Almost two thirds of shoppers have added new vegetables to their cooking repertoire in the past five years, according to new research of over 1400 consumers released by AUSVEG as part of an ongoing consumer research project. 

“Over 60 per cent of consumers have added new vegetables to their weekly meals with sweet potato, broccoli and bok choy the rising stars of the vegetable world,” said Andrew White, Manager of Industry Development and Communications at AUSVEG.

AUSVEG is Australia’s leading horticulture body representing 9,000 vegetable and potato growers.

“The study showed that broccoli in particular is becoming increasingly attractive in Australia with around 70 per cent of consumers purchasing broccoli last month and eating it every three days on average,” said Mr White.

The humble broccoli seems to be continuing its streak of fame following Barack Obama publicly declaring it as his favourite vegetable.

“According to this latest study, 8 per cent of respondents have added broccoli to their cooking mix in the past five years.  This may also reflect a shift towards new cuisines, and in particular Asian-style cuisines,” said Mr White. 

“The research shows that Chinese cuisines are now almost as popular as Australian-style meals, with bok choy ranking as one of the top vegetables rising in popularity.  6 per cent of consumers surveyed have added bok choy to their cooking repertoire in the past five years.”

“Health and nutrition, easier preparation methods, and greater cooking knowledge, especially with regards to increasingly popular Asian-style cuisines, may be part of the explanation for the changes in purchasing behaviour,” said Mr White.  

“In the study, consumers stated that health and nutrition were one of the main reasons for purchasing broccoli and this appears to be one of the drivers behind its rising popularity over the past half-decade,” said Mr White.   

Over two-thirds of those surveyed said they bought broccoli because it is healthy, and also noted that it was also easy to prepare and cook.

The research project has been funded through HAL using the National Vegetable Levy and matched funds from the Australian Government. 

MEDIA CONTACT: Andrew White, Manager of Industry Development and Communications, AUSVEG; Phone: (03) 9882 0277 Mobile: 0409 989 575 E-mail: