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Title Page
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Monthly Tracker Report Wave 24: Asian Vegetables, Beetroot, Capsicums & Sweetpotatoes Prepared by: Jenny Witham, Denise Hamblin, Fiona McKernan & Roger Kong 2
Contents
1 Executive Summary 3
1 Tracker Ad-hoc Questions 7
1 Overall Vegetable Tracker 15
1 Asian Vegetables 19
1 Beetroot 38
1 Sweetpotato 58
1 Capsicums 78
1 In the Media 98
1 Background & Methodology 101 3
Wave 24: Executive Summary 4 Industry Insight
What makes superfoods so super?
Superfoods are commonly defined as those with an unusually high content of antioxidants, vitamins or other nutrients that can have health promoting properties such as reducing the risk of disease or improving physical, mental or emotional health.
Being labelled as a “superfood” can result in soaring sales and a proliferation of associated by- products. This has been most recently witnessed for beetroot, sales of which are set to soar to over £1 million per week in the UK due to its highly publicised nutritive powers in relation to blood pressure, cholesterol and degenerative disease. Similarly in Australia, beetroot juice, beetroot stamina shots, beetroot chips and even inedible products such as beetroot based eye- masks are amongst the by-products available for those looking for an edge in health, beauty or performance.
There are many other vegetables that have been touted as superfoods (including Brussels Sprouts, Broccoli, Kale, Spinach, Swiss Chard, Pumpkin and Sweetpotato) and it will only be a matter of time before the next is “discovered”. Indeed, all vegetables contain health promoting vitamins and antioxidants, so it may be as simple as adding clinical evidence to the anecdotal and bracing for the marketing ride of a lifetime. 5
Fast Facts (1 of 2)
Asian Vegetables: Beetroot: 7 Asian vegetables have positive consumer sentiment and propensity to 7 Beetroot has strong levels of endorsement, indicating consumers are purchase, consistent with previous months. happy to recommend to family and friends. Future propensity to purchase is high. 7 Asian vegetables are purchased 5 times per month and are consumed 9 times per month, the former slightly higher and the latter 7 Beetroot is purchased approximately 3 times per month. marginally lower in comparison to previous waves. Consumption of beetroot occurs 8 occasions per month, down from the previous wave. 7 Consumers purchase 1kg of Asian vegetables per shop. Recalled last spend is $5.90. Overall, consumers perceive Asian vegetables to be 7 On average, consumers purchase 1kg of beetroot. Recalled last good value for money. spend was $4.70. Overall, consumers perceived good value for money. 7 National price tracking indicated the average price for Bok Choy in May was $2.12, which is relatively consistent between state and 7 Pricing analysis revealed both loose and bunched beetroot could be retailers. purchased from most mainstream retailers. Average price per kilo in May is $4.09, relatively consistent between state and retailers. 7 Awareness has improved, with just over three quarters of consumers able to recall a type. Bok Choy remained the most recalled type of 7 Awareness of beetroot types is very low, with two thirds of Asian vegetable, followed by Choy Sum and Wombok. consumers unable to recall a type.
7 Asian vegetables are expected to stay fresh for just over 5 days, and 7 Beetroot is expected to remain fresh for over 10 days. Freshness freshness expectations are met most of the time. Asian vegetables expectations have increased and are generally met by consumers. appear to be largely unaffected by seasonal changes. 7 Taste and health remain the key triggers to purchase, however 7 Ease of preparing and short cooking times are the main influences on decreasing since the last wave. The main barriers to future purchase purchase of Asian vegetables. Consuming enough for their needs and are consuming enough and wanting variety. limited availability are primary barriers to purchase. 6
Fast Facts (2 of 2) Sweetpotato: Capsicum: 7 Sweetpotato has strong consumer sentiment, however satisfaction 7 Consistent with previous waves, capsicums have strong category sits just below the Harvest mean. health figures for importance, satisfaction, endorsement and interest in new varieties. 7 Purchase of sweetpotato occurs 3 times per month and is consumed 7 times per month, down slightly from the last wave. 7 Purchase and consumption frequency of capsicum both declined, to Purchase is typically from mainstream retailers. 9 consumption occasions per month. Purchase is mainly from Coles, Woolworths and specialist retailers. 7 Overall, sweetpotato is perceived to be good value for money (6.4/10). Consumers on average purchase 1.0kg, typically loose. 7 Consumers on average are purchasing 600g of capsicums. Recalled last spend is $3.50. Recalled last spend is $3.60, which is perceived as fair value for money. 7 Price tracking for May 2015 revealed an average price of $4.96 per kilogram, down from January prices. 7 Price tracking for May 2015 showed the national average as $5.65 per kilogram for green capsicums. 7 Roughly two thirds of respondents cannot recall a variety of sweetpotato, those who did more often recalled the colour rather 7 Approximately one half of respondents were able to recall a type of than a specific variety, with Orange / Gold / Yellow being the most capsicum. Colour is the main trigger to recall. recalled colour. 7 Adding colour to a meal and using as an ingredient in dishes remain 7 Taste, adding to variety and ease of preparation are the strongest the key influences to purchase. Barriers to purchase included price triggers to purchase, while already consuming enough for their and consuming enough for their needs. needs and wanting variety in vegetables are the two biggest barriers. 7 Consumers expect capsicum to remain fresh for over 8 days once purchased, expectations are in line with previous waves and 7 Consumers expect sweetpotato to remain fresh for nearly two generally met. weeks. Expectations of freshness are largely met. 7
Wave 24: Consumer Segmentation 8 Four key drivers influence consumers’ fresh vegetable preference and purchase Consumers have distinct attitudes towards vegetables, however all consumers believe that ‘eating vegetables is necessary for their health’
Appeal of trying new things Wow! White zucchini, never seen that before – I have to try it. Hmm…Vitamin B for brain function, and fibre for managing blood sugar.
Need for Tastes, colours and Specific Nutrition HEALTH textures
I like the crunch and flavour burst of veggies I can eat raw.
I don’t need a list – I buy the same things every time. Comfort of routine Grab and go! The result is four distinct segments of 9 consumers in the market place
Flavour Followers: 22% WholesomeWholesome Habits: Habits: 26% 26%
Only buy what they know they EatEat veggiesveggies routinely/asroutinely/as habit, like the taste of. andhabit, are and not are looking not looking for anything for new.anything new. May be into trying new things, but it has to be similar to KnowKnow theythey need to to eat eat veggies something they know they like forveggies health, for but health, only but stick only to what the taste of. theystick know to what how they to know cook how and whatto cook others and whatthey otherscook for they will How they behave: cook for will eat. eat. Can be influenced by new How they behave: packaging or formats of veggies they are familiar with, Very considered in-store, price searching for flavours to go and value sensitive, keen not to with their regular buys. waste (so buy less), browse the same aisles each week. Be more relevant by: Be more relevant by: Offering recipe ideas in-store to highlight the versatility of the Offering more alternatives to veggies they know and enjoy. their set menus, greater convenience and value options.
The segment names reflect behaviours and core needs 10 The segments are named to reflect behaviours and core needs
Appeal of trying new things Conscious Eager Improvers Explorers
Need for Tastes, colours and Specific Nutrition HEALTH textures
Wholesome Flavour Habits Followers
Comfort of routine Asian Vegetables Grower Action Plan 11 Target: Eager Explorers Consumers
Asian Vegetables Consumer
Segmentation Your vegetable appeals to the Eager Explorers consumers. These consumers are
4 motivated by taste, colour and texture of 22% Asian vegetables.
41% Be more relevant by: Consumers are unsure of the ‘rules’ on how 18% to use multiple varieties of Asian vegetables. Include simple messages for how to incorporate them in cooking. Tell them what 19% each vegetable will bring to the dish and how is it best incorporated. Educate how to get the best out of each varietal. Promote uses and cooking styles beyond stir Eager Explorers Flavour Followers fries and Asian favoured meals, such as Wholesome Habits Conscious Improvers soups, salads and coleslaw.
*The target consumer segment is based on which segments this vegetable over indexes compared to Total Vegetable Consumers. It is not based solely on the size of the segment. Beetroot Grower Action Plan 12 Target: Conscious Improver Consumers
Your vegetable noticeably appeals to the Conscious Beetroot Consumer Improver consumers. Whilst this is not the largest Segmentation segment, they are motivated to purchase beetroot and are influenced by their nutritional benefits.
Be more relevant by: Recently referred to as the new ‘superfood’, continue 31% awareness of the vegetable by calling out specific 41% health benefits on packaging where possible. Use 4 claims such as high in folic acid, fibre and manganese. These consumers are open to new recipe ideas. Promote the use of the whole vegetable, including 12% the leaves, (these are a rich source of calcium and 16% iron) with recipe cards in-store. There is scope to include beetroot in multiple pre- prepared and processed products, like the trends being seen in the UK. Companies are including Eager Explorers Flavour Followers beetroot in chips, juices, salads and soups. Make Wholesome Habits Conscious Improvers sure health benefits are clearly labelled on pack.
*The target consumer segment is based on which segments this vegetable over indexes compared to Total Vegetable Consumers. It is not based solely on the size of the segment. Capsicum Grower Action Plan 13 Target: Eager Explorer Consumers
Capsicum Consumer Your vegetable appeals to the Eager Explorer Segmentation consumers. These consumers are motivated by
taste, colour and texture of capsicum. They are
looking for new recipes and cooking styles.
18% 4 Be more relevant by: These consumers are more open to 38% experimentation, attract them with in-store displays that are colourful and promote freshness and quality. Provide taste demonstrations in-store to encourage 24% trial and set flavour expectations before the consumer cooks with the capsicum. Promote the alternative types of capsicum to these consumers, such as red, green, orange and purple. 20% Identify the flavour differences of these types of capsicums- such as the level of sweetness and crunchy texture. Also highlight suitability for cooking cuisines, such as Chinese and Italian. This could be Eager Explorers Flavour Followers communicated on pack or in-store with the addition Wholesome Habits Conscious Improvers of recipe cards.
*The target consumer segment is based on which segments this vegetable over indexes compared to Total Vegetable Consumers. It is not based solely on the size of the segment. Sweetpotato Grower Action Plan 14 Target: Eager Explorer Consumers
Sweetpotato Consumer
Segmentation Your vegetable appeals noticeably appeals
to the Eager Explorer consumers. These people are interested in the taste, colour and
4 texture of sweetpotato. 18% Be more relevant by: 38% These consumers are not afraid to try new things, provide in-store recipe cards that 25% highlight sweetpotato as a versatile vegetable for exotic cuisines, such as Indian, Japanese and Thai.
19% Provide meal occasions outside of dinner, including jacket/baked sweetpotatoes for lunch, soup ideas and quick snacks on the Eager Explorers Flavour Followers go. Wholesome Habits Conscious Improvers
*The target consumer segment is based on which segments this vegetable over indexes compared to Total Vegetable Consumers. It is not based solely on the size of the segment. 15
Wave 24: Overall Vegetable Tracking 16
The top vegetables Carrots Tomatoes purchased last month were Potatoes carrots, tomatoes and White Onion Broccoli potatoes. Lettuce Capsicums Cauliflowers This month sees a decline Pumpkins Sweetpotato in purchase of lettuce and Celery capsicums. Overall Garlic Cucumbers however, purchase Red Onion behaviour is on trend with Zucchini Beans past months. Cabbage Baby Spinach Sweet Corn Green peas
0% 20% 40% 60% 80% 100%
Wave 19 Wave 20 Wave 21 Wave 22 Wave 23 Wave 24
Sample Wave 20 N= 1653 S8. Which of the following fresh vegetables have you purchased in the last month? 17 Category Health Explained
The following questions were asked to understand consumer sentiment about the vegetables, which can be tracked over time.
The Harvest Mean is the average of all commodities tracked thus far.
8 How important to you is having a range of commodity available in the store where you usually shop? 8 How satisfied or dissatisfied are you with the range of commodity currently available? 8 How likely would you be to recommend commodity to your family and friends? 8 How interested or disinterested are you in new commodity varieties? 8 In the future, are you likely to buy?
Endorsement remains strong for all commodities this month, with all 18 vegetables scoring above the Harvest mean. Consumers are likely recommend these vegetables to family and friends.
Consumers are intending to purchase more Asian Vegetables, Beetroot and Sweetpotato in the future. Purchase of Capsicums looks to remain consistent.
Asian Harvest Total Beetroot Sweetpotato Capsicum Vegetables Mean
Importance 7.4 6.3 6.0 7.1 6.3
Satisfaction 6.6 6.3 6.5 7.0 6.6
Endorsement 7.5 7.4 7.4 7.1 6.8
Interest (New Types) 7.4 6.8 6.3 6.4 6.1
Future Purchase More 26% 29% 19% 10% 14% Same 73% 69% 80% 89% 84% Less 1% 2% 1% 2% 2%
Harvest Total Mean is the mean of all commodities from Wave 1, up to and including current wave. 19
Asian Vegetables. 20 Purchase and consumption of Asian vegetables remains high. On average, consumers are eating Asian vegetables twice a week. Average Average Purchase Consumption 5.0 times 8.8 times Coles remains the key location for per month per month purchase. However, there has been a
consistent increase in purchase from 4.5 times, Wave 16 8.7 times, Wave 16 markets. 4.9 times, Wave 20 9.0 times, Wave 20
51% Purchase Channels
50% 51% 45% 48% 46% 45% Markets are seeing 37% 36% continual growth for 39% Asian vegetable Purchase from 34% purchase. Asian grocers 31%
14% 12% 16% 17% 7% 11% 11% 5% 5% 8% 2% 2% 6% 1% 1% 1% 1% 7% 5% 3% 3% Coles Woolworths Specialist Fruit Markets Independent Aldi Gourmet Direct from the Costco Convenience Other and Vegetable Supermarkets Independent grower Stores Retailer Retailers Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-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 purchased 1.0kg spend in May 2015 is perceive Asian Vegetables of Asian Vegetables in May $5.90. This has been to be good value for money 2015, which is relatively stable across previous (6.7/10), in line with consistent across months. waves. previous months.
1.1kg, Wave 16 $6.00, Wave 16 6.7/10, Wave 16 1.0kg, Wave 20 $6.00, Wave 20 6.6/10, Wave 20
Q3. How much
67% 65% 62% 62% 58% 56%
22% 22% 21%
Individual Asian Vegetable Pre-packaged Bunch of Pre-packaged Tray/Bag of Asian Vegetables Asian Vegetables
Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Pre-packaged Pre-packaged Individual Bunch Tray Wave 16 2.6 2.1 2.0 Wave 20 2.4 2.0 1.8 Wave 24 2.6 2.0 1.8
Q3a. How much
Online and In-store Commodity Prices 23 Baby Bok Choy
Darwin, NT Woolworths: $1.98ea Coles: $2.50ea
Brisbane, QLD The average price for Woolworths: $1.98ea / $2.48ea Coles: $2.48ea / $2.48ea Bok Choy in Australia was $2.12
Adelaide, SA Woolworths: $1.98ea / $2.48ea Coles: $2.50ea / N/A Sydney, NSW Perth, WA Woolworths: $1.98ea / $1.98ea Woolworths: $1.98ea Coles: $1.98ea / $1.98ea Coles: $2.00ea Canberra, ACT Woolworths: $1.98ea Melbourne, VIC Coles: $1.98ea • The average price of Bok Choy in May was $2.12, consistent with January prices. Woolworths: $1.98ea / $1.98ea • There was little price variation across states and retailers with the general price being Coles: N/A / $1.98ea $1.98 each. • The retail price range was $0.52.
Hobart, TAS Pricing was carried out on 17th May between 10am-12pm. Woolworths: $1.98ea Prices are displayed Online / In-store. Coles: $1.98ea Green text indicates promotional price. 24
Awareness of Asian 61% Bok Choy 66% vegetable varieties has 66% 35% consistently increased over Choy Sum 33% 32% the last three waves. 20% Wombok (Chinese cabbage) 18% 17% 13% Bok choy and choy sum have Pak Choy 15% 16% the greatest recall amongst 11% Gai Lan (Chinese broccoli) 12% consumers. 11% 8% Kangkong (Water spinach) 6% 6% 3% White Radish (Daikon) 3% 3% 2% Lotus Root 2% 2% 3% Bitter Melon 2% 2% 33% Do not know any varieties 30% 24% Wave 16: September 2014 Wave 20: January 2015 Wave 24: May 2015
Q6a. What varieties/types of
Ease of preparation and short cooking times are the main drivers of 25 purchase. Past months have seen a decline in consuming enough for my needs, however it still remains the key barrier to purchase.
Triggers Barriers
58% 7% Easy to prepare/cook with 61% 6% Not available in my area 54% 7% 58% 4% Cooks quickly 53% 7% Not versatile 54% 7% 52% 8% To use as an ingredient in dishes 54% 9% Hard to store/keep 51% 7% 56% 16% As they are healthy 56% 13% Expensive 50% 10% 54% 7% They taste great 53% 9% Other 48% 12% To add variety to my vegetable 55% 11% 56% 15% Lack of knowledge selection 44% 12% 49% 19% As they are good in nutrition 50% 18% Short shelf life 39% 14% 36% 21% To complement other food 39% 17% I want a variety of vegetables 33% 18% 37% 19% Good for the whole family 31% 16% Limited availability 29% 18% 26% 27% I already consume enough for my 26% It's versatile 31% needs 26% 22% Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15 Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Q7. Which of the following reasons best describes why you purchase
Asian vegetables are 26 generally eaten at dinner time, during both the Top 5 Consumption Occasions weekday and weekends. Wave 24 Wave 20 Wave 16 Weekday Dinner 58% 56% 57% Quick Meals 37% 44% 38% Consumers are cooking Weekend Dinner 36% 37% 37% Chinese, Thai and Family meals 32% 34% 31% Vietnamese cuisines. Everyday 30% 34% 38%
Typical Cuisine Cooked 80%
Other cuisines included 70% 60% 48% Malaysian, Indonesian and Korean 40% 33% 17% 22% 20% 9% 10% 8% 4% 3% 3% 2% 0% Chinese Thai Vietnamese Japanese Indian Modern Traditional Italian British Middle Snacks Other Eastern Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15 Asian Australian European Other
Sample Wave 16, N=303, Wave 20, N=317, Wave 24, N=311 Q10. What cuisines do you cook/consume that use
Asian vegetables are cooked with carrots, capsicums and onion.
Accompanying Vegetables
Carrot 51% TopTop 10 Cooking Cooking Styles Styles Wave 16 Wave 20 Wave 24 lettu Stir frying 79% 80% 78% Capsicum 43% ce Steaming 41% 44% 42% Soup 23% 23% 24% Sautéing 24% 16% 22% Boiling 19% 18% 16% Onion 43% Shallow Frying 9% 12% 14% Blanche 13% 16% 13% Raw 12% 13% 8% carr Microwave 11% 9% 7% Broccoli 36% Roasting 3% 3% 5% ot
Garlic 36%
Q9. How do you typically cook
28 Asian vegetable provenance is important to consumers, sitting above the Harvest mean and past waves.
Harvest Mean 6.3
Wave 16: Sept-14 6.4
Wave 20: Jan-15 6.3
Wave 24: May-15 In Wave 3 consumers ranked “Australian 6.6 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Once purchased, consumers expect Asian 29 vegetables to remain fresh for up to five
days. Expected to stay Expectations of freshness are generally fresh for met most of the time. 5.6 days
5.9 days, Wave 16 5.7 days, Wave 20 Expectations Met
Wave 16: Sept-14 1% 5% 13% 61% 17%
Wave 20: Jan-15 3% 6% 15% 59% 16%
Wave 24: May-15 2%4% 12% 65% 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
Trends: Asian Vegetables There were 63 launches in the last three months that contained Asian Asian Vegetables Global NPDs Vegetables as an ingredient. Products are primarily launched in Europe, Asia Pacific and North American regions. The main categories for March– May 2015 launches are meals, side dishes and fruit and vegetables.
Country Region
11% Germany 22% 19%
USA 14% 19%
Croatia 6% 2%
Australia 5% 49%
Asia Pacific Europe Canada 5% Middle East & Africa North America 63 Global Launches Latin America
Top Pack Formats Top Claims
Ease of Use 30% 21%
Categories Microwaveable 40% 29% 8% No Additives/ Sauces & 21% Meals Preservatives 10% Seasonings 33% 25% Ethical - Environmentally 14% 10% 11% Fruit & Friendly Package Snacks Vegetables Time/Speed 13% Flexible Tray Bottle 18% 16% Flexible sachet Can Other 32 Asian Vegetables Product Launches: Last 3 Months (March – May 2015) Summary
• There were 63 products launched over the last three months that contained Asian Vegetables as an ingredient.
• There were no products launched in Australia this wave.
• Europe (49%) and North America (19%) were the main regions for launches.
• Flexible formats remained the most common type of packaging (40%),
• The top category launches were meals (33%), sauces and seasonings (25%) and fruit and snacks (18%).
• Popular claims used were around convenience, including ease of use (30%), microwavable (29%), consistent with previous trends. No additives/preservatives was also commonly used (21%). Source: Mintel (2015) • The most innovative Asian Vegetable product was the H-E-B Chicken Egg Rolls, launched in Mexico (examples can be found in the following pages). Asian Vegetables Country & Category Launches 33
Germany and USA are key countries for launches. The main category for Asian Vegetable products are meals. Top Launch Countries Top Launch Categories
22% Germany Meals & Meal Centers 33%
14% USA Sauces & Seasonings 25% 6% Croatia
5% Australia Snacks 17%
5% Canada Fruit & Vegetables 16% 5% France Processed Fish, Meat & 3% 5% Mexico Egg Products
5% New Zealand 63 Side Dishes 3% Global 3% Denmark Launches 3% Japan Soup 2% 34 Key Claims & Pack Formats Product Claims Flexible formats and trays are the main packaging formats used over the last three Ease of Use months. Microwaveable Products utilise convenience claims - ease of use, microwaveable as well as no No Additives/Preservatives additives/preservatives to communicate health. Ethical - Environmentally Friendly Package Pack Formats Time/Speed
Flexible Organic
Tray Social Media
Bottle All Natural Product Flexible sachet No Animal Ingredients Can
Carton Vegan
Tub 0% 10% 20% 30% 40% 50%
0% 10% 20% 30% 40% 50% Global Europe
Global N=62 Innovative Asian Vegetables Launches: 35 L3M (March– May 2015)
Kahiki StirFresh General Woolworths Food Asian H-E-B Chicken Egg Rolls Ernte Krone Asian Style Tso's Chicken Style Beef and Slaw Wrap (Mexico) Vegetable Pan with Refined (USA) (South Africa) Sauce (Germany)
Kahiki StirFresh General Tso's Chicken Woolworths Food Asian Style Beef and H-E-B Carne de Pollo con Verduras con Ernte Krone Pfannengemüse Asiatische mit comprises tempura white meat chicken with Slaw Wrap is now available. The product Envoltura Crujiente (Chicken Egg Rolls) Raffinierter Sauce (Asian Style Vegetable broccoli, carrots and red bell peppers with a retails in a pack containing two units. comprise crispy Asian style wrappers filled Pan with Refined Sauce) is suitable for zesty Asian-style sauce. This USDA with chicken and a blend of vegetables. The vegetarians without eggs. This certified product is made with all natural microwaveable product has been inspected microwaveable product retails in a 750g ingredients, and contains no artificial for wholesomeness by the USDA and retails pack. flavors, preservatives or MSG. in a 340g pack containing four units.
Claims: Claims: Claims: Claims: Ease of Use, No Additives/Preservatives, All Ease of Use, Ethical - Environmentally Microwaveable Vegan, Vegetarian, No Animal Ingredients, Natural Product, Social Media, Friendly Package, Time/Speed, Ethical - Microwaveable Microwaveable Animal, Microwaveable
Source: Mintel (2015) Innovative Asian Vegetables Launches: 36 L3M (March– May 2015) Natural Polyphenol Antioxidants
Vitasia China Chicken Giant Eagle Shrimp Stir-Fry Findus World Selection Vitasia Thai Asian Mix Thai Spring Rolls (USA) Chinese Noodles Curry (Croatia) (Norway) (Croatia)
Vitasia China Rolice s Povrcem i Pilecim Giant Eagle Shrimp Stir-Fry has been Findus World Selection Chinese Noodles repackaged with a new look. The product have been relaunched under a new brand, Mesom (Chicken Spring Rolls) are Vitasia Thai Dodatak Za Jelo U Woku S comprises tender shrimp and oriental-style which was previously known as Findus described as Asian style batter spring rolls Curry-em Na Tajlandski Nacin (Asian Mix vegetables in authentic Asian spices that Oppdag Verden. This meal comprises snacks with vegetable and meat filling. This Thai Curry) just needs the addition of diced can be prepared in 10 minutes. It contains chicken, vegetables and noodles in a Asian product retails in a 400g pack containing meat and sesame oil. The product retails in no MSG and retails in a 24.2-oz. pack. sauce. It just requires to be heated in eight four 100g units. a 40g pack. minutes and retails in a 600g pack.
Claims: Claims: Claims: Claims: N/A No Additives/Preservatives Ease of Use Ease of Use
Source: Mintel (2015) Innovative Asian Vegetables Launches: 37
L3M (March– May 2015) Natural Polyphenol Antioxidants
Perfect Fit Meals Asian Great Value Asian Style Anna's Best Asia Nasi Nonghyup Boiled Style Pork with Rice Mixed Vegetables Goreng with Chicken Dumplings Noodles & Vegetables (Canada) (Switzerland) (South Korea) (USA)
Anna's Best Asia Asiatisches Reisgericht Nonghyup Boiled Dumplings are made with Comprises chopped pork tenderloin Great Value Asian Style Mixed Vegetables mit Gebratenem Poluetfleisch und Gemüse Korean wheat. This product is wrapped with marinated in a tangy Asian BBQ sauce with have been repackaged. This economy (Nasi Goreng with Chicken) has been carefully kneaded chewy thin dumpling layer sugar snap peas, mushrooms, carrots, and product retails in a 500g resealable pack. pickled cucumbers served with rice noodles. reformulated and now features new quality and filled with extra pork and vegetables. It This heat and eat product is hand crafted, with meat from Switzerland. It is described is free from MSG, synthetic colourings, portion controlled and dietitian designed. as an Asian rice dish with fried chicken and synthetic flavourings, d-sorbitol solution and The USDA inspected product contains vegetables. This microwaveable product alum, and said to be safe and good for quality lean proteins and satisfying whole retails in a 370g pack bearing the FSC mix health. grains, has been made with healthy cooking logo. oils, and can be heated in the microwave.
Claims: Claims: Claims: Claims: No Additives/Preservatives High Satiety, Ease of Use, Wholegrain, Convenient Packaging, Economy Ethical - Environmentally Friendly Package,
Slimming, Microwaveable Microwaveable
Source: Mintel (2015) 38
PumpkinBeetroot. . 39 Consumption of beetroot was lower this wave, on average being eaten seven to eight times per month. Average Average There is a decrease in purchase from Purchase Consumption 3.3 times 7.6 times specialist retailers, whilst there has per month per month been a slight increase in purchase from markets. 2.9 times, Wave 16 7.2 times, Wave 16 3.2 times, Wave 20 8.1 times, Wave 20
51% 49% 48% 47% 47% Purchase Channel 47% 45%
38%
32% 31% 29%28%
17% 15% 15% 11% 12% 7% 7% 6% 7% 4% 5% 2% 3% 3% 2% 2% 3% 0% 1% 1% 1%
Coles Woolworths Specialist Markets Independent Aldi Direct from Gourmet Costco Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-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 1.0kg spend is $4.70 in May perceive Beetroot to be of Beetroots. 2015. good value for money (6.5/10).
0.9kg, Wave 16 $4.70, Wave 16 6.2/10, Wave 16 1.0kg, Wave 20 $4.30, Wave 20 6.3/10, Wave 20
Q3. How much
58% 55% 53% 53% 51% 47%
17% 18% 19%
Individual Beetroots Bunch of Beetroots Pre-packaged Tray of Beetroots
Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Individual Bunch Pre-packaged Wave 16 3.6 1.7 1.4 Wave 20 3.2 1.8 1.5 Wave 24 3.7 1.4 1.5
Q3a. How much
Online and In-store Commodity Prices 42 Beetroot
Darwin, NT Woolworths: $3.98/kg Coles: $3.98/kg
The average price for Beetroot in Australia Brisbane, QLD was $4.09 kg Woolworths: $3.98/kg / $3.98/kg Coles: $3.98/kg / $4.00kg
Adelaide, SA Woolworths: $3.98/kg / $3.98/kg Sydney, NSW Coles: $3.98/kg / $3.98/kg Woolworths: $3.98/kg / $4.98/kg Perth, WA Coles: $3.98/kg / $3.98/kg Woolworths: $3.98kg Coles: $3.00kg Canberra, ACT Woolworths: $3.98kg Melbourne, VIC Coles: $3.98/kg • Beetroot was available loose and bunched in multiple locations across Australia. The average price for loose beetroot was $4.09, down from January 2015. Woolworths: $3.98/kg / $4.98/kg • There was noticeable price variability between retailers and states. The cheapest price Coles: $3.98/kg / $5.48 kg was in Perth at $3.00 per kg and the most expensive at $5.48 per kg in Melbourne. • The retail price range was higher at $2.48
Hobart, TAS Pricing was carried out on 17th May between 10am-12pm. Woolworths: $3.98kg Prices are displayed Online / In-store. Coles: $3.98/kg Green text indicates promotional price. 43 Awareness of beetroot varieties is consistently low 3% across the two waves. Baby 3% 3% Colour, specifically red, Chioggia 2% 2% remains the key influence (Striped) 2% on recall. 1% Bull's Blood 1% 1%
Yellow/ Red Purple 2% Gold 14% 2% Globe 1% 7% 0%
66% Don't know 68% 63%
Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Q6a. What varieties/types of
Consumers are purchasing Beetroot because they love the 44 taste. Having enough for their needs and wanting variety are the key barriers to purchase.
Triggers Barriers
58% 6% They taste great 62% 6% My partner doesn't like eating it 53% 4% 47% 6% As they are healthy 55% 6% Too inconvenient to cook 47% 7% 46% 7% As they are good in nutrition 47% 6% Inconsistent quality 46% 7% To add variety to my vegetable 46% 8% 44% selection 7% I grow my own 36% 10% 38% 10% To add colour to a meal 37% 13% Other 33% 12% 31% 10% To use as an ingredient in dishes 29% 8% Too inconvenient to peel/prepare 32% 7% 26% 13% Good for the whole family 27% 14% Expensive 30% 17% 26% 16% Specific health benefits 22% 11% Limited availability 29% 9% 26% 18% Easy to prepare/cook with 27% 16% I want a variety of vegetables 27% 15% 35% 26% To complement other food 38% 30% I already consume enough for my needs 25% 27% Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15 Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Q7. Which of the following reasons best describes why you purchase
45 This wave saw a large jump in cooking traditional Australian cuisine and snacking (antipasto) Top 5 Consumption Occasions dishes. Wave 24 Wave 20 Wave 16 Weekday Dinner 42% 40% 38% Weekend Dinner 34% 33% 28% Consumption repertoire is limited Family meals 30% 27% 29% to dinner and lunch occasions. Weekday Lunch 27% 28% 29% Everyday 24% 27% 27%
Typical Cuisine Cooked 80%
60% Using beetroot in 43% salads and juices 40% 39%
20% 17% 14% 13% 15% 7% 6% 5% 1% 5% 0% Modern Traditional Snacks British Italian Greek Indian Chinese Vietnamese Middle Other Eastern Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
The most popular cooking styles are boiling beetroots and roasting. Baking has consistently trended upwards over 46 recent waves.
Consumers opt to serve beetroot with carrot, tomatoes and potatoes.
Accompanying Vegetables
Carrot 41% TopTop 10 Cooking Cooking Styles Styles Wave 16 Wave 20 Wave 24 Boiling 41% 46% 38% lettu Roasting 33% 37% 37% Tomato 40% Baking 17% 24% 28% ce Raw 27% 27% 26% Steaming 16% 15% 16% Soup 12% 9% 14% Potato 38% Microwave 5% 8% 6% Stir frying 4% 7% 6% Stewing 8% 7% 6% Puree 4% 7% 6% carr Onion 36% ot
Lettuce 27%
Q9. How do you typically cook
Importance of Beetroot provenance has increased since 47 the previous wave, now above the Harvest mean. Overall, consumers would like to know they are grown in Australia.
Harvest Mean 6.3
Wave 16: Sept-14 6.1
Wave 20: Jan-15 6.3
Wave 24: May-15 6.8 In Wave 3 consumers ranked “Australian Grown” as the most important factor in relation to provenance
Q14. When purchasing
48 Consumers expect Beetroot to remain fresh for over 10 days once purchased. Expected to stay There is a high likelihood that freshness fresh for expectations are being met at least most 10.4 days of the time. 11.1 times, Wave 16 10.9 times, Wave 20 Expectations Met
Wave 16: Sept-14 1% 5% 10% 63% 21%
Wave 20: Jan-15 2% 4% 10% 56% 26%
Wave 24: May-15 1%5% 11% 53% 30%
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Q12. How long do you expect
Trends: Beetroot There were 508 products containing beetroot as an ingredient launched globally Beetroot Global NPDs in the last three months. The majority of these launches occurred in Europe, in particular UK and Germany, which was consistent with past trends. Products March– May 2015 were launched in bakery, dairy, confectionery categories and desserts. Health claims were frequently used on product labelling.
Country Region
3% 2% UK 20% 4% 9% Germany 18%
France 8%
Spain 4% 82%
Poland Europe Asia Pacific 4% Latin America Middle East & Africa 508 Global Launches North America
Top Pack Formats Top Claims
No 6% Additives/Preservatives 22% 6% Categories Ethical - Environmentally 21% 9% 33% Friendly Package Bakery. Dairy Vegetarian 19% 14% 13% 13%
Low/No/Reduced Allergen 15% 16% Chocolate Desserts & Confect. Ice-cream Flexible Tub Carton Bottle Jar Tray 11% 10% Seasonal 13% 51 Beetroot Product Launches: Last 3 Months (March– May 2015) Summary
• There were 508 global beetroot products launched globally over the last three months.
• There were twelve products launched in Australia. A few of these products were dips and vitamin supplements.
• The majority of products were launched in Europe (82%). Key countries for launches were the UK (20%) and Germany (18%), consistent with previous trends.
• Flexible packaging was the most common format used (33%). Tubs were also common formats (16%).
• Top launch categories were Bakery (13%), Dairy (13%), Chocolate Confectionery (11%) and Desserts and Ice-creams (10%). It appears that beetroot is largely used as a colouring for desserts, ice-creams and dairy. Source: Mintel (2015)
• Popular claims were around No additives/preservatives (22%), Ethical – Environmentally Friendly Packaging (21%), Vegetarian (19%) and Reduced allergen (15%).
• The most innovative beetroot product launched was Beetroot Ketchup from France (examples of these can be found in the following pages). Beetroot Launches 52
UK and Germany were the main countries for launches. Over the past three months bakery, dairy, desserts, confectionary and ice cream were the key categories for products launched.
Top Launch Countries Top Launch Categories
Bakery 13% 20% UK Dairy 13% 18% Germany Chocolate Confectionery 11% 8% France Desserts & Ice Cream 10% 4% Spain Juice Drinks 7% 4% Poland Sugar & Gum Confectionery 7% 4% Netherlands Snacks 6% 3% Czech Republic Meals & Meal Centers 6% 508 3% Switzerland Global 2% Australia Sauces & Seasonings 5% Launches Processed Fish, Meat & Egg 2% Austria Products 4% Claims & Pack Formats 53
Product Claims Flexible packaging and trays were the main formats used for products launched, consistent No Additives/Preservatives across regions. Ethical - Environmentally… Vegetarian No additives/preservatives was the key claim Low/No/Reduced Allergen used, especially in Asia Pacific. Seasonal Organic Product Formats Gluten-Free Social Media Flexible Ethical - Environmentally… Tub Children (5-12) Ease of Use Carton No Animal Ingredients Bottle Low/No/Reduced Fat Jar Vegan
Tray Low/No/Reduced Sugar Time/Speed Flexible sachet Premium Rigid box Ethical - Human Flexible stand-up pouch Low/No/Reduced Transfat
Tube Other (Functional) 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Global Asia Pacific Europe
Only regions with n >30 are displayed
Innovative Beetroot Launches: 54 L3M (March– May 2015)
Papagrin Beetroot & Ginger Mövenpick Limited Edition Atlantic Kitchen Vibrant Granny's Secret Raw Sesame Crackers Oceania Meringue & Beets Soup with Tender Homemade 100% Beetroot, (UK) Berries Pavlova Ice Cream Wakame Seaweed Carrot and Celery Juice (Russia) (UK) (UK)
Papagrin Beetroot & Ginger Raw Sesame Sunniva Fruit & Vegetable Juice with Apple, This product is boosted with superfood The product contains two pieces of Crackers are 100% raw and free from fat, Carrot, Raspberry, Lemon, Beetroot & seaweed, which is rich in iodine, is beetroot, eight carrots and two pieces of sugar and gluten. The organic product is sweetpotato) contains 32% vegetable and is described as a blend of beetroot and celery and no added sugar. It is said to be suitable for vegans and Paleo diets and partly made from concentrate. This chickpeas with enlivening ginger and wild an excellent alternative to fresh fruit and retails in a 20g pack featuring the Green pasteurised juice is rich in vitamin A, which wakame. is free from dairy and gluten, vegetables and is prepared following Leaf logo. It was on display at the Natural & contributes to normal vision, and vitamin C, simply requires heating, and is said to be traditional recipes, without preservatives, Organic Products Europe 2015, London which increases the absorption of iron and good for a healthy metabolism. Furthermore artificial colours or aromas. It is rich in . contributes to the normal function of the it is made with natural ingredients, is a vitamins and minerals, is said to provide the immune system, and is a source of source of potassium, and contains 128 body with revitalizing strength and vitality potassium, which supports normal muscle calories per bowl. This microwaveable and retails in a 200ml pack. function. It has a fresh and delicious taste of product can be frozen and retails in a 400g raspberry and mild beetroot. recyclable pack.
Claims: Claims: Low/No/Reduced Allergen, Gluten-Free, Claims: Claims: Vegan, Low/No/Reduced Fat, Low/No/Reduced Allergen, High Protein, No Additives/Preservatives, Other Limited Edition Low/No/Reduced Sugar, Organic, No Animal Other (Functional), Ethical - Environmentally (Functional), Low/No/Reduced Sugar
Ingredients Friendly Package, Ethical - Environmentally Friendly Product, Microwaveable, Ease of Use, Gluten-Free
Source: Mintel (2015) Innovative Beetroot Launches: 55 L3M (March– May 2015)
Hofmann Organic Cooked Garnier Skin Naturals De Rit Organics Beetroot Pur Ketchup Beetroot Beetroot Moisture+ Restore Night Crisps with Sea Salt Ketchup (Germany) Care Recovery Gel-Cream (Germany) (France) (UK)
De Rit Organics Rote Bete Chips (Beetroot Pur Ketchup Betterave du Sud-Ouest Hofmann Fränkische Bio Rote-Bete Suitable for all skin types including sensitive Crisps with Sea Salt) now available gently (Beetroot Ketchup) is made with beetroot (Organic Cooked Beetroot) is now available skin, is developed to help support skin's baked in high quality cold pressed high oleic from the South-West of France. This 100% peeled, vacuum packed and gently steamed natural repair cycle at night, improve sunflower oil, which is naturally rich in natural product is free from preservatives, in its own juice. The open pollinated product moisture barriers and stimulate surface skin mono-unsaturated fatty acids and refined colourings and gluten, and is described as is ideal together with meat, fish or venison cell renewal. The powerful non-greasy and with a pinch of sea salt. This organic delicious for flavouring vinaigrettes or for dishes as well as salads or hot dishes. It fast absorbing formula with revival flower product is suitable for vegans and retails in serving with chicken, hamburgers, retails in a 500g pack, bearing the Biokreis extract and Hydra+ Complex is designed to a 75g pack. sandwiches, barbecues or chips, and retails logo. act on the epidermis to help recover skin's in a 275g pack. moisture reserves and lock in the hydration needed. According to the manufacturer, the complexion will be left instantly moisturised, velvety soft, fresher, revitalised and comfortable with replenished lasting radiance.
