Project VG13088 was funded by Horticulture Innovation Australia to provide the vegetable industry with a baseline demographic read of the vegetable industry, by which growers could measure performance of the 15 participating commodities. The aim of the project was to supply growers and other key industry stakeholders with data and insights to support their already extensive knowledge; to enable them have an informed discussion with their retail partners and with their end client – the consumer. Generating consumer data provided the potential ability for industry at the individual farm business level to devise strategies to increase consumer demand across the range of different life-stage segmentation. It also provided industry with the ability to consider purchase behaviour with respect to factors such as product quality and presentation Australian horticultural industries, especially those involved in the production and/or distribution and commercialisation of vegetables, have a strong desire to increase demand for their products. To increase consumption/demand, it was recognised that these industries needed to better understand consumers via the use of effective market research. As such project VG13088 was funded by Horticulture Innovation Australia in 2014 to provide the vegetable industry with baseline demographic research; a yardstick by which growers can measure performance and then devise strategies to increase consumer demand across the range of different life-stage segmentations.