1
Wave 42, November 2016 Vegetables tracked: Broccoli, Chillies, Corn, Green Peas, Kale, Leeks, Lettuce
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 15 1 Overall Vegetable Tracker 18 1 Broccoli 22 1 Chilli 42 1 Lettuce 62 1 Sweet Corn 81 1 Green Peas 101 1 Kale 121 1 Leek 141 1 In the Media 161 1 Background & Methodology 165 3
Wave 42: Executive Summary 4 Industry Insight
One year ago, the Wave 29 report for the Harvest Tracker featured insight about trends in social sentiment and the possible implications for the Australian vegetable industry. Within this, context was placed around the growing desire for “less waste” – trends illustrated in Harvest‟s “barriers to purchase” data.
One year on, and Colmar Brunton has researched social sentiment once more, only to find that society‟s need for “less” has continued to grow (+7%). This is predicted to continue increasing in prevalence over the next 3-5 years. The implication of such a shift in social values is that the associations most relevant to products or brands will change.
5 Industry Insight continued.
While brands viewed as contemporary today align with associations of the current predominant era of conformity, for example:
7 Familiarity 7 Provenance 7 Safety and security 7 Stability
Associations of the upcoming era of Rebellion will be:
7 Clever and Innovative 7 Simple and stylish 7 Customised 7 Courageous 7 Less 6 Industry Insight continued.
The upcoming “rebellion” trends will provide the consumer with more control and better products and services that are customised for them. Early examples of rebellion include services such as Uber, Youi and Air BNB; campaigns such as McDonalds “Create Your Taste” and Latitude‟s “You can do better”; products such as those offering natural fortification or improved longevity; and retail services such online and zero waste platforms. Example of products already pushing into the Rebellion Era of “less” and “customisation” include:
O I M Tea Oishii Vitamin Series Veg Press Juicery Ethylene-Absorbing Energy Drink Packaging
A tea designed for Natural magnesium Cleansing properties from Extends the shelf life of replacement for caffeine to Kale, Spinach, Celery, expectant mothers products such as tomatoes reduce fatigue Celery and Coriander 7 Industry Insight continued.
So in this growing era of “less” what can the vegetable industry do to ensure it is delivering to consumer needs? Harvest results show that 36% of consumers think that the longevity, freshness and shelf-life of the fresh produce they buy could be increased; 27% suggest the availability of smaller portions and 17% want to know alternative uses for the produce they discard. Actioning this through Smart Packaging, Best Before dates, shorter time to shelf, specific storage and usage information at point of purchase, as well as smaller or customised portions are all ideas that can be built upon to help reduce the proportion of consumers who feel helpless against waste, as well as the amount of waste itself.
Customisation on the other hand can be achieved for a specific commodity (and products in which it is an ingredient) through calling out its specific vitamins and minerals, the specific type of consumer it will suit, or the kind of ailment it will help abate. Look out for convenient retail channels as well. And finally, if you remember one thing, remember this: products that will succeed in the future will offer more choice, higher convenience, less cost and less waste. Broccoli Grower Action Plan. 8
Wave 42 Fast Facts – Broccoli
7 There are high levels of satisfaction and was the recalled last spend on endorsement for broccoli. $3.72 broccoli in November 2016.
7 On average broccoli is purchased 5 times per month and consumed 10 occasions per month. Mainstream retailers are the main purchase locations.
7 Consumers typically purchase 800g of broccoli per occasion, a slight increase from the previous wave. 1. 2. Broccoli is perceived to be relatively good value for money. Individual heads of broccoli are the preferred Insight: Insight: format. Both purchase and consumption There was a significant increase in 7 National pricing analysis revealed an average of frequency have increased over the broccoli being consumed as a $3.72 per kg, which is noticeably lower than prices last three waves. quick meal. recorded in July 2016 ($5.37 per kg).
7 Overall awareness of broccoli types remains low. Long Term Nearly two thirds of consumers are unable to recall Short Term any variety. Recommendation: Recommendation: Investigate the potential to package 7 The key motivations for purchasing broccoli are health and ease of preparation. The main barriers to To continue strong interest in broccoli florets. This format will purchase are not wanting to waste any and already broccoli past peak season, look to reduce preparation time for consuming enough. encourage climate appropriate consumers and provide growers with a value-add proposition. As 7 Broccoli is expected to remain fresh for just over a recipes and cooking ideas. There is week. Expectations of freshness are increasingly opportunity to develop new per the Industry Insight, look to being met all of the time. products including juicing packs packaging formats that increase with carrots or shredded broccoli shelf life i.e. Ethylene-Absorbing slaw products. Packaging. Chilli Grower Action Plan. 9
Wave 42 Fast Facts – Chilli
7 Chillies hold strong importance to consumers and are is the average number of times likely to be recommended to family and friends. 12.4 chillies are consumed per month. There is strong future purchase intent for chillies.
7 Chillies are purchased 4 times a month and consumed on 12 occasions per month. Purchase is from mainstream and specialist retailers.
7 Consumers generally purchase 400g of chillies, with 1. 2. recalled last spend at $3.80. Overall, chillies are perceived as relatively good value for money, slightly Insight: Insight: increasing this wave. There is an uplift in purchase Chillies are perceived to be 7 Pricing analysis revealed the average national price from markets this wave. good value for money, yet only for long red chillies was $19.56 per kg, relatively one in five are regularly consistent with prices in July 2016. purchasing them. 7 There is a high level of recall for chilli varieties. Short Term Jalapeno and birds eye have the greatest awareness Long Term amongst consumers. Recommendation: Recommendation: 7 Main triggers for purchasing chillies are taste and to Markets are becoming more use as an ingredient in dishes. The key barriers to Encourage consumers to trial purchase are not wanting to waste any and popular and increasing over time chillies through substitution consuming enough for their needs. due to the range of chilli education. For example, if a varieties available. Look to 7 Chillies are expected to remain fresh for recipe uses paprika, educate approximately 11 days, and this freshness is diversify distribution of chilli consumers that they can increasingly being met all of the time. varieties across all purchase substitute for a mild chilli such channels, not only in as Banana Chilli, providing the mainstream retailers. same flavour but with fresh ingredients. Lettuce Grower Action Plan. 10
Wave 42 Fast Facts – Lettuce
7 Lettuce holds high levels of importance, 184 number of global product launches containing satisfaction and endorsement with consumers. lettuce over the last three months. launches 7 Lettuce is purchased on average 4 times per month and consumed approximately 15 times per month. Purchase is primarily from mainstream retailers.
7 On average, consumers are purchasing 700g of 1. 2. lettuce, which is slightly higher than the previous Insight: Insight: wave. Recalled last spend was $2.90. Value for money is perceived as relatively good. Perceptions of short shelf life There were no products are increasing as a barrier to launched in Australia containing 7 Price tracking revealed an average price of $2.39 lettuce over the last three per Iceberg lettuce head. This is lower than prices future purchase of lettuce. months. from July 2016 (3.24 each).
7 There is a high level of awareness of lettuce types, Short Term Long Term especially Cos and Iceberg. Recommendation: Recommendation: 7 The main motivations for purchasing lettuce are complementing other food and health. Not wanting Look to provide packaging Investigate New Product to waste any and already consuming enough are options which increase shelf life Development (NPD) for lettuce the key barriers to purchase. which specifically focuses on and freshness expectations of 7 Lettuce is expected to stay fresh for just over a lettuce i.e. mini whole lettuce ease of use – the top claim week. Expectations of freshness are being met packs and shredded lettuce. globally on new products most of the time. containing lettuce. Products may Investigate supply chain for include fresh salads, burrito kits transportation efficiencies. and wraps. Sweet Corn Grower Action Plan. 11
Wave 42 Fast Facts – Sweet Corn
7 Sweet corn holds high consumer sentiment, above of consumers purchase sweet corn because the Vegetable Average, with future purchase intent 53% the whole family likes them. noticeably increasing this wave.
7 Purchase frequency of sweet corn is around 4 times per month and on average sweet corn is consumed on 7 occasions per month. 1. 2. 7 On average, consumers purchase 1.0kg of sweet corn, with recalled last spend $4.30. Perceived Insight: Insight: value for money is good (6.5/10). There has been an increase in Consumers intend to increase their purchase for sweet corn in the 7 Analysis of pricing nationally revealed an average consumption frequency and average price of $1.28 per cob, which has declined since weight of purchase for sweet corn. future, rising from 13% to 21% this July 2016 ($1.52 per cob). The whole family liking them has also wave. strengthened as a trigger to purchase. 7 Awareness of sweet corn remains very low, with Long Term the large majority of consumers unable to recall a Short Term type. Recommendation: Recommendation: 7 Taste and the whole family likes sweet corn are Reducing the impact of barriers to the primary triggers to purchase. Wanting a variety Capitalise on sweet corn‟s rise in increased purchases, such as and not wanting to waste any are the main barriers popularity by providing pre-cut, tri- consumers wanting a variety of to purchase. coloured corn cobs which will vegetables will encourage greater purchase. 7 Consumers expect sweet corn to remain fresh for increase its appeal towards children. approximately 8 days, and this longevity is likely to Look to package sweet corn with be met most of the time. other popular vegetables, such as carrots and potatoes, to increase perceptions of variety. Green Peas Grower Action Plan. 12
Wave 42 Fast Facts – Green Peas
7 Green peas hold high levels of consumer sentiment of consumers used green peas when cooking across all measures and are likely to increase their 18% a new recipe. purchase in the future.
7 Green peas are purchased on average 5 times per month and consumed on 10 occasions per month. Purchase is primarily from mainstream retailers.
7 On average, consumers are purchasing 700g of 1. 2. green peas, which is consistent with the previous wave. Recalled last spend was $4.10. Green peas Insight: Insight: are perceived to be good value for money (6.5/10). There has been an increase in Approximately one fifth of 7 Price tracking revealed an average price of $13.97 consumers used green peas green peas being consumed as per kg of snow peas, which has declined this wave when cooking a new recipe. snacks and quick meals. ($15.47 per kg in July 2016).
7 Approximately half of consumers are unable to recall Short Term Long Term a type of green pea. Snow Peas and Snap Peas have the highest level of recall. Recommendation: Recommendation: Look to the current popularity of 7 The main motivations for purchasing green peas are Provide consumers with recipe taste and health. Price and already consuming ideas on-pack or at point of sale. pea protein and investigate enough are the key barriers to purchase. These may include recipes opportunities for New Product Development (NPD) in this area. 7 Green peas are expected to stay fresh for outside of their current repertoire approximately 9 days once purchased. Expectations such as roasted whole peas with Pea protein can be utilised across of freshness are being met at least most of the time. bacon, pesto snap peas, or pea, most snacking products, and mint & chilli dip. provides a number of nutritional benefits to the product; increasing its appeal to consumers. Kale Grower Action Plan. 13
Wave 42 Fast Facts – Kale
7 There are high levels of interest in kale, with was the recalled last spend on consumers likely to recommend it to family and $3.80 kale in November 2016. friends. There is strong future purchase intent, with over a quarter of consumers indicating they intend to increase the amount they currently purchase.
7 On average, kale is purchased 4 times per month, and consumed 8 occasions per month. 1. 2. 7 On average, consumers purchase 700g of kale. Insight: Insight: Value for money is perceived to be fair. Kale is more likely to be used to Just over one quarter of 7 Analysis of pricing nationally revealed an average complement other food, which is consumers eat kale during price of $4.03 per bunch, consistent with the strengthening as a trigger to lunch. previous waves. purchase. Long Term 7 Awareness of kale varieties declined this wave, Short Term with 67% of consumers are still unable to recall a Recommendation: type. Recommendation: It is important to encourage 7 Health and nutrition are the primary triggers to Consumers are open to purchase. Wanting a variety and not wanting to consumers to eat vegetables waste any are the main barriers to purchase. incorporating kale into their current outside of the dinner occasion. cooking repertoire. There is an Kale easily fits into consumers‟ 7 Consumers expect kale to remain fresh for a opportunity to package kale with lunch repertoire. Providing pre- week, and this longevity is likely to be met most of other leafy vegetables which can the time. be used together in a dish. packaged options or smaller varieties that can easily be picked up and utilised for a lunch meal are crucial for meal occasion growth. Leek Grower Action Plan. 14
Wave 42 Fast Facts – Leek
7Consumer sentiment for leeks are in line with of consumers cook leeks in soups. the Vegetable Average. 59%
7Leeks are purchased on average twice per month and consumed four times per month, relatively consistent with the previous wave. Purchase is primarily from mainstream retailers. 1. 2. 7On average consumers are purchasing 700g of leek. Recalled last spend was $3.20, with value Insight: Insight: for money perceived to be fair. Leeks are Taste and ease of preparation There is a decline in not wanting to typically purchased individually. are increasing as triggers to waste any as a barrier to future purchase of leeks. Additionally, 7Price tracking revealed an average price of purchase leeks. expectations of freshness are $2.10 per leek, relatively consistent with past increasingly being met all of the waves. Short Term time. 7Awareness of leek types is very low, with 84% Recommendation: of consumers unable to recall a type. Long Term Providing consumers with 7The main motivations for purchasing leeks are information about the flavour Recommendation: to use as an ingredient in dishes and great leek will add to a dish will Continue educating consumers on taste. Price and already consuming enough are encourage trial. Consumers utilising the whole leek as well as the key barriers to purchase. understanding an easy communicating expected length of 7Leeks are expected to stay fresh for 9 days. substitute (i.e. use a leek freshness – consumers are Expectations of freshness are increasingly being instead of a shallot) will also go understanding the message met all of the time. a long way in converting currently being communicated. purchase. 15
Wave 42: Response to Ad hoc Questions Less than half of consumers drink juices containing vegetables, with 16 greater consumption frequency for fruit juices. Those that do drink vegetable juices consume them on average one to two times per month.
Opportunity to platform Store bought vegetables juices as the Store bought Store bought freshly healthy drink, with mass Homemade Homemade freshly Pre-packaged Homemade freshly squeezed/ Pre-packaged consumers turning away fresh fresh fruit & squeezed/ Pre-packaged fruit & fresh fruit squeezed/ cold pressed vegetable from fruit juice because of vegetable vegetable cold pressed fruit juices vegetable juices cold pressed fruit & juices juices juices vegetable juices the sugar content. fruit juices vegetable juices juices Average Consumption 2.7 1.8 1.7 3.1 1.2 1.2 4.4 1.4 1.3 Frequency (Per Month)
Every day 5% 3% 3% 6% 2% 2% 8% 2% 2%
2-3 times per week 7% 6% 4% 7% 3% 3% 12% 5% 4%
Once a week 7% 3% 6% 8% 3% 4% 11% 4% 4%
Once a fortnight 4% 3% 2% 6% 3% 3% 8% 4% 3%
Once every 3 weeks 2% 2% 3% 4% 3% 2% 5% 2% 3%
Once a month 5% 3% 3% 6% 4% 4% 5% 4% 3%
Once every 2-3 months 6% 2% 3% 7% 4% 4% 9% 4% 4%
Once every 4-6 months 5% 2% 3% 6% 3% 3% 5% 3% 3%
Less often than every 6 months 9% 6% 6% 8% 6% 6% 7% 8% 8% through to once a year
Less often than once a year 12% 13% 12% 9% 9% 9% 7% 9% 10%
Never 38% 56% 56% 35% 60% 58% 24% 57% 56%
AH1. How often do you consume the following types of juices? Total Respondents N=632 17
Juicing Vegetables Carrots are the most popular juicing vegetable. Carrots 72% Tomatoes 47% Tomatoes, celery and beetroot Celery 44% are also commonly juiced Beetroot 37% vegetables. Cucumbers 29% Spinach 28% Kale 18% Like soup packs, there is an Parsley 12%
potential to supply juicing Broccoli 11%
packs that contain a variety Capsicums 11%
of vegetables with recipe Lettuce 9%
ideas. Call out serve of Silverbeet 8%
veggies per serving to Zucchini 8%
encourage purchase. Rocket 7%
Sweetpotato 7%
Cabbage 7%
Radish 4%
Other 4%
AH2. You said that you consume juices with fresh vegetables, which vegetables do you prefer to use? Base n=392 18
Wave 42: Overall Vegetable Tracking 19
Top 20 Vegetables Tomatoes Carrots Purchased Last Month Potatoes Onion Lettuce Broccoli Tomatoes, carrots and potatoes Capsicums continue to be the staple vegetables Cucumbers most popular with consumers. Pumpkins Celery Sweetpotato The biggest increases in purchase this Cauliflowers month were cucumbers and lettuce, Beans which is attributed to the warmer Cabbage weather. Garlic Zucchini Spring Onion Baby Broccoli Peas Sweet Corn
0% 20% 40% 60% 80% 100%
Wave 37 Wave 38 Wave 39 Wave 40 Wave 41 Wave 42
Sample Wave 42 N=1415 (base in higher as Q appears in Screener) S8. Which of the following fresh vegetables have you purchased in the last month? 20
Category Health Explained.
The following questions were asked to understand consumer sentiment about the vegetables, which can be tracked over time.
