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Japanese Chocolate Market Updates Asia Choco Cocoa Congress 2015 22-23 April 2015 Yoshinori Doi Meiji Co., Ltd.

Chocolate Consumption per Capita in Japan (P. Head Kg) 2.5 (by ANKA) 2 1.5 1.34 1.31 1.33 1.35 1.42 1.56 1.61 1.57 1.68 1.66 1.64 1.57 1.61 1.66 1.63 1.62 1.7 1.84 1.88 1.93 1.81 1.84 1.84 1.86 1.86 1.82 1.81 1.84 1.75 1.74 1.74 1 0.5 0 Copyright 2011 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 9

Japan Confectionery Market 2014 Fried Candies 0.43(2%) Others 1.90(7%) Chocolates 4.06(15%) Western Cakes 3.60(13%) Japanese Cakes 3.95(14%) $ 27.4 billion +2.5% to 2013 Rice Confectioneries 3.54(13%) Gum 0.97(4%) Candies 2.55(9%) Snack Confectioneries 3.58(13%) Biscuits 2.82(10%) Copyright 2011 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 12

Japan Market Size by Category 2005-2014 ($ Billion) 4.5 4.0 Japanese Cakes Western Cakes Chocolates 3.5 3.0 2.5 2.0 Snack Confectioneries Others Rice Confectioneries Biscuits Candies 1.5 1.0 Gum 0.5 Fried Candies 0.0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Copyright 2011 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 14

Chocolate Sales in Japan by Flavor(Monthly 2013-14) ($ Hundred Million) (Milk Flavor) 1.14 1.12 1.10 1.08 1.06 1.04 1.02 1.00 0.98 Copyright 2011 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 18

Big Growth Products 2014 by Life Stage Life Stage Unmarried (10-29 yrs) Unmarried (30-59 yrs) Married (with child less than 5 yrs) Married (with child 6-17 yrs) Married (living with parents) Married (no children) Senior (60-69 yrs) v.s last year 116.9% 125.8% 106.2% 109.9% 117.4% 121.5% 119.7% Flavor Bitter / White Bitter / Milk Bitter Bitter Bitter Bitter Bitter Big Growth Products Copyright 2011 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 21

Latest Trend in Sales Target:Adult Key words: Premium High Quality High Cacao Functional Material High Value Added High Price Harmony of Taste and Health New Market Creating Demand Copyright 2014 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 22

Chocolate Needs Segment in 2014 Compared to 2013 Share with Family(13.9%) Trial Purchase (12.9%) Fill Stomach (11.5%) Luxury (11.4%) Pocket size, Clean(8.3%) Party (9.9%) Easy to Carry (5.1%) Concentration (8.3%) Refresh (3.7%) Health & Beauty (2.3%) Cheer up (1.2%) Involuntarily (14.5%) Copyright 2014 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 24

Violation of Pesticide Regulation in Japan (by origin) Quantity rejected by country of bean origin(mt)

Summary Confectionery Market Size: $27.4 Billion Chocolate Market Size: $4.1 Billion Preference Change: Milk to Bitter Challenge: Expand the Market for Adult Agrichemical Issue: Cooperation with Origin Countries Copyright 2011 Meiji Co., Ltd. All rights reserved. 第三者への開示 / コピー配布を禁ずる 28