1
Wave 30, November 2015 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 13 1 Overall Vegetable Tracker 16 1 Broccoli 20 1 Chilli 40 1 Lettuce 60 1 Sweet Corn 80 1 Green Peas 100 1 Kale 120 1 Leek 140 1 In the Media 160 1 Background & Methodology 164 3
Wave 30: Executive Summary 4 Industry Insight.
In January 2014, Wave 8 of the Project Harvest Vegetable Consumption Tracker found that children consumed, on average, 2.4 serves of vegetables per day – fewer than the Australian Guide to Healthy Eating recommendation of 2.5 to 5.5 serves. This illustrates why there is such a concern around unhealthy diets and why this is a current focus for HIA, as well as for other national institutions.
In October 2015, the Royal Children’s Hospital surveyed a nationally representative sample of 1993 adults for their “Top Ten Child Health Problems” report. The results reveal that an Unhealthy Diet was ranked in the top four concerns, coming in after Excessive Screen Time, Obesity and a Lack of Physical Activity. These issues were more commonly rated as “big problems” facing all children compared to other concerns, such as Bullying, Illegal Drug Use, Violence, Internet Safety or Sun Safety.
A positive correlation was observed between children’s age and parents’ concerns about their unhealthy diets, aligning with findings of the Australian Health Survey (2011-13) that revealed those aged between two and three were more likely to meet the recommended usual intake of vegetables (49%) compared to children aged 4-18 (less than 10%). Interestingly, Unhealthy Diets were considered much more of a problem for all children (58%) than for respondents’ own children (11%). This in itself shows the challenge around effectively changing behaviour: parents believe there are real problems, but not in their own homes. 5 Industry Insight continued.
To help address these concerns about unhealthy diets in children, HIA commissioned research into strategic initiatives to increase their vegetable consumption through project VG13090 A strategy to address consumption of vegetables in children. This has resulted in four priority areas of future focus: collaboration between those in and outside the horticulture industry; initiatives to engage children; continued research into new initiatives; and policy changes. These should be pursued whilst acknowledging the difficulty parents have with recognising their role in the problem, as well as working with what parents told us in Wave 8 of the current Vegetable Consumption Tracker: that the taste of particular vegetables has an impact on children’s consumption habits. This tracker told us that vegetables with bitter, sour, tart or aniseed-like flavour (such as witlof, chicory, artichoke and fennel) can inhibit consumption, suggesting that offering children vegetables with a blander or sweeter flavour profile may help in this most important quest!
Broccoli Grower Action Plan. 6
Wave 30 Fast Facts – Broccoli
7 Consumer sentiment is in line with the Vegetable is the number of days broccoli is Average for all vegetables tracked thus far. There are 7.7 expected to remain fresh. high levels of endorsement for broccoli. days
7 On average broccoli is purchased 4 times per month and consumed 10 occasions per month. Mainstream retailers are the main purchase locations.
7 Consumers typically purchase 800g of broccoli per 1. 2. occasion, relatively consistent with previous months. Broccoli is perceived to be good value for money, Insight: Insight: increasing this wave. Individual heads of broccoli are Health is an increasing trigger to the preferred format. There has been a lack of new broccoli purchase. product development globally, 7 National pricing analysis revealed an average of and only three product launches $3.69 per kg, which is substantially lower than July, 2015 prices. domestically in the last three months. 7 Overall awareness of broccoli types remains low. Over half of consumers are unable to recall any Short Term variety. Long Term Recommendation: 7 The key motivations for purchasing broccoli are Recommendation: health and convenience. The main barriers to Appeal to Conscious Improver Snacking is a growing category purchase are that broccoli is not available in their consumers by clearly labelling area and that they don’t want to waste any. in Australia – look to the USA for the health benefits of broccoli at innovative broccoli snacking 7 Broccoli is expected to remain fresh for a week. point of sale, including specific products, including chips and Expectations of freshness are stable and in line with vitamin and nutrient benefits. previous waves. poppers. This should encourage more frequent broccoli purchases. Chilli Grower Action Plan. 7
Wave 30 Fast Facts – Chilli
7 Chillies hold strong importance to consumers and $18.64 was the average price for chillies in are likely to be recommended to family and November, 2015 per kg friends. There is strong future purchase intent for chillies.
7 Chillies are purchased 4 times a month and consumed on 10 occasions per month, which has declined this wave. Purchase is from mainstream and specialist retailers. 1. 2. Insight: Insight: 7 Consumers generally purchase 300g of chillies, with recalled last spend consistent at $4.00. There has been a decline in A considerable number of Overall, chillies are perceived as fair value for consumption of chillies in past consumers grow their own money. chillies. Additionally, purchase of waves. However, consumers are 7 Pricing analysis revealed the average national open to experimenting with chilli plants is on the rise. price for long red chillies was $18.64 per kg, chillies when cooking a new slightly higher than prices in July 2015. recipe. Long Term
7 There is a high level of recall for chilli varieties. Recommendation: Jalapeno and birds eye have the greatest Short Term awareness amongst consumers. Further differentiate chilli Recommendation: varieties by creating cuisine- 7 Main triggers for purchasing chillies are to use as specific chillies, such as by an ingredient in dishes and taste. The key barriers Inspire consumers with new to purchase are consuming enough for their needs recipe ideas that contain chilli at encouraging consumers to use and not wanting to waste any. point of purchase. Clearly call jalapenos for Mexican cooking out expected heat levels of and birds eye chillies for Thai. 7 Chillies are expected to remain fresh for just over This will create the need for 10 days, and this freshness is met most of the dishes to avoid alienating less time. frequent users. multiple varieties rather than a chilli plant for all cuisines. Lettuce Grower Action Plan. 8
Wave 30 Fast Facts – Lettuce
7 Lettuce holds high levels of importance and 14.7 is the average number of consumption satisfaction with consumers. Future purchase occasions for lettuce per month. intent has remained stable. times
7 Lettuce is purchased on average 4 times per month and consumed approximately 15 times per month. Purchase is primarily from mainstream retailers. 1. 2. 7 On average, consumers are purchasing 700g of Insight: Insight: lettuce, which is consistent with the previous wave. Recalled last spend was $2.70. Value for money is Knowing that lettuce is grown in Fear of wastage remains a key perceived as fair. Australia is highly important to barrier to purchase. Lettuce also has the highest level of wastage 7 Price tracking revealed an average price of $2.22 consumers. of all vegetables tracked. per Iceberg lettuce head. This is lower than prices from July 2015. Long Term 7 There is a high level of awareness of lettuce types, Short Term especially Iceberg and Cos. Recommendation: Recommendation: Consumers want smaller portion 7 The main motivations for purchasing lettuce are Ensure that all lettuce varieties health and complementing other food. Not wanting sizes to help reduce their to waste any and short shelf life are the key have Australian provenance wastage. Ensure there are barriers to purchase. called out in-store and on-pack. multiple sizes of pre-prepared Where possible, communicate 7 Lettuce is expected to stay fresh for a week. lettuce formats that will appeal Expectations of freshness are met most of the locally grown lettuce (i.e. state to couples, small families, and time, consistent with previous waves. provenance). large families. Sweet Corn Grower Action Plan. 9
Wave 30 Fast Facts – Sweet Corn
7 Sweet corn holds high levels of satisfaction for of consumers purchase sweet corn in pre- consumers, and they are likely to recommend 54% packaged small trays. sweet corn to family and friends.
7 Purchase frequency of sweet corn is around 4 times per month and on average sweet corn is consumed on 6 occasions per month.
7 On average, consumers purchase 0.9kg of sweet 1. 2. corn, with recalled last spend $4.20. Perceived Insight: Insight: value for money is good (6.7/10), consistent with the previous wave. Weight and diet management has Grilling corn is continuing to doubled as a barrier to purchasing grow in popularity. 7 Analysis of pricing nationally revealed an average price of $1.42 per cob, which was slightly higher sweet corn over the last three than in July 2015. waves.
Long Term 7 Awareness of sweet corn remains very low, with two thirds of consumers unable to recall a type. Recommendation: Short Term 7 Taste is the primary trigger to purchase. Ease of Recommendation: To increase awareness of grilling preparation is becoming a stronger influence on as a cooking style, provide purchase across waves. Already consuming To negate negative perceptions of enough and wanting a variety of vegetables are cooking instructions on all packs the main barriers to purchase. sweet corn, include nutritional (with husk and without). As we panels or health star ratings and enter warmer months, consider 7 Consumers expect sweet corn to remain fresh for nutritional claims on pack (such as adding corn to meat grill packs approximately 8 days, and this longevity is likely to sweet corn cobs having less be met most of the time. for family BBQs. calories than an apple). Green Peas Grower Action Plan. 10
Wave 30 Fast Facts – Green Peas
7 Green peas hold high levels of importance and is the number of days green peas are consumers are likely to recommend peas to family 7.7 expected to remain fresh. and friends. Future purchase intent looks stable. days
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 Insight: Insight: wave. Recalled last spend was $4.20. Value for money is perceived as fair. Awareness of green pea Consumers are increasingly varieties has fallen this month. eating green peas raw. 7 Price tracking revealed an average price of $11.87 per kg of snow peas, which has continued to decline over the last three waves. Short Term Recommendation: Long Term 7 Over half of consumers are unable to recall a type Recommendation: of green pea. Snow Peas and Snap Peas have the Ensure pea varieties are clearly highest level of recall. labelled at point of sale. Further Investigate new product 7 The main motivations for purchasing green peas differentiate types of green peas development opportunities that are taste and health. Already consuming enough by communicating specific include raw green peas including and not wanting to waste any are the key barriers pre-prepared salad mixes and to purchase. flavour profiles and suitability in cooking and cuisine styles. slaws. 7 Green peas are expected to stay fresh for 8 days. Expectations of freshness are met most of the time. Kale Grower Action Plan. 11
Wave 30 Fast Facts – Kale
7 There are high levels of interest in kale, with of consumers use steaming consumers likely to recommend it to family and 39% as a method for cooking kale. friends. There is strong future purchase intent, with one third of consumers indicating they intend to increase the amount they currently purchase.
7 On average, kale is purchased 4 times per month, and consumers 9 occasions per month. 1. 2. 7 On average, consumers purchase 600g of kale. Insight: Insight: Value for money is perceived to be fair. Kale has lower than average Short shelf life has increased as 7 Analysis of pricing nationally revealed an average consumer satisfaction and a barrier to purchase this wave, price of $3.26 per bunch, which is slightly lower while wastage remains the key than in July 2015. declining value for money, but strong future purchase intent. barrier for kale purchase. 7 Awareness of kale varieties has substantially improved, however 61% of consumers are still Short Term Long Term unable to recall a type. Recommendation: Recommendation: 7 Health and nutrition are the primary triggers to purchase. Not wanting to waste any and Communicate the versatility of As a newer vegetable in consuming enough for their needs are the main kale by promoting various meal consumers’ repertoire, there is a barriers to purchase. need for education on the occasions such as smoothies for 7 Consumers expect kale to remain fresh for nearly breakfast, salads for lunch and optimal storage of kale. Coming a week, and this longevity is likely to be met most chips for a snack. This should into the warmer months, of the time. increase value for money and highlight freezing of kale as a satisfaction perceptions. storage option, which will also minimise wastage. Leek Grower Action Plan. 12
Wave 30 Fast Facts – Leek
7 Consumer sentiment for leeks are in line with of consumers used leeks the Vegetable Average. 26% when cooking a new recipe.
7 Leeks are purchased on average twice per month and consumed four times per month, slightly higher than the previous wave. Purchase is primarily from mainstream retailers. 1. 2. 7 On average consumers are purchasing 800g of leek. Recalled last spend was $3.50, with value Insight: Insight: for money perceived to be fair. Ease of preparation is a trigger There has been an increase in leeks used in Asian cuisine, in 7 Price tracking revealed an average price of to purchase. Quick meal $2.27 per leek, relatively consistent with the occasions are increasing in particular Chinese and Thai. Stir previous wave. popularity. frying is also on the rise.
7 Awareness of leek types is very low, with 91% Short Term of consumers unable to recall a type. Long Term Recommendation: 7 The main motivations for purchasing leeks are Recommendation: to use as an ingredient in dishes and that they Appeal to time-poor consumers taste great. Already consuming enough and not by highlighting its convenience, Investigate new product wanting to waste any are the key barriers to ease of cooking and versatility development that includes leek purchase. for quick meals, such as in pre-prepared stir fry packs
7 Leeks are expected to stay fresh for over a frittatas, quiches, omelettes and substituting out spring onions week. Expectations of freshness are met most soups. and shallots. of the time. 13
Wave 30: Response to Ad hoc Questions 14 Vegetable Wastage. Since 2013, there has been a directional increase in the amount of wastage of fresh vegetables. Overall, vegetable wastage still remains relatively minimal, even 16% 15% though it has increased by 14% approximately 3% in absolute terms. 12% 12% 12% 10% 10% 9% 9% 9% 8% 8% 8% 8% 8% 8% 7% 7% 7% 6% 6% 6% 6% 6% 6% 5% 5% 4% 4% 4% 2% 2%
0% Lettuce Spring Onion Cauliflower Pumpkin Capsicums Cucumbers Beans Broccoli Baby Broccoli Carrots Zucchini Sweetpotato Sweet Corn Green Peas
Wave 5: Oct-13 Wave 30: Nov-15
Lettuce, spring onion and cauliflower have the most wastage.
AHW30Q1. Of the vegetables below, what percentage of the amount that you purchase, do you typically not use? Base: Wave 5 N=589, Wave 30 N=613 15
There has been little variation in strategies to Reducing Wastage. reduce vegetable wastage since 2013.
Over one third of consumers still believe that they could not reduce their wastage. Opportunity for 8 education. However, this wave saw an increase in consumer perceptions that greater knowledge about the use of parts which they discard would enable them to 37% 36% minimise waste. Further education may be 34% 35% required to enable consumers to utilise the whole vegetable. 27% 27%
22% 17% 15% 16% 13% 13% 13% 11% 11% 9%
I do not think I can Increase longevity Smaller portion Increased Increased Recipes available Greater availability Information on reduce my of freshness and sizes knowledge for the knowledge of the at time of purchase of pre-prepared portion/serving vegetable wastage shelf life use of the parts I health benefits for clearly vegetables sizes discard the parts I discard communicating the communicated on amounts required vegetable labels to cook the meal
Wave 5: Oct-15 Wave 30: Nov-15 8 AHW30Q2. How could this wastage be reduced? Base: Wave 5 N=589, Wave 30 N=613 16
Wave 30: Overall Vegetable Tracking 17
Top 20 Vegetables Carrots Tomatoes Purchased Last Month Potatoes Onion Lettuce Broccoli Carrots, tomatoes and potatoes continue to Cucumbers be the staple vegetables most popular with Capsicums consumers. Celery Pumpkins Vegetable purchase in November is Sweetpotato consistent with past waves. Whilst there has Cauliflowers been little variation, purchase of cucumber Beans and lettuce has increased over the past two Garlic waves in line with the warmer months. Cabbage Spring Onion Zucchini Peas Baby Broccoli Sweet Corn
0% 20% 40% 60% 80% 100%
Wave 25 Wave 26 Wave 27 Wave 28 Wave 29 Wave 30
Sample Wave 30 N=948 (base in higher as Q appears in Screener) S8. Which of the following fresh vegetables have you purchased in the last month? 18
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? Category health and consumer sentiment remains strong, 19 especially for endorsement and interest compared with the vegetable average.
Kale, green peas and chillies have strong future purchase intent, while other commodities appear stable.
Sweet Green Vegetable Broccoli Chillies Lettuce Kale Leek Corn Peas Average
Importance 6.4 7.2 7.0 6.5 7.3 6.5 6.3 6.4
Satisfaction 7.1 6.5 7.0 7.0 6.8 6.2 6.6 6.6
Endorsement 7.4 7.4 7.0 7.3 7.3 7.3 7.1 6.9
Interest (New Varieties) 6.3 7.3 6.4 6.5 6.8 6.7 6.5 6.3
Future Purchase More 13% 20% 17% 18% 21% 32% 10% 15% Same 86% 80% 83% 80% 77% 65% 89% 83% Less 1% 0% 0% 2% 2% 3% 1% 1%
Vegetable Average is the mean of all commodities from Wave 1, up to and including current wave. 20
Broccoli. 21 Both consumption and purchase frequency of broccoli have remained relatively stable this Average Average wave. Purchase Consumption 4.1 times 10.5 times Purchase is typically from per month per month mainstream retailers, with Aldi becoming an increasingly popular 4.2 times, Wave 22 10.1 times, Wave 22 purchase channel. 4.5 times, Wave 26 10.5 times, Wave 26
Purchase Channels 61% 59% 58% 58% 55% 57%
35% 35% 32%
21% 20% 20% 19% 19% 17% 16% 15% 17%
4% 4% 4% 3% 3% 3% 0% 1% 2% 2% 2% 0% 0% 1% 0% 0% 1% 2%
Coles Woolworths Specialist Markets Independent Aldi Online Direct from Gourmet Costco Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
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 $3.40, which has slightly good value for money consistent with the previous declined over the last (6.4/10). There has been wave. three waves. an increase in value perceptions across waves.
700g, Wave 22 $3.60, Wave 22 6.1/10, Wave 22 800g, Wave 26 $3.50, Wave 26 6.2/10, Wave 26
Q3. How much
97% 94%
5% 6% 3% 4% 4% 3%
Individual Broccoli Pre-packaged in small Pre-packaged in large Pre-prepared formats container/ bag/tray container/ bag/tray
Wave 26: Jul-15 Wave 30: Nov-15
Q4b In what fresh formats do you typically purchase Broccoli? Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302 Online and In-store Commodity Prices. 24 Broccoli.
Darwin, NT Woolworths: N/A Coles: $3.90kg
The average price for broccoli Brisbane, QLD Woolworths: $3.88kg / $3.88kg in Australia was $3.69kg Coles: $3.90kg / $3.90kg
Adelaide, SA Woolworths: $3.90kg / $3.90kg Sydney, NSW Coles: $3.90kg / $3.90kg Woolworths: $3.98kg / $3.98kg Perth, WA Woolworths: $4.98kg Coles: $3.90kg / $3.90kg Coles: $3.50kg Canberra, ACT Woolworths: $3.98kg Melbourne, VIC Coles: $3.98kg • The average price of broccoli was substantially lower than July 2015, with a national Woolworths: $3.5kg / $3.5kg average of $3.69 per kg. Coles: $2kg / $2kg • There were multiple price promotions across Perth and Melbourne. Otherwise prices were relatively consistent between states and retailers. • The lowest price was $2.00 per kilo and the highest price was $4.98 per kilo. The retail price range this wave was $2.98 per kg. Hobart, TAS Pricing was carried out on 17th November 2015 between 10am-12pm. Woolworths: $4.98kg Prices are displayed Online / In-store. Green text indicates promotional price. Coles: $3.90kg 25
38% 40% Broccolini 34% 27% Overall awareness of broccoli 30% Broccoli types is relatively consistent 37% across waves, with just over 5% half of consumers unable to 3% Chinese Broccoli recall a type. 3% 3% Other varieties recalled are 3% Purple Consumers recall ‘Broccolini’ Calabrese, Arcadia and and generic names, such as Marathon. 3% 1% ‘broccoli’, with very few 1% Other consumers able to name 2% specific types. 55% 52% Do not know any varieties 56%
Wave 30: Nov-15 Wave 26: Jul-15 Wave 22: Mar-15
Q6a. What varieties of
Triggers Barriers
57% 3% As they are healthy 65% 3% Not versatile for my cooking style 68% 4% 54% 4% Easy to prepare/cook with 61% 4% I grow my own 60% 4% 47% I don't know how to fit any more vegetables into 11% They taste great 51% my daily diet 48% 6% 11% To add variety to my vegetable 46% 45% 8% Other selection 46% 7% 6% Specific health and nutritional 42% Added in Wave 26 4% Inconsistent or poor quality benefits 41% 7% 42% 13% Cooks quickly 45% 13% Short shelf life 40% 15% 34% 25% To use as an ingredient in dishes 38% 27% I consume enough to balance my diet 37% 19% 38% 18% To add colour to a meal 34% 23% Expensive 34% 20% 32% To complement other food 31% 25% I don't want to waste any 32% 28% 24% 43% Not available in my area The whole family likes them 33% 28% 31% 35% Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15 Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Q7. Which of the following reasons best describes why you purchase
Dinner is the main meal occasion Top 5 Consumption Occasions for broccoli consumption. Wave 26 Wave 30 Cuisines typically cooked remain 13% relatively consistent this wave, Dinner 82% 77% used broccoli Family Meals 61% 62% when cooking a with Australian and Chinese new recipe cuisines being most popular. Weekday Meals 53% 46% Quick Meals 37% 39% 9%, Wave 22 Weekend Meals 42% 39% 14%, Wave 26
70% Typical Cuisine Cooked 60%
50% 57%
40% 45% 47% 30%
20% 10% 15% 23% 6% 10% 5% 5%
0% 11% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Carrot 65% Top 10 Cooking Styles Wave 22 Wave 26 Wave 30 Steaming 62% 66% 68% lettu Stir frying 49% 57% 47% Potato 57% ce Boiling 36% 39% 36% Microwave 28% 26% 26% Soup 12% 16% 13% Raw 9% 12% 10% Cauliflower 40% Sautéing 6% 11% 10% Frying 0% 8% 9% Slow Cooking 9% 10% 7% carr Roasting 4% 8% 6% Sweet 35% Potatoot
Pumpkin 30%
Q9. How do you typically cook
Vegetable Average 6.5
Wave 22: Mar-15 6.9 7.9
Wave 26: Jul-15 6.9
Wave 30: Nov-15 6.7
Q14. When purchasing
Broccoli is expected to stay fresh for just Expected over a week, slightly above previous waves. to stay Expectations of freshness are being met fresh for most of the time. 7.7 days
7.2 days, Wave 22 7.4 days, Wave 26 Expectations Met
Wave 22: Mar-15 2% 6% 12% 68% 12%
Wave 26: Jul-15 3% 6% 11% 63% 17%
Wave 30: Nov-15 2% 7% 12% 63% 16%
Never Met Rarely met Met some of the time Met half of the time Met most of the time Always met
Q12. How long do you expect
Broccoli Product Launch Trends. There were 282 new broccoli products launched globally over the last 3 Broccoli Global Launches months. Top categories for launch were meals and fruit and vegetables. September – November 2015 These launches occurred primarily across Europe and North America.
Country Region
2% USA 21% 12% 31% Canada 9%
Japan 8% 26%
Mexico 6% 30%
Germany 5% Europe North America Asia Pacific Latin America 282 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
7% Microwaveable 31% 7%
29% Categories No Additives/ 8% Preservatives 29%
Fruits & Low/No/Reduced Meals 27% Vegetables Allergen 13% 29% 14% 17% Gluten-Free 23%
Flexible Tray Snacks Skincare Flexible sachet Bottle 11% 9% Ease of Use 20% Flexible stand-up pouch Carton 33
Broccoli Product Launches: Last 3 Months (September – November 2015) Summary
• A total of 282 products containing broccoli as an ingredient were launched globally within the last 3 months, which is up from the previous wave.
• There were 3 products containing broccoli launched in Australia in the past 3 months (see upcoming slide for more detail).
• Europe (31%), North America (30%) were the top regions for broccoli product launches.
• Flexible pack formats (29%) 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 (29%), fruit and vegetable products (14%), and snacks (11%). Source: Mintel (2015) • The core claims used for launches centred around convenience and health, with microwaveable being the top claim (31%), no additives or preservatives (29%) and low/no/reduced allergen (27%).
• The most innovative launch found was a Cereal Bar with Broccoli & Peas in the Czech Republic (see upcoming slides for more detail). 34 USA was the dominant country for broccoli product launches. Meals, fruit & vegetables and snacks were the main product categories.
Top Launch Countries Top Launch Categories
21% USA Meals & Meal Centers 29%
9% Canada Fruit & Vegetables 14%
8% Japan Snacks 11%
6% Mexico Skincare 9% 5% Germany Juice Drinks 8% 4% Brazil Soup 7% 4% Ireland Baby Food 6% 4% South Korea 282 Healthcare 5% Global 3% France Launches Other Beverages 4% 3% Taiwan Processed Fish, Meat & Egg 2% Products 35 Microwaveable is the most used claim on broccoli products, with no additives/preservatives and low/no/reduced allergen also popular claims. Flexible packaging is utilised across all regions.
Pack Formats Used Top Claims Used
Flexible 29% Microwaveable 27%
Tray 16% No Additives/Preservatives 26% Global
Flexible Sachet 11% Global Low/No/Reduced Allergen 22%
Flexible 31% Microwaveable 34%
Tray 26% No Additives/Preservatives 26% Europe
Europe Tub 7% Vegetarian 24%
Flexible 38% Low/No/Reduced Allergen 45%
Tray 17% Gluten Free 42% North North GMO-Free 42%
Flexible Sachet 12% America America
Only regions with n >30 are displayed
Innovative Broccoli Launches: 36 L3M (September – November 2015) Natural Polyphenol Antioxidants
Imagine Natural Creations Labocare Everyday Mask Barber Foods The Original M Signature Wm Morrison Organic Creamy Broccoli (Hong Kong) Broccoli & Cheese Stuffed Minted Green Veg with Soup Breaded Chicken Breasts Tenderstem Broccoli (Philippines) (USA) (UK)
Product Description: Labocare Everyday Imagine Natural Creations Organic Creamy Barber Foods The Original Broccoli & Broccoli Soup is USDA organic and kosher Mask is described an easy and efficient skin Cheese Stuffed Breaded Chicken Breasts M Signature Wm Morrison Minted Green Veg certified. It is made with the pure taste of treatment mask made with 10 kinds of super have been relaunched, were previously with Tenderstem Broccoli comprises broccoli, slowly cooked vegetables, roasted food extracts selected by the Times of under the Barber Foods brand name, feature tenderstem broccoli, cabbage, sweet leeks, garlic, and lightly seasoned. It is non-dairy, America for having good effects on body and a new recipe and have been repackaged to tender green fine beans, sugar snap peas and free from GMOs, gluten, monosodium skin. celebrate the 60 years of the company. They and spinach with a melting fragrant mint glutamate and artificial ingredients and comprise rib meat and are filled with broccoli butter. Suitable for vegetarians, the preservatives. This microwaveable soup florets and a creamy blend of Swiss and microwaveable product provides one of the contains one vegetable serving per cup. American cheese. These all natural chicken five-a-day, and retails in a 260g partly breasts are USDA inspected and contain no recyclable pack. artificial ingredients.
Claims: Claims: No Additives/Preservatives, All Natural Claims: Claims: Product, Low/No/Reduced Allergen, GMO- Ethical - Environmentally Friendly Package, Cleansing*, Botanical/Herbal, Ease of Use, Social Media, All Natural Product, Ethical - Free, Organic, Ethical - Environmentally Vegetarian, Premium, Microwaveable Brightening / Illuminating*, Moisturising / Environmentally Friendly Package, Limited Friendly Package, Vegan, Kosher, Social Hydrating, Toning* Edition Media, Time/Speed, Microwaveable, Gluten- Free, No Animal Ingredients
Source: Mintel (2015) Innovative Broccoli Launches: 37 L3M (September – November 2015) Natural Polyphenol Antioxidants
President's Choice Cerea New Bar Cereal Bar Pokphand Fiesta Cheesy Plum Organics Apple & Organics Broccoli and with Broccoli & Peas Chicken with Broccoli Broccoli Stage 2 Organic Spinach Wholegrain Puffs (Czech Republic) (Indonesia) Baby Food (Canada) (Canada) Cerea New Bar Cereální Tycinka Brokolice Pokphand Fiesta Naget Ayam Isi Keju dan & Hrásek (Cereal Bar with Broccoli & Peas) Brokoli (Cheesy Chicken with Broccoli) has Plum Organics Apple & Broccoli Stage 2 President's Choice Organics Broccoli and is made with dried vegetables, including been relaunched with a new brand. It is Organic Baby Food is suitable for babies Spinach Wholegrain Puffs are made with 20% of dried broccoli and 16% of dried peas easy to prepare and is made from only aged six months and up. This smooth- wholegrain brown rice and white rice, and and yogurt coating. The product is a source selected fresh chicken, combined with other textured, simply blended baby food is contain no colourings or artificial flavourings. of fibre, free of preservatives and artificial selected ingredients. This halal certified unsweetened and unsalted, and contains no The puffs have been processed according colours, and retails in a 33g pack that product retails in a newly designed 500g genetically modified ingredients or artificial to the principles of organic agriculture and provides one serving. pack. ingredients. The kosher product is certified production, and are easy for toddlers to organic by USDA and Oregon Tilth. It retails chew and swallow, They are described as a in a 128ml BPA-free pack, featuring the B great tasting, convenient snack, and are an Certified Corporation logo. excellent source of iron.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Kosher, Ease of No Additives/Preservatives Use, Organic, Babies & Toddlers (0-4), Halal, Ease of Use, Microwaveable All Natural Product, GMO-Free, Kosher, Wholegrain Ethical - Environmentally Friendly Product, Low/No/Reduced Sugar, Ethical - Human, Organic, Low/No/Reduced Sodium, Babies & Toddlers (0-4)
Source: Mintel (2015) Innovative Broccoli Launches: 38 L3M (September – November 2015) Natural Polyphenol Antioxidants
Brad's Raw Cheeze Louise DJ&A Garden Basket Hilcona Tuscan Pasta with Evol. Veggie Cups Broccoli Broccoli Poppers Broccoli Chips Tomatoes & Broccoli & Cheddar with Uncured (USA) (Singapore) (Germany) Ham & Potato (USA)
DJ&A Garden Basket Broccoli Chips are Hilcona Pasta Toscana mit Tomaten & Brad's Raw Cheeze Louise Broccoli 100% natural. The gluten free product Broccoli (Tuscan Pasta with Tomatoes & Poppers are said to be an excellent source Evol. Veggie Cups Broccoli & Cheddar with contains no added preservatives, no trans Broccoli) is now available. The product is a of living nutrients and enzymes, as well as a Uncured Ham & Potato is gluten free and fat and is nutrient dense, one 25g portion natural enjoyment for healthy eaters and is source of vitamin A, vitamin C, iron and contains 9g protein and 3g of fiber. The being made up of around 70g of raw free from preservatives, flavour enhancers calcium. This USDA organic certified raw meal is made with pork raised without broccoli. It is cholesterol free and contains and artificial flavours. It is quick and easy to product is free of GMO, gluten and soy and antibiotics and has been inspected and no added MSG, genetically modified prepare in the microwave, suitable for ovo- is suitable for vegans. This snack is made passed by the U.S. Department of vegetables, artificial colours, flavours ore vegetarians and retails in a 370g pack. with 1/4-lb. of veggies and seeds and is Agriculture. It retails in a microwavable 5-oz. preservatives. The halal product retails in a produced with vegan cheese made without pack bearing the Facebook and Twitter 25g pack. nuts. Broccoli is described as one of the logos. most nutrient-dense superfoods.
Claims: Claims: Claims: Claims: Low/No/Reduced Allergen, GMO-Free, No Additives/Preservatives, All Natural Ease of Use, No Additives/Preservatives, Gluten-Free, Social Media, Low/No/Reduced Gluten-Free, Vegan, Social Media, Organic, Product, Low/No/Reduced Allergen, Vegetarian, Time/Speed, Microwaveable Allergen, Microwaveable No Animal Ingredients, Antioxidant Low/No/Reduced Cholesterol, GMO-Free, Halal, Gluten-Free, Low/No/Reduced Transfat
Source: Mintel (2015) Australian Broccoli Launches: 39 L3M (September – November 2015)
Malaysian Quick As Wok! Chicken Al & Dan's Home-Style Magic Street Food Meal Pots Chicken Laksa Meatballs Grass Fed Beef with Noodle Pad Thai Mushrooms
Malaysian Quick As Wok! Chicken Laksa is described as a fast and authentic microwavable meal. The product can be Al & Dan's Home-Style Magic Meatballs Grass Fed Beef Street Food Meal Pots Chicken Noodle Pad Thai is new to heated in two and a half minutes, and retails in a 350g with Mushroom is described to be a delicious alternative, the range. This fast and fresh ready-to-heat product can pack made using only the highest quality Australian produce. It be ready in three minutes in a microwave and retails in a contains no artificial ingredients or preservatives, is 290g pack, providing one serving. healthy and nutritious and contains wholegrain breadcrumbs, four veggies and mushroom, herbs and spices and is coated in a crisp cornflake crumb.
Claims: Claims: Claims: Time/Speed, Microwaveable No Additives/Preservatives, All Natural Product, Ease of Use, Time/Speed, Microwaveable Wholegrain, Social Media, Microwaveable
Source: Mintel (2015) 40
PumpkinChillies.. Purchase and consumption frequency 41 have continued to decline across waves. Average Average Coles and Woolworths remain the Purchase Consumption primary purchase channels for chillies, 3.7 times 10.4 times per month per month with specialist retailers seeing a continuous decline over the last three 4.0 times, Wave 22 12.4 times, Wave 22 waves. 3.8 times, Wave 26 12.0 times, Wave 26
65% Purchase Channels
54% 55% 55% 54% 51%
42% 40% 34% 32% 29% 26% 23% 20% 17% 12% 8% 8% 6% 6% 4% 5% 3% 4% 4% 4% 2% 2% 1% 1% 0% 1% 2% 0% 2%
Coles Woolworths Specialist Markets Independent Aldi Direct from Gourmet Online Costco Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
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 300g chilli purchase was value for money was of chillies, consistent $4.00, consistent with relatively fair (6.4/10), with all previous the past three waves. consistent with the last waves. wave.
300g, Wave 22 $4.00, Wave 22 6.2/10, Wave 22 300g, Wave 26 $4.00, Wave 26 6.4/10, Wave 26
Q3. How much
92% 95% 83%
30% 20% 20% 7% 7% 9% 5% 3%
Individual Chilli Pre-packaged in small Plant Pre-prepared formats container/bag/tray
Wave 22: Mar 15 Wave 26: Jul-15 Wave 30: Nov-15
Q4b In what fresh formats do you typically purchase Chillies? Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204 Online and In-store Commodity Prices. 44 Chillies (Long Red).
Darwin, NT Woolworths: N/A Coles: $19.90kg
The average price for Chillies in Brisbane, QLD Australia was $18.64 kg Woolworths: $16.98kg / $16.98kg Coles: $18.00kg / $18.00kg
Adelaide, SA Woolworths: $19.98kg / $19.98kg Coles: $19.90kg / $19.90kg Sydney, NSW Perth, WA Woolworths: $15.90kg / $15.90kg Woolworths: $24.98kg Coles: $15.90kg / $15.90kg Coles: $24.00kg Canberra, ACT Woolworths: $17.98kg Coles: $15.90kg Melbourne, VIC • The average national price per kilo in Chillies was $18.64 per kg, slightly higher than July Woolworths: $18.00kg / $17.98kg 2015. Coles: $18.00kg / $18.00kg • There was little price variation between retailers, but differences between east and west coast. The cheapest price was in Sydney and Canberra ($15.90kg) and the most expensive ($24.98kg) in Perth. • The retail price range remained stable at $9.08kg. Hobart, TAS Pricing was carried out on 17th November 2015 between 10am-12pm. Woolworths: $15.98kg Prices are displayed Online / In-store. Coles: $16.90kg Green text indicates in-store promotional price. 45 One third of consumers cannot 37% recall a type of chilli. Jalapeno 36% 35% 28% Birds eye 27% Jalapeno and Birds eye remain the 27% 20% Habanero 18% most recalled types. There has 14% 6% Long 6% been a consistent increase in 4% 5% Habanero awareness over last Banana 3% 2% three waves. 5% Cayenne 7% 4% 4% Scotch bonnet 4% 2% 2% Thai 7% 6% 1% Mexican 1% 1% Red Green Yellow 0% Serrano 2% 26% 22% 1% 2% 34% Do not know any varieties 32% 31% Chilli colour recall Wave 30: Nov-15 Wave 26: Jul-15 Wave 22: Mar 15
Q6a. What types/varieties of
Three key triggers continue to drive chilli purchase: use as an ingredient in 46 dishes, taste and complementing other food. Consuming enough for their needs and not wanting to waste any remain the main barriers to purchase.
Triggers Barriers 65% 4% To use as an ingredient in dishes 76% 4% Not versatile for my cooking style 72% 4% 60% 6% They taste great 69% 4% Inconsistent or poor quality 67% 6% 47% 6% To complement other food 61% 5% Lack of variety available 60% 8% 26% 11% Easy to prepare/cook with 37% 14% Other 36% 9% 25% 8% To add colour to a meal 35% 10% Short shelf life 35% 9% 19% 6% It's versatile 29% 9% I want a variety of vegetables in my diet 29% 11% 19% 18% As they are healthy 31% Added in Wave 26 16% Expensive 29% 16% To add variety to my vegetable 26% 19% 35% 24% I grow my own selection 27% 21% Specific health and nutritional 15% 16% 30% I don't want to waste any benefits 24% 26% 18% 34% The whole family likes them 27% 30% I consume enough to balance my diet 20% 30% Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15 Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Q7. Which of the following reasons best describes why you purchase
47
Chillies are popular in Asian and Top 5 Consumption Occasions Italian cuisine, consistent with Wave 26 Wave 30 previous waves. 41% Dinner 79% 76% used chillies Family Meals 68% 63% when cooking a Consumers are typically eating new recipe chillies for dinner. Chillies are also Weekday Meals 54% 53% Weekend Meals 52% 51% popular when cooking new recipes. 30%, Wave 22 Quick Meals 50% 48% 42%, Wave 26
70% Typical Cuisine Cooked 54% 60% 52% 63% 50% 37% 40% 29% 30% 32% 20% 4% 8% 6% 10% 13% 0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Onions and capsicums remain the main vegetables that are served 48 with chillies. Consumers prefer to stir-fry chillies, whilst frying and slow cooking are also common cooking styles.
Accompanying Vegetables
Top 10 Cooking Styles Onion 62% Wave 22 Wave 26 Wave 30 Stir frying 75% 74% 76% Frying 21% 44% 45% lettu Capsicum 60% Slow Cooking 29% 38% 32% ce Sautéing 32% 33% 30% Soup 29% 36% 28% Raw 24% 31% 27% Garlic 56% Roasting 16% 23% 19% Grilling 13% 11% 16% Baking 9% 14% 14% carr Tomato 52% Boiling 4% 8% 5% ot
Carrot 43%
Q9. How do you typically cook
49
Importance of provenance declined this wave, which is below the Vegetable Average. This may be due to consumers only purchasing a small amount of chillies per shop compared with other vegetables.
Vegetable Average 6.5
Wave 22: Mar-15 6.1 7.0
Wave 26: Jul-15 6.3
Wave 30: Nov-15 6.0
Q14. When purchasing
Expectations Met
Wave 22: Mar-15 8% 11% 62% 17%
Wave 26: Jul-15 1%4% 7% 69% 18%
Wave 30: Nov-15 2% 7% 9% 61% 21%
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
51
PumpkinChillies .Product Launch Trends. There were 2800 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 regions. The top product launches categories were sauces & September – November 2015 seasonings and snacks.
Country Region
3% India 10% 6% 8%
China 9% 48%
UK 9% 36% Germany 6%
USA Asia Pacific Europe 6% North America Latin America 2800 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
No Additives/ 7% Preservatives 22% 8% Categories Vegetarian 18% 31% 8% Sauces & Snacks Ease of Use 15% Seasoning 25% 10% 31% Microwaveable 14% 13% Processed Flexible Jar Meals Products Ethical - Tray Flexible stand-up pouch 21% 10% Environmentally 13% Tub Flexible sachet Friendly Package 53
Chilli Product Launches: Last 3 Months (September – November 2015) Summary
• A total of 2800 products that contained chilli as an ingredient have been launched globally in the last 3 months.
• There were 77 chilli products launched in Australia – slightly more than in the previous wave.
• The two main regions for launches are Asia Pacific (48%) and Europe (36%).
• Flexible packaging (31%) and jars (13%) remained the main formats used for chilli launches.
• Top categories for launches are sauces and seasoning (31%) and snacks (25%).
• The key claims used are no additives/preservatives (22%) and vegetarian (18%). Source: Mintel (2015)
• The most innovative products are Spicy Tortilla Wraps in Poland, and Hot Lollipops from Mexico (see upcoming slides for more details). 54 India and China have had the greatest number of launches over the past three months. The majority of products are launched as sauces, snacks and meals.
Top Launch Countries Top Launch Categories
Sauces & Seasonings 31% 10% India Snacks 25% 9% China Meals & Meal Centers 21% 9% UK Processed Fish, Meat & 10% 6% Germany Egg Products Savoury Spreads 3% 6% USA Soup 4% South Korea 3%
4% Mexico Bakery 2% 2800 4% Indonesia Fruit & Vegetables 2% Global Launches 3% Taiwan Side Dishes 1%
3% France Dairy 1% No additives & preservatives is the key claim used on products 55 containing chilli. Flexible formats are the main type of packaging used, being the top format in each region.
Pack Formats Used Top Claims Used
Flexible 31% No Additives/Preservatives 22%
Jar 13% Vegetarian 18% Global
Tray 7% Global Halal 9%
Flexible 36% No Additives/Preservatives 23%
Jar 12% Vegetarian 23%
Flexible Sachet 10% Halal 18%
Asia Asia Pacific
Asia Asia Pacific
Ethical - Environmentally 22% Flexible 24% Friendly Package
Tray 19% No Additives/Preservatives 19% Europe Europe Jar 13% Microwaveable 18%
Only shown regions > 30 products launched Innovative Chilli Launches: 56 L3M (September – November 2015)
El Tequito Spicy Tortilla Felix Crispers Hot Chilli Tesco American Style Mister Pop's Cabezón Hot Wraps Flavoured Roasted Peanuts Loaded BBQ Pulled Pork Lollipops (Poland) in Crispy Shell Pizza (Mexico) (Poland) (UK) El Tequito Pikantne Placki Pszenne (Spicy Tortilla Wraps) have been repackaged. Tesco American Style Loaded BBQ Pulled Mister Pop's Cabezón Hot Paletas de Felix Crispers Smazone Orzeszki Ziemne w These microwaveable wraps have been Pork Pizza comprises a deep pizza base Caramelo Macizo (Lollipops) are now Chrupkiej Skorupce o Smaku Chilli (Hot made with wheat, red pepper and chilli with BBQ tomato sauce, mozzarella cheese, available. The product retails in a 261.6g Chilli Flavoured Roasted Peanuts in Crispy peppers, and retail in a 370g pack pulled pork, sweetcorn, red onion and sweet pack that contains 24 x 10.9g pack in the Shell) are now available. The product containing six units measuring 25cm in and tangy sauce. The product and cooks following flavours: sandía con chile contains whole peanuts, it is said to be very diameter each. from frozen in 26 minutes, contains no (watermelon and chili); piña con chile crunchy, and retails in a 200g pack. artificial flavours or colours, and retails in a (pineapple and chili); and manzana verde 447g recyclable pack. con chile (green apple with chili).
Claims: Claims: Claims: Claims: Vegan, Microwaveable, Ease of Use, No N/A No Additives/Preservatives, Vegetarian, N/A Animal Ingredients, Vegetarian, Wholegrain Ethical - Environmentally Friendly Package
Source: Mintel (2015) Innovative Chilli Launches: 57 L3M (September – November 2015)
Gazda Spicy Bryndza The Modern Gourmet Tong Garden Spicy B.B.Q. Pringles Spicy Chilli Tortilla Cheese Spread Grilling Seasoning Sunflower Kernels Chips (Czech Republic) Collection (Malaysia) (Brazil) (USA)
Gazda Bryndzová Pomazánka Pikantní The Modern Gourmet Grilling Seasoning Tong Garden Spicy B.B.Q. Sunflower Pringles Salgadinho de MilhoTipo Tortillas (Spicy Bryndza Cheese Spread) is now Collection comprises the following nine Kernels have been repackaged. They are Sabor Pimenta Picante (Spicy Chilli Tortilla available. This product is retailed in a 120g seasonings: Montreal spice blend; chipotle said to have a superior quality for a fun time Chips) are now available. The flavored pack. lime seasoning; jerk spice blend; cajun dry and be crunchy. The halal certified product product is suitable for vegetarians and rub; chili sea salt; garlic sea salt; onion sea is suitable for vegetarians and retails in a retails in a 180g pack featuring a QR code. salt; curry sea salt; and rosemary sea salt. 110g pack containing 10 x 11g packets. The product retails in a 13.6-oz. pack.
Claims: Claims: Claims: Claims: N/A N/A Halal, Low/No/Reduced Transfat, Vegetarian Vegetarian, Low/No/Reduced Cholesterol
Source: Mintel (2015) Innovative Chilli Launches: 58 L3M (September – November 2015)
Rocky Mtn Provisions Bravo Snack Me! Hot Chilli Asda Hot & Spicy Beetroot Clover Sunflower Oil Sweet Cajun Fire Trail Mix Flavoured Tortilla Chips (UK) Cooking Spray with Chilli (USA) (Germany) Extract
(UK)
Bravo Snack Me! Maischips mit Chili (Hot ASDA Hot & Spicy Beetroot consists of Rocky Mtn Provisions Sweet Cajun Fire Chilli Flavoured Tortilla Chips) are fried with British beetroot with chilli powder, pickled in Clover Sunflower Oil Cooking Spray with Trail Mix is created in Denver, Colorado with sunflower oil, and are made in a sustainable acetic acid and spirit vinegar with sugar and Chilli Extract is quick and easy to use and the finest quality ingredients including butter and resource sparing way. The product sweetener. It contains no artificial colours or ideal for all the cooking needs. With 86% toffee and honey roasted peanuts, zesty retails in a 300g pack. flavours and is suitable for vegetarians. This less fat than butter and 46% less saturated peanuts, honey roasted and Cajun sesame product retails in a 440g recyclable pack. fat than olive oil, this non-stick sunflower oil mix, and hot Cajun corn sticks. The on-the- emulsion can be used for healthier cooking go product is kosher certified, contains no every day. This vegetarian product retails in artificial colors, flavors or hydrogenated oils, a 120ml recyclable pack. and retails in an 18-oz. bag.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Ethical - Environmentally Friendly Product No Additives/Preservatives, Vegetarian, Low/No/Reduced Saturated Fat, Ethical - Low/No/Reduced Transfat, Kosher, On-the- Ethical - Environmentally Friendly Package Environmentally Friendly Package, Go Low/No/Reduced Fat, Time/Speed, Ease of Use, Vegetarian
Source: Mintel (2015) Australian Chilli Launches: 59 L3M (September – November 2015)
Doritos Thai Sweet Chilli Mad Dog Chilli Sauce The Pure Produce Smith's Limited Edition Corn Chips Company The Perfect KFC Zinger Flavour Crinkle Entertainer Original Dips Cut Potato Chips Pack
Connoisseur Mini Mexican Pratt's Popcorn Spanish Marion's Kitchen Thai Red Old El Paso Restaurante Chili Chocolate with Tomato Popcorn Curry Cooking Kit Pork al Pastor Seasoning Churros Gourmet Ice for Pork Cream
Source: Mintel (2015) 60
Lettuce. 61 Purchase and consumption of lettuce have both increased this wave, with consumption occurring once every two days on average. Average Average Mainstream retailers remain the primary Purchase Consumption channel of purchase for consumers, whilst 4.4 times 14.7 times there is an increasing trend in independent per month per month supermarkets as a purchase channel. 4.6 times, Wave 22 14.0 times, Wave 22 4.2 times, Wave 26 13.1 times, Wave 26 Purchase Channel 62% 63% 61% 61% 57% 57%
37% 38%
28% 26% 23% 21% 21% 20% 18% 17% 13% 15%
4% 4% 3% 2% 3% 3% 2% 3% 2% 3% 0% 1% 0% 1% 0% 1% 0%
Coles Woolworths Specialist Independent Aldi Markets Online Direct from Gourmet Convenience Costco Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
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 $2.70. This value for money is fair of lettuce, which is has trended downwards (6.3/10), slightly lower consistent with the over the last three than the past wave. previous wave. waves.
600g, Wave 22 $3.30, Wave 22 6.0/10, Wave 22 700g, Wave 26 $2.90, Wave 26 6.4/10, Wave 26
Q3. How much
87% 88% 80%
Added in Wave 26
33% 28% 24% 25% 26% 24% 21% 21% 17% 14% 11% 12% 10% 4% 5% 5% 2% 2% 1%
Individual Pre-packaged Individual Pre-prepared Pre-packaged Baby/mini Half Lettuce Quarter Lettuce Whole Lettuce Small Bag of Lettuce Leaves formats Large Bag of formats Lettuce/Lettuce Lettuce/Lettuce Leaves Leaves
Wave 30: Nov-15 Wave 26: Jul-15 Wave 22: Mar-15
Q4b In what fresh formats do you typically purchase Lettuce? Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304 Online and In-store Commodity Prices. 64 Lettuce (Iceberg).
Darwin, NT Woolworths: N/A Coles: $1.20ea
The average price for lettuce Brisbane, QLD Woolworths: $2.48ea / $2.48ea in Australia was $2.22 each Coles: $2.50ea / $2.50ea
Adelaide, SA Woolworths: $2.00ea / $2.00ea Sydney, NSW Coles: $1.20ea / $1.20ea Woolworths: $2.98ea / $1.98ea Perth, WA Woolworths: $1.88ea Coles: $2.00ea / $2.00ea Coles: $1.00ea Canberra, ACT Woolworths: $2.98ea • The national average price for Iceberg lettuce was $2.22 each, which was lower than Melbourne, VIC Coles: $2.00ea July 2015. Woolworths: $2.90ea / $2.90ea • There were multiple price promotions available nationally in November. The cheapest Coles: $2.90ea / $2.90ea price was $1.00 per head in Perth and the most expensive at $2.98 in multiple locations. • The retail price range for lettuce was $1.98 per head.
Hobart, TAS Pricing was carried out on 17th November 2015 between 10am-12pm. Woolworths: $2.98ea Prices are displayed Online / In-store. Coles: $1.20ea Green text indicates in-store promotional price. 65
69% Iceberg 62% 67% 58% Cos 60% 55% 21% Rocket 22% 14% A large proportion of consumers are 13% Butter 13% aware of different varieties of lettuce. 11% 8% Iceberg and Cos continue to have the Oak 6% 8% greatest level of recall. 7% Red 7% 7% 7% Baby Lettuce 1% Some of the lettuce types recalled are not 3% 3% actually lettuce, although consumers Mignonette 2% 4% perceive them to be, such as rocket, 3% Mesclun endive and radicchio. 3% Coral 3% 2% Other types consumers are 6% aware of were radicchio and Other 7% 9% endive 17% Do not know any varieties 14% 20%
Wave 30: Nov-15 Wave 26: Jul-15 Wave 22: Mar 2015
Q6a. What types/varieties of
Triggers Barriers
51% 1% As they are healthy 50% 3% Lack of variety available 53% 4% 46% I don't know how to fit any more vegetables To complement other food 55% 6% 51% 5% into my daily diet 46% 6% Easy to prepare/cook with 42% 5% Inconsistent or poor quality 46% Added in Wave 26 6% 41% 6% They taste great 39% 9% I grow my own 41% 8% 23% 10% The whole family likes them 30% 10% Other 40% 10% 32% 13% It's versatile 33% 15% I want a variety of vegetables in my diet 34% 10% 12% I like the texture 31% 18% Expensive 32% 11% 27% 43% To add colour to a meal 25% 29% I consume enough to balance my diet 31% Added in 27% 25% Wave 26 27% Tradition/habit 26% 29% Short shelf life 30% 28% To add variety to my vegetable 32% 29% 38% I don't want to waste any selection 28% 43%
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15 Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Q7. Which of the following reasons best describes why you purchase
70% Typical Cuisine Cooked
60% Other cuisines include 50% 56% salads and sandwiches 40% 47%
30% 20% 14% 17% 20% 11% 12% 8% 8% 10% 6%
0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Tomato 85%
lettu Top 10 Cooking Styles Carrot 61% Wave 22 Wave 26 Wave 30 ce Raw 71% 81% 80% Other 21% 13% 17% Stir frying 7% 7% 6% Soup 3% 4% 3% Cucumber 53% Steaming 2% 3% 2% Microwave 1% 0% 1% Grilling 0% 0% 1% Boiling 2% 4% 1% carr Slow Cooking 0% 1% 1% Capsicum 52% ot Baking 0% 0% 1%
Onion 42%
Q9. How do you typically cook
Vegetable Average 6.5
Wave 22: Mar-15 6.6 8.3
Wave 26: Jul-15 7.1
Wave 30: Nov-15 6.9
Q14. When purchasing
previous waves. 7.1 days, Wave 22 7.7 days, Wave 26 Expectations Met
Wave 22: Mar -15 3% 9% 19% 60% 9%
Wave 26: Jul-15 2% 11% 13% 61% 12%
Wave 30: Nov-15 4% 9% 17% 60% 11%
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 188 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 September – November 2015 & vegetables.
Country Region
2% USA 14% 13%
Netherlands 11% 16% Brazil 9% 49%
France 7% 19%
South Korea Europe North America 7% Asia Pacific Latin America 188 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
7% 7% Ease of Use 28% 8% 32% Categories Ethical - Environmentally 21% Friendly Package 12% Fruit & No Additives/ Meals 20% Vegetables Preservatives 59% 23% Low/No/ Reduced 29% 11% Juice Allergen Snacks Tray Flexible Tub Drinks 2% Gluten-Free 11% Clam-pack Bottle Carton 13% 73
Lettuce Product Launches: Last 3 Months (September – November 2015) Summary
• Globally, there were 188 products launched, consistent with the previous wave.
• There was only 1 product containing lettuce as an ingredient launched in Australia over the last 3 months.
• The majority of products were launched in Europe (49%) and North America (19%).
• Trays (32%) and flexible formats (29%) were the main packaging formats used.
• The top categories for launches were meals (59%), fruit and vegetables (23%) and juice drinks (13%), which was consistent with previous trends.
• The key claims used over the past three months were ease of use (28%), environmentally friendly packaging (21%) and no additives and preservatives (20%).
• The most innovative launch found was a microwaveable hamburger in South Korea. Examples can be found over the next slides. Source: Mintel (2015)
74 The main countries for products launched were USA and Netherlands. Consistent with previous trends, launches were in meals, fruit and vegetables and juice categories.
Top Launch Countries Top Launch Categories
14% USA Meals & Meal Centers 59%
11% Netherlands Fruit & Vegetables 23% 9% Brazil
Juice Drinks 7% France 13%
7% South Korea Snacks 2% 6% Spain Skincare 2% 5% Germany
188 5% Japan Dairy 1% Global Launches 4% Mexico Sauces & Seasonings 1% 4% Canada 75 Top claims used included ease of use and ethical & environmentally friendly packaging. This was consistent with Europe, the region with the most launches in the last three months. Trays and flexible packs were the most commonly used formats.
Pack Formats Used Top Claims Used
Tray 31% Ease of Use 25%
Flexible 29% No Additives/Preservatives 20% Global Global Ethical - Environmentally Tub 12% 17%
Friendly Package
Tray 49% Ease of Use 37%
Ethical - Environmentally Flexible 30% 26%
Friendly Package Europe
Europe Tub 11% No Additives/Preservatives 15%
Ethical - Environmentally 20% Flexible 23% Friendly Package
Tray 23% No Additives/Preservatives 17%
North North
North North America America Bottle 20% Kosher 17%
Only regions with n >30 are displayed Innovative Lettuce Launches: 76 L3M (September – November 2015)
Herdez 8 Original Vegetable FamilyMart Crabstick Salad Slim Diary Cocoa and 7-Eleven Fresh To Go Juice with Creamy Roasted Hazelnut Flavoured Fruit Garden Salad (Mexico) Sesame Dressing and Vegetable Fiber Bar (USA) (Philippines) (Germany) Herdez 8 Jugo de Verduras Original 7-Eleven Fresh To Go Garden Salad (Original Vegetable Juice) has been comprises lettuce, cabbage, cucumbers and FamilyMart Crabstick Salad with Creamy repackaged. This product is free from Slim Diary Cocoa and Hazelnut Flavoured carrots. The product retails in a 5-oz. pack. preservatives, enriched with vitamin A that Roasted Sesame Dressing is now available. Fruit and Vegetable Fiber Bar is QS may contribute to strengthen bones, and The salad comprises Romaine lettuce, certified. This product retails in a 30g pack vitamin C, which is an antioxidant that may green and red coral lettuce, sliced featuring a QR code, and was on display at reduce premature ageing. It retails in a cucumber, corn kernels, cherry tomatoes, the Anuga 2015 Trade Show in Cologne, 335ml can that features the Saber Nutrir crabstick shreds with creamy roasted Germany. and ESR logos. sesame dressing. The product retails in a plastic tub.
Claims: Claims: Claims: Claims: Beauty Benefits, No Additives/Preservatives, N/A Slimming N/A Vitamin/Mineral Fortified, Ethical - Environmentally Friendly Product, Ethical - Charity, Antioxidant, Bone Health
Source: Mintel (2015) Innovative Lettuce Launches: 77 L3M (September – November 2015)
Sand Farm Garlic New York Lucky Fish Yoko Sushi Set Skinfood Premium Lettuce Mesterbakeren Caesar Burger (Poland) & Cucumber Watery Salad with Chicken & (South Korea) Essence Bacon (China) (Norway) Sand Farm Garlic New York Burger is made Lucky Fish Zestaw Sushi Yoko (Yoko Sushi with hamburger steak, garlic dipping sauce Set) is now available. The ready to eat Skinfood Premium Lettuce & Cucumber Mesterbakeren Cæsarsalat med Kylling & and garlic. This microwaveable product is product features a spicy chilli sauce, Watery Essence contains 20% of lettuce Bacon (Caesar Salad with Chicken & ready in 30 seconds and retails in a 200g contains sugar and sweeteners, and retails and cucumber extracts and 30% of Bacon) is a ready-to-eat salad with pack bearing the HACCP logo. in a 390g pack containing three nigiri units, cucumber water. This product retails in a shredded romaine lettuce topped with three futomaki units, six hosomaki units, two 50ml pack. Also available in this range is chicken fillet, crunchy fried bacon, uramaki units, 15ml of soy sauce, 50ml of Watery Cream (50g/130.00CNY), which parmesan, cherry tomatoes and red onions. flavouring sauce, marinated ginger, wasabi, contains 20% of lettuce and cucumber It is handmade with fresh ingredients and and chopsticks. The packaging features a extracts, and 30% of cucumber water. said to be perfect for enjoying something QR code. fresh and tasty on-the-go. The product retails in a recyclable 201g pack including a sachet of genuine Caesar dressing, a sachet of croutons and a fork.
Claims: Claims: Claims: Claims: Time/Speed, Microwaveable Ease of Use Botanical/Herbal Ease of Use, Ethical - Environmentally Friendly Package, On-the-Go
Source: Mintel (2015) Innovative Lettuce Launches: 78 L3M (September – November 2015)
AH Groene Salade Greek Auchan Pause Snack Les Open Nature Greek Evolution Fresh Cold- Mix with Vinaigrette Salades Shaker Chicken, Chopped Salad with Feta Pressed Essential Green (Netherlands) Pasta & Lettuce Salad Kit Vinaigrette with Lime (France) (USA) (USA) AH Groene Salade Griekse Mix met Vinaigrette (Greek Mix with Vinaigrette) is Auchan Pause Snack Les Salades Shaker Open Nature Greek Chopped Salad with now available. The gluten free product Evolution Fresh Cold-Pressed Essential Salade & Pâtes Poulet (Chicken, Pasta & Feta Vinaigrette includes iceberg and retails in a 350g pack containing a 50g Green with Lime is made using celery, Lettuce Salad Kit) is now available. The romaine lettuces, grape tomatoes, feta sachet of white cheese and a 50g cup of spinach, romaine, kale, lime and parsley. product comprises pasta, tomatoes, mixed cheese, cucumbers and red onions. The olive oil and vinegar vinaigrette. This product is described as a high pressure salad leaves, mozzarella and roast chicken salad contains 190 calories per container processed vegetable and fruit juice blend. together with a pot of balsamic vinegar and is free of artificial flavors, colors, The non-GMO project verified and kosher vinaigrette and a plastic fork. It retails in a preservatives and artificial ingredients. This certified product retails in a 32-fl. oz. bottle. partly recyclable 230g pack that serves one. product retails in a 7-oz. pack including a fork.
Claims: Claims: Claims: Claims: Gluten-Free, Low/No/Reduced Allergen Ethical - Environmentally Friendly Package No Additives/Preservatives, All Natural Kosher, GMO-Free Product
Source: Mintel (2015) Australian Lettuce Launches: 79 L3M (September – November 2015)
Spiral Foods Spicy Wasabi Chips
Spiral Foods Spicy Wasabi Chips are said to be a blend of fresh sliced vegetables and wild horseradish root; wasabi, that are quickly fried and centrifuge spun to reduce fat.This light crisp chips retail in a 60g pack.
Claims: Low/No/Reduced Fat
Source: Mintel (2015) 80
Sweet Corn. 81 Whilst average purchase occasions have increased this wave, average consumption has declined. Average Average Purchase Consumption Purchase remains primarily through 4.0 times 6.1 times Coles and Woolworths. This month per month per month sees a slight downwards trends in specialist vegetable retailers as a 3.3 times, Wave 22 6.2 times, Wave 22 popular purchase channel. 3.8 times, Wave 26 6.8 times, Wave 26
63% Purchase Channels 60% 61%61% 57% 55%
36%35% 32%
24% 21% 21% 22% 21% 18% 18% 17% 18%
5% 5% 4% 4% 3% 2% 3% 2% 2% 2% 2% 0% 0% 1% 0% 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 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
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 0.9kg sweet corn was $4.20, value for money was of sweet corn, which which has continued to good (6.7/10), which is has returned to the rise since Wave 22. consistent with the average weight previous wave. recorded in Wave 22.
0.9kg, Wave 22 $3.70, Wave 22 6.6/10, Wave 22 1.1kg, Wave 26 $4.10, Wave 26 6.7/10, Wave 26
Q3. How much
71% 71%
57% 54% 51% 44% Added in Wave 26
26% 20% 21% 13% 13% 7% 8%
Individual Sweet Pre-packaged Small Pre-packaged Baby/mini formats Pre-prepared Corn Tray Large Tray formats
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Q4b In what fresh formats do you typically purchase Sweet Corn? Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302 Online and In-store Commodity Prices. 84 Sweet corn.
Darwin, NT Woolworths: N/A Coles: $1.50ea
The average price for Sweet corn Brisbane, QLD Woolworths: $1.30ea / $1.30ea in Australia was $1.42ea Coles: $1.30ea / $1.30ea
Adelaide, SA Woolworths: $1.40ea / $1.40ea Sydney, NSW Coles: $1.50ea / $1.50ea Woolworths: $1.40ea / $1.40ea Perth, WA Coles: $1.50ea / $1.50ea Woolworths: $0.98ea Coles: $1.50ea Canberra, ACT Woolworths: $1.50ea Melbourne, VIC Coles: $1.50ea • The average price for sweet corn in July was $1.42 per cob, which was slightly higher Woolworths: $1.50ea / $1.50ea than July 2015. Coles: $1.50ea / $1.50ea • There was little variation between states and retailers. The cheapest prices was $0.98 in Perth. The most expensive price was $1.50 in most locations. • The retail price range was $0.52, which was lower than past months.
Hobart, TAS Pricing was carried out on 17th November 2015 between 10am-12pm. Woolworths: $1.48ea Prices are displayed Online / In-store. Coles: $1.50ea Green text indicates in-store promotional price. 85
13% Sweet Corn 11% 10%
11% Baby Corn 10% Awareness of sweet corn 9% remains very low, with only 3% Yellow Corn 4% one third of consumers able 2% 2% to recall a type. Polka-dot Corn 2% 2% 2% Other types include Sweet corn in general White Corn 3% 1% super sweet, silver remains the most recalled queen and majestic 1% corn type. Other 3% 2%
Do not know any 67% 69% varieties 70%
Wave 30: Nov-15 Wave 26: Jul-15 Wave 22: Mar-15
Q6a. What varieties of
Triggers Barriers 71% 3% They taste great 76% 5% Lack of variety available 75% 5% 54% 1% Easy to prepare/cook with 57% 3% General health concerns 61% 5% 32% I don't know how to fit any more vegetables 10% The whole family likes them 58% into my daily diet 51% 8% 36% 8% As they are healthy 46% 8% Short shelf life 47% 8% 7% To add variety to my vegetable 42% 46% 9% Inconsistent or poor quality selection 46% 8% 30% Added in 4% Weight diet management To add colour to a meal 38% Wave 26 7% 37% 8% 16% 35% 16% Expensive Cooks quickly 40% 16% 35% 22% I don't want to waste any To complement other food 24% 33% 17% 24% I want a variety of vegetables in my diet I like the texture 37% 25% 30% 37% 14% 32% I consume enough to balance my diet It's versatile 24% 26% 23% Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15 Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Q7. Which of the following reasons best describes why you purchase
Australian cuisine continues to be most Top 5 Consumption Occasions utilised for sweet corn meals. Wave 26 Wave 30 14% Dinner and family meals remain the main Dinner 71% 66% used sweet corn meal occasions for corn. Additionally, when cooking a Family Meals 61% 58% there has been an increasing trend of new recipe sweet corn being consumed when Weekday Meals 43% 42% Quick Meals 40% 39% 8%, Wave 22 cooking a new recipe. 13%, Wave 26 Weekend Meals 39% 35%
70% Typical Cuisine Cooked
60%
50% 54% 40% 47% 28% 30% 12% 13% 20% 12% 7% 9% 10% 5% 4%
0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Australian Asian European Snacks
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Carrot 62% Top 10 Cooking Styles Wave 22 Wave 26 Wave 30 Boiling 57% 54% 58% lettu Steaming 40% 46% 46% Potatoes 60% ce Microwave 26% 31% 25% Stir frying 13% 24% 25% Soup 14% 20% 18% Grilling 10% 14% 17% Broccoli 44% Roasting 13% 14% 12% Raw 7% 6% 9% Baking 7% 8% 8% Frying 0% 5% 6% carr Beans 37% ot
Green Peas 32%
Q9. How do you typically cook
89 There has been a slight decrease in importance of provenance this wave. However, consumers still perceive that knowing that their sweet corn is grown in Australia is highly important information.
Vegetable Average 6.5
Wave 22: Mar -15 6.9 8.1
Wave 26: Jul-15 7.2
Wave 30: Nov-15 6.9
Q14. When purchasing
90
Sweet corn is expected to stay fresh for Expected just over a week, consistent with previous to stay waves. This wave saw a noticeable fresh for increase in consumers’ expectations of 7.8 days freshness always being met. 7.7 days, Wave 22 8.0 days, Wave 26 Expectations Met
Wave 30: Nov-15 5% 9% 60% 25%
Wave 26: Jul-15 2% 7% 10% 63% 18%
Wave 22: Mar -15 1% 6% 13% 62% 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
Sweet Corn Product Launch Trends. There were 95 sweet corn products launched globally over the last three Sweet Corn Global Launches months. The countries with the most launches were China and Germany. Key categories for launches were meals, and fruit & vegetables. Flexible September – November 2015 packaging was most popularly utilised.
Country Region
4% 4% China 13% 7%
Germany 12%
India 9% 28% 56%
Japan 8%
Asia Pacific Europe South Korea 7% North America Middle East & Africa 95 Global NPDs Latin America
Top Pack Formats Top Claims
8% No Additives/ Preservatives 47% 9% 28% Categories Ease of Use 24%
11% Fruit & Meals Vegetables All Natural Product 20% 36% 24% 14% 18% Microwaveable 19% Snacks Soup Flexible Tub 11% Low/No/ Reduced Can Flexible sachet 15% Allergen 18% Flexible stand-up pouch Tray 93
Sweet Corn Product Launches: Last 3 Months (September – November 2015) Summary
• There were 95 product launches in the past 3 months globally that contained sweet corn as an ingredient, slightly higher than the previous wave.
• There were 3 products launched in Australia over the past three months.
• Asia Pacific (56%) and Europe (28%) were the key regions for launches.
• Flexible packaging (28%) remained the most common format used for products.
• The main categories for launches were meals (36%), fruits & vegetables (24%) and snacks (15%).
• Claims used on products included no additives/preservatives (47%) and ease of use (24%). Source: Mintel (2015) • The most innovative product launched were Spicy Corn Nuggets in India. Other examples can be found in the following pages. 94 China and Germany were the countries that had the most launches. The key categories for sweet corn launches were meals, fruit & vegetables and soups.
Top Launch Countries Top Launch Categories
13% China Meals & Meal Centers 36% 12% Germany Fruit & Vegetables 24% 9% India Snacks 15% 8% Japan Soup 11% 7% South Korea Baby Food 5% 7% USA Processed Fish, Meat & Egg 3% 5% Vietnam Products 95 Bakery 2% Global 3% Australia Launches 3% Italy Side Dishes 2%
2% France Other Beverages 2% 95 The main claims globally were no additives & preservatives, ease of use and microwaveable. This was consistent in Asia Pacific. Flexible packaging is primarily used for sweet corn products. Whereas, the most popular pack format used in Europe were tub formats.
Pack Formats Used Top Claims Used
Flexible 28% No Additives/Preservatives 47%
Tub 15% Ease of Use 23% Global
Can 14% Global Microwaveable 15%
Flexible 40% No Additives/Preservatives 51%
Flexible Sachet 17% Ease of Use 23%
Flexible Stand-Up Pouch 11% Microwaveable 21%
Asia Asia Pacific Asia Asia Pacific
Only regions with n >30 are displayed
96 Innovative Sweet Corn Launches: Natural Polyphenol Antioxidants L3M (September – November 2015)
Supa Corn Sweet Corn on Heinz Beef, Tomato and Dancing Chef Cream of McCain Vegetable Burgers the Cob Corn Paste Sweet Corn Hot Soup (South Africa) (India) (China) (Myanmar)
Heinz Niu Rou Fan Qie Yu Mi Ni (Beef, Dancing Chef Cream of Sweet Corn Hot Supa Corn Sweet Corn on the Cob has Tomato and Corn Paste) has been McCain Vegetable Burgers have been Soup is now available. The halal certified been repackaged with a new look. Carefully repackaged, and now retails in a newly repackaged with a new design. These product is free from preservatives and MSG. cultivated in fertile farms, it is processed and designed 113g pack. This paste is made chunky and crispy bread-coated burgers are The easy-to-prepare soup can be prepared packaged with Oxy Fresh technology to stay using imported corn from USA and made with only the finest ingredients and quickly at home or at work any time of the 100% natural without any preservatives. processed according to a 2mm filtering are filled with a mix of tender vegetable day. It retails in a 54g pack containing 3 x The premium product is ready to eat, technique to make the paste finer. This pieces and potato. The halal certified 18g sachets including one sachet free, and microwaveable, free from added flavours microwaveable is free from preservatives product can be cooked in three minutes featuring preparation steps. and colours, suitable for vegetarians, and and specially designed for babies between retails in a 450g pack, which is sufficient for
retails in a single-unit pack. seven and 36 months old. six servings.
Claims: Claims: Claims: Claims: Halal, Time/Speed No Additives/Preservatives, All Natural No Additives/Preservatives, Babies & Halal, No Additives/Preservatives, On-the- Product, Microwaveable, Ease of Use, Toddlers (0-4), Microwaveable Go, Time/Speed, Ease of Use Vegetarian, Premium
Source: Mintel (2015) 97 Innovative Sweet Corn Launches: Natural Polyphenol Antioxidants L3M (September – November 2015)
Bugles Magic Chargrilled AFC Dinh Duong Corn Tohato Tsunagaring Western Farmfresh Spicy Flavoured Corn Snack Flavoured Wholegrain Sweetcorn Ring Snack Corn Nuggets (China) Nutrition Crackers (Japan) (India) (Vietnam)
Bugles Mo Li Tan Shao Wei Yu Mi Jiao Tohato Tsunagaring Sweetcorn Ring Snack Western Farmfresh Spicy Corn Nuggets are (Magic Chargrilled Flavoured Corn Snack) is said to have aromatic and sweet flavour. AFC Dinh Duong Banh Cracker Vi Bap Ngu individually quick frozen and 100% natural has been relaunched and repackaged with It retails in a 58g pack with QR code. Coc Nguyen Hat (Corn Flavoured with no preservatives. The product is an upgrade formula. The snack is made Launched on September 21, 2015, open- Wholegrain Nutrition Crackers) have been suitable for vegetarians and retails in a 300g using selected top quality juicy sunshine priced. relaunched under a new brand name, pack. sweetcorn and processed according to a previously known as AFC, and now come in modern technique to add real sweetcorn a newly designed 316g pack containing 16 x juice to the snack. It is free from artificial 19.8g packets. The ready-to-eat product is colourings, and claimed to be healthy and made from nutritious wholegrain oat, wheat, delicious. This product retails in a 65g pack and potato which are said to be good for featuring a WeChat QR code. general health.
Claims: Claims: Claims: Claims: No Additives/Preservatives, Social Media Beauty Benefits, Other (Functional), On-the- N/A No Additives/Preservatives, All Natural Go, Slimming, Ease of Use, Wholegrain, Product, Vegetarian Digestive (Functional), Bone Health
Source: Mintel (2015) 98 Innovative Sweet Corn Launches: Natural Polyphenol Antioxidants L3M (September – November 2015)
House Tongari Corn Whole Win 2 Crisp Maker Sweet Daiichi Pan Pikachu Corn Roggenkamp Organics Hot Soybean Soy Sauce Corn Flavoured Puffed Bread Pot Vegan Edition Mexico Flavour Grilled Corn Corn Corn (Japan) Chili without Carne Snack (Japan) (Vietnam) (Germany) Daiichi Pan Pikachu Corn Bread is a savoury bread filled with corn and Roggenkamp Organics Hot Pot Vegan Win 2 Crisp Maker Banh Puffed Corn House Tongari Corn Whole Soybean Soy mayonnaise. The product retails in a pack Edition Mexico Chili ohne Carne (Mexico (Sweet Corn Flavoured Puffed Corn) is now Sauce Flavour Grilled Corn Corn Snack that includes a reusable sticker. Launched Chili without Carne) is a stew with available. The halal certified product is features crunchy texture and aromatic on August 1st 2015, open-priced. vegetables and meat substitutes all in one suitable for vegetarians, and is ready to eat. flavour. The product now retails in a new pot. The microwaveable, organic product It retails in a 50g pack. 80g pack. Launched on July 6, 2015 open- retails in a 260ml pack featuring the EU priced. Green Leaf and Vegan logos.
Claims: Claims: Claims: Claims: Seasonal, GMO-Free, Wholegrain Halal, Ease of Use, Vegetarian Cobranded, Microwaveable Organic, Vegan, No Animal Ingredients, Microwaveable
Source: Mintel (2015) Australian Sweet Corn Launches: 99 L3M (September – November 2015)
La Gina La Zuppa Chicken and Woolworths Select Oriental Soy & La Gina La Zuppa Kale, Quinoa & Vegetable with Rice Soup Vegetables Flavoured Rice Vegetable Soup
Woolworths Select Oriental Soy & Vegetables Flavoured La Gina La Zuppa Chicken and Vegetable with Rice Soup La Gina La Zuppa Kale, Quinoa & Vegetable Soup is Rice has been repackaged. The product contains no is made with the finest and freshest ingredients to a described as a nutritious combination of kale, quinoa, artificial colours, flavours or added MSG. This traditional recipe and is described as a hearty chicken and lentils and vegetables. This all natural, gluten- and dairy- microwavable product can be ready in 10 minutes and vegetable soup with wholegrain brown rice. This all natural free, microwavable product is said to contain the finest retails in a 120g pack that serves four. product just needs water added, is 99% fat free, and free ingredients. is 99% fat free and retails in a 540g pack. from gluten and dairy. It is said to be a healthy and convenient alternative for making soup at home, and retails in a 2 x 100g pack.
Claims: Claims: All Natural Product, Low/No/Reduced Allergen, No Additives/Preservatives, Time/Speed, Microwaveable Claims: Low/No/Reduced Fat, Ease of Use, Gluten-Free, Gluten-Free, All Natural Product, Low/No/Reduced Wholegrain Allergen, Low/No/Reduced Fat, Microwaveable
Source: Mintel (2015) 100
Green Peas. 101 There has been an increase in purchase frequency of green peas, with consumption also rising this wave. Average Average Purchase Consumption Green peas are generally purchased 4.7 times 10.6 times from mainstream retailers, with per month per month specialist vegetable retailers growing 3.9 times, Wave 10 10.2 times, Wave 10 in popularity over the last three waves. 4.5 times, Wave 26 10.1 times, Wave 26
Purchase Channels
64% 62%61% 60% 58% 57%
32%34% 25% 24% 21% 22% 20% 21%20% 22% 17% 14%
4% 5% 4% 4% 4% 3% 2% 1% 1% 1% 2% 1% 1% 2% 3% 1% 3%
Coles Woolworths Specialist Fruit Independent Markets Aldi Direct from the Gourmet Online Costco Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15
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 10 N=311, Wave 26 N=309, Wave 30 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 102 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 $4.20, value for money is fair 700g of green peas, relatively consistent for green peas consistent with the with previous waves. (6.3/10), remaining previous wave. stable from the previous wave.
800g, Wave 10 $4.45, Wave 10 6.2/10, Wave 10 700g, Wave 26 $4.30, Wave 26 6.3/10, Wave 26
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 10 N=311, Wave 26 N=309, Wave 30 N=306 : Indicates HIGHER score than current wave. 103 Amount Purchased Individual green peas are the most common purchase format. if Selected (Wave 5) This wave sees an increase in purchase of pre-packaged formats in small trays. 51% Mean Half Pumpkin 1.1 51%
78% 31% 77% Whole Pumpkin Mean 1.4 32%
41% 36% 33% Mean Quarter Pumpkin 18% 1.4 15% 31% 8% 6% 5% 3%
Loose Pre-packaged in small trays Pre-packaged in large trays Baby/mini formats Pre-prepared formats
Wave 26: Jun-15 Wave 30: Nov-15
Q4b. In what fresh formats do you typically purchase green peas? Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306 Online and In-store Commodity Prices. 104 Snow Peas.
Darwin, NT Woolworths: N/A Coles: $12.98kg
The average price for Snow Peas Brisbane, QLD Woolworths: $9.98kg / $9.98kg in Australia was $11.87kg Coles: $8.98kg / $8.98kg
Adelaide, SA Woolworths: $12.88kg / $12.88kg Sydney, NSW Coles: $12.90kg / $12.90kg Woolworths: $12.98kg / $12.98kg Perth, WA Coles: $10.00kg / $10.00kg Woolworths: $15.98kg Coles: $15.00kg Canberra, ACT Woolworths: $9.98kg Melbourne, VIC Coles: $10.00kg • The average price of Snow Peas in November was $11.87 per kg, slightly below July 2015 Woolworths: $9.98kg / $9.98kg prices. Coles: N/A / $13.50kg • There was littler variation in prices across states and retailers. The lowest price was $9.98 per kg in multiple locations and the highest price was $15.98per kg in Perth. • The retail price range this wave was $5.00 per kg.
Pricing was carried out on 17th November 2015 between 10am-12pm. Hobart, TAS Prices are displayed Online / In-store. Woolworths: $14.98kg Green text indicates promotional price. Coles: $13.50kg 105
35% Snow Peas 40% 31% 25% Green Peas 28% 7% 23% Snow Peas and Green Peas Snap Peas 25% are the most commonly 22% recalled varieties. 23% Sugar Peas 22% 12% Half of consumers are still 8% unable to recall a type of pea. Baby Peas 6% 5% 2% Garden Peas 4% 19% 53% Do not know 45% any varieties 43%
Wave 30: Nov-15 Wave 26: Jul-15 Wave 10: Mar-14
Q6a. What types/varieties of
61% 4% They taste great 65% 5% Lack of variety available 65% Added since 4% 55% Wave 10 I don't know how to fit any more As they are healthy 51% 7% 60% 7% vegetables into my daily diet 55% 9% Easy to prepare/cook with 66% 9% Inconsistent or poor quality 56% 8% To add variety to my vegetable 51% 6% 50% 8% I grow my own selection 50% 9% 51% 31% Cooks quickly 50% 8% Other 49% 11% 39% 9% To add colour to a meal 37% 12% Short shelf life 45% 11% 35% 22% The whole family likes them 40% 21% Expensive 45% 22% 43% I want a variety of vegetables in my To complement other food 35% 24% 42% 24% diet 44% To use as an ingredient in dishes 44% 25% I don't want to waste any 40% Added since 25% Wave 10 I consume enough to balance my I like the texture 33% 25% 34% 29% diet
Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15 Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15
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 10 N=311, Wave 26 N=309, Wave 30 N=306
107 Green pea dishes are most popular in Australian and Chinese cuisine, with an Top 5 Consumption Occasions increasing trend of cooking peas as Wave 26 Wave 30 snacks. Dinner 74% 74% 19% Family meals 66% 64% used green peas Meal occasions tend to occur during when cooking a Quick meals 50% 50% new recipe dinner meals. Weekday meals 52% 48% Weekend meals 43% 43% 23%, Wave 26
70% Typical Cuisine Cooked
60% 54% 50% 48% 50%
40% 29% 30% 18% 19% 17% 20% 15% 16% 5% 10%
0% Traditional Modern Chinese Thai Vietnamese Indian British Italian Snacks Other
Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15
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 10 N=311, Wave 26 N=309, Wave 30 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 108 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 72% Wave 10 Wave 26 Wave 30 Stir frying 41% 59% 59% lettu Steaming 50% 49% 54% Potato 51% Raw 23% 32% 40% ce Boiling 37% 42% 40% Microwave 28% 23% 26% Soup 13% 20% 16% Broccoli 37% Slow Cooking 13% 13% 13% Sautéing 9% 14% 12% Frying 6% 9% 9% carr Mashing 4% 8% 5% Capsicum 36% ot
Sweet Corn 34%
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 10 N=311, Wave 26 N=309, Wave 30 N=306
109 Importance of provenance has continued to increase this wave. Knowing that green peas are grown in Australia is the most important provenance information for consumers.
Vegetable Average 6.5
Wave 10: Mar-14 6.7 8.1
Wave 26: Jul-15 7.0
Wave 30: Nov-15 7.2
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 10 N=311, Wave 26 N=309, Wave 30 N=306
110
Expected Consumers expect green peas to remain to stay fresh for over a week once purchased, fresh for continuing the decline since March 2014. This 8.2 days expectation is being met most of the time. 10.0 days, Wave 10 9.2 days, Wave 26 Expectations Met
Wave 10: Mar-14 6% 11% 60% 21%
Wave 26: Jul-15 2% 7% 8% 61% 21%
Wave 30: Nov-15 7% 10% 62% 20%
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 10 N=311, Wave 26 N=309, Wave 30 N=306 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.
111
Green Peas Product Launch Trends. There were 441 green pea products launched globally over the last three Green Peas Global Launches months. The majority of launches were in the USA. Categories for launches were snacks and processed products. Key packaging for green pea September – November 2015 products was flexible formats.
Country Region
3% USA 15% 5%
China 12% 23% 44% UK 8%
Germany 8% 25%
Europe Asia Pacific Canada 8% North America Latin America 441 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
7% Low/No/Reduced Allergen 33% 7% Categories Gluten Free 30% 7% Processed 41% Snacks 7% Products Vegan 24% 21% 18% No Additives/ 13% cPreservatives 24% Bakery Meals Flexible Tray 10% No Animal Bottle Carton 12% Ingredients 24% Tub Flexible stand-up pouch 113
Green Peas Product Launches: Last 3 Months (September – November 2015) Summary
• There were 441 launches in the past 3 months globally that contained green peas as an ingredient.
• There were 7 products launched in Australia over the past three months.
• Europe (44%) and Asia Pacific (25%) were the key regions for launches.
• Flexible packaging (41%) was the most common format used for products.
• The main categories for launches were snacks (21%), processed products (18%), and bakery (12%).
• Claims used on products highlighted health; low/no/reduced allergen (33%), gluten free (30%), and vegan (24%).
• The most innovative products launched included a Mixed Cereal Powder for Source: Mintel (2015) Adults in Taiwan, and Sea Salt Popped Bean Chips in the USA. Examples of these can be found in the following pages. 114 The majority of launches occurred in USA and China. The key categories for green pea launches are snacks, processed products and baked items, relatively consistent with the previous wave.
Top Launch Countries Top Launch Categories
15% USA Snacks 21% 12% China Processed Fish, Meat & Egg Products 18% 8% UK Bakery 12%
8% Germany Meals & Meal Centers 10%
8% Canada Other Beverages 6%
7% France Desserts & Ice Cream 5%
3% Taiwan Sauces & Seasonings 4% 441 Global 3% Netherlands Side Dishes 4% Launches 3% Poland Skincare 3%
3% Spain Soup 3% 115 The main claims being utilised included no additives & preservatives, gluten free and vegan. Flexible packaging was primarily used for green pea products, consistent across regions. Trays, and flexible stand-up pouches were also popular formats.
Pack Formats Used Top Claims Used
Flexible 41% Low/No/Reduced Allergen 30%
Tray 11% Gluten Free 28% Global
Flexible Stand-Up Pouch 7% Global Vegan 24%
Flexible 40% Low/No/Reduced Allergen 27%
Tray 24% Gluten Free 23% Europe
Europe Tub 14% Vegan 19%
Flexible 45% No Additives/Preservatives 29%
Bottle 14% Vegan 15%
Flexible Stand-Up Pouch 11% No Animal Ingredients 15%
Asia Asia Pacific Asia Asia Pacific
Only regions with n >30 are displayed
Innovative Green Peas Launches: 116 L3M (September – November 2015) Natural Polyphenol Antioxidants
Veganz Vegan Wiener Kalbe Milna Beef & Green MaXsport Veggie Protein Just Veg! Spicy Vegetarian Schnitzel Peas Baby Cereal Grill Flavoured Wholegrain Cold Cuts (Czech Republic) (Malaysia) Crackers (Switzerland)
Veganz Veganský Vídenský Rízek (Vegan (Czech Republic) Kalbe Milna Bijirin Bayi dengan Cah Daging Wiener Schnitzel) is made with soy and Kacang Polong (Beef & Green Peas Baby wheat proteins. The product can be pan MaXsport Veggie Protein Celozrnné Krekry s Just Veg! Aufschnitt Pikant Ohne Fleisch Cereal) is a dry cereal for infants and young fried in four to five minutes or oven baked Príchuti Gril (Grill Flavoured Wholegrain (Spicy Vegetarian Cold Cuts) are made with children over six months of age. It contains to five to six minutes. It retails in a 300g Crackers) provide 20% protein and are high milk and vegetable proteins, and are said to minerals, protein which is important for pack featuring the Facebook logo. in fibre. This 100% natural product does not be a source of protein. The gluten-free growth and development, calcium which contain added sugar, gluten or GMO. The product retails in a 125g pack with the plays a role in bone formation and maintains kosher certified crackers are suitable for European Vegetarian Union ovo-lacto- bones and teeth density, omega 3 and 6, vegans and retail in a 36g pack sufficient for vegetarian logo. and carbohydrate. It is high in vitamins A, one serving. B12, C and E, iron and zinc and is a source of vitamins B1 and B2.
Claims: Claims: Claims: Claims: Vegan, No Animal Ingredients, Social Media Halal, Other (Functional), Babies & Toddlers All Natural Product, Low/No/Reduced Gluten-Free, Low/No/Reduced Allergen, (0-4), Children (5-12), Bone Health Allergen, GMO-Free, High/Added Fiber, Vegetarian Vegan, Kosher, Low/No/Reduced Sugar, Gluten-Free, No Animal Ingredients, High Protein, Wholegrain
Source: Mintel (2015) Innovative Green Peas Launches: 117 L3M (September – November 2015) Natural Polyphenol Antioxidants
Xiang Hui 28 Mixed Cereal HarryP. Bodyfit von Organics Happy Baby PopCorners Sea Salt Powder for Adult Seitenbacher Whole Grain Simple Combos Broccoli, Popped Bean Chips (Taiwan) Muscle Pasta Pears & Peas Organic Baby (USA) (Germany) Food (USA)
PopCorners Sea Salt Popped Bean Chips Xiang Hui 28 Mixed Cereal Power for Adult HarryP. Bodyfit von Seitenbacher Whole Organics Happy Baby Simple Combos are now available. The product is gluten is made with 28 types of grains, and can be Grain Muscle Pasta has been relaunched Broccoli, Pears & Peas Organic Baby Food free, GMO free, kosher certified and packed served with hot water, fresh milk, soy milk, with a new brand name. It is described as is now available. The kosher, USDA organic with fiber and protein. It is said to have an juice or grains. This product retails in a 380g the revolution in protein-rich nutrition and certified product provides 15% daily value of unbelievable flavor, and to help feeling full pack. provides 30g protein, 3g BCAAs and 23g vitamin A, 90% daily value of vitamin C, 3g throughout the day by satisfying cravings for net carbs per portion to support the body in of fiber, and 135mg of potassium, is crunch without the guilt of fried chips. This building up muscle mass and regeneration. unsalted and unsweetened, and free from snack retails in a 6-oz. pack featuring the The product has a cooking time of seven to GMO, artificial flavors, and colors. Facebook logo. The product was on display 10 minutes and retails in a 330g pack at the Natural Products Expo East 2015 in providing four portions. Baltimore.
Claims: Claims: Claims: Claims: N/A Weight & Muscle Gain, Wholegrain No Additives/Preservatives, GMO-Free, Kosher, Ethical - Environmentally Friendly Low/No/Reduced Allergen, GMO-Free, Package, Ethical - Environmentally Friendly High/Added Fiber, Kosher, Gluten-Free, Product, Ease of Use, Ethical - Human, Social Media Ethical - Charity, Organic, Low/No/Reduced Sodium, Babies & Toddlers (0-4), Low/No/Reduced Sugar, On-the-Go
Source: Mintel (2015) Innovative Green Peas Launches: 118 L3M (September – November 2015) Natural Polyphenol Antioxidants
Peeled Snacks Peas Please Sheng-Hsiang-Jen Garlic Popchips Veggie Chips Organics Happy Baby Garden Herb Baked Pea Flavoured Green Peas with a Hint of Olive Oil Homestyle Meals Sweet Snacks (Russia) (USA) Peas, Green Beans, (USA) Spinach & Quinoa Organic Baby Food (USA) Popchips Veggie Chips with a Hint of Olive Sheng-Hsiang-Jen Garlic Flavoured Green Peeled Snacks Peas Please Garden Herb Oil have been reformulated and are now Peas are made in Taiwan and suitable for Baked Pea Snacks are now available. The free from GMOs. These vegan chips have Organics Happy Baby Homestyle Meals vegans. This product retails in a 9.4g pack organic and kosher certified product is not been fried or baked but air popped, are Sweet Peas, Green Beans, Spinach & and was on display at the trade show made with real, simple ingredients such as formulated with a blend of nine vegetables Quinoa Organic Baby Food is a stage two WorldFood Moscow 2015. organic whole peas and wholegrain brown with a touch of sea salt to be light and food suitable for babies over the age of six rice, and is gluten and GMO free. It is crispy. They are free from gluten, months, making eating effortless as it can described as crunchy retails in a 0.77-oz. cholesterol, saturated fat, trans fat, be served straight from the pouch. The pack. This product was on display at the preservatives and artificial flavors and USDA Organic certified product is free of Natural Products Expo East 2015 in colors. The kosher certified product contains GMOs, contains 4g of fiber and 190% DV Baltimore. 50% less fat than regular fried potato chips vitamin A and retails in a 3.5-oz. BPA-free and retails in a 3-oz. pack. pack.
Claims: No Additives/Preservatives, Claims: Claims: Claims: Low/No/Reduced Allergen, Low/No/Reduced Low/No/Reduced Allergen, GMO-Free, Vegan, No Animal Ingredients Ease of Use, Organic, Babies & Toddlers (0- Cholesterol, No Animal Ingredients, Vegan, Gluten-Free, Kosher, Organic, Wholegrain 4), GMO-Free Kosher, Low/No/Reduced Fat,
Low/No/Reduced Saturated Fat, Gluten- Free, Low/No/Reduced Transfat, GMO-Free
Source: Mintel (2015) Australian Green Peas Launches: 119 L3M (September – November 2015)
Freelicious Organic Amaranth + Raw C Pure Protein & Cacao Nature First Premium Vegie Salt Protein Crispbread Coconut Water
Freelicious Organic Amaranth + Protein Crispbread is new Raw C Pure Protein & Cacao Coconut Water is 100% Nature First Premium Vegie Salt is described as a tasty to the range. This organic certified product is free from natural without added colour, preservatives, dairy, or combination of natural sea salt, herbs, spices and gluten, wheat, dairy and peanut, is a source of protein and GMO. The product contains 20g protein, and is made from vegetables that can add flavour to a variety of recipes. fibre, low in fat and sugar and contains no added colours, single origin and 100% natural tree-style rawsomeness of This product is free from gluten, wheat, free flowing flavours or preservatives. It is said to provide the coconuts, with pea protein and crushed cacao for nature's agents or GM ingredients. It retails in a resealable oxygen- wholesome goodness of three grains and to be deliciously ultimate chocolate protein fix. The company proudly barrier 245g pack. toasted and crispy. supports the OZHarvest. The drink is high in potassium, has five electrolytes, and retails in a 330ml pack featuring the Facebook, Twitter, and Instagram logos.
Claims: Claims: Claims: No Additives/Preservatives, Low/No/Reduced Allergen, No Additives/Preservatives, All Natural Product, GMO- No Additives/Preservatives, Low/No/Reduced Allergen, Organic, Ethical - Environmentally Friendly Package, Free, High Protein, Ethical - Charity, Social Media Low/No/Reduced Fat, Low/No/Reduced Sugar, Gluten- GMO-Free, Gluten-Free, Convenient Packaging, Premium Free, Social Media
Source: Mintel (2015) 120
Kale. 121
Average purchase and consumption of kale have increased this wave. Average Average Purchase Consumption Kale is typically purchased from 4.3 times 9.4 times mainstream retailers. This wave saw a per month per month decline in purchase from specialist retailers and markets. 4.1 times, Wave 26 8.8 times, Wave 26
Purchase Channels 52% 48% 45% 39% 35% 33% 29% 27%
17% 14% 13% 9% 10% 6% 6% 5% 3% 4% 2% 2% 2% 0% 1% 0%
Woolworths Coles Specialist Fruit Markets Independent Aldi Direct from the Gourmet Online Costco Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 26: Jul-15 Wave 30: Nov-15
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 26 N=200, Wave 30, N=205 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 122 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, declining kale to be fair value for 600g of kale, a slight from the previous money (6.1/10), which decline from the wave. has decreased this previous wave. wave.
700g, Wave 26 $4.60, Wave 26 6.5/10, Wave 26
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 26 N=200, Wave 30, N=205 : Indicates HIGHER score than current wave. 123 Amount Purchased Bunched kale is the most common purchase format, consistent if Selected (Wave 5) with the previous wave. This wave sees an increase in pre- prepared mixed vegetable formats. 51% Mean Half Pumpkin 1.1 51%
85% 83%
31% Whole Pumpkin Mean 1.4 32%
33% Mean Quarter Pumpkin 1.4 17% 31% 13% 9% 9% 8% 7% 2% 4%
Bunched Pre-packaged in small Pre-packaged in large Pre-prepared mixed Pre-prepared formats container/bag/tray container/bag/tray vegetable formats
Wave 26: Jul-15 Wave 30: Nov-15
Q4b. In what fresh formats do you typically purchase kale? Sample Wave 26 N=200, Wave 30, N=205 Online and In-store Commodity Prices. 124 Green Kale.
Darwin, NT Woolworths: N/A Coles: $4.50ea
The average price for Green Kale in Brisbane, QLD Woolworths: $2.50ea / $2.50ea Australia was $3.26 per bunch Coles: $4.00ea / $4.00ea
Adelaide, SA Woolworths: $2.50ea / $2.50ea Sydney, NSW Coles: $4.50ea / $4.50ea Woolworths: $3.98ea / $2.00ea Perth, WA Coles: $3.98ea / $3.98ea Woolworths: $2.00ea Coles: $2.50ea Canberra, ACT Woolworths: $2.00ea Melbourne, VIC Coles: $3.98ea • The average price per bunch for Green Kale was $3.26 per bunch in November, Woolworths: $3.98ea / $2.50ea slightly lower than July 2015. Coles: $3.00ea / $3.00ea • The cheapest price was in Perth at $2.00 per bunch and the most expensive at $4.50 in Darwin and Adelaide. • The retail price range was $2.50 per bunch, consistent across waves.
Hobart, TAS Pricing was carried out on 17th November between 10am-12pm. Woolworths: $3.00ea Prices are displayed Online / In-store. Coles: $4.00ea Green text indicates promotional price. 125
14% Curly Awareness of types of kale has 12% substantially improved this wave; 7% Tuscan however, almost two thirds of 7% 4% consumers still cannot recall a variety. Russian 8% 3% Baby Curly Leaf and Tuscan are the most 4% recalled forms of kale. 2% Covolo Nero 3% 0% Flat Leaf 2% 0% Kalette 2% Green Purple Red Black 0% 3% 4% Winterbor 6% 7% 1% 61% Do not know any varieties Colour recall for kale types 85%
Wave 30: Nov-15 Wave 26: Jul-15
Q6a. What varieties of kale are you aware of? (unprompted) Sample Wave 26 N=200, Wave 30, N=205 The key drivers of purchase for kale are health related as kale has specific 126 health and nutritional benefits. This wave sees a substantial decline in ease of preparation/cooking as a trigger to purchase. In contrast, wanting to avoid waste is the key barrier to purchase.
Triggers Barriers
Specific health and nutritional 61% 6% Lack of variety available benefits 61% 6% 62% 5% As they are healthy Not versatile for my cooking style 60% 8% To add variety to my vegetable 45% 9% Other selection 39% 10% 29% 6% I don't know how to fit any more To use as an ingredient in dishes 34% 11% vegetables into my daily diet 46% 12% Easy to prepare/cook with I grow my own 30% 13% 36% 12% They taste great Short shelf life 29% 17% 26% 25% I want a variety of vegetables in my Cooks quickly 24% 20% diet 19% 21% It's versatile Expensive 21% 20% 22% 29% I like the texture I consume enough to balance my diet 21% 22% 29% 26% To complement other food I don't want to waste any 20% 23%
Wave 26: Jul-15 Wave 30: Nov-15 Wave 26: Jul-15 Wave 30: Nov-15
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 26 N=200, Wave 30, N=205
127 Australian and Chinese cuisine are popular for kale dishes, Top 5 Consumption Occasions consistent with the previous Wave 26 Wave 30 wave. Dinner 57% 57% 18% Family Meals 46% 37% used kale when cooking a new Meal occasions tend to occur Quick Meals 31% 31% recipe Weekday Meals 36% 29% during dinner and family meals. Lunch 26% 22% 15%, Wave 26
Typical Cuisine Cooked 80%
Add kale into 60% various dishes they cook 40% 40%
20% 20% 23% 13% 20% 9% 9% 8% 11% 13% 0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 26: Jul-15 Wave 30: Nov-15 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 26 N=200, Wave 30, N=205 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 128 Consumers prefer to use kale mainly with carrots, onions and tomatoes. Kale is generally stir fried and steamed. Eating kale raw is also a popular option.
Accompanying Vegetables
Top 10 Cooking Styles Carrot 36% Wave 26 Wave 30 Stir frying 42% 39% Steaming 34% 39% lettu Onion 30% Raw 26% 31% ce Sautéing 22% 22% Soup 21% 19% Other 10% 17% Tomato 27% Boiling 19% 15% Roasting 10% 13% Baking 10% 11% carr Frying 11% 10% Garlic 26% ot
Potato 26%
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 26 N=200, Wave 30, N=205
129 This wave sees a decline in the importance of kale provenance. However, knowing that kale is grown in Australia is still important information for consumers.
Vegetable Average 6.5
Wave 26: Jul-15 7.2 8.2
Wave 30: Nov-15 6.6
Knowing Australian provenance 8.2
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 26 N=200, Wave 30, N=205
130
Expected Consumers expect kale to remain fresh for to stay fresh for approximately a week once purchased, which 6.8 days is being met most of the time.
6.1 days, Wave 26
Expectations Met
Wave 30: Nov-15 4% 9% 13% 53% 20%
Wave 26: Jul-15 2% 8% 10% 62% 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 26 N=200, Wave 30, N=205 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 131
Kale Product Launch Trends. There were 156 kale products launched globally over the last three months. Kale Global Launches The majority of launches were in USA and Canada. Categories for launches were juice drinks and snacks. Key packaging for kale products were in September – November 2015 flexible packaging and bottles.
Country Region
2% 7% USA 38%
Canada 12% 19% 50% Japan 11% 22% UK 4%
North America Europe Germany 4% Asia Pacific Latin America 156 Global NPDs Middle East & Africa
Top Pack Formats Top Claims
6% Low/No/Reduced Allergen 50% 11% 26% Categories Gluten Free 49% 11% Juice Snacks No Additives/ 36% Drinks 25% Preservatives 26% 14% 21% Vegan 33% Fruits & Meals Flexible Bottle Vegetables 11% Flexible stand-up pouch Carton 12% GMO-Free 33% Tray Jar 133
Kale Product Launches: Last 3 Months (September – November 2015) Summary
• There were 156 launches in the past 3 months globally that contained kale as an ingredient.
• There were 2 products launched in Australia over the past three months.
• North America (50%) and Europe (22%) were the key regions for launches.
• Flexible packaging (26%) and bottles (21%) were the most common formats used for products.
• The main categories for launches were juice drinks (26%), snacks (25%) and fruits & vegetables (12%).
• Claims used on products highlighted health; low/no/reduced allergen (50%), gluten free (49%) and no additives/preservatives (36%). Source: Mintel (2015) • The most innovative product launched was a Green Detox icy-poles containing Kale from the USA. More examples can be found in the following pages. 134 The majority of kale launches occurred in USA and Canada. The key categories for kale launches are juice drinks, snacks, fruits & vegetables and meals, consistent with the previous wave.
Top Launch Countries Top Launch Categories
38% USA Juice Drinks 26%
12% Canada Snacks 25%
11% Japan Fruit & Vegetables 12%
4% UK Meals & Meal Centers 11%
4% Germany Other Beverages 7%
4% Ireland Soup 6%
3% Brazil Dairy 3% 156 Global 3% France Side Dishes 3% Launches 3% Mexico Healthcare 2%
3% Norway Sauces & Seasonings 2% 135 The main claim globally was low/no/reduced allergen and gluten free. Flexible and bottle packaging are primarily used for kale products.
Pack Formats Used Top Claims Used
Flexible 26% Low/No/Reduced Allergen 50%
Bottle 21% Gluten Free 49% Global
Flexible stand-up pouch 14% Global Vegan 31%
Flexible 29% Low/No/Reduced Allergen 59%
Bottle 19% Gluten Free 58%
North North Tray GMO Free 51%
13% America
America
Flexible 34% Low/No/Reduced Allergen 57%
Bottle 23% Vegan 57% Europe
Europe Tray 17% No Animal Ingredients 57%
Only regions with n >30 are displayed
Innovative Kale Launches: 136 L3M (September – November 2015)
New York Naturals Sea Salt Organics Happy Mama President's Choice Kale Evol. Scramble Cups Egg & Vinegar Kale Chips Prenatal Apple, Kale & Kiwi Blend White, Veggies & Cheese (France) with Soothing Ginger (Canada) (USA) Snack (USA)
Evol. Scramble Cups Egg White, Veggies & New York Naturals Sea Salt & Vinegar Kale Organics Happy Mama Prenatal Apple, Kale President's Choice Kale Blend has been repackaged in a newly designed 227g pack Cheese is free from gluten and contains 9g Chips are handmade with the whole kale & Kiwi with Soothing Ginger Snack is protein per serving. This microwavable meal leaf. This raw and vegan product is kosher specially formulated for pregnant and featuring serving suggestions. The product is an excellent source of vitamins A, C and is made with cage-free eggs and is suitable certified, is free from gluten and is not breastfeeding women. The product provides for vegetarians. The product retails in a 5- baked or fried. It retails in an 85g pack 230mg of choline (40% DV) and 35mg DHA K and comprises a mix of already chopped and washed red, green and Tuscan kale. oz. tub bearing the Facebook and Twitter featuring a QR code and the Facebook and to help support baby's brain and eye logos. One pack provides two Evol. points, Twitter logos. development while in the womb, and 260mg which can be used to get Evol. Gear. calcium (20% DV) to support bone health for both mom and baby.
Claims: Claims: Claims: Claims: Low/No/Reduced Allergen, Vegan, Kosher, Brain & Nervous System (Functional), GMO- N/A Low/No/Reduced Allergen, Low/No/Reduced Social Media, Gluten-Free, No Animal Free, Other (Functional), Kosher, Calorie, Slimming, Ethical - Animal, Ingredients Low/No/Reduced Sugar, Organic, Female, Microwaveable, Gluten-Free, Social Media, Bone Health Vegetarian
Source: Mintel (2015) Innovative Kale Launches: 137 L3M (September – November 2015)
SMT Fire Roasted Crushed Luke's Organic Kale Iceland Seasonal Selection Ohayo Hanako To Collabo Tomatoes with Eggplant, MultiGrain & Seed Chips Curly Kale Shita La France Mix & Kale & Beet Puree (Singapore) (UK) Vegetables Yogurt (USA) Smoothie
Luke's Organic Kale Multigrain & Seed Iceland Seasonal Selection Curly Kale is (Japan) Chips are suitable for vegans and are free SMT Fire Fire Roasted Crushed Tomatoes now available. The microwavable product is from gluten, GMOs, soy, dairy, peanut and with Eggplant, Kale & Beet Puree is said to said to have been harvested at the optimum tree nut. This kosher, and USDA and be made with only the finest tomatoes that time and frozen to lock in the flavour. It can Ohayo Hanako To Collabo Shita La France Quality Assurance International certified have been roasted at their peak of be heated from frozen in four minutes, Mix & Vegetables Yogurt Smoothie contains organic product contains wholegrain, and freshness, and eggplant, kale and beet contains no artificial colours, flavours or celery, kale, yogurt and vitamin C. The retails in a 142g pack featuring the Whole puree were added to for extra nutrition and preservatives, and retails in a 1kg pack. product retails in a 180g pack. Launched on Grain Council, Non GMO Project Verified flavor. The product can be substituted for October 6, 2015. RRP not available. and Certified Vegan logos. The canned tomatoes. It retails in a recyclable manufacturer states on the pack that part of 26.46-oz. BPA-free pack, featuring the FSC the proceeds from the sales go to the Red and the Rainforest Alliance logos and a QR Cross for weather disaster relief. code.
Claims: Claims: Claims: Claims: Ethical - Environmentally Friendly Package, Low/No/Reduced Allergen, GMO-Free, No Additives/Preservatives, Seasonal, Seasonal Ethical - Environmentally Friendly Product, Gluten-Free, Vegan, Kosher, Ethical - Microwaveable Ethical - Human Charity, Organic, No Animal Ingredients, Wholegrain
Source: Mintel (2015) Innovative Kale Launches: 138 L3M (September – November 2015)
Real Health Super Foods RW Garcia 3 Seed Kale Vita Mundi Detox Green Eatpops Green Detox Kale, Raaw Juice Go Green Raw Crackers Juice Spinach, Apple, Pineapple, Juice Powder (Canada) (Brazil) Lemon, Ginger & Cayenne (Sweden) Pops (USA)
Eatpops Green Detox Kale, Spinach, Apple, Vita Mundi Detox Suco Verde (Detox Green Real Health Super Foods Raaw Juice Go RW Garcia 3 Seed Kale Crackers are gluten Pineapple, Lemon, Ginger & Cayenne Pops Juice) is now available. This gluten-free Green Raw Juice Powder is stuffed with free and include kale, stone ground white are made using real fruit and vegetable, and product comprises mixed apple, pineapple, super-greens such as apple, pineapple, corn, flaxseed, sesame and chia. They are said to be delicious, nutritious and guilt free. ginger, kale, lemon, watercress, cucumber wheat grass, barley grass, coconut milk, made with non-genetically engineered white The kosher certified product is free from fat, and chlorophyll juices, and contains no chlorella, kale, spinach, coconut water, corn flour and corn oil or sunflower oil, and gluten, dairy, added sugar, artificial preservatives or added sugar. It is made stevia and silica. This 100% natural product free from trans fat and wheat. The kosher sweeteners and added coloring, and is with 100% natural ingredients, is described is free from gluten, lactose, dairy and certified product features a tasty crunch and suitable for a vegan diet. The all-natural to be more practical, happier and healthier artificial sugar, sweeteners, additives, retails in a 180g pack featuring a QR code. product retails in a 9-oz. pack containing to conquer wellbeing, and retails in a 1L flavourings, flavour enhancers and three 3-oz. units and featuring a social recyclable pack featuring the FSC logo. colourants. media hashtag.
Claims: Low/No/Reduced Lactose, No Claims: Claims: Claims: Additives/Preservatives, All Natural Product, Gluten-Free, Low/No/Reduced Transfat, No Additives/Preservatives, All Natural No Additives/Preservatives, All Natural Low/No/Reduced Allergen, Botanical/Herbal, Low/No/Reduced Allergen, Kosher, GMO- Product, Low/No/Reduced Allergen, Ethical - Product, Low/No/Reduced Allergen, No Vegan, On-the-Go, Low/No/Reduced Sugar, Free Environmentally Friendly Package, Animal Ingredients, Vegan, Kosher, Ease of Use, Gluten-Free, No Animal Low/No/Reduced Sugar, Ease of Use, Low/No/Reduced Fat, Low/No/Reduced Ingredients Gluten-Free, Digestive (Functional) Sugar, Gluten-Free, Social Media
Source: Mintel (2015) Australian Kale Launches: 139 L3M (September – November 2015)
La Gina La Zuppa Kale, Quinoa & Super Nature Super Foods Vegetable Soup Homestyle Sweet Potato Cottage Pie
Super Nature Super Foods Homestyle Sweet Potato La Gina La Zuppa Kale, Quinoa & Vegetable Soup is Cottage Pie features tender lean beef mince mixed with described as a nutritious combination of kale, quinoa, black garlic, carrots, peas, red lentils, kale and amaranth, lentils and vegetables. This all natural, gluten- and dairy- topped with sweet potato mash and sprinkled with free, microwavable product is said to contain the finest breadcrumbs, parsley and cheese. The 97% fat free ingredients. is 99% fat free and retails in a 540g pack. product is claimed to be a good source of protein, and is free from preservatives, artificial flavours and colours.
Claims: Claims: Gluten-Free, All Natural Product, Low/No/Reduced Beauty Benefits, No Additives/Preservatives, Immune Allergen, Low/No/Reduced Fat, Microwaveable System (Functional), Brain & Nervous System (Functional), High/Added Fiber, Other (Functional), Ethical - Environmentally Friendly Package, Low/No/Reduced Fat, Time/Speed, Microwaveable, High Protein, Antioxidant, Low/No/Reduced Glycemic, Digestive (Functional), High Satiety
Source: Mintel (2015) 140
Leek. 141 On average, leeks are purchased two or three times a month, and are consumed once a week. Average Average Purchase Consumption 2.4 times 4.4 times Leeks are generally purchased from per month per month Woolworths and Coles, consistent with the previous wave. 2.2 times, Wave 26 3.9 times, Wave 26
Purchase Channels 55% 53% 53% 48%
36% 36%
20% 21% 21% 20% 15% 15%
3% 3% 3% 3% 1% 2% 1% 0% 0% 0% 0% 2%
Woolworths Coles Specialist Fruit Markets Independent Aldi Direct from the Gourmet Online Costco Convenience Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers
Wave 26: Jul-15 Wave 30: Nov-15
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 26 N=206, Wave 30 N=204 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 142 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 $3.50, value for money is fair 800g of leeks, remaining relatively for leeks (6.0/10). consistent with the consistent with the previous wave. past wave.
800g, Wave 26 $3.30, Wave 26 6.2/10, Wave 26
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 26 N=206, Wave 30 N=204 : Indicates HIGHER score than current wave. 143 Amount Purchased Individual leeks are the most common purchase format. if Selected (Wave 5) Bunched leeks are another popular option and have seen an increase in popularity this wave. 51% Mean Half Pumpkin 1.1 51%
76% 74% 31% Whole Pumpkin Mean 1.4 32%
32% 26% 33% Mean 11% 9% Quarter Pumpkin 4% 1.4 1% 1% 0% 31% Loose Bunched Pre-packaged in small Pre-packaged in large Pre-prepared mixed container/bag/tray container/bag/tray vegetable formats
Wave 26: Jul-15 Wave 30: Nov-15
Q4b. In what fresh formats do you typically purchase leeks? Sample Wave 26 N=206, Wave 30 N=204 Online and In-store Commodity Prices. 144 Leek.
Darwin, NT Woolworths: N/A Coles: $2.50ea
The average price for Leeks in Brisbane, QLD Woolworths: $2.48ea / $2.48ea Australia was $2.27 each Coles: $2.50ea / $2.50ea
Adelaide, SA Woolworths: $2.98ea / $2.48ea Sydney, NSW Coles: $1.50ea / $2.48ea Woolworths: $1.98ea / $1.98ea Perth, WA Coles: $2.00ea / $2.00ea Woolworths: $2.98ea Coles: $2.90ea Canberra, ACT Woolworths: $1.98ea Melbourne, VIC Coles: $2.00ea • The average price for an individual leek was $2.27 in November, relatively consistent Woolworths: $1.98ea / $1.98ea across waves. Coles: $2.00ea / $2.00ea • The cheapest price was in Adelaide at $1.50 and the most expensive at $2.98 in Perth. • The retail price range was $1.48, consistent with past months.
Hobart, TAS Pricing was carried out on 17th November between 10am-12pm. Woolworths: $2.48ea Prices are displayed Online / In-store. Coles: $2.50ea Green text indicates promotional price. 145
Awareness of leek varieties is low, with 91% of consumers unable to recall a type. This has declined even further from the 85% of consumers unable to recall a type in Wave 26.
Q6a. What varieties of leek are you aware of? (unprompted) Sample Wave 26 N=206, Wave 30 N=204 Using leeks as an ingredient in dishes, their great taste and their ease of 146 preparation are the key drivers of purchase, consistent with the previous wave. In contrast, the key barriers to purchase are already consuming enough to balance their diet and not wanting to waste any. Triggers Barriers
72% 3% To use as an ingredient in dishes Lack of variety available 75% 4% 57% 7% They taste great Not versatile for my cooking style 63% 6% 52% 9% I don't know how to fit any more Easy to prepare/cook with 57% 8% vegetables into my daily diet 44% 8% To complement other food Short shelf life 46% 9% To add variety to my vegetable 46% 5% I grow my own selection 44% 10% 28% 17% It's versatile Other 30% 13% 30% 24% As they are healthy Expensive 28% 22% 22% 24% I want a variety of vegetables in my The whole family likes them 27% 24% diet 27% 23% Cooks quickly I don't want to waste any 26% 28% 22% 25% I like the texture I consume enough to balance my diet 25% 28%
Wave 26: Jul-15 Wave 30: Nov-15 Wave 26: Jul-15 Wave 30: Nov-15
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 26 N=206, Wave 30 N=204
147 This wave sees a relatively large increase in the use of Modern Top 5 Consumption Occasions Australian, Italian, Indian, Thai and Chinese cuisines when cooking leeks. Wave 26 Wave 29 Dinner 66% 70% 26% Family meals 58% 57% used leeks when Meal occasions tend to occur during cooking a new dinner. One quarter of consumers used Weekday meals 39% 39% recipe leeks when cooking a new recipe. Weekend meals 29% 34% Quick meals 21% 28% 19%, Wave 26
Typical Cuisine Cooked 80%
60% 52% 40% 36% 26% 23% 17% 28% 20% 6% 3% 4% 10% 0% Traditional Modern British Italian Indian Thai Chinese Middle Snacks Other Eastern Wave 26: Jul-15 Wave 30: Nov-15 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 26 N=206, Wave 30 N=204 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave. 148 Consumers prefer to serve leeks with potatoes and carrots, consistent with the previous wave. Leeks are generally cooked in soups and stir fried.
Accompanying Vegetables
Top 10 Cooking Styles Potato 57% Wave 26 Wave 29 Soup 68% 55% Stir frying 37% 45% lettu Carrot 41% Sautéing 33% 39% ce Frying 22% 31% Slow Cooking 30% 23% Roasting 8% 15% Onion 28% Baking 11% 15% Steaming 17% 12% Boiling 12% 11% carr Microwave 6% 6% Garlic 23% ot
Capsicum 22%
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 26 N=206
149 This wave sees a slight decline in the importance of the provenance of leeks, sitting just below Vegetable Average.
Vegetable Average 6.5
Wave 26: Jul-15 6.7 7.8
Wave 30: Nov-15 6.4
Knowing Australian provenance 7.8
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 26 N=206, Wave 30 N=204
150
Expected Consumers expect leeks to remain fresh for just to stay over a week once purchased, which is being met fresh for most of the time. However, having expectations 8.6 days always met has slightly declined this wave.
8.9 days, Wave 26
Expectations Met
Wave 30: Nov-15 3% 8% 59% 28%
Wave 26: Jul-15 5% 7% 56% 31%
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Q12. How long do you expect 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 26 N=206, Wave 30 N=204 : Indicates LOWER score than current wave. : Indicates HIGHER score than current wave.
151
Leek Product Launch Trends. There were 433 leek products launched globally over the last three months. Leek Global Launches The majority of launches were in Germany and France. Categories for September – November 2015 launches were meals and sauces & seasonings.
Country Region
3% Germany 12% 5% 3% 13% France 9%
UK 9% 76% Poland 8%
Europe Asia Pacific Netherlands 6% North America Middle East & Africa 433 Global NPDs Latin America
Top Pack Formats Top Claims
7% No Additives/ Preservatives 27% 24% 12% Categories Microwaveable 26%
Sauces & Ethical - 12% Meals Seasonings Environmentally 18% 29% Friendly Package 15% 20% 14% Processed Ease of Use 18% Soup Flexible Tray Products 17% Tub Flexible sachet 14% Not Specified 17% Carton Flexible stand-up pouch 153
Leek Product Launches: Last 3 Months (September – November 2015) Summary
• There were 433 launches in the past 3 months globally that contained leeks as an ingredient.
• There was one product launched in Australia over the past three months.
• Europe (76%) was the key region for launches.
• Flexible packaging (24%), trays (15%) and tubs (14%) were the most common format used for products.
• The main categories for launches were meals (29%), sauces & seasonings (20%) and soups (17%).
• Claims used on products included no additives/preservatives (27%), microwaveable (26%) and ethical – environmentally friendly packaging (18%). Source: Mintel (2015) • The most innovative product launched was Leek and Cheese Swirls from the Netherlands. Other examples can be found in the following pages. 154 The majority of launches occurred in Germany and France. The key categories for leek launches are meals, sauces & seasonings, soups and processed products, consistent with the previous wave.
Top Launch Countries Top Launch Categories
12% Germany Meals & Meal Centers 29%
9% France Sauces & Seasonings 20%
9% UK Soup 17% 8% Poland Processed Fish, Meat & Egg Products 14% 6% Netherlands Side Dishes 6%
6% Spain Snacks 6%
4% Sweden Fruit & Vegetables 5% 433 Global 4% South Korea Baby Food 2% Launches 3% Canada Savoury Spreads 1%
3% Italy Bakery 0% 155 The main claims globally were no additives & preservatives, microwaveable, and ethical & environmentally friendly packaging. Flexible packaging is the most commonly used pack format for leek products.
Pack Formats Used Top Claims Used
Flexible 24% No Additives/Preservatives 27%
Tray 15% Microwaveable 24% Global Global Ethical - Environmentally Tub 14% 17%
Friendly Package
Flexible 19% No Additives/Preservatives 28%
Tub 16% Microwaveable 25%
Ethical - Environmentally Europe Europe Tray 15% 20%
Friendly Package
Flexible 53% No Additives/Preservatives 26%
Flexible Sachet 14% Halal 26%
Flexible Stand-Up Pouch 12% Time/Speed 26%
Asia Asia Pacific Asia Asia Pacific
Only regions with n >30 are displayed
Innovative Leek Launches: 156 L3M (September – November 2015)
Maggi Vegetable Bouillon President's Choice World VégéDélice Vegetarian Hua Wei Food Japanese Powder of Flavours Peruvian Italian-Style Portions in Style Frozen Cooked (Switzerland) Squash & Quinoa Soup Breadcrumbs Dumplings with Pork and (Canada) (France) Leek
(Taiwan) Maggi Gemüsebouillonpulver (Vegetable President's Choice World of Flavours VégéDélice Pané à l'Italienne Végétalien Bouillon Powder) is now available. The Peruvian Squash & Quinoa Soup contains (Vegetarian Italian-Style Portions in Hua Wei Food Japanese Style Frozen product is said to be low in fat and made pieces of potatoes with quinoa, aji amarillo Breadcrumbs) comprise Mediterranean Cooked Dumplings with Pork and Leek are with natural ingredients, and contains peppers in a carrot and butternut squash vegetables, sun dried tomatoes, fresh herbs processed according to an advanced chervil, onions, carrots and celery. It is soup. This soup has a mild spicy taste, and and responsibly sourced RTRS certified Japanese dumpling making technique. They suitable for vegetarians and retails in a 300g can be microwaved. The ready to serve soya, coated in crispy golden breadcrumbs. can be boiled, steamed, pan fried, or deep pack. product contains no colours or artificial This product is said to be a healthy and rich fried. This product is free from preservatives flavours, and retails in a 540ml pack. alternative to meat, can be pan or oven and retails in a 1900g pack. heated, and retails in a 450g pack containing six units.
Claims: Claims: Claims: Claims: Vegetarian, Low/No/Reduced Fat Ease of Use, No Additives/Preservatives, Vegan, Ethical - Environmentally Friendly No Additives/Preservatives Microwaveable Product, Time/Speed, Ethical - Human, Ease of Use, No Animal Ingredients, Vegetarian
Source: Mintel (2015) Innovative Leek Launches: 157 L3M (September – November 2015)
Asda Ready To Cook Kiddyum Fish and Veg Pie Tillman's Toasty Vegetarian Eridanous Leek and Chicken with Bacon & Leek (UK) Snack for Toasting Cheese Swirls (UK) (Germany) (Netherlands)
Asda Ready To Cook Chicken with Bacon & Kiddyum Fish and Veg Pie is made with all Tillman's Toasty Der Snack zum Toasten Eridanous Krokante Gebak met een Prei- Leek has been relaunched with an improved natural ingredients including sustainable Vegetarisch (Vegetarian Snack for Kaas Vulling (Leek and Cheese Swirls) are recipe and a new brand name, formerly fish. It is suitable for children aged one to Toasting) is new to the range. This 100% described as pastry whirls with a leek, known as Asda Chosen by You.This ready four years old and is free from sugar, meat-free product comprises chopped Mizithra cheese and feta cheese filling. The to cook and freezable product consists of preservatives, GM ingredients, artificial roasted vegetables in a toast-like shape, ready to bake product retails in a 680g two chicken breast fillets with leeks, cooked colours and flavours. It is low in salt and can with an extra crispy breadcrumb coating. It pack, bearing a QR code. bacon, Red Leicester and mature cheddar be ready in five minutes in a microwave. is suitable for vegetarians, can be toasted, in a mature cheddar cheese sauce. It can This product retails in a recyclable 200g oven-baked or pan-heated, and retails in a be oven cooked in 30 minutes and contains pack that features a QR code and the FSC, 140g pack containing two units. no artificial colours, flavours or Facebook and Twitter logos. hydrogenated fat. It also retails in a recyclable 420g pack that serves two people.
Claims: No Additives/Preservatives, All Natural Claims: Product, GMO-Free, Social Media, Ethical - Claims: Claims: Ease of Use, No Additives/Preservatives, Environmentally Friendly Package, Ethical - Vegetarian Ease of Use Low/No/Reduced Transfat, Ethical - Environmentally Friendly Product, Environmentally Friendly Package Low/No/Reduced Sugar, Microwaveable,
Low/No/Reduced Sodium, Babies & Toddlers (0-4), Time/Speed
Source: Mintel (2015) Innovative Leek Launches: 158 L3M (September – November 2015)
Liebig Lobster Soup Oils & More Experience Grandiosa X-tra Allt Kebab Xrisi Zimi Epirus Herbs Pie (France) Seasoning Oil Pizza with Garlic Sauce (Greece) (Germany) (Sweden)
Liebig Velouté de Homard (Lobster Soup) Oils & More Erlebnis Gewürzöl (Experience Xrisi Zimi Chortopita Ipeirou (Epirus Herbs Grandiosa X-tra Allt Kebab + Sås (Kebab can be heated in a pan or microwave. The Seasoning Oil) has been repackaged. It is Pie) comprises pastry made with olive oil Pizza with Garlic Sauce) has been stone product retails in a 1L recyclable pack based on extra virgin Arbequina olive oil and a selected filling of spinach, endive, oven baked in Sweden. This pizza featuring the FSC logo. The manufacturer and just needs to be shaken and served for chicory, feta and mizithra cheese. The comprises a crispy and golden base topped claims to be committed to preserving the dipping with bread. It is also suitable to product is made according to a traditional with kebab meat, peperoncini, cheese and environment and to offer thousands of marinade meat, fish, poultry and recipe without preservatives, cooks in 40 red onion, and a garlic sauce to be used as products per year to charity organisations vegetables, or for roasting and grilling, and minutes in the oven, and retails in an 850g a topping for the pizza. It retails in a 400g so that everyone can enjoy vegetables. retails in a newly designed 250ml bottle easy-open pack. recyclable pack containing 355g pizza and featuring the Corporate Social 45g sauce. The manufacturer is a proud Responsibility logo. This product was on sponsor of Swedish football. display at the Anuga 2015 Trade Show in Cologne, Germany.
Claims: Claims: Claims: Claims: Ethical - Charity, Ethical - Environmentally Ease of Use, Ethical - Human Ethical - Environmentally Friendly Package No Additives/Preservatives, Convenient Friendly Package, Ethical - Environmentally Packaging Friendly Product, Microwaveable
Source: Mintel (2015) Australian Leek Launches: 159 L3M (September – November 2015)
Crazy Dragon Chunky Prawn Gyoza Dumplings
Crazy Dragon Chunky Prawn Gyoza Dumplings have been repackaged and are now available in a 300g pack. The product is made with all natural ingredients and pork and contains 25% prawn filling, no added preservatives and no artificial colours or preservatives. The heat and eat product is of premium quality and described as fresh, healthy and bursting with flavour. It is made with pork and retails in a pack containing ten pieces and featuring Facebook and Twitter logos.
Claims: Ease of Use, No Additives/Preservatives, All Natural Product, Premium, Social Media
Source: Mintel (2015) 160
In the Media. General Vegetable News 161 (September – November 2015)
Coles has unveiled new ‘pick and pack’ technology which promises to cut down delivery times for online shoppers. The new system, dubbed Power Pick, has increased efficiency by up to 20 per cent and reduced order errors.
The tablet-based technology directs a Coles team member to the exact location of each item within the order using the most efficient route possible, with the directions pinpointing items by aisle, module, shelf and position.
Developed in-house at Coles as Rover, the technology has been sold to global retail technology provider NCR, and is likely to be picked up around the world.
Adoption of online grocery shopping has been slow, with customers generally satisfied to shop in-store. However, Coles says its online sales are growing at more than 20 per cent per year.
http://www.news.com.au Commodity News 162 (September – November 2015)
Researchers with Zhejiang Levarht has announced the The recently launched three- As part of the Australian Food University say that pelletized introduction of their new ‘Pick pack of cos lettuce at Coles Fair promotion, sweetcorn broccoli by-products may be and Pack Hot Pepper Mix Box’, which has already been well supermarkets will feature a from Neerabup’s Trandos used to replace other feed photo of Koala Farm’s Farms was sampled by ingredients and address received in the USA and Canada. The colourful hot chilli Anthony Staatz. For the past consumers in Malaysia. environmental waste. The mix box with heat index indicator three years, Mr Staatz has alternative feed boosts milk fat is perfect for retail. The concept had his photo on the lettuce The feedback was positive, as content and maintains similar allows customers to pick and packaging at Coles. West Australian sweetcorn levels of milk production, milk choose their favourites, along tastes different to sweetcorn protein, lactose, total solids with giving them the possibility to The aim is to personalise the grown in Malaysia as it is a lot and solids-not-fat. explore and try something new. products to ensure consumers sweeter. The 2kg box is divided into 4 understand they are grown in 200,000 tonnes of pelletized separate compartments. Australia. Koala Farms crops WA produce was generally broccoli-by-products were 700 acres twice a year. regarded as premium food by produced every year in China, Depending on season and availability, hot chilli varieties will Malaysian consumers, and creating both waste and be chosen in cooperation with was easily recognisable due environmental damage. the retailer, wholesaler or its kangaroo and sun logo. importer. http://www.feednavigator.com/ http://www.freshplaza.com/ http://www.qt.com.au/ http://www.freshplaza.com/ Commodity News 163 (September – November 2015)
Scientists at the Bengaluru- A farm in the Northern Territory There was no leek specific news based National Centre for is ramping up its production of to report this wave. Biological Sciences (NCBS) kale to meet a growing have found that excessive demand in Darwin. consumption of green peas could lead to paralysis due to Grown mostly in regions the presence of an anti- across southern Australia with nutritive chemical in the pulse. a cooler climate, farmer David Thompson said a lot people On prolonged consumption were sceptical that kale would grow well in the far north. (e.g. more than three months However, the north's dry as main diet), it may result in season this year had provided the outbreak of the disease great conditions. Keeping the called “neurolathyrism”, bugs off the kale was a causing irreversible paralysis challenge, but a mixture of of the lower limb muscles companion planting and ensuing in loss of walking organic pesticides had kept the ability. crop safe.
http://www.deccanherald.com/ http://www.abc.net.au/ 164
Project Harvest Background & Methodology 165 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 30, November 2015) 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.
166
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 Commodity Commodity Commodity Commodity 1 2 3 4 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 167
Broccoli Chilli Lettuce Sweet Corn Green Peas Kale Leek n=302 n=204 n=304 n=302 n=306 n=205 n=204 Gender Male 38% 49% 34% 37% 33% 36% 39% Sample. Female 62% 51% 66% 63% 67% 64% 61% Age consumers represented most states 18-24 y.o. 9% 2% 9% 9% 8% 4% 2% and territories, as well as both metro and rural areas. 25-34 y.o. 20% 14% 18% 25% 20% 18% 13% 35-44 y.o. 18% 20% 14% 21% 18% 19% 17% Demographic information about age and household structure was also 45-54 y.o. 16% 19% 16% 15% 18% 20% 18% collected to examine differences 55-64 y.o. 18% 28% 21% 17% 19% 23% 28% between life stages. 65+ y.o. 19% 16% 22% 13% 17% 17% 22% To qualify for the questionnaire, Household consumers... Single Income no Kids 20% 17% 17% 18% 19% 17% 16%
1 Were aged 18 years and over Double Income no Kids 25% 25% 22% 18% 17% 24% 14%
1 Purchased fresh vegetables at Young Families 15% 13% 15% 21% 19% 12% 9% least once a month Established Families 19% 23% 18% 25% 24% 20% 28%
1 Purchased at least one of the Empty Nesters 22% 23% 26% 18% 21% 26% 33% monthly commodities (broccoli, Location chilli, lettuce, sweet corn, green New South Wales 22% 17% 22% 25% 27% 18% 13% peas, kale, leek) within the last Victoria 20% 14% 22% 22% 23% 17% 19% month South Australia 14% 15% 14% 14% 13% 16% 15% Queensland 19% 15% 20% 19% 17% 15% 15% 1 Were the main or joint grocery Western Australia 18% 18% 16% 14% 16% 14% 15% buyer. Tasmania 3% 14% 4% 3% 2% 14% 18% Australian Capital Territory 3% 4% 3% 2% 3% 6% 4% Northern Territory 0% 2% 0% 0% 0% 1% 1% 168 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%