This document summarizes the findings of a survey conducted by Think Research on grocery shopping behaviors and habits among Fairfax Media audiences. Key findings include: - Woolworths and Coles are the most popular supermarkets but discount stores like Aldi are becoming more popular with older audiences. - Location, prices, product quality and range are the most important factors when choosing a supermarket. Advertising also influences decisions. - Specialty stores like Dan Murphy's are preferred for alcohol purchases over supermarkets. - Recipe websites are the most popular source of cooking inspiration, followed by TV shows. Mobile apps are gaining popularity. - Fairfax reaches a diverse range of grocery buyers from premium to budget shop

1. FMCG Category
Presentation –
The Shopping
Journey
February 2013

2. Agenda
• The shopping journey
• The pre-purchase state – top of mind supermarket awareness; deciding
where to grocery shop
• Grocery shopping behaviour & habits
• Recipe and cooking inspiration
• Reaching Fairfax grocery buyers
• A week in the life of a typical Fairfax Metro GB mum

3. Agenda
• The shopping journey
• The pre-purchase state – top of mind supermarket awareness; deciding
where to grocery shop
• Grocery shopping behaviour & habits
• Recipe and cooking inspiration
• Reaching Fairfax grocery buyers
• A week in the life of a typical Fairfax Metro GB mum

4. The Shopping Journey

5. Agenda
• The shopping journey
• The pre-purchase state – top of mind supermarket awareness; deciding
where to grocery shop
• Grocery shopping behaviour & habits
• Recipe and cooking inspiration
• Reaching Fairfax grocery buyers
• A week in the life of a typical Fairfax Metro GB mum

6. Although Woolworths and Coles dominate, an increase
in independent and discount shopping behaviour
•
Although supermarket preference is evenly skewed between Woolworths and Coles amongst the total
Fairfax Media population, females and mum’s have a slight preference for shopping at Woolworths
•
Our mum’s are also more inclined to shop at community supermarkets such as IGA
•
As age increases, so does the preference for community and discount shopping with our 45+ audience
almost 3 times as likely to shop at IGA and Aldi than the total Fairfax Media population (ix. 293)
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. What is your main supermarket brand?

7. A clear differentiation of supermarket brands
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. We would like you to read a list of statements that describe how you might think and feel about your main supermarket brand.

8. Quality, convenience, price and range of products
are key factors in supermarket choice …
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. How important are each of the following factors when you personally chose where to shop for groceries?

9. … However advertising is a key influencer in
helping our audience decide where to shop
43%
Advertising
25%
Recommended by
family/friends
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. Please select your top three key influences when deciding on which supermarket to purchase from
18%
In-store staff

10. Specialty Alcohol outlets are the preferred outlet
for purchasing alcohol
70%
24%
Supermarkets
Of Fairfax Media visitors have
enjoyed an alcoholic beverage
in the last 4 weeks~
54%
10%
Specialty Stores
(e.g. Dan Murphy, BWS)
• Fairfax GB’s enjoy drinking
wine with their meal (34%)~
• And they’re drinking more
wine than they used to (29%)~
Specialised
Wine Cellars
3%
Online
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. Please select your top three key influences when
deciding on which supermarketto purchase from ~Roy Morgan Research, Sept 2012. Filter: primary GB. Based on SMH/AGE/CT M- Su
readership, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile or app last 4 weeks.

11. The Fairfax Metro GB smartphone audience
actively engage their mobile device in product research
Of Fairfax Media’s GB smartphone audience …
Researched
product via
smartphone
55%
Grocery Items /
Recipes
48%
62%
Researched
product while
in store
Don’t engage with
any News Ltd news
m-site or mobile app
Sources; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438); Fairfax Metro Media Mobile Study, August 2012. Based on
people who have a smartphone and have accessed the internet on their smartphone more than once in the last month (n= 1,535). Excludes regional.
Excludes app or in app purchases. Q. Could you please specify what products you have researched on your mobile phone? Please select as many as
apply.

12. Agenda
• The shopping journey
• The pre-purchase state – top of mind supermarket awareness; deciding
where to grocery shop
• Grocery shopping behaviour & habits
• Recipe and cooking inspiration
• Reaching Fairfax grocery buyers
• A week in the life of a typical Fairfax Metro GB mum

13. Reach an audience of big and frequent grocery
spenders
36%
50%
more likely to have
purchased groceries
online in the last
4 weeks
spend more than
$150 on groceries each
week
$183
51%
is the average weekly
grocery spend of a
Fairfax Media visitor
visit the supermarket
several times a week
(2+ times)
Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on SMH/AGE/CT
M- Su readership, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile /app last 4 weeks.

14. Some of our audiences’ favourite grocery brands
Total
Females
Cadbury
41%
Lindt
Nestle
Chocolate
5%
Other
47%
25%
6%
24%
8%
16%
14%
Kellogg's
28%
25%
Sanitarium
33%
24%
Uncle Toby's
Carmen's
Other
15%
7%
24%
Moccona
Vittoria
Other
Don't purchase …
13%
15%
16%
Nescafe
Lavazza
31%
25%
13%
Don't purchase cereal
Coffee
42%
23%
Don't purchase …
Cereal
Mothers
25%
26%
19%
10%
18%
15%
6%
19%
11%
22%
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. From the list below, which of the following product do you usually purchase, with the first selected in each sub-category being
your main brand?
16%

15. Some of our audiences’ favourite grocery brands
Total
Twinings
Lipton
Dilmah
Tetley
Tea
Bushells
Other
Don't purchase tea
Bega
Mainland
Supermarket brand
Kraft
Coon
Cracker Barrel
Mersey Valley
Cheese
Devondale
Other
Don't purchase cheese
Females
29%
24%
16%
6%
6%
8%
11%
20%
13%
11%
9%
8%
8%
7%
5%
15%
5%
Birds Eye
16%
Healthy Choice
7%
Ingham
Frozen meals
5%
Other
Mothers
29%
29%
21%
22%
16%
16%
20%
18%
14%
Supermarket Brand
11%
15%
16%
13%
17%
8%
9%
6%
7%
8%
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Don't purchase frozen meals
63%
Q. From the list below, which of the following product do you usually purchase, with the first selected in each sub-category being
your main brand?
15

16. Trial of new brands driven by referral and price
• In-store promotions are more likely to influence our mum’s
• Our females and mum’s are equally likely to be more price sensitive and look
for a ‘cheaper price’ or ‘better deal’
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. How likely are you to trial a new product based on the following attributes?

17. One in five Fairfax Media mum’s shop online
for groceries
12%
14%
20%
Total Fairfax Media
Population
Our Females
Our Mum’s
Shop online once a month or more
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. How often do you purchase grocery items over the internet? Q88 : What are the main barriers to purchasing groceries online?

18. Growth of the organic food industry
Supermarkets driving
organic food growth
Second largest global
growth industry
•
•
Organic farming revenue is
expected to increase YoY by
13% in CY13 (in Australia)
Expected to generate over
$617 million in revenue
Reaching Fairfax
organic food GB’s
•
•
Supermarkets expected to
account for over 60% of all
organic sales
Data Source: IBISWorld Industry Report X0013: Organic Farming in Australia Oct12
18% more likely to buy
organic food whenever they
can compared to the
average organic food GB
•
29% buy organic food
whenever they can

19. Agenda
• The shopping journey
• The pre-purchase state – top of mind supermarket awareness; deciding
where to grocery shop
• Grocery shopping behaviour & habits
• Recipe and cooking inspiration
• Reaching Fairfax grocery buyers
• A week in the life of a typical Fairfax Metro GB mum

20. Recipe websites the preferred choice for
inspiration
Recipe
Websites
Total
Fairfax
Media
population
TV Cooking
Shows
Food magazines
available for free
at supermarket
Food
Magazines
Food mobile
or tablet apps
65%
41%
39%
38%
17%
Fairfax
Media
Females
76%
42%
47%
45%
17%
Fairfax
Media
Mum’s
78%
40%
42%
45%
17%
• Close to 1-in-5 use food mobile or tablet apps for recipe inspiration
Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)
Q. When cooking, where do you get your ideas or inspiration from?

21. Food & Recipe search increases throughout the day, spiking
during the commute home and meal preparation times
Breakfast
(Midnight-6am)
Commute
(6am-9am)
Mid Morning
(9am-Midday)
Lunch
(Midday-3pm)
Source: Nielsen, Australian day report – Time of Day, January 2012; Fairfax Media Mobile Survey 2012
Afternoon
(3pm-6pm)
Commute
(6pm-9pm)
Evening
(9pm-Midnight)

22. Agenda
• The shopping journey
• The pre-purchase state – top of mind supermarket awareness; deciding
where to grocery shop; recipe inspiration
• Grocery shopping behaviour & habits
• Recipe and cooking inspiration
• Reaching Fairfax grocery buyers
• A week in the life of a typical Fairfax Metro GB mum

23. Reaching a diverse range of Grocery buyers….
Premium
Mainstream
Budget
Reach 1.03 million per week*
Reach 306,000 per week
Reach 305,000 per week
Higher household income
($100k+)
Median household income
($80K-$100K)
Lower household income
($60K-$79K)
Account for 41% of Fairfax’s GB’s
Account for 31% of Fairfax’s GB’s
Account for 29% of Fairfax’s GB’s
Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on SMH/AGE/CT M- Su readership, smh/age/bt/wa site visited last 7 days,
smh/age/bt/wa site visited by mobile/app last 4 weeks.

24. … Who share common views when it comes to
lifestyle and grocery shopping
Fairfax reaches
3.5 million
primary grocery buyers a week*
44% spend less
than 2 hours per
day watching TV
42% enjoy cooking
and experimenting
with different foods
More likely GB’s in
ABC socio
economic quintiles
(61% are AB or C)
48% have a HHI
over$100k
59% prefer traditional
home cooked meals
rather than eating out
Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on *SMH/AGE/CT M- Su, GW, SL, TSM/TMM readership, smh/age/bt/wa
site visited last 7 days. Based on SMH/AGE/CT M- Su, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile/app last 4
weeks.

25. Fairfax’s GB’s can be reached across
multiple platforms
2.2 million
1.9 million
741,000
reached through
print
reached online
weekly
reached through
mobile/tablet monthly
Exclusive print & digital reach – 34% or
over 1.1 million grocery buyers that don’t
engage with any News Ltd metro print or
digital property throughout the week
Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on Print: SMH/AGE/CT M- Su, GW, SL, TSM/TMM readership, Online:
smh/age/bt/wa site visited last 7 days, Mobile/Tablet: smh/age/bt/wa site visited by mobile/app last 4 weeks.

26. Agenda
• The shopping journey
• The pre-purchase state – top of mind supermarket awareness; deciding
where to grocery shop; recipe inspiration
• Grocery shopping behaviour & habits
• Recipe and cooking inspiration
• Reaching Fairfax grocery buyers
• A week in the life of a typical Fairfax Metro GB mum

27. Fairfax Audience Activity
A week in the life of a Fairfax Metro GB Mum
Reading news on phone during commute to work
Online recipe search (46% via recipe websites; 39% via online parenting websites)
EK Recipe section most visited (1pm-5pm)
Food & recipe search on mobile devices during commute home & meal times
Meet & chat with other
mum’s on parenting Forums
(7pm-10pm)
Watch online video
(Entertainment – 75%; News – 49%; Food / Recipes & Lifestyle – 37%)
While watching TV, 44% research a product on their tablet they saw advertised on TV
Monday
Shopping Behaviour
Reading Good Weekend and
Sunday Life magazines for
recipe inspiration and
lifestyle news
Tuesday
Wed
Thurs
Friday
Parenting research (Essential
Baby & Essential Kids)
72% do a top-up shop on
Wednesday’s & Thursday’s
(70% spend between $20-$75)
Sat
Sunday
44% do their main grocery
shop on the weekend
(53% spend $150 or more)
Over half use their phone to consult a shopping list or recipe when
shopping
Online shopping on mobile devices during evening hours (during weekdays & weekends)
Sources; Fairfax Media Essential Baby Survey February 2013; Nielsen Fairfax Daypart Report May 2012; Fairfax Media
Mobile Survey August 2012. Nielsen Market Intelligence, total domestic traffic.

28. Goodfood.com is viewed throughout the day, with
‘Cook’ and ‘Food’ spiking during lunch-times
6,000
Average Daily UBs (M-Su)
5,000
4,000
3,000
Food News
2,000
1,000
-
Source: Nielsen Market Intelligence, total domestic traffic, average hour 03/02/13-09/02/13.
Cook

29. Essential Kids audience are active from the time they
wake up, increasing engagement as the day progresses
200
180
While our mum’s seek recipes inspiration throughout they day,
they’re also actively engaging in the forums
160
Average Daily UBs (M-Su)
140
120
100
80
Recipes
60
Forums
40
20
-
Hour of Day
Source: Nielsen Market Intelligence, total domestic traffic, average hour 03/02/13-09/02/13.

30. Appendix
• Research Methodology

31. Research Methodology
TH?NK research interviewed 438 respondents via Fairfax Digital channels
ELEMENTS
Quantitative Survey
Who
• A representative sample of Fairfax audience
What
• 20 minute online survey
Where
• National sample
How many
When
• N=438
• Margin of error = 4.6% (95% confidence interval)
• November – December 2012