The Harvest 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? 21 Category health and consumer sentiment remains relatively strong across all vegetables. Consumer satisfaction is particularly high for broccoli, lettuce and green peas compared with the Vegetable Average.
Kale and chillies have strong future purchase intent, with intent to increase purchase of sweet corn rising from 13% to 21% this wave.
Sweet Green Vegetable Broccoli Chillies Lettuce Kale Leek Corn Peas Average
Importance 6.5 6.9 6.9 6.9 7.1 6.4 5.9 6.4
Satisfaction 7.0 6.9 7.2 6.9 7.0 6.5 6.7 6.7
Endorsement 7.2 7.4 7.1 7.7 7.4 7.1 7.0 7.0
Interest (New Varieties) 6.2 7.3 6.2 6.8 6.8 6.7 6.0 6.4
Future Purchase More 13% 23% 17% 21% 20% 25% 11% 16% Same 86% 76% 82% 78% 78% 72% 88% 83% Less 1% 1% 1% 2% 1% 3% 0% 1%
Vegetable Average is the mean of all commodities from Wave 1, up to and including current wave. 22
Broccoli. 23
Broccoli consumption and purchase frequency both continued to increase Average Average this wave. Purchase Consumption 4.6 times 10.4 times Purchase is typically from mainstream per month per month retailers, with specialist vegetable retailers also a popular channel. 3.9 times, Wave 34 9.5 times, Wave 34 4.1 times, Wave 38 10.3 times, Wave 38
Purchase Channels 60% 60% 59% 56% 54% 52%
33% 33% 32%
22% 21% 23% 23% 18% 20% 13% 15% 15%
3% 3% 5% 3% 3% 3% 2% 2% 0% 0% 1% 2% 1% 1% 0% 0% 0% 2%
Woolworths Coles Specialist Independent Aldi Markets Direct from Online Costco Gourmet Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-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 800g of spend in November was perceived broccoli to be broccoli, which is slightly $3.50, which is consistent relatively good value for higher than the previous with the previous wave. money (6.2/10) which is wave. consistent with the previous wave.
800g, Wave 34 $3.30, Wave 34 6.4/10, Wave 34 700g, Wave 38 $3.50, Wave 38 6.2/10, Wave 38
Q3. How much
98% 97% 96%
7% 9% 7% 8% 5% 5% 2% 2% 4% 2% 2% 3%
Individual Broccoli Baby/mini formats Pre-packaged in small Pre-packaged in large Pre-prepared formats container/ bag/tray container/ bag/tray
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q4b In what fresh formats do you typically purchase Broccoli? Sample: Wave 34 N=303, Wave 38 N=302, Wave 42 N=315 Online and In-store Commodity Prices. 26 Broccoli.
Darwin, NT Woolworths: $4.50kg Coles: $5.00kg
The average price for broccoli Brisbane, QLD Woolworths: $4.00kg / $4.00kg in Australia was $3.72kg Coles: $5.00kg / $5.00kg
Adelaide, SA Woolworths: $4.00kg / $4.00kg Sydney, NSW Coles: $5.00kg / $2.20kg Woolworths: $3.90kg / $3.90kg Perth, WA Woolworths: $4.90kg Coles: $2.00kg / $2.00kg Coles: $3.00kg Canberra, ACT Woolworths: $4.90kg Melbourne, VIC November 2016 $3.72 per kg Coles: $2.00kg Average ▼ Woolworths: $4.50kg / $4.50kg Price July 2016 $5.37 per kg ▲ Coles: $2.00kg / $2.00kg
Highest Lowest Price $5.00 per kg $2.00 per kg $3.00 Price Price Range Hobart, TAS Pricing was carried out on 17th November 2016 between 10am-12pm. Woolworths: $5.00kg Prices are displayed Online / In-store. Green text indicates promotional price. Coles: $2.00kg 27
33% 28% Broccoli 31% 27% 27% Broccolini 25% Awareness of broccoli types 6% has declined over the last three 3% Baby Broccoli waves. 6% 2% 3% Purple Consumers recall generic 2% 2% names, such as „broccoli‟, and Other varieties recalled are also „Broccolini‟, with very few Calabrese, Arcadia and 2% Chinese Broccoli Marathon. 2% consumers able to name 0% specific types. 1% Other 1% 57% 63% Do not know any varieties 64%
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q6a. What varieties of
Triggers Barriers
67% 0% As they are healthy 67% 1% Health concerns 64% 3% 62% 4% Easy to prepare/cook with 59% 6% I don't like the taste 61% 4% 55% 13% They taste great 55% 11% Other 55% 6% 52% 7% I don't know how to fit any more vegetables into To add variety to my vegetable 5% 50% my daily diet selection 46% 7% 6% Specific health and nutritional 38% 41% 4% Poor quality benefits 41% 7% 43% 15% Cooks quickly 44% 9% Short shelf life 39% 15% 41% 22% To add colour to a meal 42% 27% Expensive 38% 23% 36% 21% To complement other food 37% 20% I want a variety of vegetables 33% 26% 36% 28% To use as an ingredient in dishes 33% 35% I already consume enough for my needs 33% 27% 31% 28% I don't want to waste any The whole family likes them 30% 27% 32% 30% Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q7. Which of the following reasons best describes why you purchase
Dinner is the main meal occasion Top 5 Consumption Occasions for broccoli consumption. Cuisines typically cooked remain Wave 38 Wave 42 relatively consistent this wave, Dinner 79% 77% 11% with Australian and Chinese Family meals 60% 59% used broccoli when cooking a cuisines being most popular. Weekday meals 56% 48% new recipe Weekend meals 49% 41%
Quick Meals 28% 40% 10%, Wave 38
70% 61% Typical Cuisine Cooked 60% 50% 41% 50%
40% 24% 30% 15% 20% 12% 7% 5% 10% 5% 3% 0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Carrot 68% Top 10 Cooking Styles Wave 34 Wave 38 Wave 42 Steaming 67% 66% 62% lettu Stir frying 47% 51% 48% Potato 61% Boiling 35% 32% 33% ce Microwave 25% 26% 26% Sautéing 11% 11% 11% Raw 9% 9% 10% Cauliflower 38% Soup 15% 14% 10% Frying 7% 8% 6% Slow Cooking 10% 6% 6% carr Baking 6% 5% 5% Pumpkin 32% ot
Sweet Potato 30%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 34: Mar-16 7.3 8.2 Wave 38: 8.2
Wave 38: Jul-16 7.0
Wave 42: Nov-16 6.8
Q14. When purchasing
Broccoli is expected to stay fresh for just over a Expected week, relatively consistent with previous waves. to stay Expectations of freshness are increasingly being met fresh for all of the time. 7.8 days
7.7 days, Wave 34 8.2 days, Wave 38 Expectations Met
Wave 34: Mar-16 1% 7% 13% 62% 16%
Wave 38: Jul-16 3%5% 8% 66% 18%
Wave 42: Nov-16 4% 5% 11% 60% 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
Broccoli Product Launch Trends. There were 313 new broccoli products launched globally over the last 3 Broccoli Global Launches months. Top categories for launch were meals and fruit & vegetables. These August – November 2016 launches occurred primarily across Europe and Asia Pacific.
Country Region
4% USA 17% 4%
36% Canada 10% 27% UK 9%
Japan 8% 28%
South Korea 6% Europe Asia Pacific North America Latin America 313 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
6% 6% Microwaveable 40%
8% Categories No Additives/ 36% Preservatives 28%
12% Fruits & Ethical - Meals Environmentally 21% Vegetables Friendly Package 32% 26% 20% Ease of Use 21% Juice Flexible Tray Skincare Tub Flexible stand-up pouch Drinks Low/No/Reduced 6% Allergen 18% Bottle Flexible sachet 7% 35
Broccoli Product Launches: Last 3 Months (August – November 2016) Summary
• A total of 313 products containing broccoli as an ingredient were launched globally within the last 3 months, slightly lower than the previous wave.
• There were 14 products containing broccoli launched in Australia in the past 3 months (see upcoming slide for more detail).
• Europe (36%) and Asia Pacific (28%) were the top regions for broccoli product launches.
• Flexible pack formats (36%) are the predominant form of packaging for launches in the last 3 months. This is consistent with the previous waves.
• The top categories for launches were meals (32%), fruit and vegetable products (26%), and juice drinks (7%). Source: Mintel (2016) • The core claims used for launches centred around convenience and health, with microwaveable being the top claim (40%), and no additives or preservatives (28%).
• The most innovative launch found was Riced Broccoli in the USA (see upcoming slides for more detail). 36 USA was the dominant country for broccoli product launches, consistent with the previous waves. Meals & meal centers and fruit & vegetables were the main product categories.
Top Launch Countries Top Launch Categories
17% USA Meals & Meal Centers 32% Canada 10% Fruit & Vegetables 26% 9% UK Juice Drinks 7% 8% Japan Skincare 6% 6% South Korea Snacks 6% 4% Australia Soup 5% 4% Germany Baby Food 3% 3% France 313 Healthcare 2% Global 3% Poland Launches Sauces & Seasonings 2% 3% South Africa Side Dishes 2% Microwaveable is the most used claim on broccoli products, with no 37 additives/preservatives and ethical – environmentally friendly packaging also popular claims. Flexible packaging is the most utilised format globally, consistent with past waves.
Pack Formats Used Top Claims Used
Flexible 36% Microwaveable 40%
Tray 20% No Additives/Preservatives 28% Global Global Ethical - Environmentally Tub 12% 21%
Friendly Package
Flexible 41% Microwaveable 45%
Tray 20% No Additives/Preservatives 25%
Ethical - Environmentally Europe Europe Tub 15% 25%
Friendly Package
Flexible 18% Microwaveable 28%
Tray 15% No Additives/Preservatives 27%
Asia Asia
Asia Asia Pacific Pacific Flexible sachet 14% Botanical/Herbal 23%
Only shown regions > 30 products launched Innovative Broccoli Launches: 38 L3M (August – November 2016) Natural Polyphenol Antioxidants
Woolworths Food Morrisons Market St Gestus Broccoli Bouquets Greenday Broccoli Chips Vegetarian Pea & Broccoli Edamame Bean Stir Fry (Denmark) (France) Barley Risotto (UK)
(South Africa) Morrisons Market St Edamame Bean Stir Fry Gestus Broccoli Buketter (Broccoli Bouquets) is now available. This product comprises a Greenday Broccoli Chips are now available. are said to be perfect as a side dish to meat, mix of stir fry vegetable including carrot, This 100% natural product is made from Woolworths Food Vegetarian Pea & poultry or fish, or as a filling in pies, in salads, broccoli, cabbage, Chinese leaf, onion and vacuum fried and real vegetables, is free of Broccoli Barley Risotto comprises creamy or in stews. This blanched product can be pepper with Edamame beans. The product is gluten, preservatives, food colouring and barley risotto topped with fresh green heated in the microwave, can be used as a washed and ready to cook, can be simply added sugars and is high in fibre. This vegetables and feta. The vegetarian with part of the recommended six fruits and woked and served, and provides one of the premium and crunchy snack is halal certified, milk certified product can be microwaved in vegetables per day, and retails in a 600g five a day. It is suitable for vegetarians, and retails in a 35g pack. The product was on two minutes and 30 seconds, and retails in pack, bearing the Green Keyhole, Facebook retails in a 320g pack. display at SIAL 2016 in Paris, France a partially recyclable 350g pack with a and Instagram logos and cooking sleeve made from 70% previously recycled instructions. paper.
Claims: Claims: Claims: Claims: Vegetarian, Ease of Use Microwaveable, Vegetarian, Ethical - Microwaveable, Social Media No Additives/Preservatives, All Natural Environmentally Friendly Package Product, High/Added Fiber, Low/No/Reduced Sugar, Premium, Halal, Gluten-Free, Low/No/Reduced Allergen
Source: Mintel (2016) Innovative Broccoli Launches: 39 L3M (August – November 2016) Natural Polyphenol Antioxidants
Zü & Vëg Apple, Spinach Robert Irvine Signature Green Giant Fresh Thai Woolworths Food Easy to and Broccoli Juice Sidekicks Garlic Balsamic Soup Blend Cook Green Vegetables & (Spain) Broccoli (Canada) Marrow Spaghetti (USA) (South Africa) Zü & Vëg Zumo de Manzana, Espinaca y Green Giant Fresh Thai Soup Blend Brócoli (Apple, Spinach and Broccoli Juice) contains fresh vegetables that are recipe Woolworths Food Easy to Cook Green Robert Irvine Signature Sidekicks Garlic with a touch of ginger contains 70% juice ready for soups and more. The product is Vegetables & Marrow Spaghetti has been Balsamic Broccoli is now available. This and stevia. The product is a natural source free from preservatives and retails in a relaunched with a new packaging design restaurant style product comprises long of fibre, is free from added sugar, gluten and recyclable 454g pack featuring a recipe and a new and improved recipe. This stir fry stem broccoli, red onions, golden raisins preservatives, and retails in a 1L pack. suggestion, a QR code and the Facebook mix is made with broccoli, spinach and red and peanuts in a garlic balsamic sauce. It and Twitter logos. onion, and can be cooked in a frying pan or can be prepared in ten minutes or less in in a wok. This product retails in a 375g three easy steps, and can be paired with recyclable pack. seared salmon fillets, roasted pork loins or grilled chicken breasts. The product retails in a 13.16-oz. pack.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Ethical - Charity, Time/Speed, Ease of Use Low/No/Reduced Sugar, Gluten-Free, No Additives/Preservatives, Ethical - Ethical - Environmentally Friendly Package, Low/No/Reduced Allergen Environmentally Friendly Package, Ease of Ease of Use Use, Social Media
Source: Mintel (2016) Innovative Broccoli Launches: 40 L3M (August – November 2016) Natural Polyphenol Antioxidants
Trader Joe's Riced Broccoli SmartMade Spicy Peanut Tastefully Plated Paleo Saf Raw Spinach & (USA) Chicken & Broccoli Braised Beef Broccoli Activated (USA) (USA) Crackers
(UK) Trader Joe's Riced Broccoli is said to be SmartMade Spicy Peanut Chicken & wonderful to use in place of rice, pasta, or Broccoli comprises real grilled white meat Tastefully Plated Paleo Braised Beef is Saf Raw Spinach & Broccoli Activated riced cauliflower as the base of sauces or chicken with broccoli, carrots and made with mole sauce, chipotle sweet Crackers are new to the range. The product protein. The kosher certified product caramelized onions over brown rice lightly potatoes and broccoli. The USDA inspected is suitable for raw vegan diet; and is free contains nothing but broccoli and retails in a tossed in a spicy peanut sauce. This USDA product is free from grain, gluten and milk, from gluten, dairy and soy. The crackers are 15-oz. pack. inspected microwaveable product is an contains 18g of protein, can be heated in high in fibre, are a source of protein, and excellent source of protein, contains no the microwave and retails in a 10.6-oz. BPA are made at 46°C. They retail in a 44g pack, artificial flavors or colors and retails in a 9- free pack. and were on display at the Speciality & Fine oz. pack. Food Fair 2016 in Olympia, London.
Claims: Claims: Claims: Claims: High/Added Fiber, Gluten-Free, No Additives/Preservatives, Microwaveable All Natural Product, Kosher Microwaveable, Gluten-Free, Low/No/Reduced Allergen, Vegan, No Low/No/Reduced Allergen, Slimming Animal Ingredients
Source: Mintel (2016) Australian Broccoli Launches: 41 L3M (August – November 2016)
Greco's Ultrablast Cacao Amy's Kitchen Broccoli & Sephora Pearl Face Mask Lean Cuisine Pots of Superfood Breakfast Cheddar Bake Goodness Thai Green Chicken Curry
McCain Healthy Choice McCain Healthy Choice Coles Carrot & Broccoli Birds Eye Steam Fresh Baby Protein Plus Chicken Satay Wholegrains Japanese Florets Potatoes with Broccoli, Teriyaki Chicken with Brown Carrots, Peas & Herbs & Wild Rice
Source: Mintel (2016) 42
PumpkinChillies.. Consumption frequency has continued 43 to increase across waves, with consumers purchasing chillies approximately once a week. Average Average Purchase Consumption Coles and Woolworths remain the 3.7 times 12.4 times per month per month primary purchase channels for chillies, with markets seeing a noticeable 3.7 times, Wave 34 11.1 times, Wave 34 increase this wave. 3.2 times, Wave 38 12.0 times, Wave 38
Purchase Channels 58% 57% 54% 54% 51% 53%
39% 36% 31% 29% 26% 20% 19% 21% 21%
10% 10% 6% 6% 5% 3% 4% 3% 4% 2% 1% 1% 0% 2% 2% 2% 1% 0% 0% 0% 2%
Coles Woolworths Specialist Markets Independent Aldi Gourmet Direct from Convenience Online Costco Other Fruit and Supermarkets Independent the grower Stores Vegetable Retailers Retailer
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The typical consumer Recalled last spend on Consumers‟ perceived purchases 400g chilli purchase was value for money was of chillies, higher than $3.80, consistent with relatively good (6.7/10), the previous waves. the previous wave. which has trended upwards over the last three waves.
300g, Wave 34 $3.90, Wave 34 6.1/10, Wave 34 300g, Wave 38 $3.80, Wave 38 6.3/10, Wave 38
Q3. How much
90% 88% 87%
22% 20% 23% 11% 8% 5% 4% 4% 4% 5% 3% 2%
Individual Chilli Pre-packaged in small Plant Pre-packaged in large Pre-prepared formats container/bag/tray container/bag/tray
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q4b In what fresh formats do you typically purchase Chillies? Sample Wave 34 N=202, Wave 38 N=203, Wave 42 N=201 Online and In-store Commodity Prices. 46 Chillies (Long Red).
Darwin, NT Woolworths: $19.50kg Coles: $19.00kg
The average price for Chillies in Brisbane, QLD Australia was $19.56kg Woolworths: $18.00kg / $18.00kg Coles: $19.00kg / $19.00kg
Adelaide, SA Woolworths: $19.00kg / $19.00kg Coles: $19.00kg / $19.00kg Sydney, NSW Perth, WA Woolworths: $19.00kg / $19.00kg Woolworths: $25.00kg Coles: $19.00kg / $19.00kg Coles: $27.00kg Canberra, ACT Woolworths: $19.00kg Coles: $19.00kg Melbourne, VIC November 2016 $19.56 per kg Woolworths: $19.00kg / $19.00kg Average ▲ Price Coles: $19.00kg / $19.00kg July 2016 $19.95 per kg ▼
Highest Lowest Price $27.00 per kg $18.00 per kg $9.00 Price Price Range Hobart, TAS Pricing was carried out on 17th November 2016 between 10am-12pm. Woolworths: $20.00kg Prices are displayed Online / In-store. Coles: $19.00kg Green text indicates in-store promotional price. 47
Approximately one third of 36% Jalapeno 36% consumers cannot recall a type of 29% 24% chilli. Birds eye 32% 25% 11% Habanero 16% 12% Jalapeno and Birds eye remain the 6% Long 6% most recalled types, with 4% 6% Cayenne 4% consumers also prompted by 8% 5% colour. Scotch bonnet 4% 4% 2% Thai 2% 7% 2% Banana 2% 1% 1% Serrano 3% 2% Red Green Yellow 1% Mexican 0% 30% 24% 5% 1% 34% Do not know any varieties 31% 39% Chilli colour recall Wave 42: Nov-16 Wave 38: Jul-16 Wave 34: Mar-16
Q6a. What types/varieties of
Triggers Barriers 4% 67% I don't know how to fit any more 4% They taste great 67% vegetables into my daily diet 72% 4% 71% 4% To use as an ingredient in dishes 75% 3% Inconsistent or poor quality 67% 6% 60% 7% To complement other food 57% 5% Lack of variety available 56% 7% 31% 12% As they are healthy 25% 8% Short shelf life 32% 10% 10% To add variety to my vegetable 31% 26% 6% I want a variety of vegetables in my diet selection 31% 13% 36% 12% To add colour to a meal 31% 16% Other 29% 14% 31% 17% Easy to prepare/cook with 33% 16% Expensive 29% 17% 24% 25% It's versatile 22% 19% I grow my own 26% 26% 22% 28% The whole family likes them 21% 26% I consume enough to balance my diet 24% 30% 24% 29% Tradition/habit 20% 33% I don't want to waste any 23% 33% Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q7. Which of the following reasons best describes why you purchase
80% Typical Cuisine Cooked 70% 57% 58% 60% 48%
50% 33% 35% 40% 34% 30% 15% 11% 20% 8% 4% 10% 0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Top 10 Cooking Styles Onion 65% Wave 34 Wave 38 Wave 42 Stir frying 78% 76% 78% Frying 40% 36% 44% lettu Tomato 57% Raw 32% 30% 39% ce Slow Cooking 29% 30% 34% Sautéing 30% 26% 31% Soup 22% 24% 30% Capsicum 56% Roasting 25% 17% 19% Grilling 17% 11% 17% Steaming 9% 5% 10% carr Garlic 54% Baking 8% 11% 10% ot
Carrot 43%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 34: Mar-16 6.2 7.0 Wave 38: 6.9
Wave 38: Jul-16 6.0
Wave 42: Nov-16 5.9
Q14. When purchasing
Although the expected shelf life of chillies declined Expected this wave, freshness expectations continued to to stay improve with one quarter of consumers stating fresh for that their expectations were always met. 11.1 days
11.2 days, Wave 34 11.8 days, Wave 38
Expectations Met
Wave 34: Mar-16 1%5% 10% 64% 20%
Wave 38: Jul-16 1% 8% 8% 60% 23%
Wave 42: Nov-16 1%4% 10% 59% 25%
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
53
PumpkinChillies .Product Launch Trends. There were 2919 new products launched in the last 3 months that contained Chilli Global Launches chilli as an ingredient. The majority of these launches were in the Asia Pacific and Europe. The top product launches categories were sauces & seasonings August – November 2016 and snacks.
Country Region
4% India 10% 5% 9%
UK 10% 49% China 9% 33% USA 7%
South Korea Asia Pacific Europe 5% North America Latin America 2919 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
7% Vegetarian 20% 8% Categories No Additives/ Preservatives 20% 32% 10% Sauces & Snacks Microwaveable 15% Seasoning 23% 10% 32% Ease of Use 15% 12% Processed Flexible Jar Meals Products Tray Tub 21% 12% Social Media 14% Flexible stand-up pouch Bottle 55
Chilli Product Launches: Last 3 Months (August – November 2016) Summary
• A total of 2919 products that contained chilli as an ingredient have been launched globally in the last 3 months.
• There were 57 chilli products launched in Australia – slightly lower than the previous wave.
• The two main regions for launches are Asia Pacific (49%) and Europe (33%).
• Flexible packaging (32%) and jars (12%) remained the main formats used for chilli launches.
• Top categories for launches are sauces and seasoning (32%) and snacks (23%).
• The key claims used are vegetarian (20%) and no additives/preservatives (20%).
• The most innovative product is Pumpkin-Chilli Ketchup from the Czech Republic Source: Mintel (2016) (see upcoming slides for more details). 56 India and UK have had the greatest number of launches over the past three months, consistent with the previous wave. The majority of products are launched as sauces, snacks and meals.
Top Launch Countries Top Launch Categories
Sauces & Seasonings 32% 10% India Snacks 23% 10% UK Meals & Meal Centers 21% 9% China Processed Fish, Meat & 12% 7% USA Egg Products Bakery 2% 5% South Korea Soup 2% 4% France
4% Japan Savoury Spreads 2% 2919 Mexico Side Dishes 2% Global 4% Launches 3% Germany Fruit & Vegetables 1%
3% Indonesia Dairy 1% Vegetarian is the key claim used globally on products containing 57 chilli. Flexible formats are the main type of packaging used, consistent with past waves.
Pack Formats Used Top Claims Used
Flexible 32% Vegetarian 20%
Jar 12% No Additives/Preservatives 20% Global
Tray 10% Global Microwaveable 15%
Flexible 41% Vegetarian 26%
Flexible stand-up pouch 10% Halal 19%
Asia Asia
Asia Asia Pacific
Pacific Flexible sachet 10% No Additives/Preservatives 18%
Tray 20% No Additives/Preservatives 24%
Ethical - Environmentally 19%
Flexible 19% Friendly Package Europe Europe Jar 17% Microwaveable 18%
Only shown regions > 30 products launched Innovative Chilli Launches: 58 L3M (August – November 2016)
Olde Thompson Sweet & Green Grocer's Mexican Ridderheims Original Morrisons The Best Smoky BBQ Grinder Stir-Fry Tapas Plate Mexican-Spiced Chipotle (USA) (Spain) (Norway) Chilli Coleslaw
(UK)
Olde Thompson Sweet & Smoky BBQ Green Grocer's Salteado Mexicano Ridderheims Originalbricka (Original Tapas Morrisons The Best Mexican-Spiced Grinder is a robust blend of spices with a (Mexican Stir-Fry) is a blend of vegetables Plate) comprises marinated garlic cloves, Chipotle Chilli Coleslaw is described as sweet and smoky hint to make the mouth and red kidney beans in a seasoned sauce. black garlic Kalamata olives, Italian extra crunchy indulgent coleslaw infused watering. It can be used on steaks, chicken It can be microwaved and retails in a 750g artichoke marinated with parmesan and with smoky chipotle, garlic and a hint of and ribs for a great BBQ flavor. This kosher pack. capris, green garlic olives, creamy herb ginger. This premium product is suitable for certified product retails in a 6.5-oz. pack. marinated feta cheese, and pomamore vegetarians and retails in a 270g pack. sweet tomatoes with basil and parmesan. This classic product retails in a 325g pack.
Claims: Claims: Claims: Claims: Kosher Microwaveable N/A Vegetarian, Premium
Source: Mintel (2016) Innovative Chilli Launches: 59 L3M (August – November 2016)
Orti di Calabria Vodka, Georg Organic Pumpkin- Beanitos Honey Chipotle Pepe's El Original Hot & Tomato & Italian Cheese Chilli Ketchup BBQ Flavoured Black Bean Sweet Popcorn Pasta Sauce (Czech Republic) Chips (USA) (USA) (Indonesia)
Pepe's El Original Hot & Sweet Popcorn is a Beanitos Makanan Ringan Kacang Hitam Orti di Calabria Vodka, Tomato & Italian Georg Dýnový Chilli-Kecup Bio (Organic sweet, savory and spicy combination. Rasa Barbecue (Honey Chipotle BBQ Cheese Pasta Sauce is said to be all natural Pumpkin-Chilli Ketchup) has been added to Described as sweet caramel corn laced with Flavoured Black Bean Chips) have been with minimally processed, and is free from the range. The product is described as a chile de arbol, it contains 0g trans fat per relaunched with a better taste and a new artificial ingredients. It retails in a 24.3-oz. spicy culinary sensation with Hokkaido serving, and 11g wholegrain per serving. It look. They have nothing artificial and are pack featuring serving suggestions. pumpkin that goes well with potato fries, retails in a 2.25-oz. pack. certified free from gluten by GFCO. These curry sausage, pasta and rice dishes, grilled chips are also free from trans fat, GMO and dishes and in dips. This gluten-free, organic artificial ingredients. product is low in sugar, suitable for vegans, it has a reduced calories content, is low in fat and retails in a 450ml pack featuring the BIO and EU Green Leaf logos.
Claims: Claims: Claims: No Additives/Preservatives, All Natural Claims: All Natural Product Low/No/Reduced Calorie, Low/No/Reduced Product, High/Added Fiber, Kosher, Low/No/Reduced Transfat, Wholegrain Fat, Low/No/Reduced Sugar, Organic, Vegetarian, Low/No/Reduced Glycemic, Gluten-Free, Low/No/Reduced Allergen, Gluten-Free, Low/No/Reduced Transfat, Vegan, No Animal Ingredients Antioxidant, Low/No/Reduced Allergen, GMO-Free, Social Media
Source: Mintel (2016) Innovative Chilli Launches: 60 L3M (August – November 2016)
AH Surinamese Free Range Kumar's Vietnamese Wok The Cooksister Bacon Jam Hesco Coco Jazz Spicy Egg Salad Paste (South Africa) Flavoured Crunchy (Netherlands) (Netherlands) Coconut Chips
(France)
Kumar's Wokpasta Vietnamees The Cooksister Bacon Jam can be used on AH Surinaams Vrije Uitloop Ei Salade (Vietnamese Wok Paste) is now available. literally anything, such as toast, eggs, Hesco Coco Jazz Spicy Flavoured Crunchy (Surinamese Free Range Egg Salad) is now The product contains fish sauce and pancakes, sandwiches, crackers, bread, Coconut Chips are made with 100% natural available. This gluten- and milk-free product lemongrass, and is free from synthetic potatoes, burgers and waffles. The product ingredients sourced from Thailand's world contains no artificial fragrance or flavours, fragrances, colours and flavours. It can be retails in a 300g jar. renowned coconut plantation. The chips and retails in a 175g pack featuring the served with chicken and white rice, and it have been baked and roasted with amber Beter Leven Dierenbescherming (Better retails in a 70ml pack containing 2 x 35ml roasting technology, which slowly heats the Living Animal Protection) logo and units, featuring the Facebook and Twitter coconut meat, baked and roasted with containing six servings. logos and a recipe idea. proprietary equipments that preserves the taste, aroma, and texture of the high quality coconuts.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Gluten-Free, No Additives/Preservatives, Social Media N/A No Additives/Preservatives, All Natural Low/No/Reduced Allergen, Ethical - Animal Product, Low/No/Reduced Cholesterol, High/Added Fiber, Halal, Gluten-Free, Low/No/Reduced Allergen, Vegan, No Animal Ingredients, GMO-Free, Social Media
Source: Mintel (2016) Australian Chilli Launches: 61 L3M (August – November 2016)
Pringles Jalapeno Flavour Liliana's Calabrese Spice MonJay Mezza Peri Peri Dip John West Skin-on Rub Tasmanian Atlantic Salmon with a Sweet Soy, Ginger & Chilli Sauce
Five Tastes Thai Stir Fry Desert Pepper Trading Healthy Way Chilli & Lime Doritos Burn Corn Chips Shots with Basil & Chilli Company XXX Habanero Flavoured Snack Mix with Salsa Cashews
Source: Mintel (2016) 62
Lettuce. Purchase and consumption of lettuce have 63 both increased this wave, which is likely associated with the onset of the warmer months. Average Average Purchase Consumption Mainstream retailers remain the primary 4.4 times 14.7 times channel of purchase for consumers, with per month per month increased purchase from Aldi over the last three waves. 4.1 times, Wave 34 13.9 times, Wave 34 3.7 times, Wave 38 12.3 times, Wave 38 Purchase Channel 63% 60% 59% 56% 52% 51%
33% 32% 30%
22% 22% 21%21% 19% 18% 15% 15% 11% 4% 4% 2% 3% 3% 2% 2% 3% 1% 1% 1% 1% 1% 1% 0% 0% 1% 1%
Coles Woolworths Specialist Aldi Independent Markets Online Direct from Costco Gourmet Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The typical consumer Recalled spend on Consumers‟ perceived purchases 700g lettuce was $2.90, which value for money is of lettuce, which is is consistent with the relatively good (6.5/10), relatively consistent previous wave. which is slightly higher with past waves. than the previous wave.
700g, Wave 34 $2.70, Wave 34 6.6/10, Wave 34 600g, Wave 38 $2.90, Wave 38 6.3/10, Wave 38
Q3. How much
87% 88% 88%
28% 29% 27% 22% 20% 18% 15% 15% 15% 16% 14% 14% 10% 8% 9% 3% 4% 3%
Individual Whole Pre-packaged Pre-packaged Individual Lettuce Pre-prepared Baby/mini formats Half Lettuce Lettuce Small Bag of Large Bag of Leaves formats Lettuce/Lettuce Lettuce/Lettuce Leaves Leaves
Wave 42: Nov-16 Wave 38: Jul-16 Wave 34: Mar-16
Q4b In what fresh formats do you typically purchase Lettuce? Sample Wave 34 N=304, Wave 38 N=302, Wave 42 N=313 Online and In-store Commodity Prices. 66 Lettuce (Iceberg).
Darwin, NT Woolworths: $3.20ea Coles: $2.90ea
The average price for lettuce Brisbane, QLD Woolworths: $2.50ea / $2.50ea in Australia was $2.39 each Coles: $1.00ea / $1.00ea
Adelaide, SA Woolworths: $2.90ea / $2.90ea Sydney, NSW Coles: $2.90ea / $1.70ea Woolworths: $2.90ea / $2.90ea Perth, WA Woolworths: $2.50ea Coles: $2.90ea / $2.90ea Coles: $2.90ea Canberra, ACT Woolworths: $2.90ea Melbourne, VIC Coles: $2.90ea November 2016 $2.39 each ▼ Average Woolworths: $2.50ea / $2.50ea Price July 2016 $3.24 each ▲ Coles: $1.00ea / $1.00ea
Highest Lowest Price $3.20ea $1.00ea $2.20 Price Price Range Hobart, TAS Pricing was carried out on 17th November 2016 between 10am-12pm. Woolworths: $2.50ea Prices are displayed Online / In-store. Coles: $1.50ea Green text indicates in-store promotional price. 67
53% Cos 59% 59% 62% Iceberg 60% 58% 19% Rocket 18% 16% A large proportion of consumers are 8% Butter 11% aware of different varieties of lettuce. Cos 12% 8% Oak 8% and Iceberg continue to have the greatest 5% 5% level of recall. Red 7% 5% 5% Mignonette 3% Several lettuce types recalled are not 3% 3% actually lettuce, although consumers Baby Lettuce 3% 3% perceive them to be, such as rocket, 2% Mesclun 2% endive and radicchio. 3% 3% Coral 2% 2% Other types consumers are 7% Other 4% aware of were radicchio and 7% endive 15% Do not know any varieties 18% 19%
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q6a. What types/varieties of
Triggers Barriers 8% I don't know how to fit any more vegetables 51% 5% To complement other food 55% 5% into my daily diet 52% 3% 53% 3% Not versatile for my cooking style As they are healthy 56% 49% 5% 42% 6% They taste great 44% 7% Inconsistent or poor quality 43% 7% 43% 12% Easy to prepare/cook with 41% 13% Other 42% 9% 34% 7% It's versatile 37% 11% I grow my own 35% 11% 28% 13% To add colour to a meal 23% 13% Expensive 32% 11% 33% 12% I like the texture 31% 14% I want a variety of vegetables in my diet 30% 13% 34% 23% The whole family likes them 33% 24% Short shelf life 29% 27% 33% 31% To use as an ingredient in dishes 30% 32% I consume enough to balance my diet 27% 30% To add variety to my vegetable 37% 36% 28% 32% I don't want to waste any selection 27% 35% Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q7. Which of the following reasons best describes why you purchase
Typical Cuisine Cooked 70% 62% 60% 48% Other cuisines include 50% salads and sandwiches
40% 30% 21% 13% 20% 8% 12% 10% 7% 6% 10% 2% 0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Tomato 87%
Top 10 Cooking Styles lettu Wave 34 Wave 38 Wave 42 Capsicum 53% Raw 76% 78% 76% ce Other 21% 17% 18% Stir frying 3% 6% 5% Soup 2% 3% 3% Roasting 0% 0% 2% Cucumber 52% Grilling 1% 0% 2% Steaming 1% 2% 2% Microwave 0% 1% 1% carr Mashing 0% 1% 1% Carrot 50% Frying 0% 1% 1% ot
Onion 42%
Q9. How do you typically cook
Vegetable Average 6.6
Wave 34: Mar-16 7.0 8.3 Wave 38: 8.4
Wave 38: Jul-16 7.0
Wave 42: Nov-16 7.0
Q14. When purchasing
Expected shelf-life has decreased this wave and Expected is expected to last for around 8 days. to stay fresh for These expectations are being increasingly met 8.0 days all of the time.
8.4 days, Wave 34 8.5 days, Wave 38 Expectations Met
Wave 34: Mar-16 2% 10% 11% 61% 15%
Wave 38: Jul-16 3% 6% 13% 64% 13%
Wave 42: Nov-16 8% 13% 60% 17%
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
Lettuce Product Launch Trends. There were 184 products launched globally over the last three months that Lettuce Global Launches contained lettuce as an ingredient. The main regions for launches were Europe and North America. Product launches were primarily meals and fruit August – November 2016 & vegetables.
Country Region
3% USA 17% 9%
Japan 9% 45% 20% France 7%
UK 7% 24%
Canada Europe North America 7% Asia Pacific Latin America 184 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
4% 10% Ease of Use 37%
Categories No Additives/ 23% 13% 34% Preservatives Fruit & Ethical - Meals Environmentally 18% Vegetables 51% Friendly Package 14% 25% 16% Organic 11% Juice Sauces & Flexible Tub Drinks Seasonings Tray Carton Social Media 11% Bottle Clam-pack 17% 3% 75
Lettuce Product Launches: Last 3 Months (August – November 2016) Summary
• Globally, there were 184 products launched, slightly lower than the previous wave.
• There were no products launched containing lettuce as an ingredient launched in Australia over the last 3 months.
• The majority of products were launched in Europe (45%) and North America (24%).
• Flexible formats (34%) and tubs (16%) were the main packaging formats used.
• The top categories for launches were meals (51%), fruit and vegetables (25%) and juice drinks (17%), which was consistent with previous trends.
• The key claims used over the past three months were ease of use (37%), no additives and preservatives (23%) and environmentally friendly packaging (18%).
• The most innovative launch found was the Lunch Box with Smoked Salmon from Poland. Examples can be found over the next slides. Source: Mintel (2016)
76 The main countries for products launched were USA, Japan and France. Consistent with previous trends, launches were in meals, fruit and vegetables and juice categories.
Top Launch Countries Top Launch Categories
Meals & Meal Centers 51% 17% USA Fruit & Vegetables 25% 9% Japan Juice Drinks 17% 7% France Sauces & Seasonings 3% 7% UK Baby Food 1% 7% Canada
Skincare 1% 6% Spain
Hair Products 4% Mexico 1%
184 3% Brazil Side Dishes 1% Global Launches 3% Germany Snacks 1%
3% South Korea Other Beverages 1% 77
Top claims used included ease of use and no additives and preservatives. Flexible packs and tubs were the most commonly used formats.
Pack Formats Used Top Claims Used
Flexible 34% Ease of Use 37%
Tub 16% No Additives/Preservatives 23% Global Global Ethical - Environmentally Tray 14% 18%
Friendly Package
Flexible 43% Ease of Use 45%
Ethical - Environmentally Tray 18% 21%
Friendly Package Europe
Europe Carton 15% No Additives/Preservatives 18%
Flexible 48% Ease of Use 45%
Bottle 20% Kosher 34% North North Organic 34%
Tub 18% America America
Only regions with n >30 are displayed Innovative Lettuce Launches: 78 L3M (August – November 2016)
Mini Drink6 Nutrimedic Lidl Pomysl na Kazdy Lawson 108 Sweet Corn Marks & Spencer Salads Vegetable, Pineapple, and Dzien Lunch Box with Fresh Salad Fruits & Vegetables New Passionfruit Juice Drink Smoked Salmon (Thailand) Potato, Tomato & Egg (Spain) (Poland) Salad with Salad Cream Dressing (UK) Mini Drink6 Nutrimedic Bebida de Zumo de Lidl Pomysl na Kazdy Dzien Lunch Box z Lawson 108 Sweet Corn Fresh Salad is Verduras, Piña, y Maracuyá (Vegetable, Wedzonym Lososiem (Lunch Box with now available. The product retails in an 80g Pineapple, and Passionfruit Juice Drink) is Smoked Salmon) is now available.The pack. Marks & Spencer Salads Fruits & new to the range. This 100% natural drink is product contains vegetable salad with Vegetables New Potato, Tomato & Egg suitable for vegetarians, also contains smoked salmon and dill and yogurt sauce. It Salad with Salad Cream Dressing is new to spinach, cucumber, and kale, and retails in is washed and ready to eat, and retails in a the range. This product provides one of the a 250ml bottle. 170g pack including a fork. five a day and retails in a recyclable 300g pack.
Claims: Claims: Claims: N/A Claims: All Natural Product, Vegetarian Ease of Use Ethical - Environmentally Friendly Package
Source: Mintel (2016) Innovative Lettuce Launches: 79 L3M (August – November 2016)
Seven & i Premium Crispy Green Way Premium Salad Woolworths Food Good to Taylor Farms Shredded Noodle Salad (Brazil) Go Steak with Caramelised Iceberg Lettuce (Japan) Onion Sandwich (USA) (South Africa)
Seven & i Premium Crispy Noodle Salad Green Way Salada Premium (Premium Taylor Farms Shredded Iceberg Lettuce is features domestic vegetables including Woolworths Food Good to Go Steak with Salad) is now available. The gluten-free now available. This washed and ready-to- lettuce and green leaves from Nagano, Caramelised Onion Sandwich has been product retails in a 500g pack. enjoy kosher certified product comprises cucumber from Yamagata, carrots from relaunched as part of the Good to Go range, featuring an improved recipe. This crisp shredded lettuce and is said to be Hokkaido and purple cabbage from Ibaraki. perfect for tacos, sandwiches and salads. It The product comes with sesame dressing product retails in a recyclable single-unit pack. is free from preservatives and retails in a and retails in a 70g pack, featuring a QR 32-oz. pack featuring a recipe suggestion, code. Launched in September 2016 with an and bearing a QR code. RRP of 324 yen.
Claims: Claims: Claims: Claims: Premium, Economy Premium, Gluten-Free, Low/No/Reduced Ethical - Environmentally Friendly Package, No Additives/Preservatives, Kosher, Ease of Allergen On-the-Go Use
Source: Mintel (2016) Innovative Lettuce Launches: 80 L3M (August – November 2016)
Penny to Go Salad Mix with BluePrint Organic Kale-A- True Organic Organic M&S Roast Chicken, Meatballs, Garden Lu-Ya Kombucha Drink Kaleifornia Juice Smoothie Houmous & Pomegranate Radishes and Roasted (USA) (Canada) (Ireland) Onions
(Germany) BluePrint Organic Kale-A-Lu-Ya Kombucha True Organic Organic Kaleifornia Juice M&S Roast Chicken, Houmous & Penny to Go Salatmix mit Hackbällchen, Drink comprises handcrafted kombucha Smoothie comprises a blend of juices from Pomegranate contains seared chicken Radieschen und Röstzwiebeln (Salad Mix blended with organic cold-pressed kale, and not from concentrate with added breast, houmous, Moroccan couscous, with Meatballs, Garden Radishes and spinach and parsley juice. The kosher and ingredients including 24 kale leaves, 13 dried fruit salad, cucumber, tomato and Roasted Onions) comprises 100g salad mix, USDA Organic certified drink contains 15% oranges, one chard leaf, 3/7 lemon, seven spinach salad with and a feta, cumin and 70ml mustard dressing, 45g meat balls, 40g juice and is free of gluten. It is said to be an and two thirds lettuce leaves, half a pear, yogurt dressing and is topped with garden radishes, and 20g roasted onions. excellent source of antioxidant vitamin A two thirds of an apple and a vegetable pomegranate and toasted pumpkin seeds. The product retails in a 275g pack including and a highly intelligent way to get the blend. This gluten-free, USDA organic and The product retails in a 315g pack. a fork. greens. kosher certified product contains no added sugar and retails in an 828ml pack.
Claims: Claims: Claims: Claims: On-the-Go Other (Functional), Kosher, Organic, Gluten- Free, Antioxidant, Digestive (Functional), Kosher, Low/No/Reduced Sugar, Organic, N/A Low/No/Reduced Allergen, Social Media Gluten-Free, Low/No/Reduced Allergen
Source: Mintel (2016) 81
Sweet Corn. 82 Both average purchase and consumption have continued to increase this wave. Average Average Purchase Consumption Purchase remains primarily through 4.1 times 7.2 times Woolworths and Coles. There has been a per month per month decline in purchase from specialist vegetable retailers over the last three waves. 3.6 times, Wave 34 6.6 times, Wave 34 3.9 times, Wave 38 6.9 times, Wave 38
Purchase Channels 62% 61% 61% 59% 60% 57%
34% 32% 28%
20%20% 21% 20% 18% 15%15% 15% 12%
4% 5% 4% 4% 3% 3% 2% 2% 2% 2% 2% 2% 1% 0% 1% 1% 1% 1%
Woolworths Coles Specialist Fruit Markets Independent Aldi Online Direct from the Costco Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The typical consumer Recalled last spend on Consumers‟ perceived purchases 1.0kg sweet corn was $4.30, value for money was of sweet corn, which is which has increased good (6.5/10), which has higher than previous over the last three slightly declined this waves. waves. wave.
0.9kg, Wave 34 $3.30, Wave 34 6.9/10, Wave 34 0.8kg, Wave 38 $3.60, Wave 38 7.0/10, Wave 38
Q3. How much
78% 71% 70%
52% 48% 45%
22% 17% 16% 11% 11% 12% 5% 7% 7%
Individual Sweet Pre-packaged Small Pre-packaged Baby/mini formats Pre-prepared Corn Tray Large Tray formats
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q4b In what fresh formats do you typically purchase Sweet Corn? Sample Wave 34 N=310, Wave 38 N=303, Wave 42 N=307 Online and In-store Commodity Prices. 85 Sweet corn.
Darwin, NT Woolworths: $1.40ea Coles: $1.20ea
The average price for Sweet corn Brisbane, QLD Woolworths: 1.20ea / $1.20ea in Australia was $1.28ea Coles: 1.20ea / $1.20ea
Adelaide, SA Woolworths: 1.20ea / $1.20ea Sydney, NSW Coles: 1.20ea / $1.20ea Woolworths: $1.20ea / $1.20ea Perth, WA Coles: $1.20ea / $1.20ea Woolworths: $1.20ea Coles: $1.90ea Canberra, ACT Woolworths: $1.20ea Melbourne, VIC Coles: $1.20ea November 2016 $1.28 each Average ▼ Woolworths: $1.30ea / $1.30ea Price July 2016 $1.52 each ▲ Coles: $1.25ea / $1.30ea
Highest Lowest Price $1.90ea $1.20ea $0.70 Price Price Range Hobart, TAS Pricing was carried out on 17th November 2016 between 10am-12pm. Woolworths: $1.50ea Prices are displayed Online / In-store. Coles: $1.50ea Green text indicates in-store promotional price. 86
9% Sweet Corn 7% 7% 6% Baby Corn 4% 6% Awareness of sweet corn 5% Yellow Corn 3% varieties remains very low, with 3% only one quarter of consumers 1% able to recall a type. Polka-dot Corn 2% 1% 4% Other types include Sweet corn in general remains White Corn 1% super sweet, silver the most recalled type. 1% queen and majestic 1% corn Other 2% 2% 73% Do not know any varieties 79% 73%
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q6a. What varieties of
Triggers Barriers 74% 4% They taste great 75% 4% Weight diet management 69% 5% 45% 5% The whole family likes them 46% 3% Not versatile for my cooking style 53% 6% 63% 8% Easy to prepare/cook with 63% 8% Inconsistent or poor quality 53% 6% 43% 11% As they are healthy 49% 11% Other 43% 7% 38% 8% I don't know how to fit any more vegetables 11% I like the texture 42% into my daily diet 40% 7% 45% 11% To add variety to my vegetable Short shelf life 47% 9% selection 39% 10% 17% 44% 17% Expensive Cooks quickly 41% 19% 39% 26% 33% 32% I consume enough to balance my diet To add colour to a meal 37% 23% 36% 25% 38% 26% I don't want to waste any To complement other food 42% 24% 32% 20% 28% 21% I want a variety of vegetables in my diet It's versatile 29% 24% 25% Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q7. Which of the following reasons best describes why you purchase
Top 5 Consumption Occasions
Australian cuisine continues to be Wave 38 Wave 42 most utilised for sweet corn meals. Dinner 70% 66% 10% Family meals 57% 57% used sweet corn when cooking a Dinner and family meals remain the Quick Meals 31% 41% new recipe main meal occasions for corn. Weekday meals 43% 40%
Weekend meals 39% 36% 8%, Wave 38
70% 53% Typical Cuisine Cooked
60% 47% 50%
40% 28% 30% 20% 10% 13% 9% 7% 7% 5% 10% 5%
0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Carrot 54% Top 10 Cooking Styles Wave 34 Wave 38 Wave 42 lettu Boiling 53% 58% 51% Potato 52% ce Steaming 42% 47% 45% Microwave 28% 26% 26% Stir frying 22% 25% 22% Broccoli 34% Grilling 18% 17% 19% Roasting 10% 15% 14% Soup 17% 18% 14% Slow Cooking 8% 8% 9% carrGreen Peas 31% Baking 5% 8% 8% ot Raw 8% 9% 7%
Beans 27%
Q9. How do you typically cook
Consumers perceive that knowing that their sweet corn is grown in Australia is highly important information. The importance of provenance has slightly declined this wave.
Vegetable Average 6.6
Wave 34: Mar-16 7.2 8.0 Wave 38: 8.5
Wave 38: Jul-16 7.6
Wave 42: Nov-16 7.1
Q14. When purchasing
Sweet corn is expected to stay fresh for just over a Expected to stay week, which is relatively consistent with past fresh for waves. Expectations of freshness are being met 8.0 days most of the time.
8.2 days, Wave 34 8.3 days, Wave 38 Expectations Met
Wave 34: Mar-16 3% 6% 11% 54% 25%
Wave 38: Jul-16 1% 5% 9% 59% 25%
Wave 42: Nov-16 2% 5% 11% 55% 27%
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
Sweet Corn Product Launch Trends. There were 106 sweet corn products launched globally over the last three Sweet Corn Global Launches months. The countries with the most launches were Japan and India. Key categories for launches were fruit & vegetables products, and snacks. August – November 2016 Flexible packaging was most popularly utilised.
Country Region
5% 2% Japan 18% 9%
India 10% 17% China 8% 67% South Korea 8%
Asia Pacific Europe Thailand 6% Middle East & Africa Latin America 106 Global NPDs North America
Top Pack Formats Top Claims
No Additives/ 8% Preservatives 28% 8% Categories Microwaveable 36% 16% 11% Fruit & Ethical - Snacks Vegetables Environmentally 15% 16% Friendly Package 32% 19% Ease of Use 15% Soup Meals Flexible Can 14% 12% Tray Tub Vegetarian 14% Flexible stand-up pouch 94
Sweet Corn Product Launches: Last 3 Months (August – November 2016) Summary
• There were 106 product launches in the past 3 months globally that contained sweet corn as an ingredient, relatively consistent with the previous wave.
• There was one product launched in Australia over the past three months.
• Asia Pacific (67%) and Europe (17%) were the key regions for launches.
• Flexible packaging (36%) remained the most common format used for products.
