1
Wave 40, September 2016 Vegetables tracked: Asian Vegetables, Capsicum, Brussels Sprouts, Spinach, Parsnips, Beetroot, Sweetpotatoes
This project has been funded by Horticulture Innovation Australia using the vegetable levy and funds from the Australian Government. 2
Contents.
1 Executive Summary 3 1 Tracker Ad-hoc Questions 12 1 Overall Vegetable Tracker 14 1 Asian Vegetables 18 1 Capsicum 31 1 Brussels Sprouts 51 1 Spinach 68 1 Parsnips 88 1 Beetroot 107 1 Sweetpotatoes 127 1 In the Media 147 1 Background & Methodology 151 3
Wave 40: Executive Summary 4 Industry Insight.
The effect of diet on childhood health has been topical in recent months. Unfortunately, children are not the only population at risk, with adult obesity rapidly rising globally between the years of 2000 to 2016 at a much faster rate than it did between 1975 to 2000 (Scientific American, August 2016). In Australia, over 60% of the adult population are considered overweight and obese, which has also increased over the past 20 years (ABS).
At the other end of the spectrum the anti-obesity messaging has been observed to have a negative effect on people with eating disorders, which is also on the rise. The Butterfly Foundation said that children as young as six were being affected.
Instead of shaming any one group, we need to focus on a message that positively speaks to everyone - healthy eating. Such positive messaging has had an impact in the beauty industry (the Dove “real Beauty” campaign), the sporting industry (Nike “Just Do It”) and the retail industry (Woolworths “Farmers Promotion”). Similarly, the entire vegetable industry as well as Australians overall would benefit from committing to, contributing to and leading this positive message - promoting Australian-grown, nutrient-dense and good-for-the-whole-family vegetables! Asian Vegetables Grower Action Plan. 5
Wave 40 Fast Facts – Asian Vegetables
7 Asian vegetables have positive consumer sentiment of consumers used Asian vegetables and propensity to purchase, consistent with previous 24% when cooking a new recipe. waves.
7 Asian vegetables are purchased 5 times per month and are consumed around 9 times per month, relatively consistent with the previous wave.
7 Consumers purchase 1.0kg of Asian vegetables per 1. 2. shop. Recalled last spend is $5.00. Overall, consumers perceive Asian vegetables to be good Insight: Insight: value for money. Approximately one in four Wastage remains the primary 7 National price tracking indicated the average price for reason for preventing future consumers use Asian vegetables Buk Choy in September 2016 was $2.48 each, which purchase of Asian vegetables. when cooking a new recipe. is relatively consistent between states and retailers. Long Term 7 Just over one quarter of consumers are unable to Short Term recall a type of Asian vegetable. Buk Choy remained Recommendation: the most recalled type of Asian vegetable, followed Recommendation: by Choy Sum and Wombok. Investigate opportunities to provide Consumers are willing to experiment with Asian vegetables 7 Asian vegetables are expected to stay fresh for mini formats suitable for one or two nearly a week, and freshness expectations are met meal occasions. Provide ‘stem to when cooking new dishes. Provide most of the time. Asian vegetables appear to be root’ recipe ideas at point of sale to cooking ideas and flavour profiles largely unaffected by seasonal changes. reduce wastage, as well as at point of sale to encourage consumers to trial lesser known 7 Ease of preparation and health are the main including Asian vegetables in influences on purchase of Asian vegetables. Not cuisines outside of Asia. These varieties such as Asian melons, wanting to waste any and already consuming enough actions will help increase the white radish and lotus root. are the primary barriers to purchase. perceived versatility of Asian vegetables. Capsicum Grower Action Plan. 6
Wave 40 Fast Facts – Capsicum The number of product launches in 7 Consistent with previous waves, capsicums have Australia containing capsicum over strong category health figures for importance, 32 satisfaction, endorsement and interest in new launches the last three months. varieties.
7 Purchase frequency of capsicum increased this wave. Capsicum is consumed on average 10 times per month and is purchased mainly from mainstream and specialist retailers. 1. 2.
7 Consumers are purchasing 600g of capsicums on Insight: Insight: average. Recalled last spend is $3.80, which is perceived to be good value for money. There has been an increasing Purchase from non-mainstream trend in using capsicum for retailers is variable across 7 Price tracking for September 2016 showed the national average as $5.72 per kg for green complementing other food waves. capsicums. across waves.
7 Over one half of consumers were unable to recall a Short Term type of capsicum. Colour was the main trigger to Long Term recall. Recommendation: Recommendation: 7 Adding colour and to use as an ingredient were the Provide consumers with flavour key influences to purchase. Barriers to purchase Ensure adequate distribution of included not wanting to waste any and expense. profiles and recommended capsicums to widespread dishes that capsicum can be purchase channels for 7 Consumers expect capsicums to remain fresh for 9 added to. This will assist in days once purchased. These expectations are consistent availability. This will generally being met at least most of the time. making the inclusion of help to assist in the growth of capsicum into more dishes the category. simple and easy. Brussels Sprouts Grower Action Plan. 7
Wave 40 Fast Facts – Brussels Sprouts
7 Brussels sprouts had relatively strong category of consumers purchased Brussels sprouts health figures, with consumers having relatively 35% in pre-packaged small trays. strong future purchase intent.
7 Brussels sprouts were purchased around three times per month and were consumed seven times per month. Purchase is predominantly through mainstream and specialist retailers. 1. 2. 7 Overall, Brussels sprouts were perceived to be good value for money. Consumers on average purchase Insight: Insight: 600g of Brussels sprouts, typically in the format of individual sprouts. Recalled last spend was $4.10. One in ten consumers are limiting Consumers are increasingly their purchase of Brussels sprouts purchasing Brussels sprouts for 7 Price tracking for September 2016 revealed the due to perceptions of poor quality. their texture, to complement other average price was $10.22 per kg, substantially higher food and because they cook than $7.63 per kg recorded in May 2016. quickly. Short Term 7 Over three quarters of consumers could not recall any types of Brussels sprouts. Low awareness was Recommendation: Long Term consistent with previous waves. Investigate the cause and/or source Recommendation: 7 Brussels sprouts were expected to stay fresh for of poor or inconsistent quality. nearly 9 days, which was increasingly being met all Evaluation of the entire cold chain Provide cooking styles and of the time. should be investigated for accompanied textures to entice
packaging, transportation, storage greater purchase i.e. steam for 7 Top triggers for purchase were health and ease of softness, roast with bacon for a preparation. Key barriers to purchase were already and displays at point of sale to consuming enough and wanting a variety in their diet. improve quality. Additionally, crunchy outside and soft middle, provide consumers with storage shave raw into salads for added instructions to ensure longevity in crunch. home.
Spinach Grower Action Plan. 8
Wave 40 Fast Facts – Spinach
7 Spinach has strong category health figures for was the average recalled last spend importance, satisfaction, endorsement and interest in $3.90 on spinach in Wave 40. new varieties.
7 Purchase of spinach occurred around 5 times per month and was consumed on average 10 times per month.
7 Overall, spinach was perceived to be good value for 1. 2. money, with recalled last spend at $3.90. Insight: Insight: 7 Consumers on average purchase 0.5kg of spinach, Expense remains a key barrier to typically in a loose format, with pre-packaged formats Spinach is predominantly also popular options. cooked in Australian cuisines. purchase.
7 Price tracking for September 2016 revealed that the Long Term average price of Baby Spinach was $17.45 per kg, Short Term slightly higher than prices recorded in May 2016. Recommendation: Recommendation: 7 Nearly half of consumers could not recall a type of Encourage purchase of spinach Encourage consumers to cook spinach. English and Baby were the most recalled with the availability of loose leaf types. spinach outside of their current options. This decreases the risk for repertoire. This may include 7 Spinach is expected to stay fresh for 6 days, which is consumers, as the cost outlay is being met at least most of the time. cuisines such as Greek smaller. Provide recipe ideas at (spanakopita) or Indian (palak point of sale to encourage greater 7 Top triggers for purchase are based around health, paneer). use of spinach, highlighting its ease of preparation, and taste. In contrast, the key versatility to incorporate it in barriers included short shelf life and not wanting to waste any. multiple dishes, and assisting to increase its perceived value. Parsnip Grower Action Plan. 9
Wave 40 Fast Facts – Parsnip
7 Parsnips hold lower levels of importance, satisfaction $10.20 was the average price of parsnips in and endorsement than other vegetables, with future September 2016. purchase intent relatively weaker than other per kg commodities tracked.
7 Parsnips are purchased on average two times per month and consumed on around five occasions per month. Purchase is primarily from mainstream retailers. 1. 2. Insight: 7 On average consumers are purchasing 700g of Insight: parsnips per shop. Recalled last spend was $3.60, Price remains the most with value for money perceived as fair. Overall, satisfaction is low for parsnips. Purchase frequency of important factor preventing 7 Price tracking revealed an average price of $10.20 parsnip has declined, as well as purchase of parsnips. per kg of parsnips, which was lower than the previous wave ($10.94 per kg). the average weight of purchase. Long Term 7 There are low levels of awareness of parsnip types, Short Term with 88% of consumers unable to recall a type. Recommendation: Recommendation: Ensure availability of loose 7 The main motivations for purchasing include adding variety and taste. Price and already consuming Encourage trial and purchase of formats. Additionally, provide enough are the key barriers to purchase. parsnips with consumer recipe ideas, ideally where parsnip is a replacement for a 7 Parsnips are expected to stay fresh for over a week. education around flavour profile, Expectations of freshness are met at least most of nutritional benefits and cooking vegetable that consumers the time. styles to make the first purchase already use i.e. mash, chips, and usage simple and easy, etc. This will increase value for encouraging consumers to money perceptions. routinely buy. Beetroot Grower Action Plan. 10
Wave 40 Fast Facts – Beetroot
7 Beetroot has strong levels of endorsement, of consumers intent to increase their indicating consumers are happy to recommend to 39% purchase of beetroot in the future. family and friends. Future propensity to purchase is very high.
7 Beetroot is purchased approximately 3 times per month. Consumption of beetroot occurs 8 times per month. 1. 2. 7 On average, consumers purchase 0.8kg of Insight: Insight: beetroot. Recalled last spend was $3.70. Overall, consumers perceive good value for money Pre-packaged and pre-prepared There is a huge appetite for (6.6/10). formats are increasing in popularity increasing purchase of beetroot in for beetroot purchase. the future. 7 Price tracking revealed an average price of $4.82 per kg for beetroot, this was relatively Long Term consistent with prices recorded in May 2016 Short Term ($4.99 per kg). Recommendation: Recommendation:
7 Awareness of beetroot types is very low, with 67% Look to global trends for inspiration As the beetroot category is of consumers unable to recall a type. for new product development growing, it presents the perfect time (NPD) that contains beetroot as an to differentiate the individual 7 Beetroot is expected to remain fresh for 11 days. ingredient. Current beetroot trends varieties of beetroot (i.e. chioggia, Freshness expectations are increasingly being met bull’s blood, globe, yellow), all of the time. include soups, sauces/dips and salads. ensuring that they each meet a 7 Taste and health remain the key triggers to need of consumers – such as purchase. The main barriers to future purchase are adding colour, level of sweetness, consuming enough and wanting a variety of texture etc. vegetables in their diet. Sweetpotatoes Grower Action Plan. 11
Wave 40 Fast Facts –Sweetpotatoes
7 Sweetpotato has strong endorsement and interest, is the average weight of purchase with high future purchase intent, consistent with the 1.1kg for sweetpotatoes. previous wave.
7 Purchase of sweetpotato occurs 3 times per month and is consumed around 8 times per month, a slight decline from the last wave. Purchase is typically from mainstream retailers. 1. 2. 7 Overall, sweetpotato is perceived to be good value for money (6.8/10). On average, consumers Insight: Insight: purchase 1.1kg of sweetpotato, typically loose. Sweetpotatoes are primarily used Recalled last spend is $3.50. Taste remains the key trigger to purchase for sweetpotatoes. in Australian cuisine, with little 7 Price tracking for September 2016 revealed an variation outside of their current
average price of $3.74 per kg, relatively consistent repertoire. with prices in May 2016. Short Term 7 Two thirds of consumers were unable to recall a Long Term variety of sweetpotato. Those who did more often Recommendation: recalled the colour rather than a specific variety, with Recommendation: Orange / Gold / Yellow being the most recalled To encourage consumers who are colour. not primarily driven by taste Look to new product developments (NPD) products 7 Taste, ease of preparation and health are the (Wholesome Habits and strongest triggers to purchase, while already Conscious Improvers), provide outside of Australian cuisine, such consuming enough for their needs and not wanting to these consumers with alternative as Asian stews, Indian curries, waste any the two biggest barriers. and British mash. Additionally, reasons to purchase 7 Consumers expect sweetpotato to remain fresh for sweetpotatoes – such as the products outside of dinner meal two weeks, which is being increasingly met all of the health benefits, ease of use and occasions have the potential to time. versatility. increase consumption frequency.
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Wave 40: Response to Ad hoc Questions 13
ImpactImpact on on When purchasing fresh Importance of Claims PurchasingPurchasing vegetables, ‘Australian grown’ is DecisionDecision the most important claim to see Australian grown 81% 8.5 on pack, whilst also having the
greatest impact on the decision to Fresher for longer 42% 7.4 purchase. ‘Fresher for longer’ and ‘washed and cleaned ready for Washed and cleaned ready for use 41% 7.0 use’ were also important claims for consumers, whilst ‘synthetic Synthetic chemical and pesticide free 36% 7.6 chemical and pesticide free’ had Non GMO (Genetically Modified) 34% 6.9 the second largest impact on purchasing decision. Grown using sustainable practices 32% 7.4
Approximately one third of Organic 23% 6.3 consumers perceived that ‘Non GMO’ was an important claim List of specific vitamins/nutrients 16% 6.6 (34%), which had a positive GMO (Genetically Modified) 5% 3.5 impact on purchase. Other 2% 0 Negative Impact 10 Positive Impact
AHW40Q1. When purchasing fresh vegetables, which of the following claims are/would be important to see on pack or at the point of purchase? AHW40Q2. What impact would the following claims have on your decision to purchase fresh vegetables? N=638 14
Wave 40: Overall Vegetable Tracking 15
Top 20 Vegetables Potatoes Tomatoes Purchased Last Month Carrots Onion Broccoli Lettuce Potatoes, tomatoes and carrots Capsicums Pumpkins continue to be the staple vegetables, Cauliflowers purchased regularly every month. Sweetpotato Celery Vegetable purchase in September is Cucumbers relatively consistent with past months. Beans This wave sees the biggest declines in Garlic Cabbage purchase of pumpkin, parsnip and Zucchini turnips- more heavily purchased in Baby Broccoli cooler months. Spring Onion Peas Sweet Corn
0% 20% 40% 60% 80% 100%
Wave 35 Wave 36 Wave 37 Wave 38 Wave 39 Wave 40
Sample Wave 40 N=1741 (base in higher as Q appears in Screener) S8. Which of the following fresh vegetables have you purchased in the last month? 16
Category Health Explained.
The following questions were asked to understand consumer sentiment about the vegetables, which can be tracked over time.
The Harvest Project Average is the average of all commodities tracked thus far in this program.
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? 17 Category health and consumer sentiment remains strong, especially for endorsement and interest, compared with the Vegetable Average.
Beetroot, Asian vegetables, spinach, and sweetpotatoes all have strong future purchase intent, whilst parsnips, capsicums and Brussels sprouts appear stable.
Asian Brussels Sweet- Vegetable Capsicum Spinach Parsnip Beetroot Vegetables Sprouts potatoes Average
Importance 7.4 7.4 6.7 7.3 6.2 6.0 6.3 6.4
Satisfaction 6.8 7.6 7.1 7.1 6.6 6.5 7.1 6.7
Endorsement 7.7 7.5 7.1 7.7 6.6 7.7 7.9 7.0
Interest (New Varieties) 7.4 6.7 6.7 7.2 6.2 7.0 6.8 6.3
Future Purchase More 30% 13% 17% 24% 11% 39% 18% 16% Same 69% 86% 81% 76% 87% 60% 82% 83% Less 1% 1% 2% 1% 2% 1% 0% 1%
Vegetable Average is the mean of all commodities from Wave 1, up to and including current wave. 18
Asian Vegetables. 19
Purchase of Asian vegetables increased this wave, whilst consumption remained relatively stable. On average, consumers eat Asian vegetables twice a week. Average Average Purchase Consumption Woolworths and Coles are key locations for 5.3 times 8.5 times purchase. There has been a noticeable per month per month increase in purchase from Woolworths this wave, returning to levels seen in January. 4.4 times, Wave 32 7.6 times, Wave 32 4.8 times, Wave 36 8.6 times, Wave 36
56% 56% 56% Purchase Channels 54% 53% 47% 45% 45% 40% 37% 32% 30%
19% 17% 17% 14% 13% 12% 6% 4% 4% 5% 4% 4% 4% 5% 5% 2% 2% 3% 2% 3% 2% 0% 1% 0%
Woolworths Coles Specialist Fruit Markets Independent Aldi Direct from the Online Costco Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
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 1.0kg spend in September 2016 perceive Asian vegetables of Asian vegetables in is $5.00, which has to be good value for money September 2016, which is slightly increased this (6.8/10), which has slightly higher than the wave. declined this wave. previous waves.
0.9kg, Wave 32 $5.10, Wave 32 6.6/10, Wave 32 0.9kg, Wave 36 $4.60, Wave 36 7.3/10, Wave 36
Q3. How much
87% 84% 85%
47% 44% 36%
12% 9% 11%
Bunch of Asian Vegetables Individual Asian Vegetable Pre-packaged Tray/Bag of Asian Vegetables
Wave 40: Sep-16 Wave 36: May-16 Wave 32: Jan-16
Q4b In what fresh formats do you typically purchase Asian vegetables (bok choy, choy sum etc.)? Sample Wave 32 N=303, Wave 36 N=301, Wave 40 N=306
Online and In-store Commodity Prices. 22 Baby Buk Choy
Darwin, NT Woolworths: $3.00ea Coles: $2.50ea
Brisbane, QLD The average price for Woolworths: $2.50ea / $2.50ea Coles: $2.50ea / $2.00ea Buk Choy in Australia was $2.48
Adelaide, SA Woolworths: N/A / $2.50ea Coles: $2.50ea / $2.50ea Sydney, NSW Perth, WA Woolworths: $2.50ea / $2.50ea Woolworths: $2.50ea Coles: $2.50ea / $2.50ea Coles: $2.50ea Canberra, ACT Woolworths: $2.50ea Melbourne, VIC Coles: $2.50ea September 2016 $2.48 each Average ▲ Woolworths: $2.50ea / $2.50ea Price May 2016 $2.44 each ▼ Coles: $2.00ea / $2.00ea
Highest Lowest Price $3.00 each $2.00 each $1.00 Price Price Range Hobart, TAS Pricing was carried out on 15th September between 10am-12pm. Prices are displayed Online / In-store. Woolworths: $3.00ea Prices are based on vegetables that were displayed as “Baby Buk Choy” Coles: $2.50ea Green text indicates promotional price. 23
Awareness of Asian vegetable 61% Buk Choy 62% varieties has remained relatively 60% consistent over the last three 24% Choy Sum 20% waves. 19% 19% Wombok (Chinese cabbage) 20% Buk Choy and Choy Sum have the 18% 21% greatest recall amongst Pak Choy 13% 18% consumers, with an increase in 10% awareness of Pak Choy and Gai Lan (Chinese broccoli) 14% 12% Kangkong (Water Spinach) this 3% Kangkong (Water spinach) 2% wave. 7% 3% White Radish (Daikon) 3% 4% 3% Lotus Root 3% 2% 1% Bitter Melon 2% 2% 24% Do not know any varieties 26% 27%
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q6a. What varieties/types of
Ease of preparation and health are the main drivers of purchase. The key barriers to 24 purchase are not wanting to waste any and wanting a variety of vegetables in their diet. Short shelf life has declined as a barrier to purchase over the last three waves.
Triggers Barriers 57% 10% I don't know how to fit any more 9% Easy to prepare/cook with 62% vegetables into my daily diet 57% 8% 56% As they are healthy 60% 5% Not versatile for my cooking style 55% 8% 59% 10% They taste great 60% 6% Inconsistent or poor quality 54% 9% 56% 10% Cooks quickly 59% 10% Lack of variety available 54% 10% 57% 10% To use as an ingredient in dishes 56% 12% Other 49% 11% 18% To add variety to my vegetable 53% 55% 11% Expensive selection 46% 17% 38% 25% To complement other food 35% 21% Short shelf life 38% 20% 31% 22% To add colour to a meal 32% 25% I consume enough to balance my diet 32% 21% 33% 25% I like the texture 37% 25% I want a variety of vegetables in my diet 32% 22% 31% 21% It's versatile 33% 22% I don't want to waste any 30% 23%
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q7. Which of the following reasons best describes why you purchase
25 Asian vegetables are generally eaten at dinner time, with quick Top 5 Consumption Occasions meals increasing as a consumption Wave 36 Wave 40 occasion. Dinner 73% 72% 24% used Asian Family meals 51% 57% Consumers are cooking Chinese, vegetables when Quick Meals 44% 51% cooking a new Thai and Vietnamese cuisines, recipe consistent with previous waves. Weekday meals 47% 49% Weekend meals 41% 42% 20%, Wave 36
Typical Cuisine Cooked 76% 80% Other cuisines included Malaysian, Indonesian and 60% Korean 46%
40% 30%
13% 14% 20% 5% 6% 3% 2% 4% 6% 0% Traditional Modern British Italian Greek Indian Chinese Thai Snacks Middle Other Eastern Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
26 Cooking preferences remain consistent between waves. Consumers typically stir fry Asian vegetables, and are typically served with onions, carrots, and capsicums.
Accompanying Vegetables
Onion 53% TopTop 10 Cooking Cooking Styles Styles Wave 32 Wave 36 Wave 40 lettu Raw 57% 41% 51% Carrot 52% ce Stir frying 51% 47% 48% Steaming 36% 40% 37% Sautéing 27% 27% 29% Soup 16% 19% 21% Capsicum 50% Boiling 16% 18% 20% Baking 12% 7% 13% Frying 12% 13% 12% carr Slow Cooking 8% 10% 10% Garlic 45% Microwave 7% 9% 8% ot
Green Peas 42%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 32: Jan-16 6.7 7.9 Wave 36: 8.3
Wave 36: May-16 7.1
Wave 40: Sep-16 7.1
Q14. When purchasing
5.7 days, Wave 32 6.5 days, Wave 36 Expectations Met
Wave 32: Jan-16 6% 11% 64% 17%
Wave 36: May-16 7% 12% 64% 15%
Wave 40: Sep-16 6% 12% 67% 14%
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: Asian Vegetables
*Due to low number of launches only Product slide/s will be shown. Innovative Asian Vegetables Launches: 30 L3M (June – September 2016)
Sainsbury's Lemongrass Dieter Hein Snack To Go Fresh Attitude Asian Mix (UK) Chicken Breast Pieces with Top Chop Kit Asian Vegetables and (Canada) Noodles (Germany) Sainsbury's Lemongrass has been Fresh Attitude Asian Mix Top Chop Kit is repackaged in a 4g recyclable pack. The described as a restaurant inspired line of product can be sliced finely and added to Dieter Hein Snack To Go Hähnchenbrust- freshly cut vegetable mixes, rich in flavour Asian style marinades, soups and stir fries. Filetstücke mit Asiatischer and colours. This Asian blend contains five Gemüsezubereitung und Nudeln (Chicken cabbage varieties including kale and Breast Pieces with Asian Vegetables and kohlrabi, well known for their nutritional Noodles) are ready to heat in the properties; carrots and cilantro to intensify microwave. This product is free from added the colours and, combined with the Asian flavour enhancers, preservatives and vinaigrette's sesame and ginger notes, colourings, and retails in a 220g enhance this blend's flavour. microwavable pack.
Claims: Claims: Claims: Ethical - Environmentally Friendly Package No Additives/Preservatives, Microwaveable, Convenient Packaging, Social Media On-the-Go, Ease of Use
Source: Mintel (2016) 31
Capsicums. 32 There was an increase in purchase occasions this wave. Consumption frequency remains relatively consistent. Average Average Purchase Consumption Capsicum is generally purchased from 4.3 times 9.5 times mainstream and specialist retailers, with per month per month purchase from Aldi consistently trending upwards. 4.2 times, Wave 32 10.5 times, Wave 32 3.7 times, Wave 36 9.6 times, Wave 36
59% 58% 57%56% Purchase Channels 53% 51%
37%36% 32% 30%
23%24% 20% 19% 20% 17% 18% 14%
4% 4% 3% 3% 3% 3% 3% 2% 2% 2% 2% 1% 1% 1% 0% 1% 0% 0%
Woolworths Coles Specialist Aldi Independent Markets Direct from Online Gourmet Costco Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
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 for capsicum was perceived capsicum to be capsicum in September $3.80, which has declined good value for money 2016, consistent with the over the last three waves. (6.3/10), which is previous wave. consistent with the previous wave.
700g, Wave 32 $4.20, Wave 32 5.9/10, Wave 32 600g, Wave 36 $4.00, Wave 36 6.3/10, Wave 36
Q3. How much
93% 92% 90%
18% 16% 16% 14% 11% 8% 9% 10% 8%
Individual Capsicums Pre-packaged Small Tray/Bag Pre-packaged Mixed Pre-packaged Large of Capsicums Tray/Bag of Capsicums Tray/Bag of Capsicums
Wave 40: Sep-16 Wave 36: May-16 Wave 32: Jan-16
Q4b. In what fresh formats do you typically purchase Capsicums? Sample Wave 32 N=308, Wave 36 N=306, Wave 40 N=302 Online and In-store Commodity Prices 35 Green Capsicum
Darwin, NT Woolworths: $6.40kg Coles: $5.90kg
Brisbane, QLD Woolworths: $5.90kg / $5.90kg The average price for capsicum (green) Coles: $5.90kg / $5.90kg in Australia was $5.72kg
Adelaide, SA Woolworths: $5.90kg / $5.90kg Sydney, NSW Coles: $5.90kg / $5.90kg Woolworths: $4.50kg / $4.50kg Perth, WA Coles: $4.50kg / $4.50kg Woolworths: $6.90kg Coles: $5.90kg Canberra, ACT Woolworths: $6.00kg Melbourne, VIC Coles: $4.50kg August 2016 $5.72 per kg Average ▼ Woolworths: $6.00kg / $6.00kg Price May 2016 $5.99 per kg ▲ Coles: $8.50kg / $4.00kg
Highest Lowest Price $8.50 per kg $4.00 per kg $4.50 Price Price Range Hobart, TAS Pricing was carried out on 15th September between 10am-12pm. Woolworths: $6.00kg Prices are displayed Online / In-store. Coles: $6.00kg Green text indicates promotional price. 36
Green, red and yellow 52% capsicums have the Green capsicum 40% 41% greatest level of recall. 51% More than half of all Red capsicum 41% consumers could not recall 41% 47% a type of capsicum this Yellow capsicum 35% wave. 38% 8% Orange capsicum 7% 6% Baby (miniature) 3% 4% capsicum 3% 1% Purple capsicum 1% Including banana 2% capsicum 5% Other 6% 3% 43% Do not know any varieties 55% 52%
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q6a. What varieties of
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q7. Which of the following reasons best describes why you purchase
Capsicums are most frequently Top 5 Consumption Occasions cooked in Asian, Australian and Wave 36 Wave 40 Italian cuisine, particularly Chinese Dinner 74% 75% 21% used capsicum Family meals 58% 60% and Modern Australian. Dinner when cooking a remains the main consumption Weekday meals 52% 55% new recipe occasion. Quick meals 49% 50% Weekend meals 45% 48% 22%, Wave 36
Cuisine Cooked 60% 50% 43% 40% 40% 40% 31%
18% 14% 13% 20% 10% 10% 7%
0% Traditional Modern British Italian Greek Indian Chinese Thai Snacks Middle Other Eastern Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
Capsicum is typically served with onions, tomatoes and carrot. On trend with Asian cuisine, the main cooking technique for capsicum is stir frying. Capsicum was also consumed raw by over half of the consumers.
Accompanying Vegetables
Onion 59% Top 10 Cooking Styles Wave 32 Wave 36 Wave 40 Stir frying 78% 74% 71% lettu Raw 60% 57% 57% Tomato 58% Roasting 33% 33% 30% ce Frying 24% 30% 30% Sautéing 26% 23% 27% Slow Cooking 19% 24% 24% Carrot 51% Grilling 25% 20% 23% Baking 20% 18% 21% Soup 12% 19% 17% carr Steaming 13% 10% 10% Lettuce 32% ot
Potato 32%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 32: Jan-16 6.8 7.9 Wave 36: 8.1
Wave 36: May-16 7.1
Wave 40: Sep-16 6.8
Q14. When purchasing
Capsicums are expected to remain fresh for Expected approximately nine days once purchased, relatively to stay consistent with the previous wave. Expectations of fresh for 8.7 days freshness are being met at least most of the time.
