Post on 20-May-2020
Presentation to: David ChenuDomestic Marketing ManagerHorticulture Australia LtdMarch 2008
Vegetracker: Wave 1
Presentation flowExec Summary
Key findingsVegetable purchasing Vegetable preparation & consumption Diets and vegetablesAttitudes to vegetablesKids and veg
Summary
Background & Objectives
Horticulture Australia has commissioned Brand Story, a leading research & brand consultancy to undertake research to measure a range of marketing metrics for vegetables.
The overall aims of this research are to:
Track consumption, purchasing behaviour and category perceptions;
Track awareness of advertising campaigns and assess their effectiveness
The findings of this research will be used to assist Horticulture Australia in future strategic and creative development for vegetables.
Methodology & sample
Online study: 17 minute survey length (average):
Main or sole grocery shopper for household surveyed
Sample size = 600 per wave. Soft quotas on:
State
Age
Gender
Fieldwork for this first wave was conducted in February 2008
Results from this wave are reported in this document
Further wave to run in August:
Total sample of 1200 per year
In line with ABS population stats
Robust sample to establish & track trends
Quota sample composition
Gender Wave 1(600)
Male 30%Female 70%
State NSW 33%VIC 23%QLD 20%SA 13%WA 10%
Age 18-29 yrs 20%30-39 yrs 20%40-49 yrs 21%50-59 yrs 20%60 yrs + 20%
In-line with population statistics
Base: All respondents
Sample
15%
34%
21%
22%
8%
Less than$30K
$30K-<$70K
$70K -<$100K
$100K+
N/A
15%
27%
29%
17%
10%
3%
Singleperson
Couple
Family kids<15yrs
Family kids>15yrs
Emptynesters
Cohabiting
Wave1(600)
Income Household Employment
30%
22%
10%
17%
16%
5%
Upper white collar
Lower white collar(staff)
Blue collar
Home
Retired
Other
Good representation across key demographics
Q5-7: What is your household income, What is your household structure, Which of the following best describes your occupationBase: All respondents
Key Take Outs
Key take-outsAlmost all consumers have purchased vegetables in last 2 weeks Fresh vegetable purchasing is increasing and almost 60% state they have increased their consumption over the past 12 months
Two groups of ‘staple vegetables’ emerge (that all households buy):Primary (over 70% buy): Tomatoes, Potatoes, Carrots, Onion, LettuceSecondary (50-70% buy): Mushrooms, Broccoli, Capsicum, Pumpkin
Different household structures have different relationships
Mums: High spend a function of the number of heads to feed, seeking supermarket convenience, need advice on storing vegetables and plan their shopping in advanceCouples: High spend a function of involvement with vegetables, like cooking and select their vegetables at point of sale, working around what is in seasonSingles: Starting to catch up on consumption, but are limited by time and lack of interest in cooking. Big buyers of pre-prepared vegetables
Key take-outs cont.Kids: Boredom and dislike are the main barriers for vegetable consumption
Key ways in which to overcome these barriers:Raise interest of vegetables via new ways of serving Integrate with day to day life (around the home/ adding to foodscurrently eaten)Communication by TV cartoon characters is supported, but is thisbecause this is what other products are doing?
There is some emotional connection to vegetables (far less than fruit), an appreciation of their general health credentials and a need to eat five serves a day, but majority only eat 2-3 serves per day
Consumers (adults and kids) need assistance, education and stimulation to further increase the consumption and
perceived value of vegetables
Key Findings
Vegetable Purchasing
Frequency Of Vegetable Purchasing
43%
47%
8%
1%
2%
2-3 times a week
Once a week
Once a fortnight
Once a month
Less / as required
Wave1(600)
Q11: Now thinking about fresh vegetables only - how often do you shop for fresh vegetables?Base: All respondents
Almost all buy at least weekly, almost half buy 2-3 times per week
Characteristics of frequent purchaser groups
Buying weekly(282)
More likely to be*:Male: 34% vs. 26%
Single: 16% vs. 11%
Lower income (<$30K):18% vs. 10%
*Compared to 2-3 time a week shoppers
Q11Base: All wave1 respondents
Income, household consumption rate and time have a part to play in shopping frequency
2-3 times per week(257)
More likely to be*:Female: 74% vs. 66%
Young Families: 32% vs. 27%
Couples: 29% vs. 25%
Upper white collar: 35% vs. 26%*Compared to weekly shoppers
Convenience & budget driven? Food-involved and families
Location of vegetable purchasing
66%
58%
22%
22%
3%
3%
2%
2%
0%
Major supermarket
Greengrocer / Fruit & Veg shop
Independent store / local supermarket
Farmers / Fruit and vegetable market
Corner store
Street vendor
Home delivered
Other
None of the above
Wave1(600)
Q12 Where do you usually purchase fresh vegetables?Base: All respondents
Part of the main shop for many, but a similar % buy through greengrocers
Characteristics of shoppers
Major Supermarket(397)
More likely to be*:
Families with children <15 yrs:31% vs. 25%
*compared to greengrocer shoppers
Q12Base: All wave1 respondents
Household demographic is main difference… family convenience vs. couple foodies?
Greengrocer(349)
More likely to be*:
Couples without kids:30% vs. 26%
*compared to supermarket shoppers
Food involvedTime poor?
Vegetables Purchased Over Last 2 WeeksAll Vegetables With 40%+ MentionsQ15: Which of the following fresh vegetables have you purchased in the past TWO WEEKS? Base: All respondents
Tomatoes, potatoes, carrots, onion & lettuce lead the way, followed by mushrooms, broccoli, capsicum & pumpkin.
The staples.
85%
82%
81%
80%
74%
63%
59%
57%
53%
44%
43%
41%
40%
40%
Tomato
Potatoes
Carrot
Onion
Lettuce
Mushrooms
Broccoli
Capsicum
Pumpkin
Celery
Zucchini
Garlic
Corn
Sweet potato / kumara
Wave1(600)
Primary staples
Secondary staples
Vegetables Purchased Over Last 2 WeeksAll Vegetables With Less Than 40% Mentions
35%
35%
35%
33%
31%
28%
24%
21%
20%
18%
15%
14%
14%
Beans
Cauliflower
Washed / bagged salad leaves
Spring onion
Cabbage
Asian vegetables
Peas
Spinach
Pre prepared salad
Asparagus
Eggplant
Beetroot
Mixed vegetables
Wave1(600)
Salad, crucifers, roots, mixed vegetables & prepared vegetables bring up the rear.
On average, respondents bought 11 different
vegetables
On average, respondents bought 11 different
vegetables
Q15: Which of the following fresh vegetables have you purchased in the past TWO WEEKS? Base: All respondents
Vegetables purchased over last 2 weeksAverage # of vegetables purchased by household typeQ15: Which of the following fresh vegetables have you purchased in the past TWO WEEKS? Base: All respondents
Most households buy 12 different vegetables. All buy the staples, but order of purchase incidence
changes with household type.
Main skews are bolded
All households
Single person
household
Couple household no children
Family with eldest child under 15 at
home
Family with eldest child over 15 at
home
Family with children not
living at home
Avg. # veg. purchased
11.7 8.4 12.0 12.9 11.9
PotatoesCarrotTomatoOnionLettuceMushroomsCapsicumBroccoliZucchiniPumpkinCornCelery
The average shopping basketTop 12 veg. purchases in order of decreasing % of mention
TomatoPotatoesCarrotOnionLettuceMushroomsBroccoliCapsicumPumpkinCeleryZucchiniGarlic
TomatoPotatoesCarrotOnionLettuceMushroomsCapsicumBroccoliPumpkinGarlicCeleryZucchini
TomatoPotatoesOnionCarrotLettuceMushroomsBroccoliCapsicumPumpkinSweet potato / kumaraGarlicCelery
12.0
OnionCarrotPotatoesLettuceTomatoMushroomsPumpkinCapsicumBroccoliCauliflowerSweet potato / kumaraCelery
TomatoCarrotLettucePotatoesOnionBroccoliMushroomsPumpkinCapsicumCeleryGarlicWashed / bagged salad leaves
Vegetables purchased over last 2 weeksAverage # of vegetables purchased by channel, frequencyQ15: Which of the following fresh vegetables have you purchased in the past TWO WEEKS? Base: All respondents
Those who shop at greengrocers, 2-3 times a week and who respond to what’s in store (rather than plan) buy
more types of vegetables
All households Greengrocer shopper
Supermarket shopper
Weekly shopper Shop 2-3 times a week
Avg. # veg. purchased
11.7 12.2 11.2 10.7
TomatoPotatoesCarrotOnionLettuceMushroomsBroccoliPumpkinCapsicumCeleryZucchiniGarlic
13.6
The average shopping basketTop 12 veg. purchases in order of decreasing % of mention
TomatoPotatoesCarrotOnionLettuceMushroomsBroccoliCapsicumPumpkinCeleryZucchiniGarlic
TomatoCarrotPotatoesOnionLettuceMushroomsBroccoliCapsicumPumpkinCeleryGarlicZucchini
TomatoPotatoesCarrotOnionLettuceMushroomsBroccoliCapsicumPumpkinCeleryZucchiniCorn
TomatoCarrotOnionPotatoesLettuceBroccoliMushroomsCapsicumPumpkinCeleryCornZucchini
Trends in vegetable buying in wave 1Changes over the last 12 monthsQ14 For each of the following types of vegetable please indicate whether you are buying more or less of them compared to the same time one year ago. Base: All respondents
Fresh veg. purchasing appears to be on the up,but most categories remain unchanged.
23%
8%
4%
5%
2%
6%
34%
29%
20%
22%
8%
17%
35%
43%
55%
58%
57%
53%
9%
6%
7%
17%
16%
2%
12%
14%
9%
17%
8%
7%Fresh vegetables
Salad mixes (ie washed /bagged salad leaves)
Fresh vegetables that aresemi prepared (ie cut and
washed)
Asian vegetables
Canned vegetables
Frozen vegetables
A lot more A little more No change A little less A lot less
Trends in vegetable buying: positive trendsAll stating ‘A little more’ Or ‘A lot more’
We will track these trends over time
57%
37%
24%
27%
10%
23%
Fresh vegetables
Salad mixes (ie washed /bagged salad leaves)
Fresh vegetables that aresemi prepared (ie cut and
washed)
Asian vegetables
Canned vegetables
Frozen vegetables
Wave1(600)
Q14For each of the following types of vegetable please indicate whether you are buying more or less of them compared to the same time one year ago. Base: All respondents
Frozen Increasers
(139)•Females (78% vs. 70%)
•18-29 yrs (26%)•30-39 yrs (29%)
•$30K-$69K income (36% vs. 34%)
•Young families (35% vs.29%)
•Home duties (19% vs.17%)
Young mums
Indicative characteristics of each buyer typeThose stating they are buying more of each type (vs. total sample)
Q14, Base: All respondents
Males & the young catching up to the ‘fresh’ trend.Families & lower earnings buy longevity
Fresh Increasers
(343)•Male (33% vs. 30%)
•25-29 yr olds (16% vs. 13%)
•$30K-$69K income (36% vs. 34%)
•Couples (30% vs. 27%)
Fitness firsts??
Canned Increasers
(57)•30-39 yrs (41%)
•$30K-$69K income (41% vs. 34%)
•Young families (51% vs.29%)
•Lower white collar (28% vs. 22%)
•Shop 2-3 times a week (53% vs.43%)
Young mums & low income
Indicative characteristics of each buyer typeThose stating they are buying more of each type (vs. total sample)
Q14, Base: All respondents
Money buys convenience and experimentation.
Asian veg. Increasers
(158)
•Male (33% vs. 30%)•$100K+ (25% vs. 22%)•Couples (29% vs. 27%)•Shop 2-3 times per week (56% vs. 43%)•Greengrocer shoppers (65% vs. 58%)
Wealthy foodies
Salad mix Increasers
(221)•Females (73% vs. 70%)
•NSW (37% vs.33%)
•Upper white collar (33% vs.30%)
Time-poor, $ rich
Prep. veg. Increasers
(46)•18-29 yrs (31%)
•$30K-$69K (40% vs.34%)
•Upper white collar (32% vs. 30%)
•Blue collar (13% vs.10%)
Time poor young employed
Trends in vegetable buying: Negative trendsAll Stating ‘A little less’ Or ‘A lot less’
9%
21%
20%
16%
34%
24%
Fresh vegetables
Salad mixes (ie washed /bagged salad leaves)
Fresh vegetables that aresemi prepared (ie cut and
washed)
Asian vegetables
Canned vegetables
Frozen vegetables
Wave1(600)
Q14For each of the following types of vegetable please indicate whether you are buying more or less of them compared to the same time one year ago. Base: All respondents
We will track these trends over time
Average weekly spend on vegetables
In an average week, more money spent on fresh vegetables than frozen or canned.
Q10: Thinking about all vegetables you buy - be that fresh, canned or frozen - in an average week, how much would you spend on each type of vegetable for household consumption? Base: All respondents
13%
68% 73%33%
22% 10%
24%
3%1%
13%
1%
0%18% 0%
0%
0% 6%15%
Fresh (Wave1) Frozen (Wave1) Canned (Wave1)
I don't buy these$41+$31-$40$21-$30$11-$20Less than $10
Modal spend: $11-20 <$10 <$10
Fresh Vegetable Purchasers In Focus
Low Spenders* (77)
More likely than high spenders to be:
Lower income (<$30K):35% vs. 17%
Single person household:33% vs. 16%
Lower white collar:29% vs. 21%
Q10Base: All wave1 respondents
Higher spend is driven by need (large family) & by ability (higher income)
High Spenders*(105)
More likely than low spenders to be:
Higher income (>$100K):44% vs. 8%
Family:Kids <15yrs: 38% vs. 18%Kids >15yrs: 20% vs. 9%
Upper white collar:51% vs. 16%
*$41+
High $ or high volume
*$10 or less
Low $ or low interest
Approaches to vegetable buying
It is clear that vegetable buying is not habitual. Two groups emerge – those who respond to the quality of vegetables
in-store and those who plan before they shop
Q13 Which of the following best describes how you usually buy fresh vegetables? Base: All respondents
35%
10%
40%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave1(600) Wave2(600)
Other
Look for advertisedspecials
Buy on impulse
Depends on what isin season
Look at what is freshand good quality instore
Buy out of habit -don't really thinkabout it
Plan most of mypurchases before Ileave home
Responders more likely to:•Share shopping: 27% vs. 20%•Be female: 72% vs. 65%•Work full-time: 42% vs. 34%
Planners more likely to:•Be sole shopper: 80% vs.73%•Have older families: 20% vs. 14%
Approach to vegetable buying by spendThose spending $41+ on fresh veg. vs. those spending <$10
Unsurprisingly, low spenders are more likely to plan their shopping trip & high spenders to
respond to the in-store environment
Q13, Q10Base: All respondents
35%27%
44%
10%7%
9%
40% 55% 22%
10%11%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total sample (600) High spenders (105) Low spenders (77)
Other
Look for advertisedspecials
Buy on impulse
Depends on what isin season
Look at what is freshand good quality instore
Buy out of habit -don't really thinkabout it
Plan most of mypurchases before Ileave home
Approach to vegetable buying by household
Families plan…catering to needs & budget?Couples & empty nesters respond to what is in-store
…risk takers? More experiential?
Q13Base: All respondents
25%36% 38% 42%
28%
14%7% 11%
11%
3%
37%43% 40% 33%
53%
13%11% 8% 8% 10%
0%
10%
20%
30%
40%50%
60%
70%
80%
90%
100%
Single personhousehold
Couple householdno children
Family with eldestchild under 15 at
home
Family with eldestchild over 15 at
home
Family withchildren not living at
home
Other
Look for advertisedspecials
Buy on impulse
Depends on whatis in season
Look at what isfresh and goodquality in storeBuy out of habit -don't really thinkabout itPlan most of mypurchases before Ileave home
Vegetables purchased over last 2 weeksAverage # of vegetables purchased by spend and approachQ15: Which of the following fresh vegetables have you purchased in the past TWO WEEKS? Base: All respondents
Low spenders focus on staples (families) & convenience (SINKS)
Skews have been bolded
All households Planner Responder High spend Low spend
Avg. # veg. purchased 11.7 11.3 12.6 14.8
TomatoCarrotLettucePotatoesOnionMushroomsCapsicumBroccoliPumpkinCeleryZucchiniGarlic
6.4
The average shopping basketTop 12 veg. purchases in order of decreasing % of mention
TomatoPotatoesCarrotOnionLettuceMushroomsBroccoliCapsicumPumpkinCeleryZucchiniGarlic
TomatoOnionPotatoesCarrotLettuceMushroomsBroccoliCapsicumPumpkinCelerySweet potato / kumaraZucchini
TomatoPotatoesCarrotOnionLettuceBroccoliMushroomsCapsicumPumpkinZucchiniSweet potato / kumaraCelery
PotatoesTomatoOnionCarrotLettuceMushroomsPumpkinCapsicumSweet potato / kumaraCeleryBroccoliWashed / bagged salad leaves
Fresh food kids
The intent of making veg. fun and the five a day message came across. The imagery was well recalled:
“A little boy makes a vegetable man out of celery.”
“A boy making a veg. rocket of celery stick, carrot and capsicum dipping this in
a dip.”
Most knew who was advertising:“Woolworths”
“Safeway”
Unprompted awareness of advertisingQ9 Thinking about any advertisements that you may have seen for vegetables recently, can you please write down the types of vegetables you saw advertised and what the advertisements were about if you can recall? Base: All wave1 respondents (600)
A mix of specific & generic campaigns from retailers, governmentand processors.
48% are aware of advertising for vegetables. Main mentions include:
Go for 2 & 5
Many understood the message, some recalled imagery:
“The veg face, saying we can fit vet into our diets”
“Dame Edna caricature made of veg, lying about having 5 veg that day”
Woolworths, the fresh food people
Clearly ‘veg’ is linked to ‘fresh’ is linked to Woolworths
Veg brandsBird’s Eye ‘Snap-frozen’peas: “Locked in freshness”
McCains frozen veg
83%
60%
47%
44%
43%
41%
35%
16%
36%
45%
53%
45%
44%
47%
1%
4%
7%
2%
11%
15%
17%
1%
1%
1%
1%
1%
2%
1%Freshness of the product
The look of the product
The feel of the product
Ripeness
Price
No blemishes
Vegetable is in season
Very important Quite important Not important Can't say - N/A
Vegetable purchase criteria: Wave 1Key criteria
Q16 When choosing fresh vegetables please indicate how important each of the following criteria is for helping you make your selection? Base: All wave 1 respondents
Freshness, look, feel and ripeness are fundamental.
26%
24%
24%
11%
6%
2%
2%
51%
47%
34%
29%
25%
9%
8%
20%
26%
40%
52%
64%
80%
79%
3%
2%
9%
5%
8%
11%
3%Their flexibility for differentor multiple meal occasions
Part of a planned meal orrecipe
Where it was grown
Trusted brand
Organic
Vegetables are pre-packaged
Vegetables are semiprepared
Very important Quite important Not important Can't say - N/A
Vegetable purchase criteria: Wave 1 (2)Other criteriaQ16 When choosing fresh vegetables please indicate how important each of the following criteria is for helping you make your selection? Base: All wave 1 respondents
Pre-prepared or Organic veg. are not key.
Vegetable purchase criteria:All stating ‘important’ for the criteria tested
We will track purchase criteria over time.
97%
88%
96%
92%
85%
58%
82%
99%
11%
10%
40%
31%
71%
77%
Ripeness
Price
The look of the product
The feel of the product
No blemishes
Where it was grown
Vegetable is in season
Freshness of the product
Vegetables are pre-packaged
Vegetables are semi prepared
Trusted brand
Organic
Part of a planned meal or recipe
Their flexibility for different or multiple meal occasions
Wave1(600)
Q16 When choosing fresh vegetables please indicate how important each of the following criteria is for helping you make your selection? Base: All wave 1 respondents
Vegetable purchase criteria by approachAll stating ‘important’ for the criteria tested
Responders working with what is available in terms of quality. Planners fit the veg around a specific recipe.
99%
92%
98%
93%
84%
65%
90%
100%
12%
10%
40%
34%
70%
78%
98%
89%
95%
92%
86%
55%
76%
98%
12%
9%
45%
30%
78%
77%
Ripeness
Price
The look of the product
The feel of the product
No blemishes
Where it was grown
Vegetable is in season
Freshness of the product
Vegetables are pre-packaged
Vegetables are semi prepared
Trusted brand
Organic
Part of a planned meal or recipe
Their flexibility for different or multiple meal occasions
Responders (240) Planners (212)
Q16 When choosing fresh vegetables please indicate how important each of the following criteria is for helping you make your selection? Base: All wave 1 respondents
Vegetable purchase criteria by householdAll stating ‘important’ for the criteria tested
Couples more likely to seek organic veg. and to care where it is grown
Q16 When choosing fresh vegetables please indicate how important each of the following criteria is for helping you make your selection? Base: All wave 1 respondents
97%
90%
94%
92%
83%
51%
78%
100%
10%
6%
36%
23%
73%
79%
98%
87%
98%
93%
85%
65%
83%
99%
11%
11%
35%
39%
68%
78%
Ripeness
Price
The look of the product
The feel of the product
No blemishes
Where it was grown
Vegetable is in season
Freshness of the product
Vegetables are pre-packaged
Vegetables are semi prepared
Trusted brand
Organic
Part of a planned meal or recipe
Their flexibility for different or multiple meal occasions
Families (172) Couples (162)
Vegetable Preparation and Consumption
# of fresh vegetable serves eaten per day
Most of those surveyed eat 2-3 serves a day. Only 1 in 10 eat five.
Low consumption in young males
Q17 Consider an average day - how many serves of fresh vegetables would you eat per day? (e.g. one carrot or one tomato or one cup of lettuce = one serve) Base: All respondents
1%17%
23%
26%
19%
10%6%
0%10%20%30%40%50%60%70%80%90%
100%
Wave1(600) Wave2(600)
More than 5 serves
Five serves
Four serves
Three serves
Two serves
One serve
I don't eat vegetables
More likely to be:•Female: 83% vs. 62%•30-39 yrs: 30% vs. 14%
More likely to be:•Male: 38% vs. 17%•18-24yrs: 27% vs. 10%
Consumption trend for vegetablesQ18 Thinking about your own consumption of vegetables please indicate on the following scale whether you are eating more or less vegetables today than you were 5 years agoBase All respondents
Most have increased veg. consumption. Mainly young families (setting an example?) & couples (healthy gourmet cooking?)
22%
43%
26%
7%
0%10%20%30%40%50%60%70%80%90%
100%
Wave1(600) Wave2
A lot lessA little lessNo changeA little moreA lot more
More likely to be:•Male 33% vs. 30%•35-39 yrs: 19% vs. 12%•Young families: 35% vs. 29%•Couples: 33% vs. 27%
Cooking/serving of fresh vegetablesQ22: Which of the following methods have you used to cook and/or serve fresh vegetables in the PAST 2 WEEKS? Q23: And which would you say are the main 2 ways you usually cook and/or serve fresh vegetables? Base: All respondents (Wave 1 = 600)
Steaming is preferred, but a wide range of preparation methods have been used in the last 2 weeks
70%
65%
63%
60%
59%
52%
23%
9%
1%
28%
29%
32%
46%
32%
28%
1%
1%
0%
Raw
Bake or roast
Stir fry
Steam
Boil
Microwave
Barbecue
Deep fry
None of these
Preparation methods
Favourite preparationmethods
How Fresh Vegetables Are EatenQ24 In which of the following ways do you most often eat fresh vegetables and salads? Base: All respondents
Most vegetables are eaten in the form of salads, stir-fries, baked or as sandwiches.
81%
59%
58%
57%
43%
35%
34%
33%
16%
15%
11%
8%
7%
5%
4%
1%
SaladsStir fries
Roasted or baked vegetablesSandwiches and wraps
Stews and casserolesPasta with vegetables
SoupsMicrowaved
Raw cruditiesVegetable curry
Vegetable frittatasOther (please specify)
Vegetable saucesVegetable burgers
Vegetable kebabsNone of these
Wave1(600)
Vegetables And Diets
On a diet in the last 6 months?Q26 Have you been on any form of diet in the past 6 months? Base All respondents
1 in 3 respondents have been on a diet in the last 6 months - more likely to be females in couples.
29%
71%
0%10%20%30%40%50%60%70%80%90%
100%
Wave1(600) Wave2
NoYes
More likely to be:•Female: 77% vs. 67%•Couples: 31% vs. 26%•Upper white collar: 34% vs. 28%•Part-time employees: 31% vs. 22%
More likely to be:•Male: 33% vs. 23%•Young family: 31% vs. 23%•Full-time employees: 40% vs. 34%
Length of dietQ26 How long were you on the diet for?Base: All respondents on a diet in last 6 months
For one-in-three a diet is not a one-off event
3%
18%
18%
14%
9%
38%
Up to 1 week
1 week - 1 month
1 -3 months
3 - 6 months
6 months or more
I am always dieting
Wave1(176)
Veg. consumption trend for dietersQ27: Have you as a result of your diet increased or decreased your consumption of vegetables?Base All respondents on a diet in last 6 months
76% have increased their consumption of vegetablesas a result of their diet
26%
50%
21%
3%
0%10%20%30%40%50%60%70%80%90%
100%
Wave1(176) Wave2
Significantlydecreased
Partly decreased
Neither /remained thesamePartly increased
Significantlyincreased
Attitudes to Vegetables
Attitudes to vegetables: All stating they agree with the statement testedQ19 You said in an average day, you ate [no. of serves] of fresh vegetables per day – please indicate how much you agree or disagree with each of the following statements as they apply to youBase: All respondents
Time and disinterest are key barriers - Many ‘low’ consumers appear to want to eat more vegetables
49%
44%
59%
61%
35%
48%
68%
25%
37%
77%
17%
27%
90%
30%
35%
90%
6%
18%
I am happy with the amountof fresh vegetables I eat
I would like to eat morefresh vegetables but find
them boring
I would like to eat more butfind them time consuming to
prepare
1 serve(Wave1=100) 2 serves(Wave1=132) 3 serves(Wave1=155)
4 serves(Wave1=112) 5 serves(Wave1=59) 5+ serves (Wave1=34)
Attitudes to vegetables: (2)All stating they agree with the statement testedQ19Base: All respondents
Most like vegetables, but cost & quality concerns are an issue for many.
27%
65%
57%
21%
62%
54%
9%
50%
47%
7%
46%
49%
22%
70%
55%
6%
50%
38%
I would like to eat more butdislike the taste of most
vegetables
I would like to eat morefresh vegetables but they
are too expensive
I would eat more if freshvegetables were better
quality
1 serve(Wave1=100) 2 serves(Wave1=132) 3 serves(Wave1=155)4 serves(Wave1=112) 5 serves(Wave1=59) 5+ serves (Wave1=34)
Attitudes to vegetable consumptionQ28 Below are a number of statements about the consumption of vegetables. Please indicate how far you agree or disagree with each statement as it applies to you. Base: All wave 1 respondents
People know they should eat more and there is a fairly strong emotional connection, but getting 5 serves is tough so appreciation doesn’t
translate into action.
13%
28%
4%
21%
20%
41%
34%
43%
28%
41%
30%
35%
25%
18%
33%
20%
29%
15%
9%
32%
9%
9%
5%
2%
3%
3%
10%
12%
3%
27%Trying to eat the several
portions of vegetables eachday is hard work
I should be eating morevegetables than I do
Vegetables are vegetables -I don't really think much
about them
Vegetables have lessflavour than they used to
I only buy Australian grownvegetables
I love vegetables & couldn'tlive with out them
Strongly agree Partly agree Partly disagree Strongly disagree Can't say / not sure
Attitudes to vegetable consumptionAll stating they agree with the statement tested
Q28Base: All respondents
We will track attitudes over time.
47%
71%
32%
62%
50%
76%
Trying to eat the severalportions of vegetables each
day is hard work
I should be eating morevegetables than I do
Vegetables are vegetables -I don't really think much
about them
Vegetables have lessflavour than they used to
I only buy Australian grownvegetables
I love vegetables & couldn'tlive with out them
Wave1(600)
Attitudes to vegetable consumption by householdAll stating they agree with the statement testedQ28Base: All respondents
There is a universal love affair with vegetables, but families, especially young families more likely to find eating veg. hard work, be less involved
with veg. & be less Australian-veg. focused
47%
71%
32%
62%
50%
76%
46%
66%
31%
60%
53%
73%
72%
24%
61%
56%
78%
54%
76%
42%
61%
44%
75%
44%
66%
30%
64%
44%
81%
36%
62%
38%
69%
62%
74%
46%Trying to eat the several
portions of vegetables eachday is hard work
I should be eating morevegetables than I do
Vegetables are vegetables - Idon't really think much about
them
Vegetables have less flavourthan they used to
I only buy Australian grownvegetables
I love vegetables & couldn't livewith out them
Wave1(600) Singles (87) Couples (162) Young families (172) Older families (102) Empty nesters (58)
Attitudes to vegetable consumption by spendAll stating they agree with the statement tested
Q28Base: All respondents
Low spenders acknowledge they should be eating more veg. High spenders are far more ‘veg involved’
43%
63%
30%
65%
49%
88%
68%
85%
44%
57%
47%
58%
Trying to eat the severalportions of vegetables each
day is hard work
I should be eating morevegetables than I do
Vegetables are vegetables -I don't really think much
about them
Vegetables have lessflavour than they used to
I only buy Australian grownvegetables
I love vegetables & couldn'tlive with out them
High spenders (105) Low spenders (77)
Attitudes to vegetable health benefitsQ29: Below are a number of statements about the health attributes of vegetables. Please indicate how far you agree or disagree with each statement as it applies to you. Base: All wave 1 respondents
Almost universal agreement with overall health, because that is how veghas been position, but there is room for improvement in specific territories
such as disease reduction, nutritional benefits
80%
64%
59%
50%
34%
19%
31%
36%
40%
44%
1%
1%
3%
7%
15%
0%
0%
1%
2%
1%
5%
2%
3%
4%
0%Vegetables are essential forgood health and wellbeing
Eating vegetables regularlycan help reduce risks of
cancer heart disease andobesity
Vegetables are the bestfood source of vitamins and
minerals
Vegetables are the idealfast food because they are
healthy
I am concerned about howvegetables are processed
Strongly agree Partly agree Partly disagree Strongly disagree Can't say / not sure
Attitudes to vegetable health benefits: All stating agreement with the statement tested
Q29Base: All respondents
We will track attitudes over time.
99%
95%
95%
90%
78%
Vegetables are essential forgood health and wellbeing
Eating vegetables regularlycan help reduce risks of
cancer heart disease andobesity
Vegetables are the bestfood source of vitamins and
minerals
Vegetables are the idealfast food because they are
healthy
I am concerned about howvegetables are processed
Wave1(600)
Attitudes to vegetable usageQ30. Below are a number of statements about the usage of vegetables. Please indicate how far you agree or disagree with each statement as it applies to you. Base: All wave 1 respondents
Time is not an issue for many.
36%
58%
41%
6%
41%
38%
44%
24%
16%
2%
12%
32%
1%
2%
37%
3%
1%
2%
2%
4%I enjoy finding new ways tocook vegetables
Vegetables are a versatileingredient for cooking
Vegetables are good forsnacking
I am too busy to preparevegetables
Strongly agree Partly agree Partly disagree Strongly disagree Can't say / not sure
Vegetable usage attitudes: All stating agreement with the statement tested
Q30Base: All respondents
We will track attitudes over time.
77%
96%
85%
30%
I enjoy finding new ways tocook vegetables
Vegetables are a versatileingredient for cooking
Vegetables are good forsnacking
I am too busy to preparevegetables
Wave1(600)
Vegetable usage attitudes by spendAll stating agreement with the statement tested
Q30Base: All respondents
Lack of time and engagement with cooking appear to be drivers of low spend
83%
96%
87%
30%
54%
91%
76%
44%
I enjoy finding new ways tocook vegetables
Vegetables are a versatileingredient for cooking
Vegetables are good forsnacking
I am too busy to preparevegetables
High spenders (105) Low spenders (77)
Attitudes to vegetablesQ31: Below are a number of statements about the shopping, selection and storage of vegetables. Please indicate how far you agree or disagree with each statement as it applies to you Base: All wave 1 respondents
Convenience at POS is key. Organic at a price premium has low appeal.
8%
5%
7%
13%
26%
17%
12%
20%
26%
32%
41%
39%
43%
30%
31%
33%
31%
28%
21%
26%
36%
34%
28%
15%
11%
13%
19%
7%
2%
2%
3%
3%
1%
34%
4%
I am buying more organic vegetables nowadays
I don't know how to gauge the freshness and quality ofvegetables
I don't know the best ways to store different vegetables
Convenience is the most important thing for me whenbuying vegetables
I would not pay more for organic vegetables
I tend to only buy a few varieties of vegetables whenever Igo shopping
I find the vegetable section of my supermarket boring
Strongly agree Partly agree Partly disagree Strongly disagree Can't say / not sure
Vegetable attitudesAll stating agreement with the statement tested
Q31Base: All respondents
We will track attitudes over time.
28%
31%
39%
54%
65%
60%
42%
I am buying more organic vegetables nowadays
I don't know how to gauge the freshness and quality ofvegetables
I don't know the best ways to store different vegetables
Convenience is the most important thing for me whenbuying vegetables
I would not pay more for organic vegetables
I tend to only buy a few varieties of vegetables whenever Igo shopping
I find the vegetable section of my supermarket boring
Wave1(600)
Attitudes to vegetables by household (1)All stating they agree with the statement testedQ31: Base: All respondents
Purchase convenience is key. Couples & empty nesters are buying organic veg. Apparent knowledge gaps in young families.
28%
31%
39%
54%
27%
33%
42%
57%
31%
39%
52%
23%
36%
46%
52%
27%
25%
28%
48%
33%
24%
33%
56%
33%I am buying more organicvegetables nowadays
I don't know how to gauge thefreshness and quality of
vegetables
I don't know the best ways tostore different vegetables
Convenience is the mostimportant thing for me when
buying vegetables
Wave1(600) Singles (87) Couples (162) Young families (172) Older families (102) Empty nesters (58)
Attitudes to vegetables by household (2)All stating they agree with the statement testedQ31: Base: All respondents
Families less likely to pay an organic premium. Single households limit the veg they buy. Singles, couples & empty nesters more likely to find
veg. section of the supermarket boring
65%
60%
42%
60%
70%
45%
58%
45%
68%
60%
38%
73%
53%
34%
59%
59%
48%
61%I would not pay more fororganic vegetables
I tend to only buy a fewvarieties of vegetables
whenever I go shopping
I find the vegetable section ofmy supermarket boring
Wave1(600) Singles (87) Couples (162) Young families (172) Older families (102) Empty nesters (58)
Vegetable attitudes by spendAll stating agreement with the statement tested
Q31Base: All respondents
Organic – clearly the realm of high spenders. Low spenders driven by convenience and budget.
44%
31%
34%
51%
55%
37%
45%
12%
36%
49%
80%
77%
90%
53%
I am buying more organic vegetables nowadays
I don't know how to gauge the freshness and quality ofvegetables
I don't know the best ways to store different vegetables
Convenience is the most important thing for me whenbuying vegetables
I would not pay more for organic vegetables
I tend to only buy a few varieties of vegetables whenever Igo shopping
I find the vegetable section of my supermarket boring
High spenders (105) Low spenders (77)
Kids and Vegetables
# Serves of vegetables children eatQ20: Thinking about your children consider an average day - approximately how many serves of fresh vegetables would your children eat per day? (e.g. one carrot or one tomato or one cup of lettuce = one serve) Base: All respondents with children
2 – 3 serves is the norm, which falls far short of 5 a day.
7%
18%
25%
14%
8%4%
25%
Wave1(274) Wave 2 Wave 3
More than 5 servesFive servesFour servesThree servesTwo servesOne serveMy children don't eat vegetables
Attitudes to vegetables by # servesAll stating agreement with the statement testedQ21Base: All respondents
Dislike of & disinterest in vegetables are the main barriers for children
28%
69%
26%
83%
34%
32%
42%
55%
32%
55%
46%
37%
56%
49%
34%
43%
48%
44%
68%
38%
24%
25%
41%
30%
I am happy with the amount of fresh vegetables mychildren eat
I would like my children to eat more fresh vegetables butthey find them boring
I would like my children to eat more but they are timeconsuming for me to prepare
I would like my children to eat more but they dislike thetaste of most vegetables
I would like my children to eat more fresh vegetables butthey are too expensive
I would serve my children more fresh vegetables if theywere better quality
1 serve(Wave1=49) 2 serves(Wave1=69) 3 serves(Wave1=68) 4 serves(Wave1=37)
There is support for TV character promotionQ32: If the vegetable industry were to use TV cartoon characters and merchandising to encourage the consumption of fresh vegetables amongst your children, please indicate your level of support for this idea. Base: All respondents with children
Support for this initiative is high.
57%
32%
3%1%
0%10%20%30%40%50%60%70%80%90%
100%
Wave1(176) Wave2
Don't know / Can'tsay
Strongly against
Partly against
Partly support
Strongly support
Top 5 ideas for increasing consumption of vegetables by children (prompted)
Q33: Below is a range of ideas on how to encourage children to eat more vegetables on a regular basis. Please indicate to what extent you agree or disagree with the effectiveness of each of the messages or tactics below to increase consumption of vegetables amongst kids. Base: All wave 1 respondents with children (274)
Ideas shown with total level of agreement:1. Make vegetables available so they can snack on them when they like (95%)
2. Serve vegetables as part of their favourite foods e.g. Tacos, Pizza, Pasta & Chinese (94%)
3. Serve vegetables in a variety of interesting ways e.g. cut into interesting shapes (92%)
4. Tell children that eating vegetables regularly keeps them looking good and healthy (86%)
5. Serve vegetables in or with dips with biscuits or corn chips (84%)Increasing accessibility of vegetables & integrating them into the food the
kids do eat are recommended, followed by increasing interest through new ways of serving
Additional ideas for increasing consumption of vegetables by children (prompted)
Two further ideas had a high level of strong agreement, but, the % of those disagreeing kept them out of the top 5:
Tell children that vegetables are power packed with vitamins andnutrients (42% stated strong agreement)
Tell children eating fresh vegetables everyday can help them concentrate longer (44% stated strong agreement)
Q33: Below is a range of ideas on how to encourage children to eat more vegetables on a regular basis. Please indicate to what extent you agree or disagree with the effectiveness of each of the messages or tactics below to increase consumption of vegetables amongst kids. Base: All wave 1 respondents with children (274)
Selling children a health solution via vegetables is polarizing,but could be considered
In sum
Key take-outsAlmost all consumers have purchased vegetables in last 2 weeks Fresh vegetable purchasing is increasing and almost 60% state they have increased their consumption over the past 12 months
Two groups of ‘staple vegetables’ emerge (that all households buy):Primary (over 70% buy): Tomatoes, Potatoes, Carrots, Onion, LettuceSecondary (50-70% buy): Mushrooms, Broccoli, Capsicum, Pumpkin
Different household structures have different relationships
Mums: High spend a function of the number of heads to feed, seeking supermarket convenience, need advice on storing vegetables and plan their shopping in advanceCouples: High spend a function of involvement with vegetables, like cooking and select their vegetables at point of sale, working around what is in seasonSingles: Starting to catch up on consumption, but are limited by time and lack of interest in cooking. Big buyers of pre-prepared vegetables
Key take-outs cont.Kids: Boredom and dislike are the main barriers for vegetable consumption
Key ways in which to overcome these barriers:Raise interest of vegetables via new ways of serving Integrate with day to day life (around the home/ adding to foodscurrently eaten)Communication by TV cartoon characters is supported, but is thisbecause this is what other products are doing?
There is some emotional connection to vegetables (far less than fruit), an appreciation of their general health credentials and a need to eat five serves a day, but majority only eat 2-3 serves per day
Consumers (adults and kids) need assistance, education and stimulation to further increase the consumption and
perceived value of vegetables