• Abstract and Figures
• Public Full-text

1 Title Page Thinkstock: sb10062327dd-001 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. 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 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.

Load more

  98

Copy Link