Consumer research released by AUSVEG today has shown a spike in the popularity of specialist vegetable retailers like greengrocers amongst consumers of four key vegetable products, surveyed in June and again in October this year.

The October study of over 580 consumers showed an increase in the number people purchasing the four vegetable products from specialist retailers like greengrocers compared to five months ago.  Overall, around 40 per cent of the Australian population currently chooses to buy these vegetables from specialist vegetable channels like greengrocers.

“Although most Australian consumers still shop with the major retailers, specialist vegetable retailers appear to have increased in popularity for the vegetable products we surveyed over the past five months,” said Andrew White, AUSVEG Manager of Industry Development and Communications.

In less than six months there has been a spike in the percentage of people choosing to purchase the following vegetables from specialist retailers:
French and runner beans, up from 34 to 42 per cent (up 8 per cent)
Carrots, up from 31 to 38 per cent (up 7 per cent)
Pumpkins, up from 35 to 41 per cent (up 6 per cent)
Cauliflowers, up from 33 to 42 per cent (up 9 per cent) 

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

“As more data becomes available from the surveys, it will be interesting to see if this trend with Australian consumers continues or if the increase in specialist retailer popularity is related to seasonal or other shopper patterns,” said Mr White.

“The aim of the research is to help industry identify and break down barriers to vegetable consumption and find ways to increase consumer purchasing of vegetables in the long-term,” said Mr White.

The study is part of an ongoing consumer and market research project called Project Harvest – an industry funded initiative to help Australian vegetable growers meet the changing needs of their customers.

“Research has shown that consumer awareness of how to cook and prepare vegetables will be a key to realising sustainable retail growth across the vegetable market,” said Mr White.

“The October Project Harvest report is the first to include comparative data, meaning that future results will highlight seasonal and yearly trends in vegetable consumption amongst vegetable consumers.” 

The reports which are released monthly to the industry by AUSVEG will continue to build on the research conducted since the project began in June 2013.  The research project has been funded by 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: