Macro Trends P13

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					               SPINS Macro Trends vs. Year Ago:
For the Four Week Period Ending 12/26/09 (SPINS P13 2009)

Unit Trends: 2009 ends on a high note.
Unit and base unit trends in the both channels were very strong in P13: +6.0% and
+6.0%, respectively, in Natural and +8.3% and +6.2%, respectively, in Conventional
Grocery. The fourth quarter of 2009 (P11-P13) registered relatively strong trends which
should bode well for early 2010. We watch for base unit growth as evidence of a true
consumption rebound, so the results of the last three periods are certainly encouraging.
We feel that positive unit trends for the products we track will continue in future periods,
as base price inflation is currently very tame.




Price Trends: Consumers can breathe a sigh of relief.
In P13, Natural average retail prices (ARP) and their base equivalents (BARP) were up
+0.9% and +1.4% versus year ago, once again achieving 2009 lows. In Conventional
Grocery ARP/BARP changes once again were in negative territory at –1.9% and –1.0%.
Base price change in Conventional Grocery has totaled -1.6% in the last three periods,
which is great news for consumers. Base price trends, which factor out promotions, are
best to monitor inflation. As we have mentioned previously, Conventional Grocery price
trends may in part be more muted due to shifting consumer purchasing to less expensive
private label alternatives.




Dollar Trends: Unit strength, coupled with tame inflation, yields respect-
able growth.
P13 brought Natural’s second best dollar trend performances of the year, be it total or
base, surpassed only by P11. Natural recorded dollar/base dollar changes of +6.9%
and +7.5%. In Conventional Grocery, dollars trended +6.3% and base dollars were up
by a yearly high of +5.1%. Once again, Natural’s stronger trends were driven by
greater ARP/BARP inflation in the channel.




 SPINS, Inc.   |   1111 Plaza Drive, Suite 715, Schaumburg, IL 60173   |   847.908.1200   |   www.spins.com
              SPINS Macro Trends vs. Year Ago:
For the Four Week Period Ending 12/26/09 (SPINS P13 2009)


 20.00%


 15.00%


 10.00%


  5.00%


  0.00%


  -5.00%


 -10.00%
           P1 2009     P2      P3      P4        P5     P6      P7     P8         P9     P10    P11        P12    P13
                      2009    2009    2009      2009   2009    2009   2009       2009   2009   2009       2009   2009



                                                SPINSscan Natural,
                                             TUS; Total NPI (natural/organic)



                              $ % Chg                  Unit % Chg                  ARP % Chg



 20.00%


 15.00%


 10.00%

  5.00%


  0.00%


  -5.00%

 -10.00%
               P1      P2      P3      P4       P5      P6     P7      P8         P9     P10    P11        P12    P13
              2009    2009    2009    2009     2009    2009   2009    2009       2009   2009   2009       2009   2009



                                     SPINSscan Conventional Markets,
                                      TUS Grocery; Total NPI (natural/organic)



SPINS, Inc.    |     1111 Plaza Drive, Suite 715, Schaumburg, IL 60173       |     847.908.1200       |   www.spins.com
              SPINS Macro Trends vs. Year Ago:
For the Four Week Period Ending 12/26/09 (SPINS P13 2009)

 20.00%


 15.00%


 10.00%


  5.00%


  0.00%


  -5.00%


 -10.00%
               P1      P2      P3      P4       P5      P6     P7      P8         P9      P10    P11        P12    P13
              2009    2009    2009    2009     2009    2009   2009    2009       2009    2009   2009       2009   2009



                                                SPINSscan Natural,
                                             TUS; Total NPI (natural/organic)



                     Base $ % Chg                  Base Unit % Chg                      Base ARP % Chg


 20.00%


 15.00%


 10.00%


  5.00%


  0.00%


  -5.00%


 -10.00%
               P1      P2      P3      P4       P5      P6     P7      P8         P9      P10    P11        P12    P13
              2009    2009    2009    2009     2009    2009   2009    2009       2009    2009   2009       2009   2009



                                     SPINSscan Conventional Markets,
                                      TUS Grocery; Total NPI (natural/organic)



SPINS, Inc.    |     1111 Plaza Drive, Suite 715, Schaumburg, IL 60173       |     847.908.1200        |   www.spins.com