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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. 7 Asian vegetables are purchased 4.5 times per month and are Consumption of Beetroot occurs 7.2 occasions per month. Beetroot consumed twice per week, consistent with previous waves. is typically purchased from mainstream retailers.
7 Consumers purchase 1kg of Asian Vegetables per shop. Recalled last 7 On average, consumers purchase 900g of Beetroot. Recalled last spend was $6.00. Overall, consumers perceive Asian Vegetables to spend was $4.70. Overall, consumers perceived value for money is be good value for money, slightly up from last wave. moderate.
7 National price tracking indicated the average price for Bok Choy in 7 Pricing analysis revealed both loose and bunched Beetroot could be September was $2.14, which was relatively consistent between state purchased from most mainstream retailers. Average price per kilo in and retailers. September was $5.21.
7 Awareness has remained consistent across waves, with a third of 7 Awareness of beetroot types is low, with two thirds of consumers consumers unable to recall a type. Bok Choy was the most recalled unable to recall a type. Colour is a key prompt for recall of beetroot. type of Asian vegetable, followed by choy sum and Wombok.
7 Beetroot is expected to remain fresh for over 10 days, relatively 7 Asian vegetables are expected to stay fresh for 6 days, and freshness long compared with other vegetables tracked. Freshness expectations are met most of the time. This was consistent with expectations are generally met by consumers. previous months.
7 Taste is the key trigger to purchase. Health and adding variety to a 7 Convenience factors are the key triggers to purchase, with over half of meal are also important triggers. The main barriers to future consumers indicating they purchase Asian Vegetables because they purchase are consuming enough and expense. are easy to prepare and cook quickly. 15
Fast Facts (2 of 2)
Sweetpotato: Capsicum: 7 Consistent with previous waves, capsicums had strong category 7 Sweetpotato had strong endorsement amongst consumers over and health figures for importance, satisfaction, endorsement, interest in above the Harvest mean. new and future purchase intent.
7 Purchase of Sweetpotato occurred 3.3 times per month and was 7 Purchase and consumption frequency of capsicums has fallen in consumed on average 7.2 times per month. Wave 16 to 3.8 and 9.6 times a month respectively.
7 Overall, Sweetpotato were perceived to be good value for money 7 Consumers on average are purchasing 700g each purchase, which (6.5/10). Consumers on average purchase 1.1kg of Sweetpotato, is consistent from previous waves, however recalled last spend fell typically individually. Recalled last spend was $3.60. to $3.70 and value for money increased to 5.9/10.
7 Price tracking for September 2014 revealed an average price of 7 Price tracking for September 2014 showed the price has increased $4.94 per kilogram. since May 2014.
7 Roughly two thirds of respondents couldn’t recall a variety of 7 Fewer respondents could not recall any varieties of capsicum from sweetpotato, those who did more often recalled the colour rather previous waves (42%), however consistent with previous waves, than a specific variety, with Orange / Gold / Yellow being the most colour (Red, Green, Yellow) was the most recalled. recalled colour.
7 Adding colour to a meal was consistently the highest trigger for 7 Taste and health were the strongest triggers to purchase, while purchase of capsicums. already consuming enough for their needs and wanting variety in
vegetables were the two biggest barriers. 7 Wave 16 sees a drop in the use of capsicum in most cuisines
excluding Indian and Italian. 7 Sweetpotatoes were largely consumed in Australian cuisine, and
were expected to stay fresh for 13 days, with that expectation 7 The importance of provenance for capsicums fell to 6.0/10, the mostly being met. lowest point since the beginning of tracking. 16
Wave 16: Ad-Hoc Questions 17 If an Australian grown vegetable was not available, nearly a third of consumers would purchase an imported variety instead.
Purchase an imported variety 31% A quarter of consumers would instead Substitute with a different substitute for a different vegetable 24% and one in five would visit another vegetable alternative Go to another store to 19% store to purchase Australian purchase Australian grown grown. Purchase a frozen alternative 6% Consumers need to be reminded Purchase the organic variety of all benefits of buying Australian 4% Purchase a canned grown including quality, safety, 3% freshness as well as supporting alternative Purchase the pre-prepared 10% of our farmers. 2% options available consumers would not purchase a replacement 18 Future purchase of vegetables is most likely going to occur through mainstream retailers, Woolworths and Coles.
Woolworths 61%
Woolworths and Coles are Coles 58% currently the main purchase Specialist Vegetable Retailer 49% locations for vegetables tracked, Farmers Markets 33% and this looks set to remain Independent Supermarkets 25% consistent for future purchase. Aldi 18%
Public and Wholesale Markets 10%
There is a strong intention to Direct from the grower 7% purchase from specialist retailers Gourmet Independent Retailers 4% and farmers markets, more than Costco 1% we currently see in the tracker. Online 1%
Other 3% 19
Wave 16: Overall Vegetable Tracking 20
Tomatoes Carrots Top 20 Vegetables Potatoes Broccoli Purchased White Onion Lettuce Cauliflowers Vegetable purchase has remained Capsicums relatively consistent over the last six months. Celery Sweet Potato The most purchased vegetables in Pumpkins September were tomatoes, carrots, Cucumbers potatoes, broccoli and onion. Garlic Red Onion Zucchini Beans Cabbage Baby Spinach Green peas Sweet Corn
0% 20% 40% 60% 80% 100%
Sample Wave 16 N= 1178 S8. Which of the following fresh vegetables have you purchased in the last month? 21
Category Health Explained
The following questions were asked to understand consumer sentiment about the vegetables, which can be tracked over time.
The Harvest Mean is the average of all commodities tracked thus far.
8 How important to you is having a range of commodity available in the store where you usually shop?
8 How satisfied or dissatisfied are you with the range of commodity currently available?
8 How likely would you be to recommend commodity to your family and friends?
8 How interested or disinterested are you in new commodity varieties?
8 In the future, are you likely to buy commodity more, the same or less?
Category Health 22
7 All vegetables tracked this month have strong endorsement from consumers, well above the Harvest mean. These vegetables are more likely to be recommended to family and friends, a highly influential source to try new vegetables.
7 Asian Vegetables and Beetroot have strong purchase intent, with over a quarter of consumers indicating they will purchase more in the future. However, consumers are not fully satisfied with both of these vegetables, remaining under the Harvest mean.
7 Having a large range of Capsicums when shopping remains important to consumers, and there is also interest in new varieties.
Asian Harvest Total Beetroot Sweetpotato Capsicum Vegetables Mean
Importance 7.3 5.5 6.4 7.1 6.3
Satisfaction 6.4 6.2 6.5 7.0 6.6
Endorsement 7.6 7.1 7.5 7.2 6.8
Interest (New Types) 7.3 6.3 6.7 6.5 6.1
Future Purchase More 27% 25% 19% 14% 14% Same 73% 73% 81% 85% 84% Less 0% 1% 0% 1% 2%
Harvest Total Mean is the mean of all commodities from Wave 1, up to and including current wave. 23
Asian Vegetables. Purchase and Consumption Behaviour 24
1 Purchase frequency is consistent with previous Average Average waves, approximately once per week. Asian Purchase Consumption vegetables are consumed eight times per month. 4.5 times 8.7 times per month per month 1 Mainstream retailers remain the primary channel of purchase. Purchase from specialist retailers is still strong, however down on previous months. 4.8 times, Wave 8 8.8 times, Wave 8 4.6 times, Wave 12 8.0 times, Wave 12
51% Purchase Channels 53% 53% 48% 49% 48% 47% 39% Decrease in purchase from 41% specialist retailers across 31% the three waves. Purchase from Asian grocers 31% 30%
23% 16%
16% 11% 7% 11% 12% 6% 3% 8% 5% 6% 3% 3% 2% 2% 1% 1% 1% 1% 6%
Woolworths Coles Specialist Fruit Markets Independent Aldi Direct from the Gourmet Costco Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers Wave 8: January 2014 Wave 12: May 2014 Wave 16: September 2014
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The average consumer The average recalled last On average, consumers typically purchased 1.0kg spend was $6.00 in perceived Asian Vegetables of Asian Vegetables in September. This has fallen to be good value for money September 2014, which is since May, and is more in (6.7/10), in line with consistent across waves line with January spend. previous months.
0.9kg, Wave 8 $5.70, Wave 8 6.6/10, Wave 8 0.9kg, Wave 12 $6.50, Wave 12 6.5/10, Wave 12
Q3. How much
Pack Formats Purchased 1 More than half of consumers purchase individual and bunched formats of Asian vegetables.
1 On average two formats are purchased 67% per shop. 63% 66% 58% 56% 54%
24% 21% 20%
Individual Asian Vegetable Pre-packaged Bunch of Pre-packaged Tray/Bag of Asian Vegetables Asian Vegetables
Wave 8: January 2014 Wave 12: May 2014 Wave 16: September 2014 Increase in the number of bunched and pre- Pre-packaged Pre-packaged packed formats Individual Bunch Tray Wave 16 2.6 2.1 2.0 Wave 12 2.5 1.6 1.4 Wave 8 2.6 1.8 1.7
Sample Wave 8, N=313, Wave 12, N=305 & Wave 16, N=303 Q3a. How much
Darwin, NT Woolworths: N/A Coles: $2.48ea
Brisbane, QLD The average price for Woolworths: $1.98ea / $2.48ea Coles: $1.98ea / $1.98ea Bok Choy in Australia was $2.14
Adelaide, SA Woolworths: $1.98ea / $1.98ea Coles: $2.48ea / Sydney, NSW Perth, WA Woolworths: $1.98ea / $1.98ea Woolworths: $1.98ea Coles: $1.98ea / $1.98ea Coles: $2.00ea Canberra, ACT Woolworths: $1.98ea Melbourne, VIC Coles: $1.98ea Woolworths: $1.98ea / $1.98ea • The average price of Bok Choy was $2.14 in September. Coles: $1.98ea / $1.98ea • There was little price variation across states and retailers. The cheapest price was found in multiple locations at $1.98 each. The highest price was $2.98 found in Hobart. • The retail price range was a $1.00
Hobart, TAS Pricing was carried out on 17th September between 10am-12pm. Woolworths: $2.98ea Prices are displayed Online / In-store. Coles: $2.98ea Green text indicates promotional price. 28 Spontaneous Awareness 59% Bok Choy 63% 61% 34% Choy Sum 33% 7 Awareness of Asian vegetables has 35% 17% remained relatively consistent across Wombok (Chinese cabbage) 24% waves, with a third of consumers 20% unable to recall a type. 14% Pak Choy 15% 13% 7 Bok choy has the greatest level of 11% awareness, followed by Choy Sum and Gai Lan (Chinese broccoli) 15% Chinese cabbage. 11% 4% White Radish (Daikon) 3% 3% 2% Lotus Root 3% 2% 5% Kangkong (Water spinach) 8% 8%
Bitter Melon 4% 3% 32% Do not know any varieties 29% 33% Wave 8: January 2014 Wave 12: May 2014 Wave 16: September 2014
Sample Wave 8, N=313, Wave 12, N=305 & Wave 16, N=303 Q6a. What varieties/types of
Triggers Barriers
56% 7% Easy to prepare/cook with 60% 7% I grow my own 58% 4% 52% 8% Cooks quickly 58% Convenience factors are 7% Hard to store/keep 58% the key triggers to 9% 57% purchase, including ease 9% As they are healthy 60% of preparation and cooking 11% Lack of varieties available 56% quickly. 12% 10% To add variety to my vegetable 52% 54% 8% Poor quality selection 55% 7% 54% 11% They taste great 59% 21% Lack of knowledge 54% 13% 54% 16% To use as an ingredient in dishes 60% 14% Expensive 52% 12% 46% 19% As they are good in nutrition 45% The main barriers to 22% Short shelf life 49% purchase are 18% consumers eating 30% 19% enough for their needs 20% Limited availability Good for the whole family 34% and wanting variety in 37% their diets. 21% 36% 21% To complement other food 39% I want a variety of vegetables 36% 30% 27% I already consume enough for my To add colour to a meal 32% needs 27%
Wave 8: January 2014 Wave 12: May 2014 Wave 16: September 2014 Wave 16: September 2014 Wave 12: May 2014 Wave 8: January 2014 Sample Wave 8, N=313, Wave 12, N=305 & Wave 16, N=303 Q7. Which of the following reasons best describes why you purchase
Wave 16 Top Consumption Occasions
1 Cooking with Asian vegetables has Wave 16 Wave 12 Wave 8 remained relatively stable across all Weekday dinner 57% waves, with Chinese and Thai style most popular. Every day 38% Quick meals 38% 1 Weekday dinners was the main Weekend dinner 37% consumption occasion this month, up from May and January. Family meals 31%
Typical Cuisine Cooked 80%
75% 60% 47%
40% 29% 27% 16% 20% 12% 12% 6% 4% 2% 4% 5% 0% Chinese Thai Vietnamese Japanese Indian Modern Traditional Italian Greek Snacks Middle Other Eastern Wave 8: January 2014 Wave 12: May 2014 Wave 16: September 2014 Asian Australian European Other
Sample Wave 8, N=313, Wave 12, N=305 & Wave 16, N=303 Q10. What cuisines do you cook/consume that use
52% 1 The majority of consumers opt to stir-fry, Carrots 60% 55% which has been the primary cooking 47% style for all waves. Capsicums 51% 47% 44% White Onion 48% 45% 34% Broccoli 42% 40% Top 10 Cooking Styles 37% Wave 8 Wave 12 Wave 16 Garlic 39% 39% Stir frying 83% 84% 79% 29% Steaming 42% 47% 41% Beans 31% 31% Sautéing 17% 20% 24% 24% Cauliflowers 26% Soup 20% 20% 23% 30% Boiling 12% 15% 19% 30% Zucchini 30% Blanche 10% 16% 13% 30% Raw 10% 10% 12% 29% Red Onion 29% Microwave 8% 12% 11% 28% Shallow Frying 12% 12% 9% 27% Broccolini 30% Stewing 7% 8% 6% 27% Wave 8: January 2014 Wave 12: May 2014 Wave 16: September 2014
Sample Wave 8, N=313, Wave 12, N=305 & Wave 16, N=303 Q9. How do you typically cook
1 Importance of provenance remains stable across all waves, being relatively important to consumers. This is in line with the Harvest mean for all vegetables tracked thus far.
Harvest Mean 6.3
Wave 16: September 2014 6.3
Wave 12: May 2014 6.3
In Wave 3 consumers ranked “Australian Wave 8: January 2014 6.3 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Freshness and Longevity 33
1 Asian vegetables are expected to remain fresh for six days once purchased. Expected This is consistent with findings from May. to stay fresh for 1 Freshness is generally met, with over half of consumers indicating this was 5.9 days met most of the time.
5.5 days, Wave 8 5.9 days, Wave 12 Expectations Met
Wave 16: 1%5% 13% 61% 17% September 2014
Wave 12: May 3% 9% 13% 58% 17% 2014
Wave 8: January 2% 5% 12% 69% 12% 2014
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Sample Wave 8, N=313, Wave 12, N=305 & Wave 16, N=303 Q12. How long do you expect
Trends: Asian Vegetables There were 73 launches in the last three months that contained Asian Asian Vegetables Global NPDs Vegetables as an ingredient. Products are primarily launched in Europe and Asia Pacific regions. The main categories for launches are meals, July – September 2014 sauces and seasonings and fruit and vegetables.
Country Region
3% Germany 21% 16% 32%
USA 16% 1%
Australia 11%
China 7% 48%
Asia Pacific Europe France 7% Latin America North America 73 Global Launches Middle East & Africa
Top Pack Formats Top Claims
Microwaveable 34% 21% 27% No Categories Additives/Preserv 34% atives
15% Ease of Use Meals Sauces 26% 12% 34% 27% Enviro Friendly 12% 18% 12% Package Fruit & Processed Vegetables Products Time/Speed 16% Flexible Tray Carton Jar Tub Other 14% 7% 36 Asian Vegetables Product Launches: Last 3 Months (July – September 2014) Summary
• There were 73 products launched over the last three months that contained Asian Vegetables as an ingredient.
• In Australia there were eight products launched in Australia, most of which were ready to eat Asian meals.
• Europe (48%) and Asia Pacific (32%) were the main regions for launches, consistent with previous trends.
• Flexible formats remained the most common type of packaging (21%).
• The top category launches were meals (34%), sauces and seasonings (27%) and fruit and vegetables (14%).
• Popular claims used were around convenience, including microwavable (34%), ease of use (26%) and time/speed (16%). Source: Mintel (2014)
• The most innovative Asian Vegetable product was the noodles with baby Asian vegetables, launched in France (example can be found in the following pages). 37 1Germany is the main country for products containing Country & Category Asian Vegetables. USA and Australia also have multiple launches. Launches 1Products launched over the last three months are primarily meals and sauces and seasonings.
Top Launch Countries Top Launch Categories
Meals & Meal Centers 34% 21% Germany
16% USA Sauces & Seasonings 27%
11% Australia Fruit & Vegetables 14%
7% China Processed Fish, Meat & 7% Egg Products 7% France Side Dishes 7% 5% New Zealand 73 Snacks 3% Global 4% Netherlands Launches 4% Russia Soup 3% 38 Top Claims & Pack Formats Used Claims
7 Flexible packaging remains the most common Microwaveable format used. Trays are used more often in No Additives/Preservatives Europe than other regions. Ease of Use
Ethical - Environmentally… 7 Convenience claims were popular with products launched, including microwavable, ease of use Time/Speed and time/speed. Halal Vegetarian Gluten-Free Pack Formats Low/No/Reduced Allergen All Natural Product Flexible Low/No/Reduced Fat Tray GMO-Free Carton Slimming Jar Social Media Tub Convenient Packaging Bottle Ethical - Animal Flexible stand-up pouch High Protein Can Low/No/Reduced Calorie Flexible sachet Organic Skinpack Premium Rigid box Vitamin/Mineral Fortified
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Only regions with n >30 are displayed
Innovative Asian Vegetables Launches: 39 L3M (July – September 2014)
Suzi Wan Noodles & Baby Maggi Fond Cups Thai Asian Home Gourmet Thai Marks & Spencer Modern Asian Vegetables Bouillon Tom Kha Instant Noodle Asian Chicken Penang (France) (Norway) Soup (UK) (New Zealand)
Suzi Wan Nouilles Petits Légumes d'Asie Maggi Fond Cups Thai Bouillon is described Asian Home Gourmet Thai Tom Kha Instant Marks & Spencer Modern Asian Chicken (Noodles & Baby Asian Vegetables) are as a tasteful addition to any Asian dishes. Noodle Soup has a mild spice level and is Penang is now available. This mild product pre-cooked and only require boiling water. This product is free from artificial flavours, free from MSG, artificial colours and consists of chargrilled marinated chicken in This product is free from artificial colourings, and retails in a 144g pack containing six flavours. This quick-to-cook product can be a fragrance coconut and lime sauce topped flavourings and preservatives, and retails in units and featuring a recipe idea. heated in the microwave in just 90 seconds. with roasted spice vegetables and fresh a 65g pack that serves one. It retails in a 140g recyclable pack that coriander. It is microwaveable, and retails in serves one person and includes real paste, a 250g pack. noodles and a spork inside.
Claims: Claims: Claims: Claims: Ease of Use, No Additives/Preservatives, No Additives/Preservatives No Additives/Preservatives, Ethical - Vegetarian, Microwaveable Time/Speed Environmentally Friendly Package, Time/Speed, Microwaveable
Source: Mintel (2014) Innovative Asian Vegetables Launches: 40 L3M (July – September 2014) Natural Polyphenol Antioxidants
Eden Würzl Wok Stock Picard C'est Prêt! Beef Dole Chopped All Natural Asian Taste Tikka Masala Cubes Meatballs, Asian Noodles & Sesame Asian Salad Kit Chicken with Basmati Rice (Germany) Wok Vegetables (USA) (Spain) (France)
Eden Würzl Wok-Würfel (Wok Stock Cubes) Asian Taste Pollo Tikka con Masala con has been relaunched previously branded as Picard C'est Prêt! Boulettes de Boeuf Dole Chopped All Natural Sesame Asian Arroz Basmati (Tikka Masala Chicken with Bruno Fischer products. The organic and Nouilles Asiatiques Légumes Wok (Beef Salad Kit comprises sliced almonds, garlic Basmati Rice) comprises roast chicken with vegan seasoning product is suitable for Meatballs, Asian Noodles & Wok wontons, cabbage, romaine, kale, carrots, tomato, onion sauce and basmati rice. The Asian style vegetables made in a wok and Vegetables) is made with French origin beef green onions and Dole toasted sesame and product is free from additives, flavour the cubes are yeast and gluten free. It and can be heated in the microwave in six ginger vinaigrette. The thoroughly washed enhancers, preservatives and artificial retails in a 66g pack displaying the Neuform minutes. This product retails in a partly salad kit is an excellent source of vitamins colours, and can be prepared in three to Quality and EU Green Leaf logos, each recyclable 360g pack that serves one and A, C and K. It is free from trans fat, artificial four minutes in the microwave. It retails in a pack containing 6 x 11g cubes. includes a convenient plastic fork. ingredients, coloring, flavoring and 350g pack. preservatives.
Claims: Claims: Claims: Claims: Low/No/Reduced Allergen, Gluten-Free, Ease of Use, Convenient Packaging, Ethical No Additives/Preservatives, All Natural No Additives/Preservatives, Microwaveable Vegan, Organic, No Animal Ingredients, - Environmentally Friendly Package, Product, Low/No/Reduced Allergen, Social Vegetarian Microwaveable Media, Ease of Use, Gluten-Free, Low/No/Reduced Transfat
Source: Mintel (2014) Innovative Asian Vegetables Launches: 41
L3M (July – September 2014) Natural Polyphenol Antioxidants
Waitrose Asian Fusion Weight Watchers Zum AH Grofgesneden Asian Chef Select Asia Mah Mee Vegetable Curry Puffs Auslöffeln Asian Vegetable Stir-Fry Vegetables with Asian Noodle Speciality (UK) Soup with Chicken Curry with Chicken (Austria) (Netherlands) (Germany)
AH Grofgesneden Aziatische Wokgroente Waitrose Asian Fusion Vegetable Curry Weight Watchers Zum Auslöffeln Asiatische met Curry Madrassaus (Asian Stir-Fry Chef Select Asia Asiatische Nudel- Puffs contains a crisp, golden pastry filled Gemüsesuppe mit Hühnerfleisch (Asian Vegetables with Curry Madras Sauce) are Spezialität mit Hühnerfleisch (Mah Mee with a spicy mix of carrot, white radish, bean Vegetable Soup with Chicken) is now now available. These stir-fry vegetables Asian Noodle Speciality with Chicken) is a sprouts, lemon grass, galangal and coconut. available. This microwaveable product is contain no gluten and retail in a 465g pack microwavable meal with noodles, chicken This medium spicy product is suitable for free from flavour enhancers and colourants, with one 125g sachet of curry madras and vegetables in a soy sauce base vegetarians, and retails in a 150g partly has a value of three ProPoint and retails in sauce. marinade. This pasteurized product retails in recyclable pack containing six pieces. a 395ml recyclable can. a 350g tray. .
Claims: Vegetarian, Ethical - Environmentally Claims: Claims: Claims: Friendly Package No Additives/Preservatives, Ethical - Gluten-Free, Low/No/Reduced Allergen Microwaveable Environmentally Friendly Package, Slimming, Microwaveable
Source: Mintel (2014) Australian Innovative Launches: 42 L3M (July – September 2014)
Coles Asian Crunchy Stir- Classic Asian Laksa Paste Sun Rice Hokkien Noodles Fry Thai Basil & Chilli Chicken and Vegetables Classic Asian Laksa Paste is 100% natural Coles Asian Crunchy Stir-Fry is Australian Sun Rice Hokkien Noodles Thai Basil & and contains no MSG, additives, grown. The product retails in a 350g pack Chilli Chicken with Vegetables & Noodles preservatives or artificial colouring. The featuring the Buy West Eat Best logo. has been relaunched under a new brand gluten free and halal certified product retails name, features more chicken and sauce in a 230g jar. than the previous recipe, and also an updated pack design.
Claims: Claims: Claims: No Additives/Preservatives, All Natural No Additives/Preservatives, Ease of Use, N/A Product, Low/No/Reduced Allergen, Ethical - Environmentally Friendly Package, Low/No/Reduced Cholesterol, Time/Speed, Microwaveable, Halal Low/No/Reduced Fat, Halal, Gluten-Free
Source: Mintel (2014) 43
PumpkinBeetroot. .
This is the first wave of beetroot tracking Purchase and Consumption Behaviour 44
7 Consumers purchase beetroot three times per month, with relatively frequent consumption Average Average occasions. Purchase Consumption 2.9 times 7.2 times 7 Beetroot is typically purchased through per month per month mainstream retailers, Woolworths and Coles. There was regular purchase at specialist retailers and markets this month.
51% Purchase Channel 48%
32% 29%
15%
7% 7% 4% 2% 2%
Woolworths Coles Specialist Fruit Markets Independent Aldi Direct from the Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The average consumer The average recalled last On average, consumers typically purchases 0.9kg spend is $4.70 in perceive Beetroot to be of Beetroots. September 2014. moderate value for money (6.2/10).
Q3. How much
1 Consumers prefer to purchase beetroots Pack Formats Purchased loose or in a bunch. Pre-packaged options are less popular.
1 On average, three beetroots are purchased per shop.
58% 47%
17%
Individual Beetroots Bunch of Beetroots Pre-packaged Tray of Beetroots
Individual Bunch Pre-packaged Wave 16 3.6 1.7 1.4
Sample N=241 Q3a. How much
Darwin, NT Woolworths: N/A Coles: $5.98/kg
The average price for Beetroot in Australia Brisbane, QLD was $5.21kg Woolworths: $5.98/kg / $4.50/kg Coles: $5.98/kg / $5.98kg
Adelaide, SA Woolworths: N/A / $5.98/kg Sydney, NSW Coles: $5.98/kg Woolworths: $5.98/kg / $4.98/kg Perth, WA Coles: $4.98/kg / $4.98/kg Woolworths: $3.98kg Coles: $3.00kg Canberra, ACT Woolworths: $5.98kg • Beetroot was available loose and bunched in multiple locations across Australia. The Melbourne, VIC Coles: $4.98/kg average price per kilo was $5.21 in September. • Prices were relatively consistent between retailers, with some differentiation between Woolworths: $4.98/kg / $4.98/kg states. Coles: $4.98/kg • The cheapest price was in Perth at $3.00 per kg and the most expensive at $5.98 per kg in multiple locations. • The retail price range was $2.98.
Hobart, TAS Pricing was carried out on 17th September between 10am-12pm. Woolworths: $4.98kg Prices are displayed Online / In-store. Coles: $4.98/kg Green text indicates promotional price. 48 Spontaneous Awareness
7 Awareness of beetroots is low, with two thirds of consumers unable to recall a type. Baby 3%
7 A small number of consumers recalled baby, globe and Chioggia types. Globe 2% 7 Colour is a prompt to awareness, with consumers recalling red, yellow and purple as Chioggia types of beetroot. 2% (Striped)
Yellow/ Red Purple Bull's Blood 1% Gold 15% 4% 6%
Don't know 66%
“Red beetroot. I know them by sight not by name.”
Sample N=241 Q6a. What varieties/types of
Triggers Barriers
They taste great 58% 6% Not very versatile
As they are healthy 47% Taste is the key trigger to future 7% Inconsistent quality purchase. Health, nutrition and To add variety to my vegetable variety are also important 46% selection factors in purchase of Beetroot. 7% Too inconvenient to cook
As they are good in nutrition 46% 7% Too inconvenient to peel/prepare
To add colour to a meal 38% 9% Limited availability
To compliment other food 35% 10% I grow my own The main barrier to purchase is that To use as an ingredient in dishes 31% consumers already eat 12% Other enough for their needs. Expense is also a key Specific health benefits 26% barrier to future purchase. 15% I want a variety of vegetables
Good for the whole family 26% 17% Expensive
Easy to prepare/cook with 26% 27% I already consume enough for my needs
Sample N=241 Q7. Which of the following reasons best describes why you purchase
1 Consumers typically cook Australian Weekday Lunch 29% cuisine, snacks and British are also Family meals 29% popular cuisines. Weekend Dinner 28% Every-day 27%
Typical Cuisine Cooked 80%
60% Using beetroot in 47% salads and juices
40% 36%
16% 20% 12% 12% 8% 8% 7% 6% 4% 6% 0% Modern Traditional British Greek Italian Indian Chinese Thai Middle Snacks Other Eastern
Australian European Asian Other
Sample N=241 Q10. What cuisines do you cook/consume that use
Cooking Preferences 1 Consumers like to serve beetroot with tomatoes, carrots and lettuce, consistent with salad dishes.
1 Popular cooking methods are boiling, Top 10 Accompanying Vegetables roasting and raw.
Tomatoes 45%
Carrots 41%
Lettuce 39% Top 10 Cooking Styles Red Onion 34% Boiling 41% Roasting 33% Potatoes 33% Raw 27% Baking 17% White Onion 28% Steaming 16% Soup 12% Celery 24% Other 12% Capsicums 22% Stewing 8% Blend 7% Cucumbers 20% Microwave 5%
Baby Spinach 18%
Sample N=241 Q9. How do you typically cook
Importance of 1 Beetroot provenance is fairly important to consumers, however this is below the Harvest Provenance mean for all vegetables tracked.
Harvest Mean 6.3
Wave 16: September 2014 6.1
In Wave 3 consumers ranked “Australian Grown” as the most important factor in relation to provenance
Q14. When purchasing
Freshness and Longevity 53
1 Beetroot is expected to stay fresh for over 10 days once purchased, Expected which is a relatively long time compared with other vegetables tracked. to stay fresh for 1 Expectations of freshness is met by the majority of consumers. 11.1 days
Expectations Met
Wave 16: 1% 10% 63% 21% September 2014 5%
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Sample N=241 Q12. How long do you expect
Trends: Beetroot There were 451 products containing beetroot as an ingredient launched Beetroot Global NPDs globally. The majority of these launches occurred in Europe, in particular Germany and UK. Products were launched in dessert, dairy, snack and bakery July – September 2014 categories. Health claims were frequently used on product labelling.
Country Region
4% 3% 10% Germany 17% 1%
UK 15%
France 8%
Spain 8% 82%
Poland Asia Pacific North America 5% Europe Latin America 451 Global Launches Middle East & Africa
Top Pack Formats Top Claims
No Additives/Preservatives 47% 20% 35% Categories Vegetarian 32% 6% Desserts & Dairy Enviro Friendly Package 26% 7% Ice-cream 16% 22% 8% 24% No/Reduced Allergen 21% Snacks Bakery Flexible Tub 9% 8% Bottle Flexible sachet Gluten-Free 21% Carton Other 56 Beetroot Product Launches: Last 3 Months (July - September 2014) Summary
• There were 451 global beetroot products launched globally over the last three months.
• There were 11 products launched in Australia. A few of these products were canned and bottled pickled beetroot.
• The majority of products were launched in Europe (82%). Key countries for launches were Germany (17%) and the UK (15%).
• Flexible packaging was the most common format used (35%). Tub were also common formats (24%).
• Top launch categories were Desserts and Ice-creams (22%), Dairy (16%) and Snacks (9%). It appears that beetroot is largely used as a colouring for desserts, ice-creams and dairy. Source: Mintel (2014) • Popular claims were around health and nutrition, including No additives/preservatives (47%), Vegetarian (32%) and Reduced allergen (21%).
• The most innovative beetroot product launched was Ki-Way Beetroot Extract Isotonic Drink launched in Chile (examples of these can be found in the following pages). 57 7 The main countries for products launched were Germany and the UK. Beetroot Launches 7 Products were launched in the dessert and ice cream category. Beetroots were primarily used as a colour additive in these products.
Top Launch Countries Top Launch Categories
Desserts & Ice Cream 22% 17% Germany Dairy 16% 15% UK Snacks 9% 8% France Bakery 8% 8% Spain Sauces & Seasonings 6% 5% Poland Chocolate Confectionery 5% 4% Austria Juice Drinks 5% 4% Turkey
451 3% Czech Republic Sugar & Gum Confectionery 5% Global Side Dishes 5% Launches 3% Netherlands
2% Australia Meals & Meal Centers 4% 58 Claims & Pack Formats Claims 7 Globally the main pack formats used were flexible packaging and tubs. This was consistent between No Additives/Preservatives regions. Vegetarian Ethical - Environmentally… 7 Key claims were around health, including no additives/preservatives, reduced allergens and gluten Low/No/Reduced Allergen free. Gluten-Free
Pack Formats Low/No/Reduced Fat Children (5-12)
Flexible Social Media
Tub Ease of Use Low/No/Reduced Sugar Bottle Premium Flexible sachet Organic
Carton All Natural Product
Tray Seasonal Ethical - Environmentally… Flexible stand-up pouch Halal Jar Microwaveable
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Only regions with n >30 are displayed
Innovative Beetroot Launches: 59 L3M (July – September 2014)
Crispy Natural Crunchy Oatly Original Strawberry Friggs Naturmat Detox Ki-Way Beetroot Extract Beetroot Chips with and Wild Berry Flavoured Green-Fruit-Berry Isotonic Drink Vinaigrette Flavour Oat Drink Detoxifying Smoothie Mix (Chile) (Czech Republic) (Sweden) Powder
(Finland) Crispy Natural Susené Repné Plátky s Oatly Original Jordgubb och Skogsbär Ki-Way Bebida Isotónica Sabor Betarraga Príchutí Winegret (Crunchy Beetroot Chips Havredryck (Original Strawberry and Wild (Beetroot Extract Isotonic Drink) is said to Friggs Naturmat Detox Viher Smoother with Vinaigrette Flavour) are low in fat and Berry Flavoured Oat Drink) is now available include additional electrolytes and contains Viher-Hedelmä-Marjajuomajauhe (Green- were not fried or baked. The snack is full of in a newly designed bottle featuring the no artificial colouring. It is low in calories, Fruit-Berry Detoxifying Green Smoothie Mix nature, high in fibre and was made from 'Wow No Cow!' slogan. The soy and milk contains 2g of beetroot extract, and retails Powder) is now available. This powdered three fresh beetroots. It retails in a 20g pack free product contains a new flavour in a 600ml pack. mix comprises a blend of 24 different and is recommended by a diet expert Vít combination and retails in a recyclable ingredients with fruit and berries, vegetable Chaloupka. 275ml bottle. juice, and plant-based enzyme concentrates.
Claims: High/Added Fiber, Low/No/Reduced Fat Claims: Claims: Claims: High/Added Fiber, Low/No/Reduced Botanical/Herbal, Energy (Functional), No Additives/Preservatives, Vitamin/Mineral Allergen, Ethical - Environmentally Friendly Digestive (Functional) Fortified, Low/No/Reduced Calorie Package
Source: Mintel (2014) Innovative Beetroot Launches: 60 L3M (July – September 2014)
Actilife Vitamin C Marks & Spencer Beetroot, Wildebraam Diced Chilli Sia Glass Strawberry Effervescent Tablets Goats Cheese and Lentil Beetroot in a Mild Spicy Flavoured Frozen Yogurt (Switzerland) Salad with a Beetroot & Sauce (Sweden) Mint Dip (South Africa)
(Ireland) Actilife Vitamin C Brausetabletten (Vitamin Sia Glass Frozen Yoghurt Jordgubb C Effervescent Tablets) have been Wildebraam Diced Chilli Beetroot in a Mild (Strawberry Flavoured Frozen Yogurt) is reformulated featuring an improved recipe. Marks & Spencer Beetroot, Goats Cheese Spicy Sauce is said to be handmade on the described as fresh and delectable. This This product contains orange and lemon and Lentil Salad with a Beetroot & Mint Dip farm and contains no added preservatives. product is made with 76% Swedish yogurt, flavours, sweeteners and 240mg vitamin C consists of a beetroot, lentils and aubergine This choice grade diced beetroot can be is free from fat, and retails in a 500ml per tablet. Vitamin C contributes towards salad with a beetroot and mint dip topped served as a salad, or served with venison recyclable pack. normal function of the immune system and with goats cheese. This vegetarian product and braai meat. This product retails in a reduces fatigue. is a source of carbohydrates which are 435g jar. important for normal functioning of the brain, and provides two of the five a day.
Claims: Claims: Claims: Claims: Other (Functional), Immune System Brain & Nervous System (Functional), No Additives/Preservatives Low/No/Reduced Lactose, Low/No/Reduced (Functional), Low/No/Reduced Sugar Vegetarian, Ethical - Environmentally Allergen, Ethical - Environmentally Friendly Friendly Package, Low/No/Reduced Sugar Package, Low/No/Reduced Fat
Source: Mintel (2014) Innovative Beetroot Launches: 61 L3M (July – September 2014)
Cykoria Red Borscht Soup Eger Veggie Falafels Zott Sahne Kefir Mild Vegesentials Beetroot, (Poland) (Belgium) Cream Kefir on Red Fruit Blueberry & Cucumber Compote Smoothie (Germany) (UK)
Cykoria Barszcz Czerwony (Red Borscht Eger Veggie Falafels (Falafels) are now Soup) is said to be quick and can be available. This vegetarian product is a Zott Sahne Kefir Mild Kefir auf Roten Grütze Vegesentials Beetroot, Blueberry & prepared by adding water. The product source of protein, and can be pan-fried, (Mild Cream Kefir on Red Fruit Compote) is Cucumber Smoothie is now available. This retails in a 60g pack. oven-baked, microwaved, and barbecued. It new to the range. The product with 9% fruit half fruit and half veg product is a natural retails in a 1.048kg pack. and 10% fat in the milk part retails in a 175g source of vitamin C and potassium, is tub. suitable for vegetarians and vegans, and 100% free from added sugar and water, additives, preservatives, concentrates, gluten and dairy.
Claims: Claims: Claims: Claims: Time/Speed Low/No/Reduced Lactose, No Vegetarian, Microwaveable N/A Additives/Preservatives, Low/No/Reduced Allergen, Vegan, Ethical - Environmentally Friendly Package, Social Media, Low/No/Reduced Sugar, Ethical - Charity, Gluten-Free, No Animal Ingredients
Source: Mintel (2014) Australian Beetroot Launches: 62 L3M (July – September 2014)
The Bar Counter Blueberry, My Yummy Lunchbox Golden Circle Pickled Baby Beetroot & Chia Bar Apple, Blueberry, Beetroot Blackberry, Beetroot, Acai . & Oat Puree Breakfast Squeezie
My Yummy Lunchbox Coles Australian Diced Blackcurrant, Beetroot & Beetroot Acai Cookies
Source: Mintel (2014) 63
Sweetpotato.
This is the first wave of sweetpotato tracking Purchase and Consumption Behaviour 64
1 Sweetpotato is purchased on average 3 times Average Average a month, and consumed 7 times per month. Purchase Consumption 3.3 times 7.2 times 1 Woolworths and Coles are the two biggest per month per month purchase channels for Sweetpotato.
Purchase Channel 57% 52%
36%
17% 15% 11% 4% 3% 2% 1% 0%
Woolworths Coles Specialist Fruit Markets Independent Aldi Other (please Direct from the Gourmet Costco Convenience and Vegetable Supermarkets specify) grower Independent Stores (e.g. Retailer (e.g. IGA, Retailers (i.e. petrol stations Foodworks, Herdsman, and milk bars) Drakes) Thomas Dux, Leo's)
Wave 1: September 2014
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The average consumer The average recalled last On average, consumers typically purchased 1.1kg spend was for perceived sweetpotatoes to of sweetpotatoes in sweetpotatoes was $3.60. be good value for money September 2014. (6.5/10).
Q3. How much
1 Individual Sweetpotatoes were the main format purchased, followed by pre-packaged bags.
89% 1 On average, just over 2 individual sweetpotatoes were purchased at a time, and close to 2 bags.
25%
3%
Individual Pre-packaged Bag of Other Sweetpotatoes Sweetpotatoes
Wave 1: Sep 2014
Individual Bag Wave 1 2.6 1.8
Q3a. How much
Darwin, NT Woolworths: $4.98kg Coles: $4.98kg
The average price for Sweetpotato in Brisbane, QLD Woolworths: $4.98kg / $3.98kg Australia was $4.94kg Coles: $4.98kg / $4.98kg
Adelaide, SA Woolworths: $4.98kg / $4.98kg Sydney, NSW Coles: $4.98kg / $4.98kg Woolworths: $3.98kg / $3.98kg Perth, WA Coles: $4.98kg / $4.98kg Woolworths: $5.98kg Coles: $5.98kg Canberra, ACT Woolworths: $4.98kg Melbourne, VIC Coles: $4.98kg • The average national price for Sweetpotato was $4.94 in September 2014. Woolworths: $4.98kg / $4.98kg • The price was relatively consistent between states and retailers. The cheapest Coles: $4.98kg / $4.98kg price was $3.98 per kg, whilst the most expensive was $5.98 per kg. • The retail price range was $2.00.
Hobart, TAS Pricing was carried out on 19th May between 10am-12pm. Woolworths: $4.98kg Prices are displayed Online / In-store. Coles: $4.98kg Green text indicates promotional price. 68
Spontaneous Awareness
7 Roughly two thirds of respondents Orange / Gold / Yellow 26% cannot recall a variety of sweetpotato. White 12% 7 Those who did more often recalled the colour rather than a specific Purple 11% variety, with Orange / Gold / Yellow being the most recalled colour. Red 7% 7 3% of consumers recalled Kumara as a variety of sweetpotato, which Kumara 3% is another name, typically used in New Zealand. Do not know any 64% varieties
Q6a. What varieties of
They taste great 69% 4% Too large (hard to store)
As they are healthy 58% 4% My partner doesn't like eating it Taste and health were the two strongest triggers for purchase To add variety to my vegetable 53% of sweetpotato. selection 4% Lack of varieties available
Easy to prepare/cook with Lack of knowledge (e.g. don't know 53% 5% how to cook it)
As they are good in nutrition 48% 5% Weight management/diet concerns
Consuming enough for their needs and wanting variety of Limited availability (not always in To complement other food 39% 6% other vegetables were the two stock) strongest barriers to purchase. Long shelf life 36% 14% Other (please specify)
To use as an ingredient in dishes 34% 15% Expensive
Good for the whole family 33% 23% I want a variety of vegetables
I already consume enough for my The whole family likes them 33% 39% needs
Q7. Which of the following reasons best describes why you purchase
Wave 12 Top 5 Consumption Occasions
1 Predominantly sweetpotato is a dinner Weekday Dinner 60% time vegetable cooked with Australian Weekend Dinner 44% cuisine. Family meals 36% Every-day 32% Quick Meals 13%
Typical Cuisine Cooked
60% 54% 55%
40%
16% 20% 11% 8% 7% 7% 6% 2% 3% 1% 0% Traditional Modern British Italian French Greek Chinese Indian Vietnamese Thai Other Wave 1: Sep 2014
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
1 Carrots and Potatoes were the two most commonly cooked with sweetpotato. Top 10 Accompanying Vegetables
1 Roasting was the number one cooking style, Carrots 53% followed by baking and mashing.
Potatoes 52%
Green peas 44% Top Cooking Styles Roasting 61% Broccoli 41% Baking 45%
Cauliflowers 40% Mashing 43% Boiling 32% Pumpkins 40% Steaming 28% Soup 23% Beans 25% Microwave 13% Stewing (slow 11% Sweet Corn 23% cooking) Stir frying 8% White Onion 23% Shallow Frying 6%
Broccolini 21%
Q9. How do you typically cook
1 The importance of provenance for sweetpotato was slightly lower than the Harvest mean.
Harvest Mean 6.3
Wave 1: Sep 2014 6.2
In Wave 3 consumers ranked “Australian Grown” as the most important factor in relation to provenance
Q14. When purchasing
Expected 1 Consumers expected sweetpotatoes to remain fresh for 13 days.
to stay 1 That expectation was met at least most of the time by 9 out 10 fresh for consumers. 13.1 days
Expectations Met
Sep-14 5% 5% 58% 31%
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Q12. How long do you expect
Trends: Sweetpotato There were 249 global launches over the past three months that Sweetpotato Global NPDs contained Sweetpotato as an ingredient. These were launched in Europe and Asia Pacific, particularly in China and USA. Key categories July – September 2014 for launches were snacks, meals and bakery items.
Country Region
China 13% 18% 37% USA 12% 2% 7% South Korea 10%
UK 6% 36% Canada 6% Asia Pacific Europe Latin America Middle East & Africa 249 Global Launches North America
Top Pack Formats Top Claims
No 22% Additives/Preservatives 20% 37% Categories Microwaveable 16% 9% Meals Snacks Social Media 16% 9% 30% 16% 11% 12% Low/No/Reduced Allergen 16% Flexible Tray Bakery Soup Flexible sachet Flexible stand-up pouch 10% 8% Gluten-Free Tub Other 15% 76 Sweetpotato Product Launches: Last 3 Months (July – September 2014) Summary
• There were 249 Sweetpotato products launched globally over the last three months.
• There were three products launched in Australia, including a snack bar, lollies and soft drink.
• Products were predominately launched in Asia Pacific (37%) and Europe (36%).
• The main category launches were snacks (30%), meals (16%), bakery items (10%) and soup (8%).
• Common pack formats used were flexible packaging (37%), trays (12%) and flexible sachets (11%).
• Popular claims used on products were No additives/preservatives (20%), microwavable (16%) and social media (16%). Source: Mintel (2014)
• The most innovative products launched used purple sweet potato as a core ingredient, including Thinh Thai Mini Milk Sweet Potato Candy in Vietnam. Other examples can be found on the following pages. 77 7 The main countries for Sweetpotato launches were Sweetpotato China and USA.
Launches 7 The key categories for products were snacks, meals, bakery items and soup.
Top Launch Countries Top Launch Categories
Snacks 30% 13% China Meals & Meal Centers 16% 12% USA Bakery 10% 10% South Korea Soup 8% 6% UK Baby Food 7% 6% Canada Desserts & Ice Cream 6% 6% Turkey Sugar & Gum Confectionery 4% France 5% Side Dishes 4% 249 4% Germany Global Processed Fish, Meat & Egg 4% Netherlands 2% Launches Products 3% Japan Fruit & Vegetables 2% 78
Claims & Pack Formats Claims
7 Globally the main pack formats used were flexible No Additives/Preservatives packaging, especially in North America. Trays and Microwaveable flexible sachets were also commonly used. Social Media 7 Product claims were around health (no Low/No/Reduced Allergen additives/preservatives, reduced allergens and gluten free), microwavable and social media. Gluten-Free
Ethical - Environmentally…
Kosher Pack Format Time/Speed
Flexible Vegetarian
Tray Ease of Use
Flexible sachet Organic
Flexible stand-up pouch Babies & Toddlers (0-4)
Tub GMO-Free
Carton No Animal Ingredients Vegan Bottle All Natural Product Composite 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60%
Only regions with n >30 are displayed
Innovative Sweetpotato Launches: 79 L3M (July – September 2014)
Happy Puffs Organic Sweet Pokka Sapporo Yasai Compliments Balance Nivoba Crystal Sweet Potato Flavored Rice Puffs Sweets Sweet Potato Mango Orange Fruit & Potato Vermicelli (Mexico) Pudding Vegetable Bars (China) (Japan) (Canada)
Happy Puffs Alimento para Lactantes Sabor Nivoba Shui Jing Zi Shui Fen Si (Crystal Batata Camote (Organic Sweet Potato Pokka Sapporo Yasai Sweets Sweet Potato Compliments Balance Mango Orange Fruit Sweet Potato Vermicelli) is free from alum Flavored Rice Puffs) are now available. This Pudding is designed to be prepared with & Vegetable Bars are made with fruit juices and is halal certified. It has a purple colour, USDA organic finger food for babies is chilled milk. It features sweet potato puree and fruit and vegetable purées. They are a and is said to be chewy and smooth. gluten free and contains 40% more puffs. and vegetables, offering a gently sweet source of vitamin C, and each 80ml bar is According to the manufacturer, the flavour and smooth texture. The product equivalent to one full serving of fruit and vermicelli has all the nutrients from the retails in a 150g pack. Launched on vegetables according to Canada's Food sweet potatoes, and as well as other February 3, 2014 with an RRP of 210 yen. Guide to Healthy Eating. The product is free nutrients including selenium and from fat and added artificial colour and anthocyanidins. flavour.
Claims: No Additives/Preservatives, Low/No/Reduced Allergen, GMO-Free, Brain Claims: Claims: Ethical - Environmentally Friendly Package, Claims: & Nervous System (Functional), Organic, N/A Halal Ethical - Environmentally Friendly Package, No Additives/Preservatives, Kosher, Other (Functional), Kosher, Ethical - Low/No/Reduced Fat Environmentally Friendly Product, Gluten- Free, Social Media, Babies & Toddlers (0-4), Wholegrain
Source: Mintel (2014) Innovative Sweetpotato Launches: 80 L3M (July – September 2014)
Shany Real Sweet Potato Whole Grain Purple Sweet Plum Organics Sweet Woolworths Food Chunky Cake Potato Rice Chip Potato, Apple & Corn Cottage Pie (South Korea) (South Korea) Organic Baby Food (South Africa) (Canda) Shany Real Sweet Potato Cake is made Whole Grain Purple Sweet Potato Rice Chip with a sweet potato seasoning powder. The is made of 100% Korean grains and made Plum Organics Sweet Potato, Apple & Corn Woolworths Food Chunky Cottage Pie with product retails in a 720g pack containing 10 with 59.8% brown rice, 0.5% purple sweet Organic Baby Food (Stage 1) is suitable for sweet potato mash and rosti consists of units. potato, and 39% rice. It is not fried, is free babies between six months and up. This beef knuckle slow cooked for eight hours, from gluten, low in fat and contains 0% USDA organic certified baby food is free shredded and added to a classic sauce cholesterol. The product retails in a 120g from genetically modified ingredients and made with onions, celery, carrots and bay resealable pack. artificial ingredients. It is made with leaves. It is topped with sweet and Nicola . unsweetened and unsalted ingredients. The potatoes, mashed with butter and milk. kosher certified product retails in a 128ml BPA-free pack.
Claims: Claims: Low/No/Reduced Allergen, Low/No/Reduced Claims: Claims: Children (5-12) Cholesterol, Convenient Packaging, No Additives/Preservatives, GMO-Free, Ethical - Environmentally Friendly Package, Low/No/Reduced Fat, Gluten-Free, Kosher, Low/No/Reduced Sugar, Organic, Ethical - Environmentally Friendly Product, Wholegrain Low/No/Reduced Sodium, Babies & Toddlers Time/Speed, Ethical - Human (0-4)
Source: Mintel (2014) Innovative Sweetpotato Launches: 81 L3M (July – September 2014)
Rushui Dried Sweet Potato Quang Phat Cheese Filled Run Zhi Jia Purple Sweet Thinh Thai Mini Milk Sweet (China) with Sweet Potato Potato Flavoured Rice Potato Candy (Vietnam) Snack (Vietnam) (China) Rushui Hong Shu Gan Mi Jian (Dried Sweet Quang Phat Khoai Lang Chien Pho Mai Potato) is QS certified. This product retails (Cheese Filled with Sweet Potato) is now in a 180g pack. Run Zhi Jia Zi Shu Wei Mi Guo Juan (Purple Thinh Thai Keo Khoai Mini Vi Sua (Mini Milk available. This product retails in a 300g Sweet Potato Flavoured Rice Snack) is free Sweet Potato Candy) is described as a gift pack. from any colourings and preservatives. This from nature. The delicious product retails in product is non-fried and retails in a 388g a 150g pack. pack and a 102g pack. The 102g pack was purchased at CR Vanguard, Nanta, China.
Claims: Claims: Claims: No Additives/Preservatives Claims: N/A N/A N/A
Source: Mintel (2014) Australian Sweetpotato Launches: 82 L3M (July – September 2014)
The Bar Counter Ancients Haribo Turtles Fruit Jelly Bundaberg Peachee Grains Carrot, Apricot, Filling Gums Sparkling Drink Amarath & Yoghurt Bar
The Bar Counter Ancients Grains Carrot, Haribo Turtles Fruit Fruit Jelly Filling Gums Bundaberg Peachee Sparkling Drink is Apricot, Amarath & Yoghurt Bar is free from are free from artificial colours. The product made using real peach nectar. The product wheat free and preservatives, has natural retails in a 175g pack featuring children is available in a 4 x 340ml recyclable pack. flavours and colours, is a source of fibre and inspired graphics.
low in sodium. This premium product retails in a 40g pack.
Source: Mintel (2014) 83
Capsicums. Purchase and Consumption Behaviour 84
1 Purchase and consumption frequency have Average Average fallen from previous waves. Purchase Consumption 3.8 times 9.6 times 1 Capsicum was generally purchased from per month per month mainstream and specialist retailers.
1 There has been no substantial change in 4.2 times, Wave 8 10.2 times, Wave 8 purchase channel across waves. 4.2 times, Wave 12 10.5 times, Wave 12
Purchase Channels 58% 51%52% 50%51% 47% 41% 39%38%
22% 23% 20% 19% 19% 18% 17% 15% 12% 3% 3% 4% 3% 2% 2% 2% 0% 0% 0% 1%
Woolworths Coles Specialist Independent Markets Aldi Direct from Gourmet Other (please Costco Convenience Fruit and Supermarkets the grower Independent specify) Stores (e.g. Vegetable (e.g. IGA, Retailers (i.e. petrol stations Retailer Foodworks, Herdsman, and milk bars) Drakes) Thomas Dux, Leo's) Wave 8: January 2014 Wave 12: May 2014 Wave 16: Sep 2014
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The average consumer The average recalled last On average, consumers typically purchased 700g of spend on Capsicum was perceived Capsicum to be Capsicum in Sep 2014, this $3.70. This was a fair value for money was on trend with past decrease from previous (5.9/10). This represents an months. waves. increase from the previous two waves.
0.7kg, Wave 4 $4.00, Wave 8 5.8/10, Wave 8 0.7kg, Wave 8 $3.90, Wave 12 5.6/10, Wave 12
Q3. How much
86 Pack Formats Purchased
1 Individual capsicums were the most popular format purchased across the three waves. Consumers 85% 87% 83% were likely to buy 2-3 capsicums per shop.
1 Pre-packed formats were not very important to consumers with a small minority buying trays of capsicums.
22% 20% 17% 12% 10% 10% 6% 9% 7%
Individual Pre-packaged MixedPre-packaged SmallPre-packaged Large Capsicums Tray/Bag of Tray/Bag of Tray/Bag of Capsicums Capsicums Capsicums
Wave 8: January 2014 Wave 12: May 2014 Wave 16: Sep 2014
Individual Mixed Tray Small Tray Large Tray
Wave 16 2.5 1.8 1.7 2.2
Wave 12 2.4 1.4 1.8 1.6
Wave 8 2.6 1.8 1.8 2.3
Q3a. How much
Online and In-store Commodity Prices 87 Capsicum (Green)
Darwin, NT Woolworths: $7.98kg Coles: $6.98kg
Brisbane, QLD Woolworths: $4.98kg / $5.98kg The average price for Capsicum (green) Coles: $4.98kg / $4.98kg in Australia was $6.43kg
Adelaide, SA Woolworths: N/A / $7.98kg Sydney, NSW Coles: $6.98kg / Woolworths: $5.98kg / $5.98kg Perth, WA Coles: $5.98kg / $5.98kg Woolworths: $8.98kg Coles: $8.98kg Canberra, ACT Woolworths: $5.98kg Melbourne, VIC Coles: $5.98kg Woolworths: $5.98kg / $5.98kg • The average price per kg up compared to May at $6.43kg. Coles: $5.98kg / $5.98kg • There was some variation between states, with the highest price recorded in Perth ($8.98kg), with the cheapest price available in Brisbane ($4.98kg). • The retailer price range was $4.00 per kilo.
Hobart, TAS Pricing was carried out on 17th September between 10am-12pm. Woolworths: $5.98kg Prices are displayed Online / In-store. Coles: $6.98kg Green text indicates promotional price. 88 Spontaneous Awareness
47% Red capsicum 46% 51% 7 In Wave 16 a greater proportion cited red, green and yellow capsicums, while fewer 46% stated they ‘Do not know any varieties’. Green capsicum 45% 51% 7 Consistent with previous waves, consumers 42% recall the colour of capsicum much more Yellow capsicum 42% often than any specific variety, as evidenced 49% by the below quote. 7% Orange capsicum 7% 7% 2% Purple capsicum 1% 2% Baby (miniature) 3% ‘Normal type - red, green and yellow’ 2% capsicum 2%
Other 3% 0% 48% Do not know any varieties 49% 42%
Wave 8: January 2014 Wave 12: May 2014 Wave 16: Sep 2014
Q6a. What varieties of
Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014 Wave 16: Sep 2014 Wave 12: May 2014 Wave 8: January 2014
Q7. Which of the following reasons best describes why you purchase
Cooking Cuisine and Occasions 90
Wave 12 Top 5 Consumption Occasions 1 Wave 16 sees a fall in capsicum being used in most cuisines, excluding Indian Wave 16 Wave 12 Wave 8 and Italian. Weekday Dinner 56% 54% 57%
Quick Meals 39% 41% 43% 1 The top 5 consumption occasions have remained consistent across waves. Weekend Dinner 39% 39% 42% Family meals 39% 37% 39% Every-day 38% 38% 35%
Typical Cuisine Cooked
60%
40% 46% 36% 42% 38%
28% 20% 24% 21% 15% 6% 9% 0% Chinese Thai Indian Vietnamese Modern Traditional Italian Snacks Mexican Other
Wave 8: January 2014 Wave 12: May 2014 Wave 16: Sep 2014 Asian Australian European Other
Q10. What cuisines do you cook/consume that use
91 Cooking Preferences
Top 10 Accompanying Vegetables 1 Capsicum was typically served with tomatoes and carrots. There was a slight increase in 63% consumption with white onion. Tomatoes 57% 60% 55% 1 On trend with Asian cuisine, the main cooking Carrots 53% 54% technique for capsicum was stir-frying. 42% Consistent with previous waves, over half of White Onion 42% respondents also consumed capsicum raw. 47% 45% Red Onion 37% Top 10 Cooking Styles 37% 42% Wave 8 Wave 12 Wave 16 Lettuce 32% Stir frying 77% 74% 71% 34% 33% Raw 55% 53% 56% Celery 33% Roasting 28% 28% 35% 32% 34% Stewing (slow cooking) 16% 20% 21% Cucumbers 29% Sautéing 20% 23% 21% 28% 31% Grilling 21% 24% 20% Broccoli 30% 26% Baking 19% 18% 17% 19% Shallow Frying 12% 12% 12% Potatoes 18% 25% Soup 12% 16% 12% 32% Steaming 12% 10% 8% Zucchini 30% 24%
Wave 8: January 2014 Wave 12: May 2014 Wave 16: Sep 2014
Q9. How do you typically cook
Importance of Provenance 92
1 The importance of capsicum provenance has fallen to it’s lowest point since the beginning of tracking, and is now below the Harvest Mean.
Harvest Mean 6.3
Wave 16: Sep 2014 6.0
Wave 12: May 2014 6.4
In Wave 3 consumers ranked “Australian Wave 8: January 2014 6.3 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Expected to stay 1 Expectations of capsicum freshness have increased in wave 16, with those expectations being met more often. fresh for 8.5 days
7.9 days, Wave 8 8.2 days, Wave 12 Expectations Met
Way 16: Sep 1% 5% 13% 66% 15% 2014
Way 12: May 2% 7% 12% 66% 13% 2014
Wave 8: January 1% 10% 10% 66% 12% 2014
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Q12. How long do you expect
Trends: Capsicums
*Mintel search term was Capsicum There were 176 products launched over the last three months that contained Capsicum Global NPDs Capsicum as an ingredient. A large portion of these products were launched in China, India and New Zealand. New products were snacks, meals, sauces July – September 2014 and processed products.
Country Region
5% China 24% 7% 3% India 12% 16%
New Zealand 10% 69% Australia 9%
UK Asia Pacific Europe 7% Latin America Middle East & Africa North America 176 Global Launches Top Pack Formats Top Claims
No Additives/Preservatives 21% 34% 32% Categories Ease of Use 20%
Snacks Meals Time/Speed 18% 24% 22% 7% 11% Vegetarian 16% 8% 8% Sauces Processed Flexible Jar 15% Products Bottle Carton 7% Microwaveable 15% Flexible sachet Other 96 Capsicum Product Launches: Last 3 Months (July – September 2014) Summary
• There were 176 products launched globally in the last three months that contained capsicum as an ingredient.
• There were 16 products launched in Australia, which is a decrease from previous trends. Innovative launch can be found on the following slides.
• Top countries for launches were China (24%), India (12%) and New Zealand (11%), with over two thirds of products launched in the Asia Pacific region.
• Flexible pack format (32%) and jars (11%) were the most used packaging for products over the last three months, consistent with previous trends.
