Wave 16: Asian Vegetables, Beetroot, Capsicums & Sweetpotatoes Prepared By: Jenny Witham, Brad Fagerland, Phillip Sargeant & Fiona Mckernan 2
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1 Title Page Thinkstock: sb10062327dd-001 Monthly Tracker Report Wave 16: Asian Vegetables, Beetroot, Capsicums & Sweetpotatoes Prepared by: Jenny Witham, Brad Fagerland, Phillip Sargeant & Fiona McKernan 2 Contents 1 Background & Methodology 3 1 Executive Summary 9 1 Tracker Ad-hoc Questions 16 1 Overall Vegetable Tracker 19 1 Asian Vegetables Online Tracker 23 Trends Analysis 34 1 Beetroot Online Tracker 43 Trends Analysis 54 1 Sweetpotato Online Tracker 63 Trends Analysis 74 1 Capsicums Online Tracker 83 Trends Analysis 94 1 In the Media 103 3 Background 4 & Setting the Scene. There is an increasing need in Australia’s Horticulture Industry to monitor and gauge consumer perception and behaviour in relation to fresh vegetables. Colmar Brunton has been commissioned to conduct a monthly online tracking project following specified vegetables across a three year period; monthly trend analysis; and additional ad-hoc projects to assist in this understanding of consumers. The following report is designed to supplement an online Interactive Research Tool (IRT) and details the findings of the monthly on-line tracking program and trends analysis components. This wave’s report (Wave 16, September 2014) focuses on: 1 Asian Vegetables 1 Beetroot 1 Capsicums 1 Sweetpotatoes Essentially this is the fourth wave of tracking for these specific commodities, and as such, the current report will bring to light any change over the past 12 months. This project has been funded by HAL using the vegetable levy and matched funds from the Australian Government. 5 Online Methodology. General Respondent Questions Respondents were recruited via an Online Panel. If the Demographics respondents met the recruitment requirements of sufficient vegetable consumption (monthly) they were asked to complete the online questionnaire. Vegetable Consumption All respondents completed general demographic and consumption questions. If respondents purchased any of the specific commodities within the last month they would complete Commodity Commodity Commodity Commodity 1 2 3 4 those questions. A minimum of N=500 respondents completed the questionnaire. Commodity Specific Questions Topics covered in the questionnaire were vegetable purchase and consumption, category health, price and value perceptions, Category Health triggers and barriers to purchase and preparation and cooking preferences. Purchase & Consumption Habits An additional 2 ad-hoc questions are asked at the end of the questionnaire. The subjects of these questions are supplied by Price Perceptions & Average Spend Horticulture Australia prior to each month to get feedback on topics of interest at that time. Triggers/Barriers to Purchase The questionnaire took 15 minutes to complete. Preparation Preferences Questions asked appear on the bottom of each page of this report. Unless stated otherwise, all scales were 0 - 10 scales, with higher scores indicating greater agreement/liking/importance etc. + 2 Ad hoc Questions per Month 6 Asian Sweet- Total Beetroot Capsicum Vegetables potatoes N=617 n=241 n=309 n=303 n=311 Sample. Gender Male 37% 38% 40% 35% 41% Female 63% 62% 60% 65% 59% Age In total, 617 respondents completed the questionnaire. Respondents represented most 18-24 y.o. 7% 8% 7% 7% 3% states and territories, as well as both metro and 25-34 y.o. 19% 19% 17% 21% 21% rural areas. 35-44 y.o. 17% 16% 19% 15% 18% Demographic information about age and household 45-54 y.o. 21% 20% 18% 19% 16% structure was also collected to examine differences 55-64 y.o. 20% 21% 19% 23% 20% between life stages. 65+ y.o. 16% 15% 20% 16% 23% Household To qualify for the questionnaire, respondents... Single Income no Kids 18% 20% 13% 17% 18% 1Were aged 18 years and over Double Income no Kids 20% 19% 19% 18% 21% Young Families 17% 17% 23% 18% 19% 1Purchased fresh vegetables at least once a month Established Families 24% 23% 22% 23% 18% Empty Nesters 21% 22% 23% 23% 24% 1Purchased at least one of the monthly Location commodities (Asian Vegetables, Beetroot, New South Wales 26% 25% 23% 24% 17% Capsicum & Sweetpotatoes) within the last Victoria 20% 20% 14% 20% 14% month South Australia 13% 11% 14% 12% 16% Queensland 19% 18% 19% 17% 19% 1Were the main or joint grocery buyer Western Australia 14% 14% 20% 15% 16% Tasmania 3% 4% 6% 8% 11% Australian Capital Territory 4% 5% 2% 4% 7% Northern Territory 1% 2% 2% 1% 2% *Please note the lower number of beetroot consumers is due to low incidence of purchase in the last month 7 Trends Research: Our Approach 9 Colmar Brunton has used a combination of both desk research and in the field market research to explore the trends of each vegetable commodity being tracked this month. 9 Our main source of secondary data for this report was collected from Mintel Global New Products Database (GNPD). 9 This data source is used to analyse products launched around the globe in the last 3 months (L3M) that contained each vegetable being tracked as a core ingredient. 9 Trends are determined at a global and regional level. 9 Claims and pack types used for the launched products are explored and the relevant product categories are determined. Specific examples of products being launched around the globe that are particularly innovative are displayed for reference. 9 Trend reports are provided monthly and will reflect the 4 commodities tracked in the preceding period. Product Launches Last 3 Months (L3M) See below for the format that will be used to summarise the trend data collected for each How to Read Summaries commodity. Country Region 4% USA 12% 5% 28% 15% UK 12% Commodity Top countries where What regions new Germanyproducts10% were products were South Korealaunched.8% launched in. 48% Canada Asia Pacific Europe 4% North America Middle East & Africa Number339 Launches of Launches Globally Latin America L3ML3M Top Pack Formats Top Claims No 35% 18% Additives/Preservatives Top Categories Low/No/Reduced Allergen 20% 6% 50% Top claims made by Top 7%pack formats used Snacks Bakery productsOrganic that19% were for7% products. Top28% categories 11%that launched. 12% products were Vegetarian 18% Breakfast Dairy Flexible Tub launched in. Carton Flexible stand-up pouch Cereals 6% Gluten-Free 18% Bottle Other 8% 9 Wave 16: Executive Summary Asian Vegetable Grower Action Plan Of consumers indicate they already consume enough Asian 27% Vegetables for their needs. 1. 2. 3. Insight: Insight: Insight: It is important that consumers Purchase from specialist Consumers routinely cook have a range of Asian retailers and markets is Chinese cuisine and stir-fry Vegetables available where they common. Asian Vegetables. shop. Recommendation: Recommendation: Recommendation: Investigate alternative supply Provide consumers ‘Quick Promote lesser known varieties channels and distribution to meal ideas’ that include Asian such as gai lan and kangkong increase availability for all vegetables, such as in-store to improve consumers’ consumers. Consider supply blanching and cooking Asian awareness of multiple varieties vegetables in soup. This of Asian Vegetables, but also to rural areas, where should help increase overall encourage trial and increased purchase and consumption consumption and meal consumption. are lower. occasions. Beetroot Grower Action Plan Consumer satisfaction for Beetroot is low. 1. 2. 3. Insight: Insight: Insight: Future purchase intent is high, Beetroot is expected to Globally, beetroot is used to with a quarter of consumers remain fresh for over 10 add colour to products and indicating they will purchase days. meals. However, this is not more than they currently do. a key trigger to purchase for Recommendation: Recommendation: consumers. Highlight health benefits of Educate consumers on Recommendation: beetroot on packaging and point correct storage of beetroot of sale material (health is a key to maintain longevity of Promote beetroot’s trigger to purchase, such as freshness, which should versatility as a colourful reducing risk of heart attacks improve consumer addition to any meal. This and high blood pressure). This satisfaction. can be achieved through should help retain future purchase intent. recipe cards and vegetable bundle packs. Sweetpotato Grower Action Plan Sweetpotato has strong endorsement compared to the Harvest 7.5/10 mean (6.8/10). 1. 2. 3. Insight: Insight: Insight: Consumers see sweetpotato Most often sweetpotato Sweetpotato most commonly as good value compared to purchased individually, while consumed in Australian other vegetables (6.5/10). 1 in 4 purchase bags. cuisine. Recommendation: Recommendation: Recommendation: Promote that sweetpotato is Explore different bag size Promote styles of cooking of great value for money in point formats to move consumers sweetpotato that would of sale material. from individual purchases to appeal to cookers of multiple purchase, and Australian cuisine such as communicate their long shelf roasts and BBQs. life and thus ability to keep for some time. Capsicum Grower Action Plan Value for money has improved from previous waves, however is still only moderate (5.9/10). 1. 2. 3. Insight: Insight: Insight: Purchase & consumption Capsicum considered quite Capsicum is being used less frequency is down from important (7.1/10) compared in various cuisines compared previous waves. to the Harvest mean for all to previous waves. vegetables (6.3/10). Recommendation: Recommendation: Price increases likely explain Recommendation: Remind consumers that why consumption is down. Smooth out fluctuations in capsicum adds colour and Explore reasons why price supply by exploring ways to variety to a large array of per kilo may have increased, extend the season of different cuisines. and attempt to curtail further capsicum. price increases. 14 Fast Facts (1 of 2) Asian Vegetables: Beetroot: 7 Asian vegetables had positive consumer sentiment, consistent with 7 Beetroot had low levels of importance and consumer satisfaction, previous months. Over a quarter of consumers said they would however endorsement and future purchase intent were high. purchase more than they currently do in the future. 7 Beetroot is purchased approximately 2.9 times per month.