Cucumber insights: Explore key sales metrics and buying habits – Mar 2026
5 May 2026
Key Findings
– Sales and Volume Change: Pumpkin retail volumes increased marginally ( 1.0%) over the past year, broadly in line with the fresh vegetable market, while dollar sales declined ( 7.5%).
– Drivers of Change: Retail sales losses were driven by lower prices, with average price falling 8.5% year on year. Despite lower prices, annual purchase volumes remained stable at 7.9kg per household this year, resulting in lower overall spend.
– Household Engagement: Volume growth was concentrated among established couples and families with babies and young children only, with losses evident across all other household groups.
– Retail Channel Trends: Pumpkin dollar sales declined across all retail channels. Major supermarkets and greengrocers/markets were able to maintain volume, while non major supermarkets recorded a small decline in volume.
– Format Performance: More households purchased prepacked pumpkin in major supermarkets, but fewer bought loose, highlighting an ongoing trend that continues to limit category growth in this channel.
Market study
Consumer and market research
Industry data and insights
Pumpkins
Cucurbits