New research has found that Australian vegetable consumers can be divided into four groups, with their categorisation pivoting on whether they value taste over nutrition and whether they prefer exploring new options over sticking to their old favourites.

The consumer segmentation report, produced by Colmar Brunton, shows that while health is the core driver behind the average Australian’s vegetable purchases, the variety of vegetables they buy is actually determined by how much they prioritise each of those four key drivers.

“This report shows that Australian vegetable buyers can be divided into four roughly equal groups based on their personalities and the benefits they’re looking to get out of their vegetable consumption,” said AUSVEG Assistant Manager – Industry Development, Mr Kurt Hermann.

In the report, consumers who love new things and nutritional benefits are defined as “Conscious Improvers”, while those who look for nutrition but prefer their staple vegetable choices are in the “Wholesome Habits” category. Meanwhile, buyers who value taste and explore new vegetables are categorised as “Eager Explorers”, while those who aim to buy what they already know they like are “Flavour Followers”.

“By taking these categories and analysing them, we’re able to get a better understanding of what value Australian consumers are looking to get out of their vegetables – as well as a deeper knowledge of how they think about their vegetable purchases and where they get their inspiration,” said Mr Hermann.

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

The report reveals in-depth details about each segment, capturing information ranging from average weekly grocery spend to their most common purchase location and details on the magazines, websites and TV shows that inspire their vegetable buying habits.

“We can see that almost 60 per cent of Eager Explorers get inspiration from cookbooks, and around a third of the same group say they take recommendations from media like MasterChef and Better Homes and Gardens,” said Mr Hermann.

“Meanwhile, consumers in the Wholesome Habits segment value recommendations from family and friends, and place less importance on recommendations from media sources.”

“It’s important that shoppers have as much information as possible when they’re making decisions about their food. This data creates the opportunity for growers and other industry members to develop strategies that will connect with each segment and highlight the aspects of vegetables that they really care about.”

The report is part of a consumer and market research project funded by HIA using the National Vegetable Levy and funds from the Australian Government.

  Kurt Hermann, Assistant Manager – Industry Development, AUSVEG
Phone: (03) 9882 0277, Mobile: 0421 007 510, Email: