Vegetracker: Wave 1 - AUSVEG · 11.7 8.4 12.0 12.9 11.9 Potatoes Carrot Tomato Onion Lettuce Mushrooms Capsicum Broccoli Zucchini Pumpkin Corn Celery The average shopping basket Top

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


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



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



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



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%


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


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


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



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



No blemishes

Where it was grown


Freshness of the product


Vegetables are semi prepared

Trusted brand

Organic

Part of a planned meal or recipe

Their flexibility for different or multiple meal occasions

Wave1(600)


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



No blemishes

Where it was grown





Trusted brand

Organic



Responders (240) Planners (212)


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


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



No blemishes

Where it was grown





Trusted brand

Organic



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


We will track attitudes over time.

47%

71%

32%

62%

50%

76%

Trying to eat the severalportions of vegetables each

day is hard work



about 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


Vegetables are vegetables - Idon't really think much about

them

Vegetables have less flavourthan they used to


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


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



about 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


Attitudes to vegetable health benefits: All stating agreement with the statement tested



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


Vegetable usage attitudes: All stating agreement with the statement tested



77%

96%

85%

30%

I enjoy finding new ways tocook vegetables




Wave1(600)

Vegetable usage attitudes by spendAll stating agreement with the statement tested


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





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


Vegetable attitudesAll stating agreement with the statement tested



28%

31%

39%

54%

65%

60%

42%








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


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


Vegetable attitudes by spendAll stating agreement with the statement tested


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%









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

Documents

Vegetracker: Wave 1 - AUSVEG · 11.7 8.4 12.0 12.9 11.9 Potatoes Carrot Tomato Onion Lettuce Mushrooms Capsicum Broccoli Zucchini Pumpkin Corn Celery The average shopping basket Top