Claims: Claims: Claims: Claims: Organic Premium, Microwaveable Low/No/Reduced Saturated Fat, Organic, No Additives/Preservatives, All Natural
Vegan, No Animal Ingredients Product, Low/No/Reduced Allergen, Gluten- Free
Source: Mintel (2014) Innovative Beetroot Launches: 56 L3M (March – May 2015)
Waitrose Beetroot Falafels Innocent Apple, Beetroot, Werda Grated Beetroot Lebepur Organic Beetroot (UK) Carrot and Ginger Juice (South Africa) Powder Drink (Ireland) (Germany)
Waitrose Beetroot Falafels have been Lebepur Rote Bete (Organic Beetroot Innocent Apple, Beetroot, Carrot and Ginger Werda Grated Beetroot has been relaunched with a new brand name, Powder) is said to contain 100% gently Juice Drink is a blend of fruit and veg juices repackaged. The ready to eat product is previously known as Waitrose Christmas. dried and ground organic red beet perfect with some ginger. The cold pressed product made with grape vinegar and naturally fat This sweet and vibrant product is described for fruity smoothies. A small amount is retails in a 330ml recyclable pack. and cholesterol free. It is also halal certified as beetroot, chick pea, onion and garlic sufficient to increase the value of the and suitable for strict vegetarians. It retails bites seasoned with spices. It is suitable for smoothies with important flavonoids, in a recyclable 420g pack. vegetarians, and now retails in a newly vitamins and minerals. The raw product is designed 176g widely recycled pack. free from additives, suitable for vegans and . retails in 150g pack featuring the EU Leaf logo.
Claims: Claims: Claims: Claims: Vegetarian, Ethical - Environmentally Ethical - Environmentally Friendly Package Ease of Use, Low/No/Reduced Cholesterol, No Additives/Preservatives, Vegan, No Friendly Package Ethical - Environmentally Friendly Package, Animal Ingredients, Organic Low/No/Reduced Fat, Halal, Vegetarian
Source: Mintel (2015) Australian Beetroot Launches: 57 L3M (March– May 2015)
Thomas Chipman Beetroot RebootYourLife Red Roar Black Swan Pop Up Chips Juice Beetroot and Zesty Orange . Dip
Isowhey Whole Foods Coles Australian Spinach Organic Beetroot, Maqui and Red Beetroot Leaves and Goji Superfood
Source: Mintel (2015) 58
Sweetpotato. 59 Consumption and purchase have both decreased this wave.
Average Average Consumers are purchasing Purchase Consumption 3.1 times 7.0 times sweetpotato from mainstream and per month specialist retailers. per month
3.3 times, Wave 16 7.2 times, Wave 16 3.3 times, Wave 20 7.9 times, Wave 20 Purchase Channel 58% 57%56% 52% 52% 49% 44%
36% 35%
23% 20% 17% 19% 17% 18% 15% 14% 11% 3% 3% 3% 4% 4% 2% 1% 1% 0% 1% 1% 1% 1% 0% 2%
Coles Woolworths Specialist Fruit Markets Independent Aldi Direct from the Gourmet Convenience Costco Other and Vegetable Supermarkets grower Independent Stores Retailer Retailers Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-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 purchased 1.0kg spend was for perceived sweetpotatoes to of sweetpotatoes in May sweetpotatoes was $3.50. be good value for money 2015. (6.4/10).
1.1kg, Wave 16 $3.60, Wave 16 6.5/10, Wave 16 1.1kg, Wave 20 $4.00, Wave 20 6.4/10, Wave 20
Q3. How much
89% 88% 88%
25% 24% 24%
Individual Sweetpotatoes Pre-packaged Bag of Sweetpotatoes
Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Individual Bag Wave 16 2.6 1.8 Wave 20 2.6 1.9 Wave 24 2.4 2.0
Q3a. How much
Darwin, NT Woolworths: $5.48kg Coles: $5.48kg
The average price for Sweetpotato in Brisbane, QLD Woolworths: $5.48kg / $4.48kg Australia was $4.96kg Coles: $4.48kg / $4.48kg
Adelaide, SA Woolworths: $5.48kg / $5.48kg Sydney, NSW Coles: $5.48kg / $5.98kg Woolworths: $5.48kg / $3.98kg Perth, WA Coles: $2.50kg / $5.98kg Woolworths: $5.48kg Coles: $5.48kg Canberra, ACT Woolworths: $5.48kg Melbourne, VIC Coles: $2.50kg • The average national price for Sweetpotato was $4.96 in May 2015, down from Woolworths: $5.48kg / $5.48kg January. Coles: $2.50kg / $2.50kg • The price varied due to sales promotions in Melbourne and Canberra. The cheapest price was $2.50 per kg, whilst the most expensive was $5.98 per kg. • The retail price range remained at $3.48. Hobart, TAS Pricing was carried out on 17th May between 10am-12pm. Woolworths: $5.48kg Prices are displayed Online / In-store. Coles: $5.98kg Green text indicates promotional price. 63
Almost two thirds of consumers are unable to 26% Orange / Gold / Yellow 29% recall a type, consistent with 29% past months. 11% Purple 12% 13% The orange/gold sweetpotato 12% White 12% has the greatest awareness, 11% followed by the purple variety. 7% Red 8% 6% 3% Kumara 4% 3% 64% Do not know any 59% varieties 62% Wave 16: Sep-14 Wave 20: Jan-15 Wave 24: May-15
Q6a. What varieties of
Triggers Barriers 69% 1% They taste great 68% 2% Not versatile 60% 3% To add variety to my vegetable 53% 4% 56% 4% My partner doesn't like eating it selection 47% 3% 53% 3% Easy to prepare/cook with 55% 2% Too inconvenient to peel/prepare 47% 3% 58% 6% As they are healthy 57% 4% Lack of varieties available 43% 3% 36% Sharp decline in 4% Long shelf life 38% 4% Inconsistent quality 36% health and nutrition triggers 5% 39% 9% To complement other food 40% 6% Limited availability 34% 5% 48% 13% As they are good in nutrition 51% Continuous trend of increase in availability 14% Other 34% 12% 33% 15% Good for the whole family 42% 15% Expensive 33% 15% 34% To use as an ingredient in dishes 23% 33% 23% I want a variety of vegetables 31% 17% 33% The whole family likes them 36% 36% I already consume enough for my 39% 29% 39% needs Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15 Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Q7. Which of the following reasons best describes why you purchase
consumption is heavily skewed Top 5 Consumption Occasions
towards Australian dinner Wave 24 Wave 20 Wave 16 occasions. Currently there is Weekday Dinner 56% 62% 60% minimal cuisine repertoire for Weekend Dinner 44% 47% 44% sweetpotato. Family meals 33% 39% 36% Everyday 24% 29% 32% Quick Meals 17% 19% 13%
Typical Cuisine Cooked 60% 53%
46% 40%
20% 16% 7% 7% 4% 8% 7% 3% 7% 7% 0% Traditional Modern British Italian Greek Indian Chinese Thai Snacks Middle Other Eastern Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Australian European Asian Other
Q10. What cuisines do you cook/consume that use
Accompanying Vegetables
Potato 53% Top Cooking Styles Wave 16 Wave 20 Wave 24 lettu Carrot 50% Roasting 61% 62% 56% ce Mashing 43% 46% 49% Baking 45% 47% 43% Boiling 32% 41% 33% Broccoli 40% Soup 23% 26% 26% Steaming 28% 29% 25% Stewing 11% 15% 13% Microwave 13% 17% 12% carrGreen Peas 40% Shallow Frying 6% 11% 8% ot Puree 6% 8% 8%
Pumpkins 40%
Q9. How do you typically cook
Harvest Mean 6.3
Wave 16: Sept-14 6.2
Wave 20: Jan-15 6.1
In Wave 3 consumers ranked “Australian Wave 34: May-15 6.2 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Wave 16: Sept-14 5% 5% 58% 31%
Wave 20: Jan-15 4% 7% 59% 29%
Wave 24: May-15 3% 6% 63% 27%
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Q12. How long do you expect
Trends: Sweetpotato There were 276 global launches over the past three months that Sweetpotato Global NPDs contained Sweetpotato as an ingredient. These were launched in Europe and Asia Pacific, particularly in South Korea and USA. Key March– May 2015 categories for launches were snacks, meals and bakery items.
Country Region
3% South Korea 14% 7% 12% USA 9% 44%
UK 7%
Japan 6% 34%
Germany 6% Asia Pacific Europe North America Latin America 276 Global Launches Middle East & Africa
Top Pack Formats Top Claims
No 21% Additives/Preservatives 34% 39% Categories Low/No/Reduced Allergen 18% 9% Meals Ethical - Environmentally Snacks 16% 9% 25% 12% Friendly Package 10% 12% Gluten-Free Sugar & Gum 16% Bakery Flexible Flexible stand-up pouch Confectionery Flexible sachet Carton 11% Microwaveable Tray Other 8% 16% 71 Sweetpotato Product Launches: L3M (March 2015 – May 2015) Summary • There were 276 Sweetpotato products launched globally over the last three months.
• There were eleven products launched in Australia, considerably higher than the three launches in July-September 2014 and nine launches in November 2014 - January 2015. Products included dips and snack products.
• Products were predominately launched in Asia Pacific (44%) and Europe (34%).
• The main category launches were snacks (25%), meals (12%), and bakery items (11%).
• Common pack formats used were flexible packaging (39%), trays (21%) and flexible stand-up pouches (12%).
• Popular claims used on products were No additives/preservatives (34%), Source: Mintel (2015) low/reduced/no allergen (18%), and ethical-environmentally friendly packaging (16%).
• The most innovative products launched included Vanilla Creamed sweetpotato with Cherries from Argentina. Other examples can be found on the following pages. Sweetpotato Launches 72
South Korea and USA had the greatest number of sweetpotato product launches. The main category for products were snacks.
Top Launch Countries Top Launch Categories
14% South Korea Snacks 25%
9% USA Meals & Meal Centers 12%
7% UK Bakery 11%
6% Japan Sugar & Gum Confectionery 8%
6% Germany Side Dishes 7%
4% France Soup 7%
4% Vietnam Baby Food 6%
4% Australia 276 Juice Drinks 5% Processed Fish, Meat & Egg Global 4% China 4% Launches Products 3% Taiwan Chocolate Confectionery 3% Claims & Pack Formats 73
Product Claims Flexible packaging was the main format used, consistent across regions. No Additives/Preservatives North America were more likely to utilise Low/No/Reduced Allergen claims compared with other regions. No Ethical - Environmentally… additives and preservatives was used most Gluten-Free frequently on products. Microwaveable Vegetarian Pack Formats Ease of Use Social Media Flexible Time/Speed Flexible stand-up pouch Kosher Flexible sachet Low/No/Reduced Sugar Carton Organic
Tray Babies & Toddlers (0-4)
Tub Low/No/Reduced Sodium Low/No/Reduced Transfat Bottle All Natural Product Can Halal Jar Low/No/Reduced Fat 0% 10% 20% 30% 40% 50% Seasonal Global Asia Pacific Convenient Packaging Europe North America 0% 20% 40% 60%
Only regions with n >30 are displayed
Innovative Sweetpotato Launches: 74 L3M (March – May 2015)
Udi's Gluten Free Asda Simply Roast Peacock Food Collection Heinz Little Kidz sweetpotato Ravioli Butternut Squash & Syrup Glazed sweetpotato sweetpotato & Lean Beef (USA) sweetpotato with Almonds Hotpot (UK) (South Korea) (UK) Udi's Gluten Free sweetpotato Ravioli comprises gluten free sweetpotato ravioli Heinz Little Kidz sweetpotato & Lean Beef Asda Simply Roast Butternut Squash & Peacock Food Collection Syrup Glazed tossed with kale, portobellos and red Hotpot has been reformulated and is now sweetpotato is made with one and a half sweetpotato with Almonds are fried until peppers in light sauce. The microwaveable available with a new recipe. The meal sweetpotatoes, a handful of squash and crispy then coated with sweet rice syrup, product provides 3g of fiber and 5g of provides three of a baby's five-a-day heaps of taste. The vegetarian product which is made of domestic rice, and topped protein per serving, and retails in an 8-oz. portions of fruit and vegetables and retails in a 375g recyclable pack sufficient with whole almond. Described as sweet and recyclable pack featuring the Facebook and comprises six different vegetables. It is low for four servings. nutty, this product can be defrosted in Twitter logos. in salt, contains no artificial colours, flavours twenty minutes or microwaved in thirty or preservatives and is a source of iron, seconds and retails in a 210g pack. which is said to support normal cognitive development. The microwaveable product is recommended for children aged one to three years old, is easy to prepare and retails in a recyclable 230g pack.
Claims: Claims: Claims: Claims: Time/Speed, Microwaveable Gluten-Free, Social Media, Low/No/Reduced Vegetarian, Ethical - Environmentally No Additives/Preservatives, Ethical - Allergen, Ethical - Environmentally Friendly Friendly Package Environmentally Friendly Package, Package, Microwaveable Microwaveable, Ease of Use, Low/No/Reduced Sodium, Babies & Toddlers (0-4)
Source: Mintel (2015) Innovative Sweetpotato Launches: 75 L3M (March – May 2015)
Myungsung Food Yellow Esnaola Vanilla Creamed Tesco sweetpotato Chips Ella's Kitchen Organic sweetpotato Chips sweetpotato with Cherries (UK) sweetpotato (South Korea) (Argentina) (Norway)
Tesco sweetpotato Chips are cooked in Ella's Kitchen Økologisk Søtpoteter Myungsung Food Yellow sweetpotato Chips Esnaola Dulce de Batata a la Vainilla con pure sunflower oil, and provides one of the (Organic sweetpotato) is suitable babies are made with 100% Korean yellow Cerezas (Vanilla Creamed sweetpotato with five-a-day recommended portions of fruit from four months old. This product is made sweetpotatoes, also known as pumpkin Cherries) is now available. This kosher and vegetables per 80g serving. The oven- with organic sweetpotatoes steamed in sweetpotatoes or honey sweetpotatoes for certified product is free from T.A.C.C. and cooked product is suitable for vegetarians, water and contains only natural sugars. It is its sweetness. These premium vegetable gluten, and retails in a 700g pack. features a seasoned coating, and retails in a gluten free and retails in a 70g pack chips are vacuum-fried and retail in a 60g 500g pack. featuring the EU Green Leaf logo. pack bearing the HACCP logo.
Claims: Claims: Claims: Claims: Premium Gluten-Free, Low/No/Reduced Allergen, Vegetarian Organic, Low/No/Reduced Allergen, Babies Kosher & Toddlers (0-4), Gluten-Free
Source: Mintel (2015) Innovative Sweetpotato Launches: 76 L3M (March – May 2015)
Kid's Choice Organic O' Mujirushi Ryohin Tesco sweetpotato and SP Story Semi Dried Baked Kids Garden sweetpotato sweetpotato Baumkuchen Goat's Cheese Lattice Pie sweetpotato Biscuits (South Korea) (Japan) (UK) (South Korea)
Kid's Choice Organic O' Kids Garden Mujirushi Ryohin sweetpotato Baumkuchen SP Story Semi Dried Baked sweetpotato is Tesco sweetpotato and Goats Cheese sweetpotato Biscuits have been is a moist cake with sweetpotato paste, and described as well-being and healthy, made Lattice Pie is described as puff pastry pie repackaged. This certified organic product is claimed to resemble a sweetpotato with 100% Korean sweetpotato, which has filled with sweetpotato, goats' cheese and contains 1.94% steamed sweetpotato dessert. Launched on March 17, 2015 with been infrared ray baked and dried. This spinach. It contains no artificial powder, and is said to be made using child- an RRP of 180 yen. product can be microwaved for a softer preservatives, flavours, colours or safe sugar, oil and flour. The product retails texture and can be served with milk or hydrogenated fat. The limited edition in a 70g pack bearing the HACCP logo. It . coffee as a meal replacement or a nutritious product is suitable for vegetarians, and was on display at the ISM 2015, Cologne. snack. It retails in a 300g pack. retails in a 200g recyclable pack.
Claims: Claims: Claims: Claims: N/A Organic, Children (5-12) No Additives/Preservatives, Microwaveable Low/No/Reduced Transfat, Vegetarian, Ethical - Environmentally Friendly Package, Limited Edition
Source: Mintel (2015) Australian Sweetpotato Launches: 77 L3M (March – May 2015)
Heinz Soup of the Day Woolworths Created with La Gina All Good La Zuppa sweetpotato, Veg and Jamie Smokin' sweetpotato Moroccan Pumpkin with Chickpea with Warm & Chorizo Soup Chickpea Soup Spices Soup.
Baby Macro Organic Meal Greenday Mixed Fruit Time Pumpkin, Spinach, Chips Ricotta and Pasta
Source: Mintel (2015) 78
Capsicums. 79 Purchase and consumption were lower than the previous wave.
Capsicum is generally purchased from Average Average Purchase Consumption mainstream and specialist retailers. 3.5 times 9.2 times Specialist retailers experienced a decline per month per month in purchases this wave, whilst markets have shown a consistent upwards trend. 3.8 times, Wave 16 9.6 times, Wave 16 3.9 times, Wave 20 10.5 times, Wave 20
57% Purchase Channels 53% 54% 51% 52% 48% 47%
38% 37%
21% 19% 19% 20% 18% 16% 15% 14% 13%
4% 4% 3% 2% 2% 3% 2% 1% 1% 1% 0% 1% 0%
Coles Woolworths Specialist Markets Aldi Independent Direct from Gourmet Costco Convenience Other Fruit and Supermarkets the grower Independent Stores Vegetable Retailers Retailer Wave 16: Sep 2014 Wave 20: Jan 2015 Wave 24: May 2015
Q1. On average, how often do you purchase
Average weight of Recalled last spend Value for money purchase
The average consumer The average recalled last On average, consumers typically purchased 610g of spend for Capsicum was perceived Capsicum to be Capsicum in May 2015, $3.60, which has trended fair value for money which is lower than the downwards since Wave (5.7/10), slightly decreasing previous two waves. 16. from the previous wave.
710g, Wave 16 $3.70, Wave 16 5.9/10, Wave 16 640g, Wave 20 $3.90, Wave 20 5.9/10, Wave 20
Q3. How much
81 Individual capsicums remain the key format for purchase, consistent with previous waves. Consumers typically purchase two per shop.
85% 85% 85%
19% 20% 20% 10% 10% 12% 6% 6% 6%
Individual Capsicums Pre-packaged Mixed Pre-packaged Small Pre-packaged Large Tray/Bag of Capsicums Tray/Bag of Capsicums Tray/Bag of Capsicums
Wave 16: Sept-14 Wave 20: Jan-15 Wave 24: May-15
Individual Mixed Tray Small Tray Large Tray
Wave 16 2.5 1.8 1.7 2.2
Wave 20 2.4 1.4 1.6 1.7
Wave 24 2.4 1.9 1.7 1.9
Q3a. How much
Online and In-store Commodity Prices 82 Capsicum
Darwin, NT Woolworths: $4.98kg Coles: $5.98kg
Brisbane, QLD Woolworths: $4.98kg / $5.95kg The average price for Capsicum (green) Coles: $5.98kg / $5.95kg in Australia was $5.65kg
Adelaide, SA Woolworths: $4.98kg / $5.98kg Sydney, NSW Coles: $5.98kg / $5.98kg Woolworths: $4.98kg / $5.98kg Perth, WA Coles: $5.98kg / $5.98kg Woolworths: $4.98kg Coles: $7.98kg Canberra, ACT Woolworths: $4.98kg Melbourne, VIC Coles: $5.98kg • The average price per kg was $5.65 in May 2015. Woolworths: $4.98kg / $7.98kg • There was some variation between states, with the highest price recorded in Coles: $3.50kg / $3.50kg Perth and Melbourne ($7.98kg), with the cheapest price available at Coles in Melbourne ($3.50kg). • The retailer price range remained at $4.48 per kilo. Hobart, TAS Pricing was carried out on 17th May between 10am-12pm. Woolworths: $4.98kg Prices are displayed Online / In-store. Coles: $6.98kg Green text indicates promotional price. 83
Red, yellow and green 51% coloured capsicums have Red capsicum 48% 50% the greatest level of recall, 51% Green capsicum 48% consistent with past 50% months. 49% Yellow capsicum 44% 46% However, almost half of all 7% Orange capsicum 7% consumers could not 6% Baby (miniature) 2% recall a type. 3% capsicum 3% 2% Purple capsicum 1% Including banana 2% capsicum
Other 4% 2% 42% Do not know any varieties 47% 44%
Wave 16: Sep 2014 Wave 20: Jan 2015 Wave 24: May 2015
Q6a. What varieties of
64% 3% To add colour to a meal 65% 7% Hard to store/keep 63% 4% 61% 6% To use as an ingredient in dishes 64% 5% Limited availability 53% 5% 56% 6% They taste great 60% 7% I grow my own 50% 5% 50% 8% Easy to prepare/cook with 51% 7% Inconsistent quality 47% 6% 5% To add variety to my vegetable 58% 58% 4% Poor quality selection 46% 6% 58% 11% As they are healthy 57% 11% Other 44% 8% 45% 9% To complement other food 53% 9% Short shelf life 40% 11% 47% 13% As they are good in nutrition 42% 17% I want a variety of vegetables 34% 17% 32% 29% It's versatile 35% 29% Expensive 29% 26% 26% 34% I already consume enough for my 32% Good for the whole family 29% needs 28% 38%
Wave 16: Sep 2014 Wave 20: Jan 2015 Wave 24: May 2015 Wave 16: Sep 2014 Wave 20: Jan 2015 Wave 24: May 2015
Q7. Which of the following reasons best describes why you purchase
85 Capsicums are most frequently used in Asian and Australia cuisine, particularly Chinese and Modern Top 5 Consumption Occasions Australian. Wave 24 Wave 20 Wave 16 Weekday Dinner 54% 56% 56% The top five consumption Quick Meals 36% 41% 39% occasions have remained largely Family meals 37% 39% 39% stable, however every-day meals Weekend Dinner 39% 38% 39% has experienced a considerable Every-day 28% 31% 38% decline over the last two waves. Cuisine Cooked
60%
44% 42% 34% 40% 32% 27% 21% 19% 13% 20% 7% 9%
0% Chinese Thai Indian Vietnamese Modern Traditional Italian Snacks Mexican Other
Wave 16: Sep 2014 Wave 20: Jan 2015 Wave 24: May 2015 Asian Australian European Other
Q10. What cuisines do you cook/consume that use
Capsicum is typically served with tomatoes and carrots, which has declined 86 since the previous wave. Onion and lettuce has remained relatively consistent as an accompanying vegetable.
On trend with Asian cuisine, the main cooking technique for capsicum is stir- frying.
Accompanying Vegetables
Tomato 57% Top 10 Cooking Styles Wave 16 Wave 20 Wave 24 Stir frying 71% 75% 69% lettu Raw 56% 56% 52% Carrot 44% ce Roasting 35% 25% 27% Grilling 20% 17% 20% Stewing 21% 18% 19% Sautéing 21% 21% 19% Onion 42% Baking 17% 15% 18% Soup 12% 12% 17% Shallow Frying 12% 12% 9% carr Steaming 8% 10% 6% Lettuce 39% ot
Celery 28%
Q9. How do you typically cook
The importance of Capsicum provenance saw an 87 increase on the previous waves, now sitting slightly above the Harvest mean. Variability in importance may be linked to seasonality and availability.
Harvest Mean 6.3
Wave 24: May 2015 6.4
Wave 20: Jan 2015 6.2
In Wave 3 consumers ranked “Australian Wave 16: Sep 2014 6.0 Grown” as the most important factor in relation to provenance
Q14. When purchasing
Capsicums are expected to remain fresh for Expected over eight days once purchased, in line with to stay past months. Similarly, expectations of fresh for freshness are consistent with previous 8.4 days
waves. 8.5 days, Wave 16 8.2 days, Wave 20
Expectations Met
Way 16: Sep 13% 66% 15% 2014 1% 5%
Way 20: Jan 2% 8% 11% 63% 2015 16%
Way 24: May 1% 6% 13% 66% 2015 13%
Never met Rarely met Met some of the time Met half of the time Met most of the time Always met
Q12. How long do you expect
Trends: Capsicums
*Mintel search term was Capsicum There were 182 products launched over the last three months that contained Capsicum Global NPDs Capsicum as an ingredient. A large portion of these products were launched in Asia Pacific, specifically China, Australia, South Korea and India. New March– May 2015 products were snacks, meals, sauces and processed products.
Country Region
6% China 18% 8% 9% Australia 12%
South Korea 10% 16% 60%
India 8%
UK Asia Pacific Europe 8% Middle East & Africa Latin America North America 182 Global Launches Top Pack Formats Top Claims
No 24% 24% Additives/Preservatives 29% Categories Time/Speed 20%
Meals Snacks Microwaveable 14% 8% 16% 21% 21%
11% Vegetarian 14% 13% Sauces Skincare Flexible Jar 17% 8% Bottle Tub Botanical/Herbal 14% Flexible sachet Other 91 Capsicum Product Launches: L3M (March 2015 – May 2015) Summary
• There were 182 products launched globally in the last three months that contained capsicum as an ingredient.
• There were 21 products launched in Australia, a large decrease from the 31 launches in the previous wave.
• Top countries for launches were China (18%), Australia (12%), South Korea (10%) and India (8%), with nearly two thirds of products launched in the Asia Pacific region.
• Flexible pack format (24%) and jars (16%) were the most used packaging for products over the last three months.
• Meals (21%) and Snacks (21%) were the main launch category for products containing capsicum. Sauces and seasonings (17%) had a number of product launches, with Skincare product launches increasing from the previous wave (8%). Source: Mintel (2015) • Product claims used were no additives/preservatives (24%), time/speed (20%), microwaveable (14%) and vegetarian (14%).
• The most innovative product launches were Hot-Capsicum Patch in the USA for muscle and joint pain, and Roasted Capsicum and Garlic Wraps from New Zealand (examples of these can be found in the following pages).
92 8 China had the greatest number of capsicum product launches over the last 3 months, Country & Categories overtaking Australia. South Korea and India also had a number of launches. Launches 8 Meals and snacks were the main product categories, similar to previous trends.
Top Launch Countries Top Launch Categories
18% China Meals & Meal Centers 21%
12% Australia Snacks 21%
10% South Korea Sauces & Seasonings 17%
8% India Skincare 8%
8% UK Hair Products 5%
5% USA Savoury Spreads 5% Processed Fish, Meat & 4% 4% New Zealand Egg Products
3% Brazil Soup 3% 182 Healthcare Global 3% Italy 2% Launches 3% South Africa Bakery 2% Claims and Packaging 93 Used Product Claims No Additives/Preservatives 7 Flexible packaging remained the most common Time/Speed format used, with tubs and trays used to a lesser extent. Microwaveable Vegetarian 7 Product claims were around health; no Botanical/Herbal additives/preservatives, ease of use, microwave- Ease of Use ability, and vegetarian. Ethical - Environmentally… Social Media Pack Formats Ethical - Animal Gluten-Free Flexible Low/No/Reduced Allergen Jar Low/No/Reduced Fat Bottle Halal Tub On-the-Go Flexible sachet Ethical - Environmentally… Tube Moisturising / Hydrating Flexible stand-up pouch Convenient Packaging Tray Brightening / Illuminating* Carton Slimming Skinpack All Natural Product 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Global Asia Pacific
Only regions with n >30 are displayed
94 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (March – May 2015)
Hisamitsu Salonpas-Hot Tilda Roasted Vegetable Marks & Spencer Spiced Kewpie Spicy Black Pepper Capsicum Patch Wholegrain Brown Basmati Chilli Seasoning on Red Sandwich Spread (USA) Rice (UK) Pepper Pitta Chips (UK) (Malaysia)
Tilda Roasted Vegetable Wholegrain Brown Hisamitsu Salonpas-Hot Capsicum Patch Basmati Rice is described as delicious and Marks & Spencer Spiced Chilli Seasoning Kewpie Sapuan Sandwic Rasa Pedas Lada has been repackaged in a newly designed nutty roasted vegetables with a delicate hint on Red Pepper Pitta Chips are suitable for Hitam (Spicy Black Pepper Sandwich 1-ct pack measuring 5.12in. x 7.09in. The of herbs, beautifully complements the vegetarians. The product retails in a 150g Spread) is halal certified and only needs topical analgesic product is designed for natural goodness of wholegrain basmati pack. spreading on the bread. This ready to eat temporary relief of minor aches and pains of rice. This rice is free from artificial colours, product retails in a 310ml pack bearing the muscles and joints associated with simple preservatives, flavours, and gluten. The HACCP logo. backache, arthritis, strains, bruises, and product is suitable for vegetarians, and can sprains. be simply prepared in the microwave in two minutes. It retails in a 250g pack.
Claims: Claims: Claims: Claims: Other (Functional) No Additives/Preservatives, Vegetarian Halal, Ease of Use Low/No/Reduced Allergen, Microwaveable, Gluten-Free, Vegetarian, Wholegrain
Source: Mintel (2015) 95 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (March– May 2015)
Better You Fitness Shahsavand Genus Calé Green Olives Stuffed Inka Crops Inka Corn Spicy Capsules (Sweden) Capsicum (Iran) with Peppers Chili Flavoured Giant Corn (Peru) (Columbia)
Better You Fitness Kapslar (Fitness Shahsavand Genus Capsicum is halal Calé Aceitunas Verdes Rellenas con Capsules) are now available with a new Inka Crops Inka Corn Maíz Gigante Chile certified. This product retails in a 75g jar. Pimiento (Green Olives Stuffed with updated formula. This product features a Picante (Spicy Chili Flavoured Giant Corn) Peppers) are now available. These olives high caffeine content, is developed for fat is now available. This kosher and HACCP are ideal as a snack or appetizer and have metabolism, and contains iodine which certified product retails in a 100g pack. been kosher certified. This product retails in contributes to normal metabolism. It retails a 240g pack. in a pack containing 60 vegetable capsules and features the Facebook logo.
Claims: Claims: Claims: Claims: Energy (Functional), Slimming, Social Media Halal Kosher Kosher
Source: Mintel (2015) 96 Innovative Capsicum Launches: Natural Polyphenol Antioxidants L3M (March– May 2015)
RoyQual Standard Foods Seojeongok's Slow Kitchen Haldiram's Nagpur Paneer Freya's Roasted Capsicum Chicken Bar-B-Q Pizza Beef Jerky Cutlet (India) and Garlic Wraps (Pakistan) (South Korea) (New Zealand) Haldiram's Nagpur Paneer Cutlet is described as a snack made from cottage Freya's Roasted Capsicum and Garlic RoyQual Standard Foods Chicken Bar-B-Q Seojeongok's Slow Kitchen Beef Jerky is cheese and green peas. The mild spice Wraps are said to be perfect for breakfast, Pizza is a fully baked pizza. The heat and made from low-fat beef from New Zealand. vegetarian product is 100% natural and free lunch, dinner or just a snack and can simply eat product is halal certified and can be This product can be grilled after seasoning from preservatives, trans fat or artificial be filled with the customer's favourite filling. ready in two to four minutes. It retails in with sesame oil for a better taste. It is said colours. It can be thawed in the microwave This soft, flexible, easy-to-roll and pack containing one large pizza. to be the king of jerky and retails in a 170g and retails in a recyclable 420g pack microwavable product is free from yeast and pack bearing the HACCP logo. containing eight units. retails in a resealable pack containing six units.
Claims: Claims: Claims: No Additives/Preservatives, All Natural Claims: Halal, Ease of Use Low/No/Reduced Fat Product, Ethical - Environmentally Friendly Ease of Use, Convenient Packaging, Package, Microwaveable, Low/No/Reduced Low/No/Reduced Allergen, Microwaveable Transfat, Vegetarian
Source: Mintel (2015) Australian Innovative Launches: 97 L3M (March – May 2015)
Optislim Healthy Option Anathoth Farm Sweet Chilli Heinz Soup of the Day 7 Imperial Grain Mexican Meal Vegetarian Tikka Relish Veg with Garden Herbs Flavoured White Rice Cups Masala Soup
McCain Healthy Choice Woolworths Homebrand Raw Materials Roast The Salad Servers Thai Red Curry with Beef, Mild Taco Sauce Vegetable Chilli Pasta Chickpeas with Roast Vegetables & Rice Sauce Pumpkin Salad
Source: Mintel (2015) 98
In the Media. 99
Key Vegetables: Vegetable Trends 1 Kale 1 Fennel The foodpeople have predicted the 1 Sweetpotato trend setting cuisines and 1 Beets ingredients of the 2015-2016. They 1 Sea veg & weeds use social media, gourmet 1 Cauliflower magazines, upscale news printed 1 Kohlrabi media, women’s magazines and 1 Black garlic mass market media channels. 1 Chard
They have predicted that new 1 Chicory colour varieties of vegetables will 1 Radish be popular as well as pickled 1 Daikon vegetables. Commodity News 100 (March – May 2015)
Baby bok choy is the Labelled the new Papua New Guinea is A study published in the immature version of bok ‘superfood’ in the UK by the largest consumer of Natural Products choy, harvested earlier food writers and celebrity sweetpotato per person. Research found that than the full grown chefs. The newfound The average citizen eats yellow and red capsicums variety. popularity of beetroot is 500kg of sweetpotato can bring down the speed expected to push sales per year. of digestions of The flavour is described above £1 million a week. carbohydrates and lipids. as milder than bok choy, Popularity is due to its The use of sweetpotato This effect may help slightly nutty and a little health benefits, which is has increasingly been reduce the onset of bit bitter. Baby bok choy seeing the vegetable seen on menus in New diabetes and obesity. is recommended if eating being added to soups, York, London and more raw. salads, chips and drinks. locally in Melbourne and Sydney. Suggested uses are stir
fry, soup and salad.
www.host.madison.com/lifestyles http://www.dailymail.co.uk/health/ The Foodpeople http://www.newseveryday.com/ /food-and-cooking/
Appendix. 101 Background 102 & Setting the Scene.
There is an increasing need in Australia’s Horticulture Industry to monitor and gauge consumer perception and behaviour in relation to fresh vegetables.
Colmar Brunton has been contracted to conduct a monthly online tracking project following specified vegetables across a three year period; monthly trend analysis; and additional ad-hoc projects to assist in this understanding of consumers.
The following report is designed to supplement an online Interactive Research Tool (IRT) and details the findings of the monthly online tracking program and trends analysis components.
This wave’s report (Wave 24, May 2015) focuses on: 1 Asian Vegetables 1 Beetroot 1 Capsicums 1 Sweetpotatoes
This is the sixth wave of tracking for these specific commodities, and as such, the current report will bring to light any change over the past 12 months.
This project has been funded by HIA using the vegetable levy and matched funds from the Australian Government. 103
Online Methodology. General Respondent Questions
Respondents were recruited via an Online Panel. If the Demographics respondents met the recruitment requirements of sufficient vegetable consumption (monthly) they were asked to complete the online questionnaire. Vegetable Consumption
All respondents completed general demographic and consumption questions. If respondents purchased any of the specific commodities within the last month they would complete Commodity Commodity Commodity Commodity 1 2 3 4 those questions. A minimum of N=500 respondents completed the questionnaire. Commodity Specific Questions Topics covered in the questionnaire were vegetable purchase and consumption, category health, price and value perceptions, Category Health triggers and barriers to purchase and preparation and cooking preferences. Purchase & Consumption Habits An additional 2 ad-hoc questions are asked at the end of the questionnaire. The subjects of these questions are supplied by Price Perceptions & Average Spend Horticulture 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 104
Asian Sweet- Total Beetroot Capsicum Vegetables potatoes N=668 n=259 n=307 n=311 n=307 Sample. Gender Male 31% 30% 33% 30% 29% In total, 668 respondents completed the Female 69% 70% 67% 70% 71% Age questionnaire. Respondents represented most states and territories, as well as both metro and 18-24 y.o. 6% 7% 7% 7% 6% rural areas. 25-34 y.o. 20% 23% 18% 20% 22% 35-44 y.o. Demographic information about age and 21% 23% 18% 22% 23% household structure was also collected to 45-54 y.o. 19% 16% 21% 19% 20% examine differences between life stages. 55-64 y.o. 17% 17% 19% 13% 14% 65+ y.o. To qualify for the questionnaire, respondents... 16% 14% 17% 19% 16% Household
1 Were aged 18 years and over Single Income no Kids 17% 19% 14% 17% 19% Double Income no Kids 21% 24% 22% 20% 19% 1 Purchased fresh vegetables at least once a Young Families month 18% 18% 19% 19% 19% Established Families 23% 24% 24% 24% 22% 1 Purchased at least one of the monthly Empty Nesters 20% 16% 22% 21% 21% commodities (Asian Vegetables, Beetroot, Location Capsicum & Sweetpotatoes) within the last New South Wales 22% 25% 23% 18% 21% month Victoria 22% 25% 27% 18% 17% South Australia 13% 13% 12% 17% 16% 1 Were the main or joint grocery buyer Queensland 21% 19% 19% 21% 23% Western Australia 15% 14% 13% 18% 18% Tasmania 4% 3% 4% 5% 4% Australian Capital Territory 1% 1% 2% 2% 1%
*Please note the lower number of beetroot consumers is due to low incidence of purchase in the last month 105 Trends Research: Our Approach
9 Colmar Brunton has used a combination of both desk research and in the field market research to explore the trends of each vegetable commodity being tracked this month.
9 Our main source of secondary data for this report was collected from Mintel Global New Products Database (GNPD).
9 This data source is used to analyse products launched around the globe in the last 3 months (L3M) that contained each vegetable being tracked as a core ingredient.
9 Trends are determined at a global and regional level.
9 Claims and pack types used for the launched products are explored and the relevant product categories are determined. Specific examples of products being launched around the globe that are particularly innovative are displayed for reference.
9 Trend reports are provided monthly and will reflect the 4 commodities tracked in the preceding period. Product Launches Last 3 Months (L3M) See below for the format that will be used to summarise the trend data collected for each How to Read Summaries commodity.
Country Region
4% USA 12% 5% 28% 15% UK 12% Commodity Top countries where What regions new Germanyproducts10% were products were
South Korealaunched.8% launched in. 48%
Canada Asia Pacific Europe 4% North America Middle East & Africa Number339 Launches of Launches Globally Latin America L3ML3M
Top Pack Formats Top Claims
No 35% 18% Additives/Preservatives Top Categories Low/No/Reduced Allergen 20% 6% 50% Top claims made by Top 7%pack formats used Snacks Bakery productsOrganic that19% were for7% products. Top28% categories 11%that launched. 12% products were Vegetarian 18% Breakfast Dairy Flexible Tub launched in. Carton Flexible stand-up pouch Cereals 6% Gluten-Free 18% Bottle Other 8%