Carrots were the most commonly purchased vegetable last month, heading the list of the top 10 vegetables purchased by Australians, according to the results of a new survey of over 800 consumers conducted on behalf of the vegetable industry.
The monthly survey of consumers, which will run over three years, showed that 94 per cent of respondents purchased carrots in August. The next most popular vegetables in the top 10 were: tomatoes (92%), potatoes (83%), broccoli (80%), cauliflowers (79%), celery (78%), capsicums (76%), white onion (76%), cabbage (74%) and zucchini (74%). “This consumer research provides valuable insights to the Australian vegetable industry that will assist growers in understanding consumer’s preferences over a three-year period,” said Andrew White, AUSVEG Manager of Industry Development and Communications.
“Insights not only include which vegetables are being purchased the most, but also what the triggers and barriers to purchase are and how these might be overcome in order to see growth in purchasing,” Mr White said. “The survey has shown that the health benefits associated with carrot consumption are a major trigger to purchase amongst consumers, with 67% purchasing them ‘as they are healthy’ while 60% said they purchased them because they were ‘easy to prepare’.”
The monthly survey of consumers, which will run over three years, showed that 94 per cent of respondents purchased carrots in August. The next most popular vegetables in the top 10 were: tomatoes (92%), potatoes (83%), broccoli (80%), cauliflowers (79%), celery (78%), capsicums (76%), white onion (76%), cabbage (74%) and zucchini (74%). “This consumer research provides valuable insights to the Australian vegetable industry that will assist growers in understanding consumer’s preferences over a three-year period,” said Andrew White, AUSVEG Manager of Industry Development and Communications.
“Insights not only include which vegetables are being purchased the most, but also what the triggers and barriers to purchase are and how these might be overcome in order to see growth in purchasing,” Mr White said. “The survey has shown that the health benefits associated with carrot consumption are a major trigger to purchase amongst consumers, with 67% purchasing them ‘as they are healthy’ while 60% said they purchased them because they were ‘easy to prepare’.”
According to ABARES, carrot production has risen from 264 kilotonnes in 2008-09 to a projected figure of 322 kilotonnes in 2013-14. They are also Australia’s biggest vegetable export. Colmar Brunton’s August survey for the vegetable industry saw 59 percent of respondents state that their fresh vegetable purchases were based on routine shopping habits.
“There exists an opportunity for the vegetable industry to assist consumers in expanding their repertoire. Vegetables are a healthy and versatile ingredient easily incorporated into most recipes, however, in many cases, knowledge of their potential as an ingredient is lacking,” said Mr White.
The tracker study has been funded by HAL using the National Vegetable Levy and matched funds from the Australian Government.
