AUSVEG has welcomed the release of new research which provides strong evidence that small changes in how prices are displayed in shops can have a big influence on getting Australians to buy and eat more vegetables.

The Monash University-led research collaboration, supported by Deakin University and Ritchies Supermarkets, evaluated nutritional serve pricing, which was rolled out in Ritchies stores nationally in March 2024. This pricing format displays a more-relatable, price-per-nutritional-serve of vegetables (75 grams), alongside the more traditional price-per-kilogram.

The preliminary findings – informed by analysis of loyalty card data before and after the rollout – showed average daily purchases by semi-regular and less frequent vegetable shoppers increased by 46.3g (25.7 percent) and 60.6g (+28.4 percent) respectively.

The research represents a major breakthrough that can now be used to inform efforts to get more Australians eating more vegetables, and realise the many benefits for national health, the economy, and Australian vegetable growers.

AUSVEG CEO Michael Coote said, “Ritchies Supermarkets should be commended for rolling out this visionary price display initiative, and Monash and Deakin researchers congratulated for this groundbreaking study.

“Encouraging shoppers to put 25 percent more vegetables in their shopping basket is no mean feat, but by emphasising the price-per-serve and the great value that vegetables represent, Ritchies have achieved just that.

“It’s good news for consumers’ health, good news for Ritchies Supermarkets, and good news for Australian growers, who need more Aussies to eat more vegetables.”

With Australians on average eating just 1.8 serves of vegetables daily, AUSVEG, with support from Hort Innovation is leading the Plus One Serve initiative, a national evidence-based program to help every Australian eat one extra serve of vegetables each day by 2030. It’s a simple act with big benefits in the form of $4.7 billion in triple-bottom-line benefits to national health, the economy, and growers in the national vegetable industry.

Managing Director of Plus One Serve Justine Coates said, “Retail settings play a major role in educating and informing consumers’ perceived value of vegetables, and now we have further evidence of how integral retailers are to getting more Australian’s choosing to put more vegetables in their shopping baskets.

“Nutritional-per-serve pricing gives consumers a clear and meaningful way to understand both value and recommended dietary intake through a practical, scalable tool that makes choosing vegetables easier every day.

“It’s an evidence-based approach that we encourage retailers to implement as an important part of achieving our Plus One Serve by 2030 goal – delivering healthier communities, supporting Aussie growers, and building a more secure food system.”