Niq Global Intelligence Plc · NYSE:NIQ

Niq Global Intelligence — FBA Webinar: Exploring the Unique Dynamics of the Atlantic Market (May 2025)

34 slides from Niq Global Intelligence's conference presentation, May 2025

Slide 1: Scan the QR code
SCAN THE QR CODE To get a copy of today’s presentation © 2025 Nielsen Consumer LLC. All Rights Reserved. Confidential and proprietary © 2025 Nielsen Consumer LLC. All Rights Reserved.
Slide 2: Exploring the Unique Dynamics of the Atlantic Market
Exploring the Unique Dynamics of the Atlantic Market May 2026 © 2025 Nielsen Consumer LLC. All Rights Reserved. Confidential and proprietary
Slide 3: Presenter: Cédric Bélanger
Presenter: Cédric Bélanger, M.Sc. Cumulating 7 years at NIQ Partenaire Owned a reald’affaires chez for estate business NIQ3 years CPG Experiences: cedric.belanger@nielseniq.com • IGA • Sleeman 263-688-4670 • Couche-Tard • Sampler (Tech Startup) • Independant Consultant © 2024 Nielsen Consumer LLC. A
Slide 5: Atlantic region accounts for 6% of all CPG sales made in Canada
Contribution to CPG $ sales Canada, Total CPG $ Vol, 52 weeks BC 13% Atlantic 6% The Atlantic region accounts for 6% of Québec all CPG sales made 24% in Canada Ontario 37% Source: Nielsen MarketTrack, National All Channels –52 weeks Ending December 28, 2024. Closed Group: 4,004 defined FMCG Manufact
Slide 6: Slower Q1 but sales looking good for Q2
$ vol growth rate per quarter Total Sales, Quebec vs Canada Slower Q1 Canada Atlantic but sales are 6.6% 6.4% looking 6.7% 5.3% 4.8% good for Q2 4.9% 3.2% 4.1% 3.9% Part of the growth in 2025 3.2% 1.6% 2.5% 3.3% 2.4% 2.8% has been fueled by inflation 2.0% 1.3% 1.1% Q2 23 Q3 23 Q4 23 Q1 24 Q2 24 Q3 2
Slide 7: Unit growth is kicking back
CPG unit growth rate per quarter CPG Total Sales, Atlantic vs Canada Canada Atlantic Unit growth 3.4% is kicking 2.7% back 1.2% 1.2% 1.5% 0.8% 1.7% 1.2% -0.3% 0.7% -0.3% -0.7% -0.8% Despite rising inflation, unit 0.1% growth has been positive in the last quarter so far. -1.6% -1.8% -2.0% -2.6% Q2 23
Slide 8: Inflation is on the rise
CPG inflation rate per quarter CPG Total Sales, Atlantic vs Canada Canada Atlantic 8.6% Inflation is 7.4% 6.9% on the rise 5.4% 5.2% 2.8% 3.3% 4.0% After stabilizing in 2024, 2.7% inflation has picked up in Q1 1.6% 1.6% 2.9% 3.0% 2.5% 1.3% 2025 as it is expected to 1.3% increase over the next few 0.
Slide 9: Average prices are lower in Atlantic
Average CPG unit price per quarter CPG Total Sales, Atlantic vs Canada Average Canada Atlantic $5.42 prices are $5.39 $5.41 lower in $5.34 $5.31 $5.28 $5.26 $5.25 $5.25 $5.32 Atlantic $5.29 $5.31 $5.25 $5.22 $5.22 $5.18 Average CPG unit prices are $5.14 $5.14 lower than the national average Q2 23 Q3
Slide 10: Maritimers have always liked a good deal
Importance of the $ vol sold on any promotion CPG Total Sales, Atlantic vs Canada Maritimers Canada Atlantic have always 52.3% 51.6% 52.3% 51.6% liked a good 51.4% 51.4% 50.9% 50.5% 50.5% deal 49.8% 50.2% 49.6% 49.9% 49.3% 49.3% Historically, more sales 48.7% 49.0% volume has been generated 48.2% un
Slide 11: 2025 State of the CPG Industry
Since the beginning of 2025, Atlantic’s Volatile unit unit growth rate has been volitile, going growth from -2% in Q1 to +6% in Q2. 2025 STATE $ Vol fueled by Inflation rates have been increasing since the end of 2024, fueling almost half of the inflation $ Vol growth OF THE CPG INDUSTRY While there
Slide 13: Seafood categories are slightly overdeveloped in Atlantic
Seafood categories are slightly overdeveloped in Atlantic Seafood categories in Atlantic Importance of Atlantic to category’s $ volume, 52 weeks Total Sales 6.0% Total Seafood +0.1 7.0% Seafood Sauces +0.2 8.8% Seafood Spreads +0.1 7.8% Canned Seafood -0.1 7.7% Fresh Seafood +0.1 7.0% Frozen Seafood
Slide 14: Maritimers consume differently than the rest of the country
Maritimers consume differently than the rest of the country Overdeveloped categories in Atlantic Importance of Atlantic to category’s $ volume, 52 weeks Baking Gum 85% Pizza Mixes Kits 52% Turnips 46% Pudding Mixes 46% Pizza Bread / Roll 27% Powdered Toppings 20% Sandwich Spreads 19% Stuffing Mixes
Slide 15: Private Label are successful in Atlantic
Private Label are successful in Atlantic Private Label market share of total CPG $sales Total CPG $ Sales, 52 weeks, GB+DR+MM 21% 20% 20% 19% 16% Canada Altantique Quebec Ontario Total West Source: NielsenIQ Retail Measurement, Total Private Label FMCG, National All Channels, PE 11/02/2024 © 2025 Ni
Slide 16: Gen Z & Millennials are less loyal to Private Label
Gen Z & Millennials are less loyal to Private Label than other generations “Store brands are usually just as good as name brands” % of respondents % of respondents who Agree 68% Agree 8% 64% 65% 61% 59% Total sample = 63% Neither agree nor 63% 29% 51% disagree Disagree Age Groups 18-24 25-34 35-44 4
Slide 17: Private Label is predominant in specific categories
Private Label is predominant in specific categories Private Label contribution to categories’ sales – Top 10 Importance of Private Label $ volume, 52 weeks Atlantic Canada Coconut 90% 74% Dry Vegetables 72% 57% Canned Peas & Beans 68% 52% Flat Water 68% 43% Pasta Sauces 54% 27% Semi Moist Fruit 50%
Slide 18: Warehouse Clubs gained less in Atlantic
Warehouse Clubs gained less in Atlantlic Market share in all the food categories over calendar years Importance of WC $ volume, 52 weeks, Grocery categories Canada Atlantic 15.2% 14.9% 14.5% 13.3% 12.3% 11.9% 2023 2024 2025 Source: NIQ Total Outlets, Total product excluding non-food, Total shoppers,
Slide 19: Warehouse Club channel growth is coming from more frequent purchasing
Warehouse Club channel growth is coming from more frequent purchasing Warehouse Clubs $ Sales Million – Atlantic, 52w ending in May Growth Sources: Atlantic WC $ volume, 52 weeks, Grocery categories $736 2025 vs. 2024 $647 $664 Penetration Total shoppers 59.0% +0.4 pt Occasions +3% +11% per buyers 1
Slide 20: Discount retailers have strong momentum
Discount retailers have strong momentum Total Canada, Total tracked sales over 52 weeks Discount Retailers’ Market Share in $ sales Importance of Discount $ volume, 52 weeks Conventional -1% 51% +1 pt Discount +5% Source: NielsenIQ MarketTrack | Total Tracked Sales | National Discount vs. Convention
Slide 21: Depth of discount is more important in many categories in Atlantic
Depth of discount is more important in many categories in Atlantic Average depth of discount, selected major groups Importance of Atlantic to category’s $ volume, 52 weeks Atlantic Canada Biscuit Mixes -45% -28% Canned Beets -40% -21% Frozen Fruit Beverages -40% -30% Milkshakes & Eggnogs -39% -24% F
Slide 23: Canadian Brands
Canadian brands Importance (%) Canada, Year 2024, GB+DR+MM Number of $ Volume brands Will US tariffs have a 35% positive impact on Canadian Brands Canada 62% 43% sales volume in USA 24% Canada? 22% Others 14% Source: Nielsen MarketTrack, National All Channels –52 weeks Ending December 28, 2024. Clos
Slide 24: Brands from Atlantic only account for 2%
Contribution to $ sales by Head Offices province of origine Canada, Total CPG $ Vol, 52 weeks ~2500 Canadian brands(>500K$ de ventes) Prairies BC 4% 9% Maritimes Brands originating 2% from Atlantic only Québec account for 2% Ontario 59% 26% of all Canadian Brands revenues Source: Nielsen MarketTrack
Slide 25: Atlantic brands have an opportunity to increase their penetration
Contribution to $ sales by Head Offices province of origin Canada, Total CPG $ Vol, 52 weeks ~2500 Canadian brands(>500K$ de ventes) Brands originating Atlantic Canada Québec Ontario Prairies BC from Atlantic have 13% an opportunity to 38% 26% increase their 61% 77% penetration 63% 59% 59% both in A
Slide 26: SMB plays a less significant role in Atlantic
SMB regional growth SMB closed group total $ sales importance 19.3% 18.0% 17.8% SMB plays a 16.8% 17.0% less significant role in Atlantic, but is seeing +3.5% +5.2% +2.1% +3.6% +4.6% greater growth Canada Atlantic Quebec Ontario Total West $Vol $24B $1.4B $6.3B $8.6B $7.9B Source : NIQ RMS – Regiona
Slide 27: US-Made brands
Will you boycott U.S.-made products and refuse to purchase them? % of respondents 36% 32% US-Made brands 28% will have a harder time in the Quebec market Atlantic Quebec Canada Source: NielsenIQ PanelView | 2025 Tariffs Impact Survey © 2025 Nielsen Consumer LLC. All Rights Reserved. 27
Slide 28: US-owned stores won't be boycotted
% of consumers who are not planning to reduce the frequency at which they visit U.S.-owned stores due to the tariffs % of respondents 52% 49% US-owned stores won’t be boycotted because they sell Canadian products with Canadian employees Atlantic Canada Source: NielsenIQ PanelView | 2025 Tariffs Impa
Slide 29: Stock up products
How will you adjust your grocery shopping habits if the price increased due to the U.S. increasing tariffs? % of respondents – TOP 3 Answers Canada Quebec Atlantic 64% 59% 56% Most Quebecers will 40% 41% 37% 40% 38% stock up products 34% when on sale to mitigate the impact of tariffs Stock up Shop m
Slide 30: Identify Made in Canada products
How easy it for you to identify products "Made in Canada"? % of respondents 24% 22% Most consumers DIFFICULT find it easy to NEUTRAL 21% 21% identify « Made in Canada » EASY 55% 57% products Canada Atlantic Source: NielsenIQ PanelView | 2025 Tariffs Impact Survey © 2025 Nielsen Consumer LLC. All Rig
Slide 31: Maritimers are more familiar with Canadian brands
How do you usually identify Canadian products? % of respondents Canada Atlantic Check the label for 'Made in Canada', 81% 'Product of Canada' or 'Packaged in Canada' 85% Packaging with Canadian symbols 64% Maritimers are more familiar with (e.g., maple leaf, Canadian flag) 65% 40% Familiar with Cana
Slide 32: Data's 3D: When is market data making the difference?
Utilité des données de marché Analyse target market Development Estimate the size of the prize Identidy growing product segments Assess competitors positionning Data’s 3D: Merchandising strategy When is market Deployment Craft the perfect retailer pitch data making the Positionnement prix / promotio

NIQ Global Intelligence — FBA Webinar: Exploring the Unique Dynamics of the Atlantic Market (May 2025) on 6ix

Niq Global Intelligence — FBA Webinar: Exploring the Unique Dynamics of the Atlantic Market (May 2025)

Slide 1: Scan the QR code

Slide 2: Exploring the Unique Dynamics of the Atlantic Market

Slide 3: Presenter: Cédric Bélanger

Slide 4: The Full View

Slide 5: Atlantic region accounts for 6% of all CPG sales made in Canada

Slide 6: Slower Q1 but sales looking good for Q2

Slide 7: Unit growth is kicking back

Slide 8: Inflation is on the rise

Slide 9: Average prices are lower in Atlantic

Slide 10: Maritimers have always liked a good deal

Slide 11: 2025 State of the CPG Industry

Slide 12: Atlantic Provinces' Unique Profile

Slide 13: Seafood categories are slightly overdeveloped in Atlantic

Slide 14: Maritimers consume differently than the rest of the country

Slide 15: Private Label are successful in Atlantic

Slide 16: Gen Z & Millennials are less loyal to Private Label

Slide 17: Private Label is predominant in specific categories

Slide 18: Warehouse Clubs gained less in Atlantic

Slide 19: Warehouse Club channel growth is coming from more frequent purchasing

Slide 20: Discount retailers have strong momentum

Slide 21: Depth of discount is more important in many categories in Atlantic

Slide 22: Buying Local and Tariffs in Atlantic

Slide 23: Canadian Brands

Slide 24: Brands from Atlantic only account for 2%

Slide 25: Atlantic brands have an opportunity to increase their penetration

Slide 26: SMB plays a less significant role in Atlantic

Slide 27: US-Made brands

Slide 28: US-owned stores won't be boycotted

Slide 29: Stock up products

Slide 30: Identify Made in Canada products

Slide 31: Maritimers are more familiar with Canadian brands

Slide 32: Data's 3D: When is market data making the difference?

Slide 33: Scan the QR code

Slide 34: Merci!