0% -4% 2017 1.2% 1.0% 1.2% 1.0% -6% 2018 1.2% 1.0% 1.2% 1.0% -8% 2019 1.2% 1.1% 1.2% 1.0% 8

Take-home and Bulk Ice Cream is the most consumed Ice Cream product in Belgium Market volume of Belgium s Ice Cream market, (Millions of Kg), 2014, by category* 5.8 Take-home and Bulk Ice 38.6 Cream The volume consumption of Ice Cream was 62.0 Kg million in 2014, of which Take-home and Bulk Ice Cream accounted for 62.2% of volume sales followed by Impulse Ice Cream - Single Serve which accounted for 28.4% share. Take-home and Bulk Ice Cream will register highest growth in volume terms at a CAGR of 1.04% followed by Artisanal Ice Cream at a CAGR of 1.03% during 2014-2019. 17.6 Impulse Ice Cream - Single Serve Artisanal Ice Cream * Market volume includes on-trade + off-trade Market Volume, forecast Compound Annual Growth Rate, 2014-2019 Take-home and Bulk Ice Cream Impulse Ice Cream - Single Serve Market Volume 2014 (Kg Million) CAGR 2014-2019 38.6 1.04% 17.6 0.98% Artisanal Ice Cream 5.8 1.03% 9

Take-home and Bulk Ice Cream accounted for highest off-trade and on-trade volume share Take-home and Bulk Ice Cream accounted for 65.5% of off-trade volume consumption and is forecast to grow at a CAGR of 1.0% during 2014-2019. It is also the largest volume category in terms of on-trade consumption with 55.0% share of the market and is forecast to grow at a CAGR of 1.0% during 2014-2019. Artisanal Ice Cream is forecast to register the fastest volume growth in off-trade consumption at a CAGR of 1.1% during 2014-2019. Market volume of Belgium s Ice Cream market, (Millions of Kg), 2014, broken down by category (Off-trade) Market Volume 2014 (Kg Million) CAGR 2014 2019 Take-home and Bulk Ice Cream 28.0 1.0% Impulse Ice Cream - Single Serve 13.8 1.0% Artisanal Ice Cream 1.0 1.1% Market volume of Belgium s Ice Cream market, (Millions of Kg), 2014, broken down by category (On-trade) Market Volume 2014 (Kg Million) CAGR 2014 2019 Take-home and Bulk Ice Cream 10.6 1.0% Artisanal Ice Cream 4.8 1.0% Impulse Ice Cream - Single Serve 3.8 1.0% 10

The Take-home and Bulk Ice Cream category will register highest off-trade value growth during 2014-2019 2014 2019 Category Value in EUR CAGR (%) Take-home and Bulk Ice Cream which accounted for off-trade sales of EUR143.6 million (US$190.6 million) in 2014 is the largest category by value sales and is forecast to register CAGR of 1.2% during 2014-2019. It is also the fastest growing segment for off-trade sales growing at a CAGR of 1.2% during 2014-2019. Market value of categories in the Ice Cream market (Off-trade) 2% Take-home and Bulk Ice Cream 1% Impulse Ice Cream - Single Serve Artisanal Ice Cream 0% 0% 1% 2% Bubble size= 2014 Category Value (EUR million) 2009 2014 Category Value in EUR CAGR (%) 11

Take-home and Bulk Ice Cream is the largest category by on-trade value sales during 2014-2019 2014 2019 Category Value in EUR CAGR (%) Take-home and Bulk Ice Cream which accounted for on-trade sales of EUR46.9 million (US$62.2 million) in 2014 is the largest category by value sales and is forecast to register CAGR of 1.2% during 2014-2019. Artisanal Ice Cream is also forecast to register highest growth in on-trade sales at a CAGR of 1.2% during 2014-2019. Market value of categories in the Ice Cream market (On-trade) 2% Take-home and Bulk Ice Cream 1% Artisanal Ice Cream Impulse Ice Cream - Single Serve 0% 0% 1% 2% 2009 2014 Category Value in EUR CAGR (%) Bubble size= 2014 Category Value (EUR million) 12

Value (US$ Million) Value (EUR Million) Value (US$ Million) Value (EUR Million) Take-home and Bulk Ice Cream is the largest category in value terms in Belgium s Ice Cream market Market value of categories in the Ice Cream market Take-home and Bulk Ice Cream US$ Take-home and Bulk Ice Cream EUR 300 250 200 150 100 50 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Off-trade On-trade Annual Growth (%) 10% 5% 0% -5% -10% The Take-home and Bulk Ice Cream category was worth EUR180.2 million (US$250.4 million) in 2009 and is forecast to reach EUR202.1 million (US$243.1 million) by 2019, registering a CAGR of 1.2% in local currency terms during 2009 2019. On-trade transactions accounted for 24.6% of the category share in 2014. 250 200 150 100 50 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Off-trade On-trade Annual Growth (%) 4% 3% 2% 1% 0% Impulse Ice Cream - Single Serve US$ Impulse Ice Cream - Single Serve EUR 150 10% 100 2% 100 50 5% 0% -5% 80 60 40 20 1% 0-10% 0 0% 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Off-trade On-trade Annual Growth (%) Off-trade On-trade Annual Growth (%) The Impulse Ice Cream - Single Serve category was worth EUR80.6 million (US$112.0 million) in 2009 and is forecast to reach EUR89.7 million (US$107.9 million) by 2019, registering a CAGR of 1.1% in local currency terms during 2009 2019. On-trade transactions accounted for 20.1% of the category share in 2014. 13

Artisanal Ice Cream is the smallest category in value terms Value (US$ Million) Value (EUR Million) Artisanal Ice Cream US$ Market value of categories in the Ice Cream market Artisanal Ice Cream EUR 40 30 20 10 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 10% 5% 0% -5% -10% 30 25 20 15 10 5 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 4% 3% 2% 1% 0% Off-trade On-trade Annual Growth (%) Off-trade On-trade Annual Growth (%) The Artisanal Ice Cream category was worth EUR24.3 million (US$33.8 million) in 2009 and is forecast to reach EUR27.2 million (US$32.7 million) by 2019 registering a CAGR of 1.1% in local currency terms during 2009 2019. On-trade transactions accounted for 83.2% of the market share in 2014. 14

The Take-home and Bulk Ice Cream category will gain maximum market share in value terms during 2014-2019 Winners Change in market share (in value terms) in the Ice Cream market* Losers Category Change in market share, 2014 2019 Category Change in market share, 2014 2019 Take-home and Bulk Ice Cream 1 0.08% 1 Impulse Ice Cream - Single Serve -0.08% The Take-home and Bulk Ice Cream category is forecast to gain market share, growing from 63.29% in 2014 to 63.37% in 2019. The Impulse Ice Cream - Single Serve category is forecast to lose market share, declining from 28.20% in 2014 to 28.12% in 2019. 2 Artisanal Ice Cream 0.01% The Artisanal Ice Cream category is forecast to gain market share, growing from 8.51% in 2014 to 8.52% in 2019. * Change in market share based on on-trade + off-trade values 15

Category level pricing Average category level prices (EUR) in Belgium s Ice Cream market, 2014 Category Average Price/ Kg (EUR) 2014 Average Price/Kg (USD) 2014 Take-home and Bulk Ice Cream 4.9 6.6 Impulse Ice Cream - Single Serve 4.8 6.4 Artisanal Ice Cream 4.4 5.9 6/4/2015 16 04/06/2015 6/4/2015 16

Dairy-Based Ice Cream segment has the highest market share in the Take-home and Bulk Ice Cream and Impulse Ice Cream - Single Serve categories Segment s share of the overall category and change in market share (by value) in Belgium s Ice Cream Market, 2014 Category Off-trade / On-trade Segment Segment s Share, 2014 Change 2014/2019 Take-home and Bulk Ice Cream Impulse Ice Cream - Single Serve Artisanal Ice Cream Off-trade Dairy-Based 59.9% 0.1% Off-trade Water-Based 15.5% -0.1% On-trade On-trade 24.6% 0.0% Off-trade Dairy-Based 58.4% -0.2% Off-trade Water-Based 21.5% 0.1% On-trade On-trade 20.1% 0.0% Off-trade Artisanal Ice Cream 16.8% 0.0% On-trade On-trade 83.2% 0.0% 6/4/2015 17 04/06/2015 6/4/2015 17

Table of Contents Country Context Market overview Retail Landscape and Key Distribution Channels Packaging Brand and Private Label Share Appendix 18

Profiles of Selected Food Retailers in Belgium Leading retailers in the Belgian Food retail market, 2014 Leading retailers, Belgium Company Name Delhaize Group Carrefour Group Overview Delhaize Group is a food retailer headquartered in Brussels, Belgium. It was founded in 1867. It currently operates 852 food supermarkets throughout the country. A French supermarket chain which currently operates 700 stores in Belgium. It operates all three major retail formats Viz. Hypermarket & Supermarkets, Convenience Stores and Food & Drinks Specialists. Aldi Aldi is a Germany based discount Supermarket chain. It entered Belgium in 1973 and currently operates 380 stores. Lidl Lidl Stiftung & Co. KG is a German discount Supermarket chain. It currently has 4500 employees working in nearly 300 branches in Belgium. Colruyt Group Colruyt Group is a Belgian family owned retail corporation founded in 1925.The group's main business is its Colruyt discount supermarket stores, with over 224 locations in Belgium. 19

Value (US$ billion) Hypermarkets & Supermarkets is the leading distribution channel in Belgium s Ice Cream market in 2014 Leading distribution channels in Belgium s Ice Cream market, 2014 14 12 10 8 6 4 2 0 Leading distribution channels Overall Food Hypermarkets & Supermarkets Convenience Stores Food & drinks specialists Cash & Carries & Warehouse Clubs 2010 2013 Others Ice Cream market as a percentage of overall Food: Ice Cream accounted for 1.2% of food retail sales in Belgium in 2013. Hypermarkets & Supermarkets is the leading retailer of food in Belgium. They account for 56.2% of Food retail sales in the country, followed by Convenience Stores with a 19.6% share. Cash & Carries & Warehouse Clubs registered the highest growth at a CAGR of 11.6% in US$ terms during 2010-2013. 11% 28% 14% Leading distribution channels Ice Cream 2% Hypermarkets & Supermarkets 45% On-trade Convenience Stores Food & drinks specialists Others Hypermarkets & Supermarkets is the leading distribution channel and accounted for 44.6% of the market share. On-trade transactions accounted for 28.3% of the distribution share in Belgium s Ice Cream market in 2014 and was the second leading distribution channel. Convenience Stores was the fastest growing distribution channel with a CAGR of 1.6% in local currency terms during 2011-2014. 20

On-trade distribution leads in the Artisanal Ice Cream category Leading distribution channels by category in the Ice Cream market, 2014 Key distribution channels - Take-home and Bulk Ice Cream Key distribution channels Impulse Ice Cream - Single Serve 10% 2% Hypermarkets & Supermarkets 11% 3% Hypermarkets & Supermarkets On-trade On-trade 15% 48% Convenience Stores Food & drinks specialists 17% 49% Convenience Stores Food & drinks specialists Others Others 25% 20% Key distribution channels - Artisanal Ice Cream 17% On-Trade Food & drinks specialists 83% 21

Table of Contents Country Context Market Overview Retail Landscape and Key Distribution Channels Packaging Brand and Private Label Share Appendix 22

Paper & Board is the most used packaging material while Tub is the most commonly used container type in the Ice Cream market in Belgium Overview of Belgium s Ice Cream market by type of packaging in 2014 Key Packaging Materials Key Packaging Materials by category Paper & Board Flexible Packaging Others Paper & Board Flexible Packa Rigid Plastics 28.2% 33.0% 38.9% 4% 65% 52% 65% 31% 48% 35% Impulse Ice Cream Take-Home Ice Cream Artisanal Ice Cream Paper & Board was the most used packaging material in the Ice Cream market in Belgium followed by Flexible Packaging with 38.9% and 33.0% share in 2014, respectively. Key Container Types 9% 32% 2% 1% 7% 50% Tub was the most commonly used container type in Ice Cream market and accounted for 49.9% of the market share in 2014. It was followed by Bag/Sachet with 31.9% packaging share. Tub Bag/Sachet Box Wrapper Tube Others Paper & Board was preferred across categories, while Flexible Packaging was mostly used for Impulse Ice Cream Single Serve in 2014. Key Container Types by category 63% 18% Tub Bag/Sachet Others 19% 19% 81% 100% Impulse Ice Cream Take-Home Ice Cream Artisanal Ice Cream Bag/Sachet was used for the packaging of Impulse Ice Cream Single Serve in 2014 while Artisan Ice Cream and Take-Home Ice Cream used Tub container type as the majority packing material. 23