8.0 days, Wave 32 9.0 days, Wave 36 Expectations Met
Wave 32: Jan-16 6% 10% 65% 17%
Wave 36: May-16 6% 8% 64% 20%
Wave 40: Sep-16 1%5% 7% 67% 19%
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 There were 218 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 Asia Pacific; China, Australia and New Zealand. New products were meals, June – September 2016 snacks and sauces.
Country Region
6% 3% China 16% 11% Australia 15%
New Zealand 9% 20% 61%
Brazil 8%
South Korea Asia Pacific Europe 8% Latin America North America Middle East & Africa 218 Global Launches Top Pack Formats Top Claims
7% Microwaveable 25% 7% 26% Categories No Additives/ Preservatives 23% 8% Meals Snacks Botanical/Herbal 18% 28% 19% 13% Ethical - Environmentally 17% 16% Sauces & Processed Friendly Package Seasonings Flexible Tray Products Bottle Jar 13% 11% Ease of Use 16% Tub Flexible stand-up pouch 44 Capsicum Product Launches: Last 3 Months (June – September 2016) Summary
• There were 218 products launched globally in the last three months that contained capsicum as an ingredient.
• There were 32 products launched in Australia, the most launches of any country this wave.
• Top countries for launches were China (16%), Australia (15%), New Zealand (9%) and Brazil (8%), with just under two thirds of products launched in the Asia Pacific region.
• Flexible packs (26%) and trays (16%) were the most used forms of packaging over the last three months.
• Meals (28%) and snacks (19%) were the main launch category for products containing capsicum.
• Product claims used were microwaveable (25%), no additives/preservatives Source: Mintel (2016) (23%), and botanical/herbal (18%).
• The most innovative product was a Paella Set from Germany (examples of these can be found in the following pages).
45 China and Australia had the greatest number of capsicum product launches over the last 3 months. Meals & meal centers, and snacks were the main launch categories this wave.
Top Launch Countries Top Launch Categories
16% China Meals & Meal Centers 28%
15% Australia Snacks 19%
9% New Zealand Sauces & Seasonings 13% Processed Fish, Meat & Brazil 11% 8% Egg Products 8% South Korea Hair Products 10%
6% UK Healthcare 6%
5% India Skincare 5%
5% USA Chocolate Confectionery 1% 218 Bakery Global 3% Spain 1% Launches 2% Italy Colour Cosmetics 1% 46 The main claims globally were microwaveable and no additives &. Flexible packaging and trays are primarily used for capsicum products.
Pack Formats Used Top Claims Used
Flexible 26% Microwaveable 25%
Tray 16% No Additives/Preservatives 23% Global
Bottle 13% Global Botanical/Herbal 18%
Flexible 29% Microwaveable 36%
Tray 20% No Additives/Preservatives 28%
Asia Asia Asia
Pacific Ethical - Environmentally Pacific Tub 11% 23%
Friendly Package
Flexible 27% Botanical/Herbal 27%
Tray 16% Vegetarian 23% Europe Europe Bottle 14% No Additives/Preservatives 20%
Only regions with n >30 are displayed
47 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (June – September 2016)
Kettle Bites Coconut, Lime Foodmily Chuncheon Style Apotek's Onion Shampoo La Gina La Zuppa Spring & Chilli Wholegrain Waves Mildly Spicy Stir-Fried (Russia) Vegetable & Wholegrain (UK) Chicken Rice Soup (South Korea) (New Zealand) Apotek's Lukovyy Shampun' (Onion
Shampoo) has been formulated with: onion Kettle Bites Coconut, Lime & Chilli Foodmily Chuncheon Style Mildly Spicy Stir- extract, to increases hair volume, and La Gina La Zuppa Spring Vegetable & Wholegrain Waves are new to the range. Fried Chicken is made from Korean chicken effectively moisturise; and red pepper Wholegrain Rice Soup is made with chicken Baked not fried, these multigrain vegetarian and matured in a rich flavour marinade. This extract, to promote hair cell growth, stock and is described as an uplifting blend snacks with coconut, lime and chilli easy to cook product retails in a 600g pack stimulate blood circulation, improve capillary of spring vegetables with wholesome brown seasoning have only 96 calories per pack that serves two. blood flow, normalise metabolism, rice. The halal certified product is 99% fat- and contain 50% less fat than standard strengthen and nourish hair bulbs, restore free, gluten- and dairy- free and contains no ready salted crisps. damaged hair structure, and stimulate hair artificial additives. The soup can be growth, helping fight baldness. microwaved in two minutes and retails in a recyclable 420g pack.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Ease of Use Botanical/Herbal, Anti-Hairloss, Damaged No Additives/Preservatives, Low/No/Reduced Calorie, Low/No/Reduced Hair, Moisturising / Hydrating Low/No/Reduced Fat, Microwaveable, Halal, Fat, Vegetarian, Wholegrain, Social Media Gluten-Free, Wholegrain, Low/No/Reduced Allergen, Ethical - Environmentally Friendly Package
Source: Mintel (2016) 48 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (June – September 2016)
The Food Hall Kitchen Asda Piri Piri Chicken Tasty Pot Co Meal 5 Grain The Black Farmer Beef & Hawaiian Smoked Chicken Breast Fillets (UK) Superpot Cheese Burgers Salad (Indonesia) (Singapore) (UK)
Asda Piri Piri Chicken Breast Fillets have
been relaunched in a newly designed Tasty Pot Co Meal 5 Grain Superpot The Black Farmer Beef & Cheese Burgers packaging and under a new brand name, The Food Hall Kitchen Hawaiian Smoked contains 50% vegetables, quinoa, chia, are made from a blend of 100% British beef, previously known as Asda Chosen by You Chicken Salad is now available. The freshly roast vegetables and chermoula dressing. herbs, spices and Cheddar cheese. The Easy Meals. The microwaveable product made product retails in a plastic pack. The 100% natural and microwaveable gluten free product is suitable for home features piri piri marinated cooked chicken product is low in fat, is high in fibre and is freezing, formulated with British beef, and breasts, is succulent, can be enjoyed hot or free from gluten and dairy. It provides two of retails in a 226g pack containing two units, cold, contains no artificial colours or daily vegetables and retails in a 350g pack and featuring the Facebook, Twitter, flavours, and is ready to eat. It retails in a bearing the 2013 Winner of the Healthy Instagram and YouTube logos, and a QR recyclable 200g pack. Food Awards. code.
Claims: Claims: Claims: Claims: N/A No Additives/Preservatives, Microwaveable, All Natural Product, High/Added Fiber, Gluten-Free, Low/No/Reduced Allergen, Ethical - Environmentally Friendly Package, Low/No/Reduced Fat, Microwaveable, Social Media Ease of Use Gluten-Free, Low/No/Reduced Allergen
Source: Mintel (2016) 49 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (June – September 2016)
Tapas & More Paella Set Bodega Spanish Salad Foodmily Chuncheon Style Infinite Palates Mexican (Germany) (UK) Spicy Stir-Fried Chicken Bean Rice (South Korea) (India) Tapas & More Paella Set is a ready mixture Bodega Spanish Salad comprises quinoa for paella, and consists of 206g of rice and and green lentils in a rich tomato marinade Infinite Palates Mexican Bean Rice is now Foodmily Chuncheon Style Spicy Stir-Fried 250ml of broth. This product serves two to with yellow semi-dried tomatoes, Iberico available. The vegetarian, ready-to-eat Chicken is made from domestic chicken, three people, and bears the Corporate cheese, chilli pepper pearls and salty product features onions, tomatoes and marinated and matured in a rich flavoured Social Responsibility logo. capers. It is made with gluten-free capsicum with boiled kidney beans and sauce. This easy to cook product retails in a ingredients, and retails in a 185g pack steamed rice, and can be used as a one- 600g pack that serves two. bearing the Facebook and the Antipasti dish meal or a party centrepiece and served Society logos. hot topped with chilli flakes. It is 100% natural and mildly spicy, does not require preparation, and is free from preservatives, artificial colours, flavours and monosodium glutamate
Claims: Claims: Claims: Ease of Use Claims: Ethical - Human, Ease of Use Gluten-Free, Low/No/Reduced Allergen, No Additives/Preservatives, All Natural Social Media Product, Microwaveable, Vegetarian, Ease of Use
Source: Mintel (2016) Australian Innovative Capsicum Launches: 50 L3M (June – September 2016)
Food Love Kitchen Pesto McCain Healthy Choice Weight Watchers Gourmet Lean Cuisine Whole Grains Ripple Protein Plus Chicken Satay Menu Mango Coconut Spanish Chicken Chorizo Chicken with Brown & Wild Rice
Dr. Oetker Papa Giuseppi's Herbert Adams Gourmet Lean Cuisine Pots of Yumi's Deli Range Roasted Bakehouse Crust Supreme Slow-Cooked 6 Hours Goodness Mexican Red Capsicum Pesto Pizza Smoky Pulled Pork Pies Chicken Chipotle
Source: Mintel (2016) 51
Brussels Sprouts. 52
Both average purchase and consumption frequency have slightly increased this wave. Coles and Woolworths remain the Average Average Purchase Consumption key locations for purchase. There is a 3.3 times 6.5 times trend towards increased purchase from per month per month Aldi across the last three waves. 3.4 times, Wave 32 5.9 times, Wave 32 3.1 times, Wave 36 6.4 times, Wave 36 Purchase Channels 58% 58% 58% 54% 52%52%
37%35% 30% 25% 23% 21% 19% 17% 17%17% 17% 14%
5% 5% 3% 3% 4% 3% 1% 2% 2% 2% 1% 1% 2% 1% 1% 2% 1% 1%
Coles Woolworths Specialist Fruit Aldi Independent Markets Gourmet Direct from the Online Costco Convenience Other and Vegetable Supermarkets Independent grower Stores Retailer Retailers
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
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 0.6kg spend was $4.10, which perceived Brussels sprouts of Brussels sprouts in has returned to levels to be good value for money September 2016, seen in Wave 32. (6.5/10), relatively consistent with the consistent with the previous previous wave. wave.
0.7kg, Wave 32 $4.10, Wave 32 6.1/10, Wave 32 0.6kg, Wave 36 $3.60, Wave 36 6.6/10, Wave 36
Q3. How much
87% 84% 81%
35% 32% 23%
9% 10% 9% 3% 5% 4%
Individual Brussels Sprouts Pre-packaged Small Tray of Pre-packaged Large Tray of Baby/Mini Formats Brussels Sprouts Brussels Sprouts
Wave 40: Sep-16 Wave 36: May-16 Wave 32: Jan-16
Q4b. In what fresh formats do you typically purchase Brussels Sprouts? Sample Wave 32 N=231, Wave 36 N=302, Wave 40 N=302 Online and In-store Commodity Prices 55 Brussels Sprouts
Darwin, NT Woolworths: N/A Coles: $12.90kg
Brisbane, QLD The average price for Brussels Woolworths: N/A / N/A Coles: $8.90kg / $8.90kg sprouts in Australia was $10.22kg
Adelaide, SA Woolworths: $12.90kg / $12.90kg Coles: $12.90kg / $12.90kg Sydney, NSW Perth, WA Woolworths: $8.90kg / $8.90kg Woolworths: $11.00kg Coles: $10.00kg / $10.00kg Coles: $9.90kg Canberra, ACT Woolworths: $8.90kg Melbourne, VIC Coles: $7.90kg September 2016 $10.22 per kg Average ▲ Woolworths: $8.90kg / $8.90kg Price May 2016 $7.63 per kg ▼ Coles: N/A / $10.90kg
Highest Lowest Price $12.90 per kg $7.90 per kg $5.00 Price Price Range Hobart, TAS Pricing was carried out on 15th September between 10am-12pm. Woolworths: $10.00kg Prices are displayed Online / In-store. Coles: $7.90kg Green text indicates promotional price. 56
79% of consumers could not recall any type of Brussels sprouts.
Those that mentioned a type of Brussels sprouts recalled the colour green.
Q6a. What varieties of
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q7. Which of the following reasons best describes why you purchase
Dinner was the main consumption Top 5 Consumption Occasions occasion for Brussels sprouts. Wave 36 Wave 40 Dinner 73% 72% 9% used Brussels Family meals 50% 60% Traditional Australian cuisine was the most Sprouts when common cooking style. Cuisine choice has Weekday meals 46% 48% cooking a new recipe remained consistent across previous Weekend meals 38% 39% waves. Quick Meals 21% 24% 11%, Wave 36
62% Cuisine Cooked 60% 43%
40% 27%
20% 13% 9% 5% 5% 6% 4% 4% 2% 0% Traditional Modern British Italian Greek Indian Chinese Thai Snacks Middle Other Eastern Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
59 Consumers prefer to cook Brussels sprouts with potatoes, carrots and sweetpotato. Brussels sprouts are most commonly steamed and boiled, consistent with the previous waves.
Accompanying Vegetables
Top 10 Cooking Styles Potato 62% Wave 32 Wave 36 Wave 40 Steaming 58% 55% 61% Boiling 42% 40% 38% lettu Carrot 59% Stir frying 21% 24% 25% ce Microwave 19% 20% 19% Sautéing 16% 16% 18% Frying 13% 14% 14% Sweet Potato 35% Roasting 15% 12% 12% Slow Cooking 10% 10% 8% Soup 9% 9% 8% carr Baking 10% 7% 7% Pumpkin 31% ot
Onion 27%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 32: Jan-16 7.0 8.1 Wave 36: 8.3
Wave 36: May-16 7.1
Wave 40: Sep-16 6.9
Q14. When purchasing
Expected Consumers expect Brussels sprouts to stay fresh for to stay nine days once purchased, with these expectations fresh for increasingly being met more often. 9.1 days
8.8 days, Wave 32 9.2 days, Wave 36 Expectations Met
Wave 32: Jan-16 2% 5% 10% 57% 25%
Wave 36: May-16 5% 7% 61% 26%
Wave 40: Sep-16 3% 6% 62% 28%
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: Brussels Sprouts There were 31 Brussels sprouts products launched globally over the last Brussels Sprouts Global Launches three months. The majority of launches were in USA and Japan Categories for launches were juice drinks and meals. Key packaging for Brussels June – September 2016 sprouts products were flexible packaging and cartons.
Country Region
USA 39% 13%
Japan 29% 32% Canada 16% 55%
China 3%
Czech Republic 3% North America Asia Pacific Europe 31 Global NPDs
Top Pack Formats Top Claims
3% No Additives/ 6% Preservatives 45%
13% 32% Categories Low/No/Reduced Allergen 32%
Juice Low/No/Reduced Meals 29% 19% Drinks Sodium 23% 29% 26% Gluten-Free 29% Healthcare Fruit & Vegetables 19% Low/No/Reduced Flexible Carton Jar Bottle Tray Aerosol 13% Sugar 26% 64
Brussels Sprouts Product Launches: Last 3 Months (June – September 2016) Summary
• There were 31 launches in the past 3 months globally that contained Brussels sprouts as an ingredient.
• There were no products launched in Australia over the past three months.
• North America (55%) and Asia Pacific (32%) were the key regions for launches.
• Flexible packaging (32%) and cartons (26%) were the most common formats utilised.
• The main categories for launches were juice drinks (29%), meals (23%), healthcare (19%) and fruits & vegetables (13%).
• Most popular claims on products included no additives/preservatives (45%) and low/no/reduced allergen (32%). Source: Mintel (2016)
• The most innovative product launched was a Teriyaki Stir Fry Kit from USA. Examples of these can be found in the following pages. 65 The majority of Brussels sprouts launches occurred in USA and Japan. The key categories for Brussels sprouts launches are juice drinks, meals, healthcare, and fruits & vegetables.
Top Launch Countries Top Launch Categories
39% USA Juice Drinks 29%
29% Japan Meals & Meal Centers 23%
16% Canada Healthcare 19%
3% China Fruit & Vegetables 13%
3% Czech Republic Other Beverages 6%
31 3% Ireland Sauces & Seasonings 3% Global Launches 3% Spain Skincare 3%
3% UK Snacks 3% The main claim globally was no additives & preservatives, low/no/reduced 66 allergen and low/no/reduced sodium.
Flexible packaging and cartons are primarily used for Brussels sprouts products.
Pack Formats Used Top Claims Used
Flexible 32% No Additives/Preservatives 45%
Carton 26% Low/No/Reduced Allergen 32% Global Jar 19% Global Low/No/Reduced Sodium 29%
Only regions with n >30 are displayed
Innovative Brussels Sprouts Launches: 67 L3M (June – September 2016)
Taylor Farms Teriyaki Stir Birds Eye Steamfresh Progressive VegeGreens Mann's Nourish Bowls Fry Kit Flavor Full Sea Salt & Protein & Veggies Protein Smokehouse Brussels (USA) Cracked Pepper Brussel Bar (Canada) (USA) Sprouts (USA)
Taylor Farms Teriyaki Stir Fry Kit comprises Progressive VegeGreens Protein & Veggies Mann's Nourish Bowls Smokehouse broccoli, Brussels sprouts, carrots, kale, red Birds Eye Steamfresh Flavor Full Sea Salt & Protein Bar is said to be a quick and Brussels are described as a delicious warm cabbage, snow peas and teriyaki sauce. It is Cracked Pepper Brussel Sprouts perfectly convenient high protein snack, containing a meal with fresh veggies, rice and sauce. washed and ready to enjoy and includes cook in the bag in the microwave. The blend of New Zealand dairy protein isolates, The product contains 420 calories per bowl cashews and chow mein noodles. The product retails in a 10-oz. bag. as well as over 1500mg of the vegetable and comprises Brussels sprouts, kohlrabi, product retails in a pack containing 13.8-oz. concentrate blend found in the original kale and brown rice with smoky sweet vegetables and toppings and 3.6-fl. oz. VegeGreens formula. The product is glaze. It can be prepared in three minutes in sauce, bearing a QR code. naturally flavoured and sweetened, contains the microwave and retails in a microwave 15g of protein per bar, and retails in a 45g ready bowl containing 7.25-oz. veggies and pack. rice and 1.75-fl. oz. sauce.
Claims: Claims: Claims: Claims: Ease of Use Microwaveable High Protein, Time/Speed, Ease of Use Microwaveable, Ease of Use
Source: Mintel (2016) 68
Spinach. 69
On average, spinach is purchased five times per month, and is consumed ten Average Average times per month, both increasing this wave. Purchase Consumption 4.7 times 10.0 times Spinach is predominantly purchased per month per month through mainstream retailers, with an increasing trend in purchase from Aldi. 4.6 times, Wave 32 11.1 times, Wave 32 4.3 times, Wave 36 9.5 times, Wave 36
61% Purchase Channels 58% 57% 55%55% 47% 40% 35%35% 29% 25% 22% 20% 21% 17% 15%16% 14%
5% 4% 5% 3% 4% 3% 3% 3% 4% 2% 2% 1% 1% 2% 2% 1% 0% 1%
Woolworths Coles Specialist Fruit Markets Aldi Independent Direct from the Online Gourmet Costco Other Convenience and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q1. On average, how often do you purchase Spinach (English and baby)? Q2. On average, how often do you consume Spinach (English and baby)? Q5. From which of the following channels do you typically purchase Spinach (English and baby)? Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity 70
Average weight of Recalled last spend Value for money purchase
The average consumer Recalled last spend on Consumers perceive typically purchases spinach is $3.90, spinach to be good 0.5kg of spinach, which has increased value for money consistent with the this wave. (6.6/10), which is previous waves. slightly lower than the previous wave.
0.5kg, Wave 32 $3.60, Wave 32 6.2/10, Wave 32 0.5kg, Wave 36 $3.40, Wave 36 6.8/10, Wave 36
Q3. How much Spinach do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale) : Indicates LOWER score than current wave. Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303 : Indicates HIGHER score than current wave. 71 Amount Purchased if Selected (Wave 5) Loose spinach and pre-packaged small bags are the most 51% common purchase formats, consistent with the previous Mean Half Pumpkin 1.1 waves. 51%
66% 31% 64% Whole Pumpkin Mean 53% 1.4 49% 32% 42% 39% 33% 31% 26% 33% Mean Quarter Pumpkin 14% 14% 13% 1.4 11% 13% 31% 7%
Loose spinach Pre-packaged in small Pre-packaged in large Baby/mini formats Pre-prepared formats container/bag/tray container/bag/tray
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q4b. In what fresh formats do you typically purchase Spinach (English and baby)? Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303 Online and In-store Commodity Prices 72 Baby Spinach.
Darwin, NT Woolworths: $17.00kg Coles: $17.86kg
Brisbane, QLD The average price for baby Woolworths: $17.00kg / $17.00kg Coles: $17.86kg / $17.86kg spinach in Australia was $17.45kg
Adelaide, SA Woolworths: $17.00kg / $17.00kg Coles: $17.86kg / $17.86kg Sydney, NSW Perth, WA Woolworths: $17.00kg / $17.00kg Woolworths: $17.00kg Coles: $17.86kg / $17.86kg Coles: $17.86kg Canberra, ACT Woolworths: $17.00kg September 2016 $17.45 per kg Melbourne, VIC Coles: $17.86kg Average ▲ Price Woolworths: $17.00kg / $17.00kg May 2016 $16.82 per kg ▼ Coles: $17.86kg / $17.86kg Highest Lowest Price $17.86 per kg $17.00 per kg $0.86 Price Price Range Coles sold baby spinach in pre-packaged formats only. Hobart, TAS Pricing was carried out on 15th September between 10am-12pm. Woolworths: $17.00kg Prices are displayed Online / In-store. Coles: $17.86kg Green text indicates promotional price. 73
40% Nearly half of consumers English 34% could not recall a type of 38% 47% spinach this wave. Baby 36% 36% English and baby were 7% the most commonly Silverbeet 9% 5% recalled types. 3% Savoy 1% Misattribution of Silverbeet as a 2% type of spinach. 37% Do not know any varieties 47% 46%
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q6a. What varieties of Spinach are you aware of? (unprompted) Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303 The key drivers of purchase for spinach are related to health, ease of 74 preparation and taste. In contrast, short shelf life and not wanting to waste any are the key barriers to purchase.
Triggers Barriers
65% 1% As they are healthy 64% 2% General health concerns 62% 3% 58% 6% Easy to prepare/cook with 52% 10% Other 54% 6% 53% 9% They taste great 50% 7% Inconsistent or poor quality 48% 6% Specific health and nutritional 48% 6% I don't know how to fit any more 43% 7% benefits 46% 7% vegetables into my daily diet 40% 7% Cooks quickly 46% 8% I grow my own 43% 9% 46% 14% To use as an ingredient in dishes 48% 21% Expensive 40% 20% To add variety to my vegetable 43% 18% 40% 17% I want a variety of vegetables in my diet selection 39% 21% 37% 30% To complement other food 39% 25% I consume enough to balance my diet 38% 24% 40% 34% It's versatile 34% 24% I don't want to waste any 33% 25% 32% 30% To add colour to a meal 30% 25% Short shelf life 31% 29% Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q7. Which of the following reasons best describes why you purchase Spinach (English and baby)? Q8. Which reason best describes why you don’t buy Spinach (English and baby) more often? Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303 75
Top 5 Consumption Occasions Australian, Chinese and Italian cuisines are popular for spinach dishes. Wave 36 Wave 40 Consistent with the past wave, meal Dinner 66% 66% 17% Family meals 51% 53% used spinach when occasions tend to occur during dinner. cooking a new Weekday meals 45% 48% recipe Lunch 44% 44% Quick Meals 40% 43% 17%, Wave 36
Typical Cuisine Cooked 80%
60% 44%
40% 35% 31% 27% 19% 19% 18% 20% 9% 11% 8%
0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Australian European Asian Other Cuisines
Q10. What cuisines do you cook/consume that use Spinach (English and baby)? Q11. Which of the following occasions do you typically consume/use Spinach (English and baby)? Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Consumers prefer to use spinach mainly with tomatoes, onions and 76 carrots. Spinach is generally eaten raw or stir fried. There has been a consistent increase in soups and boiling as cooking styles over the last three waves.
Accompanying Vegetables
Top 10 Cooking Styles Tomato 42% Wave 32 Wave 36 Wave 40 Raw 57% 41% 51% Stir frying 51% 47% 48% lettu Onion 40% Steaming 36% 40% 37% ce Sautéing 27% 27% 29% Soup 16% 19% 21% Boiling 16% 18% 20% Carrot 38% Baking 12% 7% 13% Frying 12% 13% 12% Slow Cooking 8% 10% 10% carr Microwave 7% 9% 8% Capsicum 33% ot
Potatoes 33%
Q9. How do you typically cook Spinach (English and baby)? Q10a. And when are you serving Spinach (English and baby) which of the following do you also serve together with this? Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303
77
Importance of provenance has slightly declined this wave. Knowing that spinach is grown in Australia still remains highly important provenance information for consumers.
Vegetable Average 6.6
Wave 32: Jan-16 6.9 8.2 Wave 36: 8.5
Wave 36: May-16 7.4
Wave 40: Sep-16 7.2
Q14. When purchasing Spinach (English and baby), how important is Provenance to you? Q15. And when purchasing Spinach (English and baby), how important is that it is grown in Australia? Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303
78
Expected Consumers expect spinach to remain fresh for just to stay under a week once purchased. Freshness fresh for expectations have remained relatively consistent with 6.1 days the previous wave.
6.0 times, Wave 32 6.4 times, Wave 36
Expectations Met
Wave 32: Jan-16 9% 13% 63% 13%
Wave 36: May-16 3% 8% 12% 60% 17%
Wave 40: Sep-16 8% 12% 63% 16%
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 Spinach (English and baby) to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy Spinach (English and baby)? : Indicates LOWER score than current wave. Sample Wave 32 N=305, Wave 36 N=300, Wave 40 N=303 : Indicates HIGHER score than current wave.
79
Spinach Product Launch Trends. There were 735 spinach products launched globally over the last three Spinach Global Launches months. The majority of launches were in USA and the UK. Categories for launches were meals and side dishes. Key packaging for spinach products June – September 2016 were flexible packaging and trays.
Country Region
4% USA 13% 8%
UK 9% 19% 45%
Japan 8%
Germany 6% 24%
Europe Asia Pacific Canada 6% North America Latin America 735 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
No Additives/ 5% 27% 9% Preservatives 31% Categories Ethical - Environmentally 23% 10% Friendly Package Side Meals Dishes Microwaveable 21% 12% 26% 18% Low/No/Reduced 20% 21% Juice Allergen Snacks Flexible Tray Drinks Carton Bottle 11% 8% Gluten-Free 18% Tub Flexible stand-up pouch 81
Spinach Product Launches: Last 3 Months (June – September 2016) Summary
• There were 735 launches in the past 3 months globally that contained spinach as an ingredient.
• There were 16 products launched in Australia over the past three months.
• Europe (45%) and North America (24%) were the key regions for launches.
• Flexible packaging (31%) and trays (21%) were the most common formats utilised.
• The main categories for launches were meals (26%), side dishes (18%), juice, snacks (11%) and snacks (8%).
• Most popular claims on products included no additives/preservatives (27%) and ethical & environmentally friendly packaging (23%). Source: Mintel (2016) • The most innovative product launched was Soy and Spinach Burgers from Italy. Examples of these can be found in the following pages. 82 The majority of spinach launches occurred in USA and the UK, consistent with the previous wave. The key categories for spinach launches are meals, side dishes, and juice drinks.
Top Launch Countries Top Launch Categories
13% USA Meals & Meal Centers 26%
9% UK Side Dishes 18%
8% Japan Juice Drinks 11%
6% Germany Snacks 8%
6% Canada Fruit & Vegetables 7% 5% France Processed Fish, Meat & Egg Products 5% 4% Spain Baby Food 5% 735 Global 4% Italy Soup 4% Launches 3% South Africa Sauces & Seasonings 4%
2% India Sugar & Gum Confectionery 2% 83 The main claim globally was no additives & preservatives, ethical & environmentally friendly packaging and microwaveable.
Flexible packaging and trays are primarily used for spinach products.
Pack Formats Used Top Claims Used
Flexible 31% No Additives/Preservatives 27%
Ethical - Environmentally Tray 21% 23%
Friendly Package Global
Carton 12% Global Microwaveable 21%
Ethical - Environmentally Tray 30% 25% Friendly Package
Flexible 29% Microwaveable 25% Europe
Europe Carton 13% Vegetarian 21%
Flexible 30% No Additives/Preservatives 38%
Carton 16% Microwaveable 23%
North North North
Tray 14% America Low/No/Reduced Sugar 22% America
Only regions with n >30 are displayed
Innovative Spinach Launches: 84 L3M (June – September 2016)
Carte D'Or Les PnP ...to Complete Roasted Earthbound Farm Organic Waitrose Spinach & Mint Authentiques Pistachio Ice Butternut & Creamed PowerMeal Spinach Quinoa Potatoes Cream (France) Spinach Bowl with Red Balsamic (UK) (South Africa) Vinaigrette (USA) Carte D'Or Les Authentiques Pistache (Pistachio Ice Cream) has been repackaged PnP ...to Complete Roasted Butternut & and is now available in a 1300ml special Earthbound Farm Organic PowerMeal Waitrose Spinach & Mint Potatoes are baby Creamed Spinach is now available. It format pack featuring a link to the Spinach Quinoa Bowl with Red Balsamic potatoes coated in a spinach, herb and contains slow roasted butternut dusted with manufacturer's Facebook page. The product Vinaigrette has been relaunched in a new garlic dressing. They are ready to steam in cinnamon sugar and tender spinach in a is made with fresh cream from Normandy packaging and with a new brand name, the bag, can be microwave heated, and are creamy sauce. The microwaveable heat- and contains no colouring or artificial having been previously known under suitable for vegetarians. This product is and-eat product retails in a 350g pack made flavourings. Earthbound Farm Power Meal Bowl brand. described as vibrant and fresh, and retails in from at least 80% recycled material. It comprises baby spinach, red and white a 360g pack. quinoa, wild dried berries, and sunflower seeds, with 210 calories per pack.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Social Media Microwaveable, Ethical - Environmentally Organic, Social Media Microwaveable, Vegetarian, Ease of Use Friendly Package, Ease of Use
Source: Mintel (2016) Innovative Spinach Launches: 85 L3M (June – September 2016)
M Classic Spinach-Feta BluePrint Organic Kale-A- ICA Crik Crok Plus Veggie Organics Happy Baby Kale Strudel Lu-Ya Kombucha Drink Potatoes, Spinach and & Spinach Organic Fruit & (Switzerland) (USA) Carrot Crisps (Italy) Grain Puffs (South Korea)
M Classic Spinat Feta-Strudel (Spinach- BluePrint Organic Kale-A-Lu-Ya Kombucha ICA Crik Crok Plus Veggie Snack Salato di
Feta Strudel) is new to the range. This Drink comprises handcrafted kombucha Patate, Spinaci e Carote (Potatoes, Spinach Organics Happy Baby Kale & Spinach product retails in a pack that contains 2 x blended with organic cold-pressed kale, and Carrot Crisps) are now available. The Organic Fruit & Grain Puffs have been 140g units and features the FSC logo. spinach and parsley juice. The kosher and product is suitable for vegans and free from relaunched, previously known as Happy USDA Organic certified drink contains 15% gluten, and retails in a 100g pack. Puffs. This gluten-free, kosher product is juice and is free of gluten. It is said to be an made with whole grains, USDA-certified excellent source of antioxidant vitamin A organic, and retails in a 60g pack. and a highly intelligent way to get the greens. According to the manufacturer, kombucha is a fizzy, fermented black tea with added probiotic cultures and is claimed to aid digestion and support metabolism.
Claims: Claims: Claims: Claims: Ethical - Environmentally Friendly Package Other (Functional), Kosher, Organic, Gluten- Gluten-Free, Low/No/Reduced Allergen, Kosher, Organic, Babies & Toddlers (0-4), Free, Antioxidant, Digestive (Functional), Vegan, No Animal Ingredients Gluten-Free, Wholegrain, Low/No/Reduced Low/No/Reduced Allergen, Social Media Allergen
Source: Mintel (2016) Innovative Spinach Launches: 86 L3M (June – September 2016)
Voelkel Für Organic Green Sonoma Flatbreads Lotus Special Soup Il Cuore Verde di Fratelli Smoothie with Mango, Kale Organic Spinach & Feta Vegetables Beretta Soy and Spinach & Spinach Flatbread (Brazil) Burgers (Germany) (USA) (Italy)
Lotus Sopa Especial (Special Soup Voelkel Für Grüner Smoothie Mango Sonoma Flatbreads Organic Spinach & Feta Il Cuore Verde di Fratelli Beretta Burger Vegetables) are now available. The gluten- Grünkohl Spinat Bio (Organic Green Flatbread has been repackaged and is now Soia e Spinaci (Soy and Spinach Burgers) free product has been sanitized and retails Smoothie with Mango, Kale & Spinach) has available in a 12.82-oz. recyclable pack are now available. These 100% vegetarian in a 600g pack. been repackaged. The juice is an organic featuring the USDA Organic and Facebook burgers have been made from spinach preparation of fruit, leaf vegetables and logos. It contains spinach, aged provolone leaves and are said to be a source of ginger juice. This pasteurised product retails cheese, feta cheese and garlic, a light and protein. This gluten-free product is in a 0.25L bottle which features the EU crispy multi-grain crust and no artificial immediately ready, cooking in four minutes Green Leaf logo. flavors, colors, preservatives or GMO's. in a pan, and retails in a 150g pack containing two units.
Claims: Claims: Claims: Claims: Organic No Additives/Preservatives, Organic, Ethical Gluten-Free, Low/No/Reduced Allergen Vegetarian, Gluten-Free, Low/No/Reduced - Environmentally Friendly Package, GMO- Allergen, Time/Speed Free, Social Media
Source: Mintel (2016) Australian Spinach Launches: 87 L3M (June – September 2016)
Yumi's Deli Range Bruce Greener Cold Mamia Organic Garden Mushroom, Spinach & Pressed Juice Pea, Zucchini & Spinach Thyme Pesto Puree
Quorn Cheese & Spinach Coles Made Easy Australian The Daily Juice Company Schnitzels Chicken, Parmesan & Garlic Nourish Apple, Celery, Parcel with Parmesan & Garlic Sauce in Flaky Puff Pastry Lemon & Spinach Juice
Source: Mintel (2016) 88
Parsnip. 89
This wave sees a continual decline in purchase frequency of parsnip, which Average Average is also reflected in lower purchase Purchase Consumption through multiple channels. 2.3 times 4.7 times per month per month On average, parsnips are consumed
around five times a month. 3.2 times, Wave 32 5.2 times, Wave 32 3.1 times, Wave 36 4.5 times, Wave 36
Purchase Channels
53% 53% 50% 50% 50% 46% 39% 37% 35%
23% 21% 20% 18% 18% 17% 14% 12% 11% 4% 4% 5% 2% 3% 3% 2% 3% 2% 2% 2% 1% 1% 1% 0% 1% 0% 0%
Woolworths Coles Specialist Fruit Independent Markets Aldi Online Direct from the Gourmet Costco Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q1. On average, how often do you purchase Parsnips? Q2. On average, how often do you consume Parsnips? Q5. From which of the following channels do you typically purchase Parsnips? Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Average Spend and Price Sensitivity. 90
Average weight of Recalled last spend Value for money purchase
The average consumer Recalled last spend on Consumers’ perceived typically purchases parsnips was $3.60, value for money is fair 700g of parsnip, which has trended for parsnips (5.7/10), declining over the last downwards over the slightly higher than the three waves. last three waves. previous waves.
900g, Wave 32 $4.50, Wave 32 5.6/10, Wave 32 800g, Wave 36 $3.90, Wave 36 5.5/10, Wave 36
Q3. How much Parsnip do you typically purchase when you shop for it? Q3b. To the best of your memory how much did this cost on your most recent typically purchase? Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale) : Indicates LOWER score than current wave. Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201 : Indicates HIGHER score than current wave. 91 Amount Purchased if Selected (Wave 5) Individual parsnips remain the most common purchase format, consistent with past waves. 51% Mean Half Pumpkin 1.1 51%
90% 86% 86% 31% Whole Pumpkin Mean 1.4 32%
24% 23% 33% 18% Mean Quarter Pumpkin 5% 6% 5% 1.4 4% 2% 2% 2% 2% 0% 1% 2% 0% 31% Loose Pre-packaged in small Pre-packaged in large Pre-prepared mixed Pre-prepared formats Other container/bag/tray container/bag/tray vegetable formats
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q4b. In what fresh formats do you typically purchase Parsnips? Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201 Online and In-store Commodity Prices 92 Parsnip.
Darwin, NT Woolworths: $11.50kg Coles: $10.90kg
Brisbane, QLD The average price for Parsnips Woolworths: $10.00kg / $10.00kg Coles: $10.00kg / $10.00kg in Australia was $10.20kg
Adelaide, SA Woolworths: $11.00kg / $11.00kg Coles: $10.90kg / $10.90kg Sydney, NSW Perth, WA Woolworths: $8.90kg / $8.90kg Woolworths: N/A Coles: $10.00kg / $10.00kg Coles: $11.00kg Canberra, ACT Woolworths: $9.90kg Melbourne, VIC Coles: $10.00kg September 2016 $10.20 per kg ▼ Average Woolworths: $9.90kg / $9.90kg Price May 2016 $10.94 per kg ▲ Coles: $10.00kg / $10.00kg
Highest Lowest Price $11.50 per kg $8.90 per kg $2.60 Price Price Range Hobart, TAS Pricing was carried out on 15th September between 10am-12pm. Woolworths: $10.00kg Prices are displayed Online / In-store. Coles: $10.00kg Green text indicates promotional price. 93
Awareness of parsnip varieties is low, with 88% of consumers unable to recall a type.
Q6a. What varieties of Parsnip are you aware of? (unprompted) Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201 Adding variety and taste are the key triggers to purchase. In contrast, expense, already consuming enough and wanting variety are the key barriers 94 Ease of preparation and complementing other food have increased as a reason to purchase parsnips over the last three waves.
Triggers Barriers 49% To add variety to my vegetable 7% 56% selection 8% Lack of variety available 56% 4% 62% 7% They taste great 51% 3% Short shelf life 54% 6% 36% 7% Easy to prepare/cook with 41% 6% Not versatile for my cooking style 47% 7% 40% 10% To complement other food 44% 9% Inconsistent or poor quality 45% 9% 40% 14% To use as an ingredient in dishes 50% 12% Other 41% 10% 25% 5% I don't know how to fit any more vegetables I like the texture 24% 7% into my daily diet 30% 10% 32% 21% As they are healthy 33% 22% I don't want to waste any 27% 25% 22% 22% Tradition/habit 18% 29% I want a variety of vegetables in my diet 24% 25% 22% 24% It's versatile 19% 24% I consume enough to balance my diet 18% 25% 25% 30% The whole family likes them 21% 24% Expensive 17% 29% Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q7. Which of the following reasons best describes why you purchase Parsnips? Q8. Which reason best describes why you don’t buy Parsnips more often? Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201
95
Cooking styles remain centred in Top 5 Consumption Occasions
Australian and British cooking, with Wave 36 Wave 40 little variability in other cuisines. Dinner 70% 68% 6% Family meals 56% 61% used parsnip when cooking a new Meal occasions tend to occur during Weekday meals 34% 41% dinner and family meals. recipe Weekend meals 33% 40%
Special Occasions 10% 12% 12%, Wave 36
Typical Cuisine Cooked 80% 63% 60% 38%
40% 29%
20% 8% 5% 5% 3% 2% 2% 2% 0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Australian European Asian Other Cuisines
Q10. What cuisines do you cook/consume that use Parsnips? Q11. Which of the following occasions do you typically consume/use Parsnips? Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Consumers prefer to serve parsnips with potatoes and carrots. 96 Parsnips are generally roasted or cooked in soups. There has been an increase in slow cooking parsnips as a cooking style over the last four waves.
Accompanying Vegetables
Top 10 Cooking Styles Potatoes 77% Wave 32 Wave 36 Wave 40 Roasting 70% 64% 61% Soup 40% 48% 47% lettu Carrots 72% Baking 36% 25% 32% ce Slow Cooking 23% 26% 30% Mashing 24% 24% 26% Boiling 21% 14% 18% Onion 47% Steaming 19% 12% 18% Stir frying 11% 8% 11% Microwave 5% 6% 7% carr Frying 7% 3% 5% Pumpkin 45% ot
Sweet Potato 41%
Q9. How do you typically cook Parsnips? Q10a. And when are you serving Parsnips which of the following do you also serve together with this? Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201 97 Knowing the provenance of parsnips in general has slightly increased in importance this wave, now sitting above the Vegetable Average. Knowing that parsnips are grown in Australia remains the most important provenance information for consumers.
Vegetable Average 6.6
Wave 32: Jan-16 6.8 8.4 Wave 36: 8.3
Wave 36: May-16 6.6
Wave 40: Sep-16 6.7
Q14. When purchasing Parsnips, how important is Provenance to you? Q15. And when purchasing Parsnips, how important is that it is grown in Australia? Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201
98
Expected Consumers expect parsnips to remain fresh for over a to stay week once purchased. This wave sees a slight decline fresh for in these expectations being met at least most of the 9.6 days time.
9.9 days, Wave 32 8.7 days, Wave 36 Expectations Met
Wave 32: Jan-16 4% 11% 9% 56% 20%
Wave 36: May-16 1%4% 6% 62% 26%
Wave 40: Sep-16 8% 8% 59% 22%
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 Parsnips to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy Parsnips? Sample Wave 32 N=206, Wave 36 N=202, Wave 40 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 99
Parsnip Product Launch Trends. There were 78 parsnip products launched globally over the last three Parsnip Global Launches months. The majority of launches were in Poland, Norway and UK. Categories for launches were sauces & seasonings and meals. Key June – September 2016 packaging for parsnip products were flexible formats.
Country Region
4%1% Poland 17%
Norway 10%
UK 10%
Romania 8% 94%
Europe Asia Pacific Austria 6% 78 Global NPDs North America Latin America
Top Pack Formats Top Claims
No Additives/ 8% Preservatives 26% 8% Categories Low/No/Reduced 29% Allergen 23%
10% Sauces & Meals Gluten-Free 19% Seasonings 15% 27% Microwaveable 18% 12% 13% Snacks Soup Ethical - Flexible Flexible sachet Jar 15% 15% Environmentally 18% Carton Tub Tray Friendly Package 101
Parsnip Product Launches: Last 3 Months (June – September 2016) Summary
• There were 78 launches in the past 3 months globally that contained parsnip as an ingredient.
• There were no products launched in Australia over the past three months.
• Europe (94%) was the key region for launches.
• Flexible packaging (29%) and flexible sachets (13%) were the most common formats used for products.
• The main categories for launches were sauces & seasonings (27%), meals (15%), snacks (15%), and soups (15%).
• Claims used on products included no additives/preservatives (26%), low/no/reduced allergen (23%), and gluten-free (19%). Source: Mintel (2016) • The most innovative products were Parsnip Crisps which were launched in multiple countries. Examples of these can be found in the following pages. 102 The majority of launches occurred in Poland, Norway and UK.
The key categories for parsnip launches are sauces & seasonings, meals, snacks and soups.
Top Launch Countries Top Launch Categories
17% Poland Sauces & Seasonings 27%
10% Norway Meals & Meal Centers 15%
10% UK Snacks 15%
8% Romania Soup 15%
6% Austria Processed Fish, Meat & Egg Products 8% 6% France Fruit & Vegetables 6%
6% Germany Side Dishes 6% 78 6% Slovakia Savoury Spreads Global 3% Launches 5% Netherlands Juice Drinks 3% Denmark 3% Other Beverages 1% 103 The main claims globally were no additives/preservatives, low/no/reduced allergen and gluten-free. Flexible packaging, flexible sachets and jars are the main formats for parsnip products.
Pack Formats Used Top Claims Used
Flexible 29% No Additives/Preservatives 26%
Flexible sachet 13% Low/No/Reduced Allergen 23% Global
Jar 12% Global Gluten-Free 19%
Flexible 29% No Additives/Preservatives 25%
Flexible sachet 14% Low/No/Reduced Allergen 22% Europe Europe Jar 12% Microwaveable 18%
Only regions with n >30 are displayed
Innovative Parsnip Launches: 104 L3M (June – September 2016)
Kettle Vegetable Chips Crosse & Blackwell Best of Heli Klasicke Pork Fruity King Cold Pressed Salted Beetroot, Golden British Spicy Parsnip & Schnitzel with Potato Salad Vegetable Juice with Parsnip and Carrot Crisps Carrot Soup (Slovakia) Carrot, Mango, Parsnip, (France) (UK) Apple, Pear, Banana and
Heli Klasicke Veprovy Rizek s Bramborovym Lime (Denmark) Crosse & Blackwell Best of British Spicy Kettle Vegetable Chips Chips Salée de Salatem (Pork Schnitzel with Potato Salad) Parsnip & Carrot Soup is said to have been Betterave, Panais et Carotte Frits (Salted has comprises two pieces of pork schnitzel Fruity King Koldpresset Grøntsagsjuice: made only with the finest ingredients from Beetroot, Golden Parsnip and Carrot Crisps) and traditional Czech potato salad. This Gulerod, Mango, Pastinak, Æble, Pære, British farms and to be full of flavour. This are now available. The product retails in a microwaveable product retails in a 370g Banan, Lime (Cold Pressed Vegetable Juice microwaveable soup provides 1 of 5 a day, 40g pack and is also available in a 125g pack. with Carrot, Mango, Parsnip, Apple, Pear, is suitable for vegetarians, has no artificial pack. Banana and Lime) contains 1250g flavours, colours or preservatives, and vegetables and fruit per 750ml of juice. The retails in a 400g recyclable can. product retails in a 750ml bottle.
Claims: Claims: N/A No Additives/Preservatives, Microwaveable, Claims: Claims: Vegetarian, Ethical - Environmentally Microwaveable N/A Friendly Package
Source: Mintel (2016) Innovative Parsnip Launches: 105 L3M (June – September 2016)
Donnybrook Fair Oak Kløver Coarse Chopped Pirkka Large Sized Wok Bio Zentrale Vegetable Smoked Chicken with Root Vegetables Vegetables Chips with Parsnip, Quinoa Salad (Norway) (Finland) Beetroot, Carrot & Sweet
(Ireland) Potato (Germany)
Pirkka Isot Palat Wokvihannekset (Large Donnybrook Fair Oak Smoked Chicken with Kløver Grovkuttede Rotgrønnsaker (Coarse Sized Wok Vegetables) are now available. Bio Zentrale Gemüse Chips Pastinake, Rote Quinoa Salad is prepared daily using only Chopped Root Vegetables) with rutabaga, This product cooks in eight to ten minutes in the freshest, seasonal vegetables. This carrot, celery, red onion and parsnip are Beete, Karotte, Süsskartoffel (Vegetable a pan, and retails in a 750g pack that Chips with Parsnip, Beetroot, Carrot & product retails in a 250g pack. ready in seven minutes. The product retails features a recipe suggestion. in a 750g pack featuring the Green Keyhole Sweet Potato) have been repackaged in a and Nyt Norge logos and preparation newly designed pack. This vegan and instructions. organic certified product is free from gluten, lactose, yeast extract and flavour enhancers, and retails in a 90g pack, featuring the Bio and EU Green Leaf logos, and a Facebook link.
Claims: Claims: Claims: Claims: N/A N/A N/A No Additives/Preservatives, Organic, Gluten- Free, Low/No/Reduced Allergen, Vegan, No Animal Ingredients, Low/No/Reduced Lactose, Social Media
Source: Mintel (2016) Innovative Parsnip Launches: 106 L3M (June – September 2016)
Toro Fersk Vegetable Pasta Zdrowo Vita Smile Barley Kiwa Parsnip Crisps Proper Lightly Salted with 40% Root Vegetables Groats with Vegetables (Ecuador) Parsnip Hand Cooked (Norway) (Poland) Crisps
(New Zealand)
Toro Fersk Grønnsakspasta med 40% Zdrowo Vita Smile Kasza Jeczmienna z Kiwa Chips de Zanahoria Blanca (Parsnip Proper Lightly Salted Parsnip Hand Cooked Rotgrønnsaker (Vegetable Pasta with 40% Warzywami (Barley Groats with Vegetables) Crisps) are now available. This socially Crisps are now available. They have been Root Vegetables) is formulated with 40% is now available. This product can be easily responsible product has been made with batch cooked traditionally by hand in 100% beetroot, carrot and parsnip, and is made prepared in 15 minutes. The product retails ingredients sourced through direct trade and high oleic sunflower oil, sprinkled with sea with only natural ingredients. It is a natural in a 200g pack, which contains 2 bags x with only sustainable ingredients from salt, thus sealing in the natural sweetness source of fibre, contains no added salt, and 100g. Ecuador. It is described as a crunchy chip and flavour of the parsnip. This 100% cooks in two to three minutes. The which provides a fascinating flavor natural product does not contain gluten, pasteurised product retails in a recyclable experience and is low in sugar and free of GMO, dairy or added MSG, is suitable for 225g pack, providing two portions and GMO and gluten. The product retails in a vegetarians and is a good source of featuring a QR code. 145g pack. increased fibre. This anytime, anywhere snack retails in a 100g pack.
Claims: Claims: Claims: Claims: All Natural Product, Low/No/Reduced Ease of Use Low/No/Reduced Sugar, Gluten-Free, No Additives/Preservatives, All Natural Sodium, Ethical - Environmentally Friendly Low/No/Reduced Allergen, Ethical - Product, High/Added Fiber, Vegetarian, Package Environmentally Friendly Product, Ethical - Gluten-Free, Low/No/Reduced Allergen, On- Human, GMO-Free the-Go, GMO-Free
Source: Mintel (2016) 107
PumpkinBeetroot. . 108
Purchase of beetroot has slightly increased over the last three waves, with a decline in consumption this wave. Average Average Purchase Consumption There has been a continuous increase in 3.4 times 7.8 times purchase from Aldi over the last three waves, per month per month whereas purchase from markets has declined.
3.0 times, Wave 32 8.1 times, Wave 32 3.1 times, Wave 36 8.3 times, Wave 36
57% 56% 55% 53%53% 50% Purchase Channel
39% 36% 35% 29% 26% 24% 19% 17% 16% 14% 15% 8% 7% 6% 6% 4% 4% 4% 2% 2% 3% 2% 1% 1% 0% 1% 0% 0% 0% 1%
Coles Woolworths Specialist Fruit Markets Aldi Independent Direct from the Online Gourmet Convenience Costco Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
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 0.8kg spend is $3.70 in perceive beetroot to be of beetroots, which is September 2016, good value for money slightly lower than the consistent with the (6.6/10), which has slightly previous waves. previous wave. increased over the last three waves.
0.9kg, Wave 32 $3.90, Wave 32 6.4/10, Wave 32 0.9kg, Wave 36 $3.70, Wave 36 6.5/10, Wave 36
Q3. How much
63% 62% 56% 50% 50% 47%
23% 17% 16%
7% 8% 6% 3% 5% 5% 5% 5% 5%
Individual Beetroots Bunch of Beetroots Pre-packaged in small Pre-prepared formats Pre-prepared mixed Other container/bag/tray (chopped, ready to vegetable formats roast, salad mixes)
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q4b. In what fresh formats do you typically purchase Beetroot? Sample Wave 32 N=207, Wave 36: N=202, Wave 40: N=202 Online and In-store Commodity Prices 111 Beetroot
Darwin, NT Woolworths: $5.50kg Coles: $4.50kg
The average price for Beetroot in Australia Brisbane, QLD was $4.82kg Woolworths: $5.00kg / $5.00kg Coles: $4.50kg / $4.50kg
Adelaide, SA Woolworths: $5.00kg / $5.00kg Sydney, NSW Coles: $4.50kg / $4.50kg Woolworths: $5.00kg / $5.00kg Perth, WA Coles: $4.50kg / $4.50kg Woolworths: $5.00kg Coles: $4.50kg Canberra, ACT Woolworths: $4.90kg Melbourne, VIC Coles: $4.50kg September 2016 $4.82 per kg Average ▼ Woolworths: $4.90kg / $4.90kg Price May 2016 $4.99 per kg ▲ Coles: $5.00kg / $5.00kg
Highest Lowest Price $5.50 per kg $4.50 per kg $1.00 Price Price Range
Hobart, TAS Pricing was carried out on 15th September between 10am-12pm. Woolworths: $5.00kg Prices are displayed Online / In-store. Coles: $5.00kg Green text indicates promotional price. 112
2% Awareness of beetroot varieties is Chioggia 1% (Striped) consistently low across waves, 2% with approximately two thirds of consumers unable to recall a 1% Bull's Blood 0% type. 1%
Colour, specifically red, remains 1% Globe 1% the key influence on recall. 1%
1% Baby 0% 0%
Yellow/ 70% Red Purple Gold Don't know 73% 11% 3% 4% 67%
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q6a. What varieties/types of
Triggers Barriers
66% 7% They taste great 67% 4% Inconsistent or poor quality 67% 7% 54% 9% As they are healthy 59% I don't know how to fit any more vegetables 10% into my daily diet 52% 8% To add variety to my vegetable 49% 11% 40% selection 7% Too inconvenient to prepare 43% 9% 39% 12% To add colour to a meal 36% 8% Other 42% 10% 37% 7% To complement other food 36% 8% Lack of variety available 35% 10% Specific health and nutritional 31% 7% 38% benefits 6% I grow my own 35% 12% 31% 14% Easy to prepare/cook with 32% 17% Expensive 33% 16% 29% 30% I like the texture 32% 25% I don't want to waste any 31% 18% 29% 23% To use as an ingredient in dishes 27% 24% I want a variety of vegetables in my diet 29% 23% 36% 30% The whole family likes them 30% 34% I consume enough to balance my diet 24% 27%
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q7. Which of the following reasons best describes why you purchase
Weekday meals 31% 31% 7%, Wave 36
Typical Cuisine Cooked 80%
60% 43% Using beetroot in salads and juices 44% 40%
14% 19% 18% 20% 6% 8% 6% 4% 3% 8% 0% Modern Traditional Snacks British Italian Greek Indian Chinese Vietnamese Middle Other Eastern Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Potatoes 40% TopTop 10 Cooking Cooking Styles Styles Wave 32 Wave 36 Wave 40 lettu Roasting 45% 42% 49% Carrots 39% ce Boiling 43% 46% 39% Raw 33% 27% 28% Baking 25% 24% 24% Steaming 20% 18% 21% Onions 38% Slow Cooking 14% 13% 13% Soup 12% 15% 10% Grilling 3% 4% 9% carr Microwave 8% 2% 8% Tomatoes 37% Stir frying 9% 8% 6% ot
Lettuce 33%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 32: Jan-16 6.5 8.2 Wave 36: 8.4
Wave 36: May-16 6.9
Wave 40: Sep-16 6.8
Q14. When purchasing
Consumers expect beetroot to remain fresh for 11 days once purchased, a noticeable increase from Expected recent waves. This wave sees an indicative increase to stay fresh for in freshness expectations always being met. 11.0 days
9.7 times, Wave 32 9.6 times, Wave 36 Expectations Met
Wave 28: Sep-15 6% 5% 58% 30%
Wave 32: Jan-16 4% 9% 62% 25%
Wave 36: May-16 4% 10% 50% 33%
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: Beetroot There were 523 products containing beetroot as an ingredient launched globally Beetroot Global NPDs in the last three months. The majority of these launches occurred in Europe, in particular Germany and UK. Products were launched in desserts & ice cream, June – September 2016 dairy, processed products and snacks.
Country Region
2% 4% Germany 16% 4% 8% UK 14%
France 10%
Poland 5% 82%
Netherlands Europe Asia Pacific 5% Middle East & Africa Latin America 523 Global Launches North America
Top Pack Formats Top Claims
No Additives/ 5% 22% 6% Preservatives Categories 7% Ethical - Environmentally Friendly Package 18% 33% Desserts & 10% Dairy Low/No/Reduced Ice Cream Allergen 18% 12% 14% Vegetarian 16% 19% Processed Snacks Products Flexible Tub Tray 7% 10% Gluten-Free 15% Bottle Carton Jar 120 Beetroot Product Launches: Last 3 Months (June – September 2016) Summary
• There were 523 global beetroot products launched globally over the last three months.
• There were 3 products launched in Australia this wave.
• The majority of products were launched in Europe (82%). Key countries for launches were Germany (16%) and UK (14%).
• Flexible packaging was the most common format used (33%). Tubs were also popularly utilised (19%).
• Top launch categories were desserts & ice creams (14%), dairy (12%), processed products (10%), and snacks (8%).
• Popular claims were around no additives/preservatives (22%), and ethical/environmentally friendly packaging (18%). Source: Mintel (2016) • The most innovative beetroot product launched was Veggie Ice Lollies from Israel (examples of these can be found in the following pages). 121
Consistent with the previous waves, Germany and the UK were the key countries for product launches. The key categories for launches included desserts, dairy, processed products and snacks.
Top Launch Countries Top Launch Categories
Desserts & Ice Cream 14% 16% Germany Dairy 12% 14% UK Processed Fish, Meat & Egg 10% 10% France Products Snacks 7% 5% Poland Bakery 7% 5% Netherlands Sauces & Seasonings 5% 4% Belgium Sugar & Gum Confectionery 5% 3% Czech Republic Juice Drinks 5% 523 3% Spain Global 3% Switzerland Healthcare 5% Launches 3% South Africa Meals & Meal Centers 5% 122 Flexible packaging, tubs and trays were the main formats used for products launches. No additives/preservatives was the key claim used, consistent with previous waves.
Pack Formats Used Top Claims Used
Flexible 33% No Additives/Preservatives 22%
Ethical - Environmentally Tub 19% 18%
Friendly Package Global
Tray 10% Global Low/No/Reduced Allergen 18%
Flexible 30% No Additives/Preservatives 19%
Ethical - Environmentally Tub 22% 17%
Friendly Package Europe
Europe Tray 12% Low/No/Reduced Allergen 17%
Flexible 49% No Additives/Preservatives 49%
Bottle 12% Vegetarian 40%
Asia Asia
Asia Pacific Pacific Flexible sachet 9% Social Media 23%
Only regions with n >30 are displayed
Innovative Beetroot Launches: 123 L3M (June – September 2016)
Chudova Marka Cooked DM Bio Beetroot & Werda Safari Sweet & Sour Vitamont 50/50 Organic Sterilised Vegetables for Horseradish Spread Beetroot Salad Beetroot and Raspberry Salad Vinaigrette (Germany) (South Africa) Juice (France) (Ukraine) Werda Safari Sweet & Sour Beetroot Salad Vitamont 50/50 Betterave Framboise has been relaunched. This halal certified (Organic Beetroot and Raspberry Juice) Chudova Marka Vinehret Ovochi Vareni DM Bio Gemüseaufstrich Rote Bete & product is suitable for lacto-vegetarians, contains 50% vegetables and 50% fruits Sterylizovani dlya Salatu (Cooked Sterilised Meerrettich (Beetroot & Horseradish cholesterol free, can be taken along anytime and has been formulated with organic fruits Vegetables for Salad Vinaigrette) requires Spread) is suitable for vegans. The product for outdoor activities and ready to eat. It and vegetable juices. The organic certified only the addition of oil. The product is free retails in a 135g pack bearing the EU Green convenient and fuss free, and retails in a product retails in a recyclable 50cl bottle from GMO and preservatives, and retails in Leaf and BIO logos. 405g recyclable pack. bearing the AB and EU Green Leaf logos, a 400g pack. as well as the ECO Conception logo which means the pack's paper label comes from sustainable materials and is printed with water-based inks.
Claims: Claims: Claims: No Additives/Preservatives, Ease of Use, Organic, Vegan, No Animal Ingredients Claims: GMO-Free Low/No/Reduced Cholesterol, Vegetarian, Organic, Ethical - Environmentally Friendly Halal, Ethical - Environmentally Friendly Package Package, On-the-Go, Ease of Use
Source: Mintel (2016) Innovative Beetroot Launches: 124 L3M (June – September 2016)
Choice Shakepri Veggie Ice Pan Pomidor & Co The Foraging Fox Smoked Frutae Apple, Beetroot and Lollies Lithuanian Cold Beetroot Beetroot Ketchup Gooseberry Juice (Israel) Soup with Beetroot and (UK) (Spain) Horseradish (Poland)
Choice Shakepri Veggie Ice Lollies are now Pan Pomidor & Co Pan Chlodnik Litewski z The Foraging Fox Smoked Beetroot Frutae Zumo de Manzana, Remolacha y available. This product comprises sorbet ice Burakiem i Rzodkiewka (Lithuanian Cold Ketchup is said to be good with everything. Grosella (Apple, Beetroot and Gooseberry lollies in two flavours: orange juice and Beetroot Soup with Beetroot and The product is suitable for vegans and Juice) is now available. The product is a carrot; and lemonade and beets. It contains Horseradish) has been added to the range. vegetarians, and free from allergens, gluten, source of fibre, contains 100% squeezed minimum 40% fruit and vegetables, does The 100% natural product is free from artificial colourings, flavourings and fruit and vegetables, and is equivalent to not contain food colouring and retails in a preservatives and dyes, and retails in a sweeteners. It retails in a 255g pack bearing one of the five daily fruit portion. It retails in 480g pack containing 6 x 80g units. 500g pack. the Facebook, Instagram, Pinterest and a 500ml pack. Twitter logos.
Claims: Claims: Claims: Claims: No Additives/Preservatives No Additives/Preservatives, All Natural No Additives/Preservatives, Vegetarian, N/A Product Gluten-Free, Low/No/Reduced Allergen, Vegan, No Animal Ingredients, Social Media
Source: Mintel (2016) Innovative Beetroot Launches: 125 L3M (June – September 2016)
James White Beet It Saipro Dehydrated Creative Cuisine Pantry Love Beets Beetroot Balls Organic Beetroot Juice Beetroot Flakes Beetroot & Apple Chutney with Honey and Ginger with Ginger (India) (South Africa) (Germany) (Denmark) Saipro Dehydrated Beetroot Flakes are Creative Cuisine Pantry Beetroot & Apple Love Beets Honig + Ingwer Rote Beete suitable for vegetarians. Described as James White Beet It Organic Beetroot Juice Chutney is now available. The chutney (Beetroot Balls with Honey and Ginger) are natural, nutritious and easy to cook and with Ginger is made with pressed root features hints of Indian spices and is ideal now available. This ready-to-eat product store, the HACCP certified product can be ginger juice, which gives a delicious soft, with cheese and meat, on sandwiches or retails in a 180g resealable pack. used in making salads and curries and warm and spicy taste. A small amount of stirred into Greek yoghurt to make a dip. retails in a 50g pack. carrot juice is also added to produce a The product retails in a 285g jar. lighter, sweeter taste. The juice contains no artificial preservatives and is suitable for vegetarians. The product retails in a 75cl pack featuring the Great Taste 2013 award, Organic Soil Association, EU Green Leaf, Facebook, Twitter and Instagram logos.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Organic, Vegetarian, Ease of Use N/A Ease of Use, Convenient Packaging Vegetarian, Social Media
Source: Mintel (2016) Australian Beetroot Launches: 126 L3M (June – September 2016)
Bruce Redder Cold Pilpel Beetroot Almond Dip Coles Char Siu Australian Pressed Juice Pork Slow Cooked Ribs
Bruce Redder Cold Pressed Juice is now Pilpel Beetroot Almond Dip has been available. The 100% raw product contains Coles Char Siu Australian Pork Slow repackaged. The kosher certified product is beetroot, apple and ginger, has never been Cooked Ribs are said to have been slow free from gluten, dairy, preservatives, heat pasteurised, is not from concentrate cooked for a minimum of six hours. This artificial colours or flavours, and retails in a and is free from colours, added sugar, Australian made product contains no 200g pack that features the Facebook logo. flavours and preservatives. It is suitable for artificial colours or flavours, is claimed to be vegetarians and retails in a 300ml sow stall free, and retails in a 750g recyclable bottle. recyclable pack featuring a three star Australian Health Star rating.
Claims: Claims: Claims: No Additives/Preservatives, No Additives/Preservatives, Kosher, Gluten- No Additives/Preservatives, Ethical - Low/No/Reduced Sugar, Vegetarian, Ethical Free, Low/No/Reduced Allergen, Social Environmentally Friendly Package, Ethical - - Environmentally Friendly Package Media Animal
Source: Mintel (2016) 127
Sweetpotatoes. 128 Consumption and purchase both declined this wave.
Average Average Consumers continue to purchase Purchase Consumption sweetpotatoes from mainstream retailers, 3.1 times 7.6 times with a decline in purchase from markets per month per month and independent supermarkets over the
last three waves. 3.4 times, Wave 32 7.8 times, Wave 32 3.6 times, Wave 36 8.3 times, Wave 36 Purchase Channel 60% 57%56% 53%55% 53%
36% 29%31%
20% 17% 18% 14% 14% 16% 13% 12% 11% 3% 3% 3% 3% 3% 2% 2% 0% 2% 1% 0% 0% 1% 1% 0% 1% 0% 1%
Woolworths Coles Specialist Fruit Aldi Markets Independent Online Costco Gourmet Direct from the Convenience Other and Vegetable Supermarkets Independent grower Stores Retailer Retailers
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
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 for sweetpotatoes perceived sweetpotatoes to of sweetpotatoes in was $3.50, slightly lower be good value for money September 2016, which than previous waves. (6.8/10), consistent with the has declined this wave. previous wave.
1.2kg, Wave 32 $3.60, Wave 32 6.5/10, Wave 32 1.3kg, Wave 36 $3.80, Wave 36 6.8/10, Wave 36
Q3. How much
93% 91% 94%
19% 19% 11% 13% 7% 3%
Loose Pre-packaged in small Pre-packaged in large container/bag/tray container/bag/tray
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q4b. In what fresh formats do you typically purchase Sweetpotato? Sample Wave 32 N=202, Wave 36 N=205, Wave 40 N=201 Online and In-store Commodity Prices 131 Sweetpotato (Gold)
Darwin, NT Woolworths: $4.00kg Coles: $1.90kg
The average price for Sweetpotato in Brisbane, QLD Woolworths: $4.00kg / $4.00kg Australia was $3.74kg Coles: $6.00kg / $4.00kg
Adelaide, SA Woolworths: $4.00kg / $4.00kg Sydney, NSW Coles: $1.90kg / $4.00kg Woolworths: $4.00kg / $4.00kg Perth, WA Coles: $6.00kg / $6.00kg Woolworths: $4.00kg Coles: $3.00kg Canberra, ACT Woolworths: $4.00kg Melbourne, VIC September 2016 $3.74 per kg Coles: $6.00kg Average ▲ Woolworths: $1.90kg / $1.90kg Price May 2016 $3.54 per kg ▼ Coles: $2.30kg / $2.30kg
Highest Lowest Price $6.00 per kg $1.90 per kg $4.10 Price Price Range
Pricing was carried out on 15th September between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store. Woolworths: $4.00kg Green text indicates promotional price. Coles: $2.50kg 132
Two thirds of consumers are 21% unable to recall a type of Orange / Gold / Yellow 21% sweetpotato. 24% 7% Purple 9% The orange/gold/yellow 11% sweetpotato has the greatest 9% White 8% awareness, followed by the 11% purple and white variety. 6% Red 7% 5% 5% Kumara 3% 2% 62% Do not know any 67% varieties 67%
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q6a. What varieties of
Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16 Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Q7. Which of the following reasons best describes why you purchase
52% Typical Cuisine Cooked 60% 55%
40%
16% 20% 14% 6% 7% 5% 6% 3% 4% 2% 0% Traditional Modern British Italian Greek Indian Chinese Thai Snacks Middle Other Eastern Wave 32: Jan-16 Wave 36: May-16 Wave 40: Sep-16
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Carrots 53% Top Cooking Styles Wave 32 Wave 36 Wave 40 lettu Roasting 64% 62% 56% Potatoes 51% ce Baking 39% 49% 51% Mashing 50% 42% 45% Boiling 32% 33% 35% Broccoli 38% Steaming 26% 27% 26% Soup 18% 20% 18% Slow Cooking 17% 16% 17% carr Frying 13% 12% 14% Pumpkin 37% Microwave 20% 15% 11% ot Stir frying 9% 6% 8%
Beans 30%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 32: Jan-16 6.7 7.7 Wave 36: 7.8
Wave 36: May-16 6.2
Wave 40: Sep-16 6.3
Q14. When purchasing
Sweetpotatoes are expected to stay fresh for two weeks, which has noticeably increased this wave. Expected These expectations are being met at least most of to stay the time, which has consistently improved over the fresh for last three waves. 14.0 days
12.5 days, Wave 32 12.8 days, Wave 36 Expectations Met
Wave 32: Jan-16 2% 8% 62% 27%
Wave 36: May-16 5% 3% 57% 34%
Wave 40: Sep-16 3%4% 54% 38%
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: Sweetpotatoes. There were 1908 global launches over the past three months that contained Sweetpotato Global NPDs Sweetpotato as an ingredient. These were predominantly launched in Europe and Asia Pacific, particularly in USA and Germany. Key categories June – September 2016 for launches were skincare, snacks and bakery items.
Country Region
5% USA 12% 10%
Germany 9% 15% 40%
South Korea 6%
Japan 6% 30% France 6% Europe Asia Pacific North America Latin America 1908 Global Launches Middle East & Africa
Top Pack Formats Top Claims
6% Botanical/Herbal 26% 6% Categories 7% 32% No Additives/ Preservatives 19%
10% Skincare Snacks Moisturising / Hydrating 16% 18% 14% Ethical - 17% Environmentally 13% Friendly Package Meals Flexible Bottle Tube Bakery 8% 8% Ethical - Animal 12% Jar Tub Carton 140 Sweetpotato Product Launches: Last 3 Months (June – September 2016) Summary
• There were 1908 global launches over the past three months that contained Sweetpotato as an ingredient, substantially lower than the previous wave (2426).
• There were 34 products launched in Australia over the last three months.
• Products were predominantly launched in Europe (40%) and Asia Pacific (30%).
• The main category launches were skincare (18%), snacks (14%), and bakery items (8%).
• Common pack formats used were flexible packaging (32%), bottles (17%) and tubes (10%).
• Popular claims used on products were botanical/herbal (26%), no additives/preservatives (19%), and moisturising/hydrating (16%). Source: Mintel (2016)
• The most innovative products launched was a Yam Pudding Instant Mix from the Philippines. Other examples can be found on the following pages. 141 USA and Germany had the greatest number of sweetpotato product launches, consistent with previous waves. The main categories for products were skincare and snacks.
Top Launch Countries Top Launch Categories
12% USA Skincare 18%
9% Germany Snacks 14%
6% South Korea Bakery 8%
6% Japan Meals & Meal Centers 8%
6% France Soap & Bath Products 6%
4% Brazil Hair Products 6%
4% UK Sauces & Seasonings 5% Processed Fish, Meat & Egg 4% Canada 4% 1908 Products Global 4% China Chocolate Confectionery 4% Launches 3% Italy Desserts & Ice Cream 3% 142 Flexible packaging was the main format used, consistent across all regions. Botanical/herbal and no additives/preservatives were the most frequently used claims on products.
Pack Formats Used Top Claims Used
Flexible 32% Botanical/Herbal 26%
Bottle 17% No Additives/Preservatives 19% Global
Tube 10% Global Moisturising / Hydrating 16%
Flexible 30% Botanical/Herbal 31%
Bottle 18% No Additives/Preservatives 18% Europe
Europe Tube 11% Moisturising / Hydrating 17%
Flexible 36% No Additives/Preservatives 20%
Bottle 15% Botanical/Herbal 16%
Asia Asia
Asia Pacific Pacific Flexible sachet 8% Microwaveable 15%
Only regions with n >30 are displayed
Innovative Sweetpotato Launches: 143 L3M (June – September 2016)
Calbee Anno Imo Sweet Calbee Satsumaimon Peacock Outstanding Plum Organics Super Puffs Potato Chips Brown Sugar Sweet Potato Sweet Potato Sticks Mango with Sweet Potato (Japan) Chips (Japan) (South Korea) Organic Grain Cereal Snack (USA) Calbee Anno Imo Sweet Potato Chips have Calbee Satsumaimon Brown Sugar Sweet Peacock Outstanding Sweet Potato Sticks been relaunched. These thick potato chips Potato Chips has light sweetness of brown are made of Korean julienne sweet potato Plum Organics Super Puffs Mango with are made with anno imo sweet potatoes sugar and are only available in Hokkaido, and sunflower oil. The product is fried until Sweet Potato Organic Grain Cereal Snack from Tanegashima for a luxurious Niigata, Nagano, Yamanashi and the Kanto crispy, is said to feature outstanding quality has been repackaged. The kosher certified sweetness, and are free from added sugar and Tohoku regions. This crispy product and taste, and retails in a 50g pack. product is made with organic grains, fruits and salt. This product features a crunchy retails in a 50g pack. Launched on June 20, and veggies, contains 24mg of choline, texture, it s only available in Circle K Sunkus 2016. RRP not available. seven vitamins and minerals and 2g and retails in a 20g pack. Launched in May, wholegrain. Perfectly sized for babies, this 2016 with an RRP of 168 yen. blend of mango and sweet potato encourages self feeding and easily dissolves in the mouth.
Claims: Claims: Claims: Claims: Low/No/Reduced Sugar, Low/No/Reduced N/A N/A Kosher, Organic, Babies & Toddlers (0-4), Sodium Wholegrain, Ethical - Environmentally Friendly Package, Ethical - Environmentally Friendly Product, Ethical - Human, Ethical - Charity, Ease of Use, GMO-Free
Source: Mintel (2016) Innovative Sweetpotato Launches: 144 L3M (June – September 2016)
No Brand Purple Sweet Dia Sweet Cookies with Yummy Spoonfuls Sweet Joe Czajkowski Farm Potato Chips Sweet Potato Marmalade Potato, Green Beans & Krinkle Cut Sweet Potato (South Korea) (Argentina) Chicken (USA) Fries (USA)
No Brand Purple Sweet Potato Chips are Dia Galletitas Dulces Pepas con Mermelada Yummy Spoonfuls Sweet Potato, Green Joe Czajkowski Krinkle Cut Sweet Potato made with purple sweet potato powder and de Batata (Sweet Cookies with Sweet Beans & Chicken is an organic and fully Fries are now available. The US-grown are said to be crispy, salty and sweet. The Potato Marmalade) are said to be made cooked stage three meal suitable for babies product is said to be healthy and tasty when product is suitable as a snack or with artisanal care. The product retails in a aged 12 months and older. The USDA roasted in the oven. It retails in a 16-oz. accompaniment to beer and retails in a 500g family pack. inspected product is free from preservatives, pack. 110g pack. GMO, artificial colors, flavors and sweeteners, gluten, and processed purees and fillers.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Microwaveable, N/A Economy N/A Organic, Babies & Toddlers (0-4), Gluten- Free, Low/No/Reduced Allergen, Ethical - Environmentally Friendly Package, Ease of Use, GMO-Free, Social Media
Source: Mintel (2016) Innovative Sweetpotato Launches: 145 L3M (June – September 2016)
BFree Sweet Potato Wraps Donnybrook Fair Orzo with Green Leaves Purple Yam Bofrost Sweet Potato Soup (UK) Roast Sweet Potato & Feta Pudding Instant Mix with Ginger Cheese Salad (Phillipines) (Germany) BFree Sweet Potato Wraps are described (Ireland) as delicious and nutritious sweet potato wraps. The microwavable, low fat wrap is suitable for home freezing, and is free from Donnybrook Fair Orzo with Roast Sweet Green Leaves Ube Halaya (Purple Yam Bofrost Süßkartoffelsuppe mit Ingwer wheat, dairy, egg, nut, soy and gluten. The Potato & Feta Cheese Salad is prepared Pudding Instant Mix) is easy to prepare and (Sweet Potato Soup with Ginger) has been wrap is made with nutritious ingredients daily using only the freshest, seasonal only needs the addition of water. It is added to the range. The fine cream soup such as pea protein and brown rice flour. It vegetables. This product is suitable for microwavable, halal certified and free from made from sweet potatoes and refined with is high in antioxidant vitamin E. This kosher vegetarians and retails in a 300g pack. preservatives. The premium product retails ginger can be heated in a pot or in the certified product is suitable for vegans and in a 380g pack that yields up to eight microwave and retails in a 600g pack has a high fibre content. servings, bears a QR code and features featuring a QR code. serving suggestions.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Microwaveable, Microwaveable Low/No/Reduced Calorie, High/Added Fiber, Vegetarian Premium, Halal, Time/Speed, Ease of Use Kosher, Low/No/Reduced Fat, Microwaveable, Gluten-Free, Antioxidant, Low/No/Reduced Allergen, Vegan, No Animal Ingredients, Social Media
Source: Mintel (2016) Australian Sweetpotato Launches: 146 L3M (June – September 2016)
Coles Vegetable Mash Pop Tops Fruit & Veg The Real Skinny Soup Yumi's Sweet Potato & Sweet Potato, Apple & Pumpkin & Sweet Potato Fresh Ginger Classic Dip Tropical Juice Drink Soup Coles Vegetable Mash has been reformulated with a new and improved recipe. The product is made in Australia with Pop Tops Fruit & Veg Sweet Potato, Apple The Real Skinny Soup Pumpkin & Sweet Yumi's Sweet Potato & Fresh Ginger Australian potatoes, vegetables, milk, butter & Tropical Juice Drink contains one serve of Potato Soup is a lightly seasoned soup of Classic Dip is new to the range. This kosher and spices, and features a 4.5 health star fruit and one serve of veggies. The 99% fruit fresh pumpkin and sweet potato with a hint certified lighter style product is free from rating. It retails in newly designed 350g and vegetable juice contains no sugar, of spice. The product contains no artificial dairy and gluten, said to be packed with microwavable tub. artificial colours, flavours or sweeteners. colours, can be heated in the microwave, antioxidants, and retails in a 200g pack. This product retails in a recyclable pack and retails in a 300g pack with a twist and containing four 250ml units. lock lid.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Microwaveable, Kosher, Gluten-Free, Antioxidant, Microwaveable No Additives/Preservatives, Slimming Low/No/Reduced Allergen Low/No/Reduced Sugar, Ethical - Environmentally Friendly Package
Source: Mintel (2016) 147
In the Media. General Vegetable News 148 (June – September 2016)
The Australian Made Campaign (AMCL) has welcomed the latest research from Colmar Brunton which reveals ‘Australian made’ has moved to the third most looked for statement on product labels, the first two both being price related.
AMCL Chief Executive, Ian Harrison says it proves that Australian consumers want to buy genuine Aussie produce.
“The finding that an ‘Australian made’ claim ranks second behind price factors in the information shoppers are looking for, clearly establishes that shoppers want to know where their food is coming from and where their products are made. Primarily they want to buy Australian made and Australian grown,” Mr Harrison says.
“The Australian Made, Australian Grown logo provides that immediate connection and gives Australian consumers the confidence and trust that what they are buying is in fact from Australia.”
Recent changes to country of origin food labelling in Australia will make discovery of provenance much easier for shoppers and will give them a better understanding of how much of their food is sourced locally.
www.freshplaza.com
Commodity News 149 (June – September 2016)
A market garden farm on the The packaging industry is being Thanks to extraordinary nutritional Australian tea brand T2 has Sunshine Coast Hinterland has won revolutionised with innovative new benefits, the Brussels sprout is created a range of vegetable teas, the latest skirmish in an annual battle ideas and strong growth, especially undergoing an image makeover, using ingredients like beetroot and with marauding native wood ducks. in the snacking vegetable sector. sending sales at Sainsbury’s soaring broccoli. The birds descended on Shambhala this summer. The industry is worth farm at Doonan in July, devouring row "There is a big gap in market place approximately £650,000,000 and after row of leafy green market garden The four new teas can be now," explains Gilad Sadan. Britain consumes more Brussels consumed hot, or added into juices crops. "Farmers can no longer be 'just sprouts than any country in Europe. and smoothies to be served cold. farmers' in the traditional sense, They will be “unique to the UK "Done my pak choy, my bok choy, my they need to be more forward Discerning shoppers looking for the cos, my oak leaf lettuce so I didn't thinking, need to invest in healthiest produce have driven sales market”. even harvest the oak or the cos, it was machinery, new packhouse up 43 per cent this summer. This a massacre," field manager Mick automation equipment and unprecedented rise follows recent The range of new flavours consists Warren said at the time. innovation to find new ways to sell research published by the New of rooibos, beetroot and broccoli;
their produce and engage the Scientist heralding sprouts as a carrot, ginger and turmeric; green But now there is a vastly different customers.“ richer source of many nutrients than tea and spinach; and apple, kale story to share. A combination of and ginger. All of the teas are netting the fields, trapping and foodie-favourite – kale. relocation has paid off, with not one Snacks such as ‘snacking’ 100% organic, vegan, vegetarian duck injured in the process. tomatoes, mini cucumbers and mini Last year, an estimated 700 tonnes and gluten-free, and will be Shambhala farm was also planting capsicums in pre-packaged trays of sprouts were harvested for available in store and online from crops the ducks turn their bills up at, are increasing in popularity due to Sainsbury’s in the run up to today until 2 October. like ginger, turmeric and corn. convenience, quality and minimising Christmas. wastage. www.abc.net.au www.freshplaza.com www.express.co.uk www.foodbev.com
Commodity News 150 (June – September 2016)
Tonnes of perfectly good food are Tomato sauce is a staple in Pumpkin beers are the best- thrown away in the UK every year. homes the length and breadth of selling seasonal beer in the Celebrity chef, Hugh Fearnley- Britain. But recent figures show United States, but sweet potato Whittingstall watched on as 20 sauce sales have fallen by four beers are gaining ground as an tonnes of freshly dug parsnips were consigned to the rubbish heap in a per cent this year. According to autumnal alternative. Norfolk farmyard - purely because consumer analysts, spicier they didn't look pretty enough. This alternatives have seen sales rise Birdsong Brewing in Charlotte was enough to fill nearly 300 by 7.5 per cent. This includes cuts by hand 320 pounds of shopping trolleys and feed 100,000 increasingly popular sauces sweet potatoes for each batch of people with a generous portion of such as tomato & mustard St. Tuber Abbey Ale, which it has roast parsnips. sauce, beetroot sauce and a brewed since 2012. The beer is chilli tomato sauce. brewed with cloves and That was just one week's wastage. So multiply by the 40 or so weeks of fermented with a Belgian yeast. parsnip season (September-May) to The beetroot sauce contains no get the full annual figure - four million actual tomatoes, and is said to parsnip portions that could, but won't, have a fresh and earthy flavour. get eaten. Depending on the growing The makers say it is ‘good with conditions, this wastage is between everything’ and harnesses the 30 and 40% of Tattersett Farm's crop naturally sweet flavours of of prime roots. beetroot and apple.
www.bbc.com www.dailymail.co.uk www.charlotteobserver.com/ 151
Project Harvest Background & Methodology. 152 Background & Setting the Scene.
There is an increasing need in Australia’s Horticulture Industry to monitor and gauge consumer perception of and behaviour in relation to fresh vegetables.
Colmar Brunton has been commissioned to conduct a monthly on-line 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 40, September 2016) focuses on: 1 Asian Vegetables 1 Capsicum 1 Brussels Sprouts 1 Spinach 1 Parsnip 1 Beetroot 1 Sweetpotatoes
This project has been funded by Horticulture Innovation Australia Ltd using the vegetable levy and matched funds from the Australian Government.
153
Online Methodology. General Respondent Questions
Respondents are recruited via an Online Panel. If the Demographics respondents meet the recruitment requirements of sufficient vegetable consumption (monthly) they are asked to complete the online questionnaire. Vegetable Consumption
All respondents complete general demographic and consumption questions. If respondents purchased any of the specific commodities within the last month they then complete 1/7 Commodities those questions. A minimum of N=200 respondents per commodity completed the questionnaire. Commodity Specific Questions Topics covered in the questionnaire are 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 Innovation Australia prior to each month to get feedback on topics of interest at that time. Triggers/Barriers to Purchase
The questionnaire takes 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 154
Asian Brussels Capsicum Spinach Parsnip Beetroot Sweetpotatoes Vegetables Sprouts n=302 n=303 n=201 n=202 n=201 n=306 n=302 Gender Sample. Male 36% 39% 47% 34% 35% 43% 32% Female 64% 61% 53% 66% 65% 57% 68% Respondents represented most Age states and territories, as well as both 18-24 y.o. 3% 1% 1% 2% 1% 1% 3% metro and rural areas. 25-34 y.o. 19% 13% 11% 20% 6% 18% 13%
Demographic information about age 35-44 y.o. 15% 16% 12% 21% 10% 17% 22% and household structure was also 45-54 y.o. 17% 13% 13% 16% 14% 19% 18% collected to examine differences between life stages. 55-64 y.o. 20% 24% 23% 20% 34% 23% 27% 65+ y.o. 25% 34% 41% 21% 34% 21% 17% To qualify for the questionnaire, Household respondents... Single Income no Kids 19% 20% 18% 20% 19% 20% 21% 1 Were aged 18 years and over Double Income no Kids 20% 19% 22% 18% 12% 18% 14% Young Families 13% 8% 7% 18% 8% 16% 14% 1 Purchased fresh vegetables at least once a month Established Families 22% 23% 16% 23% 18% 19% 26% Empty Nesters 26% 30% 38% 21% 42% 27% 24% 1 Purchased at least one of the Location monthly commodities (Asian New South Wales Vegetables, Capsicum, Brussels 25% 24% 17% 23% 18% 22% 24% Sprouts, Spinach, Parsnip, Victoria 19% 23% 23% 19% 24% 22% 17% Beetroot and Sweetpotatoes) South Australia 14% 15% 19% 16% 15% 7% 15% within the last month Queensland 20% 17% 17% 18% 13% 21% 23% Western Australia 16% 17% 15% 17% 16% 19% 12% 1 Were the main or joint grocery Tasmania 3% 3% 8% 3% 9% 6% 5% buyer. Australian Capital Territory 3% 2% 2% 4% 3% 1% 2% Northern Territory 1% 0% 0% 0% 0% 0% 1% 155 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 for 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 three 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 7 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 What regions new Top countries where Germany 10% products were launched products were launched. South Korea 8% in. 48%
Canada Asia Pacific Europe 4% North America Middle East & Africa Number339 Launches of Launches Globally L3ML3M Latin America
Top Pack Formats Top Claims
No Additives/Preservatives 35% 18% Top Categories Low/No/Reduced Allergen 20% 6% 50% Top claims made by Top7% pack formats used Snacks Bakery productsOrganic that19% were 7%for products. Top28% categories that11% launched. 12% products were launched Vegetarian 18% Breakfast Dairy Flexible Tub in. Carton Flexible stand-up pouch Cereals 6% Gluten-Free 18% Bottle Other 8%