Consumer research

The research and development national vegetable levy has been used by Horticulture Innovation Australia (Hort Innovation) to fund a range of consumer research projects over many years. These projects include attitudinal consumer research, sales analysis and other in-depth analysis of fresh vegetable sales.

Nielsen Homescan data

Hort Innovation engaged Nielsen to carry out consumer research to allow the Australian vegetable industry to better understand the shopping habits of Australians. The results of the commodity-specific data collected aim to assist growers to better understand consumer preferences and deliver products that best meet consumers' needs.

Nielsen Homescan electronically records 10,000 demographically and geographically representative Australian households' purchases of all take-home grocery goods (fresh and packaged).

Specific commodity information is available for a number of vegetables, including Asian vegetables, beans, broccoli, cabbage, capsicum, carrots, cauliflower, celery, cucumber, fresh salad, lettuce, pumpkin, sweet corn, sweetpotato, and zucchini.

Data from the Nielsen research is presented in a number of different report formats, including deep dive, opportunity calculator and regular analysis. For access to these reports, levy-paying vegetable growers can contact AUSVEG using the contact form.

Fresh Logic insights

From 2009 to 2012, AUSVEG commissioned Fresh Logic to carry out consumer research data on certain vegetable commodities to assist the Australian vegetable industry to effectively monitor buying and consumption habits of Australians. The results of this data collection assisted the industry to better target growing operations to serve the public demand for fresh Australian produce. For access to this historical data, levy-paying vegetable growers can contact AUSVEG using the contact form.

Project Harvest

Hort Innovation engaged Colmar Brunton to carry out a multi-year tracking study analysing consumer attitudes towards fresh vegetable purchases, as well as a series of one-off ad hoc reports investigating particular trends or demographics.

Ad hoc reports

One-off reports taking detailed, in-depth looks at key trends or demographics in fresh vegetable purchase and consumption. Click on any topic to download the report.
Topic
Analysis of an online community of consumers aged 18-35 years old
Compilation of industry insights across 2015-2016
Presentation and packaging of vegetables
Segmentation of vegetable consumers
Vegetable consumption in restaurants

Project Harvest monthly reports

Attitudinal research tracking consumer attitudes towards fresh vegetable purchases over time. Click on any wave to download the report.
Wave Month Commodities
Wave 44 January 2017 Asian vegetable varieties, beetroot, Brussels sprouts, capsicum, parsnips, spinach, sweetpotatoes
Wave 43 December 2016 Cabbage, celery, cucumber, eggplant, radish, spring onion, zucchini
Wave 42 November 2016 Broccoli, chillies, corn, green peas, kale, leeks, lettuce
Wave 41 October 2016 Baby broccoli, beans, carrots, cauliflower, parsley, pumpkin, silverbeet
Wave 40 September 2016 Asian vegetable varieties, beetroot, Brussels sprouts, capsicum, parsnips, spinach, sweetpotatoes
Wave 39 August 2016 Cabbage, celery, cucumber, eggplant, radish, spring onion, zucchini
Wave 38 July 2016 Broccoli, chillies, corn, green peas, kale, leeks, lettuce
Wave 37 June 2016 Baby broccoli, beans, carrots, cauliflower, parsley, pumpkin, silverbeet
Wave 36 May 2016 Asian vegetable varieties, beetroot, Brussels sprouts, capsicum, parsnips, spinach, sweetpotatoes
Wave 35 April 2016 Cabbage, celery, cucumber, eggplant, radish, spring onion, zucchini
Wave 34 March 2016 Broccoli, chillies, corn, green peas, kale, leeks, lettuce
Wave 33 February 2016 Baby broccoli, beans, carrots, cauliflower, parsley, pumpkin, silverbeet
Wave 32 January 2016 Asian vegetable varieties, beetroot, Brussels sprouts, capsicum, parsnips, spinach, sweetpotatoes
Wave 31 December 2015 Cabbage, celery, cucumber, eggplant, radish, spring onion, zucchini
Wave 30 November 2015 Broccoli, chillies, corn, green peas, kale, leeks, lettuce
Wave 29 October 2015 Baby broccoli, beans, carrots, cauliflower, parsley, pumpkin, silverbeet
Wave 28 September 2015 Asian vegetable varieties, beetroot, Brussels sprouts, capsicum, parsnips, spinach, sweetpotatoes
Wave 27 August 2015 Cabbage, celery, cucumber, eggplant, radish, spring onion, zucchini
Wave 26 July 2015 Broccoli, chillies, corn, green peas, kale, leeks, lettuce
Wave 25 May 2015 Baby broccoli, beans, carrots, cauliflower, parsley, pumpkin, silverbeet
Wave 24 April 2015 Asian vegetable varieties, beetroot, capsicum, sweetpotato
Wave 23 April 2015 Celery, cucumber, eggplant, zucchini
Wave 22 March 2015 Broccoli, chillies, lettuce, sweet corn
Wave 21 February 2015 Beans, carrot, cauliflower, pumpkin
Wave 20 January 2015 Asian vegetable varieties, beetroot, capsicum, sweetpotato
Wave 19 December 2014 Celery, cucumber, eggplant, zucchini
Wave 18 November 2014 Broccoli, chillies, lettuce, sweet corn
Wave 17 October 2014 Beans, carrot, cauliflower, pumpkin
Wave 16 September 2014 Asian vegetable varieties, beetroot, capsicum, sweetpotato
Wave 15 August 2014 Celery, cucumber, eggplant, zucchini
Wave 14 July 2014 Broccoli, chillies, lettuce, sweet corn
Wave 13 June 2014 Beans, carrot, cauliflower, pumpkin
Wave 12 May 2014 Asian vegetable varieties, baby spinach, Brussels sprouts, capsicum
Wave 11 April 2014 Cabbage, celery, cucumber, zucchini
Wave 10 March 2014 Broccoli, green peas, lettuce, sweet corn
Wave 9 February 2014 Beans, carrot, cauliflower, pumpkin
Wave 8 January 2014 Asian vegetable varieties, baby spinach, Brussels sprouts, capsicum
Wave 7 December 2013 Cabbage, celery, cucumber, zucchini
Wave 6 November 2013 Broccoli, green peas, lettuce, sweet corn
Wave 5 October 2013 Beans, carrot, cauliflower, pumpkin
Wave 4 September 2013 Asian vegetable varieties, baby spinach, Brussels sprouts, capsicum
Wave 3 August 2013 Cabbage, celery, cucumber, zucchini
Wave 2 July 2013 Broccoli, green peas, lettuce, sweet corn
Wave 1 June 2013 Beans, carrot, cauliflower, pumpkin