Prize Off is the preferred closure type in the Ice Cream market in Belgium Overview of Belgium s Ice Cream market by packaging closure/outers used in 2014 Key Packaging Closures Key Packaging Closures by category 1 Prize Off 49.9% Prize Off Film Others 2 Film 1.8% 4% 81% 100% 18% Impulse Ice Cream Take-Home Ice Cream Artisanal Ice Cream Prize Off closures were used for packaging of 49.9% while Film closures were used for packing 1.8% of the Ice Cream products in 2014. Key Packaging Outers Prize Off closure was preferred across categories in 2014. * Data for Ice Cream using Closures. Key Packaging Outers by category 1 Box 21.7% Box 43% Impulse Ice Cream Box outers were used for packaging of 21.7% of Ice Cream products in 2014. Box outer was preferred for the packaging of Impulse Ice Cream Single Serve in 2014. * Data for Ice Cream using outers. 24

Rigid Plastics Packaging will register fastest growth during 2014-2019 Million Units Million Units Million Units Million Units Key Packaging Materials Overview of Ice Cream market by type of packaging in 2019 Key Container Types 50 40 30 20 10 0 Paper & Board will register growth at a CAGR of 0.5% during 2014-2019 to reach 43.3 million units in 2019. Key Packaging Closures 2014 2019 Paper & Board Flexible Packaging Rigid Plastics 60 50 40 30 20 10 0 The use of Tub containers is forecast to grow at a CAGR of 0.8% during 2014-2019 reaching 56.4 million units in 2019. Key Packaging Outers 2014 2019 Tub Bag/Sachet Box 60 50 40 30 20 10 0 2014 2019 30 25 20 15 10 5 0 2014 2019 Prize Off Film Box Usage of Prize Off Closures is forecast to grow at a CAGR of 0.8% during 2014-2019 to reach 56.4 million units in 2019. Usage of Box outers is forecast to grow at a CAGR of 0.9% during 2014-2019 to reach 24.6 million units in 2019. 25

Table of Contents Country Context Market Overview Retail Landscape and Key Distribution Channels Packaging Brand and Private Label Share Appendix 26

Impulse Ice Cream - Single Serve has the highest private label penetration in the Ice Cream market The overall penetration of private label products in Belgium s Ice Cream market stood at 22.6% in 2014. Impulse Ice Cream - Single Serve category has the highest penetration of private label products in the market with 34.4% share followed by Take-home and Bulk Ice Cream category with 17.7% of the category share. Penetration of private label, by categories, in the Ice Cream market, 2014 Private Label Brand 100% 80% 60% 40% 20% 0% Impulse Ice Cream - Single Serve Overall Take-home and Bulk Ice Cream *Analysis based on off-trade values 27

Demand for private label is growing at a faster pace than branded products in the Ice Cream market in Belgium 2011-2014 Private label value in EUR CAGR (%) Private label products registered growth at a CAGR of 2.3% during 2011-2014, where as branded products registered a growth rate of 0.8% during the same period. Take-home and Bulk Ice Cream registered the highest growth of private label products at a CAGR of 2.4% during 2011-2014, which is followed by Impulse Ice Cream - Single Serve category with a CAGR of 2.2% during the same period. Private label value performance compared to brand value performance, by categories, in Belgium s Ice Cream market, 2011-2014 Take-home and Bulk Ice Cream Impulse Ice Cream - Single Serve 4% Private Labels are taking market share from Brands 3% 2% 1% 0% Brands are taking market share from Private labels 0% 1% 2% 3% 4% 2011-2014 Brand value in EUR CAGR (%) Bubble size = 2014 Private Label value 28

Magnum is the leading brand in the Take- home and Bulk Ice Cream category Take- home and Bulk Ice Cream Brand share Leading brands - market share Impulse Ice Cream - Single Serve Brand share Leading brands - market share 15.1% Magnum 23.7% Ijsboerke - Others 9.0% Häagen-Dazs Carte D'Or Magnum Cornetto 17.7% 7.3% 6.6% Fermette Private Label Others 34.4% 1.9% 11.6% 13.0% Ben & Jerry's Private Label Others 29

