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Title Page
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Monthly Tracker Report Wave 12 May 2014: Asian Vegetables, Baby Spinach, Brussels Sprouts & Capsicums Prepared by: Denise Hamblin, Stuart Todd, Matthew Schwarze & Fiona McKernan 2
Contents
1 Background & Methodology 3 1 Executive Summary 9 1 Tracker Ad-hoc Questions 16 1 Overall Vegetable Tracker 18 1 Asian Vegetables Online Tracker 22 Trends Analysis 33 1 Baby Spinach Online Tracker 42 Trends Analysis 53 1 Brussels Sprouts Online Tracker 59 Trends Analysis 70 1 Capsicums Online Tracker 75 Trends Analysis 86 1 In the Media 95
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 12, May 2014) focuses on: 1 Asian Vegetables 1 Baby Spinach 1 Brussels Sprouts 1 Capsicums
Essentially this is the third wave of tracking for these specific commodities, and as such, the current report will bring to light any change over the past eight months.
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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 Baby Brussels Total Capsicum Vegetables Spinach Sprouts N=635 n=313 n=313 n=300 n=293 Sample. Gender Male 29% 30% 26% 31% 28% Female 71% 70% 74% 69% 72% In total, 635 respondents completed the Age questionnaire. Respondents represented most 18-24 y.o. 7% 8% 6% 6% 5% states and territories, as well as both metro and 25-34 y.o. 20% 21% 25% 13% 22% rural areas. 35-44 y.o. 19% 20% 20% 18% 21% Demographic information about age and household 45-54 y.o. 18% 18% 19% 19% 19% structure was also collected to examine differences 55-64 y.o. 20% between life stages. 23% 17% 21% 19% 65+ y.o. 16% 10% 13% 23% 15% To qualify for the questionnaire, respondents... Household Single Income no Kids 19% 21% 16% 20% 15% 1Were aged 18 years and over Double Income no Kids 21% 20% 23% 19% 21% 1Purchased fresh vegetables at least once a Young Families 15% 14% 18% 12% 18% month Established Families 22%5 28% 27% 25% 27%
Empty Nesters 20% 1Purchased at least one of the monthly 17% 17% 24% 19% commodities (Asian Vegetables, Baby Spinach, Location New South Wales 21% 23% 14% 23% 16% Brussels Sprouts & Capsicum) within the last Victoria 19% 20% 15% 24% 16% month South Australia 16% 16% 21% 14% 22% Queensland 18% 13% 18% 21% 15% 1Were the main or joint grocery buyer Western Australia 17% 19% 21% 12% 19% Tasmania 5% 4% 7% 5% 7% Australian Capital Territory 3% 4% 5% 2% 5% 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 12: Executive Summary Asian Vegetable Grower Action Plan
Consumers indicated they were likely to increase their purchase 26% of Asian Vegetables in the future.
1. 2. 3. Insight: Insight: Insight: Although awareness of Perceptions of short shelf life Expectations of freshness differing Asian vegetables has is a key factor in discouraging were less likely to be met in increased over the year, lack purchase. warmer months. of knowledge of how to cook remains a key barrier to Recommendation: Recommendation: purchase. Optimisation of supply chain Explore innovation that Recommendation: to maximise freshness, and maintains consistent educating consumers on freshness of the product Consumer education correct storage techniques across seasons. program, highlighting different specific for Asian vegetables types and how to cook to to maximise shelf life. ensure future growth of the category. Baby Spinach Grower Action Plan
Baby spinach is increasingly being purchased from markets and independent supermarkets.
1. 2. 3. Insight: Insight: Insight: Varietal awareness remains Increased purchase from Worldwide innovation in low, with consumers independent retailers and baby spinach is low. purchasing on visual appeal. markets. Recommendation: Recommendation: Recommendation: An opportunity exists for Presentation of baby spinach Growers should explore Australia to become a world is of high importance. Ensure greater farm to gate sale leader in baby spinach leaf damage is minimised and opportunities. innovation. Continue to explore quality control options consider new delivery to regularly removed damaged leaves from display. formats for baby spinach. Brussels Sprouts Grower Action Plan
5.5 Consumption frequency remains low compared with other times per vegetables. month
1. 2. 3. Insight: Insight: Insight: Consumers are cost sensitive Low relative engagement in Perceived lack of versatility when purchasing Brussels the Brussels sprout category inhibits purchase. Sprouts. versus other vegetables. Recommendation: Recommendation: Recommendation: Communicate to consumers Manage fluctuations in price Bundle Brussels sprouts with new ways to cook Brussels by exploring seasonal other popular vegetables that sprouts in recipes appropriate efficiencies in the supply are often accompanied with for all seasons to increase chain. (e.g. potatoes and carrots) to take up. increase trial and future uptake. Capsicum Grower Action Plan
Consumers’ perceived value for money has decreased across the three waves.
1. 2. 3. Insight: Insight: Insight: Expense as a barrier to Consumers regard capsicum Colour was a key trigger to purchase had directionally as an important vegetable, purchase. increased across the three however no increase in tracks. purchase has been apparent Recommendation: across the year. Educate consumers on
Recommendation: further sensory attributes Consumer perceptions do not Recommendation: such as taste differences to align with pricing analysis. Further innovation of drive increased use as a Future research is suggested capsicum products in the flavour ingredient in meals to understand what drives Australian market to drive where colour aesthetics are consumers perception of increased purchase across a less relevant. expense and value for money. variety of categories (not just meals). 14
Wave 12: Fact Base (1 of 2)
Asian Vegetables: Baby Spinach: 7 Asian vegetables had relatively high levels of importance, 7 Baby spinach scored well on perceived importance, however was endorsement and interest in new types. However, satisfaction was comparable to all commodities tracked thus far. lower than the Harvest mean of commodities tracked.
7 Purchase of Baby spinach occurred 4.3 times per month and was 7 Purchase of Asian vegetables occurred 4.6 times per month and was consumed on average 9.8 times per month. This is an increase consumed on average 8.0 times per month, which was the lowest from Wave 4 and Wave 8 (9.3 and 9.7 respectively). frequencies of previous waves tracked.
7 Overall, Baby spinach was perceived to be fairly good value for 7 Overall, Asian vegetables were perceived to be good value for money. money, however this perception has fallen slightly in Wave 12. Consumers on average purchase 900g of Asian vegetables per shop
which was consistent with previous waves. Average recalled last 7 Consumers on average purchase 0.4kg of baby spinach, typically in spend was $6.00, slightly higher than previous waves. the format of pre-packed small bags. Recalled last spend was
$3.90, slightly higher from the previous waves. 7 Price tracking for May 2014 revealed that pricing was relatively
consistent across states and retailers/ Average national price was 7 Price tracking for May 2014 revealed that pricing had increased $2.17 per bunch of pak choy. slightly due to less promotional activity.
7 Buk Choy was the most recalled type of Asian vegetable, followed by 7 85% of respondents could not name any types of baby spinach. choy sum and wombok. Awareness had directionally increased over
the three waves. 7 Baby spinach was expected to stay fresh for 5.6 days, which was
usually met most of the time. 7 Asian vegetables were expected to stay fresh for 6 days, and
freshness expectations were met most of the time. 7 Top triggers for purchase remained the same (health/nutrition, easy
to cook with), however Wave 12 saw a reduction in ‘Short shelf life’ 7 Top triggers for purchase were being easy to cook with, healthy and as a barrier, which could be explained by cooler weather in May. to use as an ingredient in dishes.
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Wave 12: Fact Base (2 of 2)
Brussels Sprouts: Capsicum: 7 Capsicum had a high level of importance to consumers, and had 7 Brussels Sprouts had lower levels of importance, satisfaction and strong consumer sentiment across other measures. The majority of endorsement than other commodities tracked thus far. consumers indicated that they would purchase the same amount in
the future. 7 Purchase of Brussels Sprouts occurred 2.9 times per month and
was consumed on average 5.5 times per month, which the was 7 Purchase of capsicums occurred 4.2 times per month and was directionally lower than previous months. consumed on average 10.5 times per month, consistent across the
three waves. 7 Overall, Brussels Sprouts were perceived to be fair value for
money. Consumers on average purchase 600g of Brussels sprouts, 7 Overall, capsicums were perceived to be fair value for money, typically in the format of individual sprouts. Recalled last spend was which had directionally decreased across waves. Consumers on $3.70., slightly higher than January 2014. average purchase 600g of capsicums, typically in the format of
individual capsicums. The average recalled last spend was $3.90. 7 Price tracking for May 2014 revealed variation across states and
stores, with the average price being $7.48 per kilo and the retail 7 Price tracking for May 2014 revealed relatively consistent prices price range $9.00. across states and retailers, with the average price of a green
capsicum being $5.71 per kilo and the price range was $3.00. 7 Over 90% of respondents could not name any types of Brussels
Sprouts. Very low awareness was consistent with previous waves. 7 50% of respondents were unable to recall a type of capsicum and
those that could were naming by colour, rather than type. 7 Brussels Sprouts were expected to stay fresh for 8 days, which was
met most or all of the time, with a trend towards all of the time. 7 Capsicums were expected to stay fresh for 8 days, which was
consistent with previous waves. 7 Top triggers for purchase were health and taste. Key barriers to
purchase were expense and limited availability. 7 Top trigger for purchase were their colour, as well as being easy to use as an ingredient in dishes.1 16
Wave 12: Ad-Hoc Questions Additional Monthly Questions Asked 17 Organic Vegetables
8 The majority of consumers perceive that organic vegetables are not altered synthetically and genetically with pesticides, hormones or antibiotics.
8 Only a third of respondents perceive organic vegetables to be better quality than non-organic vegetables. Overall, having organic produce available where consumers shop is only fairly important and for the majority not an important factor in where they shop.
70% 65% Importance of having 59% organic produce 44% where you 43% shop: 5.7/10 Most important to 18-24yo and 34% females
5% 11% 2%
Synthetic Not Has not used Healthier Are farmed Better quality Washed and Other I do not know chemical and genetically synthetic vegetables using vegetables cleaned what organic pesticide free modified fertiliser in sustainable vegetables fresh (GM), no production practices vegetables hormones or are antibiotics added
AHQ1 What do organic fresh vegetables mean to you? AHQ2. How important to you is having a range of organic fresh vegetables available where you regularly shop? N=635 18
Wave 12: Overall Vegetable Tracking Vegetables Purchased Last Month 19 Artichoke Zucchini Asian vegetables Witlof Baby Spinach White Onion 100% Beans Turnips Beetroot Triticale Broccoli 80% Tomatoes Broccolini
Taro Brussel Sprouts
Sweet Potato 60% Cabbage This month’s vegetable Sweet Corn Capsicums purchase was in line with recent 40% Swedes Carrots months. However, earlier months of the tracker had the Sprouts 20% Cauliflowers largest vegetable purchase.
Spinach Celeriac The most purchased vegetables 0% Silverbeet Celery in the current wave were tomatoes, carrots, potatoes and Rhubarb Chicory onions, which was consistent
Red Onion Chillies with previous months.
Rambutan Chives
Radish Cucumbers
Raddichio Eggplant
Pumpkins Endive
Potatoes Fennel Parsnips Garlic Parsley Green peas Other Herbs Hard Squash Lettuce Leeks KohlrabiJicama Wave 1: June Wave 2: July Wave 3: August 2013 Wave 4: September 2013 Wave 5: October 2013 Wave 6: November 2016 Wave 7: December 2013 Wave 8: January 2014 Wave 9: February 2014 Wave 10: March 2014 Wave 11: April 2014 Wave 12: May 2014 Sample N= Wave 2178 S8. Which of the following fresh vegetables have you purchased in the last month? 20
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 21
7 Baby Spinach and Capsicum had high levels of endorsement, indicating consumers’ likeliness recommend. However, increased purchase of Capsicum was lower than the Harvest average.
7 Asian Vegetables had a very high level of importance, which has been consistent over the three waves of tracking. The commodity has the equal highest level of importance for all commodities tracked in the past 12 months. Consumers are highly engaged with the commodity and there is strong interest in new varieties.
7 Consumer satisfaction with Brussels Sprouts had increased since last wave and is more in line with the Harvest mean. Satisfaction would expect to increase as the tracking approaches peak season (winter). Despite relatively low consumer sentiment, there was still a strong intent to purchase.
Asian Baby Brussels Harvest Total Capsicum Vegetables Spinach Sprouts Mean
Importance 7.3 7.0 6.1 7.1 6.3
Satisfaction 6.3 6.5 6.3 6.8 6.6
Endorsement 7.4 7.1 6.4 7.0 6.8
Interest (New Types) 7.2 6.2 6.1 6.4 6.1
Future Purchase More 26% 17% 17% 10% 14% Same 73% 82% 80% 88% 85% Less 1% 2% 3% 1% 2%
Harvest Total Mean is the mean of all commodities from Wave 1, up to and including current wave. 22
Asian Vegetables. Purchase and Consumption Behaviour 23
1 Average purchase and consumption frequency was slightly down on previous waves. Average Average However, Asian Vegetables were typically Purchase Consumption purchased once a week and consumed twice 4.6 times 8.0 times weekly across the year of tracking. per month per month 1 Mainstream retailers remained the primary channel of purchase, however specialist retailers 5.1 times, Wave 4 8.6 times, Wave 4 and markets were also common purchase 4.8 times, Wave 8 8.8 times, Wave 8 locations.
53% 53% Purchase Channels 50% 49% 48% 48% 47% 41% 41% Increased purchase from 31%30% Independent Supermarkets 28% from previous waves. 23%
15% 16% 13% 12% 11% 8% 6% 5% 6% 6% 6% 3% 3% 3% 2% 1% 1% 1% 2% 2%
Woolworths Coles Specialist Fruit Markets Independent Aldi Direct from the Gourmet Convenience Costco Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 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 0.9kg spend was $6.00 in May, perceived Asian Vegetables of Asian Vegetables in May which was slightly higher to be good value for money 2014. This average than previous waves. (6.6/10), which was remained unchanged However, there was consistent with previous across the three waves of minimal fluctuation across months. tracking. the three months.
0.9kg, Wave 4 $5.60, Wave 4 6.7/10, Wave 4 0.9kg, Wave 8 $5.70, Wave 8 6.5/10, Wave 8
Q3. How much
Pack Formats Purchased 25
1 Individual and pre-packaged Asian vegetables were the most common formats purchased. This may be influenced by the type of vegetable 69% 63% 66% bought, such as a bunch of pak choy 58% compared with an individual lotus root. 54% 56%
24% 20% 23%
Individual Asian Pre-packaged Bunch Pre-packaged Vegetable of Asian Vegetables Tray/Bag of Asian Vegetables Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Pre-packaged Pre-packaged Wave 12 saw Individual a decrease in Bunch Tray the number of Wave 12 2.5 1.6 1.4 vegetables purchased per Wave 8 2.6 1.8 1.7 shop. Wave 4 2.7 1.8 1.7
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q3a. How much
Darwin, NT Woolworths: $2.48ea Coles: $2.28ea
Brisbane, QLD The average price for Woolworths: $1.98ea / $2.48ea Coles: $1.98ea / $1.98ea Pak Choy in Australia was $2.17
Adelaide, SA Woolworths: $2.28ea / $2.28ea Coles: $2.28ea / $2.28ea Sydney, NSW Perth, WA Woolworths: $1.98 / $1.98ea Woolworths: $1.98ea Coles: $1.98ea / $1.98ea Coles: $2.00ea Canberra, ACT Woolworths: $2.35ea Melbourne, VIC Coles: $1.98ea Woolworths: $1.98ea / $1.98ea • The average price for Pak Choy was consistent across the three months of price analysis. May 2014 was only marginally higher at 2.17 per bunch. Coles: $1.98ea / $1.98ea • There was little price fluctuation across state and retailer. The highest prices recorded was $2.48 each and the cheapest price was $1.98 each. • The retail price range was $0.50. Hobart, TAS Pricing was carried out on 19th May between 10am-12pm. Woolworths: N/A Prices are displayed Online / In-store. Coles: $2.98ea Green text indicates promotional price. Spontaneous Awareness 27
61% Buk Choy 59% 63% 30% Choy Sum 34% 7 Across the three waves, spontaneous 33% 15% awareness of Asian vegetables had Wombok (Chinese cabbage) 17% increased. 24% 13% 7 Pak Choy 14% There was consistent increased in 15% recall of wombok, pak choy and gai lan 9% across the waves. Gai Lan (Chinese broccoli) 11% 15% 7 Buk choy had the greatest awareness 3% White Radish (Daikon) 4% of all Asian Vegetables. Opportunity 3% exists to educate consumers about 2% other Asian Vegetables. Lotus Root 2% 3%
Kangkong (Water spinach) 5% 8% Bitter Melon 4% 36% Do not know any varieties 32% 29% Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q6a. What varieties/types of
Triggers Barriers
60% 6% Easy to prepare/cook with 56% 5% Not versatile 63% 6% 58% 10% Cooks quickly 52% 7% Inconsistent quality 59% Asian Vegetables had 7% 59% multiple triggers to purchase 11% They taste great 54% including; ease and 12% Lack of varieties available 53% convenience of cooking, 7% taste, health and as an 8% 60% ingredient in dishes. As they are healthy 57% 7% Poor quality 53% 7% 7% To add variety to my vegetable 54% 52% 9% Hard to store/keep selection 52% 11% 60% 21% To use as an ingredient in dishes 54% 13% Lack of knowledge 52% 17% 45% The main barriers this 14% As they are good in nutrition 46% month were lack of 12% Expensive 44% knowledge, short shelf 18% life and only using for 39% 22% certain dishes. These To complement other food 36% 18% Short shelf life barriers have increased 36% from previous waves. 19% 34% 20% Good for the whole family 30% 21% Limited availability 35% 21% 32% 22% To add colour to a meal 30% 24% Other 32% 24%
Wave 12: May 2014 Wave 8: January 2014 Wave 4: September 2013 Wave 12: May 2014 Wave 8: January 2014 Wave 4: September 2013 Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q7. Which of the following reasons best describes why you purchase
Wave 12 Top 5 Consumption Occasions
1 Cuisine remained relatively constant Wave 12 Wave 8 Wave 4 across the three waves of tracking. Weekday dinner 61% Chinese cuisine was the typical choice. Quick meals 45%
1 Nearly half of consumers opted Asian Weekend dinner 39% Vegetables for quick meals, highlighting Family meals 37% its convenience and easy preparation. Everyday 29%
Typical Cuisine Cooked 80% 80% 60% 49%
40% 30% 22% 17% 20% 10% 13% 3% 3% 2% 3% 5% 0% Chinese Thai Vietnamese Japanese Indian Modern Traditional Italian Greek British Middle Other Eastern Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014 Asian Australian European Other
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q10. What cuisines do you cook/consume that use
Top 10 Accompanying Vegetables 1 Consistent with Asian cuisine, stir-frying 54% and streaming were the main cooking Carrots 53% techniques used for Asian Vegetables. 60% 49% Capsicums 47% 1 Asian Vegetables were generally served 52% with carrots, capsicums, onion, broccoli. 47% This serving combination has White Onion 44% 48% strengthened over the past three waves. 42% Broccoli 34% 43% 37% Top 10 Cooking Styles Garlic 37% 39% Wave 4 Wave 8 Wave 12 31% Stir frying 77% 83% 84% Red Onion 30% Steaming 44% 42% 47% 29% Soup 22% 20% 20% 28% Cauliflowers 24% Boiling 19% 12% 15% 26% Sautéing 19% 17% 20% 28% Microwave 11% 8% 12% Celery 26% 25% Blanche 11% 10% 16% 23% Shallow Frying 11% 12% 12% Broccolini 27% 30% Raw 11% 10% 10% 22% Stewing 7% 7% 8% Other Herbs 22% 22% Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q9. How do you typically cook
1 The provenance of Asian Vegetables is relatively important consumers – consistent with that measured in previous waves and the Harvest mean for all vegetables evaluated.
Harvest Mean 6.4
Wave 12: May 2014 6.3
Wave 8: January 2014 6.3
In Wave 3 consumers ranked “Australian Wave 4: September 2013 6.4 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Freshness and Longevity 32
1 Asian Vegetables were expected to remain fresh for 6 days once purchased. This was consistent over the three waves. Expected to stay 1 Longevity of freshness was generally met.
fresh for 1 Comparatively Wave 8 (January) saw a decline in freshness and longevity. 5.9 days To avoid alienation of consumers, investigate supply chain, storage, or display that could increase freshness in the warmer months.
5.9 days, Wave 4 5.5 days, Wave 8 Expectations Met
Wave 12: May 3% 9% 13% 58% 17% 2014
Wave 8: January 2% 5% 12% 69% 12% 2014
Wave 4: 2% 7% 13% 62% 16% September 2013
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q12. How long do you expect
Trends: Asian Vegetables There were 89 products launched globally within the last three months Asian Vegetables Global NPDs that contained Asian vegetables. The majority launched were in Europe, particularly Germany. Popular categories for launch were sauces and March 2014 – May 2014 meals.
Country Region
7% Germany 36% 12% Netherlands 10%
USA 9% 18%
China 4% 63%
France 4%
Europe Asia Pacific UK 4% North America Middle East & Africa 89 Global Launches
Top Pack Formats Top Claims
No 9% Additives/Preservatives 30%
24% 9% Categories Microwaveable 29%
9% Sauces Meals Ease of Use 19% 31% 27% 10% 13% Time/Speed 17% Side Snacks Flexible Flexible sachet Bottle Dishes 10% Low/No/Reduced Allergen 15% Can Jar Tray 7% 35 Asian Vegetables Product Launches: Last 3 Months (March 2014 - May 2014) Summary
• There were 89 products launched globally that contained Asian vegetables over the last three months. The number of launches had increased since January 2014.
• In Australia there were three products launched, which can be found in the following pages.
• Europe (63%) was the primary region for products launched over the last three months. Germany was the key country for launches (36%).
• Consistent with previous trends flexible formats including sachets were the most used packaging for launches.
• The top category launches remained sauces and seasoning (31%), and meals and meal centres (27%). Source: Mintel (2014) • Popular claims used were around health (no additives/preservatives) and convenience, including ease of use, microwaveable and time/speed.
• The most innovative Asian Vegetable product was the Dukan Lemon Flavoured Konjac Sticks launched in France (example can be found in the following pages). 1A third of products launched in the last three months were from Germany, which was consistent with previous trends. 36 Asian Vegetables Launches 1Asian vegetable products were launched in a variety of categories. Country & Categories Sauces, seasonings and meals were the most common categories for products. Top Launch Countries Top Launch Categories
Sauces & Seasonings 31% 36% Germany Meals & Meal Centers 27%
10% Netherlands Snacks 10%
Side Dishes 7%
9% USA Fruit & Vegetables 6%
Processed Fish, Meat & 6% Egg Products 4% China Healthcare 3%
4% France Skincare 3% 89 Global Soup 3% Launches 4% UK Alcoholic Beverages 1%
Number of Global Asian Vegetable NPD for the L3M N=89 Asian Vegetables Launches 37 Top Claims & Pack Formats Used
7 Across the three waves flexible packaging was Top Claims Launched the most common format used for products containing Asian vegetables. No Additives/Preservatives Microwaveable 7 Health (no additives and preservatives) and convenience claims were most commonly used Ease of Use on products over the last three months. Time/Speed
Low/No/Reduced Allergen Top Packs Launched Gluten-Free
Flexible Organic
Flexible sachet Kosher
Halal Bottle Low/No/Reduced Fat Can Slimming Jar Vegetarian Tray Ethical - Environmentally Friendly Package Carton All Natural Product Flexible stand-up pouch Botanical/Herbal 0% 10% 20% 30% 40% 0% 20% 40%
Number of Global Asian Vegetable NPD for the L3M N=89 Only regions with n >30 are displayed
Innovative Asian Vegetables Launches: 38 L3M (March – May 2014)
Explore Asian Vegetarian Safeway Kitchens Asian Sywan Kulinaria Asian Kroger Skillet Meals Beef Flavor Gluten Free Style Blend Gourmet Salad Style Tuna Salad Shrimp Lo Mein Soybean Noodle Soup Topper (Hungary) (USA) (Israel) (Canada)
Sywan Kulinaria Tonhalsaláta Zöldségekkel Explore Asian Vegetarian Beef Flavor Safeway Kitchens Asian Style Blend Kroger Skillet Meals Shrimp Lo Mein (Asian Style Tuna Salad) is now available. Gluten Free Soybean Noodle Soup is made Gourmet Salad Topper comprises sesame comprises Asian style sauce, shrimp, The product retails in a 200g pack. with organic soybean and is free from MSG. teriyaki cashews, honey glazed almonds broccoli, snow peas, shiitake mushrooms, This all natural product contains 82% and rice noodles. The product retails in a red bell peppers and onions. It can prepare organic ingredients, is low in fat, rich in iron 113g pack. a complete meal in 10 minutes and is and high in protein and fiber. The kosher microwaveable. This product retails in a 20- certified product is microwaveable, and oz. pack providing three servings. retails in a 62g pack.
Claims: Claims: Claims: Claims: No Additives/Preservatives, All Natural N/A N/A Time/Speed, Microwaveable Product, Low/No/Reduced Allergen, Gluten- Free, High/Added Fiber, Kosher, Low/No/Reduced Fat, Microwaveable, Organic, Vegetarian, High Protein
Source: Mintel (2014) Innovative Asian Vegetables Launches: 39 L3M (March – May 2014) Natural Polyphenol Antioxidants
Vitasia Crispy Duck on a Dukan Lemon Flavoured Jumbo Asian Chicken Vici Asian Style Dumplings Bed of Oriental Vegetables Konjac Sticks Satay Bapao with Vegetables (Spain) (France) (Netherlands) (Poland)
Vici Pierogi z Warzywami (Asian Style Vitasia Pato Crujiente con Verduras Dukan Konjac Saveur Citron (Lemon Dumplings with Vegetables) feature 60% of Especiadas (Crispy Duck on a Bed of Jumbo Aziatisch Kipsaté Bapao (Asian Flavoured Konjac Sticks) are sweetened fresh vegetables in the filling and a 0.8mm Oriental Vegetables) is new to the range. Chicken Satay Bapao) is now available. The food supplements based on vegetable fibres thin dough. The microwaveable product This product consists of boneless, product comprises steamed bread with a from konjac tuber. This product helps lose retails in a 400g pack. seasoned, and spiced duck strips with chicken and satay sauce filling. The weight, when taken as part of a calorie- spiced Asian vegetables, can be oven- microwaveable product can be taken on the controlled diet. According to the baked without the need for defrosting, and go and is quickly prepared. The bapao manufacturer, the konjac root, which is retails in a 550g pack. retails in a 115g pack, bearing the traditionally used in Asian food, is one's new Gezondere Keuze Healthy Choice logo. slimming ally.
Claims: Claims: Claims: Claims: Ease of Use Slimming Vegetarian, On-the-Go, Time/Speed, Time/Speed, Microwaveable Microwaveable
Source: Mintel (2014) Innovative Asian Vegetables Launches: 40
L3M (March – May 2014) Natural Polyphenol Antioxidants
Kabuto Chilli Chicken Asian Home Gourmet Mild Cool Diner To Go Easy To Real,- Quality Bami Goreng Ramen Noodles Spice Paste for Singapore Do Snackbox Asian Rice Meal (UK) Laksa Coconut Curry Dish with Chicken Breast, (Germany) Noodles Vegetables and Seasoning
(Philippines) (Germany) Kabuto Chilli Chicken Ramen Noodles are Real,- Quality Bami Goreng Pfannengericht described as a fresh tasting spice noodle Cool Diner To Go Easy To Do Snackbox (Bami Goreng Meal) comprises noodles with Asian Home Gourmet Mild Spice Paste for dish with chicken, extra chilli, peppers, Asia Reis mit Hähnchenbrust, Gemüse und chicken breast fillet and various vegetables Singapore Laksa Coconut Curry Noodles is coriander and lime. This product is a Würzung (Asian Rice Dish with Chicken and mushrooms. The Asian style product a paste for making a rich full-bodied coconut delicious combination of authentic Asian Breast, Vegetables and Seasoning) has retails in 500g pack. curry, which is said to be one of Singapore's flavours and quality ingredients, retailing in been relaunched. Previously marketed . most favourite dishes. a 85g pack. under the brand name Cool Diner, this dish is free from artificial flavours, flavour enhancers, preservatives and colourants.
Claims: N/A Claims: Claims: Claims: Halal, No Additives/Preservatives, No Additives/Preservatives, On-the-Go, N/A Low/No/Reduced Allergen, Vegetarian, Time/Speed, Microwaveable, Ease of Use, Gluten-Free Convenient Packaging
Source: Mintel (2014) Australian Asian Vegetables Launches: 41 L3M (March – May 2014)
Organic Bubs Super Lee Kum Kee Ready Sauce Kan Tong Inspirations Vegetable Rice Congee for Coconut Curry Fragrant Thai Green Curry Vegetables Asian Meal Base : Organic Bubs Super Vegetable Rice Congee with lumps and bumps is a Lee Kum Kee Ready Sauce for Coconut Kan Tong Inspirations Fragrant Thai Green premium baby meal that is claimed to be Curry Vegetables provides an authentic Curry Asian Meal Base has no added MSG crammed with nothing but wholesome Asian meal in minutes. This product just and is said to cook in 10 minutes. This hot organic food to nourish the little ones, requires the addition of mixed vegetables, heat, easy to prepare product requires just keeping their tiny bodies growing. and retails in a 110g pack that serves four. the addition of chicken, green beans and coconut milk, and retails in a 160g pack serving two persons and featuring a recipe suggestion.
Claims: Low/No/Reduced Lactose, No Additives/Preservatives, Hormone Free, Low/No/Reduced Allergen, Convenient Claims: Packaging, GMO-Free, Gluten-Free, Other Claims: Ease of Use, Time/Speed (Functional), Kosher, Ethical - Ease of Use, No Additives/Preservatives, Environmentally Friendly Product, Ethical - Microwaveable Animal, Microwaveable, Halal, Organic, Social Media, Babies & Toddlers (0-4), Premium, On-the-Go, Carbon Neutral
Source: Mintel (2014) 42
PumpkinBaby Spinach. . Purchase and Consumption Behaviour 43
7 Purchase frequency has not varied across waves, however consumption frequency has grown from Average Average Wave 4, and has maintained from Wave 8. Purchase Consumption 4.3 times 9.8 times 7 Purchase at most retail outlets has remained per month per month steady across waves, however increased within Independent Supermarkets in Wave 12.
4.4 times, Wave 4 9.3 times, Wave 4 4.4 times, Wave 8 9.7 times, Wave 8
62% 56% 56% 54% 52% 52% Purchase Channel
Increased purchase from Independent 33% 32% Supermarkets from 27% previous waves. 22% 20% 17% 16% 16% 15%14% 15% 14%
4% 5% 4% 2% 2% 3% 2% 2% 2% 2% 3% 1% 1% 0%
Woolworths Coles Specialist Fruit and Aldi Markets Independent Direct from the Gourmet Costco Convenience Stores Other Vegetable Retailer Supermarkets grower Independent Retailers Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 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 0.4kg spend was $3.90 in May, perceived Baby Spinach to of Baby Spinach in May which was slightly higher be moderate value for 2014. This average than previous waves. money (5.9/10), which was remained unchanged However, there was consistent with previous across the three waves of minimal fluctuations months. tracking. across the three months.
0.4 kg, Wave 4 $3.80, Wave 4 6.1/10, Wave 4 0.4 kg, Wave 8 $3.60, Wave 8 6.0/10, Wave 8
Q3. How much
Pack Formats Purchased 45
1 Pre-packaged small bags of Baby Spinach remain the most popular package format. 1 Despite this, in Wave 12 there was an increase in the number of individual leaves bought per purchase. 53% 49% 47% 37% 38% 40% 31% 32% 34%
Pre-packaged Small Pre-packaged Large Individual Baby Bag of Baby Spinach Bag of Baby Spinach Spinach Leaves
Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Pre-packaged Pre-packaged Small Wave 12 saw Individual Leaves an increase in Large Bag Bag the number of Wave 12 116.2 1.6 1.5 individual Wave 8 92.7 1.5 1.5 leaves purchased. Wave 4 100 1.5 1.5
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q3a. How much
Darwin, NT Woolworths: $16.98/kg Coles: $16.98/kg
The average price for Baby Brisbane, QLD Woolworths: $16.98/kg / $16.98/kg Spinach in Australia was $16.74kg Coles: $12.98/kg
Adelaide, SA Woolworths: $16.98/kg / $16.98/kg Sydney, NSW Coles: $16.98/kg Woolworths: $16.98/kg / $16.98/kg Perth, WA Coles: $16.98/kg Woolworths: N/A Coles: $16.98/kg Canberra, ACT Woolworths: N/A Coles: $16.98/kg • The average price per kg, at $16.74/kg, was higher compared to Wave 8 Melbourne, VIC ($15.92/kg) however consistent with Wave 4 ($16.77). This is due to a return to Woolworths: $16.98/kg / $16.98/kg non-promotional prices in Melbourne. Coles: $16.98/kg / $16.98/kg • Prices were relatively consistent across states and between retailers. The lowest price stated was $12.98/kg and the highest price recorded was $16.98/kg. • The retail price range for baby spinach was $4.00/kg. Hobart, TAS Pricing was carried out on 19th May between 10am-12pm. Woolworths: Prices are displayed Online / In-store. Coles: $16.98/kg Green text indicates promotional price. Spontaneous Awareness 47
7 Awareness remained very low with over 85% of consumers could not recall a type of baby spinach.
7 5% of respondents named “English” as a type of baby spinach.
“I don't know. I just buy and eat without considering the weight, or cost. If it looks nice I will buy it.”
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q6a. What varieties/types of
Triggers Barriers
62% 5% As they are healthy 58% 4% My partner doesn't like eating it 63% 3% 57% 5% Easy to prepare/cook with 51% Health factors were the main 2% My kids don't like eating it 58% triggers to purchase Baby 2% 58% spinach, as well as it being 6% As they are good in nutrition 56% convenient. This has been 5% I grow my own 52% consistent across waves. 6% 50% 9% They taste great 44% 9% Limited availability 51% 14% 50% 9% To use as an ingredient in dishes 50% 8% Poor quality 49% Short shelf life was the 6% To add variety to my vegetable 49% main barrier to purchase 10% 46% selection in Wave 8, however has 11% Inconsistent quality 45% dropped in Wave 12. This 9% 45% further supports to notion 10% To compement other food 41% that warmer temperatures 16% Hard to store/keep 42% increase wilting, thus 14% 36% creates fluctuations in it 20% It's versatile 34% as a barrier to purchase.21% Expensive 38% 22% 38% 24% Good for the whole family 33% 19% Other 37% 24% 36% 29% Cooks quickly 38% 38% Short shelf life 37% 23% Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014 Wave 12: May 2014 Wave 8: January 2014 Wave 4: September 2013
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q7. Which of the following reasons best describes why you purchase
Wave 12 Top 5 Consumption Occasions
1 Cuisine remained relatively constant Wave 12 Wave 8 Wave 4 across the three waves of tracking. Weekday dinner 47% Modern, Traditional, Chinese and Italian Quick meals 38% cuisine were selected most often. Everyday 36% 1 All consumption occasions dropped for Weekend Dinner 32% Baby Spinach, excluding Everyday which Family meals 30% rose to 36% of consumption occasions.
Typical Cuisine Cooked 80%
60% 49%
40% 30% 31% 29% 21% 14% 20% 11% 10% 12% 10% 8% 6%
0% Modern Traditional Chinese Thai Indian Vietnamese Italian Greek British Snacks Mexican Other
Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014 Australian Asian European Other
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q10. What cuisines do you cook/consume that use
Top 10 Accompanying Vegetables 1 Consumption with tomatoes, carrots and 53% capsicums remained consistent from Tomatoes 58% previous waves. 55% 37% Carrots 42% 1 Again, raw was the most consistent 41% method of preparation. 38% Capsicums 37% 36% 36% Red Onion 36% 34% 24% Top 10 Cooking Styles Cucumbers 25% 23% Wave 4 Wave 8 Wave 12 24% Raw 54% 58% 59% White Onion 23% Stir frying 39% 43% 41% 23% Steaming 29% 23% 28% 20% Celery 20% Sautéing 15% 16% 21% 20% Soup 12% 10% 14% 15% Blanche 11% 15% 13% Garlic 18% 20% Blend 5% 8% 9% 22% Other 8% 10% 9% Lettuce 22% Boiling 11% 7% 8% 18% 14% Microwave 8% 6% 6% Broccoli 11% 17% Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Sample Wave 4, N=421, Wave 8, N=313 & Wave 12, N=305 Q9. How do you typically cook
1 Over the past three waves there was a trend towards decreased importance of provenance to consumers. However, provenance maintained parity with the Harvest mean for all commodities.
Harvest Mean 6.4
Wave 12: May 2014 6.2
Wave 8: January 2014 6.3
In Wave 3 consumers ranked “Australian Wave 4: September 2013 6.4 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Freshness and Longevity 52
1 Baby spinach was expected to stay fresh for nearly 6 days, which was in Expected line with freshness from Wave 4. to stay fresh for 1 Expectations of freshness dipped in January compared to September, and rose again in May, with 13% feeling expectations of freshness of 5.6 days Baby Spinach was always met.
5.5 days, Wave 4 5.8 days, Wave 8 Expectations Met
Wave 12: May 4% 10% 15% 57% 13% 2014
Wave 8: January 3% 14% 15% 58% 9% 2014
Wave 4: 3% 6% 17% 62% 11% September 2013
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Sample Wave 4, N=501, Wave 8, N=300, Wave 12, N=315 Q12. How long do you expect
Trends: Baby Spinach
*Due to low number of launches only Summary and Product slides will be shown. There were 19 products launched globally between March and May 2014 that Baby Spinach Global NPDs contained baby spinach. The majority of the launches occurred USA. Flexible packaging was the most common format used. The majority of innovations were March – May 2014 around Ease of Use.
Country Region
16% USA 42% 42%
South Africa 16% 42%
Poland 11% Europe North America Middle East & Africa 19 Global Launches
Top Pack Formats Top Claims
5% 5% Ease of Use 47%
11% 37% Categories Ethical - Environmentally Friendly Package 32% Fruit & Meals 16% Social Media 26% Vegetables 47% 47% Ethical - Environmentally 21% 26% Friendly Product Processed Products Flexible Tray 5% No Tub Clam-pack Additives/Preservatives 21% Carton Flexible stand-up pouch 55 Baby Spinach Product Launches: Last 3 Months (March-May 2014) Summary
• There were 19 global baby spinach products launched over the last 3 months, which was lower than the number of launches between November 2013 and January 2014, and lower still compared to September and November 2013. There were no new launches in Australia.
• The majority of launches occurred in the USA (42%).
• Flexible packaging remained the most common format used (37%), with little change from Wave 8 (35%).
• Top launch categories were fruit & vegetables (47%) and meals (47%). Innovation in the meals category has increased from the previous 3 months, up from 16%.
• The majority of products launched used the claim “Ease of Use” Source: Mintel (2014) (47%).
• The most innovative baby spinach product launched was Earthbound Farm Organic Power Deep Green Blends. An organic certified blend that of does not require washing (examples of these can be found in the following pages). Innovative Baby Spinach Launches: 56 L3M (March – May 2014)
Ready Pac Bistro Salads Five Star Gourmet Foods Iglo Erntefrisch Gemüse à Marks & Spencer Icelandic Baby Kale Apple Walnut Tuscan Artichoke Salad la Crème Spring Vegetables Cod Fillets Salad (USA) with Wild Garlic (UK) (USA) (Austria)
Ready Pac Bistro Salads Baby Kale Apple Five Star Gourmet Foods Tuscan Artichoke Iglo Erntefrisch Gemüse à la Crème Marks & Spencer Icelandic Cod Fillets Walnut Salad includes a lettuce blend with Salad is said to feature the savory tastes Frühlingsauslese mit Bärlauch (Spring feature baby spinach, mozzarella and basil the following toppings; apples, white found in the Italian region of Tuscany. This Vegetables with Wild Garlic) from the topping, finished with crème fraîche and cheddar cheese, candied walnuts, golden premium product comprises baby lettuces Marchfeld region have been frozen within semi-dried tomatoes. This product retails in raisins and an apple vinaigrette dressing. topped with artichoke hearts, parmesan hours of being picked to preserve the a 260g partly recyclable, FSC-certified pack The product contains 280 calories per bowl cheese, tomatoes, roasted red pepper and vitamins. featuring the Forever Fish logo. and is an excellent source of vitamin A and olive oil balsamic vinaigrette dressing, and vitamin C. provides 180 calories per salad.
Claims: N/A Claims: Claims: Claims: Ease of Use, Ethical - Environmentally No Additives/Preservatives, Ethical - Ethical - Environmentally Friendly Package, Friendly Package, Premium Environmentally Friendly Package, Ethical - Environmentally Friendly Product Seasonal, Ethical - Environmentally Friendly Product, Microwaveable
Source: Mintel (2014) Innovative Baby Spinach Launches: 57 L3M (March – May 2014)
Trader Joe's Vietnamese Trader Joe's Baby Spinach 7-Eleven Fresh To Go City Farming Smoked Brand Chicken Wrap with & Greens Salad Mandarin Pineapple Salad Salmon Farm Wrap Ginger Lime Dipping Sauce (USA) with Chicken (USA) (Germany) (USA)
Trader Joe's Baby Spinach & Greens Salad 7-Eleven Fresh To Go Mandarin Pineapple City Farming Farm Wrap Räucherlachs comes with blue cheese, candied pecans Salad with Chicken comprises white meat Trader Joe's Vietnamese Brand Chicken (Smoked Salmon Farm Wrap) is freshly and cranberries with raspberry vinaigrette. chicken, spring mix, Mandarin oranges, Wrap with Ginger Lime Dipping Sauce is made with plain tortillas, smoked salmon, This product is suitable for vegetarians and pineapple, red bell peppers and carrots with USDA inspected. The product retails in a baby spinach leaves and a honey mustard retails in an 8.5-oz. pack.. a tangy citrus dressing. The product 10-oz. pack. sauce. It retails in a 200g pack containing contains 160 calories and retails in a 6-oz. two wraps and features the Facebook logo. pack.
Claims: Claims: Claims: Claims: N/A Vegetarian On-the-Go No Additives/Preservatives, Time/Speed, Ease of Use, Social Media, Vegetarian, Wholegrain
Source: Mintel (2014) Innovative Baby Spinach Launches: 58 L3M (March – May 2014)
Woolworths Food Beef & Woolworths Food Ready to Coop Betty Bossi Salad Earthbound Farm Organic Mustard Sandwich Micro Garden Peas, Leeks with Chicken & Asparagus Power Deep Green Blends (South Africa) & Baby Spinach (South (Switzerland) (USA) Africa) Woolworths Food Beef & Mustard Sandwich has been repackaged in a newly designed Earthbound Farm Organic Power Deep Woolworths Food Ready to Micro Garden Coop Betty Bossi Salat mit Poulet & recyclable pack. It features with crunchy Green Blends are new to the range. This Peas, Leeks & Baby Spinach is now Spargeln (Salad with Chicken & Asparagus) lettuce on brown bread, and is made with USDA organic certified blend comprises a available. The vegan product retails in a is now available. It contains green the best quality ingredients including free dynamic mix of tender baby kale, chard, and 180g pack. asparagus which is more aromatic than the range eggs and real butter. The company spinach. It does not require washing as it white one since it grows out of the ground claims to support for the Farming for the has been triple-washed, and can be enjoyed and becomes green thanks to the Future project to support sustainable in salads, smoothies, or on pizzas. chlorophyll contained. farming at no extra cost.
Claims: Ethical - Environmentally Friendly Package, Claims: Claims: Claims: Ethical - Environmentally Friendly Product, Ease of Use, Vegan, No Animal Ingredients, N/A No Additives/Preservatives, Organic, Ethical Ethical - Animal Microwaveable - Environmentally Friendly Package, Ease of Use, Convenient Packaging, Social Media
Source: Mintel (2014) 59
Brussels Sprouts. Purchase and Consumption Behaviour 60
1 Across the three waves purchase and Average Average consumption frequency was relatively stable. Purchase Consumption Peak consumption was in January 2014, which 2.9 times 5.5 times is inconsistent with peak season (winter). per month per month 1 Mainstream retailers, Woolworths and Coles, remained the key locations for purchase. 3.2 times, Wave 4 5.8 times, Wave 4 3.1 times, Wave 8 6.2 times, Wave 8 Purchase Channel 59% 55% 53% 50% 48% 47% Decreased purchase from specialist retailers over the three waves 37% 35% 31%
20% 20% 20%20% 18% 16% 18%16% 12% 4% 3% 2% 1% 2% 1% 1% 3% 2% 2% 2%
Woolworths Coles Specialist Fruit Aldi Independent Markets Direct from the Costco Gourmet Other and Vegetable Supermarkets grower Independent Retailer Retailers Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 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 600g of spend was $3.70. This perceived Brussels Sprouts Brussels Sprouts in May was in line with to be fair value for money 2014, which was consistent September last year, both (6.1/10). This had positively with previous months. of which were slightly increased since Wave 8, lower than January 2014. but still lower Wave 4.
0.6kg, Wave 4 $3.60, Wave 4 6.5/10, Wave 4 0.7kg, Wave 8 $4.30, Wave 8 5.9/10, Wave 8
Q3. How much
1 Individual Brussels Sprouts were the main format purchased, consistent with previous months. On average, consumers’ purchased 13 Brussels Sprouts per shop. 80% 78% 70% 1 The current wave saw an increase in the popularity of pre-packaged Brussels Sprouts, especially in small formats.
35% 27% 27% 13% 11% 14%
Individual Brussels Pre-packaged Small Pre-packaged Large Sprouts Bag of Brussels Bag of Brussels Sprouts Sprouts Wave 12: May 2014 Wave 8: January 2014 Wave 4: September 2014
Individual Small Bag Large Bag Wave 12 12.9 2.0 3.1 Wave 8 13.1 2.8 2.8 Wave 4 12.7 2.8 2.9
Q3a. How much
Online and In-store Commodity Prices 63 Brussels Sprouts
Darwin, NT Woolworths: $12.98kg Coles: $7.98kg
The average price for Brussels Brisbane, QLD Woolworths: $3.98kg / $3.98kg Sprouts in Australia was $7.48kg Coles: $5.98kg / $5.98kg
Adelaide, SA Woolworths: $9.98kg / $9.98kg Sydney, NSW Coles: $7.98kg / Woolworths: $7.98kg / $7.98kg Perth, WA Coles: $5.98kg / $5.98kg Woolworths: $6.00kg Coles: $9.98kg Canberra, ACT Woolworths: $7.98kg • The average retail price was considerably lower than previous months, which is Melbourne, VIC Coles: $5.98kg likely due to promotional pricing in Queensland. In May the average price was $7.48 Woolworths: $3.00kg per kilo, which is over $2 cheaper than September 2013 and January 2014. Coles: $7.98kg / $7.98kg • There was variability in Brussels sprout prices between states and retailers. The highest price was in Darwin ($12.98/kg) and the lowest price was in Brisbane ($3.98/kg). • The retail price range was $9.00. Hobart, TAS Pricing was carried out on 19th May between 10am-12pm. Woolworths: $8.98kg Prices are displayed Online / In-store. Coles: $9.98kg Green text indicates promotional price. Spontaneous Awareness & Purchase 64
7Over 90% of respondents could not name any type of Brussels sprouts.
“I didn't know there were any different types - I thought they were just ‘Brussels sprouts'.”
Sample Wave 4, N=319, Wave 8, N=293 and Wave 12, N=310 Q6a. What varieties of
Sample Wave 4, N=319, Wave 8, N=293 and Wave 12, N=310 Q7. Which of the following reasons best describes why you purchase
Wave 12 Top 5 Consumption Occasions
Wave 12 Wave 8 Wave 4 1 Dinner was consistently the main consumption occasions, for both weekdays and weekends. Weekday dinner 62% Weekend dinner 39% 1 Traditional Australian cuisine was the most common cooking style. Cuisine choice was Family meals 30% relatively consistent across the three waves. Everyday meals 25% Quick meals 17%
Typical Cuisine Cooked
60%
55% 38% 40%
20% 24% 12% 6% 6% 5% 5% 5% 3% 4% 0% Traditional Modern British Italian French Greek Chinese Indian Vietnamese Thai Other Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Australian European Asian Other
Sample Wave 4, N=319, Wave 8, N=293 and Wave 12, N=310 Q10. What cuisines do you cook/consume that use
1 Brussels Sprouts were often served with potatoes and carrots, which was on trend with Top 10 Accompanying Vegetables the last two waves. 66% Potatoes 65% 1 Overall, the accompanying vegetables were 61% consistent across months. 59% Carrots 60% 52% 1 The majority of consumers either steamed or 39% Pumpkins 37% boiled their Brussels sprouts to cook them. 38% 39% Cauliflowers 36% 35% Top Cooking Styles 30% Green peas 37% Wave 4 Wave 8 Wave 12 30% Steaming 57% 54% 54% 34% Broccoli 32% Boiling 41% 44% 37% 28% Microwave 22% 21% 28% 22% Sweet Potato 25% Stir frying 16% 16% 22% 27% 22% Sautéing 10% 12% 16% Beans 25% Roasting 8% 8% 12% 22% 22% Stewing 8% 6% 11% Sweet Corn 18% 18% Soup 8% 6% 10% 16% Blanche 7% 6% 7% White Onion 13% 18% Baking 6% 1% 6%
Wave 4: September Wave 8: January 2014 Wave 12: May 2014
Sample Wave 4, N=319, Wave 8, N=293 and Wave 12, N=310 Q9. How do you typically cook
1 Overall, importance of provenance had remained consistent across waves, with a high level of importance to consumers. This was on trend with the Harvest mean for all commodities tracked.
Harvest Mean 6.4
Wave 12: May 2014 6.3
Wave 8: January 2014 6.3
In Wave 3 consumers ranked “Australian Wave 4: September 2013 6.5 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Expected 1 Consumers expected Brussels Sprouts to stay fresh for over eight days once purchased. This was consistent with previous months. to stay fresh for 1 This month saw an increase in expectations of freshness always being 8.6 days met, which is a positive trend for Brussels Sprouts.
8.2 days, Wave 4 8.2 days, Wave 8 Expectations Met
Wave 12: May 2% 6% 9% 60% 23% 2014
Wave 8: January 1% 5% 10% 64% 19% 2014
Wave 4: 3% 5% 7% 65% 21% September 2013
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Sample Wave 4, N=319, Wave 8, N=293 and Wave 12, N=310 Q12. How long do you expect
Trends: Brussels Sprouts
*Due to low number of launches only Summary and Product slides will be shown. There were 26 global launches of products containing Brussels sprouts Brussels Sprouts Global NPDs as an ingredient, up from 15 from the previous wave. The majority of launches were predominantly juice drinks in Japan, which is also November 2013 – January 2014 consistent from the previous wave.
Country Region
Japan 23% 23% 38%
Canada 15%
31% Poland 12% Asia Pacific Europe North America 26 Global Launches
Top Pack Formats Top Claims
4%4% Low/No/Reduced Sodium 23% 12% Categories Low/No/Reduced Sugar 23%
19% Fruit & Juice Drinks Premium 19% 62% Vegetables 46% 31% Ease of Use 15% Hot Beverages Flexible Carton Can Bottle Jar No 12% Additives/Preservatives 15% 72 Brussels Sprouts Product Launches: Last 3 Months (March – May 2014) Summary
• There were 26 products launched globally that contained Brussels sprouts as an ingredient in the last three months, which was an increase from 15 products in the previous trends analysis.
• No products were launched in Australia.
• Products were launched predominately in Japan (23%).
• The vast majority of launches were in flexible pack formats (62%) which represents a move away from cartons in the previous trends analysis (47%).
• The main category launches were within fruit & vegetables (46%) and juice drinks (31%) which is a move away from baby food (33%) in the previous trends analysis.
• The most used claims for products launched were health orientated, Source: Mintel (2014) including reduced sugar (23%) and reduced sodium (23%), which is consistent from previous trends analysis.
• Marks & Spencer ActiveHealth Selenium Enriched Shredded Brussels Sprouts (Ireland) represented the greatest innovation in the category. These Brussels sprouts are grown in selenium enriched soil for added nutrients. Innovative Brussels Sprouts Launches: 73 L3M (March – May 2014)
Kagome Original Vegetable Green Giant Steamers Poltino Grandma's Soup Kagome Yasai Ichinichi & Fruit Juice Baby Brussels Sprouts & Vegetable Mix Kore Ippon 100% Vegetable (Thailand) Butter Sauce (Poland) Juice (USA) (Japan) Kagome Original Vegetable & Fruit Juice Poltino Zupa Babuni (Grandma's Soup consists of 100% vegetable and fruit mixed Vegetable Mix) is a vegetable mix to
juice from vegetable and fruit concentrate. prepare a soup in 10 minutes. The product Kagome Yasai Ichinichi Kore Ippon 100% Green Giant Steamers Baby Brussels The product retails in a 184ml pack. retails in a 450g pack. Vegetable Juice has been repackaged. It Sprouts & Butter Sauce is now available. contains 350g equivalent of 30 types of The microwaveable product retails in a 19- vegetables. It is naturally rich in dietary oz. family pack that features a Box Tops for fibre, calcium, beta-carotene and lycopene, Education coupon. and is free from flavouring, added salt and sugar.
Claims: Claims: Claims: N/A Claims: N/A Microwaveable High/Added Fiber, Low/No/Reduced Sodium, Low/No/Reduced Sugar
Source: Mintel (2014) Innovative Brussels Sprouts Launches: 74 L3M (March – May 2014)
Marks & Spencer Hak Brussels Sprouts Earth Exotics Brussel Kwidzyn Vegetable Mix for ActiveHealth Selenium (Netherlands) Sprouts Steaming Enriched Shredded (Hong Kong) (Poland) Brussels Sprouts (Ireland) Hak Brusselse Spruitjes (Brussels Sprouts) Earth Exotics Brussel Sprouts are washed
have been repackaged. They are fresh from and ready to use. The low in fat, premium Kwidzyn Warzywa na Parze (Vegetable Mix Marks & Spencer ActiveHealth Selenium the land, contain no preservatives and retail product contains no cholesterol or added for Steaming) are said to come from Enriched Shredded Brussels Sprouts are in a 450g recyclable and easy to open pack. preservatives. The all natural brussel controlled agriculture. The product can be now available. These ready-to-cook sprouts sprouts are HACCP certified, served as a side dish and retails in a 450g have been grown in selenium enriched microwaveable and retail in a newly pack. soils. Selenium is considered essential for a designed 227g pack featuring a recipe healthy immune system. These shredded suggestion. Brussels sprouts can be steamed or stir- fried, and retail in a 240g pack.
Claims: Claims: No Additives/Preservatives, High/Added Claims: Claims: Ease of Use, Vitamin/Mineral Fortified, Fiber, Ethical - Environmentally Friendly No Additives/Preservatives, All Natural N/A Immune System (Functional) Package, Time/Speed, Convenient Product, Low/No/Reduced Cholesterol, Packaging, Low/No/Reduced Sodium Low/No/Reduced Fat, Microwaveable, Ease of Use, Premium
Source: Mintel (2014) 75
Capsicums. Purchase and Consumption Behaviour 76
1 Purchase and consumption frequency was Average Average consistent with previous waves. Capsicum is Purchase Consumption typically consumed twice per week. 4.2 times 10.5 times per month per month 1 Capsicum was generally purchased from mainstream and specialist retailers.
4.4 times, Wave 4 10.3 times, Wave 4 1 Over the three waves there has been a 4.2 times, Wave 8 10.2 times, Wave 8 consistent increase in purchase from independent supermarkets.
Purchase Channels 58% 55% 53% 51% 50% 47% Decreased purchase from Aldi, 41% 37% 39% increased purchase from independent retailers over the past three waves
23% 22% 20% 20%22% 17% 19% 17% 12% 4% 3% 3% 2% 3% 2% 1% 1% 2% 2% 2%
Woolworths Coles Specialist Aldi Markets Independent Direct from Gourmet Costco Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 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 600g of spend on Capsicum was perceived Capsicum to be Capsicum in May 2014, this $3.90. This was in line fair value for money was on trend with past with past waves. (5.6/10). Over the three months. waves this has consistently decreased.
0.7kg, Wave 4 $3.90, Wave 4 6.3/10, Wave 4 0.7kg, Wave 8 $4.00, Wave 8 5.8/10, Wave 8
Decreased value for money over past waves, however no increase in recalled last spend. Other factors Q3. How much
1 Individual capsicums were the most popular format purchased across the three waves. Per shop, 87% 83% 85% consumers were likely to buy 2-3 capsicums.
1 Pre-packed formats were not very important to consumers with a small minority buying trays of capsicums.
22% 22% 17% 15% 10% 10% 9% 7% 9%
Individual Pre-packaged MixedPre-packaged SmallPre-packaged Large Capsicums Tray/Bag of Tray/Bag of Tray/Bag of Capsicums Capsicums Capsicums
Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Individual Mixed Tray Small Tray Large Tray
Wave 12 2.4 1.4 1.8 1.6
Wave 8 2.6 1.8 1.8 2.3
Wave 4 2.5 1.6 1.7 1.8
Q3a. How much
Online and In-store Commodity Prices 79 Capsicum (Green)
Darwin, NT Woolworths: $6.98kg Coles: $5.98kg
The average price for Capsicum (green) Brisbane, QLD Woolworths: $5.98kg / $5.98kg in Australia was $5.71kg Coles: $4.98kg / $4.00kg
Adelaide, SA Woolworths: $5.98kg / $5.98kg Sydney, NSW Coles: $5.98kg / $5.98kg Woolworths: $5.98kg / $5.98kg Perth, WA Coles: $3.50kg / $3.50kg Woolworths: $7.98kg Coles: $7.98kg Canberra, ACT Woolworths: $4.98kg Melbourne, VIC Coles: $3.50kg • Green Capsicum prices were relatively consistent between states and retailers, Woolworths: $4.98kg / $4.98kg however there was promotion pricing in eastern states.. Coles: $4.98kg / $4.98kg • The lowest price was $3.50kg and the highest price reported was $7.98kg. The retail price range for green Capsicum was $3.48. • The average price per kg was $5.71kg. Hobart, TAS Pricing was carried out on 19th May between 10am-12pm. Woolworths: $7.98kg Prices are displayed Online / In-store. Coles: $7.98kg Green text indicates promotional price. 80 Spontaneous Awareness
50% Red capsicum 47% 46% 7 From the first wave to now, consumers were less likely to state a type of capsicum. This 50% might be because more consumers Green capsicum 46% understand that colour is not actually a type 45% of capsicum (see quote below). 44% Yellow capsicum 42% 7 Red, green and yellow capsicums had the 42% highest level of recall, which was relatively 7% stable across the three waves. Orange capsicum 7% 7% 2% Purple capsicum 2% 1% ‘All I know here are the colours, which Baby (miniature) 2% I think mainly represent stages of 3% capsicum 2% ripeness.’ Other 3% 3% 44% Respondents recalled Do not know any varieties 48% specific varieties of 49% chillies. Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Sample Wave 4, N=499, Wave 8, N=313 and Wave 12, N=315 Q6a. What varieties of
Wave 12: May 2014 Wave 8: January 2014 Wave 4: September 2013 Wave 12: May 2014 Wave 8: January 2014 Wave 4: September 2013
Sample Wave 4, N=499, Wave 8, N=313 and Wave 12, N=315 Q7. Which of the following reasons best describes why you purchase
Wave 12 Top 5 Consumption Occasions 1 Asian cuisine remained a popular choice when cooking with capsicum. Wave 12 Wave 8 Wave 4 Weekday dinner 54% 1 Across the three waves there was a Quick meals 41% consistent increase in cooking Mexican cuisine and modern Australian. Weekend dinner 39% Everyday meals 38% 1 Dinners were the main consumption occasions along with quick meals. Family meals 37%
Typical Cuisine Cooked Other cuisines 60% 55% predominately 48% salads
38% 40% 32% 30% 27%
29% 20% 16% 12% 9%
0% Chinese Thai Indian Vietnamese Modern Traditional Italian Snacks Mexican Other
Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014 Asian Australian European Other
Sample Wave 4, N=499, Wave 8, N=313 and Wave 12, N=315 Q10. What cuisines do you cook/consume that use
Top 10 Accompanying Vegetables 1 Capsicum was typically served with tomatoes 62% and carrots. Accompanied vegetables was Tomatoes 63% relatively consistent over the three waves. 57% 48% 1 On trend with Asian cuisine, the main cooking Carrots 55% 53% technique for capsicum was stir-frying. Over 42% half of respondents also consumed capsicum White Onion 42% 42% raw. 41% Red Onion 45% Top 10 Cooking Styles 37% 39% Wave 4 Wave 8 Wave 12 Lettuce 42% Stir frying 73% 77% 74% 32% Raw 58% 55% 34% 53% Celery 33% Roasting 32% 28% 28% 33% Stewing 21% 16% 28% 20% Cucumbers 34% Grilling 20% 21% 24% 29% Sautéing 19% 20% 23% 27% Broccoli 32% Soup 17% 12% 16% 30% Shallow Frying 15% 12% 12% 27% Zucchini 31% Baking 15% 19% 18% 30% Steaming 13% 12% 10% Baby 25% 29% Spinach 27%
Wave 4: September 2013 Wave 8: January 2014 Wave 12: May 2014
Sample Wave 4, N=499, Wave 8, N=313 and Wave 12, N=315 Q9. How do you typically cook
1 The provenance of Capsicums has remained important to Australian consumers across the three waves, on trend with the Harvest mean for all vegetables evaluated.
Harvest Mean 6.4
Wave 12: May 2014 6.4
Wave 8: January 2014 6.3
In Wave 3 consumers ranked “Australian Wave 4: September 2014 6.4 Grown” as the most important factor in relation to provenance
Q14. When purchasing
1 Over the three waves, Capsicum was consistently expected to remain Expected fresh for eight days after purchase. to stay 1 Two thirds of consumers said their expectations of freshness were met fresh for most of the time. Peak freshness over the three waves was September 8.2 days 2013, where expectations of freshness were more frequently met.
8.1 days, Wave 4 7.9 days, Wave 8 Expectations Met
Way 12: May 2% 7% 12% 66% 13% 2014
Wave 8: January 1% 10% 10% 66% 12% 2014
Wave 4: 1% 5% 11% 66% 18% September 2013
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Sample Wave 4, N=499, Wave 8, N=313 and Wave 12, N=315 Q12. How long do you expect
Trends: Capsicums
*Mintel search term was Capsicum There were 159 global launches containing capsicum as an ingredient in the Capsicum Global NPDs last three months. Asia Pacific was the key region for launches, specifically Australia, China and India. Top category launches were snacks, meals and March – May 2014 sauces.
Country Region
4% Australia 23% 6% 6%
China 22% 9%
India 13%
New Zealand 7% 75%
South Africa Asia Pacific Latin America 5% Europe Middle East & Africa North America 159 Global Launches Top Pack Formats Top Claims
7% No Additives/Preservatives 28% 8% Categories Time/Speed 19%
30% 9% Snacks Meals Ease of Use 18% 20% 18%
Vegetarian 18% 12% Sauces Processed Flexible 18% Products Jar Bottle 12% Microwaveable 17% Flexible stand-up pouch 88 Capsicum Product Launches: Last 3 Months (March – May 2014) Summary
• There were 159 products launched globally in the last three months that contained capsicum (capsicum, specifically, was used as the search term).
• There were 37 products launched in Australia (23%) which is an increase on the number launched from November 2013-January 2014. The most innovative products can be found in the following slides.
• Launches predominately occurred in Asia Pacific (75%) which was consistent with previous trends. Key launch countries were Australia (23%) and China (22%).
• Flexible pack format (30%) and jars (12%) were the most used packaging for products over the last three months.
• Snacks (20%) were the main launch category for products containing capsicum. There was also a number of sauces (18%) and meals (18%) launched in the last three months. Source: Mintel (2014) • Top claims used were around health (no additives/preservatives, 28%) and convenience (time/speed, 19% and ease of use, 18%).
• The most innovative product launches were Orbis Oil Cut Hot Aroni-Esthe Gel- Japan(examples of these can be found in the following pages). 8 The countries with the most launches were Australia, China Capsicum SKUs and India, which was consistent with previous trends. 89 8 There was a variety of products launched over multiple Country, Region & Categories categories. Snacks, meals and sauces were the most common categories for launch.
Top Launch Countries Top Launch Categories
23% Australia Snacks 20%
22% China Meals & Meal Centers 18%
13% India Sauces & Seasonings 18%
Processed Fish, Meat & New Zealand 12% 7% Egg Products
5% South Africa Hair Products 5%
4% South Korea Side Dishes 5%
4% Mexico Soup 4%
3% Brazil Bakery 3% 159 3% USA Healthcare 3% Global Launches 3% UK Savoury Spreads 3%
Number of Global Capsicum NPD for the L3M N=159 Capsicum Launches 90 Top Pack Formats Used Top Claims Launched
No Additives/Preservatives 7 The most common claims used for new product launches were health (no additives and Time/Speed vegetarian) and convenience (time/speed, ease od use and microwaveable). Ease of Use
7 Top pack formats launched in the last three Vegetarian
months were flexible, jar and bottle. Microwaveable
Social Media Top Packs Launched Ethical - Environmentally Friendly Package Flexible Halal Jar Botanical/Herbal Bottle
Flexible stand-up pouch Ethical - Animal
Can Low/No/Reduced Allergen Flexible sachet Gluten-Free Tub All Natural Product Tube Premium Carton
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%
Number of Global Capsicum NPD for the L3M N=159 Only regions with n >30 are displayed
91 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (March – May 2014)
Boots Delicious Chilli Fire- Orbis Oil Cut Hot Aroni- Kitchens of India Navratan CJ B!bigo Wellbeing Crackers Esthe Gel Korma Mixed Vegetable Korean Food Hot & Spicy (UK) (Japan) Curry with Cottage Cheese Bulgogi BBQ Sauce (USA) (Vietnam) Boots Delicious Chilli Fire-Crackers Orbis Oil Cut Hot Aroni-Esthe Gel is comprise of a chilli flavour rice snack with designed to slim the body with a warming Kitchens of India Navratan Korma Mixed CJ B!bigo Wellbeing Korean Food Hot & added sugar. This vegetarian product retails sensation and massaging. It contains the Vegetable Curry with Cottage Cheese is Spicy Bulgogi BBQ Sauce is said to be ideal in a 30g pack. firming aronia complex, two moisturising new to the range. The product comprises for marinating, grilling or stir-frying, and is ingredients, and skin-conditioning pepper vegetables diced and cooked with cashews suitable for meat, poultry, fish or vegetables. and ginger extracts. and cottage cheese in a special curry The product contains hot pepper, garlic, created by the Master Chefs of ITC Hotels. ginger and natural sweetness of fruit puree and features a great taste of Korea.
Claims: Claims: Claims: Claims: Vegetarian No Additives/Preservatives, Oil Free*, Allergy No Additives/Preservatives, All Natural No Additives/Preservatives, Tested, Botanical/Herbal, Fragrance Free, Product, Kosher, Microwaveable, Ease of Low/No/Reduced Transfat Firming*, Moisturising / Hydrating, Slimming* Use, Vegetarian
Source: Mintel (2014) 92 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (March – May 2014)
Pams Smooth Guacamole Dr. Sheffield's Therma Rub Farmpride Chicken Lollies Ve All Asian Style Salad Dip Arthritis & Muscle Pain (Singapore) Dressing (New Zealand) Relief Cream (China) (USA) Farmpride Chicken Lollies are skewered
chicken bites that are said to make a perfect Ve All Lao Ban Zhi (Asian Style Salad Pams Smooth Guacamole Dip is now treat. They are ideal for family gatherings, Dressing) is made with quality ingredients available. This product is said to be great for Dr. Sheffield's Therma Rub Arthritis & corporate or social functions, and ensure including abalone, honey and orange juice. dipping and retails in a 300g jar. Muscle Pain Relief Cream is a topical fun snacking experience any time and This halal certified product retails in a 250g analgesic. The product retails in a 1.5-oz. anywhere. pack. pack.
Claims: Claims: Claims: Claims: N/A N/A Halal, Convenient Packaging, Social Media, Halal On-the-Go
Source: Mintel (2014) 93 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (March – May 2014)
Perfetti Van Melle Stop Not Euro Gourmet Hot Spicy Tastic Caramelised Onion Taste of India Jalfrezi Stixz Tomato Tadka Snack Mayonnaise & Cheddar Sauce (India) (Indonesia) (South Africa) (New Zealand)
Taste of India Jalfrezi Sauce is an authentic Perfetti Van Melle Stop Not Stix Tomato Euro Gourmet Hot Spicy Mayonnaise has Tastic Caramelised Onion & Cheddar is simmer sauce made to a rich, spicy Bengali Tadka Snack is now available in a been repackaged a newly designed 290ml described as a mixture of red peppers and recipe combining tomatoes, capsicum and redesigned limited period offer pack, bottle. It is a combination of mayonnaise red onions with a caramelised onion and spices. This medium strength product containing 85g + 17g free, and featuring a and garlic chilli sauce that features sour, Cheddar flavour. Claimed to be perfect with contains no gluten, artificial flavours or Facebook link. The vegetarian product spicy and savoury flavours. The product is steak, the certified kosher and halal rice is colours, and retails in a 425g pack including comes with an original recipe, is trans fat halal certified. microwaveable and retails in a recyclable spice seasoning and recipe booklet. free and contains zero cholesterol. 200g carton.
Claims: Claims: Claims: Claims: Low/No/Reduced Transfat, Vegetarian, Hala Halal, Ethical - Environmentally Friendly No Additives/Preservatives, Social Media, Low/No/Reduced Cholesterol, Limited Package, Kosher, Microwaveable Low/No/Reduced Allergen, Gluten-Free Edition, Social Media
Source: Mintel (2014) Australian Capsicum Launches: 94 L3M (March – May 2014)
John West Tuna & Rice Mexican Express Nachos Outback Spirit Outback Chef's Choice Sicilian Style Chilli & Tomato Meal To Go Mild Nacho Meal Kit Tomato Chutney Seafood BBQ Seasoning with Grinder John West Tuna & Rice Chilli & Tomato Outback Spirit Outback Tomato Chutney Mexican Express Nachos To Go Mild Nacho Meal features a delicious blend of tuna, has been repackaged. It is described as a Meal Kit has been repackaged in a newly Chef's Choice Sicilian Style Seafood BBQ sauce and vegetables on a bed of fluffy rice. real Australian chutney with no GMO designed 230g recyclable pack featuring a Seasoning with Grinder contains no artificial This on-the-go meal is made with all natural ingredients, and no artificial colours, Facebook link. colours, preservatives, fillers or sugar. This ingredients, and is said to be ready in under flavours or preservatives added. spice is said to offer an African taste to one minute in a microwave. BBQ, roast or meat dishes.
Uncle Ben's Express Campbells's Chunky Fully Coles Finest Traditional Chicken Tonight Mediterranean Style Brown Loaded Pub Greats Recipe Chorizo Mediterranean Inspired Rice Spanish Style Chorizo & Spanish Chicken Simmer Pasta Coles Finest Traditional Recipe Chorizo has Sauce been repackaged. It is described as a Uncle Ben's Express Mediterranean Style Spanish style sausage of coarse ground Brown Rice is steamed wholegrain brown Chicken Tonight Mediterranean Inspired Campbells's Chunky Fully Loaded Pub Australian pork and beef seasoned with rice blended with tomatoes, chargrilled Spanish Chicken Simmer Sauce comes with Greats Spanish Style Chorizo & Pasta paprika. The gluten-free product is made capsicum and zucchini. peppers, olive oil and thyme. It is simple to comprises fusilli pasta with gourmet Spanish with hormone-free and stall-free pork. prepare and delicious to eat. style spiced chorizo in a rich creamy tomato sauce. .
Source: Mintel (2014) 95
In the Media. General Vegetable News 96 (March - May 2014)
The Australian Made and Australian Grown trademarks have launched a new initiative to promote country-of- origin labelling. Research has shown that this branding has a positive impact on purchase behaviour compared with overseas imports.
A Fresh Produce Safety Centre has been established for all sectors of the fresh produce supply chain. The centre will promote research, outreach and education on fresh produce safety in Australia and New Zealand.
Source: Retail World
Commodity News 97 (March-May 2014)
Popular health website The Goomeri Pumpkin Livestrong has recently According to the West From 24 March Subway Festival in southern updated its information Australian, raids on illegal Restaurants in Australia Queenslad has had to article on the health farm workers in that state have introduced Baby import Japanese benefits of bell have led to a drop in Spinach as a permanent Pumpkins from outside pepers/capsicums. The Asian vegetable supplies feature to their free salad the region for the first site notes that capsicums by 75%. menu. time in the festival’s have high levels of
history due to a Vitamins A, B-6, C, folate The popular Good Food Marketing Director Gina Kahler said, “Spinach combination of fewer and fibre. section of the Fairfax growers due to last www.livestrong.com papers carried an article perfectly complements our salad range and year’s floods followed by on 13 May entitled “Bust dry growing conditions in Using linguistic, ecological out More than Bok Choy”. reinforces that at Subway, people can southern Queensland. and archaeological Readers are urged to ABC Rural 27/5/14 sources scientists from the explore a wider range of choose from a wide range of subs, dressings University of California Asian ingredients and believe they can traced the lists a number of lesser- and salad options, and have their lunch or origin of capsicums to known Asian vegetables central-east Mexico 6500 with meal suggestions. breakfast made the way they say,” years ago. www.sci-news.com www.ausfoodnews.com.au