A Sweet Spot in

the Recession

KSA Chocolate
Sales YTD09 (May)

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 Market slowdownbut KSA consumers still reach for the
quintessential comfort food during challenging times
40
KSA Chocolates YTD09 Sales Growth (Jan-May09) value growth heavily
driven by price increases
30
26
22.2
19.8 20.5 20.6
20 18.6 17.6

10.2
8.9
10
%

4.8 6.4 5.1

0
-0.4

-10
Volume -10.9 Value

-20
Total Chocolates Wafer Bar Tablet Gift Minis & Miniatures Small Bite

NB: YTD = Jan+Feb+Mar+Apr+May

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 with fastest growing volumes through supermarkets

40
KSA Chocolate Sales Growth by Channel YTD09
35 33.6

30

25 23.4
21.2
20 18.6
16.7
%

15 13.9

10
6.3
5 2.2
1.2
0
-0.1
Volume Value
-5

Hypermarkets Supermarkets Self Service Lg. Groceries Sm. Groceries

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 but traditional trade still accounts for >40% turnover

KSA Chocolate Volume Turnover % by Channel YTD09 KSA Chocolate Value Turnover % by Channel YTD09

Hypermarket

27.0% Supermarket
25.0% 22.0% 30.0%
Self Service

14.0% 21.0%
23.0% Lg. Groceries
15.0%
12.0%
12.0%
Sm. Groceries

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Wafers and Bars represent 70% of KSA chocolate volumes

KSA Chocolate Volume Turnover % by Type YTD09 KSA Chocolate Value Turnover % by Type YTD09

4.2% 3.1% Wafers 5.1%

5.5%
Bars
8.7%
37.8%
31.1%
Tablets
14.2%
14.2%
Gift/Praline
18.1%
32.0% Minis/Miniat. 26.1%
Small Bites

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 of which Mars alone accounts for >50% of all sales

KSA: TOP 5 CHOCOLATE MANUFACTURERS YTD09 PERFORMANCE

Volume Value
Rank MANUF. YTD09 % SP CH %CH Rank YTD09 % SP CH % CH
1 Mars 50.1 +0.7 +6.3 1 56.9 +0.8 +21.6

2 Gandour 20.5 -0.7 +1.2 3 9.0 -0.7 +11.1

3 Nestle 10.2 +1.8 +27.4 2 11.9 +2.1 +45.7

4 Ferrero 5.1 +0.4 +14.5 4 7.8 +0.5 +28.6

6 Ulker 3.0 -2.4 -41.6 5 3.1 -1.7 -22.4

NB: SP CH = Share Point Change

%CH = Growth
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 ...with just one brand, Galaxy, representing 20% of all
chocolates sold in KSA
Galaxy continues to drive high
volume growth during tough times

KSA: TOP 5 CHOCOLATE BRANDS YTD09 SHARE PERFORMANCE

Volume Value
Rank Brand Manuf. Segments YTD SP % CH Rank YTD SP % CH
09 % CH 09% CH

1 Galaxy Mars Tablets, Wafers, Gift, 18.7 +1.4 +13.5 1 24.6 +0.6 +23.0
Bite Size, Mini/Miniat.
2 Twix Mars Wafers, Mini/Miniat. 9.6 -0.3 +1.8 2 8.9 -0.5 +12.9

3 Snickers Mars Bars, Mini/Miniat., 7.8 -0.4 -0.6 4 8.0 0.5+ +27.5
Small Bite
4 Kit Kat Nestle Wafer, Mini/Miniat., 7.5 +1.5 +30.4 3 8.3 +1.4 +43.4
Small Bite
5 Tofiluk Gandour Wafer 6.5 +0.3 +10.4 7 5.8 -0.1 +13.2

TOTAL TOP 5 BRANDS 50.2 52.3

Official launch of Kit Kat
2 & 4 Finger in 2008
drove volumes
NB: SP CH = Share Point Change
%CH = Growth
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 Strong value growth heavily driven by several top SKUs
strategically moved (closer) to next consumer price point
AVERAGE PRICE COMPARISON (YTD08 vs YTD09) FOR TOP MARS SKUs

Average Price per TOTAL KSA HYPERMARKETS SUPERMARKETS

ITEM (SR)
ITEM YTD08 YTD09 %CH YTD08 YTD09 %CH YTD08 YTD09 %CH
Total Chocolates 1.43 1.58 +10.8 2.20 2.50 +14.3 2.05 2.35 +15.0

Total MARS 1.96 2.16 +10.1 4.12 4.16 +0.8 3.07 3.56 +16.1

Twix 29Gr CW 1.00 1.20 +19.8 0.97 0.91 -6.9 1.00 1.18 +17.8

Snickers 32Gr 1.00 1.34 +34.1 0.98 1.04 +5.6 1.00 1.30 +29.1

Snickers 57Gr 2.41 LAUNCHED IN 08 2.43 2.45

Galaxy Milk 47Gr 2.24 2.45 +9.2 2.28 2.44 +7.2 2.33 2.47 +5.9

Galaxy Ripple 22/25Gr 1.02 1.23 +20.3 1.00 1.12 +11.1 1.00 1.13 +11.9

Galaxy Caramel 46Gr 2.20 2.40 +9.1 2.34 2.46 +5.0 2.30 2.43 +5.8

Galaxy Jewels 400Gr 26.93 32.55 +20.9 24.32 32.27 +32.7 31.20 32.28 +3.8

%CH = Growth

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