• Snacks (24%) were the main launch category for products containing capsicum. Meals (22%), sauces and seasonings (15%) also had a number of product launches.
• Product claims were around health; no additives/preservatives (21%) and Source: Mintel (2014) vegetarian (16%) and convenience; ease of use (20%) and time/speed (18%).
• The most innovative product launch was a collagen lip-gloss released in Japan (examples of these can be found in the following pages).
97 8 China had the greatest number of capsicum product launches over the last 12 months. India Country & Categories and New Zealand also had a number of launches.
Launches 8 Snacks and meals were the main product categories, similar to previous trends.
Top Launch Countries Top Launch Categories
24% China Snacks 24%
12% India Meals & Meal Centers 22%
10% New Zealand Sauces & Seasonings 15% Processed Fish, Meat & Australia 7% 9% Egg Products 7% UK Skincare 5%
5% Japan Savoury Spreads 5%
5% South Korea Hair Products 4%
5% USA Soup 4% 176 Global 4% South Africa Fruit & Vegetables 3% Launches 3% Poland Bakery 2% Claims and Packaging 98 Used Claims No Additives/Preservatives 7 Flexible packaging remained the most common Ease of Use format used. Jars and bottles were used to a lesser extent. Time/Speed Vegetarian 7 Product claims were around health; no Microwaveable additives/preservatives and vegetarian and Ethical - Environmentally… convenience; ease of use and time/speed. Botanical/Herbal
Halal Pack Format Moisturising / Hydrating Social Media Flexible Low/No/Reduced Allergen Jar Gluten-Free Bottle Ethical - Animal Carton Kosher Flexible sachet Brightening / Illuminating* Flexible stand-up pouch Low/No/Reduced Cholesterol Tray Low/No/Reduced Fat Tub On-the-Go Can Ethical - Environmentally… Skinpack Plumping*
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Only regions with n >30 are displayed
99 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (July – September 2014)
Marks & Spencer Global Anathoth Farm Sweet Chilli Jimmy Dean Delights Fabindia Organics Spicy Escape Moroccan Escape Relish Pulled Pork Sandwich Salsa Sauce (India) (New Zealand) (USA) (India)
The Marks & Spencer Global Escape Anathoth Farm Sweet Chilli Relish is Jimmy Dean Delights Pulled Sandwich Fabindia Organics Spicy Salsa Sauce is Moroccan Escape range contains argan oil naturally gluten free and is also free from comprises pulled pork in chipotle BBQ now available in a redesigned 200g jar. The and features a bitter orange scent. It added preservatives, colours or flavours. sauce on a pretzel roll. Two sandwiches natural, vegetarian product is low in oil and includes Rejuvenating Wonder Oil, which is The product retails in a 420g pack. contain 300 calories and 15g of protein. The contains no class II preservatives, synthetic claimed to provide skin and hair care fully cooked product is microwavable and colours or added flavours. The culinary benefits. Its formula features vitamin- and retails in a recyclable 4.8-oz. pack, featuring sauce can be served with nachos or chips, nutrient-rich, moisturising argan oil for the Sustainable Forestry Initiative logo. or as a sandwich filling. natural nutrition.
Claims: Claims: Claims: Claims: Botanical/Herbal, Brightening / Illuminating*, No Additives/Preservatives, Ethical - Environmentally Friendly Package, No Additives/Preservatives, Vegetarian, Ethical - Environmentally Friendly Package, Low/No/Reduced Allergen, Gluten-Free Microwaveable Organic Ethical - Animal, Moisturising / Hydrating
Source: Mintel (2014) 100 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (July – September 2014)
Culley's Louisiana Dior Addict Transat Lip Tiger Balm Pain Relieving Coconut Town Spicy Habanero Hot Sauce Maximizer Collagen Activ Patch Lantern Capsicum Chilli (New Zealand) Lipgloss (USA) Sauce (Japan) (China)
Culley's Louisiana Habanero Hot Sauce is Tiger Balm Pain Relieving Patch has been
described as an award winning classic repackaged and now retails in a pack Coconut Town Xiang La Deng Long La Jiao The Dior Transat colour collection has been Louisiana style hot sauce. This medium hot containing five patches, measuring 4-in. x Jiang (Spicy Lantern Capsicum Chilli launched for Spring 2014, and is inspired by sauce contains no gluten and is made with 2.75-in. each. These long lasting flexible Sauce) is made with Hainan lantern Christian Dior's love for travel and the New Zealand grown chillies. It retails in a patches are formulated with an advanced capsicum chilli and is processed according brand's spirit of timeless elegance and 150ml bottle. hydrogel patch technology, and provide to a modern technique. This product is said playfulness. The collection boasts classic, temporary pain relief and comfort for hours. to be spicy and tasty, and retails in a 100g elegant shades contrasted by bold pops of pack. colour.
Claims: Claims: Claims: Claims: Gluten-Free, Low/No/Reduced Allergen Botanical/Herbal, Seasonal, Time/Speed, Ease of Use, Other (Functional) N/A Moisturising / Hydrating, Plumping*
Source: Mintel (2014) 101 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (July – September 2014)
The Good Taste Co. Black Saeachim The Great Sweet Yes to Tomatoes Pico Red Pepper Jam Label Capsicum, Coriander Crispy Fried Chicken Combination Skin Daily (India) Hommus (South Korea) Balancing Moisturiser (New Zealand) (UK)
Pico Red Pepper Jam has been Saeachim The Great Chicken Gangjeong Yes to products are made with at least 95% repackaged. It features smoky and sweet The Good Taste Co. Black Label Capsicum, (The Great Sweet Crispy Fried Chicken) can natural and botanical ingredients to leave flavours of roasted bell pepper, and is said Coriander & Traditional Hummus consists of be conveniently enjoyed. This the skin 'positively glowing'. They are free to be an ideal accompaniment to cheese, three layers of hummus. The product retails microwaveable product retails in a 650g from petroleum, SLS, phthalates and crackers, French fries and chicken nuggets. in a 200g pack. pack. paraben. The product is suitable for vegetarians, and retails in a 200g pack.
Claims: Claims: Claims: Claims: N/A Vitamin/Mineral Fortified, Sulphate/Sulfate Ease of Use, Microwaveable Free, Anti-Acne, Paraben Free, Cleansing*, Vegetarian Botanical/Herbal, Skin Disorders, Exfoliating, Anti-Bacterial, pH Neutral, Ethical - Animal, Ethical - Charity, Brightening / Illuminating*, Antioxidant, Time/Speed, Mattifying*,
Source: Mintel (2014) Australian Innovative Launches: 102 L3M (July – September 2014)
McCain Ultra Thin Crust Imperial Grain Chicken Lean Cuisine Chinese Latina Fresh Spicy Chicken Italiano Singles Pizzas Fried Rice Dumpling Soup & Chorizo with Fusilli Pasta
Majans Smart Snacks Latina Fresh Fire Roasted Aussie Kitchen Tomato, Woolworths Select Mexican Roast Capsicum & Feta Capsicum & Mozzarella Roast Capsicum & Basil Style Rice Hummus Chips Cappelletti Soup
Source: Mintel (2014) 103
In the Media. 104 General Vegetable News (July – September 2014)
In Australia approximately $10b worth of fresh food is thrown away each year. Between 20-40% of fresh fruit and vegetables do not meet retail standards and are rejected. A farmer in Queensland said that he knows a lot of farmers who send on their ‘shiny’ produce to the retailers and sell the rest at farmers markets, because the quality and taste are still high.
A report looking at the Tasmanian fruit and vegetable industries has recommended doubling production by 2020. It suggested that new irrigation and demand from Asian markets will help drive increased production.
Vegetable growers in NSW say that buying and selling local is good for profit margins. "A lot of wholesalers are market driven with their prices, so as a result the farmer doesn't know what they're able to charge, or what they are able to get back from the markets."
Source: www.abc.net.au/news
Commodity News 105 (July – September 2014)
Reports from the USA When shopping for When shopping for Bok Tesco re-launched the golden and striped say sweetpotato sales capsicums consumers Choy consumers should and consumption are should look for a firm skin look for white stalks, that varieties of beetroot in- store across the UK. steadily on the rise. A that is free of wrinkles. are free from brown local grower attributes spots, bruising or scars. These types of beetroots have a sweeter profile the increase in sales to To store capsicums, put Leaves should be fresh ‘nutritional and value- them in a plastic bag and and not limp. and thought to be more appealing and exciting to added halos’ including into the vegetable crisper. marketing the They will stay their They should be children, both in taste and appearance. vegetable’s fiber, vitamin freshest for up to one refrigerated in a plastic and mineral content week. bag and washed The supermarket hopes thoroughly before use. www.lacrossetribune.com this not only appeal to www.thepacker.com
current consumers, but www.mercurynews.com McDonald’s restaurants encourage a whole new are offering sweetpotato generation of consumers. wedges for a limited
www.dailymail.co.uk time, served with garlic aioli.
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