Ijsboerke is one of the leading brands in the Impulse Ice Cream Single Serve category Take-home and Bulk Ice Cream Brand shares by value in the Ice Cream market, 2014 Impulse Ice Cream - Single Serve Brand Share of category, 2014 Magnum 15.1% Häagen-Dazs 9.0% Carte D'Or 7.3% Fermette 6.6% Ben & Jerry's 2.5% Viennetta 2.2% Mars 2.0% Twix 1.3% Solero 0.6% Bounty 0.4% Calippo 0.3% Private Label 17.7% Others 35.1% Artisanal Ice Cream Brand Share of category, 2014 Artisanal Producers 100.0% Brand Share of category, 2014 Ijsboerke - Others 23.7% Magnum 13.0% Cornetto 11.6% Ben & Jerry's 1.9% Ola - Others 1.2% Snickers 1.0% Mars 0.8% Twix 0.5% Icy 0.4% Mio 0.3% Artic 0.2% Solero 0.2% Twister 0.2% Bounty 0.1% Calippo 0.1% Private Label 34.4% Others 10.4% 30

Table of Contents Country Context Market Overview Retail Landscape and Key Distribution Channels Packaging Brand and Private Label Share Appendix 31

Appendix - Country Context Exchange Rates: US$-EUR, 2009 2019 Year 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 US$-EUR Exchange Rate (Annual Average) 0.72 0.76 0.72 0.78 0.75 0.75 0.82 0.85 0.84 0.83 0.83 GDP Per Capita (EUR) Year 2009 2010 2011 2012 2013 2014 GDP Per Capita (EUR) 31681.1 32822.3 33718.3 34057.1 34478.1 34946.7 Population Year 2009 2010 2011 2012 2013 2014 Total (Millions) 10.8 10.8 11.0 11.0 11.1 11.2 Annual Growth (%) 0.8% 0.8% 1.0% 0.8% 0.6% 0.5% Consumer Price Index Year 2009 2010 2011 2012 2013 2014 Index 100.0 102.2 105.8 108.8 110.0 110.7 Age Profile (Millions of Persons) Age Group 0 to 9 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 60 to 69 70 to 79 80+ Total (Millions) 1.1 1.2 1.4 1.4 1.6 1.6 1.3 0.9 0.6 32

Appendix Sector Overview Belgium s Food sales Distribution (US$ Billion) 2010 2013 Hypermarkets & Supermarkets 12.0 13.2 Convenience Stores 4.1 4.6 Food & drinks specialists 4.0 4.5 Cash & Carries & Warehouse Clubs 0.2 0.3 Others 1.2 0.9 Belgium s Ice Cream Market Value by Category (US$ Million and EUR Million) 2014 Value (US$ Million) 2009 2014 CAGR (%) 2014 2019 CAGR (%) 2014 Value (EUR Million) 2009 2014 CAGR (%) 2014 2019 CAGR (%) Take-home and Bulk Ice Cream Impulse Ice Cream - Single Serve 252.8 0.2% -0.8% 190.5 1.1% 1.2% 112.6 0.1% -0.9% 84.9 1.0% 1.1% Artisanal Ice Cream 102.4 0.2% -0.8% 25.6 1.1% 1.2% 33

Appendix Sector Overview Belgium s Ice Cream sales Distribution (US$ Million and EUR Million) Off-trade Category 2014 Value (US$ Million) 2009 2014 CAGR (%) 2014 2019 CAGR (%) 2014 Value EUR Million) 2009 2014 CAGR (%) 2014 2019 CAGR (%) Take-home and Bulk Ice Cream 190.6 0.2% -0.8% 143.6 1.1% 1.2% Impulse Ice Cream - Single Serve 90.0 0.1% -0.9% 67.8 1.0% 1.1% Artisanal Ice Cream 5.7 0.1% -0.8% 4.3 1.0% 1.1% Belgium s Ice Cream sales Distribution (US$ Million and EUR Million) On-trade Category 2014 Value (US$ Million) 2009 2014 CAGR (%) 2014 2019 CAGR (%) 2014 Value EUR Million) 2009 2014 CAGR (%) 2014 2019 CAGR (%) Take-home and Bulk Ice Cream 62.2 0.2% -0.8% 46.9 1.1% 1.2% Artisanal Ice Cream 21.3 1.1% 1.2% 28.3 0.2% -0.8% Impulse Ice Cream - Single Serve 17.1 1.1% 1.1% 22.6 0.2% -0.8% 34

Appendix Category Data Artisanal Ice Cream Market Value 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Value (US$ Million) 33.8 32.5 34.5 32.2 33.7 34.0 31.5 30.7 31.7 32.2 32.7 Growth (%) -4.2% -3.7% 6.1% -6.6% 4.5% 1.1% -7.3% -2.7% 3.2% 1.5% 1.6% Value (EUR Million) 24.3 24.5 24.8 25.1 25.3 25.6 25.9 26.2 26.5 26.8 27.2 Growth (%) 1.0% 1.0% 1.1% 1.1% 1.1% 1.1% 1.1% 1.2% 1.2% 1.2% 1.2% Impulse Ice Cream - Single Serve Market Value 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Value (US$ Million) 112.0 107.9 114.4 106.8 111.5 112.6 104.4 101.5 104.8 106.3 107.9 Growth (%) -4.2% -3.7% 6.0% -6.6% 4.4% 1.0% -7.3% -2.7% 3.2% 1.5% 1.5% Value (EUR Million) 80.6 81.4 82.3 83.1 84.0 84.9 85.8 86.7 87.7 88.7 89.7 Growth (%) 1.0% 1.0% 1.0% 1.0% 1.0% 1.1% 1.1% 1.1% 1.1% 1.1% 1.1% Take-home and Bulk Ice Cream Market Value 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Value (US$ Million) 250.4 241.3 256.0 239.3 250.1 252.8 234.5 228.3 235.7 239.4 243.1 Growth (%) -4.1% -3.6% 6.1% -6.5% 4.5% 1.1% -7.2% -2.7% 3.3% 1.5% 1.6% Value (EUR Million) 180.2 182.2 184.2 186.2 188.4 190.5 192.7 195.0 197.3 199.7 202.1 Growth (%) 1.1% 1.1% 1.1% 1.1% 1.1% 1.1% 1.2% 1.2% 1.2% 1.2% 1.2% 35

Appendix Segment data Market Share by Segment by Value Category Off-trade / On-trade Segment Segment s Share, 2014 Segment s Share, 2019 Artisanal Ice Cream Off-trade Artisanal Ice Cream 16.8% 16.8% On-trade On-trade 83.2% 83.2% Off-trade Dairy-Based 58.4% 58.2% Impulse Ice Cream - Single Serve Off-trade Water-Based 21.5% 21.6% On-trade On-trade 20.1% 20.1% Take-home and Bulk Ice Cream Off-trade Dairy-Based 59.9% 60.0% Off-trade Water-Based 15.5% 15.4% On-trade On-trade 24.6% 24.6% 6/4/2015 36 04/06/2015 6/4/2015 36

Appendix Packaging Data Packaging Materials in 2014 Vs. 2019 (Millions of Packs) Packaging Material 2014 2019 Paper & Board 42.2 43.3 Flexible Packaging 35.8 37.3 Rigid Plastics 30.6 32.1 Container Types in 2014 Vs. 2019 (Millions of Packs) Container Types 2014 2019 Tub 54.2 56.4 Bag/Sachet 34.6 36.1 Box 9.5 9.5 Wrapper 7.1 7.2 Tube 2.0 2.3 Film 1.2 1.2 Closure Types in 2014 Vs. 2019 (Millions of Packs) Closure Types 2014 2019 Prize Off 54.2 56.4 Film 2.0 2.3 37

Appendix Packaging Data Outer Types in 2014 Vs. 2019 (Millions of Packs) Outer Types 2014 2019 Box 23.6 24.6 38

