ONLINE OFFERS CONFECTIONERY MANUFACTURERS A SWEET OPPORTUNITY Kantar Media Compete Online Shopper Intelligence report highlights the

opportunity to sell more confectionery online

London, 3 October 2013 The latest Online Shopper Intelligence report from Kantar Media Compete reveals that only 12% of the 7 million online grocery shoppers in the UK visit a confectionery related page online, and just half of those actually buy any confectionery online. With nearly all adults (91%) in Kantar Medias TGI survey claiming to purchase confectionery, these findings highlight a massive opportunity for confectionery manufacturers to improve their online retail presence and consequently sales. Of the three leading supermarket websites, Tesco.com attracts the highest number of confectionery shoppers with 59% visiting the supermarkets confectionery section. This is 42% at Asda.com and 19% at Sainsburys.co.uk. Tescos share of confectionery buyers is also 13% higher than its share of total online grocery purchasers, making it clear that they are more effective at both attracting confectionery shoppers and converting those shoppers to buyers. Both Asda and Sainsburys websites have lower shares of confectionery purchasers. The research also reveals substantially differing shopping behaviours across the three websites. Internal search is a popular tool with confectionery shoppers on Tesco.com and Asda.com with 38% and 25% using it respectively. Whilst only 4% of confectionery shoppers on Sainsburys.co.uk use the search bar, most of them (67%) search for branded confectionery products compared to 39% who search for unbranded search terms such as chocolate, sweets, mint or gum. In contrast, 62% of visitors to Tesco and Asdas online stores are more likely to search for unbranded terms while 58% look for their favourite branded product at Tesco and 53% at Asda. With so many forces driving total online shopping frequency, impulse categories are set to grow. But at the moment Confectionery is harder to find online and easier to miss if its not on the shopping list. There is a huge opportunity for confectionery manufacturers to make a greater appearance in online grocery baskets , said Kantar Media Competes Client Services Director and report author Sandy Livingstone. Sites are currently so transactional that its not surprising to find special offers driving confectionery purchase. But retailers and manufacturers could both gain from working together to develop a more tailored, and shoppercentric approach. This could include intercepting traffic at the right stage to serve a more impulse friendly product assortment , tailoring promotions to the type of shopper at each store, or looking specifically at how they search for confectionery items, he added. Other research highlights included: Use of favourites and search varies by retailer the report reveals some notable differences in how confectionery shoppers use these feature across supermarket websites. Favourites are less used by confectionery shoppers at Asda.com for example (17% compared to 42% at Tesco.com and Sainsburys.co.uk). Only 4% of shoppers at Sainsbury use internal search compared to 25% at Asda and 38% at Tesco.

Special offers are a key driver for all online confectionery shoppers.

The full Online Shopper Intelligence report can be downloaded from: www.kantarmedia.compete.com.

ENDS. NOTES TO EDITORS:

Research methodology Kantar Media Compete conducts regular research into the online shopping habits of the UK population. This research covers the period from February to July 2013. The results were derived from Kantar Media Compete behavioural data to provide insight into which levers marketers and category teams can pull to increase online sales. More information on Kantar Media Compete can be found at www.kantarmedia.compete.com. About Kantar Media Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the worlds leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media indu stry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries. Kantar Media is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. For further information, please visit us at www.kantarmedia.com. Follow us on: www.twitter.com/kantar_media and www.twitter.com/weloveaudiences Press Contacts Teresa Horscroft / Kate Alexander, Eureka Communications Telephone: (0)1420 564346 / +44 (0)7788 584413 Email: kantarmedia@eurekacomms.co.uk Or Helen Rattos, Kantar Media Compete Tel: + 44 (0)20 7160 5976 / +44 (0)7827 880 482 Email: hrattos@compete.com