UNLOCKING A GENERATION OF

POTENTIAL
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

MILLENNIALS ARE

2
 MILLENNIALS HAVE STRENGTH
IN NUMBERS

O F T H E G L O B A L P O P U L AT I O N
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

US Census Bureau, International Programs Data. http://www.census.gov/population/international/data/idb/worldpop.php 3

MILLENNIAL
 THE , AND GENERATION

healthy
convenience lifestyle

control
added benefits

multi-taskers
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

vocal / social

authenticity
connectivity

5
THE

GENERATION
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

GIVES VIDEO GAME COMMENTARY

RUNS A $234 B COMPANY

7
 I’M A MASTER
I AM MORE LIKELY THAN BABY BOOMERS TO…

ENGAGE IN SOCIAL MEDIA WHILE WATCHING

VIDEO PROGRAMMING

2.4X
BROWSE THE INTERNET WHILE
WATCHING VIDEO PROGRAMMING

1.6X
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Global Digital Landscape Survey, Q3 2014 8

 I HAVE SOMETHING TO
MILLENNIALS BABY BOOMERS

59% 62%
30% 36%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

I WATCH LIVE VIDEO I KEEP UP WITH SHOWS

PROGRAMMING CONTENT SO I CAN JOIN THE
MORE IF IT HAS A CONVERSATION ON
SOCIAL MEDIA TIE IN SOCIAL MEDIA

Nielsen Global Digital Landscape Survey, Q3 2014 9

 I’M PART OF A
Percent likely to utilize/rent products or services from a share community

49%
45%
MILLENNIALS

35%
(21-34)

28%
18% 17%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

BABY BOOMERS
(50-64)

15%
7% 7% 8%
5% 3%

GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST AFRICA

LATIN AMERICA NORTH AMERICA EUROPE
Source: Nielsen Global Survey of Share Communities, Q3 2013 10
THE GENERATION
 I WANT TO BE

I WANT TO SEE THE STORY BEHIND THE SCENES

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

80% 63%
Source: The Cambridge Group 12
 I WANT TO BE

I WANT TO KNOW MORE ABOUT HOW MY FOOD IS PRODUCED

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

81% 65%
Source: The Cambridge Group 13
 I WANT MY FOR ME
7 food attributes that appeal to Millennials more than Boomers

FAIR TRADE

GLUTEN-FREE ORGANIC
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

CAFFEINE-FREE
HIGH PROTEIN

PORTION CONTROL FORTIFICATION

Source: Nielsen Global Health & Wellness Survey, Q3 2014 14

 I WANT PRODUCTS

Purchased a new product on last Wish there were more premium

grocery shopping trip products available

66%

41%

21%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

13%

Category 1

MILLENNIALS BABY BOOMERS

Nielsen Global New Product Innovation Survey, Q1 2015 15
 I WANT

51% 49%
12% 13%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

CHECK THE PACKAGING PREFER TO WORK FOR A

LABELS TO ENSURE COMPANY COMMITTED
POSITIVE TO POSITIVE
SOCIAL/ENVIRONMENT SOCIAL/ENVIRONMENT
IMPACT MILLENNIALS BABY BOOMERS IMPACT

Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014 16

 I’M FOR IT

% willing to pay more for foods with health benefits

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

81% 67%
Source: Nielsen Global Health & Wellness Survey, Q3 2014
17
 I’M FOR IT

% willing to pay a premium for innovative new products

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

48% 34%
Source: Nielsen Global New Product Innovation Survey, Q1 2015
18
 I’M FOR IT

% willing to pay more for sustainable brands

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

73% 51%
Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
19
 I WANT ,
JUST LIKE EVERYONE ELSE

PURCHASED A NEW PRODUCT ON LAST GROCERY SHOPPING TRIP

66%
62%
53%
41%

25%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

GENERATION Z MILLENNIALS GENERATION X BABY BOOMERS SILENT

(15-20) (21-34) (35-49) (50-64) GENERATION
(65+)

Nielsen Global New Product Innovation Survey, Q1 2015 20

THE GENERATION
 I’M ON THE GO, THEREFORE

EVERYWHERE

MILLENNIALS BABY BOOMERS

81% 66%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Global Digital Landscape, Q3 2014 22

 TECHNOLOGY GETS ME

MILLENNIALS USING BABY BOOMERS USING

MILLENNIALS WILLING TO USE BABY BOOMERS WILLING TO USE

ORDER ONLINE FOR DELIVERY TO HOME USE ONLINE AUTOMATIC SUBSCRIPTION

MILLENNIALS (21-
34) 57% 30% MILLENNIALS (21-34) 60% 19%

BABY BOOMERS BABY BOOMERS (50-

(50-64) 48% 17% 64) 40% 6%

USE A VIRTUAL SUPERMARKET ORDER ONLINE AND PICK UP INSIDE THE STORE
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

MILLENNIALS (21-
34) 64% 18% MILLENNIALS (21-34) 61% 17%
BABY BOOMERS BABY BOOMERS (50-
(50-64) 46% 4% 64) 48% 6%

Source: Nielsen Global E-commerce and the New Retail Survey, Q3 2014 23
 AND WATCH WHAT I WANT,

I am more likely than Baby Boomers to…

2X MORE 1.3X TO AGREE THAT

LIKELY TO PAY FOR A TIME-SHIFTED
PROVIDER FOR ONLINE PROGRAMMING BETTER
PROGRAMMING ACCOMMODATES MY
SCHEDULE

2.5X ~2X AGREE THAT

MORE LIKELY TO SAY THEY WATCHING VIDEO
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

PLAN TO CANCEL SERVICE IN PROGRAMMING ON MY

FAVOR OF ONLINE-ONLY MOBILE DEVICE IS
CONVENIENT

Source: Nielsen Global Video-on-Demand Survey, Q3 2015 , Nielsen Global Digital Landscape, Q3 2014 24
 MY MEALS ARE

MILLENNIALS BABY BOOMERS

58% 16%

29%
4%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Category
I EAT 1 Category 2
OUT AT LEAST Category 1 OF MYCategory
I EAT MOST DINNER 2
ONCE A WEEK MEALS ON THE GO OR WITH
FRIENDS

Source: Nielsen Out-of-Home Dining Habits Survey, Q3 2015, Nielsen Generational Lifestyle Survey, Q1 2015 25
 MY MEALS NEED TO

MILLENNIALS BABY BOOMERS

I prefer to eat at quick service restaurants

52% 41%

I eat snacks as meal replacements

44% 31%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

I prefer to eat at street food vendors

28% 9%

Source: Nielsen Global Snacking Survey, Q1 2014 , Nielsen Generational Lifestyle Survey, Q1 2015 26
 APPEAL TO THE

TWO THIRDS OF F&B BREAKTHROUGH INNOVATION WINNERS HAD A

STRATEGY OF ENGAGING MILLENNIALS
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Source: 2015 U.S. Breakthrough Innovation Report, 2015 China Breakthrough Innovation Report, 2015 India Breakthrough Innovation Report, 2015 Europe Breakthrough Innovation Report 28
 THE BRAIN

LIKES DYNAMIC STIMULI AND BRIGHT COLOR

HAS A GOOD SHORT-TERM MEMORY

BLEEDING OVER COMMUNICATION

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

IS GOOD AT MULTI-SENSORY PROCESSING

Source: Nielsen Neuro 29

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

RELATABLE
SLAPSTICK

EXTREME
SARCASTIC

ASPIRATIONAL
INTENSE

OFFBEAT

30
 MILLENNIALS TRUST
THE AND

75% 67%
BRANDED WEBSITES TV

53% 62%
ONLINE VIDEO ADS MAGAZINES
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

48% 62%
ADS ON MOBILE DEVICES NEWSPAPERS

Source: Nielsen Global Trust in Advertising Survey, Q1 2015 31

 MINE THE MILLENNIAL

USE THE SHARE GIVE

ADD CUSTOM
NETWORK YOUR CONTROL
BENEFITS ADS
STORY
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

32
 ALIGN WITH THE VALUES & CHARACTERISTICS OF
THE , AND GENERATION
healthy
convenience lifestyle

control
added benefits

multi-taskers
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

vocal / social

authenticity
connectivity
33
 THE NIELSEN GLOBAL SURVEY

The Global Nielsen Survey was conducted between 2013 and 2015, and polled more
than 30,000 online consumers in 61 countries throughout Asia-Pacific, Europe, Latin
America, the Middle East/Africa and North America.

The sample includes Internet users who agreed to participate in this survey and has
quotas based on age and sex for each country. It is weighted to be representative of
Internet consumers by country. Because the sample is based on those who agreed
to participate, no estimates of theoretical sampling error can be calculated.
However, a probability sample of equivalent size would have a margin of error of
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

±0.6% at the global level. This Nielsen survey is based only on the behavior of
respondents with online access. Internet penetration rates vary by country. Nielsen
uses a minimum reporting standard of 60% Internet penetration or an online
population of 10 million for survey inclusion.

35
 COUNTRIES INCLUDED
Country and Internet penetration

ASIA-PACIFIC EUROPE MIDDLE EAST & AFRICA NORTH AMERICA

Australia 93% Austria 83% Netherlands 96% Egypt 55% Canada 95%
China 50% Belgium 85% Norway 96% Morocco 61% U.S. 87%
Hong Kong 81% Bulgaria 57% Poland 68% Pakistan 15%
India 30% Croatia 75% Portugal 68% Saudi Arabia 66%
Indonesia 31% Czech Rep. 80% Romania 56% South Africa 49%
Japan 91% Denmark 96% Russia 71% UAE 93%
Malaysia 68% Estonia 84% Serbia 66%
New Zealand 94% Finland 94% Slovakia 83%
Philippines 43% France 84% Slovenia 73% LATIN AMERICA
Singapore 82% Germany 88% Spain 77%
South Korea 92% Greece 63% Sweden 95% Argentina 80%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Taiwan 84% Hungary 76% Switzerland 87% Brazil 58%

Thailand 56% Ireland 83% Turkey 60% Chile 72%
Vietnam 50% Israel 75% U.K. 92% Colombia 59%
Italy 62% Ukraine 43% Mexico 49%
Latvia 82% Peru 53%
Lithuania 82% Venezuela 62%

Source: Miniwatts Marketing, Internet World Stats, Nov. 30, 2015, www.internetworldstats.com 36
 NIELSEN GLOBAL REPORTS REFERENCED

• Nielsen Global Video-on-Demand Survey, Q3 2015

• Nielsen Global New Product Innovation Survey, Q1 2015
• Nielsen Global Health and Wellness Survey, Q3 2014
• Nielsen Generational Lifestyle Survey, Q1 2015
• Nielsen Global Survey of Corporate Social Responsibility, Q1 2015
• Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
• Nielsen Global Digital Landscape, Q3 2014
• Nielsen Global Survey of Share Communities Q3, 2013
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

• Nielsen Global Survey of E-Commerce, Q1 2014

• Nielsen Global E-commerce and the New Retail Survey, Q3 2014
• Nielsen Global Trust in Advertising Survey, Q1 2015
• Global Snacking Survey, Q1 2014

37
 OTHER NIELSEN SOURCES & CONTACTS

• The Cambridge Group: Linda.Deeken@nielsen.com

• http://www.nielsen.com/us/en/insights/news/2013/the-me-generation-meets-generation-
me.html Source: Nielsen Consumer Neuroscience, Contact: Joe.Willke@nielsen.com
• http://www.nielsen.com/us/en/insights/news/2015/millennials-evaluate-corporate-
reputation-through-a-new-lens.html [Contact: Carol.Gstalder@nielsen.com]
• 2015 U.S. Breakthrough Innovation Report
• 2015 China Breakthrough Innovation Report
• 2015 India Breakthrough Innovation Report
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

• 2015 Europe Breakthrough Innovation Report

38
 EXTERNAL RESOURCES

• http://www.census.gov/population/international/data/idb/worldpop.php
• http://fortune.com/2015/10/13/food-revolution-millennials/
• http://www.forbes.com/sites/maddieberg/2015/10/14/the-worlds-highest-paid-youtube-
stars-2015/#5c8026b542cb
• http://www.businessinsider.com/heres-how-tim-cook-raked-in-over-100-million-in-2014-
2015-1
• http://www.independent.co.uk/news/twitters-biggest-moments-of-2015-a6763036.html
• http://www.adweek.com/socialtimes/millennials-gen-x-baby-boomers-social-media/499110
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

• http://www.internetlivestats.com/one-second/#traffic-band

39