Category definitions Category Definition Artisanal Ice Cream Artisanal Ice cream manufactured (both dairy and water-based) by small local producers for sale on the premises. Also includes branded gourmet ice cream and includes both on and off trade consumption. Impulse Ice Cream - Single Serve Impulse Ice Cream - all dairy- and water-based ice creams. Includes single-serve ice cream tubs, packaged cones (e.g. Cornetto), ice cream sandwiches, and chocolate-coated ice creams (e.g. Magnum). Includes low fat dairy, oil-based products (other than frozen yogurt) and ice-lollies. Includes all on-trade and off-trade consumption. Take-home and Bulk Ice Cream Take-Home Ice Cream - includes all diary and water-based ice cream products sold for take-home and bulk consumption. Includes multiple-serving ice cream tubs (e.g. Ben & Jerry's, Carte d'or, Häagen-Dazs) and, ice-cream cakes (e.g. Vienetta). Includes low-fat dairy- and oil-based products (other than frozen yogurt). Also includes sorbets. Includes all on trade and off trade consumption. 39

Segment definitions Category Definition Artisanal Ice Cream Artisanal Ice Cream Artisanal Ice cream manufactured (both dairy and water-based) by small local producers for sale on the premises. Also includes branded gourmet ice cream and includes both on and off trade consumption. Impulse Ice Cream - Single Serve Dairy-Based Water-Based Dairy- or vegetable oil-based ice cream products purchased for immediate consumption. Includes low fat dairy and oil-based products (other than frozen yogurt). Water-based frozen desserts purchased for immediate consumption. Includes single serve sorbet/sherbert tubs and ice lollies e.g. Calippo Take-home and Bulk Ice Cream Dairy-Based Water-Based Dairy- or vegetable oil-based ice cream intended for consumption in the home, as opposed to an impulse purchase for immediate consumption. Includes multiple-serving ice cream tubs and icecream cakes. Includes low-fat dairy- and oil-based products (other than frozen yogurt). Water-based frozen desserts intended for consumption in the home, as opposed to an impulse purchase for immediate consumption. Includes multi-serve sorbet/sherbert tubs and ice lollies e.g. Calippo 40

Channel definitions Channel Hypermarkets & Supermarkets Convenience Stores Definition Hypermarkets/mass merchandisers include all sales through retailers with floor area over 2,500 sq m that carry full lines of both grocery and general merchandise (e.g. Wal-Mart). Supermarkets include all sales through retailers with a floor area of 300 sq. m. -2,500 sq. m. that offer a wide, departmentalized range of groceries, and may carry some general merchandise lines (e.g. Sainsbury's, Kroger). It also includes hard grocery discounters such as Wal-Mart. Includes all sales through stores of an area generally less than 300 sq m, that specialize in a limited range of food & grocery products designed primarily for consumers with top-up shopping needs. Also includes sales in retail outlets attached to gas stations, where fuel is the main revenue driver, kiosks, and newsstands. This also includes small independent retailers, particularly those present in countries such as China and India. Food & Drinks Specialists Includes bakers, butchers, delicatessens, drinks specialists, fishmongers, greengrocers, Food & drinks only stores, and single category stores (e.g. stores selling only cheese, or only olives, or only honey, or only Confectionery products) Example: Amul Ice Cream shops In India. On-trade Sales through consumer foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, self-service cafeterias and street stalls/kiosks. Sales to semi captive foodservice outlets are also which include the outlets located in leisure, travel and retail environments. Other Retailers Includes Dollar Stores, Variety Stores & General Merchandise Retailers, Cash & Carries & Warehouse Clubs, Department Stores, Drug stores & Pharmacies, eretailers, Vending Machines and other generalist retail channels not included in the categories above (e.g. market traders, charity stores, student union stores, direct sales, and Duty Free shops). 41

Methodology This report features data derived from market data. Market Data In order to create the data for all reports in this series and ensure their robustness, a comprehensive and empirically robust research methodology has been adopted. This combines both a large-scale program of industry research with the results of extensive primary industry interviewing and calling. Furthermore, all definitions are standardized across products and countries to ensure comparability. The two main research methods, secondary research and primary research (the program of interviewing industry contacts), are brought together and because both sets of research processes have been designed in conjunction with each other they can be combined and consolidated into the final, integrated data sets. The secondary research process involves covering publicly available sources, trade associations, specialist databases, company annual reports, and industry publications. Primary research involves a major program of interviewing leading industry executives for each category covered in each country all with local country experts; typically brand, product and marketing managers for major brands within each country. These processes help analysts in capturing both qualitative and quantitative information about the market. The final stage of the process is the triangulation of inputs obtained from all the research methods with the analyst s own understanding of the market in order to finalize the data. Once the data is finalized, it goes through various top level quality checks prior to publishing. 42

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