Insights onRetail PromotionsPrepared for Our Friends at NACDS

June, 2011

ECRM’s MarketGate Ad Comparisonswww.AdCompare.MarketGate.com

Top Promoted Categories Across All HBC

Hair CareSkin CareVitaminsOral Care

Personal CleansingBaby CareCosmeticsAnalgesics

Cough/ColdDigestives

Home Health/IncontinenceShaving/ToiletriesFeminine Hygiene

Deodorant/Anti-PerspirantPersonal Care Appliances

First Aid/Wound CareAllergy

Nutritional Supplements

10.8%9.6%

8.0%7.9%

5.3%5.3%

5.1%4.9%

4.8%4.6%

3.6%3.5%

3.1%3.0%

2.8%2.4%2.3%2.3%

Weighted Share of Total HBC Ad Blocks

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

Each of the top promoted HBC categories is driven by unique needs with few brands dominating multiple categories.

HBC Promotions Shifting Across CategoriesShare of Total Change Vs.

Shifting HBC Categories HBC Ads Year AgoCategories Increasing Share of HBC Ads:

Vitamins 8.0% +0.57 ptsBaby 5.3% +0.52 ptsPersonal Cleansing 5.3% +0.39 ptsFeminine Hygiene 3.1% +0.24 ptsDigestives 4.6% +0.23 ptsShaving/Toiletries 3.5% +0.23 pts

Categories Decreasing Share of HBC Ads:Diabetes Care 1.2% -0.52 ptsSkin Care 9.6% -0.38 ptsFragrances 1.3% -0.31 ptsCough/Cold 4.8% -0.29 ptsOral Care 7.9% -0.27 pts

Source: ECRM’s MarketGate Ad Comparisons, 52 Weeks Ending 6/11/2011

Top Promoted Manufacturers Across HBC Categories

Procter & Gamble Company

Private Brand Manufacturer

Unilever

L'Oreal Paris

Kimberly-Clark Corp.

Colgate-Palmolive

Johnson & Johnson Consumer

McNeil Consumer Healthcare

Glaxo Smithkline

Pfizer Consumer Healthcare

Bayer Corporation

Novartis Consumer Health

Energizer Holdings, Inc.

Garnier

17.1%

14.8%

4.0%

3.8%

3.3%

3.1%

2.7%

2.5%

2.5%

2.4%

1.9%

1.9%

1.7%

1.5%

Weighted Share of Total HBC Ad Blocks

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

Procter & Gamble HBC products receive more retail ad support than the next five players combined.

Top Promoted Brands Across HBC Categories

Private Brand

L'Oreal Paris

Crest

Olay

Gillette

Colgate

Huggies

Pampers

Dove

Garnier

Neutrogena

Advil

Prilosec

Aveeno

14.80%

2.31%

2.17%

2.16%

2.07%

1.79%

1.72%

1.41%

1.36%

1.31%

1.11%

1.01%

0.96%

0.91%

Weighted Share of Total HBC Ad Blocks

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

The top 10 promoted brands represent less than 18% of HBC promotions. No one brand dominates HBC.

HBC Promoted Segments Vs. Year Ago

Year Ago Current

53.0% 53.6%

39.2% 39.1%

7.7% 7.3%Cosmetics, Fragrance & BathHealth Care

Personal Care

The mix of promoted HBC segments is very similar to year ago.

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

Share of Total HBC Ads

Retail Ad Support Across Personal Care Categories

Hair Care; 20.2%

Skin Care; 18.0%

Oral Care; 14.6%

Personal Cleansing; 9.9%Baby; 9.9%

Shaving/ Toi-letries; 6.5%

Feminine Hygiene;

5.8%

Deodorant/ Anti-Perspirant; 5.5%

Personal Care Ap-pliances; 5.2%

Sun Care; 2.3%

Hair Accessories; 1.0%

Family Planning; 0.9%

Personal Care Travel Kits; 0.1%

Share of Personal Care Print Ads

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

Retail Ad Support Across Health Care Categories

Vitamins; 20.5%

Analgesics; 12.6%

Cough/Cold; 12.2%

Digestives; 11.7%

Home Health / Incontinence; 9.2%

First Aid/ Wound Care; 6.0%

Allergy; 6.0%

Nutrition; 5.8%

Diet; 4.7%

Eye/Ear Care; 4.6%

Diabetes Care; 3.1%

Diagnostics; 2.9%

Foot Care; 0.8%

Share of Health Care Print Ads

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

Retail Ad Support Across Cosmetics, Fragrance & Bath Categories

Cosmetics; 69.1%

Fragrances; 17.6%

Cosmetic Accessories; 6.5%

Bath Specialty; 5.4%

Bath Accessories; 1.5%

Share of Cosmetics, Fragrance & Bath Print Ads

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

Pharmacy Ads in Retail Circulars

Navarro Disc Pharm

Fry's Food & Drug

Marsh Supermarkets

Price Chopper (Golub)

Pathmark

Waldbaums

Albertsons LLC

A & P

Superfresh

Ingles Markets

Coborn's

Schnucks Markets

399

213

180

162

141

130

126

125

124

120

108

106

Walgreens

Rite Aid

CVS

Kmart

Target

Walmart-US

75

71

34

66

47

25

Source: ECRM’s MarketGate Ad Comparisons52 Weeks Ending 6/11/2011

Retailers Running the Most Pharmacy Ads Per Year Pharmacy Ads/Year

at Key Retailers