• The main categories for launches were fruits & vegetables (32%), snacks (16%) and soup (14%).
• Claims used on products included no additives/preservatives (28%), microwaveable (16%), and ethical – environmentally friendly package (15%). Source: Mintel (2016) • The most innovative product launched was Sweet Corn Ice Cream from China. Other examples can be found in the following pages. 95 Japan and India were the countries that had the most launches. The key categories for sweet corn launches were fruit & vegetables, snacks and soups.
Top Launch Countries Top Launch Categories
18% Japan Fruit & Vegetables 32%
10% India Snacks 16%
8% China Soup 14%
8% South Korea Meals & Meal Centers 12%
6% Thailand Bakery 7%
5% Taiwan Baby Food 6% Processed Fish, Meat & Egg 5% Nigeria 3% 106 Products Global 3% Brazil Sauces & Seasonings 3% Launches 3% Czech Republic Side Dishes 3%
3% France Desserts & Ice Cream 2% 96 The main claims globally were no additives & preservatives, microwaveable and ethical – environmentally friendly packaging. Flexible packaging is primarily used for sweet corn products, consistent with previous waves.
Pack Formats Used Top Claims Used
Flexible 36% No Additives/Preservatives 28%
Can 19% Microwaveable 16% Global Global Ethical - Environmentally Tray 11% 15%
Friendly Package
Flexible 46% No Additives/Preservatives 35%
Tray 15% Microwaveable 17%
Flexible stand-up pouch 10% Vegetarian 17%
Asia Pacific Asia Asia Pacific Asia
Only regions with n >30 are displayed
97 Innovative Sweet Corn Launches: Natural Polyphenol Antioxidants L3M (August – November 2016)
Pamonha Gourmet Savory Sippy Boiled Corn on Cob Kewpie Corn & Mixed Bean Bambino Pastta Instant Sweetcorn Dessert (Malaysia) Salad Nutritious Creamy Cheese
(Brazil) (Thailand) Fusilli Pasta (Sri Lanka)
Pamonha Gourmet Pamonha (Savory Sippy Boiled Corn on Cob is a 100% Kewpie Corn & Mixed Bean Salad is said to Bambino Pastta Instant Nutritious Creamy Sweetcorn Dessert) is now available. The natural, pre-cooked product without be fresh, clean and safe from toxins. It Cheese Fusilli Pasta is made with 100% product is a typically Brazilian dish, made preservatives. It is microwaveable and comes with a sachet of Thousand Island durum wheat semolina, and contains no from the purest corn, and was specially ready to eat, and retails in single unit pack. Japanese recipe salad dressing which is cholesterol or trans fat. This vegetarian designed to provide practicality and facility halal certified, free from MSG and contains product is a good source of protein, a for the day-to-day, as well as guaranteeing 50% less fat and sugar. The product retails source of fibre, and is said to be ready in a nutritious, quick and tasty meal. It is free in a 120g pack with a 50g Thousand Island just three minutes. It can be prepared in a from gluten, artificial colors, flavors or salad dressing. microwave, and retails in a 68g pack. preservatives, suitable for vegetarians, and can be microwaved.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Microwaveable, No Additives/Preservatives, All Natural No Additives/Preservatives, Low/No/Reduced Cholesterol, Vegetarian, Gluten-Free, Low/No/Reduced Product, Microwaveable, Ease of Use Low/No/Reduced Fat, Low/No/Reduced Microwaveable, Vegetarian, Allergen, Time/Speed, Ease of Use Sugar, Halal Low/No/Reduced Transfat, Time/Speed
Source: Mintel (2016) 98 Innovative Sweet Corn Launches: Natural Polyphenol Antioxidants L3M (August – November 2016)
Sun & Veg's Radiant Sarchio Piacere Bio Green Giant Pearl Corn Ajinomoto Knorr Zeitaku Menorca Mediterranean Organic Sweet Corn Paste Yasai Hokkaido Sweet Corn Smoothie (Spain) (Taiwan) Soup (France) (Japan)
Sun & Veg's Rayonnant Menorca le Sarchio Piacere Bio Maíz Dulce Bio Green Giant Pearl Corn Paste provides a Ajinomoto Knorr Zeitaku Yasai Hokkaido Smoothie Méditerranéen (Radiant Menorca (Organic Sweet Corn) is now available. This smooth and rich taste. This ready to eat Sweet Corn Soup has been repackaged. Mediterranean Smoothie) contains 89% organic certified product is source of fibre, is product can be served as a soup or as a This limited edition and premium product is fruits and 10% vegetables. This product ideal for salads and retails in a 360g dressing. It contains no GMO or made with sweet corn from Hokkaido, comprises pineapple, coconut, lettuce and recyclable pack featuring the Facebook, preservatives, and retails in a 418g pack harvested this summer, and retails in a mango with hemp seeds, has no sugar CCPB organic certified and EU Green Leaf containing thee units. 462g pack made with 80% recycled paper. added, lactose or gluten, and retails in a logos. Launched in September, 2016 with an RRP 250g pouch featuring the Facebook, of 2,970 yen. Instagram and Twitter logos. This product was on display at SIAL 2016 in Paris, France.
Claims: Claims: Claims: Claims: Low/No/Reduced Sugar, Gluten-Free, Organic, Ethical - Environmentally Friendly No Additives/Preservatives, Ease of Use, Premium, Ethical - Environmentally Friendly Low/No/Reduced Allergen, Low/No/Reduced Package, Social Media GMO-Free Package, Limited Edition Lactose, Social Media
Source: Mintel (2016) 99 Innovative Sweet Corn Launches: Natural Polyphenol Antioxidants L3M (August – November 2016)
Fujipan Corn Mayonnaise Synear Jin Pai Xia Shrimp Aperto Sweet Corn Ice Heyroo Surimi Macaroni Bun Corn Dumpling Cream Salad (Japan) (China) (China) (South Korea)
Fujipan Corn Mayonnaise Bun is now Aperto Yu Mi Xue Gao (Sweet Corn Ice Heyroo Surimi Macaroni Salad is described Synear Jin Pai Xia Xia Ren Yu Mi Shui Jiao available. This GMO-free product is topped Cream) is now available. The product retails as a savoury salad that is made of high (Dumpling with Shrimp and Corn) can be with corn, mayonnaise and spicy cheese in a 324g pack containing four 81g units. quality crab meat, Italian pasta and cooked by steaming and pan-frying. It is sauce, and retails in a single unit pack. vegetables. This delicate product retails in a free from preservatives, and retails in a Launched on October 1, 2016, open-priced. 200g pack. 480g pack containing 32 units.
Claims: Claims: Claims: Claims: GMO-Free No Additives/Preservatives N/A N/A
Source: Mintel (2016) Australian Sweet Corn Launches: 100 L3M (August – November 2016)
Weight Watchers Light Menu Mushroom & Pumpkin Risotto
Weight Watchers Light Menu Mushroom & Pumpkin Risotto is now available. The prepared and snap frozen product comprises creamy vegetable risotto with white wine and garlic. The microwavable risotto is described as a conveniently sized meal that what fits easily into the busy day. It is made with no artificial colours, is a source of protein, is 98% fat free, and retails in a recyclable 225g pack featuring eight smart points and a three out of five health star rating.
Claims: No Additives/Preservatives, Low/No/Reduced Fat, Microwaveable, Ethical - Environmentally Friendly Package, Ease of Use, Slimming
Source: Mintel (2016) 101
Green Peas. 102 There has been an increase in both purchase and consumption frequency this wave. Average Average Purchase Consumption 4.6 times 10.1 times Green peas are generally purchased per month per month from mainstream retailers. This wave
sees a decline in purchase from 4.2 times, Wave 34 9.9 times, Wave 34 specialist vegetable retailers. 4.0 times, Wave 38 9.7 times, Wave 38
Purchase Channels
57% 59%59% 58% 58%57%
34% 33% 26% 23% 20% 19% 17%19% 19%18% 17% 17%
4% 5% 5% 3% 3% 4% 3% 2% 2% 2% 1% 1% 2% 1% 1% 0% 1% 2%
Woolworths Coles Specialist Fruit Independent Markets Aldi Online Direct from the Costco Gourmet Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q1. On average, how often do you purchase green peas? Q2. On average, how often do you consume green peas? Q5. From which of the following channels do you typically purchase green peas? Sample Wave 34 N=307, Wave 38 N=304, Wave 42 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 103 Average Spend and Price Sensitivity.
Average weight of Recalled last spend Value for money purchase
The average consumer Recalled last spend on Consumers‟ perceived typically purchases green peas is $4.10, value for money is 700g of green peas, which is marginally good for green peas consistent with the higher than the (6.5/10), consistent previous wave. previous waves. over the last three waves.
600g, Wave 34 $3.80, Wave 34 6.5/10, Wave 34 700g, Wave 38 $3.90, Wave 38 6.5/10, Wave 38
Q3. How much leek 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 34 N=307, Wave 38 N=304, Wave 42 N=306 : Indicates HIGHER score than current wave. 104 Amount Purchased if Selected (Wave 5) Individual green peas are the most common purchase format. Pre-packaged trays are also popular purchase formats. 51% Mean Half Pumpkin 1.1 51%
78% 79% 31% 77% Whole Pumpkin Mean 1.4 32%
39% 34% 35% 33% Quarter Pumpkin Mean 1.4 13% 14% 15% 31% 6% 6% 7% 3% 3% 4%
Loose Pre-packaged in small trays Pre-packaged in large trays Pre-prepared formats Baby/mini formats
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q4b. In what fresh formats do you typically purchase green peas? Sample Wave 34 N=307, Wave 38 N=304, Wave 42 N=306 Online and In-store Commodity Prices. 105 Snow Peas.
Darwin, NT Woolworths: $17.90kg Coles: $7.90kg
The average price for Snow Peas Brisbane, QLD Woolworths: $14.90kg / N/A in Australia was $13.97kg Coles: $16.90kg / $16.90kg
Adelaide, SA Woolworths: $16.90kg / $16.90kg Sydney, NSW Coles: $7.90kg / $7.90kg Woolworths: N/A / $12.90kg Perth, WA Coles: $7.90kg / $7.90kg Woolworths: $16.90kg Coles: $16.90kg Canberra, ACT Woolworths: $16.90kg Melbourne, VIC Coles: $7.90kg November 2016 $13.97 per kg Average ▼ Woolworths: $16.90kg / $16.90kg Price July 2016 $15.47 per kg ▲ Coles: N/A / $16.70kg
Highest Lowest Price $17.90 per kg $7.90 per kg $10.00 Price Price Range
Pricing was carried out on 17th November 2016 between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store. Woolworths: $14.50kg Green text indicates promotional price. Coles: $16.90kg 106
33% Snow Peas 29% 30% 18% Snap Peas 18% 21% 23% Snow Peas are the most Green Peas 17% commonly recalled variety. 21% 17% Sugar Peas 16% Approximately one half of 21% consumers are unable to recall 3% a type of pea, which has Baby Peas 3% improved this wave. 5% 1% Garden Peas 2% 1% 54% Do not know any 63% varieties 52%
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q6a. What types/varieties of
Triggers Barriers
65% 7% I don't know how to fit any more They taste great 68% 11% 64% 5% vegetables into my daily diet 51% 3% As they are healthy 61% 3% Lack of variety available 56% 7% 64% 9% Easy to prepare/cook with 63% 7% I grow my own 56% 9% To add variety to my vegetable 53% 7% 58% 7% Inconsistent or poor quality selection 45% 9% 45% 10% Cooks quickly 56% 10% Other 44% 10% 48% 12% To add colour to a meal 45% 13% Short shelf life 42% 12% 48% 19% To use as an ingredient in dishes 38% 19% I want a variety of vegetables in my diet 42% 17% 41% 22% The whole family likes them 43% 22% I don't want to waste any 39% 23% 45% 32% To complement other food 49% 34% I consume enough to balance my diet 38% 25% 32% 28% It's versatile 34% 27% Expensive 33% 25%
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q7. Which of the following reasons best describes why you purchase green peas? Q8. Which reason best describes why you don‟t buy green peas more often? Sample Wave 34 N=307, Wave 38 N=304, Wave 42 N=306
108
Green pea dishes are most popular in Top 5 Consumption Occasions Australian and Chinese cuisine, consistent with past waves. Wave 38 Wave 42 Dinner 74% 72% 18% Family meals 62% 58% used green peas Consumption tends to occur during when cooking a dinner. Quick Meals 47% 53% new recipe Weekday meals 57% 48% Weekend meals 49% 42% 16%, Wave 38
70% Typical Cuisine Cooked 52% 60% 45% 50% 50%
40%
30% 21% 17% 17% 20% 10% 14% 14%
10% 4%
0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use green peas? Q11. Which of the following occasions do you typically consume/use green peas? Sample Wave 34 N=307, Wave 38 N=304, Wave 42 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 109 Consumers prefer to serve green peas with carrots and potatoes. Green peas are generally stir fried and steamed, consistent with past waves.
Accompanying Vegetables
Top 10 Cooking Styles Carrot 64% Wave 34 Wave 38 Wave 42 Stir frying 57% 60% 61% Steaming 53% 52% 48% lettu Potato 48% Boiling 42% 41% 37% ce Raw 35% 33% 35% Microwave 25% 30% 26% Soup 19% 18% 15% Broccoli 38% Frying 9% 9% 12% Slow Cooking 15% 13% 12% Sautéing 13% 13% 11% carr Mashing 5% 7% 5% Capsicum 34% ot
Cauliflower 32%
Q9. How do you typically cook green peas? Q10a. And when are you serving green peas which of the following do you also serve together with this? Sample Wave 34 N=307, Wave 38 N=304, Wave 42 N=306 110 Importance of provenance has slightly declined this wave. Knowing that green peas are grown in Australia remains the most important provenance information for consumers.
Vegetable Average 6.6
Wave 34: Mar-16 7.2 8.3 Wave 38: 8.4
Wave 38: Jul-16 7.5
Wave 42: Nov-16 7.3
Q14. When purchasing green peas, how important is Provenance to you? Q15. And when purchasing green peas, how important is that it is grown in Australia? Sample Wave 34 N=307, Wave 38 N=304, Wave 42 N=306 111
Expected Consumers expect green peas to remain fresh for over to stay a week once purchased, with these expectations fresh for 8.9 days largely being met most of the time.
8.3 days, Wave 34 8.8 days, Wave 38 Expectations Met
Wave 34: Mar-16 2% 6% 8% 60% 24%
Wave 38: Jul-16 2% 2% 8% 63% 25%
Wave 42: Nov-16 6% 10% 61% 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 green peas to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy green peas? Sample Wave 34 N=307, Wave 38 N=304, Wave 42 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 112
Green Peas Product Launch Trends. There were 506 green pea products launched globally over the last three Green Peas Global Launches months. The majority of launches were from the USA and China. Categories for launches were snacks and processed products. Key packaging for green August – November 2016 pea products was flexible formats.
Country Region
4% USA 10% 4% 16% China 9%
50% UK 9% 26% France 8%
Europe Asia Pacific Germany 8% North America Latin America 506 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
6% Low/No/Reduced Allergen 35% 7% Categories Gluten-Free 32% 8% 39% Processed Snacks No Animal Products Ingredients 27% 22% 19% 15% No Additives/ Preservatives 25% Bakery Meals Flexible Tray 10% 9% Bottle Carton Vegan 25% Flexible sachet 114
Green Peas Product Launches: Last 3 Months (August – November 2016) Summary
• There were 506 launches in the past 3 months globally that contained green peas as an ingredient, slightly higher than the previous wave (482).
• There were 10 products launched in Australia over the past three months.
• Europe (50%) and Asia Pacific (26%) were the key regions for launches.
• Flexible packaging (39%) was the most common format used for products.
• The main categories for launches were snacks (22%), processed products (19%), and bakery items (10%).
• Claims used on products highlighted health; low/no/reduced allergen (35%), gluten free (32%), and no animal ingredients (27%).
• The most innovative product launched included Green Pea Pasta from France. Source: Mintel (2016) Examples of these can be found in the following pages. 115 The majority of launches occurred in USA, China and the UK. The key categories for green pea launches are snacks, processed products and bakery items, relatively consistent with the previous waves.
Top Launch Countries Top Launch Categories
10% USA Snacks 22% 9% China Processed Fish, Meat & Egg Products 19% 9% UK Bakery 10%
8% France Meals & Meal Centers 9%
8% Germany Hair Products 6%
7% Canada Side Dishes 6%
4% Finland Sauces & Seasonings 5% 506 Global 3% Spain Other Beverages 4% Launches 3% Taiwan Skincare 3%
3% South Africa Soup 2% 116 The main claims being utilised included low/no/reduced allergen, gluten free and no animal ingredients. Flexible packaging was primarily used for green pea products, consistent across regions. Trays and bottles were also popular formats.
Pack Formats Used Top Claims Used
Flexible 39% Low/No/Reduced Allergen 35%
Tray 15% Gluten-Free 32% Global
Bottle 8% Global No Animal Ingredients 27%
Flexible 33% Low/No/Reduced Allergen 38%
Tray 25% Gluten-Free 32% Europe
Europe Flexible sachet 8% No Animal Ingredients 29%
Flexible 46% No Additives/Preservatives 21%
Bottle 9% Vegetarian 15%
Asia Asia
Asia Asia Pacific Pacific Tray 8% Social Media 15%
Only regions with n >30 are displayed
Innovative Green Peas Launches: 117 L3M (August – November 2016) Natural Polyphenol Antioxidants
Betterbody Foods LIVfit Axa Protein Muesli with Whole Creations Chicken & Quorn Vegan Schnitzel Plant Protein Apple & Coconut Pesto Gluten Free Pizza (Sweden) (USA) (Finland) (UK)
Axa Omena & Kookos Proteiinimysli (Protein Quorn Vegan Schnitzel (Schnitzel) can be Betterbody Foods LIVfit Plant Protein is Muesli with Apple & Coconut) is free from Whole Creations Chicken & Pesto Gluten easily prepared in a pan for 15 minutes or in said to be the ultimate blend of organic added sugar, contains complete protein from Free Pizza comprises a light and crispy an oven for 21 minutes. This product vegan proteins and helps to build and oats and peas, and naturally nourishing stonebaked pizza base and Mediterranean contains mycoprotein which is said to be very maintain muscles. This pure and natural super oats from Axa. It contains 40% more style tomato sauce, topped with mozzarella nutritious, low in fat and high in fiber and protein is free from allergens like dairy, soy, protein than regular muesli, and Axa oats are cheese, chargrilled chicken and nut-free protein. It retails in a 200g pack containing gluten, GMO, any added fillers, sugars, always 100% wholegrain and full of fibre, green pesto. The product is free from two units. sweeteners artificial colorings and vitamins and minerals. The product retails in hydrogenated fats, artificial colours, flavourings, making it a perfect option for a 650g pack featuring the Lantmännen preservatives and GMO, and retails in a 350g vegetarians, vegans and people with food Green Sprout logo. recyclable pack featuring the Facebook and sensitivities. Twitter logos.
Claims: No Additives/Preservatives, Kosher, Low/No/Reduced Sugar, Organic, Claims: Vegetarian, Botanical/Herbal, Gluten-Free, Claims: Claims: Cardiovascular (Functional), Digestive High/Added Fiber, Low/No/Reduced Sugar, No Additives/Preservatives, Gluten-Free, High/Added Fiber, Low/No/Reduced Fat, (Functional), Immune System (Functional), Wholegrain, Ethical - Environmentally Low/No/Reduced Transfat, Low/No/Reduced Vegan, High Protein, Ease of Use, No Low/No/Reduced Allergen, Vegan, No Friendly Product, High Protein Allergen, Ethical - Environmentally Friendly Animal Ingredients Animal Ingredients, GMO-Free, Weight & Package, GMO-Free, Social Media Muscle Gain
Source: Mintel (2016) Innovative Green Peas Launches: 118 L3M (August – November 2016) Natural Polyphenol Antioxidants
Coop Vegetardag Taco Explore Cuisine Organic Pedon More than Pasta Tekmar Green Line Filling Chickpea Spaghetti Green Pea Pasta Cappuccino Protein Bar (Norway) (Canada) (France) (France)
Coop Vegetardag Taco Fyll (Taco Filling) is Explore Cuisine Organic Chickpea Pedon More than Pasta Green Pea Pasta is Tekmar Green Line Cappuccino Protein Bar a meat substitute made of chopped pea Spaghetti is made using organic ingredients high in protein and fibre, about double than is a cappuccino flavoured snack bar made protein to be used in tacos, pizzas and of the highest quality, including beans, the regular pasta. This gluten and GMO free with 100% plant protein and coated in dark fajitas recipes. It is free from soy and gluten, peas, lentils and rice. This easy, quick and pasta is low in glycemic index and chocolate. This non-GMO and low GI and contains 0% meat and fish. The colourful product is USDA organic and carbohydrate, and is free from all allergens. product is enriched with fibre and vitamins sustainable and environmentally friendly kosher certified, and contains no GMO or The vegan product is kosher certified, cooks including L-carnitine, and retails in a 40g product is a source of protein, is suitable for gluten. This vegan product is low in fat, high in just five minutes, and retails in a recycled pack. It was on display at SIAL 2016 in vegetarians and vegans, and it retails in a in protein and fibre, and provides 11g of and recyclable 249g pack featuring the FSC Paris, France. 300g pack. protein per serving. It retails in a 227g logo. This product was on display at SIAL recyclable pack featuring the Facebook and 2016 in Paris, France. Instagram logos and a recipe suggestion.
Claims: Claims: High/Added Fiber, Kosher, Low/No/Reduced Claims: Claims: Vegetarian, Gluten-Free, Low/No/Reduced Fat, Organic, Gluten-Free, Low/No/Reduced High/Added Fiber, Kosher, Low/No/Reduced Allergen, Ethical - Environmentally Friendly Allergen, Ethical - Environmentally Friendly Carb, Low/No/Reduced Glycemic, Gluten- High/Added Fiber, Vitamin/Mineral Fortified, Product, Vegan, No Animal Ingredients Package, Ethical - Environmentally Friendly Free, Low/No/Reduced Allergen, Ethical - Low/No/Reduced Glycemic, GMO-Free Product, Ethical - Human, Ethical - Charity, Environmentally Friendly Package, Vegan, Vegan, High Protein, Time/Speed, Ease of High Protein, Time/Speed, No Animal Use, No Animal Ingredients, GMO-Free, Ingredients, GMO-Free Social Media
Source: Mintel (2016) Innovative Green Peas Launches: 119 L3M (August – November 2016) Natural Polyphenol Antioxidants
Hak Pea Mix for Soup Daiya Dairy & Soy Free Gold&Green Pulled Oats Peeled Snacks Peas Please (Netherlands) Peach Flavored Greek Style Nude Pulled Oats Sea Salt Organic Pea Yogurt (Finland) Snack
(USA) (USA) Hak Erwtenmix voor Soep (Pea Mix for Soup) is a source of protein. The mix is Gold&Green Pulled Oats Nude Nyhtökaura Daiya Dairy & Soy Free Peach Flavored Peeled Snacks Peas Please Sea Salt made from green and yellow peas, includes (Nude Pulled Oats) are described as an oat Greek Style Yogurt is said to be delicious, Organic Pea Snack consists of baked herbs and spices, and retails in a 250g pack and bean based protein food that is 100% rich and creamy, and contains sweet peach crunchy peas. The kosher certified product with a 21g pack of seasoning, and featuring animal free, and free from soy or wheat. It sun ripened to perfection. This kosher is made with real, simple ingredients such cooking instructions. contains 78g of perfect protein per pack, product contains probiotics, 8g of protein and is said to be an easy, convenient and as organic whole peas and wholegrain and 3g of fiber per serving, and is an high-quality vegetarian protein. This product brown rice, and is free from gluten and excellent source of calcium and vitamin is free from E-numbers, and it retails in a GMOs. This snack provides three and a half B12. It is free from dairy, soy and gluten, is 250g pack featuring a recipe idea. vegetable servings per bag and 5g of suitable for vegans and retails in a 5.3-oz. protein, 4g of fiber, and 15% daily value of pack. iron per serving.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Vegetarian, Kosher, Organic, Gluten-Free, Wholegrain, N/A Kosher, Gluten-Free, Low/No/Reduced Allergen, Vegan, No Animal Ingredients Low/No/Reduced Allergen, Ease of Use, No Low/No/Reduced Allergen, Ethical - Animal Ingredients Environmentally Friendly Product, Ethical - Human, GMO-Free
Source: Mintel (2016) Australian Green Peas Launches: 120 L3M (August – November 2016)
Greco's Ultrablast Cacao Superfood Syndian Natural Food Products Maggi Beef Stroganoff Recipe Base Breakfast 100% Natural Vegie and Lentil Burgers
Greco's Ultrablast Cacao Superfood Breakfast is made Syndian Natural Food Products 100% Natural Vegie and Maggi Beef Stroganoff Recipe Base has been relaunched with 100% natural ingredients including 10 vegetables, 10 Lentil Burgers have been repackaged in a newly designed with new ingredients in a newly designed 41g pack, fruits, dairy, protein, fibre and 3x organic cereal grains. It pack. These 100% natural, gluten free, vegan friendly, featuring the Facebook logo and a QR code. This product has a four star health rating and said to give 8% of your dairy free, yeast free and non genetically modified burgers is gluten free, and can be prepared by simply adding beef, day's dairy intake, plus a dollop of natural fibre and contain no artificial colours or flavours or preservatives. onion, mushrooms, sour cream and pasta. It is awarded protein, along with twice the recommended number of This product is kosher and halal certified and is described four out of five health star rating. super greens and fruits. It is free from gluten and has low as a healthy alternative for quick meals and features less glycemic index. than 120 calories per serve. It retails in a 400g pack containing four units.
Claims: Claims: Claims: All Natural Product, Organic, Low/No/Reduced Glycemic, No Additives/Preservatives, All Natural Product, Gluten-Free, Low/No/Reduced Allergen, Social Media Gluten-Free, Low/No/Reduced Allergen, On-the-Go, Ease Low/No/Reduced Calorie, Kosher, Halal, Gluten-Free, of Use Low/No/Reduced Allergen, Vegan, Time/Speed, No Animal Ingredients, GMO-Free
Source: Mintel (2016) 121
Kale. 122 Average consumption of kale has declined this wave, whereas purchase frequency has remained stable. Average Average Purchase Consumption Kale is typically purchased from 4.0 times 8.3 times mainstream retailers. There has been a per month per month slow decline in purchase from specialist
vegetable retailers and markets over the 4.2 times, Wave 34 9.0 times, Wave 34 last three waves. 3.9 times, Wave 38 9.1 times, Wave 38
Purchase Channels
53%53% 49% 51% 51% 42% 37%
29%28% 27% 23% 18% 16% 15% 13% 12%10% 11% 6% 6% 6% 5% 3% 5% 3% 3% 2% 0% 1% 1% 2% 2% 1% 1% 0% 1%
Coles Woolworths Specialist Fruit Markets Aldi Independent Direct from the Gourmet Costco Online Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q1. On average, how often do you purchase kale? Q2. On average, how often do you consume kale? Q5. From which of the following channels do you typically purchase kale? Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 123 Average Spend and Price Sensitivity.
Average weight of Recalled last spend Value for money purchase
The average consumer Recalled last spend on Consumers perceived typically purchases kale is $3.80, kale to be fair value for 700g of kale, a slight remaining consistent money (5.9/10), which increase from the with Wave 38. is consistent with the previous wave. previous wave.
700g, Wave 34 $4.20, Wave 34 6.0/10, Wave 34 600g, Wave 38 $3.80, Wave 38 5.9/10, Wave 38
Q3. How much kale 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 34 N=202, Wave 38 N=202, Wave 42 N=202 : Indicates HIGHER score than current wave. 124 Amount Purchased Bunched kale is the most common purchase format, consistent with if Selected (Wave 5) previous waves. This wave sees a noticeable increase in purchase of kale in pre-packaged large bags. 51% Mean Half Pumpkin 1.1 51%
88% 31% 86% 79% Whole Pumpkin Mean 1.4 32%
33% Quarter Pumpkin Mean 1.4 20% 19% 31% 15% 9% 8% 7% 8% 7% 6% 5% 5% 4%
Bunched Pre-packaged in small Pre-packaged in large Pre-prepared formats Pre-prepared mixed container/bag/tray container/bag/tray vegetable formats
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q4b. In what fresh formats do you typically purchase kale? Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202 Online and In-store Commodity Prices. 125 Green Kale.
Darwin, NT Woolworths: $4.00ea Coles: $4.50ea
The average price for Green Kale in Brisbane, QLD Woolworths: $3.00ea / $3.00ea Australia was $4.03 per bunch Coles: $4.50ea / $4.50ea
Adelaide, SA Woolworths: $3.50ea / $3.50ea Sydney, NSW Coles: $4.00ea / $4.50ea Woolworths: $4.00ea / $4.00ea Perth, WA Coles: $4.50ea / $4.50ea Woolworths: $3.90ea Coles: $4.50ea Canberra, ACT Woolworths: $3.90ea Melbourne, VIC Coles: $4.50ea November 2016 $4.03 each Average ▼ Woolworths: $2.90ea / $2.90ea Price Coles: $4.50ea / $4.50ea July 2016 $4.09 each ▲
Highest Lowest Price $4.50ea $2.90ea $1.60 Price Price Range Hobart, TAS Pricing was carried out on 17th November 2016 between 10am-12pm. Woolworths: $4.50ea Prices are displayed Online / In-store. Coles: $4.50ea Green text indicates promotional price. 126
15% Awareness of types of kale has Curly 9% continued to decline this wave with 10% 4% approximately two thirds of consumers Tuscan 5% still unable to recall a variety. 6% 6% Russian 2% Curly, Green and Tuscan are the most 3% recalled types. 0% Covolo Nero 2% 1% 1% Baby 0% 1% 0% Green Red Purple Black Kalette 4% 9% 6% 5% 2% 0% 59% Do not know any varieties 64% Colour recall for kale types 67%
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q6a. What varieties of kale are you aware of? (unprompted) Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202 The key drivers of purchase for kale are health related due to its specific 127 health and nutritional benefits. In contrast, wanting a variety of vegetables and not wanting to waste any are the key barriers to purchase.
Triggers Barriers 61% 7% As they are healthy 65% 10% I don't like the taste 58% 8% Specific health and nutritional 55% 7% 58% 5% Inconsistent or poor quality benefits 53% 8% To add variety to my vegetable 44% 7% 42% 8% Not versatile for my cooking style selection 40% 9% 24% 9% To use as an ingredient in dishes 29% 10% Other 37% 10% 33% 6% Easy to prepare/cook with 35% 11% I grow my own 35% 11% 27% 18% Cooks quickly 24% 16% Short shelf life 26% 16% 21% 26% It's versatile 21% 24% I consume enough to balance my diet 24% 21% 25% 22% They taste great 31% 26% Expensive 24% 21% 17% 26% To complement other food 20% 23% I don't want to waste any 22% 22% 17% 26% To add colour to a meal 17% 25% I want a variety of vegetables in my diet 17% 23% Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q7. Which of the following reasons best describes why you purchase kale? Q8. Which reason best describes why you don‟t buy kale more often? Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202
128
Australian and Chinese cuisine are Top 5 Consumption Occasions
popular for kale dishes, consistent with Wave 38 Wave 42 past waves. Dinner 55% 53% 17% Family meals 43% 41% used kale when Meal occasions tend to occur during cooking a new Quick Meals 33% 34% recipe dinner and family meals. Weekday meals 30% 30%
Lunch 23% 27% 20%, Wave 38
Typical Cuisine Cooked 80% Add kale into various dishes 60% they cook 48%
40% 32% 27% 20% 14% 14% 20% 5% 8% 7% 10%
0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Australian European Asian Other Cuisines
Q10. What cuisines do you cook/consume that use kale? Q11. Which of the following occasions do you typically consume/use kale? Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. Consumers prefer to use kale mainly with carrots, onions and 129 potatoes. Kale is generally stir fried, steamed, or eaten raw. There has been an increase of kale being sautéed over the last three waves.
Accompanying Vegetables
Top 10 Cooking Styles Carrot 42% Wave 34 Wave 38 Wave 42 Stir frying 36% 41% 45% Steaming 40% 36% 37% lettu Onion 32% Raw 36% 29% 34% ce Sautéing 16% 19% 23% Soup 18% 25% 19% Frying 9% 11% 14% Potato 27% Boiling 16% 17% 14% Other 14% 13% 12% Baking 10% 9% 11% carr Roasting 13% 8% 10% Capsicum 26% ot
Tomato 23%
Q9. How do you typically cook kale? Q10a. And when are you serving kale which of the following do you also serve together with this? Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202 130 The importance of kale provenance remains consistent with the previous wave. Knowing that kale is grown in Australia remains highly important information for consumers.
Vegetable Average 6.6
Wave 34: Mar-16 7.0 8.1 Wave 38: 8.1
Wave 38: Jul-16 6.8
Wave 42: Nov-16 6.8
Q14. When purchasing kale, how important is Provenance to you? Q15. And when purchasing Kale, how important is that it is grown in Australia? Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202 131
Expected Consumers expect kale to remain fresh for to stay approximately a week once purchased. This wave sees fresh for a decline in expectations of freshness being met at 6.8 days least most of the time. 7.0 days, Wave 34 6.9 days, Wave 38
Expectations Met
Wave 34: Mar-16 3% 7% 14% 59% 15%
Wave 38: Jul-16 4% 5% 8% 59% 21%
Wave 42: Nov-16 1% 8% 15% 55% 18%
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 kale to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy kale? Sample Wave 34 N=202, Wave 38 N=202, Wave 42 N=202 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 132
Kale Product Launch Trends. There were 183 kale products launched globally over the last three months. Kale Global Launches The majority of launches were in USA and the UK. Categories for launches were juice drinks and snacks. Key packaging for kale products were in August – November 2016 flexible packaging and bottles.
Country Region
2% 2% USA 29% 26% UK 12% 39%
Japan 11%
Canada 10% 31%
South North America Europe Korea 6% Asia Pacific Latin America 183 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
Low/No/Reduced 9% Allergen 46% 24% Categories 10% Gluten-Free 44%
Juice Snacks Organic 34% Drinks 19% 15% 26% 20% Fruits & Vegan 33% Meals Vegetables Flexible Bottle 17% No Animal Flexible stand-up pouch Tray 7% Ingredients 32% Tub 134
Kale Product Launches: Last 3 Months (August – November 2016) Summary
• There were 183 launches in the past 3 months globally that contained kale as an ingredient.
• There were 5 products launched in Australia over the past three months.
• North America (39%) and Europe (31%) were the key regions for launches.
• Flexible packaging (24%) and bottles (20%) were the most common formats used for products.
• The main categories for launches were juice drinks (26%), snacks (19%) and meals (17%).
• Claims used on products highlighted health; low/no/reduced allergen (46%) and gluten free (44%). Source: Mintel (2016) • The most innovative product launched were Kale & Spirulina Activated Crackers from the UK. More examples can be found in the following pages. 135 The majority of kale launches occurred in USA and the UK. The key categories for kale launches are juice drinks, snacks, and meals & meal centers, relatively consistent with the previous wave.
Top Launch Countries Top Launch Categories
29% USA Juice Drinks 26%
12% UK Snacks 19%
11% Japan Meals & Meal Centers 17%
10% Canada Fruit & Vegetables 7% 6% South Korea Processed Fish, Meat & Egg Products 6% 5% France Sauces & Seasonings 5%
4% Ireland Healthcare 4% 183 Global 3% Australia Baby Food 3% Launches 3% Spain Soup 3%
2% Germany Other Beverages 3% 136 The main claims globally were low/no/reduced allergen, gluten free and organic. Flexible and bottle packaging are primarily used for kale products.
Pack Formats Used Top Claims Used
Flexible 24% Low/No/Reduced Allergen 46%
Bottle 20% Gluten-Free 44% Global
Flexible stand-up pouch 15% Global Organic 34%
Flexible 31% Low/No/Reduced Allergen 61%
Bottle 25% Gluten-Free 58%
North
North North America
America Tub 11% Organic 52%
Flexible 21% Low/No/Reduced Allergen 47%
Tray 19% Gluten-Free 46% Europe Europe Flexible stand-up pouch 18% Vegan 46%
Only regions with n >30 are displayed
Innovative Kale Launches: 137 L3M (August – November 2016)
The Pulp & Press Juice Co. Eat! 2.0 Lemon Herb Veganz Beetroot-Lime Kale Garden Lites Veggie Bites Hulk Cold Pressed Fruit & Chicken Meal Chips Kale & Brown Rice Vegetable Juice (USA) (France) (Canada) (Canada) Garden Lites Veggie Bites Kale & Brown Eat! 2.0 Lemon Herb Chicken Meal contains Veganz Kale Chips Rote Bete-Limette white meat chicken, bell peppers, kale and Rice are described as a baked brown rice The Pulp & Press Juice Co. Hulk Cold (Beetroot-Lime Kale Chips) comprises brown rice in a lemon herb sauce. The snack with kale, onions and carrots. These Pressed Fruit & Vegetable Juice is a raw, organic dried kale leaves with an olive oil, microwaveable meal is minimally processed; microwaveable bites are free from gluten, fresh, organic juice with pineapple, beetroot and lime seasoning. This raw, contains 13g protein; is free from dairy, nuts and GMO and are said to be a cucumber, kale and avocado. The non- vegan product is a source of protein, preservatives, artificial flavors and colors. great snack or appetizer. The kosher pasteurized beverage is certified organic by contains no gluten and retails in a 30g pack The USDA inspected product is made with certified product provides 3g of protein and Ecocert Canada and retails in a 355ml pack, featuring the EU Green Leaf, BIO and 100% natural chicken, and retails in a 9.5- 70 calories per 43g serving and retails in a featuring the Canada Organic and Ecocert Facebook logos and the V-Label seal from oz. pack featuring the Facebook and Twitter 255g recycled pack containing 12 units, and logos. the European Vegetarian Union. This logos. bearing the Facebook and Twitter logos. product was on display at SIAL 2016 in The bites provide 2 PointsPlus according to Paris, France. the Weight Watchers scale.
Claims: Claims: Claims: Claims: Organic No Additives/Preservatives, Microwaveable, Organic, Vegetarian, Gluten-Free, Kosher, Microwaveable, Gluten-Free, Social Media Low/No/Reduced Allergen, Vegan, No Low/No/Reduced Allergen, Ethical - Animal Ingredients, Social Media Environmentally Friendly Package, GMO- Free, Slimming, Social Media
Source: Mintel (2016) Innovative Kale Launches: 138 L3M (August – November 2016)
Bionsan Lentils, Kale and Bilinski's Organic Kale Soupologie Spinach & Kale M&S Cook Menu Cod Nori Seaweed Balsamic Chicken Sausage Soup with Garlic Mornay with a Parsley (Spains) (USA) (UK) Crumb (UK)
Bionsan Lentejas, Col Kale y Alga Nori Bilinski's Organic Kale Balsamic Chicken Soupologie Spinach & Kale Soup with M&s Cook Menu Cod Mornay with a Parsley (Lentils, Kale and Nori Seaweed) is rich in Sausage has been repackaged. The USDA Garlic is said to be source of folate, vitamin Crumb is comprised of Icelandic cod fillets iron, calcium and vitamins A, C and K and is certified product is made from chickens A and C, protein and fibre, This soup is with cheese sauce, kale and cherry prepared with extra virgin olive oil. The raised without the use of antibiotics. The claimed to help to keep one's skin glowing tomatoes, topped with a parsley and lemon organic certified ready meal is suitable for fully cooked sausages do not contain since it is packed with vitamin A which crumb. It is a source of protein, which is vegans and retails in a 355g pack with a casing, are suitable for freezing, and just supports the maintenance of normal skin. needed to maintain growth in muscles. The bisphenol A free lid, featuring the EU Green need to be heated and served. The product This plant based product is free from dairy, ready-to-cook product cooks in 25 minutes Leaf logo. is free from gluten, and retails in a 12-oz. gluten and added sugar, and provides two and retails in a 320g FSC certified and pack bearing the USDA Organic, Facebook, of five a day per serving. partly recyclable pack, featuring a 20% Twitter, Pinterest, and Instagram logos as introductory offer and the Eat Well and well as heating instructions. Forever Fish logos.
Claims: Claims: Claims: Organic, Gluten-Free, Low/No/Reduced Low/No/Reduced Sugar, Microwaveable, Claims: Organic, Vegan, Ease of Use, No Animal Allergen, Ease of Use, Social Media Gluten-Free, Beauty Benefits, Ethical - Environmentally Friendly Package, Ingredients Low/No/Reduced Allergen, Vegan, No Ethical - Environmentally Friendly Product, Animal Ingredients, Social Media Ease of Use
Source: Mintel (2016) Innovative Kale Launches: 139 L3M (August – November 2016)
Saf Raw Miso & Cumin Saf Raw Kale & Spirulina Ikea Vegetable Balls Skin Food Bitter Green Kale Crisps Activated Crackers (Norway) Deep Cleansing Gel (UK) (UK) (South Korea)
Ikea Vegetable Balls are now available. The Saf Raw Miso & Cumin Kale Crisps are now Saf Raw Kale & Spirulina Activated Skin Food Bitter Green Deep Cleansing Gel ready-made product can be heated in the available. These raw snacks are made at 46 Crackers are high in fibre and free from is a low-irritating gel type cleanser that is microwave, and retails in a 1000g pack. degrees Celsius to preserve vital nutrients. gluten, dairy and soy. The raw crackers are said to purify and deep cleanse impurities This gluten and dairy free product is suitable suitable for vegans, and have been made at and soothe skin with its watery gel texture, for vegans, and is high in protein and fibre. 46°C. This product retails in a 50g pack and contains bitter green-5 complex of It retails in a 40g resealable pack and was containing two servings and was on display wheat sprout, kale, celery, cabbage, and on display at the Natural & Organic at the Speciality & Fine Food Fair 2016 in broccoli. The product is also said to deliver Products Europe 2016, London. Olympia, London. an anti-dust action, and retails in a 200ml pack.
Claims: Claims: Claims: Claims: High/Added Fiber, Gluten-Free, High/Added Fiber, Gluten-Free, Microwaveable, Ease of Use Botanical/Herbal, Cleansing* Low/No/Reduced Allergen, Vegan, High Low/No/Reduced Allergen, Vegan, No Protein, Convenient Packaging, No Animal Animal Ingredients Ingredients
Source: Mintel (2016) Australian Kale Launches: 140 L3M (August – November 2016)
Rafferty's Garden Vegetable Risotto Lovingearth Raw Organic Purple Food Love Kitchen Kale, Quinoa & with Prebiotic Fibre Happy Tummies Kale Chips Lemon Hommus
Rafferty's Garden Vegetable Risotto with Prebiotic Fibre Lovingearth Raw Organic Purple Kale Chips has been Food Love Kitchen Kale, Quinoa & Lemon Hommus is Happy Tummies is specially designed for babies over reformulated with a new recipe. The Australian certified said to be made using only the best natural ingredients, eight months old. This yummy, premium, mashed baby organic product is made with seeds not nuts and such as fresh garlic and extra virgin oil. This product food provides a natural source of protein, with two serves comprises of pumpkin seeds, chia and beetroot.. It is said contains no gluten, and retails in a 150g pack. of veggies per pouch to support good digestion. It is free to have been created with the perfect balance of sweet from added sugar, artificial colourings, artificial flavourings, and savoury flavours and is sourced from local organic preservatives, gluten and GM ingredients. It can be growers and imported premium ingredients. The crunchy microwaved, and retails in a 120g pack. chips retail in a 40g pack.
Claims: Claims: Claims: No Additives/Preservatives, Low/No/Reduced Sugar, Organic, Premium, Ethical - Environmentally Friendly Gluten-Free, Low/No/Reduced Allergen Microwaveable, Babies & Toddlers (0-4), Premium, Product Gluten-Free, Digestive (Functional), Low/No/Reduced Allergen, Prebiotic, GMO-Free
Source: Mintel (2016) 141
Leek. 142
On average, leeks are purchased two times a month, and are consumed approximately Average Average once a week. Purchase Consumption 2.1 times 4.1 times Purchase is typically through mainstream per month per month retailers, which is consistent with past
waves. 2.2 times, Wave 34 4.2 times, Wave 34 2.3 times, Wave 38 3.8 times, Wave 38
Purchase Channels 56%55% 56% 52%53% 53%
34% 31% 33% 24% 19% 20%21% 18% 18% 16% 16% 13%
3% 3% 3% 3% 3% 3% 2% 1% 2% 0% 0% 2% 0% 2% 2%
Coles Woolworths Specialist Fruit Markets Independent Aldi Direct from the Online Costco Gourmet Other and Vegetable Supermarkets grower Independent Retailer Retailers
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q1. On average, how often do you purchase leeks? Q2. On average, how often do you consume leeks? Q5. From which of the following channels do you typically purchase leeks? Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 143 Average Spend and Price Sensitivity.
Average weight of Recalled last spend Value for money purchase
The average consumer Recalled last spend on Consumers‟ perceived typically purchases leeks was $3.20, value for money is fair 700g of leeks, higher than the for leeks (6.1/10), remaining consistent previous wave. relatively consistent with previous waves. with past waves.
700g, Wave 34 $3.10, Wave 34 6.1/10, Wave 34 700g, Wave 38 $3.40, Wave 38 6.2/10, Wave 38
Q3. How much leek 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 34 N=202, Wave 38 N=200, Wave 42 N=201 : Indicates HIGHER score than current wave. 144 Amount Purchased Individual leeks are the most common purchase format, if Selected (Wave 5) consistent with past waves. Bunched leeks are also typically purchased. 51% Mean Half Pumpkin 1.1 51%
74% 75% 75% 31% Whole Pumpkin Mean 1.4 32% 37% 32% 34%
33% Mean 9% 11% 10% Quarter Pumpkin 4% 1.4 2% 2% 31% Loose Bunched Pre-packaged in small Pre-packaged in large container/bag/tray container/bag/tray
Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q4b. In what fresh formats do you typically purchase leeks? Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201 Online and In-store Commodity Prices. 145 Leek.
Darwin, NT Woolworths: $4.00ea Coles: $1.50ea
The average price for Leeks in Brisbane, QLD Woolworths: $2.00ea / $2.00ea Australia was $2.10 each Coles: $1.50ea / $1.50ea
Adelaide, SA Woolworths: $2.50ea / $2.50ea Sydney, NSW Coles: $1.50ea / $1.50ea Woolworths: $1.90ea / $1.90ea Perth, WA Coles: $1.50ea / $1.50ea Woolworths: $2.50ea Coles: $1.50ea Canberra, ACT Woolworths: $2.50ea Melbourne, VIC Coles: $1.50ea November 2016 $2.10 each Average ▼ Woolworths: $2.50ea / $2.50ea Price Coles: $2.50ea / $2.50ea July 2016 $2.21 each ▲
Highest Lowest Price $4.00ea $1.50ea $2.50 Price Price Range Hobart, TAS Pricing was carried out on 17th November 2016 between 10am-12pm. Woolworths: $2.50ea Prices are displayed Online / In-store. Coles: $2.50ea Green text indicates promotional price. 146
Awareness of leek varieties is low, with 84% of consumers unable to recall a type.
Q6a. What varieties of leek are you aware of? (unprompted) Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201 Using leeks as an ingredient in dishes, taste and ease of preparation are the 147 key drivers of purchase. In contrast, barriers to purchase are price and already consuming enough to balance their diet.
Triggers Barriers
75% 5% To use as an ingredient in dishes 68% 7% I grow my own 74% 4% 57% 3% They taste great 59% 3% Inconsistent or poor quality 64% 4% 43% 3% Easy to prepare/cook with 46% 6% Lack of variety available 54% 4% To add variety to my vegetable 45% 8% I don't know how to fit any more 46% 8% selection 45% 9% vegetables into my daily diet 42% 6% To complement other food 46% 9% Not versatile for my cooking style 39% 9% 36% 11% As they are healthy 31% 14% Other 29% 14% 18% 28% Cooks quickly 27% 29% I don't want to waste any 29% 21% 31% 23% I want a variety of vegetables in my It's versatile 32% 24% 25% 23% diet 21% 33% I like the texture 24% 28% I consume enough to balance my diet 22% 24% 25% 20% The whole family likes them 20% 19% Expensive 19% 25% Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16
Q7. Which of the following reasons best describes why you purchase leeks? Q8. Which reason best describes why you don‟t buy leeks more often? Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201
148 Australian, British and Chinese cuisines are most popular when Top 5 Consumption Occasions cooking leeks. Wave 38 Wave 42 Dinner 64% 68% 28% Meal occasions tend to occur during Family meals 54% 60% used leeks when cooking a new dinner. Over one quarter of consumers Weekday meals 39% 43% recipe used leeks when cooking a new recipe. Weekend meals 31% 35%
Quick Meals 23% 33% 25%, Wave 38
Typical Cuisine Cooked 80%
60% 40% 43%
40% 29% 24% 18% 20% 8% 7% 11% 5% 3% 0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 34: Mar-16 Wave 38: Jul-16 Wave 42: Nov-16 Australian European Asian Other Cuisines
Q10. What cuisines do you cook/consume that use leeks? Q11. Which of the following occasions do you typically consume/use leeks? Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 149 Consumers prefer to serve leeks with potatoes. This wave sees a significant increase in leeks being paired with zucchini. Leeks are generally cooked in soups and stir fries, consistent with previous waves.
Accompanying Vegetables
Top 10 Cooking Styles Potato 61% Wave 34 Wave 38 Wave 42 Soup 59% 74% 59% Stir frying 44% 41% 45% lettu Carrot 41% Sautéing 37% 31% 40% ce Slow Cooking 30% 35% 29% Frying 26% 21% 19% Steaming 18% 16% 14% Garlic 26% Roasting 13% 11% 13% Boiling 13% 15% 11% Baking 12% 11% 11% carr Grilling 5% 3% 4% Onions 26% ot
Zucchini 24%
Q9. How do you typically cook leeks? Q10a. And when are you serving leeks which of the following do you also serve together with this? Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201
150
The importance of the provenance of leeks has remained relatively consistent over the last three waves, sitting below the Vegetable Average.
Vegetable Average 6.6
Wave 34: Mar-16 6.5 8.2 Wave 38: 8.1
Wave 38: Jul-16 6.4
Wave 42: Nov-16 6.3
Q14. When purchasing leeks, how important is Provenance to you? Q15. And when purchasing Leeks, how important is that it is grown in Australia? Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201
151
Expected Consumers expect leeks to remain fresh for to stay fresh for over a week once purchased, which is 9.3 days increasingly being met all of the time.
8.7 days, Wave 34 9.2 days, Wave 38
Expectations Met
Wave 34: Mar-16 5% 3% 62% 29%
Wave 38: Jul-16 4% 8% 61% 27%
Wave 42: Nov-16 4% 5% 55% 35%
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 leeks to stay fresh for, once you have purchased it? Q13. How often is this length of freshness met when you buy leeks? Sample Wave 34 N=202, Wave 38 N=200, Wave 42 N=201 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.
152
Leek Product Launch Trends. There were 355 leek products launched globally over the last three months. Leek Global Launches The majority of launches were in Germany and Spain. Categories for August – November 2016 launches were meals and soups.
Country Region
3% 3% Germany 14% 3%
Spain 8% 23%
China 8% 68% Poland 8%
Europe Asia Pacific UK 8% Middle East & Africa North America 355 Global NPDs Latin America
Top Pack Formats Top Claims
No Additives/ 7% Preservatives 26% 8% Categories Microwaveable 25% 33% 14% Meals Soup Ease of Use 17% 31% 19% Ethical - 16% Environmentally 14% Sauces & Processed Friendly Package Flexible Tray Seasonings Products Low/No/Reduced Tub Flexible sachet 16% 10% Allergen 14% Flexible stand-up pouch 154
Leek Product Launches: Last 3 Months (August – November 2016) Summary
• There were 355 launches in the past 3 months globally that contained leeks as an ingredient, lower than the previous wave (428 launches).
• There were four products launched in Australia over the past three months.
• Europe (68%) was the key region for launches.
• Flexible packaging (33%) and trays (16%) were the most common format used for products.
• The main categories for launches were meals (31%), soups (19%), and sauces & seasonings (16%).
• Claims used on products included no additives/preservatives (26%), microwaveable (25%), and ease of use (17%). Source: Mintel (2016) • The most innovative product launched was Organic Spinach & Leek Flavoured Rice Balls from Poland. Other examples can be found in the following pages. 155
The majority of launches occurred in Germany and Spain. The key categories for leek launches are meals, soups and sauces & seasonings.
Top Launch Countries Top Launch Categories
14% Germany Meals & Meal Centers 31%
8% Spain Soup 19%
8% China Sauces & Seasonings 16% 8% Poland Processed Fish, Meat & Egg Products 10% 8% UK Snacks 8%
8% South Korea Side Dishes 5%
6% France Savoury Spreads 5% 355 Global 4% Netherlands Fruit & Vegetables 4% Launches 3% Austria Baby Food 1%
2% Czech Republic Dairy 1% 156 The main claims globally were no additives & preservatives, microwaveable and ease of use. Flexible packaging is the most commonly used pack format for leek products.
Pack Formats Used Top Claims Used
Flexible 33% No Additives/Preservatives 26%
Tray 16% Microwaveable 25% Global
Tub 14% Global Ease of Use 17%
Flexible 26% Microwaveable 29%
Tray 20% No Additives/Preservatives 27% Europe
Europe Tub 16% Organic 20%
Flexible 54% No Additives/Preservatives 20%
Flexible stand-up pouch 17% Halal 20%
Tub 10% Time/Speed 19%
Asia Pacific Asia Asia Pacific Asia
Only regions with n >30 are displayed
Innovative Leek Launches: 157 L3M (August – November 2016)
Coop Chicken and Bacon Biopont Organic Spinach & Jumbo Jamie Oliver Uni-President Natural Pie Leek Flavoured Rice Balls 'Spiced' Cauliflower Soup Shrimp and Leek (Sweden) (Poland) (Netherlands) Dumplings
(Taiwan) Coop Matig Paj med Kyckling & Bacon Biopont Chrupki Ryzowe ze Szpinakiem i Jumbo Jamie Oliver 'Spiced' Bloemkool (Chicken and Bacon Pie) is now available. Porem Bio (Organic Spinach & Leek Soep ('Spiced' Cauliflower Soup) is now Uni-President Natural Shrimp and Leek This product comprises a precooked pie Flavoured Rice Balls) are gluten free and available. It is a mix of chopped cauliflower, Dumplings feature a chewy dumpling skin, a shell with fine pieces of chicken and comprise extruded rice balls made from onion, yellow carrot, garlic, parsley and full filling and offer a fresh taste. These flavourful bacon. The product can be heated controlled, organic farming ingredients. The broth. The product retails in a 500g pack dumplings are free from preservatives, MSG in a microwave or regular oven, and it retails seasonal limited edition product is GMO- bearing Bewuste Keuze (Concious Choice) and flavouring, and can be served by in a 220g pack containing one portion. free, suitable for vegans and retails in a 60g logo. boiling, steaming or pan frying. The product pack. retails in a 500g pack containing 20 pieces.
Claims: Claims: Claims: Claims: Microwaveable Organic, Seasonal, Gluten-Free, N/A No Additives/Preservatives Low/No/Reduced Allergen, Vegan, No Animal Ingredients, Limited Edition, GMO- Free
Source: Mintel (2016) Innovative Leek Launches: 158 L3M (August – November 2016)
Happy Goat Fresh Goat Carrefour Bio Organic Jumbo Jamie Oliver Omis Schnelle Küche Cheese with Fine Herbs Vegetable Stock Granules 'Amazing' Fennel Dish Spinach Cheese Dumplings (France) (Italy) (Netherlands) (Germany)
Happy Goat Fromage de Chèvre Frais aux Carrefour Bio Brodo Granulare Vegetale Jumbo Jamie Oliver 'Amazing' Venkel Dish Omis Schnelle Küche Spinat Käseknöderl Fines Herbes (Fresh Goat Cheese with Fine (Organic Vegetable Stock Granules) have (Fennel Dish) is now available. The product (Spinach Cheese Dumplings) are made with Herbs) is now available. This organic been repackaged with an updated design. comprises fennel, leek, cherry tomatoes, fine Emmental cheese. The microwaveable product can be used as an aperitif or This organic-certified product has been steamed baby potatoes and spinach. The product is said to be very fluffy and ready in spread, and is suitable for vegetarians. It is made using ingredients farmed organically dish cooks in 17 minutes, can be served three minutes. The dumplings are produced made with organic milk form Netherlands, and without the use of synthetic fertilizers, with white fish or grilled chicken breast and in Austria and retail in a 270g pack. gluten-free, and retails in a 125g pack pesticides, or GMOs in order to preserve the retails in a 400g pack. featuring the EU Green Leaf logo. This environment, and retails in a 150g pack with product was on display at SIAL 2016 in a measuring cup and featuring the EU Paris, France. Green Leaf logo.
Claims: Claims: Claims: Claims: Organic, Vegetarian, Gluten-Free, Organic, Ethical - Environmentally Friendly N/A Microwaveable, Time/Speed Low/No/Reduced Allergen Product, GMO-Free
Source: Mintel (2016) Innovative Leek Launches: 159 L3M (August – November 2016)
AH Ovengroente Oven Sushinki Sushi for Kids Findus Just Wok It Hong Keohane's of Bantry Fish Vegetable Pumpkin, Sweet (Poland) Kong Vegetable Mix Made Easy Salmon with Potato and Caulifower (Norway) Vegetable, Wild Rice and (Netherlands) Chipotle (Romania)
Sushinki Sushi dla Dzieci (Sushi for Kids) is Findus Just Wok It Hong Kong Vegetable Keohane's of Bantry Fish Made Easy now available. It is described as a light and AH Ovengroente Pompoen, Zoete Mix has been relaunched with a new brand Somon cu Legume, Orez Salbatic si tasty snack for kids with dessert included. It Aardappel, en Bloemkool (Pumpkin, Sweet name, previously known as Findus Wok. It Chipotle (Salmon with Vegetable, Wild Rice can be consumed at home, at school or on Potato and Cauliflower) is ready to be contains red onion, garden peas and chili, and Chipotle) is now available. This the family picnic. This product contains prepared in the oven or on the barbecue. and is ready in seven minutes. The product microwavable product can be cooked in six salmon and fresh vegetables, and retails in This product is free from gluten and milk, retails in a 450g recyclable pack bearing to seven minutes, and retails in a 260g pack a 210g pack. and retails in a 425g pack, featuring the preparation instructions. providing one serving. Gezondere Keuze (Healthier Choice) logo and containing a tub with seasoned grilling oil.
Claims: Claims: Claims: Claims: Gluten-Free, Low/No/Reduced Allergen Children (5-12), On-the-Go Ethical - Environmentally Friendly Package, Microwaveable, Ease of Use Ease of Use
Source: Mintel (2016) Australian Leek Launches: 160 L3M (August – November 2016)
International Cuisine Japanese Style The Real Risotto Chicken and Farm Foods Pork & Leek Sausages Prawn Gyoza Mushroom Risotto with Oregano
The Real Risotto Chicken and Mushroom Risotto with International Cuisine Japanese Style Prawn Gyoza are Farm Foods Pork & Leek Sausages are new to the range. Oregano is now available. This heat and eat product can succulent prawn pieces with vegetables wrapped in a light The gluten-free product is crafted from fresh Australian be microwaved in four minutes and 30 seconds, and is dumpling pastry that can be pan fried, steamed or boiled. pork, sautéed leek, seasoned with mustard, roasted garlic free from artificial colours and flavours. It retails in a 500g The product is free from artificial colours and and thyme. It retails in a 450g pack. pack. preservatives, has a Health Star rating of three out of five, and retails in a 1kg pack, containing 48-50 dumplings and featuring preparation instructions.
Claims: Claims: Claims: No Additives/Preservatives No Additives/Preservatives, Microwaveable, Ease of Use Gluten-Free, Low/No/Reduced Allergen
Source: Mintel (2016) 161
In the Media. General Vegetable News 162 (August – November 2016)
Vegetable yogurt will become the trendy new food of choice next year, replacing traditional sweet flavours in the fridges of fashion-conscious shoppers, Waitrose has predicted.
Varieties such as carrot, beetroot and sweet potato have proved an unexpected hit in the US and will soon be making a mark in Britain, the supermarket said in its annual food and drink trends report.
The unlikely sounding product is due to follow up the 2016 success of seaweed, cactus water and bao buns, indicative of a public in thrall to “hip” new foods that look good on social media, the report said.
The report also found that people are taking increasing care over the presentation of their home-cooked food because of social media.
Almost 44 per cent of survey respondents said they made more of an effort when preparing food if they thought a photo of it would be posted on Instagram or other sites, while one in five said they had posted or sent a picture of food within the last month.
http://www.telegraph.co.uk/ Commodity News 163 (August – November 2016)
This year's broccoli production in Morrisons has launched the Astronauts aboard the Branch Farms, based in South Bay, Spain will match that of previous 'Hotter than Hell' pizza, featuring International Space Station have FL, is celebrating both its 60th campaigns, in spite of the "initial the British grown Naga - one of the anniversary, and the launch of its uncertainty" among growers, who started planting their third on- world's hottest chillies. Created for orbit crop of red romaine lettuce, new sweet corn variety, „Sweet delayed the first plantings in June, Halloween, it is believed to be the Emotion.‟ following the outcome of the Brexit hottest supermarket pizza ever NASA said. referendum and "the uncertainty made in the UK. Going forward, retailers who join the about whether there would be “Once the plants are Sweet Emotion program receive enough water for irrigation.” The Naga chilli has a Scoville approximately four weeks old, a exclusivity in their respective
rating of up to 1 million - 200 times selection of leaves can be markets. All participating retailers "The Brexit generated doubts harvested for a bit of fresh lettuce also gain access to marketing regarding how the market was going spicier than Tabasco sauce, and 200 times hotter than a Jalapeño. and possibly science samples,” support, including point-of-sale to behave, but it is a question of materials and social marketing trends that may change in the long explained said Nicole Dufour, Morrison's pizza counter staff are NASA‟s Veggie project manager. content. term and which may eventually result in the sale of Spanish broccoli no under strictly controlled conditions After several years of working with longer being profitable in the United when preparing the pizza, even Astronomers are using a plant seed breeders and grower partners, Kingdom. In any case, such trends donning safety goggles, latex growth system called “Veggie” for the team at Branch Farms should not change in the short or gloves, aprons and using their experiment. Techniques determined which varieties medium term," said the secretary of dedicated chopping equipment to learned from Veggie crops will performed best in terms of taste, the consortium for the promotion of handle the Naga. help NASA prepare for the quality, and shelf life. broccoli, +Brócoli, Javier Bernabéu Journey to Mars. http://www.freshplaza.com/ http://www.plymouthherald.co.uk/ http://www.hindustantimes.com/ http://www.freshplaza.com/ Commodity News 164 (August – November 2016)
Wal-Mart has begun offering What began as a grassroots A gardener from Wales has won Signature Sidekicks by Robert effort to celebrate the nutritional special permission from Irvine, a line of four fresh-cut benefits of kale as a trending Government officials to send his vegetable products for use in superfood, has grown into a giant leeks more than 6,000 cooking and meal preparation. worldwide movement. The fourth miles to Japan. annual National Kale Day was Preparation instructions are on on October 5, 2016. Kevin Fortey, 38, wanted to send the back. Ingredients are two 6ft-high giant veg to Tokyo – separately bagged within the In recent years, kale's popularity but was warned his leeks could pack. Preparation time is 10 has grown in both supermarkets be dangerous. and on restaurant menus. In fact, minutes or less, according to Whole Foods Market now buys Robert Irvine Foods. World record vegetable grower and sells more kale than all other Kevin was contacted by a
greens combined and other television company doing a One of the Signature Sidekick retailers have reported triple digit programme on Welsh culture and products includes – Sesame sales increases. This growing wanted to be sent the country‟s Ginger Stir Fry with bok choy, interest in kale has growers and national vegetable. red onions, carrots, snow peas, manufacturers excited about the Asian sesame ginger sauce, opportunity to promote, not just garlic and grapeseed oil. kale, but all leafy greens.
http://www.thepacker.com/ http://www.freshplaza.com/ http://www.walesonline.co.uk/ 165
Project Harvest Background & Methodology 166 Background to the research. 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 42, November 2016) focuses on: 1 Broccoli 1 Chillies 1 Lettuce 1 Sweet Corn 1 Green Peas 1 Kale 1 Leek
This current report will highlight any observations in regards to these specific commodities.
This project has been funded by Horticulture Innovation Australia Ltd using the vegetable levy and matched funds from the Australian Government.
167
Online Methodology. General consumer Questions
Consumers were recruited via an Online Panel. If the Demographics consumers met the recruitment requirements of sufficient vegetable consumption (monthly) they were asked to complete the online questionnaire. Vegetable Consumption
All consumers completed general demographic and consumption questions. If consumers purchased any of the specific commodities within the last month they would complete 1/7 Commodities those questions. A minimum of N=500 consumers completed the questionnaire. Commodity Specific Questions Topics covered in the questionnaire were vegetable purchase and consumption, category health, price and value perceptions, Category Health triggers and barriers to purchase and preparation and cooking preferences. Purchase & Consumption Habits An additional two ad-hoc questions were 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 took 15 minutes to complete. Preparation Preferences Questions asked appear on the bottom of each page of this report. Unless stated otherwise, all scales were 0 -10 scales, with higher scores indicating greater agreement/liking/importance etc. + 2 Ad hoc Questions per Month 168
Broccoli Chilli Lettuce Sweet Corn Green Peas Kale Leek n=315 n=201 n=313 n=307 n=306 n=202 n=201 Gender Male 40% 60% 38% 38% 33% 41% 40% Sample. Female 60% 40% 62% 62% 67% 59% 60% Age Consumers represented most states 18-24 y.o. 4% 3% 4% 3% 3% 3% 2% and territories, as well as both metro and rural areas. 25-34 y.o. 12% 10% 9% 21% 19% 20% 12% 35-44 y.o. 17% 14% 14% 21% 18% 19% 11% Demographic information about age and household structure was also 45-54 y.o. 19% 20% 19% 21% 17% 22% 14% collected to examine differences 55-64 y.o. 24% 27% 26% 19% 22% 20% 22% between life stages. 65+ y.o. 24% 25% 28% 16% 23% 15% 38% To qualify for the questionnaire, Household consumers... Single Income no Kids 19% 23% 22% 13% 19% 22% 21%
1 Were aged 18 years and over Double Income no Kids 17% 22% 15% 14% 16% 20% 18%
1 Purchased fresh vegetables at Young Families 14% 9% 11% 20% 17% 16% 11% least once a month Established Families 24% 17% 24% 30% 24% 23% 14%
1 Purchased at least one of the Empty Nesters 27% 28% 28% 23% 25% 18% 36% monthly commodities (broccoli, Location chilli, lettuce, sweet corn, green New South Wales 17% 17% 16% 17% 17% 24% 17% peas, kale, leek) within the last Victoria 18% 24% 14% 18% 17% 26% 23% month South Australia 15% 18% 20% 13% 15% 9% 20% Queensland 15% 16% 15% 21% 13% 17% 15% 1 Were the main or joint grocery Western Australia 15% 16% 14% 14% 16% 18% 15% buyer. Tasmania 15% 5% 13% 8% 11% 3% 6% Australian Capital Territory 5% 3% 7% 7% 9% 2% 2% Northern Territory 1% 0% 1% 1% 1% 0% 0% 169 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%