This document summarizes e-commerce trends for BLX's refreshment products in the Netherlands. It finds that the acceleration in e-commerce growth seen during the pandemic continues within this category. Perfetti Van Melle has been the leading manufacturer in category growth, increasing its market share. BLX saw very successful participation in Amazon's Prime Day and its year-to-date net sales have increased substantially both versus the previous year and versus the same period in 2021, with most of its sales coming from e-grocers versus pure players. It provides recommendations on focusing on e-grocers, pure players, and new platforms to drive further e-commerce growth.

1. Channel Plan E-
com BLX
2022
08 / 07 / 2021

2. E-commerce trends BLX: Tomorrow is
good…today is better!
Channelplan 2020-2025
C-Mercado

3. The grass is greener on the other side

4. 168
213
147
145
187
167
177
184
151
154
182
172
SNOEP
KEELVERZORGERS
KAUWGUM
FRISMAKERS
DROP
TOT. SUIKERWERK INCL. KWG
Food Ecom
Index YTD Index MAT
Acceleration in E-com growth lasts and also visible within
refreshning products
Bron: Nielsen – YTD week 20 2021
+42%
+72%

5. 160
170
175
159
167
150
184
171
174
172
Private Label
Haribo
Cloetta Holland
Perfetti Van Melle
TOT. SUIKERWERK INCL. KWG
Food Ecom Manufacturers
Index YTD Index MAT
PVM once again leader in category growth which leads to a
growing market share
Bron: Nielsen – YTD week 20 2021
27,9
26,4
25,6 25,9
23,7
25,4
21,1
22,0
22,7 22,5
23,5
22,8
14,4 14,7 14,3
15,4
14,4
15,4
11,4 10,9
11,4
10,0
11,7
9,8
MAT YA
MAT YA
MAT TY
MAT TY
YTD YA YTD
YA
YTD TY YTD
TY
L12P YA W
24/05/20
L12P W
23/05/21
Food Ecom
PERFETTI CLOETTA_HOLLAND HARIBO P/L

6. Very successful Prime Day participation
(21 & 22 June)
Bron: Amazon VC – YTD week 25 2021
154 Wheels

7. Focus on 3 “channels” within E-com
E-grocers / OOH New Platforms
Pure Players

8. Beat the competition @ E-grocers
Focus on balanced promoplan
Market Share vs ROI
+ 57%
Be distinctive through fitting and
value-adding E-com only assortment
Drive conversion by generating extra
confrontation
Cross-category promotions Extra focus on ranking & content
Cross departmental approach

9. Pure Play: Assortment expansion & guarding
the right content
Expand base & seasonal assortment on market places
+ 57%
Guard and optimise content
New personalised & “seasonal” listings @ Your Surprise

10. The “new” kids on the block Focus on:
• Assortment
• PDP-content
• Visuals
From sampling to listing
Cat-Man approach &
exploration of partnership
possibilities @ Flash-delivery

11. Net Sales Development BLX
YTD P5 2021: € 1.879 (+12% vs B 2021 / +69% vs LY)
B 2021: 90/10 (E-grocers/PP)
+ 74%
+ 35%
+ 46%
+ 32%
+ 42%
+ 42%