Harvest to Home, funded by Hort Innovation, is an interactive online dashboard that provides users with up-to-date retail information and consumer trend data on a range of vegetable commodities on a single platform.

All of the data is provided by Nielsen and is collated through their Homescan® service, a continuous panel of 10,000 Australian households.

The dashboard’s latest case study analyses the COVID-19 driven consumer response to pre-packed produce from March to October 2020:

This study found:

• Pre-packed produce now represents more than half (53%) of produce dollar sales in major supermarkets.
• Produce dollar sales increased by 11.7% between March and October 2020 at major supermarkets – pre-packed produce drove 2/3 of this growth.
• Pre-packed produce adds value: Unit price is 25% higher compared to loose produce on average.
• Nearly half of 65% increase in volume sales for online sales of fresh produce were driven by pre-packed product.

A summary of the top 10 vegetable and fruit products with pre-packed produce sales is provided in this case study, as well as a summary of key volume and dollar growth.

This project has been funded by Hort Innovation, using the MT17017 Vegetable Cluster Consumer Insights Program & the MT17015 Consumer Behavioural and Retail Data for Fresh Produce research and development levies, and contributions from the Australian government. Hort Innovation is the grower-owned, not-for profit research and development corporation for Australian horticulture.