Acosta ADUSA Team Newsletter

March 2022
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Our Brands Are Passionately Aligned in Leading the
Connected Customer Strategy

Vibrant, Easy Seamless Right Pricing

Compelling Uniquely
and Modern Omnichannel with Personalized
Private Brands​ Local​
Stores​ For All​ Value

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Ahold | I USA
Delhaize 2 2
The local brands of Ahold Delhaize USA
Comprise the Largest Grocery Retail Group on the East Coast
Ahold Delhaize I USA

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Ahold | I USA
Delhaize 3 3
We are uniquely organized
to effectively deliver the Connected
Customer Strategy
Ahold Delhaize I USA

Local
Scale
Leverage
Capabilities
Speed
Practices & Platforms

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Ahold | I USA
Delhaize 4 4
Newsletter Agenda
TGC – 2022 Healing The Planet Program

ADUSA Sales and Trends

ADUSA 2022 Aligned Cycle Calendar

Consumer/ Shopper Trends

Acosta Thought Leadership – Evolution of Beverage

Omnichannel
AD Retail Media Webinar

In the News

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The Giant Company – 2022 Healing The Planet Grant Program

https://www.aholddelhaize.com/news/the-giant-company-announces-2022-healing-the-planet-grant-program/

Source: aholddelhaize.com Trusted brands trust Acosta | 6

ADUSA Sales and Trends

ADUSA Index is 106 while continuing to gain share

ADUSA $ Indices vs YA – Total Store ADUSA Market Share Chng – Total Store
ADUSA SOM CHNG vs YA
L52W L26W L13W L4W • Branded continues L52W L26W L13W L4W
TOTAL STORE 105 107 107 106 to index 105+ TOTAL STORE (0.1) (0.1) 0.1 0.3
BRANDED 105 107 108 106 through all time
PRIVATE LABEL 103 105 106 107 frames.
GROCERY 105 109 110 108 • Key departments GROCERY 0.5 0.3 0.3 0.1
PRODUCE 105 105 104 103 hold strong indices PRODUCE 0.7 0.2 (0.3) (0.5)
MEAT 104 109 109 107 vs YA MEAT 1.0 0.6 0.3 0.2
DAIRY 102 105 105 106 DAIRY 0.8 0.4 0.0 (0.1)
FROZEN 104 106 107 107 FROZEN 0.9 0.5 0.4 0.2
DELI 115 112 111 109 Resulting in DELI 0.7 0.4 (0.0) (0.4)
HOUSEHOLD CARE 100 102 109 107 HH CARE 0.2 0.1 0.5 0.4
HBC 106 107 109 108 HBC (0.2) (0.2) (0.1) 0.2
ALCOHOL 98 101 101 100 ALCOHOL 0.8 0.7 0.6 0.5
PET CARE 106 105 104 105 • Only small PET CARE (0.3) (0.6) (0.6) (0.5)
BAKERY 116 116 115 117 changes in share BAKERY 0.2 0.3 0.1 0.3
SEAFOOD 108 105 104 103 BABY CARE (0.4) (0.6) (0.5) (0.3)
across most
BABY CARE 95 94 90 90 SEAFOOD 0.1 (0.4) (0.9) (0.9)
GM 96 98 97 90 departments GM (0.1) 0.1 0.2 0.2
TOBACCO 92 91 91 90 • Oppty with regain TOBACCO (0.2) (0.1) 0.1 (0.0)
ALL OTHER 74 70 66 66 share in Produce, ALL OTHER (3.2) (6.4) (8.7) (10.8)

>101 = Green Cell

Deli and Pet Care
<99 = Red Font >.5 = Green Cell
<>0.0-0.5 = Orange Cell

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Source: Nielsen CYTD ending 3/26/2022 Trusted brands trust Acosta | 7
ADUSA Sales and Trends
4 of the 5 Banners index 100+

Brands Across All Departments – L12Wks Indices vs YA

Latest 12 Weeks
ending 3/26/2022

TOTAL STORE 107 115 104 109 103 99 • Branded show strong indices across all
BRANDED 108 115 104 109 104 100 brands, while PL stunts growth at Stop &
PRIVATE LABEL 106 116 104 106 99 97
Shop
GROCERY 109 117 106 111 108 101
PRODUCE 104 115 102 108 98 97
MEAT 109 121 106 109 103 93 • The Delhaize Brands are well developed in
DAIRY 105 113 102 106 99 99 all major departments.
FROZEN 107 115 104 105 102 98
DELI 111 120 104 119 111 104
HOUSEHOLD CARE 109 115 106 112 105 103 • The Giant Company has seen increases
HBC 108 114 106 109 107 104 across all departments helping to drive a 109
ALCOHOL 101 104 94 98 96 95 indices
PET CARE 104 113 106 100 97 95
BAKERY 115 120 109 116 111 115
BABY CARE 104 112 107 104 97 92
SEAFOOD 90 87 93 93 86 89
GM 96 99 96 100 99 90
TOBACCO 91 92 65 100 96 77
ALL OTHER 65 54 15 78 34 75
>101 = Green Cell
<99 = Red Font

Source: Nielsen CYTD ending 326/2022 Trusted brands trust Acosta | 8

ADUSA Sales and Trends

2022 Sales Continue to Outpace the Past Two Years

• March 2022 sales outpace 2021 however both years are down compared to the
pantry packing of March 2020

3 Year Trend – Total Store

$ Sales 2022 $ Sales 2021 $ Sales 2020

$1,400,000,000

$1,200,000,000

$1,000,000,000

$800,000,000

$600,000,000

$400,000,000

$200,000,000

$0
1 W/E 01/08/22

1 W/E 01/15/22

1 W/E 01/22/22

1 W/E 01/29/22

1 W/E 02/05/22

1 W/E 02/12/22

1 W/E 02/19/22

1 W/E 02/26/22

1 W/E 03/05/22

1 W/E 03/12/22

1 W/E 03/19/22

1 W/E 03/26/22
Source: Nielsen CYTD ending 3/26/2022 Trusted brands trust Acosta | 9
ADUSA Sales and Trends

ADUSA SOM for March is 19.4

• Although SOM is down vs the beginning of the Year, it is higher than LY and 2YAG

Ahold $ Share YAG Ahold $ Share This Year

20.0 20.1
19.9 19.8
19.7 19.7 19.7 19.7 19.7 19.7
19.5 19.5
19.3 19.3 19.3 19.4
19.3 19.3 19.3
19.1 19.1 19.1 19.1
18.9 18.9
18.8

March April May June July August September October November December January February March2

2021 2022

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Source: Nielsen 52 ending 3/26/2022 Trusted brands trust Acosta | 10
ADUSA Sales and Trends

ADUSA has gained +0.2pts Driven by Food Lion and The Giant Company

CYTD ending 3/26/2022

Mkt Shr YAG Mkt Shr TY

+0.5
+0.2
-0.3
22.0 22.5
+1.0 -0.6
19.5 19.7 -0.8
18.0 17.7 18.0 17.4
17.0
16.2
15.4
14.4

Ahold Delhaize Corp Food Lion Hannaford The Giant Company Giant Foods Stop & Shop

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Source: Nielsen CYTD ending 3/26/2022 Trusted brands trust Acosta | 11
ADUSA 2022 Aligned Cycle Calendar

CYCLE 20 CYCLE 21 CYCLE 22

REVIEW MEETINGS: REVIEW MEETINGS: REVIEW MEETINGS:

4/11-5/6/2022 4/25-5/20/2022 5/9 -6/3/2022

RESETS BEGIN: RESETS BEGIN: RESETS BEGIN:

10/10-10/20/2022
• DOG FOOD CAN
• DOG FOOD DRY
Cy
• DOG BISCUITS AND TREATS
• FE BETTER FOR YOU FRESH
COOLER
• FRESH PET
• FROZEN DESSERTS
TOPPINGS (FRUIT)
• FROZEN MEAT (MARKET)
• FROZEN POULTRY
(BREADED)
• PET SUPPLIES
• DRESSING/DIPS
10/24-11/3/2022 11/7-11/17/2022 Work Closely
with your
Acosta Team,
• ANALGESICS • BEANS, CHILI, STEWS &
Business
Managers and
• AUTOMOTIVE/AIR FILTERS HASH
• HAIR ACCESSORIES • CANNED PASTA CCI Team on
• FOOD STORAGE- • PARTY GOODS appointments
SHORT LIFE CONTAINERS • GLUTEN FREE
and content
• FROZEN BREAD DOUGH • PREPARED FOODS
• SKIN CARE
Appointment timing may begin earlier
or later depending on the category
and category manager

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Thought
Leadership –
Evolution of
Beverage

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Acosta Thought Leadership – Beverage Evolution

Key Findings
➢ Water is the most popular beverage among U.S. shoppers

➢ Coffee is #2, with use heaviest in the morning, then dropping off
during the day as water and soft drink usage increases

➢ Tea use remains reasonably consistent during the day but appears
to shift from hot to cold then back to hot

➢ Beverage choice is typically driven by taste or daily routine;

however, water, milk, alcohol, energy drinks and probiotics each
have a unique reason for being part of the consideration set

➢ Shoppers are also shifting to a variety of new beverages, including

non-dairy milk, flavored and sparkling water and probiotics –
younger shoppers are most adventurous

➢ Beverage choice has evolved greatly in recent years, with shoppers

moving away from milk, soft drinks and other ‘sugary’ beverages
Shopper research was conducted
through Acosta’s proprietary Shopper
➢ Shoppers are now looking for healthier options, with a big focus on Community
low sugar and natural ingredients (see next slide for more info) Feb 7 – 11, 2022
(N=955 Total U.S. Shoppers)

Source: Acosta Thought Leadership Survey February 2022 Trusted brands trust Acosta | 14
 Acosta Thought Leadership – Beverage Evolution

What Do Shoppers Want?

Innovation
Less Sugar More Flavors coffee and tea
and only in natural cocktails, all natural
variety-seeking soft drinks, fresh
form cold pressed juice,
probiotic milk

Environmentally Shoppers
friendly Lower prices
Want It All
packaging extreme sensitivity
in current but what they ask
glass is good, environment for is often at
plastic is bad odds with reality

Source: Acosta Thought Leadership Survey February 2022 Trusted brands trust Acosta | 15
Acosta + AD Retail Media
Omnichannel Bundles

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ADUSA + ACOSTA
Space Still Available!
Multi-Brand
Opportunity:

• Expand reach with multi-partner investment

Packages
• Demonstrate total solutions to relevant ADUSA
Shopper audiences

• Evaluate Category Level & By Brand performance

Start Your Morning via Attributable Sales measurement
Off Right
• Promote Key Seasonal & Evergreen Themes
including:
- Breakfast
- Family Favorite Italian Dinner
- Summer BBQ
- Back to School
- Holiday Baking Contact Sean McLaughlin
Smclaughlin@acosta.com
for details on how to
participate!

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 Details:
STRATEGIES / OBJECTIVES

Drive traffic & engagement among verified Ahold buyers via targeted offsite media messaging
Example relevant Brands to demonstrate total solutions
Grow total store & brand sales via increased HHs, trips, baskets of featured products

PROGRAM DETAILS

Timing: Digital Activation Elements:

Flight Dates: 4-8 week flights •Targeted Programmatic Offsite Display
Start Your Morning
Assets & IO Due: 4 weeks pre-launch
Off Right •Onsite featured display
Asset Requirement: Pack Shot of
Featured Item(s) •Event landing page on all Ahold banners
•L2C Promotion (optional)

MULTI-BRAND: 4 SPOTS/CATEGORY
CPG DIGITAL MEDIA INVESTMENT
(1st come 1st serve)

Media Investment $25k/featured item

# of Items Featured in Media 1 per brand

# of Items Featured in Brand Page Up to 6

Co-Op Media Impressions (est.

14M Impressions
based on # of committed brands)

Attributable Sales + ROAS - Category & Featured

Media Measurement
Brands

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In The News

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Brand News
Copy URL into your favorite browser to read more

https://progressivegrocer.com/guid https://progressivegrocer.com/giant- https://progressivegrocer.com/ha https://progressivegrocer.co

ing-stars-will-help-shoppers-make- food-offers-free-pickup nnaford-partners-retail- m/adusa-supply-chain-
better-beverage-choices leadership-program welcomes-new-facility-self-
managed-network

https://progressivegrocer.com/han https://progressivegrocer.com
naford-donation-developmental- /ahold-delhaize-strengthens-
center-helps-students-life-skills retail-media-capabilities

https://progressivegrocer.com/gian
t-food-hosts-advanced-store-
digital-platform

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