Australian consumers are exploring new frontiers in grocery shopping, with one in eight Australians purchasing vegetables online according to the latest consumer research data from Project Harvest.

The study has also found that the convenience of online shopping is winning Australians over, with the majority of consumers who shop online saying that the ease with which they can buy online is a key driver.

“When asked their reasons for buying vegetables online, the overwhelming majority of consumers listed ‘convenience’,” said AUSVEG Assistant Manager – Industry Development, Kurt Hermann.

“We’ve also found that Australians continue to support buying Australian, and that online shopping is a part of this strategy, with respondents’ comments suggesting that consumers make a link between buying online and supporting local growers,” said Mr Hermann.

AUSVEG is the leading horticultural body representing more than 9,000 Australian vegetable and potato growers.

The study has also found that convenience is driving other changes to the way Australians buy vegetables.

“With time becoming a precious commodity, we’ve found that Australians are looking for quicker and simpler ways of getting vegetables into their diet,” said Mr Hermann.

“This can take the form of online shopping, as shown by the 33 per cent of online shoppers who buy vegetables online at least once a fortnight, but it can also take the form of buying pre-cut and pre-packaged produce in-store.”

“In celery consumption, for example, research shows that 40 per cent of consumers are buying pre-packaged celery, be that half-celery, celery stalks, or celery hearts. This wave of data also shows an increase in purchases of trays of zucchini, from 11 per cent of consumers in August to 18 per cent of consumers in December.”

“We’re encouraged by signs that Australians are finding ways to keep their diets healthy and nutritious even as they deal with increasing demands on their time,” said Mr Hermann.

“All Australians should be enjoying the health and wellbeing benefits that a vegetable-rich diet can provide, and as this research shows, they can take advantage of a range of convenient options to make this happen.”

Project Harvest is funded through Horticulture Innovation Australia (HIA) by the National Vegetable Levy with matched funds from the Commonwealth government.


MEDIA CONTACT:  Kurt Hermann, AUSVEG Assistant Manager – Industry Development

Phone: (03) 9882 0277, Mobile: 0421 007 510, Email: