The latest Veginsights quarterly vegetable industry report has revealed the most popular fresh vegetables purchased by households on a weekly basis.

“Carrots remain the Australian consumer’s first choice when it comes to vegetable purchasing, however, potatoes and tomatoes are offering strong competition. Broccoli has jumped from being purchased by under 40 per cent of households to now almost 50 per cent of households over the past two quarters,” AUSVEG spokesperson Andrew White said.

Mr White said the results of the report, which relate to consumer purchasing throughout the third quarter of 2010, revealed a switch in consumer behaviour toward salad components like lettuce and tomato in the lead up to summer.

“Clearly consumers were motivated by the difference in weather and purchasing behaviour changed as a result of this, with a significantly higher proportion of households purchasing lettuce and tomato than in the previous quarter,” Mr White said.

AUSVEG is the national peak industry body representing the interests of over 9,000 Australian vegetable and potato growers.

The top 10 most popular vegetables, judged on the basis of the proportion of households purchasing them on a weekly basis, were:

1. Carrots
2. Potato
3. Tomato
4. Onions
5. Broccoli
6. Mushroom
7. Lettuce
8. Capsicum
9. Pumpkin
10. Zucchini

“Carrots and potatoes were the only vegetables to be purchased by over 60 per cent of households on a weekly basis, reflecting their market position as staples in the diet of everyday Australians,” Mr White said.

Data for the report was obtained through the Meapulse™ panel, which receives over 14,000 responses a year, making it the largest single purpose continuous monitor in the food market in Australia.

“The Mealpulse panel is a significant monitor of the food market and offers a nationally weighted perspective of consumer behaviour and fluctuations in the market. Using this report, growers can potentially better adapt to consumer preferences and stay ahead of the game.”

The Veginsights report was produced by a market analysis and consulting firm through the Vegetable Industry Development Program funded by the National Vegetable Levy with matched funds from the Australia Government.

MEDIA CONTACT: Andrew White, Manager – VIDP Communications, AUSVEG Phone: (03) 9822 0388, Mobile: 0409 989 575, Email: