malmö, may 2010

Malmö, May 2010

Green Giant - Usage & AttitudesStrategic Market and Product TrackingSweden & NorwayGeneral Mills International SARL

Overall impression2

15. What is your overall impression of the following brands when it comes to cans and jars of vegetables?

Base: Buys sweet corn at least once or twice every six months and are aware of specific brand

2%

1%

2%

2%

3%

3%

3%

6%

3%

11%

14%

5%

2%

3%

2%

5%

3%

4%

16%

7%

10%

16%

11%

21%

25%

9%

18%

33%

47%

51%

57%

62%

57%

66%

64%

59%

66%

48%

45%

79%

38%

39%

34%

36%

26%

26%

21%

16%

19%

17%

15%

15%

12%

6%

42%

24%

16%

7%

12%

6%

3%

8%

4%

3%

5%

4%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Green Giant (n=545)

Bonduelle (n=304)

I love Eco (n=408)

Ica (n=529)

Änglamark (n=482)

Garant (n=122)

Willys (n=479)

D'Aucy (n=106)

Coop (n=485)

Coop X-tra (n=472)

Buffé (n=120)

Eldorado (n=542)

Euroshopper (n=526)

Bala (n=73)

Very poor (1) Fairly poor (2) Neutral (3) Fairly good (4) Very good (5)

Overall impression2

15. What is your overall impression of the following brands when it comes to cans and jars of vegetables?

Base: Buys sweet corn at least once or twice every six months and are aware of specific brand

2%

2%

5%

6%

4%

6%

3%

9%

3%

5%

3%

7%

11%

7%

17%

14%

7%

8%

20%

22%

34%

37%

46%

51%

54%

48%

58%

51%

57%

63%

70%

53%

37%

39%

45%

39%

32%

33%

29%

30%

22%

22%

20%

17%

16%

39%

22%

11%

12%

11%

4%

6%

4%

5%

3%

4%

2%

2%

1%

1%

1%

1%

1%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Green Giant (n=469)

Bonduelle (n=214)

Eldorado (n=516)

Änglamark (n=241)

I love Eco (n=209)

Coop (n=461)

Landlord (n=435)

Ica (n=400)

First Price (n=498)

Coop X-tra (n=453)

Rainbow (n=184)

Rimi (n=284)

Euroshopper (n=451)

Very poor (1) Fairly poor (2) Neutral (3) Fairly good (4) Very good (5)

Statements – choosing a more expensive canned sweet corn2

13. Which of the following statements are relevant to you when you choose a more expensive canned sweetcorn than for example private label/own brand?

Base: Buys sweet corn at least once or twice every six months

50%

31%

29%

21%

21%

21%

19%

13%

8%

5%

5%

51%

25%

23%

19%

16%

15%

10%

12%

13%

4%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I buy a brand that always guarantees the crispiest sweetcorn

I buy a brand that has a higher price but the best flavour

My choice of brand reflects my lifestyle

The brand offers organic canned sweetcorn

The brand represents guaranteed natural products

I only buy the best for my family/children

I buy a brand that always guarantees the highest quality

I only buy canned own brand/private label sweetcorn

I buy a known brand that I trust

I buy a more expensive sweetcorn for special occasions, e.g. when we haveguests

Another reason

Sweden (n=566) Norway (n=546)

Statements2

12. To what extent do you agree with the following statements?Base: Buys sweet corn at least once or twice every six months (n=566)

Agree (4+5)

52%

51%

38%

22%

18%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I think a small can is best with mytaco dinner

When I eat sweetcorn as a side disha small can is more practical

I prefer to choose a salt or sugarfree alternative for my children

I think sweetcorn mixes (e.g.sweetcorn and red pepper) are good

with my taco dinner

I think a large can is best with salad

Statements2

12. To what extent do you agree with the following statements?Base: Buys sweet corn at least once or twice every six months (n=546)

Agree (4+5)

68%

52%

41%

27%

20%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

When I eat sweetcorn as a side disha small can is more practical

I think a small can is best with mytaco dinner

I prefer to choose a salt or sugarfree alternative for my children

I think sweetcorn mixes (e.g.sweetcorn and red pepper) are good

with my taco dinner

I think a large can is best with salad