More Australians are buying more pumpkins more often, according to the latest Nielsen consumer research, which shows that shoppers are taking advantage of lower retail prices over the past six months.

Nielsen Homescan data, taken from 10,000 geographically and demographically representative Australian households, shows that while Australian consumers are buying more pumpkin more frequently, they’re spending less per occasion – reflecting a declining trend in prices.

Project Harvest, another consumer and market research project funded by the vegetable industry, has found that the average price of butternut pumpkins has dropped from $3.23 per kilo in October 2014 to $2.60 per kilo in May this year.

The study, which is produced by Colmar Brunton, has also identified that consumers are beginning to appreciate the increasing value for money they get out of pumpkin.

“This year, despite buying more pumpkin by volume every time they shop, consumers are actually spending about 12 per cent less,” said AUSVEG spokesperson, Mr Kurt Hermann.

“Interestingly, while the price has dropped consistently since October, it’s only in this latest round of surveys that we’re seeing consumers actually feel like they’re getting increased value for money.”

“Previous Project Harvest reports have suggested that consumers often underestimate the value for money they get from buying vegetables, so it’s good to see pumpkin’s increasing value now registering with shoppers.”

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

Australians usually buy more pumpkin as the weather gets colder – however, the trend is particularly pronounced this year, with over 68,000 more households buying pumpkin than the same time last year.

“We know that many vegetables have reputations as typically cool-weather ingredients, and pumpkin is absolutely one of them – this year, 38 per cent more Australians bought pumpkin in May than in January,” said Mr Hermann.

“With the value for money that all vegetables offer, we encourage shoppers to put a range of veggies in their shopping basket and enjoy a healthy, nutritious winter.”

Project Harvest and Nielsen Homescan data are funded by Horticulture Innovation Australia using the National Vegetable Levy and funds form the Australian Government.


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

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